Before I officially share today then, first of all, I'm going to share one word with you - Outstanding.

The meaning of this word is very simple, right? It means to do a wonderful job. But I found that whether it is our open class students, or a variety of people on the Internet, but where they do business, do products, do marketing, write copy, etc., very few can do more colorful.

Then there are some reasons why?

We are solving all kinds of problems every day, but very few of them are completely eradicated, and do a great job. This I summarized, there are three main reasons, we can compare and contrast reference:

1, fixed in the mindset. It is that this is not, that is not, a lot of things they can not change. Take my previous experience now:

2011 after I was discharged from the army, into our local largest listed enterprises - Zhejiang Longsheng Group work, that time is doing the work of the intern, but manipulated the heart of the CEO.

So every day is busy until late to go home, and by that time, the street almost no fill the stomach. There was just one stall selling egg pancakes that still guarded me every day.

But then, I like spicy food, and I realized that she never had this personalized service of being able to add chili to her egg pancakes. That's when I thought, "I've studied so much marketing, can't I convince an older woman? If I can't even convince one mom who sells egg cakes, how am I going to convince millions of consumers in the future?

I went to the stall of the aunt for a week and asked if there was any chili service for a week, and the answer I got was - no, and then I turned around and left. It lasted a week, I told the ama a lot of reasons and some shallow cases, I don't know if the ama understood, but then I went back, the ama's omelet had the option to add chili 。。。。。

So often, we always think that a lot of our current situation is unchangeable. In fact, it is not, for example, some students in the group is to do the catering industry, said this line, too much competition, the general environment is not good, the economic form is not good, it is really difficult to do ah. Then I would like to ask, in this line there is no good? There must be. Right? So. Other people can do well, you do not do well, we all have the same background, can only show - you are not as skilled as others.

For example, some people say that the public number is no longer working, the dividend period has passed, my good friend, Lao Gao, a cake store owner, before the National Day to do 5 posters, public number, 8 hours to do 30,000 turnover, 10.1 to do 150,000 + turnover, which is a 100 square feet of less than a small store, is a very good result.

So, first of all, we have to have the determination and attitude to change ourselves, and we can't be stuck in our ways!

The second reason - I want to change, but I do not know how to change ah? What does that entail? Guys answer this.

The second, we need to learn, we need knowledge.

Lack of knowledge is the second reason why we can't make color! For example, in the past, our knowledge was in a small circle.

Something like this small circle

What is in this small circle?

Such as 1+1=2, the earth is round, you have to brush your teeth to get up, you have to eat when you're hungry, you have to drink when you're thirsty, you have to go to the doctor when you're sick, the Japanese are abominations, you have to give discounts if business isn't going well, you have to give away freebies if business isn't going well, and so on. All relatively commonplace, everyone-knows-everything perceptions.

What's outside the circle? For example, for doing business, there is - how to find user pain points? How to write good copy? How to develop customers? How to get customers to actively forward? And so on 。。。。

When you realize. These knowledge are you currently do not have the time, or the current own knowledge are not enough to solve your current problems, you need to reach out and learn more knowledge, to fill in your small circle.

Also for example, the opening of this open class, I also did a series of research, research the vast majority of our students in the end what we need, in the end what prevents us from excelling, so I also asked a lot of students in the circle of friends, which belongs to the scope of my knowledge outside the scope of the (I don't really understand the real pain points in the place of everyone)。。。。 So in this regard, I also need research to dig deeper into this area of knowledge.

Then again, a lot of owners of physical business added to me, from their perceptions, it is obvious to me that they do not know enough about marketing. In the eyes of the vast majority of people, marketing is not how much to charge, how much to send, how much to spend back how much, like to send **** these price level tricks?

Similar to this perception of the price level, for the development of the enterprise has no power not to mention that more is to let consumers cognizant of the business of some of the tricks, which ultimately led to the price game between the business and consumers, than who is more savvy, attracting customers who are greedy for cheaper, and also did not express the core of the brand's aspirations. To consumers to spend the reason is discount and cheap, when cheap is not, consumers naturally have no memory.

So." Price thinking" is the only thinking in the brain of many entrepreneurs (even though many people know that the price war is a kind of suicidal behavior), so when you do not have other thinking, you need to fill in the knowledge. For example, how to why business is to be a competitor? Why do you need a brand? Why there is no refinement of the product selling point? Why marketing no power point. And so on knowledge.

