Apple 14 shipments are actually over 6 weeks. Why are we still buying?

In the past two months, we can frequently see Apple's figures on the upper end of public opinion, because there is only one: new products are about to be released. And this new product is currently pre -sale.

Unlike previous pre-sale, this time the delivery time is longer than the "Double Eleven", the most length is 6-7 weeks, and the price is very expensive. This makes many consumers understand, why do they make marketing so much?

In fact, every seemingly meaningless action of Apple has the deep meaning behind it, and the final purpose is simple: persuade you to buy and achieve sales.

If you want to explore how it persuade you step by step, you have to mention the book "Influence". The book introduces the 7 major influential weapons, and none of them can match Apple's marketing perfectly. Here we say that the three most important and the most important thing to prove that Apple can catch people's hearts.

01

Influential weapon 1: scarce marketing, evoke your comparison

Almost everyone will be affected by the principle of scarcity. Various types of collectors, whether they collect various types of calligraphy and painting, or have antiques, they are very clear about the influence of the scarcity principles in determining the value of the item.

If things are rare, or more and more rare, it is more expensive, and this is the case.

Apple just integrates scarcity with products. Because the principle of scarcity will have a strong influence when we determine the value of things, it is natural that obeying professionals will engage in similar small dramas.

The most straightforward approach is the so -called "limited quantity" strategy, that is, telling customers that some kind of commodity supply is in short supply and may not be at any time.

Sometimes, the limited amount of information is true, but sometimes it is completely fake. However, whether the information is true or false, the seller's intention is the same: let customers believe that the same thing is tight, and it will make you different, thereby increasing their value in the eyes of customers.

Of course, we have to admit that they can play with various styles and styles to play this simple technique. They are very admirable.

According to the principle of scarcity, it is necessary to be the most attractive when one product is the most indispensable, so customers promise to buy when they are the most attractive. At this wonderful fragile moment, many customers really promised to buy. This is why Apple's launch machine is getting more and more expensive, the delivery time is getting longer, but it is still sought after.

When you know that the supply of machines you want is still sufficient, it is actually possible to make some customers feel that it is not so charming again, but at this time, the transactions of both parties have entered the level that most people cannot talk. At the previous key points, they have set up their determination to buy and make promises in public, so they can't buy it.

02

Influential weapon 2: Make money through your preferences

Of course, scarcity is just a little reason, and Apple's success is far less.

If there is a mobile phone, you can send the picture text to other people's mobile phones. You don't need to download any software, you don't need to watch the mobile phone model, or even need to know each other, then, will you like it?

Yes, Apple has done it. As long as it is an Apple machine, this function can be completed. It can be easily socialized without taking up the mobile phone space. This is where it succeeds, not because of his functions, but because it caters to the public The preference.

In addition, from system speed, service life, and even mobile phone pixels, Apple is undoubtedly the industry's leadership and is loved by users.

This also makes the first use of Apple users to become an important reason for loyal fans -the principle of preference.

This is as if we like a person because of a certain characteristic, and the product is the same. When it has a point that attracts you, then you will find more advantages and love it more.

The principle of love will inevitably bring is the preference bond between friends. Persucting professionals to use the universal use of bonds between friends, explaining how powerful the preference principles are when promoting the request.

In fact, we find that even when there is no ready -made friendship at all, these professionals can gain benefits by this principle. In such circumstances, they will use a fairly direct obedience strategy to use the preference bond: let people like them first.

03

Influential weapon 3: Social identity

In addition to scarcity and preferences, Apple also uses a very important principle -social identity.

In specific circumstances, when judging whether a certain behavior is correct, our opinion often depends on how others do it.

Therefore, the advertising merchants let us know that we know that a certain product "has the fastest sales growth" or "the largest sales volume", because of this, there is no need to directly convince us how good the quality of this product is. It is enough to think so.

The best thing about Apple is that not only depends on the existing social identity, but also to achieve the same purpose through the evidence of future social identity.

Researchers discovered a corresponding preference for human perception. If we pay attention to a change and find that it is like a trend, then we will look forward to the change in the same direction.

This simple assumption guides every round of financial investment bull markets and real estate bubbles in history. Those who have risen valuations have predicted that future valuations will be further raised. The gamblers who won several times in a row will imagine that they are in a good victory state, and the next gambling game will win again.

If only a few people do one thing, they are not willing to do it. But if they know that although there are still a few people doing this, more and more people will participate, and they will jump on the trendy cars to do this. And Apple created its own "trend car".

Why do we always be affected by merchants to buy a lot of things that are not needed? Why are some things that are not valuable, but can still sell at high prices? Why do we be brainwashed by the grass -planting advertising by a certain product?

Psychologist Robert Edini explained to us why some people are convincing, and we are always easily deceived. It is the root cause of all this in obeying the seven major psychological weapons behind others. Those persuasion masters always use them proficiently, let us go.

After the publishing of "Impact", persuasion is a science, whether you are an ordinary person or a person who lobby for a certain product or career view. This is a basic must -have.

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