E-book · Slovak edition · PDF · 137 pages
The Psychology of Online Marketing
Why people buy. Studies, real-world cases and techniques you can use in your own advertising tomorrow.
- Instant delivery by email
- 5% VAT included
- Receipt from Stripe
- DRM-free PDF with a licence line
- 01Two ways of thinking: how the brain processes advertising
- 02Attention: how to get noticed
- 03Memory and brand
- 04Attitudes and emotions
- 05Seven principles of persuasion
- 06From yes to action
- 07Price and offer: behavioural economics for small businesses
- 08The online environment: targeting, retargeting, reviews and influencers
- 09Copy and image: headline, story, face, colour
- 10Landing pages and conversion: remove the friction
- 11When a business buys: B2B decision-making
- 12Growth and measurement: short-term sales, long-term brand, honest testing
- 13Ethics and law: persuade, don’t manipulate
- 14Working templates and checklists
Who it’s for
For people who run their own ads
You know social media, search and your own website. You want to know why one version of an ad works and another doesn’t.
Small business owners
You pay for ads out of your own pocket and make the calls between two other jobs. You get routines you can finish in a single morning.
Online shops
Product pages, basket, reviews, retargeting. You’ll see what helps people decide and what drives them out of checkout.
Hands-on marketers
You set up, write and report on campaigns yourself. Every recommendation comes with a cited study you can show your boss or client.
If you want a click-by-click guide to an ad platform, or tricks to get round your customers, this book isn’t for you.
What you’ll learn
The customer journey in four parts
The book follows a customer from the first glance at an ad to the repeat purchase. Each part answers one question you ask about your own advertising.
- I
How people notice
Will they notice me and remember me?
- 01Two ways of thinking: how the brain processes advertisingLearn why most reactions to an ad happen on autopilot, and design for both fast and slow thinking.
- 02Attention: how to get noticedFind out why people don’t see ads, and create visuals and copy the eye catches without shouting.
- 03Memory and brandSee why most advertising doesn’t sell on the spot but stores your brand in memory, and build the cues people recognise you by.
- II
How people decide
Why do they say yes, and why do they actually follow through?
- 04Attitudes and emotionsKnow when to sell with arguments and when with feelings, and use humour, fear and music without it backfiring.
- 05Seven principles of persuasionMeet the seven mental shortcuts people use to say yes, and apply them truthfully in your ads and on your site.
- 06From yes to actionClose the gap between ‘I like it’ and ‘I did it’ with small steps, clear plans and honest ways of getting a yes.
- 07Price and offer: behavioural economics for small businessesBuild a price list and offer that are easy to choose from: anchors, framing, decoys, defaults and ‘free’.
- III
Where to use it online
How do I build it into social media, copy and my own pages?
- 08The online environment: targeting, retargeting, reviews and influencersSee what targeting and social media change about the psychology of advertising and what they don’t, and use reviews, customer content and partnerships honestly.
- 09Copy and image: headline, story, face, colourWrite the headline, choose the image and shape a short story so the ad is clear at first glance and stays in mind.
- 10Landing pages and conversion: remove the frictionBuild a landing page that picks up where the ad left off, and find the points where people drop out.
- IV
How to measure, and where the line is
How do I sell to businesses, measure results and stay on the right side of the line?
- 11When a business buys: B2B decision-makingGive everyone involved in a business purchase the argument they need, above all protection from personal risk.
- 12Growth and measurement: short-term sales, long-term brand, honest testingSplit your budget between immediate sales and brand building, see what platform reporting can and can’t show, and run a simple test.
- 13Ethics and law: persuade, don’t manipulateTell persuasion from manipulation, spot dark patterns, learn the key EU rules and check your own site and ads against them.
- 14Working templates and checklistsAll the tools from the book in one place, ready to print and use.
Inside the book
What a chapter looks like
Every chapter follows the same shape: a scene from a working day, the principle, steps for tomorrow, a pitfall and a five-point summary. Six kinds of box run alongside the text. These samples come from chapter 5, translated from the Slovak.
