I wish I had thought of that line, “…that tiny moment when someone decides to buy,” however the credit goes to Seth Godin. But isn’t it exactly what your marketing efforts are driving at? Isn’t that the critical point that, when repeated, makes the difference in the success of a business? Godin’s post was about starting small and getting it right in order to grow, and his point is that being obsessive about “that tiny moment…” is what it takes to get it right.
In your early marketing efforts, experiment. Test. Do a marketing campaign with 100 names. If it works, reach out to 1,000 — or whatever scale makes sense for your operation, but make sure the later recipients are like that first hundred where it worked in some critical way.
Think, especially, about your prospective customers and what triggers that decision to buy. One of the best ways to understand that is to do some market research. Even a few ad hoc inquiries is better than none. Ask! What would make you buy? Put yourself in places where you can talk to your market. The more you listen to what people say, the more information you have about what triggers that tiny moment.