How does a viewpoint fire?

"If you can put your ideas into someone else's head, you can put your chances in your pocket." ”

Some people say this is a media era, an era of opinion, the ability to export influential views of people and companies, there is in the "Internet communication era" of capital.

In the past, indeed, many people have succeeded in doing this.

For example, almost all Internet entrepreneurs have heard the phrase "standing in the mouth of a typhoon, pigs can fly." In fact, Lei's sentence is estimated to have become a variety of entrepreneurial plans in the show, in addition to "distinguished guests, Hello!" The most frequently mentioned words.

But if you think about it, a similar point of view already exists-"not only personal effort, but also the key opportunity", but why not fire?

This article will analyze how to create an epidemic view.

In fact, an idea of fire must be "credible and figurative to convey an unexpected message and advocate simple action." ”

This includes 4 conditions:

Surprising information

Visualize

Find a credible source.

Advocating simple action

If you compare "standing in a draught, the pig can Fly" and the same meaning "not only to personal efforts, but also to seize the key opportunities", you will find the difference:

In fact, not only is the commercial point of view, the popularity of any point of view has almost met several of these aspects. And in this respect to play the most vividly is a variety of social rumors. We can see that many of the rumors that have spread over time almost all fit the above characteristics:

Cola Kill Essence:

Accident: What a sense of surprise! Cola is our daily contact with things, drink unexpectedly on the sperm harmful!

Visualization: "Kill sperm" far more than simply "harmful to health" to visualize more.

Trusted Source: A 1985 U.S. experiment in the United States to mix coke and semen in vitro, found that Cola has a certain role in killing sperm. Look at this source, how believable! (Note that they are in vitro mixing, not people drinking cola; Later, some researchers found that even 2 large bottles of cola and 7 cups of coffee a day had no effect on sperm activity. )

Advocating simple action: compared to the complex "stick to exercise", "Adjust the Mood", "regular rest" and other complex activities to improve long-term sperm activity, "Drink less cola" is simply too simple, too easy to understand, too no brain-wasting.

The ice in the snack room is dirtier than the toilet.

Accident: The ice is very clean, the toilet is dirty, the ice in the fast food room is even dirtier than the toilet water?

Visualization: Saying "The ice is not clean enough" is too abstract, and "dirtier than the toilet" is more figurative.

Credible source: An experiment by CCTV reporters.

Advocating simple action: do not go to fast food restaurants! (Look!)

Whether it's the right point of view or false rumors, if you want to make it easier to spread widely, you should try to modify the information and make it conform to these principles:

1, surprising information.

Nothing is more likely to cause surprise and spread than the unexpected results of an ordinary event. In fact, almost every rumor is an accidental danger in the ordinary activity.

For example: Drink water also can die! Coke Kill sperm!

So in the following 4 cases, "Drinking too much water can also kill people" is the most likely way to become widely disseminated views.

People are most concerned about everyday life and things around them, and if they can create a sense of surprise in an ordinary event, their eyeballs will be sucked into the information and eager to spread it to others.

For example, the following jokes are created in "unusual backgrounds", making it easy to fire:

"I have a serious question to ask you:" My girlfriend recently cheated me, she always go out at night and others, very late to sit rental back, and not open to the door. I peeked at her cell phone and she was furious. One night she went out and I was on a motorbike hiding in the corner of the street waiting to see who was picking her up. It turned out that my motorcycle was leaking oil. Excuse me, I bought this car for a year, this oil spill warranty?

"Ronaldo is born for shooting, 23-Year-old began to eat restricted area, refine each action is quite practical, the simple such as horizontal after shooting this technology to the extreme, the body state always maintain a high level of movement and the choice of shooting is very reasonable, this is the shooting machine." Messi is more of a talent player, and many of the moves in the other person's pile are not practiced on the training ground. Messi has been a bit of a transition to Maradona this season, with more retreat but no less threat to the goal and a better position in the front. The state of the body has slipped from its peak and today's Lionel Messi has potential to tap. So the Barcelona high level will ask: "Excavator technology which strong?"

Many advertisers are also using the principle of marketing their products, to win attention:

"How can the child be better off than the other students?" How does the child's interest in learning inspire? What's the best way to choose that book? What is the difference between school teachers and their children? Doctor Zhou Painless people, from the root of your troubles.

Or the following picture:

Even a lot of short copywriting is trying to break the intrinsic expectations of others. Like what:

Knowing the slogan: "Seriously, you win"

Old English training: "Young people with ideas are not gregarious anywhere until they come to Old English training." ”

Nike ad copy: To make a head bird.

