The ceo's secret

For customers, the most ridiculous thing in the world is that they have to let a group of creative people who do not understand the market and products to create a market for their products, but they have to pay for their ignorance. The most painful thing in the world is that if you don't take some arrogant and ignorant advice, you will be scolded for being a native hat! "

I appreciate this man's wonderful theory very much. First of all, he has a scientific spirit. He is standing on the basis of Einstein's theory of relativity and taking materialist dialectics as the guiding ideology to elaborate this point of view. Second, he has a pragmatic spirit. In the spirit of "seeking truth from facts" of grandfather Deng, he skillfully shows the relationship between advertising creative personnel and businesses!

There are two reasons why the top management of the company wants its planning department to be responsible for the marketing and promotion plan of the beauty mall. One is based on the second paragraph of this man's discussion. Naturally, people in the company know the market of beautiful clothes best, and also know the company's brand culture and connotation best. Therefore, they can come up with the most suitable new promotion plan for beauty mall.

Secondly, in order to save money, the annual advertising funds of beautiful clothing are as high as 10 million, most of which are in the advertising bag of Simei! In other words, if the company's planning department can take on this important task, it can save a lot of advertising costs for the company! Businessmen pay the most attention to profits!

Then, I began to analyze the specific work, that is, how to do the new promotion scheme of beauty mall? How to do well? As I said before, many things seem as difficult as landing on the moon, but when you really want to do it, you will find that it is not as difficult as you think, at least it will not be incredible!

After thinking over and over again, I finally found that there was only one thing I had to do, in short, a copy, a print copy and a TV copy. Maybe I don't have to worry about the pictures. The graphic group led by sister Qin can do it naturally. Of course, printing has to be done by a professional advertising company, and shooting is none of my business. That's the responsibility of the advertising production company.

I just need to write a copy - print copy and advertising copy, whether to use long copy or short copy, emotional copy or rational copy, which depends on the content to decide the form of expression -

here is the problem, which is the key to the problem! Let's take a very simple example. There are many people who can draw in the Academy of fine arts, and many of them are very good. However, if we compare their paintings with those of famous painters, let alone Leonardo da Vinci's Mona Lisa's smile, let's say Cezanne's Italian landscape paintings, how can they be of a high level?

Calligraphy is also a truth. Which modern calligrapher dares to say that his characters are comparable to those of Wang Xizhi? That's the truth!

That is to say, the copy I am going to write is not a very common one. It should definitely be a high-level copy, full of creativity, and can move the hearts of the majority of female consumers' friends, making them have a strong impulse to buy beautiful clothes! What's more, we must surpass the copywriters of Simei!

This is the key to the problem! Can I write such a good copy? Can it surpass Simei's advertisement and inspire female friends to go shopping in beauty mall? Do I make them all Shopaholic? Can I increase the sales of beauty mall by 10 percentage points?

In that sentence, it's just like the lyrics in Jin opera Yang Bajie's spring outing. She asked song Renzong about the betrothal gifts he wanted: "more than one or two stars, two or two months, two or two dried snowflakes." Although it is not impossible, but it is very, very, and absolutely not easy to do!

The first two difficulties are: one is that I don't have a deeper understanding of the company culture, brand connotation and product characteristics of beautiful clothing; the other is that I don't know enough about the consumer groups of beautiful clothing, although I know that the consumer groups of beautiful clothing are female, and the age positioning is between 18-35 years old! In addition, I didn't have a deeper understanding, because I didn't do any form of Market Research for consumers.

This is the first two difficulties I think of, but these two points are very important. Obviously, our products are beautiful clothes, and our customers are mainly female friends aged 18-35!

It's hard for me to lose both time! Whether it is to understand the product, or do market tune, it takes time, Rome wasn't built in a day! It's impossible to do it easily in three or five days!

The former is good enough to say that I can hold the Buddha's feet temporarily, and I can return to the state of preparing for the university entrance examination, but market research is not an overnight thing! I don't know how much time the company will give me to complete this new project.

What Zhang Yiqi said is only three days.

