“It’s hard to break through the clutter of fighters trying to get attention.”
Larry Merchant
It’s a clusterf*^k out there. Breaking through the clutter that inundates our lives is a considerable challenge. We all receive hundreds of emails daily; spend hours responding; become glued to our phones and screens all day; and now receive countless requests for meetings on Zoom. Your clients and prospects are feeling the same crush of attention. How can you break through that clutter? Certainly not by adding to the same packed email inbox that diverts their attention. The trick is to develop ideas that distinguish you from the noise and get you noticed.
How About Going “Old School”?
Remember when you used to say thank you in a personal handwritten note that eventually arrived in your recipient’s physical mailbox? Almost no one does that anymore except to thank someone for a wedding present.
I use personal note cards to write to a client or prospect just to say I’m thinking about them or to congratulate them on something. It gets acknowledged every time. A lot more than an email.
Here’s another. Rather than sending out traditional December holiday cards, I send out a printed card at Thanksgiving. I thank those to whom I send it for a great year. I also note that I’ve made a charitable contribution to a cause I care about, to give thanks for all of our blessings.
Wouldn’t you like to receive an “old school” thank you? I guarantee that clients and prospects will too. It breaks through the clutter. Feel free to use my ideas or think of others, and then share them.
Digital Decluttering
Also, think about ways to cut through the clutter on digital platforms. Use tools like LinkedIn more creatively. When you read something posted by someone you’re trying to build a relationship with, don’t just click “Like.” Click “Repost” and write something nice about the person as you introduce what they posted to your network. Better yet, post a robust, and possibly provocative, comment. You can also effectively target others who have left comments by responding to their comments. This is how you can build a conversation, not just deliver a thumbs up.
Similarly, if you receive a notification on LinkedIn that someone has been promoted, had a birthday, been associated with you for some time, etc., don’t just send back the canned responses of “Congratulations” or “Happy Birthday” that LinkedIn suggests. Type in a comment that reflects more, e.g., comment on their career if they’ve been promoted; mention a pleasant memory if they’re having a birthday; or say something about the wisdom they’ve shared with you over the years you’ve known each other. Follow the breakaway, not the herd. Do something unique and you’ll be seen.
Use Email Wisely
And while I don’t like using email for congratulations or holiday greetings, my former colleague, Mark Goldstein, sends out an email each year that does more than convey best wishes. He includes a list of fun facts he remembers from that year and attaches photos of his wife and kids, with humorous captions. He makes it very personal, so you are compelled to read it. That helps it break through the pablum others typically send.
Answer Chats on Zoom
Always open the chat function on Zoom calls and watch what people post. Chances are someone will enter a question or comment to which you can respond. Better yet, you can include a link to published materials or resources you recommend. Remember that the chat room is as much a part of networking on Zoom as the call itself.
Using Video for Fun
Lastly, today people are watching videos on social media. Assuming you have some production skills, or can learn quickly, consider posting a video and sending a link to your contacts. Try to keep it entertaining and funny–don’t send a tearjerker. However, whatever you produce, do not make it political or religious. While you may have strong feelings about either one, it’s too risky. Keep those opinions in your private circle.
Try one or all of the above and send me an email to info@wood.law, with the subject line “cutting through noise”, to tell me how it’s going. I promise I will open it.