You know how it takes 7 forms of contact to get a person to buy something on the internet? That is what creating an image does. It allows us to reflect on it over and over. They can't contact you and you can't order it immediately. They have to entertain you. Because they are catching you at a time of leasure, not a time of interest. Without the brain replaying your message over and over, the order is physically impossible as one must carry that memory to a point where they can take action (Driving from work, to a friend's house, etc) where they can stop by a dealership for example...(If it is a car ad)

When a user is interested and right there in front of you, you have to sell them to make sure they can part with their money. You are at the 2nd step, if you will.

At that stage of the game, it's a matter of why you should give somebody your money. That is why the dealer doesn't sing and dance. Seriously, I know that sounds silly, but it's true lol. That is why our ebook paypal amazing formula for clickbank thingamabob salespages are focused on benefits. They are ready to buy but need assurance it's worth their time.

When you catch people at home in their underwear watching tv, you have to go back a step and get their attention. So the point I am making is this:

If you are placing a magazine ad or a tv ad, then build image. This way I remember you. The more I play that song, it's like the equivelant of you emailing me 7 times. My brain must replay your message over and over until it becomes natural to want to associate with it. That's how I see it, at least. I would not need that if I am at your website, what I need NOW is assurance it will deliver on the promise. I hope this helps.

I am speaking as a customer, not a guru. Nobody knows more about what people want than the people who buy what they want. Listen to them. Ask them...

Good luck