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A company must earn and keep trust or sales don't happen. Imagine that last Sunday Cameron Jordan Jersey , while you were reading the paper, you saw an ad for a great deal on a digital camera. You'd been considering buying one for a while, and this ad sealed the deal. You went to buy the camera, and the sales person told you they were sold out. They didn't offer you a rain check and instead substituted a different model for a "similar" price.

In this classic case of "bait and switch Michael Thomas Jersey ," and you felt like you'd been had.

After that, do you trust these people? Will you return to buy from them? Were you aggravated at the paper for running a less than honest ad?

In a similar fashion, maintaining a customer's trust through e-newsletters requires honesty, along with a commitment to providing readers with a positive experience.

Valued visitors return

If people don't regularly click through to your Web site a newsletter may help build the relationship to the point where the readers will visit the site. However Alvin Kamara Jersey , the Web site and your newsletter must work in tandem to help readers make the transition from reader to prospect.

If a visitor comes to the site from the newsletter and doesn't like it, all credibility is lost and a return visit is unlikely. And vice versa. No matter how good a newsletter is, visitors arriving at a Web site and receiving a lousy first impression won't sign up for any more issues. The product may be fabulous or unique, but that doesn't do any good if the site promoting it doesn't give the needed support.

Customers buy only when they can VIZibly:

see value in a product or service; feel trust; believe in the stability of the company. This mantra especially applies to the people involved with B2B transactions because few sales are impulsive. Newsletters can communicate this. A newsletter can be focused on a business problem versus a productservice and featuresbenefits. Trust is built when the newsletter engages the reader while addressing his or her needs as opposed to focusing on the sponsoring the company's needs.

Characteristics of credible Web sites

Stanford University has just completed Web site credibility research Drew Brees Jersey , and the result is "How Do People Evaluate a Web Site's Credibility?" According to the report, 46.1 percent of the participants commented on the design look of the site more than any other feature when evaluating a Web site's credibility. When arriving at a site for the first time, we quickly judge how we feel about it. Forming first impressions takes little effort, just like in a job interview. Sites that sell something have an extra challenge -- proving their credibility so customers can trust and buy.

How many times have we been guilty of commenting Chauncey Gardner-Johnson Jersey , "Look at that person! Can you believe she is wearing that?" We get so involved in what the person's wearing that we don't begin to venture forth and learn about that person. Unlike our dealings with people, Web sites are much easier to leave -- after a bad first impression.