28 thoughts on marketing, operations, copywriting, and new media!

1

What is a brand?

It seems that there are very few people who can really explain the brand clearly. I doubt whether I can explain it clearly!

But I know that being able to stand up when something happens is called a brand. Being able to admit one's imperfections and work hard to improve is called a brand. Something that can communicate intimately with users is called a brand. Being able to polish even a small package dozens of times is called a brand.

2

There is a very famous marginal effect in economics, which means that the incremental utility obtained by consumers from continuously increasing their input into a certain item, that is, the marginal utility is decreasing .

For example, for a person who needs four steamed buns to feel full, eating the first steamed bun can directly relieve his hunger, and its marginal utility is the greatest; the marginal utility of eating the second and third steamed buns decreases successively; when eating the fourth steamed bun, it is almost optional, so the marginal utility is the smallest; when eating the fifth steamed bun, the steamed bun may produce negative utility.

This is why many large restaurant brands would rather add more and heavier plates than add more meals. (In fact, adding more food won’t cost much more)

Don't worry, the bosses are not concerned about the cost of the restaurant. They are more concerned about your impression of the restaurant after eating. If you always feel full or even overeat, the marginal utility will be negative, and you will feel that the food is not tasty anymore, then you are done.

3

Nowadays, many small and medium-sized enterprises like to give their brands English names, and even focus on promoting English names, which is called: internationalization.

What is internationalization? The brand/product extends to many countries, and each country has a corresponding language version of the product. There are English versions of products overseas and Chinese versions of products domestically. This is called internationalization.

I have never been abroad, so I become international by taking an English name? For example, WeChat has an international version and a domestic version, but I haven’t seen the domestic version use an English name. You see, many big international brands have to adopt Chinese names when they come to China. Because they know that this is true internationalization.

4

User anxiety is the most frequently mentioned user pain point in the past two years.

In fact, human beings are contradictory. Most of this anxiety comes from one thing: the body likes to follow the crowd, but the consciousness desires to be extraordinary.

5

The secret to writing good copy :

If a paragraph you wrote needs to be explained in another sentence, just use the latter sentence. Don't use several sentences if you can say it in one sentence.

Philosopher Wittgenstein said: "If an explanation is not the final explanation, if an explanation is suspended in mid-air without another explanation, how can it be explained?"

6

Read a lot of articles or books every day, don't read just for the sake of reading.

A small suggestion: After reading each article, close it and summarize its essence in one paragraph. If you can't summarize it, read another article. If it still doesn't work, continue...

What we want is not to accumulate the amount of reading, the key is to gain something.

7

A super technical recruitment advertisement:

Come and join the army! Being a soldier is actually not scary. Because there are only two possibilities after joining the army: there will be war or there will be no war. What is there to be afraid of if there is no war?

After a war, there are two possibilities: go to the front line or not go to the front line. What's so scary about not going to the front line?

There are two possibilities after arriving at the front line: getting injured or not getting injured. What's so scary about not getting injured?

There are two possibilities after being injured, minor injury or serious injury. What's so scary about a minor injury?

There are two possibilities after a serious injury: it can be cured or it cannot be cured. What’s so scary about it being curable?

What’s so scary if it can’t be cured? Because you are already dead.

It is really amazing to use such logic to write copy.

8

When consumers spend money to buy your products, they are often buying the "feeling". He feels that whether the product is good is sometimes more important than whether the fact is good or not.

That is, feelings are more important than facts.

It’s like being a food expert on the internet. It would take hours to take photos, but this food can be made in just over ten minutes.

9

If you play a game that others are very good at but you know nothing about, you are doomed to fail. Don’t think that I have to be better than others in everything I do. As long as I persist, I will definitely be able to beat others. Come on, this is chicken soup.

The reality is that the masters all figure out where their advantages lie, change the battlefield, and take the lead.

The same is true for marketing , operations , and copywriting.

10

Whether it is for corporate marketing or self-media operations, if the strategy is to meet user needs, it is better to say that it is to continuously increase user demand for you .

All actions should revolve around the word "growth". Remember, it's growth, growth.

11

The function of toothpaste invented in the past was to purify breath and clean the mouth and teeth, but it had no taste at the time, so no one took it seriously, because it felt like there was no difference between brushing and not brushing, and people couldn't feel anything.

Then someone added mint to toothpaste. With the flavor, people felt that their teeth and mouths were indeed clean after brushing their teeth (it's actually the same). Then, toothpaste became a necessity of life.

So you see, value has to be perceived .

12

I always hear people say that companies are poor and never give money for activities or promotions.

Could it be like this: It’s not that the company doesn’t give it voluntarily, but that you haven’t done enough to make the company willing to give it?

Leaders and bosses are not fools. If there is a feasible big idea, an excellent proposal, or a plan with a super high return rate in front of them, they will also be tempted.

This is much better than simply saying "I want money".

13

The essence of marketing is to create customer value, the essence of marketing is connection, the essence of marketing is management, the essence of marketing is people, the essence of marketing is interaction, and the essence of marketing is to build trust...

See? Say whatever you want. It doesn't matter what it is, what matters is how you use it well.

14

People prefer to choose things that are familiar to them because this preference reduces uncertainty .

This is what social psychologist Robert Zajonc describes as the “mere exposure effect.”

