The common concern of hundreds of thousands of Internet practitioners!

Author: Fan Deng

Source: Notesman (ID: Notesman)

Editor: Juvae

On September 2, 2017, Fan Deng, the tutor of the third phase of Mini Start-up Camp, shared the course “Interpersonal communication”. As the exclusive event notes partner, Notexia is authorized to publish by the organizer.

Business thinking

This article freshness: ★★★★ taste: chewy

Note you invite you, first think:

1. Have you ever had great content that few people know about?

2. Have you ever had a great product but few people bought it?

3. Interpersonal communication, how to make the product become the topic of others?

Knowledge is not possession, and the desire to possess is a very different feeling from real possession.

Reading this matter is the same, do not deliberately want to remember how many things, the real reading is to make knowledge into a part of their own blood. I have seen many people speak the Analects of Confucius very well, but he behaves in a different way from the Analects of Confucius, so he does not really own a book.

At first, Fandeng Book Club had no money, no technology and no team. Now, the company is growing exponentially. How does fandeng Book Club do it?

First, make your product a topic of conversation

First, the beauty of interpersonal communication. There’s a book called “Going Viral” that talks about six elements of communication:

① Social currency

When a person shares your content and feels good about himself or herself, it’s called social currency. So entrepreneurs need to think about whether their content, their product, can become a social currency.

(2) the incentive

What was the trigger? The incentive is, when you make a product, you have to combine the product with a high-frequency thing.

For example, there is a Mars chocolate company in the United States, which has been lukewarm; Until one day, the U.S. government launched the “Mars Project.” Mars is Mars, so the hottest topic at the time was Mars, and the chocolate immediately became the hottest brand.

(3) public

Publicity, simply speaking, is to learn to consume consumer behavior surplus.

After a consumer buys something, he has a little bit of behavior left over: he can wear our T-shirt with the book club slogan on it. When someone is willing to wear our T-shirt, we consume his behavioral surplus.

KFC and McDonald’s are the best at this. At KFC and McDonald’s, doggy bags are flat paper bags with handles. When you walk down the street with a bag with ads on both sides, advertise them all the way. When you take it back to your office, because it has a base, you never lay it out on your desk, so it stands on your desk like a billboard. In this process, all the people coming and going know that you are eating KFC, are consuming your behavior surplus.

(4) the mood

If your product or brand evokes emotions in others, it will go viral. There are two kinds of emotions, one is more positive emotion, one is negative emotion; There is also a dimension called high and low arousal. Therefore, there are four types of components:

A. High arousal of positive emotions

Can bring a sense of sublime, moved, awe, courage. All of these things are highly arousing and positive, and it’s that feeling that makes you want to retweet. For example, on the 72nd anniversary of the victory of the Anti-Japanese War, we paid tribute to the PEOPLE’s Liberation Army, which is a highly arousing positive emotion that people are willing to forward.

B. High arousal of negative emotions

Fear and anger are the easiest things to retweet. Why is Chai Jing’s Under the Dome so popular? Because it raises everyone’s concern — what happens to the kids when the environment is bad? When it comes to the kids, turn for the kids. This is what we call a “negative but high arousal emotion.”

C. Low arousal of positive emotions

Good comfortable, comfortable, leisurely are high positive energy things, but no one forward. For example, if you take a photo of the delicious food you had for lunch today, but no one forwards it, this is positive but low arousal.

D. Low arousal of negative emotions

A feeling of sadness or distress; Let’s say your cat dies, and you’re very sad to post that your cat has died. People don’t retweet.

Through the effect of the above four emotions on the transmission power, we can see that only when we understand the subtle emotions, we can know which emotion we are doing propaganda should be aimed at. It gets hot, it gets the word out.

(5) practical

Practicability is also very important, what is practicability, is that you forward this thing can bring benefits to the other side, for example, there is no preferential forwarding.

Those stories

Troy, not A History of the World, is the most effective thing to pass on. History of the World, you may not have read it, but you know the story of Troy. Similarly, you may not have read Journey to the West, but you certainly know the three Dozen White Bones. So when a person can write a story, it is especially easy to trigger a lot of topic spread.

