How to make users believe in your product?

Before users buy a product, their biggest concern is often - is this thing really that good? This is the trust concern, which has an important impact on whether users place an order to purchase your product.

So how to solve it?

I believe that most of us will think of authoritative endorsement (using authoritative institutions and individuals), data proof and other methods to endorse the trust of the product. Yes, these are very common and effective ways to endorse the trust of products.

But I found that there is another way of trust endorsement that has been overlooked by many people - the power of the group, which is to use some groups of people to influence users, so that users are more willing to believe and accept a certain product.

For example: If I say that Xiaomi phones are easy to use, not many people may believe me. But if Wu Yifan said that Xiaomi phones are easy to use, many people would probably believe it - this is taking advantage of the group of authority figures.

In fact, utilizing the power of the group is not a new thing, but I found that many people do not make good use of the power of other groups.

There are many reasons, the most important of which is: not paying attention to the influence and role between people (after all, it is easiest to pay for endorsements).

If your product does not have enough funds to hire experts, celebrities, authoritative organizations, etc. to endorse your product, the power of several groups that I have summarized may be inspiring to you.

Which groups are more likely to make us believe in the product?

The following five types of group power are summarized, many of which are around us.

1. Authority
2. Majority
3. Similar
4. Extremists
5. Opponents

1. Authority

As mentioned earlier in the article, this is the most common and effective form of trust power. I believe many marketers have mastered it.

• Mr. Monster said this mobile phone is very useful.
• Hu Ge said this phone is easy to use.

Needless to say, most people would believe the second copy more. Because Hu Ge is a celebrity, he is considered an authority by default, which makes it more convincing. (Uh, doesn’t anyone believe me? I am silently wiping my tears…)

Using celebrities, famous people or professionals to endorse products is a direct way of endorsement by an authority, but what if you don’t have enough money to hire a celebrity?

Well, you can indirectly use the relationship with an authoritative figure to endorse the trust of your product.

The so-called indirect borrowing is certainly not false borrowing, otherwise it will cause lawsuits, but it is to explore the indirect but reasonable connection between your product and the authority. For example: Taobao ’s celebrity-themed down jackets. Because of Liu Haoran (the celebrity), everyone is rushing to buy the same Central Academy of Drama down jacket as Liu Haoran. Here, Taobao merchants indirectly and reasonably link products and celebrities.

(Taobao screenshot)

It is important to note that when using an authority figure to endorse your product, you should pay attention to the match between the authority figure and the product. For example, if your product reflects a popular style, you need to see which authorities or indirect authorities are more suitable to endorse your product.

After reading this, you may ask: If I can’t have any connection with celebrities and other authoritative figures, should I just stop there? No, there are other group forces that can be used to enhance the trust of a product .

Next, we will share with you four types of groups that can also provide trust endorsement for your products. If used well, these groups can also bring considerable trust endorsement to your products, reducing your celebrity endorsement fees to a certain extent.

2. Majority

When people are faced with uncertainty, they are most likely to follow the behavior of others, especially the behavior of the majority. At this time, the majority becomes a form of trust endorsement.

I remember the first time I accidentally walked into a western restaurant and didn’t know what to order. But in order to pretend that I often went to western restaurants, I looked around and ordered a medium-rare steak, which most people around me ordered. At this time, most people have become trust endorsers of this "medium-rare steak" product, because I assume that a dish that many people are ordering should not be too bad.

This is the bandwagon effect, which means that we are often more likely to believe in things or behaviors that most people approve of.

This is also the principle of social proof mentioned in the book "Influence":

If we do things in a way that is recognized by most people, we will make fewer mistakes and regard it as the right way.

Have you ever encountered such a thing?

I believe that many people have basically encountered this. For example: when shopping on Taobao or Tmall , if you really don’t know which store to choose, you will choose the one with the highest sales volume - because you think so many people are buying it, it shouldn’t be too bad; when you see that the fruits sold on the street stalls are very cheap, you want to buy them but you are a little worried about the quality, but when you see that many people are buying them, you buy them too...

