How to use these 5 marketing psychology to make users buy willingly?

Copywriting cannot create the desire to buy a product, it can only evoke the hopes, dreams, fears or desires that already exist in the hearts of millions of people, and then direct these "pre-existing desires" to specific products. As for marketing , there are no experts. The only experts are consumers. All you have to do is impress them.

Recently I saw a set of promotional posters for SAIC Maxus G50. The pictures were concise and clear, and the descriptions were simple and direct.

The most important thing is that there are a lot of techniques involved.

I don’t know how you feel. Although this is not the first time I have seen a similar case, my first reaction is that it is very interesting. Maybe this marketing method has been proven to be effective. Of course, I am more concerned about the value packaging of the product, which is a 199 yuan G50 popular configuration voucher, and I can't bear to refuse it.

Let's take a look at the specifics:

1. Create Perceivable Value

In today's marketing market, competition is so fierce that everyone is shouting out selling points at the top of their lungs, trying every possible means to say that their own products are good, and are not hesitating to spend a lot of advertising fees.

There is nothing wrong with this. What you said is good and what you said is right. Your products are "genuine" and "the effects are first-class" and your quality is "unbeatable". But the problem is, if the user cannot perceive the value of what you say and he doesn’t believe you, then isn’t all your work in vain?

Regardless of whether the product is of the best quality or not, the key is to make users perceive that the product is of good quality. Regardless of whether the product has the best cost-effectiveness, the key is to make users perceive the super high cost-effectiveness.

This is a very simple truth. One is the sales mindset, and the other is the user mindset. It not only allows users to know the value of your product, but also allows them to perceive it . It just so happens that the product value that users can perceive is the value they really want to buy.

In most marketing, creating this consumer perception is often more important than product facts. For example, the Xiaomi weight scale is so accurate that it can be felt even when drinking a glass of water. It also uses facts to make users perceive the product’s value and thus win their trust.

The biggest worry for people who often use weighing scales is that the scales are not accurate. For those who want to lose weight, they have to weigh themselves several times a day and every detail counts. If a scale can be accurate to 100g and can even sense when you drink a glass of water, would you be tempted?

"Accuracy that can be felt even when drinking a glass of water", "100g accuracy", this is the perceived value, which is much better than directly saying "our scale is very accurate".

In short, if the utility proposed by a product cannot be perceived, then in the eyes of consumers it is equivalent to having no utility, and without utility there is no value. Don’t always talk about how good your product is. Everyone can shout out the selling points, so it’s better to spend more time thinking about: how can the selling points you mention be perceived by consumers?

Looking at this set of posters, they are always shaping the high value of the G50 popular configuration coupons, and making this value perceptible through a series of marketing methods.

2. Constantly use anchor points to indicate high cost performance

When people judge value, it is always relative. We are born to like comparison, and this "comparison" greatly affects our decision-making. This is an absolute killer move!

Believe it or not, “Original price 399, now price 99” is probably one of the most powerful marketing copies I have ever seen. This is to take advantage of the most primitive comparative instinct of human beings. As for the use of "contrast", these posters use two methods: anchor points and reference objects.

Let’s talk about the use of anchor points first.

When users are unclear about or have no assessment of the value of a product, consider using anchors.

The anchoring effect refers to the fact that when people make judgments about someone or something, they are easily influenced by the first impression or the first information, which fixes people's thoughts somewhere like an anchor sinking to the bottom of the sea.

For example, when we see a product and see its price for the first time, it will have a long-term impact on our willingness to bid for the product. This is the "anchor point"!

Original price: 399, current price: 99.

The 399 is an anchor price, which increases users' perceived value of this product. This product is of good quality. If there is no such anchor and the current price is only 99 yuan, users will feel that the product is cheap rather than a surprise of a discount.

Similarly, anchor points can not only enhance the value of the product, but also shape the product's high cost-effectiveness. Taking the poster below as an example, the two movie tickets are anchor points, which enhance the user's perception of the product's cost-effectiveness, because the user will know exactly what 199 yuan means.

Without this anchor, the 12-inch central control screen can be purchased for only 199 yuan, which is a great value. The sense of value is there, but the perception of cost-effectiveness is weaker.

The next step is to use reference objects.

