The four-character formula reveals the secret of deception: Since ancient times, true love cannot be retained, only routines can win people's hearts.

Experienced Internet giants have also been deceived by the tricks of qigong masters; intelligent Tsinghua professors have also lost tens of millions of dollars due to fraud.

The starting point of the work of scammers is actually the same as countless product people and operators, mining and creating needs.

Although there is no tangible product that solves the real needs of users, they can still make victims pay for fake products.

Why do scammers have no real and effective products, but can easily make tens of millions of dollars from a single business? Some people work hard to polish their products, but few users care about them?

If you know some "charlatan tricks", you will sincerely sigh: the marketing routines of scammers are really very sophisticated!

However, the fraud methods that directly target people's hearts do not depend on how smart the fraudsters are; those scammers who make more money from one business than you earn in several years actually do not know the tricks before they learn the tricks. He has no special skills and is struggling to make a living; he relies entirely on the formulas honed by the "ancestors" of the past dynasties over the years, turning fraud into a simple and easy fixed pattern.

Today, let’s change a perspective and see what the secrets are in the fraud routine.

We do not deceive users, but we might as well use the marketing thinking and writing skills in their tactics to double the effectiveness of communication.

1. Qianlong Wenqushu

Although times are developing and scammers’ methods are also incorporating many technological methods, their deception theories are not necessarily that new. , many still implement the routines left by the ancestors.

Among them, Qianlong Wenqu Shu is a routine that can quickly improve oneself and induce behavior.

This is a street method originated from fortune telling. It can quickly guide emotions and establish one's own authoritative image within a short period of contact with the other party, thereby making the other party feel trustful.

In fact, this method is not just a deception. Many experts in different industries also habitually use the basic concept of this model when establishing their own authoritative image.

Strictly speaking, Qianlong Wenqu Shu itself is not a copywriting technique. It was born from interpersonal oral communication, but this does not prevent it from being flexibly used in words and exerting full effectiveness.

Before talking about how to use it, let’s first understand the various aspects of Qianlong Wenqu Technique.

1. Thousand-Character Jue

The meaning of Thousand-Character Jue is to explore possibilities through some common pain points, attract the other party's attention, and establish initial trust.

When telling fortunes, the fortune teller will first test some possibilities, such as asking a middle-aged and elderly lady whether her husband has any diseases, whether her children are not around, etc. Then look for opportunities from the answers to make up lies such as the illness may worsen and the child may be in danger.

When you go to the dentist to see a doctor, after seeing the condition of your teeth, the doctor will first describe the damage and pain of your teeth, and then test your personal habits with general conditions. It should be that you like to eat sweets, or smoke and drink frequently, so you can quickly match the dental problem to the bad habits in your life, making you feel that the doctor understands my condition and is right.

In fact, the propositions they mentioned are common problems among a certain limited group and are consistent with the situation of most people. It's just that in the process of narration, the personal reference was changed from a group of people to one person. Just like what the dentist said just now, the narrative method that conforms to the objective rules should be like this - most people with toothache actually have problems such as eating sugar, smoking, drinking, etc.

The fortune teller’s words should be expressed in a more objective way like this - most middle-aged and elderly men have more or less diseases in their bodies, and most middle-aged and elderly men have difficulty meeting their children every day in their lives. .

The problems they describe are common pain points of a certain group, but they are specifically directed at the individual listeners when expressing them.

The listener will pay too much attention to himself due to the self-spotlight effect, ignoring the fact that this statement is universal, thinking that the other party has correctly judged the problem he is facing; in addition, the pain point reproduction mobilizes The negative emotions and desire for change left an opportunity for further communication between the two parties.

Treating some universally applicable and universal statements as a targeted description of a person will make most listeners think that you understand him or the problems he encounters.

Even if sometimes what you say does not conform to his situation, or even part of it does not conform, it will not have much impact - because people usually focus on what is more relevant to them. sexual content, thus downplaying the negative impact of flaws.

For example:

Just like our common horoscope, why is it believed by so many people?

Because the personalities and habits described by horoscopes are actually in line with most people’s situations.

But when each individual reads it, he will think that it just describes his own situation, thus creating a feeling of belief.

We can browse the descriptions of the personalities and habits of people with different zodiac signs in some zodiac books, and we will find that most of the copywriting content can fit with us.

For example: Sometimes you will enjoy happy time with friends, but sometimes, you will also calm down and immerse yourself in a person's world.

Do you think it fits your situation?

When a series of such descriptions appear one after another, you will become more and more convinced that the person described in the horoscope is yourself.

This technique is also called cold reading, which can quickly make others and users feel that you understand them, thereby initially establishing their trust in you and the product.

