Chapter 18 Chapter Eighteen

Chapter Eighteen During the Warring States Period, it was said that the king of Qi said: "The way to conquer a country is to attack the heart and attack the city. .” ―Tang Zhao Rui, "Long and Short Classics: Attacking the Heart on May 4th" 23 classic analogies between women and customers It is said that Zhuge Liang proposed to Liu Bei the strategic idea of ​​"exchange the market with training", and Liu Bei took it seriously and completely followed it.He happily said to Zhuge Liang: "With you by my side, why should I be afraid of Cao Cao?" Zhuge Liang said, "What am I by your side? You must have Ms. Sun Shangxiang by your side."

Liu Bei asked: "I think you are very good at pleasing customers, can you help me think of a way to please Miss Sun?" Zhuge Liang said: "Of course. Originally, marketing activities are like unrequited love. It is actually the same thing to please customers and please women." Liu Bei laughed and said, "How can you make an analogy between customers and women?" Zhuge Liang said: "I once wrote an article, which listed 21 analogies between women and customers." He took out a manuscript from the desk drawer, and wrote to Liu Bei while talking: 1. Men can't control beautiful women, and women can't control beautiful products.As a result, some men make goods, and some men pay for them.

2. Smart men praise women face to face, and smart businessmen praise customers face to face.And secretly, men curse women, and businesses curse customers. 3. When a man gets a woman, he doesn't care, and a woman feels that the love he gets is worthless.Merchants will feel indifferent to the customers they get, and customers will feel that the products they get are worthless. 4. In fact, women care a lot about men, and customers also care about businesses.Care about your concern, do not care about your sadness. 5. The characteristic of modern marriage is that the man is in charge of housework and the woman is in charge of making the man have housework to do.The characteristic of modern business is that merchants are responsible for doing business, and customers are responsible for keeping merchants in business.

6. This is a man's "Husband Rules": the first rule, the wife is always right; the second rule, when the wife is wrong, please refer to the first rule.This is the "Customer Service Code" of a shopping mall: The first, the customer is always right; the second, when the customer is wrong, please refer to the first. 7. Women are choosing men among men, and customers are choosing famous brands among famous brands. 8. You may need many reasons to love someone, but only one reason to hate someone.There are many reasons to choose a brand, but only one reason to give up a brand.

9. Women who wear makeup are not to please men, but to please men.Customers who go to the mall are not to please the merchants, but to be pleased by the merchants. 10. You can talk to the woman you love about anything except money.You can also be loyal to each other with your customers, in addition to profit. 11. Men appreciate a woman's buttocks, and women appreciate a wallet on a man's hip.In the eyes of businessmen, a man is a wallet on a woman's hip. 12. The faces of married men are changeable, and the after-sales service of shopping malls is changeable. 13. Men offer love vows to women, and businesses offer quality assurance to customers.Probably all fake.

14. Merchants always imagine the appearance of customers paying, and men always imagine the appearance of women undressing.So the customer pays the money, and the woman pays the sex. 15. Some men always aim for the next woman, and all businesses aim for the next customer. 16. A woman who does not believe in vows will have an unfortunate love experience, and a customer who does not believe in product quality must have an unfortunate shopping experience. 17. The humble man is finally married, he is happy, but she is not.The products with reduced prices are finally sold. The merchants are very happy, but the customers are not happy.

18. At home, women will call the most capable husbands like counterfeit products; outside, women will call the most useless husbands like brand-name products.This is the same as the fate of commodities. Famous brand products are criticized by customers as counterfeit products, and counterfeit products are shown off by customers as brand-name products. 19. The fate of men is in the hands of women, and the fate of commodities is in the hands of customers. 20. Don't try to make customers admit they were wrong, just like don't try to make women admit they were wrong. 21. Customers are to businesses what women are to men. They care about your love words as well as your lies.

