How to “Show, Not Tell” Them You’re a Business They Can Count On

It’s a steady, reliable business that brings in steady, reliable sales.

If your business can be counted on, if your customers get what they’ve come to you for, every time, then this is a big selling point.

Guarantees, warranties and testimonials are all ways to show how reliable you are. These, you should have.

But you’ve heard the term, “show, not tell.” You can actually demonstrate your reliability with the way you send your marketing emails.

Here, I’ll show you:

Consistent Timing

Pick a time for your emails to go out. Stick to it.

Now, - you don’t have to write your emails at those times. Write them whenever you can, then schedule your broadcasts and set send windows for your follow ups.

While you’ll want to choose a time that makes sense for your subscribers, there is no designated right or wrong time. The important thing is sticking to your schedule consistently, giving your subscribers a dependable experience.

Consistent Topics

Keep it steady. Your range of topics should center around your company’s purpose. A fish cannery could certainly write about how to ship, store and sell their cans of fish effectively. They probably wouldn’t email icing recipes, however, unless iced fish cakes became a trend.

Sticking to topics related to your business builds on that dependable experience you’re creating for your subscribers, especially if they already know what your company’s known for.

Also, keep your approach to your repertoire of topics consistent. If you write about vegan products one week and gush about fur coats the next, you’re going to confuse and alienate your followers.

Consistent Design

A bright yellow email broadcast one week, a sedate blue newsletter the next – inconsistency in your email design speaks of inconsistency elsewhere in the business.

That’s not to say you can’t have variety in your emails. You’ll just want to set consistent design parameters, such as a color scheme or a layout, and add your content to that framework.

An easy way to make that happen is by choosing a pre-designed template from the library here and just dropping in fresh content for each message. (Make sure to delete any placeholder text!)

Consistently Easier Marketing

Keeping your campaign consistent makes marketing a whole lot easier on you:

You’ve got a design in place to start with – just copy your last email and your next one’s already set up.

You’ve got categories of content topics to choose from.

You know when your next email will go out, so you know exactly how much time you have to create it.

In the meantime, you can rest assured that your subscribers are getting a reliable experience with your brand. Win-win.

Are your marketing emails consistent? Have an argument for variety?

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3 Comments

  1. Lester

    Great tips! Email marketing is still the best tool in online business. Consistency in timing, design and content are the most important factor with this marketing tool.

    6/18/2012 10:51 am
  2. Kent

    Hi Amanda, really never thought of it when we do something consistent, we are actually showing our customers that we are reliable. Long time didn’t read such a great post! :)

    6/18/2012 1:48 pm
  3. Ayaz

    Hi Amanda, really consistency is what every professional field require to gives a solid impression to others and in businesses on social media once should have maintained a good consistency so people can trust.

    6/22/2012 3:41 pm

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