Only 11 Seconds
Eleven seconds has become a shorthand phrase between us. “It only takes 11 seconds to do….” Well, sometimes it may be exaggerated: It may actually take 11 minutes to complete a certain task. But consider how long it takes to acknowledge someone’s email or inquiry.
It’s no secret we’ve been marketing our new book. Part of that effort is reaching out to podcasters. We recently contacted two—one whom we’ve worked with before and one who is new to us. Both replied—within one business day—to say that the time was not right to schedule us. Both gave a valid business reason why the time wasn’t right, but they both extended an invitation for the future. To each response, we thought “What a class act.”
We also contacted our publishing partner recently with some marketing questions and had the same positive experience. We received a response within one business day that answered our questions and provided the information we were seeking.
What wonderful business practices these individuals engaged in. They all sent a powerful and positive message about themselves and their organizations. Their timely acknowledgments and responses told us these were people we want to continue doing business with. They are respectful, and they recognize the importance of forging good relationships. They recognize that good relationships are a two-way street. It’s not all about them.
Contrast that with other experiences, experiences that most of you have probably had. You make an inquiry and it goes into a black hole. No acknowledgment. No thank you very much. Not even a rejection. How long does it take to write: “Thanks for your interest, but at this time we cannot accommodate your request.” Eleven seconds.
When inquiries go unanswered, think of the amount of time and energy that is wasted. The sender has to follow up, often multiple times depending on the situation. Admittedly, sometimes things get lost in cyberspace—it happened to me recently. I’m talking about valid requests that are completely ignored.
What type of message does the lack of a response send? Not a positive one. It leaves you with the impression that the recipient of your message thinks “It’s all about me.”
Ask yourself what type of personal brand you want to create. And when you have that answer, then ask yourself how you are portraying that brand. Keep in mind that your social media posts, your responses to other people, and your responsiveness are all reflections of you, your brand, your reputation, and your organization. If you want to be a class act, it only takes 11 seconds to make a positive impression, but it is well worth taking the time.
Cornelia & Barbara