The basics of good email writing

Emails can be difficult to write. Along with being time-consuming to write and time-consuming to tailor, they are not always guaranteed to produce the result firms are after.

Writing a good email is a skill all accountants should practice. Even if you are offering something valuable or relevant, writing about it in the wrong way can turn off clients and prospects, as well as prevent your firm’s message from being heard.

Below are some tips to keep your email writing nice and clean, so readers can focus in on what you want them to read.

Proofread
Even though this step may seem obvious, there is nothing worse than sending off a piece of writing that is riddled with errors. Mistakes call an accountant’s professionalism, expertise, and authority into question.

Triple-check that all information is correct
While a regular client might forgive a typo in your email, they will certainly remember if you spell their name or business’s name wrong in that email. Make sure you also are accurate in your emails. Don’t organise a meeting on Wednesday, March 24th, when the 24th is a Thursday. If you’re adding resources to an email, make sure they’re attached correctly.

Use formatting to your advantage
Bold or underline important points and dates, break up your email’s text into short paragraphs, use bullet points when highlighting a list of options and make sure to emphasise action items or calls-to-action.

Use active voice
Using an active voice makes an email seem more energetic and confident. In turn, it will make the accountant sound stronger and more authoritative.

Give a reason
Explaining why you want a reader to do what you ask can increase the chances of them doing it by more than 50 per cent. Instead of saying that you would like to set up a meeting with a new client, tell them that you’d like to meet to discuss and determine whether you can help them with their financial goals.

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