After graduating from Temple University in the United States majoring in advertising for more than twenty years, he has been devoted to the research and teaching of consumer psychology and advertising. And single-handedly created the American advertising training giant CA$HVERTISING. And has done copywriting planning for many Fortune 500 companies such as BMW and ACCO.
In his new book "Golden Advertisement", he introduced many written principles.
1. Challenge fear-use fear to make money.
Fear brings stress, stress brings action, and fear means loss.
Fear paints a picture of having to react.
For men:
Don't let these details ruin your second date.
72% of boys fail on their second date because of these details!
How to make a second date? Here are some tips.
You can't guess one of the three reasons why dating failed.
Dating five minefields, the most important one you will never think of.
2. Stimulate instant recognition-deformation of self-awareness (face, show off)
Let the image of consumers and products be closely combined, and let the image of products become a part of consumers' own identity.
If you can express your products through carefully selected images and people, you can convince potential customers:
If you buy or use your products, they will be immediately associated with these images and attitudes.
Committed to showing potential customers the image they want to see, without convincing opinions or evidence.
You can cater to their vanity and self-awareness.
Characteristics that shape all people's aspirations, such as physical charm, wisdom, economic success and sexual ability.
For example: luxury advertising, luxury car advertising, perfume advertising.
There are girls around. What did he do right?
The girls around him are constantly changing. What did he do right?
There are so many beautiful women around him. What did he do right?
What details make you unattractive to women?
These details make your feminine heart completely unattractive!
3. Transfer-gain credibility through penetration.
Authoritative and respectable person, organization, institution (logo, image, concept)
People's gregarious nature makes most people respect things like churches, medical institutions, state institutions and science.
Let institutions trusted by the public provide authoritative certification.
Human inertia makes you find a reasonable excuse for yourself without in-depth research, as simple as that.
If you can't get full recognition-such as a certificate, by focusing on those signs that are guaranteed and widely recognized,
For example, industry organization recommendation (logo)
The same transmission effect can be produced by using the authoritative image of medicine and science that people generally accept.
For example, doctors at Fudan Pediatric Hospital,
4, the herd effect-give them a springboard.
Fact: Human beings are social animals and have a strong psychological need to seek a sense of belonging.
Maslow's hierarchy of needs: physiological, safety and belonging needs
Three groups:
Worship group-hope to join
United groups-the same ideals and values
Alienated groups-don't want to join.
The peripheral path of persuading others is a superficial thinking path, because consumers' buying behavior is mainly based on their sense of belonging, not entirely based on the advantages of the product.
The need to be a member of a group is a powerful psychological driving force, and this sense of belonging is more important than the commodity itself.
Does your product use human needs to seek a sense of belonging?
If the answer is yes, don't just think about how to describe the advantages and benefits of your product, at least spend the same energy telling your potential customers:
Buying your product will make them join a worship group and keep in touch with a joint group.
1886 People in the vicinity chose Saiwei Laundry.
The most popular dry cleaning brand in Modu (Shanghai)
Dhobi ghat, the favorite community of women in Modu.
5. Reason for purchase (means-target chain-key core)
Main advantages:
Don't just focus on the present when buying products, but also focus on the future.
In order to achieve a certain future goal, the products and services purchased are only the means to achieve the goal.
For example, a spade-a long flat metal pole-a hole for planting flowers-can make a house look beautiful.
Microwave ovens-electrical appliances-quick cooking-have more time to do other things.
Cars-leather, engines and engines make driving enjoyable-go from one place to another.
Clean and wrinkle-free clothes are your weapon for a successful date.
To show a man's confidence and charm, you need such a service.
Showing a man's charm is a big deal for you, but washing clothes is a small matter. Don't lose big because of small things.
6. Cross-theoretical model-convince customers step by step.
The main difficulty in persuading consumers is to deal with their different understanding of products.
Cross-theoretical model-blank period, wait-and-see period, preparation period, action period and maintenance period
Push the consumer one stage at a time until he is used to using your product.
Two options:
Advertise for customers at all stages.
Do a series of advertisements in a certain period of time, from the first stage to the fifth stage.
7, vaccine theory-let them like your product for life.
Consolidate customers' loyalty to products and services?
Vaccine Theory —— William mcguire
Put forward weak arguments to induce consumers to defend their positions, thus strengthening their attitudes.
1, issued a warning of the upcoming attack.
2. Weak attack
3. Inspire a strong defense
For example, auto repair shops pose as consumers' defenders to face competitors and tell potential customers to be careful when accepting competitors' quotations.
Our competitors will tell you that it costs 1000 yuan to repair the small dent on the fender. Just because there is a small gap in the windshield, they let you change the glass and quote 800 yuan.
