Women are afraid of being ugly, children are afraid of being stupid, and the elderly are afraid of death. Uneasiness and fear are the best salesmen. This is why the "selling anxiety" behavior of gaining profits by spreading anxiety comes from.
The introductory method of selling anxiety is "target group + inaction + consequences". For example: if women after the age of 20 do not take care of their skin, they will accelerate aging; if middle-aged men do not pay attention to kidney protection, there will be problems in their marriage and life.
I admit that selling anxiety is very shameful, but it is really useful in marketing!
makes a lot of money, but those who can be targeted by anxiety-mongering people still have themselves to blame. If you feel that selling anxiety is weighing on your conscience, try this to comfort yourself.
I have a good example of selling anxiety to share with you. It is an advertisement for Plum Guide, an overseas travel brand.
Plum Guide's advertisement is simple and rude, with one sentence in black letters on a yellow background, which translated into Chinese is "If you are 38 years old, then you only have 42 holidays left."
38 is a relatively embarrassing age. My physical condition begins to decline, I have an older brother and a younger child, trivial matters in my marriage, my children's academic problems, and it is difficult to advance in my career. I feel like I am about to be overwhelmed by all this, with no time to relax and no place to vent...
Plum Guide has captured the psychology of the masses and used an imprecise time to throw a bunch of anxiety on the faces of the masses. Let them understand that it's time for them to go out and have some fun, and let them breathe a little while being overwhelmed by life.
On Plum Guide’s official website, the advertisement is even more indulgent, writing “After all, this may be your last trip.” There are many variables in life, and it is very important to have fun in the moment, otherwise it will be too late to regret later.
Smart friends should understand, especially those in the tourism industry, who should be patting themselves on the back now. Some of our provinces and cities have just experienced a wave of epidemics. People have a deep yearning for travel and gatherings. They don’t know when they will be banned again. The psychology of retaliatory consumption is very strong, so
After I finish speaking, who will do it? Don’t do it?
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