【李叫兽】如何利用市场上的杠杆力量激活市场？

Marketer 发表于 2016-3-4 00:07:22

<blockquote><p style="white-space: normal; max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> </blockquote><p style="text-align: center; white-space: normal; max-width: 100%; min-height: 1em; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; text-align: center; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">【李叫兽】重新定义市场”系列 <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; text-align: center; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">第二篇<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; text-align: center; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">如何利用市场上的杠杆力量，激活市场<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; text-align: center; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">发新产品了，很多公司都在砸钱做营销做市场，忙着把广告贴在电梯，忙着在微博购买转发，忙着在电视大规模给用户洗脑，但是往往并不清楚：砸钱做市场，到底是在做什么？<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">是的，我们到底为什么要砸钱？<p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">一种流行的观点认为：砸钱做营销做市场，是为了直接带来巨大的销量——人们看到广告后，会被广告中的美女、婴儿以及产品卖点所吸引，从而疯狂上街购买。<p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">这种流行观点如此符合一个人的直觉，但又如此不切实际（只要你想想自己作为消费者有多少次这样做就知道了），给大量的企业带来误导。<p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">再次举上一篇文章用的真实例子：<p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <blockquote style="max-width: 100%; color: rgb(62, 62, 62); line-height: 25.6px; white-space: normal; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">一个O2O上门修电脑的公司，服务体验好、价格低廉，也花钱聚焦目标用户进行地面推广——定点北京的几个高端小区，投电梯广告等，但收效甚微，区区几个下单的用户完全无法弥补高额的营销费用。</blockquote><p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">为什么呢？<p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">因为在这个营销计划中，全部的营销都是公司市场部做的。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">而真正有效的营销，是消费者帮你做的，市场部只不过起到初始刺激的作用。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">设想一个正常的小区居民，接受营销唯一的渠道就是电梯上的广告（花的市场部预算），而其他多种免费的强力营销方式，他没有任何渠道接触——他不会在修电脑的时候跟邻居询问用哪家服务好，也不会因为看到邻居用了某个修电脑服务，进而因为从众而使用该服务（因为一线城市高端小区的居民几乎是没有什么相互沟通的）。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">这就意味着：这家O2O公司所有的营销成本，都被自己的市场部承担了。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">而真正的营销专家应该有这样一个基本常识：没有一家公司能够一次性承担所有营销活动的成本。因为每一项营销活动的成功，都必须依赖后续的连锁反应：<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">看了广告而下单的人很少，甚至远远无法弥补广告投放的巨大成本，但广告投放之所以有效，是因为少数人看到、下单后，能够在一个群体内引发连锁反应——比如推荐给周围的朋友，比如使用产品被周围的人看到后跟风购买等。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> 而如果一项营销活动没有刺激这一系列连锁反应，也就相当于没有使用市场上巨大的杠杆力量，完全在凭借自身的力量来进攻市场——这当然是不行的，没有任何一家企业拥有如此强大的力量，可以直接改变成千上万人的行动。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">所以，你认为营销活动是由市场部做的，但其实不是，营销活动的主体是广大的消费者，而市场部的作用只不过是刺激他们帮你营销。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">想想你自己购买尝试新产品（比如某个新型化妆品）的经历就知道了，有多大比例是因为你看到周围朋友使用、被周围人推荐（杠杆力量），有多大比例是因为看了广告后觉得激动人心而购买（市场部本身力量）。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">正因为如此，几乎没有营销人员，能够在相互无法交换意见的群体中，实行任何有意义的营销计划（比如在北京某高端小区推广上门修电脑服务），这也是上面案例企业推广失败的重要原因。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">你真正要做的，是进入一个相互参考意见的群体（上一篇文章的内容《【李叫兽】做市场的人，不一定知道什么才是“市场”》），然后用有限的营销预算，为市场提供初始刺激，再利用其引发的连锁反应（比如消费者讨论、示范、推荐）来进攻市场。只有这样，才能利用杠杆力量，放大有限市场预算的效果。 <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">那么，一个消费者群体里，到底有哪些可以利用的杠杆力量呢？