Internet Marketing Psychology 101

Internet Marketing Psychology 101

A young Salesperson was disappointed. He had lost an important sale. In discussing the matter with the Sales Manager, the young man shrugged. “I guess,” he said “it just proves you can lead a horse to water, but you cannot make him drink.”
“Son,” said the Sales Manager, “let me give you a piece of advice: your job is not to make him drink. It’s to make him thirsty.”
I suppose this is the same as that joke – “How many psychologists does it take to change a light bulb? None, the light bulb has to want to change.”
The truth is, online you can’t make anyone buy from you. They have to believe that it is them who wants it and needs it. They have to understand that with your help, something will be easier, better or worthwhile enough for them to take that action.
The key to creating desire is persuasion. It is used everywhere to great success. Persuading people to buy online (from laptops to groceries, holidays to services) can be achieved with techniques that marketers and psychologists have known for many years.

Persuasion isn’t rocket science, you must simply understand the key aspects of human nature that are often automatic and subconscious in triggering a person’s buying behavior. Of course, sometimes this is used unethically and is therefore not very helpful if we want to be genuine.
So, here are 3 more ethical ways to persuade people without risking your reputation.

Internet Marketing Psychology 101

1. Show what others are doing
People always look outside of themselves for advice, especially when uncertain about something. This is called social proof. People feel reassured by testimonials, statistics and feedback and often make decisions based upon what other people are doing.
You can increase your social proof online by showing:
• Most popular items
• ‘Customers who bought this also bought’
• Best sellers
• Testimonials

2. Show scarcity of products
People are motivated more by loss than gain. Scarcity generates demand and encourages people to buy sooner.
You can show scarcity online by stating:
• ‘For 1 week only’
• ‘3 items in stock’
• ‘Sale ends today’
• ‘Out of stock – Add to wish list’
• ‘This offer ends in 3 days 2 hrs. 1 mins 18 secs’ (Count down timers)

3. Persuade with pictures & videos
You must have high quality imagery to back up your claims especially with luxury items. They go a long way to reassure people about what they’ll be getting. Imagery that shows the quality and creativity of your products.

Images should always therefore:
• Be of professional quality
• Offer different views
• Be enlargeable
• Show scale and context of use

If you engage the senses of your customers and play to their psychology, they will make the decision to buy from you and that is most of the work done.
After all, remember you are not ever selling the drink, only the thirst.

Internet Marketing Psychology 101

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About the author

Bruce Stewart

My entrepreneurial journey started in 2009, when I went broke and was homeless. I went from offline business in the manufacturing industry to affiliate niche sites online and from hungry and desperate to well-fed and successful.


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