I looked at my father Jackie Chan in 1988

The interview is coming to an end.

Standing in front of Ji Sheng's dilapidated house, Reporter Wang was interviewing the big man in charge of people's livelihood in the Bay Area.

At the end, just before the camera was turned off, Reporter Wang said to Ji Sheng again: "You are so enthusiastic about helping neighbors and friends, have you never thought about repairing your own house?"

Ji Sheng was about to say that he was going to repair it right away.

The 50-year-old bald guy standing next to him immediately grabbed the conversation: "Oh, Xiao Ji is the target of our rescue in the Bay Area. Although his living conditions are a little better now, we still care about him and plan to help him in the next few days." He renovated the house."

Reporter Wang was very moved and said: "You really do practical things for the masses in the Bay Area."

The bald man smiled and said: "Serving the masses is the core purpose of our work."

A very official set of rhetoric.

Ji Sheng didn't take it seriously either.

Not long after, the interview was over. After Ji Sheng saw that the camera was turned off, he slipped an envelope containing money into it while shaking hands with Reporter Wang.

Reporter Wang was taken aback for a moment, then nodded to him with a smile and accepted it.

This is the default rule in the industry.

Then several other bigwigs came up one after another.

"Reporter Wang, can we have lunch together?"

"No, I'm going back to the capital, and I'm going to broadcast this news about people's livelihood at night."

The bosses had no choice but to send reporter Wang and the cameraman away with regret.

On the contrary, Team Zhang didn't follow. He saw that everyone was gone, grabbed Ji Sheng, and said, "You didn't see it, you're so brave, and you're so awesome to advertise yourself while you're interviewing. right?"

Ji Sheng knew that he was talking ironically, so he said with a sneer: "Isn't it wrong, I'm so poor that I can't afford to eat."

"It's no wonder I believe your nonsense!" Team Zhang said speechlessly: "Do you really think this kind of advertising is useful? The common people are not fools, and you didn't mention what you did in the interview."

Ji Sheng blinked and said, "You'll know what's going on when the news airs."

real or fake?

Team Zhang still doesn't believe it's useful.

Isn't this a joke? Whoever advertises seriously does not mention his own brand and products, and then promote how many and practical things are. Ji Sheng doesn't even have a brand, let alone a product. He just talked about it in the interview Team Zhang really didn't think that doing so would attract the attention of consumers.

After chatting for a few words, Team Zhang left.

Several people acting as actors also gathered around.

Chu Zhonglin wondered, "Brother Xiaosheng, you made me and Aiguo spend 3000 yuan to buy a TV overnight, just to show the TV in the news?"

Ji Aiguo didn't understand either, "That's right, it's not worth the money."

Zhou Xiaomin sighed and said: "Brother Xiaosheng, you really want to buy a color TV, why don't you wait a few days for our Walkmans to be sold out, and next time you go to Shenzhen to buy it, you can save more than 2000 yuan. Is it worth it to be featured in the news?"

Is it worth more than 2000 yuan to be featured in the main station news?

Ji Cheng smiled and said nothing, thinking that you really underestimated the influence of the main station.

……

night.

Team Zhang's family just finished dinner and are sitting on the sofa watching TV.

"Watch TV when you finish your homework?"

"It's already done."

The family chattered.

Not long after, the news started on TV.

At the beginning, it was a major political event, what happened to which country, and the success of the war in the south.

The family talked with great interest.

Finally, the news came to the people's livelihood section, and the first one was Ji Sheng being interviewed.

Zhang's mother was surprised: "Isn't this Xiao Ji?"

Team Zhang hummed, and explained a little why Ji Sheng accepted the interview.

Only then did the family know why, and they all suddenly realized and continued to read.

The reporter interviewed Ji Sheng for a very long segment, but it was impossible to broadcast all of it, only a small part was edited out, and I don’t know if it was because Ji Sheng took the initiative to stuff red envelopes, or if the few stories he told were quite attractive. , the key points are kept on air.

Zhang's mother and Zhang Dui's wife immediately became interested when they heard this. First they reprimanded Chu Zhonglin's fictional mother-in-law as nothing, and then praised Sister Qin for her filial piety.

Team Zhang was listening with a strange expression on his face, but he saw that his mother and wife were very interested in the news, so he simply didn't say it was made up by Ji Cheng.

Finally, read the news.

Zhang's mother and Zhang Dui's wife continued the conversation for a few more words.

Suddenly, Mother Zhang said "Hey", "Xiao Ming, we have had a black and white TV for several years, should we change it? Get a color TV."

Team Zhang didn't think much about it at the time, and said casually, "Color TVs are so expensive, and one set costs two to three thousand. How can the family have so much money?"

Team Zhang's wife snorted, "Didn't Xiao Ji know the wholesaler who can get cheap color TVs? Why don't you ask him?"

"That's right, let him get one for our family." Zhang's mother also said: "Also, your son has been arguing for a long time to buy a Walkman. I couldn't persuade him before, so I went to the store with me to look around. Be darling, a Walkman costs more than 1000, and the cheapest one costs more than 200. Doesn’t Xiao Ji have a cheap Walkman over there? You can buy one for your son too.”

His son made a noise: "I want to buy a Walkman! I want it! Dad, you can buy it from Uncle Ji."

Team Zhang wanted to say something else, "I..."

He just said a word, and he suddenly came to his senses. Obviously, the news did not promote the products Ji Sheng sold from beginning to end, so why are his mother and wife talking about cheap color TVs and Walkmans?

Is this a new marketing technique?

But what kind of marketing technique is so powerful that people can't help discussing it without mentioning the product or the quality of the product from the beginning to the end?

Only then did Team Zhang recall what Ji Sheng said before, "You will know when the news is broadcast at night". Is there really a trick in it?