Well. Lack of knowledge is the second reason why we can't do a great job.... What is the third reason? Everyone think about it. We have learned knowledge,, what else is missing,?

The third reason -; Execution. Practice!

In fact, we have been facing this problem since childhood. Eyesight is low. I think we are very y felt is, for example, in the past, we junior and senior secondary school math, the teacher on the top of the same, we can understand, but is really their own do, very consciously will not do. The end result was that some people could score more than 140 points and some could only score more than 60 points. Where does the difference lie? It's in the practice!

Good students, he will always be in the class after the examples, exercises to do once, go through the whole process, really internalized into their own things. The average student, listen to the end is to listen to the end, the test is naturally also play finished. The difference lies in the practice! Including what we are going to write later, to do the exercises, only through practice, knowledge can become daily behavior.

Again, such as "customer testimonials", "customer testimonials", "customer sales" (you can recall Taobao monthly sales of 1,000 pens and monthly sales of 2 pens of the product of how much impact on you) these closing factors, we all know that the user to solve the problem of trust and motivation, are very effective, regardless of whether there is no marketing foundation, I believe that many people have heard of these terms.

But even if many people know them, how many of them actually use them?

One of my students is engaged in the hairdressing industry. Every day from Jitterbug can attract dozens of local accurate female fans over. People come up to ask the price, the trainee will honestly give a quote (no matter how much you quote, she will feel expensive). Then, there is no then.

I just through a trick, two kinds of customer testimonials, one is the user's selfie after doing hair, the other is a lot of users booking deposit screenshots, directly enhance the turnover rate to more than 90%.

So. A lot of knowledge, not useless, is that you do not use. To be precise, it is you did not - use!

Ok. Small summary: we do a business, make a product, write a copy, many years did not make color, either lack of thought patterns, or lack of knowledge, or lack of practice. This point, everyone after class to examine themselves. I hope that we compare ourselves over the years, many things did not do well, do successfully, against the comparison, in the end there are a few points to do less than perfect?

Good.

My next sharing, always only around the "explosive products (short for selling explosive products)" this center to carry out. That's why today's sharing will mainly help you build a big picture view and won't involve specific techniques. But also because it is theoretical knowledge, understanding is more difficult, so we need to be highly concentrated! Highly use your brain!

We are all adults, we should have the ability to think independently, rather than as in the past, and then listen to some of the unhelpful marketing stories of schoolchildren, because the story is used to cultivate sentiment, and knowledge is used to think and digest, in short, today is a class of brain burning!

Today I'm going to divide the content of this "pop-up" method into 3 main sections: strategy, marketing and copywriting. Why should be divided into these 3 plates? We think about a problem, always through these three, the three points into a line, is the best marketing!

One thing I want to emphasize here in particular is: whether you are a CEO, or a workplace white, or whatever, these three you need to understand very clearly! You can't have one without the other!

It's like whether you're a CEO, or a white man in the workplace, you go after a girl, you have to understand her character, her dress, her hobbies, as well as the lack of one! Because girls will always have a variety of reasons to reject you.

You're so rich, how can you possibly look at me?

You are so poor, can you give me a happy life?

You don't understand me so well, how can we get along in the future?

So, even as a CEO, you have to understand the copywriting work; even as a workplace white, you have to go through the strategic work. It's all about thinking about all the processes.

Take an example that happened to myself.

As I used to be in our local listed company DCS department when the deputy minister, to give everyone a meeting, then all the following operators are practicing four shifts, so the meeting, a lot of content can not be conveyed, this time to do what? I had to take minutes of the meeting. Right. Then after the meeting, I read the minutes written by the assistant, and I realized that these were not the minutes I wanted. He asked. Then how do I count them? I said how do you do it. He said. I just took down roughly everything you said and then made some cuts.

I said who are these minutes for. He said for the class president who couldn't attend this meeting but had to know about it 。。。。 So to me, it's a case of not having that user mindset, not thinking differently, and always looking at your own convenience. To do the work. And not from the perspective of the class president who is going to be looking at the records (aka the user perspective). So she is just thinking of herself purely as a transcriber, without thinking about the strategic aspects of taking minutes....

So let's start by thinking about what we do strategically when it comes to "popping (selling) products". Guys, think about the answer.

