? The recommended reading time is 10 minute.
This article makes you rethink, this is a kind of power that many people forget to use in marketing-team.
"Part of the content comes from the company's internal training materials and the training speech of Vipshop (sale website)", which is now shared with you.
I've seen a lot of this kind of copywriting:
"My product starts as fast as lightning!"
"Explore human black technology."
"You get what you pay for (service)."
"First-line brand, CCTV brand on the list" and so on.
These are essentially praising their products (services) "direct persuasion", but this is not the only way.
Then, what can we say except praise my products (services)?
In fact, many people often overlook that besides "direct persuasion", there is also an important force-group power.
When you want to change a person, you should not only pay attention to him, but also pay attention to the groups that influence his decision.
Just like sometimes chasing a girl, it's easier to get a best friend than to get her directly.
In the past, we only wanted to change consumers through our own strength, but this is not the only way.
Last year, I saw such a case on a TED video (this case happened before the birth of modern marketing):
A long time ago, with the increase of population density, there were more and more famines in Germany, so the king wanted to implement a new policy: encourage more farmers to grow potatoes. (that is, potatoes, with higher yield per mu, can feed more people. )
However, it was very difficult to popularize potato in some areas at first, because many people who accepted potato for the first time thought it was a very low crop and even doubted whether it was edible.
What's even more exasperating is that these farmers have failed to persuade them-"potatoes yield high per mu", "potatoes are nutritious" and "potatoes are delicious when they are used to eating" and so on. It's similar to that you will meet many consumers who are hard to convince. )
Later, the king changed his way-he promulgated a law, which stipulated that the state should introduce a crop that only the nobles could enjoy. Then arrange some nobles to plant in private estates and send soldiers to guard potato plantations.
Many farmers were very surprised at what kind of crops were so strange. They wanted to know, so the king asked the soldiers to let some farmers sneak in and have a look. As a result, potatoes were spread all over the country-it proved to be such a noble crop.
Then, the king cancelled the law that "only aristocrats can grow potatoes", and as a result, potatoes that were originally difficult to popularize were rushed to grow by a large number of farmers. After reading this story, I deeply lamented the failure of promoting "genetically modified food" in China, both in name and strategy, which made people have a great negative impression on this technological progress. )
In short, persuasion is not enough, and groups will come together: when you find it difficult to convince consumers directly through the so-called profit selling point, you must not forget that there is another force that you have not used yet-group power.
Many times, the consumers in our eyes and the persuasion ideas to be taken are like this:
You think your target consumers are watching you, and then you want to say something that directly affects them.
But in fact, the consumers you face are like this-they are not only looking at you, but also influenced by others:
Most people tend to look at consumers and the marketing and advertising methods you can take with the former narrow perspective, forgetting the latter perspective-you need to find ways to use the power of the group.
So, how to use the power of groups to influence users' choices and stimulate users' emotions?
This article will take you in-depth analysis of "reference groups"-how to use the power of four reference groups to influence your consumers.
Reference groups are groups that can influence someone's decision-making, judgment and feelings. (For example, in the case of "German potato extension" above, the nobility was an important reference group for farmers at that time. )
In fact, whether you use copywriting, doing activities, inviting spokespersons or any other way to use the frame of reference, you are essentially using the following four frames of reference:
1. eager group: a group to which consumers do not belong but are eager to join (such as nobles in the eyes of farmers).
2. Avoidance group: Consumers do not belong to the same group that wants to keep their distance (such as thieves in the eyes of ordinary people).
3. Favorite groups: Consumers belong to the same proud groups (such as Real Madrid stars in the eyes of Real Madrid fans).
4. Rejected groups: groups that consumers belong to but are excluded internally (such as those who have no money in the eyes of some people who have no money).
It seems complicated, but I can summarize it with a picture:
1. eager group: the group to which consumers do not belong but are eager to join.
