be like using your product or service. If they can see someone else enjoying its benefits, it will be easier to visualize themselves enjoying the same benefits. This is the secret behind successful infomercials. You can see examples of this at www.AsSeenOnTV.com.   Tip # 2 - Use benefit-oriented captions.   The third most looked at area of your website (after an eye-catching graphic and headline) will be the caption under the graphic, so make sure that it is benefit laden. For example, if you display a photo of your warehouse on your website you might include a caption that says, "Company ABCs State-of-the-Art Warehouse Using the Most Sophisticated Fulfillment Processes Available."   Tip # 3 - Display testimonials of people who have used your product or service.   Its just hard to beat a good testimonial. Testimonials provide a credibility factor that is difficult to duplicate. When using testimonials always try to get your customers picture. Also, make sure that the testimonial is specific to your USP. By this I mean that your testimonials should testify to the fact that your product or service really does deliver on the USP that you advertised.       Tip # 4 - Use Flash demos or website audio to explain your product or service   The Internet was made to be an interactive medium. If youre just providing text to persuade your visitors to buy from you, youre only taking advantage of half the medium. Consider including audio or video to your site to present your product or service.   Here are three ways to include audio or video (or both) to your website:   1. Display an audio button below the graphic that presents your product or service (or you!) that allows your visitors to hear an audio clip while looking at the still graphic. 2. Insert a full motion video using RealPresenter at www.real.com. 3. Insert a Flash presentation that sells your product or service.   HINT: If youre familiar with MS PowerPoint but dont know Flash and dont want to pay a lot to have a Flash presentation custom-developed, go to www.presentationpro.com/and get the trial version of PowerPRESENTER, which will turn your PowerPoint presentation into a Flash presentation that you can run on your site. (Its a very slick product. Ive tested and it works beautifully.)   Mistake # 9 - No Tools That Overcome Your Visitors Skepticism.   The average consumer (and corporate buyer) is extremely skeptical. They are taught to be highly skeptical of anyone selling anything. On the Internet, skepticism is even higher.