What is a psychological account? (the most popular explanation)

Many products will draw cakes for customers. Think about it. What will happen to your parents after you buy our products? In fact, this is also a transfer of psychological accounts, which makes you feel valuable.

Because money is not actually stored in a unified place in our hearts, but exists in different categories. In different psychological accounts, such as living expenses account, family construction account, personal development account, emotional maintenance account, pleasure and leisure account, children's education account, etc. Although these accounts are all under one big account, actually each sub-account exists independently of each other. For example, there was once a small toy sold out in Tik Tok. Isn't this for children? But no matter from material selection to dubbing to copywriting, he skillfully aimed at the psychological accounts of consumers. The copywriter said that girls are actually very easy to coax. With this little octopus, the sisters in the dormitory will be envious. If this is tens of dollars, from the toy account, no one may want to be a big head, but if this money is from the emotional maintenance account, it is not a small expense, and almost every boy is willing to be a girlfriend. The perfect boyfriend in the roommate's best friend's mouth, if calculated from the comparative account or the secular account, is almost equal to zero expenses. Similarly, there are chocolate merchants. Why do you always associate chocolate with dating on Valentine's Day? It is because hundreds of chocolates will be more willing to buy than temporary accounts. For example, to decorate. If you can make your customer understand, your decoration plan will save him a few. You may be tempted, because he will think that you are saving money in the account that helped him buy a house, rather than spending more money in the account that he renovated. So if you want your target audience to spend money, you must learn to transfer the purpose of the product to those psychological accounts with higher consumption quota reasonably.

Core: transfer products from psychological accounts with low consumption to psychological accounts with high consumption.

Case list: girls are actually very easy to coax. With this little octopus, the sisters in the dormitory will be envious. (From toy account to emotional maintenance account) If this is tens of dollars, out of the toy account, no one may want to be a big head. (Low-level psychological account) But if the money comes from the emotional maintenance account, it is a very small expense (high-level psychological account).

Analysis: From selling toys to selling your girlfriend's happiness, others envy your girlfriend. If you simply buy a toy, you probably won't buy it, but if you sell it to make your girlfriend happy and make your girlfriend's best friend envy you, it will cost tens of dollars, and you will feel very valuable.