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I am, without a doubt, a huge Fight Club fan. For those of you who haven't seen it, shame on you. (seriously [I'm not even going to bother with a brief summary]) The central message rings true even today as the Occupy Movement and 99% issues are being worked out within the United States; you cannot treat everyone like a schmuck who is just another dollar sign for an organization. Especially with the advent of the internet, transparency and genuine behavior is the only answer for companies to still operate. This must be applied in every aspect of business, online or off, and especially when trying to communicate with the individuals who care about your business and keep it moving forward. That is why you should consider reworking how you speak with them, through social or in this case email.
Talking at a potential customer instead of with them is the wrong way to operate, one that might be responded with piss in the clam chowder and a rubber band in new places. And while Tyler Durden would hate the idea of his message being applied to business, it still resonates; humanize your business and understand who you are communicating with. How you write an email is more important than you might think.
"Author Chuck Palahniuk's searing look at the corporate world in "Fight Club" was spot on: You want your brand to stand out and avoid being just another star in the Microsoft Galaxy, an IBM Stellar Sphere or replica Planet Starbucks. You may represent your company, but the best thing you can do is represent yourself professionally. Fashion designer Tory Burch leverages her online voice by utilizing her Twitter for sharing experiences, off-the-cuff commentary and in-the-moment thoughts. This candid nature has driven more business for her that traditional marketing posts. How do you identify your own personal brand and its voice? How does that translate into your e-mail and social media communications?"