Use these 6 tips to make users want to buy your product

Some time ago, I saw that another restaurant near where I live had closed down. I remember that this store invested a lot of advertising expenses, but customers still preferred to shop in the stores they frequented before, so that this new store was transferred within two months due to excessive losses.

The above phenomenon is very common. When opening new stores or launching new products to the market, almost all of them will face this problem: how to get consumers to give up their past consumption habits and buy your products again?

Regarding this issue, I have seen that many brands or merchants basically solve it through price wars (constantly lowering prices) and other means. This method is effective under certain circumstances, but it is difficult to attract real users in the long run and is not conducive to future operations . As mentioned earlier, the restaurant used this price comparison method to attract new users, but once the original price was restored later, a large number of users were lost.

So is there a better way?

In fact, if you want users to change and choose another product, you can adopt the "addition and subtraction marketing method" (a method exclusively named by Monster Master) - that is, increase the perceived benefit value after the behavior change, or reduce the action cost of the change.

Perceived benefit value: how much benefit (advantage) consumers will get after changing their habits or using new products. For example, the well-known media person Mimi Meng said that if you buy her course for 99 yuan, your salary can increase by 50% within three years, which attracted many people to buy it.

Action cost: How much does it cost consumers to adopt a new habit or product (time, money, emotion, difficulty, etc.). If you participate in a weight loss course that claims to “lose 10 pounds in a week,” it only takes 15 minutes a day.

Because most of us want to change our past consumption behavior habits, we will first weigh the "cost of change" and "benefits after change" in our minds to see which one is more beneficial to us .

For example, I am used to buying things at the fruit store downstairs. If a new fruit store opens 200 meters away, I generally will not change my consumption habit of buying fruits at the store downstairs. But if I hear that a newly opened fruit store imports all its fruits from abroad on the same day and the prices are the same, then I might change my consumption habits. Because the perceived benefit of "imported from abroad on the same day and the price is the same" is greater than my change cost (walking 200M more), it makes it easier for me to make the change.

If the perceived benefit (the new store is similar to the store downstairs) - my change cost (an extra 200M) < 0, I will not buy it.

Benefit perception (imported from abroad on the same day and the price is the same) - my change cost (an extra 200M) > 0, I may buy

Therefore, if you want people to change a habit or accept a new product, you can adopt the "addition and subtraction marketing method" - increase the perceived benefit value and reduce the cost of change.

Here are six tips from the perspectives of perceived benefit and change cost to help consumers make changes to be more receptive to your products or services:

1. Increase the perceived value of benefits

We have already learned that increasing the benefits (advantages) after changing behavior is more likely to make target users make changes again and choose your products and services. Here are three tips:

1. Use the Bandwagon Effect

A large amount of evidence and experiments have proven that consumers' judgment of the quality of a product is easily influenced by others or the environment.

When shopping on Taobao , if people don’t know which store has the best products, they usually choose the one with the highest sales volume, thinking that the one with the highest sales volume should not be much different (this is why the fake order business on Taobao is still so popular despite being constantly suppressed);

Seeing that everyone around them was drinking Heytea , some people also started drinking Heytea instead of Gongcha;

For example, when ordering takeout before, many people placed their orders by phone. Later I found that everyone was using Meituan and Ele.me to order takeout, and people who had previously ordered takeout by phone also started using Meituan and other platforms to order takeout.

Therefore, when your product or service has an advantage in sales volume, number of buyers, etc., you can use this to do marketing and make more people accept your product.

2. Key opinion leaders ( KOLs )

Some people may be more picky about products and will not blindly follow the crowd. However, if he sees that KOLs in a certain field have chosen the product, it is likely that his perception of the benefits will increase - because we think that using the same product as the opinion leader should also bring greater benefits.

For example, in order to get more people to use Toutiao to read information, Toutiao invited many big Vs. Many people will think, “ Papi Jiang , Lei Jun , Wu Jing and other big Vs are using Toutiao, so I want to use it too.”

For example, I saw a new snack and dessert shop opened near where I live, and it has been doing very well so far. Because when this restaurant opened, it invited some recognized authoritative foodies to try the food, and then posted it on WeChat Moments , attracting many other people to consume. At that time, many people saw that these KOLs in the food field said they were good and thought they must be correct. These are all marketing methods that utilize opinion leaders.

Therefore , when the products you launch make it difficult for people to change their past consumption choices, you can try to let opinion leaders (kols) corresponding to a certain type of product help you persuade other consumers to make changes and accept your products or services.

3. Enhance behavioral motivation

The reasons why consumers make changes include not only external factors such as conformity and opinion leaders that affect our perceived benefits, but also our behavioral motivations. Motivation is the internal driving force that makes people move towards a certain goal. Good motivation will make it easier for people to make changes.

For example, it is difficult to stick to fitness at the beginning, and you have to endure muscle pain and other costs. Although we all know that fitness can bring health, it is still difficult to get people who have no fitness habits to do it. I saw a copywriting that changed many people's fitness:

"Reading is to talk to idiots calmly.

