電子郵件行銷：抗拒心理學的魔力 - Benchmark Email

電子郵件行銷：抗拒心理學的魔力 ... Wise parents have been applying the reactance principal with their kids since time immemorial. Skiptocontent 平台功能 電子郵件行銷：抗拒心理學的魔力 HalLicinowritesonJanuary9,2014 Share “Don’tyoudareclickthatlink!Don’tdoit!Iwarnedyou!You’llbesorry!”Nowadmitit.You’rejustdyingtoclickthatlink,aren’tyou?Welcometotheworldofreversepsychologyemailmarketing,thewaaaaaaaaaayoutofleftfieldapproachwhichcaterstothehumanpsychologicalquirkcalledreactance,whichiswhensomeonehasastronglynegativeemotionalreactiontoanypersuasivemechanismandthereforeselectstheoptionwhichisbeingpersuadedagainst! Brusselssproutsareadultfood Wiseparentshavebeenapplyingthereactanceprincipalwiththeirkidssincetimeimmemorial.Alltheyneedtosayis“I’mhavingbrusselssproutsbutthey’reanadultfoodsoyoucan’thaveany,”andthekidwillgobbleupaveggiethattheywouldordinarilybefeedingtothedogunderthekitchentable.Youcanjustseethecogsturninginthechild’shead:“IfIcan’thaveitI’mgoingtodoanythingIcantomakesureIhaveit.”Mostmarketerswouldarguethatiftheycangetthatsortofdeterminationintotheheadsoftheirconsumers,itwouldbeamassivehomerunfortheirbrand,andthey’dberight! Asecretbrandcanbeirresistible Reactanceisapplicableregardlessofage,assomeverysavvymarketershavediscovered.Inamarketingworldwhereeverythingisavailableallthetime,thecreationofamarketingcampaignwhichisinessenceananti-campaigncanhavesomespectacularresults.TheJapanesearemastersofthisploy,creatingwhatisknownas“secretbrands.”Theystrategicallydrophintsofaproductthrough(mostly)shillsocialmediaaccountsandwaitfortheseedstogerminate.However,thisproducthasnowebpresence,noretailoutlets,andeffectivelynoreadilyaccessiblewaytoorderit…andthat’sthetrick!Prospectivepurchasershavetorunthroughagauntletofdeadendsbeforetheyfinallyfigureouthowtogetit,andbythetimethey’vegonethatfar,they’llpayjustaboutanyprice,andtellalltheirfriendswheretogettheelusiveproduct! Don’tbuymyalbum! LadyGagamaybecriticizedformanyreasonsincludingherabhorrentfashionsense,butshewascertainlyatherbestwhensherecentlyreleasedavideobeggingfanstonotbuyhernewalbumArtpopsinceshewas“nolongerrelevantasanartist.”Ofcourse,thealbumsoldover300,000copiesinitsfirsttwoweeksofrelease.However,Gagaishardlythefirstsuperstartoleveragereactanceforhermusic,asthelategreatFreddieMercuryliterallycajoledtopLondonDJKennyEveretttonotplay“BohemianRhapsody”asatnearly6minutesinlengthitwouldcausehislistenerstotuneout. WantyourdiplomaonaPDF? Whetheryou’resellingQueenmusicorQueensizeclothing,theapplicationsofreactancecanworkwondersforyouremailcampaigns:“Ican’tgetyoutobuythiseventhoughit’sgoingtobeyourfavoriteX;”“YourwifeisgoingtogoballisticwhensheseesthisXinyourgarage;”and“Sorry,wesentyouthisemailbymistake.”Ofcoursethebestreversepsychologyworksonasubtlelevel,sodon’thityouremailreadersovertheheadwithitasthey’llsmellaratandfeelthey’rebeingmanipulated.Inordertoavoidthisnegativeresultyoumightwanttogoreverseonalmostyourentireemailbutgobacktoastrategywhichoffersamoreorlessconventionalcalltoaction.Domtar,whichisoneoftheworld’sleadingpapermanufacturers,createdavideoencouragingeco-consciousstudentstogopaperlessandthenattheveryendaskedthemifthey’dliketheirdiplomaonaPDF. YoucanlearnthelessonfromBrerRabbitwhoescapestheclutchesofBrerFoxbypleadingwiththepredatorto“pleasedon’tflingmeinthatbriarpatch!”Ofcoursethefoxcan’tresistandtherabbitgetsaway.Ifyouwanttoappealtoyouremailcustomers’irresistibleurgesthenthereversepsychologyphenomenonofreactancemightjustbeyourbestmarketingstrategy! EDM行銷 輕鬆又省力 免費試用 訂閱每週電子報 抓住EDM行銷、自動化行銷等一手資訊，不落人後。

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