Job Seekers MUST Understand the Difference Between Status and Brand

June 24th, 2015

One of the biggest challenges I’ve seen in the last nine years since I’ve lost my job and communicated with thousands of job seekers is a misunderstanding of who they are.  Too often people think “I’m unemployed,” and that label needs to be their brand.  For example, when I had a job, my introduction was:

“I’m Jason Alba, the General Manager of this company.”

Then, when I lost my job, it changed to:

“I’m Jason Alba, and I’m…. uh… uh… In transition?  Unemployed?”

However you say that new thing, let me suggest that it is said WRONG!!!  I know we are used to having a title, and a professional identity, but this new thing is not our title and it is not our professional identity!

Here’s a simple analogy to show you why: Let’s say your neighbor is a master carpenter. You’ve seen his work, and he is amazing.  You can say: “My neighbor is a carpenter.”

But, what if your neighbor has all of his tools stolen, and he can’t work until he buys new tools?  Is he still a carpenter?

Or, what if your neighbor gets chicken pox or cooties, and can’t work for at least a week.  Is he still a carpenter?

YES, he is still a carpenter!!!

His status is “not working,” for the moment.  I actually call this his temporary status.  But “not working” is not his brand**.

Some people think that when they are in transition they are unemployed.  They don’t understand that is a temporary status, and they begin to believe the lie that they are “professionally unemployed.”

Please realize the difference between your brand (including skills, competencies, etc.) and your temporary status.

With this information, you should network differently.  Are you an out of work product manager?  Break that down to status (out of work) and brand (product manager).  You don’t have to wear the out of work like it’s a badge of honor or a badge of shame.  It’s simply a temporary status.

Now, go out and communicate better, and more accurately, with your network!

** I use the word brand loosely here, since I don’t think a job title is a good way to brand… but for the purpose of this article, it’s good enough.

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GenY and Millennials: Illusion vs. Reality of How Cool You Are

June 15th, 2015

Last week I reposted Gen Y Sounds Like a Bunch of Entitled Whiners (well, not so much anymore). I’m not trying to kick a hornet’s nest but I saw this image on Facebook right after it posted (original link):

beyond_millennials

So understand that this is a survey… and who knows how honest the people were in the survey. Let’s assume with over 6,000 people responding, it’s fairly accurate.

What does this mean?

Millennials think they are good with people… but HR pros (not an authority by any means, they just happen to be in a role where they might kind of see Millennials (or have read an article about them), think that they stink with people skills.

Millennials think they are okay with technology, and HR Pros assume they are excellent at technology.  As an IT person, my position has been this (and the 35% from Millennials kind of agrees): “Being good at multi-tasking video games, netflix, and a smartphone, doesn’t mean you are a technologist.”  I think Millennials understand, better than HR, that being tech-savvy might be more about system and database design, programming, etc. than buying the latest iphone.

Millennials say they are extremely loyal to their employers (I’ll say 82% is extreme, in today’s world!), while HR says NO WAY, no one is loyal. I’m surprised that Millennials think they are so loyal.  I’m not surprised that HR doesn’t think so, because that’s what they hear at every conference, and read in every article.

Millennials think they are not very fun-loving… while HR think they are at least twice as much as Millennials think.  I think Millennials are hard on themselves here… but maybe I’m too old to know :p

Another major discrepancy… Millennials think they are really hard workers.  HR says that is laughable.  Like, guffaw laughable.

I think there are problems on both sides… but if you are a Millennial and want to break out of the brand that is not hard working and not loyal, you better work on your personal brand!

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Getting a Better LinkedIn Profile Image

June 4th, 2015

You might have seen this post that was all over Facebook a week or two ago: New Research Study Breaks Down “The Perfect Profile Photo”

I thought it was going to be fluffy, but it’s really, really good.  I agree with almost everything, except I think you should zoom in more on the head, rather than have a belly-button-and-up shot.  That’s just my gut reaction… they are the ones with the data.  I’ll still recommend zoom in, though. I think their examples of “zoomed in (face only) is perhaps TOO zoomed in.

Anyway, great article, very informative, and it proves you can have an effective Profile image without paying big bucks … although I will say that a professional photographer with experience in profile images can do wonders.

I like how the breakdown in this post is trying to determine how different characteristics of a photo will impact how the viewer perceives your competency, how likable you are, and how influential you are.

