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These practical techniques are applicable to new media, copywriting, and operations!

Editor’s note: This article is from WeChat public account “ 木木 老贼 ” (ID : Mumuseo), author Mumu old thief.

A few years ago, Shi Yuzhu, a legendary marketer and chairman of Giant Network Group, once said a word, I have always been impressed:

There is no expert in marketing. The only expert is the consumer, that is, you only need to impress the consumer.

Experienced marketers do not plan for planning, they are creative for creativity. They are always good at finding breakthroughs in consumers and then acting on consumers.

When everything is changing rapidly, human nature is always there. Insights into users’ psychology can always help them overcome difficult problems and promote marketing success.

In this article, the old thief wants to share with you 15 personal marketing techniques. They can be flexibly used in marketing, operations, copywriting and other aspects.

Social proof is always useful

When people are not sure about an action, they usually understand how others around them do it, and use it as a reference for their actions.

People are inherently inclined to do what most other people are doing, even if the behavior is not allowed by society. We change our behavior so that we are on the same side as most people.

You tell the user that people like him are doing this and using this product, so he is likely to rush to do it.

For example: user site certification, user video, user audio, user testimonials, screenshots of web reviews, user handwritten letters, and so on.

It is best to create a realistic scene experience for potential users, so that old users have the opportunityWill provide the most powerful testimonials to potential users, such as: seminars, user thank you meetings, organize various theme events, etc.

Now many training institutions will regularly do some results reporting activities. There will be performances and speeches by veteran students on the one hand. On the one hand, it is for the maintenance of veteran users. On the other hand, it also allows potential users to feel on the spot.

Also, the more similar the person providing the user testimony to the target group, the stronger the persuasiveness. It is best to let the target group see their own figure, which can resonate.

Too many choices may not be good

When users face too many options, the decision-making process can be very disturbing, which increases the decision-making cost of the purchase itself.

Because there are too many options, it will cause a lot of burden. You need to spend more time thinking about which of the many options you want. If you analyze one by one and compare them one by one, you have to Consumes a lot of brain cells.

Everyone wants to make the wisest choice. Slowly, the variety of anxiety, unpleasantness that even too many choices bring will even exceed the pleasure of shopping itself.

Finally, if you think about it, your decision-making ability and interest will decline, and the possibility of choosing to give up will rise, and you won’t buy it anymore.

There is a classic jam experiment abroad. The experimenter provides users with the opportunity to try. The experiment is divided into two groups, one group has 6 types of jams to try, and the other group has 24 types of jams, which can be purchased arbitrarily after tasting, and the price is lower than the market price.

As a result, in the group with 6 types of jam, 30% of the tasters chose to buy, while in the group with 24 types of jam, only 3% finally chose to buy.

The reason is simple. Low decision costs create high numbers of actions.

The 24 types of jam seem more attractive, but in fact it adds the final decision cost to the user. It is difficult to choose and it takes too much brainpower. In the end, it simply gave up the purchase.

Compromise options in the eyes of users

This is still a matter of choice. When faced with choice, in order to avoid brain fatigue, we usually choose a compromise option.

In other words, it will choose between “Meet the most”Minimum Needs” and “Highest Affordable Costs.”

When we have to choose between two similar products, we usually second best, choosing the relatively cheap or more cost-effective.

But when you have to choose between 3 similar products, you often change from choosing the cheapest to choosing a medium price.

Here is where to knock on the blackboard: When there are not many options, users will always try hard to find a compromise option, all you have to do is highlight the compromise option.

When Apple released the Apple Watch priced at $ 349, what did Apple do to make this price look reasonable?

They also launched 38 different versions of the product ranging from $ 349 to $ 17,000.

It is the existence of this $ 17,000 Apple Watch that makes the $ 349 price a lot “affordable”.

Note that free should emphasize value

If you want to offer a gift for a service or product to drive conversions.

If you also want to use free marketing methods to drive a lot of traffic to your product or service.

Free is good. The old thief has only one suggestion: whether it is a gift or free, you must shape its value and let users get it.

Do n’t give it away for free, or do n’t give it away for free. Your users must be interested in something not just because it ’s free or given away, but more importantly, see its value.

