1 minute to grab the customer's marketing coup

Chapter 9 Grabbing people's hearts is better than grabbing the market (2)
How many mobile phone brands do we know?The first Nokia, the second Apple, the third Samsung, the fourth Sony Ericsson, the fifth Motorola, and the sixth? "Hmm..." - I still have to think about it.

The human brain can generally remember such six or seven products for a certain type of product.And if customers can't remember you, it is impossible to buy your products.Therefore, in the product ladder, the higher the product is, the easier it is for customers to buy.

For example, when we want to drink mineral water, the first thing that comes to mind may be Nongfu Spring.When we want to buy a TV, Haier or Hisense may be the first thing that comes to mind.In the hearts of customers, if 60% of customers think of Haier first, then Haier must be the number one in sales.

This is the "seven ups and eight downs" principle of the product ladder, which means: in a category of products, from the eighth brand down, it is difficult for customers to remember, and if they can't remember, they won't buy it.

For example, if you want to sell soy milk, you must let others remember where you are ranked.In other words, any good company must have a marketing goal, a goal that is in line with the characteristics of the customer's mind, and then continue to promote it.In this way, the customer will rank you in a certain position in his mind, and the number depends on what your marketing goals are and how much you promote them.

If your publicity puts you in the top seven of soy milk products, then customers will reward you according to your popularity and product quality; Save it for yourself.

Therefore, for any company, the first thing is to find the marketing target, and the second thing is to constantly promote your target, so that people will remember you and patronize you.

Second, the mind hates confusion, and marketing should be simple

In life, we often say this sentence: knowledge is power.But we have never delved into it. Is this sentence right?
"Knowledge is power" was said by Francis Bacon in 1605. 1605 was the period of the Industrial Revolution in Britain. In order to promote the development of the technological revolution, new knowledge and new technologies were urgently needed at that time.But the wheel of history has rolled to today, and more than 400 years have passed. Is knowledge still the only force that promotes historical evolution and human development?
With the advent of the post-industrial age, the growth mode of human knowledge has undergone unprecedented changes.Especially after the advent of the Internet, there has been a knowledge explosion.Although the rapid growth of the amount and content of modern knowledge has promoted the progress and prosperity of mankind to a certain extent, at the same time, it forces modern people to keep up with the pace of development of modern knowledge and cannot relax for a moment.

In fact, the infinite expansion of modern knowledge has objectively created an embarrassing situation: people have to use their limited lives to start a fierce race against the infinitely increasing torrent of knowledge.In this way, people often lose the time and space for free thinking, can only accept the bombardment of information, and can only see some news-like conclusions.

In our daily life, we come across a lot of news headlines every day, such as "High temperature in Beijing may exceed 40 degrees, a bus in Chaoyang spontaneously ignites under high temperature", "Fang Zhouzi was accused of cracking down on counterfeiting first, and fabricated the content of Tang Jun's autobiography". News headlines found on Baidu News on July 2010, 7. After reading these headlines (or if we thought it was interesting, we then finished reading this report), we just got some information, knowing when and where it happened What happened, I basically forgot after seeing it (or a few words about today’s news when chatting with friends, saying that I am following the trend of the times).We generally don't have the time, energy, or interest to think about the authenticity of this report and the reasons behind this incident—we are too busy with our own affairs, so how can we think about it.

In the current society, the amount of information is constantly increasing, but the capacity of the brain is limited. The more information, the more confusing people's minds will be.So some people say with a little exaggeration: We are strangling ourselves with a rope, this rope is made up of a lot of unnecessary words, too much data and meaningless words.

To solve this problem, we must discard these redundant information and directly extract its essence, which is simple and clear.But unbelievably, people have a hard time being simple and are afraid of being simple.Because we worry that if we do things simple, people will think we are simple minded!
In fact, the opposite is true. The simplest people are the clearest and most determined.Edward?Germany?Bono is one of the most outstanding thinkers in the United States. He has written 40 books on creative thinking. He mentioned in an article: "Thinking is an art of forgetting."

We also have a saying in China, "Happiness is a momentary forgetting", which vividly illustrates the rarity of being forgotten and staying alone, especially in today's increasingly advanced technology and faster pace of life.

There is a classic line in the movie "Mobile Phone", which was said by Fei Mo: "It's better to be an agricultural society! At that time, transportation and communication were not developed. I went to Beijing to catch the exam, and I didn't return for a few years. When I came back, you said nothing. Established! (Takes out his mobile phone) Now... close, too close, so close that people can't breathe."

Customers wrapped in various advertising information asked: How to get out of the fog of advertising and only see the information they need?
A salesman who was severely suppressed by competitors in the same industry asked: How can more customers see and remember their product information?
This seems to have become an "irreconcilable" contradiction between customers and salesmen. In fact, the solution is very simple - "simple": the mind hates confusion, and marketing must be simple!
There is a story about Bole in "Han Feizi".

It is said that Bole was a famous horse hunter, and he was well-known at that time. Many people learned from Bole how to look after horses.However, Bole has two completely opposite attitudes towards those who come to learn:

For those he hates, he carefully teaches them the art of making a horse;
For those he liked, he simply taught them some fairly common tricks.

The bystanders were very puzzled and asked Bole why he did this.

Bole replied that although a thousand-mile horse is good, it is difficult to find; although an ordinary horse is inferior, it can be found immediately.If there is no Maxima, whose money are you going to make?To maintain life, it is enough to learn some simple horse-hunting skills!

In today's enterprises, the primary consideration is profit and survival, so a good strategy is the simple way.Simplicity caters to the customers' desire for simplicity in the context of the information explosion.Customers usually mark confusing and complicated concepts as "spam" and ignore them, refusing to receive them.

