Now, let me take you-take you to master the micro-copywriting skills in the community, and create an explosive community with micro-copywriting!

I'm sure you're familiar with the community. There should be many partners running the community themselves.

What do you think are the difficulties in the operation of a community?

for example:

attracting people, staying active, organizing activities, transforming transactions ...

Or, what do you think is more difficult to deal with?

what do the partners think?

ouch, is it difficult? If it's hard, I can give full play to my value to you.

Now you know why I'm excited?

The harder you are, the more useful I am to you.

If you want to be extremely easy and simple, you can still cherish me, can't you?

Therefore, the absolute gain of attending classes online today is extraordinary

. In fact, there are many types of communities. According to my experience, I divide communities into these types-

This is my experience of five and a half years and four days. You should take good care of it-

1. Pull users or prospective users into a group for the purpose of transformation # Community. This type needs to be managed for a long time

2. Hold a theme activity, and then dissolve the # community activity # that doesn't close the deal after it is held. This type can leave immediately

3. Take the open class as the front end in a specific period of time and use it for transformation. This type is like offline marketing

4. Screen the # community fission # that loyal fans use for transformation through an advanced process. Is it the first time to hear about these four types of communities?

Well, obviously, different types of communities will encounter different difficulties in the operation process.

Before solving these difficulties, it is necessary for us to know some basic lessons first.

Let's take WeChat group as an example. Ha-

What basic lessons?

First, I will show you the actual combat of communities, and then get to know them.

ok, yesterday, in the third lesson of our open class, I revealed to you how to create a circle of friends with micro-copywriting, right?

Among them, we have re-recognized the WeChat address book in the circle of friends, right

We compare the WeChat address book to a residential building with 5,111 households, right

Well, for the WeChat group, it is equivalent to a # theme activity center #

You think so

Residents who are interested in a certain theme activity.

you, think about it, isn't it?

In that case, have you ever thought about the question-

What is the value of the community? Or, what are the advantages of the community?

You must first understand the advantages of the community. Why? This is different from the way each of us treats time, and the results are different

Everyone's day is 24 hours, and the length of each minute is the same

But why can some people do more in the same time?

apart from the difference in strength and resources, the biggest difference is that those powerful people can dig up more treasures in the same time as everyone looks. Do you agree?

where's the secret?

It's because of the understanding of the value of time

People with great skills can use time efficiently because they know time, right?

A mediocre person wastes time because most people don't know what time means to him, right?

Therefore, people always put their cognition first.

How high your cognition is, how high your pattern is, and how high your action can match.

Similarly, it is useless for me to teach you methods and skills directly to give full play to the power of the community.

Just like you want to write a good micro-copy, it is useless for me to teach you writing methods directly.

How many methods can I teach you if your thinking is blocked and your cognition is not in place? In fact, it is also a way for countless students who have studied with me to produce results.

Therefore, we must be clear about the value of the community, which is why since I founded Xiaozhu micro-copywriting in April 2115, I launched a set of community content operation courses in October 2121.

Of course, the benefits of old students are too good? It's only 1199

great that two people work together, that is, I found the value of the community in the process of teaching micro-copywriting and communicating with everyone.

Now I'll summarize these value advantages for you to see,

You see-in most cases, we gather a group of people in addition to those classmates and relatives.

either we want to make a product sale, or we want to turn users into agents, or we want to turn interested customers into customers, or we want to improve the repurchase rate of old customers ...

Then why do we do this through community scenes? The unique advantage of this scenario is that-

the cost is the lowest. There is no need for venue fees and organization fees

The efficiency is the fastest. People from all corners of the country can gather quickly

The return is the highest. One-to-many wholesale transactions can be achieved

However, these are not the most important.

because none of them can guarantee the final community operation results, right?

In my opinion, there is only one key advantage of the community scene in this respect, which is also the value center of the community:

It can ensure the continuous cultivation of coverage

Let's look at several comparisons-

Scenario 1: You go shopping

At noon today, you went shopping for a walk, and after you arrived in women's bag District, the shopping guide began to introduce you to the characteristics and shopping guides of various bags.

in this process, the shopping guide has been cultivating your desire to make a deal, trying to impress you with products or prices, right?

so you went today, will you go tomorrow? Or the day after tomorrow?

It's uncertain. You may go there after two days, or you may not have a chance to go there for ten days and a half, right?

from the point of view of the shopping guide, she gave you a "nurturing" today, but it didn't work out. After another ten days and a half months, will this cultivation have any effect?

ok, let's look at scene 2. TV advertisements

if we take CCTV advertisements as an example, which time period is the most expensive?

hmm? Accurately speaking, it is the first advertisement a few seconds before the news broadcast begins and after the news broadcast. These are all golden seats, and the prices are often sky-high levels.

so what does this have to do with? It's definitely not time

because the news broadcast program has high ratings, which means that many people are watching it when it is broadcast.

Then the advertisements put in at this time can naturally cover a larger crowd, right?

In fact, the above two scenarios are also two key factors in our promotion-

High coverage can ensure the influence base, and the more people know, the better.

continuous cultivation can ensure the influence effect. You may not be impressed today, but what about tomorrow, the day after tomorrow, or a week or a month later?

Then there is no doubt that the community is a scene to realize these two points at near zero cost

Do you dare to object?

you are against our bank,

you are against the community?

