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The early success of Melatonin was mainly due to strategic soft article hype. Remember, the key is strategy

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Two biological atomic bombs: Melatonin’s soft article hype strategy

Hiding in the “typhoon shelter”, Shi Yuzhu threw out “two biological atomic bombs” first. ——A series of soft-article hype about melatonin was like a nuclear reactor releasing huge economic energy, allowing Shi Yuzhu to quickly launch the national market with an "ambush" tactic that did not reveal his commercial purpose.

Shi Yuzhu once used "airplanes", "cannons" and "tanks" to "blatantly" drop "heavy bombs" (with extensive advertising). As a result, he destroyed the brain gold and destroyed the entire "Giant Building" "This time, Shi Yuzhu changed his approach. He quietly (in the form of soft articles) launched more powerful "atomic bombs" one after another from the "typhoon shelter", but created a new miracle in the history of marketing. .

Soft article is the abbreviation of soft article. Soft article hype is a highlight of melatonin marketing, and it is also the most important marketing method in the introduction stage of the melatonin market. It set the stage for Shi Yuzhu to achieve annual sales of more than 1 billion in just three years with only 500,000 yuan. "contribution".

Melatonin’s soft articles are divided into two categories: news soft articles and popular science soft articles. The marketing of health care products is usually inseparable from the appeal of efficacy. People buy a certain health product because it has a certain "effect". So, how does this "effect" come about? Why does it have this "effect"? Helping consumers figure out these issues is crucial. And if you want to make people believe it, the best way is to present facts, reason, and convince people with reason. This kind of rational article seems to be doing public welfare science popularization work. In fact, the drunkard's intention is not to drink alcohol. The purpose is to unknowingly induce consumers to magically slip into the "trap" that has been designed by the merchants. "Among them. Such articles are usually for commercial purposes and are written by businesses themselves and paid to publish them in the media (not to mention receiving royalties). They are soft popular science articles. And when this kind of reasoning is combined with a major scientific discovery, the latest technological revolution, or a buying frenzy has formed in the United States, even the president, the pope, and astronauts are eating it, and something will happen after someone eats it. What kind of miraculous effects (cases) have been achieved, how many years have you lived, what kind of difficult and complicated diseases have been cured, etc. These unheard-of "scientific facts" are combined together and have news value. They are called news soft articles. .

People are reasonable, so popular science soft articles can convince people; people are curious, so news soft articles can attract people's attention; and it is precisely because soft articles have this readability sex, so the cost of publishing is much lower than advertising. The characteristics of soft articles and advertisements form a "scissors": first, soft articles can greatly attract people's attention, while few people read advertisements; second, for those who see it, Soft articles can convince people, while advertisements can disgust people; thirdly, the cost of publishing soft articles is much lower than advertisements. In short, the advantages of soft articles are low investment, high results, easy acceptance by consumers, and influence on consumers silently. This is especially important in the market startup stage, especially when start-up capital is small.

People are always most concerned about their own interests, and "the body is the capital of revolution", so some alarmist reasoning and news about physical health always attract people's attention. Therefore, health care product soft articles will have a magical effect if they are "well-written".

A large number of melatonin soft articles are used in the market launch stage. When the company has not made its debut and consumers have not yet become wary, the concept and function of melatonin are implanted in consumers' minds to pave the way for future brand promotion. Build a good conceptual foundation. The key to soft article hype lies in the level of the article and the way it is published.

Shi Yuzhu, who was hiding in the "typhoon shelter", quietly brought about 10 copywriting experts from his planning team and a lot of prepared materials to a hotel in Changzhou and booked a few rooms. , focus on 10 days of fully closed soft article writing. The copywriting masters worked day and night to select materials, create ideas, write manuscripts, and discuss. Each of them wrote two articles a day. After they were written, they were handed over to Shi Yuzhu for review. Shi Yuzhu compared the 10 standards for soft article writing that were drawn up in advance. If they were not consistent, they would be returned for rewriting. After several rounds of going back and forth, a batch of "hardened" candidate works were determined. Then, these candidate works created behind closed doors are brought to the marketing meeting, and the managers of the subsidiaries from various places from the "front line" are evaluated one by one, voted on, read one by one, and vote one by one. Check at all levels, and finally determine the soft article to be used based on the number of votes. More than half of the candidate works will be eliminated. Even the most rigorous writer would feel ashamed when faced with this commercial method of producing articles. The "production procedures" of Melatonin's soft articles are probably even stricter than those of Melatonin, and the soft articles produced through such a strict procedure have the power of an "atomic bomb", and the "effect" it has on the marketing of Melatonin ", then I am afraid it will have a much greater effect on consumers than melatonin.

