2024-7-29 14:7
S1E19 《卖货真相》摘要2
上一篇：传送门。笔记12 4P 中“promotion”的准确含义1、威廉•尼克尔斯所著的《认识商业》中是这么定义促销的：促销（promotion）是卖方用来告知并鼓励人们购买其产品或服务的所有技巧。（In "Understanding Business" by William Nickels, promotion is defined as all the techniques that sellers use to inform and encourage people to purchase their products or services.）2、 借用一下尼克尔斯对促销的定义，对推广下一个定义：推广是卖方用来告知并鼓励人们购买其产品或服务的所有技巧、方式和方法。推广活动包括广告、个人销售、公共关系、展会、裂变、直播，以及各种促销手段，如优惠券、返利、满减、小样和打折优惠等。（Borrowing from Nickels' definition of 'promotion', let's define it as all the techniques, methods, and approaches that sellers use to inform and encourage people to buy their products or services. Promotional activities include advertising, personal selling, public relations, trade shows, viral marketing, live streaming, and various promotional tactics such as coupons, rebates, discounts, samples, and sales.）3、 不同的行业，不同的阶段，推广的重心也是不同的。餐饮行业的门头招牌是最核心的传播方法（Different industries and stages have different focuses for promotion. In the restaurant industry, the storefront sign is the most crucial communication method）4、你找到或搞定一个强大的渠道 本身也是一种强有力的推广方法。（Securing a powerful channel itself is also a highly effective promotional method.）5、渠道会提供购买的流量；而推广则提升流量和转化率。案例：沃尔玛是一个渠道，沃尔玛提供了相对固定的客流量。而入驻沃尔玛的品牌，通过在沃尔玛周边小区打促销广告，或者是LBS的线上广告，或者是在沃尔玛现场试吃、降价促销，就可以拉到更多的客流，促成更多的销售。（Channels provide purchase traffic, while promotion enhances both traffic and conversion rates.>Example: Walmart serves as a channel, offering relatively stable customer traffic. Brands that enter Walmart can attract more customers and drive more sales through promotional ads in nearby communities, online LBS (location-based services) ads, or in-store sampling and discount promotions.）6、试吃就是在店门口放试吃台，路过的顾客可以随便试吃。通常免费试吃有两个作用，一是顾客尝试之后感觉到真好，会促进他们购买；二是试吃提供了一个让顾客停下脚步的理由。（Sampling involves setting up a tasting booth at the store entrance, where passersby freely samples products. Free sampling usually serves two purposes:first, customers may feel inclined to buy after tasting;second, sampling gives customers a reason to stop and check out the store.7、其实对绝大部分企业来说，产品没有太大差别，更重要的是渠道和推广能力。渠道和推广是卖货的关键所在。如果产品强，定价合理，渠道和推广又给力，那做成一个大品牌就只是时间问题了。（For most companies, product differences are minimal; what matters more are the channel and promotional capabilities. Channels and promotion are key to selling. If the product is strong, the pricing is reasonable, and the channel and promotion are effective, building a major brand is just a matter of time.）笔记13 推广就是让顾客产生记忆、购买和传播1、推广的目的其实很简单：让顾客产生记忆，购买，和传播（The essence of promotion is remarkably straightforward: to generate customer memory, stimulate purchases, and foster word-of-mouth spread.）1.1、 第一个行为：记忆：希望顾客能记住一些必要信息：比如：零糖零脂零卡（First Behavior: MemoryThe aim is to imprint crucial information in customers' minds. For instance, a product might be remembered for being "zero sugar, zero fat, zero calories."）1.2、第二个行为：购买：记忆这个话题实际涉及购买行为；推广的本质是一种信息推送服务，有些推广可能要持续很久，才会产生购买行为品牌推广：提供打动顾客的信息和内容：匹配了顾客需求、激发了顾客需求，进行消费提醒，以及让顾客产生占便宜的感觉（Second Behavior: PurchaseMemory is intrinsically linked to purchasing behavior. At its core, promotion is an information dissemination service. Some promotional efforts may require sustained campaigns before translating into actual purchases.Brand Promotion: This involves crafting compelling information and content that resonates with customers, aligns with their needs, ignites their desires, serves as a consumption reminder, and creates a perception of value or bargain.1.3，第三个行为：传播。如果顾客也能参与商品的推广和传播，那企业可以节省海量的推广费用。（1.3 Third Behavior: SpreadWhen customers become active participants in product promotion and dissemination, it can lead to substantial savings in promotional expenses for the company.）