Web Marketing As Psychological Programming

People love to learn secrets

I think that everyone has come across one of those web pages written up in the style of long sales copy. The page scrolls down for a long way and every few paragraphs it tantalizes you by saying that you will be told the secret to success, but first it needs to tease you some more and so the long sales copy continues without ever revealing the promised secret.

All the way to the bottom of the page and after much scrolling you get to the final big button to sign up. This big button is no different from the smaller ones closer to the top of the sales copy, but it acts like the grand finale now that you are properly programmed and ready to buy.

Programmed to act accordingly

In the long sales copy the only thing being offered is information that is for sale and the reason for the long sales copy is so that it can write a little program in your head. To do the programming the sales copy need to repeat itself at least 3 times on every major point being made. If you are aware of this then you can see what is happening as you read the long sales copy.

Short sales copy doesn’t work the same way because the short version relies on a certain amount of programming already being in place. We all have a certain amount of programing in place because we live in a marketing environment where we are bombarded with advertising.

Programming comes in threes

In the same way that if we use a new word 3 times it helps us to retain the use of the new word. Programming works in the same way. Television ads repeat the message and the musical jingle to penetrate both our consciousness and our sub-consciousness. The objective is to lodge the product name deep in our thought processes. We may get up when a commercial comes on and go make a cup of tea, but we are still being programmed if we are in earshot of the TV.

We program our young children not to run out onto the road. We repeat the message over and over with emotional emphasis. It’s for their own safety. We hope the programming takes a firm hold and will stop them at the edge of the sidewalk. Then it has done its job.

When a young adult joins the military they will undergo a period of deprogramming to strip away their old habits of thinking and then receive new instructions. Learning something new is not so difficult as getting rid of the old thought patterns. This is what marketing professionals are up against and they use whatever tools that are on hand.

Psychological programming or re-programming

If we want to change our old habits then new programming needs to be repeated often over a period of time. In sales and marketing it is the advertising that attempts to program us, and it is the long sales copy that has the best chance of doing this if people will read the whole page.

The programming is only partially in the repeated message. Some messages are crafted with skill and are more successful. There is a whole rack of positive and negative buttons to push for creating a sale. So we can say that programming is not just repetition but also emotional stimulation.

It is the thought that counts the most but it is the emotional emphasis that captures our attention. Just bringing up logical reasons for switching brands doesn’t always get the attention it deserves. Nor does instilling a little fear sway us to buy a new brand. It is when emotional buttons are pushed and strong logic is presented together that we see a persuasive advertisement.

What happens when you are aware of the programming?

Seldom do we see the programming coming at us because of our own preoccupation with life. This is the same preoccupation that advertising is designed to break through and grab our attention. And when the ad does get our attention we are not looking at the ad itself because we are focused on the message.

However, when we look at what the ad is doing this is when our thinking shifts dramatically. Now that we are aware of the advertising itself we start to see the repeated points and the emotional emphasis. In this way we are able to see the value, if any, being offered and be conscious of the manipulation taking place.

The rule is “Buyer beware”, but a better rule is “Buyer be aware.”

Is programming the only way to market a product?

We are not children about to run out into the street and in the market place we may feel insulted to be treated with the invalidation that advertising carries. Anytime an advertisement does our thinking for us it is nothing short of invalidation. The ad is telling us that we cannot make a good decision on our own.

We can feel the invalidation even if we don’t understand it and we can safely assume that our own market is as sensitive as we are.

In a competitive market place we may be inclined to push with programming and get the job done, and there is always an argument in favor of doing just this. However, the web provides a different option and instead of pushing our market to make a purchase there is the more powerful method of pulling. Call it attraction or magnetic marketing but it works over greater distances and for longer durations of time.

Marketing by attraction was not usually a preferred choice in the brick & mortar world because there was no practical means of marketing a small or medium business over great distance. The cost was too high and the logistics of business growth was a big risk to take.

The web has turned this around

Our web page can scroll down for miles, although this is not a recommended strategy for providing the best and most complete information for our market. There are better ways for navigation to provide the desired information. But what it means is that our web site can attract a market by offering a complete service to our market beginning with information and education.

When is the last time you’ve been in a big box store and had to look for service? What about not finding the information you need on a web site? It’s the same poor service, except there is no excuse for a web site to not be a full service 24/7 outlet. You can put everything you’ve got at the moment into the site just once and never have to repeat the effort. You just add more info as it comes along.

Eliminate the cost of time & space

Space on our web site is not costly. Distance is not a problem. Time has no meaning. The real challenge for us is to be in the top 10 for our preferred search terms. And it turns out that this is not much of a problem either if we provide the quantity and quality of content that our market wants from us because it is the same thing the search engines look for.

With quality information and education we do not need to program our market. We have plenty of time and space to attract our market without pushing them into a purchase. Such a web site has depth and will attract those portions of a market early in the buying cycle. They want and need our assistance as we build a mutual relationship.

