Chapter 5: The Law of Communication Power—Interest Relationship
1. What is the law of interest relationship?
You can gain benefits by spreading information, which can be money, things, discounts, or other things.
2. The key to the law of interest relations
(1) Whether the benefits of sharing can drive users.
Therefore, you need to understand your users' interests in particular.
(2) Design of rules for obtaining benefits.
There are two key points. One is that the rules for obtaining benefits cannot be too difficult, and the other is that the difficulty of obtaining benefits is proportional to the benefits.
(3) The principle of mutual benefit for all three parties.
What is the principle of tripartite mutual benefit?
That is, the rule maker, the communicator, and the recipient all benefit from the process of communication, thus minimizing communication barriers.
The products of the rule makers are spread, the disseminators gain some benefits, and the disseminators also gain some advantages.
3. Common model - exchange of benefits, dissemination instead of payment
Sharing can get something that you would have paid for or paid a price for. This is a very common model.
There are two key points here.
First, the exchange of benefits is not simply to induce or force your users to spread the word. You need to give them substantial benefits in exchange. Otherwise, it will be difficult for your users to spread the word and they may even abandon you in anger. Otherwise, it will be difficult for your users to spread your product.
Second, no matter what kind of communication there is always the factor of self-expression, you need to consider whether your users' communication will benefit the people being communicated. This is a very effective way to increase the probability of communication. Consider the user's friends, so the user will be more active in spreading.
4. Common model - affiliate marketing
It can be said that affiliate marketing is the most mature way of using interest-driven communication, and it is also one of the most mature Internet marketing methods.
Friends who have done affiliate marketing know that the most common methods of affiliate marketing are: CPM, CPC, CPA, and CPS. These are very mature profit-making rules in affiliate marketing.
Decide which profit-making rules to use based on the different nature of the goods, the different marketing purposes, and the financial budget.
5. Common Patterns – Marketing Tools
Marketing tools are effective means of using interests to drive user growth and order growth.
Common ones include: group buying, various ways of playing with coupons, various ways of playing with red envelopes, various ways of playing with lotteries, etc.
