How to encourage customers to buy from you

Often before someone will buy from you, they need some reassurance that they are making the right decision for them, doing the right thing investing their money, time and attention with you.
How can you help them with that?
Think about it. When you make a purchase, you 'sample' the goods by going into the shop, feeling the atmosphere, taking in the shop appearance, talking to a well informed, cheerful (or not!) sales person who can confim or shatter your illusions of the product, see the product first hand in all its glory (or not which will tarnish it in your mind forever more), see the reactions of others that you resonate with making similair purchase decisions, even the ease of the transaction payment and the packaging makes a statement that you do or do not resonate with. All of these interactions happen in a space of a few minutes and eitherr reassure you that your purchase is right for you or not.
Free samples, free consultations, free seminars and free demonstrations, free brochures, free newsletters and anything else you can think of that will help a potential customer experience you/your creations before purchase.
All of these help a potential buyer understand what it will feel like when they do actually purchase from you and whether it feels good to them and serves how they wish to see themselves.
Provide them with enough information and experience as you possibly can so that the next logical step for them is to make theirr purchasing decisions as justified, looked forward to and as easy as possible.
What can you provide today to encourage customers?