1 Stimulating users to buy In a highly competitive market, users' purchasing on demand is gradually weakening, and brands have to do a series of methods to stimulate users' purchasing needs. How to stimulate purchases, the book puts forward six ways: sensory occupation, fear appeal, cognitive contrast, usage scenarios, best-selling and customer testimony. 1. Sensory Occupation Assume that the customer is using your product, describe the direct feelings of his eyes, nose, ears, tongue, body and heart, and use the six-sense method to fully reflect the feelings of the product. Eyes: What do you see? For example, it is not enough to write "delicious and attractive" when you sell a coconut milk grass. You should write that the white of coconut milk is matched with the black of 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 with just the right sweetness. 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 middle notes are 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 micro-bubbles jumping in your mouth. Body: What 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, like the breeze blowing gently 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." What do you feel inside? For example, if you sell new energy vehicles, don't write "Super Speed", but write "When you step on the accelerator lightly, your body will be tightly pressed against the backrest, and your heart will be gripped by a big hand, and the scenery outside the window will suddenly slow down a lot"! 2. Fear Appeal A common method in mass communication is to use the method of "knocking the alarm bell" to arouse people's crisis consciousness and nervousness, and to promote their 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, if you want to destroy a child, you should keep doing these four things, the typical fear appeal, and stimulate the demand. Fig. 1: Notes on Jinlin's parenting. 3. Cognitive comparison Describe your own products, which are better than peers in some aspects, resulting in contrast. The most common comparison in Xiaohongshu is before and after weight loss, beauty and wearing. Figure 2: Comparison before and after 4. Usage scenarios Most people are lazy. If there is a product that makes them have unclear questions, users are very simple. Just shut it down, especially on social platforms like Xiaohongshu. Users don't want to move too much, and they are mainly recreational. At this moment, they need scenarios to stimulate demand. Such as wine brands, the products are mainly used in parties, festivals, family life, living alone, etc. The following three are the notes of wine merchants, mainly using the scene of being alone at night, poking 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 they are small and medium-sized enterprises, they can describe the details of product sales, such as selling fast, repeating 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 "herd effect" in psychology. For example, many offline stores and buildings invite people to queue up, and many products of a certain treasure are invited to brush their bills. The same is true for platforms such as Xiaohongshu and Tik Tok, because in many people's psychology, buying more people means good. Merchants are more "selling xxx", the best-selling method is used on bloggers, and more is to express its ease of use in data. For example, "It's really a cow to use hundreds of sub-throwing essences!" "Use empty 1 cans to dare Amway! Old-fashioned domestic products are dripping. " Figure 4: Key words of out-of-stock king, labels 6, customer testimonials. Several vivid customer messages are selected to prove that the product is good with people's real feelings, which can not only stimulate users' desire to buy, but also enhance customers' trust in the product. Isn't this the little red book planting grass? "My mother said: this bowl is better than 1 masks." "After my neighbors visit my house, they want my daughter-in-law to recreate my house." "With a monthly income of 3,5, my boss said that all my bags are like rich women!" "My dad took a bite and let my mom open a shop in the same place!" "The whole rookie station is asking me to link" 2 Ways to win users' trust After the first six steps, after stimulating users' purchase demand, the next thing to do is to win users' trust and dispel purchase doubts, which can be carried out through authority transfer, fact proof and resolving concerns. 1. Transfer of authority: Transfer products to familiar authoritative persons or institutions, create a "high status" of authority and a "high standard" to describe authority, so as to gain users' trust. For example, in the title of Little Red Book, we often see celebrity endorsements, such as the following three articles: "Li Jiaqi didn't lie to me, the ceiling of the light-printed world", "Is Nana Ou-yang the devil? I really can't" and "Luo Wangyu said that cleansing oil is easy to use!" 2. Facts prove that facts prove to be examples of various functions and effects, which are 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 should first find out the accurate data of the volume inside the car, such as 25 decibels or 3 decibels; The second is to link to familiar things to make users feel stronger. For example, David Ogilvy once wrote a classic advertising copy for Rolls-Royce, "When the speed of this Rolls-Royce reaches 96 kilometers per hour, the loudest noise inside the car comes from the electronic clock". Figure 5: Ogilvy Rolls-Royce advertising in the launch of Little Red Book, the skin care brand will tell about its ingredients, and then explain the benefits brought by its ingredients. Taking Lefan's launch of this note as an example, it will tell about the ingredients of VICP, the effects brought by the ingredients on the skin, and reduce users' purchase doubts. Figure 6: Benefits brought by Lefan VCIP component 3. Resolve concerns, take the initiative to raise product issues, service issues and privacy issues that users may be worried about, and pre-position the solutions. When broadcasting live, common anchors will talk about unconditional refund for 7 days, free trial, etc. 3 Guide the user to place an order immediately. After resolving the user's purchase doubts, the next thing to do is to guide the user to place an order and quickly go to Xiaohongshu Store and Tmall Flagship Store to search. In the guidance, the price anchor point, accounting, legitimate 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. In 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 costs 1 to buy a bottle of a certain brand's essence 5ml before, and suddenly my friend told me that two bottles of 1ml only cost 13, and suddenly I think the latter is the price of cabbage! Go now! 2, accounting two ways to 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 calculate how much money can be saved after using the product, the user will feel that the purchase will be cost-effective. 3. Just as consumer users like products, they just feel guilty when buying and using them. We need to give users the reason to consume properly. One * * * includes four kinds: one is progress, such as thinking and learning improvement, ability improvement, network expansion, career development, etc. The second is to give 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 disease and eliminating the pain of illness; Fourth, children, such as children's healthy growth, good conduct, intelligence and Excellence, bright future and so on. Figure 7: Gift-giving and Pairing Series 4. Time-limited limits force users to increase their sense of urgency and make quick decisions. The common forms are time-limited, limited and restricted identity. They are all creating an atmosphere of limited time buying. Figure 7: Low-priced big names are quickly coded and rushed.