Reborn Industrial Tycoon

Chapter 397 A wave of marketing soft articles

Editor-in-chief Cao of the Beijing Times received a latest submission, which stated that drinking soy milk can prevent diabetes.

"Drinking soy milk to prevent diabetes? Is it true?" Editor Cao carefully read the content of the submission and found that the content was quite scientifically based.

After all, Editor Cao is not a professional doctor, and his medical knowledge is very limited. A medical expert like Peng Jianghuai who writes casually is enough to deceive a non-professional like Editor Cao.

After entering the 1990s, the living standards of the Chinese people have been improving day by day, and their daily diet has been better. More and more people are suffering from the symptoms of "three highs", such as diabetes, hypertension, hyperlipidemia, fatty liver and other diseases have begun to appear.

in ordinary people.

Ordinary people have insufficient understanding of this chronic disease, especially the elderly. They have all experienced the era of hunger. As soon as their lives get better, they immediately start eating and drinking. Even if they have diabetes, many elderly people

I don’t know how to control my diet. Anyway, there are basically no symptoms in the early stages of chronic diseases, so it doesn’t matter.

However, with the increase in patients with chronic diseases, people have gradually begun to pay attention to chronic diseases. Information related to diabetes, hypertension, hyperlipidemia, etc. always attracts the attention of many people.

Therefore, Editor-in-Chief Cao feels that this submission is well written. It not only captures the hot topics that ordinary people are concerned about, but also has a very novel topic selection, making it suitable for inclusion in the Beijing Times’ health column.

Editor-in-Chief Cao looked at the signatures of the article and found that there were two. One was the author, written by Peng Jianghuai, deputy chief physician of the Endocrinology Department of Xuri Hospital, and the other was the selecting unit, written by the Health Essay Collection Office of the Chinese Nutrition Society.

Editor-in-Chief Cao immediately understood that this article was submitted by Peng Jianghuai to the Nutrition Society, and then the Nutrition Society submitted this article to him, hoping to publish it.

This situation is also common for newspapers and magazines.

The organizers of essay competitions often publish award-winning works through newspapers and magazines, thereby promoting them and expanding their influence.

Many times newspapers and magazines will take the initiative to publish some award-winning works of essays. After all, generally the articles that win awards must have been screened and are of relatively high quality. It is better to publish such high-quality articles than to publish them randomly.

It's a good combination of bad things.

"Peng Jianghuai, deputy chief physician of the Department of Endocrinology of Xuri Hospital, his name is so familiar! I remembered that our editor-in-chief Wang's father was hospitalized for diabetes before. He went to Xuri Hospital and it was Director Peng who he found! Director Peng can also be considered a junior.

He is a famous doctor, and the articles he writes must be very professional!"

Thinking of this, Editor Cao decided to put Peng Jianghuai's article about drinking soy milk to prevent diabetes on the front page of the Beijing Times' health column.

…

Through two prize-winning essay contests, Li Weidong has collected dozens of articles boasting the benefits of soy milk.

So Li Weidong began to implement the next step and submit these award-winning works that boasted the benefits of soy milk to major newspapers and magazines.

The 1990s was the golden age of print media. Most ordinary families in cities would order newspapers or magazines. It was also easier to receive advertisements in newspapers and magazines.

However, ordinary advertisements are not as powerful as marketing soft articles!

People of later generations will scroll through mobile apps and want to skip past advertisements when they encounter them. People in the 1990s will naturally not pay attention to advertisements that are as big as tofu when reading newspapers.

Therefore, in the era of paper media, most of the rich and powerful companies would allocate an entire page for advertising. This is equivalent to a video website forcing an advertisement in the middle of a drama, and readers will turn to that page for a full-page advertisement.

, you have to watch it even if you don’t want to watch it.

Li Weidong plans to use the large-scale advertising method when the soymilk machine is officially sold. Now his main plan is to create marketing soft articles for soymilk.

If you want to sell soy milk machines, you must first sell soy milk.

Although Chinese people drink soy milk, not everyone in every place has the habit of drinking soy milk, and not every family treats soy milk fried dough sticks as breakfast.

Therefore, when the soymilk machine is launched on the market as a new product, there may not be so many potential users.

For example, a certain brand of soymilk machines in history appeared on the market as early as 1995, but it was not until 2000 that the annual sales of soymilk machines exceeded 10,000. In the first few years, the sales volume of soymilk machines was not very good.

The high price was one factor. At that time, the price of a soymilk machine was 1,500 to 2,000 yuan, and ordinary families may not be willing to spend so much money to buy a soymilk machine.

