No less of a copywriting authority than Gary Bencivenga has declared credibility as THE most important factor in effective copywriting.  Why else would he call “Yeah, sure” the two most powerful words in advertising?

Once you’ve gained the reader’s interest through relevance, buyer confidence is everything – without it the sale is lost.  That’s why methods of substantiating claims and establishing credibility are frequent topics of mine.

And it’s also why Tom Wanek’s blog is a must read.

No where else will you find such a powerful, systematic framework and methodology for creating credibility within your marketing and copywriting.  Tom’s application of Signaling Theory to marketing is brilliant, easy to apply, and utterly unique.

If you haven’t heard of Wanek’s Six Currencies of Credibility, Roy Williams provides a great intro here.  But you’ll have to go to Tom’s blog to really dig into Signaling Theory.

Highly recommended.