"Drinkable liquid gold, Mingfang Huanneng Peptide", "Plant upstart yellow grass seeds with 10 times more nutrition than eggs", "Sea ginseng sea eggplant", Huaneng peptide, yellow grass seeds, sea eggplant these three products if Without the well-known gold, eggs, and ginseng, can you know which alien species this is from? I definitely don't know, let alone purchase, but by using metaphors to transfer the subject, we can make a rough judgment based on the things we know well, and narrow the distance between each other.
Gold is good, eggs are good, and ginseng is good. As for whether your product itself is good or not, although I have a skeptical eye, I still have a good impression, and I want to know if this "substitute" is really cheap. Look, in this wave of operations, gold, eggs, and ginseng acted as translators and introduced new categories. Node reflection support achieved the purpose of spreading with familiar things.
1. What is node support?
Using the familiarity of the other party in the public to show one's worth or advantage, this is the node reflection support, and the main body of transfer borrowing is the node. Nodes are an indispensable element in the dissemination of new concepts. If you use them well, you will make a deal; if you don’t use them, you will not understand, the other party will not be interested, and even the promotion will fail.
"Former Vice President of Human Resources Department of Alibaba Group, Liu", "Former Technical Director of Microsoft China, Li Mou", the "former Alibaba" and "former Microsoft" in these two introductions are for the characters behind It is supported by nodes, and there is no support from international companies in the introduction, so naturally it cannot attract the attention of the participants. Node supports play the role of endorsing characters.
"Plant essential oils are also called liquid gold, especially the value of 10 grams of certain plant essential oils is equal to the value of 1 gram of gold." In this narrative, the value of the unfamiliar plant essential oil is transferred to the reference precious metal gold, and gold is used to prove the high value of the product. Gold is the node support of certain plant essential oils. Node support acts as an endorsement for the product.
2. What products need node support?
One is a brand-new product, which has the characteristics of new concept, new composition, new method, etc. This kind of product must be spread with the help of node support. The other is an alternative product, which has the characteristics of convenience, efficiency, and taste difference. These products are spread with the support of node reflection. Consumers can clearly perceive the advantages of alternatives, and the market acceptance will be greatly enhanced.
Let’s start with an example of a completely new concept product. The main ingredient of brain gold is melatonin, and the main function of melatonin is to improve sleep. If the product says melatonin, do you know what it is? Even if you know what it does, do you know its value? Compared with the market price of the product, can this melatonin support it? After a series of questions, the market clearly told us that it could not.
What can't I do? We need to find a node to support reflection. This node is gold, which is rare and expensive. Adding the word "brain" constitutes a directional association. Melatonin is associated with American aerospace food, which highlights the sense of technology and multiplies the sense of value. After some operations, "melatonin" was replaced by "brain gold". It is not difficult to understand what consumers want, and what can be directly understood is what consumers want. The introducer of the product has completed the task properly, and the first characteristic of the explosion is solid and full.
Let's talk about another example of an alternative product that requires reflective support. The voice of adding coarse grains to the main meal is getting louder and louder, but the production of coarse grain rice at home is still time-consuming and laborious, and it is impossible to do it in eight hours. This type of product is a substitute for traditional coarse telemarketing list grain rice. It is not a simple mixture of corn ballast, sorghum rice, black beans, etc., but is developed with a pre-cooking process, which can ensure that you can eat delicious coarse grain rice in 20-30 telemarketing list minutes, even Individual products can be brewed with boiling water and eaten. It is such a substitute. In actual promotion, due to unfavorable publicity, the concept is unclear, and some consumers think it is a simple mixed coarse grain rice, and the competition reference directly benchmarks the price of grains in the farmers market.
Consumers think that the price of simple coarse grains mixed with a package is double the price, which is naturally very poor. where is the problem? The problem lies in the fact that alternative products need a node reflection support to transfer the main