Research says your POTENTIAL attracts more interest than your track record.
“if supporting information is provided immediately after attention is focused on potential (e.g. a testimonial from a trusted source, a high leadership score or some other type of persuasive message), people’s likelihood to develop a more favorable attitude or impression to what is being offered is increased.”
May want to take this into account when designing your web pages and marketing materials.
The blog post from which I took the quotes has been removed, but you can find the details (and more) in the the Small BIG by Cialdini and his colleagues.
