15 marketing techniques, essential for marketing promotion!

Many years ago, Shi Yuzhu, the legendary marketer and chairman of Giant Interactive Group, said something that has always impressed me:

There are no experts in marketing. The only experts are consumers. All you have to do is impress consumers.

Experienced marketers do not plan for the sake of planning or be creative for the sake of being creative. They are always good at finding breakthroughs in consumers and then acting on them.

When everything is changing rapidly, human nature always exists. Insights into user psychology always help them solve problems and drive marketing success.

In this article, Lao Zei wants to share with you 15 marketing techniques that are driven by human nature. They can be flexibly used in marketing, operations, copywriting and other aspects.

1. Social proof always works

When people are unsure about an action they are taking, they usually look at what other people around them are doing and use that as a reference for their own actions.

People are naturally inclined to do what most other people are doing, even when the behavior is socially unacceptable. We change our behavior to align with the majority.

If you tell the user that people similar to him are doing this and using this product, he will most likely rush to do it too.

For example: user on-site testimonials, user videos, user audio, user testimonials, screenshots of web page comments, user handwritten letters, etc.

It is best to create a real scene experience for potential users, so that old users have the opportunity to provide the most powerful testimony to potential users, such as: seminars, user appreciation meetings, organizing various theme activities, etc.

Nowadays, many training institutions will hold some achievement reporting activities regularly, and there will be performances and speeches by old students on site. On the one hand, it is to maintain old users, and on the other hand, it also allows potential users to experience it on site.

Furthermore, the more similar the person providing the user testimonial is to the target audience, the more persuasive the testimonial will be. It is best to let the target audience see you and resonate with them.

2. Too many choices may not be a good thing

When users are faced with too many options, the decision-making process may be troubling for them, thereby increasing the decision cost of the purchase itself.

Because too many options will be a great burden, you will have to spend more time thinking about which one you want among so many options. If you analyze and compare them one by one, it will consume a lot of brain cells.

Everyone wants to make the wisest choice, but gradually, the anxiety and discomfort brought about by too many choices will even exceed the pleasure of shopping itself.

Eventually, as you keep thinking about it, your decision-making ability and interest will decrease, and the possibility of giving up will increase. You might as well just not buy it. It’s annoying.

There is a classic jam experiment abroad in which the experimenter provides users with the opportunity to taste the jam. The experiment was divided into two groups. One group had 6 types of jams to taste, and the other group had 24 types of jams. After tasting, they could buy any of them at a price lower than the market price.

As a result, in the group with 6 jams, 30% of the tasters chose to buy, while in the group with 24 jams, only 3% of them finally chose to buy.

The reason is simple: low decision costs lead to a high number of actions.

The 24 types of jams may seem more tempting, but in fact they increase the final decision-making cost for users. It is difficult and brain-consuming to choose, and users may simply give up the purchase in the end.

3. Compromise options in the eyes of users

This is still a question of choice and decision-making. When faced with a choice, in order to avoid brain fatigue, we generally choose a compromise option. That is, they will choose an option between "meeting the most basic needs" and "the highest affordable cost".

When we have to choose between two similar products, we usually settle for the second best and choose the one that is relatively cheaper or has a better price-performance ratio. But when having to choose between three similar products, people often shift from choosing the cheapest to choosing the mid-priced one.

This is where you need to pay attention: when there are not many options, users will always try hard to find a compromise option. What you need to do is to highlight the compromise option.

When Apple released the Apple Watch for $349, what did it do to make the price seem reasonable?

They also released 38 different versions of the product, ranging in price from $349 to $17,000.

It is the existence of this $17,000 Apple Watch that makes the $349 price tag look a lot more affordable.

4. Note that free should emphasize value

If you want to offer a giveaway for a service or product to boost conversions. If you still want to use free marketing methods to bring in a lot of traffic to your products or services.

Free is good, I have only one suggestion: whether it is a gift or free, you must shape its value and let users get it.

Don’t give something away just for the sake of giving it away, and don’t give it away for the sake of being free. Your users must be interested in something not just because it is free or given away, but more importantly, they see its value.

Also, don’t use the word “free” lightly, as it seems too wasteful. For example: "Free trial of the sweeping robot" is much weaker.

So what if that's the case? "You can experience the sweeping robot which originally costs 1,888 yuan without spending a penny."

5. The more you use fear for marketing, the more scientific it must be

Fear is always hidden in people's hearts and can be easily aroused.