This is also why many restaurants like to engage in "queue" marketing , because many consumers assume that stores with longer queues are more reliable. The advertising slogan of some educational platforms is: " Out of 10 people who participated in overseas study training, 6 chose XX platform ", which also uses the trust endorsement of "majority".

Therefore, if your product has advantages in sales, popularity, etc., you might as well use it to endorse your product and dispel users' concerns about the product.

3. Similar

People tend to imitate and trust those who are similar to themselves.

Your elders tell you a lot of truths but you don’t believe them, but many people believe more in what their friends around them say. In fact, elders are generally more likely to tell the truth than their peers.

But why are we more willing to trust our partners?

Yes, this is also the principle of social proof at work.

Because we trust people who are similar to us or who resonate with us more, this will give users a sense of familiarity and thus generate a greater sense of trust. For example, in the example above, apart from the fact that the elders are most similar in blood, most of the younger generation find it difficult to find more similarities and resonance with them; while the companions around them are very similar to themselves in age and many other aspects, and they feel like they are the same type of people.

If Robin Li said to us: "Each of us can succeed in starting a business ." For many people who are still worried about what to eat next, they don’t quite believe what Li Yanhong said. But if Jack Ma said this, many entrepreneurs would be more willing to believe it.

Why? Because many people think that Jack Ma’s background is more similar to their own: Jack Ma was able to create a company with global influence with only a 3% score in math, and I scored a minimum of 30 points in math back then, so I would definitely be able to succeed in starting a business!

Similarly, when we are looking for trust endorsement for our products, we can look for groups that are most similar to our target users to dispel their trust concerns.

For example: for adult education and training, the users are white-collar workers, and when marketing, another similar white-collar group can be used for trust endorsement. For example, the advertisement says: "You started working with him in the same year, but two years later he became your superior - XX training institution, accelerating your career. (This is an advertising slogan I came up with temporarily, just for reference).

When the audience sees that people who were similar to themselves can achieve such growth in the institution, it may increase the audience's trust in the educational institution. This is also why many people like to read user reviews when buying things online, because they assume that these people are similar to themselves and are all consumer groups, so it is easier for them to trust them.

Therefore, if no one is willing to believe in your product, you might consider using groups similar to your target users to endorse your product.

4. Extremists

If a certain extremely picky group finds your product trustworthy, it will be more likely that other users will also believe in it.

There is a scene in Stephen Chow's movie "The God of Cookery" where a person with late-stage anorexia recovers after eating beef balls made by Stephen Chow (played by Stephen Chow). Later, many people came to visit after hearing the news. Because other people see that even people with late-stage anorexia find the beef balls delicious, they will assume that the beef balls are delicious and can be trusted.

If you see that people who are fatter than you or even about to "give up treatment" can successfully lose weight after signing up for a weight loss class at a certain gym, the credibility of this weight loss course will appear even more credible.

Therefore, if your product can have examples similar to the “extreme cases” above, you can use them to enhance the credibility of your product.

5. Opponents

We will be wary of an unfamiliar product, which is one of the reasons why we have trust concerns about many unfamiliar products. But if users find that the brand ’s competitors are speaking well of it, they will tend to assume that the brand must be really good.

For example: When other people hear someone who often slanders you say that you are a very honest person, they may easily believe that this is true.

For example: A person who always complains about the food in the school or company cafeteria, actually said one day that the food cooked by the new chef in the cafeteria is delicious. At this point, would it be easier for you to believe that this is true?

I am likely to believe it because I assume that people who often complain about the cafeteria are equivalent to "opponents". Opponents always speak well of their opponents, so their credibility will be higher than normal people. (Assuming this person did not receive advertising fees from the canteen)

Therefore, when your product can gain the trust of the group that everyone considers to be the "opposing" group, other users may also believe in it.

Summarize

Don’t just focus on pursuing gorgeous data descriptions to endorse the trust of the product, but also discover the power of the groups around you. Because products are sold to people, our concerns and hesitations about purchasing a product are more easily influenced by other people.

This article shares five types of groups with you. Please check whether you can use them according to the actual situation of your own product:

1. Authority
2. Majority
3. Similar
4. Extremists
5. Opponents

The author of this article is @怪兽先森 and it is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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