Why is it so amazing? I also listened to this slogan and walked through junior high school, high school and even college. I remember that five-year-old children could blurt out this advertisement at that time. I tried to analyze the reasons.
Easy to understand, concise and clear.
Basically, a normal person understands and understands. I remember an advertising master said that the advertising copy should be human, and you can't play with your own knowledge. Others are very confused and confused. Advertising copy has a commercial purpose, you have to say what consumers can understand.
Grasp the psychology of consumers.
In order to promote products, Shi Yuzhu personally went to the countryside to understand the concept of consumption, health care and purchase of the elderly in rural areas. He found that health care products are generally sold by children to their parents, or bought by younger generations to their elders. It was bought by young people for old people. This slogan is just for their ideas, telling young people what gifts to buy for the elderly and what gifts the elderly receive.
For consumers, face consumers directly.
This slogan does not say how good melatonin is, but from the user's point of view, that is, the evaluation of others, that is, the witness of consumers, so the product is not good by itself, but really good by others.
Play for a long time and continue to occupy the consumer's field of vision.
Melatonin was rated as the worst advertisement every year, but it lived for 13 years. The top ten advertisements every year, but few live long! Why the broadcast time is long shows that the product is still alive, has sales volume and has the capital to continue advertising. In addition, it also shows that Shi Yuzhu has a unique research on advertising marketing and how to occupy consumers' minds. Although this advertisement is too tacky, people have to think that people who buy gifts will buy it through the continuous bombing of consumers for a long time. Whether it's good or not is one thing. The point is that they will have face if they buy it. If the recipient is happy and feels ashamed, the giver naturally has face.
Advertising language comes from the fields, and only the fresh ones are the most vital.
The magical advertising language comes from real life. Good things are not imaginary. They are inspired by Shi Yuzhu's in-depth market research and chatting with rural aunts and grandmothers. As we all know, Shi Yuzhu likes learning from Mao Zedong very much, and applies Mao Zedong's thoughts to enterprise management. He thoroughly understood the phrase "no investigation, no right to speak" and applied it to his own business management.
Rich life experiences make good ideas.
At that time, he experienced the failure of Zhuhai Giant Building. In order to make a comeback, he led part of his original team to enter the health care products market. Through advertising, the products have been sold continuously for more than ten years, with sales of10 billion, helping Shi Yuzhu tide over the crisis. It can be said that Shi Yuzhu is a marketing genius.
Although advertisements are made by advertising companies, they basically come from him from creativity to copywriting to landing. When he was interviewed by a TV program, in the face of many voices questioning his advertisements, he admitted that advertisements that can be sold and shipped are good advertisements, and he did not quite agree with some professors' advanced advertising theories, saying that those advanced theories were fabricated by well-known American advertising companies in order to charge more fees to enterprises. He emphasized that advertising is not a work of art, not a movie, and there is no need for ideological education. He thinks that it is enough for 65,438+00% of his target customers to buy his products, and it is normal for some people to disagree with his advertisements.
Shi Yuzhu is a different entrepreneur who strives for strength. His style of speaking is sharp and straightforward. He has his own opinions and doesn't live in the secular world. He can always make big moves in business. Even Ma Yun admires his talent in marketing. When preparing for West Lake University in Hangzhou, Ma Yun invited him to be a school manager.
God will not disappoint those who live with heart, and difficulties and setbacks have created social talents. It's not just Shi Yuzhu, for example, Fang Zhouzi, a famous music lyricist and singer in China, who was inspired to be reborn in the face of great difficulties.
This worst advertising slogan gives us an experience that money can't buy:
Advertising copy should be aimed at consumers and speak their thoughts from the perspective of consumers, rather than showing off literary talent and playing word games.
Shen: Internet marketer, copywriter of founder of traffic multiplication marketing agency?