In contemporary society with an increasingly complex media environment, consumers are exposed to thousands of advertisements every day. They are like driving on an "information highway", and they are hit by colorful advertisements, and most of the information is too vague to leave any impression in their minds.
At the same time, consumers' decision-making chain has become increasingly complex. At what moment do consumers make up their minds to buy a product? What are the factors that pressed the "buy button" in their brains? This article will share with you three elements that promote consumer buying behavior.
1. Diagnose pain points and aim at the bullseye of purchasing desire
Finding the real pain points is not easy. In many cases, what marketers have tried to describe are just superficial pseudo-pain points.
It's like people don't buy an alarm because of how loud it sounds or how durable the material is. The real pain point for users is the fear of unknown dangers.
Brink's, an American security and protection company, once filmed an advertisement for a siren that was summed up by the media as "If you were a woman, most men would want to kill you."
The content of the commercial is roughly as follows: a 22-year-old single woman was preparing to practice yoga at home when she suddenly heard a suspicious sound outside; a teenage girl was home alone at night and heard the sound of a key downstairs opening the door ; A mother who is cooking dinner and her child is playing in the yard, and she does not notice a shadow lurking nearby...
Such ads are alarmist, but the effect is clear - sales of the alarm have risen by an astounding 10% in a year, and crime has fallen for the year. Brinker’s ad was successful because it diagnosed a user’s real pain point—the fear of unknown danger.
As mentioned in the book "The Primitives in the Supermarket": Marketers know that they are not selling steak, but the "sizzle" of the steak, because the "sizzle" sound can bring high prices profit, and the steak itself is just a low-margin commodity that every butcher sells.
The real pain points need to be discovered, and sometimes even the users themselves do not realize it. This requires marketers to have strong insight and to accurately diagnose users' pain points based on their professional experience and analysis of user needs.
In 2003, the sales of the Danish toy company "Lego" fell by 30% year-on-year. In 2004, sales fell by 10%, and the company faced the crisis of bankruptcy. Through big data analysis, Lego has come to a conclusion that future generations will lose interest in Lego, because these young people live in the digital age, they pursue "instant gratification", and they have no time or patience for Lego.
To this end, LEGO began to put down the telemarketing list core product building blocks and began to develop businesses such as theme parks and children's clothing. At the same time, considering the characteristics of young people in the future, they decided to make large blocks to reduce the difficulty and time-consuming of building LEGO blocks.
This strategy did not boost LEGO sales, and the turnaround occurred in early 2004. The LEGO team met an 11-year-old German boy, a LEGO fan and a skateboarder, in a mid-sized German city. When asked about his one favorite thing, the boy pointed to a pair of worn-out Adidas sneakers, which he believes are the ones with worn uppers and flat heels that make him the best skateboarder ever.
The LEGO team suddenly realized that when a child wants to gain a sense of presence and superiority among his peers, his real pain point lies in mastering a superb and difficult skill-whether it's skateboarding or Lego skills, As long as they think it's worth the investment, they'll be willing to spend time on it.
With this knowledge, the LEGO company restored the size of the building blocks to their original appearance, and even began to add more small building blocks, and paid more attention to details, and the installation manual was more accurate, making the game more difficult. LEGO conveys a message to users through tiny building blocks: master skills and overcome difficulties. That's what people really want to get with LEGO.
2. Increase the "contrast" of information to attract "media snackers"
At a time when information is overloaded and media telemarketing list forms are diversified, consumers are "Media Snackers". They only stay in different media channels for a short time, and rarely take out a whole piece of time to consume content like eating a "dinner", and ingesting information is more like "snacks" for them.
Under such user habits, it becomes particularly important to make content different from other content. Increasing the contrast of your content is an effective way to grab the user's attention. "Contrast" is a shortcut to attract users' attention, and it is also the "fuel" that helps users process information. Strong comparisons can help consumers make decisions and make them aware of the advantages o