Building incredible credibility

A newsletter is the greatest marketing tool known to man. It doesn't appear to try to sell anything as its first and primary objective. Instead it seeks to inform, to educate, and to build knowledge.

A newsletter can lift the credibility of your organization over all your rivals. The secret is to build trust. People go with organizations that they trust or they know from somewhere. We all look for personal recommendations.

Now the chances are that you can't get enough work, members (or whatever your objective) through recommendation alone. So you're going to need something else. Your newsletter is your answer! As long as you use it correctly. Your newsletter is not a sales tool. You will build credibility, inform your potential clients, and most critically of all, develop vital trust between you and your potential marketplace. Trust builds through communication.

The simple lesson is that the absolute key to building trust is great communication. Meet your readers' needs. Get their feedback and adjust your focus to meet those needs. The first sale is the hard part. Getting them to come back can be simple as long as you stay in touch and are listening to their needs. It makes you credible and the obvious choice for repeat business.