Chapter 345: The Art of Persuasion

In the East Morning Star Advertising meeting room.

Gu Xinxi opened the shared proposal document on the big screen.

Xu Chen thought for a moment and spoke up:

“If we need to present the proposal verbally, let’s have Teacher Xinxi handle it!”

Gu Xinxi nodded in agreement.

After all, this was a formal phone pitch, and handing it to the experienced Gu Xinxi felt more reliable.

Wu Feifei and Jiao Tianbo both nodded, not raising any major objections.

Wu Feifei stared at the slogans on the screen and couldn’t help asking:

“Has Director Lou given any initial feedback? Which one caught their eye?”

Jiao Tianbo: “She didn’t specify which one…”

But Director Lou said she wanted a phone chat and even invited her superiors, which means they’re really interested in our proposal.”

Wu Feifei looked thrilled:

“Want to make a bet?”

Jiao Tianbo: “Bet on what?”

Wu Feifei: “Whose slogan gets picked!”

Jiao Tianbo straightened up, a confident smile crossing his face:

“Sure!”

On the big screen, the four slogans were displayed.

[Bright Moon Mountain’s Spring Scenery, Intoxicating Spring Charm]

[Live Comfortably in Spring]

[A Year’s Plan Starts in Spring]

[A City Called Spring]

……

Xu Chen smiled and asked, “What’s the prize for winning, and the penalty for losing?”

Jiao Tianbo furrowed his brow, seeming to think it over seriously.

Wu Feifei jumped in:

“Let’s use the guys’ style of rewards and punishments—whoever wins gets to say, ‘You’re the best!'”

Xu Chen: “……”

Gu Xinxi: “??”

……

A few minutes later, the call connected.

As the project contact, Jiao Tianbo first introduced the East Morning Star Advertising team.

On the other end, Director Lou Ting introduced the attending leaders.

Besides the two colleagues from the Publicity Department who were in the previous meeting, there was also Secretary Ding Guoqiang from Yichun City’s Publicity Department and Director He Jie from the Tourism Bureau.

Having leaders from both departments join the call showed they valued East Morning Star Advertising’s proposal.

The East Morning Star team exchanged polite greetings with the leaders.

Secretary Ding Guoqiang from the Publicity Department added:

“Vice Mayor Cheng, who’s leading this project, has given a lot of attention and guidance…”

Vice Mayor Cheng has reviewed the slogans from East Morning Star Advertising and is quite interested, which is why we’re having this call.”

Xu Chen picked up the thread, using the standard internal phrasing to respond:

“We’re grateful for the trust from Vice Mayor Cheng, Secretary Ding, Director He, and Director Lou. It’s a great honor for us to be involved in Yichun City’s promotional project…”

Getting to the point, Director Lou took over:

“President Xu, we’ve reviewed your proposal and would like to hear your pitch.”

Xu Chen: “No problem. Our planning director, Gu Xinxi, will present to the leaders.”

Gu Xinxi cleared her throat and took the floor.

Since the proposal was put together by Teacher Xinxi, the presentation came naturally to her.

Xu Chen listened quietly, nodding to himself.

He hadn’t misjudged—Gu Xinxi had solid overall skills and professional expertise.

Her delivery was clear and logical, hitting the key points without any hesitation.

In the future, smaller projects could safely be left to Teacher Xinxi.

The presentation wasn’t complex—just a strategy breakdown plus the four slogans.

Once Gu Xinxi finished, they waited for feedback from Director Lou’s side.

There was a brief pause on the other end, likely some quiet discussion.

Jiao Tianbo cleared his throat and said:

“Director Lou, I can add a bit more on our top-recommended slogan…”

He launched into a lengthy explanation around his slogan, ‘Bright Moon Mountain’s Spring Scenery, Intoxicating Spring Charm.’

Xu Chen just listened quietly without interrupting.

Wu Feifei found it amusing and exchanged a glance with Xu Chen.

After Jiao Tianbo wrapped up, Director Lou Ting on the call responded:

“Thank you for the addition, Tianbo!”

Jiao Tianbo: “Director Lou, do the leaders have any questions or points for discussion?”

Lou Ting paused:

“Sure. We’d like to discuss the last slogan and hear your packaging approach…”

“……”

The room fell into an odd silence as her words sank in.

The last one was naturally Xu Chen’s slogan, ‘A City Called Spring.’

Jiao Tianbo frowned deeply, his face full of confusion.

Wu Feifei looked at Xu Chen with a mix of surprise and delight.

Who would have thought they’d actually be interested in the ‘Called Spring’ slogan?

