You hear all the time about how it’s important that you build trust with your prospects.

It’s 100% true; nobody will spend money or send contact information to someone they do not trust. But actually building that trust is a delicate business.

Take a website I ran across today. Here’s the link.

In that website (which is not an affiliate link, by the way, since I wouldn’t recommend you opt-in), there’s a statement to the effect that the only thing stopping you from making money is your lack of trust in him.

That’s a pretty powerful statement, and some great sales copy. It might even be true. But consider the conflicting messages being presented in this page. The “From The Desk Of” line at the beginning has his last name fogged out. In the video, his face is fogged out.

How is this building trust? In fact, since he brought up the lack of trust idea, that caused the ways in which he doesn’t trust his visitors to stand out to me.

Frankly, I wouldn’t sign up with this guy no matter what his pitch.

As I said before, building trust is a delicate business, and something you really want to consider as you’re writing content online. Every time you copy and paste an affiliate sales letter instead of using your own words and opinions, you’re losing some trust from your readers (half of whom probably have access to that same sales letter, and the other half have seen it from a dozen people already).

Be a real person, and provide your prospects with real value, and you’ll build the sort of trust that will carry on for years.

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