9 nguyn tc v hnh vi con ngi:

Tm l hc marketing
ng ngy 12 thng 7, 2013 19:43bi Minh Trang vi Khng c bnh lun

Mt phm cht quan trng ca ngi lm inbound marketing l hiu nh th no v ti sao

mi ngi c suy ngh v hnh ng nht nh. Th ngh m xem. Lm sao bn c th to ra
nhngni dung cng hng hp dn ngi c nu ngay t u bn khng hiu nguyn
nhn?? Lm sao bn c th c nhn ha ni dung tip cn ng khn gi nu bn khng
bit h thch ni dung no v v sao h thch n?
Trc khi i vo tin hnh cc th thut chi tit trong marketing, ti ngh s rt c ch nu
bn hiu cch mi ngi x l, bn vn dng ton b cc nguyn l trong tm l hc gii
thch. Vic hiu cc nguyn l tm l hc quan trng c th chuyn ni dung ca bn t tt
thnh bt ng, v bn ng khch hng mc tiu c v nhn din n.
V khng ch dng li , khi hiu nhng nguyn l v a chng vo marketing, bn s
c th chuyn i nhiu khch gh thm thnh nhn mi, thnh khch hng hn na.
T tin, ht su, bt u!

9 Khi nim Tm l hc quan trng p dng trong

marketing

1) C i c li - Reciprocity
c gii thiu trong cun sch Influence: The Psychology of Persuasion ca Dr.Robert Cialdini,
khi nim "c i c li" rt n gin -- nu ai lm g cho bn, t nhin bn s mun lm g cho h.
khng phi hi l u nh. Nu bn hnh ng mt cch chn thnh tht tm, ngi khc t
nhin cng mun gip bn.

Vn dng trong marketing

Cho i th g MIN PH gip xy dng cng ng hoc s trung thnh ca khch hng. Bn
khng phi n mc nhiu tin mi cho i, n c th l bt c th g t mt o c in thng hiu,
n mt sch in t c quyn, n hnh nn my tnh min ph, n kinh nghim chuyn mn ca
bn v mt vn kh khn. C th ch n gin nh mt ghi ch vit tay c th c tc ng ln
trong vic thit lp s c i c li. Bng vic lm khch hng thch th vi cc mn qu nh, bn s
cng c mt mi quan h chn thnh, bn cht vi khch truy cp, leads v khch hng.

2) Li cam kt - Commitments
Mt nguyn tc khc do Cialdini pht trin, "s cam kt" l cch khc ni rng mi ngi khng
thch tht ha. Nu ai cam kt vic g - d ch l gp g cho ba tra hoc ng k dng sn phm,
h s cm gic h to ra mt s rng buc i vi bn. Khi h cam kt, t khi h quay lng.

Vn dng trong marketing

y l mt cch tuyt vi chng li s b i ca khch hng. D bn khng ngng c gng lm
vui lng khch hng (nh theo nguyn tc #1), bn lun ghi nh rng h cng cam kt vi bn lu
hn th h cng kh quay lng i hn. Ngh v cu trc nh gi. Bn c th gim gi nhng yu cu
khch k hp ng 1 nm thay v 1 thng? Do , mt khi bn bt khch hng cam kt, hy b tr
thm bng vic mi cho nhng sn phm v dch v khch hng tt nht - v thm ch l cc ni
dung dnh ring cho khch hng.

3) S tn nhim - Authority
Theo mt nguyn tc khc ca cun sch ca Cialdini, hu ht mi ngi s tun theo nhng hnh
mu c tn nhim. Khi chng ta coi ai nh c uy tn, chng ta thng tin tng nhng kin v
gi ca h, n gin v chng ta tin rng ngi ny tin cy c.

Vn dng trong marketing

Cng c uy tn trong ni dung ca bn bng cch lm ni bt thng tin ca cc tc gi bn cnh cc
bi vit, sch tin t, sch trng, hoc phim ca h. Bng cch ny, khn gi ca bn c th bit cc
marketer ca bn thng minh v tuyt vi nh th no, y s l mt bc i ng nu bn ang c
gng thit lp v trthought leadership cho thng hiu ca bn.

4) Bng chng mng x hi - Social Proof

Chng ta ni v cc bng chng mng x hi nhiu ln, nhng v c bn l tnh hung m bn
b nh hng theo nim tin hoc hnh ng ca mt nhm ngi m bn thch hoc tin tng. Ni
cch khc, l hiu ng "ti cng vy", tm l theo m ng.

Vn dng trong marketing

Rt d dng to ra bng chng mng x hi trn blog - s dng nhng la chn chia s x hi v
nt theo di hin th s ngi theo di m ti khon ca bn c hoc s lt chia s cho mt mu ni
dung. Nu con s hin trc th hin c vi ngi chia s bi vit ca bn, ngi xem ni dung
sau s c xu hng cng chia s.

