Why are a few advertisements unforgettable, while more are ignored? Some of them must have done something right. If you watched TV last night, there were so many advertisements in it, could you tell me which one you remember?
What kind of advertisements can make people remember? Ladies and gentlemen, this sentence is very important You only need to remember this sentence today, and you don't need to listen to the following: a good advertisement is not a description of the product's functions, but a wake-up call for customers' minds and associative memories. But the most common mistake most people make is always trying to tell others how good their products are.
Let's start with a few well-known examples, and then a few examples around us. You can't just say tall. Although those big brands are doing the right thing, they are too far away from us. They only talk about being tall and not showing the level (this is a joke: D).
The first example, "We don't accept gifts this Spring Festival, but only melatonin as a gift", is well known in China, but you may seldom think about its merits.
Melatonin is a health care product, but its health care function and health preservation function are not mentioned at all. It only mentioned one word, called "gift". When we visit our elders, we often face this embarrassing scene, that is, in a huge supermarket, you don't know what to give your elders. You don't know, do you? So melatonin tells you that it captures such a scene. Upon hearing this sentence, people who have encountered this embarrassing scene of not knowing what to give will immediately think of it, or what should I give you when you buy something in the supermarket? Then I knew I was going to send melatonin.
When Shi Yuzhu first became melatonin, their advertisements were different. It has been confirmed that this advertisement was produced after a large number of exclusions and investigations, which lasted for more than ten years. This sentence is a sick sentence. Shi Yuzhu said that ill sentences leave the deepest impression on people. As for the health care function and health care function of melatonin, God knows. Therefore, Luo Pang once said that melatonin is not a health care product at all, but a universal gift.
The second example, "At the critical moment, I only wear Chinese-style stand-up collar", is an advertisement made by Jet Li for Chinese stand-up collar. I don't know if it is because I like this type of style very much. I am deeply impressed by this advertisement. This advertisement also creates a scene for you: a critical moment. Then what is the critical moment? Your first date, your first important speech, meeting an important client, these times. Maybe they are the keys to your life. You may have to prepare for this moment for a long time. How to dress up? Which action should I do? Say what? What clothes to wear? You must design it carefully. The word "critical moment" awakens your memory of preparing for these important occasions. So it is not a dress, but a universal item for you in various important occasions. When you don't know what to wear, you can't go wrong.
Some people will say, I understand what you said. It's called "positioning", positioning a group of people. In fact, this is to look at the problem from another angle. Although it makes sense from every angle, it has different guiding significance for you from different angles, because your starting point of thinking is different. If you think about it from the perspective of positioning, you think about what kind of people it applies to, and you will think that it applies to these people who often attend important occasions. But if you start from the scene, this is a common scene in life, and it is easier to associate.
From two perspectives, even if the same conclusion is finally reached, the thinking process is different. Just like when we do college entrance examination questions, there are many solutions, one is the most time-saving and labor-saving, and the other is the easiest to think of. There is no distinction between good and bad. The best thing is that you can master both. Different people have different ideas and different methods are suitable for different people. Wei Yan's idea is to "take the meridian valley and take a shortcut to attack Chang 'an", and Zhuge Liang's idea is that I "take the avenue and enter the army through the oblique valley, so why bother? "You can play in any way, depending on which method you like. But the best thing is the integration we just talked about.
From two perspectives, even if the same conclusion is finally reached, the thinking process is different.
Let's talk about the third example first: "I am afraid of getting angry and drinking Jiaduobao". Everyone knows the previous name. Whatever it is, it's a drink. I don't know who did its advertising and marketing, but many people say that they did it anyway. Let's say this advertisement must have been pointed out by experts, not taken by the boss. So how much do you think a good advertising language is worth? That depends on where you use it, where this advertisement is used, and its value is immeasurable.
Drinks are for drinking, and their function is to quench thirst. What should be emphasized is its taste? But it never tells you whether it is delicious or not. It creates a scene for you, or a scene called "getting angry", which makes people get angry. Speaking of "getting angry", that restless feeling will be recalled by you. Therefore, Jiaduobao is not a simple drink, but a preventive drink that you are afraid of getting angry when eating hot pot and eating out.
The fourth example, in the 1990s, Wahaha had an advertisement: "If you eat Wahaha, what you eat is incense." This is also the case. Who did Wahaha sell to? Is it for children? No, it's for mom. Feeding children is a headache for mothers. The phrase "food is sweet" is not very pleasant to hear, but it can awaken her painful memory of "feeding the child" She hopes this drink can help children eat more.
Just now we gave several well-known examples. Next, let's give a few examples that can be applied to us.
The first example is household goods. Last time I shared this idea with an offline group. A boss who bought household goods came to see me again two or three weeks later. He said, help me think of any good advertising words. They are very big physical stores, and they are brands to join. That brand is very famous, but the boss is not satisfied with his joining advertisement and asks him if he can help. I said, what can you think of if we follow our ideas? He told me happily, oh, our bed, I won't say how good it is. I think of this scene of insomnia, which reminds people of insomnia; The advertisement I want is "Let you say goodbye to insomnia and sleep till dawn". He asked me, "Do you think I have a good idea?"
