The starting point of the liar's work is actually the same as countless product people and operators, tapping demand and creating demand.
Although there is no tangible product that can solve the real needs of users, victims can still pay for fakes.
Why swindlers can easily make millions from business without real and effective products; Some people are struggling to polish their products, but few users are interested?
If you know some "Jianghu tricks", you will sincerely feel that the marketing routines of scammers are really subtle!
However, the fraudulent means that point directly at people's hearts is not how talented the liar is; Liars who earn more money from a single business than your salary for several years actually have no skills before learning routines and struggle to make a living; Thanks to the formula polished by "grandfathers" for many years, counterfeiting has become a simple and easy fixed model.
Today, let's look at the mystery in the fraud routine from another angle.
We don't cheat users, but we might as well use the marketing thinking and writing skills in its tricks to multiply the communication effect.
First, a thousand dragons ask questions.
Although the times are developing and the methods of swindlers are mixed with many scientific and technological means, their deception theories may not be so new, and many of them are still carrying out the routines left by their ancestors.
Among them, Qianlong Wen Qu is a routine that can improve oneself quickly and induce behavior.
This is a street method originated from fortune telling, which can quickly guide emotions in a short period of contact with the other party, establish its own authoritative image, and thus give the other party a sense of trust.
In fact, this method is not just a trick routine. Many experts in different industries habitually use the basic concept of this model when establishing their authoritative image.
Strictly speaking, Qianlong Wen Qu is not a copywriting skill in itself. It was born in interpersonal oral communication, but this does not prevent it from being flexibly used in writing to give full play to its effect.
Before you say how to use it, learn about all the links of Ganlong Wenqu.
1, thousand-character formula
The meaning of "thousand words" tactics is to explore possibilities through some common pain points, attract each other's attention and establish initial trust.
When fortune telling, fortune tellers will first explore some possibilities, such as asking a middle-aged and elderly woman if her husband is sick and her children are not around. Then look for opportunities from the answers and make up lies that the illness may get worse and the child may be in danger.
When you go to the dentist, the doctor will first describe the damage and pain of your teeth after seeing them, and then test your personal habits with general conditions. You should like to eat sugar, or smoke and drink regularly, so that the dental problems can be quickly matched with the bad habits in your life, and it is right for you to think that the doctor understands my illness.
In fact, the propositions they talk about are all common problems in limited groups, which are in line with the situation of most people. However, in the narrative process, the person reference has changed from a group of people to a person. As the dentist said just now, the narrative method that conforms to the objective law should be like this-most people with toothache actually have problems such as eating sugar, smoking and drinking.
The fortune teller's words should be expressed in a more objective way-most middle-aged and elderly men have some diseases to some extent, and it is difficult for most middle-aged and elderly people to see their children every day in their lives.
The problem they describe is a common pain point of a group, but when expressing it, they refer to the individual listener.
Listeners will pay too much attention to themselves because of the self-spotlight effect. It is actually common to ignore this statement and think that the other party correctly judges the problems they face. In addition, the reappearance of pain points and the bad emotions aroused by the idea of changing left an opportunity for further communication between the two sides.
Taking some universally applicable rhetoric as a targeted description of a person will make most listeners think that you know him or his problems.
Even if sometimes, what you say doesn't fit his situation, or it doesn't fit in part, it won't have much impact-because people usually focus on things more related to themselves, thus diluting the negative impact of defects.
For example:
Like our common horoscope, why do so many people believe it?
Because the characters and habits described in the horoscope are actually in line with the situation of most people.
But when each individual reads it, he will think that it just says his own situation, thus producing a feeling of faith.
We can browse the descriptions of the personalities and habits of people in different constellations in some horoscope books, and we will find that most of the copywriting contents can meet our own needs.
For example, sometimes you will enjoy the happy time with your friends, but sometimes you will calm down and immerse yourself in a person's world.
Do you think it fits your situation very well?
When a series of such descriptions appear one after another, you will become more and more convinced that the person described in the constellation is yourself.
This technique, also known as cold reading, can quickly make others and users feel that you know him, thus initially establishing their trust in you and the product.
2, the dragon word tactic
Dragon means to raise, and the core meaning of the word dragon is to raise yourself and establish your own authoritative professional image.
