Why do users dislike ads? There are 5 factors

Let's get straight to the point. The five factors that disgust users are:

1. Psychological resistance
2. Opposing views on life
3. Conflicting values
4. Conflicting worldviews
5. Information barriers

When doing advertising or writing copy , how do you eliminate these 5 objectionable factors? Also included below.

1. Psychological resistance

What should I do if I can’t see clearly or have cataracts?

"Cataracts, can't see clearly, Sharp Eyes drops, blurry, double vision, black shadows..."

Some users: What kinds of eye diseases can Shapuaisi be used for?

If you are a young farmer who understands modern crops and read the following copy, would you doubt the authenticity of fertilizer?

"Since using XX fertilizer, the yield per mu is 10,000 kilograms!"

Just recently, a fertilizer product called Jinkela released a shocking advertisement:

Video: http://compaign.tudou.com/v/522402581.html

Would you trust this kind of advertisement directly?

For cognitive users, such advertisements severely and rigidly restrict users' thinking. It deprives users of the right to reasonably understand and think about the product.

As a result, users develop psychological resistance and either laugh at such products or feel disgusted with using them.

Psychological resistance, Brin proposed in psychology that people believe they have control over their own freedom (including thoughts), and when this control is restricted, people tend to resist.

Note: The higher the user's awareness of the product, the more psychological resistance they will have; the lower the user's awareness of the product, the less psychological resistance they will have.

How can it be modified so that knowledgeable users can accept it?

(1) Third-party persuasion

For example, keep improving the product, maintain old users, and convince new users through word of mouth;

Or find endorsements, let stars like Song Dandan and Zhao Benshan speak for them.

Or posting some authoritative certificates or trophies related to agriculture, which is also a kind of endorsement (detailed in my article "37 pictures to talk about "using marketing to eliminate users' negative psychology"").

In addition, posting users’ reviews, usage experiences, and usage processes is also a good way to capture knowledgeable users.

(2) Scenario-based

Don't start by influencing the world, the president, or the atomic bomb. First, the film recreates the scenes of crops, yields, and soil problems that farmers encounter on a daily basis, and then shows how "Jin Ke La" solves these problems, demonstrating the power of Jin Ke La.

(3) Circles with the same attributes

"Some users think Jin Kela is bragging?"

If so, you can try to establish a relationship with things that users recognize and get involved in the same attribute circle;

The copywriting should be made in a "rational style" and strive to be in the same circle as the users. List the product advantage data and R&D data one by one.

(4) Unique product category

One important factor that causes users to psychologically resist Jinkela is “reference”. Users take ordinary, mostly low-end fertilizer companies and products as reference.

So I thought that Jin Ke La was amazing! I can't believe it.

Therefore, would it be better if we change the “reference object”? For example, we repositioned our products in categories.

——Specialized fertilizer for large farms.

Big company, efficient, and influential, these words sound a lot more normal, right? And with such product positioning, small farmers will still buy it and will not necessarily feel that it is not suitable for them.

(5) Revealing industry secrets

"Treat people with sincerity and put yourself in their shoes." Tell users the difficulties, shady dealings and problems in the fertilizer production industry, and then explain how Jinkela solves them.

If most of Jinkela's users are small farmers in mountainous areas, the above suggestions should be used with caution, as they may have a relatively low level of knowledge about fertilizer products.

2. Conflicting views on life

Two months ago, I wrote " Alipay distances itself from the issue: The older you get, the less likely anyone will forgive your poverty?" 》

Let’s review Ant Fortune’s representative copy again today.

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

“Only when you are financially independent can you dare to be your true self. Otherwise, you have to be yourself to be what others like.”

"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'."

As soon as this copy was released, it attracted strong reactions from netizens. Although Ant Fortune's target users are chasing money, Ant Fortune underestimated the negative impact after secondary and tertiary dissemination.

Some old users even said that when they recommended this software to their girlfriends, she asked them why they were such a person!

Indeed, Ant Fortune has many potential users who do not link life with money, such as Sanmao, Zhou Guoping, Yi Shu, Li Bihua, Bi Shumin, Ding Limei, Zhang Ailing, Chi Zijian, Zhang Xiaofeng and hundreds of millions of other people who share the same outlook on life .

