As we enter a new era of communications, the electronic one, the
question of grammar and proper etiquette often arises. The entire
method of information exchange has changed with the technology.
Few of us ever used a smilie :-) in our written communications.
Now presidents of conservative corporations feel free to do so.
This is a strange new world!
POINTS
TO PONDER:
• On the Internet there is near universal acceptance of slang.
It is a practical necessity. Even the most proper purveyors of grammar
will let mistakes slide.
•
However, we do need to be careful to ensure that our casual use
of the language does not infect our off-line correspondence. The
same individual, who will forgive errors on line, will trash your
business proposal for the same mistake found in an advertisement
or letter.
• Always
remember that first impressions count for more than they should!
Even when it may be acceptable to use slang or shortcuts in your
online communications, it may be wise to refrain from doing so.
• I'm
not saying that this is the way that it should be, only that it
is. As an infamous slayer of good grammar, I can attest to the damage
that can be done.
AN AMUSING STORY?
I still have the actual copy of a prospecting letter that I once
sent, and also received! It was the typical "I have a buyer,
who is looking for a home in your neighborhood" correspondence.
I even offered to reduce my commission if anyone responded, and
the customer subsequently purchased their home.
I received one
reply. Ozora McCarthy, (of 2880 Renfrew, Ann Arbor, Michigan) took
the letter and wrote, in red pen, the following:
"Stephen,
Nice letter, nice stationary, nice offer on my home - but I would
NEVER do business with a person who signs his name scribblescribblescribble"
You see, In
an effort to be personal in my prospecting, I used to hand sign
each and every letter I sent, even if that meant autographing hundreds
of mailings! Well, by signature 143 or so, you can imagine that
my autograph was not a work of beauty.
Ozora hand wrote
the above message on my letter itself, in rather poor script I might
add, folded it in three, placed a .22 cent stamp on it (now you
know how long I've kept this damn thing!) and mailed it back to
me.
THE LESSON:
Other than the obvious: Ozora McCarthey is a narrow-minded, mean-spirited,
petty and insignificant excuse for a human being (just pulling it
out of my "saved letters" file still steams me) there
is a lesson to be learned; which is why I saved the letter in the
first place.
There are millions
of folks out there just like Ozora, and they are your potential
clients and customers! Like it or not, they will judge you on some
pretty insignificant criteria. That's just the way it is.
So, what did
I do? I spent $20 to purchase a self-inking stamp of my signature.
Actually, it's a stamp of what my signature looks like after twenty
tries to have the kind of signature that I think Ozora would approve
of; and nobody's complained about my autograph since.
Before you
say "Stephen, why bother? Why didn't you just shrug it off
and get on with your business? Why even give this person a moment
of your time?" let me answer your question.
OZORA DID ME A FAVOR!
For every person who will correct your grammar, signature or other
minor flaw in your advertising and/or correspondence, there must
be at least ten others who won't do business with you for the same
reason! These other people just are not as mean-spirited, or don't
have the time, to correct your correspondence and send it back!
In returning
my letter, Ozora has allowed me to correct a rather minor flaw in
my prospecting technique. A minor flaw which would have certainly
continued to undermine the effectiveness of all of my business communications!
THE TECHNOLOGICAL APPLICATION:
I don't use the stamp very much anymore. Several years ago, I scanned
my own signature into my computer graphics program, cleaned it up
and colorized it.
Now my autograph
is perfect (as much as it ever will be), and the computer signs
my prospecting correspondence for me. This is a real time-saver,
and a wrist-saver too!
I would suggest
you do the same!
The content of this article is based on my seminar:
Proven Steps To Effective Email
Stephen M. Canale
Speaker, Trainer & Author - Technology, Marketing & Sales
Multi-State Graduate REALTORS® Institute Instructor
Past Chair - NAR Business Technology and Information Systems Forum
Realty Times “Best Technology Trainer” - RB Council
"Quill Pen Award"
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