Promotion and marketing: How to better realize product copywriting dissemination?

How to better disseminate information/products? The six questions raised in this article may be of some help to you.

At work, people are always faced with various communication problems, and this may be particularly evident in Internet people.

How can I let more people know about my product/copywriting/brand? What factors influence the process of transmission?

From the perspective of the communication process, there is a process of "information encoding-information transmission-information decoding"; from the perspective of the objects involved in the communication, this process involves several roles: sender, information itself, channel, and receiver.

Taking into account the process and roles, the author extracts the following six issues that affect the communication process:

1. Is the information valuable?
2. Is there a motivation for people to spread the information?
3. Are the scenarios triggered by information frequent?
4. Is the information easy to spread?
5. Are the communication channels efficient?
6. Is the receiver awakened?

The following are the detailed descriptions:

1. Is the information valuable? Tool and toy

This is the most basic requirement for achieving communication. What value does your information/product bring to readers/users?

Today I saw a push from Teacher Su Jie a few days ago, which classified products from the perspective of tools and toys. It seems to be a way of simplifying things, and it is just right to use it to classify product value.

Tools are useful and solve practical pain points for users, such as instant messaging, online shopping, weather forecast, team collaboration, news information, learning improvement...

Toys are fun and can help users satisfy their needs, such as social communities, short videos, games, audio-visual entertainment, etc.

The sum of its instrumentality and toy-like nature is the user value of your information/product.

2. Is there a motivation for people to spread the information? Social currency, honor drive, interest drive

Q2 answers the question “Why do users want to spread this information?”

Motivations for communication can be divided into two categories: monetary and social currency.

1. currency

Currency is real gold and silver, which is what we often see as “share to get red envelopes” and “help me bargain”. People in the world are all busy pursuing profit. Never underestimate the power of profit.

Here are a few rules for making good use of interest-driven strategies proposed in "Small Group Effect":

1. Personalization: Users can decide whether to send money or not, to whom to send it, and the amount, etc.
2. Accumulable: Accumulable benefits will attract users to continue investing time in order to obtain greater benefits.
3. Participation is easy and cost-free.
4. It is good for both the community and businesses.

1. Social Currency

Social currency is not a new term.

Simply put, people love to share things that make them feel great and that make them seem wittier, better, and more unique.

There are countless examples: the "personalized H5" commonly seen in the circle of friends, which generates random test results by entering a name; rankings and score showings of various games; refined photos and texts; sharing of niche public accounts and music, etc.; when you know that a friend has a certain need and you happen to know a solution, you will definitely recommend it to him without hesitation. At this time, the other party gains instrumentality and you gain social currency.

3. Are the scenarios triggered by information frequent? Publicity, Trigger Points

How do people think of your product?

——More usage means people are more likely to spread the word about your product.

What needs/emotional states of your users does your product connect to? Is this trigger point high frequency?

If not, can you ensure you are the best choice when this need is triggered?

Also, think about whether the process of users solving problems with your product is visible to others. Are there certain means to expose it?

4. Is the information easy to spread? Stories, Hot Topics, and Expressions

What is the carrier of the content/product you want to spread? Is this vector easily transmissible?

Here are some common examples:

Advertisement: Usually used to spread product brands. Most of the ways to achieve this are to link people's certain state with the product through storytelling, assertion, repetition, etc., for example: "Not in the state" - come back to Pulse; "Free time" - eat Liuliumei when you have nothing to do; "Before traveling" - go to Mafengwo. There are many tricks to successful advertising. Friends who are interested can study the relevant content of advertising.

Product sharing mechanism: for example, people share high-quality content on Zhihu and 36kr; for example, the h5 interface based on the WeChat ecosystem mentioned above. Sharing is often an essential driving force for product growth.

New media such as articles and short videos: various soft advertisements, implanting the information you want to spread into the media. Typical examples include Xiaohongshu’s product promotion community and self-media Bidao’s deeply embedded advertising... Finding product promoters who share the same target group as you often achieve twice the result with half the effort.

Visible physical carriers: such as IP-related peripheral items, "Forbidden City Lipstick" and "Starbucks Cat Claw Cup"; and some carefully designed shopping bags by brand stores. When people use these things, they are providing free advertising for the product. What needs to be paid attention to is the exposure of the carrier. The exposure and communication effects brought about by printing the trademark on clothes and socks are definitely worlds apart.

5. Are the communication channels efficient? Key human factors and environmental factors

Q5 is a supplement and extension of Q4.

What factors will affect the communication efficiency of your channel?

——In addition to the data comparison of the output ratio of commonly used channels, the key human and environmental factors that deserve attention in the communication process include:

1. Key human factors

The key human factor was first proposed in "The Tipping Point", which means that certain specific people have more powerful communication energy.

The following is explained from two perspectives: one is the internet celebrity economy, which can be simply understood as celebrity KOLs promoting products and recommending products; the other is the relationship-driven economy between users. If you want to influence a person, you only need to influence 2-3 friends in his circle.

At their core, these two points are due to people's purchasing behavior based on the context of "trust" and "time currency".

1. Environmental factors

Environmental factors involve people’s complex decision-making process, such as the famous “broken windows effect”: This theory holds that if bad phenomena in the environment are allowed to exist, they will induce people to imitate them, or even make them worse.

The impact of the environment on people's decision-making goes far beyond this. For example, if you are asked these two questions:

1. How many times have you hung out with your significant other recently?
2. What's your happiness index lately?

People's "dual-system thinking mode" often subtly associate question two with question one. People who have not been doing so well in their emotional life recently may not have a good answer to question two.

But if we reverse the order of the two:

1. What's your happiness index lately?
2. How many times have you hung out with your significant other recently?

This influence will be removed because your focus is removed, so you will be more objective and rational when answering. (This is just a simple example. I won’t go into details. Students who are interested can study “Thinking, Fast and Slow”)

6. Can the receiver be awakened? Emotional arousal state

The recipient is the last link in the communication process, and the key word in this part is “awakening”.

Think about how many of the push notifications you have forwarded have caused you to experience “emotional fluctuations and a faster heartbeat” under a range of emotions such as “surprise/happiness/anger/shock/piety”?

At this point, you enter the "awake" state.

Arousal is a state of being activated and ready to go at any time. "Contagious" mentions several typical high-arousal emotions, including: awe, amusement, excitement, humor, anger, and worry.

Typical cases include: Moments and Douyin, which have very well activated people's entertainment state, while the circle of friends forwarded by elders may be more likely to show the shadow of worry.

In addition, the physiological arousal brought by exercise can also trigger people to share.

Research shows that when the same content is shown to two control groups, the group that jogs will share it 20% more than the control group.

Let’s take a living example: If you have the habit of listening to music while taking a nap/resting with headphones, have you ever found that you have an extra liking for the song that is playing in the headphones when you just wake up or are more willing to share it than usual?

This is because when people just wake up, their heartbeat will speed up to adjust the body's state of hypoxia, which is also an alternative form of "awakening".

Source: Zizhao