Voicemail messages: What is it that tells you within milliseconds that you're not speaking to a live person?

Perhaps because we're conscious that our voicemail message may be the first point of contact with a prospect. Perhaps because we know all the rules: don't waste the caller's time by rambling on, exude a professional and businesslike image, encourage the caller to leave contact details and so forth.

Whatever the reasons, voicemail messages typically have all the charm and immediacy of an airport announcement. In our determination to get it right, gone is the natural intonation, the false starts and hesitations, the easy feel of a one-on-one conversation. Gone is our personality.

The same thing can and frequently does happen with email autoresponders.

Living Up to the Promise of the Autoresponders (or Not)

Here's an example. I'm currently looking for an email management solution. A couple of weeks ago I signed up for a free trial period with a company with a Web site that looked promising: written well, inviting, reassuring.

When I signed up, I received the autoresponder confirmation: polite, enthusiastic and from a named person. “Call or email me any time if you have questions!” So far, so good.

Two days later came the follow-up. Again, nicely written, encouraging—without being too pushy. I started playing with the software, and as it happened I did have questions.

I checked the FAQs to make sure I hadn't missed anything, but I couldn't see the answers I needed. So I emailed the guy and ask for clarification on a few issues. I didn't get a response until two days later—not even a “thanks for your inquiry, we'll get back to you shortly.”

For a company clearly savvy about autoresponders, this was a surprise. But the real disappointment came when the actual reply arrived.

Gone was the friendly, encouraging tone. No use of my first name, just “Hi.” He answered my questions one by one, by quoting my original email back to me and inserting his answers. (I just hate that—it smacks to me of mimicry and gets my back up right away!)

His answers were succinct and had an air of finality about them that did not invite further correspondence. The curtness, lack of warmth and lateness of the response put me off the product completely. Why? For purely subjective reasons: I felt let down, and I was annoyed at myself for feeling that way. I took it personally.

Keeping It Real: The Sincerity Gap

After I had thought about it, what really jarred was the difference between the autoresponder emails and the live one from an individual. Why go to such lengths, crafting email and Web copy to project a certain image, when your real-live email contact bears no resemblance to that image?

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ABOUT THE AUTHOR

Robin Houghton advises small businesses and nonprofits on how to make the most of their marketing budgets (especially online) at https://www.robinhoughton.com. Reach her at robin@robinhoughton.com.