Five news soft articles produced through such hard work:

"Can human beings be 'immortal'?" (1, 2, 3)

"Two biological atomic bombs"

"The most concerned person in the world in 1998"

Popular science (efficacy) soft articles include:

"Americans Sleep soundly, what should the Chinese do!"

"There is a 'clock' in the human body"

"Zhang Xueliang is a snoozer in summer"

"Astronaut How to sleep"

"A person can only live five days without sleeping"

"A woman in her forties is a waste or a waste of time"

"One day without bowel movements? =Smoking three packs of cigarettes"

......

Let's take a look at two such "atomic bombs"

Two biological "atomic bombs"

The two major breakthroughs in life sciences at the end of this century, like the two atomic bombs, caused worldwide uproar and concern: Wouldn't it be a disaster for mankind if hundreds of little Hitlers were replicated? If everyone could live to be 150 years old, and it was impossible to tell the difference between old, middle-aged and young based on their appearance, wouldn’t human life be in chaos?

1. "Cloning" detonated in Scotland

In a village in Scotland, there lives a 53-year-old biological scientist, Dr. Wilmu. The gentleman was gentle and spoke slowly and softly. With an annual salary of only US$60,000, he cultivated a sheep named "Dolly", for which he received no more than US$25,000 in royalties. But the research results on this sheep and melatonin are the same, creating a worldwide shock wave.

From the president to the common people, everyone is concerned about the cloning technology that cultivated "Dolly". President Clinton ordered the establishment of a committee to study its consequences, stipulating that a report be submitted within 90 days, and he couldn't wait to issue a presidential decree in the Oval Office of the White House . Germany stipulates that anyone who researches human cloning will be jailed for 5 years and fined 20,000 marks. The French Minister of Agriculture gave a speech: If genetic science produces a chicken with six legs, the Minister of Agriculture will not be able to do it.

As soon as "Dolly" was made public, the "Washington Post" published "Scottish Scientists Clone Sheep", and the most authoritative "New World Weekly" in the United States published "Little Lamb, Who Will Make You?" come out? "Today's Sheep, Tomorrow's Shepherds"...

In a poll released by ABC Evening News, 87% of Americans said human cloning should be banned, 93% did not want to be cloned, and 50% did not. Agree with this outcome.

2. "Melatonin body" detonated in the United States

The melatonin body is an organ in the center of the human brain. It was called the "Tianmu" in ancient China and was called "Tianmu" in India 2,000 years ago. It's called the "third eye." In recent years, American scientists have discovered that it is the root cause of human aging and the life clock of life. This discovery was like a powerful shock wave, shaking Western countries.

The Wall Street Journal published "A Revolution"; Newsweek actually used the title "Melatonin Craze" as its cover story on August 7 and November 6, explaining the miracle of melatonin supplementation: preventing aging and improving sleep. ...

After the US government FDA determined that melatonin had no side effects, melatonin was quickly promoted to 1026 times the price of platinum in California, USA. However, in today's large-scale production, daily consumption is only 1 US dollar, which is only 7 yuan in China.

Gretta, a professor at Northwestern University in the United States, lamented on TV news: "Americans are crazy about it!"

The shock wave of melatonin quickly spread around the world. Japan's "Asahi Shimbun" and NHK TV widely reported that people in Taiwan are frantically purchasing melatonin products from the United States. Relevant departments in Hong Kong had no choice but to make an announcement: Citizens are advised to take melatonin in moderation.

Mainland China is no exception. On April 5, 1998, CCTV's "News Network" broadcast "Humans are expected to live to 150 years old", introducing in detail the scientific and technological achievements of melatonin, "Reference News" and other Major media have also reported on it. There are already signs of a melatonin craze in some Chinese cities.

In the United States, many people have written articles expressing concerns about the results of melatonin. If everyone lived to be 150 years old, and the age of adults could not be determined by their appearance, many social problems would arise. Dr. Walter, chairman of the World Aging Research Conference, pointed out in his scientific monograph that supplementing melatonin can significantly improve the sexual desire of middle-aged and elderly people. Critics worry that sex crimes will rise.

