On September 9, the idea that "only the occupying mind will occupy the market" was introduced by American advertising expert Leo Burnett. This concept emphasizes the importance of capturing the consumer's mind first, as it is the key to triggering their desire to purchase a product.
Advertising plays a crucial role in this process. It’s not just about showing a product; it’s about grabbing attention and creating an emotional connection. A well-crafted advertisement taps into the psychological tendencies of consumers, using creativity to resonate with them on a deeper level. When done right, such ads leave a strong impression, making people more likely to consider and eventually buy the product.
Before the liberation, there was a small shoe shop called Heming in Nanjing. Despite being an established brand, it remained largely unnoticed. However, the shop owner soon realized that many successful brands used advertising to gain visibility. Inspired by this, he decided to try advertising too—but he wasn’t sure how to make it effective.
One day, the accountant suggested a clever strategy: "Competition is like a fight. You need a smart approach. If you spend money on three days of ads in the city’s largest newspaper, you’ll see results." The plan was simple yet powerful. On the first day, the ad featured only a large question mark, with a small line below: “For more information, please check the Japan Newspaper column.†The next day, the same ad ran again. On the third day, the answer was revealed: “Three lines must have my teacher, three lines must have my shoes — Crane Ming Shoes.â€
The boss was immediately inspired and followed through. As soon as the ad appeared, it caught the attention of many readers. Heming Shoes suddenly became a household name, and its business boomed. The shop owner understood that effective advertising needed to not only create a lasting impression but also tap into the audience’s curiosity and desire for knowledge.
This approach, devised by the accountant, showcased originality. By leveraging the public’s natural interest in suspense and surprise, the ad created a sense of anticipation that led to a big reveal. Though simple in design, it broke away from traditional advertising norms and achieved remarkable success.
Beyond advertising, offering unique and differentiated products is another essential way to capture consumer minds. While advertising promotes what already exists, creating something new or different can truly stand out. To succeed in today’s competitive market, both strategies are necessary—because ultimately, it’s the mind that decides.
In conclusion, whether through clever advertising or innovative products, the goal remains the same: to be the first thought in the consumer’s mind.
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