Relying solely on marketing gimmicks, sales messages, contests, and other methods may boost sales temporarily, but in the long run, will cause people to look elsewhere when they need reliable information. Striking that balance between sending quality content and tempting people to buy something isn't easy - but if you lead with the facts instead of the hype, you may notice more sales and more repeat business.
Become an Expert
The Internet is made up of billions of pages of information. Some of this information is good; some of this information is not-so-good. One of the biggest complaints people have when searching for information is finding reputable sources. Show your expertise by explaining your experiences (work, hobbies, research, etc.) and then demonstrate your knowledge by creating email content such as eBooks, email series, eCourses, whitepapers, and case studies.
Give this content away for free to show people that you're serious about doing business with them. Once people understand and trust that the content you provide is legitimate, they will consider buying from you.
Interview Experts
If you're not an expert in your niche market, but know people that are, consider creating a series of interviews (pod casts, webinars, written content) to share information with subscribers. Include the credentials of each person you interview so subscribers can validate their expertise.
Experts are those:
- With extensive knowledge of a topic (have been a part of the niche market for at least 10 years)
- Long work history in a specific field
- Published authors/teachers/lecturers
- Academic/science background
Meet people with expert knowledge at networking events, tradeshows, lectures, or through friends and family that know people who qualify.
Show Your Research
If sending mass email messages with stats, graphs, quotes, and other information, include a list of references so people can easily verify where the information came from. Unfortunately, some people will make things up to make money online or to confuse others. By showing where your research came from, you can build a solid reputation in your niche market as the go-to person.
Also, showing your research demonstrates that you are willing to take the time to find accurate information. Never send content with specific information unless you verify it first. Use only reputable sources like news, government, academic, or non-profit organizations.