Wu Yuege, the author of "The Bottom Logic of 1000 Iron Powder to Build a Personal Brand", believes that the real explosion content is not only measured by the number of likes, comments and readings, but also the forwarding rate and conversion rate.
The forwarding number means that users are willing to actively spread your content to friends and family. The conversion rate is in these forwarding circles, and how many people pay attention to praise and even buy your products. When the forwarding number and conversion rate increase, the number of likes and the amount of reading will naturally increase.
The author of this book is Wu Yuege, personal brand strategy consultant and knowledge IP coach. He founded the "Wu Yuege" WeChat video number. There are more than 20,000 professional students, and they also coach Tencent, Ali, AIA and other top 500 enterprises and executives. Wu Yuege believes that 1000 iron powder is enough to build a personal brand. Through personal experience, combined with the cases around me, the author puts forward specific solutions to the problems encountered in the tide of media traffic, and really teaches you how to build IP.
Wu Yuege believes that to create explosive content, only four underlying logics need to be mastered.
1. Help users to make sounds and produce * * * sounds together with users.
In the author's video number, there is a "Do you know who Fat Donglai is". At first, it was forwarded by dozens of people, hundreds of likes and tens of thousands of readings. After more than a year, the number of reposts, likes and readings reached 1.3 million, 78,000 and 2.6 million respectively, thus bringing in new users continuously. The reason for this increase is that he is helping users to speak. In the comment area, you can see people related to Fat East, such as employees, relatives and friends of employees, residents of Fat East and so on. They are praising Yu Donglai, the chairman of Fat Oriental, and it is precisely because Wu Yuege said what they wanted to say and did what they wanted to do that they forwarded and transformed it.
Therefore, the author summarizes the formula for creating explosive content:
The topic has its own traffic+poke the pain point, not the user voice = automatic broadcast, resulting in an explosion.
That is to say, the topic you speak should have a certain degree of heat, and then express your theme. Good works will naturally spread.
Some people study everyone's works and use everyone to improve their influence, such as Yi Zhongtian's Tale of the Three Kingdoms and Jiang Xun's The Red Chamber, etc., from helping users create IP through IP to completing self-shaping.
It should be noted that helping users to speak is not just flattering, but insisting on expressing their own views, fitting in with users or helping users find another way, thus generating * * * sounds with users.
2. Clearly express attitude and adhere to principles and standards.
Showing attitude refers to speaking and doing things on the basis of adhering to one's own principles and values when facing conflicts or temptations. This is an attitude and a personality.
When enrolling students, one of the criteria that Wu Yuege insisted on was to see if the other party would show this attitude. Without attitude and personality, it is difficult to win in the competition.
Wu Yuege himself has three noes, that is, he doesn't come to the door, he doesn't bargain, and he doesn't socialize. These are his principles and guidelines for doing things. The purpose of doing this is not to cause trouble to others, but also to make yourself more comfortable.
In order to have an attitude, we can start with values, emotions and dry goods in content creation.
For example, when discussing whether children are mainly accompanied by both parents, some people think that fathers rarely accompany children, so they should be punished and let children ignore their fathers. Others believe that balanced companionship between parents is beneficial to the healthy growth of children. Others say that parents are the only audience in the first half of their children's lives, and children are the only audience in the second half of their parents' lives. No one should miss it. These views, that is, expressing your attitude with true feelings, can also produce * * * sounds.
Providing solutions and authoritative opinions belongs to the perspective of dry goods. It can be explained by the way celebrities educate children, explain how children understand their parents' companionship, and guess what kind of people children will become under the influence of their parents.
Your attitude shows that you have positions and values, and you can really express them instead of following other people's advice.
Instead of sticking to the day shift, it is better to specialize in topic selection.
When creating, we should think deeply about the following questions: What kind of content will resonate with readers? What kind of content will make users feel trust? Through in-depth analysis, touch the essence of things.
