Growth is the most important proposition of every enterprise. Because it can’t live without growth, this is a cruel reality. Fortunately, the growth of hackers is booming, and the traffic pool thinking is prevalent. Every enterprise seems to have found a straw, but this straw root is not strong enough, but also depends on the company’s understanding of users and needs. Yes, growing hackers and traffic pools is not as simple as analyzing data and developing strategies. It is important to understand the psychology of users: Why should I spread your activities? Why should I buy your product?
Fission is to understand these two problems, because it is a means of pulling new and transforming, and to use such a growth method well, it needs six common elements.
Which six elements? Reciprocity, commitment, authority, herd, preferences, scarcity.
These six elements are not only useful for marketing, but also for fission, because fission is also to solve the problem of attracting users. Then, how are these six elements applied in fission?
The principle of “reciprocity” is that others give you benefits, and you will have a sense of guilt in your heart, which makes you want to return each other.
This is because friends think that you are good for you, not easy, and easy to get, will not be cherished. Many lottery fission activities are carried out using this principle. The winners win prizes, and a small number of people buy them. The former often become word-of-mouth communicators.
A lot of spelling is also using this principle to play the fission, it tells you that the offer is this, but asks to forward the circle of friends, pull more people to fight the group, this can increase the difficulty of obtaining.
Because it is difficult to get the discount, the user will cherish it, and the difficulty is to pull more people, complete the fission, and increase the number of users.
For fission activities, the means of preferential treatment are actually very many. Any kind of preferential measures can use the element of reciprocity to achieve fission, for example, 3 people can enjoy a one-yuan preferential price, or invite friends to register each person to get a discount, etc. .
Fission requires a connection between people, and reciprocity is to establish more connections, which obviously meets the requirements of fission. Therefore, thinking about the design of preferential methods from the perspective of reciprocity will greatly help fission.
“Commitment” is the guarantee of the business. This is not enough. It also needs to be consistent. It is the promise of the business, but why do many users not believe it? The reason is inconsistent. Only when the promise is consistent, the user will have a slight trust. Remember, it is a light trust, that is, you will consider giving it a try.
So how do you achieve the same promise? In the previous section, the commitments were made, and the safeguards and success stories of the commitments realized by the common sense were made later. For most fission activities, the way to make users feel the promise is to list successful cases, and the easiest way is to release some good comments from users in the past, which is called customer testimony.
Some card-type fission activities put the commitment factor in the product design, such as the promise of how many days to return the tuition fee, and how long it takes to punch the cash.
In short, through a commitment, users will increase their trust in fission activities, thereby increasing their desire to participate, which is good for increasing conversion.
“Authority”, with its own trust, there are many types, such as: expert testimony, test report, qualification certificate, celebrity recommendation and so on.
The role of authority in fission activities is to pass on the performance of authority to specific activities, products, and services. This is called trust transmission.
There are many examples of this kind of effect. Many of the fission posters we have seen use authoritative attributes.
For example, show a well-known sharer or an influential opinion leader as a background in a poster, and, for example, highlight the most eye-catching title in the copy, and match the content and the effect that the sharer is good at.
Through these processing techniques, users will naturally believe in the authenticity of this activity because they are familiar with these authoritative characters, and then achieve the purpose of transformation.
However, for the authenticity of authority, the advertising law has strict regulations, and this element is not even allowed in individual industries, unless it can provide proof of facts, which will undoubtedly increase the difficulty for marketing people.
“Congregation” is the inherent psychology of human beings and a major factor often used in fission. Why do you want to see other people’s friends and recite the words themselves? Why do people follow the behavior of people around them?
This is because people are accustomed to using other people’s behaviors and thoughts as a reference standard, especially when there are uncertainties. The result is that the practices of the surrounding people have a great influence on the individual’s decision. When a person is uncertain, the possibility of identifying others is greater; and the people around them will have a high degree of similarity. Great impact.
This obviously gives fission to spread space, because the follow-up is based on the connection and trust of people, then how will this element be applied?
When promoting fission activities, use user stories to create a scene that everyone likes and uses.
For example, no matter which kind of publicity channel or method, add the user’s voice or data to improve the credibility and registration of the event. Adding “ already xxx people to sign up” in the poster is a typical practice.
It can be seen that the congregation is not only conducive to communication, but also conducive to transformation, and is an essential element of fission.
Why does your course seem to meet the needs, the packaging is good, the quality is good, or there is no user registration and fission spread? The answer is that the user is not afraid or afraid of losing. To do this, you can use the “favorite” element.
In this element, often do not like to let users generate fear, think of pain points, and use preferences to let users stay away from the pain of this fear.
On some fission posters, the preferences are often used in the main copy and price. The former is called “fear-type copywriting” and the latter is called loss avoidance.
The “fear-type copywriting” requires highlighting the current fear and giving a solution to the solution. This is done well. There is a book. Its “How long have you not finished reading a book” has caused many people’s anxiety and help? It gets over 10 million users.
The typical case of loss avoidance is the marketing class of the New World. The price increase strategy of “five yuan per 10,000 yuan” really helps it to brush a sense of existence.
Therefore, preferences are very effective, especially in the case of copywriting and price strategy, which can play a role in fueling the fission.
When selling products, the use of time-limited, quota and other strategies will often lead to the situation of users grabbing orders, and this is “scarce” in the ghost.
The so-called scarcity is that when an item or opportunity becomes scarce, people will think that it is more valuable and more desirable, thus driving the other party to buy. The principle behind it is simple, because only the scarcity can create a sense of urgency, and the sense of urgency is more stimulating than the “craving for”.
The application of scarcity in fission is more reflected in quantity and time, such as only xx quotas and xx time deadlines.
However, the nature of scarcity is not limited by quantity or time, but the inability of resources or objects to satisfy people’s infinite desires. If it is difficult to meet, it will easily hit the user’s curiosity, expectation, and enthusiasm, thus losing confidence and interest.
Therefore, the setting of scarcity when doing fission should be reasonable, not too high, otherwise it is easy to give up, nor can it be too low, or there is no incentive.
The above is the application of the six elements of influence in fission. In general, fission is actually a specific means of growth, which involves many marketing issues. In fact, the six elements are more likely to affect fission in marketing.
This tells us that when doing fission, you can’t use the data-based growth hacker thinking, and you can’t rely on the operation of the traffic pool. Basic marketing skills are essential.
Perhaps only by combining the growth hackers, traffic pools, and traditional marketing, fissile growth is likely to be low-cost explosive, but this is only possible, and hope that the future will become inevitable.