Xiao Masong: See Problems from the Customer's Perspective!

The following is the speech content delivered by Luoji Siwei marketing consultant Xiao Masong at the "FMCG2019·China FMCG Conference" hosted by New Distribution, organized and published for readers. Today I will share a small topic: how to see problems from the customer's perspective. Because in business, at all times, we must have a very important thought: see problems from the customer's perspective. Please look at the picture: this father gave him a small toy, and they said the child particularly likes it, but have you ever thought about what the child sees? The child sees the perspective on the right side of the picture. We think the child sees an elephant, a pig, and others, but actually he sees this. This is the difference between the brand's perspective and the customer's perspective. Okay, let's play a small game: use your finger to write a "7" on your forehead. Isn't there two ways? If you see it as a 7, it means you are looking at it from your own perspective. Such people are generally enterprise leaders. Enterprise leaders are extremely prone to falling into self-perspective. This is a common phenomenon, because as long as you have this status, you will definitely fall into it. From a physiological perspective, what is it called? Brain damage caused by power. That is, once you have power, you will damage the mirror neurons in your brain. Research has found that as long as you become a boss, mirror neurons generally decrease, so you will have more and more self-perspective. If you write the "7" that others see, congratulations, you are looking at the problem from another person's perspective. Today is very simple, because there is no systematic theory, I will share ten concepts with you. Pregnant Woman Effect The first concept is called the Pregnant Woman Effect. What is the Pregnant Woman Effect? Many people have been pregnant or have someone in their family who has been pregnant. Have you noticed that when you are pregnant, or when someone in your family is pregnant, you will find many people around you are pregnant. When my wife was pregnant, I saw pregnant women everywhere on the subway. Why? This is a psychological effect, also called observer bias. We always feel that there are many people like us. This becomes particularly prominent when you do marketing, product design, or advertising. You will forget that customers don't understand many things. So a friend of mine said a sentence: No matter how popular something is, there are always 100 million people in China who don't know about it. I told my high school classmates that I am a consultant for Luoji Siwei. They just smiled. None of them knew about Luoji Siwei. No one had heard of it. We think Luoji Siwei is quite popular, so this is called observer bias. We feel that there are many people like us. Many people say there are many coffee drinkers, but actually very few Chinese people drink coffee. If you drink coffee, you will feel that there are many people like you. Knowledge Trap The second is the knowledge trap. This was proposed by my good friend Li Jiaoshou: When you describe something or convey something, the more knowledge you have, the easier it is to write unclearly, because you will ignore background knowledge. I had a client before, Yanghe Dream Blue. I completely don't understand sauce-flavor and strong-flavor, and I don't know what light-flavor means, but for many drinkers, isn't this basic knowledge? Drinkers will feel that everyone should know such knowledge, but in fact it's not. So the more you know, it is actually your biggest burden. We see many engineers write car copy, and we basically can't understand it. I am not a person who pays special attention to cars. Most car advertisements I can't understand, but they will tell you what engine, what ABS, I don't understand at all. This is called the knowledge trap. Here is a classic case: Microsoft released an early version of Windows with an operation guide that said "Press any key to continue." As a result, customer service was overwhelmed. They all asked where the any key is? Which one is the any key? So later, Microsoft engineers, in their early years, used the best computers for development, so they felt their Windows ran very smoothly. Later, Microsoft required all development engineers to use ordinary people's machines for development, so you can really run it and see if your Windows runs smoothly. We did a brand called Seven-Fen Sweet. Its boss argued with me that Yangzhi Ganlu must have mango. Then I didn't know. I asked all my colleagues in Beijing, and none of them knew that Yangzhi Ganlu must have mango. They all didn't know. Later, I talked about this with the founder of Guangzhou's Meet Noodles. He said: Why can Meet Noodles do Chongqing small noodles better than Chongqing people? Because our founder is not from Chongqing. Everyone knows that many local tastes will not be accepted by the whole country. You say it is very authentic, but it is just the taste preference you developed since childhood. It doesn't mean that Hubei's authentic taste needs to be accepted by Shandong people. So Chongqing small noodles can do well in Guangzhou because it is not from Chongqing. He doesn't know what must be put in small noodles. He just makes it so ordinary people like to eat it. We don't value authenticity. We value that ordinary people think it tastes good. So why can't Chongqing hotpot go out? Because Chongqing hotpot is too greasy. Although they look down on Haidilao, it is bigger than you. It is because you have strong knowledge that blinds your eyes. Talk to a post-00s about Li Ning. Say, "Li Ning is so trendy now?" The post-00s says, "Li Ning has always been such a trendy brand." This is the knowledge trap, because we have been wearing Li Ning since the 1990s, and he only came into contact with Li Ning after 2000. We also have some clients doing meal replacement, low-carb, low-sugar drinks. They always say low-carb, but many customers never know what low-carb is. Egocentrism Third, egocentrism. We are very narcissistic, which leads to not considering problems from the customer's perspective. This is an advertising slogan I saw at Beijing South Railway Station a couple of days ago: "Brand Enlightenment, Value Shore." What brand is this? Di'an Media. They wrote an advertising slogan that looks very good. They embedded their brand in two sentences, but I found that no one cares. You split your brand and put it in the advertising slogan, which means we are too narcissistic. The water bottles on our table now are all round. Think about it, how many sides should the logo be printed on for round packaging? You can't guarantee that the stock clerk will always face the logo outward when stocking. Why don't you print two or three sides and put the logo on all of them? This is also a problem. Ground Dragon Effect Fourth, the Ground Dragon Effect. I heard this from a Coca-Cola marketing manager. How to double the sales of beverages? He said it's simple: put your large bottle of cola on the ground. What benefits does this bring?

