Sensibility and rationality are the objective reflection of our two emotions and our two attitudes towards everything. When should we be rational? When do we have to get emotional again? In fact, sometimes we don't know and it's hard to control ourselves, especially the parties, because it's hard to control our emotions in the event.

Objectively speaking, marketing is a kind of market behavior to meet the needs of consumers, but now it can be said that it is not enough to meet the needs, but also to stimulate and create the potential needs of consumers. For example, material needs are rational and spiritual needs are emotional. Therefore, our marketing should focus on the spiritual world of consumers. Whether it is products, brands or marketing activities, we should focus on how to make consumers feel, because only by making our consumers feel, can our product sales and marketing activities get more support from consumers.

Perceptual marketing is an effective marketing strategy that I always like to use in Shen Kun, because I always feel that our corporate marketing in China is too rational, and we only care about our own sales and never consider whether consumers like it or not. Look at the market: mineral water collectively appeals to water sources and minerals; The collective appeal function of toothpaste marketing; The marketing of health wine collectively appeals to Chinese medicine raw materials such as deer turtle wine, hippocampus wine, cordyceps wine and gecko ant wine; There is no doubt that the focus of milk marketing is product safety.

The problem is that the rationality of enterprise marketing also makes our consumers' consumption become rational instantly, while the rationality of consumers frequently leads to various obstacles in the process of product and brand marketing. For example, consumers will think that the price of products is too expensive, they are picky about packaging and product quality, and they care about service attitude. Even if the shopping is completed, consumers will not have any feelings and concerns about brands and enterprises. This is the price of reason.

Sensibility and rationality are the external manifestations of human emotions. Rationality generally refers to our ability to form concepts, make judgments, analyze, synthesize, compare, reason and calculate. Meaning and sensibility are opposites. Perception is understood as the opposition of rationality, and "sensibility" is equal to "irrationality", such as sentimentality, sentimentality or excitement.

Our understanding of "rationality", even if it is not accurate, will not have much deviation, but our understanding of "sensibility" is quite different. It is the biggest prejudice and misunderstanding to think that sensibility is irrational and perceptual. The emotional color of the word "sensibility" is not a very negative derogatory term, but more often it is a positive and even beneficial emotional expression. Perception is actually the way a person treats things with enthusiasm and devotion. It is not as indifferent and detached as reason.

My poet's good friend He once wrote a very thought-provoking poem "Woman", because this poem not only has a wonderful sense of language, but also can explain the core theme I want to talk about today: rationality and sensibility. Although there is no such thing in the poem, the whole poem clearly tells us that a rational woman should never make her angry because she is uncomfortable; And emotional woman, she is comfortable, so you can talk to her or flirt with her. ...

woman

A woman who can sit anywhere.

You go talk to her.

She was comfortable.

A comfortable woman like this has no name now.

Whether she smokes or not.

Still not smoking?

Dare you talk to a woman walking?

This woman is uncomfortable to walk.

An uncomfortable woman like this

The streets are full this season.

They didn't find it.

The reason for killing a person

Go ahead, put your things.

Give her a bite.

The sleeping woman is fine.

Although the sleeping position is a bit ugly.

But she is soft.

Very friendly to all hard things.

She also has her own name.

A poet said

Her name is as beautiful as a bud.

So you called her.

You yell

She just opened it. ...

The poet explained a truth in this poem, never chase a woman in a rational state, because a woman in a rational state is highly vigilant and always on the defensive, so you are not easy to succeed! Women in emotional state are easy to make friends; If you meet an emotional woman, she is happy, and you can seduce her with emotional words and actions, then she will definitely become your trophy, don't you believe it? Male compatriots can try!

In business operations, it often happens that your products are perfect, but the customers in front of you are picky and pick some trivial issues to argue with you; It is clearly the lowest price of similar products, but customers continue to bargain blindly or simply ignore your explanation. This is the unique performance of rational customers. If customers are rational, sales will be difficult!

An electronic lock costs 8600 yuan, a set of clothes hangers 1280 yuan, a kilo of rice for 200 yuan, and a glass of beer for 300 yuan ... No matter how you ask customers, they will answer you, only fools will buy it! Yes, our customers are rational at this time, and this rationality is in a very positive or normal state.

Customers in this rational state will be very sensitive to your price. At this time, if you advertise blindly, no matter how hard you fight, your products will not perform well in the market, or even die miserably. Glacier 5 100 and Evergrande Ice Spring started with high prices, but eventually they all reduced their prices to maintain their sales.

Everything in the world can be reversed, but a person's mood is irreversible. In many movies, it often happens that when two people are arguing or a group of people are arguing with each other, suddenly a gunshot makes the audience immediately silent, and even look at each other awkwardly. This is the shocking effect of external forces, and both sides of the quarrel can no longer decompose themselves by their own ability.

