Six things you need to know to make your product popular

As the way information is disseminated has gradually changed from a single point from top to bottom to a multi-point to multi-point three-dimensional network, how to spread information more effectively and make it popular, a good reputation has become the key. The STEPPS principle proposed by American marketing professor Jonah Berger in his book Contagious provides an excellent explanation for many marketing events.

1. Social currency: helping people be praised and liked

People often share interesting and fun things with their friends. Social psychology explains this behavior. People are happy to share out of the intrinsic motivation of being praised or showing off by others. If it is just because of the request of others, individuals will often refuse or avoid it. Therefore, in order to spread a product or information better, we first need to make people willing to share from the bottom of their hearts. We can build social currency in two ways.

• Enhance intrinsic appeal: Generally, people have their own inherent cognition about a certain thing or a certain point of view. Breaking this mindset and sharing or showing off this unique point of view can not only attract people's attention and thinking, but also gain others' appreciation. Usually, some controversial or mysterious events can also arouse others' discussion. An event that is not very attractive is often because people do not know enough about the details of the event. Presenting these details that are not easy to be discovered to users at the first time can increase a lot of attention.
• Marketing a sense of belonging and satisfaction : Create scarcity and exclusivity of the product, so that those who get the product feel special and can show off to their friends.

2. Incentive: Make the product frequently mentioned and more visible

An external factor that generates motivation is called an inducement. In terms of the timeliness of communication, there are immediate and continuous factors. Some novel and interesting things usually do not lead to continuous communication. Only when we make something visible everywhere and closely related to our daily life can we make it popular.

For example: the act of drinking Coke. When you sit down to rest after shopping and feel tired, you want to drink something, so you buy a can of Coke. After drinking it, you feel refreshed. When you rest after exercise, you want to drink something to quench your thirst, so you see Coke. After drinking it, you feel energetic again. Thirst is equivalent to a trigger. When people are thirsty next time, the first thing they think of is drinking Coke. Gradually, drinking Coke becomes popular.

3. Emotion: Helping people resonate emotionally

When an event happens, if people don't feel anything, they basically won't share it with others. If this thing can make a person angry or happy, he will hope to have emotional resonance with others and may share it with others. Therefore, something that can cause people to be highly aroused can stimulate their urge to share, such as awe of something, concern for others, and exercise can also cause people's physiological arousal and ignite their enthusiasm for sharing.

4. Publicity: Providing a social proof that helps people follow the crowd

Social psychology explains that people all have a herd mentality, and when they see the behavior of the majority, they always want to imitate it , because this can save them a lot of thinking time. Therefore, making things that need to be popular observable can provide others with a good social proof. The effect of public utility can be achieved by designing some products that can promote themselves or by taking advantage of the residual behavior of users. For example, clothing brands often give each customer a shopping bag with a logo, so that when the user completes shopping and walks around with the bag, the brand will continue to be promoted.

5. Practical value: helping people save money and time

People are willing to help each other because they can gain valuable information from each other. Kahneman has a prospect theory, which proposes that people generally evaluate things based on comparison principles or reference points. If users can be provided with some products or information that exceed their expectations, it will be easy for people to be happy to share. Just like buying things, people are happy to share discounts sometimes because only when the quantity is large enough can they enjoy the biggest discount. But we must provide real and useful expertise.

6. Stories: Help people remember more easily

A story is a narrative that tells a meaningful event. The story of the Trojan Horse has been passed down for thousands of years and people never get tired of listening to it because storytelling is a way for us to understand world culture. Stories are vivid and meaningful, which makes it easier for us to remember and share them with others. Telling a meaningful story to a product can make the product easier to remember and spread.

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