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Two Biological Atomic Bombs: Soft-text Hype Strategy of Melatonin
Shi Yuzhu, hiding in the "typhoon shelter", first threw out "two biological atomic bombs"-a series of soft articles about melatonin releasing huge economic energy like an atomic nuclear reactor, so that Shi Yuzhu could quickly start the national market by "ambush" tactics without exposing its commercial purpose.
Shi Yuzhu once threw "bombshell" with "planes", "cannons" and "tanks" (wantonly advertised), destroying the brain gold and the foundation of the whole "Giant Building". This time, Shi Yuzhu took a different approach. He quietly (in the form of soft language) launched one powerful "atomic bomb" after another from the "typhoon shelter", but created a new miracle in the history of marketing.
Soft text, short for soft text. 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 great contributions to the annual sales of 65,438+several hundred million in Shi Yuzhu in just three years, with a mere 500,000.
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 health care products because they have certain "functions". So, how did this "function" come from? Why is there such a "role"? It is very important to help consumers understand these problems. The best way to make people believe is to put facts, reason and convince people by reasoning. This rational article seems to be doing public welfare science popularization work, but the meaning of drunkenness is not wine. The purpose is to induce consumers to magically get into the "trap" that merchants have already designed. Such articles are usually written by the merchants themselves for commercial purposes and published in the media at their own expense (not to mention paid), which belongs to popular science soft articles. When this reasoning is combined with a major scientific discovery, the latest technological revolution, or the crazy buying tide in the United States, even the president, the pope and the astronauts are eating it, what kind of magical effect (case) they have had after eating it, how many years they have lived, what incurable diseases they have cured, etc., they have news value 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 publishing cost of soft articles is much lower than that of advertisements. 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, but advertisements are rarely seen; Second, for those who see it, soft articles can be convincing, while advertisements are disgusting; Third, the cost of publishing soft articles is much lower than that of advertising. In short, the advantages of soft writing are less investment, great effect and easy acceptance by consumers. In the start-up stage of the market, especially in the case of less start-up funds, the influence of this soft writing on consumers is subtle.
People are always most concerned about their own interests, "health is the capital of revolution", so some alarmist arguments and news about medical care will always attract people's attention. Therefore, if the soft text of health care products is "well written", it will have a magical effect.
Melatonin soft text is widely used in the initial stage of the market. Before enterprises appeared and consumers were wary, the concept and function of melatonin were implanted in consumers' minds, which laid 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 of publication.
Hiding in the "typhoon shelter", Shi Yuzhu quietly dragged the 10 copy of his planning team and a lot of materials prepared in advance to a hotel in Changzhou, booked several rooms, and concentrated on 10 days for fully enclosed soft writing. Copywriting selects materials, creates ideas, writes articles and discusses them day and night. Each of them writes two articles every day, and then gives them to Shi Yuzhu for review. Shi Yuzhu, on the other hand, made a comparison according to the standard of Ruanwen 10, and if it did not meet the standard, it was returned for rewriting. After several rounds of prevarication and beating, 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 the subsidiaries from the "front line" evaluate and vote one by one, 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 votes. More than half of the candidate works will be eliminated. Faced with this method of commercial production of articles, even the most rigorous writers will feel ashamed. The "production procedure" of melatonin soft articles is probably stricter than that of melatonin, and the soft articles produced through such strict procedures are as powerful as the "atomic bomb", and their "efficacy" in melatonin marketing is probably much greater than that of melatonin to consumers.
Five news articles * * * worked hard:
"Can human beings live forever?" (one, two, three)
"Two Biological Atomic Bombs"
"1998 the most concerned person in the world"
Popular science (efficacy) soft articles are:
"Americans sleep soundly, what about China!"
"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 a flower or a bean curd residue?"
"One day without defecation = three packs of cigarettes"
……
Let's take a look at these two "atomic bombs"
Two biological "atomic bombs"
Two breakthroughs in life science at the end of this century, like two atomic bombs, caused great uproar and anxiety around the world: isn't it a disaster for mankind to copy hundreds of little Hitler? If everyone can live to be 150 years old and can't tell the difference between the old and the young, wouldn't human life be a mess?
First, "Clone" detonated in Scotland
In a village in Scotland, there lived a 53-year-old biological scientist. His name is Dr. Villm. This gentleman is gentle and speaks softly. His annual salary is only $60,000, and he raised a sheep named Dolly, for which he received no more than $25,000 in patent fees. But this sheep, like the research results of melatonin, formed a worldwide shock wave.
