He Jiayan talks about a fierce cat: how to build personal influence

He Jiayan said:

In the media Jianghu, a fierce cat can be regarded as a unique wonder.

Although some of his practices are controversial, his personal brand building ability, community management ability and book marketing ability are well-known in the industry, and even people outside the circle will come to inquire and consult. Many people who come to see him are entrepreneurs and scholars with high rank.

What's even more surprising is that, as a million fans of WeChat official account and a phenomenal best-selling author, he lived a semi-secluded life for four and a half years, never made public appearances, and even didn't attend the offline meetings of his own community.

on March 16th, I talked with a fierce cat for more than 6 hours in Shanghai, and talked about his personal growth and entrepreneurial experience, as well as his self-management methodology.

I think his experience and methodology are of good reference value for individuals to build and enhance their influence, so I wrote this article.

The first half of the article is a summary of a fierce cat's experience, and the second half is a record of some problems in the dialogue. I hope his personal experience and business experience can give you some inspiration.

1

A classic example created by personal influence

-A fierce cat's "family history"

A fierce cat was born in a remote mountain village in a province after 1985. When he was a child, he also used to herding cattle and chopping wood and lived a hard life.

Its family of origin is very peculiar. From the generation of a fierce cat's great-grandfather, their family began to engage in the profession of "Taoist", which has been passed down to the present. Growing up in such a family, he is used to hearing the classics and seeing death (when someone dies in the local area, he usually looks for someone from his family to do things), and he thinks more and deeper about life than children of the same age.

from an early age, a fierce cat felt different and unwilling to be a mediocre person. He herded cattle better than other children and worked hard at other farm work. In his words, it is hard for people like me to starve to death. Even if I move bricks, I will earn more money than others.

in college, he became an anomaly among his classmates.

He probably reads the most non-professional books among his classmates, and his favorite topics are four: personal growth methodology, biographies, history and business.

In addition to reading a lot of these books, he often talks about life, ideals and business with people older than himself.

At that time, a fierce cat told herself: If you don't consider working in this life, you must do it yourself.

despite this idea, a fierce cat doesn't know what he will do in the future, and even fell into confusion for a time.

In 212, he was hit by a series of blows. For a while, everything seemed to fail, and his mood was extremely bad. He couldn't eat or sleep, and his state was very bad.

In the next two years or so, his heart suffered greatly. In severe cases, he often woke up crying in the middle of the night.

In 214, he felt that this state could not last any longer. At the suggestion of a friend, he went to a distant place for fun, and went to Delingha, Qinghai alone to meet his iron buddy in college. The first thing to do when we meet is to have a fierce drink together and then cry with our buddies. After staying there for a few days and feeling better, he went to Tibet again.

but soon, he realized that no matter how far he went, he could not solve the fundamental problem, and people could not escape from reality, so he should return to the "secular world" and do a good job.

So, originally planning to continue traveling, he took a bus all the way to Yunnan and quickly went home, because he decided to face the reality.

At that time, he was an English tutor, the kind who made up lessons for middle school students. In order to break through himself, a fierce cat decided to go out and study. He thought speech was very important and signed up for a speech training class.

At that time, he only had more than 9, yuan in his card, and the lecture fee was 5, yuan. Although his flesh hurt, he finally gritted his teeth and paid for it. When he paid the money, he said to himself repeatedly: spin a thousand pieces of silver, all of them come back!.

besides spending money to find a teacher to learn, he works hard in the rental house. In order to practice listening, he listened to the contents of an English listening book for more than 3 times. In order to practice speaking, he recorded more than 1 speech videos in two months. In order to seek wisdom, he read a lot of books, and he often feels infatuated. (Later, when he went to Shanghai to develop and pack his luggage, the books he picked out from all the books in his residence were fully filled with 16 woven bags.)

With unremitting efforts, his earning ability has been greatly improved. By the fall of 215, he had saved almost 1, yuan.

At this time, a fierce cat began a "search journey"-he wanted to find a road that really suited him and pursue a more wonderful way of living.

He did two extremely important things: meeting people and writing.

These two events had a vital impact on his life.

After meeting some awesome people, a fierce cat's eyes were opened and she had a brand-new thinking about her life and career.

