The Magic Email - RD296

Has this ever happened to you? A new client contacts you looking for a designer. Their project sounds fun, and you seem to hit it off well with them. They verbally agree to your terms, and since everything sounds encouraging, you send them a formal proposal. And you wait in anticipation for them to approve your proposal and give you the go-ahead to get started on their project.

And then you wait and wait, but you don't hear back. You send follow-up emails but don't receive any replies. The client has ghosted you.

If you're not familiar with the term "ghosted," it's when someone ends all communication and contact with another person without any apparent warning or justification. Subsequently, they ignore any attempts to reach out or communication made by the person they're ghosting.

And by that definition, this client is ghosting you. And it's not only with new clients. Sometimes an exiting client may ghost you in the middle of a project. You send them a proof and don't hear back. Or you ask them a question or for content you need, and you don't get a reply.

This is any time you don't hear back from a client for whatever reason, even after several failed attempts at contacting them. What do you do? You send them The Magic Email, that's what.

The Magic Email.

What is The Magic Email, you ask? According to Blair Enns, Author and CEO of Win Without Pitching, a sales training organization for creative professionals. The Magic Email is a message you send to raise deals from the dead. That's its purpose, to solicit a response from someone who has been avoiding you.

According to Enns, you must resist the temptation of sending an overly polite email. He suggests you do the opposite. Don't make excuses for your client's behaviour. And don't go soliciting a yes or any other answer from them.

Enns suggests you strip away all emotions and let your prospect go matter-of-factly. And you that that with the following Magic Email. Within the last existing email thread, you had with your client, hit reply, change the subject to "Closing the Loop," and then write the following.

Hi [FirstName];

I haven't heard back from you on [project/opportunity], so I'm going to assume you've gone in a different direction or your priorities have changed.

Let me know if we can be of assistance in the future.

Regards,

[You]

That's it.

Enns says this removes the emotional reasons for the prospect to continue avoiding you. You are stripping out your neediness by no longer feigning politeness, by not asking how they've been or by being anything other than completely practical.

This Magic Email says, "I can read between the lines, and you have decided we are not doing business together. No hard feelings – it's just business. You can call me if things change."

What to expect after sending The Magic Email.

You can expect one of three things to happen when you send The Magic Email.

1. Silence.

Silence is the least likely scenario where you don't get a response at all. There's no longer any reason for the client not to wrap things up. All they have to do is send you a one-line acknowledgement email to remove this stress from their own lives.

2. Thank You.

The client will send you a reply acknowledging that they have decided to cancel the project or they've moved in a different direction.

This gives you closure and allows you to stop wasting energy over something that was