Everyone from the president to the people is 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 90 days, and eagerly issued a presidential decree in his Oval Office. Germany stipulates that people who study human cloning will be imprisoned for five years and fined 20 thousand marks. The French Minister of Agriculture delivered a speech: If genetic science produces six-legged chickens, the Minister of Agriculture can't.
As soon as Dolly became public, Washington post published the sheep cloned by Scottish scientists, and the most authoritative American New Weekly published Lamb, who made you? Sheep today, shepherds tomorrow. ...
According to a poll published by ABC in the Evening News, 87% of Americans said that human cloning should be banned, 93% did not want to be cloned, and 50% disapproved of the result.
Second, "melatonin" detonated in the United States
Melatonin is an organ in the center of human brain, which was called "Tianmu" in ancient China and "the third eye" in India 2000 years ago. In recent years, American scientists have discovered that it is the root of human aging and the biological clock of life. This discovery, like a powerful shock wave, shocked the western countries. The Wall Street Journal published a revolution; Newsweek reported on the cover of 165438+ 10 on August 7th with the theme of "melatonin craze", expounding the miracle of supplementing melatonin: preventing aging and improving sleep. ...
After FDA confirmed that melatonin had no side effects, melatonin was quickly fried to 1026 times platinum in California. However, in today's mass production, the daily consumption is only $65,438 +0, and in China, there is only 7 yuan RMB.
Greta, a professor at Northwestern University in the United States, lamented in TV news: "Americans are crazy about this!"
The shock wave of melatonin quickly spread all over the world. Japanese Asahi Shimbun and NHK TV reported that people in Taiwan Province province are buying American melatonin products crazily. The relevant departments in Hong Kong have to issue an announcement advising the public to take melatonin in moderation.
Chinese mainland is no exception. 1On April 5, 1998, CCTV News Network broadcasted "Humans are expected to live to 150 years old", which introduced the scientific and technological achievements of melatonin in detail, and the major media such as reference news also reported it one after another. There are signs of melatonin craze in some cities in China.
In the United States, many people write articles expressing concern about the results of melatonin. If everyone lives to the age of 150, there will be many social problems if you can't tell the age of an adult from the appearance. Dr Walter, President of the World Assembly on Ageing, 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.
3. What is cloning?
Cloning is a transliteration of "cloning", which means asexual reproduction. In traditional sexual reproduction, the genetic material of father and mother accounts for half of the offspring, so the offspring are definitely not copies of parents. Cloning is asexual reproduction, and the offspring are identical copies.
Copying 200 Einstein and 500 Chaplin is a great pleasure. But if 100 Hitler is copied, it will be really worrying. More than 50 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 yours and let you take it home, what 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 50 billion US dollars in 2000". 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 1950s: "In 2000, the number of computers in the world will be as high as 80."
4. What is melatonin?
The human brain accounts for less than 3% of the human body weight, but it consumes 40% of the nutrients in the human body. The energy it consumes can make a 60-watt light bulb shine continuously. The brain is the headquarters of the human body, and the melatonin body in the center of the brain is the commander-in-chief of the headquarters. It secretes melatonin. The secretion of melatonin dominates the aging degree of human body. With the increase of age, secretion is decreasing, so aging is deepening. At the age of 30, melatonin secretion decreases rapidly and the human body begins to age; At the age of 45, the secretion decreased faster, so menopause came; By the age of 60-70, melatonin has calcified into brain sand, so it is aging.
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, is proved by experiments: adults supplement melatonin every day, which can make women have a youthful appearance, make their skin moist and shiny, and eliminate wrinkles and spots; Can make the elderly full of vitality, reflecting that the number of immune T cells reaches the level of 18 years old; Make the intestinal microecology reach a balanced state when you are young, so as to increase the daily nutrient intake and reduce the invasion of toxins to the human body.
Newsweek asserted that "melatonin supplementation can enjoy a baby's sleep". So many people misunderstand that melatonin is mainly used to help sleep. In fact, melatonin does not directly help sleep. Supplementing melatonin at night, after about half an hour, all systems of the human body 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" of various systems of the human body to sleep, thus entering a deep sleep.
Melatonin is probably the most amazing thing in the history of human health care. The effect is quick. 1-2 days later, people will feel deep sleep, good spirit and comfortable stomach. But it must be used for a long time and supplemented every day for decades.
Verb (abbreviation of verb) is a hot issue.
