Building the Trust in the Know, Like, and Trust Factor
This has become common practice on the web. Beneath most opt-in boxes you’ll see a sentence or two promising not to share, rent, or sell your information. This promise on your part helps people decide whether or not they trust you enough to give you their email address. It’s a big part of developing that know, like, and trust factor.
My Promise to New Subscribers
Here’s the promise I make to people signing up for my free audio program, “How to Grow Your Holistic Business”:
Don’t worry, I won’t spam you and I’ll never share, rent, or sell your information – ever!
It’s a pretty clear promise. If you sign up for my list I will never use your information for anything other than sending you emails myself. I won’t sell your email address, I won’t rent it, and I won’t share it with anyone ever.
The email that took the trust out of the know, like and trust factor
Before I do, let me stress that this coach did nothing wrong. He wasn’t deceptive or anything like that. He may do things differently than I like or differently than I teach my clients and students to do, but that’s his right. I’ll leave it up to you to decide if it is ethical or not. In my mind it is not an authentic or heart-centered way to grow a relationship with those people either on your email list or thinking about joining your email list.
Anyway, I’ve been on this coach’s email list for a long time. Three days ago I received his latest email, and after reading it through I got to the end and noticed that below his signature he had the usual collection of junk down at the bottom of his email. The bottom of an email is where a lot of marketers like to toss in various disclaimers and tell you how to unsubscribe and all that.
I rarely bother reading those things, but for some reason I read this one. Oh boy!
information will never be shared with
with any third party that isn’t working
directly with XYZ, Inc.
Your information will never be
rented or sold to anyone EVER.
Reading this shocked me. I immediately felt betrayed. What do you mean, “that isn’t working directly with XYZ, Inc.”?
This tells me that you are most likely going to share my name and email address with any third party that you DO work directly with.
That’s not cool, my friend!
Not only is it not cool, it is certainly not a way to grow that know, like, and trust factor. In fact, I probably wouldn’t have signed up for this coach’s list in the first place if I had known in advance that he was going to share my information.
Yes, it was my own fault for signing up without knowing how my information would be used or protected, but now that I’m aware of the situation, I can take steps to remedy it – which in this case means unsubscribing from this coach’s email list.
I’m sharing this story with you because there is an important takeaway for you to keep in mind as you grow your own business. Again, I’m not saying that this coach did anything wrong, just that this particular way of treating email subscribers doesn’t align with the heart-centered and authentic methods I practice and teach.
I think it’s important that as business owners – especially in the holistic field – we have to constantly be looking for ways to improve and strengthen the trust with our email subscribers.
Be up front with visitors to your website who might be thinking about opting in to your email list and tell them exactly how you will treat their private information. Give them your word, and then stick to your word. Doing that will go a long way toward strengthening the know, like, and trust factor with your visitors and bring them one step closer to ultimately becoming a client or customer.