User acquisition | 6 "black magic" summarized from "Influence"

Internet operations actually only revolve around three things: attracting new users , retaining existing users , and promoting activity.

When it comes to attracting new users, many methods have been summarized, such as finding channels to place advertisements, planning online and offline marketing topic activities, and having old users bring in new users.

However, with the fading of traffic dividends and the vertical segmentation of demand, the cost of attracting new customers has become increasingly high. Why does hunger marketing work well for some people while it doesn’t work for others? Why is it that some people can spread a virus while others can’t? Why can some products quickly accumulate seed users while others always have a weak relationship with users?

I just read "Influence" a few days ago. Combining the topic of product acquisition, analyzing users from a psychological perspective may give you different inspiration~

First, a mind map reading notes

To download the mind map, please click here

“Treat others as we would like to be treated.” This statement has a psychological basis. Because people naturally have an uncomfortable feeling about owing others, when others do us a favor, we all hope to give back . Interestingly, research has found that even being given a gift that we don’t need or appreciate can trigger our sense of indebtedness, and that what starts as a small favor may ultimately trigger a much larger return.

Examples :

Once I got off a subway station and went to a nearby shopping mall. Because it was rush hour in the evening, the bus took a long time to come. At this time, a bus with "xx subway station - xx shopping mall shuttle bus" written on it came. I thought it was the shopping mall's shuttle bus, but after getting on the bus, I found out that it was a bus from a company that focused on O2O community services. There were staff on the bus distributing product leaflets and giving a brief introduction. I observed the passengers around me and found that many of them scanned the QR code and downloaded the APP on the spot, and took the flyers away when they got off the bus. This is actually taking advantage of the "reciprocity" psychology, because this product provides passengers with the opportunity to ride for free, and in return, the passengers download the APP as a reward.

No one likes inconsistent people, we all like people who are consistent in their words and deeds . In order to prove that our actions are consistent with our words, we often use actions to prove that our previous decisions were correct. The power of this commitment becomes even stronger when your decision is written down and made public. When a person makes a promise, he is actually positioning his own image in his mind. Later, in order to meet his own or the public's expectations of this image, his behavior needs to be consistent with this image, which further strengthens the power of the previous promise.

Examples :

I saw an h5 game of a fitness app on WeChat Moments before. The game first requires you to select a few of your eating and exercise habits, as well as the parts of your body you want to lose weight (whole body or local parts). Then the system will recommend several exercises that you can do at home based on the selected conditions. Finally, people who play this test are encouraged to share the game and promise others to achieve a certain fitness goal before summer comes. During the entire process, there was no publicity about the functions of this APP, or any red envelopes or benefits, but many people in my circle of friends forwarded it, and for a period of time afterwards, I often saw them sharing their fitness check-ins using this APP.

When we cannot judge what is right, we are more likely to assume that other people's behavior is right and imitate them. By imitating others, we can reduce the cost of making our own judgments, and the brain likes to take shortcuts in this way . Additionally, we tend to imitate people who are similar to us rather than those who are different from us.

Examples :

A few days ago, a good friend of mine used an overseas shopping APP to purchase a bag from abroad. Finally, I was undecided between the two merchants A and B. Merchant A’s fee was 10% higher than that of merchant B, but merchant A had more than 50 reviews, while merchant B only had a dozen or so. Finally, my friend chose Merchant A. Although it was more expensive, she felt that the choice of most people was more reliable.

When it comes to making a purchase decision, social ties are twice as powerful as consumers’ likes and dislikes of the product itself. If we like someone, we are more willing to agree to his request. So what exactly influences how we feel about a person? Why do we like someone?

The answers given in this book include:

(1) Physical attractiveness: People who are good-looking are more likely to be liked by others;

(2) Similarity: We subconsciously respond positively to people who are similar to ourselves;

(3) Compliments: Everyone likes to be flattered to some extent;

(4) Contact and cooperation: It brings a sense of familiarity, and familiarity affects a person's preferences, provided that the contact is pleasant;

(5) Conditioned reflex and association: Bad news will make the person reporting the news feel unlucky, while good news will make people feel good about the person reporting the news.

Therefore, if your product does not solve basic problems such as "food, clothing, housing and transportation", the user's learning cost is relatively high, and a certain level of trust is required, you might as well try the method of recommendation by acquaintances.

Examples :

Speaking of Internet financial products, I originally refused. I think you can't make me buy it. First I have to try it. If it is indeed reliable, duang~ I will buy it (ahem~ just a joke). This is a case that happened to me. A partner of mine in a previous company left and went to an Internet financial company. Through him, we learned about the security of this company's fund management. So I and several colleagues, who had never been exposed to Internet financial management, also chose this company's financial products. And everyone has become a recommender of this product.

I have lived in Beijing for seven years and have encountered several cases where the subway stopped operating or passed a station without stopping. Apart from accidents such as signal failure or people falling off the platform, there is always only one reason from the subway officials for the above situations: following instructions from superiors . I have never figured out who this mysterious "superior" is, but I only know that this instruction is absolutely authoritative, with no room for negotiation, and it instantly eliminates all reasons for suspension of operations. There must be a reason for the "superior instructions", but it is inappropriate for the subway company to use this as an excuse to ordinary subway passengers like me. What is strange is that there has been no change in the subway company over the years, and no subway employee seems to have stepped forward to question it. It is unreasonable to use this reason to explain the reason for the suspension to the public. In fact, it is easy to understand their behavior, because just by saying "following the instructions of my superiors", they can push the conflicts to their superiors without thinking .

Examples :

Many social platforms and knowledge platforms, including Weibo and Zhihu, initially began to attract celebrities from various fields to join. Under the influence of the celebrity effect , new users can immediately establish a positive first impression of the platform. So-and-so is using it, so it seems to be correct. This method is also commonly used in book marketing. Nowadays, if you don’t list a few recommenders on the book jacket, you would feel embarrassed to sell it.

Scarcity makes things valuable. The rarer something is and the harder it is to get , the more precious it seems to be . Hunger marketing takes advantage of this mentality. But I think that the weapon of "scarcity" is ineffective when used alone. If the audience has no basic concept of the functions of your product, hunger marketing will not work. Scarcity must be used in conjunction with the previous weapons.

Examples :

Various marketing situations with the slogans of "limited quantity" and "deadline".

The book "Influence" is regarded as the marketing bible, but in the end, I would like to emphasize a sentence from the book: repay kindness with kindness, and not repay trickery with kindness .

This book helps us to have a deeper understanding of human nature. While reading it, I often have thoughts like, "So users would think this way. In this case, I can make some improvements to the product in certain aspects..." But I think the method provided in this book is also a double-edged sword. The premise of using "influence" well is that your product truly creates long-term value for users, rather than trying to "fool" users .

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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