After reading it, Liu Bei was amazed and said, "Sure enough, every sentence is wonderful. However, I still don't know how to please Miss Sun." Zhuge Liang said: "The secret of doing business and chasing women is actually only four words: attacking the heart first." Liu Bei asked with a smile: "Among the thirty-six strategies, there are 'throwing bricks to attract jade', 'secretly crossing the Chen Cang', and 'beauty tricks'. There is no such thing as 'struggling with the heart'?" Zhuge Liang said: "Although 'Attacking the mind is the best' is not listed in the thirty-six strategies, it can combine the thirty-six strategies. Because everyone has feelings, no matter what strategy is used, the key is to be able to influence others. Emotional activities. For example, customers will accept your products if they like them, and women will accept your products if they like them. However, each person’s personality is different, and emotional activities will also have great differences. It sounds simple, but in fact we need to provide personalized services.”

"Customers will accept your products if they like them, and women will accept your people if they like them. This is your 22nd analogy." Liu Bei continued to ask, "So, what is personalized service?" Zhuge Liang said: "The so-called personalized service based on the heart is to classify customers and provide marketable products and services for different types of customers. Similarly, the art of picking up girls based on the heart also needs to find out her personality. type, so that we can perform targeted tricks of showing love.” Liu Bei praised: "Marketing based on the mind and the art of picking up girls based on the mind, this is your 23rd analogy, it is indeed a classic."

"4C" VS "4P" Zhuge Liang smiled and said: "In my marketing management theory, these analogies can be found all over the place. Are there more than 23?" Liu Bei asked strangely: "I majored in marketing when I was in college. Why didn't I learn from you?" What about these theories?" Zhuge Liang asked: "Are you studying the 4P theory of marketing?" Liu Bei said: "Yes. Marketing 4P, product (product), price (price), channel (place), promotion (promotion)." Zhuge Liang said: "The 4Ps of marketing will soon become obsolete. It will be replaced by the 4Cs of marketing, namely: customer needs and wants, cost, convenience, and communication."

