Arris-22 marketing rules (22 Business Rules)-15

Arris-22 marketing rules (22 Business Rules)
15. Honest Law
Potential users will show your strengths when you acknowledge your weaknesses
It is against the company and individual nature to acknowledge your weaknesses. For many years
Our thoughts are constantly instilled in our minds. The "good side" was once a mass of books and articles.
.
Therefore, you will be surprised when you hear the following statements:
The effective method is to acknowledge your shortcomings and then turn them into advantages.
"Avves is only the second in the rental industry ."
"It must be good to have a name like smack ."
"The Volkswagen 1970 car will be an ugly duckling in the near future ."
"Zhuo Yi, the world's most expensive perfume ."
What is this? Why is it so honest in marketing?
First of all, it is also the most important thing. Being honest can bring people out of guard.
The statement is accepted as true immediately. On the contrary, if you boast anything, you can only get people at most.
Doubt. This is especially true for advertising.
You must prove your strengths to make them acceptable to consumers. And admit yourself
Vulnerabilities, so you never need to prove them.
"The Volkswagen 1970 car will be an ugly duckling in the near future ." After hearing this, the user will think like this:
Ugly cars provide reliable quality.
"Zhuo Yi, the world's most expensive perfume ". If people want to spend $375 to buy an ounce of Zhuo
Yes, it must be a very exciting perfume.
"It must be good to have a product named after a family name like smack ." Most companies,
Family-owned companies, in particular, never joke about their names. But the smack family has done this,
This is one of the reasons why Mark has become the most famous trademark in jam and jelly products. If your name
If the word is not good, you have two options: change it or make fun of it. What you can't do is ignore
It. This is exactly what you will not see in the supermarket today
One of the reasons for this brand of beer is that.
"Avis is only the second name in the car rental industry ." So why rent a car? Because he
We must work harder. Everyone knows that avis is in the second place in the car rental industry.
Why acknowledge what is obvious? Marketing is often to take advantage of these obvious
. Because you cannot change the concepts that have been formed in people's minds, you must
Strive to use concepts and concepts that have been formed in people's minds. You must use your own marketing plan to make
Users accept themselves. There is no marketing plan, like the one that "acknowledges the second place" of Avis.
This is an excellent solution.
People once overestimated the superiority of positive thinking.
The explosive development of today's communication and information dissemination has made people eager to sell everything to themselves
The Division is increasingly cautious and alert. Only a few companies are willing to acknowledge their weaknesses.
When a company starts to promote itself by recognizing its own weaknesses, people may not be able to help
Pay attention to it. Imagine a person who finds you telling him about his difficulties. You must immediately listen and be willing to raise
For help. However, if a person opens his mouth and shows off what he has done, you may not
Interested.
When people start to pay attention to you, you can turn to positive publicity, which is your marketing method.
A few years ago, skobo entered the slot market with its "good taste" brand, targeting Lee Shide.
Lin's mouthwash tastes terrible.
What Should Li Shilin do? Of course, it cannot tell people that LI Shi's taste is not
"So bad", this will only deepen people's bad impression on themselves through self-confession, thus
Make things worse. On the contrary, LI Shi delin has applied the honest and honest law to make it public.
It is declared that this product is a "mouthwash that makes you hate twice a day ".
At this time, the company not only admitted that its products do not taste good, but also admitted that people actually do
Dislike the taste of its products (this already shows the company is honest ). Then it enters its marketing topic,
That is to say, "Li Shi delin will destroy a large number of bacteria ".
Consumers will think that the smell of something like insecticide will surely destroy bacteria. Height Tan
The company successfully overcame the crisis.
In another example, GM acknowledges that its grape nuts and cereals require "a few drinks ."
Experience its taste ", and it is recommended that consumers eat for a week. As a result, the sales volume has increased by 23%.
Last note: the principle of honesty must be carefully and skillfully used. First, your weakness
It must be widely recognized as a weakness. Your white image must be recognized by consumers immediately.
. If this is not the case, your users will be confused and ask strangely: "How is this?
?" Second, you must quickly move on to positive publicity. The purpose of being honest is not to apologize,
It is to support your strengths to win consumers.
This rule just proves an old saying that honesty is the best strategy.