How can an electronic lock with a price of 8600 yuan make customers feel good for us? Perhaps, only when consumers feel very insecure about their home, and this uneasiness will endanger the dearest people, they will disdain to defend it at all costs. Therefore, in marketing, we should use a method to break the rational cognition of customers and let consumers respond positively.

I never advocate hard advertising, because hard advertising is not as effective as a DM who emphasizes conscience; When promoting the intelligent anti-riot lock, we printed such a leaflet to the target customers: "You can save this money, but can you ignore the life and death of your family?" "Spending 8600 yuan is life-long safety insurance for your family" and "Are you a responsible man?" "Why don't you want to spend this money and put your closest relatives in danger?"

Wave after wave of conscience bombs, with the bloody case of public security organs, are directly transmitted to every household, bombarding the hearts of target customers like a blockbuster. The original rational residents and users have to become emotional: "In contrast, the safety of family members' lives and property is the most important" and "it's 8600, so why live in fear? "

Asked hundreds of female consumers, are you willing to spend 1280 yuan to buy a set of clothes hangers just to hang clothes? After finally getting a negative result, we started to make customers feel emotional. The humanized six-piece "Wei Jinyi" metal hanger was born out of the creativity of the team of industrial designers. At this time, it is these female customers. When they saw these hanger products, their first impression turned out to be "Wow, such a beautiful hanger must not be cheap?"

Yes, it's not cheap, but it doesn't matter if it's not cheap at this time, because they have lost their rationality. They think that such a beautiful clothes rack is worthy of the high fashion they spent thousands or even tens of thousands of yuan on, and it also sets off their unique fashion taste. Women, the more emotional they are, the more they like to spend.

When doing a mobile phone sales speech training, we specially designed such a very emotional or interesting sales speech for the sales staff: when the sales staff is helping customers choose the mobile phone style, the sales staff will suddenly take a deep breath. Wow, it smells good! Beauty, your perfume smells good. What brand is it? It smells delicious. At this time, if a beautiful woman says a brand name, the salesperson immediately picks up the topic. Wow, you have a good taste, and immediately tell the story of this perfume brand.

This flattering language is obviously flattering, but because of the special design of speaking style and language structure, customers are very useful and will not be wary. Of course, if you happen to meet a beautiful woman, answer: huh? I'm not wearing perfume. It doesn't matter, our shop assistant has already prepared how to deal with your words: Oh, well, then you may be the legendary beauty with her own body fragrance ... so, it will definitely make this beauty very comfortable.

I have a friend named Xu Jianping who runs a restaurant in Shanghai. At that time, he had a small restaurant with about 50 seats upstairs and downstairs on Longmen Road. The restaurant provides local home cooking in Shanghai, and occasionally goes to Baxianqiao vegetable market to wholesale some seafood at the request of customers. Probably because the restaurant has been open for a long time, all kinds of guests have met it. So every time we have tea and chat together, he always talks about his countermeasures to some customers.

For example, he always said that "erecting a beam" (Shanghainese: guests who wear glasses because of myopia) is not easy to deal with. I said, why? He said he didn't know why. Every time people who wear glasses come to a restaurant to eat, they have many requirements and are more critical of the quality of the dishes, such as accusing us of serving slowly, being too salty or too light or having too much oil, including bargaining at the end of the bill.

At that time, he also asked me why this marketing expert. Of course, I couldn't answer his question, but later he understood that people with glasses are particularly rational and rational people are particularly picky. Later, as long as he meets a rational guest, he will take the initiative to talk to the guest, talk about stocks and Kan Kan's erotic news, or look at the other person's closet and have nothing to talk about, or rush to make friends with a cigarette.

"So, I like cooking dinner," he said. I asked him why. He said that most people who eat midnight snacks amuse themselves by playing mahjong, karaoke or dancing in bars. These guests who come to eat midnight snack are basically very emotional and rarely care about the price, especially those who play mahjong. No matter whether they win or lose, they are generous and will not order low.

Some time ago, I also mentioned in several articles about the marketing of mineral water, beverages and rice that the highest level of product sales is to make consumers not care about what is in the packaging. It is aimed at your beautiful and unique product packaging, personalized brand, very thoughtful value proposition and very interesting promotion creativity. Being able to achieve this level is the religious worship in perceptual marketing and the highest level of brand marketing.

However, the rational presentation of these super-professional terms, such as water source, mineral name, content, weak alkalinity and so on. These are the requirements of enterprises in mineral water marketing, which will only make our consumers fall into the fog! We are just thirsty and want to drink a bottle of water. Why make it so complicated? This shows that our enterprises, marketers and advertisers simply don't understand the real needs of consumers, especially ignore their spiritual needs!

