We do a couple things... 1) give them useful content and therewith, "call their name" and then... 2) if they express interest, we offer something free in addition, like a Goodie (they used to call them lead magnets). WHY? Well before rushing to take them to the company page or the order page... The Goodie first creates trust. Trust. Trust that YOU know something about whatever you posted about, and CAN actually help them. If you'd like to see a short framework you can use to create YOUR trust building-so-they-feel-good-buying from you goodie, ask and I'll send it to you. No cost.