What are some ways to reduce user disgust?

“Advertisements are annoying!”

When it comes to advertising content, users may be offended by five factors.

What methods can we use to reduce user disgust ? ——Theme of this article

At the end of September this year, Ant Fortune, together with 16 fund companies, launched a set of heart-wrenching posters with the message “The older you get, the less likely anyone will forgive your poverty.”

Regardless of whether these are facts or not, they were ultimately met with a barrage of criticism, including “hype”, “shameless”, and “Is it wrong to be poor? Do you think I want to be poor?”

Even some market insiders from United Fund Management Co., Ltd. complained: "Ant was very arrogant when doing publicity and communication before. They think Internet publicity is their strong point."

An advertising person said, " Advertising doesn't kill people or set fires, and it doesn't force people. Why do you hate me? "

Later he wrote a paragraph:
Before getting married, a man said to his fiancée: "Before getting married, I need to tell you the truth. Actually, my family conditions are not good. My uncle is a thief, my sister is a prostitute, I have a cousin who is a murderer, and my father was prosecuted for domestic violence..."

The fiancée generously said, "Dear, it doesn't matter. I really love you. Is there anything else you haven't told me honestly?"

The fiancé hesitated for a long time, swallowed his saliva and said, "Actually...actually, I have a younger brother who works in advertising."

What is it that makes users so disgusted with advertisements?

Last week, I summarized five factors, namely: psychological resistance, conflicting outlooks on life, conflicting values, conflicting world views, and information barriers. (No further details here)

Next, I carefully analyzed these five factors and found and optimized 6 solutions to reduce user disgust. They are:

• Third-party persuasion
• Scene neutralization
  
• Same attribute circle
  
• Revealing industry secrets
  
• Public welfare
  
• Aligned goals
  

1. Third-party persuasion

Let’s first talk about “ psychological resistance ”. In psychology, Brin proposed that people believe they have control over their own freedom (including thoughts), and when this control is restricted, people tend to resist.

How intensely people react depends on the level of cognition used against them. The lower the cognition, the easier it is to accept; the higher the cognition, the stronger the resistance.

Users who are disgusted due to "psychological resistance" are particularly suitable for being resolved through third-party persuasion.

Melatonin was launched in 1997 and has been the subject of continuous investment in TVC advertising . That advertisement has become a household name, with the slogan "I won't accept any gifts this year, the only gift I'll accept is Melatonin~".

The simple and crude copywriting captured a large number of consumers with insufficient awareness .

Around 2005, the cognitive abilities of middle-aged and elderly people had improved , and it was no longer enough to just spend money on "Nootropics" and "Youthful Attitude". We made up our minds to go to villages and towns to put up banners, promote activities, experience the scene, cooperate with terminal stores, and cooperate with pharmacists...

This created a word-of-mouth effect (third-party persuasion), which indirectly supported the message "I will not accept any gifts this year, and the only gift I will accept is Melatonin."

In 2010, the middle-aged and elderly people became aunts and uncles, and their children have been working for many years and need to take care of them from time to time.

Melatonin ordered to reduce the investment in TVC on CCTV, open a Tmall flagship store, and post a series of authoritative certification screenshots in the "Product Details" (third-party persuasion).

You should know that in the past ten years, Melatonin did not need to post such authoritative certification.

By 2015, the medical community and public media had widely questioned that the efficacy of Melatonin was over-hyped and that insisting on taking it might harm the body. (“Shapuaisi, Didi Didi”, which has been at the forefront of public opinion recently, has also been questioned in the same way)

"It has been ten years since I took over the Melatonin business, blah blah blah...you are too vicious!" Shi Yuzhu came out to clarify. He has 10 million fans, and his celebrity effect is powerful. (Third-party persuasion)

Third-party persuasion, expressed through a third party, is definitely easier to be trusted than self-promotion, because the third party does not involve obvious interest issues, so his or her description is equivalent to advice and help.

2. Scene Neutrality

This year, Audi’s used car platform launched a video advertisement :

At the wedding scene, the husband and wife entered the happy moment.

The husband's mother suddenly arrived and rushed to the wedding.

Check if her nose is fake?

Are the ears fake?

