Clients, Clients, and More Clients: Create an Endless Stream of New Business with the Power of Psychology

Know Your Audience

As with any form of communication, credibility is in the eye of the beholder. Knowing your user influences the way that you say things. If you’re a professional speaker, for instance, your text should speak to the person who would hire you, such as meeting planners rather than the audience members.

Experts see things differently

Stanford Persuasive Technology Lab also ran a study on experts’ perceptions of credibility. Experts in health and finance rated five pairs of Web sites in their fields. They were given 30 items, asked to rate how much each variable impacted the credibility of the site, and given an optional area to add comments. Interestingly, experts rated credibility very differently than consumers did. Here’s how ...