Do You Hide Behind Email?

Below is an excerpt of an article by Bob Bly, one of America’s top advertising copywriters.

I read Bob’s material religiously because every successful job search is a successful sales and marketing campaign. That means, if you can sell on paper — like Bob — you can write better cover letters and resumes. Which gets you hired faster.

Here’s what Bob has to say about the hidden dangers of email. Replace the word “client” with “employer” in the article below, and I guarantee you’ll learn something powerful …

I’ve done it … and I bet you have, too.

I’m talking about sending an e-mail to someone just to avoid talking with them on the telephone.

The excuse I make is that the other person and I are both busy — and communicating by e-mail is more efficient and
convenient.

As a result of this insidious habit of using the Internet to duck personal one-on-one contact, e-mail has just about made regular business letters obsolete — and is threatening to do the same to face-to-face meetings and telephone calls.

How do you avoid the e-mail trap … and build a closer relationship with your important friends, colleagues, and customers?

Two simple words: “client contact.”

I have a big sign posted on the wall in my office. In big, boldface letters are just two words: “CLIENT CONTACT.”

The sign reminds me that I should reach out to people - my subscribers, readers, prospects, clients, colleagues, friends, and even relatives - more often with a phone call or in person, and less often with e-mail.

If you’re introverted, pressed for time, or just not a people person, start small like I did.

Ever since posting the “Client Contact” sign on my wall, I have used it as a reminder to proactively phone at least one person every day — even when there is not a pressing matter to discuss or an urgent reason to do so.

I advise you to, as an experiment, do the same: make and post a big sign that says “CLIENT CONTACT” near your desk.

Then meet in person … or call on the phone … at least one client, prospects, colleague, or associate a day — in particular, someone you don’t HAVE to call but should.

I think you will, within a few weeks, notice an immediate improvement in both your relationships with people … and your attitude towards them.

Here’s a rude fact: You can learn more about how to market yourself to employers by reading one good article on sales, marketing or advertising than you often can by spending a day at the average college career center or state unemployment office.

That’s because those places are run — in most, but not all cases — by academics and bureaucrats who have never sold anything to anyone, ever. Such risk-averse people, who don’t live their lives in the competitive world of business, really aren’t fit to dispense advice on how to sell yourself to employers.

Sorry to offend anyone, but facts are facts.

If you do want to learn how to sell yourself on paper, in person, or by phone more effectively, you should become familiar with the writings of Jay Abraham, Bob Bly, John Caples, Dan Kennedy, and David Ogilvy. There are more, but if you know what’s in those 5 books, you will enjoy a lifetime of job security.

And you’ll be far less tempted to hide behind email, where employers may not find you!

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This entry was posted on Monday, March 17th, 2008 at 12:20 pm and is filed under job search tips, networking. You can leave a response, or trackback from your own site.