how to escape the trust recession

Happy Monday! 🍁

Between Canada Day and July 4th, it’s a quiet week for me.

And whether you’re in North America or elsewhere…

I hope your summer is off to a killer start so far too :)

That’s enough gum flapping, though…

Let’s get down to business:

One of the marketing experts I pay close attention to is a guy named Alen Sultanic.

He runs a big direct response community…

And has visibility into what’s happening across a lot of different niches…

So I’m always interested in his market observations.

Yet before I share his latest and what it means for you and me…

I need to set the stage.

You see, when it comes to mapping buyer behavior…

He breaks them down into 4 categories:

- Automatic (people who buy right away)
- Reputation (people who need lots of trust signals)
- Duration (people who need lots of time to warm up)
- Never (people who will never buy)

Pretty self-explanatory, right?

This certainly jives with my own experience over the last 9 years.

Anyhow, onto the important bit:

Alen sent out an email recently noting that as more people are launching businesses, running ads, etc etc…

The pool of automatic buyers is being depleted faster than it can refill itself.

What does this mean?

That you and I are spending more time marketing to reputation and duration buyers.

Both of whom take more time and more touchpoints to convert.

This explains the “trust recession” we’re in…

Where selling anything just feels harder.

Luckily, there’s a simple solution:

Writing a daily newsletter.

And not just any daily newsletter of course…

But one powered by Email Storyselling.

Because here's the thing:

While everyone else is chasing the latest social media trend or ad strategy...

The smart money is doubling down on email.

A daily newsletter infused with story-driven selling allows you to stay top-of-mind with reputation buyers who need multiple trust signals before they'll hand over their credit card…

Plus it gives you repeated chances to connect with duration buyers who might take months (or even years) to warm up.

And it positions you as the obvious choice when they're finally ready to buy.

Make sense?

I hope so.

Plenty of reasons to be bullish right now ;)

Jim Hamilton

P.S:

This is the same reason why I’m (finally) gearing up to launch my private community in a few weeks.

It’s another way to double down on the shifts I’m seeing.

And I think the combo of daily newsletter + community is going to be unbeatable for building “know, like & trust” with my audience.