You can blab on for hours about how great your product or service is, but without spending time establishing how trustworthy and legitimate YOU are, you won't make the sale. I'm going to dissect our ad and tell you everything that was wrong with it. There's only one reason the ad did not have credibility. Too many exclamation points. We don't identify ourselves in the ad.
Any scam artist can register a fictitious business name, and they're easy to hide behind.
You should have a phone number, address, and whenever possible a fax number. You must do everything you can to show your credentials, because that helps to build credibility. Testimonials are a great way to gain credibility. Even the weakest of testimonials can make a dramatic difference in your sales. Lots of people miss this point.