3. What is cloning?

Clone is the transliteration of "clone", which means asexual reproduction. In traditional sexual reproduction, half of the genetic material of the father and half of the mother is in the offspring, so the offspring are definitely not copies of their parents. Cloning means asexual reproduction, and the offspring are identical copies.

Copying 200 Einsteins and 500 Chaplins is a great pleasure. But if there are 100 copies of Hitler, it is really worrying. More than 50 years ago, Nazi doctor Joseph developed cloning technology in order to copy Hitler, but fortunately he was unsuccessful. "Cloning" has a greater impact on ethics and morality: if you make a copy of you and take it home, what should your wife and daughter call "him"?

World-class pharmaceutical companies have discovered huge business opportunities in cloning. The U.S. Department of Commerce predicts that "the market size of cloned biotechnology products will exceed US$50 billion in 2000." Cloning technology is mainly used to manufacture health care products. Many foreign media believe that the U.S. Department of Commerce's prediction is too conservative, just like the U.S. Department of Commerce's prediction in the 1950s: "In 2000, the number of computers in the world will be as high as 80."

4. What is Melatonin

The human brain accounts for less than 3% of the body's weight, but consumes 40% of the body's nutrients. The energy it consumes can make a 60-watt light bulb glow continuously. The brain is the commander of the human body. The melatonin body in the center of the brain is the commander-in-chief of the headquarters, and the substance it secretes is melatonin. The amount of melatonin secreted controls the aging of the human body. As age increases, secretion volume decreases day by day, thus aging deepens. At the age of 30, the secretion of melatonin decreases rapidly, and the human body begins to age; at the age of 45, the secretion decreases at a faster rate, and menopause comes; at the age of 60-70, the melatonin body has been calcified into brain sand, so the body becomes senile. .

If you want to taste the feeling of being young, melatonin can really make you happy.

The scientific monograph "The Miracle of Melatonin", one of the three best-selling books in the United States, proves through experiments that adults who supplement melatonin every day can make women have a youthful appearance, with delicate and shiny skin, and eliminate the problem of Wrinkles and spots; it can make the elderly full of vitality, reflecting the number of immune T cells reaching the level of 18 years old; it can bring the intestinal microecology to a balanced state when young, thereby increasing the daily intake of nutrients and reducing the intrusion of toxins into the human body.

The US "Newsweek" asserts that "supplementing melatonin can help babies enjoy their sleep." As a result, many people have misunderstood that melatonin is mainly used to help sleep. In fact, melatonin cannot directly help sleep.

If you supplement melatonin at night, about half an hour later, the human body's systems will enter a state of repair, repair cells damaged during the day, and "pull back" the aging that has deepened during the day. This process must be carried out in the sleep state, so the central nervous system receives the "call" from various systems of the human body to sleep and enters deep sleep.

Melatonin may be the most miraculous thing in the history of human health care. It works quickly. If you supplement it for 1-2 days, you will sleep deeply, be in good spirits, and feel comfortable in your stomach. But it must be used for a long time and needs to be replenished every day for decades.

5. Hot Issues

According to China's "Reference News", Hong Kong's "Ming Pao" and several major newspapers in the United States, the following questions and answers are of greatest concern to people:

●Can humans be cloned? Answer: Yes;

●Can Hitler be cloned? Answer: Theoretically yes;

●Can a dead person be cloned? Answer: No;

●Can a woman be pregnant with “herself”? Answer: Yes;

●Is human cloning legal? Answer: It is legal in France, but not legal in the United Kingdom, Germany, and Denmark;

●Do presidents of Western countries supplement melatonin every day? Answer: Many media have reported this;

●Can people live forever by supplementing melatonin? Answer: No, we can only grow old without aging;

●Can adults not supplement melatonin? Answer: Yes, if you are not responsible for yourself;

●Why are 50 million people in the United States going crazy because of melatonin? Answer: They want to be young.

(The rest of the soft articles are attached)

Read these soft articles carefully one by one, and read them round by round. Anyone who has the kind of desire that Melatonin appeals to It is impossible for people not to be "shocked" in their hearts and to resist the temptation of melatonin without buying melatonin.

