There’s a few people who, it is generally recognised, Know Their Shit.

Warren Buffett: when he talks about investing, you listen.

Gary Bencivenga: sold hundreds of millions of dollars worth of goods through direct mail copy. Anyone trying to sell anything would pay money to listen to him snore.

St Steve of Jobs: whether you love or loathe Apple, there’s no denying that Steve Jobs was a genius in product design and marketing.

The rest of us need to swallow our egos and accept a couple of hard truths:

1. No-one has a damn clue who we are
2. Everyone who does have a damn clue doesn’t care

If you’re trying to make money by selling anything – but ESPECIALLY selling things online, where scammers are sadly rife – your customers have to trust you, and trust that you know what you’re talking about. That means you need to create some authority for yourself. Do you know what you’re talking about? Awesome. Prove it.

Authority is a key component of ANY sales message. When prospects come to your page, they don’t have any good reason to listen to you.

So give them some.