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.