Email Style and Tone Matter Even More During Hard Times

Few believe the times we live in are business as usual. Commentary from pretty much everyone I know, the underlying concern is a lack of certainty.

When you throw in weather events, it is easy to see how business can get out of balance: no power, no internet, no email. We were hit by a tornado in April of 2025 and didn’t have power for 10 days — and are still recovering.

You have to try to salvage as many business-as-usual activities as you can. I can tell you that receiving grace from those you do business with makes all the difference in the world.

But… What do you do with customers who have no patience with the fact that “we have no power”?

Business is People

As I often do, I share my experiences to make points. So let’s start with the thought that business is people. Simply put, if you forget the people part, you are probably not someone folks prefer to do business with.

In my weather-related example, a person who was a stark example of either thinking it is business as usual, or not knowing or caring about what was going on in the world/country/your city. It’s called the news or current events.

A week before my neighborhood was wiped out (on the national news and everything), a potential client inquired about their project through my consulting website. The inquiry didn’t include the information I asked for. With intent, several required* fields were filled with “no comment” so the form would process.

I ask for this information to determine whether I can be of service. I need it to prepare for our discussion about the project to give you the best experience possible. In my experience, not completing these fields is a red flag.

So, I pointed him to my scheduling page. Then the tornado hit, and I was offline. And I am generally booked a couple of weeks in advance. I was booked out 10 days, had to reschedule those folks, and then there were literally no electric poles left—they were all ripped out of the ground and destroyed.

Here’s his email from the Friday after I communicated that we had been hit by a tornado the week before (with a link to a drone shot of our neighborhood).

Judith:

Your scheduling app has nothing available before a week from Thursday. I am ready to move sooner. Send me your bank information so I can submit my deposit.

John Doe

This was followed by an email on Monday morning:

Judith:

I didn’t receive a response to my last email. I hope this is not an indication of your response time.

John Doe

In the news…

When I finally got online, I had a slew of emails from colleagues all over the country asking if we were okay. They had heard about the tornadoes in my area and were concerned.

But not John. Maybe he didn’t know. But to assume a poor response time because he did not get a response from late Friday to Monday morning? That’s one big red flag there.

I responded to his emails with an explanatory apology for the delay, noting again that I had no power due to tornadoes and that connectivity was still sporadic, so I didn’t feel confident about scheduling anything that week. I thanked him for his patience. Here is his response:

Judith:

Now you are booked all this week? I am scheduled for a week from next Tuesday, but would prefer sooner. What is your ACH information to submit my deposit?

John Doe

I get that lots of folks don’t pay attention to the news. But once someone shares their situation with you, that’s an opportunity to pivot as a human being.

No, “I hope you are okay.” No, “I’m sorry to hear that.” No, “I understand.”

Who knows, during our discovery session, he could turn out to be a great guy with a sense of humor—someone I can see working with. It could happen.

Tuesday rolls around. He is scheduled to discuss his project at 2 pm. I do these “discovery sessions” on Zoom to discuss the project with the client (and ensure we are a good fit) and screen-share as we go through the website they want help with.

Tuesday, 11:00 AM….

Judith:

I don’t do Zoom. Call me at 2p instead.

John Doe

Are you kidding me right now? Is he messing with me?

My Experience Kicks In

I mentioned Zoom in previous emails. My schedule page and FAQ state that I use Zoom and explain why, and my Modus Operandi, provided upon our initial contact, also mentions Zoom. However, no attention was paid to my processes or the information provided.

After receiving that last email, I politely and respectfully declined the project. I just cannot work with anyone who doesn’t respect my time or my methods. I hate tug of war.

” John: I’m sorry, due to the tornado damage we’ve incurred, I am unable to run my business to my standards. Therefore, I will not be taking on any new clients at this time. Thank you for the opportunity to discuss your project, and I wish you all the best in your online endeavors.”

Yes, business is business, and formality matters. But at some point, it is also smart, prudent, and essential to acknowledge that human beings are on the other side — especially when they share with you circumstances that anyone would struggle with.

Good People Rise to the Occasion

I lost count of the emails I received asking, “How are you doing?” and “Are you safe?” even from frequent readers of this site.

John stood out like a sore thumb.

He could have been a great guy, but he didn’t give me any indication of that. He may have been someone I would have enjoyed working with and helping to succeed, but my gut told me otherwise.

While no one enjoys passing on income, I’m sort of a stickler when it comes to how I am treated, and my decades of experience help me to avoid problematic relationships.

If there is a silver lining to challenging times or difficult circumstances, it is how the good rise to the occasion, and you find out who truly cares. Business is about people—not just dollars—and I prefer to do business with folks I like.