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Optimizing Your Email Signature

May 28th, 2015

When I speak, I talk about a “personal branding secret weapon,” which is your email signature.  It’s a secret because even though we all can have an email signature, many of us don’t, or we mess it up.  And, it’s a secret because even though people see our signature all the time (or, every time they read our emails), they don’t think “oh, that’s a personal branding ploy!”

I’ve talked and blogged about this a lot over the last few years.  You can see some great links below.  In this post, I want to boil my thoughts down to help you optimize your email signature.  I could critique email signatures and go into more depth, but these are the four things I want you to know.  Note that I go into this in my Developing a Killer Personal Brand course on Pluralsight, which you can get for free (and if you watch it, you can get free premium upgrade on JibberJobber).  See the short video at the bottom to see how that works.

First, have a clean, clear, usable name.  If your name is Robert, but NO ONE calls you Robert, then put Bob.  Or Bobby.  Or Rob.  But if no one calls you Robert, don’t put Robert!  Also, unless you have a good reason to do otherwise, don’t put your middle initial.  Your email signature is not a government contract… put what you want people to call you!  Nothing more, nothing less.

Second, have what you might call a tagline, or a value statement.  This is a jargon-free, cliche-free line that says what you do, or what value you bring to the table.  A job title is not typically the right thing to put here, unless you are comfortable assuming (or, taking upon yourself) that every stereotype that is associated with that title, then you should not use the title.  Instead of Product Manager (which can probably be interpreted ten different ways), how about something more simple and to the point, like “I help companies take something from idea to product, and share it with the world.”  Okay, that’s kind of lame, but it’s different than a title.  Realize that coming up with a short, impactful tagline could take a lot more time than you think… but it’s time well-spent!

Third, have a link, or a call to action.  I have at least six websites I *could* point you to. But there is only one I want to point you to, which is JibberJobber.com.  This is my business.  This is what I do for a living.  This is my passion.  Every once in a while, I might point you to another site, but it depends on who you are (the audience) and the purpose of the message.  Combined with your tagline, this link or call to action invites the reader to take the next step, learn more, etc.

Fourth, consider not having anything else.  Every single character or pixel beyond that has the potential to distract from your brand messaging.  Don’t put fax numbers or street addresses… don’t put a quote from some smart person from 100 years ago, don’t muddy up your signature with a cute drawing of a turkey, or rainbow colors.  Yes, I’ve seen all of these things, and they are all distracting.  More is not more.  More can discourage people from reading any of your signature.

Here are some links that you might like:

Want to watch the Developing a Killer Personal Brand course for free? Watch this video to see how to get access to this, and many more courses.  No credit card required.

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Fighting Stereotypes In The Job Search

May 20th, 2015

Quick, what are the first stereotypes that come to mind for these five labels:

  1. Software programmer
  2. Republican business owner
  3. Democrat who volunteers time
  4. Person with bad spelling on her resume
  5. Female driver

What are the five things that came to mind?  Perhaps it was:

  1. nerdy, not good with social skills, sometimes rude
  2. greedy capitalist
  3. cat lover who puts cats, trees and stuff like that in front of human needs
  4. unqualified and not smart or caring enough to deserve this job
  5. distracted, aloof

Now, I’m not saying that the people from the first list always, exactly, or ever match the descriptors in the second list.  But….

You see, our world is rife with generalizations, titles, categories, stereotypes.  We like to take something complex and simplify it… and have a name for it.  We like to say “he is ______” and then everyone can say “ooooooh, that explains everything. I get it now.”

It’s like when I was talking to a recruiter and he asked me about my education. I said I got a CIS degree and an MBA, and he said “oh, I know everything about you.  People like you are a dime a dozen.”

Yep, he said that.

Externally I’m sure I just looked at him… internally I was really quite bothered (furious would be too strong of a word).

I had been stereotyped, categories, generalized.

I thought “I’m so much more than that!”  Let me talk with you for a while, whether that’s five minutes of five hours, and you’ll learn that I’m not the dime-a-dozen CIS/MBA kid!

The world is full of quick-thinking categorizers (as a blogger, I’m entitled to make up words.  Wait, did I just generalize all bloggers as pompous word creators?).

I know YOU are a categorizer (which is a lot softer than saying you are biased, a stereotyper, or the very harsh word: a racist).

