Hey Reader,
Last week, we discussed how a smooth purchase process, clear offer delivery, and strong aftercare are the crucial starting pieces of your marketing puzzle. These steps lay the foundation for a great customer experience. But there's another key piece in your marketing puzzle, going from interest to the decision to buy: trust.
Before someone decides to buy from you, they need to trust you. So, what’s the best way to build that trust? Consistent, valuable content that sounds like you and resonates with your audience.
There are a few main types of content that work best for this phase:
- Evergreen content (blog posts, podcasts, and videos)
- Free resources
- Newsletter
I really recommend having a newsletter (or whatever you want to call it) because it is a fantastic way to create a genuine connection. Once you have this and feel like you have a nice flow, you could consider blog posts, podcast, video series or one or multiple freebies leading to your offers. But remember, you don't have to start with all of that or even any of that.
Evergreen Content
Evergreen content—like blog posts, podcasts, and videos—shows your expertise and provides value that lasts long after it's published. Think of it as your way of showing up for your audience, sharing your knowledge, and proving that you understand their needs whenever they need it.
Choose what feels right to you and your audience. Don't feel you HAVE to write blog posts if you can't string words together in a nice sentence. Maybe short videos are much easier and more valuable to you.
And remember, while freebies are a great option for trust-building resources; freebies are a choice, not something you must do. If creating a free resource doesn’t align with your style, or you simply haven’t found the right topic or time, focus on the forms of content that best suit you and your business.
And then, as part of your content piece, you can ask if they want to join your newsletter.
Why newsletters are so important
When written very much with your ideal client in mind, newsletters are not just "random emails" (as one of my clients recently called them!). Newsletters can be an amazing way to nurture relationships. You are allowed into their email inbox every week, where you provide value, show a little behind the scenes, and ask questions. Over time, all of this creates a real connection, even if you have never met them. It makes your audience feel like they know you and can easily talk to you.
So, think about what type of trust content feels most natural for you and how you can combine that with emails (like this one) to build trust.
Looking forward to seeing your puzzle come together,
Warmest wishes,
Natalie
