---
title: "Marketing Common Sense (Compilation)"
description: "Why marketing? Don't talk to me about objectivity; demand surges, competition spans time and space; information overload, everyone is self-centered—on reflection, the only constant in marketing common sense is change. Don't talk to me about macro; don't mention BAT or Wall Street, then earn cabbage money—grand narratives don't change the world a bit; destiny belongs to grassroots heroes. Forgive me, a butcher licking blood from a knife, subjective and micro: Why marketing? Sellers create value for buyers to satisfy needs and gain returns. 1. Gain returns: profit-seeking and fame and fortune. Profit-seeking: current..."
author: "New Distribution"
publisher: "New Distribution"
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published: "2015-05-28"
language: "en"
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---

# Marketing Common Sense (Compilation)

> Why marketing? Don't talk to me about objectivity; demand surges, competition spans time and space; information overload, everyone is self-centered—on reflection, the only constant in marketing common sense is change. Don't talk to me about macro; don't mention BAT or Wall Street, then earn cabbage money—grand narratives don't change the world a bit; destiny belongs to grassroots heroes. Forgive me, a butcher licking blood from a knife, subjective and micro: Why marketing? Sellers create value for buyers to satisfy needs and gain returns. 1. Gain returns: profit-seeking and fame and fortune. Profit-seeking: current...