According to China reference news, China Hong Kong Ming Pao and several major American newspapers, the following questions and answers that people are most concerned about are synthesized:
● Can you clone people? A: Yes;
● Can Hitler be cloned? A: Theoretically;
● Can the dead be cloned? A: No;
● Can a woman have a "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 on this;
● Supplement melatonin, can people live forever? A: No, it can only be old and lasting;
● Can adults not supplement melatonin? A: Yes, if you are not responsible for yourself;
● Why are 50 million people in the United States crazy about melatonin? A: They want to be young.
(The rest of the soft texts are attached)
Such soft articles are read carefully one by one, round by round. Anyone who wants melatonin can't resist the temptation of melatonin and not buy it.
Shi Yuzhu asked to choose 2-3 local newspapers (mainly party newspapers) as the main publishing targets of these soft articles. Each media publishes 1-3 times a week, and each article occupies one page, with the big newspaper 1/4 and the tabloid 1/2. It is required that all news soft articles should be blown up within two weeks.
Shi Yuzhu also made very detailed regulations on the way articles are published. For example, it must not be published in the advertising section (that would be an advertisement). It is best to choose health, sports, international news and social news sections (these sections have high reading rate). There should be no news hype articles from other companies around the article (so as not to distract attention and be affected by it), and it is best that this edition is full of text without advertisements (readers are comfortable to watch). The title of the article cannot 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" cannot be printed, there is no hotline or black box, but it must be accompanied by newspaper flowers, such as "special report", "global knowledge", "hot spot perspective", "focus perspective" and "focus news" (same as above, after each round of soft writing, an announcement should be published in the name of a newspaper. The model is as follows:
Notification (example)
Readers are advised to:
Recently, after the scientific knowledge of melatonin was published in this newspaper, a large number of readers called to consult the knowledge of melatonin. In order to answer consumers' questions more directly and comprehensively, a hotline has been set up: * * * * * * *. I hope readers can call this hotline for information about melatonin in the future. thank you
* * * newspaper
* * Year * Month * Day
This staggered effect is naturally better. This hotline is, of course, the phone number of the local branch (but the reader thinks it's from a newspaper, and the caller of the hotline is a potential consumer of melatonin, so a case is filed to facilitate the following marketing, such as book delivery and home visits, so that soft-text hype can directly generate customers). Such notices should not be published in the same layout as soft articles.
In terms of price, it is required to deduct less than four or five times. How do we do this? It depends on how you negotiate with the newspaper. Shi Yuzhu specially provided a series of negotiation points for his subordinates: we still have to do a lot of advertising; Our articles are of good quality and readable, which can improve the reading rate of newspapers; Our payment is guaranteed; The company stipulates that only four or five points will be deducted, and if there is more, you will have to pay for it yourself. If we really can't talk about it, we can ask for the corresponding layout, but we must ensure the quality of the publication. It takes six months to sign a contract with a newspaper.
Shi Yuzhu summed up the main points of these soft hype into an interesting eighty-word formula, which is quite interesting to read:
Don't be hard-hitting, there are many readers in the layout, the price is below 45%, the title should be eye-catching, the article should be illustrated, the party newspaper should be the main one, the text should not be published, the font should be uniform, there should be no advertisements around, no black boxes should be added, the shape is irregular, no hotline should be added, the notice should be clever, and the newspaper should be added at the end, so the implementation will not be out of shape, and the effect is excellent.
At the beginning of melatonin entering the market, the first thing to put on the market was news soft articles. Such as "can human beings live forever?" , "two biological atomic bombs", "1998 the most concerned person in the world" and so on. One by one, the bombing continued, forming a round of melatonin shock waves. After the above careful planning, in the eyes of readers, the authority and authenticity of these articles are beyond doubt, and there is no direct commodity promotion. The suspense and mystery of melatonin have been created, and people can't help asking: "What is melatonin?" Consumers' speculation and mutual communication have made the concept of "melatonin" spread rapidly in the streets, and people have formed a kind of expectation psychology for melatonin and want to find out.
Followed by a series of popular science (efficacy) soft articles. For example, "One day without defecation is equivalent to smoking three packs of cigarettes", "The human body has a clock", "Zhang Xueliang who is sleepy in summer" and "How do astronauts sleep". These articles mainly expound its harm to human body from two aspects: lack of sleep and bad intestines, and guide people how to overcome this harm and skillfully integrate the efficacy propaganda of melatonin into soft texts. Every article seems to be talking about popular science, and there is no suspicion of advertising. Readers read it easily and have to believe it. In just two months, it has achieved unexpected results.
However, Shi Yuzhu did not stop there. He pursued the victory and launched another round of more violent attacks.