Professional marketers prefer to live on the light side of the world. They are always polite, correct, humane and tolerant. The idea that advertising can offend someone or, worse, annoy, usually horrifies them. No, in this approach, of course, there is common sense: good, honest and fair, Luke Skywalker will surely defeat all enemies ... but the figures of the hated Darth Vader are snapping up much better.
Why is evil so attractive at all? Why is it impossible to break away from the publication of terry network trolls (and it’s tempting to finish a useful article on marketing the day after tomorrow)? And is it possible to use some troll tactics in a marketing strategy, so that the whole world does not take up arms against you? Let's figure it out.Attention! Use the information from the article with caution. The author will not be responsible if everyone hates you.
- Why do you need to troll? Why not continue to be polite and correct?
- Who else in the business world uses provocations
- How not to lose reputation and customers
- Selling trolling
- A few rules for a successful troll
- Intrusiveness - Marketing Killer
- Types of provocateurs
- Fat troll
- Troll truth
- Ivan the Fool
- Finally. Decent people do not troll !!!
Theory of provocation
So what is a provocation? It is always a mismatch of what is expected and valid. Innocent provocations cause laughter. By the way, if you want to become a full-time provocateur, grow yourself a sense of humor: without him in our business nowhere. Major provocations cause fury. The stronger the discrepancy, the more emotions.
The border between anger and laughter is very thin. Otherwise, we would not have black humor, offensive jokes and anecdotes about Jews (or Chukchi, or Americans), blondes, overweight people, disabled people ... continue the list. For any joke there is someone offended. Therefore, jokes in advertising are usually strictly verified, dignified and bland, like a 0+ movie.
Why do you need to troll? Why not continue to be polite and correct?
Because it is boring. The problem of useful content is that in order to study it you need to make a certain volitional effort. The less useful and the duller the content, the more likely the user will be distracted by the new series of "Game of Thrones".
And people like to experience emotions. No matter what, positive or negative. It's all the same nice. But the negative emotions marketers are so afraid of hurt more. At the same time, the one who makes us feel emotions suddenly becomes very important to us. The one who wants to strangle passionately is the main person in our life for the next five minutes.
A special high comes when the troll suddenly apologizes or does something pleasant for you. This feeling is called catharsis. And by politeness and correctness, you will never get a client to experience it.
Negative emotions are skillfully used by the authors of books and TV series. What do you feel when the series ends at the most interesting place? Anger? Disappointment? These are negative emotions. But it is they who make you jump in anticipation of the continuation.
In addition, provocations give a few more buns.
- Fighting scattered attention. Let's call a spade a spade. No scattered attention exists. There is boredom, useless content and an abundance of other materials in favor of which you can make a choice. From trolling content does not become more useful, but with boredom it helps to fight precisely.
- Excretion from the total mass. Dry informational style is a good thing, but quite the same for different authors. A small proportion of provocations allows you to create your own style.
- Increased interest. Trolls are interesting. You have to be a Shaolin monk of the eightieth leveled in order to just walk away from the troll page and get it out of your head.
- Increase the author's expertise. Yes, oddly enough, a skilled and subtle provocateur looks like an expert in the eyes of the reader. Especially if he is really an expert.
- Break the pattern at the client. Spoiled customers are accustomed to the fact that everyone is busy with them and strives to prevent their every desire. When you not only don’t bother with him, but immediately warn you that you won’t be messing around, he suddenly suddenly begins to cherish your location.
- Boost sales. About this in detail below.
Who else in the business world uses provocations
Marketing used provocation from time immemorial. A perfect example is Bill Thinks' "Bill Small" commercial. In it, the author not only spoke about the advantages of his product, but also tamed competitors and buyers, but he did it so subtly that it would never occur to anyone to sue him. By the way, this text, along with an illustration, is called by a number of authoritative authors the most successful advertising of the 20th century.
But there are examples and much more aggressive provocateurs. The most successful of them hates half the world. That does not prevent Donald Trump to remain the president of the United States and the billionaire.
Many companies also use provocations as the basis of their marketing strategy: "Burger King", for example, or "Aviasales"
But the natural habitat of network provocateurs are blogs. Approximately 100% of popular bloggers are full-grown trolls. But corporate blogs can only dream of such popularity. Moreover, many network provocateurs remain quite successful entrepreneurs: Artemy Lebedev, Ilya Varlamov.
There are people who successfully provoke for reasons beyond their control. An example of such a person is the physicist Stephen Hawking. For reasons of correctness, I cannot continue this topic, but I suggest that you recall at least one great physicist of our time without Wikipedia. The point is not that they are not. They just do not become media persona.By the way, what is the difference between a terry troll and a successful provoker? Trolls are bad, and everyone hates them. Provocateurs are good, and they are all (almost) admired. Seriously, the trolls do not know how or do not want to control the negative reaction, but the marketing provocateurs dispense the negative and at the same time bring to the readers a tangible benefit.
