We live in the age of distrust. Our bullsh*t detectors work at full speed and anything fishy gets caught.
Principle #1: Don’t use superlatives, be specific
Principle #2: Back up any claim with proof
Principle #3: Use simple language
Principle #4: Make it about them
Use this 3-step sequence to get people to believe what you write.
1. Engage first
2. Get them to agree with the problem
3. Avoid hard sell, help them find the right solution
Be honest about your weaknesses