What do you think of his advertisement? It seems reasonable, and it is also related to the scene of insomnia, but it is somewhat exaggerated. Because there are a few people who can't sleep at first, people who really can't sleep must know that it's not the bed. In fact, when you say this, you are fooling your client and joking about his IQ.
I said I don't know much about your industry. What did you say?/Sorry? If your bed is very big and wide, you can write a sentence on your bed and say, "You can't turn over." . If your bed is thick and of good quality, just write "It won't break no matter how you jump".
These two advertisements actually created two scenes for him:
The first one is "how to get out". Needless to say, you know this scene
The second is "how to jump". The scene of the child jumping on the bed can immediately tell him that the quality of the bed is very good, and how to jump can't be bad.
It's called a real scene. You can't fool your customers. You said my bed could cure insomnia. Can you believe it?
The second principle is not to write insensitive advertisements. Let's give an example to illustrate.
There is a friend who makes honey, pure natural honey, not the kind in the supermarket, mostly fake. Others held large-scale activities, and this friend who made honey gave them some sponsorship. The activist can ask him to make a display board or a projection display for a few seconds. If this is the case, you have to let others remember you in a few seconds, and it is not your home. What should you do?
Being a friend of honey, he thought a few words: "If you eat honey, you will find someone, which is natural, delicious and healthier" or "makes you sweet and healthier". What else is there to really love you?
Ladies and gentlemen, you have heard or seen such words on the projection or Yi Labao. How do you feel when you see this? Your feelings are nothing. I often use an adjective to describe such words, which is called "no feeling". It just looks beautiful, but it doesn't leave any impression on people.
Then I said to him, for example:
The world belongs to us and your, but it belongs to local tyrants after all. So-and-so, worthy of the honey juice of local tyrants.
As we all know, this is for fun. But it can make you remember in such an activity in the shortest time. Maybe others don't remember what your honey is, but they may say, "What's the name of honey worthy of local tyrants?" Can leave an impression on people, because on that occasion, don't say how original your products are, no one will read them. Therefore, publicity should also be divided into occasions.
I later wrote them a sentence as a substitute. Because according to them, all the people who take part in that activity are women, and women take part in an activity and say:
Just like your husband, the spice of life is not a necessity, so-and-so honey. "
This is also a joke, but all the women present can remember it.
Insensitive is actually a special topic. If you want to talk, today is too late. If you have the opportunity to share the copy with you in the future, let's talk about "no feeling". I won't say much today, not because it's not important, but because it's too important and needs time to say.
I'll give you a few examples about how to be "not without feeling":
Chatting with other people in the group the other day. I have a friend who works in a kindergarten. She asked me to help her kindergarten think of an advertisement. Her kindergarten emphasizes children's practical ability and character cultivation. What are the general advertisements? "I am strong" and "all for the children" don't mean that these ideas are bad, they are good, but when everyone thinks this way, you can't stand out at all.
At that time, I casually told her one, this is what I said:
"Those who learn well lose to those who can learn ABC, and those who can learn ABC lose to extroverts."
This sentence may be bad and unnecessary, but it conforms to the principle we said: let parents communicate. Because my parents have seen such things since I was a child, you can remind him of them.
For example, when I introduce myself, I will say:
I am a rising tide person, born with a life, and make a living by writing.
Eight words are short, but they are not "insensitive".
There is also a principle in advertising, which is called "hard advertising becomes soft advertising" For example, there are several examples involving soft advertisements. In this era, no one likes watching advertisements. In the era of hard advertising, I think it is melatonin, which is remembered by all China people on the premise that everyone knows it is an advertisement. But you are the first one to shout out, "No gifts this New Year, only those gifts." The first is a genius, and the second is a fool.
Advertisements must be interesting. I think the best way to make interesting advertisements is Youku's Unexpected series. I often take their advertisements as an example. I watch their series, and sometimes they go to see advertisements. When an advertisement becomes a joke, it is easier for others to remember.
Let me give you a few more examples. I recorded it all.
For example, Youku mobile client, he said this:
"Since I installed this app, my mother no longer has to worry about my moral integrity!"
And hundreds of herbs:
"You have my herbal flavor, two foodies are a pair."
And Lenovo phones:
"Restore 250% of your beauty."
There are also Yinlu walnut milk excellent:
"Walnut milk is boring, and all the instructors are around."
And:
"Doing high numbers on the treadmill and catching up with the goddess is especially cool!"
Wait a minute. These.
To sum up, just now we talked about three small principles:
Creation scene
Don't be insensitive.
interesting
So where is its final destination? This is what we said at the beginning: a good advertisement is not a description of product functions. Don't say how good your product is. Other people's products are just as good. A good advertisement is to awaken the memory in the customer's mind and make it associate.
The good attribute of a commodity is not unimportant, but important, but not your selling point, but your bottom line. Awakening the memory in the customer's mind and making the customer associate is the killer of your advertisement.