if a potential customer is already on your website, odds are they’ve arrived while looking for a practitioner to perform a specific service.

if they’re poking around your website trying to determine whether you’re the right practitioner for them, having videos or articles teaching them stuff gives you *immense* credibility over the practitioner who doesn’t.

and, you haven’t lost anything if you ALSO have 1000s of people arrive who will never become customers. in fact, you help them out too by probably helping them solve a problem (otherwise they wouldn’t have come to watch the video you created or read article you posted, right?)

an example may help. i was looking for a chiropractor in vancouver, and ran across http://www.drcarlacupido.com through a google search. i checked out her media and blog to see if she knew her stuff:

http://www.drcarlacupido.com/media

she seemed super knowledgeable, so i booked an appointment and she, as expected, turned out to be an awesome chiro.

without those vids and articles she’s not helping me understand why i should choose *her* over anybody else.