The marketing person's sunflower treasure: Making conversation

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The war is not only singular, but also the change, not to win the poor. --Sun Tzu's Art of War ·

If you like me, in the internet operation is born with like to quote the Force lattice, always at the beginning of the article to add a sentence to let oneself are not aware of the well-known famous sayings, so congratulations, you already have a good marketing people part of the qualification.

Any excellent marketing people, most of the year in the Cock Silk circle, have a keen network sense, good at catching public opinion and borrow Taiwan Opera, ready to give a subject to add a "go where", to an object before adding a "immediately have", and even can't wait for Feng Xiaogang's new release, has been eager to "private customization" The four-word phrase was etched into the aunt's mind.

They are every wave of network tide, for the purpose of public and private difficult to distinguish, unswervingly for the unknown truth netizens in the vast net of the sea to illuminate the direction, as the micro-letter expression of nerve frog and happy horse, a wave more than a wave.

For such marketers, of course, we can call them "good". Unfortunately, excellence is still not "top-notch".

Find a slightly famous martial arts fiction, you will find that the martial arts master examples, but in addition to the protagonist, in the end can let readers sigh "hang fried days", also so one or two boss. How to become the one or two can the protagonist suppressed to Inchong, forced good for ernvqingchang, bitter force hundreds of thousands of words finally or by virtue of Halo walk a back door to defeat their boss-level marketing people? This article will not tell you the answer.

Because there is no such thing as a fixed answer. Obviously, to be a marketer of Kung fu transformation, you need not only the qualification, the Times, luck and brush the micro-trust friends Circle, but also need some based on the mind process summary of the exclusive tips, the tips vary from person to person, although there are traces to follow, but often illusory, not dreaming, bathing, the toilet can not epiphany.

Today we are talking about this topic, dare not to pretend the secret, but also is worth exploring marketing moves: making conversation.

What: What is conversation?

Talk about, for people to gossip about the information, hidden in gossip, hidden in the trend of the times.

I have a colleague, two days ago asked me: Hey, Alibaba's balance is not safe, I now want to put 200,000 in, how much can earn a day?

I pinch the count: 35 bucks.

He was all smiles: good, can arrive at a day's meal!

I laughed: yes, but I put less money, can only earn a lottery money.

He nodded, silently, delighted, and then shook his leg excitedly throughout the rest of the day.

I also have a colleague, opened the micro-credit management pass, saved a sum of money in, very disturbed, lunch suddenly asked me: You said I put the money on this balance Baolian not safe ah? How much did you put in?

So I understand, she is all the money funds are collectively referred to as "balance treasure", and I in the student era will all electronic dictionaries collectively as "Wen Qu Star" is the same.

Then I started to give her literacy, explaining what the current money funds and the profitability of the market are. She listened, praise my knowledge, over time cheeks crimson, as if Xi Shi disturbed the spring, the blooming bud in the winter, until found my ring finger on the wedding ring, just know impossible to become my imperial concubine.

That's the talk. Make a conversation, not hype, it is more than hype need the basis of facts, manufacturing talk, nor Word-of-mouth marketing, it is more grounded than word-of-mouth marketing. Although there is no shortage of positive energy such as orange, but more is the iphone 5s triggered by the "tyrants gold" general banter.

Why: Why make conversation?

After six months, the balance treasure finally became my colleagues and I talk about, to be honest, I think this time came too late. If it is not the Tianhong fund (the true nature of the balance treasure), under pressure from other electric dealers, the disclosure of its assets of more than 250 billion to cause a sensational effect, my colleagues may still be at the bank counter to soy sauce.

Let's review this half-year balance treasure to the user to emphasize what? attractive yield, money, second kill demand deposit, t+0 fast redemption ... In some classic marketing academy, it's great--the balance treasure doesn't emphasize "What I am," but rather emphasizes "what can I bring to the user?" Look, this is called demand, how good case, you learn a little!

