Uncovering 19 cases of "human marketing"

In my 12 years in the industry, there is one thing I really don’t like: being asked, “Can you give me a good marketing technique?”

One reason is that this matter varies from person to person and from business to business. The promotion techniques that are suitable for others may not be suitable for you. The promotion techniques that worked well in the past may not work well now, and the promotion techniques that work well now may not be useful to you.

Second, people who ask this question directly at the beginning usually have a strong "taking shortcuts" mentality, and they won't be able to do it even if you tell them. The most annoying thing is that they don’t even introduce themselves or talk about their business, field, or current situation. Their opening remarks are just: “Teacher Su Yan, do you have any low-cost marketing and promotion techniques? Please recommend them to me.” This makes me scratch my hair every time.

I didn’t want to write this kind of article originally, but a lot of people ask about it, so I just wrote 19 marketing cases about human nature, because marketing = science + human nature . As long as you study these “19 Humanity Marketing” cases thoroughly, what channel you use for promotion is the second step.

1. Retinal effect

It says that human nature is "lazy" and "stupid", and you will be more impressed by what you can always see.

Marketing Case:

Why is it best to give brand mascot dolls or keychains as shopping gifts? Because customers can see it at any time and will be impressed by you.

2. Bandwagon effect

It means that individuals are influenced by the group and doubt and change their own views in order to be consistent with others. This is what we call "following the crowd".

Marketing Case :

Why is fake orders so rampant despite repeated bans? Not only because it can be included in natural searches and reported on events, but also because customers can see the high sales volume and follow the crowd to place orders. Why do many popular online stores have long queues when they open? Why do we like to eat in crowded restaurants?

3. Matthew Effect

The herd effect makes customers place orders decisively because they see high sales. What else? There is also the "Matthew effect": human nature is "lazy", so people believe that the strong will become stronger and the weak will become weaker, so you have to prove that you are strong and make customers follow blindly.

Marketing Case:

You should be familiar with the top 10 most common endorsements, right? Data endorsement (What are those people who inflate orders, fans, and data for?) Word-of-mouth endorsement (When seeing your brand, the audience’s first reaction is mostly to go to Baidu to look at the search results, because the audience blindly follows word of mouth, so~~~) Self-media endorsement (These days, without official self-media, the audience will feel that you are uncontrollable) Founder endorsement (the so-called halo effect, with an awesome founder, the brand and products will not be much worse) Employee endorsement (the so-called halo effect, with awesome employees, brand products~~~~) Company endorsement (the so-called love the house and love the dog, if there is a company with interesting content, the products will not be much worse) Brand endorsement (make your brand the first in a certain field, and through the primacy effect, let the audience only remember you) Offline endorsement (brands with offline stores, the strength and reputation are not much different) Expert endorsement (the audience blindly follows authority, so~~~)

4. Buridan’s Ass Effect

The so-called Buridan's donkey effect refers to the fact that human nature is both "greedy" and "stupid" - like a donkey looking at several piles of hay, with too many choices and not knowing how to choose.

Marketing Case:

When you don’t know how to showcase your brand and products online, it’s a good idea to do something like Weilong Spicy Strips imitate Apple’s “minimalist” page and copywriting. (You can search Weilong imitating Apple on Baidu to view the case)

5. The Law of Power Expansion

It means that human nature is "greedy" and "pretentious". Everyone wants to be the protagonist, so let him be the protagonist.

Marketing Case:

Why did Pechoin’s event marketing campaign “Choose Pechoin, more beautiful than Huang Yongling” become so popular?

Because the idea is that everyone is a star, customers can't help but put themselves in the role.

6. Scarcity

It refers to the greed of human nature, especially the inability to resist rare things.

Marketing Case:

●Nike launched a limited edition of Air Jordan 13 retro low-top shoes, attracting hundreds of consumers to line up

●At the Tokyo store of British skateboard brand Silas & Maria, only 20 consumers are allowed to enter at a time, and the rest need to stand outside the door and wait behind a rope pulled by staff. Products on the shelves are replaced after the previous group of shoppers leave. Consumers are not annoyed by queuing; instead, they enjoy it.

7. Forbidden Fruit Effect

It's about human nature to "pretend", so the more you are told not to do something, the more you want to do it. The more forbidden something is, the more people want to get their hands on it.

Marketing Case:

Lei Jun released a new mobile phone. After the release, people saw it and said, "Wow, this phone is so good and beautiful, I want to reserve one." But the reservation is very troublesome and you have to rush to buy it. I didn't get one today, I didn't get one tomorrow, and I didn't get one the day after tomorrow. So I mobilized my friends to get one together.

