Three emails. One mistake. Zero chance.
One of the rules of brand strategy is that you must excel at the core promise. Cafes must serve good coffee; cameras must take good photos; hotels must have a comfortable bed; airlines must get you and your luggage from A to B. There are lots of optional touch points that add to the mix and elevate an experience, but when a company fails to deliver on their basic offer it calls into question everything about the brand. It’s not rocket science (unless your brand is NASA).
Like most people, I get plenty of unsolicited emails. Not spam, but the professional generic mailing list kind with offers for legitimate services. Since most of them are misguided, such as offering to support my IT department, the emails are impersonal and I ignore them. In fact, I don’t even respond to 90% of the mailing list emails—even a simple “no thank you” for all of them would end up taking too many minutes out of my day. Delete.
A few do get my attention, though. I will read at least the first few lines of emails addressed to me by name and offer a service I might consider.
That’s what I did when I received the following email:
The rest of the email is irrelevant. It’s for a peer coaching group, and I am not interested. So I ignore the email. Two weeks later I get a brief follow-up, which we all know is an important and smart sales move.
Do you have time to speak next Tuesday or Wednesday after 2pm to discuss if our group would be a good fit for you? Alternatively, I can have my assistant contact you to set-up an appointment at your convenient time. – C____ C_____”
I’ll give points to him for a good, direct follow-up, but I’m still not interested. I am about to hit delete for a second time and I realize something. (And this is where it hurts.)
My name is not David.
My name is Stephen. The name of my company is Stephen Abbott Group. Both are in the email address he used. This blog, stephenabbott.com, is mine, and I am pretty sure Stephen, not David, is in every bio about me on the web, everywhere. To quote the cool kids, this simple mistake is a true #fail.
Using a wrong name is a silly error, but one that we’ve probably all made at some point. I’ve even been called David in person (Kevin, Jim, Sean and Mike, too) by people who should know better. Usually we just laugh it off and move on.
But C_____ is pitching executive excellence. He’s promising me ”access-to-the-best-of-the-best” kind of stuff, yet the second word in both of his emails was wrong. I don’t know how the mistake was made—database, cut-and-paste, dyslexia—but it’s sloppy, and a perfect example of not paying attention to details. Not exactly in the authentic spirit of executive excellence.
So this time I decided to respond.
I appreciate the offer, but I am not seeking executive coaching or peer mentoring at the moment. I already connect with a strong local group.
You should also know that my name is Stephen, not David, as clearly indicated in every aspect of my contact details, website, blog and social media. While it’s just a simple error, it does call into question the calibre of excellence your group prescribes.
I am not being mean about this, but perhaps take it as feedback to always stop and take a moment to make sure the little details are accurate. It’s not the reason I am not interested today, but it’s likely the reason you’ll have to work much harder for me to consider it in the future.
To add insult to injury, it’s many weeks later, and I haven’t heard a response. It annoys me that C____ didn’t even take the time to say, “Thanks. My bad.” I could respect that. Ignoring me is not exactly in the authentic spirit of peer group mentoring.
Mistakes are human, forgivable, and can be overcome. Apologies are acceptable. But you have to try. Especially if you want my business.
Why does this matter for your brand? Well, any of the 14,999 other CEOs who brag about being part of this network have just lost any credibility the association affords them—with me, and possibly, with anyone who reads this post and can connect the censored blurs. They can offer all the bells and whistles they want to support their program, but at its core promise, the brand didn’t deliver.
The core promise for your brand is everything, perhaps even the only thing. Great brands always deliver on the core promise. No exceptions.