<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">实际上，市场上能够被有效利用的杠杆力量，主要有两种：<ol class="list-paddingleft-2" style="max-width: 100%; color: rgb(62, 62, 62); line-height: 25.6px; white-space: normal; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><li>意见参考效应——我们被别人推荐、跟别人讨论等</li><li>展示效应——我们看到别人使用了产品 </li></ol><section style="max-width: 100%; box-sizing: border-box; color: rgb(62, 62, 62); line-height: 25.6px; white-space: normal; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><section class="Powered-by-XIUMI V5" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box; overflow: hidden; text-align: center; word-wrap: break-word !important;"><section class="" style="max-width: 100%; box-sizing: border-box; display: inline-block; vertical-align: top; width: 0px; border-right-width: 0.5em; border-right-style: solid; border-right-color: rgb(7, 7, 7); word-wrap: break-word !important; border-top-width: 1em !important; border-top-style: solid !important; border-top-color: transparent !important; border-bottom-width: 1em !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section><span class="" style="padding-right: 5px; padding-left: 5px; max-width: 100%; box-sizing: border-box; display: inline-block; vertical-align: top; height: 2em; line-height: 2em; color: rgb(7, 7, 7); word-wrap: break-word !important; background-color: rgba(211, 207, 206, 0.117647);"><section style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">第一种杠杆力量：意见参考效应</section><section class="" style="max-width: 100%; box-sizing: border-box; display: inline-block; vertical-align: top; width: 0px; border-left-width: 0.5em; border-left-style: solid; border-left-color: rgb(7, 7, 7); word-wrap: break-word !important; border-top-width: 1em !important; border-top-style: solid !important; border-top-color: transparent !important; border-bottom-width: 1em !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section></section></section></section> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">关于意见参考效应，有个更通俗的说法，叫做“口碑”——消费者在购买某种商品时，向其他人询问意见，或者你用了某种商品，主动推荐给其他朋友。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">大部分新产品，即使进入了正确的细分市场，仍然推广缓慢的原因，就是没有有效激活群体内的意见参考效应。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">比如前段时间做咨询遇到这样一个客户：<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">一个做有机食品的企业（有机汇），生产高性价比的有机食品，在分众打广告讲自己的各种产品有机、健康等，结果推广转化率不高。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; text-align: center; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> 这样的推广信息，必然无法激起一个群体内的有效口碑效应。试想一下，假设你看到广告后真正购买了这种有机大米，吃完了之后，你有多大可能性分享给自己的朋友呢？<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">很少，因为这个产品推广：<ol class="list-paddingleft-2" style="max-width: 100%; color: rgb(62, 62, 62); line-height: 25.6px; white-space: normal; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><li> 缺乏新奇性——即使最好吃的大米，带来的感官冲击并不大，至于健康，更是感知不到的了，所以用户几乎不会分享这种不奇特的信息。</li></ol><p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">  2.  缺乏分享必要的知识——即使用户想分享，那么分享什么呢？普通用户能知道有机大米和绿色大米、生态大米等一系列概念的区别吗？如果你自己就不懂，怎么会推荐给其他人？<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> 3. 缺乏分享的话题——宣传中只讲了大米本身，那么只有当用户讨论到大米话题时，可能才会想起有机大米。可用户谈论大米话题的频次太少了，也就很难想起来。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">总之，用户没有感觉到奇特，没有理解产品，更没有讨论相关话题的习惯，自然就不会经常推荐。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">那怎么办呢？选定了一个市场后，如何激活口碑？<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <section style="max-width: 100%; box-sizing: border-box; color: rgb(62, 62, 62); white-space: normal; line-height: 23.2727px; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><section class="Powered-by-XIUMI V5" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="margin-top: 0.55em; margin-bottom: 0.55em; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="max-width: 100%; box-sizing: border-box; display: inline-block; word-wrap: break-word !important;"><section style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section style="max-width: 100%; box-sizing: border-box; display: inline-block; vertical-align: top; width: 2em; height: 2.16em; border-bottom-left-radius: 