The first stage: greed

This is generally the initial stage, which corresponds to the new stage. Users are not familiar with our products, let alone loyalty. .

Then, the most effective point in human nature that can be applied at this stage is "greed": if users can get benefits, they will come naturally.

The second stage: Anger

This is the intermediate stage. Everyone knows that "human greed is endless", so it is not feasible to blindly satisfy "greed".

At this stage, the most effective point in human nature that can be applied is "jealousy": when the user's jealousy arises, he will ignore whether he has taken advantage.

The third stage: obsession

This is the advanced stage, which is also the highest stage of pursuit of operating a product. That is, "Users are obsessed with it. Users of all products will think it is good, and users will think everything is right." This is the so-called "die-hard fan". This is the "fanatic" in human nature. The so-called ignorance is ignorance."

You may think: How could anyone be so stupid? In fact, there are quite a few such examples in reality, and many celebrities are fans of them.

In the three stages of user development, we can use many interesting psychological techniques, which are listed below:

The first stage: greed

1. Use "herd mentality" to attract users

The concept of "herd mentality" is easy to understand. If there are two restaurants on the same road, one is deserted and the other is crowded - most people will go Because there are many people in a crowded restaurant, people will think that it is either cheap or delicious. In the same way, when buying things online, priority will be given to those with "larger sales".

People will think that places with many people can be taken advantage of. This is also the "greed" in human nature.

So, for our operation work, we must make use of the users' herd mentality to create this "crowd".

For example, when we do on-site work, we need to create some popularity; when we do sales, we need to boost some sales internally; if we want to promote a project, we first need to do a few "successful cases", etc. Then naturally some users will be attracted.

So, what should we do after the user comes?

2. Use the "anchoring effect" to enhance users' intentions

The anchoring effect means that users are susceptible to the first impression or first information when making judgments about a product. Dominance is like an anchor that sinks to the bottom of the sea, fixing people's thoughts in a certain place.

In other words, when the user obtains our product information for the first time, the user already has a rough "anchor" for the brand positioning, price, etc. of this product.

Then, how we set this "anchor point" is very important.

For example, we can set an "anchor" for a product with an original price of 200 yuan and a current price of 100 yuan - the user's willingness to buy will be stronger.

For example, in one of our communities, we initially set an "anchor" to only invite users to join. After a while, it will be opened to the outside world, and users will naturally become more willing to join.

...

This also takes advantage of the "greed" in human nature: that is, what was not originally available can now be obtained.

Making good use of the "anchor effect" can help us grab customers tightly in the first place.

3. Use the "ratchet effect" to prevent users from leaving?

After we capture the user, we must find ways to make him stay;

To make users stay, you need to make them "desire for what you don't get";

A better way than "desire for what you don't get" is to "be afraid of losing what you get."

There was once such a case:

A certain country captured a prisoner of war, but the prisoner was very strong and did not give in even though he was tortured.

Later, the strategy of extracting a confession was changed, and the prisoner of war was served with big fish, big meat, beautiful women and fine wine. Two months later, he told him: If you don't recruit him, all these will be gone.

Then the prisoner of war immediately confessed everything.

This is the "ratchet effect", which refers to the irreversibility of people's consumption habits after they are formed, that is, it is easy to adjust upwards but difficult to adjust downwards - it is also what we often say "from frugality to luxury, It is difficult to go from luxury to frugality.”

The same is true in our operations: if our products can really bring convenience or benefits to users, then we will make them free at the beginning, or let users use them at a low price. When users get used to it, After purchasing this product, it will be difficult to adjust downwards.

For example, when China Telecom first launched “HD TV” a few years ago, everyone was accustomed to ordinary resolution TVs and did not feel that there was much demand for this “HD TV”, so China Telecom launched a free Giveaway activities.

After a period of time, when users have become accustomed to the visual effects brought by "high-definition TV", it will be difficult to adjust their visual habits, and they will have to pay obediently.

For example, micro-plastic surgery and hyaluronic acid injections have become very popular in recent years. In fact, it is because it is a woman’s nature to love beauty: When a woman is used to her own "beauty", there is nothing she can do about it. Tolerate its downward adjustment.

However, one of the following two conditions must be met to use the ratchet effect:

1. The user has no other choice

This situation is like the prisoner of war above The case is the same, but there are almost none in our business society.

2. The cost of another choice for the user is greater than the cost

For example, in the high-definition TV example above, users feel that even if they change places, they will still be charged, so they can accept it.

In other words: You cannot let users think it is free from the beginning. You must let users know that this is originally a fee, but it is not charged now. Otherwise, it will conflict with the second "anchor effect".

Being unwilling to give up what you have gained is also the "greed" in human nature.

People have a psychology called "loss aversion". People value "the value of something lost" higher than the "value of gaining the same thing".

