When analyzing the target population, it is essential to analyze their psychology. The writing of cross-border e-commerce copywriting is essentially for sales. No matter what type of copywriting, its ultimate goal is to increase product sales. Therefore, in copywriting, after confirming the target population, it is necessary to analyze their psychology, understand how they buy products, and show the parts of the product or brand that match the purchasing psychology, and create highly targeted copywriting.
1. Curiosity
Curiosity is a common psychology among people, but different people have different degrees of curiosity, which will lead to different purchasing behaviors. For those curious consumers, the novel and fashionable products on the market are more attractive to them, so this type of people are frequent customers of various trendy products. This type of customer is usually a young consumer. They don’t care whether the product is economical or not, but they care more about whether the product can satisfy their curiosity.
2. Herd mentality
What people usually call “following the crowd” is herd mentality, which refers to the social psychological phenomenon that individuals, under the influence of social groups or surrounding environment, unconsciously or involuntarily keep in line with the majority. Especially at present, many consumers want to keep pace with their own circles and are unwilling to lag behind others. Therefore, there are many consumers with this consumption psychology. For this type of consumers, merchants can impress consumers by promoting products and increasing the popularity of products.
3. Affordable psychology
Consumers with a sense of affordability pursue high quality and low price of goods, that is, the products are functional and practical and cheap. They generally value the function and practicality of the goods, are very interested in low-priced and durable goods, and their purchasing power is amazing. If the product is positioned for such a consumer group, they can be attracted by introducing the high cost-effectiveness of the product, such as showing the utility and function of the product, or conducting prize sales or giving gifts at the right time, etc., so as to attract more consumers of this type.
4. Show-off psychology
Show-off psychology refers to the psychology of consumers showing off and displaying their financial resources, social status, reputation, etc. to others, which exceeds their psychology of pursuing the practicality of goods. Consumers with a show-off mentality often buy expensive or fashionable goods, and such consumers also pursue brand effects more, like to buy big-name products, and believe that the more expensive and big-name products can show their status. Therefore, when facing such consumers, we must pay attention to brand reputation.
5. Comparative psychology
Compared with the show-off mentality, consumers with a comparison mentality care more about whether they also have a certain product, especially for the products purchased by others, they will buy the products out of the mentality of “you have it, I must have it too”. Merchants can attract them by comparing with this consumer reference group.
6. Habitual psychology
Many consumers will develop certain shopping habits and form certain purchasing tendencies during the shopping process, such as preferring to buy a certain brand of goods, only buying goods within a certain price range, and buying goods from stores they have consumed before. This type of consumer is nostalgic and unwilling to make too many changes. Generally, they will set a “psychological expectation” in their minds. Consumers will only choose other brands of goods when the actual price or function of the original brand product cannot meet their requirements or exceeds their expectations. If this type of consumer is captured, the merchant is equivalent to finding a long-term customer.
7. Celebrity Psychology
The corresponding to “celebrity psychology” is the “celebrity effect”. The celebrity effect is the effect of attracting attention or strengthening things, expanding influence, or obtaining satisfaction by imitating certain behaviors or habits of celebrities because of a celebrity. Therefore, consumer behavior with celebrity psychology can be regarded as consumers’ admiration for the celebrity effect. Therefore, inviting celebrities, industry authorities, or people with a large fan base to promote products is a more effective method for consumers with celebrity psychology. On e-commerce platforms such as Taobao, there are many merchants who specialize in selling celebrity-like products and celebrity-recommended products.