Open a book every week-Crazy Biography, and let your products, thoughts and behaviors spread like a virus.

Anyone who wants to send a message to make the public agree with you. Please turn over the book "Crazy Biography"-let your products, thoughts and behaviors invade like a virus. This book tells you the scientific methods to make all kinds of products, ideas and behaviors spread wildly by telling stories.

Why are products, ideas and behaviors popular?

1. From the perspective of traditional marketing, it is believed that gradual improvement, low price and advertising can help products, ideas and behaviors become popular, but they are not applicable to all situations. For example, some names are more popular than others.

2. The author Jonah Berger thinks that the deeper reason is social influence, which has achieved the effect of word-of-mouth communication.

Through research and investigation, the author of this book concludes that a product, idea or behavior needs to meet the following conditions to become crazy:

Just as people can buy goods and services with money, using social money can get more favorable comments and more positive impressions from family, friends and colleagues.

Research shows that more than 40% people talk about topics that reflect their personal experiences and personal relationships. Freedom to express and disclose information is an intrinsic reward of individuals, and enjoyment is also the basis of the popularity of social media and social networks.

How to cast social currency

1. intrinsic attraction

Breaking away from convention, putting forward products, ideas and behaviors that are contrary to people's thinking patterns to increase the internal attraction of events, creating mystery and controversy are also two major factors that produce extraordinary attraction. For example, if you tell people that frowning when smiling can burn calories, people will be more willing to convey this message because it is their own social currency. So this is why there are so many miracles, so many reasons and so many dry goods to share online. It's all called casting social money.

2. Lever principle

Every year, 65.438+0.8 billion passengers accumulate airline points, but less than 654.38+00% of them actually redeem miles. Why do many people accumulate mileage even if they don't exchange it? Because this is a game. Participating in such promotion games can help primates find social superiority. This is the principle of leverage. Leverage principle requires us to amplify customers' feelings through games, and we need to create a measurement sign to let people know and record their achievements. The principle of leverage also means that people need to show their achievements to show that they have done better than others and reached a superior level to increase their social money. For example, the points system, various badges, and various ID cards.

3. People feel at home.

In 2008, a website called Lulu Lala was born. They require members to register before shopping, and only after they become members can they participate in limited-time snapping up. Every time it is snapped up in a limited time, it will be sold twice as normally if it is missed. In 2009, their sales reached $350 million. The core of this game is to make customers feel like one of their own. Form a small circle. She will be more willing to share her privileges with others. Just like a best friend says "Don't tell others", such news spreads fastest. Scarcity and specificity are the core of this strategy. This right can give members a sense of belonging.

4. Mobilize people's achievement motivation

Why do volunteers sometimes work harder than paid employees? Because money will corrode a person's motivation for achievement. This is why there are many volunteer moderators and event organizers on the Internet. Give them moral sense, not money.

Without any economic incentives, everyone talks about about 60 brands every day. But why talk about some brands and not others? How to use some stimuli to instantly activate people's memory and make them think of brand-related content is the so-called inducement. Incentives stimulate word-of-mouth communication behavior, and trigger subsequent behavior after certain stimulation.

Why do people prefer to talk about certain products?

Because these products make people feel novel and interesting, advertisers often try to design shocking and surprising advertisements to get people talking. But is this really the case?

Jonah Berger and his colleagues have come to a depressing conclusion through a lot of experimental research: the size, novelty and excitement of interest have nothing to do with the number of times people talk about products.

So what factors promote word-of-mouth communication? ? What are the types of word-of-mouth communication?

Word-of-mouth communication includes:

1. Temporary word-of-mouth communication

It happens when people just come into contact with things, and people simply publicize the detailed experience of this thing. Studies have proved that movies and interesting and novel products can only cause temporary word-of-mouth communication. Novel and interesting products will gain more temporary word-of-mouth communication than boring products.

2. Continuous word-of-mouth communication

It will last for a long time, at least a few weeks, sometimes months or even longer. What caused this type of word-of-mouth communication?

How to induce people's emotional behavior?

1. Frequency of product use: The higher the frequency of product use, the easier it is to be discussed. So it's a good strategy to associate your products with things that people often mention. For example, your products are related to gutter oil, smog, college entrance examination and so on.

2. Easy-to-understand ideas and opinions: The study found that when playing French music in supermarkets, most people buy French red wine; When the music was changed to German music, most people bought German red wine.

