What is emotional value?

"Don't sell products for emotional value"

-The Secret of Advanced Marketing

-Providing emotional value to customers

-Accidental cases

Products do not make money, but provide emotional value.

"Why do we sell the same products, and the circle of friends is almost the same? His sales are really a few blocks behind mine. " Why?

After understanding the circle of friends, I summed up these two points:

1 blindly follow the circle.

I just didn't analyze the customers in my circle of friends. Mothers, office workers, men, students and individual campers ... have no classification of their products at all, and have no idea about the types of customers. They only know what happened on the last lap, blindly following.

2. I don't know how to pay attention to my hair

This point is that the continuation of customer demand mentioned above and the selling point of your product can't be docked, forming a [smug] hair circle, but I think it's very hard.

Products do not make money, but provide emotional value.

The so-called "exciting" things:

-Understand its pain points

-Keep flirting.

Old-fashioned marketing "selling products" and "selling feelings in the new consumption era"

For example, I go shopping with my friends every day. I didn't want to buy clothes at first, but I bought a bunch unconsciously because I felt like it.

On holidays, you will expect a gift in your heart, which is not expensive, because you want a sense of ceremony.

This is the transaction brought by satisfying emotional value.

So is the circle of friends. Your pictures and texts can evoke the emotions of users, and you can see them at a glance, remember. Deal is not difficult.

So how can we create the emotional value of products?

sense of ritual

2. Sense of identity

Step 3: Satisfy

After reading it, you will find that those brands that are bigger and stronger, such as the advertisement of "Nongfu Spring": the advertisement screen of Wang Laoji, the porter who looks for water and nature: afraid of getting angry, drink Wang Laoji!

Touch users' emotions, touch users' hearts, guide consumption and form deep links through the screen.

sense of ritual

How to provide emotional value of products?

Ritual sense has a good answer: in order not to make life a kind of survival.

For example, you should drink water from a beautiful cup. You like to eat with beautiful bowls and chopsticks.

The same is true for products. Combining the product with the sense of ritual that users want can produce greater value than the product itself. For example, clothes sellers can integrate clothes into life and match different styles of scenes.

Ordinary sunbathing life makes a dress have a different taste. French style, Japanese style and celebrity style are all girls' pursuit of beauty in order to satisfy their inner sense of ceremony.

How to provide emotional value of products?

About satisfaction

When you buy a product, it is often emotional value that dominates your choice.

For example, many people ask me to learn aesthetic photography in a circle of friends in addition to learning skills.

In my circle, I can feel how beautiful it is for a person to live a good life, manage himself with heart and have a good aesthetic.

Not only the vision can be satisfied, but also the spiritual world can be satisfied. Seeing my circle can produce a happy and satisfied mood, so I can't help but want to get close.

identity

How to provide emotional value of products?

Identity is a kind of respect, affirmation and understanding that everyone wants and needs, whether at work or in daily life.

We should learn to tell product stories and refine the stories of people behind the value of products.

For example, what is the value behind photography as a circle of friends aesthetics and photography? Seeing and remembering is also a manifestation of personality with temperature and thought.

Then the first condition for us to start an Internet business is that we need to be "seen" so as not to become transparent body, so knowing the buzz of ideology will help us know how to gain a sense of identity.

If you are advanced, you will be advanced, and the products will enter first.

Who will know how good you are inside by your ordinary or even sloppy appearance?

The same bottle of water, the photo you took looks expired, and it costs 2 yuan.

If you know something about business thinking, the feeling atmosphere and visual sense of the story shot by 2 yuan Water will feel very high.

Whose is the customer more willing to buy?

Positioning is very important, thinking and cognition should go first, and don't be "busy"! ! !