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Unlocking Trust in Marketing Online


What does it look like to build trust online? Maybe showing rather than telling will be more helpful. Let me start with an actual campaign I am currently implementing.

Event: A live event in Chicago teaching social media

Target market: Lawyers

Date scheduled: Last two weeks in October

1.  I started by going through my network on LinkedIn
2. I limited my search to those in my network
3.  I discovered I had 318 lawyers in my network
4. I created what I call a two-step email–first a query to find out if there was interest, and
second, if interested, an email to present the workshop offering.

I have used this approach, again and again, to connect with people that I know as well as those I don’t. My approach is to ALWAYS be as authentic as I can be and to create a connection.

What else? I also really work on my emails to these new connections making sure I make my request simple and short. So a script might look like this:

Dear X,

I am currently in your network and wanted to reach out and ask if you might be interested in a social media workshop I will be hosting in Chicago at the end of October? I have over seven years of experience helping thousands learn to leverage social media tools like LinkedIn. Please let me know if you would like me to send more information.


Melissa Giovagnoli


But, of course, each campaign you create is unique and should be as tailored as possible to create the best “first impression.” That takes some time and thoughtfulness, but, if you build a network of connections, one good first connection conversation, at a time, you will go a long way toward starting a “trust continuum” that will have a long-term payback.

Melissa G Wilson

Melissa has been a leader in the book writing, publishing and marketing arena for the past two decades. To date, she has helped more than 100 thought leaders write, publish and market their books. Her clients include executives such as Dan Weinfurter a seven-time Inc 500 winner and Orlando Ashford, President of Holland Cruise Lines.

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