3. Surrounding environment stimulation: It is much better to print the initiative of eating vegetables on the plate than to hang banners outside the canteen, because this kind of stimulation is the most direct at the moment of cooking. A very ugly song is popular on the Internet. It is precisely because its name is "Friday" that people have a very high on-demand rate on Friday.

The work of word-of-mouth brokerage company

Word-of-mouth agencies will look for suitable spokespersons on their own networks and invite them to join the publicity. These agents set up a public mailbox to receive relevant product information, samples and coupons. Take the electric toothbrush as an example, they will get a free toothbrush and a coupon of 50 dollars, which can provide more toothbrushes to others. These agents span a large span, and people of any age, income and occupation can be competent. After a few months, the word-of-mouth brokerage company will record the details of the conversations of the participants who promote the products in detail. The organization does not need to pay any fees to the participants. Participants can get the right to use new products in advance, and there will be no sales pressure. The key question is, can people spontaneously mention new products from ordinary daily conversations?

People always have to talk, and it is also a kind of pressure to have nothing to say when chatting. As long as the topic is easy to understand and close to everyone's daily life, everyone is willing to talk. Inducing products more frequently can increase word-of-mouth communication behavior by at least 15%. This is why the lock is so hot. So instead of finding a compelling topic, consider the spread of the topic. Strong incentives will be more effective than eye-catching slogans. The slogan of the American government employee insurance company is "even if you are a primitive person, you can buy government employee insurance." This sentence is very imposing, but it is not inspiring. So few people talk about it. On the contrary, Budweiser's "wassup" is popular all over the world. Because young people always say that when they meet and drink. Coca-cola printed a lot of fashion on the jar with words, which is what it means.

Sometimes negative comments or bad word of mouth can also increase the sales of products. Huang, Wang, and Milk Tea Girl are all such cases.

Sometimes luck has a natural inducement: the Mars chocolate bar has the same name as Mars, so it is related to Mars. As long as people think or talk about NASA's successful landing plan, they will unconsciously think of Mars chocolate bars. People who sell air purifiers have natural motivation in Beijing. But when you are not so lucky, you must learn to create artificial incentives. After investigation, Kit Kat chocolate found that people often eat chocolate when they need to have a rest, and most of them will be accompanied by a cup of coffee. So, they created a series of advertisements, "Take Kit Kat chocolate to find coffee, or take coffee to find Kit Kat." Through advertisements, when people think of such a common thing as coffee, they will want a piece of Kit Kat chocolate. This is artificial induction.

Note: It is also a clever strategy to make competitors become their own brands, which is also called poisonous parasite strategy. For example, what Pepsi did to Coca-Cola.

How are effective incentives formed?

1. The most important thing is the activation frequency.

That is, how long stimulation can appear in people's daily life. The combination of kit kat and coffee; The combination of red bull and energy; The combination of pulsation and absence; The combination of sprite and spicy; The combination of Jiaduobao and getting angry; The combination of iPhone and kidney ...

2. The matching degree between stimulation frequency and stimulation intensity.

If a product or an idea is associated with too many things, it will lead to unclear memory. Red represents too many things, and it can't induce anything now.

3. The relationship between the induced place and the customer's consumption behavior.

It's better to have a consumption scene in the advertisement, or everyone will forget it.

Studies have proved that infectious content can often stimulate people's immediate emotions, and things that can touch emotions can often be talked about by everyone, so we need to stimulate people's desire to share through some emotional events.

Jonah Berger's analysis of the most popular email links on the Internet shows that more interesting articles are more popular than boring articles by 25%, and relatively useful articles are more popular than useless articles by more than 30%. But that's not all.

The reason why a large number of scientific articles are popular is not in this category. Why?

The gradual innovation of scientific articles or the continuous journey of discovery and exploration can inspire readers with a special emotion, that is, awe. Awe can inspire * * * to enjoy behavior by bringing shock and emotion, but not all emotions can inspire * * * to enjoy behavior. We sometimes forward some natural wonders out of awe, and the worship of Aunt Susan also comes from the awe of human nature.

Psychologists divide the emotional dimension into two dimensions. In addition to the original positive emotions and negative emotions, they also add the degree of motivation or physiological activation dimension. Table below:

Some positive information is easily forwarded, but sometimes negative information will become a hot spot. Like complaining about a big company. Therefore, we can't judge whether a news is easy to spread only by positive and negative factors. Psychologists have discovered the concept of arousal.

