Use these 3 methods to impress your users

Before starting the article, let's do a small test together:

Close your eyes and think about something that you think is important in recent years. Think carefully...

How about it? What moments do you remember?

I think it should be very fragmented. You probably don't remember much. You only remember some things here and there, all of which are very wonderful moments, but most of them should be almost forgotten.

People are forgetful. This is true even for things that are particularly important to them, let alone other things.

Especially in this age of information explosion, content fragmentation, and everything competing for your attention.

For a brand , a product, a piece of content, a public account , or anything else that you want to get more attention and memory from users.

How much can you still remember? What things will make you remember them most? How can you make users remember you deeply?

Nobel Prize winner and psychologist Neil Kahneman (God) has such a research conclusion:

He found that memory of an experience is determined by two factors: the feeling at its peak (whether positive or negative) and the feeling at its end, a phenomenon known as the peak-end rule.

In other words, after experiencing something, all you can remember is the experience at the peak and the end, and the entire ordinary process has little impact on the final memory.

Just like when we go home for the Spring Festival, actually many things happen in the process. But after the Spring Festival, not long has passed, and many things may have become blurred or forgotten. What we can remember may be a few of the most touching moments and the final moment of parting.

So, based on the peak-end rule, we know:

Most of the time, our memories of something are at some key moments, including but not limited to the peak and the end of the peak, which must be the key moments.

We will basically forget the length of this experience, the good and bad experiences, and the ordinary ones.

In other words, if you want users to have more memories of your brand during the establishment process, your product during the marketing process, your event implementation process, and your official account during the operation process, there must be key moments.

You don't have to give users a good experience from beginning to end, but you must give them an especially good experience occasionally. If the user's experience at the critical moment is pleasant and satisfactory, then the entire memory of you afterwards may be pleasant and satisfactory, which means that the experience is actually average overall!

This reminds me of a very, very important principle in the service industry: Mostly forgettable and occasionally remarkable.

The general meaning is: you don’t need and it is impossible to do everything perfectly. As long as some things are done exceptionally well occasionally, users will have a very good experience.

And this is the critical moment of manufacturing experience.

Just like when we shop at IKEA, we often have many unpleasant experiences. For example, the shopping route at IKEA is designed to be super complicated, and you have to walk through the entire mall just to buy one piece of furniture; for example, you can't find a clerk when you want to ask something. But it will always give you some surprises, such as trying out your favorite bed, finding a cheap and practical desk, etc.

And after a while, when you recall this experience again, what you may remember are those wonderful moments.

There are also many children's hospitals now that have a children's play area. After giving the child an injection of vaccination, the parents took their still crying child to this play area to play.

Then, the child quickly forgot the pain of the injection process, but remembered the happy result. Ultimately, the pain of injections won't be as apparent to children. The parents were very happy to see their child, and they also favored this hospital even more in their intangible memories.

Seeing this, I think it should be inspiring for people who are engaged in branding, marketing, and operations.

As the capital market as a whole falls into irrational frenzy, the attention economy has long become the only pursuit of performance for many companies. These key moments placed here correspond to the memory of your brand, products, activities, and official account.

This is what everyone dreams of.

A brand/product only has brand power when it influences users and is remembered by users. So, how important is it to let users have more memories of the brand/product? Accordingly, it is so important to create some key moments of brand experience and product experience!

So is there any good solution?

have! Here are 3 simple and practical methods on how to create this crucial moment . ( From the book The Power of Moments by the Heath Brothers)

The first is a sense of ritual, which is to make a certain experience process particularly ritualistic.

When ancient emperors ascended the throne, a particularly solemn coronation ceremony would be held, which was always impressive.

You see, there are many online course training services now. When students graduate, they will hold a graduation ceremony and issue completion certificates. It does not cost much, but it can often greatly improve student satisfaction.

There are some very high-quality communities . When you join the group, you need to fill out an entry form, read a group rule, and introduce yourself to everyone. Some even require you to take an oath before joining the group, which makes it particularly ceremonial. Although the process is complicated, it leaves a deep impression on users and upgrades their experience.

There are also many public accounts that require fans to check in, regularly initiate fan activities, and have interactive columns for each tweet. These are all ways of operation to increase the sense of ritual (critical moments) and allow users to have more memories of them.

The second is to highlight its importance, that is, to make a certain user experience process particularly important so that they can feel it.

Important things will always leave a deep impression on people. This goes without saying. If you particularly value an experience, users will naturally be able to feel it.

To give the simplest example, you are a department head and you need to convey an important company decision to your team members. If you just send it to everyone in the WeChat group , I believe these team members won’t remember it for long.

But what if this is the case?

You first send a message in the WeChat group: There will be a meeting in the conference room from 9:30 to 10:00 tomorrow morning. Please dress formally and bring paper and pen. You also specifically arrange for one team member to prepare the meeting equipment and one team member to take minutes.

Then when you are in the meeting the next day, emphasize the importance of this meeting and solemnly announce this important decision of the company. Afterwards, all members were arranged to discuss the significance of this decision.

Finally, you ask the team members to organize the meeting minutes, print them out and distribute a copy to each person.

So, is this a very impressive thing for everyone?

The third is to create small surprises, that is, to give users some unexpected surprises during a certain experience process.

Creating a sense of surprise has always been a good method that works well in the marketing operation process. No one can resist surprise. As long as users feel different surprises during the same experience, they will always favor you more.

A brand that can surprise its users is always popular.

For example, if 10,000 yuan in cash falls from the sky into your hands on your way home from get off work, I think you will remember it for the rest of your life.

This method is used very frequently in the operation of public accounts . For example, you can prepare some things that readers really need in advance. Users can get them by replying to corresponding keywords in the background after reading the article. This will not only not cause resistance from readers, but will also greatly increase readers' favorability towards the public account.

For example, you can prepare some small surprises for readers, such as books, red envelope passwords, privileged services, memberships, etc., which are all to create key experience moments for the official account.

In general, our memory and evaluation of something does not depend on the entire experience of that thing, but more importantly on the key moment.

Most things don’t take a lot of effort, but if there are some really great key moments, the user will have a very good experience.

To create key moments, you might as well make good use of the three methods in the book "The Power of Moments": "sense of ritual, highlighting importance, and creating small surprises."

If you have a birthday, there are two possibilities:

1) People in your department invite you to have lunch together as usual;

2) The entire company has agreed to invite you to a star-rated hotel for dinner in the evening, and has also ordered a birthday cake in advance. At the scene, the big boss you have never met came in person to celebrate your birthday. At the end of the event, your leader announced that you were promoted to manager...

I believe 2) will definitely leave you with a deep memory and a great experience.

Therefore, by making good use of these 3 methods, no matter in marketing, operations, workplace, life, socializing , or dating, you can always make that person remember you deeply!

The author of this article @木木老贼 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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