Your success has everything to do with how people react to what you write. You know what kind of language you need to use to speak directly to your audience, so let’s start putting it to work.
People need to trust you before they’ll listen to you . . . you already know that. But you need to establish credibility and authority before you can gain that trust. If you’re considered an expert in your industry or you have an advanced degree in your field, make sure your audience knows that. If you’ve been an investor for 20 years, add it to your article bio box, your Facebook page, and your Twitter profile. That’s what the About page on your website is for.
You don’t want to be obnoxious about it or put your nose in the air, but if something you’ve done establishes credibility, make it known. People want to work with experts.
What if you’re not an expert (yet)? Align yourself with experts and use their knowledge to help your clients. Quote them. Use industry statistics. Link to experts’ websites, blogs (like this one), and articles. Their expert status will pass to you and show readers that you know what you’re talking about. I call it osmosing the expertness.
Similarly, honesty and openness help your credibility. Tell them who you are and where you came from. Don’t be afraid to be yourself and show your personality. People know when you’re being truthful, and they can usually tell when you’re trying to pull the wool over their eyes. (At least the intelligent ones can, and they’re the people you want to work with anyway.)
Whatever you do, don’t lie or try to pass something off as true if you’re not sure it is. It will bite you in the hindquarters every time.
If you don’t know, say so! Tell them you’ll find out, then do it and let them know. Have your facts straight and be ready with references and source materials. Know what you are offering them, and be ready to discuss the pros AND cons. Make sure your prospects are making an informed decision. You don’t want them coming back on you later and saying you omitted something they needed to know. That tends to ruin your day.
Write with an authoritative tone. You know the language you need to use with your audience, so use a few of the bigger words here and there. Tell them what they need to do and why they need to do it. Explain the consequences if they don’t take your advice or heed your call to action. Guide them so they know what they need to know.
The best way to gain credibility and authority is to act and speak like someone you would do business with on a long-term basis. No big secret there — it really is that easy.