You can be professional while also “keeping it real” with your customers. By interacting with customers in a less formal way, you’ll build a strong human connection that helps build brand loyalty.
—DAVID HAUSER, COFOUNDER OF GRASSHOPPER
“Keeping it real” has never been more important. It’s not that writing in a pompous or inauthentic way has ever been a particularly clever sales strategy, but today, just the thought of a salesperson writing to impress, rather than express, is insulting and silly.
Keeping a sales e-mail “real” means creating a message that is easy to read, genuine, and relevant. Think about the clear, crisp, concise style of any business blog you enjoy reading. ...