Think about planning an advertisement. Does the propagation effect make you start to think that it is God's business to let it explode? My responsibility is to make him have the conditions to explode?

Diligently wrote an advertisement soft article, which clearly has the criteria for judging excellent copywriting, asking grandpa to tell grandma to forward it, but there was no response?

If you are shot, this article may give you some answers.

Generally speaking, there is only one purpose for enterprises to advertise: to persuade them to buy! From the time of purchase, it can be divided into short-term and long-term: short-term, directly persuading users to buy, long-term, strengthening users' cognition, affecting users' future purchase choices.

If it is an advertisement to persuade people to buy (product advertisement), then what we want is short-term sales growth. If it is a long-term promotion of brand value (brand advertising), then the goal is the long-term purchase choice of users.

What is the long-term source?

Brand awareness! Forever popularity

The spread of brand awareness can generally be solved from two aspects:

First, wide coverage and long exposure-the practice of local enterprises.

For example, melon seeds used cars, melatonin and other advertisements. This form of bombing advertising is of course the safest way for well-funded enterprises; Because people's learning and memory are improved through repeated cognition. Through long-term multi-channel dissemination of a product selling point, it is easy to brand it after a long time.

Second, the use of user word of mouth, spontaneous communication-the practice of smart enterprises.

The main purpose of advertising is to stimulate users to actively spread, such as hot spots, creating topics, creating events and other communication behaviors, so that users can spontaneously form exchanges and discussions.

This is the most difficult and valuable part of advertising.

Therefore, many advertisers are committed to making advertisements that enable users to communicate autonomously. Therefore, the story copy is outstanding, the advertising is well made, and the combination of advertising and products is perfect! But throwing it out always fails to achieve the expected effect, resulting in a lot of waste of resources.

Then why don't users take the initiative to help you promote your products? To sum up, there are several reasons:

1. People's subjective rejection of advertisements (psychological stereotype)

People have a natural sense of rejection of corporate advertising, that is, everyone's potential inner monologue to the advertisement is "this advertisement is to persuade them to buy their products."

This rejection is like people seeing a salesman. You began to hate him before they came to you. Why? Because salesmen approach with a purpose (people's first impression is like this), it will make people feel insecure.

It's like when you see a salesman come up on the street and recommend you to apply for a membership card, and you leave immediately before he speaks.

This is the first reason why your advertisement will not be shared.

This is not good, and you may suffer.

Advertising is regarded as advertising because people think that advertising is to make money. Although sometimes people like an advertisement, they won't share it just because it is an advertisement, because such behavior will make him feel cheated.

Psychologically, people will get a kind of joy in the process of helping others. However, the premise is that this kind of help will not produce benefits, otherwise any help will be regarded as a kind of cooperation, and in the process of cooperation, only you will benefit, and I will not, and there will be resistance.

For example, if your friend asks you to introduce someone, you may be happy out of friendship. If you know that your friend later made a lot of money with the person you introduced, then you will have conflicts.

But what you do is actually the same.

This is the second reason why your advertisement will not be shared.

Destroy my online role (I'm worried that others will think I'm low, take advantage of small things and so on. )

Forwarding an advertisement is actually overdrawing people's attention every time. The characteristics of the Internet and people's judgments are evaluated by information such as the behavior of friends and social circles, which is why there is such a thing as "personal design". (For example, some time ago, Joker Xue people set up a bankruptcy.

We all belong to social circles. When the content shared is contrary to my personal design, I won't share it.

For example, in order to do what they can, merchants forward lottery tickets, coupons, and circle of friends as rewards to share, which is why sometimes they can't. I'm worried that others will think I'm low and like to take advantage of small things. )

This is the third reason why your advertisement will not be shared.

Based on the above behavioral barriers, you can refer to the following three methods:

1, change the original cognition and make the advertisement become non-advertisement.

2. Stimulate the sense of identity and make the audience have the impulse to share.

3. Meet the "personal design" and choose the appropriate advertising scene.

1, change cognition, and make advertisements non-advertisements.

In fact, it is to soften advertising. What is advertising softening?

