Yue Huai Marketing: In the blind eye to perceive the hidden unique original

In the 20 's, the United States beer market competition is very tragic, according to statistics, at that time Xerox beer (Schlitz Beer) its market share accounted for only the fifth place.

At that time, almost all of the U.S. Beer manufacturers advertising highlights of the publicity hot spots are highly consistent-only the beer we produce is the "purest"!

In order to change their unsatisfactory sales situation, Xerox Beer hired famous marketing master Claude Hopkins as a marketing consultant. The first thing Claude Hopkins did was not normal--he personally went to the Xerox brewery to study the beer production process. But in this ordinary expedition he found a series of publicity highlights:

Claude Hopkins first surprised to find that in 5 years Xerox beer unexpectedly carried out 1623 experiments, finally found the best fermentation formula.

He also found that the Xerox Brewery plant is located at the Michigan, although the lake is very clear, without any pollution, but the factory still drilled in the lake two deep 500 feet (about 152.4 meters) of artesian well, in order to obtain non-polluting groundwater.

　　

American Michigan (web image)

This is not over yet, Claude Hopkins also found that, when the groundwater was extracted, the Xerox brewery process required that the groundwater be heated to steam and then cooled until freezing--to be sure, at the time, the price of the distillation equipment was very expensive. This process should be repeated three times to remove impurities in the water to ensure the purity of the beer brewing water. And the factory must clean the distillation equipment two times every day.

In addition, each bottle of the final bottled beer is sterilized 4 times by high-temperature Steam to ensure that all microorganisms and bacteria are killed; each batch of beer must be tested before it is manufactured to ensure that the beer is both pure and alcoholic before it is bottled and exported.

Seeing is believing, after a careful tour of every production process, Claude Hopkins to the Schloz beer management and asked, "Why don't you tell the consumers about the entire production stream?"

Management did not think Claude Hopkins unexpectedly put forward this let people laughter question, replied: "These are the production of beer the most basic process requirements, all beer production process is so produced, so despite the fierce competition, all manufacturers have not put it as a publicity point!" Why are we doing this? "

"Why don't we do it?" Claude Hopkins said: "Although this is the production of beer the most basic process requirements, but just because no one in all beers has done it (trying to tell consumers what the" purest beer "is) and you're the first to do so, you're bound to win a clear lead in the market. My advice is to tell the consumer about the whole process of producing beer that is unusual (and, in fact, accustomed) to brewing. ”

In Claude Hopkins insistence, "the production process to tell consumers" became at that time Xerox beer business strategy. At the fairs, in the dealership, in the various advertisements, Xerox beer through various channels to show each drinker purification, brewing, disinfection, testing, bottling and other procedures of the production process, fully interpreted the "purest" the true meaning of the word, the result of "the production process to tell consumers" marketing strategy has been successful.

Because, although all beer manufacturers at that time with the same production process production, also all unanimous propaganda "only I produce beer ' purest '". Unfortunately, none of the brewers thought that consumers could explain to consumers at a glance how "beer is purest," what does "beer purest" mean for consumers?

In this case, the marketing strategy of "Claude Hopkins the production scene to the consumer" the big Xerox beer is such a vivid propaganda guide, the vast majority of consumers will think that only the Schloz beer is produced by such a rigorous process--Xerox beer is really "purest" beer.

A few months later, the Xerox market share soared from the fifth before Claude Hopkins marketing to the first.

This classic marketing case is familiar to everyone, but we do not really feel the real heart-especially for those who every day for the site to worry about original content webmaster, we all know in the content marketing times original important, but we deal with the method is extremely wrong, or "copy collection false original", or blindly play with word games, Hype concept.

Where does a unique original content come from? Claude Hopkins This classic marketing case tells us, sink down, to the forefront of production, careful observation, find out, do not miss any clues, from which to find a unique publicity highlights-original content is not a clever cartoon monk, Sitting where you knock on your head can be thought out, or wonderfully.

But the problem is, Claude Hopkins is definitely not the first person to see beer in such a production process, why is he, and not someone else, discovering the unique selling point of "telling consumers about production"?

Yue Huai Marketing (www.yuehuai.com) think, are blind to the trouble, those workers, operators and various marketing experts due to countless times in the face of such "the most basic production process", there is a preconceived idea in mind-this is the production of beer must meet the most basic technology, Every beer company has to do this, what can be done in this area of propaganda?

But the problem is, you are the expert, you daily contact beer production process, you know this is "the minimum production process" common sense, but this does not mean that the vast number of consumers also understand, marketing is what? is to be loved by the vast number of potential users of the way to enable more people to understand your products, Let consumers feel your product and their relationship, and finally let consumers trust your products-the original content of the site is also the purpose of this.

Therefore, all marketing personnel (including Web site content producers) to abandon the preconceived idea, that "I know the industry common sense everyone must know", desperately imagine all kinds of high wisdom, imaginative ideas of marketing, but forget the most basic is also the most deadly things, Inform consumers by the way they are loved by consumers.

10,000 steps back, even if you are the industry's production process is really familiar to everyone, but as long as you hold the consumer's psychology, explore the bright spots, through the form of fun, to reinterpret the production process and their relationship, which is also the "mission" of the success of the propaganda-it is in line with the "core value of the site" The original content.

Any propaganda means repetition, an American psychologist said: "A reason only repeat more than 7 times, can really be accepted", but you must in the repetition, put yourself in the user's perspective, will be the most obscure boring product characteristics, the way we like to show vividly, Not only does the propaganda audience not feel the repetition of boredom, but also the new relationship between the product and the consumer's ego.

Claude Hopkins This classic marketing example shows that we should not be too busy to conclude that "we can't find the original", "I will not write original", as long as we really sink, "to the heart of the user", truly from the user's needs, attentively look for, in the most appropriate form of expression will be your unique findings expressed, You will always be able to find the original brand of your own unique style.

Remember someone said: "The grassland is full of flowers, and in the eyes of cows, only see the feed of the Li Zheng," This words is ugly, worthy of our deep thinking (this article is gouyn12 for Yue Huai Marketing Manuscripts, reproduced please link form to indicate the origin of the article http://www.yuehuai.com/ article-671-1.html).