Pony Song: Qualified marketers, we must first learn to give up self

Author /Pony Songyuan Yuan /Pony Song ID /xiaomasong999

What should a qualified operator be like?

Will you succeed if you insist on your taste and do what you like?

Today, I will share with you an article by Mr. Xiao Song.

Doing marketing starts with giving up your personal feelings and emotions.

I don't care how I think, I want you, I want the consumer group to think.

(The author of this article is the founder of the strategic marketing consulting of the Pony Song and the evolutionary island guest, Xiao Ma Song. Reprinted from the original article of the public account of the "Pony Song" public account in November 2021)

Last week, I went to Shanghai to work and lived on Fuzhou Road on the Bund. One night, I came out to find food with two colleagues and found that there was a restaurant of Michelin Yixing nearby, so I went to eat it once. Then I sent a circle of friends:

We are doing business consultations. Of course, considering the problem, we must start from business operations, so it is recommended that customers help customers make the store's door aimless and easy to discover. From the perspective of improving store sales, this is indeed effective.

But as a real person, I actually prefer such a restaurant. A small copper sign is their "Brand", the mottled rusty material, which makes people feel the texture of the years. For three consecutive years, Michelin Yixing recommended the signs of the restaurant, and there is no kind of showing a sense of showing a dancing claw.

The interior area of ​​the restaurant is very small, and there are about a dozen tables and a few small private rooms. The tablecloth is thick white cotton, which makes people unbearable to soil. The waiter's dress is clean and tidy, and the service is also polite and restrained. It will only remind you that there may be more dishes. What is the amount of staple food, but it will not recommend you how expensive dishes.

Three colleagues and I came to eat, more than 100 per capita, and the price was not so scary.

(Picture source: Network)

Such a restaurant has a good dining experience. Although it is recommended by Michelin, it does not need to line up. In order to make customers more comfortable, the distance between the table is large enough, but this loses many flowing water; the waiter will not recommend expensive dishes and drinks, then sacrifice the customer unit price; quietly The dining environment allows guests to chat more and enjoy the joy of dining, but the turnover rate is very low; the signboard is hidden quietly, polite and proud, but it loses more natural passenger flow.

I like such restaurants, but if it is only calculated from business, it is not high in making money.

Therefore, when we consult our customers, we will still be more "commercialized", because the purpose of most companies is to be bigger and stronger. There are also small and beautiful companies, but they are very small. It seems that they do not need us to help us to provide consulting services.

This is a topic to talk about today. If marketing practitioners really want to work in business, they must learn to give up their personal feelings and emotions.

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A few days ago, I watched Teacher Wang Zhigang's answer to answering:

MBB spares no effort to digitalize digitalization, and your basic concept is based on experience and thinking model judgment. These are two opposite ways, and whether the consulting industry should become more and more standardized or more customized.

As a young consultant, how should I choose in these two directions? Create your own core competitiveness?

Teacher Wang's answer is quite thorough and thought -provoking.

This problem is very profound. In fact, these two roads are not divided into high. There are only two things in the world, which can break through time and space, reach eternity. It is the same number and the same is human.

Argentine mathematician Edward once said: "Mathematics is eternal, truth, and all the answers." Rules of hexagonal honeycomb, perfect golden segmentation, complicated economic fluctuations, celestial bodies on the cosmic scale ... Mathematics It is the universal combination of magnificence of all things, the perfect combination of magnificent and subtle, and the Tongtian Tower built from all kinds of top genius from ancient times to the present. In the face of aliens who are incomprehensible and even life forms, the way to communicate is very simple. You only need to draw a right -angle triangle, and then write a formula: A2+B2 = C2, they can probably understand that there is existence on this planet exist Higher civilization -this is the power of mathematics, which is also the mainstream direction of Western consulting development after entering the era of big data and intelligence.

The tide of history is not back. Over time, many popular ideas have changed from time to time, but the human nature has changed very little. If mathematics is the universal law of the whole universe, human nature is the general law of all mankind. Eternal human nature, insight into human nature is the direction of the eastern method that I understand. Both of numbers and human nature can lead to eternity, choose one of them, and go deeper, it is already a very good consultant. If you can take care of and use each other, it is the only way for top consultants.

What do I want to express here?

It is mathematics or data, and human nature. It is the cornerstone of these business thinking. Marketing, brand science, management, and in the end are data and humanity.

However, the data looks objective and authentic, and human nature is usually visible, but you should note that your feelings and your knowledge are not data itself or human nature itself.

On the contrary, the most important thing for us to do marketing is to restrain our feelings, and to fully understand the data and basic human nature, you can understand the real business logic.

Take a simple example. Readers of my public account, a considerable number of people have a bachelor's degree or even above. Almost all friends and colleagues around them also graduated from undergraduate. At this time, he will have an illusion. There are many people with a bachelor's degree. In fact, only 5%of China's total population has a bachelor's degree.

You see, this is the gap between your intuition and real data.

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Real human nature is actually used to self -imagination and accustomed to self -perspective. We must study human nature. First of all, we must recognize the defects of our human nature.

Let me give you another example. If you are in the catering industry, you must know the category of knife -cutting noodles. So, how many people do you think Heilongjiang people know what is cutting noodles?

This is the trap of knowledge. In fact, most people in Heilongjiang do not know what the knife noodles are.

