Text/Liu Liping
A good slogan is really needless to ask. Words are not necessarily gorgeous, words are not necessarily smart, and thoughts are not necessarily profound, but they can attract people's ears and eyes. You can remember it when you hear it, and like it when you see it. Remembering and liking only happen in an instant, and then it is easy to spread. In short, all these human happiness and desire for communication have been condensed. For example, three bowls of soup in the water margin will not work.
There were many talented people and developed businesses in the Song Dynasty. As soon as talent and business are combined, there must be an eye-catching slogan. However, the most striking advertising language is not planned by a talented person, but shouted by an unknown manufacturer.
Market legend: small traders plan two seasons of advertising words to cause a sensation.
If you were a hawker selling cooked food on the streets of Bianjing in the Song Dynasty, and you struggled to do business in the streets every day, what changes should you make as the largest city in the Middle Ages? You don't have Wu Dalang's stunning figure to attract people to buy your cake. You can also avoid getting close to Su Dongpo, a college student creative scholar, and let them write poems for your products. You can only attract attention and ears by shouting. What should you shout? And even if a genius writes you advertising words, those advertising words are limited by the rhythm of poetry, each paragraph is at least 20 words, which is a bit too troublesome to read and not suitable for shouting.
Then you will lose me.
This is really a nerve-racking thing. However, the merchants in Song Dynasty can deduce legends other than Su Shi, Lu You and Li Qingzhao, and their cries can still create commercial miracles.
According to the records in Chicken Ribs, in the capital of Song Zhezong, there is a man who sells rice cakes. What is a doughnut? I don't know. At that time, there were no citizens in the capital of song dynasty, and I didn't know how to sell it to everyone. This guy has an idea. There is no product introduction in his advertisement, nor does it say how delicious it is, nor does it say that it can nourish yin and strengthen yang, beautify and lose weight. This guy just took over the burden and sighed with disappointment: if he loses, he loses.
If you lose, you lose to me. In five words, you will clearly shout out an effect to the public: I don't drink cake, but I drink a state that I would rather lose money than introduce good products to everyone. Don't add the tearful sale and good advertising words of the past three days to the end. Every day, you will call me to lose money without any explanation, leaving consumers with huge imagination. What is the loss? Is the product too good but the price is too low? No, they're all shouting.
Hey, cake seller, what did you lose? Try buying two. The citizens of the capital of song dynasty rushed to buy rice cakes with curiosity, and it was really delicious, so consumers also spread such advertisements: did I lose the rice cakes after eating that loss? It's good. Maybe the public will take it as a mantra. After suffering losses in daily life, they will imitate the tone of cooked food vendors and say, if you lose, you lose me. Advertising language has become a daily language, which is a sign of success.
Analyzing the planning psychology of vendors, we should put the merchants in the position of the injured, arouse the sympathy of consumers and expand sales on this basis.
Su Shi's food advertising words
This guy's mind will not stop there. He will also use the social situation and social psychology at that time to raise the price of his business. At that time, a queen was abandoned in Huayao Palace. This man is well-informed, carrying a burden around Huayao Palace every day, crying miserably: if he loses, he will lose me. The advertising words were slightly resentful, and the turnover increased again. However, the peddler soon got into trouble and became a big shot. People in Kaifeng suspected that he was a relative of the disabled, so they arrested him for questioning. There was no other motive, but I wanted to sell two more cakes, so I was released, but I still ate a hundred killers.
This guy quickly hyped the above events into advertisements. He planned the advertising language for the second season. Every day he limps in the street, and when I put it down, he tells me to rest. Let me put down my luggage and have a rest. Why? Obviously, it is to spread a message to consumers: the brothers who sell rice cakes have been beaten badly, and everyone is pitiful. Buy more cakes. As a result, people laughed and buyers increased. This time, it is sympathetic. Before and after the two advertising words, the merchants are placed in the position of the injured. Moreover, compared with the former, the second season of the latter has the flavor of inheriting the first season, avoiding monotony and continuity.
