Email is a unique opportunity when you’re marketing. It’s like being a business owner and having the customer standing right in front of you, a captive audience. Treat this person as the target market and make your signature block, your *sig* work for you. It’s part of branding.
In coaching, many coaches attach quotations to their sig lines and also use unique closings. Because coaching is a relationship, and based on a “fit” between coach and client, it’s good to use every opportunity to broadcast who you are and to engage the reader.
But whatever you’re selling, whatever field you’re in, you’re into a relationship from the first second you make contact, whether you acknowledge this or not.
Unique closings also prevail in coaching. “Warm regards,” “hugs,” “butterflies and sunshine,” and “we’re all in this together,” as well as “joyfully,” and “vibrantly” have appeared in my email box. At the same time, the nature of the quote the coach chooses tells me much about their style and personality. Some are bold (“If you can’t see the light at the end of the tunnel, stride down there and light the damn thing yourself,” -David Wood). Some are tender, (“Beyond wholesome discipline, be gentle with yourself. You are a child of the universe,” -Max Ehrmann), and some are humorous (“The reason we love dogs is when we’re down, they don’t ask us what’s wrong.” — Anon)
While this form of closing may not be what you use, or appropriate for all your clientele, be aware of the potential of the *sig*.
The *sig* should always include:
(1) Your name;
(2) Your URL;
(3) A tagline – “service with a smile” or “the best in baby products”;
(4) Something special just for your target market, preferably something free. For instance, I direct the reader toward one of my free teleclasses or e-courses that would suit them.
The logistics – most email systems allow you to set up a standard *sig* that you can tweak a little as the occasion dictates. For instance, if I’m doing Internet marketing coaching for a client, I make the quotation related to Internet marketing. But even if you’re on aol for instance, and have to enter the full *sig* yourself each time, it’s worth the effort.
Think of the *sig* as a mini-billboard. Let it speak for you — loud and clear.
Susan Dunn, MA, Marketing Coach,
http://www.webstrategies.cc. Marketing consultation,
implementation, website review, SEO optimization, article
writing and submission, help with ebooks and other
strategies. Susan is the author or How to Write an eBook
and Market It on the Internet. Mailto:sdunn@susandunn.cc
for information and free ezine. Specify Checklist.
