Four steps to catch your marketing audience to make the effect doubled

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I am not a very love of reading people, the reason is very simple, there are many books are really very good, perhaps to save time and less detours, drawing on the experience of predecessors. But the fact is not so, most of the assertive people are often even heard that this is wrong, there are better shortcuts, do not try is absolutely not believe.

Now such a deluge of information, the media flooded the era, each of us in a number of different markets, in the face of different marketing audiences. Sometimes we play the role of sales, the marketing enterprise's product lets the customer trust and pays; sometimes, we play the role of "marketing department", in the face of many competitors in the industry market, marketing companies to shape the brand; sometimes, we only play ourselves, in the face of constantly charging talent competition, marketing ourselves to get better opportunities; We're just playing a role and getting the result of this role is likely to be an interview, a job, maybe a raise, maybe a few people, maybe N-many customers.

The most difficult two things in the world: one is to put the money in the pockets of others in their own pockets, one is to put the idea of their own head into someone else's head. If you want to make these two things, get others to agree with your opinion and pay the "price", please keep looking down, otherwise you can take a detour.

There are a lot of books on marketing now, but I'm going to share these 4 steps next. I have recently heard, doubted, tried, improved, and convinced that effective methods, sharing is another practice. Before I share these 4 steps, I want to emphasize that the marketing audience that you're talking about here is not just a client, but a result you want to achieve by influencing him.

Step 1: Strong sense of crisis (20% proportion) macro + Micro

Everyone is inert, including your marketing audience, and you want him to take the initiative to realize the crisis and make a rainy day is very difficult. If you want the other person to be able to agree with your point of view and agree with you, do not immediately speak your opinion, let him know his own crisis, and strongly aware of it. (If you are doing product or company marketing, the crisis here should be from macro to micro, because the general decision makers are not interested in listening to the details.) )

such as: You leave a good talent, then if you tell him directly, the company can give him the opportunity to the future, you very much appreciate he wants to leave him, then he is likely to go, because this is just your idea. The first step you need to take is to make him aware of the crisis he is facing: the current employment environment (the state, the industry), the original industry bottlenecks and the future development of space constraints.

Simply put, take the initiative to let your marketing audience have a strong sense of crisis. (Zhao Benshan's "Sell a Turn": a come up not immediately sell a turn but tell fan your leg is sick, stand up walk two steps, really sick. )

Step 2: The crisis behind the turn (accounted for 20% of the proportion) macro

Most people like to be with optimists, and the message that blows people's confidence and enthusiasm is quite annoying. Since it is a crisis, there are also "machine", so that your audience pain and happy, is this step to do.

Or for example: you want a customer to buy a product you sell, and you have followed Step1 to make him realize that in this competitive environment he has to "die" without making changes, and now he's in a lot of pain and hope you can rescue him immediately At this point assume you can't wait to come up with your product to inform the product's advantages and to help him solve the problem, a bit of a flicker of meaning. (Zhao Benshan's "Sell a Turn": in fan begged him hurriedly the time does not say you buy me this turn, but said that this disease also can be saved * (&*......&, will be good.) )

Your marketing audience is in urgent need of solutions, this stage of the full brewing can be in the next link, more easily agree with your point of view.

Step 3: Have a dream who are great (accounted for 40%) microscopic

After the first 2 stages, basically your audience's immune constitution is left much, the only thing that may be left is that if you sell the product to him, he may have a little doubt about the effect of the product. (In the 1th example, if after 2 rounds, people already believe they have to choose, must change, there is also the opportunity to change, but not sure whether your company, this position can really give this opportunity.) )

The third stage is to help your marketing audience erect a dream that can sometimes be a promise and must prove achievable. The practice of Amway or the insurance company has its merits (stating that I am not an Amway product), and tends to give some real story after rendering the development potential of the industry, "XXX is earning more than x million in the next month in an X-month effort" and so on. In sales skills are also introduced this step is called "proof effect", there are many companies to package some good customer cases to give potential customers confidence.

The means are different but the goal is consistent, is lets the target audience have the dream, and believed oneself also can!

Step 4: Now it's too late to make a decision, and now you're going to pick a big, cheap (20%) Micro

Everyone is making decisions (consumption, decision-making, empowerment ...) There will be hesitation, but if you let the target audience hesitate for too long, it is like a star who is too angry, turned over and turned over. And the title echoes is to catch your marketing audience, but the effect is not. For sales, no deal is no effect, for other things, no result only process, also almost equal to O. So while it's the final step, it's the most critical step to make your users aware of the benefits and value of making decisions right now.

This step needless to say, methods and means are basically full street, TV shopping with more: "Jump price", "Blood Price", "the last 3 days clearance Sale", "now pick up the phone call originally XXXX Yuan, now only sell X", but if there is no previous 3 steps, direct 4th step. Each of us is a consumer, there is no effect we are very clear.

But avoid a point, your audience made a decision you must let him decide to pick a cheap, otherwise want to seize next time will be difficult to the sky.

The method sounds really simple, and some people may find it difficult to do it, but when you consciously observe it, you will find that we are often affected, sold and marketed. The scope of practice is wide, the opening I have already said, any you want to take the results you can consciously test. (like trying to do email marketing in this way.) )