The document discusses the importance of establishing credibility, knowledge, and trust in engaging an audience. It emphasizes starting with credibility first to anchor relationships, as trust is crucial for sales. The text also highlights the role of interaction and engagement in building trust, suggesting that meaningful communication increases the likelihood of a positive response from the audience.

1. Building Credibility

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One phase that your list must move through is credibility.
Meaning that they have to believe that you are who
you say you are.

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They must believe that you're knowledgeable in that
you can help them and they must trust you and
want to learn. Those are the three key faces that we
must move someone through.
• 1. You're credible
• 2. You're knowledgeable
• 3. They trust you

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You could start with knowledge
and then move to credibility and
then move to trust. I prefer to
start with credibility. Here's why:
• I believe that whatever you
start a relationship with
tends to be, for a long time,
the thing that anchors
people to you.

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I would rather people see me as credible first and
knowledgeable second, because if they see that I'm
credible and we layer knowledge on top, they're
going to believe just as much about my knowledge
ability as they do in my credibility.

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This is the way I personally like to approach a
market. However, you may want to reverse that and
start with your knowledge and then move into
credibility.

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I personally like the credibility piece better because people buy on
the basis of trust and not so much on the basis of words on the sales
page. Your market will buy it from someone who they trust over
someone who has more knowledge.

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If you take someone who has established himself as
being knowledgeable in a specific area, but has not
established trust his sales will suffer as a result.
• Sales suffer until he begins to gain more trust with his target audience.

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Think about two professors…

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You present your readers with knowledge and
credibility in the beginning and move them into the
place where they trust you and they want to learn
from you.

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Building Trust

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Now we ask, "How do we get people to
trust us and want to learn from us?"

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There are several things that occur before person
says, "Yes". In fact, there's a book called The Seven
Triggers to Yes by Russell Granger.

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There's another piece that that helps people
get to a place where they really trust us.

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This piece is interaction and
engagement.

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When we are interacting and engaging with other people
our trust level tends to go up as long as you're not doing
something wrong together (doing something wrong with
someone is not going to increase your trust in that person).
• Meaningful interaction and engagement increase
trust.

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Think about any relationship you've had where
you've hit a rocky point in the relationship. If both of
you want it to get better you talk about it and
become engaged again while fixing the problem.
When you activate this interaction and engagement,
people begin to trust you more.

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If we go back to our original premise of people buying more from
those they trust, plus when things just feel right, we understand that
we must move into a process where they can engage interact with
us.

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Throughout the rest of this class, you'll get instructions
on how to create all of these interactive,
engagement, homework, question-based emails.
These will be emails that:
• Either make a statement or ask a question
• Ask a question about a thought
• Ask a question about the statement
• Give out a thought
• Give out a homework assignment (such as a "go out and do this and see
what happens")

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Those are the types of emails that we plug in. They
really draw people close to us. Once trust is built you
can do a training or coaching launch.

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As a launch is going, you must keep the trust high, so
in the launch portion of the campaign, you're going
to integrate engagement and interaction emails. I
will also demonstrate this in our blueprint for the
emails.

23. Get my proven system for writing
powerful emails that people want to
read - and that make more sales here:
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