#头条创作挑战赛#
People can only make money within their cognition, but for brand marketers, people can't only understand the users who happen to coincide with themselves.
"Not being understood is the fate of the expressor", but not understanding the user should not become a shackle for brand marketers.
Table of Contents:
1. What is the user's mindset
2. Why should we have a user mindset
3. How to have a user mindset
1.
What is the user mindset
In the article "Eight Shares of the Opposition Party," the instructor said: "If you really want to do propaganda, you have to look at the target, and you have to think about who your articles, speeches, conversations, and writings are intended to be read and listened to, otherwise you will be determined not to be read or listened to." Many people often think that what they write and talk about is very understandable and understandable, but in fact it is not the same thing at all. ”
One of the core points of brand marketing is communication, which is to solve the problem of correctness and efficiency, and to convey information between the seller and the buyer. Without user thinking, it is difficult to make the selling point of the enterprise become the user's buying point.
In the context of brand marketing, we define user thinking as: not biased by their own labels, with empathy, thinking about product value and psychological value from the user's point of view, so as to promote their decision-making.
2.
Why have a user mindset
The essence of business is based on the exchange of value and price, and only with user thinking can we better understand value, so that product development can bring its own value and brand communication is more efficient.
Brand marketing is primarily based on the construction and communication of value.
1. Value building
Value construction can be based on the formula of "value for money = value / price", and value is mainly reflected in products, services and brands. Users buy any product based on the trade-offs and trade-offs, and they are all based on the feeling that they are worth it after calculating an account. Of course, monopoly industries are counted separately, because there is no choice.
Value is the value of who is aimed at, for users, in fact, there is no brand premium, this is the context of the enterprise.
As Duan Yongping said, "Brand premium is a misconception, brands are only value for money, and when a brand takes it for granted, it is easy to make mistakes." Most people don't go for a "premium" when they buy something that is branded. The so-called brand is actually a condensation of some kind of differentiation. ”
2. Transmission of values
After selecting the value of the product, the next step is to communicate the value.
Communication needs to solve the problem of efficiency, which lies in the fact that the target of communication can understand it in a higher proportion. The transmission of value lies in what you define as value.
Communication is an activity based on encoding and decoding, the former is to turn meaning into symbols, and the latter is to interpret symbols into meaning, that is, the logic of symbolization and symbol interpretation.
Therefore, when we have the user's mind, we can really find what impresses the user, whether it is functional value or psychological value. And when the two sides misalign the understanding value, even if the material made looks wonderful, it is difficult for the other party to really feel it.
For example, if a user wants to save money, but you focus on saving money, it may be difficult to impress the other person. If the user values the rush more and you ignore the time because of the hurry, the user may also choose another home.
Of course, your product/service is a slash youth that takes care of everything, and users naturally can't ask for it. However, in the case of cost constraints and limited resources, enterprises do more to do multiple-choice questions, after all, strategy is choice, is to focus.
3.
How to have a user mindset
1. First Principle
First principles are essential thinking.
Take the goal as the core, start from the essence of things, gradually analyze from the outside to the inside, and finally find a way to solve the problem.
At the product level, it is to find the most essential needs of users and the lowest structure of the product under this category, rather than copying the existing theories and experiences without thinking.
This is also what Xiaomi often says in the creation of explosive products"Xiaobai mode",For example, Xiaomi does Internet TV,Abandon the past in the remote control"Expert mode",In the past few decades,TV remote control is densely packed with buttons,In fact, many people don't understand what it is for,It even caused trouble to their own use,Trouble in sight。
In 2012, Xiaomi's first-generation remote control was simple to only 11 buttons, so that all users do not need to learn Xi, they can easily get started with intuition, and more professional functions can also be provided in the system menu through simple and smooth UI interaction, which truly realizes the requirements of "Xiaobai mode".
The first principle of a category needs to find the rationality of its existence, that is, the existence of demand. The rationality of existence lies in the initial foundation, in the beginning, how it was defined.
Munger once said that there is an old law in the world of science and business, and it is a two-step process:
The first step is to find a simple, basic truth.
The second step is to act very strictly on this principle.
2. The second growth curve
The second growth curve here is based on the context of user needs, meeting the scale growth of industries and enterprises directly brought about by the size of the user base and the sense of product value.
If the first principle is the user's "real need" (initially), then the second growth curve is the user's "still want to need" (now/future).
Based on the evolution of user needs, categories will be differentiated and integrated, and the "still want to need" here is the logic of integration, that is, a product combines the attributes of multiple products.
For example, the logic of the mobile phone from calling + music + taking pictures + N has finally become a smart device. Watch (smart watch) from looking at the time to + health monitoring + making calls + N. The water purifier also has some evolution into a heating water purifier (water purifier + heater). This kind of category evolution is the interaction between enterprises and users, but the core essence is still rooted in demand, which is well-documented and reasonable, and is "in addition to...... The logic of ...... is the origin of things.
3. Traverser thinking
We often hear sayings such as "Don't persuade others to be good without their suffering, if you suffer through me, you may not be as good as me", "Why don't you eat minced meat".
If you are not the other person, you will only look at it from your own point of view, and ignore the other person's own situation. Each person has his own "infrastructure", both physical and spiritual, which determines what he thinks and can do.
In order to make it easier for everyone to understand, we propose the "traverser thinking".
That is to say, if your soul crosses over to the user, your material conditions, and even your knowledge and cultural reserves have become the other party, you just know a code name of yourself, your education, values, etc. have changed, what will you think and what you can do at this time.
We often say that it is difficult for others to truly understand themselves, and the logic of thinking between RMB players and ordinary players must be very different.
It mainly depends on the difference in income, time, energy, and cognition. The difficulty of empathy is that it is difficult for the user layer to further think about the other party's conditions under the form. The second is the self-layer, which is easy to bring in one's own identity and concepts when thinking.
Jump out of one-way product thinking, pull away from your own label, and blend into the other persona's role. If you don't have preconceived notions and abandon your preconceptions, you may be able to open your mind.
4. Find "Most"
I believe that many people have encountered such a scenario, when meeting to discuss user insights, there are often a small number of people who often cite some special examples, such as myself and my neighbors, and then do not listen to other people's opinions in generalizations.
We hope that the product can be paid for by more people (relative meaning), we need to consider the common part, of course, the personality can not be completely ignored, but we need to be biased, otherwise it is easy to be blind.
Summary:
The root of the user's thinking lies in the complete thinking of role replacement, rather than simply verbal, or partial conditional replacement, which makes it difficult to truly put yourself in the shoes of others.
It's human nature to think with your own label, but a tolerant mindset makes it easier to find user value.