8. Impression finishing

It's about the "lazy" nature of human beings, who think that a good-looking person can't be that bad either - so you have to show your most beautiful appearance to the other person.

Marketing Case:

Look at today’s brands such as Three Squirrels, Han Du Yishe, Apple mobile phones, and Hammer mobile phones. They have put a lot of effort into the display pages and product packaging, with the aim of making you recognize it at first sight, whether online or offline.

9. Blindly following authority

It talks about the fact that human nature is “lazy” and “pretentious”, so people blindly follow the recommendations of authority.

Marketing Case:

"Recommendation from a tertiary hospital: ** brand acne-removing facial cleanser is better"

《A well-known nutritionist recommends: ** milk powder is better for babies》

"Recommended by a professional fitness coach: **Protein powder can increase muscle mass"

10. Sensory Synergy

This is because human nature is both "stupid" and "greedy". The more you tap into the other person's senses, the deeper their memory will be and the stronger their favorable impression will be.

Marketing Case:

Just like Burger King’s hot sauce fries, they are so spicy that they almost burn you, using visual synaesthesia to stimulate taste.

11. Brown’s Law

It's about the "stupidity" of human nature. When you open someone's heart, they will believe whatever you say.

Marketing Case:

The so-called value chain differentiation is to highlight one or two experience details so that customers feel that their money is well spent. No need to cover everything.

For example, the recipe of Diaoye beef brisket costs 5 million, the Elephant condom can be opened with one hand and can be turned on and off in seconds, and the Vertu mobile phone comes with a dedicated customer service button...

12. Gambler's Psychology

The so-called gambler's mentality refers to the fact that human nature is both "stupid" and "greedy", and that people all believe in low-probability events and think they are lucky.

Marketing Case

NetEase’s one-yuan treasure hunt has defrauded countless poor people - for example, if you want to buy an iPhone SE worth 3,000 yuan, you only need to pay 1 yuan to get a 1/3000 chance of winning. Who benefits in the end?

13. Primacy Effect

It's because human nature is "stupid" that everyone can never forget the first time.

Marketing Case

Are blue bottles necessarily better?

Is it more professional to only see men's doctors?

Will the combination of Chinese and Western medicine definitely have a better effect?

Because they all have "unique selling propositions" that competitors cannot or have never proposed.

14. Free Psychology

It talks about human nature of greed. Everyone wants to get something without paying anything.

Marketing Case:

Just like McDonald’s “Be the First to Try the Sakura Cone” - when you receive a push from Baidu Maps, run to McDonald’s within the specified time and get a free Sakura Cone for 0 yuan.

It seems free, but you actually need to install Baidu Maps (doing things), know where McDonald's stores are (doing things), and you will probably show off the ice cream cones you grabbed (spreading the word)...

15. Prospect Theory

This is about the "greed" of human nature, so if you make any effort, you want to make a steady profit and avoid investment risks and income risks.

Marketing Case:

Go and watch the Hammer phone launch conference. Why did the Hammer phone list more than 10 advantages? It makes you feel that you can enjoy so many advantages at such a cheap price, it is really a sure win~

16. Overdraft consumption psychology

This is about human greed. Spending money in the future has a lower psychological cost than spending money now.

Marketing Case:

For example, if you study a certain technical course, there are 36 classes in a year, which costs 3,333 yuan; if you pay in installments, it would be 277 yuan per month.

17. Mental Accounting

It refers to the "greed" of human nature, where people spend their labor income frugally and spend their unexpected money lavishly.

Marketing Case:

What is the best way to send promotional text messages? The promotional text messages are accompanied by limited-time coupons with a large threshold (e.g. 50 off for purchases over 200), making customers feel that it is a good deal and they will lose out if they don’t take advantage of it.

18. The Law of Visible Targets

It refers to the human nature of greed. Compared with long-term big benefits, people prefer short-term small benefits.

Marketing Case:

In order to attract the most popular users, Yu’e Bao announces its daily earnings (it’s fun to just look at it, it’s fun to just look at it every day, it’s fun to just keep looking at it).

19. Exclusive incentive principle

It means that human nature is "greedy" and "pretentious", and people think that what is given to themselves is more valuable. ——If you give me the same thing as others, I won’t want it.

Marketing Case:

In 2013, I actually participated in the customized bottle of Coca-Cola's "Cool Lux" vitamin drink made by Weibo, and later posted it on my circle of friends to show off. And, I haven't drunk that bottle of water until now. Human nature~

Because marketing = science + human nature , if you thoroughly study human nature, your marketing will be invincible.

Author: Su Yan Ben Yan

Source: Suyanpr