Have the courage, will you quit all your groups tonight?

OK, let's explain it in detail here-

In terms of coverage, every message you send will be "physically" accepted by every member of the group, regardless of whether the other party clicks to view it.

right?

in terms of sustainability, as long as the other party does not quit this community, it has been in the process of continuous cultivation.

Of course, these two points can only be regarded as prerequisites. For example, even if many people join the group, he seldom pays attention to the group information, even if there are hundreds of unread messages in it

, or even if he stays in the group for a long time, he still has no desire to place an order.

what is the key to this?

it can only be the content of the community!

right?

if the group information is useful to him, or even urgently needed by him, will he still not pay attention?

if the group information gives him a strong sense of value, will he refuse the subsequent transaction?

it can be said-

people are the foundation of the community. Without people, there is no group;

content is the core of the community. Without the support of content, we can't keep people, let alone transform the transaction.

do you agree with this?

here we emphasize again? High coverage of the community+continuous cultivation. Ha

Ok, then let's take a look. What are the contents in the community?

first of all, your community definitely needs a name, right? So how to design group names to be more attractive? This is inseparable from the expression of micro-copywriting

Secondly, whether it is the welcome to join the group, the formulation of group rules, or the notices and announcements sent at ordinary times, these are all expressed in the form of micro-copywriting, right?

For example, if you drag people into a group, you can't just stay there, can you? Do you need to design some interactive content or find some topics to keep everyone active?

In addition, to hold an event or sale, you must preview and organize it through the expression of micro-copywriting ...

There is also the most important thing:

The continuous operation of the community is inseparable from the continuous output of content, so how should this content design be done? How to pack it? How to make everyone recognize its value?

all these are inseparable from the expression of micro-copywriting.

You see, content is the core of the community, and micro-copywriting is a sharp knife for us to strengthen this core.

If you use it well, you will be able to run the community without any disadvantages

Then, let's talk about the community name first.

It doesn't seem difficult to design group names, such as "slimming group", "beauty group", "reading group" and "XX coupon group" ...

Do you think such group names are attractive enough?

why? It is precisely because those who name themselves in this way have not correctly recognized the role of community names < P > So, you think the cognitive pattern of thinking should come first, right?

what is the function of the community?

In the past, the above-mentioned community name has two main functions:

First, it forms a differentiated theme

Simply put, weight loss is a theme, but a differentiated weight loss is a qualified group name

Second, it reflects enough attraction

The group name is usually the other party's interest in one.

In fact, the two points mentioned above often work synchronously. Generally speaking, if you find the differentiation of your own community, this differentiation can become a personalized attraction.

If you find the differentiation of your own community, this differentiation can become a personalized attraction.

Does this feel a little difficult?

Come on, let's look at a simple chestnut, and you'll understand-

Look, I'm going to pull a group and invite some users and friends to punch in a certain weight-loss product in the group. Suppose this product is called "XYZ"

If I locate the group name: XYZ Weight-loss Group

Let's see if this name can't be reflected in terms of attractiveness.

when I see this name, I will only know that it is a community that loses weight through XYZ products. As for what benefits this community has for me, I am not sure.

right?

in terms of differentiation, XYZ can indeed form a differentiation, but unless the brand is a popular product, this differentiation cannot form a direct attraction.

Of course, if it's really a popular product, it's hard to find a product, so it's no problem to attract people with it.

Now let's assume that this product, with a service life of 21 days, can usually lose about 5 kg.

If we put this information in the group name, on the one hand, it can reflect the differentiation of effects, and at the same time, it will be a result-oriented attraction.

Then if it were you, how would you add this information to it?

Come on, it's time for everyone to show their talents. Let's name a community on the spot-

You look like a "21-day weight loss group", and the result is not obvious

Right?

does this look more pleasing to the eye than ordinary ones? A similar "21-day 5 kg weight loss group"

? Is it

Then look at the name of this group-

"21-5 slimming group"

Of course, it can also be "21-5 slimming group" or something like that

This "21-5" can not only give an exact description of the results, but also have some freshness. Of course, this is because there is a restriction of "losing weight" or "slimming down", otherwise people will be puzzled.

You see, if you can't think and know clearly, you will be forced to suppress your name, and your brain cells will not be able to get a good name. Isn't it?

I'll give you such an analysis now, and you'll understand.

That is, your group name can be applied with formulas.

What are the formulas? This can't be revealed casually.

I'm not stingy, but I'm afraid you won't cherish it.

Well, this is just a small example.

Actually, when designing group names, there is a very important basis, which is to determine the positioning of your community and what kind of people to attract. What attracts them? What specific value does it provide?

so, the first step of our formal course is positioning?

Different situations have different positioning standards

Just now, the formula actually came out-community nature+benefit results (with numbers as the best)

Then I will take everyone to guide everyone's community positioning?

after positioning clearly? What's the name of the community that guides you? Even an invitation letter? Welcome words, etc.

Come on, let me show you three copies of some students' homework in the last issue.

Is it finished after the homework is done? You can't

have to help

solve problems

for example, show you the design of this group name, huh? Of course, there are invitation words in it, so just pretend you didn't see

a community that does home finishing. It was originally named * * Home Storage and Finishing Xiaobaiying, and we were organized by.