Guidebook 3 of 8
Earn Trust
They found you. Now they are deciding whether to believe you. Here is the proof that can’t be faked: real reviews, named case studies, and the details that quietly close the deal.
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What’s inside
6 guides, in reading order.
Why They Believe You
Strangers can't judge your competence — they judge your evidence. The fakeability hierarchy: which trust signals actually work, which are worth nothing, and where yours are thin.
Proof That Can't Be Faked
The fakeability hierarchy in full: which platforms carry weight for which professions, why volume, recency, and detail each do different jobs, and what to stop polishing.
Getting Reviews Without Being Awkward
The working review motion: who to ask, at which moment, in what words — the delight trigger, the system that does the remembering, and the routing that keeps it honest.
Case Studies That Close
The strongest evidence a practice can publish: a named client, a real before-and-after, numbers a sceptic can check. The anatomy, the consent conversation, and the mistakes that neuter them.
The Credibility Details
The small verifiable signals a nervous prospect scans for at 9pm: real faces, named people, a physical address, response promises, and guarantees that would cost you something.
Your Site Is the Bathroom Test
You judge a restaurant by the state of its bathroom — because if that's a mess, what's the kitchen like? Why one scruffy detail on your site outweighs ten polished ones.
Every guide in it is free to read on this site. The guidebook is the same words, laid out to read in one sitting or to send to someone.