Persuasion starts and ends with credibility. Some would say that the offer is the fundamental element. But if readers doubt your intentions or honesty, you might as well be offering free $100 bills and still failing to convert.
Credibility is everything.
That’s why I found a
recent 2002 report from the Stanford Persuasive Technology Lab so fascinating. Not only does it offer 10 Guidelines for increasing your website’s credibility — and they’re all solid guidelines. Better yet, you don’t even have to read the report!
(In an upcoming post, I’ll critique the report and offer some “advanced” — more sophisticated, anyway — techniques and strategies for building credibility with your core audience.)