They view life like this:

“I don’t dream of things that are out of reach, which makes my sleep peaceful. I avoid overly warm friendships when I have nothing to do, which makes me less burdened and committed… I love others carefully, so that I won’t be excessive. I cry when I want to cry, and laugh when I want to laugh. I don’t seek profundity, I only seek simplicity.”

"I have never considered success as the main goal of life. I believe that only by living out one's true nature can one not waste one's life. The so-called true nature, on the one hand, values ​​personality and inner spiritual values, and on the other hand, despises external utilitarianism."

This outlook on life of potential users is completely contrary to the outlook on life expressed by Ant Fortune’s copywriting.

What is the definition of outlook on life? Different groups of people have different outlooks on life. Outlook on life refers to people’s life goals, path direction, behavioral choice orientation, and attitude towards life.

When the outlook on life reflected in an advertisement contradicts the outlook on life of most users, users will dislike the advertisement.

3. Conflicting values

Simply put, values ​​are the way people think or tend to determine the value of specific things and distinguish right from wrong.

When it comes to values, pornography is the biggest factor, such as "Juewei Duck Neck" and the absolutely "Slutty Duck".

When I saw this copy, I didn't find it stimulating. However, ordinary food products have many types of users mixed together, and expressing too distinct value orientation (disdaining "sex") requires a lot of technical skills, and it will easily cause disgust.

This is a Sina poll.

In 2012, the copywriting of 2345 website directory:

"Set the homepage. Only after setting the homepage can you know. Cool! Have you she today?"

Other products that are disliked due to their advertising value orientation include:

Audi’s used car platform advertisement was almost summoned for questioning and was considered by the public to be "discriminatory against women."

Didi Chuxing ’s blind date advertisement was criticized by China Economic Net for “distorted values” that created a pitiful generation of young people who follow their parents’ orders and fawn on them.

Our user base all agree with this value orientation and the way of thinking that distinguishes right from wrong.

However, if the values ​​expressed in the advertisement run counter to the public values, the public opinion around us will "tear" us apart and users will become disgusted.

How to make the values ​​of advertising both "special" and acceptable to users? See below.

4. Conflicting worldviews

Simply understand worldview, people's basic views and opinions on the world. This also gave rise to two kinds of cognition: idealism and materialism.

To deal with the hazards of smog and sandstorms and to manage the environment, each of us needs to do something small.

If we all shirk our responsibility to protect the environment, the worldview of movies and advertisements will also shirk their responsibility...

How would you feel when the environment is "managed" by advertisements using idealism? Irresponsible? Profit-seeking?

XX milk advertisement:

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

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

Milk products also have many types of users mixed together.

Some users believe that this product cannot be changed, so drink milk to strengthen your body.

If users dislike advertisements because their outlook on life, values, and world view conflict with yours, you can solve this problem in the following three ways:

(1) Scenario-based

For example, the above-mentioned Ant Fortune copywriting hurt a large number of users who "are not pursuing fame and fortune".

But if Ant Fortune is at the beginning or end of the article, add this statement:

We encourage every struggling person to work hard and protect their kindness.

If this "neutral scene" is added to the copy, the font size may be very small, but it can greatly reduce the offensiveness.

Audi used car ads can also add "neutral scenes":

This story is purely fictional and everyone is equal, but you must be cautious when it comes to cars!

In addition, in addition to the "neutral scene", the scene-based application also includes "story scene", "humorous scene", "occasion scene" and so on.

(2) Unique product category

If your user base is relatively precise and most of them have similar values, then it’s fine to make advertisements that offend the public. We really only need a precise user base.

For example, one of Momo ’s copywritings: “Don’t worry about what others think…”

A fighting game product: "This world is full of violence, you have to go all out!"

A club: "Aims to receive members with an annual income of more than 2 million."

(3) Public welfare

Does charity mean donating money or materials? Helping the country advertise is also a huge public welfare. Public welfare means responsibility and all kinds of beauty.

For example, if Lu Yi's words about XX milk are changed to this:

"It doesn't matter, we have xx milk, we have a healthy body every day, and we give back to the motherland!"

5. Information barriers

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

(1) WeChat Moments

At that time, you are swiping and swiping...your friends' happy and sad stories, and suddenly "xx new product, launched!" appears.

How do you feel?

(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?

(3) On-board advertising on buses

The bus is noisy. Even if people are not making noise, 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.

