First, They Need to Trust You
Every day the news tells us about some new reason not to trust… this morning it’s all about high-level SEC agents spending their working hours viewing porn… while being paid what amounts to about $110 per hour, plus benefits.
And that’s just the latest in a long line of news stories about lying, cheating, stealing, and worse. There’s something new almost every day – and at least every week.
Trust
The result of all this is that we don’t know who to trust – and we’re not going to trust someone until we feel a little bit safe in doing so.
It used to be innocent until proven guilty… now it’s “Prove that I can trust you.”
That’s why I think drip marketing is so important – when it’s done well.
With drip marketing you can offer advice and help and slowly show your would-be customers that you have the knowledge and the willingness to help them – even before they’ve paid you to do so.
That said, I don’t think there’s a lot of trust-building in drip marketing that consistently asks for a person’s business without offering anything of value. But some disagree – saying that having your name appear over and over will build a degree of familiarity, so that even bad marketing is better than no marketing.
What do you think?
If I write you every other day and do nothing but ask for your business will you eventually think you know me well enough to say yes?
Give me your opinion… (please)
Posted: April 23rd, 2010 under business building, communication, direct mail marketing, e-mail marketing, effective marketing, email marketing, marketing.
Tags: build trust, drip marketing, effective marketing, email marketing, follow up, marketing, marketing copy, marketing plan, marketing with trust
Comments
Comment from Marte
Time April 25, 2010 at 10:02 am
Yes, and that customer for life who does trust you will also bring more business your way when they tell friends about you.
Comment from Keith Franco
Time April 25, 2010 at 5:38 am
I agree. Trust is most imporatnt especially in today’s marketplace. Once you have trust, you have loyalty. Once you have loyalty, you have a customer! If trust remains intact, you have a customer for life.