So the balance treasure asset scale climbed, let Tianhong fund one by one squeezed the Chinese fund the first throne, said: Got the world of cock silk.

But personally, the balance treasure marketing is a little disappointed. In this half year, I unexpectedly did not see a "certain public servant embezzlement money only for investment balance treasure" or "some rich second generation thrifty to balance treasure proceeds to live" such news. Balance treasure steady, rely on their own product strength to the growth of assets to the broad road, in such a successful shadow, marketing people want to break the conventional, resorted to some plate Waizhao increase the tipping point of public opinion, it is really necessary courage. And I think that the waizhao of these plates is the difference between "good" and "top".

Someone to say, the balance treasure development well, continue to increase the tipping point, the final effect of backfire how to break?

I would like to say that you are wrong with the purpose of the relationship between the cock silk to make the talk is the purpose of this dish Waizhao ah! Although the effect is not monitored, but when your product becomes people's talk, marketing value is certain, and this value, not only to my colleagues excited to shake the legs so simple.

剁手党都会有这样的网购经历，看到某个促销爆款，心里痒痒的很不淡定，这设计，哇擦!这折扣，哇擦!这页面的UI，哇擦!这客服的名字，哇擦!总而言之，产品太吊了!用户体验棒极了!

But for a variety of reasons, the chop-hands party hesitated for a while. And then--that's the point--pretend by the way with friends and family on the attractiveness of the product to do a simple and simple exchange, to find recognition, quickly from the favorite folder in the hesitation of the site, and neatly clicked on the "Add Shopping cart" next to the "Buy immediately" button.

......

Then, the buyer patronize the shop operators said to the product manager, "I looked at the latest traffic, the fact that our user experience to do a good job, give you 32 of praise!"

So the value of interpersonal communication is neglected.

Hard-pressed internet operator, always in the pursuit of various trends, imitate a variety of postures, but we often forget that, through the ages, interpersonal communication is always the foundation of all the content and carrier, touching Heart, MO First, MO, not the words, MO cut the sound, MO deep righteousness. No matter how accurate the user is in front of the high-definition screen and the experience of the smooth chewiness, is not as good as a yell between friends and family, you think you let me download your app will be able to buy a free bet 5 million of the lottery will make me tempted? I'm looking for the next door, that IQ is obviously not as good as my old Wang's head in 3000 pieces of Shuangse third prize still in front of me constantly wandering and annoying!

Well, that's what the intern told me.

Let's look at the balance treasure, which tells the user the numbers with the percent semicolon, for many liberal arts students is full of abstruse, the topic is completely unable to unfold, and as a wealth management products, it is born with a tendency to avoid talking about the characteristics-this thing looks really good, it is recommended, is not to create how many people put the money into , but I can not tell others how much I have benefited, so that the money has been exposed, ah, it is really a shame to say it ...

The above mentality, common in the platform more open and the relationship is not so close to the circle, such as high school class QQ group, can accommodate the large office of Bai people. This barrier hindered the birth of the conversation, but also imperceptibly affected the balance treasure asset size ceiling.

Even if the return to the "demand" level, the balance treasure processing is still debatable. You did tell the user that your annual yield is more than 10 times times higher than your current account, but that's not the end of the user's needs! Users just want to know this rate of return in cash can bring the intuitive benefits, employers and employees in the end can make a meal or lottery money? And this is the top 10 of the Huiyuan Fund (another domestic fund company) Recently launched a group of cash treasure ads seized by the "seven-inch", they all help you calculate: Cash treasure daily average 20,000, every day free to eat Qing Feng steamed stuffed bun; Cash treasure daily average of 40,000, week free by subway, cash treasure daily average of 100,000, every year have tyrants gold ...

Look, this is what the cock wants to know, and that's what it's like to talk to Dick Silk.

At any rate, when your product is excellent and you have the right to speak and feel that your operations can go further, try making some conversation and respecting the value of interpersonal communication.

Someone asked again, you haven't answered me, this trick if not play a good effect how to do? We have been very successful, risk and cost value?