But many people often make some mistakes when doing fear marketing:

1. It only creates a sense of fear but does not provide a clear solution.
2. Your users don’t care about the scary scene you create, they are just scaring themselves.
3. There is fear and there is a solution, but the solution path is unclear and it looks difficult to achieve, so users ultimately give up.
4. We always like to focus on future fears and ignore the threats in front of us. You must know that compared with future losses, people care more about possible harm in front of them.
5. The pit of fear is too big, and your own solutions cannot fill it at all and seem unreliable. For example, if you say that young people today have no dreams, and the solution is to ride shared bikes, that’s too ridiculous.

Regarding fear marketing, I have read a "protection motivation theory" before, which contains a scientific fear appeal design method:

1. Severity of the threat, attention grabbing: How serious would the threat be if it actually happened?
2. Threat susceptibility, which triggers fear: Is the threat likely to occur? It is not enough to just say that it is serious, it needs to be said that it is very likely to happen, which will arouse fear.
3. Response effectiveness, provide reasonable solutions: Can your solution really effectively reduce the threat? If users believe your solution does not eliminate the threat, it will be in vain.
4. Self-efficacy, demonstrated ease of implementation: Is this program easy to implement? Is it easy to do? Even if your solution is great, users will simply give up if they find it difficult to implement.

In this way, a complete fear marketing design is completed, and it is relatively more scientific and effective.

6. It’s better to have a reference than nothing

When people recognize things, they naturally like to compare them, and this "comparison" greatly affects our decision-making. A good reference can enable users to quickly understand the core features of things and products and evaluate their value. This is the use of the reference effect.

If you don't provide a reference, users will judge based on their past experience and cognition. They may make the correct judgment or may not understand it at all. Obviously, this is beyond your control and will do more harm than good. And if you provide appropriate references, he will be more likely to make associations based on the references in front of him to achieve the effect you expect.

In "These Three Words, Let Your Advertising Copy Sell Three Times More", Lao Zei mentioned a case. When Luo Yonghao was doing Lao Luo English training, there was an advertisement for 8 trial lessons for 1 yuan. It was very classic. Let's feel it:

You can listen to 8 classes for only 1 dollar, which is quite attractive. But Lao Luo is different. They added a series of reference objects that everyone is familiar with into the advertisement, such as Band-Aids, steamed buns, lighters, lollipops, etc.

It suddenly made the originally bland advertisement come alive, and the visual effect came out.

Taking the Band-Aid as an example, with this reference, the price of "1 yuan" becomes more specific, which strengthens the sense of discount. In addition, using the Band-Aid as a reference also makes the product value of "eight lessons at Lao Luo English Training" immediately win.

Think about it, do you want a band-aid or do you want to listen to Lao Luo’s eight lectures? Take out your money now!

And this is the reference, which allows users to understand your introduction at once and at a glance, and understand it quite clearly.

The purpose of reference is to highlight the key items you want to express, and users can get them immediately. It is more practical than a lot of adjectives, data, theories, etc.

7. The Obsessive Sinking Effect

Goals that are too high often make people give up. If you set a low-difficulty goal first, it will be more likely to achieve the ultimate goal after achieving this goal.

Psychologists believe that when people decide whether to do something, they not only look at whether it is good for them, but also whether they have invested in it in the past.

When we have put in more energy, attention and cost, we are more willing to continue because giving up means wasting all our previous efforts.

These investments that have already occurred and cannot be recovered, such as money, time, energy, image, etc., are collectively referred to as "sunk costs."

For example: After you spent 380 yuan on online shopping and found out that you can get a 50 yuan discount if you spend 450 yuan, do you think you should buy more to reach 450 yuan? This is how planners exploit the sinking effect. For example, if you invite friends to help on Pinduoduo, you can withdraw cash when the amount reaches 100 yuan. You start sharing it, and the red envelope amount quickly increases to over 90 yuan, but then increases slower and slower, until each click by a friend only increases by a few cents.

Will you give up at this time?

Many people will continue even though they know they are being tricked, because they have already invested so much time and energy before, so they continue to share and forward everywhere, constantly bringing new users to Pinduoduo. This is also a silencing effect.

8. Learn to label users

What does it mean to label users?

This is particularly used in offline sales, for example: "You are a good father", "I heard that people in your line of work are very rich", "You must be very good to your family"... These are all labels.

