Quality: People like cheap prices, but dislike cheap quality. Always stress the quality of the product, its ingredients, or the quality of care given. Quality is just as much a part of assessing the value as price is.

Secret: People always like to blame any failings or lack of success not on their lack of effort, but because they didn’t know the secret. Giving people the ‘insider secrets’ has always been a powerful term for bringing in conversions. But don’t overdo it or it sounds like those hard-sell eBooks.

How: You’d be amazed how people love to feel they have learned something. I have always said that teaching someone something, however small, is the greatest ‘branding’ you can do. You always remember who taught you a trick or fact. Telling people “How” adds to credibility and makes the whole thing feel more solid, and ‘proven’.