The popularization of potato cultivation in Germany in the past is a typical application to eager groups. For farmers, aristocrats belong to the eager group-they don't belong to this group, but they are very eager for this group, so they will refer to the behavior of aristocrats.
The reason for this effect is that the eager group not only builds the trust of consumers (aristocratization is good), but also creates a feeling for consumers that they can become more fond of this group in a short time by imitating the behavior of the eager group.
There is an important psychological experiment-Asian students' dietary preference experiment, which once proved this phenomenon.
The experimenter gathered some Asian college students in the United States and then asked them some questions that suggested Asian identity, such as "How is your English?" Then let them write down their favorite things on a pile of food lists.
It was found that compared with Asian students who were not asked questions, the proportion of Asian students who wrote American food (such as hamburgers and pizza) instead of Asian food (such as steamed buns and sushi) was three times higher.
This is because asking them, "How is your English?" Activate their stereotypes and make them realize that they are not real Americans, which makes the group eager to become "Americans" more distinct and more inclined to subconsciously imitate American habits (such as eating hamburgers).
Even in another experiment, Asian students who were asked such questions later baked American food such as cheese and sandwiches in more places in restaurants.
In other words, the eager group can effectively influence the behavior of consumers, and many people will imitate the behavior of the eager group to make themselves more like the eager group.
For example, for the middle class, the rich class is an eager group. Since it is impossible to imitate their sports cars and luxury houses (both are too expensive), it is not bad to simply imitate their bags.
So, how to apply for the eager group?
It's actually quite simple. You just need to ask yourself these two questions:
What groups do my consumers yearn for?
How can I make them feel that what I want them to do is the unique behavior of this group?
For example, what group do consumers who travel want?
They may have the experience of taking pictures of tourists and eating only tourists' meals, so they may be eager to experience the life of local people.
They may be fooled and their itinerary planning is unreasonable, so they may be eager for the locals at their destination.
So, how can I make them feel that what I want them to do (such as using our products) is a unique behavior of eager groups?
For example, Airbnb, the B&B accommodation platform, said: Live like a local. For some travelers, the local people are a yearning group. )
For example, in the beer war in the American market, Fort Lu Yun once led the sales of imported beer. At this time, Baker Beer, which sold well in Germany, was going to enter the American market, so it also borrowed eager groups:
"Since you have drunk the most popular German beer in America, let's drink the most popular German beer in Germany!"
(For Americans at that time, Germans were a group eager for beer taste, and it was easy for them to act according to German practices. )
Therefore, there must be something you want consumers to do (whether it is planting potatoes, forwarding WeChat or buying products). In addition to direct persuasion, you can also ask yourself these questions with the help of eager groups:
(1) What groups do my consumers want?
(2) How can I make them feel that what I want them to do is the unique behavior of this group?
2. Avoidance groups: groups to which consumers do not belong but are eager to join.
In addition to the eager group, consumers often face some groups they don't belong to and want to keep their distance-avoiding groups. (such as a thief in the eyes of ordinary people)
If your products, copywriting, etc. It can help consumers keep their distance from avoidance groups, and they are more likely to do what you want them to do.
So every time I face a group of consumers, I still need to ask myself: Are consumers avoiding any groups?
Why?
If you put aside the product itself and look at the power of groups, you will understand: what groups are professional practitioners avoiding?
(This is also why the shampoo used in barbershops must be made of non-well-known brands, so as to play an evasive role with ordinary consumers and improve their service perceived value. )
In short, consumers will always face some groups they don't belong to and want to keep their distance. If your product can help consumers keep this distance and avoid this group, it is more likely to be favored.
So how to apply the method of "avoiding groups"?
Very simple, but also ask yourself two questions:
(1) Who are my consumers avoiding?
(2) How to make things that I don't want consumers to do (such as not buying my goods) become the characteristics of this avoidance group?
For example, The Economist magazine, which specializes in high-end business people, has used the power of avoiding groups.
(1) What groups do the main readers of The Economist want to avoid?
