How to use the principle of madness for marketing?Use the 6 principles of madness to promote products like a virus

Why are Xiaomi's phones so successful?

Why are some links clicked like crazy and blow up Weibo and WeChat Moments?

Why do certain products, thoughts and behaviors inadvertently invade our brains like viruses?

Jonah Berger's book "Crazy - Let Your Products, Thoughts, and Behaviors Invade Like a Virus" uncovers the secrets behind the spread of madness.

Today, the technological innovation of the Internet andnew mediaemerges, completely changingWeb PromotionSpread andViral marketingThe way.

Information dissemination is no longer a one-way top-down, but a multi-point to multi-point three-dimensional network structure.

For all companies, marketing promotion is no longer an activity that can only be done through traditional advertising, but requires more use of social media for online promotion.

In this era of information explosion, a large amount of information comes in every day.

People filter out information that means nothing to them and selectively focus on certain information.

So what makes information popular?

• The mass communication of the media is undoubtedly one of the factors, but mass communication alone cannot detonate a fashion trend.
• In an era when everyone is self-media, Professor Berg pays more attention to the powerful power of word-of-mouth communication and viral marketing.
• He noted that people often filter information through word of mouth and using links shared by friends.

How does content marketing use STEPPS principles to achieve virality?

Recommend a book: "Crazy Biography",There are 6 cores in it:

1. XNUMX. Social Currency
2. XNUMX. Trigger
3. XNUMX. Emotion
4. XNUMX. Public (imitation)
5. XNUMX. Practical Value
6. XNUMX. Story

XNUMX. Social Currency

Two years ago, a certain Weibo went viral and was forwarded 1.6 times. The content was as follows:

in oursE-commerceIn the industry, there is an unknown iron law in finding a girlfriend.TaobaoSearch for dresses with a unit price lower than 128.Because the price is lower than this, it is labeled as a low-price group by the Taobao system. This type of people is particularly keen on bargaining and after-sales issues, and it is very difficult to serve.

This Weibo brought tens of thousands of fans to a big V, and it rushed to the fourth on the Weibo hot search list that day.

The logic behind it is social currency, the netizens who forward it, take screenshots of the price results of their search for dresses on Taobao, so as to show that they are high-priced people.

If you share something that makes others feel good and different, the content will be retweeted like crazy.

In layman's terms, we share the things that make us look good, so that those around us can accept and even appreciate us.

• Just as people can use currency to buy goods and services, using social currency can lead to more positive reviews and more positive impressions from family, friends and colleagues;
• Just as people tend to choose iconic identity signals as the most direct basis for judging identity.
• For example, driving a Ferrari, carrying a Chanel bag, and listening to Mozart is a manifestation of wealth;
• Another example is that you tell a joke that makes everyone laugh at a friend's party, which can make people recognize your wit and humor;
• Talking about the financial news that just happened makes you seem well-informed and informative.

Let's take a look at some keywords for social currency:Excellent impression, sense of belonging, good taste.

If your products and ideas can make users look better and more tasteful, then your products and information will naturally become social currency and be talked about by people to achieve the effect of word-of-mouth communication.

XNUMX. Trigger

Incentives will help activate repeated word-of-mouth communication for a certain product and information, and the frequency of incentives affects the effect of word-of-mouth communication to a large extent.For the timeliness of dissemination, there are differences between immediacy and continuity. Some novel and interesting things usually do not form continuous dissemination. Only we make one thing visible everywhere, and it is consistent with our daily life.LifeIt is closely related to make this thing popular.

For example, you are thirsty and see a Coke vending machine when you are shopping. You are thirsty after exercising and see someone selling Coke on the street. When the weather is hot, you see someone drinking ice Coke. Finally, you can’t help but start buying Coke. Thirsty to cool off the heat, then here, thirst and cool off can be regarded as incentives, when you are thirsty or feel hot next time, you will think of drinking Coke for the first time, then gradually drinking Coke will become popular in similar scenes .

Let's take a look at some of the key words that induce:Usually there are scenes that can be talked about, 1 stimulus clue, and demand generation.

