16-marketing-psychology

# Marketing Psychology

## Thu thap thong tin

### Buoc 0: Kiem tra context
Doc `.agents/product-marketing-context.md` neu co.

### Buoc 1: Hoi user (toi da 3 cau)
1. **Ap dung vao dau?** (Copy ads / Landing page / Email / Video / Social post)
2. **Muc tieu?** (Tang chuyen doi / Giam do do du / Tao khan cap / Xay trust)
3. **Tep khach hang gi?** (Cold / Warm / Hot — tep nong can trigger khac tep lanh)

---

## 7 nguyen tac tam ly (Cialdini + VN context)

### 1. Reciprocity (Co di co lai)

**Nguyen tac:** Nguoi ta cam thay nghia vu tra on khi nhan duoc gia tri truoc.

**Ap dung VN:**
- Tang free guide, checklist, template truoc khi ban
- Tu van mien phi 15 phut
- Sample mien phi (beauty), dan thu (F&B), demo (SaaS)
- "Tang" qua sinh nhat, ngay 20/10, 8/3

**Cau trigger:** "Tang ban ... — khong can mua"

**Ket qua do duoc:** Tang lead 2-3x so voi direct sell.

### 2. Commitment & Consistency (Cam ket + Nhat quan)

**Nguyen tac:** Khi da cam ket nho, nguoi ta xu huong tiep tuc cam ket lon hon.

**Ap dung VN:**
- Micro-yes: Hoi nhung cau khach phai tra loi "co" truoc khi chao ban
- Quiz tuong tac truoc CTA (vd: "Ban thuoc loai da nao?")
- Free trial → paid (neu da dung 7 ngay, kha nang tiep tuc cao)
- Save product → add to cart → checkout (tung buoc nho)

**Cau trigger:** "Ban muon ... dung khong?" (khach tra loi co roi moi chao ban)

### 3. Social Proof (Bang chung xa hoi)

**Nguyen tac:** Nguoi ta tin hanh dong dam dong hon quang cao.

**Ap dung VN (cuc quan trong o VN):**
- **Con so cu the:** "1,247 khach da trai nghiem" > "Nhieu khach da dung"
- **Review co ten thuc + anh thuc:** khong dung stock photo, khong ten gia
- **UGC/KOC:** Video that cua khach > quang cao brand
- **Livestream "so nguoi xem":** VN rat quan tam so viewer
- **Google Reviews, Shopee reviews 4.8+:** hien thi ro trang
- **"Dang co X nguoi xem san pham nay"** — tao cam giac dam dong

**Cau trigger:** "[Con so] khach da ..." / "[Ten nguoi] noi: ..."

### 4. Authority (Uy tin)

**Nguyen tac:** Nguoi ta tin chuyen gia co uy tin.

**Ap dung VN:**
- **Chung chi, bang cap:** "Bac si da lieu 15 nam kinh nghiem"
- **Xuat hien tren bao chi:** VnExpress, Tuoi Tre, Thanh Nien
- **Dau tu / quy lon:** "Duoc dau tu boi [quy]"
- **Hop tac doi tac lon:** "Doi tac chinh thuc cua [thuong hieu]"
- **Thong ke + research:** "Nghien cuu cua [vien] cho thay..."

**Cau trigger:** "[Ten chuyen gia] - [chung chi/kinh nghiem]"

### 5. Liking (Thien cam)

**Nguyen tac:** Nguoi ta mua tu nguoi ho thich.

**Ap dung VN:**
- **Founder story:** Chia se hanh trinh, that lua, khong bong bay
- **Behind-the-scenes:** Nhan vien, quy trinh, ngay lam viec
- **Tuong dong van hoa:** Dung tu ngu vung mien, meme VN
- **Personal brand cua founder:** Van mang lai trust hon brand vo danh
- **Community:** Facebook Group, Zalo Community — nguoi nhu minh dang dung

