My client emailed me last week in a panic. Her assistant had selected an incorrect customer segment when she blasted out an email offer. What should she do? Ignore it? Email an apology? Hide?
We discussed the extent of the damage – several hundred prospects and clients who did not fit the exact profile of a particular subset of government contractors received an email referring to them as such. I advised her to email the group a short apology (and use the word “Sorry” in the subject line) as soon as possible, and offer them a free download for their trouble.
She did just that.
The result? Two people contacted her to say they had been meaning to get in touch with her. Others replied to thank her for her apology. She now has two appointments on her calendar, and is top of mind with several hundred other people.
The moral of the story? When your business gives you limes, make a Mojito!
