Let’s take a look at “5 Simple Ways to Build Trust and Authority in Order to Boost Conversions” The ability to position yourself as an authority in your niche is one of the keys to email marketing success. You want your newsletter to establish itself as THE authority on a particular specialized subject.
Your open rate and sales conversions will increase as more of your subscribers start to rely on you and regard you as an authority. To put it another way, your list will become significantly more profitable!
5 Simple Ways to Build Trust and Authority in Order to Boost Conversions
Question is, how do you establish yourself as an authority so that you can start getting these benefits? Check out these ideas…
Specialize in a Topic
You’ve already carved out a niche for yourself, and you no doubt write about all sorts of related topics every week. But one key to becoming an authority in your niche is to specialize in one specific topic. You want to become the go-to source on that topic.
Let’s suppose you’re writing about weight loss for women. You might become the expert on how a woman’s changing hormones affect her weight loss during middle age and beyond.
To choose your topic, be sure to pick something that has a fair amount of demand. This should be a pressing problem where people are searching daily for solutions. You can use keyword tools to gauge demand.
Secondly, you’ll need to do your research to be sure multiple others haven’t already cornered the particular topic that you have in mind. Sure, you can compete with others to become the top expert, but it’s easier if you pick a specialization topic with very little to no competition.
Next…
Provide Something Unique
If your newsletter looks like every other publisher’s newsletter, then your audience doesn’t have much of a reason to keep reading your content. That’s why you’ll want to provide something unique to your audience.
For example:
- Share personal stories about your struggles and triumphs in the niche.
- Offer unique case studies and experiments.
- Pioneer strategies, methods, and tips and share them with your audience.
- Coin a new phrase in your niche.
- Create a unique formula out of a step-by-step process.
In other words, you don’t necessarily need to share something so groundbreaking that it has never been shared before. Many times it is enough to share time-tested strategies in a fresh new way.
TIP: Just be sure everything you send to your list is a piece of high-quality content. No sending out subpar content just because you need to make a publishing deadline. Plan your publication calendar in advance, create your content in advance, and always double-check that you’re sending out your best content.
Next…
Exude Authority
The way you write will affect how others perceive you. If you want to be perceived as an authority in your niche, then you need to write with the voice of authority. This means sharing information in a confident, straightforward manner.
Let me give you an example of what weak, unsure language looks like: “It’s possible that you could get a better response if you put your sales letter headline in quotes.”
Now let’s rewrite that snippet to exude authority and confidence: “Put quotes around your sales letter headlines. Doing so boosts credibility, which in turn improves your response rate.”
See the difference? The first sentence is unsure. Here’s a hint: no one likes to follow a leader who seems unsure of himself or herself.
The rewrite not only sounds more confident (no weak language such as “it’s possible”), but it also tells people why the tip works. Giving a reason why helps establish your expertise.
Encourage Action
Another way to boost your authority is to encourage readers to take action on your content.
Here’s why it works…
There are a whole lot of people who basically “collect” information.
You can do this in two ways:
- Provide a call to action. This is where you specifically tell people to apply what they just learned. You can give them a good reason to do so now, such as by reminding them of the benefits they’ll enjoy if they take action.
- Offer tools to encourage action. For example, you might offer a checklist, worksheet, template or similar items to help people take action.
You should definitely always provide a call to action, and offer tools if it’s feasible.The ability to position yourself as an authority in your niche is one of the keys to email marketing success. You want your newsletter to establish itself as THE authority on a particular specialized subject. Your open rate and sales conversions will increase as more of your subscribers start to rely on you and regard you as an authority. To put it another way, your list will become significantly more profitable!
Here’s the next method…
Look Outside Your Newsletter
The idea here is to establish your authority all around your niche (not just in your newsletter). When your audience isn’t reading your newsletter, you want them to see your content everywhere. This builds familiarity and further establishes you as a niche expert.
To that end, focus on sharing your expertise on your blog, on guest blogs, on social media, via lead magnets, and everywhere else that you publish. Use search engine optimization to ensure your audience finds your content when they’re looking for solutions to specific problems in your niche.
You’ll also want to grant interviews to others in your niche. When people interview you, that instantly establishes you as an expert. This is even more effective if the person who’s interviewing you is also an expert or otherwise well-known and well-respected in the niche. This is a way to borrow other people’s credibility and boost your standing. You can also accomplish this by doing joint ventures with experts in your niche, such as by creating a product together.
Your Turn
Your assignment for this lesson is to determine how to implement the methods you just learned to establish yourself as an authority. Specifically:
- What topic could you specialize in?
- What sort of unique information can you share?
- Does your current style of writing sound confidence?
- What sort of tools can you create to encourage action?
- Where will you publish content outside of your newsletter?
Take a few minutes to work through these questions, and then I’ll see you in the next lesson.