Most of the marketing methods we see now are like this:
What are our products, what kind of X functions they have, what can you do for you, and we have a unique advantage, a few streets, and the price is fair… Are you sure you don’t buy it?
Is this a good way to do it? The old man’s opinion is:
It can not be said that such a way is wrong, and many times the effect is indeed good. Its essence is recommending its products to users, which can be directly persuaded or forced to educate users. It is entirely possible for users to purchase, but this is not the only product marketing path. In addition to directly persuading users to buy, we can also rely on the strength of various groups.
When you want to change a person, in addition to putting energy into himself or the product itself, you can also choose to put the direction in the group that affects his decision.
As far as I know, the field of American authority to study consumer behavior is divided into three parts by the influence of consumers from all parties when they make a product consumption decision.
1) the strength of the experience accumulated from the experience of the consumer to the decision; 2) from the strength of the brand itself; and 3) from the power of the third party.
And this third party quantity we use most is technical support, media endorsement, expert platform, authoritative witness, old customer praise and so on.
But in fact, it can also be the impact of certain groups, which will directly affect consumer decision-making.
For example, the people we admire (those who want to be), like those we dislike (who do not want to be).
Some people say that consumers hate people, or do not want to become people will also affect their decision-making?
Let the old thief give a simple example.
This is an ad for Nike: is it to wait for tomorrow?
It makes people feel guilty and self reproach, and does not want to be such a procrastinating person, thereby changing his behavior and affecting his final decision.
So, the result is: just do it!
You see, do you not want to become the group of people will not affect you?
So, this is the main thing to say today.
Consumers may be changed by your direct persuasion, but they are more likely to be influenced by others outside you.
When you find it difficult to convince the consumer directly through the consumer, brand influence, or product selling point, you can also change your mind and try to use his “caring” group to influence him.
So, which groups can directly affect the user? How do we use it again?
In a word, there are two main types:
1) 2) the group that consumers desire to join (like, worshiped, proud, or wanted)) 2) the group of consumer exclusion (annoying, opposing, trying to get rid of, or unwanted groups).