3. Use reference objects to continuously amplify value

A good reference can help users quickly understand the value of the product. You don't know until you compare. You'll be surprised when you do. The purpose of reference is to highlight the target item you want to express, and users can get it immediately. It is more practical than a large number of adjectives, data, theories, etc.

Even the eloquent Luo Yonghao cannot resist the charm of "using reference". When Mr. 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 take a look:

You can try 8 classes for only 1 dollar, which is quite cheap. The general copy would basically end here, or add a few sentences like "super offer" or "shocking".

But Lao Luo and his team are different. They added a series of reference objects such as corn, buns, garlic, lighters, lollipops, condoms, etc. in their advertisements. Suddenly, an ordinary advertisement comes alive and the visual effect comes out.

Moreover, the reference here is a double reference, taking steamed buns as an example. On the one hand, Baozi uses "1 yuan" as a reference, which further highlights the price discount; on the other hand, Baozi uses "eight classes at Lao Luo English Training" as a reference, which highlights the super powerful value and encourages users to make quick decisions.

Think about it, do you want a bun? Or do I still have to pay 1 dollar to listen to Lao Luo’s eight lectures?

Similarly, these posters also cleverly use references. For 199 yuan, would you drink coffee, have dinner, buy chocolate, smoke, or get leather seats, a better car appearance, and electric folding rearview mirrors?

In short, with this trick of reference, you should be able to mass-produce a large number of effective copywriting.

4. Use the psychology of meritocracy

If there are two options in front of the user, with the same cost, and one option obviously looks more reasonable, then the user will choose this one.

Thai laundry brand BREEZE is very clever. Its advertisement says: " It is much easier to wash off the mud on your body than to raise a great child ."

Obviously, using their product to quickly wash away the sludge seems to be a more reasonable approach.

And it is obvious that the sentence pattern here "Do you want XXX, or XXX" is a typical preferential option, and it repeatedly uses this preferential psychology, there will always be one that hits the user! Also strengthened reasonable options.

In actual operation, we can first point out what tasks your product can help users complete and what cost users have to pay to use your product?

For the same cost, users can also choose other products, but this solution is much less valuable than your product.

5. Hidden virtual ownership effects

In most cases, once we own something, it becomes more valuable in our minds. Not only do we value it more highly, but we also tend to focus on what we will lose rather than what we will gain.

In fact, we have this feeling not only about what we already have, but also about what we have in an illusion.

This is the “virtual ownership effect” often used in marketing circles.

• For example: I think this piece of clothing looks good on me and suits me, so wouldn’t it be easy for me to buy it?
• For example: someone gives me something for free to use for 10 days. If I find it very easy to use, will I be reluctant to throw it away after 10 days?
• For example: When I saw the Apple Watch advertisement, I imagined myself wearing a watch like the people in the advertisement, looking very cool, and I imagined myself having a wonderful life with such a watch. Then I might be affected by the virtual ownership effect and sell my kidney.

So what does this have to do with the case we are talking about today?

some! There is a very core concept in the virtual ownership effect, which is "imagination psychology". To put it bluntly, it's just YY. Each of us instinctively likes to associate and imagine.

Take advertising for example. Many advertisements nowadays like to let users “imagine” and associate them with themselves. For example: When we see the following car advertisement, we will imagine ourselves in it, driving "our" car, going on a weekend trip with our family, and being a happy family.

This imagination will actually create virtual ownership of the car, greatly affecting the user's final purchasing decision.

So you see, when people imagine that they already own something, they will imagine various scenarios of using this thing and think about how wonderful it will be when they own it. In fact, this feeling is very similar to real ownership, and he will be moved and take action because of the fear of losing this "imagination".

Let’s take a look at the text on this poster: “A starry sky inside the car”, “A mobile cinema in the car”, “Free your hands”, “Sharp and unique car appearance”... Is it helping you create beautiful imaginations?

Once you start thinking about it, it's easy to get addicted.

The author often says that copywriting should be situational, contextual, have a sense of immersion, resonate, evoke associations, etc. This is one of the reasons.

In short, good marketing copy should be able to influence people’s cognition and make users place orders.

Copywriting cannot create the desire to buy a product, it can only evoke the hopes, dreams, fears or desires that already exist in the hearts of millions of people, and then direct these "pre-existing desires" to specific products. As for marketing, there are no experts. The only experts are consumers. All you have to do is impress them.

Source: Mumu Laozei