“The competent advertising man must understand psychology. The more he knows about it the better. ” – Claude Hopkins
Who am I to argue? Claude Hopkins was one of the world’s best direct marketers.
The problem is, this quote was written decades ago, way before the internet. To update it, all you have to do is replace “advertising man” with “online marketer.”
Why is psychology so important? Well, it helps you discover why people do the things they do. This is priceless for online marketers because each explanation creates an opportunity for you to improve your marketing.
So, let’s get down to business. Here are the three social psychology books that will help you with your online marketing:
1. The Art of Choosing
This wonderful book by Sheena Iyengar (affiliate link) came out in March 2010. In it, you’ll discover how and why people make choices in business, political, and social settings. If you’re an online marketer armed with this knowledge, you’ll be able to construct better sales page that sell and convert like crazy. If you want a preview, check out my previous blog post about online sales.
How do you get people to change when change is hard? An interesting question, right? Well, the Heath brothers set out to answer it in their new book (affiliate link). The insight they provide is essential because people are often “set in their ways,” and if you’re an online marketer pitching information products, this book can show you how to create lessons that actually get people to work on what you tell them.
This is an intriguing book (affiliate link) by Dan Pink. In it, he notes that companies motivate people with “carrots and sticks,” which don’t work, and often do harm, for more challenging, creative tasks. Since online marketers often create contests and give away free stuff to generate buzz, this new way to motivate people may help you create more effective buzz campaigns, without upping the ante. Or, in other words, more traffic for less money. Win.
Have you ready any social psychology books that will help with online marketing? Please take a moment and talk about them in the comments!