And the teeth...

Finally the chest...

The film ends by pointing out the prudence of Audi's used car platform.

As soon as the ad came out, it received a lot of criticism from netizens for objectifying women and openly supporting women's rights.

These negative reviews on the Internet completely overwhelmed the "caution" of Audi's used car platform, and it failed .

Among this large group of netizens, some are spectators, some are Audi users, and some are potential Audi users.

On a deeper level, why do they dislike this ad? I think the copy is inconsistent with the user's values.

Conveying product appeal through distinct values ​​is a very effective method that can effectively hit user pain points.

However, distinct values ​​can easily hurt another group of people who share the opposite values, thus causing large-scale resentment.

So, how can we reduce this kind of disgust through scenario-based approach?

Make the scene neutral and block the back door.

For example, the Audi ad could be followed by:

"This story is purely fictional. Everyone is equal, but you must be careful with cars!"

The heartbreaking copywriting of Ant Fortune mentioned at the beginning of the article:

“You feel sleepy every day just because you are trapped by life.”

"The world is so big, can you really go around and see it casually?"

"At the right age to get married, I am actually glad that I don't have many friends, because I don't have to worry about receiving 'red bombs'."

This copy caused disgust because the outlook on life it embodied conflicted with the outlook on life of a large number of potential users.

This group of potential users has one thing in common: "They want a rural life and are not so obsessed with fame and fortune."

How to improve copywriting by using scene neutrality?

Add a comment: "We encourage everyone who is struggling to move forward and protect those who are kind."

Similarly, the use of scene neutralization can also solve the problem of the "Juewei Duck Neck" Double Eleven 's flirtatious advertisement, which was accused by loyal users of insulting women.

A group of loyal users are disgusted by our advertisements because of their values? How to set up a scene neutral solution?

Add a note: "This advertisement is purely fictitious and should not be imitated ."

This method of scene neutralization is a bit like the labels on cigarette boxes .

The phrase "smoking is harmful to health" cannot stop many consumers from buying, but it can block the back door and put the product in a neutral position.

Make the scene neutral, and attach a note to the copywriting with clear views to block the backdoor.

3. Circles with the same attributes

Christmas is coming, and advertising agencies are preparing to release a creative copy in advance in order to increase their business volume in the near future.

At this time, you happen to be the project leader of Anomaly (a creative advertising agency in New York). There are three copywritings below. Which one do you think is better?

1. “For creative ideas, please go to Anomaly; for advertising, please go to Anomaly!”

2. “Having a hard time being creative this year? Search Anomaly online!”

3. "Haha, I don't have any creativity. I just know there is a creative god named Anomaly."

The clients of advertising agencies all have high cognitive abilities and strong psychological resistance.

The three pieces of copy above are not good .

Core reasons:

• The first copy is a strong recommendation, which will arouse psychological resistance from the target customers. The clients of the advertising agency are all middle and senior managers of enterprises.
• The second copy seriously lacks creativity and the content is too low-level, which does not match the level of the advertising agency's clients.
• The third copy has a low personality tone and does not match the personality attributes of the advertising agency’s clients.

The above three types of copywriting, whether it is Anomaly, Saatchi & Saatchi or Leo Burnett, are unlikely to be published.

It’s a bit funny to think about saying to a company’s MD: “If you want creative ideas, please go to Anomaly; if you want advertising, please go to Anomaly!”

Anomaly's customers are middle and senior managers in the company's marketing department, with high cognitive abilities.

In view of such customer attributes, if you are asked to write a creative advertising script for Anomaly before Christmas , how would you write it? Anomaly's advertising purpose is the same - to increase recent business volume.

Let’s take a look at this creative ad just released by Anomaly! https://v.qq.com/x/page/r0519jw38u2.html

The opening credits show "Anomaly" and the end credits show the producer's details.

This seemingly nonsensical and funny cartoon is bound to become a debris flow among all the Christmas advertisements that focus on warmth and reunion. (For the Chinese translation, please go to the backend of the official account and reply “Christmas”)

Circles with the same attributes ensure that the advertising copy matches the attributes of the target customers/users/consumers. Otherwise, they will be disgusted by your advertisement.