It is to reduce the proportion of information about products and only highlight the bottom part, which is what we call soft and wide. For example, the endorsement and title of the program is actually the biggest weakness.

So how to soften advertisements?

Grasp the core communication information-weaken product attributes, and express brand value through metaphor and personification. Contrary to short-term persuasive purchase, this advertising method needs specific, objective and direct information.

Brand advertising is more like a work of art, no business, only stories!

In advertising, we don't talk about how powerful and versatile products are, but take products and brands as part of the story, thus reducing users' resistance to product advertising.

For example, the person who is rated as the best storyteller by the marketing session is not only selling products, but also selling an opinion, a value and a warmth.

For example, the 20 16 series advertisement "You can't change the life of overtime" cried a bunch of professionals; From the bottom 90 s to the self-employed 80 s and the company's top 70 s; Has caused the vast * * * Ming!

For the recognition of values, users will naturally form memories and form a good impression on advertisements, thus changing the rejection mode of advertisements. Users will become very eager to see its advertisements.

I was very moved at that time, because I saw my own shadow in it! So I joined the forwarding team)

2. Stimulate the sense of identity and make the audience have the impulse to share.

Because in the independent spread of the brand, the motivation to stimulate people to forward is not your product, nor your brand, but the sense of identity with the advertising content! !

When the content is buzzing, this desire to share will be very strong! The reason is that your advertisement speaks the voice of the audience and is recognized by them. Then this sense of identity will drive them to share, which is called behavioral projection and compensation in psychology.

Example: Thanksgiving advertisement "There is always someone secretly in love with you"

Advertisements first talk about social indifference, which causes people to experience indifference, incomprehension and loneliness every day, resulting in identity (identity is actually brought into the scene).

In addition, through the different social levels of the story characters, the number of groups covered is increased, so that most people can find the projection objects in the story.

Then through the theme reversal, the theme is changed from indifference to warmth, and those who agree with it will get a kind of warmth in this projection behavior, as if the role inside is themselves. (Although, it has nothing to do with them)

In order to activate people's projection and compensation behavior, the choice of advertising content can be applied by tapping the group anxiety of the target group.

(What specific anxieties can be applied? Please refer to the previous article: "How to use anxiety to find the tipping point of brand communication-the application of anxiety", there is a link at the end of the article)

3. Meet the "personal design" and choose the appropriate advertising scene.

When choosing an advertising theme, we need to consider people's design problems, activate users' sense of identity and generate the power of sharing. Finally, we must ensure that the content will not affect their people's design.

What is a person's design? A person's design is the role setting in social networks. It is a problem that people want to keep their image in front of others, involving self-esteem, emotion, social needs and so on.

To some extent, the establishment of people is a shaping of people's own cognition, and also a pursuit of future life and image yearning.

For example, white-collar workers in first-tier cities usually prefer to show their high-pressure life, so coffee libraries, steak restaurants and photo exhibitions. After 90, literature and art are fresh, Japanese style is cold, nostalgic and retro, and ethereal artistic conception is small.

These are all personal labels, and they are also an image of him in a certain network group.

People's design is not only the pursuit of life, but also the sense of substitution in the role scene; For example, employees always like to share overtime, hard work, etc. The boss always likes to share chicken soup encouragement and cry at the end of each year.

Therefore, the content and scene design of advertisements should conform to people's design. Even if not, don't design conflicts with the people in the target group. Otherwise, all sharing is impossible.

Postscript:

When an enterprise advertises, the first thing that comes to mind is the content, creativity, budget and delivery of the advertisement. Few companies will look for problems from the perspective of user psychology.

So sometimes the low forwarding volume is not determined by God, but by the advertisement itself!

All randomness is predictable-Einstein!

End.

Extended reading:

Click on my homepage to find the article "How to use anxiety to find the tipping point of brand communication-the application of anxiety".

The advertisement of this case: "You can't change your overtime life" series.

The 90s; Millennial; Generation Y; the Post-90s generation

Millennial; Generation Y; the Post-80s generation

After 70

The case advertisement of this article: "There is always someone who has a crush on you."

Thank you for reading, I hope this article can help you!

I'm Joseph! Like it, like it!