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The main factor in building a responsive list is trust. When your subscribers trust you, they will remain loyal and listen when you recommend a solution to them. Once you’ve convinced them to sign up for your mailing list, you need to do everything possible to take care of them.
Here are 10 tips to gaining – and keeping – your clients’ and prospects’ trust.
1. Be honest. Enough said.
2. Demonstrate that you know what you’re talking about. Send out helpful tips on a regular basis. Use videos on your websites to show your subscribers how to do things. Provide high-quality articles with good content. Most importantly, develop products that give them results!
3. Offer and honor guarantees. You need to stand behind your product and let your clients know that you genuinely believe you can help them. If for any reason a client is dissatisfied, give them their money back. Develop a reputation as someone it’s a pleasure to do business with.
4. Make it quick and easy to opt out of your mailing list. Not only is it the law for online mailing lists, but it’s also just good business practice. Your goal is to market to people who are interested in your solutions and recommendations. If someone wants to leave your list, that’s a good thing! That keeps you from spending time on someone who isn’t really a viable prospect. Of course, if people start leaving your list in droves, that’s definitely not a good thing and you need to find out what’s going on.
5. Give free information, tools, and resources. To be successful, you will need to focus on truly helping other people. Sometimes that means you give something away that will help them and ignore getting paid for it. Believe it or not, knowing that your focus is on helping them makes them willing to spend more money with you when you ask.
6. Ask your subscribers what they want, and give it to them. If several of your subscribers give you feedback, and you don’t do anything with it, they will feel ignored, and the trust factor drops drastically. Listen to them; that’s really the only way to know what they want.
7. Protect their information. Do not share your mailing list with anyone, at any time, for any reason. Your subscribers raised their hands and said they wanted to hear from you. That does not mean they want to hear from Joe Marketer down the street.
8. Share yourself. Let your subscribers get to know you. In your promotional materials, give them little tidbits about you, your family, your upcoming vacation, or any other interesting tidbit. Share your humor and the things that touch you. Don’t fill your marketing messages with “me me me,” but do let them know who you are.
9. Spend some time every month doing research into what’s happening in your field, and talk about that in your communications with your subscribers. Warn them about issues that might affect them, clue them in on new and innovative ideas, teach them new ways to apply things.
10. Be consistent. If you say you’re going to do something, then do it. If something happens that will prevent you from following through on a promise, tell them! Once you’ve set an expectation, be sure to meet it.
Establishing and maintaining trust is an ongoing process. Once you’ve gained the trust of your subscribers, nurture it. Do everything you can to reinforce it because it means the difference between sales and getting a part-time job at Sam’s Mini Mart.
