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There are a number of ways and web actually makes it easy. Put a picture of yourself on your web site with a short bio and contact information. If a person knows how to get in touch with you in case of a problem, it makes their purchasing decision a lot easier.
Tell people how you help your customers and successes they have had. Let them know how they need benefits of your product or service. This is kind of information that will build confidence in your customers and prospects.
A lot of people are reticent to give contact information on web. They're afraid they'll get crank calls, or people will find out where they live. A real concern? I don't think so. There are ways around these types of problems.
I have a second telephone line that gets turned off during non-business hours. Many places in country don't have home delivery of their mail available, and a P.O. Box is their actual address. A P.O. Box is not ideal, but will be acceptable if a telephone number is provided.
Before you try to sell anything on or off web, remember to sell yourself first.
Bob publishes the free weekly "Your Business" Newsletter Visit his Web Site at http://adv-marketing.com/business to subscribe and place a Free Ad for your business.