笔记14 营销推广活动“三角”：场景、内容和形式1、一个优秀的推广活动就是在这三个部分做到了极致，从而获得极高性价比；（An outstanding promotion campaign achieves excellence in these three aspects, thereby attaining an extremely high cost-effectiveness ratio.）2、营销中的推广活动说起来很复杂，其实总结下来，要找到潜在客户最常见的场景去做推广，设计最能打动客户的推广内容，以及有效的推广形式。（Marketing promotional activities may sound complex, but when summarized, it boils down to finding the most common scenarios to reach potential customers, designing promotional content that resonates most with customers, and employing effective promotional forms.）3、案例：爱玛电动车： 中国移动的销售场最就是自己或者外包的地推组织，爱玛的销售场景则是中国移动。中国移动的推广形式是买套餐送爱玛，而爱玛的推广形式是搭着中国移动的套餐送爱玛。这就是营销推广活动的三角结构：场景、内容和形式。（Case study: Aima Electric Bikes: China Mobile's sales scenario consists of its own or outsourced ground promotion teams, while Aima's sales scenario is China Mobile itself. China Mobile's promotional form is offering Aima bikes as a bonus when purchasing a phone plan, whereas Aima's promotional form is leveraging China Mobile's plan to distribute their bikes. This exemplifies the triangular structure of marketing promotion campaigns: scene, content, and form.）笔记15 营销推广的底层逻辑（Note 15: The Underlying Logic of Marketing Promotion）1、推广效果的底层逻辑无非两个：一个是演绎法（基于人性和文化基因）；另一个是归纳法（根据过去的推广经验和数据算法）（The underlying logic of promotional effectiveness essentially boils down to two approaches: one is deductive reasoning (based on human nature and cultural genes); the other is inductive reasoning (based on past promotional experiences and data algorithms).2、演绎法导出的营销推广底层： 最底层是人性，从众心理； 第二层，比较固定，是文化传统和风俗习惯； 第三层，潮流和流行因素， 第四层，也是时间长度最短的要素，热点(The underlying layers of marketing promotion derived from deductive reasoning:The bottommost layer is human nature, including the herd mentality;The second layer, which is relatively fixed, consists of cultural traditions and customs;The third layer comprises trends and popular factors;The fourth layer, which is the element with the shortest time span, is hot topics.)3、营销推广，首先要广泛学习各行各业的既有经验，避开前人踩过的坑，同时快速学习他人的经验。所以向先进的同行或者跨界的同行学习是一条捷径。(In marketing promotion, one should first extensively study existing experiences from various industries, avoiding pitfalls that others have already stepped into, while rapidly learning from others' experiences. Thus, learning from advanced peers or cross-industry counterparts is a shortcut.)笔记16 设计推广的时候，你根本不知道你的顾客在想什么？（Note 16: When Designing Promotions, You Really Have No Idea What Your Customers Are Thinking）1、推广活动应该是从顾客的角度去思考。但是人的通病就是总从自己的视角看问题。（Promotional activities should be conceived from the customer's perspective. However, a common human flaw is to always view problems from one's own angle.）2、案例：遇见小面口号过去是这么喊的：“不在重庆，遇见小面。欢迎光临！“这句话写得很巧妙，不过收效甚微，因为顾客走在商场里，他们只是想吃一顿午饭或者晚饭，他们的关注点不是这个。他们关注什么呢？我们发现顾客走到门口时提得最多的一个问题是：“你们有没有不辣的？。我们在现场观察的时候发现了这个问题，然后就建议他们把门迎的喊宾口号改成了“辣不辣都有，辣不辣都香”。并且我们在遇见小面门口设计了一个大菜单，上面明确地标示出“辣”和“不辣”的品类。这样就解决了顾客的疑虑，他们不用问就可以直接进店了。(Case Study: Yujian Xiaomian (Meet Noodles)In the past, their slogan was: "Not in Chongqing, meet Xiaomian. Welcome!" This phrase was cleverly written, but its effect was minimal because customers walking in the mall just wanted to have lunch or dinner; this wasn't their focus. What were they concerned about? We discovered that the most common question customers asked at the entrance was: "Do you have non-spicy options?"When we observed this issue on-site, we then suggested changing the welcoming slogan to "Spicy or not, all are fragrant." We also designed a large menu at Yujian Xiaomian's entrance, clearly marking "spicy" and "non-spicy" categories. This resolved customers' doubts, allowing them to enter directly without asking.)3、观察者偏差（又叫孕妇效应）：很多人觉得别人都跟自己一样。案例：鱼你在一起：我们在服务“鱼你在一起”（酸菜鱼品牌）的时候，最初我们建它的菜单要整体降价3元左右，因为我们认为它当时的客单价偏高，鱼你在一起的高层觉得顾客不会太在意这几元钱。要如何克服这种观察者偏差呢？