When fortune tellers find and hit each other's pain points through universal temptation, they will pretend to see your past and predict your future, and they will also say some fortune-telling terms such as Gankan earthquake.
In normal times, these words would be considered absurd and unconvincing.
But when the fortune teller "happens" to tell the pain point you are facing, it creates an opportunity to trust him.
When the dentist detects your habit of eating sugar, he will hold a mirror to let you observe your teeth and tell you that there are a lot of accumulated tartar and plaque in your teeth. These plaques are soft, mineralized bacterial groups wrapped in matrix and attached to the surface of teeth, which are caused by your long-term eating sugar. I have seen many patients with this problem.
Dentists will use some professional terms to inadvertently reveal their rich experience to raise themselves and establish an authoritative image; Therefore, patients will increasingly trust the professional ability of dentists and believe that "eating sugar leads to dental diseases".
So do fortune tellers.
Through technical terms and self-promotion, let the other party believe that they have miraculous abilities, thus paving the way for further gaining trust and guiding behavior.
The key to establishing your image through the word "dragon" is to control the opportunity and find the point where you can show your value and products.
For example, as soon as we met, the other party began to show off forcibly: "I am the director's brother-in-law" and "I have 20 years of product experience". You may think that the other party is grandstanding or has ulterior motives.
However, if the other party inadvertently leads to the topic and induces you to say that you are confused about making products, the other party will say, "I solved some similar problems when I was a product manager", which will be less abrupt; And you will subconsciously think that you have found hope to solve the problem.
Whether speaking or writing, establishing a professional image needs to be done well and find the right time.
If you report yourself as an expert as soon as you come up, it will only make people look down on you.
However, when you lead the topic to the relevant content, point out the pain points of the other party, and then raise your image, people will be convinced and have an illusion that things may be smoother if you guide them.
3. Ask the word formula
Asking the formula is to ask the other person, grasp some information, facilitate further derivation, and find more pain points that can be tapped.
In addition to exploring possibilities, fortune tellers will also ask some questions, such as date of birth, family situation, etc., so as to find available information and further discover pain points.
The dentist will also ask about your condition, such as how many years you have had toothache, so as to know the onset age of your dental disease, and then further discover your possible problems such as severe pain and loose teeth according to your long course information.
As long as you pay attention to the right amount and intersperse, you won't appear ignorant when you ask questions. By getting to know each other's information and finding out their concerns about the problem, we can dig and attack the pain points more effectively.
It is difficult for a single copy to directly reflect the formula of asking words. As for its application, we will talk about it in detail when we talk about how to master the questioning skills in copywriting.
4, flexor tactic
To yield is to make people yield. By exaggerating the description of pain and making pessimistic assumptions about the future, the buckling formula will make the other person feel scared, worried and anxious, and make irrational behavior.
The fortune teller will make a serious threat to worry the other party, and then provide the other party with a way to avoid disaster, so that the other party's worries can be released, thus inducing the other party to go bankrupt and eliminate disasters and solve problems.
For example, the fortune teller learned about the situation and potential worries of the deceived person through several temptations, boldly made threats such as "blood disaster", and combined with the authoritative image established by the dragon-shaped tactic before, told the deceived person that if he practiced magic, he could eliminate the disaster and take refuge.
After knowing enough information about the patient, the dentist will also use the tactics of word-bending intimidation. Tell the patient that the tooth problem is very serious, which may cause gum atrophy, deepening pain, a large number of teeth falling off and other problems, so that the patient is worried, and then promptly promote tooth consumption projects such as cleaning, deep cleaning and beauty crown.
The key point of inflectional formula lies in the tone of words and sentences. When you elevate yourself to the position of an expert, you should speak like an expert without doubt.
If you use indecisive and speculative speech at this time, the effectiveness of the buckling formula will be greatly reduced.
In the whole process of performing Ganlong Wenqu, timbre is a problem that cannot be ignored. The best strategy is the combination of reality and fiction. In the early stage of exploration, affirmation and possible rhetoric are used alternately.
If you simply use affirmative words, it will make the other party feel too subjective. Too much possibility rhetoric will appear indecisive, which is not conducive to shaping the image of authority. In the process of continuous improvement, we can increase the proportion of positive rhetoric and make the tone consistent with the gradually established authoritative image.
