The value of emails you ignore

Not this one, obvs.

There is value in things that are ignored.

When I get an order update email from Amazon - “Your order is ready to be dispatched” - I don’t open it.

I’ve already had two emails confirming the purchase (I ignored them), and I know this one won’t tell me when it will arrive. That’s the next email. Which I’ll also ignore.

But if I didn’t get those first three emails, I’d be worried. Did my order go through? Is it going to be delivered? Was my credit card charged?

The value of the multiple emails isn’t in the email. The value comes from the reassurance of knowing that the boring stuff is happening and I don’t have to worry about it.

The concept of ‘ignored value’ is really important when you think about how you create valuable services for your clients.

When hiring managers are asked what they want from a recruitment partner, communication is always in the top three answers.

Not stunning communication. Not creative, clever, award-winning communication. Just regular communication they can rely on.

Now during your recruitment career you may have wondered why all your weekly update emails to clients go unanswered. Your clients may even have let slip that they rarely read them. But that doesn’t mean they’re not valued.

When you create regular, reliable, reassuring communications, the client doesn’t value the content. They value knowing that the boring stuff is happening and they don’t have to worry about it.

Take those emails away, and you’re adding to your client’s mental load. Amazon don’t do that when you order a £2.99 bike pump adaptor (why oh why are there different types of bike value?!). And you shouldn’t do it when you’re charging your client £10k+ to hire top talent for them.

If you’d like to talk about how you can add more value to your clients, simply reply to this email and I’ll explain the next steps.

Jon

P.S. Being regular, reliable and reassuring helps to develop a higher level of trust with clients.

One of the biggest challenges with potential clients is a relative lack of trust. After all, they’ve not worked with you before so there’s only so much they are able to trust you.

However, the more a potential client trusts you, the more likely they are to choose to work with you. They’re also more likely to agree to your fees, and to work exclusively with you. So building trust - quickly - with potential clients is a Big Deal.

You can increase this trust by making sure all your communications are regular, reliable and reassuring. Confirming your upcoming meeting. Summarising the key points once you’ve met. Building trust.

If you’d like to talk about how you can add more value to your clients, simply reply to this email and I’ll explain the next steps.