the early success of melatonin mainly depends on strategic soft-text hype. Remember, the key is strategy.
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Two biological atomic bombs: the soft-text hype strategy of melatonin
Shi Yuzhu hiding in the "typhoon shelter" threw out the "two biological atomic bombs" first.
Shi Yuzhu once threw "blockbuster" with "planes", "cannons" and "tanks" (wantonly advertised), which destroyed the brain gold and the foundation of the whole "Giant Building". This time, Shi Yuzhu changed his way. He quietly (in the form of soft words) fired one more powerful "atomic bombs" from the "typhoon shelter", but created a new miracle in the marketing history.
soft article, that is, the abbreviation of soft article. Soft-text hype is a highlight of melatonin marketing, and it is also the most important marketing method in the introduction stage of melatonin market, which has made a great contribution to Shi Yuzhu's annual sales of 511,111 yuan in just three years.
The soft articles of melatonin can be divided into two categories: news soft articles and popular science soft articles. The marketing of health care products is usually inseparable from the demand for efficacy. People buy a health care product because it has a certain "function". Then, how does this "function" come about? Why is there such a "role"? It is very important to help consumers understand these problems. The best way to make people believe it is to put facts, reason and convince people with reason. This kind of rational article seems to be doing public welfare science popularization work, but the essence of drunkenness is not wine. The purpose is to induce consumers to magically get into the "trap" that merchants have already designed. This kind of article is usually for the purpose of business, and it is written by the merchants themselves and published in the media at their own expense (not to mention the payment), which is a popular science soft article. And when this reasoning is combined with a major scientific discovery, a latest technological revolution achievement, or a crazy tide of snapping up in the United States, even the president, the Pope and the astronauts are eating it, what kind of magical effect (case) has been produced after eating it, how many years have you lived, what incurable diseases have been cured, and so on, it has the value of news again.
People are reasonable, so popular science soft articles can convince people; People are curious, so news soft articles can attract people's attention; It is precisely because of this readability that the cost of publishing soft articles is much lower than that of advertising. This "cheap at both ends" feature of soft articles has formed a "scissors gap" with advertisements: first, soft articles can greatly attract people's attention, while advertisements are rarely seen; Second, for those who see it, soft articles can convince people, while advertisements make people disgusted; Third, the cost of publishing soft articles is much lower than that of advertising. In a word, the advantages of soft writing are less investment, great results and easy acceptance by consumers, which affects consumers silently, especially in the start-up stage of the market, especially in the case of less start-up funds.
People are always most concerned about their own interests, and "health is the capital of revolution", so some alarmist arguments and news about health care always attract people's attention. Therefore, if the soft article of health care products is "well written", it will have a magical effect.
The soft articles of melatonin are widely used in the start-up stage of the market. When the enterprise has not appeared and consumers are not wary, the concept and function of melatonin are implanted in consumers' minds, laying a good conceptual foundation for brand promotion in the future. The key to soft article hype lies in the level of the article and the way it is published.
Shi Yuzhu, hiding in the "typhoon shelter", quietly dragged about 11 copywriters from his planning team and a lot of materials prepared in advance to a hotel in Changzhou, booked several rooms, and concentrated on 11 days of fully enclosed soft writing. Copywriters choose materials, create ideas, write articles and discuss them day and night. Each of them writes two articles every day, and then submits them to Shi Yuzhu for review. Shi Yuzhu, on the other hand, made a comparison according to the 11 standards of soft writing drawn up in advance, and was returned for rewriting if it didn't match. After several rounds of pushing and knocking, a number of "tempered" candidate works were determined. Then, take these candidate works made behind closed doors to the marketing meeting, and let the managers of subsidiaries from the "front line" evaluate them one by one, vote, read aloud one by one, vote round by round, check at different levels, and finally determine the soft text to be used according to the number of votes. More than half of the candidate works will be eliminated. Faced with this method of commercial production of articles, even the most rigorous writer will feel ashamed. I'm afraid the "production procedure" of melatonin soft articles is even stricter than the production procedure of melatonin, and the soft articles produced through such strict procedures have the same power as the "atomic bomb", and its "efficacy" in the marketing of melatonin is probably much greater than that of melatonin to consumers.
five news soft articles produced through such painstaking efforts:
"Can human beings live forever?" (1, 2, 3)
"Two biological atomic bombs"
"The most concerned person in the world in p>“98"
The popular science (efficacy) soft articles are:
"What should Americans do if they sleep soundly!"
