Writing skills are key to Customer Success.

You need to know how to best communicate and make your customers take an action. Things work great when you know your account well and have great relationships in place. But the problem is when you are new to the account, or you want to email a customer for the very first time.

You wonder where to start and what format to use to get your customer’s attention. And this is where most people fail.

Why?

Here are the 5 common reasons you need to avoid at all costs:

1- Not specific

This is the number one reason people delete your email on the spot, Why?

Because a generic email with no context or interest to your customers is a total waste. You must do some research beforehand and customize your content.

This is why it’s critical to know who your audience is and laser-target your message to their needs.

So, always aim to make your customers feel special and different from anyone else.

2- Too long

Don’t turn your email into a novel. An email is not the right place for that.

Think about it:

How can your customer go through your 2-page email, digest it, sit down and take an hour to write a detailed response?

No way, even if you spent hours writing your message. It would consume too much time and brain power for anyone to elaborate on the answer you expect.

Instead, be direct and remove any friction points.

Do the work for your customer.

Make it dead simple for them to reply.

3- No call to action

As the famous saying goes:

Life punishes the vague wish, and rewards the specific ask.

You need to be bold, and audacious enough to end your email with one single and direct request.

You cannot finish it making your customer wonder what to do. Give your customer a valid reason why they should respond.

No need to ask a complex question, Keep it short and simple.

You can refer to the KISS framework I described in a previous edition.

4- Too quick to ask

The universal principle of reciprocity says:

You must give first before asking for anything in return. Indeed.

People often feel the urge to return a favor you did. And yet, most people are too quick to ask before building anything first.

Even for your initial email, add some news that would interest your customer. Give them some valuable information, at the very least.

Show that you care about their concerns. This will help you build trust and credibility.

Only then make the ask, Not the opposite!

5- Too boring

No one likes to read boring stuff, let alone a message full of corporate jargon. Instead, make your message exciting to open and read.

Keep the tone positive and full of energy.

Stop writing hard cold statements, make it a warm story your customers would love to hear instead. Because in the end, we all crave to improve our lives for the better.

So, make it a great experience that your customers will enjoy and return you the favor.