In addition, early soymilk machines were inconvenient to use, had low milk dispensing rate, a lot of bean dregs, and the need to soak the beans in advance, which also made consumers shy away from soymilk machines.

The bottom line is that if there is no market demand, the product is not easy to use.

As long as market demand and product quality can account for one, the soymilk machine will not be so difficult to sell.

The soymilk maker developed by Li Weidong now uses German high-speed motors and blades cast from S39009 stainless steel. Compared with the previous generation of soymilk makers in history, its performance has been greatly improved. In terms of product quality, Li Weidong

It has reached its limit at that time.

Since there is no problem with the quality of the product, the next step is to open up market demand.

So Li Weidong decided to use soft articles to promote the benefits of soy milk in newspapers and publications, and then packaged the soy milk. Then he started selling soy milk machines.

Ordinary people brag about the benefits of soy milk and say that soy milk can cure diseases, but probably not many people are willing to believe it.

But if the same embarrassing boast comes from the mouths of professionals, the credibility will be completely different.

So Li Weidong went directly to the Nutrition Society. He first sponsored a sum of money in the name of scientific research, and then borrowed the resources of the Nutrition Society to hold an essay solicitation. After spending a small amount of money, he got a bunch of boasts from a group of professionals.

Article on the benefits of soy milk.

The next step is to publish these articles boasting the effects of soy milk in newspapers and magazines.

Comprehensive newspapers will also have some professional sections, which naturally require professional materials.

The articles submitted by Li Weidong boasting about the effects of soy milk were all written by professional doctors, which naturally met the requirements of the newspaper.

When the editor of the newspaper saw that the contributors were all doctors from a certain hospital, many of whom were doctors from well-known large hospitals, they naturally did not doubt the professionalism of the article.

On weekdays, newspaper editors would like to go to doctors in big hospitals to make an appointment for a manuscript, but they may not have time. Now that a doctor has volunteered to submit an article, it is natural that he is eager to do so, so he must submit it!

…

Early in the morning, Uncle Zhou went out to walk the birds as usual. He carried the bird cage to the newsstand, bought a copy of the Beijing Times, walked into the small park, sat down in the pavilion, and started to open the newspaper.

After a while, Uncle Zhou saw the article "Drinking Soy Milk to Prevent Diabetes".

Uncle Zhou has a sister who was diagnosed with diabetes last year. A physical examination some time ago revealed that Uncle Zhou’s blood sugar was also on the high side.

In fact, this is normal. As people get older, their body functions will continue to decline, and it is normal to have symptoms of "three highs".

However, Uncle Zhou, like many elderly people, is very nervous about his high blood sugar and is paranoid all day long, fearing that he too may have diabetes.

Now that I saw this article "Drinking Soy Milk to Prevent Diabetes", Uncle Zhou suddenly felt like he had found a treasure. After a closer look, he found that this article was actually written by an endocrinologist. It couldn't be wrong. So Uncle Zhou held the newspaper and read this article.

I read this article three times.

"Old Zhou, what are you looking at?" Another uncle named Zhao also walked over slowly, carrying a bird cage.

"Old Zhao, look at this, drinking soy milk can prevent diabetes!" Uncle Zhou handed the newspaper to Uncle Zhao.

Uncle Zhao waved his hand: "My blood sugar is normal, so there is no need to prevent diabetes. But speaking of soy milk, it is a good thing. It can replenish calcium for bones and help the elderly prevent osteoporosis!"

As Uncle Zhao spoke, he took out another newspaper from his pocket and pointed to one of the articles.

Uncle Zhou turned around and saw that the title was indeed "Drink More Soy Milk and Supplement Calcium, and Osteoporosis Will Not Come Again".

The next second, Uncle Zhou stood up suddenly, carrying the bird cage and was about to leave.

"Old Zhou, where are you going?" Uncle Zhao asked.

"Go to the vegetable market and find the tofu seller, Old Chentou, and ask him to leave a pot of soy milk for me tomorrow!" Uncle Zhou replied.

…

In the laboratory of Jicheng Railway Adult Technical School, a young man in his mid-twenties was playing with a machine. This machine had a mixing blade and a heating rod. It was a soymilk machine!

This young man's name is Wang Jiuyang, and he is a teacher at a railway adult technical secondary school. He has a university degree and has just received the title of engineer. It can be said that he has a bright future.

However, Wang Jiuyang's mind is not on teaching and papers. He has been tinkering with various small appliances such as food processors and rice cookers. On weekdays, he is not thinking about how to teach students, but all he can think about is transformers.

, alternating current and other physical symbols.

And all this is to make a soy milk machine.