After intensive writing, he found that what he wrote was very useful to some people, which made him feel "needed" as never before.

On New Year's Day in 216, a fierce cat announced its annual goal, which mentioned that it would interview 1 awesome people in one year.

He connected with a group of "Niuren" by leaving a message in WeChat official account or Weibo of Niuren, and paying for an appointment on the online store.

In order to make himself more "justified" to connect with the cattle people, he specially found the CEO and editor-in-chief and got the title of "Chief Interviewer". In the future, it will be more convenient to make an appointment.

At that time, it was the golden age of WeChat official account's development, and those small articles written by a fierce cat, which were based on his own experience and learning and growth, were very popular with readers. After more than four months of opening, WeChat official account fans exceeded 4,.

But at the same time, he also met with financial difficulties: the original 1, yuan saved was expected to be enough for one year. Because he joined the community everywhere, he went to see the cattle people at his own expense and often gave out red envelopes in the community, and the money was spent in a few months.

On April 2, 216, there was only 183.8 yuan left in the card of a fierce cat.

he began to think about how to commercialize, and at this time, his strength really began to show.

After several days of preparation, he sold a course in WeChat official account for 99 yuan to share his experience in operating and writing WeChat in WeChat official account, and earned more than 1, yuan a day.

in the second month of commercialization, his number of fans reached 1,. At this time, he engaged in two phases of charging community, the prices were 299 and 399 respectively, and quickly accumulated a group of paying community users.

Through these business practices, he found that running the community is a shortcut to realize WeChat official account's cash, and thus began to accumulate a set of methods to use the community to accumulate and incite greater influence.

in may, 216, a fierce cat left the city where she stayed for six years and came to Shanghai for development.

In a narrow single room in Pudong, a fierce cat opened a new chapter in his life.

In order to motivate himself, he specially printed a piece of paper and pasted it on the bookshelf: 5W fans.

Everything comes to him who waits. In September 216, the number of fans of "Fierce Cat" in WeChat official account reached 5,. At this time, it was only less than 9 months since he opened WeChat official account and published his first article.

at this time, making money is a natural thing for him. For example, he once received an advertisement for a course, using a method of no guarantee and relying on commission for all his income. The commission for an advertisement was 1,. Even helping people sell sanitary napkins, a tweet can sell thousands of orders.

After the number of fans exceeded 5,, a fierce cat quickly became the third charging community, and the fee rose directly from 399 yuan to 1,5 yuan.

At that time, paid communities had become popular. Most communities in the market played relatively simply, and the income that operators got from the communities was mainly the membership fees charged.

A fierce cat's way of playing is to unite greater strength through the community-on the one hand, he strives to make members of the community gain value and strive to achieve members of the community; On the other hand, members of the community will also help him spread the brand, thus generating greater influence.

soon, the opportunity came to test the power of the community.

in November, 216, Li Xiaolai invited a wild cat to make a sharing on "Let's listen together". The person in charge of the operation of the platform, together with a fierce cat, set a "small goal" for 1, people to buy and share.

A fierce cat was very excited. At that time, he was still in the hospital. He bought a high-speed rail ticket without even going through the discharge formalities. He quickly went to Beijing to meet with Li Xiaolai and the person in charge of the operation of the platform to discuss the next game.

finally, 1 yuan's paid sharing was priced, and 65, copies were sold quickly. On the day of the live audio broadcast, the server was directly crowded because of too many listeners.

After the live broadcast, more than 5, copies of the listening course were sold one after another, exceeding the original target, even though the price rose to 6.6 yuan. Later, until the platform stopped operating, this sharing was the program with the largest number of listeners.

This exhibition of influence has made a fierce cat famous, and even some people whom he admired but didn't know have come to make friends with him.

since then, a fierce cat has sold lessons to the new world, and opened a column in the "rice ball" APP, all of which have achieved the first place; At Chaos University, he once became the person with the highest "research value" (219); His two annual sharing in 218 and 219 also created the highest listening record of the platform at that time (both more than 1, people).

His playing style has been proved again and again. A fierce cat himself, from WeChat official account V, has become one of the most famous players in the field of community management.

