Marketing is also a belief

Not long ago, in an internal meeting, the head of the water purifier to recommend the first independent production of new products, the person in charge of the product performance and price advantages, the presence of some people secretly revealing a rich expression, I am sensitive to distinguish this expression of the language of marketing against the resistance and suspicion, Immediately and we discuss why there is such a reaction. Salesman and the audience composed of a typical marketing environment, in this environment people homeopathy into a so-called marketing status: The Speaker is true and false mixed, the listener letter is not letter, both sides finally smile, silently in the heart thinking of a word "fooled."

The word "cheat" began to rise from fan's "selling" sketch with exaggerated drama show a beggar-thy-neighbour trade, audience laugh after also imperceptibly be misled, germinal on the marketing of alert heart, even many marketers in their own become customers, also set up not "be marketing" psychological defense. Some people think that marketing is a trick, and sales people to weigh the words to listen. However, there is an essential difference between marketing and flicker: The aim of the trick is to be beggar-thy-neighbour, and marketing is to pass on the quality of the product and the good feelings attached to the customer.

Consumption behavior, as one of the important behaviors of human economic society, carries two levels of objective use value demand and subjective spiritual feeling demand, and the latter is increasing in weight, the motive of consumption is to build a better life, and this expectation of good life is the expression of spiritual demand. Products from the factory output only use value, only through the product packaging, channel construction, marketing personnel, such as the promotion of a series of marketing operations, can realize the value added on the product, give the product bearing the spiritual connotation. Pure goods can only satisfy the demand of use value, and people's spiritual demand for a better life must be satisfied through the marketing increment on the commodity. Coca-Cola is not only a unique taste of beverages, but also a mystery of the long Formula Legends, and represents the carefree, enthusiastic cola culture, condensed a group of Coca-Cola fans, behind these are every marketing link value added together built. Good life is the power of the spiritual world, marketing is a means to create and achieve a better life in the economic society.

There are always a number of people on the cost of products on the marketing value is difficult to recognize, uphold a similar "cost theory", "truth" point of view, that the creation is false, things should be "real" to the world, and in fact the essence of this truth is a negative thought, is a good misunderstanding and resistance. A plain but favored woman does not know how to manage her own beauty, and the truth that she presents is not the true love of people. On the contrary, a woman who knows how to dress herself is often a loving beauty from the heart, and presents it to the people around her. And the proponents of truth tend to focus on the excessive make-up, cosmetic, PS, and so on too much veneer, to the beauty of doubt and prejudice, simply think that the color of the sky is the most real beauty, this kind of thinking is actually not understand the meaning of good, essentially negative thoughts.

Not long ago, when the new book, "Marketing Win Thinking" was published, I will more than 10 years of marketing road created by the results of the success of thinking, in carding the process of review, more clear their understanding of marketing thinking: the essence of marketing thinking is a transformation of thinking, the negative things into positive things, is a belief in the expression and creation of a better life. For a marketing person, positive transformation thinking is also the most basic quality and ability, only a deep understanding of the nature of marketing thinking, in the face of the open market situation and all kinds of obstacles, the firm belief, to achieve the goal. People often put the understanding of marketing limited to the promotion of business, in my opinion, from the social evolution to cultural form, and then to act in the world, marketing thinking everywhere. People through the creation and dissemination of religious culture to condense the power of faith, religion is to a certain extent, the marketing of faith, we praise the power of dreams, the cold struggle against reality, the difficulty into a dream of power, is essentially the marketing of hope. The change of the Times is the same, Chairman Mao founded the New China, relying on the "Death to see life" belief, only to unite the power of all China, the creation of a new China.

The core of brand marketing is to create social value to achieve a better social mission, that is, the brand ultimately represents a spirit, and has a large number of fans of the group. In an investigation of NASA, an organisational behavior expert asked a janitor: "What do you do?" The janitor's answer shocked the experts: "I gave away the ball last month." "Such a belief that she is no longer an ordinary cleaners, but poured the energy to make her incredibly excited, it is this power to create the strength of NASA." Sun Rain Mission is to provide superb solar water and water solutions, for each family to bring a green, healthy water life system, to achieve the sun to change their lives, with the green to restore the world's dream, every fan of the sun rain is a member of this beautiful mission.

"Forrest Gump" in the mother said: Life is like a box of chocolates, you never know the next to eat what flavor. Perhaps life is not chocolate as sweet and charming, but it is this sentence, let Forrest Gump irrigation mother to give spiritual strength, became a legend. Marketing faith, too.