What might seem like polite, considerate or clever technique to win favor or influence your target audience might be turning them off to your message. Whether you’re asking for an appointment, asking for their business or asking for a donation, reconsider using the following:
This list was inspired by Geoffrey James.
If a prospective customer actually opens your email, the last thing you want to do is irritate or bore the customer. Here are 12 very common phrases that should be avoided:
This “hope” is always followed by a page of boilerplate. In any case, if you don’t know me, don’t pretend you care about me.
That expression—which has suddenly gotten popular—always makes me imagine a baby reaching out of a stroller.
There’s always somebody who can undercut any price plus you’re forcing the customer to think about price rather than value. Bad idea.
This is a lie. You know it’s a lie and the customer knows it’s a lie. Starting a relationship with a lie always ends badly.
Same as #2.
The customer knows by agreeing to the estimate the customer is now socially obligated to listen to a sales pitch.
This is corny sales-talk from way back when. Customers never want to hear a sales pitch or anything that sounds like one.
Customers don’t believe reference accounts unless you can name the company that bought from you.
You’ve just made the exact same claim that every B2B firm makes. If you can’t be specific, don’t bother.
In most cases, the sales email has already barraged the customer with information but no reason whatsoever to spend time learning more.
The customer knows that your contact information is under your name. Putting it in the body of the email just makes you seem desperate.
I have no idea why anybody would put this phrase in a business email. Same thing starting an email with “Dear . . . ” Hey, the Victorian era ended 100 years ago.
Of course, there are many, many more phrases and actions equivalent to finger guns—cringe worthy, cheesy phrases that immediately turn prospects away—don't be one of the sellers who uses them!