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Posted on 12-27-2010

Today we're going to talk more about using email to follow up with new contacts and direct them to your veterinary website. This applies to a number of potential contacts, such as a publication owner who needs a veterinary columnist or a local website owner who wants to interview a veterinarian for his community blog.

How you create an email for a new contact depends on how often you're reaching out to new people you meet. If you just occasionally add someone to your network, then you can simply write a full email from scratch each time. However, if you're at a conference and have a couple dozen business cards in your pocket, then you'll have to partially customize your communications.

The way I like to do this is to make a three paragraph email and customize just a couple parts. Let's say you are writing to people you met at a conference.

Paragraph 1 is a simple salutation with some reminders about the general environment. You can say things like "I really liked the Westin hotel and The Daily Grill is such a nice place to eat."

Paragraph 2 is completely personalized to the person you're writing to. Talk about things happening that only you and that person would remember, such as a funny joke someone near you told. Also mention things you found interesting about the other persons' business.

Paragraph 3 is where you talk a little bit about your veterinary website. You can include a link and be nonchalant about it, saying "Here's my site if you'd like to take a look."

Of course if you're writing to someone you met in line somewhere, you're better off just constructing an email from scratch and mentioning some unique details, such as the Jamba Juice drink you got, etc. The more you do this, the easier it gets.

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