Second, the application method
At this point, Qian Long's technique of asking questions is completely presented to us. It can be said that this is a fear marketing strategy for pain points.
This routine stems from the direct communication between people in reality. Although the communication channels and forms of copywriting are different from theirs, only by transforming and applying ideas can the effectiveness of copywriting be enhanced and the process of innovation and transformation be promoted.
1, thousand-character formula
Fear is the most primitive and intense emotion of human beings. In primitive society, only by knowing fear and carefully avoiding many dangerous people in nature can we survive and multiply in the process of survival.
Therefore, fear is one of the most easily influenced emotions, and it is easy to create the most direct marketing means.
The word pain point was also born from fear marketing.
It is difficult to make good use of fear in marketing and copywriting. Fortune-tellers can make people afraid through life threats and property threats that are beneficial to everyone.
But for marketing, the fear of not being closely related to products is not conducive to promotion, and it will be criticized.
For example, a cosmetic advertisement abroad shows fear like this: a mother pushes a stroller and walks slowly in the park. Suddenly, a man in black rushed out and took the child away. In mother's panic, the police appeared. But the police didn't mention the child, just gave her a cosmetic and told her not to be nervous or afraid.
Indeed, for housewives, the safety, health and mood of children are all a cause for alarm. But in the case that it has nothing to do with the product, the tough use of this fear is only for intimidation.
Therefore, in the process of using the thousand-word formula, when we use the pain point to dig and attract users' attention, we should not only choose the common problems that can stimulate the fear of the target group, but also consider the applicable conditions and scope of the product.
(1) scene reproduction
Scene reproduction is a relatively direct way. With the help of images and words, users can be re-placed in the problem scenes they often face, which can effectively use the pain points to trigger users' fears.
In specific applications, don't be limited by the original usage scenarios of the product; You can think about the contact point between users and products along the common agenda of the target group.
For example, the Shenzhou special car has explored different trigger scenarios such as business, night shift and airport pick-up, giving users more opportunities to think of the Shenzhou special car.
In the expression of words, we should fully mobilize our senses in order to bring people an immersive scene. Just like the development of games, VR can stimulate vision better than ordinary screens, 3D sound effects can stimulate hearing better than a single speaker, and analog light guns are easier to adjust the sense of touch than handles, thus giving players a better immersive experience.
The same is true of words. The more your words arouse the other person's senses, the easier it is to touch the other person's pain points.
How to better explain the scenery seen by the eyes, the sound heard by the ears, the smell smelled by the nose, the taste tasted by the mouth, the feeling of skin experience, and the inner emotional state involve many contents, which we will discuss in detail in another article.
(2) Use the situation to conduct self-inspection.
When mobilizing users' fears, we can make proper use of social events to let people find their fears.
In the eyes of a thousand people, there are a thousand Hamlets.
Often the pain points you list may not hit the personalized feelings of users.
If we rely on related social events instead of directly expounding a frightening point, users will reinterpret the events according to their own way of thinking, understand the pain points from their own perspective and mobilize their emotions.
2, the dragon word tactic
Intuitive persuasion, often with a strong purpose, will trigger the user's instinct of self-defense. Just like in the street, if a stranger suddenly accosts you and asks you to do something for him, you will be alert for the first time.
By constantly improving themselves, users can feel the possibility that "products can solve my needs" before they feel the purpose of marketing, and can reduce their psychological defense.
One is the user's subjective "I want to solve my problem with the product", and the other is the passive "they have been urging me to try this product".
In two different psychological states, users' final decisions will be very different.
The term "bombing"
The concept of product and operation is improving, and copywriting is no exception.
Earlier popular science and news copywriting have now been eliminated by most people, who try their best to convey information in the simplest words, reducing the cognitive cost of users.
But sometimes, we can't ignore the function of terminology.
Adding a small number of "I can't understand it if I put it out" clauses in copywriting and landing pages will increase authority and credibility.
Just like a fortune teller's mouth, it is like a blockchain and consensus mechanism in the eyes of the public.
Because it is incomprehensible, it is inscrutable.
Because it is difficult to learn, experts are needed.
(2) under the guise of population
It is not easy for people to believe in unilateral boasting, but it is easy to believe in "objective information" from third parties.