Even some ideas to create an "unexpected sense" and effectively spread, even the correctness of the give up. (This is not encouraged by the theory alone)

For example, "College entrance exam Ah, not nervous, 3 points by strength, 7 by luck." What he really wants to say is that although strength is important, there is also a spot of luck. Everyone knows that strength is more than luck, but in order to create a "sense of surprise," he directly exaggerated the effect of luck. )

Another example, "Play Jiangshan easy, keep the kingdom difficult Ah!" (Everyone knows that "playing the land" is certainly more difficult than "Shou", in fact, he really wanted to say is "Do not underestimate the difficulty of keeping the Jiangshan, even if not as difficult as the original play Jiangshan, but not as easy as you think," the latter information is not only complex and difficult to remember, and the unexpected feeling is not strong, it is difficult to form transmission. )

If you want your opinion or information to be noticed and disseminated, the first step should be to find an "accident" that can break the expectations of others in an ordinary context and be able to say "counter-intuitive."

After all, we all know that pigs can't fly, so the lei of "The pigs can Fly" in the "Typhoon Mouth" is so much to be expected (even if the same cliché of "seizing the opportunity" is expressed).

2, visualization

People are inherently annoying abstract things, so if your point of view can make people feel that "a painting appears in front of you", it is more able to spread the conditions.

For example, why not just say:

"Achieve multiple goals at the same time"

"The opportunity to take in the hand is the most important."

"The enemy is afraid now."

"Don't be the first to be pushy."

and "Early action, more opportunity"?

It says:

Stone”

"Two birds in the bush, a bird in the hand"

"The enemy is frightened."

"Hotta"

"The Early bird eats the worm"? (PS. This animal is really hard to spell)

In fact, if your point of view does not conform to the intuitive "visual logic", then this point of view is not only difficult to spread, but also not to believe.

In the 1980s, two medical researchers in Australia found that ulcers are caused by bacteria and can easily be cured by antibiotics. They were very excited about the discovery, but the reality at the time gave them a great one: no one believed them.

Yes, even if they came up with detailed and rigorous experimental data, no one believed them, even though no medical journals were willing to publish their paper.

Why? Because their findings simply do not conform to visual logic.

In our perception, gastric acid is a very powerful substance, it can digest a whole piece of steak, or even to some extent, corrosion of nails, bacteria so small creatures can survive in this strong acid environment? This is too inconsistent with the logic of visual perception!

After years of unremitting efforts, their research was recognized until 10, and they were awarded the Nobel Prize in Medicine in 2005.

Their research is rigorous, informative, powerful data support and persuasive, but because it is completely inconsistent with our visual perception of logic, the results are difficult to accept.

On the contrary, some views that are completely unsubstantiated by any evidence, simply because they conform to the visual perception of logic, have been widely disseminated and blindly believed:

such as "foot low reflex area"-by pressing the foot of some "acupoints", you can make these "acupoints" corresponding organs to be healthy (such as the corresponding heart, liver, etc.).

One explanation is that each organ of our people produces various toxins every day, and these toxins follow the meridians to the foot, and by pressing specific areas of the foot, the toxins will be crushed to facilitate the discharge of toxins, thus allowing for the flow of the corresponding meridians.

Look at that! How vividly this explanation is, and how it fits with the "visual logic"! Following this passage, I think it is natural for everyone to echo specific images in the brain and to imagine their "toxins" being squeezed out when they receive a foot massage.

Even after a large number of clinical trials, there is no evidence that such therapies are reliable, even if the idea is not supported by any proof, but it can be easily accepted because it is sufficiently visualized. By contrast, the previous explanation for "bacteria causing ulcers" was a weak blow.

In the same way, the bruising of the local capillary rupture caused by scrapping is interpreted as "a description of the toxin being scraped out", and how visualized.

The explanation of the Thunder as "The Wrath of the Dragon King" is far more figurative than the complex role of "positive and negative charges".

In order to facilitate the spread, and even countless business theory to visualize themselves, such as the original name "Value creation" book renamed "Blue Ocean Strategy", there are a lot of "long Tail theory", "butterfly Effect", even the author of the previous article by the "to bring users the appropriate symbolic value" into the "to the user with the right hat."

Ma Yun said: "ebay is a shark in the sea, I am an alligator in the Yangtze River." You will win in the sea, I will win in the Yangtze River. ”

Instead of "You're bigger than me, I can't beat you in America, but I know China better than you, and you can't beat me in China." ”

Literary youth blow their way of life, will say: "You write ppt, Alaska cod is jumping out of the water, you see the report, the Golden monkey of merry snow-capped mountains just climbed the tree tip." As you squeeze into the subway, the Tibetan Mountain Hawks hover in the clouds, and when you quarrel at the meeting, the Nepalese backpackers pick up their glasses and sit beside the fire. There are some ways to wear high heels, some air that can't be smelled with perfume, some people who never meet in the office building.

