Enterprise marketing can't tell stories indiscriminately, and it will become an accident if it is not well told.

What would you say if you were asked to recommend a leisure place?

There is a place that is beautiful, special and distinctive.

Nevertheless,

Some people are dancing in the mountains, some are singing in the red and green vegetable fields, some are diving at the bottom of the misty valley, and some are climbing the peak that goes straight to Genting.

I believe everyone has an answer. The former tells a concept with adjectives, while the latter makes us empathize with the details, and the language that can empathize is naturally easier to get * * *.

Many times, we have been thinking about how to tell a good story, but in fact, the details are the key to telling a good story.

Enterprises should be logical and self-consistent in telling stories and be able to prove themselves or others.

For what? Examples? 1

There is a joke recently. On April 19, at an event in Boao, Li Chuyuan, the chairman of GPHL, declared in his speech that the Banlangen of Baiyunshan under GPHL had a "miraculous effect" on treating COVID-19.

He said: "In the fight against the epidemic, we all know that there are four mountains. There are two mountains in Wu Hanyou, Vulcan Mountain and Raytheon Mountain, Zhong Nanshan Mountain and Baiyun Mountain. So you don't have to wear a mask to drink Radix Isatidis in Baiyun Mountain. I didn't wear a mask today, and Chinese medicine really played a big role. "

This remark attracted a condemnation on the Internet. Naked hard and wide, not only discredit Chinese medicine, but also belong to rumors. What's the difference between it and the stick of God? Netizens ridiculed the chairman that the threshold is too low.

For what? Examples? 2

Academician of China Academy of Engineering and an expert from Tea Research Institute of Chinese Academy of Agricultural Sciences once said in a forum that drinking tea for a long time can lower blood pressure, blood lipid and blood sugar. Epidemiological studies in Japan show that compared with people who drink less than 3 cups of tea a day (30 ml per cup), the risk index of cardiovascular disease in men who drink a small cup of 10 tea a day is reduced by 42%, while that in women is reduced by 18%.

A cup of 300 ml tea has the antioxidant effect equivalent to 1.5 bottles of red wine (about 750 ml per bottle), 12 bottles of white wine, 4 apples, 5 onions and 7 cups of fresh orange juice.

The broad masses of people who eat melons hold the attitude of asking questions and ask experts: What kind of tea does tea refer to? What is the temperature of the wine? Where is it made? What year is this year? Experts suddenly a face of black line.

For what? Examples? three

In China, business management consulting is a magical profession. On the one hand, this profession doesn't seem to need a threshold. On the other hand, it seems that anyone can do it. As long as you register a business management consulting company first and then find an office, you can start a business.

Their common propaganda language is that the first person in a certain field or direction, a visiting professor and a distinguished lecturer in a university, and the title of professor is only a basic beginning. At worst, I have to say that I have coached a Fortune 500 company, and some famous climbers say that they are close disciples of a famous teacher. How to prove it has become the biggest BUG.

Storytelling is to start from a small angle and become a "micro-sculptor"

One of Ogilvy's classic advertising works, The Man in the Hartway Shirt. Through the detailed description of durability, tailoring, collar, hem, buttons and materials, the characteristics of Hartway shirts such as strong durability, solid materials and long history are fully displayed to consumers, thus attracting their extra attention and stimulating their desire to buy.

If you don't know how to express how powerful a product is, you might as well break it down and show users the intention of every detail. Maybe users will gradually accept the "power" we want to express during reading (watching).

Details apply not only to the topic selection of stories, but also to the description of products and characters. It can be said that it is the details that make the same story different and wonderful.

Marketing is telling stories.

Teacher Chen Chunhua said: The gap of enterprise's core competitiveness is largely the gap of marketing ability. Simply put, marketing is to implant ideas into users' heads first, and then let users take the initiative to pay the bill. Therefore, successful marketing must be a master storyteller.

Behind all the touching stories and all the confessions, there must be one or a group of clever heads with very rational analysis and thinking. It is an insight into human nature, an excavation of pain points, happiness points and itching points, knowing when to make you sad, knowing when to make you happy, knowing how to light the fire in your heart, and pursuing and yearning for a better life.

To tell a good story, you need to master the following points:

0 1 to understand the core values of the brand.

02. Create a brand story: it will be extended by "one sentence".

03. Explore the cultural connotation of the brand.

04. Find the supporting point of communication: open up communication positions.

05. Brand stories create additional products.

Philip kotler once explained story marketing as follows: "Story marketing is to attract target consumers by telling a story that conforms to the brand concept. In the process of consumers feeling the storyline, brand information is subtly implanted into consumers' minds. "

The "story in line with the brand concept" emphasizes "the core values of the brand". The establishment of the core of brand story communication is the process of finding the core value of brand.

A good story has three elements: plot, mood and emotion.

A good story is not a castle in the air, it needs the support of the entity. As the real support of the brand, the product often presents the brand concept conveyed by the brand story. Therefore, the brand story must be attached to the product, and the sensitivity of the brand story can be enhanced through the shaping of product packaging, product details, product selling points, product reputation and other links.

Whether it is product packaging, publicity strategy or media selection, we should support the values and ideas conveyed by brand stories and be consistent, authentic and credible.

Simply emphasizing the functionality of the product does not prompt users to pay the bill.

Many enterprises have their own good ideas when promoting products, desperately trying to tell users that "our products are good" and "affordable".

The idea is right, but the question is, why do users trust you? If you don't believe me, from what angles should you let users know about your products and gradually gain users' recognition of them?

This requires a story to carry the feelings, values and ideas of users. Many times, when consumers use products, they not only aim at the most primitive functions of the products, but also hope to bring beautiful imagination.