The costs of a company are huge, especially in terms of labor, raw materials, and these are unavoidable.

Then if we want a company to continue to grow and develop steadily, in addition to maintaining performance improvement, reducing costs is also very necessary. Especially in marketing, some companies invest a lot in marketing but gain little, while some companies invest almost nothing in costs but do very well in marketing, how do they do it?

Mr. Yang Hu gave us a detailed answer in the course "Precision Marketing in Internet+".

The essence of marketing is to attract, not to influence.

Simple example is like a person in pursuit of the opposite sex, the focus should not be on the other side of the body, you should enhance their own to attract each other. So figuring out who your target customer is, what your core brand connotation is, all of these are enhancing your company's inner strength.

Some companies rely on a single soft article or sentence to accomplish their marketing, thus reaping billions, and the methodology is evident.

The following is a concrete analysis of how to design good marketing copy through specific cases.

Six methods of marketing copywriting design

1, decomposition of product attributes

For example when someone tells you that a shirt material is 100% Akzo long-staple cotton, after environmental resin treatment, eagle claw buttons, you will not have any feeling. But if you say in another way, this shirt is 100% Aksu long-staple cotton, extremely comfortable; environmental protection resin treatment, anti-wrinkle and anti-shrinkage; eagle claw buttons, easy to fasten the buttons, you can make people clearly understand.

2, describe the use of the scene

There is a smartwatch, when I just tell you that this is a smartwatch, you don't have any feeling, because you just get a concept. But when I tell you that this watch can automatically record your running route and kilometers while you are running, you will get some concrete images in your mind.

What does it mean to describe a usage scenario? It simply means to build a picture in the consumer's mind through your description. If you tell consumers that this watch can measure heart rate, that doesn't impress them because you're just talking about its function, you have to convert it into a scene. You can say that when you go to bed at night if you wear this watch, wait until the next day when you get up and open the cell phone APP to check, you can see your fastest heart rate last night is how much, the slowest and how much.

Then again, this watch can be located, when you take your child to the park on weekends, the crowd, a turn around the child is missing, this time if your child with this watch, you will be able to view through the phone to the child where.

3, find the right opponent

Rather find a wolf opponent, not find a pig teammate. Never look for someone worse than you as a rival, so you will only get worse; only to find better than you can motivate you to progress.

For example, Gadobao's advertising slogan at the beginning was "better than the anti-inflammatory traditional Chinese medicine", which would make consumers feel that it was traditional Chinese medicine and must not be good. Later it was changed to "drink is good, also can prevent fire", which will make consumers feel that it is a drink, and better than a drink is also can prevent fire.

Iphone's advertising slogan is that you can put the newspaper, music, video, games all the way, it catches the consumer demand for cell phones, so now it will be so unique.

4, numbers create imagination

Digits represent details, and details represent reality. Numbers are rational data, so it brings more trust.

If a restaurant tells you that they are the 396th store of a national chain, the eggs used in it are scrambled in 245 seconds, and the leeks are cleaned and cut in 9 procedures, then you will definitely feel that the store is very formal and large enough to create a sense of trust.

5, good at storytelling

A good story is better than a thousand words, a thousand ways, the world's really great marketing experts are sure to be master storytellers. A mundane product becomes precious and rare when you give it added value that captures people's hearts and minds.

The same piece of clothing, if you tell the consumer that it was worn by a celebrity, then it will be more valuable than the rest.

6, keep up with current events

The hot spot is the focus, the focus is the point of dissemination.

Suning once came out of such a copy "Peach and Plum do not say, this is the end of the groove", which was issued at the time when Leonardo won the Oscars, although closely follow the current hotspot, but there is no significance, and can not bring any value to the Suning.

In the same time period, the same journey to release a text "on the cruise ship, over the wilderness, finally wait for Li".

This sentence mentions Leonardo's famous and award-winning works, but it seems to be only talking about Leonardo, in fact, it will be the scope of the business of the same trip, and successfully attracted everyone's attention.

There is leverage behind marketing, and as long as you use the right force and find the right method, you can pry this market. When you take marketing to the extreme, maybe you don't need to do marketing at all anymore.