People love to learn secrets
I think that everyone has come across one of those web pages written up in the style of long sales copy. This big button is no different from the smaller ones closer to the top of the sales copy, but it acts like the grand finale now that you are properly programmed and ready to buy.
Programmed to act accordingly
In the long sales copy the only thing being offered is information that is for sale and the reason for the long sales copy is so that it can write a little program in your head. In sales and marketing it is the advertising that attempts to program us, and it is the long sales copy that has the best chance of doing this if people will read the whole page.
The programming is only partially in the repeated message. In this way we are able to see the value, if any, being offered and be conscious of the manipulation taking place.
The rule is “Buyer beware”, but a better rule is “Buyer be aware.”
Is programming the only way to market a product?
We are not children about to run out into the street and in the market place we may feel insulted to be treated with the invalidation that advertising carries. But what it means is that our web site can attract a market by offering a complete service to our market beginning with information and education.
When is the last time you’ve been in a big box store and had to look for service?