How a product attracts consumers from the perspective of consumer behavior and psychology.

Most marketers are not psychologists, but many successful marketers usually use psychology to attract consumers.

Smart, skilled and honest marketers will use psychology to attract consumers and promote their buying behavior in a legal, moral and respectful way.

The following are some skills and techniques of applied psychology, which are helpful for your marketing activities:

1. Play the emotional card

Research shows that emotional and psychological demands can arouse consumers' * * more than the characteristics and functions of the product itself. In advertising copy, it is usually better to tell consumers what benefits they can get (which often has some psychological factors) than to introduce product functions. For example, telling consumers how a new computer will improve their quality of life is usually more effective than explaining how it works.

Salespeople have long known the influence of emotional appeal. /kloc-in the 0/8th century, when Anchor Brewery held an auction, the auctioneer said, "We are not here to sell boilers and barrels. We are selling the potential of getting rich beyond your dreams."

Highlight your shortcomings.

As we all know, consumers usually don't believe in marketing slogans-for good reason, because too many advertisements are not so reliable. Pointing out the shortcomings of your product is a way to enhance credibility.

One of the most famous examples is an advertisement of Volkswagen Beetle, the title of which is only one word: "Lemon (dark color)". The advertising text unfolded and wrote under a photo of Volkswagen: "This Volkswagen missed the opportunity. The chrome-plated strip on the glove box is scratched and must be replaced. You may not even have noticed this little flaw, but Inspector Kurt Lang Nuo found it. " Then, the advertisement revolves around "attention to detail". "Lemon" advertising has become a typical example of how to optimize reputation.

# We eliminated lemons (defective cars) and you got plums (perfect cars).

Step 3 transfer your competitors

In Positioning, ai ries and Jack Kuyt discuss the limited gap reserved for products and services in consumers' minds and the importance of positioning products and services in the ideal gap.

They also mentioned "repositioning" in the book-changing the existing positioning of a product in the eyes of users. Here is a famous example of repositioning competitors. Jif brand launched the slogan "picky mother chooses Jif", instantly repositioning all competitors-their products are only for mothers who don't care about their children's diet. The question is, which mother doesn't think she is a picky mommy?

# Picking on Mom's Choice

Step 4 enhance uniqueness

Self-esteem is close to the top of Maslow's hierarchy of needs. People want to be valued, for example, they are members of a certain group. This is why advertising copywriting sometimes writes "We don't serve everyone."

The US Marine Corps has been using the recruitment slogan for several years: "Elite. Proud. " Very successful. Perhaps the most famous exclusive advertisement in modern times is American Express's slogan: "Members enjoy privileges." But if exclusivity is to attract customers for a long time, marketers must do everything they promise. Empty promises often backfire.

5. Introduce fear, uncertainty and doubt.

Fear, uncertainty and doubt, referred to as FUD, are common legal means for enterprises and organizations. It forces consumers to stop, think and change their behavior. FUD is extremely powerful, and it can destroy all competitors.

At least one case has done this. In the presidential election of 1964, lyndon johnson's opponent was Barry Goldward, who claimed that if Goldward was elected president, the possibility of nuclear war would increase, thus causing public panic. The advertisement "Daisy" was only broadcast once. First a little girl, then a nuclear explosion, and at the same time Linton's unknown voice-over came. "This is a bet. Create a world where God's children can live, or they will go into darkness. " Johnson won 44 states and won an overwhelming victory in the general election with 6 1% of the votes.