**Why marketing?**
Don't talk to me about objectivity; demand surges, competition spans time and space; information overload, everyone is self-centered—on reflection, the only constant in marketing common sense is change.
Don't talk to me about macro; don't mention BAT or Wall Street, then earn cabbage money—grand narratives don't change the world a bit; destiny belongs to grassroots heroes.
Forgive me, a butcher licking blood from a knife, subjective and micro: Why marketing? Sellers create value for buyers to satisfy needs and gain returns.
**1. Gain returns: profit-seeking, fame and fortune.**
Profit-seeking: current profit reflects in sales volume, future profit reflects in brand.
Fame and fortune: fame reflects in brand, fortune reflects in sales volume.
**2. Create value: make buyers perceive value for money, and get addicted to repurchase.**
What tempts people to grab is not "real" cheapness, but that everyone loves to "take advantage" of bargains.
What tempts repurchase is not begging, but a "addictive system" that sets a net.
**3. Satisfy needs: understand buyers, match sellers.**
Understand buyers: who are buyers, how do they buy, why do they buy?
Match sellers: who are sellers, how to sell to them, why can we sell to them?
Without gaining returns, what's the point of creating value and satisfying needs? What's the point of marketing common sense?
Kick up the butcher knife, glare at gods and Buddhas.
**What does marketing do?**
Self-criticism: I've made revisionist mistakes again.
More than once, I've tampered with the marketing identity = STP + 4P + CRM.
**Marketing strategy: STP(X)**
In the chaotic mobile internet era, following the routine of Segmentation, Targeting, Positioning is too cumbersome and slow.
Simplify marketing strategy common sense into an insight—matching model: insight into who buyers are, how they buy, why they buy; match who sellers are, how to sell, why sell.
**Who buyers are, that's who sellers are.**
**Buyers are segmented into three types:**
1. Audience (aware or share, but may not approve or purchase)
2. Customers (aware, approve, and purchase, but may not share)
3. Fans (aware, approve, purchase, share)
How to cover more audience, capture more customers, and raise more fans? How to turn audience—>customers—>fans? How to let existing buyers attract buyers? Go with the flow.
**How buyers buy, that's how sellers sell.**
**The matching process is two steps:**
1. Behavior analysis (what people, what scenarios, what psychology, what use?)
2. Path design (find the people, recreate the scenario, fit the psychology, really useful!)
Don't be obsessed with selling combs to monks; that's a legend of mechanical application.
**Why buyers buy, that's why sellers sell.**
Purchase reasons are four points:
**1. Pain/itch points**
Because buyers hate it deeply—and you show them a solution that leaves others in the dust.
Because buyers itch with desire—when you show them a car, not a faster horse.
**2. Money points**
Because buyers can't help but pay.
Three economies:
Use attention economy to make buyers aware (can't help but watch);
Use emotional economy to make buyers approve (can't help but be moved);
Use behavioral economy to make buyers purchase and share (can't help but participate).
**3. Resonance points**
Because buyers appreciate your FABE.
Use big ideas to present FABE (Features, Advantages, Benefits, Evidence), directly hitting buyers' concerns.
**4. Scream points**
Because buyers once said WOW for you.
Conversely, if it doesn't itch, doesn't make them pay, doesn't resonate, doesn't make them scream, no matter how grand, don't show off.
Marketing strategy common sense is nothing but insight into buyers—matching sellers, no need for a sledgehammer to crack a nut.
**Marketing tactics: 4P + CRM(X)**
In the chaotic mobile internet era, following the routine of Product, Promotion, Place, Price, CRM is too cumbersome and slow.
**Simplify marketing tactics common sense into a funnel—ripple model:**
Funnel: with killer products, make buyers perceive value for money, initial purchase; with addictive systems, make buyers unable to stop, repurchase.
Ripple: with tentacle evolution, eliminate distance and psychological distance, let buyers buy whenever they want. With three media and three economies, let buyers be passively affected and actively spread.
**Funnel**
**1. What is a killer product?**
Use three economies (attention, emotion, behavior) to arm the solution to the teeth.
For example, Smartisan phones: use Luo Yonghao to attract attention, use seriousness to evoke emotion, and use craftsmanship to promote.
For example, Xiaomi phones: constant events to attract attention, build communities to evoke emotion, and use hunger marketing to promote.
**2. What is perceived value for money?**
Product value: as above.
Gift value: give multiple items, give multiple times, sell blades and give razors...
Price value: pseudo-low prices, hidden discounts, odd pricing, full reduction...
Psychological value: freshness, scarcity, customization, social...
Even free, with third parties paying for buyers...
In short, make buyers "feel" cheap.
**3. What is an addictive system?**
Use the GAME principle (Goals, Rules, Awards, Engagement) and human nature tricks to play with the "fourteen primal desires", making buyers unable to resist purchasing, repurchasing, and recommending.
See 'Gamification in Marketing' and 'Profiting through CRM'.
**Ripple**
**1. What is tentacle evolution?**
In the mobile internet era, the boundaries between channels and media are disappearing due to mobile devices, social media, big data, sensors, and positioning systems.
A. The boundary between channels and media disappears. Physical stores and online stores no longer need to be entered—with smart devices, selection and payment happen in a snap.
B. The boundary between media and channels disappears. Awareness, approval, and purchase are no longer separate—
Is the Genius Bar a channel or media? Both. Don't you see:
Is a WeChat official account a channel or media? Both.
Don't you see Luoji Thinking, from memberships, to book boxes, to mooncakes, 'mobile internet marketing gameplay' is like this.
Tentacle evolution is nothing but using new technology to grab more buyers in more times and spaces.
When one day, Google Glass or human chips or something else make everything extend tentacles, can you shake hands seamlessly?
**2. What are three economies and three media?**
A. Three media: owned media, earned media, paid media; use owned media to make noise; entice earned media to participate, dispute, and leak to spread noise; buy paid media to spread noise further.
B. Three economies: attention, emotion, behavior; no repetition, see 'Money points' above.
C. Three economies and three media are mutually generative: owned media can collect three economies; earned media can collect three economies; paid media can collect three economies; attention economy can spread through three media; emotional economy can spread through three media; behavioral economy can spread through three media.
For details, see 'Chaotic Marketing Stream of Consciousness', where three economies and three media spread and collect like smoke.
Marketing tactics common sense: spread like ripples, collect like a funnel, ripples and funnel are mutually generative.
Again, I admit to tampering with the marketing identity, committing revisionist errors.
But I don't guarantee this is the last time.
**How to do marketing?**
It's just think through, do it, and earn it.
**Think through**
**Think through yourself:**
1. I must be the "true" me
Be true to yourself, value your nature above gods.
Let the market test, be responsible for results.
Client/boss/precedent are all harmful.
2. Business must be "real" business
Put down your hair-like insignificant sense of existence.
Everything is for creating value. If it proves valueless, or cannot prove value, cut it all—time, space, people, affairs, all.
**Think through heaven and earth:**
1. Five wheels of marketing
First wheel, macro, micro: grasp demand to win competition; improve efficiency to optimize management.
Second wheel, present, future: ignite sales; build brand.
Third wheel, emotional, rational: make customers love you, make customers buy you.
Fourth wheel, creativity, landing: dream, and make the dream come true.
Fifth wheel, organization, individual, cognition, behavior: unity of knowledge and action, symbiosis and co-prosperity.
2. The knife of marketing
Handle, Dao: understand marketing philosophy, know its three flavors.
Blade, Fa: prove marketing science, go deep into one field.
Edge, Shu: practice marketing experience, kill with an inch of iron.
**Think through all beings:**
1. Human nature is constant
From fourteen primal desires, to twenty-five human misjudgment psychology, to eleven compliance principles.
2. Human nature is ever-changing
From six paths of sticky creativity, to seven triggers of fascination, to six principles of contagion.
**Do it**
**A box**
The most terrifying marketing common sense is in a box: in this business arena like a slaughterhouse, judge opponents like cattle and sheep.
It's just:
1. See the move, break the move
Break down marketing details from cases.
2. See the move, break the move
Assemble marketing killing moves according to the situation.
A box is terrifying, but more terrifying is you carrying the box.
**One strike, one kill**
1. Speed
Copy 30 points, revise 20 points, overturn 10 points, define 40 points, immediately 100 points.
Copy: what to use directly?
Revise: what to improve slightly?
Overturn: what to completely overthrow?
Define: what to redefine?
2. Force
Why not quietly hold a big move, occasionally show brilliance, as I write this article.
A sharp knife cuts the throat, a spear pierces the heart, an axe chops off the head.
3. Angle
In the chaotic world, the deck is reshuffled daily; how can you play by the rules?
Guess whether the bird in my hand is alive or dead? Impossible to guess right; if you guess right, I'll leave the game immediately.
**Earn it**
**Endurance**
For love, war, and marketing, anything is possible.
But quantify input-output for everything: market looks at Baidu Index, sales looks at profit.
When market spends one yuan like ten, and sales spends one yuan to earn ten, the business thrives endlessly.
**Killer move**
Nothing can be taken away, only the killer move goes with you.
Float like a butterfly, sting like a bee, is boxer Ali's killer move.
Insight—matching model, funnel—ripple model, is my killer move.
After thinking through yourself/heaven and earth/all beings, filling a box, and fully understanding one strike one kill, what is your killer move?
Remember, to rob the emperor's treasury, to play with the empress, marketing should be so lawless.
Ending like this is a bit simple and crude.
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