Why do advertisers earn so much?

What skills do the marketers who earn the most have?

Please allow me to use such a pretentious short sentence as the title. After all, the number of clicks is very important and it is not easy to get out.

Today, with the depletion of demographic dividend, the openness of people's wisdom and the homogenization of competition, marketing has become unprecedented important, and the market demand of marketers has also become extremely strong. However, at most, only 10% of the marketing talents occupy 90% of the opportunities in the whole market, whether it is the position, salary or the opportunity to reach a good case.

This is not because their ancestral graves are full of smoke, but because they are shaped by some necessary qualities, which will not appear in any marketing books. In the eyes of many people, these things are not important. But these qualities are very important to affect the final position of marketers.

Keen sense of smell

A keen sense of smell does not mean today. Do you have duang, Uniqlo or Ye Chen Liang? These are superficial follow-up, even without a sense of smell. The sense of smell refers to a higher level of grasp and intuition. The owner of a domestic FMCG brand can sensitively grasp the trend of public opinion and policies to decide whether the propaganda in that year was to worship foreign things or to be a national brand. This assurance can save hundreds of millions of advertising fees, which is called sense of smell. And all market-level operations are just for surgery. There are often people who are good at art, but those who are good at Tao are not. More generally speaking, the sense of smell means that you have to know what will be popular in the next wave, what ideas will be accepted, what concepts will be heated up, and then cut into the market at the most suitable point.

Extremely patient

From the perspective of western business history, marketing is a marathon, but in China it has become a 1 10 meter hurdle. Don't say that times have changed. If you don't worry now, people will kill you. When you say that, it shows that you are impatient and that you don't understand. Tactically fast and strategically long-term, this is the foundation of evergreen. Every real brand has a core word or phrase to describe it, just like driving is for BMW and safety is for Volvo. Every year, every quarter, every month and every day, the marketing methods, themes and technologies can be different. But the core idea will run through it. It takes great patience and determination to do all this. After all, other people's homes will change all day, and neither will you. In the short term, you will appear unsuccessful and mediocre.

inside information

A marketer worked overtime all night and changed the copy dozens of times before finally passing. 90% of such marketers only work hard and have no credit. Obviously, he can't resist customers. Of course, he does not rule out unprofessional and wonderful customers, but obviously, customers are not moved by you, often because you have something missing. For example, copywriting is close to 99 articles written by colleagues in the past. For example, your opinion was put forward last year. At this point, the insider finally played a role. It will make you jump out of the case itself, look at the problem, think and really create, instead of choking to death in a high-end atmosphere. Insider is the real skill. In the initial competition, if you are diligent and smart, it is easy to cover up the lack of background, but the higher you go, the more you need it. For example, how to subdue the high-ranking subordinates of the new couple and the uncle of Party A who has been soaking in the proposal all day? (Of course, persuasion and influence also play an important role here. )

How did the background come from? Just read more useless books, read more useless poems, and go to see art exhibitions, movies and places of interest when you have time. I even went to the antique market with my elders. In Changsha Tianxin Pavilion Antique Market, I saw many ancestors' cups. I was so excited that I cried. That day was exquisite, imaginative and well matched. It's all gone now Because no longer pay attention to useless, only pay attention to practical, so no longer create, no details.

Interesting life

Note that Li's sentence contains two important words: interesting and life. Bored people change careers before it's too late, or your food will get worse and worse. People who have no life and only routines change careers as soon as possible. The more teasing, the more thinking leap, and the more rational people can do this kind of work. In his eyes, a glass of wine represents a farewell song, a lifelong love, and other things. Without stories, there is no marketing. If I am a brand of foreign wine, I don't want a dull person who hasn't been to a bar and doesn't drink to do marketing for me, because in his world, wine is just wine. The final copy may be 52-degree Luzhou-flavor liquor, with only 1000 bottles. People's brains and senses need training. Only by being curious about the world can we constantly discover new highlights and enhance our experience of life. On the contrary, in a chicken soup, you are already dead, but your body has not been buried.

Rhythm and finale?

A thousand troops are easy to get, but generals are hard to find. As a general, you need not only physical strength and bravery, but also advance and retreat freely on the vast battlefield, command thousands of troops to attack the city and plunder the land, or retreat strategically in exchange for ultimate success. After the initial training, the real promotion of marketers lies in how to promote from the practical level to the trading level. It's not worth showing off at this time. What you need is a deep insight into the industry, market and opportunities, so as to achieve a breakthrough or be wiped out. Marketing is a war in the market.

There is a kind of failure, that is, tactical success has achieved a total strategic failure. You can see the Japanese war of aggression against China in history. In almost every specific battle, the Japanese army won, but eventually failed. This is a disease committed by many marketers. It takes a lot of money and manpower to be online with friends. In the eyes of netizens, you are not good birds. It's better to save your strength and enlarge your move.

The so-called rhythm, this matter extremely tests the ability to go back and forth freely. For example, in cross talk, you shake your baggage at once, and then enter a long boring period, or you slowly and rhythmically mobilize the atmosphere and leave the climax with the applause of the audience. For example, lovers all know that foreplay is necessary. Come up and have an orgasm. How boring. The same is true of marketing, creating momentum, teasing, releasing and leaving good memories, which are indispensable. This is the rhythm.

As above, it's all bullshit, because I didn't teach you how to do it100,000+,and I didn't teach you how to be an empty-handed wolf. But these qualities are essential for anyone who wants to achieve something in this field. What he decides is not whether you can get 8000 yuan or 10000 yuan salary in this field. He finally decided whether you can only be a soldier, a teacher or a commander.

Author: Shen Shuaibo is willing to make friends with marketers. Welcome to add personal WeChat: rayshen07 123.