As detailed in the article by Jive Media, Checklist: Roadmap to Internet Success, The PREsell concept involves laying a firm foundation of trust in all of your marketing efforts. It's all about perception. It's finding ways to enable your customers to understand that you are trust worthy, and have their best interests in mind.
By adding success stories to your site, you give your clients and visitors the opportunity to share in the success of others. You also add credibility and assurance that they are investing in a product or service that has already been experienced by others.
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