Wen | seven Shao, Source: PR House
I believe we have heard this, "consumers do not buy products but solutions", I often say, or to remind yourself, do product Ye Hao, Ye Hao to do marketing, we must go to help consumers solve the problem, solve the problem of consumers, he could pay.
Consumers buy water to solve the problem of thirst, by paying for skills training in order to get a good job, buy diet pills to lose weight, buy designer clothes is to show better themselves, to buy health care products in order to have a good body, I write articles for their own input as well as links to more Forced friend ......
Many products are very good, but also help consumers solve the problem, but often consumers are reluctant to pay, because of what it? Everything has a causal relationship, we only find out the results of one of the reasons, in order to harvest want.
Even products to help consumers solve the problem, it is related to the timeliness of a problem, in other words, to bring the product to the consumer feedback, we divided according to this factor, usually divided into short-term and long-term feedback feedback products product . Mineral water is the short-term feedback products, drink can ease the problem of thirst; health care is long-term feedback products, need to take some time the body will respond.
Short-term feedback is easier to promote products, willingness of consumers to buy too much, because there is no effect, try to know; the contrary, long-term feedback is more difficult to promote a product, not the product is poor, but good products It does not allow consumers to see in a short time.
The consumer is smart, he will weigh before buying, and only he will order more good than harm, and often he would only see the front of the pros and cons, so do not discuss long-term feedback products consumers like , reason is that in a short time, can not prove himself to give consumers the benefit.
Copywriting industry have a popular saying, probably, "before writing copy must be assumed that consumers do not understand your product is," Why? As is to avoid writing things out of their own consumers do not understand, into a person's self-Hi state, for example, to write a low-noise notebook, he wrote that he could "create the ultimate enjoy, meditation for me."
We do marketing is the same, we should assume that consumers that their products are not interested, do not want to buy, the only way we can continue to improve the product, improve marketing strategy.
Therefore, our products must be able to bring short-term feedback to the consumer, even if the long-term feedback products, is also going to create some short-term feedback information, so that he can feel the product is indeed able to help him solve the problem. Just go to a search online, you will find a lot of crash course, "7 days of intensive", "21 days crash" and so on, well received by consumers.
In the case before talking specific methods and analysis related, I would like to talk to a few people are relatively common event, but also to facilitate a better understanding of the short-term and long-term feedback feedback.
First, the three events on short-term and long-term feedback feedback
(1) on weight loss and fitness
Less overweight people should have strong feelings, in the process of weight loss should be the most difficult to adhere to, of course, talking about here is to achieve weight loss methods reduce fat through exercise sweating effect, if long-term to do each day a certain amount of movement, it can achieve weight loss effect.
But few people can really stick around me there are several friends, just started a few days also particularly dynamic, but often after a few days, like a deflated balloon, the reason for this phenomenon is very largely because they do not get feedback in the short-term process of weight loss, because the body is thin is not one or two days can be reflected, changes in body weight once or twice is not able to weigh out.
The only short-term feedback may see the sweat after exercise, but it should have a certain amount of exercise for the job after you exercise if someone sincerely say to you, 'wow, I lost some of the feeling you "Maybe you insist on time will be longer, if this person is someone you like, it may take longer.
Fitness is also a long-term things have feedback, a lot of people down in the halfway in, I learned a few years ago I wanted to muscle, and now is nine abdominal muscles.
(2) About Writing
Writing is also a long-standing need something, someone wrote for several years or even decades, it was written only a few months or even days. In addition to some of its factors may be more important and feedback about the outside world.
Which I have strong feelings, I was in September this year to write the first article, written for three months, and with it a total of ten, and very glad that they still insist, and can persist from behind do not open outside feedback, that feedback with comments in the amount of reading, readers, thumbs up, collection, friends exchange, increase the number of number of public concern, public relations home platform royalties and so on.
If I wrote the article, nobody browsing, no one point of praise, no one comment, with no short-term feedback information, even if I psychology is very clear, as long as always, adhere to, there will always be some effects, I think I will stick the overflow.
(3) about the game and vibrato
Why do so many people make the game addictive? And its feedback mechanisms can not avoid, your every action can immediately obtain the corresponding feedback information, you point a button, flew out of the sound, picture people have made the appropriate action; you kill an enemy , points up, there may follow cheers; you cross the next level immediately usher in a level.
In short, you each operation in the game can get feedback in a short time, people are not immune to addiction, in addition to the short-term feedback information makes the game addictive, vibrato mechanism algorithm also makes no extricate themselves , in fact, it can also be seen as a short-term feedback mechanism.
