16 marketing insights that you should take a look at

Want to learn about marketing? If you are interested, you can take a look at this article. This article will introduce you to 16 marketing knowledge, let's take a look!

1. 9 words to express the resonance of copywriting

• Disease of the times. Every era has its own disease. Finding this disease means finding a resonance point. Not believing in tears is a common disease in Beijing, Shanghai and Guangzhou. Fleeing from Beijing and Shanghai is a psychological disease of all wanderers, and it is also a signal that triggers their resonance.
• Values. Values ​​are a condensed view of things. Compress your views into golden sentences, such as "The older you get, the less likely anyone will forgive your poverty." The sharper the view, the more likely it will resonate with people.
• Small emotions. All human joys, sorrows, anger and happiness are emotions. The key to triggering resonance is to ignite people's emotions. Linking emotions with consumption scenarios can trigger resonance. "If you rub against any kind of life for a long time, it will pill." What is sold is clothes, but what is evoked is emotions.

2. Learn to write good copy from these 3 types of people

First, learn to see from the poets. "The sky has nothing, why does it comfort me?" Haizi saw through the role of the sky, which moved people; "People die, just like water disappears in water." Borges saw the breath of death, calm and indifferent. The poets' insights are very tricky and worth learning for every copywriter.

Then learn to express yourself from singers. "After crossing the hill, I found that no one was waiting for me, and I kept talking about the sorrow of not being able to keep up with the times ." Li Zongsheng is very good at turning lamentations into love songs; "A cup to the sunrise, a cup to the moonlight, a cup to my hometown, and a cup to the distant place." Mao Buyi is good at using parallelism to create beautiful images. Good singers have a mass base, and lyrics are the bullets that penetrate people's hearts.

You also need to learn emotions from the anchor. "As long as you work hard enough, the gods will bless you", Dong Yuhui opened a window of emotions and put in the sorrows and joys of the world; "Crowds of people are survival, and crossing mountains and ridges is life" , Fang Qi's small universe is full of energy and can heal the soul of every lonely person. The explosion of Internet celebrities and bloggers has its own reasons. Learning to control emotions is learning the password of traffic.

3. Copywriting should be able to replace concepts

You should not say: The antonym of greatness is failure. Instead, you should say: The antonym of greatness is "not trying" . In this way, you are replacing the original position of failure and highlighting the view that failure is equal to not trying.

You should not say: If I don’t read for three days, I will feel disgusting. You should say: If I don’t shop for three days, I will feel disgusting . Replace one or two familiar words, and your copy will have new vitality.

You should not say: Time makes people grow old. You should say: Time is pig feed. Pig feed is an image that makes aging more concrete, perceptible, and memorable.

4. Three ways to play with brand collaboration

1. The basic way to engage in brand collaboration is to find a few brands, release a few joint posters, and then organize a comment and lottery event to earn some traffic.
2. The ultimate way to engage in brand collaboration is to find a brand with a huge contrast and co-brand a product together. The greater the contrast, the bigger the topic, which benefits both brands.
3. The advanced way to collaborate with brands is for both parties to share channels, use co-branded products to open up channels for cooperation, absorb each other's customers, and achieve long-term win-win results.

5. Pay attention to the tone of product copywriting

High-priced products cannot be marketed in a low-price tone, and you can’t start by offering “buy three get one free” or three pounds for one dollar. Talking about price hurts feelings and the brand value won’t shine.

You can't use a cold tone when selling affordable products, and you can't play tricks on ordinary people. They will expose your arrogance and pride, and make your products neither good nor bad.

Product copy should have a suitable tone. Wear shoes that fit your feet so that you can walk steadily and quickly.

6. How to write clothing copy

Literary young people like to wear their emotions on their bodies. Your copywriting should infect them with emotions, treat clothes as people, and write about people's lives. Only in this way will your clothes have human emotions and make people unable to stop wearing them.

White-collar workers in the workplace want to wear professionalism, and business temperament is the focus of copywriting. Clothes are a status and also a class. Adding a sense of professionalism to clothes strengthens consumers' affirmation of their superiority.

High-class women should wear quality clothes, so your copywriting should be full of concern, raising their value, emphasizing that clothing quality is like character, and making them feel that they are getting good value for money and in line with their taste in life.

When writing clothing copy, you must first find the feeling. Once you find the right feeling, you will have found the trick to communicate with customers.

