Internet

The best advertising writers are those who have some knowledge of psychology. We are not dealing with "new" people online. We are dealing with the same people who have the same desires they have always had. The same approaches that worked one hundred years ago will also work today. Don't forget that. Advertising mediums change. Effective advertising does not, because effective advertising is based on knowledge of human nature.

Remember the first principle of advertising. Your prospects are inherently selfish. They will ask one question of everything your web site does, "What's In it for Me?"

That is the first question you have to answer with your web site. It has to tell and show your visitors what's in it for them. What would they get out of ordering from your site that isn't available anywhere else?

Below are four aspects to the human make-up which you can and should use throughout your Internet advertising.

1. Extravagance at a bargain price.

People want to keep up with the Jones'. They want the absolute best, but they want to feel like they got it at a bargain price. No one wants to feel that they paid too much for anything. So, you need to give them an impressive value at a bargain price.

In many products and cases, this simply boils down to explaining the exact process it took to create the product. For example, with an information product, it may have taken you 5 years of research and $20,000 in testing to come up with the information in this product. If so, tell them about it.

When your company builds a widget, it might search the country for the best wood available. Half of the wood in the factory is rejected. You have over 60 people who actually work on the wood to create the product you sell (in the ad itself you would tell people what many of them do), and you may have 5 people who put it through a strict 13 step test to assure it's quality.

Even if all of your competitor's go through the exact process you do to create the product, it will still be effective for you to tell the story to your customers. This is called preemptive advertising. The person who first tells the story is the one who garners the trade. Anyone else who seeks to follow them ends up looking only as a copycat, not the originator of the system.

Once the customer understood the value involved in the product, they were glad to be able to purchase it at such a bargain price.

What process does your product go through that will add a value to it in your customer's eyes?

2. Curiosity is a powerful motivation.

Just about every information product you see advertised has the word "Secrets" in the ad somewhere. People are afraid to miss out on something. They are curious to find out just what those secrets may be.

Use this to your advantage. With information products, I love to write the sales letters so that they hit on the curiosity hot button. You can take advantage of this factor of human nature by providing some of the results which were achieved through your information system, but not actually revealing what the system specifically is. You will notice that I do this a

lot in the bullets that I create to go in the sales letter. They will tell you that there are 3 insider secrets to ______, but they won't tell you what the 3 secrets are.

The purpose of this is the pull on the curiosity of the reader...and causes them to order.

3. Exclusivity

People like to get a "special" deal which is made just for them. They like to be told that they are special. They like to have their names mentioned. They like to have their names engraved on the objects that they purchase.

I have learned how to apply this factor to my own sales. I run a subscriber only special to my 30,000 ezine subscribers now once a month...People love it. They are getting something for a special price or with a special bonus that isn't available to the general public. They are getting it just because they are one of my newsletter subscribers.

All successful Joint Ventures are also based on this element of exclusivity. A special deal was created with the list owner's partner ONLY for their customers. No outsider can participate. The list owner cares so much about

their list members that they negotiated to get them this special price or special deal. These endorsed types of mailings have been known to produce sales rates as high as 10% - 20%...which is completely unheard of in any other venture.

4. Fear of Failure and of Making the Wrong Decision

This is the biggest barrier that we have to overcome throughout the selling process. People are afraid they are going to make a bad decision in buying your product. They are afraid you are going to rip them off and not provide them with the product they are expecting.

Everything that you say as an advertiser is immediately looked at with a grain of salt. People have been lied to before when it comes to advertising, so they look at your ads wondering if you are any different. Unless you find a way to overcome this fear of "being taken" in your prospect's eyes, you are not going to close a majority of sales.

There are basically two aspects to overcoming this resistance. The first way is by presenting and adding credibility to your ads. Credibility is produced through your "proof" and through the testimonials which you provide. It is often said that salespeople without testimonials have skinny children. It is next to impossible to build the credibility you need in the eyes of your prospects without testimonials.

The second way to overcome this resistance is by giving a risk free guarantee or a better than risk free guarantee. Let your prospects know that they can return the package for any reason. Plus, give them several bonuses in the package which they can keep even if they return the package for a full refund.

An even better method of overcoming this buyer's resistance is by allowing them to try out the package for free, and having them pay for it at the end of the trial period. Which one you rather buy from? Would you rather buy from the person who gives you the horse to try out for a week and allows you to pay later...or the person who requires up-front payment?

Think about ways where you can overcome the buyer's resistance by offering a more risk free proposition than all of our competitors.

"FREE" without an understanding of the value is actually dangerous.

Along the same lines, the word "FREE" is actually being overdone online. To some people it appears that everything is free online. Using the word "Free" without explaining the actual value involved does not profit you according to final sales figures.

When you are giving away a freebie from your site, it isn't your goal to just attract visitors I hope. You are not after freebie seekers. Your final goal should be to sell more of your products and services to your visitors. This is not accomplished through just handing out the most freebies.

