6 secrets to achieve explosive growth at low cost

Why should I spread your activity? Why should I buy your product? When it comes to fission, you need to think clearly about these two issues, because it is a means to attract new customers and convert them .

Growth is the most important proposition for every business, because without growth, they cannot survive. This is a cruel reality.

Fortunately, with the rise of growth hackers and the prevalence of traffic pool thinking, every company seems to have found a life-saving straw, but whether this straw is strong enough depends on the company's understanding of users and needs.

Yes, growth hacking and traffic pooling are not as simple as analyzing data and formulating strategies. Instead, it is necessary to understand the user’s psychology: Why should I spread your activity? Why should I buy your product?

When it comes to fission, you need to think clearly about these two issues, because it is a means of attracting new customers and converting them. To make good use of this growth method, you need to use six common elements.

Which six elements? Reciprocity, commitment, authority, conformity, liking, scarcity.

These six elements are not only useful for marketing , but also effective for fission, because fission also aims to solve the problem of attracting users. So, how are these six elements applied in fission?

1. Reciprocity

The principle of "reciprocity" is that when someone gives you benefits, you will feel a sense of indebtedness, which makes you want to repay the other person.

This is because it is not easy for friends to give you benefits, and those that are easy to get will not be cherished.

Many lottery fission activities are carried out using this principle. The winners take the prizes, a small number of people buy the products, and the former often become word-of-mouth spreaders.

Pinduoduo also uses this principle to play with group buying fission. It tells you the discount, but requires you to forward it to your friends circle and attract more people to join the group buying. This increases the difficulty of obtaining it.

Because it is difficult to get discounts, users will cherish them, and this difficulty is to attract more people, complete fission, and increase the number of users.

(Group fission)

For fission activities, there are actually many means of preferential treatment. Any preferential measure can use the element of reciprocity to achieve fission. For example, a group of three people can enjoy a preferential price of one yuan, or each person can get a discount by inviting friends to register, and so on.

Fission requires connections between people, while reciprocity is about establishing more connections, which obviously meets the requirements of fission. Therefore, thinking more about the design of preferential methods from the perspective of reciprocity will be of great help to fission.

II. Commitment

"Promise" is the merchant's guarantee, which is not enough. It also requires consistency, that is, the merchant fulfills the promise. But why do many users not believe it? The reason is inconsistency.

Only when the promises are consistent will users have a slight trust. Please remember that it is a slight trust, which means they will consider giving it a try.

So how do we achieve commitment consistency? The previous part makes a commitment, and the latter part provides the safeguards and successful cases for fulfilling the commitment that are generally accepted by common sense.

For most fission activities, the way to make users feel committed is to list success stories, and the simplest way is to release some good reviews from past users, which is called customer testimonials.

However, some check-in-type fission activities incorporate the element of commitment into the product design, such as promising to refund tuition fees after a certain number of check-ins, or to share cash after a certain period of check-ins.

In short, through consistent commitments, users will increase their trust in fission activities, thereby increasing their desire to participate, which is beneficial to increasing conversions.

(Commitment consistency of fluent English)

3. Authority

"Authority" comes with trust and there are many types of it, such as expert testimony, test reports, qualification certificates, celebrity recommendations, etc.

The role of authority in fission activities is to transfer the performance of authority to specific activities, products, and services. This is called trust transfer.

There are many examples of this effect. Many of the fission posters we have seen use authoritative attributes.

For example, you can display well-known sharers or influential opinion leaders as the background in the poster. Another example is to highlight the most eye-catching title in the copy , and match it with the content and presentation effect that the sharer is good at.

Through these processing techniques, users will naturally believe the authenticity of the activity because they are familiar with these authoritative figures, thereby achieving the purpose of conversion.

It can be seen that this is a common trick and it has been tried and tested.

However, the Advertising Law now has strict regulations on the authenticity of authority. In some industries, this element is not even allowed to be used unless factual proof can be provided. This undoubtedly increases the difficulty for marketers.

(Authority is a major factor in poster design)

4. Follow the crowd

"Following the crowd" is an inherent human psychology and is also a major factor often used in fission.

Why do I want to memorize words when I see others memorizing words and checking in on their WeChat Moments? Why do people imitate the behavior of those around them?

This is because people are accustomed to using the behavior and thoughts of others as a reference standard, especially when there are uncertainties.

The result is that the actions of people around us have a great influence on personal decisions. When a person is undecided, he or she is more likely to agree with others. And the people around us, because of their high similarity, will have a great influence on our decision-making.

This obviously gives fission room to spread, because conformity is still based on the connection and trust between people. So how will this factor be applied?

When promoting fission activities, use more user stories to create a scenario that everyone likes and uses.

For example, no matter which promotional channel or method is used, adding user voices or data to increase the credibility and number of registrations for the event is a typical practice, such as adding "xxx people have registered" to the poster.

Many knowledge-based paid products are now using the herd mentality, such as releasing a large number of user messages and timely updating "xx has been purchased".

（Purchase page of a certain knowledge product）

It can be seen that following the crowd is not only conducive to dissemination, but also to transformation, and is an essential element for fission.

5. Preferences

Why is it that even though your course seems to meet the needs, is well packaged, and has good quality, there are still no users signing up and no fission spreading? The answer lies in not instilling fear or fear of loss in users.

To achieve this, you can use the factor of "preference".

In this factor, dislike can often make users feel fear and think of pain points, while liking can keep users away from the pain of fear.

This is equivalent to saying that disliking something means you are sick, and liking something means I have medicine.

In some fission posters, preferences are often used in the main copy and price. The former is called "fear-type copy" and the latter is called loss aversion.

"Fear-type copywriting" requires highlighting the current fear and providing solutions to resolve it. One company that does this well is Youshu . Its question "How long has it been since you finished reading a book" aroused the anxiety of many people and helped it gain more than 10 million users.

(Fear copywriting "Bible")

A typical example of loss aversion is the marketing class of Xin Shixiang . The price increase strategy of "increasing by 5 yuan per 10,000 people" has really helped it to increase its presence.

Therefore, preferences are very effective, especially in copywriting and pricing strategies, which can fuel the popularity of fission.

6. Scarcity

When selling products, adopting strategies such as time limits and quota limits will often cause users to scramble for orders, and this is all due to "scarcity".

Scarcity means that when items or opportunities become scarce, people will think they are more valuable and more desirable, thus driving them to buy them.

The principle behind it is simple, because only scarcity can create a sense of urgency, and a sense of urgency is more motivating to people than "desire to get it".

The application of scarcity in fission is more reflected in quantity and time, such as only xx places left and the deadline is xx time.

(Limited time special offer)

However, the essence of scarcity is not that the quantity or time is limited, but that resources or items are difficult to satisfy relative to people's infinite desires.

If it is difficult to satisfy users, it will easily dampen their curiosity, expectations, and enthusiasm, causing them to lose confidence and interest.

Therefore, when doing fission, the scarcity setting should be reasonable. It should not be too high, otherwise it is easy to give up, and it should not be too low, otherwise there will be no incentive.

The above is the application of the six elements of influence in fission.

In general, fission is actually just a specific means of growth, which involves many marketing issues. The six elements actually affect the effect of fission more in this aspect.

This tells us that when doing fission, we cannot simply use data-based growth hacker thinking, nor can we rely on traffic pool operations . Basic marketing skills are also essential.

Perhaps only by combining growth hacking, traffic pools, and traditional marketing can fission growth be low-cost and explosive, but this is only a possibility. I hope it will become a necessity in the future.