What are the advertisements in Song Dynasty? Vendors interact with Su Shi and hype becomes a selling point.

Nowadays, advertisements are all about brand promotion. There were advertisements in ancient times, such as "Three bowls don't help" in Water Margin. Eye-catching slogans make your products sell better. Let me look at the advertisements in the Song Dynasty.

Seamless square tube shunt metallurgy

Market legend: small traders plan two seasons of advertising words to cause a sensation.

If you were a street vendor selling cooked food in Bianjing during the Song Dynasty, trying to do a good job in the world's largest city in the Middle Ages, what should you do differently? You don't have an impressive figure like Wu Dalang to attract people to buy your baked cakes, and you can't get close to creative literati like Dongpo, a college student in Jiangsu, and ask them to write poems for your products. You can only attract attention and ears by shouting. What should you shout? And even if a genius writes you advertising words, those advertising words are limited by the rhythm of poetry, each paragraph is at least 20 words, which is a bit too troublesome to read and not suitable for shouting.

"If you lose, you will lose me."

This is really a nerve-racking thing. However, the merchants in Song Dynasty can deduce legends other than Su Shi, Lu You and Li Qingzhao, and their cries can still create commercial miracles.

According to "Chicken Ribs", there is a man selling rice cakes in the capital of Song Zhezong. What is a doughnut? I don't know. At that time, the citizens of Bianliang did not know how to sell it to everyone. This guy has an idea. There is no product introduction in his advertisement, nor does it say how delicious it is, nor does it say that it can nourish yin and strengthen yang, beautify and lose weight. This buddy just shouldered the burden, looked disappointed and sighed: "If you lose, you lose."

A good sentence, "If you lose, you lose." The five words clearly shout out an effect to the public: I am not calling for sharing cakes, I am calling for a realm that I would rather lose myself and introduce good products to everyone. A good advertising slogan, don't add anything like "tearful sale, last three days" at the end. You shout the words "you lost me" every day. There is no explanation for the loss, leaving consumers with huge imagination. What is the loss? Is the product too good but the price is too low? No, everything is shouting.

"Hey, cake seller, what have you lost? Buy two and try. " The citizens of the capital of song dynasty rushed to buy rice cakes with curiosity. After eating them once, they felt really delicious, so consumers also sent advertisements: Have you eaten the "throw me" cake? It's good. Maybe the public will take it as a mantra. After suffering losses in daily life, they will imitate the tone of cooked food vendors and say, "You lose, you lose me." Advertising language has become a daily language, which is a sign of success.

Analyzing the planning psychology of vendors, we should put the merchants in the position of the injured, arouse the sympathy of consumers and expand sales on this basis.

Su Shi's food advertising words

This guy's mind is more than that. He will also use the social situation and social psychology at that time to raise the price of his business. At that time, a queen was abandoned in Huayao Palace. This guy has seen a lot. He wandered around Huayao Palace with his baggage every day, crying sadly and saying, "If he loses, he will lose me." The advertising words were slightly resentful, and the turnover increased again. However, the peddler soon got into trouble and became a big shot. People in Kaifeng suspected that he was a relative of the disabled, so they arrested him for questioning. There was no other motive, but I wanted to sell two more cakes, so I was released, but I still ate a hundred killers.

This guy quickly hyped the above events into advertisements. He planned the advertising slogan for the second season, limping down the street with his bag on his back every day, shouting, "Let me put it down and have a rest." Let me put down my luggage and have a rest. Why? Obviously, it is to spread a message to consumers: the brothers who sell rice cakes have been beaten badly, and everyone is pitiful. Buy more cakes. As a result, "when people laugh, there are more buyers." This time, it is sympathy. Before and after the two advertising words, the merchants are placed in the position of the injured. Moreover, compared with the former, the second season of the latter has the flavor of inheriting the first season, avoiding monotony and continuity.

It is well known that Su Dongpo can make advertising slogans. For example, when he was in Hainan, he wrote an advertisement for the old mother's cake next door: "In your hand, the jade color is even. Green is bright yellow and dark yellow when fried. " Beautiful women's delicate hands make good cakes, and the green oil is enviable. College students use their hands to arouse their imagination and use colors to arouse their appetite. But I personally think that if the Song Dynasty wants to set up an award for the best advertising words, it must be "losing money to me". The advertising words in Soviet University are a bit verbose, which is difficult for the general public to remember.

Celebrity effect:

Interaction with Su Shi can also be a selling point.

Su Shi is a writer and calligrapher, but I have never heard that his old man is an expert in ink making. However, he is a celebrity after all, and his products will sell well as long as they meet him.

According to the records in Ye Mengde and Summer Tales, it is said that during the reign of Xuanhe in the Song Dynasty, there was a businessman named Pan Heng who sold ink in Jiangxi. Boss Pan's signboard for selling ink is: Su Shi. There is a story in his hand, which tells that when he and college student Su were in Hainan, they traveled in the sea of ink and were deeply appreciated by college student Su, so they taught him to make the secret recipe of ink. All the inks I sell are made according to Sue's secret recipe. "You can learn to make ink paintings in your own words, and you can get the secret recipe." .