Xu Chen jumped in:

“In our last call with Director Lou, we talked about Yichun City’s promotion challenges…”

The main issue is visibility.

Outside of Jiangxi Province, hardly anyone has heard of ‘Yichun.’

In investment pitches, businesses and investors often ask where it is.

Investing in an unknown place naturally raises more concerns…”

“So, from East Morning Star Advertising’s perspective, promoting Yichun’s tourism like Mingyue Mountain is secondary…”

The priority is boosting Yichun’s name recognition.”

“The slogan ‘A City Called Spring’ was created with that in mind.

It doesn’t need much explanation—anyone who sees or hears it will remember it and instantly associate it with Yichun.

It has strong viral potential, spreading naturally without heavy media pushes.

It’s like achieving promo goals with a minimal budget…”

Xu Chen kept it brief, just highlighting the core strategy.

He targeted Yichun City’s biggest promotional hurdle.

There was a short silence on the other end before Lou Ting spoke:

“Thank you for the explanation, President Xu. Please hold on while our leaders discuss this.

I’ll mute for a moment!”

Xu Chen: “No problem, Director Lou.”

……

The line went quiet—they were muted for discussion.

Xu Chen signaled to Jiao Tianbo, and the ‘scholar guy’ quickly muted their mic.

Wu Feifei grinned at Xu Chen:

“I can’t believe they’re really into the ‘Called Spring’ one!”

Jiao Tianbo frowned, neck tense as he said:

“Xu Chen makes a good point—it’s eye-catching and memorable.

But it’s still too negative. If I were a leader, I wouldn’t pick it.”

His bluntness was classic for the low-EQ ‘scholar guy.’

Xu Chen: “That’s the beauty of being the service provider.”

Wu Feifei: “What do you mean?”

Xu Chen: “We just offer options; the client makes the call.

Of course, they handle the risks too.”

He turned to Wu Feifei:

“Mainly, ‘Called Spring’ is just too bold.

Without it, your two slogans would be the top choices.”

Wu Feifei paused, then flashed a confident, happy smile.

Jiao Tianbo’s brow furrowed, his expression darkening.

Xu Chen said it on purpose—to boost the ‘leader’s daughter’ morale and give her more involvement,

and to humble the overly confident ‘scholar guy’ Jiao Tianbo.

……

Ten minutes later, they finished their discussion.

Director Lou Ting said:

“President Xu, we’ve discussed it.

We’re leaning towards two slogans:

‘A Year’s Plan Starts in Spring’,

and ‘A City Called Spring’…”

Xu Chen smiled at Wu Feifei.

She froze for a second, then lit up with joy.

Jiao Tianbo frowned again, baffled.

His painstaking ‘Intoxicating’ slogan wasn’t even mentioned…

Lou Ting continued:

“Our leaders think ‘A Year’s Plan Starts in Spring’ could be a backup.

It’s the most suitable among the ones we’ve seen.”

Xu Chen looked at Wu Feifei and gave her a big thumbs-up.

Lou Ting: “But ‘A City Called Spring’ is more unique and unforgettable.

As you said, it has great viral potential.

Still, we’re worried about negative associations and PR risks…”

She left it open, seeking input.

Xu Chen knew exactly what they needed—more reasons to decide.

He thought for a moment and replied:

“In advertising, there’s no perfect option, just the right one.

It’s all about trade-offs.

‘Called Spring’ has clear pros and cons, so it’s a matter of priorities.

It depends on Yichun’s core goals—do you want fame without the fallout?”

From the other end, Secretary Ding Guoqiang said:

“President Xu, we don’t want to give up on this one.

It’s so distinctive and memorable.

Is there a way to avoid the negative links?”

Xu Chen paused, then continued:

“Absolutely. Your request included full activity plans besides the slogans.

‘A City Called Spring’ is just the hook—we can use follow-up events to counter the negatives.”

Ding Guoqiang: “We’re all ears.”

Xu Chen quickly organized his thoughts and glanced at Gu Xinxi, signaling her.

She caught on, opening a new document on her computer to take notes.

Xu Chen: “First, we redefine ‘A City Called Spring’.

Yichun’s ‘Spring’ isn’t what people might think—it’s got its own meaning.

Yichun is called Spring.

What is ‘Spring’? We can package Yichun’s tourism, culture, and investment perks into it…”

“For example, interpret it like this: Yichun has the ‘Five Springs’—Spring Springs, Spring Mountains, Spring Scenery, Spring Moon, and Spring Winds.

Spring Springs are the unique hot springs.

Spring Mountains are spots like Mingyue Mountain.

Spring Scenery is the flower fields.

