17 thoughts on marketing, copywriting, and life!

1. Please accept this marketing trick!

Frederick the Great made Germans fall in love with potatoes, and Kemal asked Muslim women to take off their headscarves. Both stories tell us a truth: whether you are doing operations, sales, or even daily interactions, if you want to persuade others, you might as well try this -

People who are better than you are all in XXX, and people who are worse than you don’t have XXX. Or, vice versa.

2. When consumers spend money to buy your products, they are often buying the "feeling".

Whether he thinks a product is good is sometimes more important than whether it is actually good or not, that is, feelings are more important than facts. It’s like being a food expert on the internet. It takes hours to take photos, but this food can be made in just ten minutes.

And this feeling must be perceptible. 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 they felt there was no difference between brushing and not brushing.

Then someone added mint to toothpaste. With the flavor, people felt that their teeth and mouth were indeed clean (it's all the same, actually). Then, toothpaste became a necessity of life.

So you see, people are often influenced by their feelings, but the value of these feelings also needs to be perceived.

3. Fall secretly when no one is watching! This is the best kind of failure!

The best failure is to "fall secretly when no one is looking" - this sentence is really insightful.

Everyone is afraid of failure, so why can't we rehearse in advance, test in advance, verify on a small scale in advance, and "secretly" fall in advance? Isn't this kind of fall the key to success when someone sees it?

It also proves the saying: Whatever doesn't destroy me makes me stronger.

4. Your energy is beyond your imagination! This is true!

American social psychologist Festinger has a famous theory, namely the "Festinger's Law": 10% of life consists of what happens to you, and the other 90% is determined by how you react to what happens.

This means that 10% of things in life and work are beyond our control, but the other 90% are within our control, and we still have the initiative. It can be seen that although you cannot control the first 10% that will happen, you can completely determine how the remaining 90% will develop through your mentality and behavior.

5. There is no harm without comparison! This is science!

Too often people have no idea how much something is worth. The human brain does not have an "internal valuation system" to directly tell us how much something is worth. We estimate the value through comparison.

For example, when we want to sell a used car, we don’t know how much it can be sold for, so we often ask our friends how much they sold their used cars for, and then we will have a rough idea.

So, there is no harm without comparison. Do you think this statement is groundless? It is also scientifically based.

6. A terrifying passage upon careful consideration!

There is a passage in The Crowd that is very scary when you think about it:

Once an individual becomes a member of a group, he will no longer be responsible for his actions, and at this time everyone will expose his unrestrained side. What the group pursues and believes in is never truth and rationality, but blind obedience, cruelty, paranoia and fanaticism. They only know simple and extreme emotions.

Isn’t this a true portrayal of cyber violence?

7. Understand these 4 questions and read half a year less books!

I have 4 questions for you:

Question 1: Top-level strategic thinking and Internet awareness just involve piling up various emerging terms? Or throw out all kinds of trendy concepts? Or are you full of lofty academic remarks?

Question 2: You know all kinds of marketing theories, psychological effects, and new Internet terms, but your boss and leader don’t know them. Does this mean they are ignorant?

Question 3: Is this possible? They just don't know the fashionable and professional terms you are talking about, but they have already thoroughly studied the essence behind them and are very skilled in using them, which you are far behind.

Question 4: This is a very interesting concept. If you can only choose between remembering it and deeply understanding its meaning, which one would you choose?

8. A solution to your procrastination problem!

Many times, our procrastination and laziness come from goals that are too big or too complicated. To this end, you can break this goal down into small goals that you can accept and take action on, so that you can see concrete and practical hope.

For example, if you want eight-pack abs, but you keep putting off exercising, you can break it down into doing 5 push-ups a day. Slowly, you will start doing 20, 50, etc.

9. Knowledge gaps lead to pain!

When we are writing a product copy, we always hope that users will nod in approval when reading the copy, but will they raise their eyebrows and make "hmm?" or "oh?" sounds in their minds at several points? Did you make them feel uncomfortable?

American behavioral economist Lowenstein believes that knowledge gaps lead to pain. When we want to know something but cannot achieve it, we will be more interested in learning more about it.

