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.