Many times, consumers don't buy your product, perhaps not because the product itself is not good, but because it doesn't help consumers establish the image they want, because sometimes consumers pay more attention to whether the product can highlight the image they want, rather than the quality of the product.

For example, for holiday gifts, consumers prefer those products whose packaging looks tall or can reflect expensive in other ways, because it can better highlight their image of "willing and atmospheric".

Let's take a look at the DR diamond ring, focusing on the concept that "a man can only customize one in his life", so as to enhance the image of consumers in the eyes of diamond ring givers-I give DR, which means that I only love you.

It's normal to get engaged, get married and give a diamond ring. The slogan "Diamonds last forever, one will last forever" makes diamonds not only diamonds, but also a symbol of "long-term love". How to kill a way out among many jewelry brands? Is our own jewelry a symbol of longer-lasting love than other brands? Scarcity?

There is nothing wrong with the direction, but how to make consumers understand the long-term and scarce benefits more easily and to a greater extent?

I don't know how many girls' hearts have been melted by the phrase "a man can only customize one and promise to love only one person all his life". Imagine that one day, your prince comes to you on a white horse with a DR diamond ring.

2. Reduce the "image cost".

Many times, consumers don't want to buy your things. He wants to buy it too much, but because of the opinions of some people around him, he can only think that he has no courage to pay the order.

I made a "taobao guest" myself, which can be understood as a platform for ordinary users to receive Taobao coupons, focusing on "saving money". However, some people worry that getting coupons before placing an order will be regarded as petty gain or other negative views. Therefore, he refused to receive the coupon and placed an order again, even though he wanted to do so. Let's take a look at how Taiwan Province Quanlian Supermarket reduces the image cost.

Coming to the All-China Federation won't make you fashionable, but the money saved will make you fashionable. You can buy it for 8 yuan, so why pay 10 yuan? Being beautiful is capital, and spending money beautifully is skill. After reading these posters, do you think saving money is a particularly cool thing?

3. Increase "psychological gain".

How to make people feel that their teeth are clean after brushing their teeth? -Add a little mint to the toothpaste. How to make people feel that bottled juice is more valuable? Some big and fresh fruits are printed on the package. How to make people feel that washing powder has strong decontamination ability? -A little more foam or some colored particles. How to make people feel that the nutritional value of milk is higher? -Thicken the milk.

4. Reduce the "decision cost"

Many merchants think that the more goods, the better, but this is not the case, because "making a decision" is really a very painful thing. Imagine that you go to a restaurant to eat, pick up the menu and find that there are hundreds of dishes, and then you are confused and don't know which to choose.

If there are dishes marked "recommended by the manager" and "most popular" on the menu, you are likely to choose the above products when you don't know what to choose, because they reduce your "decision cost".

Let's look at an interesting psychological experiment: the experimenter showed two groups of subjects jam in the store, the first group showed six kinds of jam, and the second group showed 24 kinds.

The experimental results show that the number of people who buy jam in the first group is 10 times that of the second group. From the data point of view, consumers have more choices, but it is precisely because of more choices that consumers do not know how to choose. They want to buy this and that, so let's look at the other one. Forget it, don't buy it.

5. Reduce the "action cost".

Let's take a look at a case mentioned in the marketing button:

George Bush Intercontinental Airport is one of the three major airports in Houston, USA. A few years ago, passengers often complained because of the long waiting time for baggage claim. In order to reduce the waiting time, the airport sent more porters, which greatly shortened the waiting time of passengers to 8 minutes.

However, contrary to expectations, passenger complaints have not decreased. This made them very surprised and puzzled. They met many times together, but failed to explain the reason and work out a solution to the problem. Later, the manager had to turn to the famous American management scientist Robbins for help.

According to Robbins' investigation and analysis, the waiting time for passengers to pick up their luggage mainly consists of two parts-one is the time to walk to the baggage area, and the other is the time to pick up their luggage. The former takes about 1 minute, and the latter takes about 7 minutes.

Robbins proposed a solution: widen the distance between the exit and the baggage area, and then send the passengers' luggage to the baggage area through another specific route.

In other words, the waiting time of passengers is still 8 minutes, but they have to walk for 5 more minutes, so that passengers can get their luggage in 2 minutes when they walk to the baggage exit.

If the idea and truth of this plan are made public, I believe most people will feel cheated. However, the fact is staggering: after the implementation of the new method, the effect is immediate, and few passengers complain about the long waiting time for baggage claim.

For passengers, the service they enjoy has not improved, that is to say, the actual cost of action has not decreased, and they all need to wait for 8 minutes, but 6 minutes' walk plus 2 minutes' wait is much better than 1 minute walk plus 7 minutes' wait.

How to make people more willing to participate in point redemption? If five points are needed to exchange drinks, it is better to give the consumer five points first and let him accumulate to 10 points before exchanging.

Although they are all five points, the first case needs to be from 0 to 5, and the second case is that there are already five points, so consumers will find it easier to accumulate five more points. Of course, I don't want to waste the existing 5 points. )