要到消费者群中去，观察他们的行为，真正理解他们，不能天天只坐在办公室里海阔天空地想(Observer Bias (also called the Pregnancy Effect): Many people think others are just like themselves.Case Study: Yu Ni Zai Yi Qi (Fish with You): When we were serving "Yu Ni Zai Yi Qi" (a sauerkraut fish brand), we initially suggested lowering their menu prices by about 3 yuan overall, as we felt their current per-customer spending was too high. Yu Ni Zai Yi Qi's upper management thought customers wouldn't care much about these few yuan.How can we overcome this observer bias? We need to go among consumer groups, observe their behavior, and truly understand them, instead of sitting in the office imagining grand ideas all day.)笔记17 从顾客需求出发设计推广内容（Note 17: Designing Promotional Content Based on Customer Needs）第一种需求：性能或功能，有一个前提，这个功能是可以被描述的。案例：元气森林气泡水的“零糖零脂零卡”第二种需求：定制化或个性化：那一类消费者的需求异质性较高或者比较喜欢专属的概念第三种需求：降低风险或者打消顾虑 有些消费者在消费某些产品的时候担心一些问题，比如质量不好，售后问题，使用麻烦等第四中需求：获得优越感第五种需求：更高端：针对收入较好的消费者第六种需求：更好的使用体验第七种需求：省去麻烦，增强便利性第八种需求：流行和新鲜感第九种需求：低价：除了产品的功能设计要超过消费者预期，产品的价格也要超过消费者预期（The first type of need: Performance or functionality, with a prerequisite that this functionality can be described.Case study: Genki Forest sparkling water's "Zero sugar, zero fat, zero calories"The second type of need: Customization or personalization: For those consumers whose needs have high heterogeneity or who particularly like the concept of exclusivityThe third type of need: Reducing risk or alleviating concerns Some consumers worry about certain issues when consuming some products, such as poor quality, after-sales problems, difficulty in use, etc.The fourth type of need: Obtaining a sense of superiorityThe fifth type of need: More high-end: Targeting consumers with better incomesThe sixth type of need: Better user experienceThe seventh type of need: Eliminating hassle, enhancing convenienceThe eighth type of need: Trendiness and noveltyThe ninth type of need: Low price: Besides the product's functional design exceeding consumer expectations, the product's price should also exceed consumer expectations.）笔记18 影响消费者决策的 POM 模型（Note 18: The POM Model Influencing Consumer Decisions）1、4P 理论就是一个大的框架，这个框架让企业开展营销活动的时候能够算无遗策，不遗漏任何重要部分（The 4P theory serves as a broad framework, ensuring that companies can conduct marketing activities without overlooking any important aspects.）2、到底什么影响了消费者的选择？西蒙森提出了一个几乎是最全，也是最简单的消费者决策模型，叫作 POM 模型。这个模型关注的是，消费者做选择的时候到底受到了哪些影响。（What exactly influences consumer choices? Simonsen proposed a comprehensive and simple consumer decision model called the POM model. This model focuses on the influences on consumers when they make choices.）2.1、第一种力量来自消费者自己（personal）2.2、第二种力量来自品牌方的传播（marketing）2.3、第三种力量来自第三方，也就是他人（others），比如：身边的朋友，网上的专家，或者 KO（2.1. The first force comes from the consumers themselves (Personal).2.2. The second force comes from the brand's marketing efforts (Marketing).2.3. The third force comes from third parties, i.e., others (Others), such as friends, online experts, or Key Opinion Leaders (KOLs).）3、通常，“市场力量”影响大的行业，比较容易出现大品牌，比如饮料或者零食行业；而“个人偏好”影响较大的行业，不容易出现大品牌，因为这些行业做营销推广的回报没有那么高，很难做出大品牌，比如大米、食盐、水果、茶叶等领域。（Typically, industries where "market forces" have a significant influence are more likely to produce big brands, such as the beverage or snack industries. In contrast, industries where "personal preferences" have a greater influence are less likely to produce big brands because the returns on marketing promotions in these industries are not as high, making it difficult to establish big brands. Examples include rice, salt, fruit, and tea.）4、那遇到这种产品营销推广效果不大，也很难靠口碑形成购买，我们该怎么办呢？第一种方法就是在渠道上精耕细作，占领大部分可能的渠道。比如安井的主要产品是各种冷冻的丸子（鱼丸、虾丸、牛肉丸等），消费者在选购各类丸子的时候，其实并没有明显的品牌偏好。你也可以回忆在超市或者菜市场采购丸子的经历或者观察一下消费者，你或者他们是不是并不关注哪个品牌？你的购买很随机，随手拿一袋就好了。这时候，起决定作用的不是品牌，而是品牌的铺货量。你铺货越多，第二种方法是做渠道品牌，而不是做商品品牌。消费者在购买时没有明确的品牌偏好，却有明确的渠道偏好，这就是渠道商建设品牌的机会。