Also, do n’t use it lightlyThe word “free” says that free is too wasteful. For example: “Try the sweeping robot for free”, which is much weaker.

What if that’s the case? “Without spending a penny, you can experience a sweeping robot with the original price of 1888 yuan.”

The more you use fear for marketing, the more scientific

Fear is always hidden in people’s hearts, and it is easy to be aroused.

But when many people do fear marketing, they often make some mistakes:

1) It only creates a sense of fear without telling a clear solution.

2) The fear scene created by your users doesn’t care at all.

3) There is a sense of fear and a solution, but the solution path is not clear, it is difficult to achieve by looking at it, and the end user retreats.

4) I always like to focus on the fear of the future, but ignore the immediate threat. We must know that compared to the future loss, people care more about the possible harm.

5) The pit of fear is too large to dig, and your own solution cannot be filled at all, and it seems unreliable. For example, if you say that young people have no dreams, and the solution is to ride a little yellow car, this is too ridiculous.

For fear marketing, I saw a “protective motivation theory” before, and there is a scientific fear design method in it:

1) The severity of the threat attracts attention : How serious is the threat if it does occur?

2) The threat is vulnerable, triggering fear: Is the threat likely to happen? Just serious is not enough, and it needs to be explained that it is likely to happen, which will stimulate fear.

3) Response effectiveness and give a reasonable solution: Does your solution really reduce the threat? If users think your plan doesn’t eliminate the threat, it’s a vacancy.

4) Self-efficacy, proved easy to implement: Is this solution easy to implement? Is it easy to do? Even if your solution works well, if users find it difficult to execute, they will simply give up.

In this way, a complete fear marketing design is completed, and it is relatively more scientific and effective.

It’s better to have a reference than not

When people know things, they naturally like to compare, and this “contrast” has greatly influenced our decision-making.

A good reference object allows users to quickly understand the core characteristics of things and products and evaluate their value. This is the use of reference effects.

If you do not provide a reference object, the user will judge based on past experience and cognition, which may be correct or unknown at all. Therefore, it is obvious that this is beyond your control and the disadvantages outweigh the benefits.

And if you provide a suitable reference object, he will even disassociate based on the reference object in front of you to achieve your desired effect.

in “ These three words will make your advertising copy sell 3 times more “, the old thief once said a case. When Luo Yonghao was doing Lao Luo’s English training, he had an ad for 8 yuan for 8 trials. , Very classic, everyone feels:

You can listen to 8 lessons for 1 yuan, which is quite attractive. But oldLuo is not ordinary. In the advertisement, they have added a series of reference objects, such as wound sticks, buns, lighters, lollipops, and so on.

All of a sudden the bland advertisements are alive, and the screen feels good.

Taking a band-aid as an example, with this reference, the price of “1 yuan” is more specific, which strengthens the sense of concession. In addition, using the band-aid as a reference, it also allows “Lao Luo English Training “Eight lessons” The value of this product immediately won.

Think about it, do you want a band-aid, or do you want to listen to Lao Luo’s eight lessons? Quickly pay for it!

And this is the reference, it allows users to understand your introduction at a glance, understand it at a glance, and it is quite understandable.

The purpose of the reference is to highlight the key items you want to express, and users can get it immediately. It is more practical than a large number of adjectives, data, theory, etc.

Enchanting sinking effect

Too high a goal often makes people give up, and if you set a low difficulty goal first, after reaching this goal, it is more likely to complete the final goal.

Psychologists believe that when people decide whether to do something, they not only look at whether it is good for themselves, but also whether they have invested in it in the past.

When more energy, attention, and cost are paid, we are more willing to continue afterwards, because giving up means the former work. Abandon all.

These investments that have occurred and are irrecoverable, such as money, time, energy, image, etc., are collectively referred to as “sunk costs.” For example, when you spend 380 yuan on online shopping, you know that when you get 450 off 50 yuan, do you think you should buy 450 yuan more? This is the planner’s use of the sinking effect.

Another example is Pinduoduo, which invites friends to help, and withdraws more than 100 yuan. You start to share it. The amount of red envelopes quickly rises to 90 yuan, but then it increases more slowly, and even friends click only a few cents.

Will you give up at this time?

