Psychology of Selling
The Psychology of Marketing on a Web Site
The best advertisers are those with some knowledge of psychology. The same applies to social media. The people we are dealing with via social media are not a new species - they are the same customers/potential customers that we have dealt with via other forms of advertising. They have the same wants, desires and needs that they did before, they are just accessing the information to achieve their wants/desires and needs via social media.
The way that we present information to these potential customers may have changed, but what worked years ago will still work today, because effective advertising via social media is based on knowledge of human nature.
Internet marketing psychology is the idea that by understanding how customers think and behave, we can engage with them better in an online environment. And by engaging with them better, we can hopefully sell them more of our goods and services.
People have been using psychology to sell for years. Think about when you go into a supermarket, supermarkets will pump the smell of their freshly cooked bread around the store, knowing that the smell will make you hungry. They put sweets by the tills, to attract the attention of the bored children waiting in the queue with their parents. They will put the special offers at the end of aisles. Larger stores and supermarkets will often employ psychologists to work out where to stock their products, how to present their products, how to lay out the store and so on.
We can also use similar techniques online to make the goods and services we offer more interesting and appealing to potential customers.
People buy for two reasons:
- Because they have to; this applies to needs based products, such as drink, food, heating, housing etc.
- Because they want to; this applies to other products.
But even the “have to” products are open to psychological persuasion. For example, we HAVE TO drink water. But we may WANT TO buy a certain brand of mineral water, flavoured water, fizzy water, or a water filter for our taps.
Choice is influenced psychologically. A lot of products and services that are for sale are not “essential” for our survival. We do not NEED a new car or new cell phone or a new skirt, but we may want them. Customers can be open to persuasion to purchase that car, skirt or cell phone.
The most important principle in advertising is that the customer will ask – what’s in it for me? They will ask the same question whether they are looking at a paper brochure or a website. Therefore, it is important that the website answers that question and answers it quickly. Your website should tell the customer what you have to offer and what is in it for them that is not available from anyone else.
So here are some tips to help encourage people to visit your website or read your social media posts.
People are curious. If they see something they want to learn about, they will read it. We can leverage this through social media. You might write a blog – 100 fascinating facts about internet marketing. You post your blog. Then on your facebook page, you post a link – “Read here for 100 fascinating facts about Internet marketing.” Someone will read your post and think, “mmm, I wonder what that is about” and go to your blog. OR they will think, “I’m not interested in social media” and pass the blog by or send it to a friend who is interested. Everyone is individual and interested in different things.
Another tactic is to suggest that we know a secret – “Click here for the top five secrets to selling well online.”
We can also ask people a question:
- Do you know as much as you think you do about nutrition?
- Do this online survey and test your knowledge.
- What do you think about the new ABC Cell phone?
- Do you prefer XYZ Chocolate or NMO Chocolate? Complete our survey.
Some people will answer the questions for no reason other than that they can, or they are interested in the topic. Other people will need the incentive.
Do you know as much as you think you do about nutrition? Fill in this online questionnaire and get the chance to win $1000 or £1000.
Or, fill in this online questionnaire and get a 10% discount off your first order.
The incentive can be a prize, a discount, a free product, a free download, a free sample etc. The bigger the incentive, the more likely it is that people will visit your website, or fill in your questionnaire or survey for the chance to gain that incentive.
People also like to have bargain. They want to think that they have the best product at a bargain price. So special offers and discounts can attract attention.
We see simple offers such as:
- 10% off if you order before 31st July.
- Or 10% off for the first 100 customers ordering this product.
- Or 99% off for the first customer to place this order.
- A free bottle of wine when you come in for a meal if you “like” our facebook page.
- A free eBook when you order “The Internet Marketing Guide”
- And so on. Customers will be attracted to the idea that they are getting the product cheaper or getting something extra when they buy the product and in their minds “saving money”.
We see this in supermarkets:
- Buy one get one free.
- Buy two get one free.
- Buy one get one half price.
- Six for the price of five.
- Buy six and get 25% off.
- Buy this and get 10% off your next purchase.
Or you have future offers. For example, some supermarkets will offer a special discount on your NEXT visit to them. “Keep this coupon and get $/£10 off your next shop”. These encourage the customer to buy, but also encourage the customer to come back again to get the $/£10 off next time.
Learn more about marketing and psychology
ACS offer a wide selection of courses in marketing and psychology, as well as courses geared specifically to eCommerce and marketing. Our courses are the result of extensive research and written by highly knowledgeable tutors. Our students benefit from quality course materials, and the support of guidance of tutors as they progress through their studies.
Our courses can be started at any time, and because you choose when and where to study, you can fit your studies around your work and existing commitments. There are links lower down this page which will take you to relevant course pages, or you can use the search tool at the top of this page.
<p">If you have any questions or want to know more, get in touch with us today. You can phone us on (UK) 01384 442752 (International - +44 (0) 1384 442752) or connect with our specialist tutors using our FREE COURSE COUNSELLING SERVICE
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