If you can read this article, you will naturally understand why not many people pay for your products, even if the price of your product is reduced!
In fact, it is not only the factor that determines whether people pay.
Below, I will give you a thorough explanation and a little bit from the bottom.
100 help plan
First, the essential reason why customers are "greedy for cheap".
Human nature is greedy, including you and me.
You can recall:
How many times have you impulsively charged a platform membership for a few coupons and been locked in a certain app?
How many times have I stayed up late for Double Eleven, waiting for zero o'clock in front of the computer, in order to grab a certain limited edition;
So may I ask: a, do you lack these few dollars?
b. Are you impulsively spending because of the best offers?
Yes and no!
Because of ** impulsiveness, it is only a superficial factor, it is nothing more than a few pieces, more than a dozen yuan, you are usually happy in your heart and you will not blink an eye when you buy more than 100 yuan.
How could it be that your behavior was controlled by the merchant because of a dozen yuan?
What really makes people have the urge to buy is not simply **, you can't simply hope to reduce prices and increase sales.
* Just a superficial phenomenon that makes people feel impulsive;
The underlying logic is actually the psychological level, which is the superposition of the two factors of "** psychology"!
What you lack is not those few dollars;
What you lack is the psychological coolness of getting a few dollars cheaper than the original price every time you shop, plus the ** cheaper itself;
When these two feelings are superimposed, the subtle feelings that arise in your heart cannot be expressed in words, because of the chemical reaction produced by the dopamine secreted by the brain, which I call the "refreshing feeling" of the heart.
Therefore, many teachers will tell you that customers are not buying cheaply, but taking advantage of the feeling of taking advantage.
But they didn't say this essential reason, you don't understand this underlying principle, you can't design this "bureau" that allows customers to buy because of "** impulse".
Second, the trap
Through the above analysis, I don't know if you understand that customers don't just buy preferential **, but the subtle feeling in their hearts.
The so-called "** impulse" is just a phenomenon that emerges on the surface.
The real price reduction is to be considered and designed from the psychological level of the customer.
It's like you won't pay for a 30,000 diamond ring discount of 30, but you will make up orders everywhere because of 300 minus 30.
The human brain can intuitively perceive the ratio of ** and preferential degreeWhen people feel too far apart, there is no impulse in their hearts.
There is another trick when designing the trap.
Let's take an example.
If you sell 200 yuan of products, you say buy 20 yuan discount today!
At this time, the preferential information will have a certain impact on the buyer's heart, and there will be an impulse to buy, which is called ** impulse.
But if you add another offer message, change it to this:
Buy this 200 product today, you can get a discount of 20 yuan, and at the same time, 500 more than 500 minus....
This is a superimposed psychological impulse, coupled with the psychological effect of "climbing the threshold", it will give people the illusion that 200 has been reduced by 20, and if you buy 500, it is equivalent to a discount of 40 yuan on average.
In this way, it feels super discounted, less than 500 is equal to a less discount of 20, which is about equal to a loss of 20 yuan, isn't this a big loss?
Catch up with the compact order, don't buy the itch in the heart.
This is the power of psychological superposition + ** trap, which promotes conversions while increasing sales.
However, many people do not use the same method well.
For example, many people go directly to the store, get a single product**discount, and then add the full reduction in the store, it feels like it has no effect, why?
There are many reasons for this, but there are two most important ones:
1. There is no impulse to buy in the customer's heart
2. The influence of the store or brand image, ** usually up and down, inflated prices and other factors;
ps：Some things need to be accumulated, just like a person usually makes people feel very unreliable, and you don't expect him to provide you with any value at a critical moment, right?
3. Psychological triggers
Because when our ancestors were still living in the primeval forest, the living environment was extremely unstable, so we must have the Xi of collecting food and storing resources, otherwise it is difficult to survive in an unstable environment.
As a result, some of our genes are solidified and inherited.
That is, most of us have a hidden desire to "collect" and "store" in our hearts.
l When I was a child, I collected Liangshan 108 heroes from instant noodles to collect cigarette box labels.
l When I grew up, I went from collecting stamps and envelopes to ancient coins and ancient porcelain bowls and paintings.
l After old age, from collecting health knowledge to various prescriptions.
Look at yourself and the people around you, have you been tricked?
From the perspective of the underlying logic, these are actually doing the action of collecting and storing.
In addition to collecting those seemingly impractical things, there are also many things that can be collected for daily life;
For example, during the big promotion, I saw so many products that were more preferential than usual, so why don't you hurry up and buy some in large quantities and go home to prepare?
Isn't it equivalent to a loss if you don't buy it when it's on offer?
So as long as you like it, look pleasing to the eye, collect it all and go home.
