My fission methodology is inseparable from these three core elements!

I once wrote the operational procedures for poster fission, and quite a few people read the article and tried to operate it. But the feedback I got afterwards was that quite a number of people still didn’t know how to do it.

This actually verifies a point: if a method is not guided by methodology, it will just be a chaotic action in the long run.

This is because——

(1) I did not understand the logical relationship between “HOW” and “WHY”. You know you should do it, but you don't understand why you should do it.

(2) No one’s execution steps can be completely replicated because there will always be various unexpected situations.

In my opinion, if you only understand the method but cannot evolve and infer your own methodology, then even if you can succeed, it is more of a coincidence.

Therefore, the purpose of today’s article is to break down my fission methodology to give you some reference, namely the three core elements.

Perceived zero risk

Stupid process

High return results

Perception of zero risk

Imagine this:

If the product you share will make you look low-class, will you share it?

If this is a fake or inferior product, would you dare to share it?

I believe most people’s answer is no.

For example, the elite people in first-tier cities will not forward Pinduoduo. They need something that they can talk about elegantly in a cafe.

It sounds simple, but zero risk means that users should not feel embarrassed when forwarding messages. But to implement the method, you still have to do this -

You share because of endorsement.

For example, the poster dissemination of knowledge micro-courses always carries the joint endorsement of big names. For example, when WeChat Taoke first became popular, it liked to use words like "official cooperation" to gain trust.

Even if users don’t understand your product, as long as they recognize big names and authorities, they can quickly build trust and be willing to spend a little more time on you in a time of information explosion and triviality.

You share because you seem to have taste.

In order to allow users to show their taste, you must first satisfy their sense of superiority. As Business Week said, desire is unstoppable productivity.

You can look at those games that test your personality and inner self. No matter how you fill out the form, the results will all be ways of praising you. If not, who would be willing to forward it to their friends circle to show off?

Because pretending is the original desire of human nature. This is also why when running a local public account, one very important technique to increase followers is to praise the locals more.

In addition to these straightforward compliments, there are actually many other ways to satisfy users' sense of superiority.

You often see people forwarding an article in their circle of friends that provides a profound interpretation of a certain industry. This can make them appear professional or at least prove that they are learning recently. This is sharing knowledge.

Another example is Bullet Messenger. Everyone is curious about why Bullet Messenger was able to obtain 150 million yuan in financing. Friends around me are also asking: "Have you downloaded Bullet Messenger? Let's add each other as Bullet friends." It seems that if you don't download Bullet Messenger, you will be left behind by the trend. This is a curiosity.

Therefore, you must be able to satisfy users' sense of superiority, and then users will most likely help you forward and spread your information in order to show off their own taste.

You share because you care.

Luckin Coffee App has been promoting the activity of "giving free coffee to friends, each of you gets a cup".

This is because showing users "altruistic" copy is more likely to bring conversions than "selfish" copy.

For example, in the field of knowledge payment, telling users "you can get 20 yuan by inviting friends" is not as effective as "giving your friends 20 yuan of learning funds".

Just like a fission activity I operated before. Targeting college students, they launched the "Haidilao, let's dine together" campaign (TikTok made Haidilao popular at the time, so this was a way to take advantage of the popularity).

Users are encouraged to participate in the event. If one person wins the draw, he or she can bring three friends to eat at Haidilao for free. In order to increase the overall chances of winning, users will actively forward the information to their roommates and friends so that they can also participate in the event.

The process should be foolproof

The funnel effect refers to the fact that information tends to decay from top to bottom during transmission. The same applies to fission marketing, as shown in the figure below.

The figure shows a commonly used fission process. It can be clearly seen that as the number of steps increases, the user loss increases. This means we need to find ways to shorten the process.

But simply reducing the number of steps a user takes is not enough. The book "Commentary on the Book of Proverbs" says, "Don't waste more things to do, you can do the same thing with less."

If your process is very complicated, requiring users to do this and that, such as inviting friends and asking users to manually count how many people they have invited, this would be too troublesome.

In simple terms, there should be fewer steps and a simpler process.

The best way to solve this problem is to use the fission tool. So you need to go to WeQing and Youzan to look for it. There are so many fission plug-ins and tools, there is always what you need.

High return on investment

Even though sharing is a bit risky and the process is cumbersome, it can still be successful as long as the rewards are high enough.

For example, the lottery fission gameplay.

The value of the watch is definitely not 2,980 yuan, but this is the human psychology. Most people are greedy and just want to give it a try, triggering the sinking effect and the Zeigarnik effect. If they want to continue playing the game, they will forward it to three WeChat groups.

High returns are the most important core, but in fact it is also best to implement them. Because there are only two types, either discounts or privileges.

For example, the rewards for the sales director of Daily Tao are privileges + discounts.

The privilege is to enjoy basic salary and five insurances and one fund, and the special benefits refer to various bonuses, commissions and subsidies. For mothers who take care of their children at home, this temptation is not small.

Conclusion

Perception—process—result, this is a complete user psychological experience process, and it is also the logical line of this article.

In each link, we need to find the part that users care about most, so that it is easy to win their hearts , such as perceived zero risk - fool-proof process - high return as a result.

Finally, focusing 80% of your energy on the most important part is often more likely to succeed than advancing systematically and comprehensively.

Source: Yu Mumu ( mumu666y )