This is accomplished through explaining the value of your products and services...then offering the freebie. Claude Hopkins recorded that even back in his time you should never offer a sample to anyone unless you have had the chance to tell them your product story. Unless you have actually had a chance to show them the value of your offering, it could possibly diminish the value of your actual product.

Tell your prospects the actual value of the freebie. Then, tell them "why" you are offering it free. If you just listed the value at $97, but never told them why it was worth $97 or why you are giving it to them free, then your statement is worthless. You must both explain why the free product is worth $97 and why you are giving it to them for free. Tell them that you know letting them use it for free will get them hooked and that they will keep coming back for more. Tell them why it is free...or don't offer it at all.

This is why there is so much confusion online concerning giving freebies away at web sites. Some experts recommend giving away freebies. Some recommend that you don't give anything away. It is all a matter of understanding and showing the "VALUE" that you are giving away for free...and if it brings your visitor back to order from you. The ordering process is what you are after.

Remember the marketing statement, "Tell me why, and then I'll buy.

Psychology And The Internet

Television may have been the greatest invention that rocked planet earth in the 1900s (although many things which contributed to television's birth were discovered and invented as early as the 1800s). However, it's the internet boom of the 20th century that is causing the hullabaloo in today's world.

With the Internet, what was impossible before has become possible now. What was impossible to know then has become possible now, with just a click of your fingertip. This is the new era of knowledge and of information explosion. This is the era of the internet revolution.

One thing significantly brought about by the internet craze is the possibility of buying and selling almost anything through the use of computers. You just need a computer set, a good internet connection and voila! Before the internet, the catchphrase was "let you fingers do the walking." Today, you sure can use your fingers to do the walking for you, but not through the telephone system. The internet has revolutionized the way people buy and sell their products.

Imagine this: A digital camera, its model, and all its specifications right before you eyes. And you just need to click your mouse to get all other information you want before deciding on the purchase. So, you want to buy a tent dress but you do not have the time to go to the department store? Shop right in the privacy of you home. Surf the internet, look for the dress style you want, indicate your size and color preference, make arrangements as to how it is to be purchased, whether cash on delivery or through credit cards and there you are. Did it take you longer than 20 minutes?

The revolutionary method of buying and selling things through the internet has given rise to internet marketing. Internet marketing is just like your ordinary advertisement copies published by your local newspapers. But this time, it takes more than the ordinary way of advertising. Internet marketing is more technology-savvy, more persuasive and more strategic. In

marketing products or ideas through the internet, the seller does not sell the products pointblank. Instead, the seller makes you feel like he is offering you an opportunity that you should not miss. He is not offering you the product, but a lifestyle that goes with the product.

While marketing has moved on from the newspapers, to the radios and to the boob tubes, and now to the computer through the internet, its basics have not changed much. The basics or the psychology behind marketing remains the same, whatever media is involved. The strategy has only been improved as it can now reach a greater number of people from all walks of life.

After you read this, you will find out that there is no secret to the psychology of marketing after all. So what are the basics, and the psychology of internet marketing?

1. First and most important is the existence of a good product. While it is true that good marketing can sell a not-so-good product, it is better to start off with a good product or a good idea. Make sure that the product or the idea is novel. Something that is not commonly heard or found or it may be common but you have reinvented the product or you have found a new way of doing something.

2. With a good product or idea in your hand, then you can proceed into concocting a story that would sell your product or idea. Your clients or buyers will not be able to physically see the product so you have to exert an extra effort to make them understand, feel your product and understand its value.

The lack of physical communication between the buyer and the seller makes internet marketing doubly hard. You have to create a mystery behind your products; something that will catch the buyer's attention at first glance. Remember, you are competing with thousands of other products and ideas that are reachable just with the click of the computer mouse.

You have to input dreams in your story excite your buyers and make them feel you are offering them an opportunity they wouldn't get elsewhere.

3. You have to present your buyers with an offer they could not resist. Box in your offer and make the presentation complete, leaving the buyer and his questions, answered and satisfied. Provide everything that your prospective buyer would need before deciding on you product.

The benefit of internet marketing goes beyond the imagination. You can buy and sell whatever you want, the fastest possible time and the easiest possible way. Use it to your advantage.

Related Articles
Author
Most Popular

•

Research And The Internet, by Derek Rogers

About Author

Both Jim Mack & are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Jim Mack has sinced written about articles on various topics from Blogging is, Body Building and Internet Marketing. Jim Mack is the leading authority in teaching actual methods - proven, practical strategies that work. In fact, Jim truly lives the principles he teaches and is the epitome of leading by example. See him at. Jim Mack's top article generates over 9900 views. Bookmark Jim Mack to your Favourites.

has sinced written about articles on various topics from . . 's top article . Bookmark to your Favourites.

Bedtime Stories Part 5
They think that this kind of beneficence will clear them and they will go scot- free in spite of their sinfulness. Such are some of the various motives for work.