Chapter 123: Sealing the Deal with Psychological Hooks

Xu Chen continued:

“Strategy One: Category Education.

Define the promotional goal as educating users.

Use the simplest approach to tell users what Fuyan Jie is, what it does, how to use it, and why they need it…”

“Strategy Two: Brainwashing Marketing.

Craft catchy, down-to-earth slogans everyone can read and remember, then communicate directly with users.

Eliminate any lofty, flowery language.”

“Strategy Three: Saturation Bombardment.

As I said before, this is the perfect moment for category education—grab the user’s mindshare and equate the wash category with the Fuyan Jie brand.

That means layered ad placements everywhere, especially in lower-tier markets and even local township TV stations.

Coordinate ad placement with channel strategy and sales strategy…”

…

Xu Chen spoke calmly, breaking down and explaining the three core strategies.

He drew parallels, expanded on each point, and spoke at length.

Vice President Lu Wenhua and the other judges listened attentively, nodding occasionally.

When Xu Chen finished, Lu Wenhua, cigarette dangling from his lips, smiled at the marketing and sales directors beside him:

“Director Zhao, Director Li, what do you think?”

Marketing Director Zhao Nan spoke:

“Xu’s three strategies aren’t just ad tactics—they cover channel, distribution, and placement too.

That’s rare. No other company here has proposed anything like this today.”

Sales Director Li Cui nodded:

“Our sales and marketing efforts often fall out of sync and fail to generate real momentum.

But Xu’s plan unites every front. It truly forms a cohesive push!”

Lu Wenhua said nothing more, only smiled and nodded.

Seeing the mood was ripe, Xu Chen leaned into his knack for persuasion and built the tension:

“This pitch calls for slogans, a spokesperson, and a commercial.

But airing a single spot won’t solve product promotion on its own.

We need ad strategies that serve as a ‘lever’ to empower sales, marketing, and channel tactics, forming a ‘combo punch.’

Each promotional line must ‘connect’ and ‘support’ the others to complete a full marketing ‘loop.’

We ignite awareness with ads, bombard hearts from above, supply shelves at the endpoint, and ultimately achieve both category education and category dominance!”

…

A haze of corporate jargon from the distant future left the judges bewildered.

They didn’t fully understand it, but they felt it was impressive!

They couldn’t grasp all of it, yet Xu Chen seemed more unfathomable than ever.

This wasn’t just ad tactics—it was a company-wide strategy…

Fang Jun turned to Xu Chen. His monolid eyes flickered with admiration.

Liu Huachun tilted his head, recalling the ID number he’d just read—Xu was only eighteen!

The silent advertising professor picked up his pen and hurried to jot down the concepts he’d just heard…

Xu Chen’s expression remained calm, his confidence unwavering.

That spiel held no real substance—it was pure atmosphere, meant to make the judges even more invested.

He paused, then moved on to the pitch’s core: the actual “sell.”

“With the core strategies covered, it’s time for creative strategy and execution.

Part One: Spokesperson recommendation…”

Typically a pitch starts with the slogan—after all, that’s the core of promotion.

But Xu Chen chose to begin with the spokesperson.

His reason: the spokesperson is easier to identify with and accept.

Debating a slogan can trap everyone in semantic quibbles.

Once they start nitpicking, the persuasive momentum could collapse.

Every step in a pitch is like brainwashing—you can’t let the emotional energy falter.

If the spokesperson is easier to “sell” than the slogan, then sell the spokesperson first!

“Your brief asked for a female spokesperson.

Other agencies have no doubt submitted many female candidates, and some are strong choices.

So allow East Morning Star Advertising to take a risk and forgo a single female spokesperson this time.

Because we believe…

A lone female spokesperson isn’t the best fit!”

This line was pre-crafted by Xu Chen.

He used the spokesperson issue to position himself against other agencies.

He framed East Morning Star Advertising in direct contrast to the other four.

It seemed casual, but it was a deliberate psychological cue:

Now it’s not five agencies to choose from, but East Morning Star versus the rest.

Choosing a spokesperson means choosing the entire plan.

This subtle cue, though seemingly trivial, would accumulate to seal the deal…

Sales Director Li Cui asked:

“Not a female spokesperson—then a male one? That… doesn’t make sense.”

The other judges stayed silent but were visibly intrigued.

Indeed…

A women’s wash product screams for a female spokesperson.

That seemed the only option.

Xu Chen continued unhurriedly:

“Spokesperson choice stems from the ad strategy.

Our strategy is category education—tell users what Fuyan Jie is and why they need it…

Our spokesperson must evoke specific associations with a feminine wash.”

“But here’s the problem: no female star or celebrity can form a direct, fitting association with this product.

Think back to the female celebrities other agencies suggested—can any of them bring that invisible link?”

His words hung in the air as the judges frowned, thought, then forced polite smiles.

Marketing Director Zhao Nan said:

“That’s tough… our category is so niche.

Unlike sanitary pads, where a young actress just works.”

