新产品文案,如何把产品卖给不需要的人

​经过研发部几个月的通宵加班,眼看新产品就快要上市了,营销部那边也早已经蓄势待发,文案也已经写好了,就等这一天到来了,主题就是“全新震撼上市”,想必通过广告轰炸后定能引起大量关注。

 

然后,好像就没有然后了,市场整体反响平平,跟预想之中的天差之别,难道不应该跟苹果“再一次,改变一切”一样引来市场的疯狂吗?

如何把产品卖给不需要的人

上面这种情况相信绝大多数人都见到过,整个公司投入所有资源加班加点研发新产品,而当人们对某件事投入太多的心血了之后,对该事物价值的评价就会非常高,这也非常容易导致人们陷入自我视角。

 

所以,才会出现上面这么一种情况,以为消费者评价该事物的价值会和他们一样,而消费者其实只会关心自己的事,今晚吃啥,去哪里泡妞、最近上映了什么电影、星期天去哪里耍。

 

是的,通常情况下大部分的人都懒得去改变什么,人都有维持现状的倾向,除非他们识别到了问题,才会去突破现状,而这也正是绝大多数新产品面临的困境,消费者没有消费动机,怎么破?

 

很简单,只要给消费者制造一个现实和理想之间的缺口,让他们识别到机会或者问题的存在,这样就能唤起消费者改变的动机。

2.webp 62 新产品文案:如何把产品卖给不需要的人?

 

很多人不愿意去改变习惯是因为他们处在实质状态和理想状态不存在问题的情况下,就好比你要去叫醒一个习惯赖床的人,一般的人做法都是这样 “赶紧起床了8点了”到了九点后“赶紧起床,都已经9点了”“还没起床,都10点了,我要生气了哈”最后叫到12点人都未必起床。(和全新震撼上市一致性)

 

但是,这个时候你把起床的理想状态提高后情况可能完全就不一样了,比如“我买了你最爱吃的早点,赶紧起来吃”或则,把现实状态降低“你的钱包好像不见了,赶紧起来找一下”

如何把产品卖给不需要的人

3.webp 60 新产品文案:如何把产品卖给不需要的人?

 

通过这样的方式把平衡状态给打破,消费者就会产生缺乏感,而为了消除这种缺乏感带来的紧张情绪,就会采取行动,也就是把消费者的心理动机给唤醒了。

 

那如何利用机会和问题识别的缺口去唤醒消费者本来没有的动机呢?

 

一般来说无非就是利用以下两种情况来唤醒消费者动机:

1、投其所好——提高理想(机会识别)

 

2、儆其所恶——降低现实(问题识别)

 

一,投其所好

 

新产品的文案之所以无法打动消费者的很大一部分原因是从产品视角出发,认为只要把优势打出去就会有大量用户蜂拥而至,这在以前是行得通的,但是,现在却不行了,现在用户是面临过剩选择,只有让消费者先关注自己,消费者才会愿意改变旧习惯选择新产品。

 

就好像上面的例子,无论你是如何提醒TA现在已经几点了,都是无法成功的,起床对于TA来说意味着离开温暖的被窝,起床干嘛,还不如好好的睡个够。

 

但是,这个时候你把起床的理想状态提高之后就可能激发TA的动机了,比如,可以利用喜爱刺激“我买了你最爱吃的早点,赶紧起来吃”或则利用规避刺激“冲顶大会千万奖金,还有几分钟就要开始了,赶紧起来不要错过了”

4.webp 54 新产品文案:如何把产品卖给不需要的人?

 

通过喜爱和规避刺激先让消费者关注自己而不是你的产品或则要求,这样消费者识别到机会的存在,更容易被唤醒心理动机,而你则可以通过这两个刺激因素来达到你的目的。

 

那当新产品没有消费动机时,不妨试试以下两个方式提高理想状态:

 

 

1、喜爱刺激——“我买了你最爱吃的早点,赶紧起来吃“

 

2、规避刺激——“冲顶大会千万奖金,还有几分钟就要开始了,赶紧起来不要错过了”

 

喜爱刺激

 

喜爱刺激是通过利用消费者对特定事物习得的情绪反应,观察生活中他们喜欢什么追求什么支持什么,而你的产品则利用这一点来激励他们的消费动机,比如:

 

一款普通的手机被偶像代言了之后,就算不喜欢,为了支持偶像也可以买来当备用机

 

一款普通的衣服则可以山寨流行款式来刺激人们的大量购买

 

而可口可乐设计的女人曲线瓶装则利用了人们对优美身材的喜爱情绪

5.webp 51 新产品文案:如何把产品卖给不需要的人?