Liu Bei asked, "Why?" Zhuge Liang said: "The so-called marketing 4P is a theory in the era of product-centered marketing. However, due to the increasingly fierce market competition and the increasing favor of customers, a customer-centered marketing era has come, and marketing 4C will become Swordsman's peerless martial arts." Liu Bei continued to ask: "What is the difference between the two eras you mentioned?" Zhuge Liang said: "One is to show off your products, and the other is to please customers. There is a big difference." Liu Bei asked: "But, isn't it just to meet the needs of customers to make a good product?" Zhuge Liang said: "On the surface, a handsome man seems to be a woman's favorite prince charming. But in fact, 'a clever wife often sleeps with a clumsy husband' is the norm in the world. Why is this so? Because winning a 'smart wife' That 'clumsy husband' is more attractive to women!" Liu Bei said: "'A clever wife often sleeps with a clumsy husband' is indeed a very interesting phenomenon. Alas, as the saying goes, 'A woman's heart is like a needle in the sea', it's really hard for us to understand what they think." Zhuge Liang said: "Strictly speaking, a woman does not need a handsome man. What a woman really needs is some kind of benefit that a man can give her, which she wants." Liu Bei agreed and said: "It makes sense. If a woman likes to talk about love, she will accept a romantic talent. If a woman likes power, she will accept a son of an official. If a woman likes wealth, she will accept A business tycoon." Zhuge Liang said: "In the same way, customers don't need us to brag about how good our products are. What customers really need is what we can give him, some kind of benefits he wants to get." Liu Bei said, "This is your 24th analogy." Zhuge Liang said: "So, customers are not buying clothes, but beautiful, chic, fashionable, demeanor, and charm; customers are not buying furniture, but a comfortable and happy family life; customers are not buying medicines, but They are buying health; customers are not buying insurance, but safety; customers are not buying TV sets, but cultural information that can satisfy sensory enjoyment.” Once again, Liu Bei agreed, saying: "It seems that our market appeal needs some revision. The original appeal theme was: 'I want to be the best!' Now I am revising it to: 'Welcome to the colorful Royal World!' What do you think?" Zhuge Liang said: "It's a good change! The original appeal was an expression of our own standpoint. Now this change shows that we are leading a life trend from the standpoint of customers. In a sense, this sentence The new slogan may well be a sign of a new era." Pay attention to the 12 emotional points of customers Liu Bei asked in disbelief: "Will the new advertisement become a new symbol of the times? Isn't this kind of comment too high?" Zhuge Liang said: "How will our products win the favor of customers? There is no doubt that it is because of the brand personality of the product. An admirable brand personality includes three elements: a pleasant product name, a pleasing packaging, and a touching Market appeal—Among them, due to the principle of brand consistency, the market appeal of products should also be the soul of the brand. In this sense, we will create a new era of customer popularity. My comment is appropriate and not bragging. " Liu Beijian: "How can we obtain an admirable brand personality?" Zhuge Liang said: "There is only one way, tailor-made according to the interests and needs of customers." Liu Bei asked: "You are not a fish, how can you know how happy a fish is? Tell me, how can we know the interests and needs of customers?" Zhuge Liang said: "Market research is the only way for us to know ourselves and the enemy. In my previous research, I divided the interests and needs of customers into 12 categories, which I called 'the 12 emotional points of customers'. The creative words of your ad just now , just hit the customer's first emotional point and fifth emotional point." "The 12 emotional points of customers?" Liu Bei asked sensitively, "Which 12 emotional points of customers?" The finished new work "Marketing Based on Heart Attack". Look—" He turned the book to page 58 and handed it to Liu Bei.When Liu Bei read it, it read: Pay attention to the emotional points of customers In Chinese history, no matter loyal or treacherous ministers, success depends on currying favor with the emperor.In interpersonal communication, some smart people are very good at trying to figure out other people's minds by observing words and expressions.It is also necessary to study the customer's emotional prototype.The 12 customer emotional points listed below are actually marketing opportunities. As long as you make good use of them, you will surely receive the miraculous effect of "business is like the beauty of spring". The first emotional point: I hope to use this to control social dynamics In order to let the letters "in the middle of the curtain" and "thousands of miles away".Information interaction can be controlled in a timely and effective manner, and mobile phones have become an indispensable communication tool for modern people. In order to manage their careers, smart office workers will constantly update their knowledge structure. Similarly, customers who buy color TVs also want to receive the latest social and cultural information in a timely manner while satisfying sensory enjoyment. The second emotional point: in order to pass the new evaluation of life The reason why many elderly people suddenly become enthusiastic about socializing, grooming, health care or other hobbies is that they begin to re-evaluate life and think that old age should also be full of vitality.After working hard for half a lifetime, some women suddenly become interested in dressing up or studying knowledge, because they have a new philosophy of life.The research and development of many new products, as well as the replacement of