How can we make the marketing information of a product spread widely?

As an Internet product person, you will more or less consider whether the product you are responsible for can be widely spread during the marketing process, thereby bringing in traffic or popularity. "The Tipping Point" summarizes how to trigger a trend, and believes that there are three laws involved in triggering a trend, namely the law of individual characters, the law of adhesion factors, and the law of environmental power.

First, let’s talk about the rules of individual characters.

The so-called law of individual characters means that events or information are triggered by these individual characters. Individuals of this type are further divided into connectors, mavens, and salesmen.

A liaison officer is someone who knows everyone, and he knows a lot of people, and everyone has a certain degree of trust in him. At the same time, the contact persons also love to pass on information and are willing to pass on the information or advice they know and are sure of to everyone. If applied to the Internet, the contact persons may be those big Vs who are willing to forward various information. They have a large number of fans who are willing to convey information, and everyone has a certain degree of confidence in them.

A maven is someone who enjoys sharing and exchanging information with people. They have a considerable degree of say in one or several aspects of information, and are recognized by both industry insiders and outsiders. On the Internet, these people may be product review experts, product experience experts, geeks, product early adopters, etc. They love to express their views and opinions on professional matters.

A salesperson is a promoter and seller of products, information or ideas. Their characteristic is that if people do not believe the information they receive, they have the ability to convince everyone. These people have very strong infectious abilities and can make everyone believe in themselves in a short period of time. We often see this type of people on the Internet, those who can make things sound reasonable and interconnected. You may not believe what others say about the same thing, but when these people express it in a different way, it makes you feel as if there is some truth to it.

In fact, the three roles mentioned in the book "The Tipping Point" are often combined into one role on the Internet: Big V. They have communication channels, persuasive power, and often certain professional knowledge. Everyone gets professional and reliable information from them.

Now let’s talk about the adhesion factor law.

In the process of igniting a trend, information disseminators are very important because only these special information disseminators can make the message spread. But at the same time, the content of the information itself is also very important. The specific factor of a message's success lies in its "stickiness". Is a message memorable? Can it itself bring about change and inspire people to take action? These will affect its dissemination effect. There is always an easy way to package information to make it irresistible, given the right circumstances.

My idea is that the reason why the packaging of this type of information is unforgettable is that this packaging evokes a certain psychological state in the target group. This psychological state may be anxiety, fear, fear, loss, deprivation and other negative psychology, which makes users want to understand the information to relieve their psychology or prevent negative events from happening. Perhaps it is the positive psychology such as curiosity, sense of achievement, beauty, satisfaction, expectation, etc. that attract users to live with positive emotions and become happier or happier.

In the dissemination of information on the Internet, many clickbait headlines take advantage of people's psychology to encourage their information to be opened. If the content is well integrated and the title is suitable, it will be spread by everyone.

Finally, let’s talk about the law of environmental power.

The law of environmental power is actually very easy to understand, which means that the occurrence of an epidemic is closely related to environmental factors such as time and place. For example, the reason why Wang Feng failed to make the headlines repeatedly was actually greatly affected by environmental factors. Logically speaking, Wang Feng's information has good disseminators, and his celebrity status means that his information has good stickiness, but the effective information was not spread. Why? Because there is bigger news (Faye Wong’s divorce) coming out. Although Wang Feng's fame was spread, the message he really wanted to spread was not achieved.

Of course, can the environment be changed? Can. But on the Internet, this requires a huge investment of manpower and material resources, which is not something that an ordinary small company can handle. Alibaba can create a Double 11 shopping atmosphere on the Internet through massive advertising investment, but it is impossible for small or even medium-sized companies to do so with their product launches.

Therefore, when it comes to the law of environmental power, Internet people often take another approach - chasing hot spots. Detonate your own messaging by adapting to the environment. But since every team wants to chase the hot spots, whether it can become popular depends on two other factors: the law of individual characters (whether there are reliable people to convey information) and the law of stickiness (whether the content is memorable enough).

In summary, on the Internet, if operators want to spread the company's product information or marketing information more widely, they must first produce high-quality information, then find reliable communicators, and finally adapt to the trend of the times.