Many enterprises will be more or less exposed to marketing, promote brands and promote transformation. However, there are also many people who have this question: It is clear that my copy is good in all aspects, and even caused forwarding discussion. Why not deliver it? In fact, have you ever thought that the products you are marketing are what users want? There is no demand. No matter how good your advertisement is, users may just appreciate it as a beautiful article or a short film without considering buying the product. This is a typical demand mismatch. About 30,000 kinds of new consumer goods are introduced every year, and 90% of them end in failure. The key reason is that they only focus on selling products and services without fully understanding what consumers really want. This is the famous theory of theodore levitt, a late professor at Harvard Business School: marketing myopia. People engaged in advertising have more or less heard the saying: users never want a drill with a diameter of 5 mm, but a drill with a diameter of 5 mm. Enterprise decision makers need to understand that the goal of marketing is not to sell things, but to meet customer needs. At present, most existing products and services in the market may be replaced by competitive products, because substitutes can identify and meet the needs of consumers faster than existing or potential competitors. To put it bluntly, why do users buy your products, not only because your products and services are good, your prices are excellent, and your performance is more stable. These are just external factors, which determine that users will choose you among many similar products. However, if your product is useless to users, then no matter how good your external factors are, there will be no desire to buy it. You should know that demand determines the market. Therefore, when developing products or promoting products, brands may wish to calm down and think about it: what needs can your products meet, under what environment and in what form should they be produced? Instead of getting hot on my forehead and seeing what others have done successfully, I immediately followed suit. I once saw an example where an old lady went to buy sour plums for her pregnant daughter-in-law. The first stall owner didn't ask about the demand, so there was no deal. The second stall owner asked about the demand, but it was just a fake demand: she bought sour plums and only traded on this product. Only the third stall owner asked the old lady why she had such a big demand for sour plums, which was different from the general public. Starting from the basic needs of the old lady: having grandchildren, she not only sold plums, but also sold other kiwis, and even made the old lady promise to buy his fruit in the future. This example tells us that if we want to promote transformation in marketing, we must grasp the real needs of consumers, not just from some superficial pseudo-needs, so that even if the advertising content is good, we can't achieve higher transformation effect. Just like the real demand for buying a drill is drilling, not just buying a drill. Therefore, when marketing, enterprises must not think that customers need it, but let customers feel their own needs. If you don't even know the real needs of users, then I can only advise you not to spend too much time and energy on marketing. This will only make you get twice the result with half the effort, and no amount of real money can be poured. (178 original works of Ruanwen. Please indicate the source for reprinting)