old products, are actually the products of guiding and satisfying customers to re-evaluate their lives. The third emotional point: creating confidence in life It is inevitable that people will have a side of pain or low self-esteem.If a product can help to change the pain or low self-esteem of the target customer, then it will be popular.The lucrative market segments of weight-loss drugs and cosmetic surgery are telling. The fourth emotional point: In order to improve the status of Duhui High-end consumer goods are one of the common ways for people to improve their social status. The fifth emotional point: To improve the quality of life In order to improve the quality of life, people are eager to study food nutrition, adjust leisure style, update home decoration, buy private cars and new houses. As a color TV production and sales company, if your new product can better satisfy the sensory enjoyment of customers, or make breakthroughs in information acquisition methods and capacity, it means that you have improved the quality of life of customers. The sixth emotional point: the pursuit of group belonging It is human nature to want to belong.When a certain fashion appears in the crowd, more people of the same type will join the ranks of consumers.A group of children ask your child infinitely temptingly on TV: "Robust, have you drunk today?" It is this emotional point that is recognized. Seventh emotional point: the pursuit of fun, novelty, stimulation or special functions Everyone is looking for fun.If you can add some interesting designs to your product functions, product appearance, product packaging or sales activities, you can arouse more favors from consumers.For products, fun is magic.For example, the door of a store that can emit a voice of "Welcome" when a customer approaches, pillows that can play hypnotic music, and TV casings that can change color as the temperature changes. Because of the unique taste and functions of the product, sales can be greatly increased. quantity. Eighth Emotional Point: Bringing Convenience to Life Convenience means a good feeling that makes life easier and saves time. Bringing convenience to life includes two meanings. One is to make it as convenient as possible for customers to purchase in the design of sales channels, and the other is that the product itself can greatly bring convenience to customers' lives. Ninth Emotional Point: In order to enjoy the best products Perfectionist customers account for a large proportion of the crowd, and their influence in the crowd is also considerable.Such customers always choose the first brand in their minds like choosing treasures.If we can meet their needs, it means not only our excellence in our work, but also a huge customer base. The tenth emotional point: Pursuing a kind of pleasure of winning and self-achievement is the life goal of most people.Social activities are like a competition, the question is not who loses, but everyone wants to win.If your product can encourage people to seek the high of winning, then it can be popular. For example, the reason why many women are keen on make-up and beauty treatment is because they hope to become the most beautiful women, and the effects of make-up and beauty treatment can often bring them happiness as they wish. The Eleventh Emotional Point: The Chance to Express Love Most people want to live in friendship, they have the emotion of love, they need the exchange of love.As a result, some products have become carriers of love.Such as flowers, such as dolls. The second + second emotional point: increase the chance of life wisdom Acquiring new life wisdom is the need of human growth.If fashion boutiques teach their customers the art of dressing part-time, microwave oven manufacturers teach customers how to cook in microwaves, and car malls help customers experience the joy of using their products, they can gain general favor and increase product sales. After reading it, Liu Bei exclaimed: "This book, sir, can be called a secret book on the art of war. Compared with "Sun" and "Wu", it is of great value!" Zhuge Liang said: "Yes, the customer's emotional point is a wonderful emotional button. As long as you activate the customer's emotional button, he will move closer to the deal." Liu Bei asked, "When will the master's book be finished?" Zhuge Liang said: "Market research is endless, and marketing tactics are endless. I don't know when I can finish the draft." Liu Bei said: "There is a saying that 'half the book governs the world'. Now that the market is in the middle of a war, half of your manuscript is enough to break the ground." Zhuge Liang said: "It takes a variety of forces to break the ground, and I dare not be so conceited. However, one thing is certain: we should use the customer's emotional point as the theme to carry out every marketing work." Quiz Questionnaire for Winning a Girl's Heart Liu Bei suddenly remembered the original topic: "Customers will accept your products if they like them, and you will be accepted by women if they like them-" After talking for a long time, you have to tell me how to chase after Miss Sun? If you can make Sun Miss accepting me is enough to prove that your marketing strategy is really effective." Zhuge Liang said: "Customers will inadvertently show his emotional point. When a girl chooses her life partner, she will also inadvertently show her'view of love consumption'. The so-called 'view of love consumption' refers to her perception of love. The understanding of marriage, the pursuit of married life; the conditions for choosing a life partner. Girls with different personalities have different views on love consumption. Just like marketing, as long as you understand Ms. Sun’s personality and want to win her Fangxin, isn't it easy?" Liu Bei asked: "How can I discover Miss Sun's character traits?" Zhuge Liang smiled and said, "To find out the customer's emotional points, you need a questionnaire, and to find Miss Sun's