宣家家具本质上也是一个渠道品牌，因为它的形式是一个大卖场。虽然蔬菜、水果、海鲜等产品没有什么大品牌，却有像百果园、盒马鲜生等渠道型品牌。第三种方法是改变品类的定位。比如，雀巢咖啡早期进入中国市场，由于中国人对咖啡并不感兴趣，因此，雀巢把咖啡当作一种高档礼品来销售香氛销量最大的是名创优品。而在线上，香氯销量最大的品牌是尹谜。消费者在消费香氛的时候，主要是对包装的瓶形和气味有个人的审美和偏好，至于什么牌子，对他们来说影响不大。但是，如果你能提供购买的便利性，消费者可能就会优先选择你，所以名创优品得益于线下渠道多，尹谜则得益于擅长线上推广。营销的力量主要指的就是营销推广活动（So, what should we do when marketing promotions for such products are not very effective, and it's hard to rely on word-of-mouth to drive purchases?The first method is to meticulously cultivate channels and occupy as many potential channels as possible. For example, Anjoy's main products are various frozen balls (fish balls, shrimp balls, beef balls, etc.). When consumers choose these balls, they don't have a clear brand preference. You might recall your own experiences buying balls in supermarkets or markets, or observe other consumers—do you or they pay much attention to the brand? Your purchase is quite random; you just grab a bag.At this point, what matters is not the brand but the brand's distribution volume. The more you distribute, the better.The second method is to build a channel brand rather than a product brand. While consumers may not have a clear brand preference when purchasing, they do have a clear channel preference, which presents an opportunity for channel operators to build a brand.Xuancheng Furniture is essentially a channel brand because it operates as a large marketplace. Although products like vegetables, fruits, and seafood don't have big brands, there are channel brands like Pagoda and Hema Fresh.The third method is to change the category's positioning. For example, when Nestlé coffee first entered the Chinese market, Chinese people were not interested in coffee. Therefore, Nestlé marketed coffee as a high-end gift.The best-selling fragrance brand offline is Miniso, while online, the best-selling fragrance brand is Yinmi. When consumers buy fragrances, they mainly have personal aesthetic preferences for the bottle shape and scent, rather than the brand. However, if you can provide purchasing convenience, consumers might prioritize choosing you. Miniso benefits from having many offline channels, while Yinmi excels in online promotion.The power of marketing mainly refers to marketing promotion activities.）5、第三方的力量：不同的时代，消费者的消费决策受到的影响也是不同的，因为消费者所处的传播环境不同了。（Third-party influence: In different eras, the factors influencing consumer decisions vary because the communication environment changes.）6、消费者为什么不相信品牌广告，而是更相信第三方力量？有一部分原因是这个购买决策很重要。很多产品的好坏是后验性的，无法提前使用或者体验，也无法提前验证质量，消费者怕上当或者买错了。那你需要做的就是降低消费者的风险，降低消费者购买的门槛。（Why do consumers distrust brand advertisements and trust third-party influences more? One reason is that the purchase decision is significant. Many products' quality is post-experience and cannot be tested or verified beforehand, so consumers fear being deceived or making the wrong purchase. What you need to do is reduce consumer risk and lower the barriers to purchase.）笔记19 做广告为什么有效（Note 19: Why Advertising Works）1、电商渠道投放的效果广告最直接有效，因为它可以通过用户看广告直接点击产生交易（Performance ads placed on e-commerce channels are the most direct and effective, as they can generate transactions directly through users clicking on ads.）2、一个心理学效应，叫作多看效应。所谓多看效应，就是说一个东西、品牌或者一个人，你看得越多就会觉得“TA”越好。（There's a psychological effect called the mere exposure effect. The mere exposure effect means that the more you see something, a brand, or a person, the better you'll think "they" are.）3、判断品牌知名度有三个指标：3.1、第一个指标：品牌再认率。即在向消费者展示某个品牌或产品时，消费者能辨认出这个品牌的能力和程度3.2、第二个指标：品牌再现率。看到具体的商品后“认出”这个品牌；品牌再现，是顾客头脑中能直接浮现这个品牌3.3、第三个指标：无提示第一提及率。当一个顾客被问到知道某个品类哪些品牌的时候，他提到的第一个品牌。