Convenience - Allowing your customers to make decisions at their convenience is a very powerful element. Nobody wants to feel pressured or hurried into making a buying decision. When a customer can go to your website, browse your products and services, and make a purchase at their convenience, you are satisfying a crucial consumer obstacle -- time. They don’t have to keep returning to your storefront every time they wish to evaluate your value. In fact, most customers do not buy something first time they see it. Instead, they must see and consider it several times before they finally talk themselves into purchasing. A website allows customers to quickly review their reasons to purchase something, leading to a greater number of impulse buys.

Information - A website can allow you to communicate much more information about a product or service than an in-store display or advertisement. You can also control way information is presented. Supplying information in an orderly step-by-step process can greatly improve chance of a purchase.

Evaluation - Many customers will not purchase something without searching for best value. The internet allows your customers to obtain information they need to feel like they are making an educated buying decision. Make sure you are using your website to take advantage of this opportunity. Inform your customer why your product or service is of best value compared to their other options. Always acknowledge competition instead of acting like your product or service is only one out there.

1. Keep your subscription form easy to find on every web page. Preferably, add it on your navigational bar. If form is to large for bar or page, add a hyperlink and send them to a popup or a separate page so that previous page on your site doesn't disappear. It is easy for them to return.

2. Not only must form be easy to see, it also needs to be easy to read. Label each field. I've seen a few where I didn't know what to enter. Be kind to computer readers suffering from dry eyes, make font large and easy to read.

3. Do you write your own ezine articles? Add a "please subscribe here line to your byline. Begin line with a benefit they get from subscribing and then add a few invitational words along with a URL hyperlink. Example: "Learn more about this topic. Subscribe to [name of your ezine] by visiting...."

4. Generally, people are impulse buyers. So, give them that impulse. Give away a free ebook. Instead of letting them see that ebook is free. Regularly charge for eBook. Six dollars is a good price, just explain them that it is a limited special offer.

They will perceive it even more valuable when there is a price connected to it. An example of wording could go like, "Normally this ebook sells for $6 at [your web site URL or even a middle man ebook site]." Always give them a reason why you are giving it to them free. Make reason believable.

5. Do you belong to networking groups, or attend other events? Invite everyone you meet if they would like to register for your ezine. Give them a story about free, but not so free, ebook offer. Always, make this offer limited. In fact, have a list of these free but-not-free ebooks, written either by you, affiliates, or from resale right products. Move them around. Put one on calendar for January through December and then repeat them next year. Then in third year, change it. Also, share with them how easy it is to opt-out if they don't like ezine and they can keep ebook.

6. Don't stop at networking groups, contact trade or professional organizations you do or don't belong to that have a high percentage of your type of readers. Ask for membership list. Look for people you have identified as your gatekeepers (people that know lots of others in your target market). For accountants, it's lawyers and bankers. Call them and introduce yourself. Ask if they could recommend your ezine to a few of their friends. You can also attend their networking events and ask, ask, ask.

7. Instead, or in addition to, calling gatekeepers you have identified on membership lists, you can send them a letter of introduction -- a direct mail piece. The piece can ask them (a call to action) to visit your web site for more information on your newsletter and/or receive a copy of free but-not-free ebook.

8. Share wealth. Exchange recommendations to each other's newsletter. Be prepared for these so that it doesn't cost you valuable time when you are working on a deadline. If you work with a virtual assistant, let them respond to these opportunities. Prepare three or four examples and offer exchanger their choice to use one that they feel is appropriate for their audience. Ask them for a reciprocal and equal announcement.

9. Make comments and include your byline at end. Comments can be product review on Amazon, ezines you enjoy, or local newspapers. Give suggestions, share your stories on how it helped you, ask questions, or give ideas that emerged from your reading. Blogs are also good places to comment on as well.

10. It takes 7 times before people start to trust. Present them 7 opportunities to have two-way conversations with you. Not one-way conversations (you write, they read). Provide two-way with surveys, questions, contests, games, things that they need to ask for are just a few. If you are offering a contest, send them a testimonial from winner. If you can, create an opportunity for many winners. It spreads hope.

11. Use a conversational writing tone. It makes a connection. Yet, don't get lax on grammar and spelling. Use personal pronouns (I, me, you and your). Limit percentage of I's to half or less of yous.