At this time you see and hear an 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;

Gradually aging,

We will never meet again until the end of the world.

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

Lenovo, xxx computer. ”

Imagine that the car is crowded with people and the air is not circulating... Can you get into the role?

(4) Online video advertising

Ten years ago, there were no opening ads when watching videos online, and we thought it seemed normal at the time. Two years later, opening ads appeared, but lasted only 5 seconds.

But it's just these 5 seconds, and I'm scolded by countless people every day.

"What a crappy video! There are ads when watching an online video!"

The reason is that the user's goal is to watch a certain video, and there is no expected opening advertisement, so they are scolded.

Today, users' attitude towards pre-roll ads has become much better. Although users have the same goal of watching videos online, which is to obtain video resources, today's users are prepared for opening ads, which alleviates their aversion.

And what if it was an unexpected advertisement in the film?

The day before yesterday, I was watching a movie on a certain website. About 40 minutes into the movie, when it reached the climax, a 5-second full-screen advertisement suddenly appeared! This ad really upsets me.

Because it hinders my goal of consistently producing great content. At the same time, the ad came unexpectedly.

The "in-text ads" launched by the WeChat official account team recently will definitely be disliked by users, because in-text ads are unexpected and hinder users' reading goals.

(5) Television advertising

For example, if you really like watching the "News Broadcast", would you tune into CCTV-1 in advance and wait for the last few minutes of commercials?

At this time, your goal is to "watch the News Broadcast" and you expect there will be 100% advertisements before 19:00, so you usually don't mind the advertisements before the program.

When the "News Broadcast" ends, it means that your goal (watching the "News Broadcast") is achieved. Any additional advertisements will be considered information obstacles. Most people don't want to watch it, so they just switch channels.

Users have expectations for the advertisements before a TV program and know what time the target program will start, so the user's goal will not be hindered. When the program ends, although the advertisements at this time are also expected, the user's goal (to watch a program) has already been completed, and the advertisements after the goal is completed become information obstacles.

So, do you think users are more disgusted by the first ad or the latter one?

Of course the latter. Because the subsequent advertisements create information barriers, users have already achieved their goals and usually choose to switch channels directly.

Therefore, the advertisements before the news broadcast cost 92,000 yuan per time, while the advertisements after the news broadcast cost only 80,000 yuan per time.

Users dislike ads due to "information barriers", solution: goal alignment <br />Since users dislike ads because ads create target information barriers, then if we align ads with users' current goals, we can definitely alleviate users' dislike or increase their expectations of ads.

For example, modify the above ad like this:

(1) Hi, friends, my baby xx is out! (Text like a friend in the circle of friends )

(2) When a user browses information on Tencent News or Sogou News, what is his goal? Get the latest domestic and international news, or news in a specific field, such as military, business, fashion, etc.

Suppose we place information flow ads on the "domestic" page of the news page.

Such advertisements are undoubtedly offensive to users - "What to do if your throat is dry, itchy, and nauseous? Use Man Yan Shun Ning!"

It directly hinders the user's goal of "obtaining domestic news", and we need to make the ad content consistent with the user's current goal to reduce disgust. For example, I modified it like this:

"There is a Chinese medicine for treating dry throat and nausea! It's called 'Man Yan Shun Ning'"

(3) Change the long copy of Lenovo xxx computer to: "Lenovo, xxx computer, super long standby time!" (In a noisy and crowded car, get to the point directly)

(4) When pre-roll ads are common on video websites, do not put in-roll ads. Instead, combine the content of pre-roll ads with the user's video viewing experience to reduce information barriers, for example: "I'm using xx baby, watching xxx video with you!..."

(5) When placing television advertisements, for the same price, always choose a spot before the show.

To reduce the information barrier for users, the advertisements after the program should combine the content of the advertisement with the content of the program that the user just watched, for example: "After the wonderful experience, why not share it with others? ... Tsingtao Beer, a close friend!"

Summarize

The five factors that make users disgusted are: psychological resistance, conflicting outlook on life, conflicting values, conflicting world views, and information barriers.

In advertising copy, there are seven ways to eliminate these five objectionable factors: third-party persuasion, scenario-based advertising, circles with the same attributes, unique categories, revealing industry secrets, public welfare, and consistent goals.

I will write about these 7 methods in detail in the next update when I have time.

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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