2. Long Zi Jue

Long means elevation, and the core meaning of Long Zi Jue is to elevate yourself and establish your own authoritative and professional image.

When a fortune teller finds and hits the opponent's pain points through universal testing, he will falsely claim that he can see your past and predict your future, and he will also say some embarrassing things. Kind of fortune-telling terminology.

If it were normal times, these words would be regarded as absurd and bizarre and would not be convincing.

But when the fortune teller "happens" to tell you the pain points you are facing, it creates an opportunity to believe in him.

When the dentist detects your sugar-eating habit, he will use a mirror to let you observe your teeth and tell you: Your teeth have a lot of accumulated tartar and plaque. These plaques , is a soft and unmineralized bacterial population wrapped in a matrix and adhered to the tooth surface. It is caused by long-term sugar consumption. I have seen many patients with this problem.

Dentists will use some professional terminology and inadvertently reveal their rich experience to promote themselves and establish their authoritative image; patients will trust the dentist’s professional abilities more and more, and will be more interested in "because of eating." Sugar causes dental disease” is more believed.

The same goes for fortune tellers.

Through professional terminology and self-promotion, let the other party believe that they have magical abilities, thus paving the way for further gaining trust and guiding behavior.

The key to establishing your own image through Long Zi Jue is to control the timing and find the right points where you and your products can show value.

For example: You have just met a person, and the other person starts to show off himself: "I am the brother-in-law of the factory director", "I have twenty years of product experience", you will probably feel that the other person is trying to impress others. Or there is an ulterior motive.

However, if the other party unintentionally leads the topic to you and induces you to talk about the confusion you encountered when making products, and the other party then says, "I have solved some similar problems when I was a product manager," it will appear that It's not so sudden; and you will subconsciously think that you have found a hope to solve the problem.

Whether it is a conversation or a copywriting, establishing a professional image requires preparation and finding the right time.

If you tell yourself that you are an expert right from the start, it will only make people dismissive.

However, when you guide the topic to relevant content, point out the other person’s pain points, and then improve your own image, it will make people feel convincing and lead to things that may have changed if you guided them. The illusion of smoother.

3. Asking Zijue

Asking Zijue is to ask the other party to get some information to facilitate further derivation and find more pain points that can be explored.

In addition to testing possibilities, fortune tellers will also make some inquiries, such as birth dates and family circumstances, in order to find usable information and further discover pain points.

The dentist will also ask about your situation, such as asking you how many years you have had toothache, so as to understand the age of your dental disease, and then based on the information about the length of your disease, you can further discover that you may have a toothache. Severe pain, loose teeth and other problems.

As long as you pay attention to the appropriate amount and interspersed questions, you will not appear to know nothing when asking. By understanding some of the other party's information and discovering their concerns about the problem, you can more effectively test and attack pain points.

It is difficult to directly embody the Wenzi Jue in a single copy. As for its application method, we will talk about it in detail later when we talk about how to master Qianlong Wenqu Jue in copywriting.

4. Qu Zi Jue

Qu means to make people submit. Qu Zi Jue uses exaggerated descriptions of pain and makes pessimistic assumptions about the future, thereby causing the other party to have emotions such as fear, worry, anxiety, etc., and to behave in a manner that is not entirely rational.

The fortune teller will make serious threats to make the other party worry, and then provide the other party with a way to avoid the disaster, so that the other party's worries can be released, thereby inducing the other party to spend money to eliminate the disaster.

For example: After several trials, the fortune teller learned about the family situation and potential concerns of the deceived person, and boldly made threats like "bloody disaster". Combined with the authoritative image established by the Long Zi Jue before, Tell the deceived that if they cast the spell themselves, they can avoid disasters.

Dentists will also use Qu Zi Jue to intimidate after they know enough information about their patients. Tell the patient that the dental problem is serious and may cause gum recession, deepening pain, and a large number of tooth loss, etc., making the patient worried, and then promptly recommends dental consumption items such as tooth scaling, deep cleaning, and cosmetic crowns.

The key point of Qu Zi Jue lies in the tone of words and sentences. When you have elevated yourself to the position of an expert, you must speak like an expert and cannot be questioned.

If you use a hesitant and guessing way of speaking at this time, it will greatly reduce the effectiveness of Qu Zi Jue.

Throughout the entire process of performing Qianlong Wenqu Shu, tone is an issue that cannot be ignored. The best strategy is to combine the false with the true, and constantly use affirmative and possible rhetoric in the early trials.

