It happens all the time. You’re visiting a website, you want more information about a product, so, you fill in the form with first name, last name, and email address. You get the information you were wanting, only to realize three days later that you’ve also been subscribed to their newsletter.
Or, when you purchase something online, the technical support emails start arriving every 4 days with a large dose of sales information in them.
You didn’t sign up for a sales letter. You signed for information. You bought a product. You didn’t want sales letters.
Now you being the process of trying to unsubscribe yourself from their sales list. Have fun with that. Let’s see, you’ll need to give them your email address, name, eye color, and position of the major planets at the exact time you subscribed to their newsletter.
BUT I DIDN’T SUBSCRIBE! you yell out in frustration…
I know… I’ve been there… I feel it’s safe to say the majority of us have been there.
Have a conversation with someone who employs these practices, and they’ll tell you it’s called “Permission Based Marketing”. They’ll claim they have permission to send out those sales emails. Even though that little check box or sentence or whatever was not in plain sight… they still feel they have permission to send out gobs of sales letters.
With spam filters and anti-spam services getting better each day, “Permission Marketing” is no longer something that Internet Marketers can “rely” on.
It’s time to kick it up a notch.
It’s time for Trust Marketing. Put simply, if a customer trusts the person they’re doing business with, they’ll buy more, and more often.
Gaining trust, in essence, is easy to do. Follow these easy steps:
1. Put a face to the company – use video.
People do business with people they like and trust. The easiest way to gain trust is by standing beside your product and endorsing it yourself. I think we all can recall a particular slogan, “I’m not only the President of CompanyX, I’m also a Member.”.
Video clips can produce almost immediate trust. Companies such as VideoPaste not only convert your videos to flash and host them for you, they also provide the HTML code to put in your website.
2. Do what you say, and say what you do.
If you’re going to offer free shipping, then do it. If you’re going to double their order, then do it. If you only provide support for 3 weeks after the sale, then tell them. If you have found out that your completely out of ItemX, then call the customer and let them know.
3. Keep the customer informed about relevant events.
Weekly discounts or monthly HUGE SAVINGS are not relevant events. A change in policy, or new merchant acquisition are relevant events.
4. Offer repeat and long term customers higher discounts. (Trust and Loyalty go hand-in-hand)
There’s a particular Home Improvement Store (of an orange color in nature) that I shop at. I contine to shop there because I contine to save there. I receive discount offers, coupons, gift cards and the sort from them.
Why? Not because I’m cheap. It’s because I’m loyal. I’ve gone there enough, saved enough money, and been treated the right way. I see no need to go anywhere else.
5. Keep it simple, keep it honest.
Don’t flood your customers with options. Don’t flood them with offers. Don’t flood them with discounts. Don’t flood them with anything. If you want to lose them as customers, then do so. If not, then just be honest with them, and keep it simple.
Our research has shown that, by far, the easiest way to build trust is to put a face in front of the product – namely your face. Adding video to your website is fast, easy, and surprising affordable.
Permission Marketing is dead. Trust Marketing is here to stay. After all, if you don’t have your customers trust, permission means nothing.