Talk about manufacturing: marketing people killer!

Fighting situation however odd, positive change, not winning the poor also. - "Art of War Warrior Chapter"

If you, like me, are naturally fond of censoring by dictionaries when doing Internet operations, especially when you're writing a quotation saying that you are not sure about it, then congratulations, you already have an excellent marketing Human potential.

However, outstanding marketing people, although perennial are mixed in the world, but with a keen sense of the net, good at capturing public opinion and by singing the show, ready to add a subject behind the "where to", to a In front of the object to add a "immediately", or even wait for the release of Feng Xiaogang's new work, can not wait to "private custom" four-character phrase engraved into the aunt's mind.

They are the trendsetters of every wave of the Internet. For reasons of public or private difficulty, unscrupulous netizens are brightly lit in the vast sea of ​​oceans, just like the frogs and happy horses in the micro-channel expressions Than waves.

For such marketers, of course we can call it "excellent." Unfortunately, good, still not "top."

Find a little-known martial arts novels, you will find one of the martial arts master pick it up, but in addition to the protagonist, in the end let readers lament, "hanging fried days," then one or two Boss. How to become one of those two can suppress the protagonist of the heroic short, forced children and affection, hard to force hundreds of thousands of words finally by virtue of the aura back door to overthrow his boss-level marketing people? This article, will not Tell you the answer.

Because there is no such thing as a fixed answer. Obviously, to become a marketer trying to get out of the world, you need not only the qualifications, the times, the luck, and the WeChat circle of friends, but also some exclusive secrets that are summarized according to the mentality. The secret varies from person to person. Traces, but often nothingness, not dreaming, bathing, the toilet can not epiphany.

The topic we are discussing today can not be called a secret, but it is also a marketing trick worth exploring: manufacturing talk.

What: What is talking about capital?

Talk about funding, for people to talk about after a meal gossip, hidden in the parents in the short, hidden in the tide of the times.

I have a colleague, asked me two days ago: hey, Alibaba's Baoan account balance is not safe, I now want to let 200,000 go, how much a day can earn?

I pinch a count: 35 it.

He likes to be in color: not bad, can get the money for a day!

I laughed: Yes ah, but I put less money, only earn a lottery money.

He nodded, silently, rejoiced, and always shaking his legs excitedly during the rest of the day.

I also have a colleague, opened WeChat MoneyTo save a sum of money into it, very shy, suddenly asked me lunch: you say I put the money on the balance Baoanan insecurity ah? How much do you put in? Remove the party is not convenient?

So I understand that she refers to all the monetary funds collectively as "balance treasure", which is exactly the same as "Wenquxing" when I referred all the electronic dictionaries in the student age.

Then I started to literacy for her, to explain the current market, the various monetary funds and the rate of return which one is better. After she listened, praised my knowledge, the cheeks crimson over time, as if Shih confusion spring water, blooming buds in the winter until I found the ring on my ring finger, I realized it could not be my chaise.

The above is talk about capital. Manufacturing talk, not speculation, it is more than factual basis for speculation; manufacturing talk, nor word of mouth marketing, it is more popular than word-of-mouth marketing. Although there is no lack of positive energy such as Chu orange, but more is the iPhone 5s triggered the "native gold" general banter.

Why: Why talk about manufacturing?

After half a year, Yu Booao finally became the talk of me and my colleagues. To be honest, I think it was too late. If it is not the Tianhong Fund (the true face of Yuen Po) forced by other e-commerce pressure to announce its asset size exceeds 250 billion to trigger a sensational effect, my colleagues may now still apply soy sauce at the bank counter.

Let us review what this half-year balance treasure emphasizes to users? Attractive yield, money, spike in demand deposits, rapid redemption of T +0 ... In the eyes of some classic marketing academics, this is really Excellent - Yuen Po did not stress "what am I", but emphasizes "what can I bring to the user." Look, this is called demand, how good the case, you learn something!

