1. The document discusses how building online credibility through "social proof" can increase trust and revenue. It emphasizes displaying endorsements, testimonials, and media coverage to prove you have satisfied clients. 2. An example is given of how applying these credibility-building techniques through a "social media suit" dramatically increased trust in two companies. Minimal effort is required as individuals can also build social proof through Google+, LinkedIn, Facebook, Twitter, and YouTube. 3. Establishing credibility online is argued to be more important than skills or knowledge alone because people are "paid in direct proportion to social proof". Visibility of past success and clients on websites is essential for new customers and revenue.