Many people know that the routine will continue, because they have invested so much time and energy before, so they continue to share and forward, and continue to fight for a lotBring new users. This is also the silence effect.

Learn to tag users

What does it mean to tag users?

This offline sales is used a lot, for example: “You are a good dad”, “I heard that you are rich in doing this”, “You must be especially good for your family” … These are all labeled. At that moment, people subconsciously ask themselves according to this label in order to achieve consistency.

Labeling is to attach a certain trait, attitude, belief, habit, etc. to someone, which is equivalent to making a hint to the person to be consistent with the label. As a result, he will behave the same as the label. You said he was “a very honest person”, and he did become very honest at that moment.

Price sensitivity is not a problem, it must be cancelled

The vast majority of people are price sensitive, and once they feel expensive, they may give up buying.

At this time, in addition to “price reduction”, “making scarcity” and “force persuasion”, you need to effectively reduce the obstacles for consumers to buy your expensive product and make them more willing to buy this expensive one.

For example:

1) Create an expert image: “You buy expensive because you are an expert”.
2) Fighting Motivation : “You buy expensive, because cheap can’t help you reach your goal.”

3) Utilizing groups : “You want to buy expensive because everyone who shouldn’t buy it has bought it.”
4) Transfer classification : “You want to buy expensive because it is not expensive under this classification.”

5) Close the target distance : “You want to buy expensive because you have worked very hard.”

6) Use experience to learn the effect : “You have to buy expensive because you have suffered in the past”.

7) Transfer consumption : “You want to buy expensive because you want to use it to do more meaningful things.”

8) Show amazing product facts : “You want to buy expensive because it’s really awesome.”

9) Awaken your ideal self-image : “You have to buy expensive because this is me”. Specific view “ How to make your expensive products sell well? Here are 9 copywriting methods! ” article.

Identify the shortcomings and also create benefits When there is a slight disadvantage of the product, it can also create a recognition that makes the public feel that this company and this product are trustworthy.

Too perfect things you may suspect, but throw a few painless The shortcomings of itching, not only do not conflict with the essence of the product, but also can improve the user ’s favorability. This is also very in line with the trend of the development of the Internet age. It ’s what they like and what they recognize.

Brands like this are not perfect. They are like real people. They have advantages and disadvantages. They are no longer the brand that used to build a high image every day. There are no shortcomings.

When you have disadvantages, it is easier to get closer to the users, and they can accept it.

People are more afraid of loss than they get

When people face similar amounts of gains and losses, the losses are even more unbearable. This is because we are more concerned about the unhappiness of loss than the happiness of gain.

When deciding on their own benefits, people tend to avoid risks. When people face losses, they all become extremely adventurous, and they are adventurers who seek risk. The simplest example:

1) 100% chance to get 10,000 yuan.

2) 70% chance of getting 30,000 yuan, 30% chance of getting nothing.

Do you prefer 1 or 2? The result is that people are more willing to choose to earn 10,000 yuan without any wind, instead of choosing a 70% chance to earn 30,000 yuan (significantly more), because 30% may be nothing, which is a loss It’s too big.

In 1985, Coca-Cola made a major decision, which was later described by Time Magazine as” the biggest marketing failure in the past thirty years. “ At that time, Coca-Cola saw that more people liked the sweeter Pepsi, so after market research, it completely discontinued the old flavored Coca-Cola and started to use the new formula to produce sweeter Coca-Cola.

As a result, people Do n’t agree at all and do n’t buy it.

When the original flavor of Coca-Cola was completely discontinued, the old flavor that had been drinking for decades has suddenly lost. Of course, everyone can’t stand it. The loss is too great, and people are unwilling to accept this loss.

So, countless businesses will say “buy 3999 yuan computer, send headphones, high-end mouse pads, free 1-year on-site repairs”, instead of labeling the prices of headphone and on-site repairs one by one.

This is also the use of loss aversion, merchants are bundling losses.

Don’t let users start from scratch

When you give the user a goal and want him to complete it, don’t let him start from scratch. This is very boring and his desire for action is not strong.

You don’t need to deliberately lower the threshold for completion. There is a way to make him more willing and complete this task faster.

You can design your actions to start, rather than starting from scratch.

