In recent years, the number of Chinese tea brands has grown rapidly, but brand awareness communication has always been a difficulty in the marketing of tea enterprises, one of the reasons is that the vast majority of tea enterprises are very small and unable to carry out marketing and marketing. Some tea companies are aware of the importance of marketing to enhance brand power, and are determined to put out a series of advertisements, but the market feedback is not good, and they lose confidence in building brand power. Have you ever thought that the ineffectiveness is not because the promotion strategy is wrong, but the advertising language is wrong!
Saussure, in his General Linguistics, says that there are two types of linguistic credits: the linguistics of speech and the linguistics of language, that is, spoken and written. Spoken and written language is a fundamental topic in the philosophy of language, and in the linguistics of speech, speech is more important than writing, because speech appeared much earlier than writing and is the oldest form of communication. In the stimulus reflex mechanism of the nervous system, people's memory, recognition and conversion of speech are much higher than that of words, and words themselves need to be converted into speech before they can be received. Even when you read this article, you are converting the words into speech in your mind and reading it to yourself.
Communication is an auditory act!
It's all based on hearing, thinking based on speaking!
People have a natural trust in colloquial clichés, and rhyming colloquialisms can bypass people's psychological defenses and slip directly into people's minds, such as Eight Horse Tea Industry "Recognize this horse, good tea and drink eight horses", De Beers Diamond "Diamonds are eternal, one will last forever".
The advertising slogan is not that I say a word to the customer, but that the customer says it to others. When it is said to others, it must first be seen and remembered, and then it is disseminated. Therefore, the advertising slogan of the tea brand needs to learn to think colloquially, and use colloquial clichés to form memory and disseminate.