Viewpoints / Liu Run editor / Wan Qing editor / Yingying
This is the 1672 original article
of Liu Run Official Account
We often hear that the use value, experience value and communication value of products.
However, there is an emotional value behind the product.
What emotional value?
Dream, superiority, face, instant wealth, placebo.
I’ll tell you one by one.
Dream
A few days ago, I saw a question, saying that a very good friend was going to do direct sales of cosmetics, and the profit was quite high, and I wanted to invite her to do it together.
What about this cosmetic, it is said that a scientist accidentally discovered that a sea creature has a magical self-healing ability, extracting a substance, and applying it on the face can actually delay aging, which is especially magical .
A: Not optimistic.
Ask again: Is it from the point of view of making money or the point of influence on one’s own circle, or is there a lot of fake goods?
Answer again: I sell things I don’t even know what they are, with high profits, but there is no way to make money by exploiting them to my own level, and sell them to a limited number of relatives and friends. Losing contacts is selling social relations at a low price.
So, even then, why would anyone want to believe these products work?
Why are gimmicky publicity methods such as “Gene Repair”, “Growth Factors”, and “Magical Substances in the Earth’s Heart” so popular?
You should know,In the traditional fixed magnification, shoes and hats are about 10 times, cosmetics are 50 times, and mineral water is 100 times.
A very famous cosmetic brand has a product with a suggested retail price of about 1,000 yuan, its cost price is only about 20 yuan Yuan Yuan.
This kind of wild cosmetics and skin care products of unknown origin, such as facial masks, lotions, etc., the cost is unknown, and the efficacy is uncertain. It is also easy to sell for several hundred, or even nearly a thousand yuan.
Why would anyone buy it if they don’t think it’s too expensive?
Because it’s not expensive at all.
The other party is not selling products, but dreams and affirmations.
A beautiful stone that can only be sold at a vegetable market for a few dollars.
Sell it at the gold market for 1,000 yuan.
Sell it in the antique market. Some people are willing to pay 50,000 yuan or more.
You should be more beautiful, more beautiful, more expensive, more worthy of love.
A bowl of shredded pork noodles with snow cabbage costs 20 yuan, but it can be sold for the price of abalone noodles if it is sold as a “nostalgic” flavor.
A bottle of perfume, you don’t know what’s special about it, but after some interpretation:
“The air you breathe on the top of the snowy mountain is a cool tone, not as clear as the white snow on the top of the mountain, but as cool as the spring water flowing through the orange forest in autumn Like an elegant nobleman in the winter wind, no matter how strong the wind is, his elegance cannot be blown away.”
You don’t know what scent it is though.
You won’t be able to tell the difference between the air you breathe on top of a snowy mountain and the air you breathe when the weather turns cold.
You look at the bottle of perfume and the unpleasant smell hits you.
You will only feel that you don’t know how to appreciate it, not that the perfume smells bad.
You’ve started fantasizing, spray it on, and become an elegant nobleman in the winter wind.
No, spray on this perfume, put on this mask, put on this lotion, I’m an aristocrat.
This is,Second-tier products, top-tier solutions, and top-tier dreams.
Inexpensive.
But the dreams and affirmations that are passed on to you are expensive.
Superiority
What is superiority?
Human nature has three points: laziness, greed, and pretence.
The sense of superiority is like pretending.
Behind the outfit is a sense of superiority, a comparative advantage, and a show-off.
Appearance is a rigid need, a strong need to show one’s superiority even if there is no money.
For example, there are many circles of friends at the end of the yearPeople post book lists, but 42% of adults in China can’t actually read one book a year.
What are you going to do?
Remember: help him pretend, don’t expose.
For example, during the annual Dragon Boat Festival, if you say “Happy Dragon Boat Festival”, someone will correct you “you can only say well-being”.
Why does an Internet rumor catch on?
Because it brings people a “sense of superiority” at the cultural level and brings their “Happy Dragon Boat Festival”.
Why do people like to pretend?
Because it is human nature to show off and compare.
Survival and reproduction are basic human needs.
By stimulating the pursuit of “comparative advantage,” it increases people’s sense of achievement, which leads to respect and potential partnership opportunities.
For example, buying luxury goods.
Luxury products originated in Europe and were only enjoyed by the royal family at that time. They were a symbol of status and status.
Showing off wealth with luxury goods is actually a low-cost way of living.
Because if the rich pretend to be poor, the cost will be higher.
What does
mean?
In the business field, everyone likes to cooperate with powerful merchants. If people think that you are poor and not strong enough, you may miss some cooperation opportunities.
Buying luxury goods, spending ahead of time, and forcibly spending beyond one’s own spending power is actually a way to obtain “identity” and the resources and treatment of this circle.
Expensiveness is not the purpose, it is necessary to show off, to gain recognition and a sense of superiority.
Face
I have a local tycoon friend who does engineering and a judge friend who makes tea.
The local tyrant friend said to the judge friend: Your tea is all good, but it is too cheap.
You have to mark 300 yuan directly to 30,000 yuan, and I will buy it.