Flame burning agent: the science of physiological activation

Physiological activation: it is activated and ready to stand by. It can help the brain to activate the physiological functions of the human body, mobilize its various organs, and respond in time when encountering danger. Your desire to do something is called awakening. But not all emotions have arousal effect, and some even have the opposite effect of inhibiting behavior. For example, a satisfied mood can easily paralyze people's ability to act. You don't want to do anything after losing your pet. This is low arousal.

How to effectively use emotions to stimulate people's enjoyment behavior?

1. Focus on emotion: The $3,500 guitar that Canadian singer Dave checked by American Airlines is broken. After experiencing the hopeless claim, he wrote a song called "American Airlines Ruined My Guitar" and made it into MTV. The number of hits reached 3 million in one day, and 14000 comments were obtained. Four days after the video was released, American Airlines' share price fell by 10%, resulting in a direct loss of10.8 billion USD. In 2009, Time magazine listed this song as one of the top ten hit songs. This is the power of emotion.

2. Ignite the highly aroused emotional fire: BMW's advertisement "The Hire" successfully ignited the fire of communication by using negative emotions. Contrary to the feeling of sunshine avenue in the past, the film puts BMW in a dangerous or even black environment such as gun battles, kidnappings, coups, transporting organs, which causes a lot of forwarding.

Note: When using emotions to stimulate * * * to enjoy behavior, we should also make preparations in advance to guard against the vicious spread of bad emotions or word of mouth. (For example, the current situation of Lan Xiang Technical School)

Wharton asked some students to sit quietly in their chairs for a while, while others jogged for a minute. Then give them the same information and ask them if they would like to share it with their friends. Results 75% people in the jogging group are willing to share, which is twice as high as that in the sitting group! Physical awakening can also promote sharing, so find ways to get your customers moving.

Jobs found that the previous Apple logo only considered the user's visual experience, but when the notebook was opened, the person sitting opposite saw the reverse Apple logo. This is something Jobs can't stand. Because Jobs paid the most attention to public visibility, Jobs knew that people would observe what others did anytime and anywhere and imitate it. Therefore, doing something more observant can make them imitate better.

The cause of imitation

1. Others can provide corresponding reference information for themselves.

We like to watch what we ordered at the next table, buy explosive products, and even laugh at the movies because the people next to us laugh.

2. It has the function of social proof.

Everyone else does this, and I should do the same to prove that I am not an alien in society. That's why the longer the queue, the more people go to queue.

The power of visibility

1. popularity plays a vital role in the popularity of products and ideas. Why do most people don't like drinking, but often drink while eating? Because the act of drinking is visible, but the idea of opposing drinking is invisible. You don't know what brand of toothpaste your neighbor uses, but you can clearly see the brand of the car he drives. The neighbor's car purchase behavior actually affects your purchase decision. After investigating the sales records of 6.5438+0.5 million cars, Professor Jonah Berger came to a conclusion: nearly one-eighth of car sales are affected by society like neighbors.

2. Expose hidden products. In order to arouse people's attention to men's facial health, a group of boys agreed to grow beards, and more and more people joined in, showing people the hidden products of men's facial health. The pink ribbon represents the concern for breast cancer. These are all ways to make hidden products public. By the same token, it is easier for us to discuss famous paintings hanging on the wall than things locked in the safe.

3. Advertising for yourself in products is also a visual method. You send a WeChat with iPhone, followed by a text from iPhone, indicating that he is advertising himself. This trick is very effective and can make your product visible. Eggs can even be printed with advertising slogans.

4. Create behavior surplus. What will people do after consuming the product, and whether it can have a further impact on the surrounding customers. This is called excess behavior. Nike released a yellow wristband with Armstrong as the core theme. Yellow is the symbol of the Tour de France, which is particularly eye-catching. Within six months, Nike sold all five million wristbands, which was in short supply, causing the price in Yi Bei to be 10 times. In the end, Nike sold 85 million wristbands. Compared with holding a competition, the biggest advantage of wristband is that it can create more behavior surplus. Sometimes, a beautiful package or a gift can stimulate the rest of the behavior.

