One idea gu-gurus try to push is the idea of “know, like, trust”.

And in my opinion, that’s just a load of crap.

Of course, people have to know you (you can’t buy from who you don’t know)

Trust is definitely a must. Nobody buys from untrustworthy people.

Likeness, however … that’s a different thing entirely.

But I’m not here to explain why wanting to be liked (whether by your customers, clients or peers) is a fool’s errand, instead I want to tell you how to build trust.

Or at least one of the ways you can do it.

The formula for trust is quite simple.

But before I tell you, I want you to think about a close friend you have. Someone you trust deeply … someone you could probably die for.

It may even be your spouse.

Why do you trust this person?

What experiences have you both shared that makes you trust them with your life?

While there can be several different responses, you’ll most likely realize there are 2 major factors.

Firstly, you’ve likely known this person for a while – years in most cases.

Rarely do you build a strong level of trust in a few days, or weeks. It usually takes months and years.

Secondly, this person has probably seen you at your lowest and you’ve seen them at their lowest. There’s not much to hide from them.

That is exactly the formula for trust: consistency + vulnerability.

And it’s the same formula in business.

The businesses you trust the most have existed (and shown up) for a long time. Several years in many cases.

Even more, you’ve gotten the same core message from them CONSISTENTLY over the years.

And at the same time, you must have seen their vulnerability in some way shape or form.

Whether apologizing publicly for a big messup, showing behind the scenes of their process or talking about a personal story that inspired the business. They have shown vulnerability and that’s why you trust them.

It’s the same for your business.

Consistent communication + vulnerability builds a deeper connection with your audience and helps them trust you a lot easier.

This is one reason I recommend email.

Email gives you a non-invasive (but direct) way to have consistent communication.

And during this communication you can easily tie in “vulnerability” without coming across as a sob sister. If you do it right, you build trust fast and your audience is more at ease buying from you.

If you’d love to be able to write better, more trusting and more profitable emails then my agency, IKON Media may be able to help you.

We offer end-to-end email-marketing services from strategy and brainstorming, to actual writing, scheduling and managing your campaigns. And if you need something “less serious” we offer consultations and coaching to help increase the income you’re currently getting from your list.

For more articles like this on marketing, sales and copywriting, check out my website: https://ikonmedia.net/

When you get there, you have the option to join my email list.

If you join, you will get my free book that shows you how to multiply the amount of revenue you make in your business using your email list.

If you’re interested, use the link above.

Fola