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

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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ISBN: 978-1-62153-395-5

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To my Boo

CONTENTS

THANKS

To my Boofor your absolute faith, support, laughter and love. You mean more to me than words can say and I couldnt have done this without you.

To my parentsIan Williamson and Francine Nahaifor 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 partnerPaul Nahai-Williamsonfor your wisdom and sharp wit, and for setting the bar so high. You are an inspiration to me.

To Berthe and Shapourfor your love and guidance, I am eternally grateful.

To my familythank you for the joy you bring me, I love you.

To my teachersDad, 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 teamthanks for taking me onand 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. Id also like to thank Rob Teszkaa good friend and a brilliant academicforvolleying ideas with me over coffee and helping with my research. Araceli Camargofor showing me what can be achieved with a big vision, a great community and a fabulous mindyou rock. Nici Clementsfor your unwavering friendship and support all these years. Richie Manufor believing in me and opening up the door to living life on ones own terms. Sam Michelfor your exciting contributions to the debate on the psychology of online influence.

Id 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 OByrne / 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

PUBLISHERS ACKNOWLEDGEMENTS

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

Figures

Figure on 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 , with kind permission from Dominos Pizza LLC.

Tables

adapted from Effects of $9 Price Endings on Retail Sales: Evidence from Field Experiments, Quantitative Marketing and Economics , 1(1), pp. 93100, p.94 (Anderson, E. T. and Simester, D. I. 2003), with kind permission from Springer Science+Business Media B.V.

Text

Epigraph on .

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)

: Nigel Riches. Image Source.

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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.