Therefore, fast-moving consumer goods with low decision-making difficulty are often distributed in large quantities, which will directly determine their sales volume. Because, if people remember you, it basically means they have chosen you.

15

When answering multiple-choice questions in an exam, we will definitely choose an option even if we don’t know the answer, because there must be one that is correct.

So we usually have to answer multiple-choice questions. Smart merchants have long realized this, and they will always cleverly give you a "processed" multiple-choice question, and then you will make the choice naturally.

For example: Do you want one egg or two eggs?

16

We need to search the Internet for various information when we work every day. At this time, you must pay attention and always remind yourself what the purpose of opening this webpage is.

Because once you go online, you may be attracted by all kinds of news, gossip, useful information , and chat, and fall into "pseudo working time".

You may realize half a day later that you were actually looking for information, which is a huge waste of your time.

Be careful, this is definitely a super efficiency killer!

17

My favorite growth is repeatable and sustainable growth, which generally has three key processes:

The first is a small-scale test, low-cost trial and error , that is, the minimum feasible test, to maximize ROI;

The next step is to organize the optimal test results into an executable standardized process . The previous one is a template, and this one is the specification.

The last step is large-scale replication and exponential growth.

Who says this method cannot be used in marketing, operations, and new media ? Don't be too easy on the eyes.

18

Combining different products together for "combination pricing" can often maximize sales profits.

For example, in KTV, singing is cheap or even free, but drinks and snacks are very expensive. Singing without ordering drinks and snacks would be boring, so putting drinks and snacks together becomes a profit point.

The popcorn and drinks in the cinema are also a good combination.

So, think carefully about what is the attraction of your product? Where is the profit point?

19

Are the competitors of operational public accounts other operational public accounts? no!

Is it all other public accounts? Not yet!

It’s everything that takes away the user’s attention! This is an era of competing for user attention.

Of course, you can also become partners! Let’s work together to grab users’ attention.

20

No matter how busy you are every day or how full your schedule is, try to find some time to write or take notes. 200 to 300 words is no problem.

This is not just for writers, but for everyone, because it is a process of summarizing and self-improvement, and it keeps oneself in a state of continuous output.

No tall building is built in a day, so start building now.

twenty one

There is a theory of "delayed bonus" in economics.

What's the meaning? You can work as a receptionist with a monthly salary of 3,000 yuan, or as an assistant to the general manager with a monthly salary of 2,000 yuan. Which one do you choose?

Most students will choose to be assistant to the general manager. Although the salary is temporarily low, it doesn’t matter.

They will feel that being an assistant to the general manager offers greater opportunities, more help, and a "belated bonus", so they will be more confident even if they want to change jobs.

Therefore, the "delayed bonus" we predict is often more valuable than the immediate benefits and will directly affect our decision-making. You can make good use of it when doing marketing and operations.

twenty two

Those things that become popular overnight and go viral at zero cost are still reported by so many mass media and are also talked about by self-media with great relish.

It is because it is a very rare, absolutely low-probability event.

Therefore, only by working hard and accumulating experience can you truly achieve success.

twenty three

I say a lot of things like this, such as "I love you, but you don't love me", "I love you, but you love her", "Some people eat to live, some people live to eat", "Either defeat laziness or be killed by laziness"

Doesn’t it make sense? So, there are routines for golden sentences, and the world has changed!

twenty four

No matter what kind of design you do, whether it is graphic design, home decoration design, e-commerce design, or product design, it is not just a professional matter, but also includes user experience design.

I remember that the design master Kenya Hara mentioned an example in his book "Design in Design". He said: If you want to design a rack for umbrellas, you actually don’t need any additional design. You just need to dig a groove in the concrete floor next to the wall, and then put the tip of the umbrella on the groove and lean the umbrella against the wall. This solves the problem.

The master's words are really powerful. They are subtle and revealing, yet they can make people realize their true feelings. A good design may not make users say: Wow, so beautiful! I think it should be: Yeah, that’s it.

25

A plan that is constantly deduced in the mind and the details are constantly considered may eventually be full of loopholes.

There is no such thing as a 100% perfect solution. If there is one, it is not something you can just think of in your head.

So, just do it when you think of it, and always allow yourself to mess up.

26

The biggest difference between people may be the difference in cognition.

Differences in skills can be quantified, differences in knowledge can be learned, but differences in cognition should be essential.

The vast majority of people’s cognition is in the state of “not knowing that they don’t know”, including me.

Therefore, observe more about your leaders, bosses, and people who are better than you. See how they think, express and arrange things when they encounter problems. It is not imitation , but preparation before surpassing.

27

Solving most problems requires only 5 steps:

Throw out the problem to be solved - analyze the problem - propose a hypothesis - verify it - solve the problem.

Don't skip steps based on experience.

28

If you want to learn marketing or operations, we all like to look at "successful cases", but we should review "failure cases" even more.

Especially in this day and age, there are countless opportunities for success, but always so many reasons for failure.

Maybe you see a successful case and praise it repeatedly; you see another one and marvel at its creativity; you see another one and applaud it again. There are indeed many things we can refer to.

But when you are successful, everything seems to be right and everyone is applauding, which actually hides some of the crises.

So think more about failure cases. They also have advanced marketing strategies, amazing creativity, and strong backgrounds, but why did they still fail? This is the key point.