I recently received a newsletter from a vendor that we use for some of our online marketing. This was their “inaugural newsletter”. I do applaud them for starting a newsletter to communicate to customers.
One of the three articles posted in the newsletter was titled, “This Month’s Customer Who ‘Gets It’”. Even though it was never stated in the article, the intent of the article was to encourage all of their customers to use the extra services that they offer in order to have better results. My firsts thought, however, was that everyone else doesn’t “get it”. Far from the intent of the message.
When communicating with your customers, particularly written communication, it is imperative that your reader (customer) understands the message the way that you intended it to be understood. Have someone else read it before you send it. At the very least, put it aside and read it later. Sometimes after your mind has been on to other things, you can review with a fresh perspective.