Spring Moon is nighttime tours and moon-viewing.

Spring Winds represent development and economic policies…”

“This is just an idea; we’d refine it based on Yichun’s real assets.”

The other end erupted in admiration:

“Great idea! ‘Called Spring’ is all about the interpretation…”

“Using ‘Five Springs’ to redefine it!”

“Perfect. Yichun is indeed called Spring!”

……

In the meeting room, Wu Feifei smiled at Xu Chen, her eyes saying, ‘How did you come up with that?’

Jiao Tianbo pondered, trying to wrap his mind around it.

Gu Xinxi typed away, nodding as she recorded.

Xu Chen went on: “Redefining ‘Called Spring’ is step one.

Step two is an event to build on it…”

Since it’s about ‘Spring’, tie it to Chinese New Year and springtime.

From the other end, Director He Jie said:

“President Xu, do you have a plan? We’re eager to hear!”

Secretary Ding Guoqiang added:

“Your interpretation already surprised us. We’d appreciate your insights on the event.”

“This project needs reporting to Vice Mayor Cheng, but we’re both leaning towards East Morning Star’s approach.

‘Called Spring’ as the main one, ‘A Year’s Plan’ as backup…”

It was clear—they were committing to East Morning Star.

Just one more step with the vice mayor.

Jiao Tianbo blinked in surprise, then smiled at Xu Chen.

The ‘scholar guy’ was genuinely excited—they’d landed the project.

Wu Feifei, quick on the uptake, gave Xu Chen a thumbs-up.

Xu Chen didn’t hold back: “For the event, I have a rough outline in four steps…”

Gu Xinxi’s hands hovered over the keyboard, ready to note it down.

“‘Called Spring’ is controversial, so avoid major official media at first.

Step one: Use a clever, light-hearted slogan at a semi-official site during a relaxed time.

I suggest posting it on the Yichun City Tourism website around Chinese New Year.

It’s backed by the Tourism Bureau but feels more public-facing, reducing risks.

If it blows up, it can pass as community-driven.”

“Step two: Let the topic spread organically to build Yichun’s name.

Keep it unofficial—spark discussions on local forums from real users’ angles.

Then guide it to bigger communities like Tianya to amplify reach.”

“Step three: Once it’s buzzing, step in subtly.

Use local media to guide the conversation and introduce the ‘Spring’ interpretation.

Invite cultural figures for spring-themed events at Mingyue Mountain and generate articles.”

“Step four: Officially claim the narrative.

Yichun’s official channels define the ‘Five Springs’ and tie it all together.”

In this process, ‘Called Spring’ stays grassroots, letting officials ride the wave for positive promotion.”

Xu Chen delivered it smoothly, outlining the key steps.

Wu Feifei stared at him in disbelief, giving another thumbs-up.

Even Jiao Tianbo nodded thoughtfully.

From the other end, praise poured in:

“Excellent, President Xu! This is a real game-changer!”

“We’ve consulted other firms, but yours is top-notch!”

“With this plan, we’re confident to report to leadership!”

……

Xu Chen leaned back in his chair, letting out a breath.

One smooth move, and it was done!

They’d need to report to the vice mayor, but it looked good.

A 300,000 to 500,000 yuan budget wasn’t bad for the effort.

Director Lou Ting said:

“President Xu, could you compile the ‘Five Springs’ and event plan?”

Xu Chen: “Of course, we’ll prepare a full document and send it tomorrow.”

He glanced at Gu Xinxi, who nodded.

Lou Ting: “Thanks so much! We’ll schedule the leadership meeting once we have it.

We’ll keep you updated, and if it moves forward, we’ll need your help.”

Xu Chen: “You’re too kind, Director Lou.

Our plan’s just a framework; execution will need fine-tuning.”

They chatted a bit more before hanging up.

Xu Chen stretched: “I’m starving—let’s eat!”

……

The food from West Garden Cafeteria was already spread out on the table.

Sun Aimi heard about the potential win and was beaming.

Xu Chen smiled: “It’s not final yet—they still have to report to leadership.”

Wu Feifei: “It’s just a formality. Secretary Ding and Director He loved your plan!”

Xu Chen: “Mainly, Miss Wu’s ‘A Year’s Plan’ provides a safe backup.

Without it, they’d hesitate on ‘Called Spring’ alone.”

He wasn’t just saying it—the slogan added security.

If ‘Called Spring’ got rejected, they’d have a solid alternative.

Jiao Tianbo stayed quiet, eating in silence.

Then he nodded: “Xu Chen, I’ve thought it over.

What you said makes sense…”