Many people are updating their content every day, insisting on it day after day, expecting a big outbreak one day, but it often backfires. In fact, they ignored a problem, that is, tactical diligence can't cover up strategic laziness.
Wu Yuege believes that having a good topic selection means half the battle. Therefore, it is better to spend more time on the topic selection and polish more content, so that it is possible to make the content shine. Wu Yuege called this an explosion strategy.
Topic selection is one of the elements of the explosion strategy. A good topic should meet three factors at the same time, that is, it has hot spots, is suitable for people and has high value.
(1) has hot spots. It can be divided into short-term hotspots and long-term hotspots. For example, today's hot list, Baidu Index and Weibo Hot Search all reflect short-term hot spots. According to Maslow's hierarchy of needs theory, the core needs of almost every level are enduring hot topics.
(2) Joint Staff. It means that the topic should conform to your IP positioning, such as children's education. If you touch an entertaining topic, you will lose fans. If you want to borrow hot topics, you can, but you must find a starting point suitable for your own field and combine hot topics with your own knowledge to achieve the desired results.
(3) high value. If a good topic is valuable, it will bring a solution, or relieve people's worries, or give people answers. If you just want to satisfy selfish desires, vent your personal emotions and feel sorry for yourself, there will be no (3) individuals who will see it and will not be praised and forwarded.
For example, the author, a friend who is good at PPT, made a word document with thousands of words into a PPT in 2 minutes. After sharing this very practical content, it brought him 65438+ million+praises.
Therefore, every time you choose a topic, you should consider it and try to have three elements: hot spots, fit people and high value.
4. Activate immediate emotions and reach a high level.
Practice has proved that emotional content is likely to explode. Just like a real person, he has feelings. When a person can accurately convey emotions and emotions, and devote himself to his works with emotion, then his works will be infectious.
Wu Yuege has a habit of brushing 50 short videos and reading more than a dozen articles every day. Anything that can attract his attention is driven by the author's emotions.
Generally speaking, people have three natural emotions that will be touched, including humor, anger and warmth. So if we convey these emotions in our works, it is very easy to be ignited.
(1) Humor. Humorous people are popular everywhere, because humorous people can always bring happiness to people. Similarly, humorous content will also bring people a good mood. For example, Chaplin's black-and-white humor, Stephen Chow's nonsense humor, etc., always make people feel wanting more. Humor is a kind of ability and charm. To achieve the effect of humor, we must first be a person with a sense of humor.
(2) anger. People often get angry when they are treated unfairly, wronged or misunderstood. If this happens in your work, it will naturally cause users' anger. After they are aroused, they will go to the bottom of the work to comment and debate. Some people have different views, and some even argue.
(3) warmth. Warmth is something that everyone likes, and no one will refuse. Li and Qiqi's works convey warmth on the Internet and often give people healing power.
Just a few years ago, a short film called "What is Page" became popular on the Internet, telling the story of an old man looking for "Page" for his grandson, which made countless people laugh and wet their eyes.
If the work has one of the above three emotions, it may erupt. Of course, your works should not be blunt, have a sense of story, have vitality, be energetic, and naturally bring people's emotions into your works.
Write at the end:
If we understand the four underlying logics of creating explosive content, we can avoid many traps and avoid ineffective creation when creating content. Only by mastering these four underlying logics can we concentrate our time and energy on creating works with good content, thus improving the forwarding rate and conversion rate of works.
In addition to the four logics of creating explosive content, the author also puts forward many concrete and practical methods to create personal brands. The author pioneered the a 4 iron powder model, one is the recognition from being seen by fans to being remembered by fans; The second is the professionalism from being remembered to being truly recognized by fans; The third is to boost your network from being recognized by fans to being trusted by fans; The fourth is the value from being trusted by fans to being continuously rewarded by fans.
The bottom logic of 1000 iron powder to build personal brand is a very practical reference book to help ordinary people build personal brands in the internet age, which can help you avoid detours and really get your own 1000 iron powder, so as to maximize your personal value.