The Good, the Bad,
and the Ugly
Creating an e-mail message that includes both originality and sales expertise is becoming increasingly difficult, since the so-called standard techniques are becoming more and more common.
Our targets may become so immune to frenzy that they no longer respond to it. They certainly will click out of tedious and dull messages. And in a highly sophisticated database ambience, failure to recognize characteristics that help to establish rapport with your target is criminal.
Included in this chapter are examples of e-mail that represent, in the author's opinion, strong and weak messages. Your own computer screen, today, will provide more examples as you're online.
The e-mail message in Figure 17-1 has good text, excellent rapport, and a strong one-to-one approach.
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