Be Easy

[Cache – #159]

There’s never been more pressure for you to be easy.  And it’s never been more important for you to give in.

Consider Staples, which built a $25-billion empire around the Easy Button, a concept symbolic of their effort to make the exercise of shopping with them simplicity itself.  The fact that Staples recently announced the closure of 15% of its stores is all the proof one needs to conclude that its bricks and mortar locations are now, in the age of e-commerce, a relative pain to patronize – and that easy is more important than ever.

More important than ever, and not just because it is easier to shop at home in your pyjamas than pull on your pants and commute to a physical location.

But also because the age of online communication brings with it a faster-than-ever, and ever-increasing, pace of doing business.  And we are taxing the time of our potential and actual customers if we make it even a hair more complicated to communicate with us than is absolutely necessary.

Have you ever searched vainly through your emails for the contact information of a friend, family member, business associate or client?  Of course you have.

Then why do you, in all probability, not have your contact information at the end of each and every email you ever send, whether from your desktop, laptop, tablet or mobile device?  Probably not because you want your brand to be “difficult to reach.”  Maybe because you think it is pretentious to have your job title and phone numbers, for example, on every last one of your emails.

It is not pretension, but instead courtesy.  Courtesy itself a social convention invented to make our interactions with each other…wait for it…easier.  In fact the pretension could be that every person we ever deal with should have to take the time to enter our information in their contacts for possible use at some later date.  Any of you getting 25, 50, 100 or more emails every day know that this kind of data entry project is simply not a viable option.

Come on.  Give in.

Email signature essentials:

  • First and last name
  • Job title
  • Company name
  • Landline (with country code, so people can touch your number on their screen and be connected when it is a long-distance call)
  • Cell (with country code)
  • Fax (with country code)
  • Website
  • Snail mail address


  • LinkedIn address (especially if you do not have a website that shows your bio)
  • Twitter, Facebook and other social media handles/addresses
  • Promotional info (media mentions, flogging your book, etc)

IN THE MEDIA:  Andris Pone comment on WestJet, Tim Hortons, Lululemon, Indigo and more.
BOOK:  Buy the #1 Globe and Mail bestselling Brand: It Ain’t the Logo or download a free chapter.

brand: it ain't the logo - The #1 Globe and Mail business bestseller - Ted Matthews with Andris Pone -

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