Why does your communication plan not work when it is sent out, and why can it only sink into the sea when the communication copy is sent out? This article provides insights into this problem and shares the advantages of contextual communication.
Why is your communication plan like a stone in the sea?
Why can't your conversion copy convert users, but only move yourself?
One possible reason is that you don't do [contextual communication]; what is contextual communication?
Before we get started, we need to understand some basic knowledge about human behavior.
1. How are people influenced to make decisions?
1. Emotional parsing
The brain automatically stimulates certain emotions (mental) and then acts based on experiences learned from "innate" (inherited from ancestors) and "acquired" (inherited from parents, childhood experiences, or special experiences in life). (The Interpretation of Emotions, Paul Aikman)
2. Body, Context, and Cognition: Involved Cognition and Its Philosophical Exploration
The environment plays an absolute role in the dominance of perception, and the situation in which people live shapes their perception, which indicates the situational characteristics of perception. (Body, Situation, and Cognition: Involved Cognition and Its Philosophical Exploration, Meng Wei)
3. Think fast and slow
People have two systems of thinking: the intuitive system (System 1) and the rational system (System 2). And most of the time, when we make decisions and deal with problems, we call the intuitive system;
Based on this, we learned:
Man himself is a set of algorithms, and his operating mechanism is as follows:
- Inputs: All substances received in the surrounding environment (images, sounds, smells, touches)
- Processing: Processing input through lessons learned
- Output: Bring certain feelings (emotions, moods) and make corresponding decisions (like, follow, forward)
As shown below:
Therefore, the core of influencing people's behavior is emotion, if people's emotions are affected, they will be driven by emotions to make some behaviors;
If your communication can create a situation that can mobilize the emotions of the user very well, then the communication is half the battle;
2. Contextual communication can mobilize users' emotions
This is contextual communication, that is, by creating a situation, in which the user's emotions can be effectively stimulated, so as to prompt the user to complete the purchase/order/recommendation of the product.
Let's take a look at the following example:
Do you also have this experience, at 90 o'clock in the evening, when you are about to go to bed, you lie in bed and watch the live broadcast of food, watching the anchor feast in front of the camera, the more you watch, the more hungry you become, you can't resist the temptation at all, buy buy, buy!
In similar cases, either you have the desire to buy, or you have a desire to buy because you see the anchor;
In any case, for you who are in it at that time, the emotions that are seen/heard are completely mobilized, and desires are generated, which are transformed into needs, and finally complete the consumption behavior.
Let's follow the behavior model mentioned above to disassemble this food live broadcast case:
- Input: Carefully prepared food screens, direct language introductions, and just the right limited-time offers;
- Processing: Your auditory/visual/even gustatory senses are constantly stimulated by these external inputs, which are processed by your sensory processing system.
- Output: I have a desire for food, the more I look at it, the more I feel delicious, the more I want to eat, and immediately place an order to buy it;
Therefore, it can be seen that in contextual communication, what is input to the user is very important when constructing a situation that can affect the user's mood.
So, what kind of input is good, or can mobilize positive emotions towards the brand?
3. Visualization input
- Concrete input can mobilize users' positive emotions towards the brand;
- Embodiment refers to the process of expressing abstract concepts, thoughts, or emotions into concrete images;
- Because the concrete expression can directly stimulate the user's senses to make the user have emotions and feelings;
Let's take a look at a few comparisons between figurative and non-figurative expressions:
1. Lei Jun Xiaomi SU7 car marketing
When Lei Jun at the Xiaomi car press conference in order to highlight the flexible driving of Xiaomi cars, he did not say: it is very flexible when turning, and it can pass flexibly when encountering a turning scene;
Here's what he said: "Three lanes in one hand"
2. Jobs releases the iPod
When Steve Jobs released the iPod, in order to make users perceive the lightness, thinness, compactness and large capacity of this product, Jobs said: "Put 1,000 songs in your pocket"
On the other hand, other product copywriting:
Made for love, enjoy life wisely
Enjoy life, the ultimate experience
Travel smarter, enjoy your journey
After listening to it, I was confused.
Therefore, whether it is planning a marketing plan or writing conversion copy, remember to build concrete elements around the user's emotions/feelings;
Marketing communication masters know how to influence user emotions.
Fourth, the differences of individual users deal with input in different ways
But let's not forget that there is another factor that influences the user's sentiment, and that is the user's own experience pattern of processing these embodied inputs;
For example, a person who is naturally repulsive to live shopping, let you build a very luxurious live shopping room, and invite a very famous expert to bring the goods, the effect may not be satisfactory.
So, here brings us to another topic:
How to gain insight into the user's characteristics to make the concrete input factors conform to the user's experience mode of dealing with things?
5. Digital insights
Based on the user's historical behavior, speculate, practice, get feedback, and then constantly revise the model.
- A person who often browses food at night will most likely place an order in the food live broadcast room;
- A person who often browses basketball videos will most likely stay in the sneaker live broadcast room;
- A mother who often shops for baby products may also be interested in household products;
The digital process makes this kind of user insight possible, because every behavior of the user will be recorded and preserved, and with this data, you can do comparison and analysis, and constantly explore what kind of characteristics user groups are suitable for what kind of emotional influencing factors, so as to follow the trend.
To sum it up
Most of people's behaviors are governed by emotions (feelings), and concretely constructed situations can effectively stimulate people's emotions.
This article was originally published by @吴可可 on Everyone is a Product Manager and is not allowed to be reproduced without permission
The title image is from Unsplash and is licensed under CC0
The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services.