personality traits, you can't do without a test questionnaire. I'll design the questionnaire tonight, and you can test Miss Sun tomorrow!" In the morning of the next day, Liu Bei turned on the computer to check the information sent by Zhuge Liang.The first part of the data is the test method of 8 personality types of girls. Liu used this method to quickly understand Miss Sun's personality type.Readers can also use this method if necessary.Zhuge Liang wrote in the materials: Because the umbrella has the function of sheltering from wind and rain, it is a symbol of men and fathers psychologically.In addition, different colors of umbrellas also have different symbolic characters.So, you can ask her: "If it rained suddenly while you were shopping, what color umbrella would you buy?" She can choose: ① red; ② orange; ③ yellow; ④ green; ⑤ blue; ⑥ purple; ⑦ White; ⑧ black. Based on the answers she chooses, you can know her personality.Among them: ①flame girl; ②sunshine girl; ③coquettish girl; ④natural girl; ⑤wisdom girl; ⑥noble girl; The second part of the material is courtship tricks for girls with different personalities. No matter what type of personality Miss Sun belongs to, Liu Bei can win her heart through this personalized courtship method: Flame girl: She is like a blooming red rose, looking forward to a vigorous love in her heart.She is passionate, energetic, and her life is always lively and exciting.She makes you amazed, but also has an urge to wander the world with her.Her emotions are very impulsive, and she spends money lavishly, requiring considerable money to satisfy her vanity.She can make your life full of passion, but only if you have enough energy and financial resources.The best way to conquer her is: take her to go hunting in the forest with you, you follow the beast's footprints in the field, and even fight with the beast face to face, and finally capture it.As you drink the wine of victory with her, you can reveal yourself to her like this: "Let my love surround you like the sun You, and give you glorious freedom! " Sunny girl: She likes orange.Orange is the color of sunshine, not as dazzling as red, full of warm and easy-going taste.A girl with this kind of quality is beautiful and intelligent, with a gentle temperament, virtuous and considerate, and will always take good care of her family. The life with her is full of sunshine and warmth.Unlike the passionate and unrestrained red girl, the orange girl's feelings are reserved and restrained, and she only casts them on those she cares about.She was thrifty enough to be wordy, but she had a natural flair for the domesticity.On her very handsome face, there is always a smile that never fades.If you want to conquer her heart, you must first learn how to beautify your family in the most economical way.When you come back, don’t forget to buy her a bouquet of roses, and leave a message to her: "For your beauty, I would like to turn into a drop of dew to moisten your heart!" Coquettish girl: She likes yellow.Yellow is a very sensual color, always reminiscent of the first braid of buds poking out in spring.Most of the girls with this trait have a petite and lovely figure, a bright smile and a mischievous nature.She will gently scratch your nose with her hair while you are sleeping.When you are angry, her innocent and cute smile will make all your anger go away, and she will just click her nose and call her a little naughty.She is emotionally fragile, very dependent, and strongly needs the care and pity of others.The best way to win her is, when she encounters any misfortune or setback, comfort her with your compassionate heart and let her cry in your arms. Natural girl: Green is the color of nature, which makes people feel refreshed, comfortable and at ease.Similarly, young girls who like green always have a rational, calm, and light-hearted attitude towards life.If there is something difficult to say or something that confuses yourself, she can always give you immediate opinions and suggestions.Therefore, she is often the think tank in a small circle, and everyone likes to seek comfort from her when they have any worries.Sometimes, her eyes that are too calm and rational will make people feel a kind of embarrassment of being pierced. People who don't know her are easily scared away by her arrogance.But she has always been a caring person, she loves knowledge and some strange things, but she will not easily indulge in them. If you want to gain her friendship and respect, you must first have her equal wisdom and calmness.In order to conquer her, you might as well take her to go skiing, ice skating, breathe fresh air in nature, and stretch your tired body and mind.You can wrestle with her at the right time while you take good care of her.Until you and she slide hand in hand into the wedding hall. Smart girl: A smart girl who likes blue umbrellas. She has the characteristics of being considerate, soft on the outside and strong on the inside. She hopes to find a boyfriend who looks like a senior brother who is wiser than her and can tell her many strange experiences.When crossing the road, she would gently put her hand in her boyfriend's, making him feel that his image as a protector suddenly grew.Under her weak appearance, there is a confident and persistent heart. When the storm comes, she will never hide behind your back, but bravely fight side by side with you.However, the least she can tolerate is betrayal from relatives and friends.If you want to win her love, you have to show impeccable fidelity. Noble girl: A noble girl who likes purple, has cat-like deep eyes and fox-like illusions.Her erratic, dreamlike figure often accompanies celebrities and businessmen at noisy dance parties.This flamboyant woman pursues the life of an elegant lady, and she hopes to find a gentleman with a solid financial foundation to spend her romantic life with her.If you love her, and you happen to be rich and personable, you can choose the best