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Help Customers Think Positively

Yesterday I wrote about the effective personalized email I received from IX Web Hosting. But the personalization was not the only strong point of the message. The email was a fine example of leading the customer-reader to think positively by using positive language.

First, the subject of the email was “Upgrades to Your IX Web Hosting Account.” Not changes–upgrades.

The first paragraph included “Thank you,” “sincerely delighted,” and “serve you and your website,” which encouraged a positive mindset.

The third paragraph got me excited about something I thought I would never care about, improvements in web-hosting infrastructure:

“We now have a 100% brand-new hosting infrastructure that will pose numerous benefits to you, your site and its visitors! Speed, security, flexibility and uptime are just a few of the areas where you will experience extensive improvement.”

Notice that the excerpt above focuses on benefits, not features–and not boring technical details.

Since I have been satisfied with my web-hosting plan, learning that I will “experience extensive improvement” intrigued me. I am eagerly wondering what it will be like.

Other words and phrases in the message–“benefit,” “satisfied with our service,” and “always happy to hear what you have to say–kept me feeling enthusiastic about my web host.

The next time you write to a customer, make it your business to help your reader feel good about your message. If my web host can get me excited about an upgrade, I bet you can inspire a positive response too.

Note: Since I have praised the IX Web Hosting email in two blog entries, I feel the need to tell you that I have no financial relationship with the company other than to pay our web-hosting fee annually.


Posted by Lynn Gaertner Johnson
By Lynn Gaertner-Johnston

Lynn Gaertner-Johnston has helped thousands of employees and managers improve their business writing skills and confidence through her company, Syntax Training. In her corporate training career of more than 20 years, she has worked with executives, engineers, scientists, sales staff, and many other professionals, helping them get their messages across with clarity and tact.

A gifted teacher, Lynn has led writing classes at more than 100 companies and organizations such as MasterCard, Microsoft, Boeing, Nintendo, REI, AARP, Ledcor, and Kaiser Permanente. Near her home in Seattle, Washington, she has taught managerial communications in the MBA programs of the University of Washington and UW Bothell. She has created a communications course, Business Writing That Builds Relationships, and provides the curriculum at no cost to college instructors.

A recognized expert in business writing etiquette, Lynn has been quoted in "The Wall Street Journal," "The Atlantic," "Vanity Fair," and other media.

Lynn sharpened her business writing skills at the University of Notre Dame, where she earned a master's degree in communication, and at Bradley University, with a bachelor's degree in English. She grew up in suburban Chicago, Illinois.

5 comments on “Help Customers Think Positively”

  • Yes I completely agree with your point about writing positive to customers as it works a lot.Good that you have provide here an example of an email.I think that it is important to write some positive points.Only in this way a reader can get interest in it.

  • Yeah that is good to show the positive impression on the reader. To making the good impression is the main key in making your business grow up. I do believe using the proper language in the writing your emails and the letter is one of the main task in attracting the clients.

  • I think some taglines and some of the tricks of the sales are the usual key to success. I think when you endorse a brand or a product you should keep in my mind the positive things and think from the customer’s point of view. This will help you to be successful.

  • If the objective of the email is stimulate the rader to have a positive reaction, I think that the structure of the message it must be choerent in all parts.

    P.S. Sorry for my imprecise language, but I’m Italian

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