If you own a business, you’re constantly bombarded with spam promising you wonderous results for your bottom line if you just buy their list of industry contacts. For my business, it’s a list of all the real estate agents located in my state. The spammers promise me that by buying their list (and using it to send a bunch of spam myself), I’ll be able to get as many home inspections as I want, all just because I send out a bunch of unwanted emails to random people who have no idea who I am.
I don’t know about you, but it’s pretty rare that I even glance at a message from a stranger, much less open it, read it, and decide to do business with them.
It just doesn’t happen.
And why, you may ask, don’t sane, rational people interact with random strangers who send them unsolicited emails?
It’s because we’re smart enough to know not to trust them.
Without trust, there is very little chance of garnering someone’s attention.
Without trust, the odds are against us showing up on a potential client’s radar.
Without trust, there is no business transaction.
It takes a while to build trust, but without it, we’re dead in the water.
Unless we want to adopt that spammer’s methods, email thousands of random strangers and wait for one dumb enough to click on the bait…
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