When you brush the inside vibrato to a video, reading it, it will immediately give you recommend a similar video, and then one by one, probably when you stop, and has been for a few hours. It's such feedback is very fast, but also precise, if you have not seen for a long time you want to see the video, you are likely to exit the platform.
Through the above three life's little incident, I think we can easily see the short-term impact on our feedback great, especially when we use money to exchange other items, we must have to see the effect of the job, if there is a water, drink it in order to quench their thirst after a few hours, you are not buying anyway.
Second, long-term feedback products to create two methods commonly used in the short-term feedback information
(1) short-term feedback of other substances added
When you own the product is indeed difficult to provide feedback information to consumers in a short time, you can try adding other ingredients in the product or function may provide short-term feedback information.
For example, the beginning of toothpaste, there is no spice and mint ingredients, after brushing their teeth, from the user experience is concerned, the feeling did not brush with the same brush. Although at the time of clinical studies suggest brushing contribute to good health, because the feedback cycle is too long, many users simply can not adhere, poor sales of natural toothpaste sold.
To address this phenomenon, added to toothpaste with mint flavor ingredients, the user after brushing their teeth, the kind of mint with spices stimulate the human, suggesting that the user brushing, teeth have been brushed clean, the result of sales of toothpaste is opened, in fact, from the efficacy point of view, and there is no substantive change, add mint with spices is to provide a short-term feedback information.
If the knowledge-based community and social networking-type platform does not provide thumbs and message functions work, I think it is difficult to retain so many users, sending a dynamic point no one like no one message, the user can not get the attention and feedback , over time, sooner or later it will be lost. Early on, a lot of platforms have hired a number of staff members, only one thing to arrange them, and that is a message to the dynamic and thumbs users.
Similarly, the payment of the balance of treasure inside the function, once the settlement is the day proceeds, "Let's see the benefits every day to see" when you turn on the balance of treasure every day, see the benefits xxx yesterday, you are not a bit excited? On the contrary, if the settlement only once a month income, you must save the interest it will significantly decline.
(2) transfer feedback information consumer concern
Sometimes you can not go to improve our products, you can find a way to divert attention of the consumer feedback, so that consumers concerned about the short-term feedback information that you can provide.
For example, you are doing fitness training is a major problem facing students may not get as good body is not one or two days out of practice, you can set the standard prizes, how many tasks to complete every day how much reward, or can get a certain title, or make task progress, when students see their progress every day in constant increase, to get the appropriate feedback, will be more effort insist.
For example, you are selling health care products, you often been emphasized efficacy of the product is difficult to attract consumers, because not eat one or two days the results came out, then you can go to other aspects of publicity, "eat health care products, is in order not to add greater burden "to their children and so on, so that consumers can more easily get short-term feedback.
Third, the two cases to see how to create short-term feedback information
(1) drops a taxi
Didi taxi taxi and other software, which addresses the problem of passenger cars can not be found, but also to solve the non-transport taxi driver did not know where the passengers in question, has always been more favorable to both sides of the tool.
But such a taxi in the early promotion of software are facing huge difficulties, many drivers accustomed to driving a car to run around looking for passengers, too lazy to learn the software; many passengers have become accustomed to in the intersection waiting for the bus, too lazy to open the software, use GPS positioning released after finding the car needs.
This time, for a quick bit of push staff, emphasized the advantages of the platform, it is difficult to convince drivers, because these benefits are not immediately able to get the platform, you need to download, registration, certification, learning and so on, not "visible" incentive.
So then drops quickly began large-scale direct subsidy program, passengers hit a car, minus 10 yuan, the driver pulled a passenger stand was 10 yuan, etc., to obtain a large number of users.
Here, drops and quick with subsidized products as a short-term feedback information to the user, at the time, the subsidies may well be an appropriate strategy, because the network about cars as a new thing, but also give consumers the the benefits are not immediately able to feel the consumer is difficult to accept for a short time, while subsidies could see, that was.
(2) New Oriental Maige Sen
Li Yunlong teacher in the "growth mind," a book talked about such a thing.
My partner had Nan teacher for some time wanted to give the children three years old looking for English language training institutions. Because she wanted from an early age to the child Thinking in English, the correct English pronunciation and expression child professors, rather than as we did when a child, rote to learn Chinglish, so she screened the condition is to find English-teacher full teaching mother tongue.
But after the audition courses sixty-seven well-known chain, she always feels ineffective, pronunciation and expression of foreign teachers is undoubtedly very authentic, and the child's interaction is also very good, kids had a great time, but the harvest of the total after-school They are few and far, does not seem to absorb the classroom stuff, even a word can not learn.