 

而在具体的营销文案应用中,一般只需要告诉用户,用了你的产品可以花更少的成本获得同样的效果,或者产品提供一种别人没有,但是很重要的喜爱刺激。

 

“1000块钱买不到一副好眼睛,却能买到比尔盖茨的眼光”——诚品书店

 

“这里没有CEO,只有邻居”——万科

 

“江疏影的5000块的外套,我找到了500块的平价替代”

 

规避刺激

 

有时候人们采取行动更多的是为防止坏结果的发生,而非单纯的创造一个好的结果,在生活中这样的例子不少见:

 

翻鱼让人联想到翻船,有些沿海地区的渔民为了规避这种不吉利的情况发生,吃鱼的时候都不会翻鱼

 

手机外壳虽然不美观,但是为了规避手机被摔坏的风险,还是会使用

 

虽然不知道未来会不会出事,但是为了规避出事后的损失,人们还是默认购买车险

 

而在营销文案中,通常只需要告诉消费者,使用我的产品可以防止曾经经历过的不好结果再次发生,或者不使用我的产品可能存在某种损失。

 

“错过了下海、错了淘宝,你还愿意错过微商吗?”——某微商

 

“曾经错过了大学,不要在错过本科了”——尚德教育

 

“柯学精心打造的营销课程,现价30块,一个小时后回到原价300块”

 

在喜爱刺激上如果你观察到产品受众存在某种喜爱刺激,刚好你的产品可以建立起联结,不妨拿来唤醒用户的动机,而规避刺激则可以用于用户使用你的产品可以规避某种不好的情况发生。

 

二,儆其所恶

 

在你找不到提升消费者理想状态的时候,不妨试一下利用降低现实状态的办法来打破平衡,利用儆其所恶的方式唤醒动机,比如上面的例子你可以这么说:

7.webp 43 新产品文案:如何把产品卖给不需要的人?

 

厌恶和恐惧的情绪体验同样可以让消费者先关注自身,让消费者识别到问题的存在,为了消除这种缺乏感带来的紧张不适的消极情绪而采取行动。

 

所以,在动机文案的应用中还应该记住,没有找到提升理想状态的办法,那就利用降低现实状态的办法:

 

厌恶刺激——“你的钱包好像不见了,赶紧起来找一下”

 

 

恐惧刺激——“隔壁老王家好像着火啦”

 

厌恶刺激

 

厌恶心理通常是利用消费者所讨厌的消极体验,而人们为了消除这种消极体验所采取的一系列行为,比如生活中我们经常能看到:

 

口臭经常带给别人一些负面体验,为了摆脱这种厌恶情绪而采取口腔护理

 

由于穿着经常被别人嘲笑说low了,为了消除消极体验而跟时尚大咖学起穿衣搭配

 

由于开车经常跑这条路被莫名的扣分,为了摆脱这种情况绕道而行。

 

而在文案中,通常的表现形式是只要提示消费者,使用你的产品可以消除某种不好的消极体验。

 

比如在1917年,为了增加“刀片”的销量,威尔金森·斯沃德公司刊登的广告上宣称女性在公众场合露出腋毛是一种不礼貌的、不卫生、遭人嫌弃的行为,此举虽然引起了美国女性群众的声讨,但是,其刀片销量在一年内翻了几番。

8.webp 43 新产品文案:如何把产品卖给不需要的人?

 

或者,加多宝的经典广告“怕上火,喝加多宝“

 

恐惧刺激

 

恐惧情绪是人们习得对某事物的条件反应结果,过后会尽量避免类似的场景再次发生:

 

某次你上台演讲,因为讲得不好被嘲笑后,以后就会尽量避免再次登台演讲了

 

你去学游泳,被淹了一次后非常难受,过后你就不愿意继续学了

 

你被蛇咬了一口,过后只要见到绳子都有可以引起你的恐惧情绪(刺激泛化,和书籍IP偶像IP一样,前者开发的电影和周边产品,后者所代言使用的一切都能得到同样的刺激效应)

 

那在营销文案中,具体的应用有哪些呢?

 

通常你只需要告诉消费者,在使用了你的产品后,可以消除掉某种恐惧情绪,以下是一些经典的恐惧文案:

 

“学钢琴的孩子不会变坏“——台湾钢琴广告

 

“如果你怀孕了,我向你保证,你妈妈会杀了你。”——避孕套

 

“我怕黑专车“——神州专车

9.webp 36 新产品文案:如何把产品卖给不需要的人?

 

如果你受众群体存在某种负面体验情绪,而你的产品刚好可以消除掉,不妨利用厌恶刺激。而恐惧情绪则是观察受众群体所习得的某种恐惧情绪,使用你的产品就可以避免这种情况发生。

 

四,结语

 

当你再次面临新产品没有消费动机的困境时,不妨利用以下4种刺激源来唤醒一个不愿意起床的人吧:

 

喜爱刺激——“我买了你最爱吃的早点,赶紧起来吃“

 

规避刺激——“冲顶大会千万奖金,还有几分钟就要开始了,赶紧起来不要错过了”

 

厌恶刺激——“你的钱包好像不见了,赶紧起来找一下”

 

恐惧刺激——“隔壁老王家好像着火啦”

 

作者:付永承​​​​

未经允许不得转载:杨永博客 » 新产品文案,如何把产品卖给不需要的人

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