"So why did you buy?"

I once asked a selection of clients why they bought from my company...

These were the most common reasons: -

1) The pictures of our head office in London

2) The slide deck with all the logos we'd previously won from household names they could never relate to

3) The chronological history of our company and mission statement

4) The multiple industry awards we won a decade earlier, along with pictures of the actual trophies