People prefer to do business with those they know, like, and trust

July 16, 2:42 PME-mail Marketing ExaminerBarbara Roman

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Successful business people understand a very simple truth; people prefer to do business with people they know, like and trust.

Let your readers know you. Include your photo in your e-mail promotions so they see that you’re not just a faceless business. Perhaps include a short bio in a sidebar or at the bottom. Perhaps relay a brief personal story or talk about what you think or how you feel about a subject related to your product or service.

Open up the lines of communication by inviting your readers to e-mail you. You might consider asking them for their major concerns. You can do this either within the e-mail itself or in a short (no more than 5 question) survey. Social networking is also a supporting method to build rapport with your customers.

Show your readers your generosity, your kindness, your desire to help. Let being of service be your first intent. What specific things would your customers appreciate most; discounts, free samplings so they don’t waste their money on something they don’t end up liking, a liberal return policy, house calls? Look for their needs and fill them.

Write like you speak. Formal isn’t warm and friendly. You want to cultivate a real relationship with your subscribers. See my previous article entitled, “Your intentions are showing”, where I talk about tone.

Let your customers get to know you; give them good reason to like and trust you, and you'll find yourself in wonderfully positive relationships and with a growing business on your hands. 

More on the subject:
When are e-mails more than just e-mails?
Grow your relationships and watch your business bloom
Your intentions are showing
Staying in the game