The people whose business you seek to win have all of these psychic mental tentacles feeling you out, looking for any hint or sign that you are not what you say you are. They are looking for any sign of incongruence that might tip them off that you are a fraudster or that you may pull one over on them.
For this reason, I have always advised my clients to build their products, websites, and services squarely on their strongest proof elements, namely their most persuasive and impressive credentials—including their strongest case histories, endorsements, testimonials, “reasons why” they offer better results and solutions, success stories, proven outcomes, expert status, areas of specialization, reputation within their industries, and especially a spirit of candor and integrity that never fails to delight clients and confound competitors.