Otherwise, it will not be delivered. It’s shameful to send it out.
You invite your friends to dinner.
At the wine table, you open a bottle of Moutai.
How much the food is worth, friends can’t tell, but how much is this bottle of wine worth, don’t you need to say more?
This is social currency.
You give a gift to a friend. Sit down, you push two bottles of Maotai.
It doesn’t matter if you drink or not, your heart is here.
You know that friends are generally reluctant to drink it and may give it away.
Even if you drink it, it will be used as social currency on the most important occasions.
The same thing, one for 40 yuan.
One package is better, ads are posted all over the streets and alleys, and it sells for 400 yuan.
New Year’s Eve, will you give 40 yuan to customers and elders?
That can’t be. At least a few hundred yuan, you can’t lose face.
This is the gift attribute of emotional value.
Get rich overnight
Another layer of emotional value is selling instant rich entrepreneurial opportunities.
For example, if you invest 69,800 yuan, you may get 10.4 million yuan, and after doing this, people with low education will have a corresponding increase in education, which is secretly supported by the state.
For example: Pay 2999 yuan to buy a set of cosmetics, become an agent, you can start a business, and then persuade newcomers to join. If the newcomers continue to fission, they can continue to make money and realize wealth freedom.
Every time someone hears about being caught in a get-rich-quick scam, there’s always someone who finds it weird.
“How can these smart, highly educated people be deceived?”
Actually, it’s not surprising at all.
There are two kinds of people who are most easily deceived, one is greedy for wealth and status, and the other is desperate.
The get-rich-quick scam targets the main groups, such as: college students, mothers, and the elderly. Either social experience is shallow and eager for success, or eager for recognition and care.
Under high-intensity “brainwashing”, it is easy to lose one’s judgment, and even change from “victim” to “perpetrator” and continue to pull new “offline” “, willingly.
Even if she knew that she had been deceived, she was not reconciled, and she became an accomplice, dreaming of lying down and making a fortune overnight, and wanted to continue to harm others.
To make money lying down is a dream for 99% of people.
And it is these dreams that feed the 1%.
The 2999 yuan that these participants paid, did they really buy cosmetics?
Actually, what they bought was a “business opportunity” that looked good, a chance to get rich, and cosmetics were just an incidental “gift”.
All those who do not sell actual products but develop offline as their profit model are basically pyramid schemes.
All those that do not use the investment target, but the profit model of the later entrants’ principal, are basically Ponzi schemes.
Placebo
People have three fears: children are afraid of being stupid, women are afraid of being ugly, and old people are afraid of death.
This leads to another emotional value, the placebo.
For example:
As for whether it can really achieve the above effects, I don’t know.
However, users feel useful to them.
Perceptions often outweigh facts.
Therefore, countless health care products companies are thinking about how to transfer health care products from “food” to the psychological account of “drugs”.
However, health products are not medicines, and the state does not allow them to cure diseases, what should I do?
Then put it another way.
In a word: It is not medicine, it is better than medicine.
However, regulators prohibit false advertising. Those exaggerated “effects”, health products can not do.
If you don’t let me mention it, you really don’t mention it?
I don’t mention it on the box, I don’t mention it in the manual, I don’t mention it in the advertisement.
I’m on “Club Pin” and I’ll tell you face-to-face.
What is a consignment?
The conference does not advertise, and it is very concealed. Usually, people pull people and pull the elderly to the venue.
Invite an “expert” to speak first:
1) The disease is very serious;
2) But fortunately there are medicines;
3) is a bit expensive. Then, the “patient representative” was invited to the stage to demonstrate the curative effect, and even kowtow to the experts to thank the life-saving grace.
4) Finally, after the old man bought it, he also gave away a vacuum cleaner, eggs, milk, juicer…
This is also the most criticized place in the health care industry.
In that scene, how could the old people stand it, it’s hard not to be taken down.
Conscientious businessmen use flour to make health products for the elderly.
Unscrupulous merchants add illegal drugs to flour. It seems useful in the short term, but it is actually very harmful to the body.
This leads to some elderly people not believing in doctors and even rejecting hospitals.
It’s not about making money, it’s about killing.
Final Words
What emotional value does the product have?
Dream, superiority, face, instant wealth, placebo.
A thing is not entirely based on cost.
But the dream and affirmation passed on to you behind it is very expensive.
A luxury product, whether the quality is durable or not, whether the mechanical beauty is shocking or not is not important.
It is important whether it brings about isolation, comparative advantage, and a sense of superiority.
A gift, the same thing, some people can sell it for 50 yuan, and some people can sell it for 500 yuan. Behind it, it satisfies the social currency attribute, so that the owner has the face of gift giving and banquet.
A scam, simple and easy to spot, but still a large number of people continue to be deceived, why? It satisfies the psychology of deep human nature, getting rich overnight, and getting something for nothing.
Lying to make money is a dream for 99% of people.
And it is these dreams that feed the 1%.
A box of fake and inferior health products, the ingredient is flour, the elderly still feel very happy and effective. Behind it is the placebo effect at work.
The five emotional values are all human.