Here, I will tell you another cold knowledge, which is also a data. As of 2020, in China, Sprite's sales have always been greater than Coca -Cola. Moreover, more than half of China does not know that Sprite and Coca -Cola are the same company.

If you make decisions based on your own knowledge and judgment, your decisions are likely to be different. Especially for marketers, you are not making a product for yourself. You are spreading for consumers. You cannot see a problem with your own understand one question.

You are not consumers, you can't think for them. (Someone must mention the famous words of Jobs, you don’t need to do a consumer investigation, let's talk about this problem again)

The day before yesterday, I participated in the closed door review meeting hosted by the Wu Xiaobo brand. I talked about a trivial matter of me during eating. When I said that I was working in Shanghai, I rented a 40 -square -meter house near Xujiahui. Calculate.

I do n’t smoke, do n’t drink, do n’t drink tea, do n’t drink coffee, do n’t ko, do n’t dance, do n’t go to the bar, get up at 6:30 every day, there is no material desire.

I think this kind of life is actually very happy, but as a marketing practitioner, I can't think of consumers' preferences with my preferences, otherwise you can't understand our era, you will think you are a weirdo.

In the past few years, whenever I talk about a specific brand in the article, or a product of our customers, there is often a message to evaluate the product of this brand. It feels good, they may not come back to praise you, it feels bad, he will probably come to complain.

For example, when I mentioning Gu Yan, some people commented that the taste of ancient times was too bad, and all the money was used in marketing.

Maybe, everyone has everyone's taste preferences, maybe Gu Yan's taste is indeed what he doesn't like. But as a marketer, you can't study the product like this. How many people you have to study is that there are people who feel that ancient is delicious, and you have to see the data.

For me, Moutai is not delicious because I do n’t drink, but we also serve the brand of sauce, so we must understand the psychological and taste preferences of sauce users, not your own taste preferences.

I went to Chongqing, and some friends from Chongqing asked me why Chongqing's hot pot is so delicious, but few Chongqing hot pot brands can grow bigger? Why is Haidilao not delicious, but the biggest?

In fact, this is just a Chongqing person, because I don't like the numbness, spicy and greasy approach of Chongqing hot pot. Of course, this is the view of a Shandong.

Demon grilled fish is sold better in the spicy taste of first -tier cities in the first and second -tier cities. In district and county -level cities in Shandong, more sauce flavor is sold. This is data.

A friend who is rich in milk tea also asked me a question. Will customers really care about a cup of milk tea more than three or five yuan? I said, of course, they will care that they may care about the price difference of one dollar, but you are too rich. You have no feelings about this price difference. You ca n’t use your feelings to replace most customers' feelings.

Zhou Hang, the founder of easy to use the car, mentioned that he made a mistake when he re -started his business. He said that he did not take a taxi for many years. Use experience to replace customers' thinking, so I made a series of errors.

When I meet some friends, they will talk about why a brand is not delicious, but has opened so many stores, and there are so many customers.

I said that there are 100 burgers, 30 bacters of one burger, and 5 yuan a burger on the market. Because it is too expensive.

As a marketer, you can't evaluate one with a single delicious or delicious. Your burger evaluates the quality of one thing. First of all, you must consider the price.

A 5 -dollar burger, when it achieves the quality of 8 yuan in market price, I think it is good. If a 30 yuan hamburger is only 20 yuan, even if it is twice as delicious than 5 yuan burger, then I think it is not good enough.

You cannot use the thinking party's thinking to evaluate an emotional party, nor can you use straight men's thinking to evaluate female customers. As a marketer, you should learn to understand deeper and richer humanity, instead of understanding yourself.

Similarly, when I put out our company's work, there are similar vomiting.

I think this design is too bad, not good -looking, the slogan does not feel, the strategy is wrong, and so on. I generally don't care about the "I think" question, why, you only represent an individual, not a group of customers, and even my customers may not be like you.

Our so -called "elite" group, who is very elegant and elegant, often talks about a square dance aunt. She is dressed.

But should you believe that the aunt was carefully dressed before going out? She used the best and most tasteful dress in her eyes to see people, and no one would wear a piece of clothes he thought of not looking good.

(Picture source: Network)

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But why are there so many "soil" things in the world?

Because aesthetics are diverse, aesthetic is time -oriented, and aesthetics have group characteristics. You cannot use your aesthetics to replace the aesthetics of the masses to replace customer aesthetics. The Tang Dynasty took fatness as the beauty, and in modern times with thinness. When we were 18 years old, we also felt that we were quite fashionable, but when we looked back, we couldn't bear to look back.

If I let me run a cafe, maybe I will still make it quietly, and the door should not be so dancing. Maybe this is not the best way to do business, but this is the way I deal with my business.

Because my purpose may not be a cafe to make money, I just want to open a cafe I want, as long as I can accept it without making money, it is enough.

But no one came to the cafe brand that we did not want to make money, so we could not help the customer's cafe to do so.

The public and private are clear, and this is the case for being a man.

Or more accurately, it should be called "private bonus", that is, private feelings, personal experience, and personal ideas, we must separate from the public, and we cannot treat the personal experience and views as the views and feelings of the majority of customers.

When you have instant self -instant self and feel the customer's perspective, you will become a qualified marketer.

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