The poor are poor, the rich are rich

Chapter 12 2 Big business depends on hype

Chapter 32 Big business depends on hype

This is an era of hype, speculating in celebrities, speculating in movies, speculating in books, speculating in real estate, speculating in stocks, speculating in antiques, speculating in cars, speculating in football... It gives people the feeling that everything in the world is like speculating in peanuts and melon seeds. Cannot be "fried".

There is a saying about stock listing: first, you must have a good theme; second, you must weave a beautiful story; into the pockets of the business.Shareholders buy stocks not to buy the present, but to buy expectations and the future.Therefore, it is necessary to have a good theme, to make up a good story, and to tell the investors in a eloquent and eloquent way, so that people will give you money out of their pockets. This is actually hype.

Melatonin advertisements are familiar to everyone, and its ability to hype is amazing.

Many people think that melatonin advertisements are not only rough in production, but also have vulgar expressions. Several clown-style cartoon characters sing "give melatonin as a gift" repeatedly with exaggerated expressions, which makes people feel endless.The language is too straightforward, with neither poetic nor cultural connotation, and the picture is neither beautiful nor majestic;The clumsiness of its methods and the dullness of its voice are unbearable.Among the most vulgar and annoying advertisements selected by a certain publication, the melatonin advertisement ranked first.

However, just like the paradox of stinky tofu smells stinky and tastes good, melatonin sells very well, and the product sells well despite the "indiscriminate" advertising. Why?
Although people mostly tuned the program channel reflexively when the TV set sounded like "no gifts for this year's festival, but melatonin for gifts", but when people walked into a large shopping mall with a wide range of products, When I was confused about what gifts to give to my relatives and friends, I also reflexively remembered this advertisement that almost broke everyone's heads.Gifts, what do you give if you don’t give Melatonin?

This is an era when the media can make people rich. The media can use trivial matters to create thousands of stars, and naturally it can also create countless star companies and entrepreneurs.Therefore, smart people should keep up with the pace of the times, create some hot events and people, create novel concepts, dig and refine news, and then attract the attention of the media, hype, attract people's attention, and make a lot of money .

However, there are also precautions for hype, and if it is not done well, it will have negative effects.Specifically, the following points need to be paid attention to:
1. Hype must be good at creating scenes, and make the scenes as big as possible to achieve a sensational effect in order to achieve the desired effect.

2. The hype should be carefully planned, dense but not sparse, interlocking and seamless.

3. The hype should pay attention to the scale, and it should not be too outrageous. Otherwise, after consumers understand that they have been fooled, you will face the crisis of extinction.

(End of this chapter)