7. Don’t use rhetoric in your slogan copywriting

The slogan of CCTV's Spring Festival Gala in the Year of the Dragon: "The dragon walks in the sky, and the country thrives ." This is a negative example for us to write slogans.

The first taboo in slogan copywriting is to use uncommon characters indiscriminately. Uncomprehending characters will increase the cost of understanding for consumers and will not be conducive to dissemination. This is a taboo in writing slogans. "Dragons fly and phoenixes rise, and the country and the family rejoice" is not as good as "Dragons fly and phoenixes rise, and the country and the family rejoice together". The expression is clearer and there is no need to force annotation.

The second taboo in slogan copywriting is to mess around with homophonic puns. Things like "龘龘利", "龘展宏计", "过年行龘运", etc., are embarrassing, and this is the natural discomfort caused by homophonic puns.

The third taboo in slogan copywriting is that the sentence structure is too old-fashioned. Four-character antithesis is a kind of thinking inertia. Who says that the theme must be four-character antithesis? Three or five characters can also be used. There is no need to make up the number of words. "Serve the People" is five words, how classic! In my opinion, a slogan with five words is also fine, and there is no need to make up the number of words.

8. Visualizing the benefits of animal marketing

Naming a product with an animal can bring a visual image. Although the Jaguar brand is not very successful, the name Jaguar is very good, with a sense of speed, which makes the product benefits intuitively visualized.

Using animals to describe people can prick the consumer's state. How can you be an obedient dog? Go to new heights, like an eagle. Dogs and eagles are different groups of people. Using animals to describe people can directly point to the pain points of consumers.

Using animals to shoot commercials and create exaggerated extreme scenes, Lu Chuan shot a horse commercial for Nissan X-Trail, using dreams as the horse, making the product closely associated with horses from then on.

Finally, when using animals for IP design, there is no need to say anything. Just magnifying the image can fully attract people to check in. This is the case with the Big Yellow Duck, the Strawberry Bear, and Kumamon.

9. Good copywriting should be about you

When selling a book, don't talk about what the book says, but what the book makes you become. "Only spend 32 yuan, you can become a millionaire by buying funds" is better than "this book contains 32 fund knowledge". What I have is just the selling point of the product; what it makes you become is the benefit point of the product.

If you like someone, you should not just express: "I love you so much", you should express: "After you are with me, you will have delicious food and drink all day long, and enjoy endless wealth and glory." "I love you" is my subjective expression, and making you happy is the key to impressing a person.

If you are selling water, you should tell people what will happen if you drink your water, instead of telling them where your water comes from; if you are selling wine, you should tell people how relaxing the wine is, instead of telling them how refreshing it tastes.

Good copywriting is all about expressing substantive content that is "related to you" and telling others the function, benefits, and value of the product to consumers.

10. Five levels of brand value

According to Maslow's hierarchy of needs, there are five levels of approaches to impressing others.

1. At the lowest level, speaking of physiological needs, hospitals are the conditions for continuing life, Momo satisfies the need for dating, and restaurants are the last guarantee during an economic recession. Survival, mate search, eating and drinking, these are all basic human needs, and they are large in magnitude, so no matter how you say it, it will not be wrong.
2. The next level is the need for safety . Volvo protects driving safety, 360 protects network security, and banks protect property safety. Safety is a rigid need. Copywriting should focus on professionalism and incite people's rational brains.
3. The third level is the need for love and belonging . Seeking social interaction and circles is an upgrade of human desire. QQ, WeChat, Tik Tok, and various communities are all social software that emphasize circles and a sense of belonging. Your copy should describe the various aspects of life, and each person rides the waves with his or her attitude.
4. The fourth level is the need for respect , which distinguishes my sense of class. Luxury brands are the best example. The copywriting should be dignified and not down-to-earth. You can write as vainly, as simply, or as ignorantly as you want. If you look at the copywriting of big-name bags, you will naturally feel a sense of distance.
5. The fifth level is the need for self-realization . If we only talk about values, the product selling point can be weakened. The world's most famous sports brand Nike, fast-moving beverage Coca-Cola, technology brand Apple, and Tesla, which occupies the commanding heights of all human dreams, only need to talk about values. The brand has become a religion, and fans are all believers.

11. Content Marketing Creates Entertainment

In the age of entertainment to death, all content must be entertaining. Entertainment is the spiritual need of the general public. Non-entertainment information cannot break through the dissemination barriers, cannot arouse public attention, and cannot have an impact on the entire network.