0.4em; border-top-left-radius: 0.4em; word-wrap: break-word !important; background-color: rgb(7, 7, 7);"><section class="" style="padding-left: 0.5em; max-width: 100%; box-sizing: border-box; line-height: 2.16em; width: 2em; height: 1em; color: rgb(255, 202, 0); word-wrap: break-word !important;"><section style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">1</section></section></section><section style="max-width: 100%; box-sizing: border-box; display: inline-block; vertical-align: top; width: 0px; border-left-width: 0.5em; border-left-style: solid; border-left-color: rgb(7, 7, 7); word-wrap: break-word !important; border-top-width: 1.08em !important; border-top-style: solid !important; border-top-color: transparent !important; border-bottom-width: 1.08em !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section></section><section style="margin-top: -2.11111em; margin-bottom: 0.1em; margin-left: 1em; padding: 0.2em 0.3em; max-width: 100%; box-sizing: border-box; float: left; border: 1px solid rgb(7, 7, 7); border-radius: 0.4em; word-wrap: break-word !important;"><section class="" style="margin-left: 2px; padding-right: 5px; padding-left: 1.5em; max-width: 100%; box-sizing: border-box; float: left; display: inline-block; vertical-align: top; word-wrap: break-word !important;"><section class="Powered-by-XIUMI V5" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"> 提供有意义的新奇性</section></section></section></section></section></section><section style="max-width: 100%; box-sizing: border-box; clear: both; word-wrap: break-word !important;"></section></section></section></section></section> <p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">人是典型的群居动物，在进化之初，就拥有了“向所在群体分享新奇事物”的本能——远古部落的猎人看到一个从没见过的野果，或者看到一个潜伏在附近老虎，肯定会迅速把消息传遍整个部落，这种信息分享机制，保证了部落的延续。 <p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">现在也是一样，我们发现了超预期体验的餐厅，奇特的新闻，或者特别的口红，都会分享给自己的朋友，甚至适度夸张。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">而如果你想激活这种分享推荐机制，一个很重要的原则就是：提高信息的新奇性。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">反观上面有机食品的信息：关于最好吃的XX，有机的生态的XX，健康的XX这类广告，早就已经充斥满大街，几乎不具备任何分享价值，更何况用户根本不知道“有机”是什么意思，代表着什么。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">所以首先要提高信息的新奇性：这个产品的优势特点，与什么存在反差？为什么这种反差是有意义的？<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">然后我们发现有机产品的几个特点：种植周期长（不能催熟）、土地每次用完要休耕3年、复杂的国家认证体系、耗费大量人工来除虫（而不是靠农药）等。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">这个与什么存在反差？<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">当然是与当下流行的追求效率速度、工业化、低成本化有反差。（而不是与“无机”有反差）<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">所以，其实可以包装“慢”的概念，而不是“有机”的概念，因为前者既更加概括了这类产品的最大特点（生产慢、成本高），又与目标市场一线城市快节奏的生活方式产生反差，还以此暗示高成本以支撑高价格。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">总之，要想引发群体内的讨论、推荐，必须提供可以被理解的新奇性信息（“有机”既不新奇也难以被理解），并且想办法打破预期。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">什么叫做打破预期？<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">当我们听到办公室有人喊“蟑螂”的时候，第一秒就会让眼睛扫向桌子底下；当我们听到有人喊“蜘蛛”的时候，第一秒就会让眼睛扫向墙角——因为我们过去已经建立了“蟑螂”、“蜘蛛”一般在哪里的知识，听到信息的那一秒，就会唤起过去的记忆（比如蟑螂在桌子下），瞬间建立预期。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">而这种预期一旦被打破，就会产生反差感。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">比如你叫了一个师傅上门修电脑，这个时候对上门的师傅已经产生了预期（想想中可能是一个穿着蓝色工装的工人），结果上门的是一个穿着钢铁侠衣服的人，就打破了预期，更容易主动与别人分享。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">如果你的产品、服务、营销等任何一个环节有打破预期的体验，用户自然就会提高分享率，主动跟朋友谈起这件事。（当然，如果你的产品让人大失所望，也算打破预期，这个时候人们也会主动分享，只不过这对你是不利的。）