Here it is, first of all, to introduce a very superior thinking - user thinking. When you habitually think in terms of user thinking, I can tell you with certainty that your thinking has surpassed at least 90% of business people, and that all the business problems you encounter will be solved -- of course, this ability needs to be trained.

User thinking is a kind of "counter-intuitive thinking", that is, standing in the user's point of view we have to think about a problem - why the user will buy our products - because the user has a pain point, there is a need, he needs this product to solve his pain points, to meet his needs. pain points, to meet his needs.

Switching the angle back - then as our CEO, or marketer, what is our strategic work? That is - we need to discover what the consumer's pain points are. Whether it's pre-purchase pain points, pain points during purchase, or post-purchase pain points.

For example. I currently only have $30,000 on hand, and I want to buy a cheap little car. What are my pain points? Guys?

It's simple isn't it - because I don't have any money, I just want to buy a small car with a cheaper selling price.

So when you think of it that way. Don't have enough money and still want to buy. How would you then present it to the other person? Our car is made on the same production line as the ** brand car, how hard the quality is, the price is just 28,000 dollars, and if you prepay the deposit today, you will also get 5000 yuan worth of gift packages. All the words are focused on making you feel that the car is "cheap".

Is that a deal, folks?

Yes 。。。。

But hardly.

Because the salesman lists the selling points and benefits entirely from his own perspective.

But what about the pain points?

Actually, he didn't just answer right.

What are his real pain points?

His pain point is: I can afford it now, but can I afford to keep it? So naturally he doesn't just need a small car with a cheap selling price, but a small car that's cheap to use.

So after the selling points are listed, we add that our fuel consumption is only 30 cents per kilometer, and the future maintenance is only 1/3 of the ** competitors, so that if you come down to a year, you can save **** money, and the money saved can help to fulfill the dream of "making the children who walk through the world stronger", etc.

So if you want to save money, you can do so at the same time, you can do it at the same time, you can do it at the same time, you can do it at the same time, you can do it at the same time.

So I just blurted it out. Because he has no money. This is his pain point. This is a typical ego thinking. But he stood in his point of view you to think about it. You've got 30W in your hand and you want to hold on to it. You can buy an Audi, too. But you did not dare to buy. Why can't you afford it? Why can you afford it? Can't afford to keep ah....

For example, to do a restaurant, many of us bosses is advocating a price war, cheap, cost-effective (in fact, the vast majority of them also do so.). (What is the strategy, it has been said above, where there are pain points.)

Everyone answer. I'm not going to be able to do that, but I'm going to be able to do it. Do not stand their own point of view. User thinking point of view to think!

We just have to measure one thing: we do not go to a lot of brick-and-mortar stores to consume, because the price of it? Price is not the biggest obstacle that prevents many of us consumers from going to consume?

I think not 。。。。 Because. There are just too many cheap,, cost-effective stores these days.

And was there this opportunity 10 years ago? Most likely there was, because the competition wasn't that fierce then. Price wars were not fought so fiercely, so everyone was selling at a flat price or high price, so if a cost-effective restaurant with good products and low prices suddenly appeared on the market, it was likely to capture the hearts of consumers.

If you have read the article on my public number. Just know. For consumers. The direction of choice: good quality," "cost-effective," "inexpensive.... In social terms. I would rather eat a bite of peach than a basket of rotten pears.

Flavor ah, environment ah, service ah, experience ah, social ah and so on. They are all pain points that come before price.

So. Including we do the product, do the marketing is the same. Always think this is feasible, this is good, this strategy is very hanging, that method is great,. And never stand in the user's point of view to think about a strategic issue - whether consumers have such pain points, or even if I have such pain points, do I have to choose you

For the "explosive" in terms of strategy actually answered the question: where there is a pain point. This sentence is very necessary to write down, deep understanding!

Again, for example, cell phones, cell phones in the past, sellers of many channels, resulting in various links layer by layer price increases, and even half of the cost is spent on the channel. This is reasonable if in the past, because only to build various channels, the phone can reach the hands of consumers. But with the development of e-commerce, this approach began to go out, this time there is a pain point, what is what we think about the next.

This time there is a pain point: who if the selling price of the phone can be reduced, low price sales of cell phones, who is likely to be successful.

What was the pain point before? It was too troublesome for people to buy cell phones (there was no online shopping platform). So a lot of chain stores have to be opened. All kinds of cell phone stores.

