Just because you know the customer, doesn't mean you can impress him. You know your dad well, but you got a 43, and he's still gonNA kick your ass if you don't give him a good reason. As I collected classic ads, I kept thinking about how they worked, and slowly came up with six consumer insights, along with examples. First, with the consumer "wrong" thinking to think. Now Society is very diverse, consumers have all kinds of ideas, marketers should put aside prejudice, full respect. Even if the customer likes Stinky tofu-flavored toothpaste, you have to understand him. The customer feels that you and him on the same side can make a relationship work. A great example is the man I'm afraid to read. At that time, it was the 25th anniversary of Tianxia Culture Publishing House. We invited Ogilvy and mather from Taiwan to promote and mobilize the target audience to read books. At that time, Taiwan's economy was developing very fast. Every day, there were many stories of creating wealth to stimulate the eye. A COMMON MARKETING PITCH MIGHT BE "too tired to pursue fame and fortune and find yourself in a book" or "it's not just the wallet that's rich, it's the mind, " something like that. But Taiwan's Ogilvy does not. Isn't the audience after fame and fortune? I understand. You can't do business without social interaction. There are always some knowledgeable people who can talk. When it comes to business, they can talk about the latest international business ideas, they can talk about teacups, they can talk about the history of tea, they are always charming and dominant, of course, it is easier to win respect and orders, if you are empty-headed, with the prince to read, is not difficult? So, dude, read a book. Don't be a loser. Everybody savors, is this appeal good, persuade good?