Trust First, Email Second

I’m shopping for furniture for our new house. I need a chair or a sofa for our family room, lights, all kinds of things.

I was on Facebook, and there was an ad that looked interesting. I thought, “Should I click?” I clicked anyway.

The site wants my email address. I can’t see anything without logging in. First, before I see any furniture, I have to give them my email address.

This action violates the basics of anything about building rapport and trust. I don’t even know these people. Do I want to share yet-another-login and password with this site?

This is not an idle question.

I don’t know about you. I have way more than 100 logins and passwords. I use 1Password to manage my logins and passwords. But it’s still not easy.

This site—and any other ecommerce site—has to gain my trust before I share my email with it.

It’s the same with you. I offer you my Pragmatic Manager email newsletter. I show you past issues, both in chronological and by tag order. I don’t pressure you to sign up.

I offer you blog postings in the hope you will sign up for my email newsletter. I don’t pressure you to sign up. Why would I?

How can you gain trust in me and my offerings if I create a barrier?

It’s the same with that site. I have no trust in them. Why would I give them my email address? How can I possibly trust them?

When you build a product, when you create a team, when you do anything that has people who need to come together, think of how you build trust first. Once you build trust, the rest is much easier.

About Johanna Rothman

I help managers and leaders do reasonable things that work.
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One Response to Trust First, Email Second

  1. Pingback: Five Blogs – 2 May 2014 | 5blogs

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