The web and its ability to pull, or attract, a market was never possible in the brick and mortar world where every word had a cost and every mile ate up resources. When we look at web marketing as information then we have to wonder why there are so many small business web sites pushing with the high cost of advertising and consumption of resources when pulling reaches further t a lower cost.

Have we been programmed to market our web site a certain way?

The Difference Between Web Marketing Channels and Destinations

Sometimes within web marketing, we can be guilty of placing all of our hopes on our favourite web marketing channels, be that SEO, social media, PPC or another latest technique for overnight success. Any method of sending visitors to our website is a “marketing” channel”. Web marketing however isn’t just about generating traffic, it’s also about enticing that traffic to act. Equally as important as our marketing channels are our marketing destinations. In simple words, “channels” are how we entice people to our site, “destinations” are the places we send them to within our website and/or web properties. This article looks at why we need to consider our marketing channels and destinations as individual parts of an overall online marketing strategy.

People often come into web marketing with an excited focus on one, or more, marketing channels. They have recently read an article outlining why LinkedIn can unlock the true potential of any B2B business, or how the latest changes in Google AdWords allow them to follow their B2C customers around the web. Often, people come into web marketing with the belief that if they can simply get traffic from whatever popular web marketing channel people are talking about today, they will be instantly successful. The truth is that NO web marketing channel can be the sole solution to all of your business dreams. Marketing channels are great at generating traffic, but once we have traffic, we then have to make it as easy as possible for our traffic to find what they are looking for and act.

I Get Traffic But No Customers From My Website

One of the most common statements within web marketing is “I get traffic to my site, but hardly ever any leads or new customers. Web Marketing doesn’t work for me.” If we are getting lots of visitors from any web marketing channel, but not in turn getting at least a handful of new enquiries, then something has to be wrong with the relevance of our web pages with what people are looking for when they find us? The most common reason for lack of conversion is the “destination” we send people to from our chosen web marketing channels. For example, if we “tweet” about white chocolate, but then send people from that tweet via a link to our website homepage that shows many kinds of chocolate, then we are asking our website visitor to do some work in order to find what they were interested in.

So what should I do?

Let’s look at another example. Let’s suppose you let holiday homes in some wonderful seaside, holiday town. Let’s also suppose that some of your homes are dog friendly. Let’s say that you currently run ads via PPC for dog friendly holiday homes in your seaside town. If everyone who clicks on one of your ads lands on your generic website homepage that’s simply shows images of random holiday homes, then we are asking our website visitor to filter out the dog friendly homes from the others. They have to so some work to find what they are looking for.

Alternatively, with a little more work on our part, we could send people clicking on our PPC ads to a dedicated page that only shows your dog friendly homes. Maybe we also show a few great reviews for each one and perhaps even include some images of happy dogs spending time at our pet friendly holiday homes? Our website visitor has landed on a much more enticing and relevant page. We have both given the website visitor less to do and, more importantly, shown them exactly what they were searching for. It’s easier for that website visitor to now act.

In this second instance, our web marketing channel (PPC) and website destination (dedicated dog friendly holiday homes page) work in tandem to promote our holiday properties much more effectively. You may have read/heard the phrase “Landing Page”? A landing page is the most commonly used phrase to describe a website destination used online. I prefer the term “destination” because it helps me envisage an exciting place we send our website visitors to where we help them to “do” something they are interested in.

So, channels and destinations? Anything more?

Last week we went over that the difference between “connect” and “buy”. We can also apply this principle to our work on web marketing channels and destinations. Let’s suppose that a good number of our website visitors to our holiday homes page are not quite ready to purchase their holiday today. Maybe they are unsure where to go on holiday? Maybe they even want to know what would be the best destination for a dog friendly holiday? At present, if they land on our dog friendly holiday homes page, we currently only have a call to action for people ready to buy now. What can we do to “connect” with all those people currently researching where they want to go on holiday with their dog?

What if we offered a free downloadable guide to “Great Dog Walks In and Around Our Wonderful Seaside Town”? If we offer this guide in return for our website visitor’s email address, we have given them an action they can take today that will help them decide whether our seaside town is the place for their holiday, or not. We also gain the ability to continue communicating with that website visitor beyond this initial visit to our webpage. Perhaps some of our website visitors won’t book this time but will next? Perhaps some might book another destination that we offer holiday homes in? Perhaps they were even researching on behalf of someone else? Whatever their reason may be, by giving them an action to take and “connecting” with them (via our free dog walks guide), we have the ability to communicate with them continually about dog friendly holidays. The onus is, of course, on us to communicate well.

Web marketing has never been just about channels. SEO, social media or even PPC are never a sole answer to your online success. To be truly successful, we need to think about where we send people to and how relevant that is to their point of interest. We also need to think about what we offer people as a next action to take. If people are ready to buy great, if however they want to learn more, then we want to help them do that too. Business is a path of customer care, when people come to us we need to look after them every step of the way.

