Lucia added the new information to their site, and even included a picture of Mr. Johnson at his bank. They not only got quotes from customers, but actually reproduced a couple of the letters to add more credibility. The changes made a difference. More visitors began calling the store, and many of them mentioned Mr. Johnson's name or their Chamber membership. It gave them confidence.
People make buying decisions based on both logic and emotion.
Believing you build up their confidence by simply telling them what you sell can be a big mistake. This is especially important on the Internet where a garage-based business can create the same professional storefront as a major corporation. A Realtor in Texas did, and received a listing in return for her thoughtfulness. Please let me know if you like the new approach. Their high-end stock isn't selling well despite foot traffic and Web visitors.