<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><section style="max-width: 100%; box-sizing: border-box; color: rgb(62, 62, 62); white-space: normal; line-height: 23.2727px; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><section class="Powered-by-XIUMI V5" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="margin-top: 0.55em; margin-bottom: 0.55em; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="max-width: 100%; box-sizing: border-box; display: inline-block; word-wrap: break-word !important;"><section style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section style="max-width: 100%; box-sizing: border-box; display: inline-block; vertical-align: top; width: 2em; height: 2.16em; border-bottom-left-radius: 0.4em; border-top-left-radius: 0.4em; word-wrap: break-word !important; background-color: rgb(7, 7, 7);"><section class="" style="padding-left: 0.5em; max-width: 100%; box-sizing: border-box; line-height: 2.16em; width: 2em; height: 1em; color: rgb(255, 202, 0); word-wrap: break-word !important;"><section style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">2</section></section></section><section style="max-width: 100%; box-sizing: border-box; display: inline-block; vertical-align: top; width: 0px; border-left-width: 0.5em; border-left-style: solid; border-left-color: rgb(7, 7, 7); word-wrap: break-word !important; border-top-width: 1.08em !important; border-top-style: solid !important; border-top-color: transparent !important; border-bottom-width: 1.08em !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section></section><section style="margin-top: -2.11111em; margin-bottom: 0.1em; margin-left: 1em; padding: 0.2em 0.3em; max-width: 100%; box-sizing: border-box; float: left; border: 1px solid rgb(7, 7, 7); border-radius: 0.4em; word-wrap: break-word !important;"><section class="" style="margin-left: 2px; padding-right: 5px; padding-left: 1.5em; max-width: 100%; box-sizing: border-box; float: left; display: inline-block; vertical-align: top; word-wrap: break-word !important;"><section class="Powered-by-XIUMI V5" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">  创造知识落差</section></section></section></section></section></section></section></section></section></section> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">  <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">什么时候，人们会主动分享知识、信息和商品？<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">当人们发现就某个问题存在“知识落差”的时候——比如你朋友买了普通大米吃得很开心，而你知道这种大米不够健康，就会产生冲动告诉他可以买有机大米。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">这个时候，你的知识（懂大米之间的区别）和朋友的知识（他不懂）就产生了落差，这种知识落差会刺激你主动分享信息给朋友，也会刺激你的朋友主动向你询问信息。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">而如果要刺激用户的分享，激发他们的连锁反应，就要想办法创造这种知识落差——主动提供给用户必要的知识，让他们拥有超过别人知识的优越感。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">比如小米手机在初期营销的时候，大力宣扬手机行业暴利，说明为什么小米高配低价，秒杀各种高档手机等。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">这种宣传，让第一波看到广告的人，产生了超过其他人的知识（比如更懂手机行业），他们会为了优越感等原因，逐步在各种场合宣扬这种知识——“原来大家都用三星啊，你知道吗？三星4000多的手机，成本和1999的小米差不多！手机行业就是……”<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">而上面的有机食品广告，就没有创造这种“知识落差”，消费者看完了所有海报广告，仍然不会比没看过广告的人更理解有机是什么、对生活有什么意义，自然也就不会分享，该企业也就无法利用市场上的杠杆力量。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">  <section style="max-width: 100%; box-sizing: border-box; color: rgb(62, 62, 62); white-space: normal; line-height: 23.2727px; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><section class="Powered-by-XIUMI V5" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="margin-top: 0.55em; margin-bottom: 0.55em; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="max-width: 100%; box-sizing: border-box; display: inline-block; word-wrap: break-word !important;"><section style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section style="max-width: 100%; box-sizing: border-box; display: inline-block; vertical-align: top; width: 2em; height: 2.16em; border-bottom-left-radius: 