What they won't tell you is that our industry has many internal secrets: it only takes a little money to solve these small problems, such as ...
For example, pizza shop operators: Our competitors will tell you that they use fresh white cheese, but what they won't tell you is that the white cheese they buy is pre-broken and packed in plastic bags. At xxx Pizza, we manually crush white cheese every morning.
Our competitors offer crispy pizza and Sicilian pizza, but what they don't tell you is that the flour they buy is hard frozen dough balls, which will not thaw until the day before pizza is made. In Boli's pizza shop, every day is ourselves and fresh dough.
Our competitors will tell you how convenient their home delivery service is, but what they don't tell you is that their average delivery time is more than an hour, while the delivery time of Polly's pizza shop is 28 minutes. If it exceeds this time, the pizza will be given to you for free.
8. Redefine the trust level-change the existing understanding of customers.
Fact: Most people don't like change!
Just as bullfrogs don't want to leave water, humans don't want to change their inherent ways of doing things easily.
It's hard to make small changes in the body.
How to be a handsome man? (elegant woman)
Change the way you dress? no
Change your hairstyle? no
Change the way you speak? no
All you need is a clean, wrinkle-free "new dress"
One of the most important ways to change people's beliefs about your product is to shift people's attention from their attitude itself to their potential beliefs.
Change the focus of faith-show your audience the other side of reality.
(1) resort to images and statistics of emotions (fear, humor and guilt)
(2) The rationality of resorting to factual evidence and examples.
The importance of changing beliefs, not beliefs themselves.
It is much easier to strengthen or weaken an existing belief than to completely change it.
By using factual evidence (a lot of data, reports, studies and certificates)
Daily examples that potential customers can identify with (success stories of other users)
To support and consolidate their existing beliefs.
Now, everyone knows that smoking and excessive drinking are harmful to health, but they frequently emphasize these views.
If consumers feel criticized or cheated, they will immediately start a defense mechanism against your point of view.
9. Deliberating the possibility model-a way of thinking that is beneficial to customers' purchase decision.
Products are divided into two categories, one requires a lot of cognitive thinking.
One that doesn't need much.
Discussing the possibility model puts forward two ways to change people's attitudes.
One is the central path, which uses logic, reasoning and deep thinking to convince others.
One is the peripheral path-convincing others with happy thoughts, positive images and associations generated by cases.
Which method should be adopted depends on your product.
The peripheral path encourages consumers to pay attention to superficial images and hints consciously or unconsciously, in order to make them adjust or change their attitudes and decisions without seriously considering the content of advertisements.
In contrast, the central path encourages people to seriously consider the contents of advertisements and think about the contents and opinions of advertisements before making any decision, especially before making a purchase.
Daniel Kahneman's thinking is fast and slow.
Buy important things, spend more time making decisions and think hard, such as a house.
The left half of the brain, which controls Luo Ji's thinking, reasoning, processing data and weighing various options, should be considered thoroughly before making important decisions.
The central path makes customers like you more.
The attitude based on central path processing is easier to resist negative persuasion and shows greater consistency between attitude and behavior. For daily necessities, their attitude is usually easy to change, but the attitude formed by central path processing is more lasting, that is, logic and reasoning leave deeper traces in the brain than visual clues or other catalysts that stimulate emotions.
When you let people think deeply about something and convince them to come to a conclusion, they will accept that their decision is the result of their own thinking, just like their children, the product of their mental work, so protect it and resist attacks for it.
Using peripheral theory to convince consumers that advertisers rely on the validity of what social psychologists call hints. These hints are all psychological shortcuts. If used properly, they can convey advertising information without any form of in-depth thinking by consumers. However, don't forget to point out its characteristics and benefits. Because consumers don't worry about which brand of sugar to buy, these things are things that businesses don't need to think deeply, so they don't need to think deeply about the advertising content.
The following tips are based on the impact of using the right hints at the right time.
10, six weapons of influence-a shortcut to successful persuasion
The influence of Robert Siodini 1998
These incentives are psychological shortcuts and are effective in many different situations-especially when your potential customers are not careful.
You can make use of these incentives when writing advertising copy by means of external persuasion, but if you want to buy your product, you need a lot of thinking, reasoning and even some legitimate reasons, so you can only leave it to fate.
Reciprocity, commitment and consistency, authority, social identity, preference, scarcity
Customer thinking path: simple decision-making mode and complex decision-making mode
reciprocity and mutual benefit
Free gifts, mutual hints, feedback,
You need to give something really valuable to make the recipient feel: Wow, that's thoughtful.