Then at that moment people subconsciously demand themselves to follow this label in order to achieve consistency.

Labeling means attaching a certain trait, attitude, belief, habit, etc. to a person, which is equivalent to suggesting to the person that he should be consistent with the label.

As a result, he will also behave in a way that is consistent with the label. You said he was "a man of great integrity," and it turned out that he did become a man of great integrity at that moment.

9. Price sensitivity is not a problem, it must be eliminated

Most people are sensitive to prices, and once they feel something is expensive, they may give up on buying it.

At this time, in addition to "lowering prices and offering discounts", "creating a sense of scarcity" and "forced persuasion", you need to effectively reduce the obstacles for consumers to buy expensive products and make them more willing to buy the expensive ones.

for example:

• Create an expert image: "You buy expensive things because you are an expert."
• Motivation to attack: "You buy expensive ones because cheap ones can't help you achieve your goals."
• Taking advantage of the group: "You have to buy expensive things because people who shouldn't buy them are buying them."
• Transfer category: "You should buy the expensive one because it is not expensive in this category."
• Close the distance to the goal: "You buy expensive things because you have worked very hard."
• Take advantage of the learning effect: "You buy expensive things because you have suffered losses in the past."
• Diverting consumption: “You buy expensive things because you want to use them for more meaningful things.”
• Present amazing product facts: “You’re going to buy the expensive one because it’s so awesome.”
• Evoke an ideal self-image: “You buy expensive things because that’s who I am.”

For details, please refer to "How to make your expensive products sell well? Here are 9 copywriting methods! 》an article.

10. Revealing shortcomings can also create benefits

When pointing out a minor flaw in a product, you can also create a perception that the company and the product are trustworthy.

People may be suspicious of things that are too perfect, but throwing out a few minor shortcomings will not only not conflict with the essence of the product, but also increase user favorability. This is also very much in line with the development trend of the current Internet era.

What people prefer nowadays may not necessarily be big brands, but brands they like and recognize.

Such brands are not perfect. They are like real people, with advantages and disadvantages. They are no longer like the brands in the past that established a lofty image every day and could not have any shortcomings. When you have shortcomings, it is easier to get closer to users and they can accept them.

11. People are more afraid of losing than gaining

When people face gains and losses of similar size, losses are more unbearable to them. This is because we care more about the unhappiness of losses than the happiness of gains.

When it comes to deciding their own returns, people tend to be risk averse. When people face losses, they all become extremely adventurous and are all risk-seeking adventurers.

Let’s take the simplest example:

1. 100% chance of winning 10,000 yuan.
2. 70% chance of getting 30,000 yuan, and 30% chance of getting nothing.

Do you prefer 1 or 2?

The result is that people are more willing to choose to get 10,000 yuan without any trouble, rather than choose to have a 70% chance of earning 30,000 yuan (obviously more), because there is a 30% chance of getting nothing, which is too great a loss.

In 1985, Coca-Cola made a fateful decision that Time magazine later called "the biggest marketing failure in nearly three decades."

At that time, Coca-Cola saw that more people liked the sweeter Pepsi, so after market research, it completely stopped production of the old flavor of Coca-Cola and began to use a new formula to produce sweeter Coca-Cola.

As a result, people completely disagree and don't buy into it.

When the original flavor of Coca-Cola was completely discontinued, everyone couldn't stand the sudden loss of the old taste that they had been drinking for decades. The loss was too great and people were unwilling to accept it.

For example, if you sell a computer and you say that you want to buy a computer set for 3999 yuan: the computer is 3000 yuan, the headphones are 200 yuan, the repair insurance is 200 yuan, the hard drive is 400 yuan, and the mouse is 199 yuan. In this way, users will definitely feel that they have lost a lot.

Therefore, countless businesses will say "Buy a 3,999 yuan computer, and get headphones, a high-end mouse pad, and one-year free on-site repair" instead of marking out the prices of headphones, on-site repairs, etc. one by one.

This is also taking advantage of the loss aversion mentality, and merchants are bundling losses.

12. Don’t let users start from scratch

When you give a user a goal and hope he or she will complete it, don’t let him or her start from scratch. This will be boring and his or her desire to act will not be strong.

You don't need to deliberately lower the threshold for completion. There is a way to make him more willing and complete the task faster. You can design the action to already be started, rather than starting from scratch.

For example: some fitness institutions issue membership cards, and they will stamp you every time you recharge. After you have 10 stamps, you can become a senior member and get attractive bonuses and benefits.

