"Why should I believe you??"

Since, at heart, nearly every business communication is trying to persuade its audience of something, a major consideration is whether you expect your audience to believe what you’re saying. If you think the basic trust is there, fine. Just make your case and move on.

If this is a concern, however, there are several ways to enhance the piece’s credibility. Here is a sampling:

• Tell the truth. Seems obvious, but people today have pretty good b.s. detectors: don’t trigger them. Related: don't exaggerate.
• Quote someone who they will believe. Recognized experts, for example, or testimonials from people who your audience will identify with.
• Offer a guarantee. A dime-a-dozen these days, so if you don’t have one, it will hurt your credibility. It's best if the guarantee is simple to understand and as unconditional as possible.
• Offer a free trial. They don’t have to believe you – they can see for themselves.