"There is a clock in the human body"
"Zhang Xueliang who is sleepy in summer"
"How do astronauts sleep"
"People can only live for five days without sleep"
"A woman of forty, is it flowers or tofu?"
"One day without defecation = three packs of cigarettes"
...
Let's take a look at these two atomic bombs
Two biological atomic bombs
Two major breakthroughs in life science at the end of this century, just like two atomic bombs caused a worldwide uproar and anxiety: wouldn't it be a disaster for mankind if hundreds of little Hitler were copied? If everyone can live to be 151 years old and can't tell the old from the young, wouldn't human life be a mess?
1. "Cloning" detonated in Scotland
In a village in Scotland, a 53-year-old biological scientist lived, and he was Dr. Vermou. This gentleman is gentle and gentle, and speaks softly. With an annual salary of only $61,111, he bred a sheep named Dolly, for which he won no more than $25,111 in patent fees. But this sheep, like the research results of melatonin, formed a worldwide shock wave.
Both the president and the people are concerned about cultivating Dolly's cloning technology. President Clinton ordered the establishment of a committee to study the consequences, stipulated that the report should be submitted within 91 days, and eagerly issued a presidential decree in his Oval Office. Germany stipulates that whoever studies human cloning will be jailed for five years and fined 21,111 marks. The French Minister of Agriculture delivered a speech: If genetic science produces chickens with six legs, the Minister of Agriculture can't do it.
As soon as Dolly was made public, Washington post published "Scottish Scientists Cloned Sheep", and the most authoritative American New Weekly published "Lamb, who made you?" "today's sheep, tomorrow's shepherd" ...
ABC evening news released a poll in which 87% of Americans said that human cloning should be banned, 93% did not want to be cloned, and 51% disapproved of the result.
second, the "melatonin" detonated in the United States
melatonin is an organ in the center of the human brain, which was called "Tianmu" in ancient China and "the third eye" in India 2111 years ago. In recent years, American scientists have discovered that it is the root of human aging and the life clock of life. This discovery, like a powerful shock wave, shocked the western countries. The Wall Street Journal published A Revolution; Newsweek, with the title of "Melatonin Boom", reported on the cover of August 7 and October 6, explaining the miracle of supplementing Melatonin: preventing aging and improving sleep ... < P > After the FDA of the US government determined that Melatonin had no side effects, Melatonin was quickly fired to 1.126 times that of Platinum in California. However, in today's mass production, the daily consumption is only $1, which is only RMB in 7 yuan in China.
Gelita, a professor at Northwestern University, lamented in TV news: "Americans are crazy about it!"
The shock wave of melatonin quickly spread all over the world. Japanese Asahi Shimbun and NHK TV reported that people in Taiwan Province were frantically purchasing melatonin products from the United States. The relevant departments in Hong Kong have to make an announcement: advise the public to take melatonin in moderation.
Chinese mainland is no exception. On April 5, 1998, CCTV's "News Network" broadcast "Humans Expect to Live to the Age of 151", which introduced the scientific and technological achievements of melatonin in detail. Reference News and other major media also reported it one after another. Some cities in China have shown signs of melatonin craze.
In the United States, many people wrote articles expressing their concern about the results of melatonin. If everyone lives to be 151 years old and can't tell the age of an adult from the appearance, many social problems will occur. Dr. Walter, President of the World Conference on Aging, pointed out in his scientific monograph that melatonin supplementation can obviously improve the sexual desire of middle-aged and elderly people. So critics worry that sexual crimes will definitely rise.
third, what is cloning?
Cloning is a transliteration of "clone", which means asexual reproduction. In traditional sexual reproduction, the genetic material of the father and the mother accounts for half of the offspring, so the offspring are definitely not copies of their parents. Cloning means asexual reproduction, and the offspring are identical copies.
It's a great pleasure to copy 211 Einstein and 511 Chaplin. But it is really worrying to copy 111 Hitler. More than 51 years ago, Nazi doctor Joseph developed cloning technology to copy Hitler, but fortunately it didn't work. "Cloning" has a greater impact on ethics: if you copy one of you and let you take it home, how should your wife and daughter call him?
World-class pharmaceutical companies have found great business opportunities for cloning. The US Department of Commerce predicts that "the market size of cloned biotechnology products will exceed 51 billion US dollars in 2111". Cloning technology is mainly used to make health care products. Many foreign media think that the prediction of the US Department of Commerce is too conservative, just like the prediction of the US Department of Commerce in the 1951s: "In 2111, the number of computers in the world will be as high as 81."
