Is _____ for you?

I get way too much spam in my inbox, even just counting things I’ve signed up for myself.  Most of it I delete, but today’s email from CoTweet stood out, and is worth mentioning.

A while back I signed up for CoTweet, just to check it out — nutshell: CoTweet lets you collaboratively monitor and manage multiple Twitter accounts — but after my initial exploration I didn’t go back to it.  There may have been a reason, there may not have been.

So, CoTweet, noticing my cold start, sent me an email, as any customer-aware and responsive web service should:

Subject: Is CoTweet for you?

Hi Nick,

We’ve noticed that no one has logged in to the @nickgrossman Twitter account through CoTweet lately.

CoTweet is not for everyone. It’s designed for teams who are managing the front-line of the real-time web for their organizations.

….

No other tool allows you to engage customers one-on-one like CoTweet does.

….

They seem to have struck a nice balance between being self-promoting (“No other tool allows…”), while being self-aware and honest (“CoTweet is not for everyone”).  In particular, I found the ordering of the argument to be effective.  Here was my thought process:

Cotweet: “We’ve noticed that no one has logged in…”

Me: “Yeah, yeah, I’m busy” (reaches to delete)

CoTweet: “CoTweet is not for everyone”

Me: “Ah nice, they’re not trying to just straight up sell me.  I appreciate that”

CoTweet: “It’s designed for teams who are managing the front-line of the real-time web for their organizations”

Me: “Oh wait, that’s me”  (clicks sign in link)

So, thinking about my own work, there are two takeaways here:  1) make sure you follow up on cold starts (lord knows we don’t do enough of this with some of our projects), and 2) when you do, phrase it in a way that’s disarming, honest, and helpful.

(looking forward to the email I get after I don’t use it for another 3 weeks)

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