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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 open with BAT, close with 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 gain returns and satisfy needs.

1. Gain Returns: Profit-Driven and Fame & Fortune. Profit-driven: Current profit reflects in sales; future profit reflects in brand. Fame & fortune: Fame reflects in brand; fortune reflects in sales.

2. Create Value: Make Buyers Perceive Value and Get Hooked on Repurchase. What tempts a frenzy is not "real" cheapness, but that everyone loves to "take advantage" of a bargain. What tempts repurchase is not begging, but an "addictive system" that casts a net.

3. Satisfy Needs: Understand Buyers, Match Sellers. Understand buyers: Who are they, how do they buy, why do they buy? Match sellers: Who are they, how to sell to them, why can we sell to them? Without gaining returns, don't talk about creating value or satisfying needs, let alone marketing common sense. Raise the butcher knife, glare at gods and Buddhas.

What Does Marketing Do? Self-criticism: I've committed revisionist errors 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 Segmentation, Targeting, Positioning routines is too complex and slow. Simplify marketing strategy common sense to an insight-matching model: Understand who buyers are, how they buy, why they buy; match who sellers are, how to sell, why sell. Who buyers are, sellers are.

Buyer Segmentation: 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 cultivate more fans? How to move audience -> customers -> fans? How to let existing buyers attract buyers? Go with the market.

How buyers buy, sellers sell.

Matching Process: Two Steps: 1. Behavior Analysis (What groups, what scenarios, what psychology, what uses?) 2. Path Design (Find groups, recreate scenarios, align with psychology, truly useful!) Don't be obsessed with selling combs to monks; that's a forced legend.

Why sellers buy, sellers sell.

Purchase Reasons: Four Points: 1. Pain/Itch Points Because buyers detest something—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), hitting buyers' concerns.

4. Scream Points Because buyers once went "WOW" for you. Conversely, if it doesn't itch, doesn't make them pay, doesn't resonate, doesn't make them scream, don't show off even if it's grand. Marketing strategy common sense is nothing more than understanding buyers—matching sellers, using a sledgehammer to crack a nut.

Marketing Tactics: 4P + CRM(X) In the chaotic mobile internet era, following Product, Promotion, Place, Price, CRM routines is too complex and slow.

Simplify marketing tactics common sense to a funnel-ripple model: Funnel: With killer products, make buyers perceive value and make initial purchases; with addictive systems, make buyers unable to resist and repurchase. Ripple: With tentacle evolution, eliminate time-space and psychological distance, letting 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 solutions to the teeth. Example: Smartisan phone, using Luo Yonghao for attention, seriousness for emotion, craftsmanship for promotion. Example: Xiaomi phone, events for attention, community for emotion, hunger marketing for promotion.

2. What is perceived value? Product value: as above. Gift value: give more pieces, 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" it's cheap.

3. What is an addictive system? Use the GAME framework (Goals, Rules, Awards, Engagement) and human nature tricks to play on "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, boundaries between channels and media blur due to mobile devices, social media, big data, sensors, and location systems. A. Channel-media boundaries blur. Physical stores and online shops need not be visited—with smart devices, selection and payment happen in a snap. B. Media-channel boundaries blur. 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 play' is like this. Tentacle evolution is about using new technology to grab more buyers in more times and spaces. When one day Google Glass or human chips or other things extend tentacles to everything, 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 amplify; buy paid media to amplify further. B. Three economies: attention, emotion, behavior; not repeated, see 'Money Points' above. C. Three economies and three media are mutually reinforcing: 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. See 'Chaos Marketing Stream of Consciousness' for details; three economies and three media spread and collect like smoke. Marketing tactics common sense: spread like ripples, collect like a funnel, funnel and ripple mutually reinforcing.

Again, I've revised the marketing identity, committing revisionist errors. But I don't guarantee this is the last time.

How to Do Marketing? It's about thinking through, doing, and earning.

Think Through Think Through Yourself:

  1. I must be the "true" me Stay true to yourself, valuing nature above gods. Let the market test, take responsibility for results. Clients/bosses/precedents are all harmful.
  2. Business must be "real" business Put down your feather-like sense of existence. Everything is for creating value. If it proves valueless or cannot prove value, cut it all—time, space, people, affairs.

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 prosperity.

2. The Knife of Marketing Handle, Dao: understand marketing philosophy, know its three flavors. Blade, Fa: prove marketing science, delve deep into one field. Edge, Shu: practice marketing experience, kill with a single inch of iron.

Think Through All Beings:

  1. Human nature is constant From fourteen primal desires, to twenty-five human misjudgment biases, 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 A Box The most terrifying marketing common sense is in a box: in this marketplace like a slaughterhouse, judge opponents like cattle and sheep. It's just:

  1. See moves, break moves Deconstruct cases to extract marketing details.
  2. See moves, break moves Assemble marketing killing moves according to the situation. A box is terrifying; more terrifying is you carrying it.

One Strike, One Kill

  1. Speed Copy 30 points, modify 20 points, subvert 10 points, define 40 points, immediately 100 points. Copy: What to use as is? Modify: What small improvements? Subvert: What to completely overturn? Define: What to redefine?
  2. Force Why not quietly build a big move, occasionally show brilliance, just like writing this article. A fast knife cuts the throat, a spear pierces the heart, an axe chops off a fine head.
  3. Angle In chaos, 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 Endurance For love, war, and marketing, anything is possible. But quantify input-output for everything: market looks at Baidu Index, sales look at profit. When market spends one yuan like ten, 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—that's Muhammad Ali's killer move. Insight-matching model, funnel-ripple model—that's 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, if you're going to rob, rob the imperial treasury; if you're going to play, play with the empress. Marketing should be this lawless. Ending like this is a bit simple and crude. --------------------------------------------