5 Easy Steps to Improving Your Email Copy: The Bridge of Trust

All this week, we’ve been talking about tactical approaches to making your email copy better. We covered subject lines, creating curiosity in your reader, and compelling them to take action.

But in this last installment, I want to take a step back and talk about your overall approach to email copy. It all comes down to one word: RELATIONSHIPS.

I’m talking about building a bridge of trust between you and your prospect … getting them to know you and to like you (and your client) … and establishing a solid, unshakeable relationship that can not only culminate in one sale, but many sales over the years.

So how do you do that through emails exactly? Here are three simple elements you can implement right now to start building a deeper, more meaningful relationship with your prospects.

Be Open: Don't hide behind a persona or a facade in your emails. Be transparent in your messages. Give people a sneak peek inside your homes, your office, and your lives.

Some of the most profitable emails I've written have revolved around an event that's more personal — a funny thing the kids did, a popular movie or TV show, or something interesting I saw recently while out and about.

When you give your prospects a peek inside your life, they'll feel as though you "trust" them with your personal details — just like a friend. And the natural reaction will be for them to trust you back.

Be Honest: One of my biggest pet peeves is when marketers paint the whole "I'm in the islands typing this" scenario when I know full well they're sitting in the basement next to a pile of dirty laundry.

That's why it's so important to be honest with your subscribers. Honesty builds trust faster than anything else. And when you're honest with your prospects, they'll reward that integrity by purchasing from you — over and over again.

Besides, lying can only get you in trouble. Pretty soon, you're constantly covering your tracks with more lies and that whole "tangled web" thing comes into play. The result? Zero integrity … and zero sales.

Be Helpful: Most of your prospects opted in to your list because you promised them something of value. Here's a thought … GIVE it to them!

Make sure your emails offer something that's helpful to your readers, whether it be a content-based series that teaches or the solution to a certain want, need, desire, or problem they're experiencing.

Let's face it — the inbox isn't getting any smaller these days. And your prospect’s attention is being pulled in a hundred different directions.

So make sure you come through with what you promised — and even MORE. This will establish you as a premier source for information in your niche, and will go a long way towards creating a profitable relationship.

And keep the guidelines I’ve shared this week in mind when writing your email copy to strengthen the bond between you and your prospects, and watch your sales go through the roof. If you have any questions or comments feel free to post them here.

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Published: June 14, 2013

1 Response to “5 Easy Steps to Improving Your Email Copy: The Bridge of Trust”

  1. Jay, I enjoyed all your articles this week. Very helpful, informative - and your style of writing sets a great example in itself. Looking forward to working through your program. It's one that I have confidence in to help me launch.


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