4. Revealing Industry Secrets

If users dislike the copywriting because of "psychological resistance", you can ask the copywriter to be more generous and honestly tell them what shady dealings, fraud, false advertising, etc.

Commodities and RMB are in an exchange relationship, and trust is also an exchange relationship .

"You give me sincerity, and I give you trust."

Revealing industry secrets allows brand advertising and users to exchange trust with each other and quickly reduce disgust (caused by psychological resistance).

The " psychological resistance theory " was written above. People believe that they have control over their own freedom (including thoughts), and when this control is restricted, people tend to resist.

If a consumer has a certain level of cognitive ability , when faced with an unfamiliar thing, the copywriter can directly tell him: this is the best, this is the most authentic...

PS. High cognitive ability does not mean familiarity with the product, it refers to the ability of thinking.

In fact, such copywriting content has restricted the consumer's "free thinking" and deprived the consumer of skeptical and verifying thinking about the product.

This ultimately leads to consumers fighting against the copy and even being disgusted with the advertisement (for example, which company has the best excavator technology...this advertisement).

For example, as a consumer with some cognitive ability, how would you feel when you see this advertising copy?

"Is it really that natural? Is it real agarwood?" Perhaps you may have such a guess.

If you have such a guess, then you are resisting because of "psychological resistance".

The copywriting of this merchant is invalid .

However, if the business adds a paragraph of copy to reveal industry secrets , it can reduce the negative impact. Do you think your confrontational mentality has been reduced a lot?

In a highly competitive market, this method is particularly widely used to reveal industry secrets.

For example, anti-blue light tempered film. "Real blue light protection is... such and such..., fake blue light protection is... such and such, you can tell the difference..."

Night vision polarized glasses. "XX brand night vision glasses, even though many of them are exactly the same as ours, you can use a series of methods to distinguish the quality of night vision glasses."

Revealing industry secrets allows brand advertising and users to exchange trust with each other and quickly reduce disgust (caused by psychological resistance). (Also offended my peers)

5. Public Welfare

Some time ago, there was a milk product that was disliked by some white-collar workers. Its advertisement is as follows:

A child said: "I really hope there is fresh air every day~"

"It doesn't matter, we have xx milk and we'll be healthy every day!" Lu Yi jumped out and said.

Some white-collar workers complained : "There is no cure for air pollution. Can we only drink xx milk to stay healthy?"

Some white-collar workers disliked this advertising copy because it contradicted their world views . How to modify the copy to avoid the disgust caused by conflicting world views? (As mentioned last week)

A child said: "I really hope there is fresh air every day~"

"It doesn't matter. We have xx milk. We can stay healthy every day and give back to the motherland!" Lu Yi jumped out and said.

Public welfare. Charity equals donation, either money or things? Not really. Helping the country advertise is also a huge public benefit. Public welfare means responsibility and all kinds of beauty.

In the past year, a large number of new English education institutions have been added, both online and offline.

I also saw a lot of ads like this:

"Learn spoken English in 30 days! Communicate with foreigners easily! ..."

"Learn English easily, without memorizing words or reciting texts..."

The increase in this type of copywriting means that the competition in this sub-industry is not fierce enough and the market size is expanding rapidly.

Since I can determine that this market has great potential in just 10 minutes, those English masters should have noticed it long ago!

This year, an international student named Mark, born in 1994, founded an English education institution.

Faced with this type of "quick-learn" English advertisements in the market, how can he, as a latecomer, quickly grab users?

Mark used two main methods in his public speeches:

1. Reveal industry secrets and quickly gain user trust;
2. To make it public welfare, to protect the product from being slandered by peers and disliked by users.

Please see the following speech transcript: (part)

Many people have made money through this kind of conceptual packaging, in a way that everyone "likes", but education entrepreneurs should remain rational. There are many "fast food" education services on the market. Consumers say, "I want to learn in a short time, I want to learn quickly, I don't want to memorize words or grammar, and I want to learn quickly." Some education practitioners jump out and say, "No problem, it can be done in a few months!

