How do operators control user behavior?

It would be a great thing if we could get users to follow our ideas and forward articles, shop in our stores, give our stores good reviews, and recommend our products to their friends. This kind of plot seems to happen only in science fiction movies, where users are asked to act according to our instructions. In fact, in reality, great operations can completely control user behavior .

I know a big operations expert who sold clothes in a WeChat group and sold 160,000 in two hours. According to common sense, this is almost impossible to achieve. The reason why this is possible is actually the preparation in the early stages: by stimulating users' emotions and making them feel strong expectations, when the auction finally comes, users flock to pay like a tide. This is a manifestation of successful control of user behavior.

So the question is, how can we control user behavior?

It is difficult to answer this question clearly in one or two thousand words, and if we only talk about theory, people still don’t know where to start when they try to do it. Here I would like to throw out some ideas and explain how to control user behavior from the following aspects.

However, as long as everyone remembers one thing: user behavior is controllable, it will be a great gain.

1. The Seven Deadly Sins of Emotion

The seven emotional sins are the foundation of our control over user behavior, just like the multiplication table, they are the most basic. All the operational methods we use are achieved by exploiting human weaknesses and the seven emotional sins. The seven deadly emotional sins are: pride, envy, anger, laziness, greed, lust, and gluttony. Do you feel that they are all derogatory words? There is nothing you can do about it. After all, they are not good emotions. Of course, good emotions, such as humility, prudence, optimism, cheerfulness, moderation, etc., can also be utilized.

According to my common operating methods, the most commonly exploited user emotions are: lust and greed .

There is a point of view in marketing promotion that any text or pictures related to flesh color have a high click-through rate . Why?

You know.

Therefore, manufacturers now have no bottom line when doing promotions . They put QR codes on the chests and buttocks of beautiful women, use obscure copywriting on company posters, etc., which are very eye-catching. The results are often tragic, because the attention of regulators is also attracted, and the products are definitely taken off the shelves and the accounts are blocked.

The seven deadly emotional sins exist instinctively in users and cannot be changed by human will. When we grasp a certain emotional point of the user, the user really can't help but perform certain behaviors. Afterwards, they may even ask themselves in confusion: Why did I do that at that time?

Girls must have encountered this situation before: when they see a beautiful dress and see that it is on sale, they buy it immediately. After wearing it once, it looked uglier and uglier, and I began to doubt whether I was the one who made the decision to buy the clothes.

What we talk about here are seven emotions. In fact, there are many weaknesses of human nature, such as comparison, power, selfishness, etc. We don’t need to master all of them in operation. As long as we can skillfully control one or two of them, we can brag about it for the rest of our lives. The weakness I exploit most often is greed. Everyone wants to get rewards without paying or paying less. Operations only need to package the rewards in a grand way and control the payment as little as possible. As a result, users can be used by you.

2. Several cases of controlling user behavior

1. Share this with your friends to get the qualification to attend the class

I believe everyone has seen this kind of gameplay too many times. In the past, when you attended a lecture, you would forward the poster to your circle of friends and provide screenshots to create a group manually. Now it has evolved to the point where we have assistants for creating groups. If you are doing a course fission activity, it is very easy to create dozens of groups at a time.

What is being exploited here is the user's desire for bargains. For users, forwarding messages to their friends circle has extremely low cost, but for the platform, the people you attract to your friends circle can be converted into money. For example, for e-commerce , acquiring a customer through WeChat can cost up to 70 or 80 yuan.

2. Voting activities

A voting activity refers to when people participate in a certain evaluation activity and, in order to canvass votes, they will send the activity link to friends and groups, or even pay others to click on it. This takes advantage of people's psychology of comparison. You say how hateful the people who organize the activities are, but there is nothing we can do about it, it’s the users’ fault.

I have seen worse voting campaigns where you can buy votes with money or recruit people. There was a person from an average family who participated in the event, mobilized his relatives and friends to canvass for votes, and climbed to first place. As a result, he met a rich man who just threw money at the person who was canvassing for votes. At the last moment, he squeezed out the person who was canvassing for votes. The person who lost the first place cried.

3. Follow the official account to receive a free information package

This is a method that has been tried by editors who operate public accounts , and the effect is very good.

I couldn't wait and wanted to use my official account to do a small fission activity to give away information packages, but I didn't dare to do it. It would be terrible if my account was blocked. I remember there was an operating organization that incubated a small account. It took two days to attract nearly 50,000 to 60,000 fans through sharing fission activities. However, before it had time to celebrate, the account was blocked. It was really miserable. However, this idea can still be used as a reference. We can take advantage of users' laziness and help them organize information. If you want to get it, please follow us.

4. Selling products through soft articles on official accounts

In the above cases, users only put in a little effort. Operations staff can also do it by following the cases and copying them. It is not difficult. The difficult part is selling products through soft articles.

Selling goods is about getting users to actually spend money. You can ask users to go without sleep or food for a few days, but it is difficult to get them to spend a few dollars without a certain level of operational expertise.

When selling products through soft articles on public accounts, more than one or two user emotions are exploited. A marketing expert said: the three major pain points of users are: love of beauty, fear of death, and lack of love. If an article can hit these three points of users, put a payment QR code at the bottom of the article and wait to receive money.

3. Inspiration for us

1. Emotional control is the highest level of user control

In the world, there are two ways to control user behavior, violence and emotion. Violence means that if you don’t obey, I will beat you until you obey. That's what the United States does. Such behavior is not advocated and requires a high level of personal strength. What I advocate is emotional control. On a larger scale, it involves religious belief. On a smaller scale, it involves giving users some small benefits and promoting our business.

2. Learn to control your emotions, and your operational level will be improved qualitatively

Again, operations work is related to users. How can you do a good job in operations if you can’t handle users?

To control user behavior, you need to understand and control user emotions, and then incorporate operational means and goals. In this way, activities, plans, and proposals can meet or even exceed expectations. Driven by emotions, users will burst out with energy beyond imagination.

Summarize

The above can be regarded as an enlightenment education on controlling user behavior. If you really want to completely control users, you can read some psychology books as an aid, such as the Enneagram. All people have these nine personalities, and each personality has different ways of coping.

Source: Tiger Talk Operations