23 thoughts on marketing, operations, advertising, and new media!

For some questions, I always like to go back and take a look at them, and then think about them carefully.

And every time, there is always something to gain!

1. 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.

No skyscraper is built in a day, and even less does any skyscraper emerge out of thin air.

2. What exactly is a high-sounding, international company name?

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.

3. When it comes to marketing , who hasn’t experienced discounts? But some people have a different opinion about discounts.

For example, some merchants will say "You can buy our products worth 200 yuan today for only 160 yuan" when the discount is 20% off;

For example, when it is clearly a big discount across the board, some merchants will say "For only 49 yuan, you can choose any item at the original price";

For example, even though it is clearly a 50% discount, some merchants will say "Buy products from our store today and save half the price instantly."

Why do they say that?

First, price reduction is not a good thing, and they don’t want users to think that they are always reducing prices.

Second, the impression that cheap products are not good has been deeply rooted in people's minds. If something is cheaper, the quality must be worse. This is a common mentality of many people when facing discounts.

Instead of highlighting that it is cheap, it is better to emphasize the benefits obtained and create a feeling among users that they are getting a good deal.

Ultimately, consumers feel that they have made a good deal, getting good products at a low price rather than experiencing a reduction in quality.

Of course, the business market is so complex that it is definitely much more complicated than what I have described in a few simple examples. Different statements have their own merits, and different purposes require different strategies.

Different discount copywriting gives consumers completely different feelings, and different feelings make a big difference.

4. This is the truth of writing good copy:

If a piece of text you have written needs to be explained by another sentence or paragraph, 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?"

5. 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.

Is this what you mean? Sooner or later, user needs will be met in one way or another, but continuously increasing user demand for you means they will never leave you.

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

6. Yes, with the Internet now so popular, every company will not miss any marketing opportunity that can be utilized.

For example, there are all kinds of lively marketing campaigns now, some of which have even escalated to personal attacks.

We don't need to criticize with all our righteousness, because we cheered a lot when they were joining in the fun.

"Fighting" itself is a very effective creative strategy. There is nothing good or bad about it. If you take it seriously, you will lose.

No one would doubt the eye-catching power of marketing campaigns. However, I personally hate vulgarity, unrestrained attacks, the way of tearing things apart without any substance or aesthetic appeal, and the kind of non-strategic sensationalism.

There is no good or bad in quarreling, and there is no good or evil in advertising. We can play with words, be creative, and make users' eyes light up.

However, no matter how much you tear someone apart, don't just rely on vulgarity and slander. If one day, all advertisements have distorted values, will there still be meaning for their existence?

The only one who is suffering is myself!

7. If you play a game that others are very good at but you know nothing about, you are bound to fail miserably, right?

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

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.

If it feels right, then buy it. If after purchasing it you find that it is really good, the quality is acceptable and exceeds your expectations, then recommend it everywhere.

Just like being a food expert on the Internet, it takes several hours to set up the scene, find the angle, and adjust the lighting for taking photos, but this food is actually made in just a few minutes. This is what guarantees the feeling you get when you look at the photos.

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.

9. A plan may be full of loopholes in the end even if you keep deducing it in your mind, thinking about the details, and constantly striving for perfection.

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.

10. I always hear people say that the company is poor and never gives money for activities or promotions.

Is there a possibility that it is not that the company is unwilling to give, but that you have not yet done enough to make the company willing to give?

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

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

11. Product positioning has always been the top priority in marketing. It can even be said that if the positioning is wrong, all efforts will be in vain.

The positioning we are most familiar with is that the market must be large, the population must be large, and the rigid demand must be strong, which is a relatively broad positioning.

However, in this era of red oceans everywhere, people recommend precise vertical positioning, which has less competition and is easier to survive, but the market will be much smaller.

Everyone knows the pros and cons, but what should we do?

In fact, this depends on the market and your strength. If it is an emerging market, you can do a general positioning, because there is no leader yet and anyone can become the final leader.

In addition, if you have absolute product and financial strength, and are able to defeat external competitors, you can also carry out pan-market positioning to get a big piece of the pie.

Otherwise, you should do segmented positioning. Not only can it help you gain a foothold, but you may also be able to become No. 1 in the segment, which is also good. Maybe as you go along, you can continue to grow, expand your territory, extend your positioning, and make the plate bigger and bigger.

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 competing for user attention. Anyone who can divert user attention is your opponent!

Of course, you can also become partners! We can cross borders and work together to grab users' attention.

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. 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 web page or APP 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!

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.

Therefore, we generally have to do multiple-choice questions. Compared with essay questions, they are much easier and easier to decide.

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. My favorite growth is the growth that can be replicated and sustained. It 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.

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

Why?

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.

18. No matter what kind of design you do, whether it is graphic 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", which 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, then place the tip of the umbrella on the groove and lean the umbrella against the wall. That's 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.

19. 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 Lao Zei himself. It's easy to become arrogant and self-satisfied this way!

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.

20. 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 is decreasing.

For example, for a person who needs 4 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 (to make them look extra substantial) than add more food. (In fact, adding more food won’t cost much more)

Don't worry, the bosses are not bothered by the cost; they care more 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.

21. 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 a few steps based on experience, as any step may ruin the entire paragraph!

22. When studying marketing and operations, we all like to look at "success cases", but we should also review "failure cases".

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; and you see another one and applaud it again. There are indeed many things we can refer to.

But when he is successful, everything seems to be right, everyone is applauding, and everyone is talking about the characteristics of his success, which in turn 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.

What's the meaning? That is, let users focus on themselves before focusing on your product.

Why should users pay attention to themselves?

The first thing is to connect the product and the user in advance, so that the user can discover their own shortcomings or areas where they want to improve.

At this time, the product is the solution!

Secondly, no matter how social networks change, they are actually a social network centered on "me". People are particularly interested in and care about things related to "me".

In this way, they will want to change themselves through a certain action, such as buying your products, participating in your activities, etc.

above.

The author of this article @木木老贼 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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