Five classic stories in the history of the United States, which benefit from understanding for life

Story 1: Morgan sells eggs

Morgan is a rich man in the United States. He was a poor man when he took his wife to the United States when he was young. In order to make a living, he and his wife opened a grocery store to sell eggs. When Morgan sells eggs, customers often complain that his eggs are small. After a period of observation and summary, he asked his wife to sell eggs. As a result, the customers not only didn't think the eggs were small, but also greatly changed their impression and attitude towards Morgan.

The reason is that Morgan's hands are big and thick, making the eggs seem small by comparison. The same egg, placed in the thin hand of a woman and the thick hand of a man, is not the same egg in the eyes of the buyer. The same egg is not the same egg because the size of men's and women's hands is different, resulting in the difference in the buyer's vision.

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This story tells us that we should pay attention to the application of comparative thinking in marketing activities.

Story 2: donating wasteland

There is a piece of barren land on the hillside 30 miles away from a certain city in the United States. The owner had an idea and went to the local government department and said: I have a piece of land and I am willing to donate it to the government for free. But I am an educationist, so I can only build a university on this piece of land. As soon as the government got the treasure, it agreed.

So he donated 2 / 3 of the land to the government. Soon, a large-scale university stood on this barren land. Smart landowners built student apartments, restaurants, shopping malls, bars, cinemas and so on on the remaining 1 / 3 of the land, forming a commercial street in front of the University. Before long, the loss of land came back from the profits of the commercial street.

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This story tells us that where there are people, there is demand. Without demand, we create demand.

Story 3: unsalable books and the president

A publisher in the United States had a batch of unsalable books that could not be sold for a long time, so he sent one to the president, and repeatedly asked the president for his opinions. The president, who was busy with government affairs, had no time to pester him, so he casually replied: "this book is good!" The publisher advertised like a treasure: "now there are books that Mr. President likes to sell." As a result, these unsalable books were soon snapped up.

Not long after, the publisher had another book that could not be sold, and he sent another to the president. The president was once deceived and wanted to taunt him. He said, "this book is terrible." After hearing this, the publisher was overjoyed. He advertised: "now there are books that the president hates to sell." As a result, many people rushed to buy out of curiosity, and the books sold out.

When the publisher sent the book to the president for the third time, the president accepted the lessons of the previous two times and made no comment. But the publisher advertised: "now there are books that the president can't conclude!" I actually made a big profit again.

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This story tells us to rely on the halo effect of celebrities to attract public attention.

Story 4: honeymoon on a truck

In order to expand its popularity, the guest sans freight company in Texas, the United States, once took great pains in advertising, but the effect was not good. Later, the company negotiated with the local famous newspaper and put an advertisement on the top column of a report on the local couple's travel and marriage: "they spent their honeymoon on the truck and fell in love for 45000 kilometers." On the second day after the advertisement was published, a topic was immediately spread among the readers: "who came up with the bad idea? The newly married couple spent their honeymoon on the truck!" "Who else, that guest is the Sangsi freight company!" Since then, the company has become well-known and achieved remarkable benefits.

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This story tells us that we can use the seemingly "negative" effect to improve the promotion effect.

Story 5: a hotel where tourists plant Memorial trees

There is a third-class hotel in New York State in the United States. The business has not been very prosperous. The boss has nothing to do but wait to close the door. Later, a friend of the boss pointed to an empty flat behind the hotel and gave him an idea. The next day, the hotel posted an advertisement: "Dear customer, there is an open space behind the mountain for tourists to plant commemorative trees. If you are interested, you may as well plant 10 trees, and the hotel will take photos for you. On the trees, you can leave a wooden plate engraved with your name and planting date. When you visit the hotel again, the small trees must be luxuriant. The hotel only charges us $200 for seedlings." After the advertisement was put out, it immediately attracted many people, and the hotels were overwhelmed.

Not long after, the trees on the back mountain are lush, and the tourists stroll in the forest, which is very pleasant. The people who planted the trees never forget the small trees they planted, and often come to visit them. A group of tourists planted a group of small trees, and a group of small trees brought back a group of repeat customers. Naturally, the hotel was full of customers.

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This story tells us that marketing activities should have the spirit of innovation and improve brand promotion and profitability by creating a sense of user participation.