This is not entirely a belief in objective facts, but more a psychological mechanism; If you are interested, you can do a set of AB tests.
The same article rhetoric, with different tellers, one is the self-report of the product side and the other is the description of the client side, which is launched simultaneously.
Although the main content is the same, different roles will bring different transformation data.
Even users understand that the so-called tripartite information is mostly written subjectively by the product side. But this does not affect their subconscious trust in it. High-quality evaluation of users, customer experience, certification of three-party organizations and big partners can effectively trigger this psychological suggestion and enhance the authoritative image of products.
(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 the result because of your 100 failures. But because of your 1 success story, assume that you can meet their needs.
When expressing successful experience, we can make good use of people besides using population as an excuse. Such as: long working hours (39 years of experience), many service users (300 million people are struggling), fast sales (1 minute sold out in 24 seconds) and so on. With the help of digital rhetoric, we can enhance our image and make people more convinced.
3. Ask the word formula
?
The link of asking is usually difficult to realize in a single copy. Because we can't adjust our words by observing each other as in the scene of one-on-one communication.
But we can finish asking questions in advance, find more targeted questions according to the characteristics of the target group, and try to make more efficient statements through agile testing.
(1) Clear subdivision
STP analysis: I don't think it is necessary to elaborate. At present, most marketing concepts are based on positioning. Segmentation needs to be considered not only in grand strategic management, but also in every function and every copy.
A copy can not cover a large number of people, but it must be clearly targeted at a certain sub-group. Even if the product is in a leading position and oriented to the mass market, in the specific promotion, advertising and copywriting must be oriented to a certain niche market to be effective.
According to the different needs, preferences, mentality and other factors of different groups, choosing targeted text expression, functional interpretation angle, virtual role modeling and so on are all factors to improve the effect of copywriting.
(2) Agile testing
With the help of online conditions, copywriting can also be tested iteratively quickly.
Try different copy angles, rhetoric and other details, and timely understand the data and user feedback through small-scale delivery, so as to find the copy content with high conversion rate, and then launch it on a large scale to enhance the final effect.
4, flexor tactic
The copywriting link corresponding to the inflectional formula is actually to urge users to act. Fear marketing is different from rational consumption. If the user is not prompted to make an immediate decision, with the gradual dissipation of the user's fear, there will be no lasting impact, and the content of the copy is equivalent to a waste of water.
So fear marketing is to amplify fear and make users' behavior yield to fear.
(1) pessimistic forecast
According to the current situation of the pain point problem, make the most pessimistic forecast for the future development. Just like when you go to the hospital, you only have varicose veins and imperfect valves, and the doctor will tell you how high the death rate of pulmonary embolism is in case of thrombosis.
For the sake of diagnosis and treatment, doctors told patients all the possible risks, but they also unconsciously started the idea of fear marketing to amplify patients' fears and let more patients make hospitalization decisions.
Many pessimistic predictions will not come true in the end, but people are more afraid of potential losses than gains, especially in the case of uncertain possibilities, they are more anxious. Publishing some pessimistic predictions about pain points can make users pay for that one-tenth risk.
(2) Despair combination
Fear is an emotion. It can not only be amplified by rational operation, but also stimulate the emotion itself, and destroy the emotional stability of users by push-pull methods, thus making it easier for users to fall into fear.
The most common rhetoric is: constantly giving users opportunities to change the status quo, and then constantly denying and withdrawing opportunities.
Just as a physical therapist will tell customers that timely symptomatic treatment can improve the problem of low back pain. But your symptoms have been going on for some time, so it is not so easy to adjust. Eating foods supplemented with vitamins and dietary fiber often can bring improvement, but your situation is more serious, and it is difficult to adjust quickly if you only rely on food supplements.
By letting users constantly feel the gap between gaining hope and losing hope, repeatedly stimulating users' emotions, and then intervening in pessimistic prediction, we can stimulate fear more effectively.
Fear marketing is a black hat marketing method, which can stimulate users to make quick decisions and make expected behaviors in a short time. But in the long run, it is impossible to maintain the relationship between products and users, and improper use may also cause users' resentment.
Therefore, it is necessary to carefully select the appropriate use cases and then borrow this fear marketing model.