Can We Still Trust Strangers?

As we approach All Hallows Eve, the time when sugar-craving small humans in fun costumes don the doorsteps of everyone in their neighborhoods who left the lights on and decorated the front yard, it’s a darn good time to address the concept of “strangers” and “trust.” I’m gonna give it my best shot and really from the marketing perspective.

So let’s open with cold emails. These are emails sent out WITHOUT any previous relationship. You are, in essence, a “stranger” to the recipient. It could be the first in a series of emails where you received the prior consent of the audience member or (like so many companies) OR you could’ve purchased their contact info or gotten it from invasive measures including LinkedIn Sales Navigator. I never recommend this because you’re starting off from a bad position. But if the audience is a stranger to you, you must be VERY careful. That brand relationship hangs by a very thin thread and the UNSUBSCRIBE button is the first button they see—almost DARING them to press it.

Here are a few foolproof time-tested tips from me to win over strangers with that first email:

  • Address them by FIRST NAME — if you can’t, you shouldn’t be sending them anything—and they know it. Note: Emails addressed to “Hi” only also are completely and 100 percent WORTHLESS. So don’t.
  • Show up with VALUE for them and I’m talking from word one. Don’t mess around with the colonial greeting of “….I hope this letter finds thee well….”  Yeah, assume they are well and well, fully considering deleting your message at this moment. Get there. Fast. For example, “ If you’re tired of (INSERT problem), then one of the very best ways to solve it is SOLUTION. This will help you to feel (insert success). This brings some value and you have a fighting chance.
  • DELIVER what you said you would. Did they opt in to receive a discount code or free e-book at your site? (Probably). Then your first communication should be about that— DELIVER. They are waiting and this is our first contract with them.  Honestly, this one can be automated. It’s fine — they asked, we delivered. Done.
  • If they buy, be sure to BACK OFF. Nothing ends the relationship faster than over-communicating once the prospect has become a customer. Once they’re done, you shouldn’t communicate for several weeks ESP to sell them even more stuff. Sheesh. So sad.

Marketing and brand-building is ALWAYS about trust and these days, we have scammers, imposters, deepfakes, AI-generated slop garbage and everything else standing in OUR way to build a real relationship with the customer. Go in knowing this and START with your empathy — We have it for reason. How would YOU feel if someone inflicted THIS message upon you today (when you’re busy, distracted and just dealing with life?}  A very solid (and often underutilized) communication strategy is to be QUIET. Make them miss you. Defy your marketing automation software that wants you to send 10-15 emails per month and send ONE good one. (Like me).

I have a 55 percent open/read rate on these emails, which ain’t bad. THAT is how you turn strangers into your good friends who actually TRUST you. It’s always worked for my very happy clients—and for me.

(Always written 100 percent by me, never AI — because I am a real writer and do not require AI’s “help”)