They Want More Than Products

I read a stat this morning about where people get their news from…

Around 40% of people under the age of 30 get their news from online influencers…

Mainstream media is getting replaced with smaller, often individual creators.

Most of these creators have no journalism or reporting experience.

Why is that happening?

Why would people get their news and important info from folks who have no credentials?

It’s because they’ve built trust with their audience.

They’ve positioned themselves as voices of authority in their niche.

Their audience believes the influencer is really there for them…

And has their best interest in mind…

Not just trying to sell them stuff or push an agenda.

I think a lot of businesses forget this:

Customers aren’t just buying products…

They’re buying from brands they trust to understand their needs…

And deal with real problems in their lives.

It’s time to stop seeing email as a way to send promotions, email blasts, and sell products.

And see it as a way to show up consistently in people’s lives with valuable info.

Be the source of news in your industry or niche.

Be the source of education and entertainment.

Tell stories to connect with your audience.

Talk about your mission, values, and how you solve problems for people just like them.

More than likely, no one else in their life is paying that much attention to what really matters to them…

But you can be that source in their life.

Everyone in marketing talks about competing for attention from the consumer…

No one talks about competing to give attention TO the consumer.

You can take market share in that.

Give your audience more attention than anybody else.

My email yesterday was about segmentation…

This is one way to pay more attention.

And yes that means more effort, more time, more money spent on this.

Most won’t do it and then cry that they don’t make enough sales.

Do what most in your industry won’t do.

Write your emails, sales letters, and social media content from the lens of a trusted guide…

And customers will choose you back, again and again.

Pay attention if you want to get attention back.

Because brands that focus on trust and authority don’t just make more sales...

They become the go-to name in their industry…

Even if others are more qualified and have more experience.

Need help injecting more trust in your copy and messaging?

Hit reply and tell me where you think you’re getting stuck.

I’ll respond with some of my best tips.

-RCD