I want to say, Sao year, your Huashan sword has really practiced very well, but we said today is Sunflower treasure, although not from the palace so serious, but backdraft its body and the possibility of a surprise is also the same, otherwise you think I am talking with you alone nine swords?

How to make conversation?

Before making a conversation, I think marketers should first abandon the internet thinking that has a "peep out" trait, including the use of large data for effect analysis and accurate push to target markets ...

Does that sound funny, more than just anti-science, anti-human?

But I'm talking about "temporary." Since you want to make conversation, the inherent Internet thinking will only become the shackles of your choice of means of communication, forcing you to create a user experience can not help but to popular.

As early as the early 21st century (time flies, I actually added "early"), Sunstein in the "Internet Republic" vividly described the existence of Internet users in the "personal daily" (Dailyme) Phenomenon: With the development of network technology and the proliferation of Network Information, We are free to choose the topics we focus on in a huge amount of information, and we can tailor newspapers and magazines to our liking, so everyone will have a personal newspaper tailored to them.

Needless to say, this kind of "personal daily" type of information selection behavior, will be for every otaku or curtilage women easily create a communication in the "Information Cocoon Room"--when the individual has long been imprisoned in their own information cocoon building, over time, the personal life will present a kind of stereotyped, programmed, immersed in self-knowledge of satisfaction, Lost the ability to understand different things and contact opportunities, unknowingly, for their own manufacturing a cocoon room.

Marketers, come to reflect on how many cocoon rooms you have built for those users in the target market. What about your domineering and detailed descriptions of electronic products, the discounts on clothing, shoes, and packages, are they sealed into the cocoon room one step at a time? Is it not that they seek to talk in the wider circle of the outside world?

So, want hundred feet head further classmate, quickly turn over those who can use the portal site and outdoor media list, fuzzy put it!

To avoid being said to be a balance treasure or a cash treasure of the soft text, we are here for an example, 2013 smartphone: HTC one. This "smartphone of the Year" is not my seal, and HTC one is belittlin on the list of American It information sites TechRadar and the UK It information website Pocket-link.

Is such a crazy bully cool smartphone, but in the domestic market has been a welcome to the embarrassing situation, in addition to the issue of the channel shop, there is a place to ponder: What is your spokesperson Leehom Wang to do?

Leehom Wang played the electric guitar, played cool styling, told everyone: to find, to change. Then, the phone's image and its "Fun aggregation interface" and other product features suddenly appeared together with Wang, so seamless, to everyone interpretation of what is called Shong sense.

Obviously, HTC one's target market has two: Elihong, love fashion, love quietly brilliant bright girl, Ayandio, Love brush machine, love run points technical man. As a result, both sides saw the other half of the ad, saying, "It's tough."

What a cup! So the quality of the spokesperson, so High-quality products, the two incredibly incompatible ah! When the bright Girl meets the technical male to want to use the HTC One as the conversation, completely cannot chat a channel! is really the world to have the law, does not bear the Tathagata not to accept the Qing.

In my opinion, instead of fawning on both sides, HTC is not as good as spreading the net, selling a flaw so that everyone together to find the tipping point of the product, so that it can be in the gossip is the end of the table to talk about the people's spiritual life, to find, to change.

So where do you find the detonator? I reasoning, suddenly, Big Brother, your phone name is called HTC One Ah!

One person, 1 also.

I heard that HTC also launched a flagship product this year, named HTC One +, I do not need to, hurriedly to sign Yundi as a spokesperson, after signing the name of this product is called: HTC Zero.

HTC ONE,HTC Zero.

Leehom, Yundi.

This does not use HTC Yell, waving small whip of the wit-type rotten women will rely on a sharp insight reflex-like deduction of a joke, will be the broad masses relish, deep work and name.

Even after many years, when chatting about this joke, I believe everyone will clearly remember that two models of mobile phone products, a long time can not be erased.

Every warrior, with a positive and a singular victory. (This is the exclusive starting titanium media)