Vice President Lu Wenhua said:

“Mr. Xu, what’s your suggestion? I’m getting impatient.”

Xu Chen smiled and replied:

“We consulted Professor Yu Mei for professional insights…

One key user insight: many women visiting the clinics have issues tied to marital life.

Some suffer inflammations from neglect, others have issues that affect intimacy…”

Xu Chen maintained his calm as he shared last night’s professional tips from Professor Yu Mei.

The topic was slightly awkward, but the experts in the room listened objectively.

Dr. Liu Kang quietly nodded as Xu spoke:

“Xu’s right. In my clinic, many cases fit that pattern.

Especially among couples of lower to middle education who aren’t as attentive…”

Yu Mei listened silently, offering her tacit agreement.

Her silence served as confirmation.

Xu Chen continued:

“So my spokesperson isn’t a single female star.

It’s a couple.”

Li Cui: “A couple?”

Xu Chen: “Exactly—a well-known, likable couple known for their strong bond.”

The judges lowered their heads to ponder.

Lu Wenhua took a drag and suddenly said:

“Brilliant!”

Marketing Director Zhao Nan:

“We never thought of that spokesperson angle.”

Sales Director Li Cui:

“That’s great! We were considering older actresses, but a couple beats that.”

Xu Chen seized the moment:

“You’ve all seen the HuiShuang Shenbao ad.

Its key persuasive tactic was introducing a couple, with the slogan ‘If he’s well, I’m well.’”

Advertising Professor Wang Jian frowned in thought and murmured:

“I see…”

Xu Chen adopted a serious tone and continued:

“Behind that is a psychological trick.

Health supplements and insurance both rely on fear appeals.

‘Skip my medicine and you’ll get sick…’

‘Don’t buy my insurance and disaster will ruin you…’

Though blunt, fear works on consumers.

But in ads you can’t be too direct, or you risk alienation.

You need a softer, more suggestive form of ‘fear appeal.’

‘You need Shenbao Pills!

If you don’t take them, not only will you suffer but your partner will too…’

“Hence the slogan ‘If he’s well, I’m well.’

For Fuyan Jie, you need to use it.

If you don’t, it could harm both your relationship and intimacy.

Our spokesperson must be a loving couple!

And both slogan and commercial will subtly convey that message…”

Xu Chen finished, and the room fell silent.

All three Renhe Pharmaceuticals executives, Professors Yu Mei and Liu Kang, and Professor Wang Jian digested his proposal.

Professor Wang Jian suddenly spoke up:

“Xu, your insight into user psychology is profound!

Your analysis taught me a lot.”

Lu Wenhua, Zhao Nan, and Li Cui exchanged glances, then whispered among themselves.

Lu Wenhua nodded and said:

“Although Mr. Xu hasn’t given us a specific spokesperson or slogan, he’s already convinced me!”

He paused, extinguishing his cigarette:

“Your analysis has eliminated all other agencies—they only proposed female stars.

Now I’m sold on hiring a couple, even if it doubles the cost!”

As Lu Wenhua spoke, Zhao Nan and Li Cui nodded in agreement.

Fang Jun, who’d been quiet, suddenly brightened.

She’d read Xu Chen’s proposal.

The core elements—slogan, commercial, spokesperson—hadn’t even been presented yet, and he’d already sealed the deal?

Judging by Lu’s tone, they could sign the contract now without seeing more!

Is that even possible in a pitch?!

Amazed and baffled, Fang Jun realized something about her own wager…

She thought of the outcome and couldn’t help smiling.

Not bad at all…

…

Xu Chen looked at Lu Wenhua and said:

“Don’t worry, Vice President Lu. Hiring a couple won’t double costs—it may actually cut them significantly.”

Lu Wenhua: “Oh?”

Xu Chen: “I suspect other agencies proposed big-name film and TV stars.

Given our product type, they’d need seasoned celebrities, driving fees into the millions.”

Lu Wenhua and Zhao Nan exchanged knowing smiles.

Marketing Director Zhao Nan spoke:

“Shengshi Great Wall recommended movie star Gong Li. Black Duke Marketing suggested host Yang Lan.

Both have the visibility and image we wanted.”

Xu Chen nodded.

He’d anticipated their picks—there aren’t many suitable female stars out there.

Xu Chen said:

“That matches my expectations. Their fees—especially Gong Li’s—start in the eight figures.

The cost-benefit ratio is too low.”

He paused, then added:

“And crucially, these big names might not even accept the endorsement.”

Zhao Nan nodded:

“You’re right. That’s a concern of ours too.

We planned to ask either one, whoever agrees.”

She smiled and asked, “So who do you recommend?”

Xu Chen didn’t answer immediately. He flipped through his presentation on the laptop.

A video popped up—a music MV:

“Let my love~stand by you~forever…

Are you waiting~for your soulmate…”

On screen, Ren Jing and Fu Disheng share an umbrella, their love weathering wind and rain…”