James mentions 2C more as a psychological manipulation.

When Teahour, the founder of the dog Net, talked about the difference between 2C and 2B products, James mentioned that 2C is more of a psychological manipulation, in the manipulation of human nature, give us some very strange benefits, such as the recent hot McDonald's in Taiwan morning alarm clock application, when you set up the alarm clock at the same time , you can go to McDonald's for a breakfast coupon, and there are some fun points to share this experience, become a hot news topic, the instant detonation, on the first day of the App Store on the top of the free list, did not brush the list oh. It's interesting to think about this case, which has a lot of psychological and design considerations that I rarely pay attention to.

Mobile platform, real-time technology, social media, micro-credit marketing, O2O, these nouns have developed rapidly in the past few years, which has brought great opportunities and new challenges to the entrepreneurs. Is it possible to stack a few keywords to succeed? Obviously not, users do not care about these new concepts or new features, how to use these to improve customer satisfaction, affect the user's purchase decision-making process is the real key, and this is both consumer psychology, but also social psychology.

Baidu Encyclopedia of Consumer Psychology in the introduction, mentioned the human behavior of several common psychological and different types of people's consumption psychological differences. Let's recall some of our recent spending experiences, whether it's software, services or in-kind, why do you buy this stuff? Are you very sensible about consumer behavior? Are you influenced by external factors? Do you belong to impulsive consumption? Most of the time, we are not as rational as we think, our consumption behavior is affected by emotional factors, with a certain degree of contribution to make decisions, of course, we will give ourselves to find thousands of reasons to convince themselves why this consumption is reasonable.

This is a farmer Mountain spring advertisement, marketing actually is also so. We are not going to create a demand for the consumer, but to inspire a demand that he has not developed or realized, and drives him to make consumer decisions. How to find this demand and stimulate the user, it is to distinguish between good marketers and poor marketing staff differences. Simon Sinek once did a great job of sharing the TEDx leaders inspire action, introducing his Golden Circle law. The simple point is that the user does not pay for what you do, but rather what the user is paying for why you are (Why) you want to do it, that is, the product creation mission. So good marketers, will first go to deliver the product mission, and then the mission to match the specific needs to achieve, from the inside and outside with consumers to establish a trust relationship.

Last month, Mr Lo's hammer-phone conference was a very successful consumer-control case, with two very diffuse points. From the idealist to "I am not to win or lose, I am serious!!" "The spirit of the Craftsman, and" The technology giants to shame the 1 million Yuan OpenSSL Foundation donation ", all of a sudden hit the party tears point. On the back of the micro-blog or micro-letter on the sun, you can feel the party that the same as the old Luo "serious strength." And these people, if we carefully analyze the hammer phone pricing strategy and marketing tools, it is not difficult to see is the first batch of customers. Lao Luo's first step, does not need to overturn, does not need to prove oneself is Chowa the second, he needs is the sufficient order, gives oneself to the team to buy the time, enables him to enter the mass market in the future, makes the real mind the handset. So, he went to do user classification, to do product positioning, and then show the product to this group of users. The first step, very successful!

Understand your user community and do the classification, which is all the customer Development's book repeatedly stressed, because all psychological analysis and user behavior analysis must be based on the typical group, from the commonness to find the difference, from the difference to find common features. It's impossible to please everyone in life, as well as in sales. If we try to make the product fit for everyone, the result is necessarily that no one will need such a product, but once you clear to a segment of the population, things will become simple, targeted, the deeper the group dug, the more targeted use of a number of strategies to intervene in the user's decision-making process.

If you are want to convert the arranges into customers, try to convert a smaller number of better-suited arranges.

Furthermore, product positioning and directional marketing, if the spread of marketing is the means of user access, then when the user open your application or come to your site after the few 10 seconds, it is another battlefield, you need to communicate with visitors clearly in the different dimensions, to achieve the registration transformation and user retention purposes, So you need to put yourself in the shoes of the user. Then, strive to use text images and even video to stimulate users, evoked resonance, so that users have a consumer impulse. And this consumer motivation is not what you do, nobody cares what you do 3, no matter how serious and how professional you are, the user is always concerned about whether his needs have been met, that is, whether you have done something to solve his problem, so you have to convey to the user is the product can provide him with the benefits and value, Rather than the functionality of the product.

Arranges don ' t want to buy a quarter-inch drill. Tightly want a quarter-inch hole!

Here is an advertisement, because I myself in the Enterprise services in the field of entrepreneurship, and the enterprise consumer market and personal consumption market is very different. Most of the time the Enterprise Services product, the user who uses the product and the customer who makes the decision to buy the product are not the same person, even the users do not participate in the purchase process. Therefore, in order to give priority to meet the needs of the people who pay, many enterprise services companies do not care about the end user's cool, this is the vast majority of enterprise software is completely no user experience can be a reason. Now, however, the rules of the game are changing, and the BYOD is no longer just the trend of the future, but the fact that it has actually happened to the companies around us. It's hard to imagine a company that can force employees to use what they can't use, and if so the end result can only be perfunctory. So I started to do the windmill, I must ensure that first of all, this should be a daily real use of the people feel particularly cool tools, bottom-up to implement, although not easy, but can create more loyal users, more effective. As Evernote's CEO Phil Libin said,

Even corporate products should aim to please individual users. UI and UX design will become increasingly important in future enterprise product design, only in this way can employees violate company regulations to use your products.

Technology in the continuous improvement at the same time, people are also improving, now consumers have been less and more than the traditional bombing of TV newspapers, such as the impact of marketing methods, we need to start from a deeper level of user needs to participate in the consumer decision-making process. Therefore, when we spend time to create a remarkable product, also please do not forget to create an excellent user experience, not only the use of products, but also need to be in the process of consumption. Learning how to build and nurture an excellent user experience is critical to the success of your product. A simple thought in the learning process, I hope to bring you some different ideas, and then share more specific practical experience. If you are interested in learning more, recommend a book from Robert Cialdini's influence:science and Practice.