It’s really simple. In today’s always-on, super personalised society, as soon as you use automated messages you lose people’s interest. Sending mass emails, automated twitter DMs or even copying & pasting generic messages into LinkedIn or Facebook PMs will lose you leads and push people elsewhere.
It looks like a timesaver but it isn’t. It’s a lead killer.
It’s especially awful when you have just had a conversation with someone. Imagine having just discovered what someone could add to your business, looked at their services and planned an email to look at a purchase. Now imagine that just as you are about to look at buying they send you an obviously generic, mass-style message. Will that make you more likely or less likely to buy?
So why do it to your prospects?
Craft each communication. Tailor each email.
The only time generic works is when you are doing something generic. Selling is not generic. Neither is building up a relationship with a prospect. Until the moment when someone has volunteered to be part of a programme or process, they need to be treated as an individual.
And if you are reading this while setting up your twitter autoresponse or writing your mass LinkedIn message campaign, I do hope it will give you pause. If it doesn’t and you lose high potential leads, you will now know why.