Users are not buying into information flow ads, and retaining users is becoming increasingly difficult?

Are users becoming less and less receptive to your advertising?

Is it difficult to improve marketing effectiveness?

Is it becoming increasingly difficult to retain customers?

Taking stock of the advertisements in the past year, are we still using the old methods for marketing?

who I am? What are my advantages? What benefits can it bring to users?

Most advertising slogans are hawking-style advertisements that are explained with this logic. However, we will find that this type of advertisement is becoming increasingly difficult to attract people's attention. At this time, perhaps we should think in a different direction, not from the perspective of the company and the brand itself, but from the perspective of the user. As their friends, communicating from their perspective may have a different effect.

We have also seen that many brands are gradually changing their marketing and advertising strategies. Information dissemination is becoming more flexible and diverse, and closer to users. Starting from Jiang Xiaobai , many brands have opened up the market faster than other brands by speaking for users and gaining their favor.

Using the golden circle analysis may help us better understand how to better capture users.

The Golden Circle is a model proposed by Simon Sinek to explain inspirational leadership.

Why? How to do it? What is it? This golden circle explains why some organizations and leaders inspire action and others do not.

As a result, the way we think, the way we act, and the way we communicate all move from the outside in on this golden circle. We go from the clearest to the vaguest. But inspiring leaders and organizations, no matter their size or industry, think, act, and communicate from the inside out.

When we communicate from the outside in on this golden circle, we can get people to understand a lot of complex information like features, benefits, facts, and charts, but it won’t inspire them to take action. When we can communicate from the inside out, we are communicating directly to the part of the brain that controls action, and people then rationally consider the “how” and “what” of what we say and do. That’s where those brave and bold decisions come from. Users don't pay for what you do, but for the reasons why you do it. Your actions prove your beliefs.

In the past, most hawking advertisements motivated people’s behavior and carried out marketing activities from the perspectives of what (who am I) and how (what advantages do I have). What would happen if we thought from the perspective of why?

To come up with the why, the company should not just come up with ideas on the spur of the moment, but rather stand in the user's perspective, speak for them, and impress them through soft marketing methods.

Let’s look at a case study to see how to speak from the user’s perspective:

A plastic surgery advertising series ~ I'm fine, but I still want to fight back

I don't care

Beautiful skin

and interesting soul

I want both

I don't care

Jealous eyes

and envious praise

I want both

I don't care

Tears of sorrow

And a bright smile

It's all me

I don't care

Bowing timidly

And charming eyes

It's all me

Among a bunch of promotional ads with special offers, free gifts, etc., this set of ads immediately caught my attention. After watching it, I felt like, "Wow, you really understand people who like micro-plastic surgery."

So how do you plan such a copy ?

The first step is to find users

First, we need to find out who the user is? Only by finding your users and understanding them deeply can you have a chance to impress them.

When choosing users, the more is not necessarily better. You can have big dreams, but you still have to be down-to-earth. You must focus on a certain type of user in the beginning. Alibaba 's goal of making business easy for everyone is not aimed at everyone. Only by learning to give up can you gain.

When choosing users, you can start from the first thought of starting a business. What kind of business do you want to do? Find your original intention from the beginning and find the type of users you want to serve.

Step 2: Collect stories

To find your target users , you also need to understand them in depth, become their friends, and find their pain points, itch points, and pleasure points from their common behaviors. In most cases, pain points are the main focus because they are easier to find.

The third step is to form a user portrait

Sort out all the collected stories and information, find out the most frequently used representative characters, scenes, and plots, and finally speak for them from the user's perspective.

The completed solution requires self-examination:

1. Is it consistent with brand values?

2. Can you solve the user's pain points?

Final summary:

1. In the sales process, soft promotion of products/businesses is increasingly valued and favored. If you want to improve user favorability, you might as well try to speak for users and make friends with them;

2. This type of advertising focuses on thinking from the perspective of WHY rather than from the perspective of the company;

3. The better you understand your users, the closer you can be to them.

The author of this article is @Marketing Flight and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games