It is well known that Su Dongpo can make advertising slogans. For example, when he was in Hainan, he wrote an advertisement for the cake of his old mother next door: the jade color in his hand was even and the ointment was deep and tender. A beautiful woman, Xiahou, made a good cake with a pair of delicate hands. Stir-fried with green oil is really enviable. College students use their hands to arouse their imagination and use colors to arouse their appetite. But personally, I think that if the Song Dynasty wants to set up the best advertising word award, it will be either a loss or a loss for me. The advertising words in the Soviet Union's college days are a bit verbose, which is difficult for the general public to remember.
Celebrity effect:
Interaction with Su Shi can also be a selling point.
Su Shi is a writer and calligrapher, but I have never heard that his father is an expert in ink making. However, he is a celebrity after all, and his products will sell well as long as they meet him.
According to Ye Mengde's "Summer Record", it is said that during the Xuanhe period of the Great Song Dynasty, there was a businessman named Pan Heng who sold ink in Jiangxi. Boss Pan's signboard for selling ink is: Su Shi. There is a story in his hand, which tells that when he was in Hainan with University Su, he traveled in the sea of ink and was deeply appreciated by University Su, so he was taught to make the secret recipe of ink. All the inks I sell are based on the secret recipe of University Sue. I learned from my own words that I could make ink at sea, so I got my secret recipe.
In the calligraphy and painting market at that time, Mr. Su Dongpo's market works had reached the level of one million words. In addition, at that time, his old man's house was dead and his works were destroyed by his enemies, so the water rose even higher, and a word was rare, even extending to the field of ink making. Therefore, after the boss Pan disclosed the secret recipe of Su Da, consumers came to buy it, whether it was true or not.
Far-fetched from a detail
Ye Mengde, a scholar at that time, always doubted the authenticity of this advertisement. Later, he met Su Dongpo, and his fourth son, Su Guo, was in Xuchang. Sue is Sue. He and his father have been to Hainan. He should be the interaction between Sue and Pan.
When Ye Mengde asked about it, the witness Su Guo immediately denied that my father didn't have the secret recipe for making ink that the businessman boasted in the advertisement. However, Su Guo did not deny the association between Boss Pan and Lao Su. It turned out that when Su Dongpo and his son lived in Hainan, Boss Pan came to visit. At that time, Sue's father and son were mining coal by themselves. That night, it accidentally went off and almost burned down my cabin.
There are still a few pieces of black charcoal in the embers, the size of a finger. Su Dongpo tried to write with this piece of residual coal, which was not hard enough. Old Su smiled, so that's it. Boss Pan was at the scene, but he didn't. I didn't want to pay attention to it. He kept this detail in mind, then enlarged it into an advertisement with unlimited hype and rendered it into a secret recipe for making ink taught by the Soviet Union in universities.
The cleverest thing about Boss Pan is that he did interact with college student Su. As for whether there is a secret recipe on the spot, there is a lot of room to play. Teaching the secret recipe doesn't mean that you don't have to be a practical speaker or take notes. Both of them are very energetic, and the whole position is business. It is not impossible for it to know the secret recipe between meetings. You can say whatever you want.
Of course, the quality of Mr. Pan's ink is really good, but it's a pity that he is complacent and disrespectful to Sue's reputation of not studying in universities, but he owes Sue patent fees. Our family.
Familiar scene:
There were also large-scale advertising performances on the streets of the Southern Song Dynasty.
Not now.
This is recorded in the second volume of A Record of Meng Liang by Song and Wu: One morning in front of Tomb-Sweeping Day, the capital of the Southern Song Dynasty, in the courtyard of the supervision room in charge of the brewing industry, the advertising teams of major brewing companies were neatly arranged and ready to go, and each family would hang a piece of cloth more than 30 feet long, which read the slogan: Our bank hired world-famous winemakers to brew wine with good color, smell and taste. There is a long bamboo pole hanging on the advertisement, and each bamboo pole is supported by three or five people. After the inspection, professional bands and singers hired by the advertising company walked out of the tally yard singing songs and went to the street to start a large-scale promotion activity. The restaurant spent a lot of time. In addition to the performances of bands and singers, some handsome guys will be invited to act as wine models to persuade them to drink along the street and distribute free snacks. There is Xintan wine at the entrance of the restaurant, and citizens can taste it at will. What's the effect? According to the records, the sales volume is twice as high as usual.
Think of the prosperous Song Dynasty thousands of years ago. Businessmen, talents and even street vendors, their business wisdom and their genius planning have witnessed the greatness of the Chinese nation from another angle.