If you only use affirmative rhetoric, it will make the other party feel too subjective. And if you use too much possibility rhetoric, you will appear to be unassertive, which is not conducive to creating an authoritative image. After continuously improving yourself, you can increase the proportion of affirmative rhetoric so that the tone matches the gradually established authoritative image.

2. Application Method

At this point, Qianlong Wenqu Technique is completely presented before our eyes. It can be said that this is a fear marketing strategy targeting pain points.

This routine originates from the direct communication between people in reality. Although the communication channels and forms of copywriting are different from it, the effectiveness of the copywriting can be enhanced and promoted by simply transforming and applying the ideas. The process of recruiting, converting and other links.

1. Thousand Words Jue

Fear is the most primitive and strongest emotion in human beings. In primitive society, only those who know how to fear and carefully avoid the many dangers in nature can survive and reproduce in a process of survival and elimination.

Therefore, fear is the emotion that is most likely to affect people, and it is easy to create the most direct marketing method.

The word pain point was also born from fear marketing.

In marketing and copywriting, it is difficult to make good use of fear. Fortune tellers can instill fear in people with the help of threats to life and property that are available to everyone.

But for marketing, fear that is not closely related to the product will not benefit promotion, and will also be criticized by people.

For example: A foreign cosmetics advertisement shows fear like this: a mother is pushing her child in a stroller and walking slowly in the park. Suddenly a man in black rushes out and snatches the child away. In panic, the police showed up. But the police did not mention the child. Instead, they gave her a cosmetic and told her not to be nervous or afraid.

Indeed, for housewives, the safety, health, and emotions of their children are a matter of concern. But using this fear forcefully when it has nothing to do with the product is just intimidation for the sake of intimidation.

Therefore, in the process of using Qianzijue, when we use pain points to test and attract users' attention, we not only need to choose common problems that can arouse the fear of the target group, but also must consider the applicable conditions of the product. and scope of capabilities.

(1) Scene reproduction

Scene reproduction is a relatively direct method that uses images and text to allow users to re-immerse themselves in the problem scenes they often face. It can be effectively used Pain points trigger fear in users.

In specific applications, don’t be limited by the initial use scenarios of the product; you can think about the contact points between users and the product along the common agenda of the target group.

For example, China Private Car has successively explored different trigger scenarios such as business, night shift, and airport pick-up, giving users more opportunities to think of China Private Car.

In terms of text expression, it is necessary to fully mobilize the senses to bring people an immersive scene. Just like in the development of games, VR stimulates vision better than ordinary screens, 3D sound effects stimulate hearing better than a single speaker, and simulated light guns are easier to activate the sense of touch than handles, so they give players a better experience. Immerse yourself in the experience.

The same is true for words. The more your words can arouse the other person's senses, the easier it will be to touch the other person's pain points and emotions.

How to better explain the scenery seen by the eyes, the sounds heard by the ears, the smells smelled by the nose, the tastes tasted by the mouth, the feelings experienced by the skin, and the inner emotional state, involving There is a lot to cover, and we will discuss it in detail in another article.

(2) Take advantage of the situation to self-examine

When mobilizing users’ fears, we can make appropriate use of social events to let people find the fears they care about.

In the eyes of a thousand people, there are a thousand Hamlets.

Often the pain points you list may not hit the user’s personalized feelings.

If we use relevant social events instead of directly explaining a scary point, users will reinterpret the event according to their own way of thinking and stand from their own perspective when reading. Understand pain points and mobilize emotions.

2. Long Zi Jue

Intuitive persuasion often has a strong purpose and triggers the user's self-defense instinct. Just like if a stranger suddenly talks to you on the street and asks you to do something for him, you will be alert immediately.

By constantly improving yourself and allowing users to feel the possibility that "the product can solve my needs" before they feel the purpose of marketing, you can reduce users' psychological defense.

One is from the user's subjective perspective "I want to use the product to solve my problem", and the other is the passive "They keep convincing me to try this product."

Under two different psychological states, the user’s final decision will be very different.

(1) Terminology bombing

The concepts of products and operations are advancing, and copywriting is no exception.

The earlier popular science and news-style copywriting has now been eliminated by most people, and instead strives to convey information in the simplest words, thereby reducing the user's cognitive cost.

But sometimes, we cannot ignore the role of terminology.

In the copywriting and landing pages, adding a small amount of terminology that is "displayed so that people cannot understand it" in a timely manner will increase the sense of authority and credibility.

Just like the words in the mouth of a fortune teller, just like the blockchain and the knowledge mechanism in the eyes of the public.

Precisely because it is incomprehensible, it is unfathomable.

Precisely because it is difficult to learn, it requires experts.

