Website Branding for Small Businesses: Secret Strategies for Building a Brand, Selling Products Online, and Creating a Lasting Community

292 Pages·2014·3.71 MB·English

by  Nathalie Nahai

Copyright © 2012, 2014 by Nathalie Nahai (print and electronic)
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This edition of Webs of Influence: The Psychology of Online Persuasion 01 Edition is published by
arrangement with Pearson Education Limited.
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Published by Allworth Press, an imprint of Skyhorse Publishing, Inc.
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Library of Congress Cataloging-in-Publication Data is available on file.
ISBN: 978-1-62153-395-5
Printed in China
To my Boo
CONTENTS
Thanks
Publisher’s acknowledgements
About the author
Introduction
PART 1 KNOW WHO YOU’RE TARGETING
1 The human brain
2 The psychology of decision-making
3 Who’s online and why?
4 Who are you targeting?
5 Cultural quirks
6 Individual differences
PART 2 COMMUNICATE PERSUASIVELY
7 Basic principles
8 Your website
9 Your images
10 Your videos
11 Your colors
12 Your social media
PART 3 SELL WITH INTEGRITY
13 Influence: an introduction
14 Principles of online influence
15 Building reputational capital
16 Increase your sales
17 Pricing and value
18 The “behavior chain”
19 Risk, trust and privacy
A closing note
Notes
Glossary
Index
THANKS
To my Boo—for your absolute faith, support, laughter and love. You mean more
to me than words can say and I couldn’t have done this without you.
To my parents—Ian Williamson and Francine Nahai—for your boundless
support and love; for always providing an invaluable, stimulating arena for
debate; for sparking an insatiable curiosity about the language with which we
express ourselves; and for showing me the unbridled excitement and possibilities
one can experience when logic and creativity collide.
To my brother and mental sparring partner—Paul Nahai-Williamson—for
your wisdom and sharp wit, and for setting the bar so high. You are an
inspiration to me.
To Berthe and Shapour—for your love and guidance, I am eternally grateful.
To my family—thank you for the joy you bring me, I love you.
To my teachers—Dad, for inspiring in me a delight in physics and science;
Annette Vergette, for igniting a lifelong passion for psychology and the
exploration of the human condition; Mr Butcher, for believing in me; Anita
Gentry and Doc Harris, for a thrilling introduction to the beauty of the English
language; and Trisha Davis, for encouraging me to follow my creative dreams.
SPECIAL THANKS
To Elie Williams, Paul East, Sarah Wild, Rachel Stock and the rest of the Pearson
team—thanks for taking me on—and to Robbie Steinhouse, a heart-felt thank
you for your kind introduction and friendship. To Ketan Raval and David
Tennant-Eyles, for your generosity and support in the fabulous design of this
book. To Edwin Williamson and Heather Holden-Brown, thank you for your
help at the start of this project, and to my agent, Jacq Burns, for equipping me to
play in this ring. I’d also like to thank Rob Teszka—a good friend and a brilliant
academic—forvolleying ideas with me over coffee and helping with my research.
Araceli Camargo—for showing me what can be achieved with a big vision, a
great community and a fabulous mind—you rock. Nici Clements—for your
unwavering friendship and support all these years. Richie Manu—for believing
in me and opening up the door to living life on one’s own terms. Sam Michel—
for your exciting contributions to the debate on the psychology of online
influence.
I’d also like to thank Fabian Stelzer and the EyeQuant team; David Stillwell
and Stephen Haggard at Preference Tool; Jon Murphy and the guys over at Oban
Multilingual; and Meabh Quoirin at Future Foundation.
THANK YOU TO EVERYONE WHO
CONTRIBUTED TO THIS BOOK
Abdulaziz AlBaijan Abigail Freeman Adrian Harris Alasdair MacGregor Alastair
Dryburgh Alex O’Byrne Ana Margarida Barreto Anirban Saha Barry Furby Ben
Slawson Bex Lewis Bill Mumford Casper Blicher Olsen Chris Murphy Chris
Nisbet Cinzia Garoia Dan Fox Dan Gutierrez Dan West Dani Naydenova Darren
Shea David Tennant-Eyles Deb Swinney Delfin Vassallo Depesh Mandalia
Dominique Lim Edward Phillip Bell Ellie Parker Esra Barlik Eva Keogan Farhan
Rehman Gabe Fender Gaby Arjun Sharma Gareth Hayes Gemma Fountain Geoff
Kennedy Graham Jones Guy Buchan Hedley Smith Heidi Harman Heli Rajasalo
Ian C Dowson Isabelle Quevilly Jack Murphy Jade Tomlin James Mawson James
Wood Jamie Hancox Janakiram Ganesan Janice Learmond-Criqui Jean Laleuf
Jim Allen Jimmy Saruchera John Cielik-Bridgen Jon Ingham Jonathan A. West
Juliet Chen Kare Anderson Karen Hawey Kate Pierpoint Kate Warwick
Katharine Robinson Katie Kinnear Katrina Padron Kim Borrowdale Laila Takeh
Lance R. Frizzell Laura Hands Lauren Stone Luisfe Davalos Mark Batchelor
Martin Talks Mary-Ellen Mullally Matt Cullin Matt Lent Matt Maltby Meredith
Marsh Michael Britt Michael Greer Mike Teasdale Mike Weston Nadine Clarke
Noel Leeman Olly Willans Pablo Ettinger Patrick Watt Paul Levrant Paul Rouke
Peter Cambell Ralf Haberich Ramon Bez Rebecca Taylor Remy Valette Richard
Hadley Roisin Waite Ross Andrews-Clifford Sam Michel Sameer Mohnot
Sangeeta Haindl Servane Mouazan Sheridan Flynn Simon Fried Simone
Brummelhuis Stuart McRae Tamara Askew Teresa Potocka Tim Aldiss Timothy
Bosworth Tom Bowden W. C. Stevenson Wesam Said Will Sudlow Zoe Hoster