local hotel and hold a candlelight party for her in the most luxurious way on her birthday night.When you and her dance elegantly and win warm applause from all the friends present, you should kneel down in front of her to make love, and use classic and beautiful lines to praise her as your goddess. Snow-type girl: White always reminds people of purity and beauty. A girl with a white temperament has clear eyes, romantic ideals and an angelic heart.She is as innocent as ice and snow, as fragile as ice and snow, and occasionally she will have a little temper and lose her temper.Maybe in the future, she will be dyed another color by life, but now she is white.With this conscientious and meticulous girl, you must not only be patient, but also be careful with your words and deeds at all times, so that you may win her favor towards you.Kissing her for the first time may arouse her disgust.However, if you can say sorry for your "can't help it," you'll get the chance to keep kissing her.The love affair between you should be passed down as a good story like a poem. Night-type girl: Black is an extreme color. Some women dressed in black like to go in and out of bars, slightly raised orchid fingers, puffing out smoke rings, but their eyes are as bright as morning stars in the sky.In the eyes of many people, the woman in black is as mysterious as the night, as wild as the night.However, due to the meaning of the umbrella, the girl who chooses the black umbrella has an inextricable Electra complex, and hopes to have a dependable and tolerant man who can entrust her for life.She is a little melancholy, a little sensitive, and she longs for meticulous care.However, if you and her can agree with each other, you can feel the tenderness as mellow as the aroma of wine. "It's wonderful!" Liu Bei stared at the computer screen and exclaimed secretly.He immediately sent the test questions to Miss Sun's e-mail.Miss Sun's answer is red.Haha, it turns out that she is a fiery flame-type girl.Liu Bei felt ecstatic in his heart, and immediately made an appointment with Miss Sun to go hunting in Shennongjia.Ms. Sun agreed generously, and she looked like a woman. Let the man's posture. Unexpectedly, they did not have a "gun license", and the Shennongjia Forest Farm Public Security Bureau confiscated their shotguns.What's more, Shennongjia is a hunting reserve, and hunting is not allowed at all.After some tossing, it was already evening.Liu Bei drove the car, and Sun Shangxiang walked back dejectedly.When we came to the Jingjiang embankment, the car broke down again.The night covered the four fields, and Liu Bei sat by the river, helpless.Sun Shangxiang stood not far away, arms folded, out of breath. It was really a night with twists and turns, and Sun Shangxiang, who was hungry and cold, finally snuggled into Liu Bei's arms.In the whispers of the long night, the young and beautiful Miss Sun left a fiery kiss on Liu Bei's cheek.The most hilarious thing is that Uncle Liu Huang, who has already experienced vicissitudes, is like a young boy in first love. He is so passionate that he composes a poem: Even if there are thousands of words, it is difficult to describe the eternity of this moment. You kissed me, beside the Yangtze River rolling eastward. The Yangtze River is a river on earth. Earth is a star in space. Alas, people only know that Cao Cao is a great poet, but they don't know that Liu Bei can also write poems.What's more, Cao Cao can only write ancient poems, and he only has "like the dew in the morning, the past is bitter"; Liu Bei can write such classic modern poems, and he can look into space.It can be seen that Cao Cao's talent has already lagged behind Liu Bei for more than 1,000 years. Marketing is another form of hunting At noon the next day, Liu Bei brought the shy Ms. Sun back to the company.Zhang Fei faced him and complained for a long time: "Brother, where did you go? You made us worry all night until now!" Liu Bei graciously opened the car door for Miss Sun, turned to Zhang Fei and said, "I'm fine, am I? What are you worrying about?" What did Zhang Fei want to say, Guan Yu glanced at Miss Sun, and pulled him away knowingly. After Ms. Sun was settled, Liu Bei, who was secretly proud, went to Zhuge Liang excitedly.He walked quickly into the marketing office and closed the door behind him.It was lunch break, and Zhuge Liang was the only one inside.Zhuge Liang raised his head and smiled, "How's the harvest?" Liu Bei said: "I didn't even hit a rabbit, but I hit a woman back." Zhuge Liang said with a smile: "This is also a kind of hunting, called 'hunting beauty', right?" Liu Bei said: "Mr.'s test questionnaire is really effective! You can know a woman's heart just by trying it. Such a 'hunting beauty' is naturally sure." Zhuge Liang said: "Congratulations, Mr. Liu! Since you can make a girl fall in love with you, it means that you can also make customers fall in love with your products. The marketing we are thinking about is actually another form of hunting. Yan!" Liu Bei repeatedly nodded and said, "That's right, that's right, I really admire Mr.'s wonderful theory. But if customers fall in love with our products, Mr. still needs to design another set of test questionnaires. The Art of War says: "Know yourself and the enemy, and victory is not imperiled; knowing the sky and the earth, victory is complete." As long as we have a clear understanding of the needs of customers and the market environment, we will surely gain a lot by 'hunting' them with Mr. Author's Comments: The so-called customers turned out to be people with flesh and blood, personalities and emotions.Marketing was originally a kind of interpersonal interaction.In this kind of interaction, good performance always wins applause.On the contrary, it will be left out. The analogy between customers and women is an interesting way to understand customers.You will find that as long as you understand human nature, marketing is actually very easy.