Recently, I saw a group of posters of SAIC Chase G50. The picture is simple and clear, and the copy description is simple and direct. Most importantly, there are many skills in it. I have no idea how you feel. Although it is not the first time to see a similar case, the author's first reaction is still wonderful. Perhaps this marketing method is not satisfactory. Of course, I am still more concerned about the value packaging of this product 199 yuan G50 popular configuration coupon, and I can't bear to refuse it. Where is the specific beauty? Let's see: 1, creating perceived value. In the current marketing market, the competition is so fierce that everyone is shouting their own selling points and doing everything possible to say that their products are good, and they have spent a lot of advertising fees. There's nothing wrong with that. Everything you say is good, and everything you say is right. You are "authentic", you are "first-class" and you are "invincible in quality". But the problem is, if the user doesn't perceive the value you say and he doesn't believe you, isn't that a waste of time? Whether the product quality is good or not is the key to make users feel that the product quality is good. Whether the product is the most cost-effective, so that users feel super cost-effective is the key. This is a very simple truth, one is the thinking of selling goods, and the other is the thinking of users, which can not only let users know the value of your products, but also let them feel it. As it happens, the product value that users can perceive is the value they really want to buy. In most marketing, creating this kind of consumer perception is often more important than product facts. For example, Xiaomi weighing scale's "Perceived Accuracy of Drinking a Glass of Water" also uses facts to make users feel the value of products, thus winning trust. The biggest worry of people who often use weighing scale is that the scale is not accurate. For people who lose weight, they should be weighed several times a day, and every cent should be checked. When a scale can be accurate to 100g, you can feel it by drinking a glass of water. Will you be moved? "Perceived accuracy of drinking a glass of water" and "100g accuracy" are perceived values, which are much better than directly saying "Our weighing scale is accurate". In short, if the utility of a product cannot be perceived, it is equivalent to no utility in the eyes of consumers. Without utility, there is no value. Don't always talk about how good your product is, everyone will shout for selling points. It is better to spend more time thinking: how can the selling point you mentioned be perceived by consumers? Look at this set of posters. We have been shaping the high value of G50 public configuration vouchers and making this value perceptible through a series of marketing means. 2. Constantly use anchors to imply that high-quality people are relative in judging value. We are naturally fond of comparison, and this "comparison" greatly affects our decision-making. This is definitely a killer! Believe it or not, Original Price 399 Current Price 99 should be one of the most powerful marketing copy I have ever seen. This is the use of the most primitive human instinct of contrast. As for the application of "contrast", these posters adopt two ways: anchoring and reference. Let's talk about the use of anchor points first. When users don't know or evaluate the value of a product, they may wish to consider using more anchors. The anchoring effect means that people are easily dominated by the first impression or information when making a judgment on someone or something, just like an anchor sinking into the sea, which fixes people's thoughts in a certain place. For example, when we see a product, when we first see its price, it will have a long-term impact on our willingness to bid for this product. This is the "anchor"! The original price is 399, and the current price is 99. This 399 is an anchor price, which enhances the user's perception of the value of this product, and the quality of this product is good. Without this anchor, only the current price of 99 yuan will make users feel that this product is very cheap, not a discount surprise. Similarly, anchor points can not only enhance the sense of value of products, but also shape the high cost performance of products. Take the poster below as an example. Two movie tickets are the anchor points, which enhances the user's perception of the product's cost performance, because the user will know exactly what the concept of 199 yuan is. Without this anchor, you can only use 199 yuan to buy 12 inch central control large screen, which is valuable, but has a weak perception of cost performance. Then the next step is to use the reference object. 