Forget everything you believe about email marketing; it's been wrong all these years. If you think email is deceptive, hard-selling, impersonal, or—worse—obsolete, it’s time for a serious reality check.

Email marketing isn’t what you think it is.

There’s a new way—a smarter way—built on trust.

And it starts with this: a concept that flips the old, salesy approach on its head.

Ready to see email differently?

The biggest misunderstanding and misuse of email marketing is that it’s the electronic version of junk mail that you throw away every day without even looking at it.

And email marketers are themselves to blame. The vast majority have never been properly trained.

Think I’m full of it?

Well – how ‘bout this. Just do a quick Internet search for “email templates,” or “email swipe files.” Download any of the free templates and you’ll see they’re all about sell, sell, sell.

I get it.

The purpose of email marketing is to make money. True.

But here’s a flash: it’s not about money.

You probably think of email marketing as a tool to sell and make money.

And that’s why your impression of email marketing – though no fault of your own – is wrong.

I think of email marketing as a tool to communicate and build relationships.

Let me ask you something: would you ever buy anything from anyone you don’t trust?

No, wait. Let me ask it in a different way:

Would you buy anything of value from anyone you don’t trust?

So maybe REAL email marketing isn’t about hard-selling. Maybe it’s about building trust.

Make sense? 😊

Let me introduce you to a Customer Engagement framework that I developed a few years back. I call it The Buyers’ Circles of Trust.

This framework defines your relationship with your prospects and customers in terms of levels of trust.

The deeper the inner circles, the greater amount of trust they represent.

It’s time to change your definition of a business “transaction” too.

Most people think of “transaction” as an exchange of money. I give you something of value. In exchange, you give me money. The amount of money you give me is proportional to the value of what I give you.

That’s why a dinner at an elegant 5-Star restaurant costs what it costs, and why a taco from a food truck costs what it costs.

Here’s where I’m gonna rock your world. 😊

Change your definition of a business transaction.

Instead of an exchange of money for value, think of it as an exchange of trust for value.

You’re still on the hook to provide value in what you’re offering. But your “customer” is giving you trust instead of money.

Marketer-speak includes words like “conversion,” and “call to action.”

Most marketers think of “conversion” as getting someone to buy.

That’s why email marketing has such a sleezy reputation.

I want you to rethink “conversion” as simply transitioning from one circle of trust to the next inner circle.

“Call to action,” means a specific action that you want your prospect or customer to take.

In The Buyers’ Circles of Trust, “call to action” is really easy. It’s simply, what is the action you want the person to take that represents the next deeper level of trust.

Once you have someone interested, you want them to enjoy the benefits of your product or service as quickly as possible.

And here’s where most marketers fail.

They’re so caught up on money that they don’t realize that money is a token of trust. And money being money, it’s a token that equals a high amount of trust.

So, here’s where lead magnets come in.

Challenge yourself: how quickly can you get an INTERESTED to be an ENGAGER of the benefits of your product or service?

What can you afford to give away for as low a cost as possible? Free samples? Free consultation?

The Buyers’ Circles of Trust places BUYERS at the fourth inner circle.

Can you now see a YUUUGE opportunity to write and send emails?

Long before you ever get to talking about money, you’ll be sending emails to the INTERESTED and to the ENGAGERS.

The better you took the time to build the trust, the more likely people will buy from you – and buy from you repeatedly.

Here’s where a lot of email marketers fail too.

When converting an ENGAGER to a BUYER, the call to action should NOT be to buy, or to place an order.

The call to action should be to continue receiving the benefits experienced as an ENGAGER.

Hit the benefits again and again.

The more your ENGAGERS value the benefits they’re experiencing, the more they’ll be likely to want to keep that experience going on and on.

Money then becomes of equal value and equal trust to continuing the benefits of your product or service.

It’s time to forget everything you thought you knew about email marketing. The old tricks of hard selling and impersonal pitches are history.

The real power lies in a whole new approach—one built on trust, respect, and authentic connection.

Want to learn how? Join my 3-Day Challenge and discover what it takes to build emails that resonate, not just sell.

Let’s rewrite the rules together!