Imo, i buy links on directories that:
a) have a PR on the page i want a link on
b) have a nice design
c) recommended directory

But most importantly, it needs to gleem out that searchengines would like it. So thanks for this topic, very very helpful, in one of the most important factors of directorys!

Slightly offtopic but a good example, I am also a big fan on the "first impression" factor, recently i purchased some mobile phone insurance from a cold caller. When i received the paperwork the letter head was blanently a M$ WordArt header with some clipart phones. So next thing is of course to check the website, which was... terrible, and by now i know the T&C are going to be bad... and boy they are BAD!

I think that just shows how much a first impressions makes, if it was a professionally made letter head which looks like a reputable companies one, then i might not of even checked the T&C and never noticed the terrible conditions i had agreed to.

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To die or not to die - ODP