What are the rationalizations that people use to justify using your product? What are the realmotivators driving the use of your product? How can these hidden motivators be harnessed to increase sales?
Never over promote, keep your message as short and to the point as possible. Research to better understand your customer. Keep in mind that customers in the 20-30 age bracket grew up with social media marketing. Older customers didn't and respond better to other forms of advertising. Also research your competition and be sure not to emulate their mistakes, find out what they are doing that turns customers off. Talk to your customers, contact them whenever possible and ask them for feedback. This will set you apart from your competitors. Believe me that this will turn on your customer more than anything.
The perception of the customer often depends on how they initially find what you're offering. If you're trying to sell a $500 service and you're promoting that service in your forum signature, many people will perceive that your service isn't legitimate. Your promotional method makes you look small and desperate. Now if the New York Times were to mention your service and recommend it, the perception of the customer would be that it's legitimate. The big word when it comes to internet marketing is LEGITIMACY. The second big word would be BELIEVABILITY. And the third big word would be QUALITY.