**Cau trigger:** "Chi [ten] — founder - chia se: ..."

### 6. Scarcity (Khan hiem)

**Nguyen tac:** Cai gi khan hiem duoc cho la co gia tri hon.

**Ap dung VN (can that, khong gia):**
- **Limited quantity:** "Chi con 5 slot tuan nay"
- **Limited time:** "Uu dai het 23h59 dem nay"
- **Exclusive:** "Chi danh cho [thanh vien/khach cu/khach VIP]"
- **Countdown timer:** Tren landing page, popup exit intent
- **Flash sale:** "Trong 2h toi"

**Luu ý:** Khach VN da rat quen scarcity fake → chi dung khi that su khan hiem. Neu fake bi phat hien = mat trust manh.

**Cau trigger:** "Chi con [so cu the] — [deadline cu the]"

### 7. Unity (Cung phe, cung nhom)

**Nguyen tac:** Nguoi ta mua tu brand/nhom ho thuoc ve.

**Ap dung VN:**
- **Dat ten cong dong:** "Gia dinh [Brand]", "OPA-er", "Team [Brand]"
- **Su dung "chung minh, chung ta"** — khong phai "ban va chung toi"
- **Event noi bo cho khach cu:** offline gathering, webinar VIP
- **Dan nhan:** "Danh cho nhung ai..." "Neu ban la..."
- **Brand manifesto:** Tuyen ngon gia tri nho nguoi cung gia tri

**Cau trigger:** "Neu ban la [nhan dang] — bai nay danh cho ban"

---

## Bang ap dung theo tep khach hang

| Tep | Ap dung uu tien | Tranh |
|-----|----------------|-------|
| **Cold (TOFU)** | Reciprocity (tang gia tri), Social proof (con so), Liking (story) | Scarcity (som qua), Authority gia |
| **Warm (MOFU)** | Authority (chuyen mon), Social proof (review cu the), Commitment (micro-yes) | Scarcity (chua du tin de hieu la that) |
| **Hot (BOFU)** | Scarcity (deadline that), Commitment (tiep tuc yes), Unity (nhom VIP) | Too much reciprocity (chan cong ty moi) |

---

## Ap dung vao thuc te

### Landing page

```
[Hero] Authority: "[Ten chuyen gia] - [uy tin]" + Unity: "Danh cho [nhan dang]"
[Problem] Liking: "Chung minh hieu ban dang ..."
[Solution] Reciprocity: Tang checklist/demo free
[Proof] Social Proof: So khach + review + logo bao chi
[Price] Scarcity: "Chi [X] slot con lai tuan nay" (neu that)
[CTA] Commitment: "Ban sap trai nghiem ..." (tien luong)
```

### Email subject line

```
Curiosity (to mo):       "Tai sao 94% khach spa khong quay lai lan 2?"
Authority (uy tin):      "[Bac si da lieu]: 3 sai lam khi trj mun"
Scarcity (khan cap):     "24h cuoi — uu dai [con so] khach dau"
Social proof (dam dong): "1,200 chi da chuyen sang ... — co ban chua?"
Personal (ca nhan):      "[Ten khach], minh co gi do cho ban"
```

### Ad copy (Facebook)

```
[Social proof]:  "1,247 khach spa tin dung — ban thu chua?"
[Scarcity]:      "Chi 30 slot tuan nay — giam 30% facial premium"
[Authority]:     "Bac si da lieu 15 nam - Chia se quy trinh tri mun khong de seo"
[Liking]:        "Chao, minh la [Ten founder]. Minh tao spa nay vi ..."
```

---

## Quy tac vang

1. **Khong lam dung.** Dung 1-2 nguyen tac trong 1 content — khong quang cao 7 thu cung luc.
2. **Khong gia.** Scarcity gia, review gia, authority gia bi phat hien = chet brand.
3. **Phu hop van hoa.** Authority o VN khac My — dung bac si/chuyen gia co bang cap that.
4. **Phu hop tep.** Cold audience can Liking truoc; Hot audience can Scarcity.
5. **Test va do.** Ap dung xong phai A/B test — khong phai ly thuyet dung la hie