Website Branding for Small Businesses

Copyright © 2012, 2014 by Nathalie Nahai (print and electronic)

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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 Geof

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-Clif ord 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

PUBLISHER’S

ACKNOWLEDGEMENTS

We are grateful to the following for permission to reproduce copyright material:

Figures

Figure on page 74 adapted from Maslow, Abraham H.; Frager, Robert D.;

Fadiman, James, Motivation and Personality, 3rd, © 1987. Printed and

Electronically reproduced by permission of Pearson Education, Inc., Upper

Saddle River, New Jersey.

Screenshots

Screenshot on page 75 from http://www.mcdonalds.de/, McDonald’s Promotions

GmbH & Co. KG; Screenshots 8.1, 8.2, 8.3 from http://www.groupon.de, with

permission from EyeQuant; Screenshots 9.1, 9.2 from Heat map of people

looking at www.baby.com screenshot, http://www.objectivedigital.com,

produced using a Tobii T60 eye tracker from Tobii.com by ObjectiveDigital.com;

Screenshot on page 133 from United Breaks Guitars,

www.youtube.com/user/sonsofmaxwell, with permission from Dave Carroll

Music, http://www.davecarrollmusic.com; Screenshot on page 142 from Hudson

River Tweet, http://twitpic.com/135xa, with permission from Janis Krums;

Screenshot on page 148 from Evian Roller Babies International Version,

http://www.youtube.com/watch?v=XQcVIIWpwGs, with permission from

Danone and BETC Euro RSCG; Screenshot on page 163 from

http://www.silvermanresearch.com/home/clients/, with permission from

Michael Silverman; Screenshot on page 189 from Domino’s Pizza Turnaround,

http://www.youtube.com/watch?v=AH5R56jILag, with kind permission from

Domino’s Pizza LLC.

Tables

Table 3.1 from Internet World Stats (2011) Internet usage statistics: The Internet

big picture. World Internet users and population stats.htm, available online at:

http://www.internetworldstats.com/stats.htm (accessed 12 April 2012),

Copyright © 2000-2012, Miniwatts Marketing Group. All rights reserved; Tables

5.1, 5.2, 5.3, 5.4, 5.5, 5.6 adapted from Geert Hofstede, Gert Jan Hofstede,

Michael Minkov, Cultures and Organizations, Software of the Mind, Third

Revised Edition, McGraw-Hill 2010, ISBN 0-07-166418-1. © Geert Hofstede B.V.

quoted with permission; Table 17.1 adapted from Effects of $9 Price Endings on

Retail Sales: Evidence from Field Experiments, Quantitative Marketing and

Economics, 1(1), pp. 93–100, p.94 (Anderson, E. T. and Simester, D. I. 2003),

with kind permission from Springer Science+Business Media B.V.

Text

Epigraph on page 37 from Geert Hofstede, Gert Jan Hofstede, Michael Minkov,

Cultures and Organizations, Software of the Mind, Third Revised Edition,

McGraw-Hill 2010, ISBN 0-07-166418-1. © Geert Hofstede B.V. quoted with

permission; Epigraph on page 109 from Dr Uri Hasson, interview in “What

makes a masterpiece? Stories and film,” television program, Channel 4, 7 January

2012, with permission from Uri Hasson; Epigraphs on page 114, page 124 from

Are you selling the right colour? A cross-cultural review of colour as a marketing

cue, Journal of Marketing Communications, 12(1), pp. 15–30 (Aslam, M. M.

2006), reprinted by permission of the publisher (Taylor & Francis Ltd,

http://www.tandf.co.uk/journals); Epigraph on page 117 from reprinted with

permission from Managing images in different cultures: a cross-national study of

color meanings and preferences, Journal of International Marketing, published

by the American Marketing Association, Madden, T. J., Hewitt, K. and Roth, M.

S., 2000, 8(4), pp. 90–107; Extract on page 134 from United Breaks Guitars,

www.youtube.com/user/sonsofmaxwell, with permission from Dave Carroll

Music, http://www.davecarrollmusic.com.

Picture Credits

The publisher would like to thank the following for their kind permission to

reproduce their photographs: (Key: b-bottom; c-center; l-left; r-right; t-top) Page

2–3 iStockphoto. Page 100 courtesy Simon Kimber. Page 102 (b) Alamy Images:

Robert Ashton Massive Pixels; (t) Getty Images: Jéan-Loup Gautreau AFP / Getty

Images. Page 103 www.imagesource.com: Nigel Riches. Image Source.

All other images © Pearson Education. Facebook is a Trademark of Facebook

Inc.

In some instances we have been unable to trace the owners of copyright material,

and we would appreciate any information that would enable us to do so.

ABOUT THE AUTHOR

Nathalie Nahai is an award-winning speaker and web psychologist. With a

background in psychology and digital strategy, she is one of the few leading

voices in this field to have both academic and hands-on experience in

engineering online persuasion.

She lectures regularly on the subject of web psychology and works with

businesses to increase their reputation, client base and profit online. Nathalie is

also an esteemed member of #OgilvyChange, a new behavioral sciences practice

that utilizes the latest thinking in cognitive psychology, social psychology and

behavioural economics to create behavioural interventions in the real world.

You’ll find her tweets @TheWebPsych and you can read her blog at

thewebpsychologist.com.