Why do I have more "selling points" than others, and users still buy others? Is there something wrong with this consumer? 1. We are controlled by our senses You might not believe that 95% of our behavioral decisions are actually driven by emotions and feelings. Especially text message service when we don't have enough information to think about it, it's easier for us to follow our feelings. For example: Washington and Milwaukee, which city do you think has the largest population? Most people choose Washington, but Milwaukee is actually more populous Why do we choose so? Because Washington feels more familiar to us. We subconsciously feel that cities that sound more familiar should have more population. Not only will we not admit that we chose by feeling, but we will certainly explain it rationally afterwards: "Even I've heard it. If this city is famous, it is likely that there will be more people." Sounds reasonable,
but have you ever thought about it, a famous city = a larger city population? The most populous city in China is Chongqing. Is it the most famous city? You see, we are all too easily misled by our feelings. In terms of our marketing, Many people think that as long as I text message service clearly explain the functions and selling points of my products in the advertisement, consumers will buy my products. "As long as he is not stupid, he will know how good my product is after reading it, why not buy it?" But the reality is that when we put products and courses in front of consumers, the first thought of the audience is: "Why should I buy it, I can't use it" "It has nothing to do with me, it's not about me" Even if he often encounters situations in his life where he needs to use this product, as long as he is not reminded, it is difficult for him to substitute himself and it is difficult to generate associations. In 2018, Liang Ning of Lakeside University went to the university campus to do a survey. As a result, everyone she surveyed said,
"I am above average in appearance." It turns out that there are so many people who feel that their appearance is above average. What does this event reflect? It text message service reflects that we often know nothing about the truth and are used to making judgments by feeling. After reading the above example, we can think about it: If a plastic surgery advertisement shows a photo of a model that looks indescribable on the poster, and then writes a certain agency next to it, it can help you change everything... Combined with the above survey results, do you think anyone would want to buy such an advertisement? ? Do people who see the ad think it's talking about him? Obviously not, so plastic surgery ads basically only show the effect after plastic surgery. We mentioned a word above called substitution. 99% of the advertising copy does not play a good role in promoting the sales of the product, that is, it lacks a sense of substitution. So how to create a sense of substitution, so that the audience feels that they are talking about themselves?