We all make these quick judgement categorizations in our head.  We meet someone and based on what we take in (see, smell, touch (strength of handshake), etc.) we generalize.

We learn about where they are from and make generalizations.

We hear their job title, or where they went to school, or even what state they live in or are from, and make generalizations.

I LOOK AT YOUR BUMPER STICKERS ON YOUR CAR AND I MAKE GENERALIZATIONS!

Our brains are just wired to think this way.  It’s not necessarily right, it’s not necessarily fair, but it’s the way we all think.

So, how do you fight being stereotyped while you are in a job search?  Because we all know that job seekers are, for one reason or another, pathetic, right?  We know that if you were really “that good” then you wouldn’t have lost your job in the first place… right?

Oops, there I go generalizing again.

Okay, here are my thoughts on fighting the stereotypes:

  1. Accept that people will, and do, stereotype.  The biggest bias I hear about in my travels and at my presentations is that of age discrimination.  Here’s what I’ve learned: if you are “older,” it starts around 35 or 40. If you are “younger” in the professional world, it will last until you are about 30.  But trust me, even those who are between 30 and 40 will have age-based bias and discrimination.  IT JUST HAPPENS.
  2. Understand that you can break out of the stereotype.  Sometimes this is easy, but sometimes you will be fighting stereotypes in someone’s mind that are impossible to fight. It might just take sitting over lunch with someone, while they get to know you, and having the right conversation.  Once they know you as a dynamic human, instead of a prejudged (fill in the blank), then you are breaking out of the stereotype.  However, some will not be broken.  Like the woman who said “I will never hire a women in childbearing years.”  Illegal, for sure.  But something had happened to bias her against hiring someone who might have a kid. Fighting that stereotype with that person is a losing battle.
  3. Breaking out of the stereotype takes consistent work and use of tools.  Tools like a blog, where you can wax eloquent about your virtues, your experience, your value add, etc.  Tools like a strong and appropriate LinkedIn Profile.  Tools like a tagline or value statement.  Tools like a catchy or effective business card.  Tools like your choice of clothes, or how you do your hair or makeup.  Word choice, etc.  How you present yourself should be aligned with what your brand is.  Don’t assume that your resume is your (only) branding tool.
  4. You can control what your brand is.  Did you see how we shifted from “stereotypes” to “branding?”  They are pretty much the same thing.  You either have an unintentional brand, usually based on stereotypes and generalizations, or you have an intentional brand, which is how you want others to perceive you.  You need to think about how you want others to perceive you, and then actively work on your messaging, and help them perceive you that way.

These are four ideas to get you pointed in the right direction with taking control of how others perceive you.  I know this can be a lot of work, but it should be who you are. In other words, once you understand this stuff, it shouldn’t feel like it’s a lot of work.  It’s just how you act, what you do.

Once you have broken out of the stereotypes, and your brand is louder than those generalizations, you will have an easier time with all-things-career, including networking, interviewing, switching jobs, etc.

 

 

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Why You Should Work On Your LinkedIn Profile

May 14th, 2015

Today I had a one hour consultation with an executive on his LinkedIn Profile. This is not my $49 profile critique (where I record my critique and send you a link to watch)… this is a $100 one-on-one, about an hour consultation. (if you buy one of these, please put what you are buying in the description!)

There was something I meant to mention to this executive, but I forgot.  I’ll share that with you right now.

During the consultation, I got a feeling of being overwhelmed with everything that he had to do.  While his Profile was pretty good, there was plenty of room for improvement.  I suggested he do a little here, a little there, but not even attempt to do it all in one day or week.  This was the other thing I was going to tell him:

“The process of enhancing your Profile will better prepare you for networking conversations and interviews.  It will help you have a better website, resume, and cover letters.”

Why?

Critically thinking through the things he need to go through would take him to a place that he needed to go to have better marketing communication (written, like a resume, and verbal, like an interview or a network meeting).  This process would bring clarity on what parts of your history become the parts you bring out, as your brand.

You could wing it, like many people do, but going through this process should benefit you in your future communications.

And what you gain from that, I think, is more valuable than the hour we spent on the phone together.

Note: I am not opposed to hiring a professional to write your Profile for you.  I do feel strongly that if you go through the process, even perhaps with the professional writer (many times they do it with you, or they give you forms to fill out), you’ll be better for it.