I think there may be at least-I have been in the workplace for many years, but I have met people who have made no achievements.
(2) How does the behavior of "not reading Economist" become the characteristic of this avoidance group?
There is a poster that reads:
I have never read The Economist, a 42-year-old management intern.
For example, when I was designing the copy of "14 day change plan" (a marketing training camp), I also thought about this question: which groups do people who want to change themselves through knowledge want to avoid?
I think there have been many hot articles satirizing those who have no knowledge, don't want to learn, and just want to travel around the world to change themselves.
So there is this copy:
For those who want to change themselves through knowledge, those who are satirized by others and just want to change themselves through travel are likely to be an avoidance group.
Also, I saw an advertisement for a real estate in Dalian before (the advantage is the seaside), which also activated everyone's aversion to avoidance groups and said, "This is Dalian, not inland", so I took advantage of the avoidance psychology of coastal city people to inland cities-in order to further avoid this group, it is natural to buy a building along the coast of Dalian.
In short, you must have something you don't want consumers to do (such as not reading The Economist and not attending training camps). In addition to direct persuasion, you can also ask yourself these questions with the help of avoidance groups:
(1) Who are my consumers avoiding?
(2) How to make things that I don't want consumers to do (such as not buying my goods) become the characteristics of this avoidance group?
3. Favorite group: Consumers belong to a group that is also proud of it.
The first two eager groups and avoidance groups are groups to which consumers do not belong. In addition, there is another group that consumers belong to and are proud of, and that is the "love group".
For example, you come from China and are proud of being from China. For you, the group "China people" is one of your favorite groups.
For example, I went to the school anniversary of XX famous school, and there were many articles related to the school anniversary in my circle of friends-most of the articles were badly written, but friends of the forwarder knew that the forwarder was from this famous school.
In other words, graduates from their alma mater are also their "favorite group".
For them, articles related to the "Alma Mater's Celebration" have become their "exclusive symbol", which is a symbol that only their own group has and others don't have, so that they can gain pride in their favorite groups.
So how do you use "favorite groups"?
Of course, according to teacher Chen's habit, it is also a two-step process, asking yourself two questions:
(1) What group are your users proud of?
(2) How to make your product the "exclusive symbol" of this group?
For example, there is a local radio station in Shanghai, which also uses the power of favorite groups in copywriting.
So, who is the main audience of a radio station in Shanghai to be proud of?
Of course, I am proud to be from Shanghai, which is the economic and financial center of China.
So, how to make your product become the "exclusive symbol" of this group?
It's in the copy, and it says:
"Ala Shanghainese, two microphones honk three times."
In fact, these two sentences are written in Shanghai dialect, and only those who grew up in the local area have the ability to understand and read the expression of the copy, which has become their exclusive symbol.
For example, the Economist magazine mentioned earlier also uses the power of "favorite groups"-his target readers are high-end knowledgeable business people, and he is proud of being a high-end business person.
So what are the characteristics of The Economist that can be their "rejection sign"?
One of its past copywriters wrote that the length of a poster should not exceed eight words, which is the maximum amount of information that ordinary readers can accept at a glance. But this poster is different. This is for the readers of The Economist.
In other words, reading ability has become a sign of exclusion.
In short, when you face a group of consumers, you must remember to find the group they are proud of and like.
For example, I have seen a copy of a white T-shirt before, "Most people can't wear a white T-shirt well" (only a handsome guy with high face value can control it), turning the white T-shirt into the exclusive symbol of "handsome guy".
So, when is this "favorite group" the most powerful? It is found that when a user is at the bottom of his group, he is more likely to be influenced by the group he likes and become more exclusive.
A psychological experiment about games proves this point:
The researchers called some men to play the shooting game "Halo", and in the middle of the game, many female players joined in. It is found that some male players show arrogance towards men and discrimination against women;
"Alas, women can't play such a technical game."
"I told you, women are dragging their feet!"
