& gt& gt No matter what kind of relationship you are in, you "sell" your opinions every day and let others hear your opinions. You want customers to hire you, or you want customers to recommend you, you want your father to visit you, or your dog to pick up things. Your influence is measured by your ability to attract people.

& gt& gt Even if you didn't invent the timing tool, you have experienced this fascinating concentration. It is when you are distracted at a certain moment, forget the passage of time, forget the world around you, and completely indulge in someone or a piece of information. When you fascinate others, they will not only focus on you and your information, but also believe, care and repeat your information.

& gt& gt In this distracted and informative world, everything, including you, your communication and your relationship, must go all out to attract attention. Without infatuation, we can't sell the products on the shelves, persuade shareholders to invest, teach students to read, and persuade our lovers to spend their holidays in Bora Bora next February. But if you have a crush, it's hard to reject your idea.

& gt& gt In short, the poisoning experience is part of jagermeister wine brand style. Customers may not like your product, but they still like the information conveyed by the product, as long as they like the way the brand describes them. Many brands are facing a dilemma: how to sell products that people don't necessarily want to buy. Commodities such as headache medicine, car muffler or cemetery can hardly ignite people's excitement. The success of jagermeister wine marketing lies not only in selling extraordinary quantities at high prices, but also in selling products that people don't need or even hate.

& gt& gt It's best to be different. The difference is the orange ticket. Then give someone an orange ticket, and you can take advantage of their unique attitude, mentality and viewpoint.

& gt& gt What's your orange ticket? The answer lies in the main advantages of your brand. Once the main communication mode of the brand is determined, its unique highlights can be highlighted and people will never forget it.

& gt& gt To be different, you must be a celebrity in your own way-someone who can attract a specific audience.

The>& gt information itself is not attractive, but the effect is attractive.

Your first advantage in creating infatuation

& gt& gt embarks on the journey of seven persuasion methods: innovation, passion, strength, prestige, trust, mystery and boundaries.

& gt& gt innovative brands are forward-looking, entrepreneurial, bold, unexpected and far-sighted.

& gt& gt By figuring out how to describe yourself to your potential customers and customers, you can improve the efficiency of the whole creative process.

The>& gt rules are hard to be obsessed with, but we don't have to follow them. If you can broaden the boundaries or redefine people's expectations, you can attract others with creativity. Dare to break the routine, you can get unexpected results. If you want to know this oldest proverb,

& gt& gt As Maya Angelou said, "I realize that people will forget what you said and did, but people will not forget how you made them feel".

& gt& gt Passion brand highlights the concept of "better life". Show us the best things, discover our best side, and let us devote ourselves to it.

& gt& gt Every time you spread it, you will either make people closer to you or make people farther away from you. Whether you realize it or not, all aspects of your brand-from brand logo to customer service staff to your brand slogan-either narrow the distance between people or dispel their desires. Every action, every message will (or will not) establish an emotional bond. Your color, your photos and your attitude are all important.

& gt& gt connects creative information with emotion: expressiveness, optimism, senses, warmth and social passion: the pillars of the brand: > attracting customers with surprises > mobilizing the five senses > desire takes precedence over logic > creating a strong and direct emotional response.

& gt& gt Can you persuade others to obey you? Yes, you can. If you use your dominant power as keenly as dictator sushi, you will get more rewards. What is "power"? As a leader, the most difficult test is to understand that you are not yourself in your eyes, but yourself in the eyes of others. Edward fromm

The five most obvious characteristics of>& gt power are firmness, self-confidence, clear goals and decisiveness. These adjectives can be used to describe your brand when you use confident language. When you create information, make sure that your tone and attitude are consistent with these characteristics.

& gt& gt lead the way. Gain control. Pursue a specific goal. Speak your authoritative opinion.

& gt& gt If you have confidence in yourself, others will have confidence in you more easily. Get along well with others, but don't give in to anyone.

& gt& gt Any company, any industry, can be fascinating when it shows clear actions and strong and decisive leadership.

& gt& gt If you want to be strong, you must be ready to make decisions for others. All the ways of doing things reveal complete and complete confidence. Don't give in or hesitate, or you may lose your prestige. Don't hesitate to speak and don't be ambiguous. Everything you say and do conveys an absolute attitude. Establish your authority immediately, and you are the final conclusion and the end of the story.