This allows the teacher Nan was caught in a self-doubt: is not the child is too young? Or learning process has always been subtle, need to be patient to wait for results? Until one day, she went to the audition with children Maige Sen class. And before different institutions, Maige Sen mainly by the Chinese school teacher, and the teacher Nan screening criteria had not match.
But her great sense of surprise, after-school children to complete audition, immediately learn a simple hum sing English songs, sing and talk to two key words. why? Because the teacher is Chinese, so he can perform real-time two-way communication and children, child captured lectures reaction, and then accurately guide learning. Maige Sen is a sub-brand of New Oriental, Chinese teachers of English is good enough, the full effect of English teaching is also good. So audition that day after school, she immediately decided to order.
What makes a teacher Nan was immediately under a single reason? Obviously, because her children after the audition finished lesson learned immediately sing a simple song in English, get a short-term feedback information, if her child after complete listening, without any feedback, even how Maige Sen the strength or declared, "in the future, any child can become a genius in English," I want to have a teacher Nan will think twice.
Let the trial finished after-school children can sing a simple song in English, hard to do? It should not be difficult, selections simply, teaching a little patience, a little affinity, according to his immediate feedback to adjust the schedule and way of teaching.
Parents do not expect the trial finished after classes have rapid effect, just hoping to get some feedback, to ensure the follow-up program is that it gives his children has been progress. However, many organizations are not aware of this, always think they can follow so that parents will be able to bring the effect of the order.
Fourth, long-term and short-term feedback feedback in some of the common errors
After reading some of the above analysis and case, I believe you already know the power of the short-term feedback, whether in life or in marketing, short-time feedback not affect us. However, everything has two sides, only to take advantage of disadvantages to for their own use, the following two angles I will talk about how to balance the relationship between long-term and short-term feedback feedback.
(1) life
We all look forward to his own voice to the outside world can be sent in a short time to respond, the call out of the valley want to hear an echo; send a circle of friends want someone to point praise and comments; read the book hoping to immediately apply knowledge of them ; plus classes several times hoping to salary immediately; movement half an hour hoping to weight loss.
Indeed nothing wrong, society is constantly by the feedback, improvements to drive, but, over time, if we are concerned about excessive short-term feedback, we will only stay in sight now, and can not see far better, be confused by some of the temptations of the moment, I do not know forward.
Many people fail is often too concerned with short-term feedback, without a long-term goal, the immediate care of the salary, the moment of pleasure, others praise, not knowing that he was just enjoy themselves in a cage, you can see out of the cage more beautiful scenery. Many people's success, are often stems from a long-term goal, as long as walking on the road, even if a little bit slow, even though there is no roadside plants and flowers, it does not matter, because the end is beautiful.
No short-term feedback is difficult to adhere to, no long-term goal of short-term feedback does not make sense, short-term feedback must be for your long-term goals and services, when you deviate from the long-term goals because of short-term feedback complacent when immediate correction.
(2) Marketing
If the short-term feedback effect compared to doing, and that long-term feedback is to do the brand, and brand effect on stage, most business owners tend to pay more attention to the effect, because the effect is to obtain the input-output ratio is very obvious, but only effect, do not do the brand, it is not acceptable.
Breakdown of those who do only concerned with the effect of the brand, few can go far, hidden secret answers tea, pancakes with Mercedes-Benz delivery Huang Taiji, who glory, is now being abandoned by the market.
Do not care about results, just pay attention to the brand is not enough, because a brand is to do long-term money, if only to spend money do not make money, companies will inevitably fall into financial difficulties; the other is not effective, it is difficult to ensure that the direction of the brand is doing correct.
The correct approach is to put the brand as a long-term goal, but as a short-term effect of feedback, ensuring the right direction without departing from the next, do effect, so that the brand guide effect, the effect of nurturing the brand, so that product synergy effect. Sea fishing, like tea, three squirrels and other brands are good case.
Can not help but think of those who fish, often sprinkle a long and a short-term, long-term is to catch a big fish, the long feedback time, short-term is used to catch small fish, the short feedback time, the length of synergy, have big fish and small fish to eat. If only Caesar long-term, it could go home empty handed, if only short-term spread, can only eat small fish.
The more chaotic environment in the case, the more you want to hold their own, even though there are many temptations outside, but not necessarily for you, keep in mind that consumers will not abandon the brand really solve the problem for him.
to sum up
Consumer product is a tool used to solve the problem, he will be very concerned about the issue of short-term feedback, trying to sell the product to be able to provide some short-term feedback information.
Short-term feedback information for the good of the follow-up of products and services, must not create long-term and short-term feedback information feedback information deviate, to stay the course, began to feel better, have a good ending.
There must be a long-term goal, after a few years or even farther vision to put the interests of the moment it is important, but the last laugh is the king.
