1 Stimulate users to buy. In the highly competitive market, users' on-demand purchases are gradually weakening. Brands should stimulate users' purchase demand through a series of methods. The book suggests how to stimulate buying. The six ways are sensory occupation, fear appeal, cognitive contrast, usage scenario, best-selling and customer witness. 1. Sensory occupation Suppose the customer is using your product, describe his direct feelings of eyes, nose, ears, tongue, body and heart, and fully reflect the feelings of the product with the six senses method. Eyes: What do you see? For example, it is not enough to write "delicious and attractive" when selling a coconut milk grass. You should write white coconut milk with black grass, drenched with wild honey from Huang Cancan, and decorated with red beans, peanuts and raisins. What a beautiful picture. Nose: What do you smell? For example, if you sell watermelons, don't write "sweet and delicious", but write a faint grass aroma, and the sweetness is just right. Ear: What do you hear? For example, if you sell stereos, don't write "the sound effect is shocking", but write "the high notes are sweet, the midrange is accurate, and the bass is heavy." Tongue: What did you taste? For example, if you sell sweet wine, don't write "sweet and sour", but write fresh peach juice, brisk citric acid, mixed with dense microbubbles jumping in your mouth. Body: How do you feel? What did you touch? For example, if you sell summer sleeping mats, don't write "This summer sleeping mat is refreshing and breathable", but write "Lying on this summer sleeping mat, you will feel refreshing and breathable, just like a breeze blowing under the summer sleeping mat. After lying for half an hour, you will be surprised to find that there is not a drop of sweat on your back. " How do you feel inside? For example, if you sell new energy vehicles, don't write "super speed", but write "when you lightly step on the accelerator, your body will be tightly pressed on the backrest, your heart will be tightly grasped by a big hand, and the scenery outside the window will suddenly slow down a lot"! 2. A common method in the mass communication of fear appeal is to use the method of "knocking the alarm bell" to arouse people's sense of crisis and nervousness, and to urge people's attitudes and behaviors to change in a certain direction. * * * There are two ways to stimulate users' desire to buy: one is to describe how wonderful it is to have it. On the other hand, how bad your life would be without this product. The second is to describe the painful scene with a sense of picture. For example, the title of the cover of this note says that if you want to destroy a child, you must insist on doing these four things, typical fear appeal and stimulating demand. Figure 1: Jin Lin's parenting notes. 3. Cognitive comparison describes one's own products, which is superior to peers in some aspects and produces contrast. The most common things in Little Red Books are comparison before and after losing weight, beauty and dress. Figure 2:4 Comparison before and after. Most people are lazy when using scenes. If there is a product that makes them have unclear questions, users are very simple. Directly shut down, especially the social platform such as Little Red Book. Users don't want to move too much, mainly for entertainment. At this moment, they need scenes to stimulate demand. Such as wine brands, products are mainly used for parties, festivals, family life, living alone and so on. The following three are the notes of wine merchants, mainly using the scene of being alone at night to poke the hearts of young people who are alone. Figure 3: Wine brand parties, festivals and family life. 5. Best-selling large enterprises can list intuitive and attractive data. If it is a small and medium-sized enterprise, you can describe the details of product sales, such as selling fast, repeat customers, or being imitated by peers. The key point is to create a hot sales atmosphere. In its behavior and psychology, it corresponds to the psychological "herd effect". For example, many offline stores and buildings invite people to line up, and many products of a certain treasure are invited to brush the list. The same is true for platforms such as Xiaohongshu and Tik Tok, because in many people's minds, buying more people means being good. Merchants are more "selling xxx", the best-selling method is used on bloggers, and more is to express their ease of use in data. For example, "it's really awesome to throw the essence with hundreds of points!" "Dare to Amway with empty 10 cans! Old-fashioned domestic products. " Figure 4: Out-of-stock keywords, label 6, customer testimonials. Selecting a few vivid customer messages to prove that the product is good with people's real feelings can not only stimulate users' desire