& gt& gt Powerful companies express strong opinions just like powerful people. The same is true of marketing. Strong brands are not afraid to lead the way. In order to describe the pillar of this power, let's look at how to apply power to brands, so as to build a confident reputation.

& gt& gt It is a need deeply rooted in social norms to follow leaders, look for idols and be infatuated with idols.

& gt& gt Similarly, people's brains have an instinctive fascination with "following leaders", which makes us attracted by eye-catching group activities such as fanatical sports competitions and high school gangs.

& gt& gt power companies focus on concrete results and stay focused until they reach their goals. Long-term infatuation stems from those eternal qualities in his heart, such as courage, wisdom and professional ethics.

& gt& gt leading brands can not only attract attention, but also drive people's behavior. Leading brands stimulate people to take action. If people see your message and don't take action, then your message will fail.

& gt& gt You must be regarded as the decision maker. Without a clear positioning, you can't stand out in the fierce competition.

& gt& gtCsikszentmihalyi describes the infatuation nature of flow like this: "People are completely involved in one activity, and everything else is no longer important; This kind of experience is so happy that people are willing to pay a high price just to act once. "The infatuation moment may be the peak of life experience, which calls us forward, participates more fully than ever before, and gives ourselves a vivid and thorough recognition.

& gt& gt These brands find precise goals and communicate them in depth, instead of facing the largest number of people.

& gt& gt Establish a set of unconventional beliefs: Establish a set of novel beliefs that are contrary to common sense or mainstream culture to unite your core fans.

& gt& gt If you have core values or beliefs, don't be afraid to share them with your audience. Either be different or don't bother.

& gt& gt here, there is no ordinary, only extraordinary. Every corner of the campus should inspire a positive and inspiring mode of thinking. Every step, every corner and everything on the road reminds you that your life can be extraordinary. Gaogang University trains students facing the future world, not the present world.

& gt& gt prestige is a symbol of various extraordinary achievements. When we think of Excellence, we may think of luxury brands and designer brands, but this is only an obvious manifestation of the prestige advantage of being respected. Prestige is a long queue when people are waiting for the signature of local heroes.

People with prestige arouse people's admiration, comparison and jealousy.

The reputation of>& gt conveys exclusivity, achievement and value.

& gt& gt reputation brands make people want to spend more money or work harder to own them.

How does & gt& gt brand use its reputation in marketing? In every communication, at least three of the four pillars of prestige are used to make themselves stand out: enhancing perceived value. Set new standards. Development symbol. Restrict access.

& gt& gt At the right time, through the right combination, you can use reputation to improve the perceived value and then increase the price.

& gt& gt Raise prices by attracting customers.

& gt& gt's reputation is usually built by actions, not bought. Just like respect, the most desirable status symbol is often earned.

& gt& gt pillars of prestige brand: > enhancing perceived value > setting new standards > developing symbols > limiting usability.

& gt& gt trust:

A stable language

Trust conveys persistence and trust. Trust will meet people's expectations and thrive on customer loyalty and brand value.

& gt& gt If your success depends on instant satisfaction or surprise, please use trust in your spare time. In any case, if your success depends on trust, you must undoubtedly provide what people expect.

& gt& gt The real thing, the real thing and the real thing all make people feel authentic.

& gt& gt Authenticity must come from your brand story. All elements of your behavior, attitude, culture, beliefs and welfare must be returned to your brand story. Truth and credibility are mostly not manipulated by people-it is the essence, not the style. The more you try to force the truth, the farther it will leave you.

& gt& gt It takes time and energy to win trust, because predictability needs to be guaranteed. A trustworthy brand pays attention to details and strengthens the consistency of expectations and results. In return, the greatest reward for winning trust is loyalty.

Building a personal brand is actually to make a person live like a team. We need reliable partners to win trust. This premise is to manage your life well.

& gt Using consistency to build information created by loyalty;

Stable, reliable, familiar, comfortable and predictable.

The pillar of trust brand:

& gt repetition and restatement

& gt authentic

& gt increase trust

& gt use familiar clues

Why are we attracted by unsolved mysteries?

& gt& gt infatuation is a dark magic that fascinates the audience and grabs their attention like hypnosis.

& gt& gt uses brands obsessed with advantages to spread information selectively.

& gt& gt only chooses a small amount of information to express. By sharing a small amount of information, mysterious brands can control what the audience knows (and what they don't know), thus gaining control.

