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{{a|devil|[[File:biblical outreach.png|450px|frameless|center]]}}When engaged in the | {{a|devil|[[File:biblical outreach.png|450px|frameless|center]]}}When engaged in the business of one-way customer communications, bear a few things in mind. This applies whether you are a law firm writing [[Client alert|client bulletins]] (or for presenting [[Law firm seminar|seminars]]), or a [[client outreach]] team designing mass-mailshots to comply with financial services regulation. | ||
''Speak it softly'': it applies, with like vigour, to ''[[Contract|customer contracts]]'' — but that is a bridge too far for most in the legal community. | |||
Now: even if they are not ''specifically'' a damage-limitation exercise, if practice they always are: if you are writing to all of your customers at once, your news is either ''outright bad'' — “we’ve screwed something up” — or [[tedious|''tedious'']] — “regulations have changed and there is some stuff you need to know, say or do” — or ''annoying'' — “there is something we forgot to tell you, or we need to correct in what we’ve already told you”. | |||
If your customers care at ''all'' about your letter, they will care a lot less about it than ''you'' do. Perhaps they ''should'' be, but they ''won’t'' be. | |||
So, since your tidings will be somewhere between irrelevant and exasperating, assume that if your customers react at all , being confused by them, being irritated by them, or being confused ''and'' irritated by, and therefore ignoring, them. | |||
Your job is to minimise the risk of your customers’ confusion, irritation, and inattention. Here are some rules to help you. | Your job is to minimise the risk of your customers’ confusion, irritation, and inattention. Here are some rules to help you. |