Counterexample of the application of public visibility

Anti-drug advertisements in nancy reagan are widely spread, and people who want to watch them should not take drugs. But the research results show that this advertisement makes more teenagers take drugs. Because it visualizes drug abuse, it seems to be a common imagination now. So if you don't want to see more wrong behaviors, don't emphasize these wrong behaviors to people. For example, if there is no business, there will be no harm, which will lead more people to try hunting. This advertisement is just to raise funds more conveniently. For example, frequent reports of missing female college students will lead to more missing female college students. This is all the result of visualization.

People tend to help each other. They used to help their neighbors build houses, but now they don't need them, so we should provide more useful information to our friends.

Save a few dollars.

The original price of a barbecue oven was 350 dollars, but now it has been reduced to 250 dollars. The original price of the same barbecue oven in another store was $255, but now it is reduced to $240. Which one will you buy? 75% people chose the first one. This is the bounded rationality principle of Kahneman, the winner of the Nobel Prize in Economics in 2002. People judge things not absolutely according to the principles of economics, but according to the principles of comparison. Old people look meaner than us, because their price reference point still stays 30 years ago. TV shopping often says that there is no 998, no 698, just 188 ... This is the skill of constantly using price reference points to influence you.

Increasing the value of surprises will make people more willing to talk about you.

1. Exceeding people's expectations: Only when the information provided by promoters exceeds people's expectations, will it be more easily enjoyed by people.

2. Make some restrictions on enforceability: If the time limit is increased or frequent restrictions are imposed, the sales of some commodities will be more attractive. For example: member day, limited time discount, one-time purchase restriction and so on.

3. 100 rule: the commodity price is set to $ 100, and when the price is lower than $ 100, "%"is used to indicate the price preference; When the price is higher than $ 100, the absolute amount discount is used to express the price preference. In addition, the practical value of promotional goods should be more convenient for consumers to see, such as how much preferential amount they have enjoyed, how much money they have saved, how many points they have added, and so on.

Beyond money

In addition to sharing discount information, customers can also share various practical information. For example: knowledge about the use of cream; Five ways to lose weight; 10 New Year's resolution. A cosmetics manufacturer has provided a useful app application for customers, which can not only provide local weather forecast, but also provide professional skin care strategies according to the weather.

Sometimes news of the door will spread like a virus. For example, the post that vaccines can cause autism has led to a sharp drop in the sales of vaccines for children. It turned out to be a pseudoscientific article.

It is not difficult to find the use value of goods. Can it make people healthier? Can you help people save money? Can it bring more happiness to people? Can you save people's time? ……

We need to package our knowledge and expertise so that people can understand us through this information. We need to show the usefulness of products to customers more clearly and let people spread these contents willingly.

Stories circulating in human blood

1. Stories are the most primitive forms of entertainment. Troy Horses is more famous than any historical research work, because it is a good story.

2. The plot narrative is more vivid than the basic facts in essence, and contains the feelings of the narrator and the listener.

3. Social currency and practical value may be the reasons for telling stories. Sometimes telling stories is out of social needs, and sometimes I want to use stories to convey useful information to listeners.

Most business information is embedded in the story. (product placement)

5. Stories can convey ideas, lessons, fables, information or conclusions.

The role of stories

1. Stories are important resources to help us understand the world cultural consciousness. That is, to understand the basic norms and norms of a group or a society.

Stories can provide people with a lot of business information quickly and conveniently. (Use of brand stories)

This story can be seen as proof of analogy with other commodities. I will carefully consider the recommendation of my friends and family before deciding to buy.

Compared with advertisements, people seldom refuse stories. The story is more interesting, and the purpose of persuasion and propaganda is not so obvious.

Create a Trojan horse

That is to create a carrier for people to keep talking, and then let people keep talking about our products, ideas and behaviors. (event marketing)

How to make communication more valuable?

1. Get out of the misunderstanding of the implementation of word-of-mouth communication: merchants often focus on how to make people talk, but ignore what they want people to say most.

2. Incorporate brand or product advantages into the story. Create brand stories and build brand values.

3. Grasp the key story details, make it clear and the details are appropriate.

? Social influence depends on oral communication, which needs strong appeal to achieve the effect of crazy communication. Jonah Berger, the author of this book, summed up the six principles of infection transmission as mentioned above through a large number of experiments: social money, inducement, emotion, publicity, practical value and story. I hope everyone will help you in running your own products, creativity, community and so on in the future.