How to arouse users’ desire for products?

When we hear about or see a very good new product, we may not necessarily buy it. Even if we do buy it, we often make the decision only after much hesitation.

Although certain features of a product can attract our attention, we always feel that we need a specific, action-oriented incentive to finally make us press the purchase button.

The gap between hearing about or seeing a product and actually buying it is demand stimulation . Motivation works by enabling users to overcome old inertia, creating a sense of lack and reinforcing the appeal of the product.

In other words, users may not necessarily feel they need a certain product. At this time, you can try to create an environment that makes the user feel that he actually needs such a product to eliminate the activated sense of lack in his heart.

For example, the advertising slogan of a well-known English training institution is " Persist for 5 minutes every day, and you will see a big difference in 1 month. Subscribe to XX English ."

At first glance, it seems that this can motivate users to make decisions because the cost of initiating the behavior is very low, only 5 minutes a day.

But in fact, many people tend to turn a blind eye to it. They don’t want to spend a few minutes painfully learning English even if it means playing a game of King of Glory or browsing entertainment gossip. All in all, users do not feel an urgent need to learn English.

Is there no better way to stimulate users' demand for learning English and let them make a decision quickly?

This can be achieved with a copy written for a public account . This article begins with the topic " The heaviest burden in life is not work, but boredom ", and talks about " Where does the time go ", telling readers that in fact a lot of boring time is wasted by us, and the more idle we are, the more bored we feel.

In this case, you might as well learn something that interests you, or a craft or skill that may be useful in the future.

This leads to the conclusion that “ language is a universal skill .” Finally, I said, "XX online English learning can make it easy for you to achieve your goals . "

The user feels like he is being tricked step by step, and can only nod his head continuously. Finally, he realizes that so much of his boring time has been wasted. He decides to learn a new skill, but he can’t think of anything else to learn right now. So he might as well try the ready-made recommended XX English.

Why can this method allow users to make decisions quickly?

A key point is that the user's emotions are aroused - here the emptiness in the hearts of young white-collar workers is activated. Every day's boring time is wasted, but I didn't pay attention to it before. I can't go on like this. I should find something to enrich myself. This need stimulation is emotional stimulation.

To overcome people's persistence in old habits and vague cognition of their own needs, you can start from the following aspects to build demand stimulation and make users take the steps you expect:

1. Emotional arousal
2. Situational Awakening
3. Virtual Groups

Emotional arousal

When your product is not a necessity for users, you can try to stimulate some positive or negative emotions in them and then establish a connection between the product and this emotion. For example, your product can help users overcome certain negative emotions (fear, emptiness, anxiety, anger, sadness, etc.), or further amplify certain positive emotions (happiness, optimism, self-confidence, appreciation, relaxation, etc.).

Just like the English training copy above, it stimulates the user's empty emotions about the passing of boring spare time, and then launches the English learning solution at the right time to reduce the negative emotions of emptiness. (Negative emotions are usually more likely to inspire users’ inner sense of lack than positive emotions, but it should be done in moderation.)

The promotion of "Wolf Warrior 2" has inspired a positive patriotic sentiment among the Chinese people, and at the same time stimulated everyone's desire to express their patriotism, but they also felt a lack of knowledge about how to express it through actions. At this time, going to the cinema to watch "Wolf Warrior 2" is the most direct way to eliminate the sense of lack.

One big advantage of doing this is that users won’t feel that you are here to sell them products, but rather that you are helping them alleviate negative emotions or giving them the opportunity to strengthen positive emotions and reduce the discomfort caused by a sense of lack.

A complete emotion arousal process can be designed according to this process.

Stimulate emotions → Provoke thinking → Propose solutions,

(Creating a sense of lack) (Eliminating a sense of lack)

for example:

"There is a security risk in your system, please check and eliminate it in time!"

(Incite a sense of insecurity about the computer system, cause concern, and then provide a solution to detect and eliminate it)

"The human body is 70% water. Is the water you drink right? Tea is 98% water. Why only choose tea leaves instead of water? XXX filter kettle effectively reduces scale, chlorine, heavy metals, and impurities, making tea more delicious and water safer." - An advertisement for a filter kettle

(Arouse people's concerns about the quality of drinking water, and then propose that XX water filter kettle is an effective solution)

Ordinary copywriting might read: XXX water filter kettle effectively reduces scale, chlorine, heavy metals, and impurities, making tea more delicious and water safer.