（There are three indicators to judge brand awareness:3.1. The first indicator: Brand recognition rate. This refers to the ability and degree to which consumers can recognize a brand when shown a particular brand or product.3.2. The second indicator: Brand recall rate. Recognition is "recognizing" the brand after seeing the specific product; brand recall is when the brand can directly come to mind for the customer.3.3. The third indicator: Unaided first mention rate. This is the first brand a customer mentions when asked which brands they know in a certain category.）4、品牌在预算有限的情况下，当然应该优先精准投放广告来实现商效、低成本的成交，毕竟传统的广告在短期看来是挺浪费的。但有一定实力之后，我的建议是一定要做传统广告，而不是精准广告。（When a brand has a limited budget, it should, of course, prioritize precise ad placement to achieve commercial effectiveness and low-cost transactions, as traditional advertising seems quite wasteful in the short term. However, once a brand has some strength, my suggestion is to definitely do traditional advertising rather than precise advertising.）5、精准投放的流量广告不是不能做，而是要兼顾品牌知名度的建设。（It's not that precisely targeted traffic ads can't be done, but they should be balanced with building brand awareness.）笔记20 广告为什么有效(Note 20: Why Advertising Works)1、广告，是各种推广活动中最熱悉、最常见的一种。虽然广告的作用正在日益下降，但广告依然是目前品牌方最重要的推广方式之一。(Advertising is the most familiar and common form among various promotional activities. Although the effect of advertising is gradually declining, it remains one of the most important promotional methods for brands.)2、 品牌方打一个广告，通常有四种作用：匹配用户需求，塑造品牌形象，激发或提示顾客消费，释放所需信号。(When a brand runs an advertisement, it typically serves four purposes: matching user needs, shaping brand image, stimulating or prompting customer consumption, and releasing necessary signals.)2.1 匹配用户需求：广告的作用之一就是匹配用户的各种需求2.2 塑造品牌形象：广告还有一个作用，塑造产品功能之外的精神属性，也就是品牌形象。我们实际上生活在一个符号构成的世界。品牌符号是一种特别的意义符号，它们由品牌企业设计并维护，通过品牌的传播，最终成为全社会或者部分群体中约定俗成的意义符号，从而让顾客能识别，能体会，能利用它的意义。（这也就是“符号学”对品牌的意义）案例：耐克，会宣扬拼搏、奋斗的个人精神，百事可乐会讲年轻人的生活要酷一点。当顾客认同这种品牌精神的时候，就会更倾向于购买这种品牌的产品。顾客在使用产品的时候，会受到这种精神的鼓舞，更重要的是，由于全社会对这种品牌的符号象征形成了共识，他们看到这个品牌符号的时候也会认同这种象征。很多时候，顾客购买某个品牌产品其实就是单纯地想购买它的 logo，因为它代表的无形精神非常独特，而这恰好是顾客想要表达的(2.1 Matching user needs: One function of advertising is to match various user needs.2.2 Shaping brand image: Another function of advertising is to shape the spiritual attributes beyond product functionality, which is the brand image.We actually live in a world composed of symbols. Brand symbols are special meaning symbols, designed and maintained by brand enterprises. Through brand communication, they eventually become conventional meaning symbols in the whole society or among certain groups, allowing customers to recognize, experience, and utilize their meanings.(This is the significance of "semiotics" for brands)Case study: Nike promotes the individual spirit of striving and struggle, while Pepsi talks about how young people's lives should be cooler.When customers identify with this brand spirit, they are more inclined to purchase products of this brand. When using the product, customers will be inspired by this spirit. More importantly, because the whole society has formed a consensus on the symbolic representation of this brand, they will also recognize this symbolism when they see the brand symbol.Often, when customers buy a product of a certain brand, they are simply wanting to buy its logo, because the intangible spirit it represents is very unique, and this is exactly what the customer wants to express.)2.3 激发或提示顾客消费：顾客生活中很多消费决定是偶发的和随机的(Stimulating or prompting customer consumption: Many consumption decisions in customers' lives are incidental and random.)2.4、释放所需信号：广告还有一个作用，释放品牌想释放的信号。一个品牌想要增加经销商，就要给经销商信心。打广告，就是释放一种信号，表示自己很有实力，会有很多的广告支持经销商做销售。广告通常会释放哪些信号：i）信任与实力信号：实力信号和信任信号的作用类似，都是让消费者觉得你有实从而产生信任，才会购买你的产品；而广告数量和广告媒体本身就是这种信号的一种表达；ii）热门或者流行信号：广告越多，顾客会觉得你越抢手，也会觉得你的品牌现在很流行；iii）决心或者保证信号：iv）重视或者用心信号： 当顾客购买一个服务或者一个产品的时候，如果他很关心你用不用心（比如儿童产品），那这种传递用心信号的广告就可能会打动他。