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Posts by Erin King

Being Brief Is Digital Fresh Air

By Erin King | Mar 11, 2020 | Comments Off
Skip the Niceties - Erin King -cmi titles

Read an excerpt from Erin's book Digital Persuasion: Sell Smarter in the Modern Marketplace

Think about when you last got a message that cut straight to the point, didn’t waste your time, and gave you what you needed in a matter of seconds. It’s so refreshing, isn’t it? Before they’ve even read one word, just seeing the brevity of your message visually inspired an instant appreciation, an instant liking—you’ve been so brief that they’ll want to repeat the interaction in the future. It showed that you are not someone who is into time-wasting.

Say you’re sitting down for a meeting at work. What’s the absolute best thing you could possibly hear from the meeting organizer? “All right, guys, let’s keep this short.”

Yes! It’s a wonderful feeling.

The most valuable things in life are time and money. If you can save someone time, or save someone money, that kicks in the reciprocity principle; you’ve given them a gift. They’ll respond by looking you up, replying to your message, referring you to someone else—the opportunities are endless, all because you kept it shockingly short.

Try being shockingly short with your next message.

  1. First, go through the last ten unique sales messages in your Sent folder. Get a word count on each and find the average word count across your typical outbound message.
  2. Then, cut that number in half. Yup, I said it—in half! Aim for two or three sentences max. Remember, the goal is to communicate for a click, and to inspire some kind of action, not to try to sell them within that one message. You want to sell them on giving you a chance, not sell them on your entire product, service, company, or idea.
  3. Rewrite your message and restrict yourself to the above number. Make sure to send it out and track your response rate so you can compare it to the wordier messages you were sending before. Watch your response rates improve dramatically!

Learn more about Erin

Personal, Useful, and Brief

By Erin King | Jan 22, 2020 | Comments Off

Excerpt from Digital Persuasion by Erin King

In thirteen years of my own discovery and working with some of the world’s biggest brands, I’ve developed a formula that leverages proven success patterns to craft a more persuasive way of communicating through the screen. I didn’t have a good name for this formula until the day I remembered the first time I subconsciously used it—in the email I sent to my Professor offering him the Irish pub map. And it hit me: Be personal. Be useful. Be brief.

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Effective digital messaging that rises above the noise follows these three rules:

  1. Personal. Is this message leading with something highly personal to my recipient?
  2. Useful. Am I offering something of actual value to my recipient?
  3. Brief. Is this message shockingly short?

If you can craft your message maximizing those three steps, you will register as Friend or Server, and you’ll avoid being categorized by your recipient’s brain as a Foe or Seller. You will inspire an action. You will ignite some kind of engagement. You will open an opportunity.

When you’re not sure what to write or how to approach someone, just head to the PUB. Sounds simple, right? Fair warning: writing a message that’s Personal, Useful, and Brief can be challenging. In fact, it’s usually much harder to be concise than to just write out a long sales pitch. Being succinct is always more challenging than showing up and throwing up.

But taking the time to research and create the perfect PUB message is your digital differentiation edge. It determines whether you are heard or ignored. It decides whether your message is processed as Friend or Foe, Seller or Server.

Which one will your recipient decide you are?

Learn more about Erin

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