I just received one from someone I used to work for. It starts off, "Hi Jeff, my name is (HIS NAME) and as one of my connections I wanted to connect with you..." Blah blah blah.
I wouldn't have used the word connect so close to the word connections. That's just me.
Because this person does know me, I think a better idea would've been to cull through his network and personalize his communication to the people he actually knows. I've known him twelve years. I worked for him. He unceremoniously let me go, then washed his hands of it. Then he didn't bother returning any of my calls or emails.
Does he really think I forgot his name?
Don't get me started.
Anyway, I don't like form letters from faceless corporations, and I like them even less from people I know. They're just one more way the world is depersonalizing communication, while trying to give the impression it's very personal. Meant just for you.
It's the direct mail piece you're holding that addresses you by name. You know, the one five-hundred thousand other people got. It's the human-sounding software that uses voice-recognition to get your credit card balance and answer your questions.
Form letters are the equivalent of saying, "I don't really care, but I want to look like I do." They're a lot like my high school girlfriend that way.
Over the years, like all of us, I've received form letters from publishers rejecting my work, banks rejecting my loan application and potential employers rejecting my resume. I've also gotten them from publishers telling me I might already be a winner, credit card companies telling me I'm pre-approved and politicians earnestly trying to have a conversation with me one-on-one.
Actually one-on-twenty million.
In order for a letter not to be a form letter, the sender has to know you. Not know something about you that can be gleaned from your spending habits or website visits. But know you.
I think the feeling they're shooting for is the one you get when you eat at your local coffee shop and they ask, "The usual?" I'm pretty sure they're not going for, "Your hold time will be seventeen minutes."
I understand the convenience of a form letter, especially when you have hundreds of connections. It's the easy way out. And while I don't like being on the receiving end, more than most people I appreciate easy.
So anyway dear (NAME), I want to thank your for taking your valuable time to read this post. I know you're busy with raising (NUMBER) children, maintaining (NUMBER) cars and traveling (NUMBER) miles to work and back each day. I hope you'll find time on (DAY & DATE) to read my next post.
Feels good, doesn't it?
