How to get users to try new products when promoting them? Start by awakening your primal brain!
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Many new products are doing very well, but people are often reluctant to try them. For example, when I was in my sophomore year, I came into contact with the product Youzan. It is a tool specially designed for traditional enterprises to transform to the Internet. It is easy to operate and provides excellent user experience. During the promotion, we found that traditional businesses were passionate about the Internet but also very fearful, which made them hesitant when it came to change. On the one hand, I introduced them to the development trend of the Internet, and on the other hand, I continued to introduce them to the advantages of Youzan's product. After about a month of promotion, no company was willing to try to change, so the promotion was abandoned. Later one day when I was helping sell fruit at my uncle's fruit stall, he told me that he knew a man who was in the fruit business and made 2 million yuan a year by selling fruit online. He said he also wanted to try selling fruits online and asked me if I knew how to open an online store. Now I understand why no one was willing to try it when I first promoted it. Because the method I used before mistakenly assumed that users were rational. I thought they would recognize Youzan’s product advantages like me and be optimistic about the development trend of the Internet. In fact, consumers are not always rational and do not research products and analyze development trends like I do. It is not the rational brain but the primitive brain that is truly responsible for human decision-making. The rational brain is mainly responsible for numerical calculations, logical thinking , pros and cons analysis, language and writing, long-term planning, etc. The primitive brain is mainly responsible for human instincts such as desire, sexual desire, emotions, etc. It likes short-term incentives and stories, is very lazy, and hates losses. But the primitive brain always tends to win over the rational brain. Any change means giving up old habits and adapting to new ways. Not only does it waste time and energy, it’s also full of uncertainty, which is exactly what the primitive brain hates. That’s why you always stay in bed even though you know it’s important to wake up early every day to achieve your dreams and study goals. Even if you know that the college entrance examination is coming soon, you still can't help but play games . Because playing games brings you very quick short-term feedback, while the college entrance examination has a slower impact on you. The human brain is wired to seek immediate pleasure rather than long-term planning. This explains why my uncle, a traditional businessman who does not have the same knowledge background as me, was able to think of trying to do business on the Internet. Because the story of a colleague making two million a year through the Internet touched his primitive brain, it gave a businessman who was used to selling fruits on the street the motivation to change his previous sales methods. This shows how important it is to awaken the primary brain for sales and product promotion. So how do we awaken the primary brain? Create role models - Use vivid stories to awaken users' motivation to try Human beings are social animals. In the long process of evolution, they can only exert the power of the group under the leadership and command of tribal leaders. Once a group loses its leader, it will become panic-stricken and powerless like a pile of loose sand. For example, I have seen a movie called "Enemy at the Gates" which tells the story of the Battle of Stalingrad. The Soviet Red Army led by Khrushchev was invaded by the German Nazis. Due to the fierce attack of the Germans, the Soviet Red Army suffered successive defeats. There was a serious shortage of troops, so they began to conscript young people from the country to go to the battlefield. The continuous defeats caused the Soviet army and people to gradually lose their fighting spirit, and the soldiers sent to the front line gradually became deserters. The Soviet army shot all the soldiers who were defeated at the front. However, such measures cannot encourage the soldiers behind to bravely go to the battlefield and kill the enemy. So Khrushchev convened leaders from various departments to give him advice. The measures most people came up with were to target deserters on the battlefield and shoot them along with their families. He wanted to use this method to force the soldiers to go to fight. However, Danilov, the Minister of Propaganda of the Soviet Army's Ministry of Culture, came up with a solution. He believed that the Soviet people, who were currently extremely lacking in morale, needed a hero to stand up and set an example for them. He remembered a clever sniper named Vasily whom he had known before, and successfully portrayed him as a hero based on his personal deeds. Reporting the number of enemies killed by Vasily every day greatly boosted the morale of the Soviet army and people and inspired their high fighting spirit. In this story, Danilov was well aware of the Soviet people's fear and anxiety, and successfully created a heroic character, Vasily, as a role model for people to fight for their country, which greatly reduced people's insecurity and helped them regain hope. This is why a country needs a leader like Mao Zedong; a company needs leaders like Lei Jun and Luo Yonghao; a family needs a father as its pillar; and a class needs a class monitor. For example, as mentioned earlier, as a person who was doing traditional fruit business, after hearing the story of a colleague who made two million yuan a year by selling fruit online, he began to try new ways of selling. This is mainly because the vivid stories of role models activate the users' primitive brains and make people dare to try new products and methods. This is why many people follow suit when they see their friends making money in a certain business. Even pyramid schemes use this method to create a role model who has gone from poverty to wealth, thereby activating the herd mentality of others. Youzan, mentioned at the beginning, mainly serves traditional enterprises, which are often the most difficult users to convince. So Youzan invited Jiao Jialiang, the entrepreneur with the most say and influence in traditional enterprises, to shoot an advertisement about the experience of using Youzan products. It sets a good example for traditional entrepreneurs to implement changes, thus influencing other entrepreneurs. Therefore, if you want users to try new products or services, you might as well try to create a role model, which often has unexpected results. Awakening users’ loss aversion The disgust that comes from losing something is often far greater than the pleasure that comes from gaining something. That's why the disgust you feel from losing $5 is much stronger than the joy you feel from gaining $5. Awakening users' loss aversion often prompts people to take action to seize opportunities. Therefore, those brainwashing jokes will say, "You missed Taobao ten years ago, you missed Tmall five years ago, and you missed the mobile Internet three years ago. Do you still want to miss WeChat business today?" There are also adult self-study examination institutions - you have already missed an opportunity to change your life in the college entrance examination, and now you want to miss the opportunity to take the undergraduate self-study examination? There are also skill learning institutions - if your college entrance examination scores are not ideal, going to a crappy university will not only cost you money and you won’t learn anything, but it will also be a waste of time. It is better to learn a skill, spend money once, and benefit from it for a lifetime. Therefore, if you can activate users' loss aversion, you can motivate people to take action to change. Many times, when people accept new things, they are unwilling to change. Because change activates people’s primitive brains and creates feelings of rejection and insecurity. If a good example can be set for users, it can greatly increase people's motivation to try. Loss aversion is one of the most sensitive psychological feelings of the human primitive brain. If you can find a way to activate this aversion, people will make changes to reduce this aversion. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @周叫兽 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
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