Rules of engagement aren’t just for armies.

Do you talk to your clients (and staff) in a way which totally fails to engage them? They you have a list of features/benefits/facts which you must mention, no matter what? Do you believe that the person you’re writing to (client or not) cares about your widgets? Well, they don’t. The sad fact is that the only person who cares about your business is you and if you come at your communications from a position of knowing that the recipient would most likely rather be doing something else, then there’s a chance that you might be able to hook them. Don’t list points which you think make you sound important – how long you’ve been trading, how big you are, how much growth you’re experiencing. Think about what their questions might be, and answer those. These are the rules of engagement for the modern world. Demonstrate that you have some sensitivity for their issues, and that you know how to solve them. Once you’ve shown them how good you are (rather than told them) there’s a chance that you can win their confidence, then, you’re off and...