If you want to get better at LinkedIn, you could buy my LinkedIn course for $50, or you could watch two courses I created on Pluralsight for free.  The courses are:

Here’s how you access these courses, for free (and get JibberJobber upgrade credit for every Jason Alba course you watch):

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Job Search Question: How to start a blog, and what to write?

May 13th, 2015

I got this question from Laura:

Do you have suggestions on how to start a blog… and what to blog about?

Two very short questions that can have very long answers!

I’ve written a bunch on blogging, back in the olden days (2006, 2007, 2008).  I think that blogging is a terrific tool to help people understand your personal brand.  And, there are many ways to do this – there’s not necessarily a “right” way, and what might be right today could change tomorrow.

For example, some people might get value out of blogging regularly, like I do (almost daily).  Other people might be able to throw up a few pages, and a few blog posts (note: posts and pages have different purposes, theoretically), and be good.  Some people want a lot of readers, other people will be fine if NO ONE reads their blog (except a hiring manager!).

Here are a few thoughts, although this is not a complete response.  That could take pages and pages or hours of discussion.

First, how do you start a blog?  

Well, you just start blogging :)  I would get a free account on a site like wordpress.com.  There are a bunch of wordpress competitors… and many are fine. I recommend wordpress because I know and trust the company enough, and apparently, so do a bunch of people on the internet.

If you want to look a lost more sophisticated, you could spend a nominal amount of money and (1) get your own domain name (usually your own name, like JaneDoe.com), and (2) have that domain point to your blog.  This could be your wordpress blog, or you could get a bluehost account and have your own virtual server.. and with a few clicks turn on a more robust version of wordpress.  If you know what I’m talking about, consider that.  If you don’t, just go to wordpress.com.

Once you get your blog up, you have the “honor” of writing your first blog post.  It’s a weird one, for sure.  It might be an introduction to who you are, or your good intentions and plans for the blog… or it might not be introductory at all, it might get right into the meat of your content.  But write the first post.  And the second post… and keep going.  In about two years your writing will have improved to a point where it’s actually pretty good.  I thought I was a good writer back in 2006, but I look back at those posts and realize just how poor my writing skills were (or, to be more positive about it, how much I’ve improved in the last nine years!).

Second, what do I blog about?

This is a great question.  Better than that, this is the right question to ask.

You can blog about anything… but you shouldn’t blog about anything.  I would suggest that you blog about things that will help people understand your professional breadth and depth.  The blog is a unique environment where, unlike a resume, you can expand and expand again on your breadth (for example, different skillsets) and your depth (for example, experiences with those skillsets that will exemplify how expert you are at a particular thing, or in a particular field).

Think about how you want others to perceive you.  Let’s say you are a senior level product manager.  You should brainstorm what the breadth is for a senior level project manager, which might include:

  • working with highly technical people who are expert in their area (engineers, developers, etc.)
  • working with business/CEO/board level people
  • working with contractors
  • marketing considerations (sales, pricing, competitive analysis, etc.)
  • product launch
  • negotiating
  • working with vendors
  • working with channel distribution partners
  • etc., etc., etc.

Those are a few of the things that might be your breadth, and these might be the categories of your blog!

Essentially, you have a kind of an outline that you can now work from.  Can you write three posts about one of those topics (like negotiating)?

I recommend you brainstorm stories and examples, words of wisdom and things you’ve learned over the years, about any of those areas… and just start writing.  You don’t have to do things in groupings, or in order. You can have series of related posts, of course, but you can intersperse non-related posts in-between.

I have other advice, like don’t write very long posts (this is getting long).  Instead, break it into two posts.  And, I personally think it’s more important to write consistently (1 to 3 to 5 times a week) than to write a really long post once every six months.

But that should be enough to get you started.

Does that help?

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Nothing Says “Welcome to the Real World” Like an Influx of New Graduates (congrats anyways)

May 4th, 2015

Not to be a Debbie Downer, but when I saw this headline this weekend my first thought wasn’t “congratulations!!!!”  If one school graduates almost 6k people in May… how many new grads are getting dumped into our economy?

2015_new_graduates

To the almost 6,000 new graduates (from undergrad to PhD)… welcome to the “real world.”  This is the real world your professors and adjuncts talked about for years… you see, there was this illusion that you were not in the real world while in school.

