After several months of overtime work in the R&D department, I saw that the new product is about to go on the market. The marketing department has already been ready to go, and the copy has been written. Just waiting for this day, the theme is “new shock listing” It must have caused a lot of attention after bombing with advertisements.
Then, it seems that there is no more, the overall market response is flat, and the world of difference is expected, should not be the same as Apple’s “changing everything again” leads to market madness?
The above situation is believed to have been seen by most people. The entire company invests all resources to work overtime to develop new products. When people put too much effort into something, the value of the thing will be very high. It is also very easy to lead people into a self-perspective.
Therefore, the above situation will occur, thinking that consumers will evaluate the value of the thing as they are, and the consumer will only care about their own affairs, eat tonight, where to go, and what movie has recently been released. Where to go on Sundays.
Yes, most people are too lazy to change anything. People have a tendency to maintain the status quo. Unless they identify the problem, they will break through the status quo, and this is the dilemma that most new products face. Consumers do not have a motivation to spend, what should I do?
Quite simply, as long as the gap between reality and ideal is created for consumers to identify the existence of opportunities or problems, they can evoke the motivation of consumers to change.
Many people are reluctant to change their habits because they are in a state of physical state and ideal state. It is like you are going to wake up a person who is used to bed. The general practice is like this: “Hurry up and get up. “8 o’clock”; At 9 o’clock, “Hurry up and get up, it’s already 9 o’clock”; At 10 o’clock, “I haven’t got up yet, it’s 10 o’clock, I’m going to be angry”, and finally I don’t have to get up at 12 o’clock. . However, at this time, when you raise the ideal state of getting up, the situation may be completely different. For example, “I bought your favorite food early, hurry up to eat” or lower the reality. “Your wallet seems to have disappeared, hurry. Get up and look for it.”
By breaking the balance in such a way, the consumer will have a sense of lack, and in order to eliminate the tension caused by this lack of feeling, action will be taken, that is, the psychological motivation of the consumer will be awakened.
So how do you use the gaps in opportunity and problem identification to awaken consumers’ motives that they didn’t have? In general, it is nothing more than the use of the following two situations: to vote for it – to improve the ideal (opportunity recognition), to blame it – to reduce reality (problem identification).
Give it a good job
The reason why the copy of the new product can’t impress the consumer is that from the perspective of the product, it is believed that as long as the advantage is played out, a large number of users will flock to it. This has worked well before, but now it is not working. Now users are faced with over-choice. Only consumers can pay attention to themselves and consumers will be willing to change their old habits and choose new products.
Just like the above example, no matter how you remind him that it is no longer a success, getting up for him means leaving the warm bed, and getting up with it is better than sleeping well.
However, this time you may be motivated by raising your ideal state of getting up. For example, you can use the favorite stimuli “I bought your favorite early breakfast, hurry up to eat” or use the evasive stimulus “to top the summit million bonuses, there are still a few minutes to start, hurry up and don’t miss it.” By loving and circumventing stimuli, let consumers pay attention to themselves rather than your products or requirements, so that consumers recognize that the existence of opportunities is more likely to be awakened by psychological motivation, and you can achieve these goals through these two stimuli. .
I love stimuli by using consumer emotional responses to specific things, observing what they like, what they pursue, and what they support in life, and your products use this to motivate their motivations.
For example, after an ordinary mobile phone is endorsed by idols, even if you don’t like it, you can buy it as a backup machine to support idols; an ordinary clothes can imitate popular styles to stimulate people’s purchases; Coca-Cola designed women’s curves The bottle also takes advantage of people’s love for beautiful body.
In the specific marketing copy application, generally only need to tell the user that using your product can get the same effect at a lower cost, or the product provides a kind of favorite stimulation that others do not have.
“1000 dollars can not buy a pair of good eyes, but can buy the eyes of Bill Gates” – Eslite Bookstore.
“There are no CEOs here, only neighbors” – Vanke.
“Jiang Shuying’s 5000-piece jacket, I found a cheap replacement for 500 pieces.”
Sometimes people take action more to prevent bad outcomes, rather than simply creating a good result. In life, such an example is not uncommon: fish are reminiscent of overturning, and some coastal fishermen are avoiding This unlucky situation does not turn over when you eat fish. Although the phone case is not beautiful, it will still be used in order to avoid the risk of the phone being broken. Although I don’t know if there will be any accidents in the future, people still buy auto insurance by default in order to avoid the loss after the accident.
In marketing copy, you usually only need to tell the consumer that using my product can prevent the bad results that have been experienced from happening again, or there may be some loss without using my product.
“I missed the sea, missed Taobao, are you still willing to miss the micro-business?” – a micro-business.
“I have missed the university, don’t miss the undergraduate course again” – Suntech.
“XX’s carefully crafted marketing course is now 30 yuan, and returns to the original price of 300 pieces in an hour.”
In the favorite stimulation, if you observe that the product audience has some kind of favorite stimulation, just your product can establish a connection, you can use it to wake up the user’s motivation, and the evasive stimulus can be used for users to use your product to circumvent some kind of A good situation has happened.
When you can’t find the ideal state of improving consumers, try to use the method of lowering the reality to break the balance and use the evil way to wake up the motive. For example, the above example can say: disgusting stimulus-” Your wallet seems to have disappeared, hurry up and look for it.” Fear of stimuli – “The old king’s house next door seems to be on fire.”
The emotional experience of disgust and fear can also allow consumers to pay attention to themselves first, let consumers recognize the existence of problems, and take action to eliminate the negative and uncomfortable negative emotions caused by this lack of feeling.
Aversion is usually a negative experience that consumers hate, and a series of behaviors that people take to eliminate this negative experience. For example, we often see in life: bad breath often brings negative experiences to others, and oral care is taken to get rid of this aversion. Because the dress is often ridiculed by others to say low, in order to eliminate the negative experience and dress up with the fashion big coffee. Since driving this road often is inexplicably deducted, in order to get rid of this situation, detour.
In the case of a copy, the usual form of expression is to remind the consumer that using your product can eliminate some bad negative experience.
For example, in 1917, in order to increase the sales of “blade”, Wilkinson Sward’s advertisement stated that it was an impolite, unsanitary, and disgusting behavior for women to expose their hair in public. It caused the condemnation of American women, but its blade sales have doubled in a year.
Fear is the result of people’s conditional response to something. Afterwards, they will try to avoid similar scenes from happening again: once you are on stage, because you are not ridiculed, you will try to avoid speaking again. You go to learn to swim, it is very uncomfortable after being flooded once, and you are not willing to continue learning afterwards. You are bitten by a snake, and as long as you see the rope, it may cause your fear (stimulation generalization, like the book IP idol IP, the film and peripheral products developed by the former, the latter can use everything that is endorsed The same stimulating effect).
In the marketing copy, what are the specific applications?
Usually you only need to tell the consumer that after using your product, you can eliminate some kind of fear.
For example: “Children who learn piano will not get worse” – Taiwan piano advertising. “If you are pregnant, I promise you that your mother will kill you” – condom. “I am afraid of black car” – Shenzhou special car.
If the audience has some kind of negative experience and your product just happens to be eliminated, use averse stimuli. And fear stimulation is to observe some kind of fear that the audience has learned. You can avoid this by using your product.