Thinking out loud: 

Do you assume your prospect kn ows who you are? 

I get lots of communications from organizations that assume I know (or remember) who they are and what our connection is. Maybe I signed up for a download, followed them on social media, or was asked by a client to take their service for a test drive.

Thinking that I recall the name, the product, and/or the context of our connection can be a dangerous assumption. Sure it works for engaged users or prospects, but for those with whom you are only marginally connected, you can out of touch.

Tell us who you are. What is the meaning of your company name? What does your acronym stand for? Give us a tag line that explains what you do. Tell us why we're getting your email. And, for heaven's sake, please don't send notices of office closings and other uber-specific details--sorry, we don't care.

Hope you enjoy Briefing 226,

Chuck Green

PS: In case you missed the last issue, I've been off the air for a few months transforming Ideabook.com. Take a look here:

Here's Ideabook.com Briefing 226...