First, the large bottle is very heavy. If you put it on the top, customers can't carry it.

Second, putting it on the ground adds a row of shelves.

Third, the large bottle has a handle. Customers can just walk along and take it away conveniently.

Fourth, if you look casual on the ground, it makes customers feel it is cheap, like street goods. Conformity Psychology Fifth, conformity psychology. This is the psychological effect you know most. When 15% of friends start drinking this beverage, he has the motivation to buy a bottle to try. Everything is the same. When 15% of friends in the circle of friends repost this article, you will have the motivation to read it, even if you are not interested in the title. Therefore, when promotion costs and resources are limited, you should concentrate on one market with overwhelming investment. When this market reaches 15%, the other 85% will follow the crowd. I think advertising is still effective now. Although we pay attention to social media and performance marketing, precise targeting, you must understand that precise targeting will never happen. You always close deals silently. You sell 100 million and still no one knows you. I think precise targeting is good. If you have no money, you can invest this way. But I think advertising is scarce and wasteful. It should let more people know you. Contrast Bias Sixth, contrast bias. Buy instant noodles for 500 yuan and get a 15-yuan noodle bowl for free. Do you think I am insulting your intelligence? Buy instant noodles for 500 yuan, add 1 yuan and get a 15-yuan noodle bowl. This is called contrast bias. The former is 500 for 15, now it is 1 yuan for 15. Isn't it a 15 times advantage? This is called contrast bias. Left-digit Effect Seventh, the left-digit effect. This is an effect that many of us know. Why always mark 9.99? Hammer phone started pricing at 3000 yuan, and it was harder to sell than 2999. Mark 0.99 and 1 yuan, the conversion rate is 5.22% and 2.39% respectively. But 8.8 and 8.79 are meaningless, because we value whether the left number changes. 9.9 and 10 have a change. Now the left number has not changed. Approaching the Goal Eighth, approaching the goal. In order to make consumers more willing to do this, we need to shorten the goal. If you train him to run a marathon, don't let him run a marathon first. Looking at 40 kilometers makes him dizzy. Let him run 10 kilometers first. For example, if a customer buys a bottle of drink, you tell him to collect eight bottle caps and exchange for a free bottle. He may buy again next time, but the enthusiasm is not high. Then you change the statement: when a customer buys a bottle of drink, first give him two caps, tell him to collect ten caps and exchange for a free bottle. He has already completed 20%, and he will work hard to complete the remaining seven caps. This is called making him closer to the goal. Actually it is the same. Separate Evaluation and Joint Evaluation Ninth, separate evaluation and joint evaluation. Let me share this concept. What is separate evaluation and joint evaluation? For example, Taobao and Luoji Siwei are one called joint evaluation and one called separate evaluation. Taobao shopping is search-based shopping. It is called joint evaluation, because there are too many things here, I need to compare with many products. But Luoji Siwei mall has only one. Today only promotes Luoji Siwei's owl brooch. Sorry, there is only one, so it is called separate evaluation. Supermarket shopping is called joint evaluation. Do I buy Unilever or P&G? In the public account, there is only one thing sold. Do you buy it or not? This is called separate evaluation. The problems faced by joint evaluation and separate evaluation feel different. When joint evaluation, such as Taobao, is very rational, you need to compare prices and look at reviews. But a public account push is very emotional, because it doesn't think about shopping. Suddenly a push comes, you read it, he is emotional. When he faces joint evaluation, he particularly values cost performance. When he faces a push, he particularly pays attention to added value. There are many differences. This is the difference between recommendation-based shopping and search-based shopping. Social Currency Tenth, social currency. What is social currency? There is a book "Contagious" that talks about several elements of social currency. Why are we willing to repost some articles and not others? Why are we willing to take photos of some products and not others? This is because you have not created social currency for him. He takes photos because he needs to use this photo for social interaction. He read a web novel today and won't post it to his circle of friends. He read a book on economic principles today and will post it to his circle of friends, because this makes him look more classy, but he actually spends 90% of his time reading novels. So we need to create social currency for him. The first type of social currency is providing talking points. This is our client, Panda Never Walk Cake. How do we provide talking points? We use a panda person to deliver the cake. He will sing and dance for you. Then do you want to take photos? This is called providing talking points, because if you just deliver a birthday cake, birthday cake has a big problem: you only take photos when cutting the cake, and at that time the brand logo is gone. We use a panda person to deliver, we put the biggest logo on the head, let you take photos, I sing and dance for you. This provides talking points. Interesting things, he is willing to post to his circle of friends. For example, White Rabbit. This is also called providing talking points. White Rabbit's lipstick and lip balm are because it encountered something different from cognition. This is also a talking point. The second is expressing opinions. You provide an opinion that matches his opinion, and then he will repost. For example, if you write an article about heartless capitalists making us work overtime every day, who would repost such an article? Employees will repost. If you write that employees who don't work hard should cry in the toilet, who would repost this? Bosses will repost. For example, Jiang Xiaobai's many copywriting helps you express opinions. If I agree with this, I am willing to repost. The third is showing superiority. This is what I said earlier. Why do we take photos with Rolls-Royce, not with Geely? For example, Taobao total spending. I don't buy much on Taobao every year, maybe a few thousand yuan, so I have never posted it. But if it exceeds 100,000, I will definitely post it. This is the way Taobao provides you to show superiority.