Category Archives: Books

The Power of Email Communication – How to Win People

For a marketing professional, I am rather quiet and reserved, though I am aware that I need to be bit more outgoing to nudge ahead of my career. So for the past few days, I have been reading a few self-development books and one of the first ones I picked was the much celebrated self-help classic by Dale Carnegie, “How to Win Friends and Influence People“. Although I believe that soft skills are often intrinsic, this book certainly has the right ingredients to change your approach towards people. Not that I have been conscious of how I have interacted with people, but it certainly is an interesting read. What makes it interesting is that I relate to the book more often now, particularly when people around me approach others.

A couple of days back, I got an email from an individual selling a affiliate services. Though I was least interested in pursuing it further, the email was so compelling that I decided to respond with a polite refusal. A couple of days later I got a reply pushing the service further without being imposing. The first section of Carnegie’s book which speaks about “Fundamental Techniques of Handling People” encourages readers to use a similar language which is sure to win people. In Carnegie’s terms it is important to “arouse in people an eager want”. Had it not been for our previous experience with companies offering similar services with a slightly different marketing language, his emails are extremely convincing.

Here’s our correspondence:

I hope that you don’t mind me emailing out of the blue – I have just ordered my second bunch of flowers from Arena, I love the quality of the products, and thus I sought out your contact details to see if my company could help you grow online sales even further.

I’m sure that you’re using an affiliate network at present, but my company “XXXX” is the “XXXX XXXX XXXX” and we have been winning many clients from the UK over the past 2 years.  I would love to have a quick conversation with you when you have 5 minutes to highlight a couple of differences that we can make, and also our experience in the flower sector.

Best number is always my mobile and I’ll look forward to hearing from you Adarsh.

For which I had replied that it isn’t feasible for us to join another network as it adds little value in terms of incremental sales. And I got another reply highlighting how the network could improve our sales. Also, there’s a catch. He wants us to consolidate our services with other companies to his company, which means that we have to terminate our existing contracts with the networks we already participate in.

Thanks for your reply, and I am indeed not surprised to hear that your additional networks have not provided an incremental increase in sales to warrant the additional resource.

This unfortunately is standard across affiliate networks in the UK market, and something that our clients experience before joining “XXXX”

We work very differently for our clients and being the XXXX XXXX XXXX XXXX XXXX XXXX, our experience in the online florist sector I believe will interest you.  Perhaps though only if you were willing to consider consolidating your other two networks into “XXX”, I could showcase the strategy to provide the missing incremental increase in sales.

Is there a number that I can reach you on Adarsh, or a meeting that we can schedule for next week with your colleagues and co-decision makers to propose a solution?  I can only reiterate that I am a firm believer in the Arena service and see a clear opportunity to help you grow sales further.

On a personal note, the email is certainly baiting the recipient and I find it to be an incredible example for email marketing. It certainly livens Carnegie’s fundamental principles.

Post about Poop!!!!

Don’t Worry! There’s no dearth of words yet…

Am back to the blogworld after a pretty long hiatus. Not that I have been doing much lately, just a bit domesticated as I recently moved into a new house. Took a bit of time to get back to the normal state of things. Hard to believe that we are already midway through the second month and January has passed like a day. Now that things are looking set, am hoping that my posts are a bit more frequent.

When I went to India in August, I spent a bit of time browsing through the books (mostly unread) I had accumulated over time. I am quite pleased that I have such a great collection of books, some of them which were given as gifts, some of them borrowed from friends but never returned and some of which I bought! I have been away from home since early 2004 and this wonderful collection of books had gathered a thin film of dust (despite my Mom’s cleaning), which I decided to rid off. I stumbled upon many books which I decided to bring with me to the UK and in the end my luggage grew so heavy that I had to leave behind most of it. How I wish International Airlines to Europe increased their luggage allowance without additional charge!&*+#!?!?

Nevertheless, among a couple of books which evoked my interest was the Dilbert Principle by Scott Adams. Am sure most of us know Dilbert as an Engineer with an inventive mind working in a mismanaged and bureaucratic office full of individuals who are in a state of idiocy for most part (at least for some part) of the day. Rereading the book over the last few days I have begun to see people around me in the same way as Scott visualises Dilbert with his satirical sense of humour. Am not saying much about the book. You have to read it enjoy it. But what about Poop?

Until I complete one of my unfinished posts or come up with a fresh new one, how about a little humour? Read Scott’s post on Death by Frozen Poop and enjoy!

Amaz(i)n Books

Amazon LogoAfter a tumultuous fifteen days after my order, Amazon the much celebrated book people, finally managed to deliver my books today. It has been a while since I last shopped from Amazon, when I had bought a book for one of my academic modules back in March 2004 and then again in December 2005 for one of Arti’s modules. I was quite happy with their service then. Not to mention that I am really pleased with their DVD rental service. But on this occasion, I had to order twice to get my books and I also had to write to them repeatedly to remind them of my order.

I know, it wouldn’t be fair on my part to blame their poor customer services, as they have thousands of satisfied customers around the world. Probably it’s a one off case and I am letting out my frustrations here. But wait a minute, I too work for an online business and I understand the nuances of customer service in a much similar way as they do. For a company built entirely on an online retailing model, it is extremely important for them to understand that they have to respond to customer concerns swiftly. I had to wait for a couple of days for them to reply to every query I had. In the end, Amazon made an effort to quicken my delivery, although I cannot be blamed for them not processing my order early.

Enough of my rants about Amazon, I am really excited about the books I have ordered, although my interest lies in only half of the order…the other half is Indian fiction. It’s not that I don’t like Indian fiction, it’s just that it needs too much of Grey matter on the philosophical aspects of life. Anyway, here’s the list:

  1. Confessions of an Advertising Man by David Ogilvy
  2. The Google Story by David Wise
  3. The Inheritance of Loss by Kiran Desai
  4. One Night at the Call Centre by Chetan Bhagat

So, if you don’t see much activity on here for sometime, you’ll know what am upto!