But when it was easier to buy. This pain point was satisfied. Everyone's pain point has evolved with the times. What's changed is that you can buy it anywhere, and everyone has the same cell phone, so I definitely want to buy a cheaper phone.

Isn't that right? Guys?

So the pain points are changing. It's changing with the times.

But it's just that there are also so many big companies that make this mistake over and over again. There are already enough value for money phones available on the market. Obviously such a pain point has been lifted, but still some people take the plunge and keep investing into this market, like Gree.

The GREE cell phone. Have you all heard of it.

I think he should have disappeared into swaddling clothes. Right

When a market is particularly short of something, and you can go out and provide it, you're apt to win. --I think that's the most basic business logic!

So. The vast majority of us think. Is - based on the original problem, according to their own thinking, to find a solution.

For example, I have no customers (original problem), I go to advertising (according to their own thinking, to find a solution).

For example, if I don't have customers (original problem), I'll go for a discount (follow your own thinking and find a solution).

For example, if I don't have a customer (original problem), I'll go for a freebie deal (following my own thinking, to find a solution).

But looking for pain points. Then consider." Am I asking the right questions?" If not. What new question should be asked?

So in a word. Our strategy is: the process of finding user pain points! This often means "asking new questions" rather than - "proposing solutions to the original problem"

Start burning your brain

A few more examples: let's talk about the big points, such as Apple, he found that there is no chance in the practical aspects of the cell phone, if it is still and the original giants (such as Nokia) to fight performance, fight price, then it will be the best way to get the most out of your cell phone. ) to fight performance and price, then I think how can not beat the giant.

But in terms of entertainment, he found that this is a consumer pain point, so they chose this direction.

For example, when Haidilao was faced with national competition in the hot pot market, he found that for meat he had "Dong Lai Shun, 110 years of experience in selecting meat". In terms of soup, there is "no dipping hot pot" Little Sheep. Hot pot shabu-shabu, hot pot shabu-shabu, just four words, the two big brothers took these two opportunities, but Haidilao found that in terms of service is a pain point, so they chose this direction to focus on. ,.

For example, in the charging treasure industry, have now completed the "capacity" needs, but there is still a "large volume" pain point, we can consider from the ease of carrying to the main fight and so on. For example, similar to this lipstick charging treasure.

Again, for example, our entity industry (because this group of entity store owners mostly, so I symbolically more to the entity industry to give some examples): I asked many bosses. I asked a lot of bosses: I said, your hot pot restaurant, when do you want consumers to come to eat your hot pot? Everyone. This question. You can think about it again

Many people will answer. I'm not sure if I'm going to be able to do that, but I'm going to be able to do it, and I'm not going to be able to do it. I'm not sure if I'm going to be able to do that.

For example, if you sell a juicer, when do you want consumers to use your juicer after they buy it?

It's whatever you want it to be, when you want to drink the juice. It's just a matter of time," he said. The company's website is a great source of information about the company's products and services.

Sounds reasonable. Doesn't it? But the truth is, it doesn't impress customers.

Don't believe me, you see, consumers have all kinds of reasons to reject you.

Hot pot restaurant - what is not to eat outside, why do you have to eat hot pot?

Juicer - there are so many beverages in the supermarket that you can pick, and so much yogurt in the fridge that you don't feel the need to buy a juicer.

Juicer. You have to tell people. In the morning for breakfast. Afternoon yoga time. At night when beauty care. When not drinking beverages for the week ahead. The time to give your child a vitamin supplement.

All of these are pain points. You see. A simple user consumption scenario. You've got a phrase like "Whenever. No one will buy. You set the scene for him. Wouldn't he feel a sense of immersion?

Of course. These. In our later sharing. All will talk about specific techniques. I do keep emphasizing - user perspective - finding pain points!

Last year's Double 11, for example, I shared with some of the participants. If it is the thinking of regular people. Is to buy buy buy. Right?

But I don't see it that way. I found that there are too many pain points. Guys.

There are pain points for men who need to be pacified from hemorrhaging, pain points for women who can't get enough of shopping, pain points for working overtime on double 11 Saturdays, pain points for not enjoying a small trip around the neighborhood on double 11 Saturdays, and pain points for not being able to win at a double 11 show of love. There is also the pain point of double 11 being filled with dog food. And all of this. All of them can be completely linked to your product.

So. Little knots. Strategy. It's all about applying user thinking. Discover where there are pain points!