3. Use the reference value to continuously enlarge the value. Good reference can make users quickly understand the value of products. No more surprised than I don't know. The purpose of quoting is to highlight the target project you want to show, and users can get it immediately. It is more practical than a lot of adjectives, data and theories. Even Luo Yonghao, who has a glib tongue, can't compete with the charm of "learning from others". When Mr. Luo Yonghao was doing Lao Luo's English training, there was an advertisement for 1 yuan to listen to eight classes, which was very classic. What do you think: 1 yuan can listen to eight classes, which is quite cheap. The general copywriting basically ends here, or add a few words of "super discount" and "shock". But Lao Luo and others are just unusual. They added a series of references such as corn, steamed bread, garlic, lighters, lollipops and condoms to the advertisement. Suddenly an ordinary advertisement came alive, and the sense of the picture came out. Moreover, the quotation here is double quotation, taking steamed stuffed bun as an example. On the one hand, the steamed stuffed bun is "1 yuan" as a reference, which further highlights the preferential price; On the other hand, steamed stuffed bun is the reference of "Lao Luo's English Training Listening to Eight Lessons", which highlights the value of super power and urges users to make quick decisions. Do you want a steamed stuffed bun? Or do you need 1 yuan to finish Lao Luo's eight lectures? In the same way, these posters have also been skillfully used for reference. Do you drink coffee, have dinner, buy chocolate and cigarettes, or get leather seats, better car appearance and electric folding rearview mirrors? In short, with reference to this coup, you should be able to mass-produce a large number of effective copywriting. 4. Using preference psychology If the user has two choices in front of him and spends the same cost, and one choice obviously looks more reasonable, then the user will choose this one. BREEZE, a Thai laundry brand, is very smart. His advertisement said: "It is much easier to wash off mud than to teach a great child." Obviously, it seems more reasonable to use their products to wash away the sludge quickly. Obviously, the sentence "Do you want XXX or XXX" here is a typical discount option, and it is a repeated use of this preferential psychology, and one will always hit the user! It also strengthens the rational choice. In practice, we can first point out what tasks your product can help users complete, and what costs users pay for using your product? At the same cost, users can choose any other products, but this scheme is much worse than the value of your products. 5. Implicit virtual ownership effect In most cases, once we have something, its value in our hearts will be higher, which will not only give us a higher evaluation, but also we always focus on what we will lose, not what we will gain. Even, we have this feeling not only for what we already have, but also for what we have in an illusion state. This is the "virtual ownership effect" commonly used in marketing circles. For example, if I think this dress suits me, I won't buy it easily. For example, if someone gives me something, I will use it for free 10 days. If I use it skillfully, will I be reluctant to lose it in 10 days? Another example: I saw an advertisement for Apple Watch. I imagined myself wearing a watch like those people in the advertisement, and I imagined that I had such a watch and had a good life. Then I am likely to be influenced by the virtual ownership effect and then sell my kidney. So what does this have to do with the case we are talking about today? Yes! There is a very core concept in the virtual ownership effect, which is "imagination psychology". To put it bluntly, YY, each of us instinctively likes associative imagination. Take advertising as an example. Nowadays, many advertisements like to let users "imagine" and relate to themselves. For example, after seeing the car advertisement below, we will imagine ourselves in it, driving "our" car and traveling with our family on weekends. The family is very happy. And this kind of imagination will actually produce virtual ownership of this car, which will greatly affect the user's final purchase decision. So you see, when people imagine that they already have something, they will imagine various scenes of using it and think of the beautiful appearance when they have it. In fact, this feeling is very similar to real ownership, and he will be moved and acted for fear of losing this "imagination". Let's take a look at the copy of this poster: "Starry sky in the car", "Mobile cinema in the car", "Freeing hands" and "The appearance of sharp cars" have been helping you shape your beautiful imagination? Once you think about it, it's easy to get addicted. The author often says that the copy should be scene-oriented, scene-oriented, with a sense of substitution, * * * ringing, causing association and so on, which is also one of the reasons. All in all, a good marketing copy is to influence people's cognition, that is, to let users place orders to buy. Copywriting can't create the desire to buy goods, but can only arouse the hopes, dreams, fears or longings that already exist in the hearts of millions of people, and then guide these "pre-existing longings" to specific goods. And marketing, there is no expert, the only expert is the consumer, as long as you can impress the consumer. # Columnist # Jiang Mumu Thief, WeChat official account: Jiang Mumu Thief (ID: mumseo), everyone is a product manager columnist. Brand director of well-known listed education group, focusing on continuous production of fresh and informative brand marketing, new media operation products and advanced copywriting skills. This article was originally published by everyone as a product manager. It is forbidden to reprint the title map from Pexels without the author's permission, based on CC0 protocol.