How to let users quickly understand new products? (Attached with 6 creative templates)

In 1994, Bill Gates sat on 330,000 pieces of paper, holding a CD in his hand and told the world: a CD can record more content than these 330,000 pieces of paper.

Everyone instantly understood and was amazed at the function of this CD...

You have to know that for the people at that time, CDs were still a relatively complicated product and everyone's knowledge of this product was limited.

Bill Gates cleverly introduced CDs by taking advantage of everyone's familiarity with "paper".

This kind of creative expression of figurative analogy always attracts me quickly, and I personally like this marketing method very much.

The old thief said before:

When you are selling a relatively complex product or service that is relatively unfamiliar to consumers, you should use a simple expression.

Because consumers are naturally insecure and resistant to unfamiliar things, and the products themselves are relatively complex and unfamiliar, don't use complicated explanations to create cognitive barriers, as this will cause a sense of distance.

For products that are unfamiliar to consumers, if you want them to quickly understand, build cognition, and gain usage associations, you should choose simplified instructions.

A good way to do this is to use familiar elements to make visual analogies.

When the first generation of iPhone came out, no one knew what a “smartphone” was, because smartphones were still a completely unknown concept at the time and were too difficult for ordinary consumers to understand.

However, Steve Jobs said this at the press conference:

“iPhone=1 large-screen iPod + 1 mobile phone + 1 Internet browser”.

It is very difficult to market such a complex smart product at a press conference, but Jobs explained it with just one sentence. Although he did not explain the first generation of iPhone in full, at least consumers quickly understood the power of the product.

This figurative analogy may seem simple, but it is actually related to consumer thinking and awakens consumer cognition.

American scholars Kahneman and Tversky once proposed the "availability bias", which means that due to the limitations of memory or knowledge, when we make judgments, we always use information that we are familiar with or can easily imagine.

In other words, each of us is accustomed to using inherent cognitive structures to explain and understand new things. When it comes to products, we are also accustomed to understanding them using our past inherent cognition.

For someone with no background knowledge, the large amount of descriptive language and constant introductions can be completely confusing.

At this time, one of the most common practices is to use the other party's existing familiarity to explain unknown things, and express them in a more visual way, which makes them much easier to understand.

It was still Steve Jobs. When Apple launched the Macbook air, it was claimed to be the thinnest notebook in the world. How thin was it?

Most people would certainly use precise dimensions and exaggerated descriptions to explain it.

But at the press conference, Jobs took out the Macbook air directly from the envelope, and everything was said. (There must have been thunderous applause at the scene)

This simple marketing plan , I believe everyone can use past experience to immediately have a visual and mental connection.

The thinness of a notebook is associated with the capacity of an envelope. This is a standard example of a figurative analogy. The information you want to convey is thrown into the user's brain all at once, and then the user's previous understanding of envelopes is evoked, leading to the conclusion: it is indeed very thin.

In short, when we are introducing products or making marketing plans, we might as well think about the connections between our products and things that users are familiar with. This is definitely a good approach.

First, find the key features and core functions of the product and extract them all. This must be done. If you don’t understand the product, you won’t be able to make any associations. I believe no one understands his products better than Steve Jobs.

Then, find objects that users are familiar with and establish a mental and cognitive association between the product and this object. The closer this association is to consumer experience, the safer it is and the easier it is to accept.

In this way, users can understand various unknown things, unknown products, unknown concepts or unknown functions in a short period of time and produce concrete pictures, which is very powerful.

It is recommended that every marketing planner can deliberately practice this kind of figurative analogy method. Sharpening the knife does not delay the chopping of wood.

Also, when you rack your brains to come up with no good marketing ideas, don't be anxious. Jacob Goldenberg, a professor of international marketing, once conducted a study in which his team found that 89% of the winning works in 200 international creative competitions could be classified into six creative templates. Of the bad ads, only 2.5% followed one of these templates.

The six creative templates are: 1) visualize analogies, 2) extreme situations, 3) present consequences, 4) create competition, 5) interactive experiments, and 6) change dimensions. You can use it as a reference.

(Photo/Creation Lab WeChat ID: mktcreator)

It can be seen that whether it is relatively abstract information, most product features, or brand marketing planning, it can be completed individually or in combination through these 6 creative templates, which will open up your thinking and make your marketing more impactful.

In short, whether it is marketing planning or advertising copywriting, creativity is more about associating and rearranging information of different dimensions. The more knowledge points stored in your brain, the easier and more effective it will be to realize your creativity.

And it's all based on people and products.

The above is all. I hope today’s sharing will be helpful to you.

Source: mumuseo