We briefly explained how emails can be used to build credibility and authority in section 9 where we discussed using email marketing to build relationships with your leads.
In this section, we’ll briefly explain how using email marketing in your business will help to build credibility and authority.
When a customer or client considers doing business with you one of the most important factors they will consider before deciding is who you’ve helped before and what results in you’ve achieved.
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They try to validate that you are good enough to do business with and capable of helping them by looking at your past results, your past clients, and what your past clients say about you and the quality of your product and service (including customer service which is very important).
This usually takes the form of reviews and testimonials, as well as case studies.
The reason they look at this information is that they want as much tangible proof that you are all that you say you are and are truly capable of helping them.
During your email marketing campaigns, the most important thing you can do is offer value to your subscribers.
You offer value to them by giving them an expert opinion of the problems they tend to have, giving them expert advice, talking about different solutions that can be helpful, and even telling them exactly how to solve their problems.onli
At first thought this might sound counterintuitive; why would they pay you to do something they already know how to do? And why would you teach them how to do your job?
The answer is simple: if they know what the solution is to their problems and what the highest quality solution or fix looks like then they will move out of the research phase and into the action phase of the customer’s buyer journey map.
Additionally, if you are the reason why they are now educated about their problems and possible solutions then they will trust you to solve the problem for them.
Even if they know how to solve the problem not everyone will try to solve the problem for one reason or the other. Instead, they will use their knowledge to vet the person who is to solve their problem.
In other words, you will have sold yourself or your business to them without selling.
