Display an email address or a website URL to connect the testimonial with a real person. If your visitor wants to check up on you, they can. Be up-front and honest. Don't misrepresent a product or mislead your visitors. If you always present yourself with integrity, people will spread the word.
Personal referrals are the best way to gain a new customer.
Security or Comfort. So has everyone else. Everything you do online can be considered 'selling' in one form or another. Don't get taken in by opportunities that claim that you don't have to sell. Angela runs several successful sites dedicated to helping beginners profit from the Internet.