I believe many advertisers have such doubts: Why is my advertisement so attractive, but it still can't generate purchase? And those who like junk advertisements, but can greatly increase sales, such as melatonin. Let's talk about how no one buys advertisements to attract people, and how advertisers adjust.

many products, advertisements are creative, attractive, copywriting and awesome, and users are also interested, but in the end, no one buys them. Why is this? I think this is often because a lot of advertising and marketing activities are just for the benefit of consumers who solve problems (Wow, this product looks great! ), but I have no risk of solving the problem. Type and most people are risk-averse. They would rather give up their hobbies and pursue low risk.

Johan Brewer (213) found that once consumers have the following five kinds of risk perceptions, no matter how interested in the product, they can not buy it:

Function \/Health Risk: Is the product the best? Is this product harmful to your health?

financial risk: is it expensive to buy it yourself?

time risk: take the time to buy more? I bought it wrong. What did I spend my time doing?

social risk: is the image after purchase bad?

psychological risk: psychological burden after purchase, is it guilty?

Mitchell, a two-stage study found that in the stage of consumers' purchase (when collecting information and making a purchase decision), all of them are significantly affected by perceived risk:

That is to say, if a brand is considered too risky (for example, worried about injury and poor quality), no matter how many advertisements, it cannot enter the consumers' choice.

even the choice, usually decided to give up at the last second.

It is often necessary to choose different marketing tools according to different stages in marketing activities. In the stages of information collection and purchase decision, it is necessary to find a way to reduce perceived risk:

(PS. Please forgive me, Li Jiaobeast appears in the advertising law)

So how to weaken the 5 types of perceived risk? Here are five common ways to analyze and weaken perceived risk.

1. Function \/Health Risk Shanghai logo design, but in fact, you are worried that the expectation that the product and function cannot meet may harm your health.

Common functional products, such as:

I am worried that the white-brand mobile phone sketch is not durable or radiated.

worry is useless as a health product.

I'm worried about the poor sound quality of small brand headphones.

I'm worried about eating unknown brand food and having diarrhea.

I'm worried that clothes won't last long on Taobao.

General methods to reduce perceived risk:

Endorsement (direct):

Find a more credible and reliable person to help you endorse. Such as: expert testimony, celebrity endorsement, CCTV advertising endorsement, cleverly borrowing other people's credit.

(Of course, some people will refuse to recognize it if your product is unreliable)

Brand loyalty:

The feeling that the mold has been used in the past makes people feel that you have many loyal users or fans.

(After all, loyal users who have been in the market for half a century should not be disqualified).

Majorbrandimage):

major brands have the feeling that many people buy them. After all, we all believe that they can't be wrong. The choice of major brands is not cheating.

Independent testing:

Use third-party testing to prove its superiority.

StoreImage):

Selling products in high-end stores with high reputation can also reduce perceived risk.

Rufu Essential Oil is an online supplier in pure essential oils, but it opens a shop in a high-end department store.

in this way, use the image and reputation of high-end department stores to reduce the perceived risk of their products.

Don't buy cosmetics on the unreliable Internet!

who said that? The day before yesterday, I saw that it was still being promoted in New World Department Store

Price:

When people don't understand the product, consumers often speculate on the quality price of the product. When they don't know which products, they will choose to buy them directly.

For example, the higher the price, the better.

the company is unknown, for example, in price.

2. Financial risk

Source of risk: The price of this product does not meet the requirements of paying yourself, and I am worried that it will be expensive.

shopping, she found a favorite shoe, but she was worried about the high price, so she didn't buy it at last.

Most consumers want to compare prices. It is not really to save a lot of money, but they are worried about being cheated and not making the best choice.

I bought shoes, such as Gao, but it is said that you only sold these shoes for 299 yesterday in JD.COM.

the solution is to create an impression that buying now will not be a bad one.

such as:

the feeling of establishment. (because everyone is fighting for it, there is no loss in buying)

Time to lower the price. You see, the discount is only 18 hours. It won't hurt to buy it today! )

money-back guarantee. What a relief! Do you get a full refund? )

In short, consumers may want your product, but usually they finally decide to give up their choice one second ago and don't buy it in May of one thousand. Now they may worry about losing what to do.

But you need to find a way to reduce financial risk perception through various marketing methods.

3. Risk of time

Risk source: Consumers are worried that the purchase time will be long, or choose to spend a long time after the purchase fails.

For example,

It takes a lot of time to buy a suit and worry that it will not meet their expectations.

Internet car calling service, worried that if my car is not called, it will waste their time.

Common solutions:

Word-of-mouth recommendation:

Pay attention to secondary communication, and users find a way to stimulate users' recommendation. My friend uses it, it should be right! )

Opportunity for trial use:

Allow users to try the product in advance, reducing the risk of failure

Power, such as Jiemeijie Step, allows customers to buy three shoes of different sizes at the same time and return two free ones.

create a feeling:

if recommended, according to the user's past behavior and explanation-this is the length of the product you use.

4. Social risk.

Risk source: After using the product, users are worried that they will lose other people's identity or damage their own image.

If Sleeping Oral Liquid is used for meditation all the year round, although the product is effective, it gives people a negative impression-drinking meditation is popular, and I will feel that a person is a menopausal symptom.

Another example is Coca-Cola's zero (sugar-free) diet, which makes it difficult to get promoted, because people who drink Coca-Cola zero will give people the feeling:

Look, this is a fat man, zero.

Although many products have very strong effects, Shanghai logo design: However, due to the negative impression of its consumers, it raises their social risks, so the sales are limited.

so what should I do?

If you refer to the influence of some successful marketing products, such as gyms, you will find:

They never say that health is to reduce fat, but it can be said that it is a better image.

Their advertisement is not suffering from obesity and other problems, but a great fitness expert.

They have no health problems at present, but they exercise after harvest.

Therefore, the risk solution to reduce social perception: reverse attribution of consumer behavior, advertising calls for the elimination of negative and positive.

besides eliminating the negative and promoting the positive, there are other ways to reverse the attributed consumption behavior, thus reducing social risks.

For example, the early popularity of Xiaomi mobile phone has reduced the feeling of buying cheap domestic mobile phones and reduced social risks.

I bought millet, not because I have no money, but because I am a lover.

in short, you need to measure carefully: if my product has a social risk, it may give consumers a negative impression?

if so, you need to find a way to reduce it, otherwise, no matter how creative the advertisement is, the actual sales may not be high in the end.

5. Psychological risk

Risk source: The use of products does not conform to the self-image of consumers, which makes consumers feel guilty and owed, such as the loss of moral and psychological burden.

Common hedonic products, luxuries, etc., such as:

I am not too indulgent in playing computer games?

tobacco and alcohol products, I am so sorry for myself?

luxury consumer goods (luxury restaurants, etc.), am I wasting money?

Common solutions: advocate enjoyment and relaxation, and reduce the psychological burden of consumers.

advertisement for cooking pot wine in Bancheng: You can cook pot wine and drink a little.

Almost all beer advertisements: Frank, relax, the feeling of carnival, and reduce the psychological burden.

In jiaozi, which is more expensive, it is necessary to reduce the psychological burden of luxury consumption by promoting eating something good.

many things we can do are dynamic, but it is another matter that we will take action. Advertisers' advertising is the most important problem that consumers need to solve. Don't worry, there are no obstacles for consumers to buy products.