It's getting harder to advertise.

I want to jump to the advertising company. I studied advertising, but I did not do advertising, which always makes me very Briss. I know the advertising industry to start from the doll, if it is late, it is really late. I've never seen anyone jump to an advertising agency for 30 or more, only to be overwhelmed by torture.

Many old classmates don't understand me. They said, don't come in, you'll regret it. I said, I have forgotten the last time I regret it, I am not a person so easy to regret. Besides, I was determined to go to Austria when I was a college student, and I even changed my micro-letter name to "Australian magnesium King Total" to show my determination.

Then for a while, online said that there are many advertisers in the work of sudden death, coupled with some of the madness of the predecessors, just give up this become the dream of Ogilvy creative director.

My family asked me, why don't you go to the advertising company, I told them, do you want your son to die in front of the job, and then began to scold the advertising company's work schedule. Then I found out that it was wrong. Like you always want to go to Lijiang, because in your heart that has always been a holy land. But others and you say, that his mother is nonsense, Lijiang is a cannon city bale. And then you say to others, the mother of Lijiang is a cannon city, I do not rare to go. It's just a good excuse for a dream you don't dare to realize.

What's more, I am a bit strange, if I think of anything not to do, I feel uncomfortable. So whenever you have this idea in your head, you must do it in your lifetime. Coincides with the recent work environment is not very good, so a beat table board, decided to jump to the advertising company.

But to enter an advertising company is not so easy things, I have no resume, two no case, how do I go to a good company drill it. So I wrote this article, I wrote about advertising and the dissemination of some personal insights, and then to the resume plug.

Let's talk about spreading.

1. The nature of communication

The nature of communication is nothing more than a point of information passed to another or multiple points, and then another point or more points to pass information to more point, in a short period of time to keep the cycle of the above steps, is the most idealized transmission.

But all said is idealized, so in the process of implementation, there must be a lot of resistance. For example, how you can deliver information to as many points as possible, how you can make others willing to help you deliver messages, and how you can loop through the information in a short time as much as possible, these are issues that will be mentioned below. Next, let's talk about the spread process.

2. Spreading process

From a personal point of view, why should I send a message, which is necessarily the value of this information to me, and the information is also the value of sharing. When I saw a "husband behind his wife, and the mother-in-law cheating" news, in the heart of a big scold, lying groove, and such things. This time the news to me has a certain value, because it refreshed my three views. Then I think this kind of news should also let others see, refresh their three views, so I put this news in my circle of friends to share.

The process of communication is very simple, receiving information, digesting information, and sharing information. Seemingly simple 12 words (if the word removal of information, is actually 6 words), really want to let him achieve is not so simple. For example, how do you let people see your information as much as possible? How do you get people to have the patience to read your message and feel a little mean? And how do you make someone want to share your information with his friends? All right, next, let's talk about one by one issues that need to be tackled in the process.

3. Issues to be overcome in the process of communication

On weekdays, you see a circle of friends or micro-blog on the crazy biography or work, in fact, writing is not how, some of your work even in quality far more than they, but why your things can not cause the spread, and their but it? This is enough to prove that in this era, the quality of content in the process of dissemination is not the most important factor, if you want to let your things caused by the spread, there are many problems to solve.

1 What is the content you wish to disseminate? "You have to be sure that your content is spreading."

2 What groups do you want your content to spread? "You have to understand that your content cannot be spread across multiple groups, and that different people focus on different things."

3 where is its spread point? "You have to know what your target people like to share, what they have in common, and whether your content has these commonalities."

4 How to get your content to reach your target group? "You have to make sure that your content is visible to them, which is the basis."

5 How do you get your target group to help you share content to accomplish two times? "Besides the content itself, you might be able to give them some other benefit."

6 How to make your content wide spread in a short time? "You may also need help from influential people."

4. Communication difficulties

If you solve all of the above problems, you can do a very beautiful case out. We often see a lot of classic dissemination cases, they are in the creative and implementation process, have taken into account the above problems, and the perfect solution to them.

But the times are different and the communication environment is different. The previous case to today, must not create the same influence as at that time, because the current environment of communication brings us unprecedented problems.

1 The audience dispersed

The "holiday this year not receive gifts, gifts only the brain Platinum" era has passed. I remember when I was a child, for me, there is only one channel to get information from outside, that is television. Television was the most powerful medium at the time, and basically everyone watched TV. If you want your information to be seen by others, spend money on TV and hit ads. How many people see the message you want to convey depends on how much you spend. This is also the sentence: "But any money can solve the problem, is not a problem."

The problem with the current communication environment is not how much money you have, but where you should invest and how to vote. Without talking about the traditional media, we should talk about the internet alone for 10 days and a half months. In the past, my TV only received 30 units, and now a computer can browse thousands of websites, a mobile phone can download thousands of apps. And these sites, these apps, will spread the target audience divided into a small group.

I can never find a medium as powerful as the TV before. How many people can kill the hammer now?

2) Information explosion

The information explosion is displayed in five aspects: The news is increasing rapidly, the entertainment information is soaring, the advertisement information is overwhelming, the technology information is increasing rapidly, and the individual accepts the serious "overload".

Information continues to surge, new information is constantly scouring the old message, the previous headline may have been a public conversation for a week, but now, the morning headlines, the afternoon may be replaced by other talk. The internet is always a double-edged sword, it expands the range of your information dissemination, reduce the cost of your information transmission, but at the same time let you a lot of competitors.

This is a kind of love and hate feeling, if you are a Taobao sellers, you will be able to deeply appreciate this feeling. From as long as the goods on Taobao can sell, to pay to promote to sell out, and then pay to promote may not be able to sell, this is a history of Taobao, but also from the side reflects the history of the Internet.

