THE HUMAN TOUCH IN WRITTEN COMMUNICATION
Today we are accustomed more than ever to be writing cover letters, unsolicited emails, introduction messages for a broad range of activities from job applications, partnership and collaboration discoveries, or requests for new business financing and so on. If up to 25 years ago, a very structured, straight to the point letter (yes, ink on actual paper) would have done the job, in our current society that wouldn’t be enough, even though it would be seen as original. This is because with the web and the furthering of globalization it has caused, attention levels adapted to several new inputs per day, making us used to processing and accessing way more information than before. If on one side this means that humankind can learn and share knowledge instantly, on the other side we also get impressed less easily, developing a certain sense of numbness.
This general scenario has repercussions in our professional life as well, especially in regards to written communication. Who hasn’t heard or read about this person:
“Dear Hiring Manager, I hope this email finds you well.
I’m an energetic, motivated, and open-minded professional, with advanced analytical and problem-solving skills, who usually (or only) thrives in fast-paced environments. I possess excellent interpersonal and communication skills, as well as proficiency in Microsoft Office tools.
I have a strong drive to keep my expertise up to date and have the ambition to continuously improve myself on a personal and professional level. I really feel my interests and skills are aligned with what your company does and its culture.
Unless I forgot to include some other important constructed sentence, and if you feel I’ve bowed my head down enough, I’d be delighted to speak with you to check for a fit within your company.”
I know, I know… You have spotted our “friend”, but I strongly invite you not to disclose that to respect his/her privacy (or your own, in some cases)
Sarcasm apart, after seeing this approach being used hundreds of times over, I feel it wouldn’t hurt to discuss whether or not this is the best of solutions, or if there are other options that might improve this general selling process, whatever that might be. The main issue I see is mostly related to the total institutionalization and standardization of the offers, both from the companies and to the companies.
If you want concrete proof, picture yourself receiving the above email. Would you respond? Would you be positively impressed? Would you believe it — even remotely? I highly doubt it. That’s because of a complete lack of relatability in the content. Google Duplex could do a better job at creating an empathic connection with the reader. If you know the person you are approaching is also contacted by hundreds of others with a similar request (new product tests, job inquiries, requests for an investment), creating a human connection must be a priority.
If you met a key decision maker of a company you loved at a networking event, would you ever introduce yourself as a “motivated individual who adores thriving in a fast-paced environment”? Well, you could, and it does take all sorts to make a world, but…I doubt you would or that it would be a winning strategy. So, how to go about establishing a meaningful connection, particularly through the limited means of a digital message?
My opinion is that we could all use a little more of a “human touch”. The one thing that the masters of AI continuously attempt to nail is getting robots to create interactions like humans. Why would you turn the tables and deplete yourself of the very advantage you were born with by trying to sound robotic on written communication? To me, the most compelling messages are written as if you were actually standing in front of who you want to approach. We’re all people, we all fail, suffer, struggle, feel the driving sensation of ambition, the tingle of happiness, the spark of excitement, the push of curiosity, and so much more. This means approaching or being approached by someone should trigger some sort of feeling. Why them, why their company? Even when they just represent “walking money” to you, business is about relationships, and that “walking money” will not respond unless they feel there’s something in it for them — and that something could just be a relatable human element. Here’s a humble attempt:
“Dear <Walking Money>, I was playing tennis with our shared connection (who should have previosuly arranged an introduction) when he told me that you’re also a hard-core player and you share the same interest in technology!
I have founded a tech startup back in 2016 and we developed an AI solution for object recognition during shipments. It was hell on earth to get the first customer, but we’re now on a roll and are reaching $1M in ARR.
We’ll soon start with our series A fundraising activity, so I’d love to tell you more about it and get your precious feedback, perhaps while betting Champions League tickets on a tennis court? I’ve been told you’re a Liverpool fan.”
Now, this last message might be too straightforward and extreme for some of you, but it’s done to highlight the customized, human components of it. First off, always hustle to find any sort of introduction! Get some insights on your target to create a bond over common grounds: passions, interests, traits such as competitiveness. Then work in achievements and information about you/your product to focus their attention. And on a final note, get real: don’t be afraid to share your struggles, just be sure to show how you managed/plan to outgrow them.
The takeaway here is that by establishing empathic communication with your target, not only will you benefit from higher conversion rates in responses, but the meaningfulness of the conversions will be elevated too. We’re able to attract people with whom we have a stronger alignment of interests both within the business (mindset, culture, goals) and in life (ideologies, passions, experiences, personality match).
As mentioned before, however, my message doesn’t count only for those reaching out, but also for those being reached out to. Why not welcome an open conversation? We’ve all experienced the misfortune of having the endless meetings, or neverending email threads, or babbling jargon-full documents to understand the value of talking concisely but openly, with transparency and directness. Besides, who would make a better hire? Or a better investment? Let’s leave the robotics to the machines. Let’s keep it human.
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