A brief talk about how products resonate with users!

As an operator or marketer, how can you use the human brain's cognition to change their decisions?

I discussed the decision-making organization of the brain before and saw an interesting picture, as follows:

Moreover, factors influencing decision-making behavior: boss>boss’ wife>analyst.

So how can an operator or marketer use the human brain's cognition to change their decisions?

One option is to influence the analyst (cortex) through rational persuasion. You tell consumers how good the product is, how complete its features are, how it is better than competitors, and so on.

In many cases, once the analyst feels that what you say makes sense, he or she will pass the information to the boss and the boss's wife, and then they will sometimes adopt the analyst's advice and eventually buy your product. But in many scenarios, bosses and boss ladies often ignore analysts’ advice:

1. When decisions need to be made on the spot or quickly. Think back to this scene in your life: you see someone selling wolf tooth potatoes in the distance, you are just curious to see what they have, so you walk over slowly. When you just get there, the owner says wolf tooth potatoes, takes something out for you, and then asks you if you want a large or small portion. Often at this point you will decide to buy even if you didn’t have the desire just now.
2. When you are nervous. For example, a car seller's advertisement: I buy a car just so that my baby doesn't have to squeeze into the subway like you do.
3. When under the influence of alcohol. When alcohol is influencing the brain, it is often difficult to be rational and easy to make decisions based on emotions.
4. When facing authority. When people are faced with a credible authority (such as a reliable brand ), the analyst will give up the analysis and the boss will make the decision. (For non-branded products, you need to learn to persuade the other analyst to persuade the boss to make a decision); just like buying shoes, even the worst Nike shoes are better than no-brand shoes. Your brain analyst will rationally compare the material, comfort, quality, etc., but your boss will only impulsively believe in the brand. At this time, the analyst is completely defeated.
5. Unimportant decisions. When a decision is not important (such as buying toothpaste), analysts will give up the brain-burning analysis and let the boss make the decision (past habitual purchases).

According to the brain’s decision-making analysis system, all of our products currently on the market can be defined as two categories: enjoyment products and self-discipline products.

• Hedonic products: systems that target impulsive, short-term, and temptation-prone individuals. It is responsive and driven but craves immediate enjoyment, lacking planning and reason.
• Self-disciplined products: thinking, long-term, planning-oriented systems with slow reactions and average energy, but full of reason and planning, and able to delay gratification.

That’s why gym memberships are always for half a year or a year; beer is always about enjoying the moment and having fun together.

Enjoyable products

Therefore, if the product we promote is a consumer product , we must reduce the user's self-discipline as much as possible, let his "analyst" lose control, and leave the main decision to the boss and the boss's wife.

1. Find ways to blur other people's goals so that they don't consider the goals when doing things;

For example: Nike ’s classic slogan: just do it; only for this day, if you miss it, it will never come back; live to enjoy life in the present moment, etc.

2. Most negative emotions will reduce people’s self-discipline. (Worry, stress, fear, and sadness motivate people to engage in enjoyment-oriented activities.) Appropriate stimulation of stress, sadness, and even fear will undermine people's self-discipline and make them start to enjoy themselves.

For example, the Didi ad mentioned earlier: If everyday life is like acting, then at least be yourself in the car, give it your all, and be nicer to yourself today.

3. Long-term enjoyment will make people feel guilty. Give them a reason to fill the guilt and let them continue to enjoy.

For example: Double Eleven is here, and how many of the 10 pieces of clothing in your shopping cart are for your parents?

Self-regulating products

If it is a self-disciplined product , then the analyst who often mobilizes your brain makes you think more rationally and exclaim: Yes, it is true.

1. It is necessary to clarify the goals, make people think about what they can get in the future and why they are making such a decision now. —-For example, when recruiting students for the postgraduate entrance examination class: I don’t know where I can go and what I can do after graduating from college.
2. Make people positive, confident and eager for tomorrow - for example: CET-6 tutoring class - after learning a few words, I found that CET-6 didn't seem that difficult.
3. Constantly reminding people of the goal makes them feel like they have a long way to go. —For example: Tomorrow will be more professional than today; another example: Keep’s latest slogan: Self-discipline gives me freedom

The above is my humble opinion on user resonance. I hope you are interested in discussing it.

This article was compiled and published by the author @逆光 (Qinggua Media). Please indicate the author information and source when reprinting!

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