Study
The photocopier and the word ‘because’ (Langer, Blank & Chanowitz, 1978)
In a university library, researchers sent people to ask if they could jump the queue at the photocopier. For a small request, a reason that said nothing (‘because I have to make copies’) worked almost as well as a real one. For you: in cheap, quick decisions the form decides; in costly, important ones the content does.
In practice
Lumora reworks a product page
Ivana removed an ‘Only 2 left!’ label that showed even on a lamp with forty in stock, along with a quality badge nobody had ever awarded. She moved three reviews with photos from the bottom of the page to just below the button. Judging by the results, nobody missed what she took out.
Story
Three quotes, one decision
Strojáreň Brezina, a manufacturer, received three quotes at almost the same price. The third supplier sent Jana, the process engineer, five samples finished on her own parts, added a reference and proposed a small trial order. It won, even though it wasn’t the cheapest.
Use it
Seven principles on one page in a single morning
Pick the page most customers pass through before they buy. Remove anything you can’t back up: countdowns, labels, badges and numbers. Move your strongest social proof next to the button.
Pitfall
When a principle turns into a con
Anyone who catches one fake countdown stops believing your real deadlines too. Falsely claiming that an offer is available only for a very short time is on the blacklist of Directive 2005/29/EC. Before you use any principle, ask: can we prove it, will it still be true tomorrow, and would we say it to the customer’s face?
Template
Seven-principle audit
For one page or ad, note for each principle where you use it, what true evidence you have and what the risk is. A row with no true evidence means you remove it, not make something up.
The last sentence of every Study box starts with ‘For you:’ and tells you what the research means for your own advertising.
- chapters along the customer journey
- 14
- A4 pages
- 137
- cited studies
- 171
- templates and checklists
- 20+
Free sample
Read a whole chapter before you buy
Chapter 5, Seven principles of persuasion: reciprocity, commitment, social proof, authority, liking, scarcity and unity. With studies, a case from practice, an audit template and steps for a single morning. We’ll email it to you as a PDF. The sample is in Slovak.
Price
One price, the whole book
€19incl. 5% VAT · one-off payment · written in Slovak
- The full book as a PDF, 137 A4 pages, in Slovak
- 14 chapters and 171 cited studies
- 20+ templates and checklists ready to print
- Future editions of this book by email at no extra cost
Payment by Stripe · card, Apple Pay, Google Pay
Buying for a business? Enter your VAT number at checkout.
AESA Group, SE
transport.aesa.skPublisher
Written by a company that runs its own ads
AESA Group, SE is a Slovak freight forwarding company. It plans, writes and evaluates its own advertising, and asks the same questions you do.
The book grew out of that practice and out of research we checked against the original sources. Where a finding is disputed, we say so openly. Author: AESA Group, SE · Róbert Sitár.
Published by AESA Group, SE
FAQ
What people ask before buying
What format is it, and what can I read it on?
A 137-page A4 PDF. It opens on a computer, tablet or phone and prints cleanly. E-readers will open it too, but the text won’t reflow to fit a small screen, so it reads best on a tablet or computer.
When do I get the book?
Straight after payment. A download button appears on the thank-you page and the same link arrives by email. The link is valid for a year and works for up to ten downloads.
I’m buying for a business. Can I get an invoice with our VAT number?
Yes. Enter your company name and VAT number at checkout and Stripe will email you a receipt that includes them. The €19 price includes 5% VAT.
Can I withdraw from the purchase?
For digital content delivered immediately, the right of withdrawal ends once you expressly agree to immediate delivery and acknowledge that you lose that right. You confirm this at checkout. If the file won’t open or is damaged, email us and we’ll put it right. Full details are in the withdrawal notice.
What happens when a new edition comes out?
Everyone who bought the book gets the new edition by email at no extra cost.
Can I share the book with colleagues?
The licence covers one person. Every page carries the buyer’s email and order number in the footer. If several people at your company will read it, buy one licence per reader.
Is there an English edition?
It’s in preparation; the current edition is in Slovak. Join the waiting list on the e-books home page and we’ll email you on publication day.
I have another question. Who do I contact?
Email support@aesa.sk and the AESA Group, SE team will get back to you.
Open your ad tomorrow morning and know what to change, and why
Fourteen chapters, 171 cited studies and templates you print and fill in for your own business.