I believe everyone is familiar with this advertising word, and it can even be said to be super magical. As soon as I say the name of this product, I believe your brain will start singing its lines over and over again, just like I do now.

This product is melatonin. How's it going? Have you started singing?

"No gifts this year, only melatonin." -Did you sing it right?

I always thought this advertising word was just another synonym for bad habits. It is only by brainwashing consumers that everyone remembers. I didn't know there was another mystery until I listened to the explanation of Dongdong Gun, a famous advertiser.

Melatonin, there was only one competitor in those years and Taiyangshen oral liquid. I wonder if you remember them.

What are the advantages of melatonin over the other two? Look at the name first.

Melatonin consists of the words "brain" and "platinum". When you hear this name, you will know that it has something to do with our brains or intelligence. "Platinum" is a very precious metal, suggesting that this thing is of high value. Therefore, the product name melatonin itself already contains two meanings: product function and high value.

Comparatively speaking, what is only one and the sun god? What does it have to do with? People can't directly associate with it.

Another example is Nongfu Spring mineral water, which only reveals the product function of "mineral water", while "Nongfu Spring" is just a brand name, just a move, lacking high-value hints.

Let's take a look at the advertising words of Only One and Sun God. Do you remember? I can't remember anyway.

I looked it up online. Here are two examples:

In contrast, what is the advantage of melatonin "no gifts this year, only returning melatonin"?

The first two categories mainly emphasize the efficacy of products. After listening, everyone's feelings are a tonic. That is, people who need to make up need to buy.

The advertisement of melatonin has expanded the users from "people who need supplements" to "people who need gifts".

Dongdongqiang said that there are usually three ways to expand our business sources, referred to as 3M:

(1) More users:? More users. For example, melatonin expands the user base from "people who need supplements" to "people who need gifts".

(2) Multi-purpose:? Use more. For example, open the mouth of toothpaste wider, squeeze more at a time and use it faster; Or once a week instead of once a day; In other words, melatonin says "this year is a holiday", and it is not limited to the Spring Festival, Mid-Autumn Festival and Double Ninth Festival. Anyway, it can be used as long as it is a holiday. All three are for users to use more.

(3) More expensive: Keep upgrading and buy more expensive ones. For example, upgrading mobile phones, or insurance brokers constantly recommending additional risks, are taking this route.

Expanding users from "people who need supplements" to "people who need gifts" is not a simple sales skill, but a higher-dimensional product positioning.

Whose tune is "no gifts this year, only melatonin"? Not the person who pays the bill, but the person who receives the gift. It's a client's client.

The first sentence "no gifts this year" caused suspense, and "only melatonin" gave a tortuous and ups and downs answer. This language is catchy and easy to remember.

Coupled with brainwashing again and again, the "gift-receiving" and "melatonin" are tied together, which gradually becomes a tacit understanding between the giver and the recipient. It feels that both sides are happy and become a social currency.

Moreover, it avoids the prohibition of not saying "best" and "best" in the advertising law. From the mouth of customers, I just want "melatonin", which is direct and strong.

Without such a good design, no matter how strong brainwashing can effectively promote purchase. For example, Dongdong Gun cited the example of Hengyuanxiang Sheep, which is also memorable, but many people only know this slogan, but they are not very clear about what Hengyuanxiang is. Not to mention, later Heng Yuanxiang sang all the 12 Zodiacs, and the presence of light brush had little to do with increasing sales.

Similar excellent advertising words are:

"Small pot of tea, made by master" and "small pot of tea" are both brand and product functions, and "made by master" points to the same high sense of value as "platinum". Advertising words are big and small, ups and downs, easy to remember.

"Love cleanliness and live in Hanting" is also asking questions and answering them. Point to the sense of value as "clean".

It's also good to have your own advertising slogan: "Knowledge is gain". If you change it to "learn knowledge and get it", you won't have this simple and meaningful feeling.

Do you have any good advertising words to recommend? Welcome to share with me.