4. Use deterministic results to guide users to make decisions

Once the user stays, we have to find a way to make them consume. We can use a psychological effect, the term Known as the “ambiguity effect,” people tend to choose an option with a known probability of a favorable outcome, rather than an option with an unknown probability of a favorable outcome.

In other words, if we tell users:

Product A may bring you 10 benefits; Product B will definitely bring you 5 benefits - big Some people will choose product B.

This one is actually similar to the previous one. Because rather than "users get those 5 additional benefits", users will be more concerned about "whether they will lose the 5 benefits they were originally sure to get."

For example:

The "on-time delivery" on Ele.me gives users a relatively certain result: "At least by what time can the order be delivered , otherwise you can get rewards.” Therefore, merchants with "on-time delivery" services receive far more orders than those without "on-time delivery" services.

The same is true in our operation work. No matter what product, we must find a few points that "must be achieved" and give feedback to users, so that we can achieve good results when guiding users to make decisions.

The second stage: anger

The above is the first stage of "greed". Let's talk about how to realize the second stage of "anger".

5. Create a "Prisoner's Dilemma" scenario for users

Let's first talk about what the Prisoner's Dilemma is:

Two suspects (A and B) After committing the crime, he was caught by the police and interrogated in isolation; the police policy is "lenity for confession and severity for resistance". If both confess, they will each be sentenced to 5 years; if one confesses and the other does not confess, the one who confesses will be released, and the one who does not confess will be released. If neither confesses, they will each be sentenced to 1 year due to lack of evidence.

For A at this time:

If B confesses, he will be sentenced to 10 years if he resists, and if he confesses, he will be sentenced to 5 years. Clearly there are benefits to being honest.

If B resists, he will be sentenced to 1 year if he resists, and he will be released if he confesses. It's better to be honest.

In summary, no matter what the situation is, confession is the best choice for A - and the same is true for B. So in most cases, both A and B will confess, which will achieve the best desired effect.

In our operation work, we can also create such a "prisoner's dilemma" for users to achieve the desired effect.

Let’s take a look at some common examples:

A teacher at a children’s training class said: “The children of such and such a family have already started learning. We can’t lose at the starting line.” .

An advertisement for a certain wine brand said: "Nowadays, when you go home during the Chinese New Year to show your filial piety to your parents, you have to give so-and-so wine. We have to give it away."

This is the "Prisoner's Dilemma" constructed in operations. As users, we will think: If other people's children learn but we don't, wouldn't we fall behind others? If someone else gave our parents such wine, wouldn't it be considered unfilial if we didn't give it to them? To be on the safe side, it’s better to learn or buy.

As you can see, the "Prisoner's Dilemma" sets a "virtual enemy" for the user. Almost any product can create such a "Prisoner's Dilemma". Simply put, "Why don't you use it when others are using it? If you don't use it, others will be better than you." This makes users have to compare and even feel jealous. , this is taking advantage of the "anger" in human nature.

6. Use the "entry threshold effect" or "birdcage effect" to continuously guide users

There is a situation where the threshold is relatively high and it is difficult to have such a big impact on users all at once. Stimulate.

For example, the child training above costs 100,000 yuan a year, and a full-body plastic surgery costs 1 million yuan. At this time, it is difficult for a new user to produce results all at once. At this time, we have to use the "entry threshold effect" or "birdcage effect".

The threshold effect means that once users accept a trivial request from us, they are likely to accept a larger request.

So for us, we can split the biggest goal we want users to achieve into several small steps to complete gradually.

The birdcage effect means that people will continue to add more things related to it that they do not need on the basis of accidentally acquiring an item that they do not need.

So for us, we can split the biggest goal we want users to achieve into several complementary small goals to gradually complete.

It is useless to just break down small goals. At the same time, we have to constantly guide users. At this time, we need to make good use of the "Prisoner's Dilemma" and "Suggestion Effect" mentioned above.

The suggestion effect refers to the indirect method of implicit and abstract induction to influence people's psychology and behavior under non-confrontational conditions, thereby inducing people to act in a certain way or accept certain opinions. , to make their thoughts and behaviors consistent with the goals expected by the suggester.

Let’s take the above child training and plastic surgery as an example:

“My classmate Xiao Li has already ranked first in the final exam because he participated in our improvement class.” (Prisoner's Dilemma)

"Your child, Xiao Wang, used to be classmates with Xiao Li in the basic class, and his grades were better than Xiao Li's" (Suggestion effect: It implies that if Xiao Wang joins the advanced class, he will get First)

"Mrs. Wang, who came here last time, had a minor facial surgery. She was so beautiful that many people couldn't recognize her." (Prisoner's Dilemma)

"When Mrs. Wang was with you before, it was far worse." (Suggestion effect: It implies that you will still be more beautiful than Mrs. Wang after doing it)

...

