“Neuro Web Design” (2009) by Susan M. Weinschenck, Ph.D. is published by New Riders, which publishes a number of the Web design books I have read. The focus of “Neuro Web Design” is to teach you how an understanding of how we make decisions can improve the effectiveness of the Web sites we design.

In short, we have three components to our brains, each having evolved at a separate point in time. The book cites research that supports a theory that we make most of our decisions with the non-rational, unconscious, “old” brain and the emotional mid-brain, rather than with the rational “new” brain. We all like to think that we make decisions logically. Dr. Weinscheck, whose Ph.D. is in psychology, informs us that usually we don’t. Usually we respond to something far more primal like the urge to eat, mate or flee. She goes on to detail the key points of this scientific theory, and how they relate to creating Web sites.

My gut reaction at first was that this all seems so manipulative. But I must face reality, that pretty much all marketing attempts to manipulate. If you want to compete you need to have a competitive edge. This book is all about facing the reality that neurological research reveals for us. And using it for the benefit of marketing. In the end, I really enjoyed reading this book in spite of the discomfort it gave me at times. People will go on making decisions unconsciously, so it pays to realize that – and not make the opposite assumption.

In each chapter, “Neuro Web Design” cites research about a particular psychological phenomenon dealing with how we make decisions. It then explains the psychology in clear layman’s language. Finally, it suggest how to apply the knowledge to Web design. Each chapter title is very descriptive and invites us to read text.

Here are the chapter titles, to give you an idea of the content within:

1. Designing Web Sites for Persuasion and the Unconscious Mind
2. Wanting to Belong: the Power of Social Validation
3. Feeling Indebted: How to Build in Reciprocity and Concession
4. Invoking Scarcity-If Something Seems Unavailable, We Seem to Want It Even More
5. Choosing Carefully-Given Too Many Choices, We Freeze (and Then We Don’t Choose At All)
6. It’s All About You: Speaking to the Self-Centered, Unconscious Mind
7. Building Commitment-We Want to Think We’re Consistent
8. Using Similarity, Attractiveness, and Association: Are We the Same?
9. Afraid to Lose-How Fear of Loss Trumps Our Anticipation of Victory
10. Using Pictures and Stories-the Best Way to Talk to Our Unconscious Minds
11. We’re Social Animals-Finding the Next Big Thing by Making It Social

Chapters 3, 4 and 9 seemed the most manipulative to me. But check out the book. It is a great read, and you’ll find some very valuable knowledge here if you sell stuff or build websites.

Darren Rowse and Chris Garrett have created a fantastic resource for bloggers with their 2008 book, “Problogger: Secrets for Blogging Your Way to a Six-Figure Income”. The title promises a lot, but the text reminds us that you need certain habits, discipline, and inclination to make a living off of blogging (and chances are, having more than one blog running at a time.)

I have a great deal of interest in the topic of blogging (and making money from it). I have had a blog in one form or another since about 2004, and they were always ad-free until this year. Since I began the BluLob.com blog this February, I decided to include ad space because I have been working very hard on creating good and useful content.

The “Problogger” book is the result of Rowse’s and Garrett’s many years experience in blogging and earning a living at it, and it is titled after Rowse’s Web site ProBlogger.net. They begin the book with compelling personal stories. Each of them began a blog many years ago. And then two. Or more. Each eventually discovered that the money coming in was enough to quit his regular job.

The book contains very valuable information about all kinds of aspects related to blogging. I’ll briefly outline them below.

Niche Blogging
Garrett (who seems to do most of the writing) and Rowse recommend that you pick a narrow topic to blog about rather than posting everything under the sun. This gives you the opportunity to acquire a focused and loyal audience. When you blog about too many disparate topics, readers are less likely to come back, and write comments, time and time again. This chapter includes suggestions about finding a good niche that will attract a large, loyal following.

Setting up Your Blog
Here you will find advice on choosing a blog platform and a domain name, and installing and enhancing your blog. I use WordPress hosted on my own Web site, but there are many other options. This chapter provides thorough and solid information that jibes with my own experience.

Blog Writing
This chapter is about drawing an audience. Even an old pro like me (ha ha) can learn something about writing for blogs. This chapter helps you identify what information in your niche might be useful and unique for readers. Included are tips for formatting your posts, writing a title that draws readers in, and writing your opening line. I have bookmarked and highlighted the topics called “How to Use Titles Successfully” and “20 Types of Blog Posts”. Also included is advice on how much and how often to write, and writing a series.

Blog Income and Earning Strategies
Ah, yes. The money. Here we learn about the business side of blogging. There are many factors to consider: whether to run ads from day one, or wait until you have an audience. Whether to run a service like Google Adsense or to find your own advertisers (and how to do each). Many other income sources are detailed here as well, including writing freelance for other blogs. Good stuff.

Buying and Selling Blogs
I can’t imagine ever selling my baby, but the buying and selling of blogs apparently happens frequently. This chapter deals with the business aspects of it, as well as how to win over an audience when you take over someone else’s blog.

Blog Networks
The idea of a blog network was new to me. B5media.com is given as an example of one. This chapter addresses the pros and cons of writing for a blog network. I chose not to, because I don’t want any question of who owns the copyrights to my writing. This section is also very informative about how to get a job with a blog network, and how to start one of your very own.

Blog Promotion and Marketing
“Build it and they will come” is a little too passive if you want to make money. I learned a great deal from this chapter about how build readership by contributing to – and engaging with – social networks like Facebook and Twitter. I have become more confident about plugging my blog articles in an informal and compelling way.

Secrets of Successful Blogging
Hmm. Many I shouldn’t spill the beans. These are secrets, after all. Okay, okay. Here’s a summary: Garrett reviews a number of highly successful blogs that are making a great deal of money. He and Darren did a lot of research into what makes them work so well. This chapter shares the highlights of their findings. Garrett explains tips like, “Define your blog’s mission and articulate it in a benefits-led way.”

Creating Something Worthwhile
Finally, Garret and Rowse give pointers on how to learn about your audience, being remarkable, and making your blog useful. I hope I am doing all of that here at BluLob, but I plan refer back to this book many, many times to keep me on track.

Overall, this book was very timely in my life, when I am leaving teaching and going back into freelance design and blogging for a living. I am now a big fan of Garrett, Rowse and ProBlogger.net.

Your Feedback
Have you read this book and have something to say about it? Do you have any questions? Please leave me a comment below!

I am not being compensated by this book’s authors or publisher for this review. It reflects my honest opinion of, and experiences with, this book.