It feels hard to live up to its name.

It is true that "inducement" is the most effective first means to make dealers interested in the products or projects of investors and reach cooperation. Therefore, many investment advertisements of franchise chains are "malicious explosions" in this respect, and they try their best to exaggerate the profit rate of products, but they are all empty and can't stand scrutiny. Statistics on the most commonly used sentences in this kind of advertisements can explain the problem: "Great business opportunities make millionaires", "Money-making machines are waiting for you to start" and so on. When advertising explains the market space to dealers, it is also nonsense without thinking. Give one of the most obvious examples:

"According to statistics, Chinese mainland consumes an average of two shirts per person per year. An ordinary prefecture-level city has 500,000 people, and we only need to occupy 10% of the market. Each XX shirt has a gross profit of 30 yuan and a net profit of 3 million yuan a year. "

It would be too easy if millionaires were made like this. How many of the 500 thousand people are potential consumers of this brand of shirts? How many people are the target consumers at this price? Can "only occupy 10% of the market" be realized? Which domestic famous brand manufacturers' products have reached the market share of 10%?

However, faced with the second biggest concern of dealers-the ratio of input to output, they will blindly promise to "recover all the investment in three months and return 300% in one year" and "the investment is so low that there is no business".

Faced with such an advertisement, the dealer's first reaction must be: "How can it be my turn for such a good project?" "How can I believe it easily enough?"

Anyone who has worked hard in business, whether it is a big boss or a small boss, has his own cleverness. He has a big white saying, "Who is more stupid than who?" The more terrible, the more exposed the "hypocrisy hidden under the fur robe." Therefore, this kind of bluff investment promotion advertisement has little practical effect.

Disadvantage 2: mystifying and playing with concepts.

Perhaps drawing on the marketing theory of "eyeball economy", many advertising managers in franchise chains regard catching the eye of the advertising audience as their main goal when attracting investment, and investment advertisements also play a "suspense" role. They don't say anything about products or industries, but tell you: "One phone call = unlimited business opportunities", "People who don't want to be millionaires, please don't call this number" and "Don't call this number".

Look at and analyze the motives of these advertisers. In fact, I want you to make this investment call out of curiosity and without any psychological preparation. Then, through the "telephone attack" of the consultant, people who are willing to join will be interested in the products or projects they join, so as to achieve the goal of successful investment promotion. The biggest function of this kind of advertisement is to attract people first.

Undeniably, in the early stage of the popularity of such advertisements, many franchise chain brands did achieve the expected investment promotion effect because of better products, detailed information, explanation of schemes and solid basic work in the later stage. However, most enterprises, especially the brands that used these "skills" later, turned back angrily.

There are three reasons: first, the advertising audience is only curious and not interested. Who would be interested in a product that knows nothing about? Second, we can't catch quality customers. There is a chain restaurant that advertises in this way to attract investment. As a result, there are quite a lot of consultation calls, 200 to 300 a day, but no one is engaged in the catering industry or interested in investing in the catering industry. The investment plan was aborted naturally. The third is the banker's rebellious mentality, thinking that you are "playing with flowers" and "fishing". The more gaudy you are, the less gullible I am.

Disadvantage 3: confusion of ideas and blind pursuit of success

As the first link of communication and contact with franchisees, advertising is the first and most urgent thing to tell dealers, which is very important. Some investment brands are greedy for perfection and want to convey all the information, which is actually impossible and unnecessary. Advertisers have no patience to read a full-page report from beginning to end, nor can they quickly understand the most essential part of your investment promotion activities. It didn't interest him the first time, but later it was even harder to work hard.

Disadvantage 4: not creative, making things up.

The investment promotion advertisements of franchise chains belong to the category of advertisements that emphasize rational needs. However, some enterprises have gone to the extreme and think that rational appeal advertising is straightforward and there is no need to be creative. As a result, most of the overwhelming advertisements for investment promotion in many newspapers and periodicals belong to the "slogan category": "XX national investment promotion!" "Walk with XXX and be a rich man in the new century!" Slogans like this are mixed together, the same, no personality, and can't attract people's attention. On the other hand, it also reflects the lack of integration and promotion ability of China Merchants brand marketing. More interestingly, on the one hand, some enterprises promise that "top marketing planning experts will plan the whole process and provide regional promotion advertising planning for regional franchisees", on the other hand, they use the "slogan" advertising title, which obviously makes people feel that it is not worthy of the name. The above symptoms are not only caused by the low level of advertising companies and planning companies that join brands or serve them, but also the misunderstanding of advertisements and the lack of attention to the creation of investment advertisements. Generally speaking, for most new projects, investment promotion advertisements are the first time. Although the people concerned are mainly people in the industry, winning the "Fair" is not only crucial to the success of investment promotion, but also has a far-reaching impact on the product and corporate image, which directly affects whether the product can achieve good sales performance after listing.