(Releasing necessary signals: Advertising also has the function of releasing signals that the brand wants to release.If a brand wants to increase distributors, it needs to give distributors confidence. Advertising is releasing a signal, indicating that it has strong capabilities and will provide a lot of advertising support for distributors to make sales.What signals does advertising typically release:i) Trust and strength signals: The function of strength signals and trust signals is similar, both making consumers feel that you have capability, thus generating trust, and then they will buy your products;The quantity of advertisements and the advertising media itself are a form of expression of this signal;ii) Popular or trendy signals: The more advertisements, the more customers will feel that your product is in demand and that your brand is currently trendy;iii) Determination or guarantee signals;iv) Attentiveness or care signals: When customers buy a service or a product, if they care a lot about whether you are attentive (such as children's products), then this kind of advertising that conveys attentiveness signals might move them.This translation aims to be more faithful to the original text while maintaining clarity and expressiveness in English.)笔记 21 一个新品牌究竟是怎么从 0 到1进行推广的？(Note 21: How Does a New Brand Actually Promote from 0 to 1?)1、小企业能慢慢把一个品牌做起来，唯一的办法就是踏踏实实，小步快跑地去尝试、改进和发展，通过远超同行的努力和创新，不断提开企业的效率，降低企业的成本。(The only way for small businesses to gradually build a brand is to work steadily, taking small but quick steps to try, improve, and develop. Through efforts and innovation far surpassing their peers, they continuously improve efficiency and reduce costs.)2、 你拼不动资本，你就拼工作时间和工作效率；你请不起优秀员工，就由创始团队主动学习和历练来完成企业发展中的各项任务。推广动作做多了，你就会积累经验，就会知道什么媒体、哪个网红回报率高，也会知道什么时间，什么内容更容易转化和传播(If you can't compete with capital, compete with working hours and efficiency; if you can't afford excellent employees, the founding team must proactively learn and gain experience to complete various tasks in the company's development.The more promotional activities you do, the more experience you'll accumulate. You'll learn which media and which influencers have high returns, and you'll also know what times and content are more likely to convert and spread.)3、创业早期钱贵人贱，那就靠人的时间和精力来换更多的推广效果；以后钱多了，人的时间贵了，那就用钱来换时间，用钱来做推广。(In the early stages of a startup, when money is precious and people are cheap, rely on people's time and energy to achieve more promotional effects; later, when there's more money and people's time becomes valuable, use money to buy time and do promotions.)笔记22 花小钱办大事--用创新实现低成本传播(Note 22: Achieving Big Results with Small Budgets - Using Innovation for Low-Cost Communication)1、所有从事营销的人都会面临两个很残酷的现实：一个是你的品牌知名度永远都不够；二是你的市场费用永远都不够；(All marketers face two cruel realities: one is that your brand awareness is never enough; the other is that your marketing budget is never enough.)2、大家一定要记住，自媒体不仅仅是微信、微博、抖音、快手，自媒体其实是你自己拥有的媒体。当然聪明的朋友可能想到了，那我的产品不也是我的自媒体吗？是的，很多时候，你的产品可能是你拥有的最大的自媒体。(Everyone must remember, self-media isn't just WeChat, Weibo, TikTok, or Kuaishou. Self-media is actually any media you own. Of course, smart friends might realize, isn't my product also my self-media? Yes, often your product might be the largest self-media you own.)3、请记住一句话，任何可以面对大众展示的东西都可以成为你传播品牌的载体，你只要发挥无穷的想象力，去创造更多的低成本传播方式就好了。(Remember this: anything that can be displayed to the public can become a carrier for spreading your brand. You just need to use your boundless imagination to create more low-cost communication methods.)笔记23 推广的本质在于降低顾客的交易成本(Note 23: The Essence of Promotion is to Reduce Customer Transaction Costs)1、营销就是降低顾客的交易成本。这个原理其实来自科斯的交易成本理论以及华与华方法，但科斯讲的是企业的交易成本，我们在这里讲的是顾客的交易成本。