 When it comes to social media communications with business executives,
I heed the Law of Diminishing Returns; the longer the message, the less likely
it will receive feedback. I know this is
true because of all the social media messages that I ignore. You’d think that the people besieging busy executives and major
influencers with long messages, some with very good ideas, would learn this by
now. But they don’t. It might be that they think a long message will impress the reader, it
doesn’t. Or that their request needs to
be explained in detail because the reader is already hooked, they aren’t. Or that the length will convince the executive
of its importance, that is not the case. Length isn’t the only reason messages don’t receive feedback. Here are three more: 1. Asking the executive to do too much. If you require the recipient to do too much
you have a good chance of getting ignored.
Asking the executive to “check out our website and let us know if you
have questions” sounds like “please read our novel and write a book report for
us.” Asking a busy decision maker to
figure out your solution and value proposition is too much work. Make your initial requests simple ones, and
make the requests about them, not about you. 2. Many people are too logical and
data-driven. They organize their
communications with facts and figures as if those numbers are all the proof that
is needed. Their dialogue has no
storyline or emotion present. Humans,
including executives, are built for a good story, without one you will probably
not grab or hold their attention.
Remember, we may make decisions intellectually, but we buy based on
emotions. 3. Your credentials are not readably apparent, which
is to say your social profile is weak. You’ve
reached out to contact the executive through a social channel (LinkedIn, Twitter,
etc.) which means they can instantly peruse your background. Is your profile picture professional
looking? Is your bio information executive-level
compelling? First impressions are
important and they are lasting. You
generally won’t get a second chance.
That means your social profile needs to look trustworthy at a glance. Of course this strategy doesn’t necessarily apply to all
audiences. Different people need to be
communicated with in different ways about the same subjects. In general though, there’s no percentage in
boring a CXO with nuts-and-bolts details in your initial communication. |
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