What they did was very clever. When they first issued the card to you, they already had three stamps on it. (Only 7 chapters are left)

Think about it, if we change the way to “starting from zero stamps and becoming a premium member after getting 7 stamps”, what would be the result? Both require 7 chapters, but it is obvious that the decision-making obstacles are completely different.

The closer people are to achieving their goals, the easier it will be to find ways to achieve them. You just need to help them get one step closer.

13. Take the initiative to create comparisons, don’t wait to be compared

When users make consumption decisions, don't let them look for information for comparison on their own. You should take the initiative to help them make professional comparisons.

If a thing is placed in front of a user alone, it is difficult for him to feel its value; but if it is compared with other things, the value of this thing will become very clear.

However, you never know what the user will compare, nor what conclusions he will draw from the information he finds. After all, he didn't understand either.

At this time, you can actively provide various comparisons, and "skillfully" use the comparison of strengths to appropriately elevate yourself, highlight the advantages and disadvantages, and prove that your product is better. It is always better to have the initiative in your own hands than in your opponent's.

For example, each product has its core selling point, or key highlights. You can compare these items with those of your peers, just like Tian Ji’s horse racing.

For example, Xiaomi mobile phone is a mid-range and high-end player. Various parameters and prices are often compared at product launch conferences. It seems to have a very high cost-effectiveness and is good in every aspect.

14. Don’t put a price tag on gifts

Giving gifts certainly won’t cause users to be unhappy. It is an action to enhance user stickiness. However, once you put a price on the gift, that may not be the case.

Even counterproductive!

Because a beautiful little gift can keep users and brands within social norms, break away from market norms, and enhance feelings. Once a gift is priced, it enters the market norm, and people will react to it the same way as money, and gifts no longer evoke social norms.

No matter what your price is, users will compare it with similar products, and the gift will no longer be the value of the gift, but just a commodity.

The social norms and market norms mentioned here are two basic principles that we must know.

Social norms refer to friendly requests that people make to each other, which are generally friendly, have unclear boundaries, and do not require immediate rewards. For example: When you move, if you ask a friend for help, he will usually be very enthusiastic and will not ask for any material rewards from you. Your mother cooks for you and doesn't ask you to pay. Market norms are just the opposite. They mean comparison of benefits and timely repayment. Usually the boundaries are very clear and transactions are black and white. When you ask a moving company to help you with moving, you cannot just say thank you or treat them to a meal, you have to pay them.

The working mechanisms of these two specifications are completely different. We need to use different specifications in different scenarios and when facing different objects. Small gifts belong to the category of social norms. If they become market norms, they will lose their original meaning.

15. Provide high added value, so that people can’t refuse

The simplest understanding of added value is "I have what others don't, and I am better than others". We always have something more than others, such as more exquisite packaging, a delicate gift, super attractive gifts, a title, an experience beyond expectations, etc., to bring more surprises to users and strengthen our chances of being chosen.

We often see many knowledge payment platforms selling courses, and they often give away core internal information. I don’t know how many people they have attracted with this added value alone.

In addition, Lao Zei once wrote in "If you haven't even thought clearly about the benefits of your product, why should users pay for it? 》 mentioned the “product benefit ladder”.

When you think about the value of a product layer by layer, you will find that in addition to practical functional value, it may also have identity value, social value, spiritual value, cultural value... and other high-level values, which are all excellent added values.

For example: "Born for fever", "Self-discipline gives me freedom", "You are beautiful", "A man can only customize one in his lifetime", etc.

In 2017, NetEase Cloud Music and Nongfu Spring launched a cross-border cooperation, selecting 30 user music reviews and printing them on 400 million bottles of Nongfu Spring drinking natural water. When the user scans the vinyl record pattern on the bottle, an immersive starry sky scene will automatically appear on the mobile phone interface. Clicking on the planets in it will pop up random music reviews, which is very literary.

It’s just a bottle of water, but it has become a social tool for many young people and has resonated with them.

Well, that’s all I want to share today. To sum it up, it’s still that sentence:

There are no experts in marketing. The only experts are consumers. All you have to do is impress consumers.

One more thing to add: There has never been such a thing as you get what you pay for. In the eyes of users, a good choice is always a game between perceived value and comprehensive cost.

Author: Mumu Old Thief

Source: Mumu Laozei (ID: mumuseo)