Thinking of this, Team Zhang couldn't sit still out of curiosity, got up and said, "I'll talk to Xiao Ji."

"Hurry up and ask him to get a cheap color TV for our family." Zhang's mother did not forget to remind.

Team Zhang's son followed suit, "Dad, don't forget to ask the Walkman."

Hearing what his family said again, Team Zhang became even more curious.

……

the other side.

rented houses.

Ji Sheng and his party of six just watched the news on the Toshiba 3000-inch color TV they bought for [-] yuan last night.

"I don't see anything."

"That's right, Brother Xiao Sheng, is it worth spending so much money on the news?"

Ji Aiguo, Chu Zhonglin and the others wondered.

Ji Sheng was about to open his mouth to explain.

There was a "dong dong dong" knock on the door.

Everyone stopped asking questions, and Ji Qing ran over to open the door.

After a while, everyone saw Team Zhang walking in.

"Team Zhang."

"Hello, Team Zhang."

Chu Zhonglin, Zhou Xiaomin and Wang Yuncang saw Captain Zhang instinctively faltered, and stood up nervously.

"Hmm." Captain Zhang nodded to the three of them expressionlessly, then looked at Ji Sheng, "Xiao Ji, what's going on?"

Ji Sheng was confused by his question, "What's going on?"

Team Zhang said unhappily: "What do you think? I don't even know what kind of magic you used to advertise in the news. My mother, my wife and my child all asked me to come to you after watching the news." Buy a color TV and a Walkman."

"what?"

"After reading the news, you asked Brother Xiaosheng to buy things?"

"Captain Zhang, is it true or not?"

Ji Aiguo, Chu Zhonglin and the others were dumbfounded after hearing Team Zhang's words. They couldn't help looking at Ji Sheng, thinking that the effect was so good?As soon as the news is over, Team Zhang's family wants Team Zhang to come to you for shopping?

Only then did Ji Sheng know what to ask. If someone else asked, he would definitely not say what was wrong with the soft text, but Team Zhang can be regarded as his benefactor, so it is impossible for him to pretend to be stupid and say nothing.

Didn't say everything, just mentioned a few words.

After listening to Ji Sheng's explanation of the concept of adverts, everyone realized how magical adverts turned out to be.

Generally speaking, the advertisements published on TV and newspapers are all rigid advertisements, that is, to promote how many and practical my products are, and you should come and buy them quickly. The nature of boasting is very strong.

But soft text advertisements are different. Compared with hard advertisements, soft texts are called soft texts. The subtlety lies in the word "soft", which allows consumers to subtly accept the content of advertisements without the promotion of compulsory advertisements.

Ads of this nature won't work for everyone, but if you happen to have this need, you can't help thinking about what the ad says.

For example, Team Zhang has used a black and white TV at home for several years. Now that living conditions are getting better and better, he had the idea of ​​buying a color TV, but he never took action because the price of a color TV is too expensive.

Now, after reading Ji Sheng's well-designed soft article during the interview, Zhang's mother and Zhang team's wife subconsciously think that Ji Sheng's color TV will be cheap, and they are moved to buy it.

After all, Chu Zhonglin, a poor man who has no quilts and his mother-in-law oppresses and looks down on him, can afford it, but Team Zhang's family can't afford it?

This is the idea of ​​Team Zhang's family members, or the subconscious idea evoked by the soft article.

"So that's how it is." Team Zhang couldn't laugh or cry: "You kid really doesn't know how your head grows, so you can come up with such a bad idea? Come on, I won't talk nonsense with you, you can really get cheap color TVs and Walkman?"

Team Zhang has kindness to himself.

Of course Ji Sheng remembered the fact that he helped himself and Ju Li strongly request to settle down, so he asked Ji Aiguo to bring a Walkman to the other party without hesitation, even though Team Zhang repeatedly refused, he still forced it.

After giving the Walkman, Ji Sheng didn't dare to give Team Zhang a color TV lightly. In fact, he didn't think it was a big deal for a few hundred dollars, but if others knew about it, wouldn't it tarnish Team Zhang's reputation?

He said honestly: "I can't tell you exactly how much it is right now. Otherwise, I'll tell you how much it is after I get the color TV back, okay?"

Team Zhang didn't think much about it, "Okay."

After finishing speaking, he chatted with Ji Sheng a little bit about homework and left.

As soon as he left, Ji Aiguo, Chu Zhonglin and others were blown away.

"Fuck, Brother Xiaosheng, you can use this soft advertisement." Chu Zhonglin said in admiration, "The first business deal has just been concluded right after the news here?"

Zhou Xiaomin also felt very dreamy, and said: "This advertisement is really evil. I didn't feel it at all when I saw it. Why did Team Zhang's family members watch it and couldn't wait for Team Zhang to come to you? It's incredible!"

"It's really weird."

"Is the soft article so powerful?"

Ji Aiguo, Ji Qing and Wang Yuncang were also surprised.

Ji Sheng laughed loudly and said, "Okay, stop thinking about it, get a good night's sleep tonight, tomorrow, maybe a lot of business will come to your door."

He still didn't say a word. Of course, the soft articles are great. Didn't you see that Melatonin established its position as the leader in the health care product industry with a few soft articles?

"The life expectancy of a person is expected to reach 150 years old", "Can you sleep" and so on, each of which is a classic soft article, and they are also divided into sleep articles, women articles, aging articles, comprehensive articles, information and other soft articles .

Compared with the adverts that Ji Sheng played during the news interview, they are just like pediatrics.

But it's better than the current era. People in this era have not yet been baptized by the bombardment of soft-text advertisements. Ji Sheng has reason to believe that his soft-text advertisements will be a big success.

Of course, whether it works or not depends on the subsequent market reaction.

Ji Sheng was looking forward to it.