I am also writing a book now and would like to read the works of my predecessors. However, among all the English textbooks we buy, there is almost no book that does not have problems. Either the grammar is wrong, the content is extremely outdated, or it is simply not practical. Some textbooks copy some things from predecessors and combine them with their own, and a new book comes out. Later, everyone worshipped it as if it were the Bible, which ultimately resulted in the Chinese people’s English proficiency generally being lower than that of people in other countries.

When it comes to education, the other party is not only your client but also your student, and he needs to learn knowledge. If you encounter a broken shared bicycle on the road, you can change to another one, or take the subway if all else fails. However, bad education can really affect a student’s future. For education entrepreneurs , they are educators first and entrepreneurs second.

6. Alignment of goals

The user currently has a goal to accomplish, but the advertising information is blocking the way, which creates " information blocking ".

"Information barriers" are the biggest factor that turns users off.

The following content has been partially covered in my article last week, so old readers can skip it.

(1) WeChat Moments When you are scrolling and scrolling...checking your friends' updates, suddenly there is a message "xx new product, launched!"

How do you feel? The user’s current goal is to check the status of their Moments ;

Obstacles: "xx new product, launched!" (has nothing to do with the user's goal of viewing Moments)

So in order to reduce user disgust, we can make the copy content consistent with the user's goal, "Hi, friends, my baby xx is out~"

(2) Information flow advertising in news clients. When we were browsing the news, scrolling down one title after another, an advertisement suddenly appeared: "What to do if your throat is dry, itchy, and you feel nauseous? Use Man Yan Shun Ning!"

How do you feel? The user’s current goal is to obtain fresh information;

Obstacles, "sales drugs", while users want to get fresh information.

So in order to reduce user disgust, we can make the copywriting content consistent with the user's goals, "For the treatment of dry throat, itchy throat and nausea, China also has a medicine! It is called 'Man Yan Shun Ning'"

(3) On-board advertising on buses. The bus is noisy. Even if people are not noisy, the noise of the car makes it difficult to calm down. In addition, there is a "burp smell" in the car in winter and a "sour smell" in summer.

If at this time, you still hear a group of people chattering away...how would you feel?

For example, here is a bus advertisement:

“I will grow up and become more mature;

I will marry in the future and be thrifty;

I can curse and cheat, and I can bargain at the market;

As our faces grow old, we will never meet again until the end of the world.

——But you, me, and this world will always be online.

Lenovo, xxx computer. ”

The car is crowded and the air is not circulating... Can you "get into the play" and listen to the end?

At this point, the goal for the passengers is to stay calm, not make noise, and for the car to drive fast.

So not disturbing at this time is consistent with the user's goals. "Lenovo, xxx computer, super long standby time!" (In a noisy and crowded car, briefly stating the key points)

(4) Pre-screening advertisements in cinemas . What is the audience's goal when they go to the cinema to watch a movie? Of course, watching a movie.

Pre-screening advertisements, a large part of them are promotions for other movies; a small part are advertisements for cars , snacks, insurance...

If the pre-screening promotional prices are unified regardless of product type, then the small number of ads for cars, snacks, etc. will completely hinder the audience's current goal (watching a movie), and the traffic conversion rate will naturally not be improved.

For example, here are two pre-show ads.

1. General content of the advertisement:

Jingdong sells all over the country! …The new pig farm is bigger than I imagined, and the pigs are so cute! And also walked the fashion show! Large-scale free-range farming, feeding equipment imported from Germany! ...NetEase Weiyuan Black Pork, on JD.com for Double 12, 12% off for 2 pieces!

2. Advertising content:

https://v.qq.com/x/page/l0517xzv4ms.html Ads 1 and 2, which one is more consistent with the audience’s current goals? Which part is more likely to be accepted by users and arouse the audience's interest?

If users dislike ads because they are obstructed by ads.
So, in order to resolve the resentment caused by this obstacle, we need to focus on "goal alignment".

Align the ad with the user’s current goal, alleviate the user’s sense of resistance , or increase the user’s anticipation of the ad. This will reduce user disgust.

Brief summary

Users dislike ads? Try these 6 methods

• Third-party persuasion
  
• Scene neutralization
  
• Same attribute circle
  
• Revealing industry secrets
  
• Public welfare
  
• Aligned goals

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

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