How to arouse users’ interest in 15 seconds?

Suppose your company is holding a food tasting event, but there is a problem with the venue arrangement, causing the tasting event to be delayed by 2 hours.

The bad thing is that most people who come to watch or pass by at this time have just finished lunch and have no interest in tasting.

How would you save this food tasting event?

This question can actually be asked in a more general way:

If users are not interested, how can we make them interested and take action?

Think for 30 seconds.

Maybe you have already thought of the following 4 tricks:

Manufacturing rewards. For example, if you participate in the food tasting and leave comments, you can get a gift.

Herd mentality. For example, let several employees pretend to compete to be the first to try the food, inducing others to follow the herd mentality.

Hunger marketing . For example, there are limited 10 tasting opportunities, which can only be obtained by winning the game , thus implicitly increasing the value of the sampled products.

Create discounts. For example, the original price is 99 but today it’s only 9.9. You won’t regret trying it, but you will regret missing it.

Is your answer the same as mine?

However, there is a more clever way.

1.

Let me tell you a little story about curry.

Kundō Koyama is a very famous planner in Japan. He also often teaches classes to teach people how to do planning.

Not only will I give the speech myself, but I will also invite some guests.

Once, the guest he invited was a mother named Mrs. Suzuki.

Mrs. Suzuki's curry is delicious.

So, Koyama Kaoru asked Mrs. Suzuki to cook a pot of curry and bring it to class.

Xiaoshan Xuntang asked her:

"Mrs. Suzuki, what's so special about the curry you cook?"

Mrs. Suzuki answered simply:

"Nothing much. Just carrots and some curry seasoning packets sold in the market, that's all."

At this time, Xiaoshan Xuntang asked the students:

"Anyone want to eat?"

As a result, no one was interested and no one raised their hand.

Next, the highlight comes.

Xiaoshan Xuntang turned around and asked Mrs. Suzuki:

"Excuse me, what is your son's occupation?"

“He’s playing baseball.”

"Where can we play baseball?"

“In the United States.”

"Is that so? May I ask his name?"

"It's a very common name. His name is Ichiro."

At this time, Xiaoshan Xuntang said loudly to his classmates:

"This is the mother of the famous baseball player Suzuki Ichiro, and the 'curry' that Mr. Ichiro eats every morning is this curry. Who wants to try it now?"

This time, the whole class raised their hands and said, "I want to eat!"

(Note: Ichiro Suzuki is a Japanese baseball star. The story of him eating curry rice every morning is very famous in Japan.)

This is a new routine I want to talk about today:

Tell a story.

This is a very useful routine.

If we use this routine to solve the problem raised at the beginning, what can we do?

2.

Suppose the sample is milk.

We can say this to the crowd:

"Yesterday at 6am our colleagues were milking cows on New Zealand's largest dairy farm."

"By 10 o'clock at night, the milk was put on the plane."

"We arrived in China early this morning and went to the airport to pick up the milk."

"Now, this batch of milk is right in front of you. There are only 10 boxes left. You can try it for free."

After saying this, everyone’s desire to try the food will definitely be aroused.

Did it inspire you?

How about trying a new product? If the sample is bread, what story would you tell?

You can think about it in private.

3.

Seeing this, perhaps someone will ask a new question:

"Only in field sales are people willing to listen to you. What if you can't chat with consumers?"

Actually, there is a way.

Just tell a short story.

for example:

"I was two years older than her that year, and this year I am nine years older than her."

This is a sentence written by a netizen 7 years after the Wenchuan earthquake.

After reading it, I felt very sad.

Of course, I made up a whole story in my mind.

So, how should we tell a short story when advertising?

Teach you four methods:

1. Tell a story in one sentence
2. Telling a story with a number
3. Tell a story with something
4. Tell a story with a picture

I found a corresponding case for each of these four methods.

4.

Case 1: Tell a story in one sentence

The best application of this method may be NetEase Cloud Music .

For this year's subway ads, NetEase selected a group of music reviews written by users.

Every music review is a story.

As a result, this advertisement caused a very large amount of dissemination.

Because the effect was so good, JD.com followed suit and released a set of subway advertisements with a very similar style.

At first glance, I thought NetEase Cloud Music had just launched a new wave of advertisements.

NetEase Cloud Music not only plays on its own, but also brings in Nongfu Spring to tell stories together.

In August this year, Nongfu Spring and NetEase Cloud Music jointly launched a limited edition "Music Bottle", and 30 carefully selected user music reviews were printed on the bottle packaging of the pure water.

Scanning with the NetEase Cloud Music APP will jump to a playlist of 30 songs corresponding to the music reviews. What's more interesting is that you can also use AR to "summon" an entire starry sky that blends with the real background.

Case 2: Telling a story with a number

Europeans love to drink fruit juice.

Every day, 550 million litres of orange juice are sold worldwide, half of which goes to Europe.

As we all know, the biggest selling point of juice is freshness.

But how can bottled juice from the supermarket compete with freshly squeezed juice shops outside?

Someone has come up with a brilliant way to use numbers to tell consumers: I am fresh.

The French supermarket Intermarché labels the time each bottle of orange juice is squeezed on the packaging, accurate to the minute.

The juicing time is the name of this bottle of orange juice. The name of each bottle is different because the juicing time is changing.

As a result, the product became an instant hit, garnering 50 million media impressions within three hours, and increasing sales by 4,600% within three days!

This is a very clever way of telling a story about freshness using numbers.

What other product selling points can be associated with numbers?

for example:

• Boot software and boot time;
• frozen seafood and catch date;
• Beauty products and age reduction;
• Energy-saving appliances and electricity saving.

Case 3: Telling a story with an object

There is a store in Hong Kong that specializes in adhesives, and they did a very interesting marketing using gold coins.

The shopkeeper glued a gold coin to the wall and declared:

"Whoever can break the gold coin off with bare hands will own it."

For a while, the place was packed with people, and everyone came to try it out.

However, many people have tried their best but still to no avail.

A qigong master who claimed to have "tremendous strength" came specially for the event, but he also returned empty-handed.

As a result, the good performance of super glue has spread far and wide.

There is also a similar marketing case abroad:

A bulletproof glass manufacturer in the United States placed a square "window" on the street with $3 million in cash inside.

"If someone can break this glass with bare hands, you can take the money inside."

Case 4: Tell a story with a picture

Durex XXL's marketing advertisement, no need to explain...

5.

Talent belongs to a few, but routines belong to everyone.

To summarize today’s content:

If users are not interested, how can we make them interested and take action?

Storytelling is a great way to do this.

If the scene is limited and you can't tell a long story.

Then, you can use these 4 methods to tell users a short story:

1. Tell a story in one sentence
2. Telling a story with a number
3. Tell a story with something
4. Tell a story with a picture

Finally, a question to think about:

If you are planning to start a business , but due to your limited resources and experience, you will ultimately choose an industry that you are familiar with.

This industry is aimed at C-end users and has become a red ocean.

The industry has been determined, but the product is yet to be determined. What would you do in the first step of designing or selecting a product?

In the next article, I will reveal my answer.