By the way I've adapted a quote -

The furthest thing in the world is when you have such a self-confessed good product, but you don't know my pain points!

Good.... Solved the strategy problem. It's the process of finding pain points after. We're going to talk about the second

More brain burning. Everyone after class or go back and review! Especially if you don't have a marketing foundation!

The second is the marketing level. The simple definition of marketing is to meet the needs of customers and solve their pain points.

In other words, what problem does marketing solve? It is - what do I want the user to think. Or rather, what kind of statement do we want to give him so that he comes to think how he wants to think.

For example, I want you to think that my home hot pot is the most delicious, I want you to think that my home cosmetics is the best seller, I want you to think that my home cell phone is the most cost-effective, I want you to think that my home car is the safest, I want you to know that my home house is the most livable, I want you to think that my home health care products are really can health care. I want you to know that this product in my house is exactly the solution to your current pain points.

Just like you suddenly saw me share this article today, many people may think: I just need to listen to the sharing of Song every day on the line, think about it, anyway, I also paid so much money, casually learn on the line. Isn't that so?

But now I may want to let you produce another kind of idea: these courses even if very cheap, but compared to the thousands of tens of thousands of courses you have heard before, the value of more than ever, and try to let yourselves to change some of their own before the wrong thinking, the former you think, the latter is I let you think so. That's marketing.

And then there's the last time my beloved bought a toaster (mainly for breakfast).

You can search on Taobao. Similar bread maker.

Strategically speaking, we found that there is an opportunity in this consumer breakfast market. But consumers will have pain points, such as making breakfast is very troublesome, for the busy all day for life running for the work of the dog, the next day's lazy sleep is absolutely a thousand gold.

But folks. What am I going to make her think on a marketing level?

I want her to think that this toaster is so easy to operate that in three minutes, a delicious and nutritious simple meal comes out that doesn't take away from her sleep. While brushing her teeth, a simple meal is complete. That's marketing.

When they think like this, they are likely to buy our products. Of course, there are a lot of other details involved.

Well. That's the marketing level. Relatively simple. Right. Thirdly, for the "explosive", what is the copywriting level?

Everyone think about it. The first one. We look for pain points. The second. We want to make him think. The third. What?

Quite simply, copywriting is for marketing. It's the vehicle for marketing. Because you want the consumer to generate ideas, he is not out of thin air, any idea needs some stimulation. For example, the stimulation of words, such as the stimulation of pictures, such as the stimulation of words, such as the stimulation of scenes.

For example, our most crazy double 11 shopping, the idea is not out of thin air, must have received some kind of emotional stimulation. Otherwise. . 10 years ago. Did you know you had to buy on double 11? No, I didn't. It's all because of Jack Ma. Because he's been delivering. Double 11 is the national shopping festival, double 11, is to buy buy buy.

And the copywriter is here to solve. What do I say, what do I do, what do I write to make consumers think so.

So look. These three down. Strategy. Marketing. Copywriting. It's a whole coherent process. What's the pain point? What do I need to make him think? What can I do to make him think that. A coherent action.

Give me a ready-made example.

For example, many of us on the training course, many people in the circle of friends to publicize the text is, "to get a handsome avatar, get a ** big name, affixed with this "founder", that "all kinds of mentors" and so on a whole lot of labels, and how much to do the performance of the blasting of the great achievements," and then with a limousine background image, but you will find that the final enrollment of the people are not much, why?

Because this kind of copywriting doesn't give users the idea that they want to be trained, and I never do that. I prefer to get people to focus on themselves and naturally get the idea that they want to train and change themselves.

So my copywriting is all about "you want to change yourself" from start to finish. Whether I'm describing your pain points or the changes that will happen to you in the future, I'm asking you to focus on yourself. I want you to think of this training as an experience or a journey, not as a way to entice you to buy it with how awesome and big shot your credentials are.

Another example is an ad I saw earlier for a coffee shop, "Life should be wasted on good things." When many people see this slogan, they have the urge to try something, while a slogan like "Mellow world, simple life" can't generate such thoughts.

So you'll find that saying different things and doing different things creates different ideas.

Ok. Tonight's sharing is about demystifying marketing from 0. I hope that you all not only read and understand this knowledge, but you see a lot of answers in our lives that poke us in the heart, that poke us in the knee, and be able to apply what we've talked about tonight to see that when you can understand what they're doing and the human principles behind it, congratulations, you've got a beginner's level of business mindset.