"vol.3" information filter丨brand + communication + brain thinking + copywriting expression

In the age of information explosion, how can brands take their place in the minds of consumers? How does the art of communication overcome barriers and reach people's hearts? How does the power of copywriting motivate consumers to buy? This article, like the whisper of a wise man, demystifies brand building, effective communication, mind training, and copywriting for us. It's not just an in-depth analysis of marketing, it's also a journey of exploration of modern business wisdom.

First, the brand is a module that runs through the whole cycle of operation and growth

In companies that don't rely on brand-driven, brand people are very passive. Brand promotion is only a very small part of business management, if the business operation can not keep up, the better the brand will accelerate the demise of the enterprise. A brand owner can also be a product manager.

Cities and counties below the line. The sinking market is large enough. It contains 300 prefecture-level cities, 2,800 county seats, 40,000 townships and 660,000 villages, and about 70% of the population. At the same time, this corresponds to the fact that the county-level economic GDP has accounted for 38% of the national GDP.

When merchants are looking for talents, they give priority to finding "dividend-type" talents. What is a "Dividend" Influencer? It's a talent with good communication, but the price hasn't risen yet.

Brand placement, only your own people can express their souls and know what kind of talent they want, but it is too slow to rely on their own team to find people, and there is no problem in finding an agency to supplement.

Second, ROI is not the whole of the brand, based on the basis of user stratification to look at ROI

It doesn't make sense to look at ROI alone, you compare "conversions of users who are about to buy" and "conversions of users who are still nurturing". The same type of people can compare ROI, and users at different levels can set different LTV goals, users at different times, and formulate current consumption expectations.

ROI is focused on buying new users, not eating existing users. It's more wasteful to spend money on users who are sure to buy than to put ads on people who won't: the former consumes stock, and the latter is incremental.

I saw ads on different touchpoints, and finally completed the purchase on Taobao or JD.com, so which touchpoint should this purchase be counted as the effect? That's attribution. For different attributions, disassemble the ROI evaluation of different segments.

3. A brief history of the brand, different views on the brand

The European brand school advocates that the brand is "the added value of the product + the product", while the United States brand school believes that "the brand is the added value other than the product".

Ogilvy said: A brand is the intangible sum of various attributes of a product, including its name, packaging, price, history, reputation, and its advertising performance.

Leo Burnett said that the brand symbol is a certain psychological image generated by the brand identity, such as what clothes are worn and what car is driven to represent what identity.

Reese, one of the founders of the Theory of Positioning, said that a brand is a unique idea or concept implanted in the minds of potential customers. Hopkins said that the sole purpose of advertising is to sell products.

Fourth, some enlightening ideas for communication and review

Equal Communication: Don't use God and the perspective of questioning, parents, teachers, leaders...... In other words, this way of speaking is itself a kind of condescending scrutiny and "judgment" of the superior to the subordinate.

Invalidation review: What problems did I encounter in the process of the project, what feelings and thoughts did I have, how much effort I spent, how much effort I spent, and how many methods I tried. It's just a repetitive accumulation of accumulation, hard work.

Effective review: see the rules behind things and summarize the general methodology to avoid repeated mistakes. For example, what types of problems may be encountered, so that I can do some planning and preparation in advance when I work on similar projects in the future;

What is the essence of internal friction: it is that we can never let go of what has happened in the past, and we always remember it and it is difficult to let go.

Life is complex and changeable: no outcome depends on a single choice, but on a series of actions and decisions that follow, as well as timing and luck.

5. Brain thinking training: how to maintain the vitality and creativity of the brain

Activating the prefrontal cortex with music, listening to music with a sense of rhythm and rhythm can activate the prefrontal cortex by allowing the body to produce a rhythmic sense of movement.

Learning and thinking while walking, walking is a highly effective form of relaxation and rest. It frees us from the cage of attention and relaxes our tired attention.

When we use a daze (meditation) to replay memories and we look like we are "doing nothing", there is actually a high-frequency discharge in the hippocampus of the brain. Show a movie-like review and digest the information your brain absorbs.

Ask questions first, then learn, the "illusion of familiarity": that is, the brain thinks it is already familiar with it, but in fact it is not. What do I know? What else do I want to know from this?

When you are in a new environment, your brain will be activated with high intensity. The brain recognizes itself and creates connections between things; He is good at discovering things that are different from the past, and he is more interested in new things.

Using pen and paper to aid thinking, the physical form of the book itself - its thickness, page number, feel of turning pages, memory and other information combine to provide you with more clues about this knowledge point.

Using the output to feed back the input, Feynman learns the method. Be sure to pay attention to "use your own words", otherwise, you are just copying the author's thinking, and you are not really digesting these knowledge points.

6. Copywriting expression: concretization, which is based on one's own insight into people's hearts

When writing copywriting, be sure to quit "floating words"! Words that are ethereal, invisible, intangible, and can't attract consumers to stay are all "floating words"! Empty and weak, broad words are floating words.

Look at the case:

Fast charging and long battery life are floating words. The specific scene copywriting that opposes it is 5 minutes of charging and two hours of talking.

I love you, wet fluttering words. The specific scene copywriting that is opposed to it, I will give you all the money I earn, I will do the housework, and I will make you good food.

The former is empty and has no perception, and the latter can hit the colossal picture in the consumer's mind, which is more convincing.

Write conclusions, write evidence; Write descriptions, write actions.

"Fast charging and long battery life" is the conclusion,

What evidence do you have for this conclusion?

100 "5 minutes of charging, 2 hours of talking", is the evidence.

What do you use to prove that I love you, make money and hand it in, make all the money in your daily life, and don't let the other party suffer a little grievance in life, this is a specific argument.

This article was written by Everyone is a Product Manager [Huohuo Brand Marketing], WeChat public account: [Huohuo Brand Marketing], original/authorized Published in Renren is a product manager, without permission, it is forbidden to reprint.

Image from Unsplash, based on the CC0 license.