0.4em; border-top-left-radius: 0.4em; word-wrap: break-word !important; background-color: rgb(7, 7, 7);"><section class="" style="padding-left: 0.5em; max-width: 100%; box-sizing: border-box; line-height: 2.16em; width: 2em; height: 1em; color: rgb(255, 202, 0); word-wrap: break-word !important;"><section style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">3</section></section></section><section style="max-width: 100%; box-sizing: border-box; display: inline-block; vertical-align: top; width: 0px; border-left-width: 0.5em; border-left-style: solid; border-left-color: rgb(7, 7, 7); word-wrap: break-word !important; border-top-width: 1.08em !important; border-top-style: solid !important; border-top-color: transparent !important; border-bottom-width: 1.08em !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section></section><section style="margin-top: -2.11111em; margin-bottom: 0.1em; margin-left: 1em; padding: 0.2em 0.3em; max-width: 100%; box-sizing: border-box; float: left; border: 1px solid rgb(7, 7, 7); border-radius: 0.4em; word-wrap: break-word !important;"><section class="" style="margin-left: 2px; padding-right: 5px; padding-left: 1.5em; max-width: 100%; box-sizing: border-box; float: left; display: inline-block; vertical-align: top; word-wrap: break-word !important;"><section class="Powered-by-XIUMI V5" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">  绑定分享话题</section></section></section></section></section></section></section></section></section></section> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">  <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">要充分利用市场上的杠杆力量，就要回答这样一个问题：消费者什么时候能够讨论到你？<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">在上面的有机大米的广告中，这个问题的答案很简单：只有当消费者讨论到“什么才是更好吃的大米”的时候，才能讨论到。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">可是，你稍微回想一下就会发现：“大米”是一个消费者热门讨论的话题吗？消费者经常讨论“什么才是最好吃的大米”吗？<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">当然不是。实际上，大米是如此不起眼、所有人都习以为常的食物，消费者几乎很少讨论到这个话题。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">那怎么办呢？一般的做法是把产品同更加容易被讨论、参考的话题进行绑定。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">比如方太油烟机：<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">油烟机也是一个我们不经常讨论的话题，它在家里一直不起眼，而且属于耐用品，好几年才买一次，真正被讨论的频率，估计还不如矿泉水。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">所以方太去年新的广告，把油烟机这样一个难以被提起和讨论的产品，同护肤话题、母亲生病、眼睛健康等建立联系。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; text-align: center; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> 比如“买高端护肤品保养皮肤，但敌不过低质量油烟机的摧残”——油烟机是一个低频话题，但女性护肤是一个高频话题，几乎所有的年轻女性，都经常就护肤问题交换意见。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">把油烟机绑定到护肤问题上，就容易引起讨论，毕竟，只要人们没有就某个问题交换意见，就意味着你无法利用群体中的杠杆力量，无法通过一次性营销，刺激连锁反应。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">同样，上面的有机大米也可以采取这样的思路，跟某个大家经常讨论、想要解决的问题绑定。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">再比如当年西少爷肉夹馍刚出来的时候，写了一篇创业文章，讲了五道口北漂的心路历程，还包括被女朋友甩了的经历。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">然后发现：当人们就肉夹馍选购交换意见的时候，会提到西少爷。当人们就年轻人创业交换意见的时候，会提到西少爷。当人们就北漂的困苦交换意见的时候，也会提到西少爷——它跟很多人们喜欢交换意见的问题进行了绑定。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; text-align: center; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">  <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">总之，高效的营销者会通过初始刺激，激活目标群体消费者就某个问题的意见参考，他们会主动提供有意义的新奇信息，创造知识落差，绑定热门问题等，以激活消费者的连锁反应，利用杠杆力量。