a single source, nothing corroborates it

Borrow trust from named third parties

Nothing you say about yourself carries the weight of somebody else saying it. Put testimonials with the person's photograph, public mentions of the product and the logos of places you have been published on the page, because readers stop at faces and recognisable names do the vouching that your own copy cannot.

The method

1. 01

   Put third-party proof on the sales page - testimonials, tweets about the product, mentions in publications - so trust does not rest only on your own claims.

2. 02

   Put your real credentials on the site - logos of publications you have written for, awards you have won, testimonials from any recognisable customer - because buyers are drawn to people who look like they are winning.

3. 03

   Run testimonials with the person's photograph, because readers stop and look at faces

What it returned

• Jarrod Drysdale's point that everyone is an authority on something; Justin praises Jeffrey Zeldman's studio site for balancing accolades against how he helps clients.

Sources

• Self-Publishing Hangout highlightsJustin Jackson · justinjackson.ca · How do you ensure quality? · undated
• Why we buy from winnersJustin Jackson · justinjackson.ca · 2. Recognize where you're already a winner · undated
• $39k in eBook Sales Part 2: Design, Testimonials, and TrafficNathan Barry · nathanbarry.com · Getting Testimonials · 2012-10-08