Have you ever thought about this: the ad is great, but there is no conversion rate? What's the use! ! !

Ever since soft-text masters such as Gu Ye, Wang Zuozhongyou, and Xue Zhiqian launched various god-level WeChat soft advertisements, our client sponsors have collected and forwarded them to their new media operators : "Look at this copy , it's so well written. Study it carefully. When making advertisements, we should make such high-end and stylish ones. This will reflect our brand's lofty image."

In particular, the phenomenal advertising of Xin Shi Xiang, such as “ Escape from Beijing, Shanghai and Guangzhou in Four Hours” and “ Pechoin’s God-level Advertising”, which swept the circle of friends , greatly irritated the nerves of many of our bosses. "Why are other people's ads so good, and everyone spreads them and talks about them, but everyone avoids our ads?" "Can't we make first-class ads like them?"

As a result, many of our client bosses have become more determined to take the content creation route that is content-based, scenario-based, high-end and has a unique tone . They all despise those simple and crude forms of advertising such as "come and get something free" and "low-priced products".

We can't help but wonder, is it better to use hard advertising or soft advertising?

Let’s first take a look at the conversion data of the phenomenal “Escape from Beijing, Shanghai and Guangzhou in Four Hours” and “Pechoin’s God-Level Advertising”. Pechoin has over 30 million readers, but its monthly product sales are only over 2,000. The advertising cost is at least around 3 million, but the conversion rate is less than 0.00008. As for Xin Shi Xiang's "Four-Hour Escape from Beijing, Shanghai and Guangzhou" event, few people even knew that it was sponsored by Flight Steward . The event was a big hit, but everyone remembered Xin Shi Xiang throughout the whole process. However, no information about the brand was embedded in the event. It was rumored that Flight Steward, the victim, later had a dispute with Xin Shi Xiang and even went to court. He should have been the protagonist of the incident, but he became a passerby.

New media soft advertising was once all the rage because new media advertising places great emphasis on the readability and fun of content. It is precisely because it is "interesting", "fun" and "fresh" that it attracts readers to spread the word. But precisely because of this, advertising is no longer advertising, but a content. Readers turn to you because of the content, not because of the ads. It is conceivable that if the implantation method is not particularly clever and the brand’s selling points are not fully explained, the conversion rate of the advertisement cannot be high.

In fact, the conversion rates of Durex , Mimi Meng and Gu Ye’s soft-embedded ads, which have very exciting new media soft ads, are surprisingly low. The number of reposts of Xue Zhiqian and Genius Red Panda ’s advertisements on Weibo is very impressive, but the conversion rate is also ridiculously low. For example, a certain car brand launched a round of Weibo KOL advertising with about 1 million followers, most of whom were top Weibo accounts, and used soft-implanted story content. However, the final number of user registrations for test drives was less than 500, not to mention the number of people who took the test drives.

On the other hand, advertisements like the Melatonin advertisement, “I won’t accept any gifts this holiday, the only gift I’ll accept is Melatonin,” and the Golden Wine advertisement, “Give your elders Golden Wine as a gift,” are simple, direct, and crude. This is a sample of advertising that was rated as vulgar by advertisers, but the conversion effect is quite amazing. The crowd is targeted accurately and the advertisements directly meet the audience's needs.

In fact, we found that successful classic advertisements are basically based on hard advertising. Moreover, advertisers who have tasted the sweetness also prefer simple and crude methods of promotion. To give a simple example, during this period I took on two financial product advertisements and placed graphic and text advertisements on WeChat public accounts . The content was very crude and vulgar. But the conversion effect was very good. After the first phase, the effect was very good, so I continued to invest in the second phase. After that, I wanted to add another phase, but I refused (I was afraid of hurting fans).

So, what we want is not gorgeous advertising copy, but practical advertisements that go straight to people's hearts. A handwritten advertisement by the old lady selling fruit: "Sweeter than first love" is better than all your clichés. Any advertisement that looks high-sounding is empty and powerless. This type of advertising is meaningless. The problem with new media soft advertising is that it is empty and just for the sake of content.

What do we want to convey to the target audience? Is it content or the intrinsic value of the brand? If a marketing event or marketing content can neither bring sales conversion nor brand exposure and spiritual conduction. Does such marketing make sense? As David Ogilvy, the father of advertising, said: It's all about sales, or nothing.

When you are thinking about advertising ideas for your product, the first thing you need to figure out is what is the biggest difference between your product and other products? What is the biggest selling point? Only by describing your biggest selling point in simple and popular language can your audience remember your product.

If your product has ten selling points, write about them one at a time. Less is more, try to subtract as much as possible. Every time you can convey something you want to your audience, you succeed. Don't be greedy and say whatever you want. In a promotional image, descriptive words can be removed and grammar is not even a big issue. It turns out that many good lyrics make no sense if you think about them carefully. But it is catchy and the audience will remember it quickly.

In summarizing why the Melatonin advertisement achieved good results, Shi Yuzhu said: "Whether consumers like the advertisement or not, the first thing you need to do is to leave a deep impression on them. It is best to remember good advertisements, but when we don't have this ability, we let the audience remember bad advertisements. Audiences hate this advertisement when they watch it on TV, but they may not hate it when they buy it. When consumers stand in front of the counter and face so many health products, their choices are basically subconscious, that is, those that they are impressed by."

Therefore, those who have mental mysophobia should think carefully before making advertisements. Vulgar does not mean bad, and being rich does not mean not being greedy for bargains or being insensitive to prices. There is no need to feel embarrassed about advertisements that emphasize welfare, as seeking profit is the nature of most people. Can big brands emphasize benefits? Absolutely.

Looking around and talking about other things, you obviously want to say "I'm having a big sale here, come and buy some", but you don't dare to say it. This is the most undesirable thing.