Present your Credentials   In most cases, after you have introduced yourself and your product or service your reader is thinking, "Yeah, sure he can fix my problem. Thats what they all say." So now its important to hit them right away with the reason why you can be trusted.   List your credentials including any one of the following:   1. Successful case studies. 2. Prestigious companies (or people) you have done business with. 3. The length of time youve been in your field of expertise. 4. Conferences where you have spoken. 5. Important awards or recognitions .   Your readers should get the impression after reading this section that "youve been there and done that" with great success, and that they can expect the same results.   5. Show the Benefits   Now its time to tell your reader how she will personally benefit from your product or service. Dont make the common mistake of telling all about the features of your product without talking about the benefits. As I already stated, people are interested not so much in you, or even your product or service, but what it will do for them.   Get a piece of paper and draw a line down the center of the paper. Now write all the features of your product or service on the left. Think about the obvious benefits and not- so-obvious benefits of each feature and write them down on the right side of the paper. Most of the time your product will have hidden benefits that people wont naturally think of. For example, a hot tub not only soothes and relaxes your muscles but it also gives you an opportunity to talk to your spouse without interruptions. The hidden benefit is greater communication with your spouse - and ultimately a better marriage!   Bullet point each benefit to make it easier to read. Think about every possible benefit your reader may derive from your product or service. In many cases, people will buy a product or service based on only one of the benefits you list.   6. Give Social Proof   After youve presented all your benefits the reader will again begin to doubt you, even though they secretly want all your claimed benefits to be true. To build your credibility and believability present your reader with testimonials from satisfied customers.   Testimonials are powerful selling tools that prove your claims to be true. To make your testimonial even more powerful, include pictures of your customers with their names and addresses (at least the city and state).