09/16/2021

Professional Membership Tip: Talk to Members Like People

Sept. 16, 2021

Communicating with members like we do with people in the real world sounds easy. But something gets lost in translation when we write emails, even when we try to make them more personal by using a person’s first name in the salutation.

You can personalize emails in any system, but “it’s not personal, it’s a mail merge,” said Dave Will, cofounder and CEO of PropFuel, a conversational engagement platform. “The way you make something personal is by creating a way for somebody to interact with you.”

How Does It Work?

When you ask a question, listen to what the person says, and then take action. You won’t know what kind of action to take unless you hear what they have to say. “That’s how humans interact,” he said. “But we don’t treat our members like that.” The idea is to spark a conversation.