Also: * this is the first time they have ever heard of the service you provide (and they don't subsequently search for free versions), or they aren't aware tha

Also: * this is the first time they have ever heard of the service you provide (and they don't subsequently search for free versions), or they aren't aware that free versions exist. For example, although I am a blogger and a web professional, I did not know that externally hosted backup tools for blogs existed. This might make advertising difficult, however, if you are using Adwords, since your competitors will make themselves known. * you have convincing sales copy, your site is well-designed & high quality, etc. (i.e. you're good at sales) * what you provide is higher quality than free alternatives (more stable, more reliable, has support, etc.) * what you provide is differentiated from your competition (e.g. through superior features)