The purpose of fitness is to make idiots talk to you calmly."

The motivation of "fitness can make you healthy" is obviously not strong enough, but the motivation of "it can make idiots talk to you calmly" is stronger than the former. This motivation makes the benefits of the action greater than the cost, and is more likely to inspire many people who never exercise to choose to exercise.

For example, I have seen many Internet platforms entering the self-media platform market, but currently Toutiao is the best and has the largest number of authors. Why? One of the important reasons is that Toutiao is currently the best in terms of income and other aspects for creators - this can further enhance the motivation of creators, and naturally more people will be willing to join Toutiao.

Therefore, when your consumers are hesitating about which brand or product to choose, if your product can enhance their behavioral motivation (getting better treatment, service, etc.), they will be more likely to choose your product or service.

2. Reduce the cost of change

If your product has a high perceived benefit value but still cannot attract consumers, it is likely that the cost of taking action to change your product is too high. Here are three tips to reduce the cost of change for users:

1. Simplify the first step

Someone once asked me how to develop a reading habit. He said he really wanted to enrich his knowledge through reading, but every time he saw a thick book, he didn't know where to start. Later I suggested that he read only one page a day for a week.

If he wanted to make it a goal to finish reading a book every day from the beginning, it would be a very difficult thing for someone who has no reading habit in the past. However, if the first step of change action is simplified and the cost of change is reduced, people will be more likely to take change action. Later, after constant adjustments, he has developed the habit of reading every day.

The same is true in product marketing . Many people introduce their products very well and impress consumers with the desire to buy and place orders, but the final purchase is too complicated and they give up.

For example, during the last Double Eleven , we saw that the discount redemption methods of Taobao and Tmall in many stores were too complicated (cross-store discounts, add-to-cart discounts, discounts based on a certain amount of purchase...), so many people finally had to choose stores or platforms with simpler discount methods to consume (directly telling them how much discount they would get).

For example, when setting up a sweepstakes to attract users, many businesses’ sweepstakes steps are too complicated, which discourages many potential users. In today's era when attention resources are becoming increasingly expensive, if the first step of change is too complicated, it will be difficult to get users to make changes again to accept your product.

Therefore, when you want users to make changes or choose to accept your product, it is best to simplify the first step of the change action. For example, when purchasing, try to simplify the method by allowing users to place an order by simply clicking on it, or to participate in an activity by simply scanning a QR code, so as to retain interested users.

2. Previous sexual experience

Many people are reluctant to try new products or change to new brands. Most of them are worried that if the product is not as good as expected, the cost they have paid will be wasted.

For example, you see a new store opening and claiming that although the product prices are similar to those of other stores, the quality is definitely better than that of other stores. But the consumers are worried: "What if it's not as good as it's said? Won't I lose money? I'd better go back to my previous store and buy it."

At this time, consumers can experience your products and services at low or even no cost, thereby reducing their switching costs.

For example, free tastings of many new products, free offline experience stores, and reading after-sales reviews on Taobao are all marketing methods that rely on prior experience.

3. Build familiarity

It is more difficult for people to change their behavior towards unfamiliar things than familiar things. The marketing approach of reducing the cost of change by building familiarity is particularly effective for many new categories (categories that have never appeared before).

Just like when you see a stranger greet you, you will be on guard. But if you know that this person is a friend of your good friend, this concern will be reduced, making it easier for you to accept his greeting.

For example, the advertisement for Apple's new MP3 product, IPOD , was:

"1,000 songs in your pocket"

The advertisement links the new product category of iPod with the well-known "pocket". After watching the advertisement, consumers will understand that this is a device that can hold many songs and is only the size of a pocket. This makes it easier for consumers to connect and make purchases.

So, when your product is difficult to understand in the market, you can make it easier for users to change their behavior by establishing connections with things that are familiar to your target users.

Conclusion

If your newly launched product or service is difficult to promote and you are faced with the problem that consumers find it difficult to give up their past consumption habits and repurchase your product, you can use the "addition and subtraction marketing method" exclusively named by Monster Mr. to improve the situation.

That is, think from the perspectives of "increasing perceived benefit value" and "reducing change costs":

Increase benefit perception

1. Use the bandwagon effect - if everyone around you is using a product, other consumers may also be influenced;
2. Opinion Leaders (KOLs) — The big Vs/professionals in the field are all using a certain product, so others will think it is more worthwhile to choose this product;
3. Enhance behavioral motivation - under similar conditions, users are more willing to choose products that provide more benefits or services.

Reduce the cost of change

1. 1. Simplify the first step - If the first step to change behavior is too high, it will often hinder users' actions. The first step of the action should be simplified. For example, you can directly click to purchase.
2. 2. Prior experience - the cost of trying new products is too high, so the cost for users can be reduced. Such as free tasting, etc.
3. 3. Build familiarity – It’s best to connect new categories with things that target users are familiar with, so as to lower their guard. Such as the iPod advertisement.

PS: The methods and strategies in this article are for reference only. Do not blindly follow brands or products in different situations.

The author of this article @Mr. Monster is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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