Professional Credibility is one of the most elusive and difficult qualities to grasp. In fact, it's so elusive that very few people can even describe it. I've been studying and creating credibility strategies since 1991. Through those sixteen years, I've also learned what Credibility is NOT. This last point is a real eye-popper. Let me explain.

A couple of years ago, I was first in line to do a short "dog and pony show" presentation on credibility marketing at a sales training conference. I was asked specifically to talk about our book publishing program. Several other people were there to promote their own products. I explained, "The financial industry is based on credibility. Your success is based on your own credibility. If you want greater success, the key is to increase your credibility. The fast track to greater credibility is getting a book published."

Immediately following my presentation, every one of the other speakers made exactly the same claim. According to them, direct mail is the fast track to credibility. Website design is the fast track to credibility. Generic newsletters are the fast track to credibility. Sales training is the fast track to credibility. An annuity is the fast track to credibility.