John Bonini is a copywriter. He uses his site johnbonini.co to market his copywriting services (it’s all serious business stuff). The site lists testimonials. One of those testimonials is by his mother:
It’s such a sweet touch. Lesson: Just because you are in the all serious business of being an online retailer doesn’t mean you shouldn’t use humor and humanness to connect with your customers.
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This is just one of many examples (some obvious, and some not-so-obvious) of how we use buyer psychology to take visitors to your site from "I'm interested" to "That's it, I'm pulling the trigger". We use established principles of behavioral economics to influence. Marketers try and get results by dialing up the marketing volume. We show you how to zig when everyone is zagging.