Yesterday I talked about the importance of proof elements in copywriting.  Something that is closely linked, but a little different, is TRUST.

You often see it said that lack of trust is one of the biggest obstacles to making a sale.  In online marketing, it can be a particular problem.

Hence the importance top marketers place on building a list and then building a relationship with that list.  If you do it properly, the relationship building creates trust between you and your potential customers.

The subject of trust came to mind today after I was skimming the latest issue of “Australian Reader’s Digest”.

(“Reader’s Digest?” I hear you say!  Yes, ever since I saw the tip from John Caples about how Reader’s Digest could provide ideas for openings to sales letters, I have had a subscription…there is some method to my madness!!)

In this issue there is the annual “Australia’s Most Trusted People” poll.  What can we learn about gaining trust from this poll?

Well, according to “Reader’s Digest”…

“…being important or celebrated does not guarantee people will trust you.  To the contrary, humility, honesty and helping others are much bigger factors.”

For marketers, I’d suggest the most important element here is honesty.  And you demonstrate that by the way you communicate with your audience and the kind of marketing tactics you use (that’s why the “Forced Continuity” idea I’ve talked about recently has to be handled so carefully).  Also, the act of giving away a “free sample” ( an e-course or good quality special report) can be important in building trust.

We’ve seen a number of examples recently of big name internet marketers “moving the free line” and really giving away some very high quality material for free, or just the cost of an “opt-in”.  That can generate a lot of goodwill and trust, even if people don’t buy straight away.

So it seems to me that what Mike Filsaime was doing (with his endless “One Time Offers”) might be counterproductive in the long term.  Potential short term gain versus loss of a longer term relationship.  Having said that, Mike Filsaime appears to be very successful with his approach.

What other lessons are there in the “Reader’s Digest” poll?

1. Once you earn trust, people remember – assuming you don’t betray it.

2. If you disappoint expectations, hard-earned trust can evaporate.

3. Once disgraced, forever marked.

One final thought.  There are a number of studies that support the idea that in email marketing, the #1 factor determining if an email is opened is who it is from.  That’s the importnace of the relationship you have with your list and the degree of trust established.

P.S. So who are “Australia’s Most Trusted’?  1. Dr Fiona Wood – burns specialist 2. Professor Ian Frazer – cancer researcher 3. Ian Kiernan – founder of Clean Up Australia.