Marketing Inspiration Of "Doctor Zhang Wu Ben" (Map)

　 Enlightenment two: choose simple, simple spoken language to cut into consumer cognition.

Zhang Wuben's "product handbook" - "eat the disease to eat," the name comes from Wu Guozhong's "Yellow Emperor's internal medicine manual" in a sentence. Zhang was surprised to steal his book title, but the effect was amazing.

"Eat the disease out of it", in a word, its "health mechanism" is not only easy to understand, but also lively and interesting; it is not only a commitment to use, but also a call for ideas; the book on the waist is a "book that allows you to live for more than a few decades!" a book that allows you to spend less than one hundred thousand! ", using BOLD contrast, positive temptation and negative threat, the book can break through 3 million volumes, which is not surprising. It is reported that before the publication of the original title is "food and energy treatment", the transmission power is far from it. If you really use "food and energy treatment" published, it is estimated that Zhang Ben Ben can fire up, at least not so fast.

Chen Xuan, a senior brand marketing expert, said: "the hardest part of new products being listed at the beginning is how to make clear the unique value of products. For mass consumer goods, the choice of simple and simple spoken language should be a shortcut to get twice the result with half the effort." {page_break}

　　 Enlightenment three: using the concept of "common sense" to build brand foundation

"Food therapy" stems from the extensive and profound theory of traditional Chinese medicine, "medicine and food homology", which has a strong identification basis in China. For example, "eating radish in summer, eating ginger in summer, not seeking medicine for prescriptions", "diet therapy" has become a common sense concept in daily life of the masses.

Zhang Wuben boasts that he is "the first person in Chinese food therapy". Chen Xuan, a senior brand marketing expert, believes that the concept of marketing based on consensus and close to common sense and popular needs is far more powerful than the theory of building a house with its own doors. Zhang Wuben has four obvious advantages in using "diet therapy" as his brand foundation.

　 First, it is irrefutable. 5000 years of tradition, without persuasion and proof, greatly reduced the cost of publicity and interpretation in the early stage.

　　 Second, we can establish a strong and multi frequency consumption relationship. If the people are sick, they will think of "food therapy", and then think of "Zhang Yue Ben, the first person in Chinese diet", so they will go to the master Zhang to diagnose. When people eat or cook, they will think of food therapy, and then think of the first Chinese food therapy, Zhang Hui Ben, and then they will go to buy master's books and CDs. Therefore, the establishment of brand foundation with "common sense concept" is not only strong but also multi frequency, and can directly lead to terminal consumption.

　　 Third, low production cost. Food therapy has existed in ancient times. In the later stage, no matter whether it is a Book presentation or a diagnosis, it is not necessary to research and develop, just copy and paste.

　　 Fourth, consumers are easy to operate, never heard of eating long strips of eggplant to eat dead people, the risk is small. {page_break}

　　 Enlightenment four: choose multiple endorsements with high gold content, increase the sense of security and increase the probation rate.

Endorsement is an important part of product planning. The aim is to create a high quality image for the product by selecting multiple endorsements to enhance the safety and reliability of products, and ultimately achieve high price and high volume sales.

Zhang Wuben has done a lot of work in this respect: "the first batch of senior nutrition experts of the Ministry of health", "the director of the Health Council of the Chinese Medicine Association of traditional Chinese medicine", "the chief expert of the Chinese Medicine Research Institute of Beijing Wu Ben Tang", "the researcher of Chinese medicine science and technology cooperation center of the Chinese Academy of Chinese medicine, the first Xi Jiankang promotion expert", "the father is the health care physician of the party and state leaders" and so on. Once the people saw it, the words "state, Ministry of health, experts and leaders" were basically persuaded for the first time. These endorsements, whether true or false, really contributed to the rapid development of Zhang Wu Ben.

The mistake of Zhang's product is that he is anxious to go to the banquet guests without dressing up, so he has never seen a successful endorsement in marketing practice. At the beginning of the new product listing, it is a critical stage to look for the missing items everywhere. It is a more mature practice to strive for the first time to make a mistake, then seek the lottery, live first, marry the daughter-in-law, turn the sales first, and gradually improve the endorsement. Otherwise, golden glowing "endorsement" may turn into a black and white "sin book" in a twinkling. Endorsement is the "hypothesis" of marketing. When the "assumption" is attacked, you will lose even more rigorous business logic later.