Therefore, the marketing strategy must be simple and powerful!Simplicity is efficient, simple, efficient, and repeated actions are often the key to corporate profitability.Most businesses fail because they overcomplicate simple problems.

Why do Fortune 500 companies generally only make one product?A single product is easy to scale and brand.Many of our Chinese companies have died in diversified operations, and their products have been extended too quickly. As a result, customers can't remember you at all and won't buy your account!
The best way to get your product into the minds of customers who hate complexity and confusion is to make your marketing strategy extremely simplified.Let's think about the world's top 500 or good products, their logos must be extremely simplified.For example, the Nike logo is very simplified.There is also such a logo on the sign outside the Nike store, without any other words.Very simple, but impressive, why?Because our brains are usually only willing to remember simple things.

The most cognitive marketing strategies usually occupy only one word in the customer's mind - one word.

For example, overnight express is FedEx, which is equal to overnight express, and this is its marketing strategy;

For example, safe driving is Volvo, which is synonymous with safety in cars, and this is its marketing strategy;

For example, limit speed is Ferrari, which is synonymous with speed among cars, and this is its marketing strategy;

For example, China's national liquor is Moutai, which is synonymous with national liquor, and this is its marketing strategy...

These examples all use a very simple vocabulary to define their own products, and this vocabulary is in line with the needs of customers, so that it will occupy a ladder in the minds of customers.

We know that the anchor is an essential equipment to ensure the safety of the ship, and plays an important role in fixing and stabilizing the ship.If there is no anchor or the quality of the anchor is not good, or the anchor is broken, even the aircraft carrier will capsize in the face of strong winds and waves.In the marketing battle, the word you define for your product is the anchor to help the company fight against the storm.A product will give customers multiple experiences, but customers will eventually condense them all into this "anchor"; all associations of customers about the product are tied to it.

Third, the mind lacks a sense of security, and marketing must emphasize history
We know that in ancient times, even before the reform and opening up, a person basically lived in the same place, worked in the same unit, married and had children with the same person all his life.In the case of such a small choice, people will basically not have too many confusions and contradictions, because a consistent external environment will provide people with a sense of security, thinking that their lives are guaranteed. Yes, there won't be any major changes.

But in today's prosperous age, all areas of life are multi-polarized and pluralistic.At this time, our pain is not that we have no choice, but that we have too many choices.Because it's like a person going to a strange place, he doesn't know the way, but he comes to a crossroads, when he looks around, can he not hesitate?

The same is true of our life path, especially now, when everyone emphasizes freedom and liberation, we don't like being controlled by others, and we have to walk our own path.This is of course perfect for those who have firm beliefs in their hearts.But for some people who have no clear direction in their hearts, he will only feel annoyed, confused, and feel insecure in this freedom-this is especially obvious when we are shopping.

When we do things like shopping, the mind is aware of the many risks that may exist.To sum up, there are five risks that we can perceive:

monetary risk that I may lose some money;
functional risk that it may not work or not work as advertised;

Physiological risk, it doesn't look too safe, I could get hurt;
Social risk, if I buy it, what will my friends, family think;
Psychological risk, if I bought it, I might feel guilty.

Why do people generally only buy products from a few specific brands they like?Why do people always go to certain places for consumption?For example, when buying clothes, some people may feel Jack?Jones is good, then he probably rarely buys other brands of clothes.After a while, he was even only willing to go to that Jack?Jones Store.

When customers were asked why they made a particular purchase, their responses were less than precise, suggesting they may not know, or be unwilling to share, the real reason.But more often than not, they really don't know their motives.

In fact, everything has to do with the mode of operation of the mind.Without being able to control the outside world, people always try to seek a certain sense of security and certainty, which is the most essential human need.

For example, everyone longs to be loved, which makes people feel the value of existence.Loving someone can really make us feel a lot of happiness.But as the short-term passion fades away, it is often difficult for us to continue this love, and we start to cling to that "love" object instead.Between lovers, they always want to control each other and let the other party provide themselves with the greatest sense of security and certainty.In fact, is this "loving" the person we think we are "loving", or is it "loving" ourselves?
In all kinds of intricate relationship networks such as love relationships, family relationships, and friendship relationships, we are all looking for a sense of security.The same goes for the customer-product relationship.People buy certain brands and go to certain stores in order to gain their own "certainty" in this world with so many choices and so little certainty.

In many cases, people buy what they think they should buy.People are a bit like sheep, they always like to follow the flock.Buying what others buy and accepting what others accept is precisely to reduce risks and gain a sense of security-it is safer to follow the rules than to play out of position!
There is no future without history, if you have existed for a long time, people will trust you more and feel safer when buying your products, so in the business world, tradition is a natural sign of safety.

If we want to eat Peking duck, the first choice must be Quanjude.Why?This is a time-honored brand with a guarantee.Why do people like to eat Dongpo pork?Because this is what Su Dongpo ate back then. How old is it?

Why do many emerging brands also emphasize that it originated in how many years?For example, the Guyue Longshan rice wine that has emerged in recent years has a slogan of "gold quality from 1951", which is the power of history and tradition.Therefore, old brands should pay attention to the excavation of historical intellectual resources and market your "tradition"; new brands should pay attention to the excavation and utilization of national or historical and cultural intellectual resources.

All of this explains why people sympathize with the underdog, but buy what they believe to be the leader—for a sense of security.Therefore, your marketing strategy must provide trust in order to overcome these potential risks in the minds of customers.

Fourth, don’t change your marketing strategy lightly if your mind remains the same

People's minds are always preconceived. If a certain brand has entered the hearts of customers and established a solid position, changing these minds is as difficult as changing a person's beliefs.

Therefore, a company's marketing strategy must avoid conflicts with the existing cognitions in the minds of customers. Any effort to change the existing perceptions of the market is doomed to be futile.

(End of this chapter)