bigjohnt - 2:48 pm on Feb 8, 2002 (gmt 0)

Good point Tedster, the "leave em hanging" last sentence.. kind of like the "After this commercial" used in news and the soap operas. I think Joe Vitale uses this technique also.

For better conversions, if it is appropriate, I'd go with short testimonials/references from happy customers. If you have a wide array of products, solicit testimonials lauding your customer service, shipping, prices, whatever stands out in the customers mind. If you do not have a back log of testimonials, you can ask for them. I have made it a policy to ask all clients for a testimonial, and when appropriate- referrals.

As a side benefit, asking a client for a testimonial can also help to over come "buyers remorse" after the sale. since they did commit to paper what a good job you did. <Frequently things don't appear as good to the customer further out after the sale, as they did immediately after the sale when the customer is still "glowing".>

Many people espouse using a photo of yourself or staff, making the interface with your website more "human". I have not seen any hard data about this, but in theory, I like it. Paper catalogs have done this for years. Trust in a machine is not as easy as trust in an individual <Unless of course you look like a famous terrorist or criminal. In that case, use stock photography. ;) >