Personal weakness

Man is a creature with worldly desires, but only two things dominate our decision-making: fear and hope. All our emotions depend on it. Sometimes they can also become weaknesses, dragging you and me into the whirlpool of consumerism.

1, fear

Disease, aging and death are the greatest fears of human beings.

Many businesses use this to achieve the purpose of marketing. There is a hidden rule in the personal care industry: soaps and detergents are particularly easy to sell as long as the word "antibacterial" is added, and the price can be raised a lot.

But do those cleaning products with "antibacterial" function really have special antibacterial effect?

Experiments show that they are no different from ordinary cleaning products. The so-called "antibacterial" is just a word game. This is a trick that merchants play by taking advantage of human fear of bacteria.

Step 2 hope

A girl went to the gym to get a card, and the other party kept persuading her to buy a private tutor.

As soon as she combed her hair, she said, "No, I finally changed to a gym. I'm afraid I can't help sleeping with the coach. " Many people at the front desk were shocked.

Since then, although she didn't buy classes, every time she went to the gym, several coaches competed for guidance.

This is of course a story, but it shows that hope is a powerful driving force that drives you to pay energy and money.

Businessmen are well aware of this, and businesses that make money by "hope" are also emerging one after another.

Group entanglement

How much influence does the group have on the individual? Infinite.

Groups not only give individuals a sense of security, but also create a sense of identity for individuals.

This allows us to gain the respect and recognition of others, otherwise we will feel lost and helpless, and even lose the meaning of life.

Through a person's recognition of the group, it can be divided into two situations: one is that the group you like and want to join can be called "group catering"; The other is the group you hate and try to avoid. We can call it "group exclusion".

1, group catering

Jagermeister wine marketing skills know this well. Jagermeister wine is called the most unpalatable wine, just like cough syrup with engine oil. However, such bad wine is very popular in America.

Jagermeister wine originated in Germany and is mainly used for hunting to drive away the cold.

1985, Deni Frank introduced this wine to America. But because the taste of this wine is too bad, the sales volume is very poor.

Not only that, a newspaper also published a short article attacking this wine. It is said that it not only tastes horrible, but also may contain some illegal drugs.

It is speculated that Danny Frank should sue the other party for libel. But after thinking for a while, he decided to ask his men to make thousands of copies of the newspaper and post it in a bar near the university. As a result, a miracle happened, and "Jay Gomez Wine" began to spread wildly among college students. Because of this "horrible" taste, mysterious formula, the same color as engine oil, and the deer head and cross on the trademark, this wine has been given a "rebellious feeling".

Imagine that in a bar, several boys, each holding a glass of "jagermeister wine", and you holding a glass of champagne, you will be laughed at by everyone.

2. Group exclusion

There is a reality show in America called Jersey Shore, which records the real life of some young people.

In the movie "Fire", the characters in it became famous and became network celebrities. One of the heroines is Nicole. One morning, she received a parcel and opened it. That's a Gucci luxury handbag.

Nicole was so happy that she didn't know who gave it to her. Is it because Gucci wants her to be an endorsement, or is it a gift from fans?

Neither. To your surprise, this Gucci bag was sent by a competitor of Gucci.

In other words, Gucci's competitors want Nicolo to go against Bao! What logic is this? It turns out that these young people on the west coast of Jersey are all colored people at the bottom. They have no culture and quality, and everyone regards this reality show as a joke.

Nicole in the play feels a bit like Sister Furong.

Gucci's competitors feel that as long as Nicole appears in front of everyone with a Gucci bag on her back, the original Gucci users will be disgusted and turn to their arms.

It is said that the person in charge of Gucci brand was so scared that she bought this bag from Nicole at a high price.

Businessman's tricks

At the beginning of the movie Lord of War, Nicolas Cage stood in the ruins of the war and said with emotion, Do you know that every 12 person in this world has a gun? Turning around, Cage continued: Well, here's the problem. How can I sell the guns to the remaining 1 1 people?

Pursuing the maximization of interests is the only rule for businessmen.

In this part, I will reveal some common tricks of merchants for you.

See how they make your wallet thinner and thinner and turn their accounts into astronomical figures in a quiet way.

1, creating demand

After World War II, an advertisement suddenly appeared on British TV: A beautiful girl, on the tennis court, was constantly accosted by men. However, before saying two words, the men left with a frown. The girl has a blank face. . ..... Finally, the advertisement of Listerine mouthwash appeared in the advertisement.

This advertisement is a milestone in the history of marketing.

Because former marketers thought that products were to meet people's needs. And this advertisement tells everyone that the original demand can be created. It did create a concept: bad breath.

Yes, the concept of "bad breath" was abruptly created by Li Shidelin.

Before that, "breathing" was just a normal reaction of body function, and no one thought it was a problem. But Listerine tells you that there is a silent social killer who is always by your side.

Listerine's predecessor was a surgical disinfectant. Mouthwash was originally developed for oral cleaning. As a result, the product can't be sold. After marketers came up with the "bad breath" killer, it only took seven years, and the marketing amount of Listerine mouthwash soared from 1 10000 to 8 million dollars.

Until now, Li Shidelin is still the first brother of mouthwash.

Step 2 make up stories

Paul Cornett is the earliest creative team member of Hasbro. They developed a series of toys, six cars and six planes.

Unlike ordinary toys, these cars and planes can become robots. However, these products are not so popular.

Once, Paul Konerth was on a business trip with a colleague. During the three-hour drive, they thought they could make up a story to increase sales.

So, "Autobots" and "Decepticons" jumped out one by one. The story of Transformers was born. Yes, the story of Transformers is actually an advertisement, just to make the product sell better.

To Paul Konerth's surprise, the story of Transformers is so fascinating.

In 20 18, the toy revenue of Transformers exceeded $3 billion.

3, labor dialectics

"Labor dialectics" is a psychological term. Simply put, when you put your energy and labor into something or someone, you will also have a higher evaluation of them.

General Mills, a top 500 enterprise, owns many famous brands such as Haagen-Dazs and Wanchai Wharf. General Mills has a classic marketing case:

General Mills headquarters once launched a cake powder called "Betty's wonderful kitchen", and the ingredients were completely matched. The housewife just put it in the oven. However, sales are extremely bleak. So, General Mills found a doctor of psychology.

The doctor thought for a moment and said, you can cancel the egg powder in the formula and let the housewife beat the eggs herself. Despite some doubts, General Mills complied.

As a result, sales surged and demand exceeded supply. They asked the doctor, what is the reason?

The doctor said, "The original fool-like operation method is too simple. That's delicious food for family, which will make housewives feel guilty. Let them make their own eggs, the participation is obviously improved, and they have a good impression on this product. "

You see, this is the application of "labor dialectics" in the business world. Some difficulties are deliberately increased by the seller, so when you get or use this product, you have to pay some price.

Murphy's law

Big data doesn't lie. When you can see here, leave a sentence of "self-improvement", and you will definitely become a strong person in life!