Five user transformation routines that marketers must learn.

Marketing is a science, which consists of psychology, behavior, physiology, economics and other disciplines. Today, I share five commonly used transformation routines based on marketing psychology. 1. Bait effect Why do users hesitate to look at two products? This is because there are no value measurers in mind, that is, they pay attention to the relative advantages between products and do not pay attention to the actual value. This is a kind of "relativity". When people say that the product is good, you will be inclined to that. There is no so-called satisfaction with the product, only relative satisfaction. Why? Because an important aspect of human behavior is that we rarely make choices without comparison. We not only like to compare every two, but also like to concentrate on comparison. For example, A, B and C, A is explosive, B is the same price as A, and C is the new model, which is slightly cheaper and almost the same as B's sales. After careful analysis, you will choose C, but in fact people will choose A, because it is easier to choose explosive against C, and C becomes the driving force. If you give C a name called bait, this phenomenon is the bait effect, which are two difficult options. Adding bait will promote each other's purchase. One characteristic of bait effect is that there are many factors to consider, each with its own advantages and disadvantages, and it is difficult to choose. The most common bait effect is called asymmetric overwhelming disadvantage. Simply put, C is worse than A in all aspects, but it is comparable to B. Through this asymmetric comparison, A will win the choice between A and B, such as course pricing, online course 100, community course 500 and community course 500. Most people will choose the third course. Of course, when setting bait, we should pay attention to a premise, which must be based on a certain product or cost-effective advantage, otherwise we will treat users as fools. 2. Anchoring effect Why did you suddenly buy a book that you wanted to buy for a long time at half price without hesitation? This is because of the anchoring effect. What is the anchoring effect? If the price is higher than the reference object, you will feel unwilling to buy it. If the price is lower than the reference, you buy it, and the price of the reference is the "anchor". In fact, the real meaning of "anchor" is forced to be complicated. For example, when you make a quantitative estimate of something, you will take some specific values as the starting value. This is the anchor, which limits the estimated value. To put it bluntly, it is your first impression or information about something, which will affect your subsequent judgment on it and be fixed like an anchor. The anchoring effect can be easily used in price strategy, so it is also called price anchoring. For example, if you want to buy a computer, one has an original price of 6000 and a promotion of 4999, and the other has an original price of 5900 and a promotion of 4998. Obviously, the first one is more cost-effective. So simply analyze, making a very low discount and pushing high-priced products to low-priced products are all application means of price anchoring. 3. Herd effect Please consider a question: If you promote the sales of high-priced goods? The method is herd effect, also called herd effect, which is to judge the quality of things according to other people's behavior, and then follow the trend and decide the habit of growth. This is a normal psychological phenomenon and a rational decision-making method, but it is very easy to be used by businesses. For example, there is a long queue in front of a pancake shop, which may take advantage of the herd effect to create a hot illusion, thus attracting passers-by to queue up to buy. Herd effect can be easily used in offline scenes. How to do it online? There is a clever way to tell users that your product is very popular in copywriting. For example, adding users' recommendations to the print list will increase the credibility of the product and the effect of copy transformation, such as writing the words "best seller" directly or using implied methods, such as "three times around the earth" with fragrance. Of course, there is another way, that is, to show the figures truthfully, for example, "12345 people attended such and such activities, why haven't you come yet?" In fact, for conformity, we must understand the word "crowd", not referring to super many people, but to the same kind of people. As long as you can accurately tell the person you want to influence and follow your instructions, you can become a member of the group he wants to join, and you can exert influence well. Obama used this routine in the election. He registered voters to find out how many people with the same name voted. This example profoundly reveals the essence of conformity: follow the group you agree with. So what is behind this essence? Looking for identity, creating labels. Using people to find identities and labels is the usual means of the title party. There are too many such great gods, such as Mi Meng, which have been blocked. Of course, there is another revelation of the herd effect, that is, we must distinguish between old users and new users to avoid bad money driving out good money. Therefore, mastering this routine of herd effect will make marketing get twice the result with half the effort, and will also make you less fooled. 4. Avoidance effect Why does the product have to increase in price? In addition to cost, there is another reason, that is, aversion to loss. What is loss aversion? When people face the same gains and losses, the latter is more difficult to accept, that is, sensitive to losses. For example, if you lose 100 yuan, it is easier for you to feel "unforgettable" than if you find 100 yuan. Because we are sensitive to losses, we can use this method to improve consumers' willingness to pay, save discounted money and set high prices. Specifically, there are two ways to use this psychology for marketing, one is to cause loss aversion, and the other is to avoid loss aversion. For example, emphasizing "the last day" can arouse users' fear of losing registration, and emphasizing "unable to get a refund" can avoid users' fear of losing tuition fees. Therefore, whether it is provocation or avoidance, it will promote consumers' willingness to pay. This reminds me of the marketing class in the New World. Every time the number of applicants exceeds a certain number, they will set a certain fare increase. Many of my friends have registered this setting. This is the power of evasive effect. 5. Free Effect Why do you find many things you didn't want to buy when you buy online? How did they come from? The answer is free effect. Why does free have this effect? There is a psychological experiment to illustrate. I found some volunteers, gave them free chocolates, and found other consumers to give them discounted chocolates. Finally, I found that most people go to get free chocolate. This experiment proves that free is more attractive than discount, and it can arouse consumers' emotional reaction. What is the free response? The feeling of earning. What about the discount? Pay attention to whether there is a lower discount. Of course, it's always free, isn't it a loss? There is a design in it, which is to bundle free products with promotional items, so that consumers will buy more goods, and free may also stimulate them to pay high prices and even do word-of-mouth publicity. In fact, the effect of free is not only reflected in bundled sales, but also five kinds: experience type: free sample trial, good experience before ordering, and the audition class is the truth. Platform type: the platform provides free services, but you have to pay for the third party on the platform, such as appstore and video website. Combination: the combination of free products and paid products, with free products as bait; Cross-industry mutual gift products; Design free version, advanced version and customized version according to product line. Crowd type: Some people are free, while others charge, such as introducing themselves for free and giving friends coupons of a certain denomination. Time type: special time is free, and regular time is charged, such as free shopping on member's day or birthday, free watching movies in the morning, etc. In short, free gives people a great feeling and is the source of irrational excitement, because we will focus on losing, not gaining. This is the weakness of human nature, but it is the starting point of marketing. Finally, I believe that through the above introduction, you have understood the importance of marketing psychology, and each of these marketing routines can be seriously considered and applied. As for the effect, it depends on your understanding.