Last week, I started working as a fundraiser for a charity that helps veterans.

In order to collect donations from people, I'd have to "sell" the donation in a way that emotionally interested the customer.

Since my goal is to do the absolute best I can on this job, I found some books to become a better salesman.

One in particular that has given me an edge is The Little Red Book of Selling by Jeffrey Gitomer.

In the opening pages, I found this quote that made me stop and think:

This quote works for in-person sales, and I've done things like wear blue (psychological color of trust), smile, speak confidently, and connect on related interests to build rapport with new prospects.

This quote also works for email marketing.

Helping your subscribers and making them feel good about interacting with you is the basis for creating positive customer relationships.

Shared values create connection fast. In your email marketing, talk about what’s most important to you or your business.

When people believe in the same things you do, they gravitate toward you. Sharing personal stories, sharing photos or videos of yourself, your workspace, or the human behind the emails is powerful.

Your mindset and work ethic are natural attractors too.

Also, showing that you actually care for the other person receiving your email builds connection.

Think about it: why do we buy from people we like and avoid people we don't? It comes down to comfort and trust.

Building likeability through email requires personalizing your content, being consistent in sending messages, and offering real value. You can do things like using the recipient's name in your emails, scheduling content ahead of time, and creating solutions for problems that your subscribers face.

If you teach people skills they can use or make life better for them, you will earn their loyalty. Nurturing and educating your subscribers brings them closer to you.

Confidence plays a big role in making sales happen. We are naturally attracted to confident people; more likely to be persuaded by someone who strongly believes in themself and what they’re offering.

Therefore, your goal is to confidently attract the people you want to serve, not everyone.

Confidence comes from doing something again and again until you gain enough experience. Research, experimentation, obsessing over your subject matter, and talking about what you've learned builds confidence.

If you keep showing up in their inbox regularly, people may be confident in your ability to deliver well on other things such as products and services.

If people like you and they trust you, they may buy from you.

Here are 3 easy ways to build trust in your email marketing:

1. Give generously: Giving makes people appreciate you. This includes complimenting your subscribers and affirming the good decisions they make. Share your knowledge, resources, and your best stories to help them hit their goals. I've done this by sharing lessons from my mistakes. I also recommend my favorite tools. Giving says "I want to share something with you to help you because I care about you and want the best for you."

2. Be honest and have integrity: Admit mistakes, talk about your struggles, and be honest about your journey. This shows people your character, and they'll appreciate you for being real with them instead of sugarcoating things. Honesty is the foundation for long-term beneficial relationships and repeat business.

3. Collect and show social proof: What other people say about you is 10x more convincing than what you say about yourself. Testimonials and case studies quickly communicate that you can be trusted. The best testimonials talk about the transformation you've helped other people achieve (where they started and how you’ve helped them achieve a favorable outcome/get results).

Try these strategies in your next email.

Check out The Little Red Book of Selling by Jeffrey Gitomer. You can read a free digital version of the book on Internet Archive by clicking this link.

Talk soon,

DJ