Second, look for bright spots to try quickly

Some people say, shouldn’t there be critical thinking? It is necessary to criticize before accepting, but if a person spends all his time criticizing, he doesn’t have much time to make progress. The best way to improve is to experiment quickly and look for the bright spots, not the weak spots. Many of us love to find flaws because we are constantly picked on in our interactions with our parents. So the habit of fault-finding develops in one’s own body.

It’s a projection, and in order to solve the problem, you have to go back to the roots of the family, and you have to deal with your parents first.

Three, the initial idea of entrepreneurship: “I must, therefore I can”

A tyrant like Hitler, whose principle was: I can, therefore I must; And the sage’s principle is: I must, therefore I can.

I’ve heard a lot of my friends in the media say that startups are not very successful, because they say, I can do this or I can do that, my range is here, what else can I do? They always want to do what they can do, which is not a startup mentality. The startup mentality should be: I have a problem to solve.

Many people ask me to recommend books, and they all memorize the titles; It can be seen that many people like to memorize book titles. But most of the time they don’t read it. Some people even buy the recommended book and don’t read it. All kinds of reasons, such as no time, do not understand, and even said to buy a gift.

Later I found out that this is a social problem, Chinese people push hard to read, push around to push sales; No matter how high the sales are, it’s no use not really reading it. It would be great if this social problem could be solved.

Once you know what problem to solve, you’re ready to go. Of course, I have to work towards goals and bring people in to solve problems. It’s like the Tang Monk who can’t wait for Sun Wukong to come and then go, but must go on his way anyway. That’s how the sage does it: I have to do it, so I can.

Four, entrepreneurship — “foot in both boats”

When starting a business, some people may wonder: Should you put all your eggs in one basket and go for it, or should you try to play both sides of the fence?

There is a book called “Deviant,” which is an in-depth study of why so many people succeed in starting their own businesses, and it turns out that Bill Gates, Steve Jobs, Mark Zuckerberg, and others have a very important characteristic that they play both sides of the boat. Basically: IF I can afford this order, I’ll do it. I’m going back to Harvard if I can’t get an order. If we want to analyze the reasons, it is probably:

First, a good entrepreneur is not a risk-taker. People who are good at taking risks are gamblers, and good entrepreneurs are good at controlling risks.

Second, people only dare to make breakthrough innovations when they feel safe.

Why would I dare to do something so risky as a book club? Because IT doesn’t matter if I lose. If the club didn’t work, I would still be able to teach and earn money. So I dare to do this kind of subversive attempt.

Focus on the key priorities of each period

One particularly important concept in HBS’s Favorite Leadership Lessons is that for a team to perform, it is most important to focus on the key priorities of each period.

Many entrepreneurs, three, five, or even 10 years later, find themselves obsessing over small problems because they don’t focus on the key priorities. The boss looks at everything and wants to be perfect. When the boss sees the employee, he always says “this is not good” or “that is not good”. There are so many bad points that the employee feels dizzy when he sees the boss and feels finished again.

For example, when I first started working on an official account, I thought the product needed to be spread through interpersonal relationships. Because there is no money to advertise (in fact, advertising is useless), at that time, if you want to have interpersonal communication function, it is necessary to make the two-dimensional code communication system, I hope to be able to recognize who this two-dimensional code is, and to be able to give money to the dissemination of the people.

When I first started to make the APP, there were a lot of scolds everywhere. Many people said it was too hard to use, it kept flashing back, it was terrible, and I couldn’t find the button. All of them wanted me to tell the team if I could change the button, if I could clean up the logic.

I was able to resist, when I went to meet with the team, I never mentioned the complaints, I just talked about one thing, I said: Did you get the QR code? How much longer will the QR code be? So our technical staff feel that the meaning of the boss is very clear, is to make the TWO-DIMENSIONAL code first, no matter the curse, I will cover the two-dimensional code. This is called a key priority.

The boss will have plenty of things to find wrong with his product, but if he doesn’t focus on the key priorities, his employees won’t be able to tell what the most important things are at the moment.

After the QR code was made, I said, now let’s find a way to make it easier for people to use the APP. One thing at a time, two weeks to do it well, day by day progress, we started up to now, about three years, the annual growth rate has been 1000%.

Of course, in order for a company to do well, it is not enough just to be able to spread. Product is important, leadership is more important; Being able to manage the team well is very important, and having a win-win thinking is more important. So to be a good entrepreneur, you can’t have too many weaknesses.

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