Glad to have ya with us. No time for small talk. Today’s Feature Story shows clear examples of how you can show your email subscribers or any audience that you’re real, your brand is trustworthy, and all the risk is on you - not them when it comes to buying from you.

I pulled examples right outta my email inbox.

After that, chomp down on:

• The Knowledge Base (new syndication model)

• Self Help (CTA IRL)

• Facts & Stats 

• Get Hacking (Metaphor Ads)

On to today’s Feature Story…

Overcoming 2024’s Massive Distrust

It’s not AI or political polarization that’s making Americans not trust anyone or any organization right now.

This decline began long ago. It started even before Uncle Sam bailed out all the big banks in 2008, leaving average Janes and Joes to figure out their mortgage fiascos on their own.

I can’t solve all those trust issues for the nation - seems exhausting. But I can show ways to make sure people trust your brand and offers.

Let’s start with an easy win.

Top of the Email Trust

This lady is a great marketer. Having her face show up alongside her marketing emails shows she’s a real person. 

A reader could search her picture via Google to be double sure she’s the owner of this business and that the IttyBiz is legit.

Remember, the number one reason people open an email is that they recognize the sender. If a new reader sees a real face inside the email, they’re likely to read after opening the message.

Gain Trust via Local Photos and Data

The next example comes from a local newsletter (DC area). They cover local events but a new reader might still be skeptical that a local crew produces this newsletter.

So, quick visual proof is in the weather reports. Not only that, they go further and note the freaking water temperature in the area! Deeper details create more concrete evidence that this newsletter is LOCAL.

Even the ad above the weather report includes local scenery for upcoming boat shows. It gives local residents confidence and trust to “Read and Shop Local.”

People Trust Personalities Who Laugh at Themselves

Not everyone loves even a lovable guy like consumer advocate, Clark Howard. 

“Clark Stinks” mentions listener complaints. It’s been a tiny part of his show ever since I remember. 

His newsletter highlights this well-known phrase for long-time fans — and for new fans to warm up to Clark’s brand via his self-deprecation. 

And to make sure it’s worth a reader’s time to click on the show link graphic, the date of the show is on the graphic. That gives further evidence this show is worth a reader’s time—it’s current information, not old news.

Overcoming Distrust to Collect Donations

Below you’ll see a pile of tight tactics this organization uses to overcome people’s fears of donating in an age of rampant scams and scum artists (not a typo😉).

They offer you inclusion in their tribe, labeling you a “Propublican.” 

The tribe is 50,000 strong.

They flatter you as “smart, generous, discerning.”

Next, they reiterate the exclusive tribe membership and how even $1 slides you into the club.

More proof of trustworthiness comes in the 501(c)3 tag along with the nonprofit’s EIN number.

Lastly, four household brand logos (payment apps) with links to donate wrap up the email. 

Odd Means Memorable and Trustworthy

Another newsletter I read often is Stacked Marketer. It has good stuff and even if they erased the brand colors and name, I’d know their emails by:

1. Silly riddles at the end (I’m 0 for 55)

2. Occasionally clowning readers who complain and unsubscribe

Consistent themes help new readers remember that “Hey, these guys are a little odd, and I like it.” Or if they don’t like it, they can unsubscribe (and hopefully get clowned if they complain).

One more slick way to gain trust.

Show off a few of your oldest videos now and then. Hopefully they’re grainy and low-quality. 

That means authentic in today’s TikTok age, right? There’s another key, though.

I saw it with Dave Ramsey. Some ancient video of his popped up on YouTube.

He was doing a local TV interview recorded like 25 years ago. 

The key? His message all those years ago was exactly the same as today.

The foundational principles he and his family believed in then can be heard on his 2024 podcast episodes.

When you stick to your core branding and or principles forever, why wouldn’t people trust you? 

So, remind them how consistent you’ve been.

What Your ESP Isn’t Showing You

Identify active segments of your email list using inbox metrics your ESP does not have.

Inbox Activity Checker lets you tap into unseen metrics (subscribers’ last open & click dates - not just on your emails).

Use this data to target only your active subscribers and avoid inactive ones—possible Spam Traps.

Super-affordable way to increase opens and clicks (just one cent per matched subscriber). Check your list.

Questions? Schedule a free demo.

Self-Help

Don’t forget to use calls-to-action in your personal life.

Two examples. One fail, one win:

#1 My neighbor Luke’s dogs got loose this morning. Luke isn’t home and I can’t call him because I never asked for his number, even though I chat with him when I walk by his house.

#2 Saw a pretty girl dance with a stranger at a concert recently. Don’t know if his opening line was brilliant or not. All I know is → he asked.

Facts & Stats

Bonus: When are “Out of Office” email reply rates lowest? Answer at end of email.

Smart Recognition feeds your PPC network audiences and email list growth. Get a free Demo. Don’t let Fortune 500 companies be the only ones with access to this technology.*

_{*In partnership with Smart Recognition. Need 15k in monthly US-only traffic.}

Get Hacking

A specific strategy to implement today

If you’re running or plan to run Facebook Ads, take your visuals up a notch.

Sure, yelling at a viewer with a video is awesome 🙄- except, obviously, the sound’s off on Facebook by default. 

So, yell at viewers’ eyeballs.

Start by using the Facebook Ad Library to swipe visual ideas.

Then, consider visual metaphors to get your idea across fast. A good visual metaphor should:

1. Be instantly understood without explanation

2. Resonate with the audience's experiences and understanding

3. Create a lasting impression and strike a nerve

4. Accurately represent the core idea, without being misleading 

5. Look great on small and large screens 

Inbox Hacking is read by go-gettin’ marketers like yourself from Mastercard, Allstate, and ESPN. Please share this newsletter - we appreciate it.

Shane McLendon, Copy Kingpin 

Bonus Answer from Facts & Stats section: Mid-January to March (Email Insider)