If you can remember a person who, with bold statements, really ruined his reputation and destroyed his business, then write in the comments. I do not know such people. Usually the loudest media scandals end up being forced by the author to apologize and delete the publication. Naturally, this is not the case when the authors broke the law: there really can be serious consequences.
The reputation of the aforementioned Donald Trump, by the way, suffers not because of words, but because of actions. If you do not want everyone to hate you, then try not to build a wall on the border of your country and not to prohibit migrants from entering it.
How not to lose reputation and customers
Oh, do not worry, you will not be able to lose what you do not have.
But seriously, you should realistically assess the scale of your business. If you are not the owner of a multinational corporation, a large bank or airline (and not the president of the United States), then you need not fear a serious media scandal. Because you are all indifferent. No matter what you say, the major media will not be interested in you. Well, if you are suddenly interested, then write a huge marketing victory into your account - where else would you get such an advertisement?
The same applies to customers. No one will unite in groups dedicated to the boycott of your company, no one will launch the hashtag # hated a firm. The maximum that awaits you is a few people who will never buy anything from you. On the one hand, it is sad. And on the other - what is the conversion on your site? ten %? 20? 40 (wow!)? This means that among your audience the vast majority of the people will never buy anything from you. And it must be honestly admitted.Even if suddenly you manage to cause a loud media scandal, then the only case where you really should be wary of it is if your shares are traded on the stock exchange. In exchange players are not so good with a sense of humor.
But in fact, the negative reaction to statements on the Internet is always not as great as you think. Those who admire your wit will always be more than those who rebel.
Minute of racism. Source: Aviasales Facebook Page
The most provocative post "Aviasales", which beaten Angelina Jolie and Brad Pitt's divorce, caused a loud media scandal. Some major media outlets wrote about him, companies threatened a boycott and numerous troubles. Do you know how many likes this post received on Facebook? 1,3 thousand. And dislayk - only 44. Slightly more than 3%.
And do not confuse: customers, outraged by your services and customers, outraged by your advertising - this is not the same thing. Words are just words. Even if the client goes outraged elsewhere, it will look something like this:
Well, in the end, you can always apologize. Do not forget just to worry about the pressure on freedom of speech.
The formula for selling trolling was brought out by Dr. House: "You need to be useful enough to be forgiven for everything" (the author cannot vouch for the accuracy of the quotation). By the way, would you watch this show if Dr. House was replaced by Dr. Aibolit?
Why seals and quotes do not increase sales? Everyone likes them, for their sake, people are ready to put a like, but not to part with the money. Here, many marketers conclude that you need to forget about emotions altogether, and appeal only to common sense. But then the audience completely loses interest, I want to warm it up and post the seals. Hmm, it seems we are walking in a circle.
Do not try to answer what is more important for the buyer - emotions or common sense. About this issue break spears from the very beginning of marketing. Emotions cannot be measured, felt, laid out and applied to marketing research. The only thing we know is that they exist. And they are important.
Ideally, common sense emotions are not shared at all.
Even if you just illustrate the technical article with the seals, you will get better than the competitors, who still steal pictures from photobanks. At a minimum, the reader will have an incentive to read to the end. And do not think that the reader will not consider you a serious expert. He just stops to consider you a bore.Provocations themselves collect likes (and dislikes), but do not increase sales. Integrate provocations in your own selling articles, reviews and expert materials. Then you will get the most out of your efforts.
A few rules for a successful troll
- Provocations and useful information should go together. Only in this case, the user feels pleasant excitement, and not rage.
- Troll only on its territory. In your blog, you really have the right to do whatever you want. And the one who indicates how you live, becomes the aggressor.
- Do not troll in comments from other bloggers. Get your ears from the blog owner. And he will be right.
- But in advertising on other sites you can troll. The site owner knew what he was doing when he sold you advertising space. Himself to blame.
- Do not break the law. It is not worth it.
- Be consistent. Trolls are forgiven of trolling also because everyone expects them to say something like that.
- Do not be intrusive. The idea of trolling is that customers run after you, not you after them. However, the following section is devoted to this issue.
Intrusiveness - Marketing Killer
Intrusive or aggressive marketing is not trolling. Villains like everything, because they are strong and independent. And an obsessive salesman with his whole appearance demonstrates how important it is for him that you buy something from him. And it does it roughly, aggressively and many, many times.You can be a misanthrope (hello to Dr. House), you can ban anyone who is a little late for the end of sales, you can even demand a passport and sell goods only to those who have reached the age of 70. Supporters of this approach will always be there.