Obviously, the former creates a sense of lack of demand for high-quality water, and then reduces or eliminates this sense of lack through the timely solution of XXX water filter kettle, making it easier for users to pay for it.

The latter is more like a product description.

Situational Awakening

Before promoting a product, you need to think about what kind of situations the target customers will be in to trigger this product. In other words, what kind of situations will users encounter that will make them think of your product.

For example, a herbal tea brand needs to be promoted .

According to Baidu Encyclopedia , herbal tea has the effects of clearing away heat and detoxifying, promoting fluid production and quenching thirst, and removing fire and dampness. If the advertising slogan used is "To clear away heat and detoxify, drink XX herbal tea" or "To remove moisture, drink XXX herbal tea".

I guess you don’t usually think of this herbal tea. Because for a normal person, how likely is it that he or she will often have dampness or need detoxification? Obviously, the two scenarios of clearing heat and detoxifying and removing moisture occur too infrequently to stimulate user demand.

The slogan of Jiaduobao Herbal Tea, “If you’re afraid of getting a sore throat, drink Jiaduobao” (which seems to be extracted from the major effects of herbal tea), has constructed the high-frequency scenario of “getting a sore throat”.

In modern society, the food people eat is rich and varied, and "getting angry" is definitely a common mild symptom. When eating spicy food, dry weather, etc., people will easily think of Jiaduobao.

The reason why Jiaduobao's slogan is more attractive is that the frequently occurring situation of "getting angry" can easily arouse users' needs.

Therefore, you should not only think about what kind of situation the target customers are in to trigger the product, but also consider how often this situation occurs. The more frequently a situation occurs, the more it stimulates users' demand for the product.

Someone did an experiment in which they hung a small billboard in front of each shoe-shining machine. One billboard read "Shoes shining, please sit down!" and the other read "Please shine your shoes before a date!". As a result, the latter has far more customers than the former. (Dating is a relatively frequent activity for urban people)

For example, Xiangpiaopiao milk tea changed its slogan to "When you feel a little hungry or sleepy, drink Xiangpiaopiao!", which hits the point that white-collar workers often feel a little tired and hungry in the afternoon on weekdays. This is a very common situation among office workers.

Therefore, if you want to use the " situational awakening " method to spread your brand, you need to find situations that are related to a certain attribute or function of the product and occur frequently in order to stimulate the needs of target users and allow them to form conditioned reflexes. When they encounter such a situation in the future, they will think of your product without hesitation.

Virtual Groups

In addition to stimulating users’ emotions and establishing high-frequency scenarios, you can also consider using the “virtual group” method to awaken user needs.

There is a true story like this (this situation actually happens around us often).

A wife accompanied her husband to the mall to buy a microwave oven. The salesman began his sales pitch by explaining the benefits of microwave ovens for women. But the wife interrupted the salesman: "He will cook the meal, you should tell him."

The salesman then turned to the husband and said, "That's great. I think it's a good thing that more men are starting to cook. There's nothing I enjoy more than walking into the kitchen and cooking." The underlying meaning of this statement is: "We have the same characteristics; we are the same type of people, you should believe me!"

The salesman established a virtual group with the real husband who cooked. Simply put, "We are the same kind of people, we belong to the same virtual group, you can trust me and do what I say, and it won't go wrong."

Essentially, building a virtual group is about considering issues from the perspective of your target users, rationalizing your behavior, and making you more approachable and convincing.

For example, new employees in a company will easily form a virtual group like “we the newcomers”. At least for a period of time, they will eat together. This emotional connection may even last for a long time. When they recall the past several years, they will still talk about us, the group of newcomers.

People like those who end up belonging to the same virtual group as themselves, even if the membership is divided according to zodiac signs or birthdays.

Such virtual groups are also often seen. For example, if you meet a fellow villager from Daqing, Heilongjiang in Beijing, the shared attribute "Daqing people" becomes the basis of this virtual group.

Advertisers spend huge sums of money to associate their products with well-known stars, such as Kobe's series of basketball shoes, which means that people who wear Kobe's series of basketball shoes are a virtual group - we are professional Kobe fans.

