20 thoughts on marketing, copywriting, and new media!

1. There is a very famous marginal effect in economics, which means that the incremental utility (i.e. marginal utility) obtained by consumers from continuously increasing their input into a certain item or thing 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)

2. When we write articles or talk to people, we always feel that everyone should know this common sense and there is no need to introduce it.

The reality is, most people really don’t know. You just think he understands.

The more you know, the more likely you are to fall into this cognitive trap.

The same is true for marketing . It is easy to go wrong if you make subjective judgments from your own perspective and talk to yourself. It sounds very nice, but it is not what consumers want to hear or see, and the information asymmetry is obvious.

So, marketing may be like this: it’s not about what you have, but what consumers need in a certain scenario.

3. A true secret to writing good copy is really useful:

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 hangs in the air without another explanation, how can it be explained?"

4. Advertising often does not shift consumers' attention to products, but rather shifts their attention to themselves.

What's the meaning? That is, let users focus on themselves before focusing on your product. People are particularly interested in and pay more attention to things related to "me".

5. 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 you have to be better than others in everything you do, and don’t think that you can beat others as long as you persist.

Come on, this is chicken soup.

The reality is that the masters all figure out where their strengths lie, play to their strengths and avoid their weaknesses, change the battlefield, and take the lead .

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

6. Whether it is for marketing operations or self-media , 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.

7. If you keep deducing a plan in your mind and thinking about the details for half a year, it may still be full of loopholes in the end.

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.

8. I always hear people say that the company is poor and never gives money for marketing promotion .

Could it be like this: It’s not that the company doesn’t give it to you proactively, but that you didn’t ask for it well enough?

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".

9. We need to go online to check various information when we work every day, but please be careful 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 came here to look for information, which is a huge waste of your time.

Be careful, this is definitely a super efficiency killer!

10. In Disneyland, you basically won’t see the staff playing Mickey Mouse taking off his mask, because he is Mickey Mouse, not a person wearing a mask.

You won't hear Mickey Mouse talking there either, because the accent of Mickey Mouse is a fixed feature, not a variety of accents from all over the country.

This is the consistency of experience logic. In the Disney fairy tale world, it should be like this, and this is the best experience.

11. My favorite growth logic is replicable and sustainable growth, which generally has three key processes:

The first is a small-scale test, low-cost trial and error, which is also called minimum feasible test;

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.

This method is not very useful.

12. 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 grabbing users' attention and keeping their attention.

13. Most people don’t like new things, find them difficult to accept, and are too lazy to change. If you want them to pay attention to your new product, you should first make them aware of their own problems, so that they will be motivated!

It's very simple. As long as you create a gap between reality and ideal for users and break the balance between reality and ideal (lower reality or raise ideal), users will feel a sense of lack and will take action to restore the balance.

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

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

Moreover, the so-called screen-sweeping often happens when we see something very popular in our own circle of friends , but every time we jump out and ask friends in other circles, it is always so calm, as if nothing has happened.

What you see may not be what happens in the world!

15. I always feel that it is boring to manage by power and rank. If others are unhappy, there is nothing to brag about. Those who are afraid of you will give you face, but those who are not afraid of you, then you are nothing.

When it comes to management, does one have to be a leader to have management skills? I think what should be emphasized more is horizontal management ability, that is, we are not leaders, we are all at the same level, but you are willing to listen to me.

For example, being able to collaborate with people in your department to complete a project with you, coordinating people from other departments to help you, and allowing others to advance according to your ideas, such horizontal management capabilities are the real killer.

So, don’t always think that I’m not a senior executive, I’m not a leader, so what do I have to manage?

But in fact, you can become an “invisible manager” or even manage your leader.

16. Solving most problems only requires 5 steps:

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

Don't skip some steps based on experience. Empiricism can be fatal.

17. Beautiful is good, so vision becomes more and more important in image, packaging and now brand upgrades. Pretty girls always have better luck.

Whatever is conducive to survival and reproduction is good. Otherwise, why does the fitness industry now say that working out will make you more attractive to the opposite sex?

The more visible something is, the better it is. So we always say that we need to make things situational and concrete, because no one has an idea about things that cannot be seen, touched or imagined.

The more enduring something is, the more important it is. So a century-old store is good.

The bigger the things, the more important they are. So now the packaging of high-end products is getting bigger and bigger, with layer after layer being removed.

The more repetitions, the more important. Therefore, big brands continue to advertise to get more exposure and impression.

18. In marketing, everyone has experienced discounts, but some people will say it differently.

For example, even though it is clearly a 20% discount, some merchants will say “You can buy our product worth 200 yuan today for only 160 yuan.”

For example, even though there is a big storewide price cut, some merchants will say "You can choose any item at original price for only 49 yuan."

Instead of highlighting that it is cheap, it is better to emphasize the benefits obtained. The cheaper the item, the more you should create a sense of value to make users feel that they are getting a good deal. Ultimately, consumers feel that they have made a profit rather than that the quality has declined.

19. Good marketing requires not only understanding your customers, but also understanding your customers’ customers.

When diapers were first invented, they were advertised as being able to help mothers save time on changing diapers and reduce their childcare burden. The brand considers its customers in every aspect, but the results after launch are not ideal.

Later, they changed their marketing strategy and vigorously promoted diapers that can reduce babies' diaper rash and help babies improve their sleep quality at night.

For a time, diapers became a must-have product for mothers in raising children.

Therefore, understanding your customers' customers often helps you understand what they really want.

20. Brand slogan is an important component of communication behavior, but whether it is effective or not depends on your future strategic determination and execution ability. If you have a good slogan but rarely use it or don’t know how to use it, it is basically the same as having no slogan at all.

For example, Red Bull’s original slogan is “Drink Red Bull when you are sleepy or tired”, how great is that. Later, Dongpeng Special Beverage began to use this sentence, but Red Bull itself gave up this good slogan, which meant that it lacked strategic determination.

Does the above inspire you?

Source: Mumu Laozei