(Marketing is about reducing customer transaction costs. This principle actually comes from Coase's transaction cost theory and the 华与华 method, but Coase talks about enterprise transaction costs, while we're talking about customer transaction costs.）2、顾客的交易成本可不只是顾客购买商品的成本，商品价格只是顾客交易成本的一部分，在不同情境下，顾客有不同的交易成本。2.1、顾客的记忆成本。 所有的广告和传播，最核心的目的都是让顾客记住你的广告。那么对一则广告来说，你想让顾客记住什么呢？我认为有三方面内容：你是谁，你怎么样，你有啥事。 这三方面内容，一则广告中至少要有一方面才行，最好是三方面都有。“你是谁”，就是顾客看完广告之后，应该知道这是什么品牌的广告。既然是广告，那就首先要让顾客知道这是什么品牌的广告，所以一条传统的TVC中，至少要三次提及品牌名称，顾客才更容易记住。> “你怎么样”，简单地说，就是告诉顾客你为什么好，好在哪里，顾客凭什么买你。> “你有啥事”，所有广告都有目的，你要说清楚，谁明白。> 最后是“你有啥事”。所有广告都有目的，你要说清楚、说明白。当然，所有这些你想要顾客记住的内容，都应该简单好记、令人印象深刻。（Customer transaction costs aren't just the cost of purchasing goods. The price of goods is only part of the customer's transaction costs. In different situations, customers have different transaction costs.2.1 Customer memory costs. The core purpose of all advertising and communication is to make customers remember your ad. So for an ad, what do you want customers to remember? I think there are three aspects:Who you are, what you're like, and what you're offering. An ad should have at least one of these aspects, ideally all three."Who you are" means after watching the ad, customers should know which brand it's for.Since it's an ad, the first thing is to let customers know which brand it's for, so in a traditional TVC, the brand name should be mentioned at least three times for customers to remember more easily.“What you're like" simply means telling customers why you're good, what's good about you, why customers should buy from you.“What you're offering” - all ads have a purpose, you need to make it clear and understandable.Of course, all this content you want customers to remember should be simple, memorable, and impressive.2.2、搜索和发现成本。就是顾客怎么才能更容易地找到你 案例：王老吉的红罐，7-11 便利店的店招（2.2 Search and discovery costs. This is about how customers can find you more easily.Case study: Wong Lo Kat's red can, 7-11 convenience store signs）2.3、顾客决策成本。顾客发现某个品牌后能不能快速决定是否购买。案例：元气森林。针对喝过元气森林的顾容做过期研，有一个问题是：“你购买第一瓶元气森林的时候，是什么让你决定买一瓶来试试呢？”90%的被调研顾客说，是因为看到包装上写着“0糖，0脂肪，0卡路里”才决定购买的，所以这个包装就降低了顾答的决策成本。 这就是一个具体的顾客决策过程，而包装就是为了降低顾客的决策成本，所以才会写上很多购买理由。顾客的使用体验，决定了他会不会复购和向他人传播。所以产品的使用成本也是一种需要考虑的顾客成本，有时候我们需要在功能性需求和体验性需求中寻找平衡。当顾客的使用成本增加时，相应的使用体验和复购率就会降低。（2.3 Customer decision costs. After discovering a brand, can customers quickly decide whether to purchase?Case study: Genki Forest. A survey was conducted among customers who had tried Genki Forest. One question was: "When you bought your first bottle of Genki Forest, what made you decide to try it?" 90% of surveyed customers said it was because they saw "0 sugar, 0 fat, 0 calories" on the packaging that they decided to buy. So this packaging reduced the customer's decision cost. This is a specific customer decision process, and the packaging is designed to reduce the customer's decision cost, which is why many purchase reasons are written on it.The customer's usage experience determines whether they will repurchase and spread the word to others. So the product's usage cost is also a type of customer cost that needs to be considered. Sometimes we need to find a balance between functional needs and experiential needs.When the customer's usage cost increases, the corresponding usage experience and repurchase rate will decrease.）2.4 顾客的传播成本：顾客使用或者体验了你的产品之后，如果体验很好，他就会成为一个传播者。在此基础上，你还要为顾客的传播准备好内容和工具，激发顾客的传播动力。> 其实大部分顾客是没有创作能力和动力的，所以你就要为顾客准备好传播内容。你的品牌口号就是要让顾客记住，并且容易让他向另一个顾客推荐的时候说的。