How to do marketing promotion? Try studying user minds!

Once emotions are instilled into the minds of users, everything will fall into place. It will be easy to get users to consume, to help forward content, and to attract new users.

The purpose of marketing promotion is to realize cash, exposure is just a process, and cashing in, to use a popular term nowadays, is to make money .

Cutting leeks means when the leeks are almost grown, they can be cut and made into a plate of leek scrambled eggs, which is really delicious. Unlike perennial herbs of the Liliaceae family, such as the leeks growing in the soil, the leeks in real life have thoughts and brains and will not allow themselves to be cut off by anyone. But if we really want to cut them off, what should we do? The answer is emotional indoctrination .

Any product has the need for marketing and promotion , especially products with poor quality and irregular services. Why?

Because it is impossible to bring word-of-mouth by the product itself. Only by taking advantage of information asymmetry and through marketing promotion, can you give emotions to the product and instill them into the minds of novice users. These novice users will naturally pay for it with real money, commonly known as cutting leeks.

The "cutting leeks" mentioned here is limited to how to keep a small shop or a company alive through emotional infusion. This is not applicable to how to cut leeks in the stock market, real estate market, and currency market, and it does not conform to the values ​​of our operators . A gentleman loves money but gets it in a proper way. It's okay to make a little money by providing services, but as for those behaviors of raising money through listing, well, I wouldn't even try them.

Emotional infusion requires touching content

(1) Creating content is difficult, and creating content that touches people’s hearts is even more difficult

Almost every company has content operation positions and its own public account operators . Some have even followed the trend and started making short videos on Douyin . There are many people creating content, but only a few can really make the leap and make their own media content popular. Therefore, many companies seek outsourcing and find professional content developers to package their companies. When it comes to packaging, you know, it has to be as good-looking as possible.

Taking the advertising on a public account as an example, there is a soft article about sanitary napkins. It is called a soft article because the whole article talks about the founder’s feelings, why he wants to make this sanitary napkin, and what kind of sanitary napkin he wants to make, through pictures and text. After reading this article, not to mention women, even a grown man like me would like to buy a few to use. This is the power of copywriting . The reason I want to buy it is that through this article, I saw a responsible team that made a reassuring product.

The most incredible thing here is that I have never heard of the brand of this product. If it were sold in a supermarket, let alone buying it, I probably wouldn’t even have the qualifications to take a second look at it. Even though they have never heard of the brand, there are no friends to introduce it, and no comments, but everyone still decides to buy it. Why?

Because the copy touched people's hearts. When we make decisions, both rationality and emotion play a role. The lower the price of the product, the greater the role of emotion. It’s not expensive anyway, so buy it and give it a try. If it is a house or a car, different content will be needed.

(2) The criterion for measuring the content that touches people’s hearts is to first touch yourself

We who create content are actually very nervous after we finish it, because we don’t know how the effect will be. There were several times when the articles I wrote became popular inexplicably, and I was also puzzled. I carefully collected materials, and the articles I wrote were average in effect, but the articles I wrote inadvertently became popular. I guess everyone feels the same way. Later I thought of a solution, which is to look at the content from a third-party perspective. If I think that is the case, then it means the content is acceptable.

Although both working for yourself and working for a company are doing the same thing, the attitudes are completely different. In the company, I asked my subordinates to prepare a document for me and sent it back for revisions several times, asking them to make changes wherever they were told. Later he said: When you think you can give this plan a score of 90, give it to me.

The results are really much better, of course, except for those operations with very weak capabilities. You can also refer to this idea when creating touching content. When the stories we write make us cry, and the movies we make move us, then we can be considered successful.

Choose the right channel to infuse emotion

If a soft article with a high conversion rate on a public account is placed on Xiaohongshu , the conversion rate may be much lower. Moreover, it is completely impractical to place graphic and text advertisements on short video media such as Douyin and Weishi . The content of different channels is in different forms, and the user's tone is different, so the content of soft articles must be adjusted accordingly.

Those who have placed information flow ads should know that different apps correspond to several waves of users with different attributes. Even for apps of the same type, the user attributes are different. For example, news websites such as Toutiao , Tencent News , and Phoenix News target different user groups. The same form of graphic and text ads are suitable for placement on Toutiao, but users will not care about them at all if they are placed on Phoenix News. The most representative ones are Douyin and Kuaishou , two short video apps with completely different user groups, and they do not interfere with each other.

The current mainstream advertising channels include: official accounts, Weibo, Douyin, websites, other self-media accounts, and other resources. In just four words, "other resources" includes nearly a hundred advertising resources such as WeChat Moments , Zhihu, subways, light boxes, etc. Let me tell you an operation trick: "others" is a universal item. When making a plan, "others" can show your style.

There are many channels for advertising , but no more than ten channels are suitable for advertising. You can choose the channel according to your needs. If you want to achieve conversion results, you can use public accounts, such as the one selling sanitary napkins mentioned above; if you want to get exposure through forwarding, you can use Weibo. Fun and interesting content is particularly easy to spread, such as Durex jokes; if you want to achieve APP effects, you can use information flow ads from Tencent, Toutiao, and other systems. The focus is on emotional infusion and brand exposure, and the effect is achieved through offline physical stores and online e-commerce platforms.

The right channel corresponds to the right content format, such as talking about the good effects of lipstick.

• On Weibo, using before-and-after photos of influencers , photos of user comments, and stories of being madly pursued by male idols can get conversions;
• On Douyin, if you want to promote something, you have to make a video, but video production is very difficult, so a phenomenon has emerged: those who are very good at Weibo and public accounts have failed on Douyin. Many of the teams that have become popular on Tik Tok are first-time content creators.

The content must change according to the channel, which is also the most difficult. Not to mention multiple different forms of channels, if a single channel, such as a public account, can achieve a good conversion rate, it will be enough for an ordinary company to live a comfortable life.

In summary

Once emotions are instilled into the minds of users, everything will fall into place. It will be easy to get users to consume, to help forward content, and to attract new users. Once you instill this into the users’ minds, they become yours and you can do whatever you want with them.

Source: Tiger Talk Operations