Understand psychological concepts to make advertising marketing more natural

Insight into users' psychology can really make your products go deeper into their hearts and form better purchasing power.

Today's advertisements can be said to be everywhere. Wherever you see them, you can reach them; One day, intentionally or unintentionally, you are exposed to thousands of advertisements. Even though you are totally unwilling to accept the advertisements subjectively, the advertisements themselves have imperceptibly affected you.

Here Xiaoyangzai sends you a sentence: No research Psychology It's not a good plan!

Psychological research involves perception, cognition, emotion, personality, behavior, etc Marketing case It can be reasonably explained with psychological knowledge, so how to use psychological knowledge to write advertisements and do marketing.

Psychological Concept 1: Describe what happened

The first task of psychology is to observe behavior accurately. Behavior data is an observation report on the behavior of the body and the environment when the behavior occurs.

Advertising has long been included in the scope of psychological research. Thanks to the research of predecessors, many advertisers have also closely linked advertising and consumer psychology. Therefore, there is user thinking. It is important to investigate the user's behavior, psychology and demand direction, collect behavior characteristics, summarize the characteristics, and take out data, which will help improve and enhance the product.

Planners should first target users:

• What will users do?
• What can users do besides using the product?

For example, a restaurant owner found that two dishes A and B in the store were very popular with customers, so the boss asked the chef to combine the two dishes A and B to get C, and of course later C was also popular and became the specialty of the restaurant; Based on the success of C dishes, the store has launched D, E, F, etc.

This case is a typical user insight, which obviously has firmly controlled user preferences.

Psychological Concept 2: Explain what happened

The description must be faithful to the perceptible information, while the interpretation carefully goes beyond the observable phenomenon. In many areas of psychology, The central goal is to find regular patterns of behavior and psychological processes 。 (In sales, I hope to find a marketing rule, or a knack. I don't have to think hard about creativity every time. If you can find a rule in your own industry and try to improve work efficiency, you can certainly be called the elite of the industry.)

Summarize the laws of the industry, try to find a reasonable explanation for a common phenomenon, and make the world easier. Human beings have always been exploring the laws of nature. If you can find one, it is also very valuable.

One night the manager was working overtime when a sweet looking girl came in. He began to make tea for the manager, and introduced his tea making skills to the manager. How to make tea more integrated into the water when boiling water requires a little soup... The manager said that he was excited, admired the beauty of girls, and understood the tea ceremony.

The girl pointed to the famous painting on the wall. The painting technique and the painter's background were superb. The manager liked the girl very much.

The girl took out a piece of paper and drew seven zeros on it. Said: Manager, your wealth is more than that. The manager smiles and nods, and the girl adds 1 before 0. Say: If there is no 1, it is useless to have more zeros.

This 1 is health. Without health, no amount of money is useless. The manager immediately gave the girl a thumbs up.

The girl said: Manager, would you like to be friends with me?

The manager said, "That's what I mean, girl. What do you do?"?

Girl: I'm in trouble. Would you like to help me?

Manager: As long as it is within my ability, it is my responsibility.

Girl: Take out a piece of paper. It says * * Insurance. Today is the 28th. I still have a performance gap of 30000 yuan this month. If I can't play, I may lose my job.

The manager was stunned for a moment and thought about his promise that 30000 yuan was nothing to him, but it was also considered safe. Take your pen and sign your name.

The girl took the paper and thanked the manager. She said it was too late and I would go home. As a friend, I would contact again when I was free. Then he went out excitedly.

This girl can be said to be a successful marketing expert. Through her insight into the manager, she fully grasped the psychological characteristics of managers and other people, so she made a successful sales order.

After many attempts, these advertising forms are still effective: hot sales, hunger marketing, special price discounts, free trials, limited time concessions, qualification certificates, faster and stronger, everyone is using them, etc. In essence, these have grasped some kind of psychology of users, and they have tried unsuccessfully.

Psychological Concept 3: Predicting what will happen

Prediction in psychology is a statement of the possibility that a particular behavior will occur and a particular relationship will be discovered. An accurate explanation of the causes underlying a specific form of behavior often allows researchers to make accurate predictions about future behavior.

How can businesses make users spend more money:

According to the research, repeated display of luxury goods will induce consumers to have a sense of high consumption, and consumers subconsciously feel that they are rich.

Businesses should have an insight into consumers' desire to buy. Before customers appear, they should think about the whole sales process.

Psychological Concept 4: Control what happens

Control is the core and most inspiring goal. Control means to make an action happen or not to happen - trigger it, maintain it, stop it, and affect its form, intensity, or incidence. If an explanation of the causes of behavior can create conditions for controlling behavior, then this explanation is persuasive.

The ability to control behavior is important because it provides a way for psychology to help people improve their quality of life.

Psychologists usually use scientific methods to draw conclusions about individual behavior and psychological processes. Psychologists have several goals: to objectively describe the behavior at an appropriate level, explain the reasons for the behavior, predict when the behavior will occur, and control the behavior to improve the quality of life.

People's behavior is controlled by the subconscious mind. If advertising can go deep into the consumer's life scene and become one of the elements in life, then the product has been successful. Nowadays, smart phones, WeChat, etc. have entered the life of ordinary people. Once such brands as salt, soy sauce, vinegar, rice and noodles washing and care products used in families are recognized, it is difficult to leave consumers' lives.

Therefore, the most powerful advertisement is to let consumers see that they do not hate it. In the long run, after consumers get used to it, the subtle influence of advertising will come into being, which is a successful advertisement.

This article was originally published by @ Xiaoyangzai and was published by everyone product manager 。 Reproduction without permission is prohibited.

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