People who drive Teslas will feel that they are very cool and are the ones who pursue the latest technology (not just those who have a certain financial strength); people who spend a lot of money to be the first to get an iPhone X will feel that they belong to the virtual group of "real Apple fans". (You can queue up all night or pay a high price to get it first at any cost)

For example, the mineral water brand Baishuishan positions itself as the aristocrat among waters. In other words, people who drink Baishuishan are a virtual group of high-end people who value quality and have a high taste for life. (Note: senior people are not high-end people).

Mobike , the popular shared bicycle , was just a means of transportation for a small number of young people who were trying out new things early last year. Other young people were curious when they saw people riding these cool orange bicycles on the streets and wanted to try them themselves.

At that time, Nangong (the author's pen name) was riding a Mobike and waiting for the traffic light when a young man sitting in the car asked, "This bike is very cool, where can I ride it?"

In fact, it is this virtual group of "fashionable" young people (subtext: if you haven't even ridden a Mobike, you must be out of date!) that helps Mobike quickly open up the young people's market.

Just imagine, if all you see on the street at that time are a group of middle-aged and elderly people or children riding Mobike, young people may not think they should try it. Because that doesn't belong to your own virtual group.

It can be seen from this that brands can build one or more virtual groups based on their own positioning to stimulate demand and allow target users to find a sense of belonging or security in their own virtual group.

So, how to build a virtual group for target customers to stimulate user needs? You can try these two points.

• Declare the image and characteristics of the virtual group
• Providing a way to express identity

Declare the image and characteristics of the virtual group

You can directly provide reminders in the promotional copy, or you can mobilize typical groups first.

For example, Mobike was the first to be rolled out among young people who were pursuing new things; Baishuishan mineral water promoted itself as the "aristocrat of water" through its advertising copy; and Mimi Meng built a matching readership through sharp and humorous words.

Let’s take a look at how Adidas’ Trefoil brand expresses its virtual group image.

One of his advertisements: "They say: There is something wrong with your problem! They say: Your aesthetics are not good! They say: You are a little short! They say: You are a little ugly! How many times have we answered in our hearts: What a coincidence, this is me! Youth is about being yourself!"

Obviously, the image of this virtual group is those who have been ridiculed and denied by so-called "experienced people" or "others" because of their youth.

After seeing this, many people will find some of their own shadows in it to a greater or lesser extent. This creates a virtual group of people who have had similar experiences.

When creating a brand of maternal and infant products, you can start from the situation where young mothers are busy with work, taking care of children, and dealing with the trivialities of life, and build a virtual group of "struggling mothers."

Simply put, you can ask yourself, my product should make the target users feel that " we are XX kind of people. "

This "XX type " needs to be determined in combination with the positioning of your own products and target groups. Then tell them that people like XX are here and should come here quickly.

Providing a way to express identity

Just like the Trefoil advertisement, after declaring the image of the virtual group, the method provided to express identity is that wearing Trefoil brand shoes is to tell everyone that I am this kind of person and Trefoil understands me, thus forming a virtual group of "We wear Trefoil".

Following and sharing Mi Meng’s articles is a way to express your identity as a member of this group.

In other words, the virtual group image you construct must match certain attributes of your product in order to inspire target users to seamlessly associate your product with it.

At the same time, it is necessary to create a visual identity expression (the orange Mobike bicycles, the conspicuous clover logo, or a design that is easy to share on the Internet) so that the outside world can easily understand, " Oh, they belong to this group . " (For some products, virtual groups may need to appear in a more covert way, so the visual symbols can be weakened)

summary

When we want users to make a decision as quickly as possible, to purchase or use your product, or we want to arouse users' desire for the product.

The following aspects can be considered to stimulate demand :

1. Emotional stimulation

Stimulate emotions → Provoke thinking → Propose solutions

(Creating a sense of lack) (Eliminating a sense of lack)

2. Situational awakening

Find a frequently occurring situation related to the product's attributes or functions, stimulate the needs of your target customers, and allow them to form a conditioned reflex so that they will think of your product without hesitation when encountering such a situation.

3. Virtual groups

Based on the brand positioning and the characteristics of the target population, build one or more virtual groups to stimulate demand and allow target users to find a sense of belonging or security.

To build a virtual group and stimulate user needs, we need to consider the following two points:

• Declare the image and characteristics of the virtual group
• Providing a way to express identity

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

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