Psychology of Buying Textbooks On-line

Guerrilla Marketing Form

This is one of the documents from a whole collection of resources that were provided to me from now defunct  I was an on-campus marketing representative.  Read the full story of My Guerrilla Marketing Tactics On Campus With Varsity Books.

Psychology of Buying On-line

  1. I don’t like to use my credit card on-line!

What to say:

  • Using your credit card at is safe! has three levels of protection:

  • Your credit card information is encrypted using Secure Sockets Layer (SSL), an advanced encryption technology. Once your information is encrypted with SSL technology, it is virtually impossible for it to be intercepted and read by another person.
  • The law protects you! Under the Fair Billing Credit Act, your bank cannot hold you liable for more than $50 in charges that result from unauthorized use of your credit card.
  • We comply with very high privacy principles (your name is not sold to any other vendor).

What to do:

If they have more questions or concerns, about security:

  • Call (888) 279-8972 and a Customer Relations Associate will assist you.
  • Memorize this number!
  1. Last time I ordered my books on-line, it took 3 weeks to get my books!

What to say:

  • Odds are you did not buy your books from us.
  • Don’t dwell on the issue.
  • Often people mix up on-line retailers.


What to do:

  • Hand them a flyer with Frequently Asked Questions (FAQ).
  1. I got the wrong book last time I ordered from you!

What to say:

  • com has a 30-day full refund policy!
  • To return any portion of your order, please fill out the “Return Invoice” that came with your package.
  • Any questions, call customer service (888) 279-8972.

What to do:

  • Give them a Frequently Asked Questions Flyer!

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