At least that is what I was told: “when you enter the real world…”

What a load of bull.

Here’s the deal: you’ve been in the real world for a long time.  And you made a business decision.  For many of you, the degree will be instrumental in helping you get your first or next job.  For many of you, it will settle in sometime in the next year that the degree was not helpful at all.  Looking at the years to pay off your student loans, you’ll wonder if the decision you made was a good one.  Yes, going to college was a decision… it was a business decision.  The college sold you a package, you paid for it (mostly likely financing it, like a business might). Now is not the time to have buyer’s remorse!

So don’t get discouraged that over 2 million people will earn degrees this year (1.8M undergrads alone, according to NACE).  Don’t be discouraged that there will many many hundreds of thousands of people who will get laid off, otherwise lose their jobs (companies dissolving), change companies, etc. Don’t become disheartened because many jobs have bounced out of your country to other, cheaper countries (and sometimes bounced back).  It’s not that you aren’t more talented or qualified for a career-level job, it’s just that, well, I guess, this is the real world.

Here’s something I learned, after having gotten a degree in CIS and an MBA, and having had job titles including manager and general manager: your education is about to begin.

Most of the facts and stuff you learned at school can be filed into the trivial pursuit box in your brain.  You won’t use much of it.

What you will use is the collection of skills that helped you get that degree.  Hopefully you worked hard, and pushed yourself beyond what you thought you could achieve.  Hopefully you learned about negotiation and persuasion, two key skills when working with others.  Did you learn anything about time management, while you juggled classes and work and social responsibilities? Did you learn about leadership, and how to be a follower, and team-player? Did you learn how to communicate effectively, whether that is written, verbal, etc.?  I hope you learned how to research, learn new things, find practical applications, and just dig in and study.

Those are the skills that you’ll need to tap into now.

You see, once you land your job, no one really cares where or what you studied.  They want to know what you can do, and if you’ll carry your weight.  That’s about it.  The other stuff is fun, but trivial.

Maybe your degree will matter for a little while, but the romance of it all will wear off.  If you are a crappy worker, no one will care (but they will think that your alma mater puts out crappy people – so now you have the burden of not tarnishing the brand of the school that you paid so much money to).  If you are an exceptional worker, people won’t care where you went to school, or what your GPA was.

I know, there are certain companies and industries that do care.  But those companies and industries probably don’t offer much more “job security” than any other company. If you can’t do the job, are distracting, inflict their culture with garbage and pompousness, then you’ll find yourself polishing up your resume.

I don’t mean for this to be a discouraging letter.  I just want to welcome you to the real world.  This is a world where what you can do, and how you communicate your brand, and how you nurture personal and professional relationships, is the new job security.  Or as I like to call it, the new career management.

And of the 2,000,000+ people who will graduate like you did this year, I guarantee that most will not get it.  I’ve seen this for years… they’ll take years, or decades, to figure out personal branding and networking.  If you want to have an easier career path, it’s time to transition into taking personal responsibility for your career, and get serious about your future.

The great thing about this is, if you start now, you won’t have to get student loans for this next phase of your education.

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New Course: Resumes and Self-marketing (for Software Developers)

April 14th, 2015

Last week my newest Pluralsight course went live: Resumes and Self-marketing for Software Developers

This is a course on what to do with your resume… how to use it to self-market, and basic understanding of the resume as a marketing tool.

Remember, for any Jason Alba course you watch on Pluralsight, and as many times as you watch it, you can get an additional 7 days of JibberJobber Premium… no limit! Follow these steps (or scroll down and watch the new video below the image to see exactly how to watch this for free, and get additional Premium on JibberJobber!).

Here’s Pluralsight’s announcement on Facebook:

 

pluralsight_course_resume_facebook

 

Not sure if I’ve had anything on Facebook associated to me with that many likes!

Here’s the video on exactly how to do this:

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New On The Job? How To Announce Yourself To Customers

April 13th, 2015

I got this email from a sales professional last week:

“I manage a large territory for my company and I am fairly new here and have a lot of customers.

I have probably only met or talked with 20% of them which are the ones that purchase regularly. The other 80% have purchased in the past and it is very possible they could purchase more or have upcoming projects but they don’t know me or forgot about our company.

Should I send an email blast introducing myself?

This is different than a marketing blast, rather, it is a way for me to reach out to a lot of people but it takes away the personal touch.

