I may have mentioned this before, but it's vital that you don't miss this, so I'm going to say it again:
Offer a trial period or a free sample. Whatever your product or service is, offer a $1 seven day trial, or a free chapter or video, or SOMETHING to prove you deserve your customer's money.
The reason is two-fold:
First, you will inspire a great deal of confidence in your prospect. If you're offering the $1 trial, you remove the buyer's resistance. Who isn't willing to risk a buck to try something they really want? If you're offering a free sample such as the chapter or video, you are PROVING that you deliver before they ever buy.
Second, if your product or service is excellent and it delivers on what it promises, you will increase your sales dramatically.
DRAMATICALLY. Often a low cost trial can double and even triple your conversions. And if executed correctly a free sample can put your customer on the edge of their seat, wanting the rest of the information.
HINT: Close your free chapter or free video with plenty of teasers of what's to come in the rest of the material.
Bottom Line: If you are not giving your prospects a free or inexpensive way to sample your products, you are losing sales.