Using rapport in business emails keeps clients happy.

Body language in writing

What is the purpose of writing client letters and emails? The obvious response would be to disseminate information about your goods and/ or services. But the true answer lies much deeper than that…

People make business decisions on gut instinct much of which is determined at a subconscious level.
We all want to feel connected and that we belong, both in our personal lives and in the professional sphere.

The key for businesses and organisations is to use language that creates that connection in writing.

The Persuasive Power of the Pronoun

That means, essentially building rapport with new clients and fostering it with existing clients. How do you do that? Simply the same way you would do in with someone either in person or on the phone.

Where in person you can use body language such as eye contact, smiling and gestures to engage clients’ interest, you should also strive to embrace an authentic tone into your written correspondance as well.

That could be as simple as injecting a few person pronouns such as “I”, “you”, “we”, “he”, “she” and “they” to humanise the contact.

It is also important to focus on what the reader is most likely to want to hear about your business rather than simply focus on your own interests.

Remember, at the end of the day, people never care how much you know until they know how much you care…

Back to GAPS from Building rapport in business writing