Internet marketing can be a whole lot different than retail sales. For one,
when people shop in a brick-and-mortar store, they are greeted by a sales
person and sometimes shake their hands. It may seem a trivial thing, but
people tend to trust someone who they have a personal relationship with
more than an anonymous sales page on the Internet. However, there is a
way to establish a relationship with the visitors to your website in a way
that impresses upon them that you also are trustworthy: By presenting
yourself as an expert in your field.
There are a number of reasons why people tend to trust experts more
than just someone off the street. They are seen to have an air of authority
over other people. They tend to be viewed as being more knowledgeable
than other people. The credentials that they have also shows up as a
rubber stamp from other organizations that give that person the
perception of having a higher standard of ethics to uphold. Whatever the
reason, you can use the same psychological triggers to build websites and
sales pages that get your visitors to instantly trust you and to want to do
business with you. That's the power of being an expert.
