Over 30 industry experts, 100 B2B platform founders, and 800 manufacturer and distributor friends gathered in Fuzhou to discuss the internet transformation of the FMCG industry.

Although a company can rely on relatively advanced technology or concepts to gain unique functional recognition for a period, in the long run, the market always tends toward functional homogenization. Therefore, when a category reaches maturity, the market leader is inevitably the one that communicates better on an emotional level.

Since it's emotional communication, it's necessary to find the emotional breakthrough points of consumers. What emotional needs do the people we face require help with? What problems are difficult for them to solve on their own? Which of their emotional traits are likely to resonate? Which weaknesses can be used as breakthrough points?

Human nature has weaknesses, but people all desire improvement, success, perfection, and inspiration. Below are 15 communication points about human weaknesses. In brand communication and marketing practice, hitting one point may be enough to win the market.

01 class Inferiority Everyone has varying degrees of inferiority because we all want to improve our environment. What hinders career success is not heredity but fear of failure, self-discouragement, and inferiority. On this basis, if marketing can hit the target group's inferiority, it can achieve twice the result with half the effort. Companies dealing with kidney deficiency, obesity, plastic surgery, etc., use these psychological tactics relentlessly, leaving consumers defenseless.

02 class Regret There is no regret medicine in the world; constant regret is a foolish and useless behavior. We want to change history, wishing we hadn't done something wrong, but in fact, we have already done it. Regret only brings worry; we must know that remorse cannot change anything. What we can do well is to grasp the present. Hunger marketing is actually aimed at this psychology, catering to it. Merchants deliberately reduce supply to regulate supply and demand, creating a "false" impression of shortage, while maintaining high prices and profit margins, and also to attract attention and increase popularity, creating the illusion of "buy now or regret later" and "miss this chance and you'll miss out."

03 class Jealousy The harms of jealousy are well known. How to avoid and overcome this negative emotion so that we no longer feel jealous or frustrated? First, compete, progress, and move upward; second, learn to comfort yourself with "sour grapes" and "sweet lemon" psychology; third, help the object of your jealousy. Sublimate jealousy into motivation for progress, find your own strengths, use your intelligence, and have confidence in your success.

04 class Worry Success master Carnegie once said: Worry is like a lock; it can lock people into anxiety. The "key" to unlock worry is: face the facts, analyze the situation, and take action. In fact, worry is the most common erroneous psychology of humanity: worry about product quality, worry about overpaying, worry about others' opinions, etc. In fact, marketing itself is about solving consumers' worries and giving them a sense of security. Through marketing, we tell consumers: Don't worry, our product is designed to solve your problems and make things easier for you.

05 class Anger Anger is an emotional response to dissatisfaction with objective things and is a stumbling block to success. Brands can also use consumers' anger to gain recognition and praise in a short time, such as some brands using public anger like "anti-Japanese" sentiment for marketing.

06 class Procrastination It is a fatal blow to the cultivation of one's character. People with this weakness are never persistent. This weakness can destroy one's self-confidence, judgment, and mental abilities. To achieve success, one must learn to make decisions promptly, making your correct decisions as firm and stable as a mountain. As Nike advocates, "Just do it," don't hesitate, be brave and act.

07 class Vanity Everyone has a little vanity, which is understandable; as human beings, we always want to be praised by others. Many luxury goods, gifts, and health products fully exploit vanity, making consumers flock to them. "This year, no gifts; if you give gifts, give Naobaijin," "Beauties won't frown at you anymore," bank VIPs don't queue, airline VIPs have separate lounges, QQ VIPs in game halls, etc., are typical examples.

08 class Greed The terror of greed lies not only in destroying tangible things but also in disturbing one's inner world. Self-esteem and principles can collapse in the face of greed. Greed is the human weakness most worth exploiting for marketers. In marketing practice, we can easily see that under signs like "clearance," "free," "big sale," "50% off," consumers can't suppress their excitement and become uncontrollably thrilled.

09 class Daydreaming Daydreaming itself is not a weakness, but when it manifests in a person, it inevitably combines with other traits to influence behavior and thought. Those who daydream excessively often show other traits weakly. They are either "giants in thought, dwarfs in action" or lack caution and make mistakes easily. So tell your audience: take action.

10 class Loneliness Loneliness is the psychological phenomenon of being unwilling to interact with others, preferring to be alone, yet often feeling lonely and empty. It is an unhealthy mindset and one of human weaknesses. To change loneliness, the key is to interact with others, actively care about others, participate in group activities, make deep friendships, improve oneself, and change oneself.

11 class Blindness Those who achieve great things have a good trait: they make correct decisions before acting. Without correct decisions, blind action is equivalent to heading toward failure! Great achievers generally do not act hastily; they think twice before acting and do things methodically. "First understand what you want to do, then do it."

12 class Negativity A negative mindset often hinders people from forming ambition, and whether one has ambition determines what goals they set and choose; otherwise, they become mediocre. Therefore, one should learn to step out of a negative mindset! Everyone who wants to achieve great things should overcome the shackles of a negative mindset. Consider the story of the African shoe salesman.

13 class Stubbornness Stubbornness is a psychological defect. People with this condition often cling to their own opinions, refuse to listen to others, and believe they are always right. Stubbornness is conducive to success, but it needs correct concepts of success as guidance. "Men should be hard on themselves," "If I don't make it, I won't come back," are examples of effectively communicating with stubborn young and middle-aged entrepreneurial men.

14 class Isolation In modern society, if you are not good at interpersonal communication, you will lose many cooperation opportunities, and without cooperation, relying solely on one person or a few people's efforts will not lead to true success. Therefore, people need to bravely step out and express themselves. Many educational institutions and social media platforms accurately capture this weakness to market to human nature and win the market.

15 class Fear Fear is the greatest weakness of humanity. Fear of poverty, failure, disapproval, loneliness, loss, etc. Fear is the biggest enemy of growth; in fear, people become timid and dare not take risks. Learn to face fear calmly, communicate with your inner self, and everything will naturally become clear. Scare marketing is invincible because it fully exploits consumers' psychological weakness of fear. Common insurance, medicine, health products, etc., are very good at this kind of communication technique, hitting the target customers who fear death and disease.

Perhaps the classification or terminology may differ, but the weaknesses of human nature are roughly covered above. Emotional marketing and emotional communication—what do they communicate? They communicate human weaknesses. Either use consumers' vanity, hit their fears, or understand and cater to their greed... So, when and where our consumers use products, their consumption scenarios, usage habits, etc., are all important, but Lin Youqing believes that the decisive factor for success lies in grasping the psychological weaknesses of the target group—find, understand, and explore which of the above 15 points works on them. This is crucial because the key to solving a problem is finding the problem, isn't it?

-END-

The best learning platform for FMCG distributors in China Focusing on providing professional, practical, and applicable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Distributor market operations | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing distributors | 008 Distributor development | 009 Distributor internal operations management | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's eighteen skills | 013 KA operation methods and strategies | 014 First lesson for new salespeople | 015 Internet, brand | 016 Distributor B2B transformation | [Long press QR code to follow]