The underlying principle is also very simple, when you buy it, you want to enjoy the psychological "coolness", and by the way, satisfy your inner desire to collect and store.
You see, it's another superposition of two psychology, right?
Remember the two superimpositions mentioned in the "** trap" above?Why don't you hurry up and mark up?
In my life and work, there is superposition thinking everywhere, and I also very much respect superposition thinking, and I also plan to write a special book in the future to share the application secrets of superposition thinking with those who are destined to do so.
4. Value impulse
If it is said, the above "** impulse" + "psychological impulse" is a cold weapon to increase the conversion rate;
Then the "value impulse" is to increase the unit price of the product.
We have been talking about the value of the product, and the teachers outside often mention that the value of the product is enhanced and the sense of value of the product is enhanced.
However, it seems that no one ever tells you what the value of a product is, and this is the most basic knowledge to enhance the value of a product, does it?
If you don't even know what the value of the product is, how can you talk about increasing the value of the product?
Actually,The value of the product is divided into many kinds, such as use value, ornamental value, collection value, and artistic value.
Therefore, if we want to improve the value of the product, there are many dimensions that can be done, and the value of the product is definitely not only in one dimension.
Unfortunately, for 95% of product sellers, they are selling the use value of the product, and it is precisely this rigid thinking that makes them fall into unlimited competition.
Of course, this article is mainly about several factors that affect product ** and sales, as for how to enhance the value of the product skills, will be shared in other articles later.
Back to topic. The use value is the most basic value of a product.
Like, now you're going to buy a watch.
What is the most basic value of a watch?Look at the time, right?
If the customer buys a watch just to see the time, then there is a high probability that he will only buy a watch of dozens to two or three hundred, because he buys the most basic value of the watch, that is, the use value, right?
But why do people buy hundreds of thousands of Rolex, Vacheron Constantin, Patek Philippe?
Because these watches have status value, collectible value, right?
May I ask how many brush words are written on a piece of paper, why do you spend tens of thousands, hundreds of thousands to buy them back?
Because it's a masterpiece, it has collectible value, artistic value, or spiritual value, right?
What if you say I'm not a famous artist, and my calligraphy and paintings have no collection value?
A calligraphy and painting, its cost, is nothing more than a piece of paper and a little pigment ink, if you sell labor and material costs, then you can sell a maximum of 100 yuan, 500 yuan, almost, right?
What if you add the story value, the artistic value?
There is a very meaningful story behind this painting, for example, when I painted this painting, Ma Yunguo made some comments, and added two strokes by the way, is it a very meaningful and valuable story?
Or this painting is very meaningful, hanging in your home, pulling up the whole decoration is forced, is it also a value?
Or is your painting a value of wind and water?
Isn't this all beyond the product value of a painting itself?
Therefore, there are many dimensions that can enhance the value of the product, which can be used individually or superimposed.
Why do you do this?
The reason is simpleWhen a product has added value beyond the use value, it will give people's brains an illusion and an urge to buy.
For example, the famous watches mentioned above have several values attached.
When you have the strength, you think it's good to buy a watch for hundreds of thousands;
l Hold it in your hand to see the time (use value);
l Take it out to have more face, you can pretend to be x (identity value);
l Put it at home to enjoy the display (collection value);
l You can sell it later without losing (investment value);
Look, if I say it casually, don't you think it's actually not that expensive, and when you get rich, will you have to make two?
Recall that people who sell houses often use this kind of technique?
You can see xxx around this house, less than 5 minutes to the high-speed rail station, less than 10 minutes from the high-speed entrance, and a school district room of a famous school.
It is very easy to get in and out of here, and the housing prices in this area will continue to rise in the future, even if the children finish primary school and then sell the house, they can still make money.
On impulse, millions of houses were bought through gritted teeth.
That's the power of adding up the value of a product!
In short, playing the value of the product well is the catalyst for the conversion rate and the he** for increasing the unit price of customers.
Okay, that's all for this article, too long will affect the perception.
Fourth, summary
I don't know if you found it, but the whole content is down, and Mr. Fox shared 3 major modules:
1. From the **, let people have the impulse to buy;
2. Psychologically, it makes people have the urge to buy;
3. From the value point of view, people have the impulse to buy;
There is also a very important type of thinking called "superposition thinking";
After reading what I said above, with the 3 major module technologies, combined with superimposed thinking, the unit price and conversion rate of your products will be very well improved.
Finally, back to the question at the beginning of the article:
Why is it that even if you cut the price until there is no profit, no one wants to pay?
To put it simply, what you drop is only the product, and there is no psychological impulse and desire for users.
For more specific reasons, I believe you already have the answer when you read the article!
Fox loves nonsense" with the same name on the whole network, it is not easy to create, **Please keep the copyright information!If you have ideas, please feel free to communicate with me!