No one likes a pushy salesman pressuring them to part with their money.

The moment we hear a sales pitch, the defenses come right out. Because we feel like we have no control over the situation; like we’re being manipulated.

Even before the salesman gets pushy and just approaches you to say, "How are you doing, can I help you?", you are automatically saying, "Just looking, thanks."

On the other hand, we generally like to buy.

It's exciting to buy something!  We're in control doing what we wan to do, when we want to do it.

So how do WE get people excited to buy?

How do we give them control of the situation, and make them feel like they’re NOT being sold (especially online where there's so much hype)?

Especially online...

What's the best way to build trust with your prospects?

In my opinion, it’s with…

Email marketing.

Emails allow you to consistently communicate with your prospects. Build a relationship and start developing trust.

However, just because you’re sending emails, doesn’t mean people are going to read them.

And just because they read some doesn’t mean they’re going to take action, or that you’re going to build any kind of relationship with them.

My inbox is full of emails. Most of them are completely ignored. I’m sure your inbox is the same.

So here’s another key…

You have to write your emails in a way that gets people interested and excited about reading them.

This is a massive topic worth studying. And I’ll give you 4 critical guidelines to help you do that.

Starting with…

The first thing you want to understand about writing emails is that you are writing to ONE person.

Even though your email is going to a list of dozens, hundreds, thousands, or even tens-of-thousands of people, you’re still writing to one person, and they need to feel like that—

They need to feel like you’re talking to them personally.

And, think about this too: only one person is reading your email at a time, sitting at their desk or holding their phone, so don’t make things sound weird and too formal by addressing a crowd in this “one-on-one” conversation.

And speaking of conversations, that’s brings us to point number two…

Your email is basically a casual conversation you’re having with that one person.

To help you write an email in that tone, picture yourself sitting across a table or a living room from your prospect. And imagine you’re having a conversation with them.

This is very, very important.

Make it sound you're a real human being, because that’s how people talk.

Write like you talk and always remember to…

The third point is this: you can’t just be pitching in your emails.

Look at your inbox. Almost every email in there does nothing but pitch and try to sell you something.

Now, there is nothing wrong with selling—we are in business—but if all you do in your email is sell, people will get turned off and quickly start tuning you out.

If you do it once or twice, or if you do it now and then, it’s okay.

But if you just “hard sell” in every email… would you look forward to opening an email every single day that only pitches something and adds zero value to your life?

Probably not.

If you know it’s always going to be another sale, or some other “hyped up” email about a system that makes money, would you keep reading or click unsubscribe?

If every email is a pitch, you will lose your readership very, very quickly.

Your emails cannot be just all sales and pitches.

We’re in business and we are always selling something. But if you want to stand out and have people read your emails you have to approach it in a different way.

Which leads me to my forth point…

I believe the best way to engage your audience is to wrap your message with “infotainment“—

Which is entertainment coupled with information.

Why?

Because we LOVE to be entertained!

This is why we watch movies and TV. We watch shows, follow sports and go to concerts. And spend big bucks on it.

We crave entertainment.

It’s a desire, a need we all have.

This is why people who say they are “busy” will get on Facebook.

They see a video or some picture and click on it. Next thing you know they’re surfing through it for 15 or 20 minutes, wasting their time, because the desire to be entertained is deeply hardwired.

So when you send out something that’s entertaining, you’re almost guaranteed readership.

If people are just clicking out of curiosity, that’s not the point; you want your emails to actually provoke their curiosity.

You want to put something out there that grabs their interest, that intrigues them.  You're closer to setting it up so that they are willing to pull out their credit card.

Curiosity + Intrigue + Entertainment + Information = Great Email!