One of our favorite confidence builders - somehow omitted from my general article on the subject - is case studies.

If you can provide case studies that illustrate the experiences of others with similar situations to your prospects, that becomes a tremendous selling point. It is no longer theoretical whether you can help them.

The two keys to making this work well are:

1. Specific details, including where possible, actual statistics, before and after pictures, images of products, etc. Make it real!

2. Enough different case studies so most visitors will find one similar to them - and well organized on your website or in your sales materials so it is easy to find.