5) Thch - Liking

Mt l thuyt tm l hc khc ca Cialdini, "thch" ngha l nu bn cm thy tch cc n mt

ngi/mt cng ty khc, bn s thng thch tng tc vi h hoc mua hng ca h. C th ngi
khng thng minh, c th cng ty khng c li, nhng bn thy h th v, bn vn mun c
thy cng h thng xuyn hn.

Vn dng trong marketing

"Thch" rt quan trng pht trin thng hiu ca cng ty. Hy ch rng "d thch" khng c
ngha l "tt". Thng hiu ca bn c th th tc v xc phm ... nhng nu khn gi ca bn thch,
bn vn c th c li th ca "thch". Bn ch mun ngi ta cm thy lin kt mt cch tch cc vi
thng hiu. V vy, khng bit bn lm cch no, vic ny rt ng th.

6) S khan him - Scarcity

Bn bao gi mua v my bay v xem mt dng tagline ni "ch cn 3 gh cn li vi gi ny!"
chnh l s khan him (cng l mt khi nim khc ca Cialdini). Nguyn l tm l hc ny tr li
mt cng thc cung v cu: khi c hi/sn phm cng him th n cng gi tr.
Ch Nu bn mun s dng nguyn tc ny hp l, bn cn cn thn cch dng t. Nu bn tip
cn khi nim khan him nh kiu tng c rt nhiu sn phm v dch v, nhng do nhu cu cao
nn ch cn li rt t, ngi ta s rt ghi nhn. Nhng ngc li, nu bn tip cn trn gc tng sn
phm ch c mt s t, c th nguyn tc trn s khng hiu qu. c thm mt bi vit t Nir and
Far gii thch k hn v s khc bit.

Vn dng trong marketing

y s l th thut rt tt khi ln k hoch cc s kin. Nu bn mun tng doanh s bn v, c th
rt ng bn gi mt email c nhn ha n nhng ngi cha ng k nhc h ch cn X v
cn li v c nhiu ngi ng k trc.

7) m nh gn y - Recency Illusion

Bn nghe v mt sn phm v bt u n n bt c ni no bn nhn thy? Trong khi c

th l mt phn ca mt mu qung co ti mc tiu trn mng, vic ny vn c kh nng v hiu ng
"m nh gn y". N bt u xy ra sau khi bn chm mt th g ln u tin, v sau nhn ra
n bt c ni u bn nhn thy.

Vn dng trong marketing

Vn ny rt quan trng ghi nh khi bn thit k cc chin dch tip th - bn phi nhm n
vic pht trin cc chin dch mnh m, tng th, khng ch l ln lt tng mu ni dung tn mn.
Trnh vic lm cc b trong 1 mt loi ni dung trn mt nn tng, bn khng ch hin ni dung cho
cc khn gi mi, m quan trng hn, hy thc y thng ip vi c nhng ngi bt gp cc ni
dung tip th trc .

8) Hiu ng nguyn bn - Verbatim Effect

Theo khi nim tm l hc ny, mi ngi thng nh mt tng chung, m nht trong ni dung
ca bn - khng phi l mu chi tit di dng ca m bn to ra ban u. V d, ngi ta s nh nht
bi thuyt trnh thng v blogging cho doanh nghip - khng phi cc chi tit xoay quanh vic vit
v bin tp ni dung blog.

Vn dng trong marketing

Trn th gii hin nay, loi ngi ang i-tiu (headline-hungry). Vi "hiu ng nguyn bn"
bn phi c gng gi gn cng nhiu thng tin ph hp v c t nht c th vo dng tiu . Bn
cnh thc t rng dng tiu t n s chin thng s ch trn truyn thng x hi, dng tiu
ch l mt vi t tm lc ton b bi vit. V vy s dng mt cch thng minh - c th l tt c
nhng g ngi c nh c. c thm mo to ra cc dng tiu hp dn, hy th tham
kho bi vit ny.

9) Phn nhm - Clustering

Ngi ta c rt khng gian rt hn ch trong tr nh ngn hn. Trn thc t, hu ht mi ngi c

th ch nh 7 thng tin 1 ln (hoc thm bt 1-2 thng tin ty theo tng tnh hung). x l vic
ny, hu ht mi ngi phn nhm nhng thng tin tng t vi nhau. V d nu bn c mt danh
sch di cc sn phm tp ha ngu nhin, hu ht mi ngi c xu hng nhm theo cc th loi
nht nh (bt, th, sa ...) nh tt hn v chnh xc hn trong danh sch.

Vn dng trong marketing

Hy thc hin nhng cng on chun b cho khn gi: nhm cc ch tng t nhau trong bi vit
- c th theo gch u dng hoc vi cc kch c tiu khc nhau. Bn cnh vic qut thng tin d
hn, bi vit s d nh hn v d hi tng hn, c bit vi ni dung qu di.
Bn p dng c nguyn l no t y?
Image credit: Saad Faruque
Ngun: http://blog.hubspot.com/psychology-marketers-revealing-principles-human-behavior