Marketing the weakness of human nature

Absrtact: Although in a period of time, a certain enterprise can rely on more advanced technology or concepts to acquire a certain period of unique functional cognition, but in the long run, the market is always a trend towards functional homogeneity of the market. So when a category develops to

Although in a period of time, a certain enterprise can rely on more advanced technology or concepts to acquire a certain period of unique functional cognition, but in the long run, the market is always a trend towards functional homogeneity of the market. So when a category develops to maturity, the market leader is necessarily the one that can communicate more emotionally.

Since it is emotional communication, it is necessary to find the consumer's emotional breakthrough. What emotional aspects of the people we face need help? What problems do they have that are difficult to solve on their own? Which of their emotional characteristics is easy to resonate with? Which weaknesses can be used as a breach?

There are weaknesses in human nature, but people are eager to improve, to be successful, to be perfect and to be inspired. Here are 15 points of communication about human frailty, in brand communication and marketing, hit a bit or can be a world.

1, inferiority. Everyone has a different degree of inferiority, because we all want to improve our environment. To hinder the success of the cause is not heredity, but the fear of failure, the discouragement and inferiority of the ego. On this basis, if the marketing can hit the target group's inferiority complex, nature can be more effective, such as kidney deficiency, obesity, plastic and other enterprises, are using these psychological pursuit, so that consumers have no resistance.

2, regret. There is no regret medicine in the world, blindly regret is a stupid and useless behavior. Want to change history, I hope I have not done something wrong, but in fact, you have done. Regret only brings worry, to know that regret does not change what we can do is to grasp the present. Hunger marketing, in fact, is aimed at this mentality. Businesses have deliberately lowered their supply levels, in order to achieve regulation of supply and demand relations, manufacturing demand "illusion", in the maintenance of higher prices and profit margins, but also to attract eyeballs, increase popularity, create "buy now, do not buy will regret", "Miss this village without this shop" illusion.

3, jealousy. The evils of jealousy are well known. How to avoid and overcome the bad feelings of jealousy so that we no longer envy, no longer have setbacks? First, competition, progress, upward; second, learn to use "sour grapes" and "sweet lemon" psychological comfort themselves; third, help us envy the object. Will envy sublimation as the driving force to move forward, find their own advantages, to play their intelligence, to their own full of confidence to win.

4. Worry. Success Master Carnegie once said: "Worry like a lock, it can put a person" locked out of the confusion. The key to open the lock of apprehension is to see the facts, analyze the situation and put it into action. In fact, worry is the most common misconception of the human mind, worry about the quality of products, worry about things to buy expensive, worry about other people's views and so on, in fact, marketing itself is to solve consumer concerns, to give consumers a sense of security. We through marketing is to tell consumers: do not worry, our products are to help you solve the problem, so that you more worry.

5. Anger. Anger is a kind of emotional reaction caused by people's dissatisfaction with objective things, which is a stumbling block to people's success. The brand uses the consumer's rage mentality to make a fuss, also may win the recognition and the praise in the period of time, such as some brands use the populace's "anti-japanese" and so on the rage sentiment to carry on the marketing.

6. Delay. The exercise of one's character is a fatal blow. A man with such a weakness is never a man of perseverance. This weakness can destroy a person's reliance on oneself, can destroy his judgment, and harm his mental ability. To achieve your cause, you must learn to be decisive and make your correct decision, firm and stable to the peak. As Nike claims, "ethically do it," Don't look around and do it bravely.

7. Vanity. Everyone has a little vanity, is beyond reproach, the life of human beings, always want to be praised by others. Many luxury goods, gifts, health products is to fully grasp the vanity mentality, so that consumers flock. "This year's feast does not accept gifts, gifts on the brain Platinum", "Beauty will no longer frown on you", the bank's VIP does not have to queue, the airline VIP has a separate lounge, QQ VIP in the game hall and so on, are typical application cases.

8. Greed. The terrible thing about greed is not only to destroy tangible things, but also to disturb one's inner world. People's self-esteem, people adhere to the principles, may be in front of greed to cross off. Greed is the human weakness that marketers are most worth exploiting. In marketing practice, we can easily see, in the "clearance, free, big sale, 50 percent" and so on under the signboard, consumers can not restrain the blood on the surge, can not be homemade excitement, excitement.

9, fantasy. Fantasy itself is not a weakness, but specifically in a person, utopian character must and other personalities together to influence and control the behavior and thought of the individual, very utopian people, the other character performance must be reflected in the weak. A man of utopian character is either a giant of thought, a dwarf of action, or a lack of prudence and easy error. So tell our audience to go to action.

10. Loneliness. The so-called loneliness, is not willing to contact with people, contacts, like a single person, solitary, and often feel lonely, empty psychological phenomenon, is an unhealthy mentality, is one of the weaknesses of human nature. Change loneliness, the key is to contact people, take the initiative to care about others, participate in collective activities, friends, improve self-cultivation, change themselves.

11, blind. People who really do great things have a good character: they must make the right decision before doing anything. There is no right decision, only blind action equals to failure! Great winners, who are generally not hasty, are all careful and methodical. "Know what you're going to do first and then do it."

12. Negative. Negative attitudes often hinder people from forming an enterprising heart, and whether a person has an enterprising heart determines what goals he determines and chooses, otherwise it is called mediocrity. Therefore, should learn to get out of the negative mentality! Everyone who wants to accomplish great things should overcome the shackles of negative mentality. Take a look at the story of African leather shoes.

13, paranoid. Paranoid psychology is a psychological defect, the person suffering from this disease, often opinionated, listen to other people's opinions, that their views are always right. Paranoia is conducive to success, but paranoia needs the right concept of success to guide, men, they should be their own, mixed bad, I will not come back, is the use of young entrepreneurial men's paranoia, to effectively communicate.

14, withdrawn. In modern society, not good at interpersonal communication, it will lose a lot of cooperation opportunities, without cooperation, alone or a small number of people's efforts, is not really successful. So, people need to go out bravely and express themselves. Many educational institutions, social media, and also accurately grasp this weakness, to marketing human nature, to win the market.

15. Fear. Fear, fear, is the greatest weakness of human and human nature. Fear of poverty, fear of failure, fear of identity, fear of loneliness, fear of loss, etc. Fear is the biggest enemy of growth, and in fear people are timid and afraid to let go. Learn to face the fear of calm, and the inner communication, all natural can dispel. The reason why scare marketing can invincible is to make full use of the psychological weakness of consumer's fear. Our common insurance, medicine, health care products are very good at such communication skills, hit the group of fear of death, fear of disease target customer base.

Perhaps the use of classification or terminology is different, but the weakness of human nature is included in the above. Emotional marketing, emotional communication, communication is what? Communication is actually the weakness of human nature. Either can take advantage of the consumer's vanity mentality, either can hit each other's fear point, or to be able to discern and cater to the consumer's greedy attribute ... So, our consumer group at what time, place consumer products, their consumption situation, what is the characteristics of use habits and so on, these are of course important, but Lin Youqing that the final decision to determine the success or failure of the hand, still lies in the target group of psychological weaknesses grasp-find, understand, explore, It is vital that any of the above 15 points work on them. Because the key to solving the problem is finding the problem, isn't it?