Comments on: Urgency Redux: Trust Can Make Or Break You

By: Marcel

Marcel — Mon, 27 Aug 2007 11:22:06 +0000

First off I’d like to thank everybody participating in the discussion for giving such valuable thoughts and information. I agree in general with two great point: over delivering to your list and also the idea to send a "how is it going?" mailout is a great value. I think it can be also beneficial to invite people on the list to participate in blog or forum discussions. This can help to build trust, credibility and will involve subscribers into a community. Besides it can help to build user made content on your blogs or forums.

By: Dennis

Dennis — Sun, 19 Aug 2007 10:46:17 +0000

don’t tel lies, one of the biggestis to show you how serious or honest i am i’ll gve you 30 days every state law and federal law says you have to give 30 days show you show no trust worthiness, next is when you give a time table like you got 3 days sows you got no trustworthiness

By: Justin Premick

Justin Premick — Thu, 16 Aug 2007 13:08:42 +0000

Scot,

That’s a great follow up tactic, and one we use on our own lists

Changing your email marketing - heck, all of your marketing - so that instead of talking at subscribers, you’re talking with them, will pay dividends for you.

As people, we all want (need?) to feel valued (as customers, as subscribers and well… as people!). When you show genuine interest and concern for them, and ask for their opinion, you’re tapping into that want/need and in doing so, forming a relationship with them.

And it doesn’t hurt that it differentiates you from the competition, either… like you, Scot, I just don’t see enough of this type of "checking in" message in use.

By: Scot McKay

Scot McKay — Thu, 16 Aug 2007 06:42:09 +0000

Great post on an important topic.

My contribution to the discussion is something that I "accidentally" discovered.

I started a while back to send an autoresponse at the 30 day mark with the subject "[X&Y] It Has Been A Month Or So, How’s It Going?".

This is in sequence behind an immediate welcome message and an 8-part "mini-course". So what we’re talking about here is in effect a second welcome message on a one-month time delay.

The number of people who email me responses to that email telling me that they are in fact enjoying the material–and THANKING ME for caring to ask–is high enough that I believe it’s worthwhile to implement the strategy. Interestingly, a response to that email also portends a deep-funnel customer *more than any other single indicator* I track.

Yet, if I’ve ever received similar emails from any list I’ve subscribed to it would take a maximum of one hand to count them.

By: Andrea Marie

Andrea Marie — Wed, 15 Aug 2007 18:23:13 +0000

Excellent post! It’s important to use your emails to offer useful information that is of great value to potential customers. Not just to sell stuff. It’s vital you need to build up a good rapport, trust and creditability. Try and communicate at least one a week to run trustworthy effective email marketing campaign.

Everything you write should be created to meet the readers wishes, desires, hopes, fears and dreams. Be positive, honest and keep it simple. Focus on the benefits what you are offering not just the features. Remember the magic word "YOU" the customer just wants to know whats in it for them. Give your potential customers information they can use that will make a big difference to them.

Use auto responders to thank people for their business, give them free articles, reports, send a newsletters and ask for referrals the list is endless. You want to build a lifelong relationship with them. People buy from other people they like, know and trust.

Happy Marketing

By: Charlie

Charlie — Wed, 15 Aug 2007 14:19:01 +0000

The key is making your prospects a promise and then keeping it!

All too many small businesses forget to make a promise in the first place. No promise, no prospects.

Make a compelling promise and live up to it and you’ll have all the business you can handle.

By: Kenneth young

Kenneth young — Wed, 15 Aug 2007 14:11:26 +0000

One way to develop trust with people is if for example you
have joined a forum and you are developing friends
within this forumn in my opinion is never to talk about
business untill at least your third email and then only start
to promote your business by asking he/she if they would like
some information on what you do.

By: Mike Herberts

Mike Herberts — Wed, 15 Aug 2007 10:54:58 +0000

Over-deliver. The simplest way to bond, build credibility and trust is to quite simply over deliver on whatever you used to tempt the subscriber in the first place.

Just think about the lists you continue to subscribe to even after months and months….and also think about the lists you unsusbscribe from fairly quickly.

I think you will find that some marketers genuinely give value, week in week out. These are the emails that get opened because you welcome them. They always have some good content alongside the ‘pitch’.
Good content and no ‘pitch’ is rare but lots of ‘pitch’ and no content is very common.

If you balance ‘content and ‘pitch’ you have a winning formula. This will build a solid business and reduce your reliance on things like’urgency tactics’ (not that this is not a good tactic…it definitely IS) but ‘good valuable content’ alongside your ‘pitch’ makes your life a lot easier. Your subscribers know what to expect and they WILL open your mails.

By: Ed Chastain

Ed Chastain — Wed, 15 Aug 2007 00:08:13 +0000

Great post! I believe the welcome message is generally expected by the subscriber �person.� Establishing credibility within two parts is my key! The subscriber gets and absorbs exactly what they subscribed for and then, actionable content that can be shared with family, friends and business partners. When a subscriber �person� opts-in expecting my expert related information I over deliverer by providing concrete information and surprising the subscriber with video training to embed my confidence within my product and establishing my credibility.