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8 Tips for Turning a Goof Into a Gain

Patient Attraction Episode 212

Hey everyone, Colin Receveur here and if you’ve gotten this podcast long enough, you’ve probably also gotten a few emails afterward acknowledging some mistake. Depending on what the mistake is, sometimes I just have to shake my head as I’m sending the correction email. But other times, I’m almost glad I have a chance to send the follow-up email. I’m going to explain to you why when we come back.

– It is Thursday, September 11, and today we’re going to talk about how to turn a mistake into an email marketing opportunity.

– Let’s face it: Mistakes happen.

– Period.

– There’s no sense in beating yourself up about them.

– But when they happen, you can either try to deflect, deny and defend, or…

– You can take responsibility, offer a solution and gain respect.

– Obviously, there are different levels of mistakes and some of them can’t be rectified by email.

– But when they can be, here are nine ways you can write emails that gain you more in the apology than you lost in the mistake.

1. Don’t apologize for nothing. Make sure that the person or group to whom you are sending the email was confused, inconvenienced or harmed in some way.

2. Send the apology as soon as you become aware of the mistake. The longer you wait, the smaller the impact of the follow-up.

3. The subject line should use some form of the words “apology” or “sorry.” That way there’s question why you are sending the email.

4. Be real. Unless you are in some kind of legal trouble for the error, the apology should sound just like you were saying it to the recipient – heartfelt and authentic.

5. Don’t offer to make up for the mistake if you don’t plan to do so. Making an offer and then not following through only compounds your loss of credibility.

6. Don’t make excuses and say that you are working to make sure it doesn’t happen again.

– Some people will tell you to explain how the mistake happened.

– I completely disagree.

– Most people don’t care HOW it happened.

– All they care about is that it won’t happen again.

7. Keep your email short. The more you ramble on, the fewer people will read all the way to the end.

8. Be self-effacing. Taking it on the chin and acknowledging your fallibility endears you to patients because it shows you know you’re not perfect.

– Ultimately, people like to know that you are a real person.

– So acknowledging your mistakes shows you are human just like everyone else.

– Come back tomorrow and I’ll tell you the basics of paid search.

– Until then, keep moving forward.

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