More words need to be carefully polished in practice.

In the final analysis, all of the above are taking advantage of the "anger" in human nature.

The third stage: infatuation

When the user is already "angry", we have to find a way to make it enter the third stage of "infatuation". This is not easy. Things require users to truly develop trust over time. What other psychological methods are there?

7. Construct a "suspension bridge effect" scenario to promote users' trust in the product

The suspension bridge effect means that if a person passes on a very dangerous suspension bridge, he will involuntarily The heartbeat speeds up, and if someone of the opposite sex appears at this time, it will be easy to mistakenly think that it is a favorite object.

People often cannot tell whether the surge in their hormones is caused by emotion or external stimulation, and thus make wrong attributions.

In daily life, for example, when a boy asks a girl to watch a horror movie, when the girl becomes nervous and her heart beats wildly, it is easy to understand that she is attracted to the boy around her and has the illusion of love. .

So how should we apply it in our operation work?

The simplest one is like organizing some users to carry out some offline activities, or organizing VIP customers to travel together. Then it is easy to encounter some suspension bridge scenes in various offline scenes - but this method is too costly and the number of users is not very large, so it is difficult to achieve success.

Let’s analyze the essence of the “suspension bridge effect”: the effect produced through the scene makes users mistakenly think that it is the effect produced by the product. This is especially effective for products whose effects cannot be quantified.

After looking at it this way, everyone has an idea, right?

Let’s take the above plastic surgery institution and children’s training as an example:

After the user reaches her wish for plastic surgery, we not only provide her with a set of plastic surgery plans, but also provide her with a complete set of plastic surgery plans. The plastic surgery plan is interspersed with various etiquette training, makeup skills, clothing matching and other free additional services.

Because the effect that users want is "beautiful", and through the construction of these scenes, in fact, even if the user does not have plastic surgery, she has become "beautiful"; but the user can easily have the illusion that she will The effect of becoming beautiful is attributed to plastic surgery - this is the "suspension bridge effect" scene we constructed.

Another example is children’s training. In addition to some direct knowledge or theoretical education, we also need to guide children in some self-learning methods.

The method of self-learning is a "suspension bridge effect". What users want is "ability improvement". In this "suspension bridge effect" scenario, users are likely to have improved.

The growth effect produced in this scenario can easily be attributed to training.

……

Users’ continued trust in products will gradually form “infatuation”.

But in fact, in modern business society, it is extremely rare for a product to make users completely "crazy".

So let’s think about it, what is the organization in the world that is most capable of making users “crazy”?

Without a doubt, it is religion!

And why can believers be so pious?

It’s simple, because it is faith!

What believers are really obsessed with is not the institution itself, but the beliefs in their hearts!

As a commercial company, we cannot have a belief like a religion.

However, we can put users in our shoes and become our "opinion supporters."

8. Use "confirmation bias" to strengthen users' positions

Confirmation bias means: People tend to defend their positions, selectively collect evidence, and selectively Interpret the evidence and look for information that supports your original opinion.

To put it simply, "if users think they are right, they will continue to prove that they are right."

Many times, we are infatuated with a person, and the longer the time goes by, the more infatuated we become. But in fact, what we are infatuated with is not the person himself, but more the feelings we pay for it.

The same is true for a product: many users will defend a product, but in fact they are defending not only the product itself, but also their own views or positions on the product - because , the real "crazy" is actually oneself.

Let’s take mobile phones as an example:

Users of Apple mobile phones generally hold the view that mobile phones are high-tech, fast, and expensive. worth.

Users of Xiaomi mobile phones generally hold the view that mobile phones have sufficient functions, are cost-effective, and must support domestic production.

These are two views, personal preferences from different angles, there is no right or wrong.

But if one day a user A of an Apple phone and a user B of a Xiaomi phone have a debate on this matter and express their respective opinions, then:

A Users will have a high probability of always using Apple, and user B will have a high probability of always using Xiaomi - because if one day A no longer uses Apple, it means that he has proven that his previous view is wrong. This is nothing more than a slap in the face, and the same goes for B.

For another example, if we are discussing which of the two "Internet celebrities" A and B is more interesting, it is very likely that the impressions of the two Internet celebrities are similar at the beginning, and they may have made unintentional statements in a certain scene. I think A is more interesting.

From now on, between the two Internet celebrities A and B, we will most likely choose to support A, because what we support is not A himself, but just his previous views.

This is "confirmation bias."

We must understand: to make users truly "obsessed", the best way is not to make users obsessed with our products, but to link our products with the users' stance. Because what users want to defend is not the product itself, but their position.

This is the "idiot" in human nature.

When we make a product or a brand in an industry, the most important thing is not so much whether it can quickly occupy the market, but whether it can quickly occupy the user's position.

And this is the real brand barrier of a company.