3 Audience Immunization

In the rapid development of the Internet over the past few years, our generation (whenever, Gen, after, also contains a part of the 00) in the information of the central bombing, has already cultivated a sharp eye, which news is forged, which articles are soft wen, one can see through. What is even more frightening is that there are some things that are not fabricated, and they are seen as fake news in the eyes of the public.

Now many media have become more cautious than before, they make their own reports as far as possible in the eyes of the people objectively, otherwise there may be the title of "Soft Wen" name. Micro Bo on the large, trying to make their own ads become a soft and soft, but still can not escape the eyes of fans, comments in a curse. Sometimes I even feel that in the absence of a better form of packaging, advertising is not as good as a hard wide form.

It's not just soft advertising, it's a lot of things. The audience's senses are numb, and if you want to find something that stimulates their senses, it may not be as easy as it used to be.

Ad spots: Have you helped me to order? It's not too late. → Links

5. A number of recommendations

Every time I think about those problems, I get a headache. In the face of such poor communication environment, I have not yet summed up a set of hundred Test lark methodology, but there are some ideas.

1 Multi-channel Publishing

This simplicity is a matter of execution, and if you have a strong executive power, you might as well publish your message where your target audience may appear. 90% of the performer in one channel to release information, will be in the mouth scold their boss is stupid. But sometimes that's probably the best way we can figure it out.

2 Develop new channels

Real Estate Fire, you regret not to buy a house early, the stock market fire, you regret not to go to fry early, Micro Bo Fire, you regret not early to run a large; micro-letter fire, you regret not early to do a public number. What are you doing?

Developing new channels is to run their own accounts and content before a channel has become known as a big platform. The channel itself is also developing, it needs to obtain feedback to the user, need to spread out. As a platform for users, you can actively to the platform to put forward your valuable advice, but also to help the platform to promote, after all, you are tied together two of grasshoppers. With luck, establishing a friend relationship with the channel's operators will do you no harm in the development of the channel later.

It takes a certain amount of time to run a channel, but you don't know what the channel will look like in the future, which is equivalent to an investment. Even know that such places have become a main channel of marketing, I think it is all possible.

3) spread, starting from the side

I've always thought that people who advertise in their circle of friends are stupid, because I think it's a very inefficient means of communication, his information can only be spread in his circle of friends, never out of this circle, let alone to affect the people of the country. He and others on the QQ and said, "Help me turn, thanks," In my opinion and futile.

Now that I have the internet connected to the world, I can let everyone see my message. All I have to do is throw the information that I think is interesting enough to the Internet, and it will naturally arouse the public's frantic forwarding. So I did, and the result ... There is no result. I understand the usual we see on the Internet some things, really is not intentional inserted willow shade, perhaps only accounted for a small proportion, or should be a minimum proportion.

Then I also want to understand that the first step of communication should start with your friends circle. Because your friend is always more than a stranger to help you spread the reason, that is: You are his friend, spread in his opinion, just to help a friend a busy. So, think of as much as possible to let others see your information, first find willing to help you carry out two times, after all, the latter is much easier than the former.

4) Sincerity

Do everything in good faith, especially in communication. Pretended to be never true, was more embarrassed by people. As I said before, I don't have time to write this thing if it's not for the number of words in my resume.

The sincerity I'm talking about here is, in theory, the heartfelt sincerity, but if you can't do it, you have to let people think you're sincere. For example, if @ 13 empty, this girl is well-known, my colleagues even praised her to the sky. I think she is very sincere about the advertising, she in the circle of friends and you say this is an advertisement, help me to order how many praise, I can get advertising fees. This is what I said earlier, before you find a good packing form, let it appear in a hard and wide form. In this world full of soft and wide, such a fresh and hard wide, but caused a lot of popular goodwill.

So, do not let people see you are faking, if you are not good acting, it is better to choose from the heart of sincerity.

5 User Thinking

The user thought runs through the Internet thinking value chain always, is a core thinking. Many people think that internet thinking only applies to the Internet industry, this is a misunderstanding. In fact, Internet thinking is not only applicable to the Internet industry, and user thinking is applicable to all industries. So how to embody the user's thinking in the dissemination?

My co-workers often tell me excitedly that he has a good idea, or that he thinks of a good idea. I asked him if it was you, would you share it? Then he would not speak. Therefore, I think that your proposal must be at least effective to you, otherwise there will be no value proposed.

In the planning of the dissemination of the main body, as the recipient of the information, change the position of thinking. What kind of information do I want to share? What means can stimulate me to share?

Here's a quick way to say what I think. In our opinion, communication is a one-way behavior, but in fact, if there is a two-way communication with the audience, it will make the spread of better results. For example, a person under your microblog left a comment, you reply to him, he thought, wow, the high brand unexpectedly and I have a common consumer dialogue. It's a feeling of being respected. The next time he's going to be a little more interested in you.

I think the interface is doing a good job at this point. As a business news website with a sense of mission, it is doing its best to be "user-centric". When I saw their reporters and high level in the article on the message board to reply to the user's message, I feel that this site after the designation.

6. Say something else.

Since this article will be a part of my resume, I must say more about my thoughts on advertising in order to fully reflect the good quality of my thinking.

1 The real good advertising is not to see how much it eventually increases the number of products sold, but to see how much it caused the social effects. For example, TD Bank's history of the most moving ATM, almost did not give me to see cry.

2 The ability to buy through an advertisement will only be left "yellow Crane king eight eggs, you are not a person ...".

3 to distinguish a good advertisement, not only to see the creative and insight of advertising itself, but also to see the combination of creativity and products.

4 The more rotten original than the cottage more worthy of respect.

5 from the marketing level, Luo is the most powerful person I have ever seen.