Do I do that or take the time to address each one in a separate email with a generic this is who I am and what my company offers and contact me if you have questions, need help, etc.

My initial response was, YES, definitely do this.

I’ve been marketing myself, as a job seeker, and then my business, for 9+ years.  What I’ve learned is that if you do not put yourself in front of people, they forget about you.  You are responsible for getting and staying in front of your audience.

I’ve also learned that the initial contact is just barely breaking the ice.  They key is to get in front of them regularly, as appropriate.  That is one reason why you have CRM systems.  If your company doesn’t provide a CRM system to you, then use JibberJobber.  If your company does provide a CRM to you, but you are making great friendships and professional contacts that you want to take to your next job, then use JibberJobber :)

Here are my specific thoughts and reactions to this person’s questions:

Is this going to be okay with your company/boss?  I can’t imagine a sales professional getting into trouble for sending this type of email, but you might want to check with your boss.  They might know something about a customer they fired (that you shouldn’t get in touch with), or they might point you to some tools or queries to make what you want to do easier.

Should it be one bulk email (BCC, of course!) or multiple individual emails? Pros and cons of both.  I would say it depends on a few things… where are you sending it from?  If you send from a Gmail or Verizon or a personal account (which I wouldn’t recommend), they have daily sending limits.  Going over those limits might get you in trouble (ie, getting locked out of sending email for 24 hours). If you bulk send from your work account, and your email server is on blacklists, count on maybe 5% of your emails getting through (I don’t know the percentage, but just assume hardly any get through).  The idea of doing one bulk email is nice because it’s faster, but I’m not convinced it’s that reliable.

Sending individual emails is more reliable, I think, and you might do 20 – 50 each day. This will even help you manage the responses, over days, instead of all in the first day or two.  But it will obviously take more time. The real question is how many emails are you sending?  If it’s 10,000, do bulk and go from there.  If it’s just a few hundred, send a few dozen each day until you finish.

About the “personal touch,” you can easily do that with individual emails… but you can also do it in bulk.  There are programs you can use (like mailchimp, and even outlook) that can merge names with a general body of text…

What information should the email have?  The number one purpose of this email is to introduce yourself.  In doing that, you’ll reinforce the branding of your company (in other words, remind the customer that your company exists and has stuff for them). You should give them contact information… work and cell # (that’s how salespeople roll, right?).  Keep the email short… don’t go into new products, etc.  I would let them know I’m the new rep, I’m excited to be there, and I’m easy to reach (and I’m responsive).  I want them to know that I’m their partner and want to help their projects be successful.   I will include a one-liner about my company, like “we manufacture the best widgets for the _______.” so people can remember where I fit into their life.  And, as overwhelming as this might sound, I invite them to call me in the next week (or two) and tell me what projects they are working on, what they have coming up, any issues from past projects with our stuff, etc.

I want this email to start the relationship, and invite them to let us take it to the next level.  That might be a emails, it might be a phone call, it might be a face-to-face… but let me introduce you to me and let’s start a relationship.

How often should I follow-up?  What should the follow-up have?  Make sure this first email is not the last email.  As a customer I know I need multiple communications before I trust you, and I need you to hit me at or around the right time (or, when I’m in the market to buy your stuff).  I suggest doing a blast, en bulk, each month.  This can be short, it can talk about new products, or it can talk about case studies where your products/services helped other customers.  The last thing would be the most interesting read for me.  It keeps me engaged (because it’s fun to read), and shows me that you understand that my success is important to me, and it’s also important to you.  I’m not just a customer to help you meet your quota, but you really care. The key?  MONTHLY.

How do I justify future follow-ups?  What if I have nothing new to say or report?  Then create something.  Talk to your customers and ask them if they could share some of their wins with your list.  If you don’t get those stories, then create information that will help others… suggestions, tips, best practices, industry news, etc.  Don’t write too much – we all suffer from information overload, and you don’t want to be that email that I’m sure to delete.

Is that it?  Will I be successful with this strategy?  I don’t think so. I think you need to have an integrated sales/marketing approach… that is, pick up the phone. Meet customers in person.  Don’t just rely on email.  But you already knew that.

Now, get your email constructed, proof it for type-os and grammar, and make sure the messaging is exactly what your customers should understand, and then send it.  

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