Ever been "wait-listed" on an airplane flight?

Airlines regard standby-passengers as "units." If you eventually get a seat, so what? If you eventually must wait until the next flight, so what?

Herschell Gordon Lewis

Do you have applicants on a waiting list? How do you communicate with them and their families as they hop from one foot to the other, wondering if they should explore more fertile ground?

If you are unable to foresee a particular applicant's outcome, be positive and apparently candid. That is not an easy combination. The difficulty of the situation often produces communications that lack both warmth and a hint - not a promise - of encouragement.

If you have the courage, frame your message on the level of "We can't make a commitment at this time, but I suggest you hang in there." Note the deliberate shift from "we" to "I" in the same sentence. "We" is the institution. "I" am your warm-hearted contact person.

What do you have to lose by suggesting that the prospect wait for further intelligence? Nothing.

What do you have to lose by using airline-speak like "Your name has been placed on our waiting list, and a determination will be rendered shortly"? If and when that prospect gets an offer from you later, he or she may tell you, "Sorry, but I'm headed elsewhere."
 

Herschell Gordon Lewis writes direct response copy in Fort Lauderdale, Florida, for clients worldwide. A former academician, his 29th published book is entitled “Open Me Now.” His web site is www.herschellgordonlewis.com.