So when people like that talk, I listen. And it's always interesting to hear the views of people as to what it takes to become successful online. Some say it's in having a nice-looking website, others in getting to the top of the search engines, some even believe you don't even need a website to be successful online.

I don't dispute any of these points because ultimately success isn't built around a single variable; rather it comprises many parts to make the whole that eventually lends itself to being successful.

But there will always be certain factors that play a larger role than others in creating success. And in business, the bottom line is being able to sell.

Why do people generally buy from someone? It's the age-old rule that will probably always remain, people buy from people that they like and trust.

And online, not being able to look a person eye to eye, sit them down address their concerns and fears to help them down the buying process, how do you do this?

Obviously having good salescopy helps, but not everyone will buy straight off the bat from a stranger, someone they don't know, know matter how good your salescopy.

Just because someone doesn't buy from you straight away, won't mean that potentially they could become an excellent customer of yours once they've gotten to know you and trust you.

So to establish that relationship, build that trust, get them to know and like you, send them regular, valuable information, information that will enable them to see that you're an expert, a real professional in your field.

Whether it be via free reports, a regular newsletter, ezine, ecourse, however you choose to do it, just make sure you get their e-mail addresses and stay in touch with them by sending them information that will add value and keep you fresh in their minds.

There is no truer saying in business than out of sight, "out of mind." Capturing your visitors e-mail addresses by offering them free, powerful information relating to your product will avoid this from ever happening.

And if they don't buy from you straight away; with time, chances are that they will. And then youll have yourself a loyal customer for life. (Assuming you keep them well serviced of course.)

Not to mention the other key benefit that to market to an existing list or subscriber base costs you literally nothing, so its literally a win-win situation.

So if you're not building yourself a massive opt in list, you're losing yourself massive amounts of potential revenue down the line. And in online marketing, that has to be regarded as a cardinal sin.