Nomad Internet Marketing March 2017 Issue 03 | Page 2

2
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.
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.