Instead of saying, "You earn your money, but I enjoy life." ”

The copy of the "Run brothers" movie version says "Laugh out the ABS," rather than "very, very funny."

If your point of view or theory fits the "visual logic", it's easier to spread when you see it, and it's even more important than whether the idea is right.

3, Trusted sources

If you propagate a view that can be validated in some simple way, it is much easier to spread.

I remember watching a TV shopping ad with a foot weight sticker, at first it gave an unexpected message (the whole body fat was at the foot, not the belly of our imagination), and gave a sufficiently figurative explanation (of all the meridians, blood, etc.) that most people might not believe.

Then it took out a big kill device: from the bottom of their feet took out the weight loss paste to the audience, let the audience see the top full of oil. (I suspect that there is oil in the sticker, I was trampled after the infiltration of their own) then the credibility of a sudden upgrade.

Because it provides a very simple verification method "See for yourself whether there is oil, there is no return". Even if this validation ignores a basic logic, "oil doesn't mean it's your weight loss," but because the validation is simple, easy to understand and operable, it's quick to believe.

In order to prove that the "foot reflex zone" This method can "treat the heart" "Healthy liver", will pinch you a part, then you will say "Pain!" Then he said, "The pain is right, I pinch the liver area, which means your liver is bad".

Then in the next massage you this place gradually does not ache, meaning "liver cured." You see, how simple the method of verification! (even though the validation process ignores a lot of logic.) )

In contrast, many scientific theories are difficult to popularize. A very important reason is that the validation principle is too complex, if you prove that "ulcers are bacteria-induced", then you need to do a lot of experiments and observations to produce data that most people don't understand, and others have to explain to some people what bacteria are.

In addition to their own observations as validation, you can use the most frequently used method to provide a trusted source: expert opinion.

"The typhoon mouth, the pig can fly" but Lei said.

"Genius is 99% diligence plus 1% inspiration" but Edison said. (even if left behind the second half sentence.) )

The same "drink too much water will be dead", "eggplant pack cures All Diseases", "Coke Kill essence" behind, often have a "expert source", he may be "a professor of the United States of a study", "XX experts issued a speech" or "large-scale medical experiments by NASA" (PS. NASA's a NASA, but it's not important, it's a trusted source. )

So, if you want to make a popular point of view, you need to find a very simple way to validate the idea, either "simple self-validation" (such as oil-sucking weight-loss stickers), or expert sources.

4, advocating simple action

"The day After tomorrow will be a lawsuit, according to the current situation to see a little hanging ah, how to do?"

When a person asks you this, how do you answer what he would really do?

A answer: "Ask a lawyer, consult and study a similar case in the past, and find out who is still in your case, and then study their strategy." In addition, you need to relieve the pressure, to calm the attitude of coping, such as early to bed and early to rise, more exercise, or even accompany the daughter to see a film, so that will help you to play the day after tomorrow. ”

b replied: "God, you didn't ask me earlier!" Thank you for not too late, you go to the east of the temple incense, burning incense, the last time I recommend the next door to burn, the result of the lawsuit won! "

In many cases, the B answer was implemented.

Why? In fact, with any reason to see, you know that a answer is really effective, but a the action of the advocacy is simply too complex, and can not guarantee the effect of the determination.

The really easy to spread and accepted view is often "advocating a simple behavior", b answer is this, compared to the "strategy analysis", "Check every detail", "adjust the state of mind", b answer is simply too concise: to burn incense!

One idea or advertisement is popular, often because it finds a simple solution to a complex problem (even if the solution may not be the most effective):

"The typhoon mouth, the pig can Fly"-commercial success how simple, find a typhoon mouth on the line.

"Fear of fire, drink more treasure"-prevention of fire how simple!

"Unto, impose"-how concise the expression, how direct the plan! (Even if you lose rigor because of simplicity, it can lead to some people using the wrong place.) )

"Hit tyrants, divide the fields!" -How simple, direct and effective the copy of our party encouraged the people to join the army!

In fact, any superstition or rumor is advocating a simple act, and most people find it difficult to withstand the temptation of a "simple solution":

Analysis of advantages and disadvantages and business strategy more trouble, burn incense!

Exercise, dieting, regular rest and so on to lose weight much trouble, foot stick a weight loss bar!

Find a really suitable for their company's internet marketing strategy, and can avoid weaknesses, this much burn brain! Learn millet!

The way to improve immunity and reduce disease is too complicated, "eat eggplant to cure all diseases"!

So if you want your opinion to spread, your point of view itself must be simple enough to advocate a simple enough solution.

Even if the real solution to the problem must be based on investigative analysis (no panacea), systematic, multiple strategic synergy, and effort, it is difficult to spread the idea. And if you want to create a popular "quote" or "slogan," You need to make your point of view a simple action.