42 marketing tips hidden by marketers!

Marketing guru Ted Levitt once said:

There is no such thing as a commodity. What customers really buy is not the product, but the solution to the problem.

Truly smart marketers are always good at finding breakthroughs in users, which is probably what is often called "user thinking".

Times are changing, and most of the products from twenty years ago are no longer suitable for us, but those golden sentences that truly understand the user psychology continue to play a role.

The following are 33 golden marketing phrases + 9 psychological effects that influence consumer decision-making. These classics can give you different ideas.

01

Some people say give consumers what they want, but that's not my way. Our responsibility is to be one step ahead and figure out what they will want in the future.

—Steve Jobs

02

There is no such thing as a commodity. What customers really buy is not the product, but the solution to the problem.

—Ted Levitt

03

Don't over-promise, but over-deliver.

--Michael Dell, founder of Dell

04

If I wear a piece of clothing and 80% of people say it looks good, then I will definitely buy it! I came across a business opportunity, and 80% of people said it was possible, but I definitely wouldn’t do it!

I firmly believe in the 2/8 law in the world. Why are 80% of the world's people poor and 20% rich? Because 20% of people did things that others didn’t understand and insisted on making the right choice that 80% of people would not insist on.

——Li Ka-shing

05

When buying, you can use any language; but when selling, you must use the buyer's language.

—Margaret Spellings

06

Customers won’t remember much of what you say, but they will never forget how you make them feel.

—Simon Hale

07

The purpose of marketing is to discover and satisfy needs.

—Philip Kotler

08

We make lipstick, but our ads sell hope.

——Charles Revlon, founder of Revlon

09

Flattery before sales is not as good as after-sales service. This is the golden rule for creating "permanent customers".

——Konosuke Matsushita, founder of Panasonic

10

Real advertising is not about creating an ad, but about getting the media to discuss your brand.

—Philip Kotler

11

The headline is the most important part of most print ads. It is the key to determining whether readers read the main text. On average, five times as many people read headlines as read the main text. In other words, the headline represents 80% of the cost of an ad.

--David Ogilvy, founder of Ogilvy

12

In an overcommunicated society, the only hope for success is to be selective and focus firepower on narrow targets.

——Positioning by Al Ries and Jack Trout

13

People don't buy things, they buy their expectations.

—Ted Levitt

14

Don't design ads that you wouldn't even want your family to see.

--David Ogilvy, founder of Ogilvy

15

We believe that the greatest challenge for creativity is to eliminate those boring, exaggerated, pretentious words that say nothing. Replace it with real information that can help consumers solve problems and improve their lives. This is the way to build relationships with consumers and the only way to establish brand status.

--Don Schultz

16

Emotional resonance is very important and is the only decisive interest. This product is like you. What kind of product you use determines what kind of person you are. This is the main meaning of the advertisement.

——Bai Weiliang

17

Year-round price cuts and promotions will cause consumers to lower their evaluation of the product. How can a product that is always discounted be desirable?

——Confessions of an Advertising Man

18

I always use my clients’ products. This isn't flattery; it's a good basic attitude.

——Confessions of an Advertising Man

19

We want consumers to say, "This is a great product," rather than "This is a great advertisement."

--Leo Burnett

20

Our purpose is to sell, otherwise it is not advertising.

— Ross Love

twenty one

The consumer public doesn't really know what they want. Until those ideas are presented to them in the form of commodities. If they could tell you in advance what you wanted, there would be no wheels, no levers, and even no cars, no airplanes, and no televisions today.

--Leo Burnett

twenty two

Advertising cannot create miracles for a product that people do not need and do not desire to own. However, a skilled advertiser can highlight previously overlooked features of a product and arouse people's desire to own it.

--Leo Burnett

twenty three

There is only one secret to success: keep doing simple things.

—Tom Hopkins

twenty four

If we only pursue results without reflecting on our own problems, we will become complacent even if we get some good results. If that happens, the day when our customers abandon us won’t be far away.

——Tadashi Yanai, "Notes on the Development of Managers"

25

Think about many things, communicate with many people, explore and practice repeatedly, and seriously ask and answer your own questions. This process is very important. People with good intuition and great ideas have gone through this process.

——Tadashi Yanai, "Notes on the Development of Managers"

26

People are accustomed to explaining the phenomena they observe with causality, so stories are more convincing to us than statistical probabilities.

——Daniel Kahneman, Thinking, Fast and Slow

27

The phenomenon that your liking for something increases with constant repetition is an extremely important physiological phenomenon.

——Daniel Kahneman, Thinking, Fast and Slow

28

Sometimes something looks beautiful simply because it is a little different from everything else around it. If all the flowers on the windowsill are white, a red morning glory will look beautiful, and vice versa.

——Andy Warhol, The Philosophy of Andy Warhol

29

The basic method of positioning is not to create something new and different, but to manipulate the existing cognition in the mind and to reorganize the existing related cognition.

--"position"

30

This positioning concept of extremely simplifying information has further developed into our theory of "one word captures the mind". Volvo is "safety", BMW is "driving", FedEx is "overnight delivery", and Crest is "moth-proof".

--"position"

31

When you have a brand new product, it is often more effective to tell potential customers what it is not than to tell them what it is. For example, when the first automobile was introduced, it was called a "horse-free carriage."

--"position"

32

After successfully positioning yourself, don’t forget what helped you win the position in the first place, and don’t easily go against the positioning you have formed in the eyes of users.

--"position"

33

If you try to please everyone with a product, it will end up being ignored.

--"position"

34

The price that strikes you at first sight when you encounter a product in your life (or the price when we first decide to buy a specific product at a specific price) will have a long-term impact on your willingness to pay for the product in the future.

Anchoring effect

35

People adopt the opinions and actions of those they like or trust.

——The herd effect

36

When people make choices between equally matched options, the addition of a third new option (the bait) will make one of the old options appear more attractive.

——The Decoy Effect

37

The rarer the opportunity, content, or product, the greater its value.

——Scarcity Effect

38

It can even be said that the fear of losing something is more motivating to people than the desire to get something.

——Loss aversion effect

39

The impressions/expectations we already have about things will affect our attitude and experience towards them.

——Expectation effect

40

When people give you benefits (especially frequently), you will unconsciously develop a sense of indebtedness and hope to repay the favor in the same way or in other ways.

——Reciprocity effect

41

We prefer things that are familiar to us.

——Exposure effect

42

When you don’t get something, you feel calm, but once you get it, you are not satisfied.

——The Diderot effect is the “the more you get, the less you have” effect

Author: Mumu Old Thief

Source: Mumu Laozei