（2.4 Customer communication costs: After using or experiencing your product, if the experience is good, they will become a promoter. On this basis, you also need to prepare content and tools for customer communication, stimulating their motivation to spread.Actually, most customers don't have the ability or motivation to create content, so you need to prepare communication content for customers. Your brand slogan should be something customers can remember and easily say when recommending to another customer.）笔记24 一句带有态度的口号，能立刻获得顾客的心理共鸣（Note 24: A Slogan with Attitude Can Instantly Resonate with Customers)1、有用的口号通常有四种类型：(Useful slogans typically fall into four categories:)1.1、阐述品牌或者产品的独特价值（你为什么应该买我） 案例：乐凯撒炸鸡的口号“比鱼肉还嫩”；三胖蛋瓜子的口号“瓜子就是大，跟谁比都不怕”(1.1 Stating the unique value of the brand or product (why you should buy from me) Examples: Le Caesar Fried Chicken's slogan "More tender than fish"; San Pangdan Sunflower Seeds' slogan "Our seeds are big, not afraid to compare with anyone.")1.2、发出行动指令（告诉顾客该在什么时候，什么情况下购买） 案例：益达口香糖“吃完喝完嚼益达”；红牛“困了累了喝红牛”(1.2 Issuing action commands: telling customers when and under what circumstances to buy Examples: Extra gum "After eating and drinking, chew Extra"; Red Bull "Tired? Exhausted? Drink Red Bull.")1.3、在价值观上和消费者产生共鸣核心就是要与顾客在价值观、世界观、人生观方面形成认同，即便是不能在这种精神价值上达成共识，也要在某一类或者某一个观点上达成共识案例：keep 的广告语“自律给我自由”，阿迪达斯的“没有不可能”(1.3 Resonating with consumers on valuesThe core is to form an identification with customers in terms of values, worldview, and outlook on life. Even if consensus can't be reached on these spiritual values, agreement should be reached on a certain category or viewpoint.Examples: Keep's slogan "Self-discipline gives me freedom," Adidas' "Impossible is nothing.")1.4、要和美好、正面的事情、联想、愿望等进行绑定案例：百事可乐过年期间广告“祝你百事可乐”(1.4 Associating with positive things, associations, or wishesExample: Pepsi's New Year advertisement "Wish you everything good luck."2、口号的语法问题： 写广告语，你使用的文字和讲的道理或者逻辑一定要简单，一旦讲深了，大部分人就听不懂、看不懂了。案例：西贝里有一张海报，说“黄鱼越大越好吃”；(Grammatical issues in slogans: When writing advertising copy, the words you use and the reasoning or logic you present must be simple. Once it gets too deep, most people won't understand or comprehend.Example: Xibei has a poster saying "The bigger the yellow croaker, the better it tastes."3、人人都爱听漂亮话，写广告语也是一样，这就是广告语需要“让消费者愉悦”的原因；(Everyone loves to hear nice words, and writing advertising copy is the same. This is why advertising copy needs to "please consumers.")笔记25 那些网红品牌都是怎么起步的？(Note 25: How Did Those Internet-Famous Brands Get Started?)1、大品牌小的时候，才是更值得学的。(Big brands are more worth learning from when they were small.)2、我也曾经问过元气森林的创始人唐彬森，我说你们铺了那么多线下销售点位，是怎么做到的，难道是有特殊资源？他说不是，早期元气森林就是一个一个系统、一个一个点位地死磕，也走过很多弯路，遭受到过很多挫折，但最后还是慢慢好起来了。（I once asked Tang Binsen, the founder of Genki Forest, how they managed to set up so many offline sales points. I asked, did you have special resources? He said no, in the early days, Genki Forest tackled each system and each point one by one, took many detours, suffered many setbacks, but eventually things slowly got better.）3、请记住，大公司推新产品是因为早就有成熟的推广体系。（Remember this: big companies launch new products because they already have mature promotion systems.)4、 即使是许多风光无限的品牌，早期做产品做市场的时候也是四顾无人、连滚带爬、手脚并用地发展，谈不上什么正规打法，能卖出一点是一点而已。(Even many seemingly glamorous brands, in their early stages of product development and marketing, were alone, struggling, crawling along, using all means to develop. There was no talk of any standard approach; they were just trying to sell a bit here and there.)5、 绝大部分创业者为了早期不会死掉，可以不顾自己的体面，放下身段，摸爬滚打，不放过任何一个销售机会。当脱离生死边缘的时候，才会想着怎么系统化打法，体系化地运作等等。(The vast majority of entrepreneurs, in order not to die in the early stages, can put aside their dignity, lower themselves, struggle hard, and not miss any sales opportunity. Only when they're out of the life-or-death situation do they start thinking about systematic approaches, systematic operations, etc.)后记最近在重拾英文，恰好正在二刷这部《卖货真相》，于是，把其作为学习素材，尝试翻译了一些本书摘要的精彩片段，也算是检验对本书理解了多少的一种方式。