& gt& gt stories are usually more attractive than facts. Stories involve people and draw their own conclusions through their own deduction. Over time, the "tribal knowledge" belonging to the group can evolve into a myth, causing greater sensation and stories.

& gt& gt If you want to create your own myths within the company, instead of presenting data with slides, you should cultivate your own legends and legends.

& gt& gt If you use mystery to attract the audience, they are eager for more information. Be careful when revealing information. A glance is better than a glance. People are curious when their desires are not satisfied. If the topic can stimulate curiosity, people will continue to discuss, debate and analyze, but they will never fully understand it.

& gt& gt Expectation is a stronger motivation than accomplishment.

& gt& gt Too much information is like talking endlessly through exposed clothes. That's enough. Don't do it again.

& gt& gt By magnifying expectations and suspense, these brands attract people not to describe details in detail, but to hide some details.

& gt& gt When we buy a product, we actually buy more than the product itself.

& gt& gt Mystery brands don't give general information, ask questions first.

& gt& gt Don't tell all your stories at once:

Keen observation, careful planning, attention to privacy, strong curiosity and pragmatism.

The pillar of mysterious brand:

& gt protect information

& gt arouse curiosity

& gt ask questions before answering.

& gt Create myth

Why do we act under the threat of negative consequences?

& gt& gt When we begin to pay attention to details, our behavior will change. Data can make people more willing to take action.

Bounded infatuation is always clear.

& gt& gt Do a good job in every detail.

Create a sense of urgency.

Determine the consequences and deadlines.

Use rational facts.

& gt& gt Sticking to details can strengthen your brand identity and convey your commitment to uncompromising specific standards.

The>& gt boundary usually adopts a similar formula: "If you don't do this, there will be some consequences."

& gt& gt You experience the power of boundaries every day.

& gt& gt By looking for hot topics that the audience cares about, the brand can accurately focus on the information that most effectively changes the audience's behavior.

The>& gt boundaries tell us that details can be fascinating. After all, seeking truth from facts is not offensive.

The information of the>& gt boundary usually follows the formula: "[Fill in scarcity here] is limited. Unless you take action on [insert action method here] now, you will miss the opportunity of [insert specific consequences here]. "

The whirlwind brand effect brought by strategy

& gt& gt strategy refers to skillfully using advantages to achieve specific results, reach the target audience and solve specific problems. Strategy and your brand advantage are combined in a unique and predictable way.

& gt& gt Advantage+Strategy = Your Proprietary Information

Design your personalized strategy

& gt& gt Each of these advantages can be combined with a strategy to locate your information more accurately. When you learn how to combine strategies and advantages, please keep in mind the four pillars. Use strategies that are consistent with your communication goals to create information.

enthusiasm

& gt& gt is full of passion and strength.

For example, if you are a personal trainer, you want to sell your fitness classes online. Using the mode of passion+strength, you can become full of love and powerful. When inviting potential customers to register, you can firmly state your position: "If you are determined to shape your body seriously, I am willing to cooperate with you. If you haven't made up your mind, I'd like to recommend other fitness programs to you. "

Cheap, fast and high quality: choose any one.

& gt& gt brand infatuation fast track

& gt& gt 1. Set up your infatuation team.

2. Determine the infatuation advantage of the brand.

3. Create brand carols.

4. Use strategies according to your own advantages.

5. Create an infatuated cultural atmosphere.

& gt& gt You don't have to add your brand carol to the marketing message in words. Instead, let the brand carol be your guide and use it as a checking tool to ensure that your marketing is consistent with your brand positioning.

& gt& gt Remember to check the creative information against your brand Carol to ensure that the information still conforms to the essence of the brand. Your information should always sound unique to you, not like your competitors.

& gt& gt I am eager to write valuable ideas that deserve to be locked in the filing cabinet at night, but I don't know how to start.

& gt& gt If you are a brand, it doesn't matter how you treat customers; What matters is what customers think of you. It is not the company that creates the brand, but the people.

& gt& gt A fascinating personal life is three times more important than a fascinating work life-another reason why companies should support a healthy work-life balance. Our company gives employees birthday leave. )

& gt& gt The world has changed because of companies and people who dare to express important opinions. I hope this book can give you a chance to change the world and express really important views.

& gt& gt You don't have to change yourself to achieve greater success. Instead, you just need to work hard to become more like yourself.