Shi Yuzhu requested that 2-3 local newspapers (focusing on party newspapers) should be selected as the main publication objects of these soft articles. Each media should publish them 1-3 times a week, and each article occupies the space of the newspaper. It is a 1/4 page, and a small newspaper is a 1/2 page. It is required to finish all the news soft articles within two weeks.

Shi Yuzhu also made very detailed regulations on how to publish articles. For example, they must not be published on the advertising page (then it would become an advertisement). It is best to choose health, sports, international news, and social news. (These pages have a high reading rate). There should be no news hype articles from other companies around the article (so as not to divert attention and be affected by it). It is best that this page is full of text and no advertisements (readers feel comfortable). The title of the article cannot be changed, it must be large and eye-catching, the font size in the article must be consistent with the main text of the newspaper (so that readers cannot see traces of commercial hype), the word "food propaganda" cannot be included, no hotline number, no black box, but It must be accompanied by newspaper decorations, such as "Special Reports", "Global Knowledge", "Hot Spot Perspectives", "Focus Perspectives", "Focus News", etc. (ibid.). Each article must be accompanied by corresponding illustrations (with pictures and texts, add Readability), and each soft article must be published separately and cannot be published in conjunction with other articles (to prevent readers from reading it without understanding it). After each round of soft articles, an announcement must be solemnly published in the name of the newspaper. The template is as follows:

Announcement (sample)

Readers are advised:

Recently, since this newspaper published the scientific knowledge about melatonin, we have received a large number of calls from readers asking for knowledge about melatonin. In order to answer the questions raised by consumers more directly and comprehensively, we have added a new department Hotline: *******, I hope readers will call this hotline in the future to inquire about melatonin knowledge. Thanks!

****Newspaper Agency

**Year*Month*Day

The effect of interspersing this will naturally be better. Of course, this hotline is the local branch's phone number (but readers think it is from the newspaper). The callers to the hotline are potential consumers of melatonin, and they are archived to provide information for the next step of marketing, such as sending books and visiting people. Convenient, so that the soft article hype directly generates customers). Such notices should never be published in the same layout as soft articles.

In terms of price, it is required to achieve less than four or five discounts. How can this be achieved? It all depends on how you negotiate with the newspaper.

Shi Yuzhu specially provided a series of negotiation points for his subordinates: We also need to do a lot of advertising; our articles are of good quality and readable, which can increase the reading rate of the newspaper; our payment is guaranteed; the company stipulates that it only bears four to five If it’s too much, I’ll have to pay for it personally, etc. If you really can't negotiate, you can ask for the corresponding page as a gift, but you must ensure the quality of the publication. The contract with the newspaper lasts for 6 months.

Shi Yuzhu summarized the main points of these soft articles’ hype into the eight-character formula that is full of wit and fun, which is quite interesting to read:

Don’t touch hard and soft, have more readers in the page, and the price will be reduced by 40 to 50%. , the title should be eye-catching, each article should have illustrations, the main theme should be party retribution, no propaganda words should be used, the font should be uniform, there should be no advertisements around, no black boxes, irregular shapes, no hotlines, clever announcements, and a flower at the end, and execute No distortion, the effect is great.

When Melatonin entered the market, the first thing that was put on the market was news soft articles. Such as "Can humans live forever?", "Two biological atomic bombs", "The most watched person in the world in '98", etc. One article after another, the bombardment continued, forming one round of melatonin shock waves. After the above careful planning, in the eyes of readers, the authority and authenticity of these articles are unquestionable, and there is no direct product promotion. The suspense and mystery of melatonin are created. People can't help but ask: "What is melatonin?" What?” Consumers’ speculation and mutual exchanges have caused the concept of “melatonin” to spread rapidly in the streets, and people have developed a kind of expectation for melatonin and want to find out.

What follows is a series of popular science (efficacy) soft articles. For example, "Not having a bowel movement in one day is equivalent to smoking three packs of cigarettes", "There is a 'clock' in the human body", "Zhang Xueliang is a snoozer in summer", "How do astronauts sleep", etc. These articles mainly elaborate on the harm to the human body from two aspects: lack of sleep and poor intestinal function, and guide people on how to overcome this harm, and cleverly integrate the efficacy of melatonin into soft articles. Each article seems to be about popular science, and does not seem to be advertising. Readers can read it easily and cannot help but believe it. After just two months of investment, unexpected results were achieved.

However, Shi Yuzhu did not stop there. He pursued the victory and launched another round of more violent attacks.