to buy, but also enhance customers' trust in the product. Isn't this little red book planting grass? "My mother said: This bowl is better than 10 mask." "After the neighbors visited my home, they wanted my daughter-in-law to rebuild my home." "My monthly income is 3,500, and my boss says my bags are like rich women!" "My dad took a bite and asked my mom to open a shop in the same place!" "The whole rookie station is asking me about the link" 2 The method to win the trust of users has gone through the first six steps. After stimulating the purchase demand of users, the next thing to do is to win the trust of users and dispel the purchase doubts, which can be carried out by transferring authority, proving facts and resolving concerns. 1. Permission transfer transfers products to familiar authorities or institutions, creating "high status" and "high standard" permissions to gain the trust of users. For example, in the titles of Little Red Books, celebrity endorsements are often seen, such as the following three articles: "Li Jiaqi didn't lie to me, the ceiling of the world faded" and "Is Nana Ou-yang the devil?" Really not "and" Luo said that cleansing oil is easy to use! " 2. Facts prove that it is an example of various functions and effects, which is mainly divided into two steps: one is to collect performance data. For example, if you want to highlight the quietness of a luxury car, you must first understand the accurate data of the volume inside the car, such as 25 decibels or 30 decibels; The second is to link familiar things to make users feel stronger. For example, david ogilvy once wrote a classic advertisement copy for Rolls-Royce, "When the speed of this Rolls-Royce reaches 96 kilometers per hour, the loudest noise in the car comes from the electronic clock". Figure 5: When Ogilvy & Mather rolls-royce advertises the little red book, the skin care brand will tell about its ingredients and then explain the benefits it brings. Taking the introduction of this note as an example, it will tell the composition of VICP and the effect it brings to the skin, and reduce the purchase doubts of users. Figure 6: illustrates the benefits brought by VCIP component 3. Solve concerns, proactively raise product issues, service issues and privacy issues that users may be worried about, and locate solutions in advance. During the live broadcast, the common anchor will talk about 7 days unconditional refund, free trial and so on. 3 Guide users to place orders immediately. After solving the user's purchase doubts, the next thing to do is to guide the user to place an order and quickly go to Xiaohong Bookstore and Tmall flagship store for search. In the guidance, price anchor, accounting, legal consumption and limited time will be used to speed up user decision-making. 1, the price anchor actively tells readers a very expensive price, and then shows our "low price" readers will feel very affordable. To use the psychological term "anchor effect", when people make decisions, they will pay too much attention to the first information they get at the earliest, even if it has nothing to do with the decision. Everyone has no idea about the price of the item itself, which depends entirely on the seller's pricing. For example, it takes 1000 to buy a bottle of 50ml of the essence of a certain brand before. Suddenly my friend told me in the duty-free shop that two bottles of 100ml were only 1300, and suddenly I thought the latter was cabbage price! Go now! 2, two ways of accounting make users feel cost-effective: First, share the price, for example, divide the price by the number of days, calculate how much money a day, so that users feel cost-effective, this is the consistent routine of the gym! The second is to save money. If the user can figure out how much money can be saved after using the product, the user will feel that the purchase will be cost-effective. 3. Just like consumer users like products, they just feel guilty when buying and using them. We need to give users reasons for reasonable consumption. One * * * includes four kinds: one is progress, such as thinking and learning improvement, ability improvement, network expansion and career development. The second is giving gifts, such as giving gifts to friends, business partners, male gods or goddesses; The third is health, such as strengthening physical fitness, reducing the risk of illness and eliminating the pain of illness; Fourth, children, such as healthy growth, good conduct, excellent intelligence, bright future and so on. Figure 7: Gift Giving and Pairing Series 4. Time-limited restrictions force users to increase their sense of urgency and make decisions quickly. Common forms are limited time, limited time and limited identity. They are all creating an atmosphere of limited time buying. Figure 7: low-priced big-name fast code grab.