But as soon as you start to troll, stop running after the customer: this will negate all your marketing efforts. A thing that is actively being vigorously abruptly loses its value.
Forbidden methods include intrusive advertising, displaying the same ad to one person several times, and all that which seems to you to correspond to the word "obsession".
Types of provocateurs
Successful provocateurs can be divided into several types: from outright trolls to people who no one in the world would ever think of being trolled. This classification does not claim to be exhaustive, but it is quite suitable for choosing your own strategy.
This is just a troll. About him everything is clear at first sight. He swears or does not swear, but offends readers. Says things incompatible with common sense. Any of his words - a provocation.
This type of trolling can be effective if you are a truly successful professional, if you have an original product or an unusual theory.
But in most cases it is better not to engage in such rude trolling. With careless use, you will only achieve that you will no longer be taken seriously.
An example of this type of trolls is blogger Lena Miro (see what a selling article looks like on her blog) and entrepreneur Herman Sterligov. Follow the links with caution - I warned you.
We must understand that no matter how disgusting to read this type of trolls, they are effective. Lena Miro is one of the most popular LJ bloggers. And German Sterligov manages to sell bread at 1,650 rubles for a loaf.
If the first type of trolls is a form of its content, then truth is the content.
These are people who do not hesitate to call a spade a spade and illuminate objects about which others shyly keep silence. In fact, Pravdorub - quite a pretty character. He impresses with his absolute honesty. Trolling is that a significant portion of readers do not agree with the opinion of the author, and therefore holivar begins.
If you want to feel like a troll of this type - post an article about the benefits of monosodium glutamate on the women's website, and then enjoy how you will be devoured with the giblets in the comments.
There are no special requirements for style. The main thing is to touch the sick and taboo questions (starting with euthanasia and ending with trolling in advertising) and not to give up the slack - they conclude. And do not think that after this the whole world will take up arms against you. Not all. Only half. The rest will like your courage.
An example of this type of troll is blogger Ilya Varlamov. Read his article on parking. If you are a car owner, then you will feel for yourself what trolling is.
Of all the ways to warm up the audience, dominance is the most effective. The usual methods of dominance go against everything, as we used to communicate with customers, but they work.
Extreme varieties of methods of dominance can be found in the manner of communication of leaders of totalitarian sects. More successful techniques use any successful leaders, teachers, coaches. But not in communication with customers, for some reason.
What is the method? In creating numerous and very tough rules. Ideally, it should be difficult to become your client, and it is easy to stop it. Enter groups of clients that can be reached only by invoice (hello "Lepre"), conduct sales exclusively from four to six in the morning, ban all dissenters and declare your opinion to be the last resort. Constantly inform that you already have customers in bulk, and take new ones only when the cancer on the mountain whistles.
Any restrictions, even very serious ones, really work and increase your value in the eyes of customers. The main thing is to immediately warn customers about their existence and indicate where the exit is. It's very simple, but on the Internet, this type of provocation is used very rarely.
An example of a provocateur of this type is the blogger evo-lutio. Especially pay attention to her style of communication with the commentators. And they like it!
Ivan the Fool
This is a level 80 troll. His methods are based on the human belief in freebies, easy money and his own powerful intellect. Usually, the card sharper and casino owners pretend to be the fool Ivanushka. Those who write articles like: "A proven way to cheat slot machines." The old lady of God dandelion selling Dutch roses grown in her own garden is of the same type, although she is more likely to press pity.
In the legal business, such provocations are rarely used: you need to be a very skilled liar in order to look like a crystal honest idiot.
How to achieve this? Tell about the shortcomings of your product, along with the advantages, rest on the fact that you personally tested it (and test it, do not be lazy), and generally take on more personal responsibility. Genuinely be discouraged by negative reviews. Do not remove objections, but really get discouraged. Рассказывайте о своих неудачах. Ведите блог не от лица компании, а от лица конкретного человека, иначе не сработает.
Но этого мало. Иванушка-дурачок должен выглядеть не только искренним, но и неудачливым и фантастически наивным человеком. Тогда у него покупают. Вопреки здравому смыслу.
Примеры провокаций такого типа сплошь и рядом встречаются на сайтах чудо-добавок и чудо-аппаратов. But honest people more pleasant to look like fraudsters than idiots: I did not find a single example. Can you tell me?
Finally. Decent people do not troll !!!
Yep They send spam, use tough SEO and strive to deceive "Yandex." And then they die of hunger, lack of money and lack of fantasy.