There are several ways to create entertainment content:

1. It is to create controversial topics, use your information to oppose certain secular values, let others criticize you, attack you, and discuss you. Being black and red is also red, so become red first.
2. It is about creating big events , such as the world's strongest challenge or creative events, which make netizens amazed and immediately have the desire to share. Chen Guangbiao shows off his wealth for charity, Li Yang stands on the street with a sign, and Jean-Claude Van Damme challenges the splits, which are all entertainment content.
3. The third one is to create scandals . Human beings are always particularly concerned about gossip information. Supporting a couple, engaging in ambiguity, and exposing a big melon are all entertainment contents that the public cares about. Even though they don't admit it, the comment section and topic list are very honest.

12. Three major trends in brand development

The first trend is the transition from the grassroots entrepreneurial period where local tycoons got rich to the refined management period of specialization and innovation, with more emphasis on science and talents. In the past, it was Xu Jiayin-style development, which only required courage; now it is Musk-style development, which requires high precision.

The second trend is to transition from OEM of leather factory products to independent research and development and self-production, pursuing high-quality development. In the past, the small boss Huang He ran away with his sister-in-law, but now Huawei's independently developed chips are far ahead.

The third trend is the transformation from the small peasant mentality of a small piece of land to a global ambition to see the world. In the past, manufacturers were small-scale and only sought small profits but quick turnover, but now they are expanding at home and abroad and pursuing international influence.

13. Ordinary people can’t make short videos

No matter how much copywriting I write, it is not as good as a slightly plump woman twisting her body in front of the camera, because beauty can arouse your sexual desire, but I can't.

No matter how hard I write the copy, it is not as good as a child reciting Tang poetry in front of the camera, because children are your emotional soft spot and can easily touch your desire for praise, but I can't do that.

No matter how hard I try to express myself, it's not as good as an exaggerated performance in a plot joke, because the plot of a joke is entertaining and can release your emotions, but I can't do that.

Why can't I do it? Because I am an ordinary person, without any highlights or dramatic conflicts. In which direction should I work hard? In the opposite direction.

14. How do communication masters write copy?

The communication master writes copy that can scare you or heal you.

He scares you by saying, "This city only retains your youth but not you", but he also heals you by saying, "Children who have seen the world are stronger"; he scares you by saying, "You are a man who has no choice but is pushed forward by life", but he also heals you by saying, "Even if life is tortuous, your clothes line is always straight"; he scares you by saying, "The only mountain you have climbed is rush hour", but he also heals you by saying, "You feel angry, take a breath."

Whether it is to scare or to heal, it is all to poke your pain points, harvest your tears, and by the way let you discover the bright spots in life.

15. A new understanding of billboards

Billboards are not just the glittering signs in elevators. Products are billboards, packaging is billboards, articles are billboards, and videos are billboards.

Every time you sell a product, the product packaging can serve as an advertisement for you, so you design the product packaging using the same idea as designing a billboard; every article you push is an advertisement for your brand, and the article is your billboard; every video you send is also your billboard.

In the end, these billboards are brand assets that help consumers make decisions at some point in the future, ultimately choosing your products and becoming your fans.

16. Brands need a certificate of trust to go viral

Let me tell you a common branding principle. When you go to a bank to apply for a loan, you need a guarantor. This guarantor must have joint liability, which serves as a letter of trust. The same is true for branding. You need to constantly build up letters of trust so that your products can be sold more easily.

Celebrity endorsement is a universal certificate of trust. It allows consumers to see your strength and that you can afford to hire celebrities, proving that you are rich and will not run away easily.

An expert endorsement is a certificate of authority and trust. If you find two Nobel Prize winners to endorse you, it is more advanced than finding an auntie from the neighborhood committee, and the product pricing will also be higher.

Media reports are a three-party certificate of trust. Compared to self-praise, others' praise for you is more effective and more likely to gain the support of some consumers.

In addition, international awards are also certificates of trust, allowing you to represent China, bring glory to the country, and awaken the patriotic feelings of ordinary people.

However, the most important certificate of trust is the customer's evaluation. Gold Cup Silver Coins are not as good as the reputation of ordinary people. Whether a product is good or not depends on whether people like it, and whether people like it or not depends on whether they spread the word.

Author: muguahao

WeChat public account: "Qu Tailang (ID: qutailang1991)"