<p style="max-width: 100%; min-height: 1em; white-space: normal; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <section style="max-width: 100%; box-sizing: border-box; color: rgb(62, 62, 62); white-space: normal; line-height: 23.2727px; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><section class="Powered-by-XIUMI V5" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box; overflow: hidden; text-align: center; word-wrap: break-word !important;"><section class="" style="max-width: 100%; box-sizing: border-box; display: inline-block; vertical-align: top; width: 0px; border-right-width: 0.5em; border-right-style: solid; border-right-color: rgb(7, 7, 7); word-wrap: break-word !important; border-top-width: 1em !important; border-top-style: solid !important; border-top-color: transparent !important; border-bottom-width: 1em !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section><span class="" style="padding-right: 5px; padding-left: 5px; max-width: 100%; box-sizing: border-box; display: inline-block; vertical-align: top; height: 2em; line-height: 2em; color: rgb(7, 7, 7); word-wrap: break-word !important; background-color: rgba(211, 207, 206, 0.117647);"><section style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">第二种杠杆：展示效应</section><section class="" style="max-width: 100%; box-sizing: border-box; display: inline-block; vertical-align: top; width: 0px; border-left-width: 0.5em; border-left-style: solid; border-left-color: rgb(7, 7, 7); word-wrap: break-word !important; border-top-width: 1em !important; border-top-style: solid !important; border-top-color: transparent !important; border-bottom-width: 1em !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section></section></section></section> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">除了“意见参考”，另一种利用群体内杠杆力量的方法是展示效应，换个更通俗的词汇就是“从众”。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">比如，当你看到周围的很多人使用罗技牌鼠标，也会从众买一个相同牌子的鼠标，这就是受到了展示效应的影响。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">如果说罗技完全通过广告等市场部的营销手段，获取一个新用户（之前没听说过罗技）的成本是100元，那么刚刚你受到“展示效应”的影响，买了罗技鼠标，就相当于帮罗技市场部省了100元——这就是巨大的杠杆力量。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">再比如你刷朋友圈，连续看到十几个朋友都在转一篇文章《将混沌序列变换成均匀伪随机序列的普适算法》，即使它的标题已经烂到了没有运用任何标题技巧的程度，看起来毫无趣味可言，你仍然很有可能点开看看。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">因为“跟从别人的行为”会对我们产生巨大的刺激力量，这种力量几乎超过一切Y型文案所能起到的最大效果。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">比如之前心理学家做实验，想看看多少人会因为看到街上有人抬头看天，也停下脚步抬头看天。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">然后发现，当路上有一个人抬头看天的时候（即使这是一个毫无意义的举动），有20%的路人会跟着看天；而一旦有5个人抬头看天，就会有超过80%的人也停下脚步，跟着看向天空（即使天上啥也没有）。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <blockquote style="max-width: 100%; color: rgb(62, 62, 62); line-height: 25.6px; white-space: normal; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">“展示效应”如此巨大，竟然能让80%的人停下匆忙的脚步做无意义的事情，如果有哪个街边广告能达到这种转化率，绝对能让历史上所有知名广告黯然失色。</blockquote><p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">那么，如何提高展示效应呢？<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">最简单的方法就是：提高形象的独特性、统一性和外显性，以让消费者能够一眼看到群体中其他人在用你的产品。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <ul class="list-paddingleft-2" style="max-width: 100%; color: rgb(62, 62, 62); line-height: 25.6px; white-space: normal; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><li>独特性：让产品形象跟同类产品区隔</li></ul><p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">比如三精口服液是蓝瓶的，跟同类产品显著不同（三精在广告中也提示消费者“认准蓝瓶的”）；<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">  <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">比如之前所有耳机线是黑色的（便于遮盖），苹果率先使用白色耳机线，增强了独特性和辨识度——所以你不能一眼看出人群中谁在使用AKG耳塞（因为它是黑色的），但是能一眼看出人群中谁在用苹果耳机。（当然现在情况已经变了）<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <ul class="list-paddingleft-2" style="max-width: 100%; color: rgb(62, 62, 62); line-height: 25.6px; white-space: normal; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><li>统一性：所有的产品能够用统一形象元素。 </li></ul><p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">比如巴宝莉的围巾全部都采取格子设计，有统一的形象识别，让人很容易看到周围某个人是不是戴了巴宝莉围巾。