Therefore, we need to create some knowledge gaps in the copy to make users want to continue reading or want to learn more about your product, otherwise they will feel uncomfortable. The process of filling in one's knowledge gaps will help users resolve their discomfort and create a sense of satisfaction. In this process, you will also have a deeper understanding of the product's efficacy and highlights.

10. Beware of the thinking trap of self-perspective

We don’t try to change consumers’ perceptions or educate them. We just try to discover and utilize the facts that exist in the consumers’ minds and connect them with the demands that we want to target, using their brains to defeat their brains.

I hope everyone can plant a seed in their hearts to reject the trap of self-perspective, and always remind themselves that traps are everywhere.

11. Good content is essentially designed to solve this problem!

There is no secret to good content; in essence, it is created to solve anxiety. This sentence from Ma Dong on "The Rap of China" is very suitable for current new media content.

Think about it, what is the key to creating content and writing articles? It should be about helping users solve problems and relieve anxiety rather than creating anxiety.

So I always suggest: 1) Describe the details to reduce anxiety about not understanding; 2) Create scenes to reduce anxiety about not feeling anything; 3) Associate with familiar things to reduce anxiety about not understanding.

12. Have you ever been cursed by knowledge?

The so-called "curse of knowledge" means that once you gain a certain knowledge, it is difficult for you to imagine what it would be like if you did not know this knowledge.

This can easily cause cognitive and communication barriers between "people who have acquired certain knowledge" and "people who have not acquired this knowledge", because no matter how you change your perspective, you have been "cursed" by the knowledge you know.

what to do? It might be helpful to find more middlemen to come and have a look and listen.

13. You are so awesome, you deserve that no one pays attention to you!

People should have critical thinking, doubt some things, and find the essence behind things.

But I increasingly find that too much critical thinking, or blind critical thinking, is really a very selfish thing. I don’t know whether it is for seeking a sense of existence or for self-elevation.

In other words, you're a nitpicker.

14. When you want to improve yourself, should you play to your strengths or make up for your weaknesses?

Do you choose to play to your strengths, make your advantages more prominent, and become a bullet head? Or make up for your disadvantages and make yourself an all-round person?

In fact, Gallup, a well-known strategic consulting firm, surveyed more than one million people on this issue. As a result, most people answered that they would make up for their disadvantages, as they believed that this would help them improve themselves. Only a few people answered that it is more important to play to their strengths, and these people tend to be more successful in their careers and lives.

Gallup research suggests that people who focus more on their strengths are more likely to be successful, or those who are already more successful tend to pay more attention to their strengths.

Some people say that my answer also highlights the advantages. When will I succeed? The thing is – it doesn’t matter what you answer, what matters is how you actually do it!

15. Insights behind consumption upgrades

Many people say that consumption downgrade means that consumers increasingly like to buy cheap things, while consumption upgrading means that consumers begin to like to buy increasingly expensive and high-end things.

I don't think so. Buying cheap or expensive is just an appearance that you see. Whether it is expensive or cheap depends on the judgment of the consumer. The most critical question is why he buys the expensive one and the cheap one?

The reason is that the current consumption upgrade and consumption downgrade should be reflected in: improved living standards and consumers' pursuit of an ideal life.

16. Why do you get two different results when you ask the same question to him or her?

Sometimes, when you talk about the same issue, others are skeptical, but when someone else talks about it, everyone agrees. And you will find that others like to ask that person for his opinion, and he makes fewer changes each time.

This is personal credibility and authority at work. Sometimes the other party doesn’t think your work is bad, but that he doesn’t trust you that much, or that your authority is not enough.

Don’t be naive to think that just because others are unprofessional, they should trust you. This is a fairy tale. The best way is for you or your team to fight more than three successful battles to dazzle other people's eyes. While proving yourself and your team, you will also gain more trust from others.

17. Why not find the rhythm of your copy!

The copywriter himself has to maintain the rhythm. If the person writing the text cannot get into that rhythm, no matter how many skills he has, it will be difficult to be effective.

It’s very simple. Read the copy you wrote out loud. Don’t check it word by word. Don’t read it silently. Read it out loud.

You will find where there are obstacles, where there are problems, where there is discomfort, where the rhythm is not good, or even where you can't read on... problems will arise.

Does the above inspire you?

Source: Mumu Laozei