Since then, a fierce cat's operating concept of WeChat official account has also changed greatly. He no longer regards the growth of fans as an important goal, but regards the deep connection with the target population as the most important task.

His philosophy is that the depth of connection with the target group is much more important than the number of fans. If a person has achieved 5 million fans in 1 years, it is certainly awesome; But in 1 years, another person has accumulated 5, excellent, high-paying and very iron paying users, and the latter is definitely more awesome. If you want to do something, the latter must have more energy than the former.

WeChat official account, a fierce cat, was once selected as one of the top 5 WeChat in China, but since the middle of 217, the average number of readings has dropped all the way, and now it has dropped to the level of 1, to 2,.

But up to now, its various paid communities have opened dozens of issues, and they are getting more and more popular.

In 218, a fierce cat decided to upgrade to be a business consultant, and began to advertise in WeChat official account, a well-known strategic marketing expert, with a direct price of 2,/day.

This price caused a lot of questions and ridicule. At first, no one paid the bill. However, a fierce cat is unmoved, and continues to try its best to publicize and constantly improve its consulting ability.

He said: Anyway, I have food now. I'll wait. Someone who knows the goods will come.

Later, more and more people were looking for him, and Fan Deng, Sister Zhang Mengmeng and others also became his customers.

In 22, a fierce cat published a book-Ten Years a Year.

This book has surprised many people in the publishing industry: the total circulation reached 2, copies in the first month of listing (not including the sales of electronic version). Due to the strong momentum, pirated books, a newcomer in the book industry, have been sold in less than a week, which is said to be quite good, which has become a miracle in China publishing industry in 22.

After Top Ten Years of the Year sold well, more and more cattle people began to actively connect a fierce cat. He also became the chief book brand strategy consultant of Mo Tie Culture Group and the chief marketing consultant of kazuo inamori's two new books.

He founded a community with the theme of personal brand with an official price of 5, yuan, which can attract many people even though it rejected a large number of applicants. The community that charges 3, yuan has also started slowly.

From the grassroots with almost nothing, to the WeChat official account V with millions of fans, the top community management/personal branding/book marketing expert and the author of phenomenal bestseller, a fierce cat has achieved a great upgrade in personal wealth and influence in just a few years.

2

He Jiayan talked with a fierce cat.

He Jiayan: Thank you, Brother Cat, for taking so long to tell your story. This may be one of the most amazing stories of grassroots counterattack in our time. In your opinion, what are the most important things to accumulate greater influence in this era?

a fierce cat: there are basically three sets to make a big impact.

the first is the expression of ideas, that is, exporting useful content to others, which can also be called "making a statement".

the second is brand marketing. Two things are very important in a person's life, one is talent and the other is meeting. Brand marketing can help you "meet" well. If you do well in brand marketing, you can connect with many people you want to meet and many good opportunities.

the third is community management. Form a community, connect many right people together, achieve each other, unite with greater strength, and bring great value to the world.

He Jiayan: You just talked about making a statement. I have a doubt, is there a systematic ideological system for your statement? For example, Buddha made a statement about how to treat the sufferings of the world and how to treat all beings; Confucius made a statement, which is based on benevolence, righteousness and morality; Wang Yangming made a statement and established Yangming's psychology of "to conscience". Do you have a consistent idea, dream or principle in your speech?

A fierce cat: Your question is very good. Thank you very much! Meeting you was a very correct decision.

I'm not that great. I can't invent a set of theories that can be handed down from generation to generation. But I hope to "carry on the past and learn from others".

Next, I'm going to spend ten years or more studying Confucianism, Buddhism and Taoism, as well as some western classics. I have found some very good teachers, paid their tuition and studied with them for a long time.

In addition, I will continue to study the classic western personal growth and business theory, and I hope I can achieve a certain degree of "communication between China and the West, communication between ancient and modern" in some aspects. ?

He Jiayan: Learning is time-consuming, especially since you have done a lot of things now, and you are busy enough at ordinary times. Why do you spend so much time studying? Where does this motivation come from?

a fierce cat: I've been thinking, what is really important? Strong basic skills are very important! My existing skills are enough to serve existing users. But as customers get taller and taller,