而如果采取10种设计风格，你就无法识别。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <ul class="list-paddingleft-2" style="max-width: 100%; color: rgb(62, 62, 62); line-height: 25.6px; white-space: normal; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><li>外显性：产品的使用能够被群体内其他人看到。 </li></ul><p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">比如上门修电脑如果不是在小区推广，而是在公司推广，就会提高修电脑服务的外显性，让周围的同事都能看到——在家里的话，就只有你一个人能看到。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">这样，你的行为就相当于对群体起到了参考、展示的作用。下次别人修电脑时，就会来问："小王，你上次修电脑用的什么APP?"<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> 通过初始的刺激，让一部分人先用起来、展示起来，然后再利用群体的展示作用，就相当于有效利用了市场上的杠杆力量。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <section style="max-width: 100%; box-sizing: border-box; color: rgb(62, 62, 62); line-height: 25.6px; white-space: normal; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><section class="Powered-by-XIUMI V5" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="margin-top: 0.55em; margin-bottom: 0.55em; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="padding: 10px; max-width: 100%; box-sizing: border-box; text-align: center; word-wrap: break-word !important; background-color: rgb(7, 7, 7);"><section class="Powered-by-XIUMI V5" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><section class="" style="max-width: 100%; box-sizing: border-box; font-size: 20px; color: rgb(255, 202, 0); word-wrap: break-word !important;"><section style="max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">结语</section></section></section></section></section><section class="" style="margin: auto; max-width: 100%; box-sizing: border-box; width: 0px; border-top-width: 0.6em; border-top-style: solid; border-top-color: rgb(7, 7, 7); word-wrap: break-word !important; border-left-width: 0.5em !important; border-left-style: solid !important; border-left-color: transparent !important; border-right-width: 0.5em !important; border-right-style: solid !important; border-right-color: transparent !important;"></section></section></section></section> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">几乎任何人都无法单纯依赖自己的力量取得成功，市场部也是。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">市场部的作用并不是做营销本身，而是利用有限的资金预算，通过给市场施加一些初始刺激，来激发一系列连锁反应，利用市场上的杠杆力量。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">最常用的杠杆力量有两种：<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <ol class="list-paddingleft-2" style="max-width: 100%; color: rgb(62, 62, 62); line-height: 25.6px; white-space: normal; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><li>意见参考效应</li><li>展示效应</li></ol><p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">毕竟，营销不是市场部做的，而是被市场部刺激后的消费者做的。市场部的最高目标，就是公司不再需要市场部。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">所以成功营销的一个结果是：当你停止任何的营销行为，公司仍然存在新订单。（比如2013年的微信即使不打广告，也会自动增加用户，主要靠用户的相互推荐等连锁反应）<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">因为只有这样，才说明你真正高效利用了市场上的杠杆力量。<p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 25.6px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"> <blockquote><p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); line-height: 23.2727px; box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);"><span style="max-width: 100%; line-height: 25.6px; white-space: pre-wrap; color: rgb(136, 136, 136); box-sizing: border-box !important; word-wrap: break-word !important; background-color: rgb(255, 255, 255);">转载自微信公众号“李叫兽”（Professor-Li），作者李靖。本文已获转载授权，版权归原作者所有，如需转载本文请联系原公众号作者！</blockquote>

小喜发表于 2016-4-13 10:55:57

:D{:3_48:}很棒的分享

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教育圈的市场人 市场人的社交圈's Archiver

【李叫兽】如何利用市场上的杠杆力量激活市场？

教育圈的市场人市场人的社交圈's Archiver