Whether it is the content itself, the product form or the operation strategy, a good communication effect is the key. In recent years, a variety of content forms have become popular, and short videos, H5, articles, etc. can be imitated after they become popular, but not all works can bring surprises in traffic. The reason why the data effect is uneven lies in whether it captures the reader's heart. Whether it is the content itself, the product form or the operation strategy, a good communication effect is the key. Those works with good reputation are mostly based on the following six psychological effects. 1, Moire effect Moire effect refers to a stone thrown into the water, and the ripples spread from the center to the surrounding. In psychology, this phenomenon is mostly manifested in the fact that the central figure can have an important influence on the people around him by virtue of his personal connections and social status. When applied to marketing, the most representative is the book-losing battle of New World. The plan mobilizes Huang Xiaoming, Xu, Crystal and other stars to throw books on the way of public transportation (subway, flight and hitchhiking) in Beishangguang, calling for attention to their inner world. Zhang Jingchu's star-driven reading idea of "book losing war" has been widely recognized. The book "I have prepared 10000 books to stay in the Beishangguang subway and the places you pass by | The Battle of Losing Books" published by New World, the official account of WeChat, received 10w++ reading within 3 hours, and the reading volume of Weibo topics exceeded 230 million. The scope of communication has expanded from first-tier cities to Qingdao, Chongqing and Shenyang. "The Battle of Losing Books" Weibo topic 20 17, and "Palm Reading" launched "One Million Reasons to Read" for the 4.23 Reading Festival. Jackie Chan, Yang Lan, yuval Harari (the author of A Brief History of Mankind) and other big coffees have launched their own reading manifestos, and posters have been plastered all over the Beijing subway, attracting more than/kloc-0.0 billion users to participate. The poster "A Million Reasons to Read" can use the influence of celebrities to increase the credibility of the event. Jelly Lin's entry into Xiaohongshu and Angelababy's opening of Tik Tok all made use of this effect and achieved great results. In addition, celebrity endorsement can also awaken people's sense of ceremony and expand the scope of participation in activities. Based on the "moire effect", media people who want to expand their marketing influence can look for KOL as an endorsement to increase the probability of realizing traffic. Regarding how to make use of KOL, in our previous article "KOL is so hot, are advertising companies afraid?" I have done the analysis, so I won't repeat it here. 2. Rosenthal effect Rosenthal effect emphasizes the important role of positive incentives. Brand praise and user recognition can increase their self-confidence; In order to meet the high expectations of others, users will strive to achieve their own goals. Keep is a fitness App, and its copywriting uses the Rosenthal effect. The slogan "Self-discipline gives me freedom" is printed on the main page. Users can receive cheers from fans or friends during use; At the same time, the App will also give users encouragement at appropriate nodes, such as "You have run 4 kilometers, it takes 40 minutes, come on"! Keep's running settings page and the inspirational copy of sports broadcast voice-based Keep undoubtedly improved the enthusiasm of users to actively participate, and also helped the application attract more fans and gained 30 million users in a year and a half. The same is true of H5 produced by People's Daily, which arouses readers' pride and encourages users to forward it actively. Every photo of Zhang Hecheng is beautiful, and it also achieves the effect of shaping personal image. This effect encourages media people not to be stingy with the praise and recognition of users, but to create different incentive scenes according to the characteristics of users. Keeping copy belongs to psychological suggestion situation, and this incentive method is widely used. In addition, you can choose "Focus on Scenes" and "* * * Encourage Scenes". "Focus on the scene" can make users get more attention, such as the "Children's Gallery", which once exploded the circle of friends, and users share the paintings of disabled children with friends to create a noble image; "* * * encouraging scenes" create an atmosphere of mutual supervision, such as study groups on various apps. 3. Anchoring effect &; These two psychological effects of bait effect are the same, both of which are to pave the way for attracting real selling points. Specifically, in order to reduce users' resistance to a certain marketing method and product, we can first throw out a "bait", set a standard in readers' minds, and then lead to the real selling point. The genius of this marketing method is that the bait must not be really affordable, so users naturally feel that they have "picked up a big bargain" by comparing the two. For example, many magazine subscription packages will be marked with the original price, and this discount marketing method applies the "anchoring effect". The subscription advertisement at the end of the official WeChat account "National Geographic Chinese Network" can not only anchor the price, but also be based on product characteristics and product performance. For example, Slogan, the "Whispering Bibi" account of WeChat official account, first throws out the anchor of "the author's writing is not good" and then throws out the user's point of view of "why not update". The contrast between the two makes readers curious. Therefore, in order to enhance the attractiveness of an option, it is necessary to create an anchor, form a conflict, and leave the reader with the impression of "standard". Users improve their awareness of a product through self-comparison. 4. Assisi effect Assisi effect is simply herd mentality. In the era of network communication, anonymity and weak social relations have not weakened people's fear of being isolated. Many times, readers voluntarily follow the majority opinion. One of the most common manifestations of the Ashi effect in marketing is to create a "most people are doing it" opinion environment, such as the long queue at the entrance of Xicha, and the products of Uniqlo XKAWS were robbed for 3 seconds. Do you know what children need most? "H5" produced by Tencent is marked in the poster at the end of the film.