X-Ray Vision For Web Marketing

Seeing what others miss
How many small business owners really have an accurate description of their web market?

The reason this question comes up is because the vast majority of business web sites do not even speak to their market. In fact, the only people the web site speaks to are company people such as owners and managers.

We can all see the company clearly in any business design, but our market is not interested in our company. They have their problems and they have no need, right now, to know what wonderful people make up this business web site.

If our market cannot see how the web site is trying to help them then help is not there. If our intention is to build a relationship with our market then the help we offer needs to be the first thing our market sees. They love this and they want this and it is the best part of our marketing.

How do small business designs block their own market?
A good analogy is found when we meet someone that only talks about themselves. We get bored instantly when we realize they have nothing of interest to offer us.

I remember growing up as a young kid and with friends we would sometimes run into this older character that bragged about his rich uncle that had a Cadillac a block long and he had to take it to the airport to turn it around.

We weren’t fooled but we got a good laugh. At least he was entertaining even if he wasn’t helpful. And after the second time there was nothing new and we got bored by his bragging because this guy didn’t care who he talked to as he just kept telling the same stories.

Isn’t this just like a typical small business web site?
Not once on the page is there any recognition of who the web market is. Not once does the web site mention a problem their market experiences and the causes for the problem. Not once is there a sense that the web site cares about the market and wants to serve that market.

No, all that the web site shows is that the only interest is in selling us something whether we need it or not. That’s their story being told over and over.

The bottom line about customer relations
As small business owners we get in our own way and totally block any communication with our own market when we focus on our product or service. Nobody is interested in us talking about ourselves and what we have to sell.

Read any business home page and it tells you about the company and why you should be impressed with the company, but you cannot find a clue as to the market. Not even with X-ray vision can you find who the market is.

Our market wants to know how we can solve their problems and we totally ignore the issue while we talk about product features and benefits. We actually think that a product description is real content – but no one cares about our product description, in fact, no one even cares about our product until they know it really has a solution to their biggest problem.

How does it feel?
How does it feel when someone ignores you?
How does it feel when someone asks you to buy?
How does it feel when someone asks us how they can help?

The last of those 3 questions is what attracts us the most. It captures our interest and our curiosity. It is just like getting a free gift because that is what it is, and we are going to benefit by learning something we never knew before.

How did we get here in the first place?
How did we come to build such poor marketing web sites? We got here by listening to web designers instead of thinking with a business mind. Web designers paid a lot of attention to us and our business and it all felt good and so we thought we were on the right track. The end result is that our web site pays a lot of attention to our business and zero to our web market.

Lesson learned
We cannot let our web designer be the one to design our web site. All we want our designer for is to do the technical aspects of building a web site. It is our job as small business owners to figure out what our web market wants and how to serve them best.

Okay, so you want ideas on how to display your helpful information and a web designer could help if they forgot all about their trendy design packages. It is going to take something different in web design to put your helpful information first, but in bite size chunks.

Navigation for information is going to take some thinking. Hypertext lists may work. Paragraph intro with hide and click drop down information may work. Hover text with slide in info may work. The real job of a web designer is to help you find and use the best means of providing information to your market.

Seeing your market
I challenge you to go look at your home page, or any other business, and see if you can figure out who the market is. Almost all small business web sites fail to identify their market and you can’t build a relationship by saying, “Hey you, look at what we have!” But you might sell if your web site said, “Hey farmer Jones, would you like a fence post that lasts 100 years?”

How do you get X-Ray eyes?
To acquire x-ray eyes you just need to look inward, that’s where you find all your insight. It’s not difficult at all and if you’ve ever been caught daydreaming then you are using insight.

We need to pretend that we are the market. We are the homeowner with a leaky pipe, or the guy with a hole in his shoe. Whatever we sell we need to be that market and wrap ourselves up in the problem that this market has. If we don’t feel the pain then we can’t talk about it, and we want to talk about that pain and how we are going to solve the problem that creates the pain.

When we then put our eyes back on our own web site we can see through the filler we thought was real web content. We can see as our market sees and we will find lots of things in need of change.

Using logic and foresight
Analysis and logic can confirm, or it can contradict the feelings and insight you have about your market. I recommend using insight and if logic doesn’t back it up then toss out the logic.

Why toss out the logic?
The web does not work with factual data like demographics. Instead, web marketing works best with psycho-graphics where beliefs, habits, Likes & dislikes, and shared values play a big role in defining a market. These are intangible and emotional values that are difficult to back up with logic.

We need to go with our emotions and intuition because they are the same tools we use when developing social skills, and our web site is sorely lacking in social skills.

Before we even think about connecting with social networks we need our web site to express its own social attitudes.

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