LiftFor example, some fitness institutions issue membership cards, and each time you recharge, they will help you stamp a chapter. After you have 10 chapters, you can become a premium member and get attractive bonuses and benefits.

Their approach is very clever. When you first applied for a card, it already had 3 chapters on it. (Just 7 chapters are OK)

If you think about it another way, if you start with zero chapters, you can become a premium member with seven chapters. What will happen? It also takes 7 chapters, and it is clear that the obstacles to decision making are completely different.

The closer people are to achieving their goals, the easier it will be to find ways to reach them. You just need to help him go one step further.

Actively establish contrast, Don’t wait to be compared

Don’t let him search for data comparisons when making consumer decisions. You should take the initiative to help him make professional comparisons.

It is difficult for him to feel the value of a thing in front of the user alone; but if it is compared with some things, the value of this thing will be very clear.

However, you never know what the user will compare and what conclusions he will draw from the information he finds. After all, he didn’t understand.

At this time, you can take the initiative to provide a variety of comparisons, “skilled”, use strong comparisons to properly elevate yourself, highlight pros and cons, and prove that your product is better. Initiative is better in your own hands than in your opponents.

For example, each product has its core selling point, or key items, you can compare these items with your peers, just like Tianji horse racing.

For example, Xiaomi mobile phone is a middle and high-end player. It often compares various parameters and prices at product conferences. It seems that the price / performance ratio is super high and everything is good.

Do not mark prices on gifts Of course, giving gifts will not cause users discomfort, this is a move to enhance user stickiness. But once you put a price on the giveaway, that’s not necessarily the case.

Even the opposite!

Because a beautiful little gift can keep users and brands in social norms, separate from market norms, and enhance feelings.

And once the gift is marked with a price, it enters the market norm. At this time, people will respond to it the same as money, and the gift will no longer evoke social norms. No matter what your list price is, users will compare it with similar products. The gift is no longer the value of the gift, but just a product.

Here is mentioned here Social norms and market norms are two basic criteria that we must know.
Social norms refer to people’s requests for friendship with each other. They are generally friendly, have no clear boundaries, and do not require immediate returns.

For example: When you move, ask a friend to help. He is usually very enthusiastic and will not ask you for a material return. Your mother will cook for you and will not charge you.

The market norm is just the opposite. It means that the benefits are compared and paid in a timely manner. The boundaries are usually very clear and the transactions are black and white. It’s the same as moving. You called the moving company to help. You ca n’t just say thank you or ask him to have a meal. You have to give him money.

The working mechanism of these two specifications is completely different. We need to use different specifications in different scenarios and facing different objects.

Small gifts belong to the category of social norms. If they become market norms, they will lose their original meaning.

Give high added value, people can’t bear to refuse

The simplest understanding of added value is “people have me, people have me.” They always have something more than others, such as more exquisite packaging, a delicate gift, super attractive gifts, and a title. , To provide a more than expected experience, and so on, to bring more surprises to users and strengthen their chosen chips.

Everyone usually sees a lot of knowledge payment platforms selling lessons, and often sends core internal materials. I do n’t know how many people will be attracted by this added value alone.

In addition, the old thief previously said in You did n’t even think about the benefits of the product, why should the user pay the bill? ” The article mentioned the “product ladder”.

A product, when you think about the value of the product, you will find that in addition to the functional value, it may also have high-level value such as identity value, social value, spiritual value, cultural value, and so on. These are excellent added value.

For example, “born for fever”, “self-discipline gives me freedom”, “you are already beautiful”, “men can only customize one in their lifetime” and so on.

In 2017, Netease Cloud Music launched a cross-border cooperation with Nongfu Spring, selecting 30 user reviews, and printed it on 400 million bottles of Nongfu Spring drinking natural water bottles. After the user scans the vinyl record pattern on the bottle, an immersive starry sky scene will automatically appear on the phone interface. Clicking on the planet that appears will pop up random music reviews, full of literary art.

It’s just a bottle of water, but it has become a social tool for many young people and resonates.

Well, the above is what I want to share today. In summary, it ’s actually the same sentence: Marketing has no experts. The only expert is the consumer, that is, you only need to move the consumer.

Add a sentence: There has never been any purchase or sale of goods, and the good choice in the eyes of users has always been the game between perceived value and comprehensive cost.