As a result, the balance of asset scale of Yuen Po has soared, making Tian Hong Fund squeeze out the first place in China for the Fund.

But personally, I am slightly disappointed with the marketing of Yu'ebao. In the past six months, I did not even see such a message as "a public official misappropriating public funds only for the investment balance Bao" or "a wealthy second-generation household who actually makes his living with surplus treasure". The balance of treasure steady, rely on its own product strength leading to the expansion of the asset-rich Avenue, in such a success, the marketing people want to break the routine, resorted to some outside the media to increase the tipping point of public opinion, it really takes courage of. And I think that these trickery is the difference between "excellent" and "top".

Some people have to say, Yuen Po has developed well, continue to increase the tipping point, and finally lead the fire to the opposite effect how to break?

I would like to say that you made a mistake about the relationship between purpose and purpose. It is the intention of this tactic to make talk between reeling. Although the effect can not be monitored, when your product becomes the talk of people, the marketing value is There must be something that does not just make my coworkers excited about shaking their legs.

Chopper will have such online shopping experience, see a promotional burst, heart itch is not calm, this design, wow! This discount, wow! This page UI, wow rub! This customer service name, Wow! In short, the product is too hanging! Great user experience!

However, due to various reasons, chop chop party hesitant temporarily did not start. After - this is the key - pretend by the way with friends and family on the attractiveness of the product to do something easy to understand, seek recognition, quickly pulls out from the favorites just hesitated that URL, Click the "Buy Now" button next to "Add to Cart".

...

Then the shop operator who the buyer patronized told the product manager, "I looked at the recent traffic and it turns out that our user experience is doing well and giving you 32 likes!"

So the value of interpersonal communication is ignored.

Hard-pressed Internet operators, always struggling to catch up with various trends, imitate a variety of postures, but we often forget that, from time to time, interpersonal communication is always the foundation of all dissemination of content and carrier, Heart-touching, Mo first love, never say, Mo Qingsheng sound, Mo depth of justice. No matter how accurate the user gets on the high-definition screen in front of him and the experience of a smoothing tendon, he is not as good as a cry from friends and relatives, you think you let me download your app will be free to buy a note may be 500 million The lottery will make me tempted? I was next to the IQ is obviously not as good as my head in the Pharaoh 3000 3000 color ball third prize in front of me constantly swinging and naive! Labor next in a 30000 to you Look!

Well, this is what the intern told me.

Let us look at Yu-Po Yu, which tells users the numbers with percent signs for many liberal arts students full of hard feelings, the topic can not start, and as a financial product, it is born with people tend to avoid Talking about the characteristics of - this thing looks really good, it is recommended, that is, do not make other people have put how much money into, but I can not tell others how much I benefit, so the family are exposed, oh, really People feel shame ...

The above mentality, common in the platform is more open and not so close to each other in the circle, such as high school class QQ group, can accommodate hundreds of people's large office. This barrier hindered the birth of talk, but also in virtually affect the scale of the balance of assets treasure.

Even returned to the "demand" level, Yuen Po's handling is still open to question. You did tell the user that your annualized rate of return is ten times higher than the current deposit, but this is not the end demand of the user! The user just wants to know the intuitive benefit that this rate of return can bring in cash. Earn a meal money or lottery money? And this is Huitianfu Fund (another domestic fund company Top 10) recently introduced a group of cash treasure ads seize the "seven-inch", people will help you count Well: Cash Po daily average of 20,000, every day to eat Qingfeng buns; cash Bao daily average of 40,000, Week week free ride the subway; Cash Po daily average of 100,000, there are local tyrant gold ... ...

Look, this is Rex want to know, this is Rex is willing to talk with Rex.

In any case, when your product is excellent, and you have the right to speak and feel that your business can go further, try to create some talk, to maintain the due respect of the value of interpersonal communication.

Someone has to ask, you have not answered me, if this trick did not play well to counter the effect how to do? We have been very successful, take this risk and cost?