The positioning of my man called Hero Wine, the brand name of Iron Blood Justice League, the brand proposition of the teacher of justice, and the soul of the nation are all particularly emotional, and the slogan is even more emotional and full of positive energy: "Drink Hero Wine with blood." In the promotion of creativity, we often use emotional marketing tactics to make an ordinary liquor product so that every man can see, touch and even hear it, which can promote adrenaline!

At present, the product marketing of China enterprises is absolutely too rational, especially FMCG! The rational positioning concepts such as product quality and function sales first, founder, leader and new generation are actually the lowest level of rational marketing performance, because product quality is the national standard and moral standard that enterprises must meet before leaving the factory, and it is not worth showing off! Whether the sales volume is good or not is an industry leader, which has nothing to do with consumers.

And this rational positioning appeal will also urge customers to remain rational in consumption, and the rational purchase process of consumers will bring artificial obstacles to our product sales. This is the core reason why traditional consumer brands rely on positioning and a large number of vulgar advertisements. These advertising brands have no feelings for consumers!

Ant wine is a health wine, and all manufacturers have been pursuing functional rational demands such as anti-fatigue, improving immunity and aphrodisiac, so the category of health wine has not been done much! It's a pity that Jin Jiu, the biggest brand, has been making 7 billion yuan for more than 30 years, and the rest are mixed in tens of millions, making health wine a niche market!

I broke this tradition when I made ant wine. First of all, I aimed at the booming consumer groups of entrepreneurs in China. Then, according to the characteristics of entrepreneurial spirit, I created the concept of "inspirational health wine", because almost all entrepreneurs in China are adult men, and adult men all have the same dream-entrepreneurial dream, and the ant spirit can definitely represent the state of entrepreneurs struggling and struggling forward.

The category of this wine also broke away from health wine and became the companion of entrepreneurs on their journey-Tibetan wine. Finally, through the establishment of personal entrepreneurship assistance center, buyers have the opportunity to win triple prizes: tickets for entrepreneurship guidance and training sessions, tickets for entrepreneurship project recommendation sessions, and 50,000 yuan venture fund. I plan a health wine with a very rational brand name as an entrepreneurial partner with both material and spiritual help for entrepreneurs, thus planning a functional health wine as an emotional consumer product.

My recently executed planning cases, such as A More Beautiful Anti-Time Capsule, The Charming Sister of Edible Oil, The Charming Tea in the Frontline of Meng Army, The Quality Beer in the Frontier, and The Stubborn Youth Beer, have 65,438+000% emotional appeal, ignoring all rational factors, and must make the core consumers of the brand consume products happily and contentedly because of perceptual strategies.

Even as a brand communication strategy, I seldom use advertising, but use public opinion marketing to publicize the positive and negative emotions in society. For example, playing the main brand strongly supports young people to play online games; Yi Gengmei Anti-Time Capsule blames the man's infidelity for his wife's declining charm. Stubborn youth beer labels the post-80s generation over the age of 28 as "old men" to arouse group anger.

I always say that marketing is actually the same as picking up girls. If you have the ability to make a strange beauty laugh, your next thing will be much easier. Similarly, if you want to sleep with the beautiful woman you like, you'd better watch a love movie with her first, or tell her a romantic love story in a romantic environment. At this time, she is emotional, and her heart will open for you. Sensibility is a passport to a woman's heart.

Don't think that women like houses, cars and savings. When you have enough ability to make a woman fall in love with you, then those material things are no longer important, because in her mind, you have become her idol and your romantic talent has also been brought into play. This is the power of sensibility! Whether it is marketing or love, emotional tactics are definitely the strongest means to overcome everything.

Whether you admit it or not, the highest level of brand marketing is to make customers pay happily, even if they pay more! If you agree, from now on, please design the product appearance to be super emotional, modify your inexplicable brand name without information, delete your self-righteous product selling point, change the rational positioning appeal to emotional communication directly reaching the spiritual level, and increase the brand personality proposition that can stimulate the inner voice of consumers; Get rid of rude hard advertisements, adopt more two-way interactive emotional marketing ideas, and do everything possible to get the target group excited!

How to design perceptual marketing strategy? 1, product category sensibility, product positioning sensibility, product packaging sensibility, brand name sensibility, brand promotion sensibility, brand communication sensibility, brand service sensibility, vowed to carry out sensibility to the end: let our consumers be crazy around the brand, just like their idols!

Perception is the best performance for you to understand consumers and please them! Instead of being bombarded by hundreds of millions of local hard advertisements, a free emotional strategy can make consumers have a great affection for your brand. Shen Kun tip: All rational marketing will eventually die out, and at the same time, enterprises will be in a desperate situation, especially brand development. If you really don't know how to design emotional marketing strategy, please feel free to call me in Shen Kun!