IV. What is melatonin
The human brain accounts for less than 3% of the human body's weight, but consumes 41% of the human body's nutrients. The energy it consumes can make a 61-watt light bulb glow continuously. The brain is the headquarters of the human body. The melatonin in the center of the brain is the commander-in-chief in the headquarters, and the substance it secretes is melatonin. The amount of melatonin secreted dominates the aging degree of the human body. With the increase of age, the secretion decreases day by day, so aging deepens. At the age of 31, the secretion of melatonin decreased rapidly, and the human body began to age; At the age of 45, the amount of secretion decreased at a faster rate, so menopause came; At the age of 61-71, the melatonin has been calcified into brain sand, so it is senile.
if you want to taste the feeling of youth, melatonin can really make people addicted.
The miracle of melatonin, one of the three best-selling books in the United States, has been proved by experiments: daily supplementation of melatonin by adults can make women have the appearance of youth, make their skin tender and shiny, and eliminate wrinkles and spots; It can make the elderly full of vitality, reflecting that the number of immune T cells reaches the level of 18 years old; Make the microecology of the intestine reach a state of balance when it is young, thus increasing the daily intake of nutrients and reducing the invasion of toxins into the human body.
Newsweek asserted that "taking melatonin supplements can help babies sleep". So many people have misunderstood that melatonin is mainly used to help sleep. In fact, melatonin can't directly help sleep. Supplementing melatonin at night, about half an hour later, the human body's various systems will enter a state of maintenance, repair damaged cells during the day, and "pull" back the aging that deepened during the day. This process must be carried out in the state of sleep, so the central nervous system receives the "call" from various systems of the human body for sleep, thus entering a deep sleep.
melatonin may be the most amazing thing in the history of human health care. It takes effect quickly. If it is supplemented for 1-2 days, people will feel deep sleep, good spirits and comfortable stomach. But it must be used for a long time and supplemented every day for decades.
V. Hot Issues
According to Reference News in China, Ming Pao in China and several major newspapers in the United States, people are most concerned about the following questions and answers:
● Can human beings be cloned? A: Yes;
● Can Hitler be cloned? A: Theoretically;
● Can the dead be cloned? A: No;
● Can a woman have "self"? A: Yes;
● Is human cloning legal? A: France is legal, but Britain, Germany and Denmark are not.
● Do western presidents supplement melatonin every day? A: Many media have reported this;
● Can people live forever by supplementing melatonin? A: No, it can only be old and enduring;
● Can adults not supplement melatonin? A: Yes, if you are not responsible for yourself;
● Why are 51 million people in the United States crazy about melatonin? A: They want to be young.
(The rest of the soft articles are attached)
Read such soft articles carefully one by one and read them round by round. It is impossible for anyone who has the desire of melatonin to resist the temptation of melatonin and not buy it.
Shi Yuzhu requires that 2-3 local newspapers (with emphasis on party newspapers) should be selected as the main publication targets of these soft articles. Each media should publish 1-3 times a week, and each article takes up a page, with 1/4 edition for large newspapers and 1/2 edition for small newspapers. It is required that all news soft articles should be fried within two weeks.
Shi Yuzhu has also made very detailed regulations on the publishing method of articles. For example, it must not be published in the advertising section (that will be an advertisement). It is best to choose the health, sports, international news and social news sections (these sections have a high reading rate). There should be no news hype articles from other companies around the articles (so as not to divert attention and be influenced by them). It is best that this section is full of text without advertisements (readers look comfortable). The title of the article can't be changed, but it should be big and eye-catching. The font size in the article should be consistent with the newspaper text (so that readers can't see the trace of commercial speculation). The word "food announcement" can't be printed, and there is no hotline and no black box, but it must be accompanied by newspaper flowers, such as "special report", "global knowledge", "hot spot perspective", "focus perspective" and "focus news" (ibid. After each round of soft articles, a notice should be solemnly published in the name of the newspaper. The template is as follows:
Notice (sample)
Warning to readers:
Recently, since this newspaper published the scientific knowledge of melatonin, a large number of readers have called to ask for information about melatonin. In order to answer the questions raised by consumers more directly and comprehensively, a hotline has been set up: *. thank you
* * * newspaper
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