Gaining user trust is not that difficult

Aristotle created the persuasion triangle 2,000 years ago and used it as the basic model for all forms of persuasion.

This model is used in RMB, religion, and pharaohs.

It is a powerful tool for building brand propositions and can help us enhance the credibility of our brand.

(After reading the following, you can compare how the RMB uses this model)

This model contains three main principles: virtue, emotion, and reason.

(Aristotle's Persuasion Triangle)

Convincing people with virtue: the speaker's credibility and the audience's values

Convincing people with virtue is a way of catering to social ethics and is used to judge the credibility of the parties involved. As a marketing tool, brand values ​​need to be conveyed through three aspects: social recognition, praise and transparency.

On social recognition

This is one of the most common ways that brands use the means of “winning people over with virtue.” The social psychology it adopts is - conformity.

If everyone is playing PokemonGo, will you join in? If everyone is complaining about Xiao Li’s “house is left for his son, wife and retirement”, will you join in? When brands appeal to users’ beliefs, they enhance their credibility.

According to Charity Stebbins, senior content planner at Conductor, “ Google itself picks the brands.” The "brand box" representing reliable companies has appeared in Google's page search results, which is a huge advantage for corporate publicity.

(This is the page result after searching for "Zappos")

Some common ways to present social proof:

• Recommendations and reviews. Taobao buyer shows account for half of the conversion rate .
• Endorsement from KOL (key opinion leader).
• The number of existing users. Xiaomi Forum uses this trick well.
• Social sharing buttons. The more people share it, the more credible it becomes.
• Labeling. Service-oriented companies will put their clients’ logos and partners’ logos on their websites to demonstrate their professionalism.
• Certification. Various ratings, certificates, and qualifications.
• Customer testimonials. Thank-you emails from customers, records of recognition and praise in chats, etc.

About praise

No matter how many holes there are, flattery will never wear out. There are many ways to present praise, whether it is spread all over the website or emphasized on the homepage, there is no right or wrong way. But praise must be specific. After all, users hope to get intuitive value feedback.

Adenture.com is different from other travel websites. It does not emphasize destinations and prices, but promotes a travel experience - a dream adventure.

Its interface tells the stories of one traveler after another. These walkers are praised as heroes, thus motivating users to join them. All you have to do is take the risk!

This is a holy land for explorers . Let’s go crazy together!

Caption below: My pilgrimage to Nepal. ED became the youngest person in history to summit the Barron Face.

The text of the picture below: 101 things you must do in your life. / Cycling along Nova Scotia, Canada.

No matter what the advertisement says, users subconsciously think it is a lie. So what kind of praise can break this suspicion and win trust?

• and interests. It’s useless to just say “good”, you need to explain clearly “why is it good”. Focus on interests.
• Can strengthen the brand concept. It is the fulfillment of the brand promise.
• It comes from the groups that your target users can reach. If you want to sell something to a mother, then the information about the mother in the case presentation should be more specific, such as including a photo.
• Specific and reliable. The more detailed the information provided by the person providing the compliment, the better, making it feel more authentic.
• Emphasize the core benefits of your product.
• Have competitive advantage. This advantage is not available from other brands.

About transparency

Price transparency allows users to feel confident that they are making a smart choice.

Bhavya Mohan of Harvard Business School found in her research on price transparency that when a company selling T-shirts disclosed the cost of each T-shirt in terms of raw materials, cutting, sewing, dyeing, storage, and transportation, consumers became more trusting of them and more willing to buy.

Cost transparency can create positive consumption incentives. Showing internal data can prove that the brand is indeed reliable, which is something competitors dare not do.

Humans are social animals and no one is an island. The method of persuasion of [conquering others with virtue] is to use the power of a third party as much as possible to prove your value.

Reasoning: Planning, Evidence, Logic

Using rational means to persuade means using data, statistics and objective facts to prove that your brand, products and services are superior to your competitors.

Adam Singer (Google Analyst): “Raw data is all well and good, but how to present it in creative ways is the future of sharing information.”

To convince users, you need to present powerful data in a creative way. The copy on ActivePDF's official website is: Why are we the only PDF software company to win the Visual Studio Readers' Choice Award for 9 consecutive years? An explanatory video was shown next to the copy. The ad worked and the number of customers surged.

To use this technique effectively, you need to be familiar with a planning tool: the product tree. Take the product or brand as the trunk and the following contents as the branches. Through careful investigation, rationally extract the core competitiveness of the product.

• product. Understand the product characteristics from the characteristics of category and appearance.
• channel . Organize brand channel strategies and information from three aspects: communication, display and transaction.
• logistics. For service products, this section can be replaced by cycle, frequency or efficiency.
• Payment. Payment methods, fund management, security, etc.
• customer service. Response speed, customer specifications, customer feedback, etc.

To use rational persuasion methods, a large amount of data and basic information needs to be analyzed and organized. This is especially applicable to goods and services that require rational decision-making.

Appealing to emotions: emotional impact

Emotionality is a special way of persuasion that is more likely to cultivate loyal fans. Pain, fear, sadness, happiness, joy, no matter what the emotion, can easily generate huge brand appeal.

A number of gift delivery e-commerce companies have emerged abroad. Birch Box, Stitch Fix, Popsugar! , Wantable, these websites have grasped the user psychology of [surprise-joy]. They found a niche market: a group of middle-class women who had no time to shop and needed some spice in their lives.

Birch Box, monthly delivery of 5 cosmetics, $10 per month, free delivery.

Stitch Fix delivers clothes monthly based on your clothing style and body shape. You pay for the clothes you like and send back the clothes you don't like.

These services deliver a package each month, with items varying from month to month, based on the price and preferences selected by the consumer. Many companies followed suit, and some even provided similar services to men.

In a 2013 interview with Fast Company, Stitch Fix said:

“The company hopes to attract new consumers by delivering on its promises. It will deliver a batch of personalized, cost-effective clothing and accessories based on their personal preferences. Over the past two years, we have collected and analyzed a large amount of user behavior data in this way, and used these findings to optimize future brand experiences.”

This is the value of excellent user experience. By appealing to your users through emotions, you can make them like you irrationally. Imagine those emotional cards that are played brilliantly in daily life?

Dianping: There is only one word between you and me

Apple's Think Different series

Users’ emotional needs can be divided into six categories:

1. Finding Happiness
2. Avoid pain
3. Finding Hope
4. Avoid fear
5. Finding a place to belong
6. Avoid bias

Grasp a core emotion and let users feel the emotions you convey in layers from the time they come into contact with you to the end of the service.

The persuasive triangle model of virtue, reason and emotion must be used over and over again. It should run through your product logic and all communication channels, and must be harmonious and unified.

In the three dimensions of information, divide the information into levels according to the main contradictions and secondary contradictions, and then arrange your information according to the inverted triangle of communication below.

This persuasive model, which has been used since 2000, is a very useful tool. It was previously widely used in the copywriting field, but has now expanded to more industries. It's important to know, but more importantly:

Find your brand key message and value proposition, frame your content using the persuasion triangle, and then make it work!

Mobile application product promotion service: APP promotion service Qinggua Media information flow

This article was compiled and published by @酷九设计 (Qinggua Media) when it is reprinted. Please indicate the author information and source!