I went back to the rental house, sat in front of the computer, thinking, my heart fell into the trough again, the ashtray has been filled with cigarettes * *! However, it seems that I am still in a dark room and can't see a ray of light -

when I look up, my eyes fall on a piece of paper on the wall. On the white paper, there are three pieces of thick characters printed by computer:

1. Don't waste energy on worry and negative thoughts.

2. Unless a man is discouraged, he cannot be defeated.3. It doesn't matter what happens in life. What matters is how we deal with what happens.

That's right! This is the motto of my idol Burce Le, which he wrote to his friends personally. He also practiced it according to what he said. I saw the TV series the legend of Bruce Lee. When he first came to the United States, life was very difficult, but it didn't break his ambition. He had to take classes, he had to go to restaurants to wash dishes, he rode his bicycle to deliver newspapers everywhere, and he was very happy He also needs to train his body. He is fighting against fate -

and in the end, he obviously succeeds. He dominates his own destiny. He trains himself to be the strongest man in the world, not only physically but also mentally! Later, he became a famous martial artist. He easily beat a powerful opponent in the national karate competition with the dance of cha cha cha. Later, he became a hot kung fu movie star. His movie "JingWuMen" became the most popular box office champion in history. Later, he became a philosopher and applied Chinese Philosophy to martial arts to create a simple and effective fighting art of Jeet Avenue! He wrote the new term "Kung Fu" into the dictionary of the world!

He is also the only Chinese American movie star in Asia who engraves his name on the Hollywood Walk of fame! His spirit inspires countless young people to abandon cowardice and move towards bravery! And I, Xu Ming, is one of these young people!

Burce Le, he's a myth, he's a miracle, he's a man like a king, he's a legend forever! However, he is still an ordinary Chinese man! What made his brilliant life and what made him create so many miracles in his short 33 years?

I think it's his belief that he will win and his perseverance that no one else can match. He once said, "the price of success is constant patience!" All his achievements come from his down-to-earth, step-by-step and firm steps -

don't waste your energy on worries and negative thoughts.

Unless a man is discouraged, he cannot be defeated.

It doesn't matter what happens in life. What matters is how we deal with what happens.

I look up again at the saying, I think I already know what to do! Although in time, I am at a disadvantage, but it can not be said that I am too late, I decided to do as much as possible on the beautiful clothing! I open Baidu search engine, input the four words "beautiful clothes", and then I carefully browse every relevant message -

justreadit (now studying)! Now!

I read and excerpt at any time. I've created a new word document to collect the words that I think may inspire me! I have always been good at collecting, collecting, analyzing and summarizing. This is my personal way of learning!

Sometimes I think, maybe I'm more suitable for the post of postman or information clerk, because I'm good at collecting!

When I roughly browse through all the ten pages of records about "beautiful clothes" presented by the search engine, it's already early in the morning! I add the important pages to my favorites and extract the important words in the new document.

I gave this new document a very special name, that is "Normandy landing war". In the history of World War, Normandy landing station is a very famous battle in the Second World War. It is of great significance for the allies to launch large-scale attacks in Western Europe and accelerate the collapse of Nazi Germany. It provides useful experience for organizing and implementing large-scale landing operations!

Naturally, the new marketing plan of beauty mall is "my Normandy". I know that the situation is very severe and the meaning of my life is very great. I hope I can land successfully like the allies and annihilate all the "Nazis" in Germany! In a word, I don't want my life to be Waterloo!

At one o'clock in the morning, I lay in bed, but I didn't feel sleepy, just like a soldier who was about to drive to the front line. I couldn't say whether it was fear or excitement, maybe both! I know that in this battle, I will either sacrifice Marguerite's body or, like Charles de Gaulle, drive through the Arc de Triomphe with an open car to the Eiffel Tower amid the cheers of Paris citizens holding flowers -

the coexistence of crisis and vitality, the fear of failure and the desire for success are just as strong for me. I hope I can still be in the beauty business as I was last time In the face of Li Xiaochu, he turns defeat into victory, turns adversity into a smooth path, and turns decadent flowers into magic -

Hao Jian has a saying that "when fate catches your throat, you will be the JJ of fate!"