(2) Borrowing from others

It is not easy for people to believe in unilateral boasting, but it is easy to believe in "objective information" from a third party.

This is not entirely about believing in objective facts, but more of a psychological mechanism; if you are interested, you can do a set of AB tests.

The same article rhetoric uses different narratives. One is a self-report from the product side, and the other is a description from the customer side, and they are published simultaneously.

Although the main content is the same, the roles are different, which will lead to different conversion rate data.

Even users understand that most of the so-called third-party information is subjectively written by the product side. But it doesn't affect their subconscious trust in it. High-quality user reviews, customer experience, certification by third-party organizations, and large partners can effectively trigger this psychological suggestion and improve the authoritative image of the product.

(3) Successful experience

Failure is not the mother of success, only success is the mother of success. Users will not think that you will be closer to results just because of your 100 failures. But because of one of your success stories, it will be assumed that you can meet their needs.

When expressing successful experiences, in addition to the method of borrowing people as mentioned before, you can also make good use of numbers to suppress people. For example: long time in the industry (39 years of experience), many service users (300 million people are struggling), fast sales (sold out in 1 minute and 24 seconds after the sale), etc., can use numbers to improve the image and make people more To convince.

3. Questioning

?

The question link is usually difficult to achieve in a single copy. Because we cannot adjust our words by observing the other party like in one-to-one communication.

But we can complete the asking process in advance, find more targeted questions based on the characteristics of the target group, and try more efficient statements through agile testing.

(1) Clear segmentation

I don’t think I need to elaborate on the STP analysis method. At this stage, most marketing concepts are based on positioning. Segmentation not only needs to be considered in large-scale strategic management, but also needs to be paid attention to in each function and every copy.

A piece of copywriting does not need to cover a large number of people, but it must clearly target a certain segmented group. Even if the product is in a leadership position and faces the mass market, in specific promotion, advertising and copywriting must face a certain niche market to be effective.

Based on the different needs, preferences, mentality and other factors of different groups, choosing targeted text expressions, functional interpretation angles, and virtual character creation are all elements that enhance the effectiveness of copywriting.

(2) Agile testing

With the help of online conditions, copywriters can also undergo agile testing with rapid iteration.

Try different copywriting angles, rhetoric and other details, and timely understand the data and user feedback through small-scale delivery, so as to find copywriting content with a higher conversion rate, and then deliver it on a large scale to improve the final effect.

4. Qu Zi Jue

The copywriting link corresponding to Qu Zi Jue is actually to prompt users to act. Fear marketing is different from rational consumption. If it does not prompt users to make immediate decisions, as the user's fear gradually dissipates, it will no longer have a lasting impact, and the copywriting content will be equivalent to wasted.

So fear marketing is to amplify fear and make users’ behavior succumb to fear.

(1) Pessimistic prediction

Make the most pessimistic prediction for future development based on the current status of pain point issues. Just like when you go to the hospital to see a doctor, the only problems you have are varicose veins and unsound valves. The doctor will also tell you how high the mortality rate is if it causes blood clots and eventually pulmonary embolism.

For the sake of thorough diagnosis and treatment, doctors tell patients about all possible risks, but they also unconsciously mobilize the idea of ??fear marketing to amplify fear, causing more patients to make the decision to be hospitalized.

Many pessimistic predictions will not come true in the end, but compared to gains, people are more afraid of potential losses, especially when the possibility is uncertain, they are more likely to be anxious. Putting out some pessimistic predictions about pain points can make users pay for the one-ten-thousandth risk.

(2) Desperate Combo

Fear is an emotion. To amplify fear, you can not only rely on rational operations, but also stimulate the emotion itself, and use push-pull techniques to destroy the user's emotions. Steady state, making it easier for users to fall into fear.

The most common rhetoric is: continuously giving users opportunities to change the status quo, and then constantly denying and withdrawing opportunities.

Just like a physical therapist will tell customers, timely and symptomatic treatment can greatly improve the problem of back pain. But your condition has been there for a while, so it’s not easy to adjust. Regularly eating foods that supplement vitamins and dietary fiber can bring improvement. However, your condition is more serious and it will be difficult to quickly adjust if you only rely on food supplements.

By allowing users to constantly feel the gap between gaining hope and losing hope, repeatedly stimulating users’ emotions, and then intervening with pessimistic predictions, it can more effectively stimulate fear.

Fear marketing is a black hat marketing method. When used in the short term, it can stimulate users to make quick decisions and perform desired behaviors. However, in the long run, the relationship between the product and the user cannot be maintained, and if used improperly, it may cause resentment among users.

So you need to carefully choose the appropriate use case before borrowing this fear marketing model.