When it comes to selling products, services and information on the internet, there is no substitute for a solid reputation, and those web business owners who are recognized as experts in their field tend to enjoy a great deal more success than their less accomplished peers. In order to understand this phenomenon, think about it from the point of view of a customer. Would you rather buy a financial newsletter from an accomplished Wall Street insider or the guy down the street? Would you rather take fitness advice from a well known personal trainer or a couch potato?