We all know that after doing business for several years and encountering countless clients with various types and requirements, we start asking ourselves how to find our own place in such a fiercely competitive market. How can we truly grasp customers? Besides good service and reputation, I believe that speaking and communication occupy a considerable position. Sometimes it's not that our product is bad, nor that the price is truly unacceptable to customers, but rather that our marketing methods are wrong, or in other words, we don't 'hustle' enough........ We have summarized that the most important things for marketing personnel are: first, not only learn to 'hustle' but also be good at it; second, master the 'hustle' secrets and have the capital for long-term 'hustling,' learning various boasting methods. After all, in the Year of the Ox, having more bullishness is a good thing! So, to do marketing planning well, you must first know how to 'hustle.' Marketing planning is a process of a series of business activities to achieve the enterprise's business strategy or goals. This process requires effectively utilizing and integrating various resources through various ways and means, fully leveraging the thoughts and wisdom of staff. These tasks can be done internally by the enterprise itself, or outsourced to professional practitioners or consulting firms to assist in execution. 'Hustle' (huyou) is a term from Northeastern dialect, meaning to deceive, coax, or fool people. The term became famous and popular mainly because it played a thematic role in Zhao Benshan's famous sketch 'Selling Crutches,' and since then, 'hustle' has become popular nationwide. Hustling is also a means or method used to achieve a certain purpose. Thus, marketing planning and 'hustling' have similarities but also major differences. The difference is that marketing planning is great wisdom, while hustling is only petty cleverness; the similarity is that both are methods and means. So regarding the relationship between marketing planning and hustling, it can be said that planning is 'hustling,' but this 'hustling' is by no means that 'hustling.' The 'hustle' in marketing planning is also an ability, a level, a wisdom, an art. If you can 'hustle' successfully and achieve the goal, then in terms of marketing planning itself, it is successful, and the 'hustle' is worthy of affirmation. 'Hustle' Secret No. 1: Have a Just Cause 'Righteous troops always win.' Since ancient times, whether for war or conquest, a reason must first be found. A war proclamation is the cohesive force for people's hearts. Similarly, product promotion must have a convincing reason that the public can accept. In 2002, AUX launched the air conditioning price war with its proclamation—'Air Conditioner Cost White Paper'—and thereby won a great victory. 'Hustle' Secret No. 2: Catchy Slogan Be sure to choose a catchy, easy-to-understand, easy-to-remember, and easy-to-spread slogan or advertising phrase for product promotion and marketing. This will bring an unignorable promotional effect for product sales. For example, Wahaha for children—'Mom, I want to drink'; Brain Platinum—'This holiday, no gifts; if you give gifts, give Brain Platinum'; Gree Air Conditioner—'Good air conditioners, made by Gree'; Maxwell House Coffee—'Every drop is fragrant, lingering aftertaste'; Nestlé Coffee—'Tastes great'; Dabao skincare—'For good skin, use Dabao morning and night.' These popular slogans are still widely circulated even today. And it is precisely with people's recognition and memory of these catchy slogans that they play a significant role in product sales and brand promotion. 'Hustle' Secret No. 3: Only Say Good, Not Bad In planning, only saying good and not bad is an unspoken rule. Of course, no one is stupid enough to spend money to tell everyone that their product is bad. In the early days of Chinese advertising, business owners wished they could say their products were full of treasures, like medicines and health products that cure all diseases and work as soon as you take them. In the era of positioning theory, product strategy also emphasized only saying good, and even more touching good. In such cases, consumers have long been 'hustled' to the point of not knowing east from west; how can their hearts not be captured? 'Hustle' Secret No. 4: Guide Demand, Arouse Resonance Consumer demand is eternal and varied, and not all demands can be met by all enterprises. So, how to find a common point between consumer demand and corporate goals, gain consumer recognition, and arouse resonance depends on the planner's 'hustle' level. Deeply mining consumers' potential needs and guiding and utilizing them becomes the consumption vision that enterprises promote to consumers. If this demand is well mined and closely integrated with the services provided by the enterprise, and then stimulated, then this 'hustle' is very successful. 'Hustle' Secret No. 5: Participation with Prizes That is, within a limited time, for a fixed brand, set up a promotional method with prizes to encourage consumers to actively purchase products. Anyone is interested in free things. Setting an appropriate winning ratio still has a great effect on stimulating consumers, and the enterprise will not lose much in the whole process. 'Hustle' Secret No. 6: Infinite Expansion Seize one point, expand infinitely, cite various examples, and make people convinced even if they are confused, then form the core selling point of the product, making similar products only able to look up and feel left behind, and making target consumers' hearts move upon hearing it. If this point is achieved, then the 'hustle' is successful. Whether it's celebrities, customers, or a few children, cartoon images, data, or relevant departments, in short, you must provide strong persuasion and great attraction for the point you need to expand infinitely, stimulate consumers' interest and desire, and promote communication behavior. 'Hustle' Secret No. 7: Celebrity Endorsement Celebrity endorsement is always the most effective way in advertising. Although some may object, saying that celebrity endorsement is no longer effective and the huge endorsement fees are unbearable for enterprises, it is undeniable that celebrity endorsement is still the best way for now. Turn on the TV, open a magazine, and the ubiquitous presence of celebrities is enough to explain everything! 'Hustle' Secret No. 8: Don't Betray the Bottom Line No matter how much you 'hustle' in planning, it is only a means, not an end, but you must not betray the bottom line of 'hustling.' This is the most important rule in the 'hustle' code. This bottom line is: do not betray your conscience, do not tell lies. Whether it's called 'hustling' or marketing planning, marketing planning is about creating value for business owners, making products sell well at a premium, and making consumers buy with added value. This is all reasonable. But never make wedding dresses for swindlers, never endorse scams, never promote fake products, and never promote cheating and deception. This is the fundamental essence of marketing planning 'hustle.' Without this, marketing planning 'hustle' is not great wisdom but only petty cleverness! 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