All community residents who come to Saiwei for laundry can receive laundry tablets for free.
If you have already stayed in xx community, you can come to Saiwei for free laundry.
685 community residents received free laundry tablets. Where are you?
Commitment and agreement: appeal in words
Are you afraid that too many bacteria in the curtains at home will affect the health of your family?
Are you worried that the stains on your clothes will be laughed at by others?
Don't you want to show your charm by wearing a clean and wrinkled dress?
We recommend Saiwei Laundry, a professional door-to-door care service.
Authoritative person:
Using an official, intelligent and authoritative person to recommend products can save potential customers the trouble of studying or investigating problems themselves, and they will simply accept the facts and opinions mentioned in advertisements as true.
Such as doctors, dentists,
Think about it. Who are the authorities in your industry who are respected by the target market? You should spare no effort to get a certificate or comprehensive certification from them.
Then get permission to use its image in marketing;
Pay for authorization to shoot a short film, which can be used in your website or promotional film.
Then add a series of convincing facts, figures and seemingly scientific charts. Authoritative motivation is to help you make a lot of money.
Comparison is also herd mentality.
No one likes to be excluded, and we are all driven by the need to belong.
In advertising, it is conveyed that this product is necessary for a certain group.
Preference psychology
The key to sales is to like it. You must like that person, whether it's a street corner flyer or a celebrity who decorates advertisements with his face.
The more beautiful, the more people like it.
You see, 58% car owners in the community often go to Saiwei to do laundry.
You see, 62% mothers in the community often go to Saiwei to do laundry.
Scarcity:
One-day promotion, limited supply, while stocks last, first come, first served.
Lack of time and quantity
1 1, information organization-let customers really understand the content of your advertisement.
12, examples or data, which will win?
Which attracts you more and which will stimulate your desire? Which will really convince you?
If you sell beer? Then forget the data. Showing attractive people to the audience, there are almost no naked bodybuilding figures and cheerful scenes.
You sell cars? Promote various examples and show some data about performance, safety and efficacy in advertisements.
When you sell a practical product such as a printer, you must interpret all kinds of data. No one is excited about inkjet.
Matching examples and data:
Six nurses who have worked 15 ensure your confidence and charm after wearing "new clothes"
13, providing positive and negative information.
Provide positive and negative information (dual role persuasion)
Although unilateral information is simpler, research shows that information containing two aspects is more convincing.
You can not only show your own story, but also show yourself and your competitors in tit-for-tat product competition.
What should I do?
Just let the information containing both positive and negative aspects appear fair and balanced in the eyes of the audience.
It is more credible to persuade with peripheral paths.
Using central path processing, your combination of attack and defense will make them consider this problem more systematically.
Contrast advertising doesn't have to force the other side to make concessions by attacking, you can calmly point out the advantages of the product.
The comparison chart that can reveal the advantages of products at a glance is very impressive, and the comparison chart knows the peripheral path.
Tell the pros and cons of both sides, praise what the other side has done well, and then explain why yours is better.
14, repeat and repeat-let customers know and remember you.
The purpose of all advertisements is to create marginal differences in consumers' attitudes and cognition.
Through repetition, these small differences can accumulate to form bigger differences, which can often tilt the balance to brands that are conducive to advertising.
Repeatedly repeating the same advertisement will become a mother-in-law, but different variants of the same advertisement can take advantage of redundancy.
By presenting the same information in different forms and slightly different versions, you will induce the audience to believe that they are seeing a new piece of information.
Simply put, the more different sources that expose people to the same information, the more they believe it.
This involves various sources and arguments.
15, rhetorical question-let others remember you by asking questions.
Don't you like to use the fever scout intelligent temperature sticker? Don't you want everyone to use it?
Who else wants to continuously measure the baby's temperature without staying up late-and give an alarm when it is hot?
16, evidence-reasons to convince customers?
The basic principle of advertising is to tell your potential customers what benefits they can get from what you sell.
You must, you must convince them that what you have in your bag is more valuable than the money they paid for it, otherwise the transaction will not happen.
Evidence can be: videos, facts, data, certificates, guarantees, research, charts, etc.
People who think with peripheral paths will also be influenced by strong evidence. Faced with all kinds of data, charts and certificates, they will make decisions quickly.
17, exploratory method-give a comprehensive enough buying reason.
How many photos do you have of customers who are satisfied with the products? Put them in advertisements, brochures, websites, etc.
How many reasonable reasons can you give potential customers to buy your products or services? A simple list is effective.
Length means that if you provide enough information, the energy exploration method will work.
You can provide 22 reasons to make sure that this product is really valuable.
Write 1000 words every day.
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