Wang Jiuyang has liked drinking soy milk since he was a child. However, making a bowl of soy milk is very hard work. When Wang Jiuyang was a child, if he wanted to drink a cup of soy milk, he had to soak the beans, grind them, filter them, steam them, and work for eight to ten hours.

Drink a cup of soy milk.

This made Wang Jiuyang determined to make a soy milk machine so that he could drink soy milk easily.

Hard work paid off. After more than half a year of research, Wang Jiuyang succeeded and made another soymilk machine.

Although the soymilk machine is very simple, it is just a primitive soaking and grinding soymilk machine. The pulp output rate is not high and there is still a lot of bean dregs. However, it can be regarded as an automated soymilk machine. At least it can save the grinding and cooking steps.

However, Wang Jiuyang is not satisfied with this. He is still improving the soymilk machine. He thinks it is a good business. Wang Jiuyang even plans to quit his job as a teacher in the future and start a company specializing in small household appliances.

After working for a long time, Wang Jiuyang poured the soaked soybeans into the soymilk machine, added water, and pressed the start switch. He wanted to test whether the soybean milk produced would be more delicious with this improvement.

While waiting, Wang Jiuyang leaned on his chair tiredly, then picked up a newspaper and read it as if to kill time.

"Drinking soy milk in summer can reduce heat and prevent heatstroke, produce body fluids and quench thirst; drinking soy milk in winter can dispel cold, warm the stomach, and nourish the body. Daily use can nourish yin and strengthen yang, and is very effective for kidney and spleen deficiency, dizziness, tinnitus, soreness and weakness of waist and knees, bone steaming and hot flashes.

Excellent effect... No wonder my kidneys are so good, it turns out to be because I drink soy milk regularly!"

Wang Jiuyang subconsciously touched his increasingly raised hairline and murmured to himself: "What a pity, soy milk has no hair growth function!"

Wang Jiuyang picked up another newspaper, and soon he found another article boasting about the efficacy of soy milk.

"It turns out that soy milk has such good effects. It seems that there will definitely be a market for soy milk machines!"

At this time, Wang Jiuyang became more determined to start a company to make soymilk machines.

"Time waits for no one! Why don't you go find your friends to raise some money and start the company first!" Wang Jiuyang thought to himself.

…

People in the 1990s had never seen such a thing as marketing soft articles, not to mention these articles boasting the effects of soy milk, not in the advertising area, but in the health section. No one realized that these articles were a prelude to Li Weidong's sales of soy milk machines.

.

After people read the boasts in newspapers, they were convinced of the effects of soy milk.

Two or three soft articles in a newspaper boasting about the effects of soy milk can leave a good impression on readers. And if you read a few more newspapers, the impression will be deeper. When other people mention soy milk, they will instinctively

I think soy milk is a good thing to keep fit.

This is just like when people hear about Cordyceps sinensis, I believe most people can’t explain the efficacy of Cordyceps sinensis, but they all know that Cordyceps sinensis is a good thing that is good for health.

After a series of soft article marketing, ordinary people have established the concept of "soy milk is good for health" and "drinking soy milk can prevent diseases".

Many people went to the vegetable market to buy soy milk from the tofu sellers, and the business of those grinding soy milk at the entrance of the community has also become better.

As parents, after reading the article that soy milk can promote bone development and make children grow taller, they will naturally buy soy milk for their children; as children, after seeing that soy milk can supplement calcium and prevent osteoporosis, they will also buy soy milk for their children.

Parents drink.

And those with weak kidneys will also buy a pot of soy milk as water and eat a lot of it if they want to nourish yin and yang.

It’s hard to say whether it can restore male vigor, but drinking more water is always better for the kidneys.

A wave of people drinking soy milk is about to take shape.

Li Weidong also felt that the time was almost right. Taking advantage of the rising popularity of soy milk, it was time to bring the soy milk machine to the market.

…

On the TV screen, a young mother appeared. She took a small bowl of dried soybeans and poured them directly into a machine.

Then the young mother filled another bowl of water and poured it into the machine. Then she pressed the button of the machine.

When the camera turned, I saw the young mother holding the machine and pouring out a cup of hot and fragrant soy milk.

The camera turned and the young mother walked to the dining table with several cups of soy milk. Grandpa, grandma, father and children were already waiting there. They each picked up a cup of soy milk and laughed happily.

At this time, a voice-over appeared on the TV: "A cup of soy milk only takes fifteen minutes, and the puppy does not need to soak in the soy milk machine. You deserve it!"

In front of the TV, Uncle Zhou suddenly felt that the soy milk he got from the tofu seller in the bowl no longer tasted good!

Thank you for your subscription. There are only 4,000 words today. I have some things to do during the day after passing the customs. July 1st is coming soon. I have to participate in some activities. Please forgive me!