I would like to say that during the Song Dynasty, your Huashan Sword Act has indeed been well trained. However, what we are talking about today is the Sunflower Collection. Although not so serious as the palace itself, the possibility of bouncing backwards and surprisingly winning is also unavoidable. Otherwise, Do you think I'm talking to you about Tokgo Nine Swords?

How: How to make a talk?

Before making the talk, I think marketers should first temporarily abandon Internet thinking with "glimpse" characteristics, including the use of big data for performance analysis and precise targeting of targeted markets.

Does it sound funny, is not that anti-science, anti-human? It is anti-science and anti-human!

But what I'm saying is "temporary." Since you are trying to make money, the inherent internet thinking can only become the way you choose to spread the word, forcing you to become overwhelmed when it comes to shaping the user experience.

As early as the beginning of the 21st century (time flies, I actually added an "as early"), Case Sunstein vividly described in the "Internet Republic" the existence of Dailyme among Internet users (Dailyme ) Phenomenon: With the development of network technology and the rapid increase of network information, we are able to freely select the topics that we are interested in from the vast amount of information, and we can completely customize newspapers and magazines according to our own preferences so that everyone has their own tailor-made A personal daily newspaper

Needless to say, this "personal daily" type of information selection behavior will easily create a "cocoon room" for communication among every otaku or house woman - when individuals are imprisoned for a long time in their own construction The information in the cocoon room, over time, will present a stylized, programmed, personal life immersed in knowing fulfillment, losing the ability to understand different things and opportunities for contact, unwittingly, creating a cocoon for itself room.

Marketing people, come to reflect on how many users of your target market to build a number of cocoon room? Your elaborate description of the electronic products domineering, on clothing, shoes, bags discount fanfare rendering, it is not their step Step into the cocoon room it? Is not it just to make them in the broader external interpersonal circle to find information rather than not?

So, want to go one step further students, quickly flip through those who can use the portal and outdoor media list, blur it!

To avoid being said to be a soft copy of Yu Bao Bao or cash treasure, let's take an example here: Smartphone 2013: HTC One. The "Smartphone of the Year" is not my seal. The HTC One is on the list of Techradar, the US IT news site, and Pocket-link on the UK IT news site.

Is such a crazy cool smart phone, but in the domestic market suffered a hit not embarrassed, in addition to distribution channels on the issue, there is a place worth pondering: your spokesman Wang Lee Hom is why ?

Wang Lee Hom playing electric guitar, cool appearance appearance, tell you: to find, to change. Then, the phone's image and its "colorful aggregation interface" and other product features suddenly appeared together with Lee Hom, so seamless, to explain what is called a sense of non-sense.

Obviously, HTC One's target market has two: Ai Lihong, love Fashion, love Quietly Brilliant bright girls; love Andrews, love brush machine, love running points technical men. As a result, both parties saw the other half of the advertisements, both of which said: though they are severe.

What a cup of ah! So good endorsers, so high-quality products, the two actually out of tune ah! When the beautiful girl hitting the technology man hoping to talk about the HTC One as a funding, completely chat to a channel ah! Law, no expense, no expense.

In my opinion, with neither of the two sides, HTC might as well sprinkle the big net, sell a flaw so that everyone can work together to find the tipping point of the product, making it a gossip to be on the table after talking about gossip, add to the spiritual life of people, to go Find, change.

Then tipping point where to find it? I think about it, suddenly realized, brother, but the name of your phone but called HTC One ah!

One, 1 too.

HTC heard that this year also introduced a flagship product, named HTC One +, I do not have to see, and quickly sign to do Yundi Li Yidu it, after signing the name of this product is called: HTC Zero.

HTC One, HTC Zero.

Lee macro, cloud Di.

This does not HTC hurriedly, waving small whip witty rot woman will be based on keen insight conditions reflex derived a passage, will relish for the broad masses of people, deep merits and famous.

Even years later, when chatting about this paragraph, I believe we will clearly remember that the two models of mobile phones, a long time can not go away.

Every warrior, with positive and odd wins.