No matter if you’re selling products or services offline or online, your customers need to know, like and trust us before they buy. As a business you’re building relationships with people and ultimately asking them to buy. However, this is a little more complicated online. There is little, if any, direct face-face contact with a potential customer.

Email marketing is still considered the most effective online marketing strategy but we still have the same emotions, bonding patterns, and trust acquisition methods online as we do offline.

Here are 7 buying triggers that you can use in your email marketing campaigns to build trust and relationships with your audience and convert subscribers into buyers.

1. Friendship

You can start off your email campaign with a welcoming message when somebody joins your email list. Thank the person for signing up and if you offered a free download, make sure you provide the download link in that first email.

2. Expertise

On your download page for your free report or gift your subscribers receive after joining your email list you can show your authority and expertise in your niche.

3. Consistency

Your email marketing needs have a consistent message. Basically, each email you send should agree with all the others. If you discuss a thought or idea in one email, don’t change your opinion a few emails later.

4. Reciprocity

The ‘Law of Reciprocity’ says that when you get something of value, either digital or physical, without having to pay for it in some way, you generally feel like you are obligated to repay that person in some way.

5. Contrast

Show why you’re the ideal expert for them. You can softly show them why the way it ‘has always been done’ or the way ‘others do it’ isn’t best for them. This trigger needs to be used very carefully. The worst thing you want to do is push them away by attacking their beliefs, rather than re-educating them on a better way.

6. Reason Why

You might show why your new or fresh approach is best for your audience. If possible, you can use the rational argument that it ‘used to work’ but explain why it no longer works.

7. Hope

Show them what their life (or business, or health, whatever your niche is) can look like after working with you. This could be done by showing a client testimonial of someone who has achieved the result you promise.

You can write different emails specifically for the purpose of using each trigger. The order of using the triggers doesn’t matter. Once you have identified what you will use for each trigger, you can order and reschedule the triggers so that it makes sense in your email campaign.

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