Yet, it is still much harder to close a sale in cyberspace than it is in real life. We have already discussed some of the reasons why many surfers are reluctant to part with money on the Net. In general, people have not yet habituated to the reality of the World Wide Web as a marketplace. Even those who have already accepted Internet shopping as part of their lives, will often visit a sight seven or eight times before making their first purchase there. The more convincing your answers to these questions, the more successful your site, and ultimately your business, will be.
Most people go online primarily because they are looking for information.
Your aim, on the other hand, is to build a name and reputation. Should you succeed in establishing yourself as a trustworthy source of accurate, current and valuable information, you have won more than half the battle. Understandably, your chances are better if your information is not readily available elsewhere, or if you present it in a more palatable, user-friendly or attractive format than others do. There are two basic approaches. One is to provide free content that has mass appeal, or at least is in demand by a wide sector of the population of Internet users.