Then guess who made these complaints?
Statistics after the game show that the worse the performance of men in the game, the more they abuse and discriminate against women, and they are proud of their gender. In other words, people with low status in a group are more likely to have the psychology of "loving the group".
For example, in some companies, there are some famous graduates who despise those who have performed well in ordinary undergraduate schools and are constantly proud of their status as famous schools. If you look at the performance, these people are generally people who perform relatively poorly in prestigious schools.
People who are proud of a city and discriminate against outsiders are more likely to become the bottom of the city.
Therefore, when facing some consumers, you can also ask yourself: Why are these consumers proud? How to make my product a sign of rejection?
4. Rejected groups: groups to which consumers belong but are excluded.
There is also a very contradictory group: consumers belong to themselves, but they are excluded from their hearts.
For example, in the minds of people who see some bad phenomena in China and then call China "your country", China people become "exclusive groups".
The application method is also simple: which groups do my consumers want to get rid of? How can I help them prove that they are different from others in the group by doing what I want them to do (such as using my product)?
Application of "Rejection Group" in Decoration Building Materials Industry
For example, in a previous case of "How designers stimulate customers to pay", we talked about a way to stimulate users to pay-telling the phenomenon that China people are generally unwilling to pay for "design schemes" and using the power of rejecting groups.
"Americans have the habit of paying for knowledge (design), while most people in China are richer, but they lack this basic awareness." (ps。 This also combines the desire group)
At this time, some people will increase their fees in order to prove that they are different from other China people who lack this habit.
For another example, in the poster of "14 day change plan", Jing Li wrote that "everyone loves fragmented knowledge, but wastes a lot of time", which makes people feel that "I want to be different from people who rely on fragmented knowledge".
In short, when facing consumers, you need to ask yourself: What group do my users want to get rid of? How does my product help them prove that they are different from others in this group?
In addition to the above usage, there is a typical marketing problem that can be solved: when your consumers have a negative image in their hearts when using your products (equivalent to excluding groups), they can turn this group into a favorite group to solve it.
For example, KFC has introduced a coffee with high cost performance (compared with Starbucks), but people who consume this coffee can easily fall into the exclusive group of "cheap" people: they obviously belong to this group, but they don't want to be in this group.
One marketing method is to turn this rejected group into a "favorite group" and try to talk about the benefits of this group, which makes people proud.
What KFC said is: coffee is used for awakening, not for concave modeling.
It is pointed out that the buyers of Starbucks coffee are superficial people who pursue face and put on airs, while the users of KFC coffee are "smart consumers" who do not pursue empty face.
So, sometimes you need to ask yourself: When my consumers consume my products, do they automatically enter a rejection group, thus reducing their purchases? How to turn this rejected group into a favorite group?
For another example, I met a clothing APP "Plus Size Beauty Service" that provided clothes for fat girls, and there was a similar problem-many fat girls thought that "obese people" were an exclusive group, although they also belonged to it, but they were very exclusive. This hinders large size and beautiful clothes.
The strategy of plus-size clothing is to constantly shape the positive image of fat girls in various copywriting. For example, articles such as "What's it like to have a fat girl as a girlfriend" and "Those fat girls in the supermodel world" can make fat girls increase their love for their own group.
conclusion
It is often difficult for people to succeed on their own, so they should be good at using external forces. Even the ancients said:
Those who cheat horses are not good enough, but cause thousands of miles; A man who pretends to be a boat can't swim, but he can't swim. Gentleman's nature is the same, and goodness is empty of things. -"Encourage learning"
Similarly, marketing should also rely on external forces, and groups are an important external force. When you face a group of consumers, in addition to the advantages of various products mentioned many times before, you must not forget the "power of reference groups."
After all, there was not enough persuasion, so they started to attack.
Rethinking every marketing problem, deep filtering is more valuable.
Li Jing Copyright 1 Qian Zhenhao Consulting Planning has been registered? Plagiarism must be investigated.