Carol Schroeder, a retail shop owner and advocate, shares in her blog her ideas about inspiring RTB ("Reason to Believe") in a store.
Excerpt: Here are some concrete examples of Reasons to Believe for a retail store: We are locally owned. We have been in business __ years. We've been voted the best gift shop in town __ times. We have the largest selection of ___ in the area. Our staff is certified in ___. We provide _____service/warranty to back up our products. We are love _____ and look forward to sharing our enthusiasm with you.