Online Marketing Secret Number 21:
Human nature tends towards the familiar.
We want to buy from people we know. We want an opinion from an expert we trust.
We will even translate loyalty and trust from one form of advisor, such as a paper like the Wall Street Journal, to the individual reporters who write for them, or, to a much lesser extent, the advertisements we find there.
To profit from this, do research to find out who your desired market trusts, and be there. Write the article that shows up in their favourite ezine. Run solo ads in it too. Join the forums they find most reputable and display your knowledge.
Get to know your audience and be the trusted advisor they want to buy from.