If your products and ideas are visible at any time, and users see your stimulating cues in the product demand scene, they will naturally think of using your product/idea to solve their own needs and share them with people in the same scene who have the same needs .

• When you hear a song, you suddenly think of your first love girlfriend.This song is your "motivation" to think of her.
• And when you see the greasy uncle who sings a pig-killing knife on KTV, you will think of the boss, Aniu, who has collected all the project funds at the end of the year.
• In fact, the video of Brother Aniu has just been sent out, and the response has been mediocre.Two years later, after being added the "incentive" of the boss who received the project payment at the end of the year, it suddenly became popular all over the Internet.So, if you want your video to get more spread, associate it with something people love.

XNUMX. Emotion

There was such a video that exploded before. The title was "The Strong Are Always Lonely". The video first talked about the hardships of the two big men, Zhou Xingchi and Zhou Runfa, in their early years, and then talked about the blogger's own experience of working alone when he was young. , the rivers and lakes wind and rain.

The world is cold and warm, only self-knowledge.Poke the tears of countless people, like and forward it.

Emotions are always the greatest weakness of human beings.

Ignite High Arousal Emotions:

• More angry elements or humorous elements (pleasure, excitement, awe)Can increase the number of people sharing;
• Partially negative emotions (lifeanger, worry) can also stimulate conversation and sharing, whichThese emotions can be called high arousal emotions;

Avoid low arousal emotions:

• Emotions of contentment and sadness generally do not stimulate shared behavior, whichSome are low arousal emotions,

XNUMX. Public (imitation)

Generally speaking, when most people see the behavior of most people, they always want to imitate, because it can save themselves a lot of thinking time, and imitating others can also provide others with a good social proof: I am the same as you. .

To give a simple example, a few years ago, some people would choose to sell their kidneys in order to buy an iPhone, just because the people around them are using iPhones, which is the driving force of "social proof psychology".

Let's take a look at some keywords of publicity:Observability, self-promotion.

A social popular factor imitated by people is often observable. Only when your product/idea is observable can it be imitated and become popular. Adding self-promotional factors to popular content can have a public effect.

Since the birth of the Internet, there have been countless imitation cases going viral. The ice bucket challenge and A4 waist challenge in the early years, and the comic waist challenge these days have also attracted top traffic stars like Yang Mi.

If you plan to imitate, you have mastered the top traffic password.

XNUMX. Practical Value

This type of content is a frequent visitor on the self-media rankings, such as "10 Rich People Thinking of Buying a House", "30 Things Women Must Know After XNUMX" and so on.

As long as you can provide user value, it will inevitably be forwarded.

Some of the most useful topics,Chen WeiliangIt's summed up here:

1. man making money
2. woman becomes beautiful
3. Children education
4. elderly health

XNUMX. Story

Write your own ordinary and touching stories, which resonate and can be forwarded crazily. There are many examples around us.

For example, some treasure mothers, whose husbands are unreliable, can only rely on themselves to take care of their children and work hard for their careers. This kind of true story is particularly touching.

The story is to tell an event with a moral through the way of narration. The story of the Trojan horse has been circulated for thousands of years, and people will never tire of hearing it.

Because storytelling is a way for us to understand the world's culture, the stories are vivid and meaningful, which can make it easier for us to remember and share with others.

Telling a story about a product makes it easier to remember and spread the word.

• In layman's terms, the narrative is inherently more vivid than the underlying facts, and people rarely reject stories.
• To give a simple example, the complete view rate of story-based ads is much higher than that of persuasive ads.
• Let's take a look at some keywords of practical value:Meaning, easy to remember.
• Stories are vivid and meaningful, making them easier for users to remember.

Conclusion

If you want to know how to study, practice and apply the 6 principles of madness, you need to read the book Madness for an in-depth understanding.

Each chapter of this book explains a principle in detail and provides many Ali examples.

However, this book was imported through a foreign translation.

Some places are always difficult to understand, so we will study it a few times as we read, and then summarize it for everyone in the appropriate language, hoping to help everyone.