From June 28th to 30th, 2024, in just three days, I will explore the secret world of IP traders with Mr. Zhang Meng, Mr. Heiwei, Mr. Yichen, and Mr. Amber, and I believe that both offline and online friends have benefited a lot.
"Trader: Traffic Becomes Reality Camp" from knowledge points to knowledge chains, to knowledge networks, and finally to form a knowledge system. Have you ever touched the pulse of the password created by IP?
May every step of our journey be solid and powerful, and every dream within reach!
So, in order to facilitate everyone's review, we have integrated and inventoried the dry goods knowledge points mentioned in the 3-day course, let's take a look!
01 About IP
What exactly is IP?
IP = Asset
A person is a company.
Constructing an account is essentially the process of accumulating and creating personal assets.
02 IP monetization
IP creation needs to integrate story elements to achieve deep integration with commercialization.
03 IP Lifecycle
1. Category positioning: Clarify the main categories that you are passionate about and good at.
2. Category expansion: On the basis of stabilizing the main category, gradually expand the scope of the category.
3. Content cornerstone: Content is the key to engaging your audience, and you need to tailor your content to your target group.
4. Stick to the bottom line: To be a blogger, you need to know what the bottom line is.
Avoid excessive pursuit of traffic and damage brand value, and don't let luxury goods become a short-term traffic password.
04 IP mentality
1. Remain humble: Have a moderate sense of anxiety in the face of achievements and challenges, and maintain a humble and cautious attitude.
2. Fan operation: Regard fan operation as a lifelong career, and continue to accompany and interact.
3. Firm beliefs: Believe in yourself and learn to manage your emotions effectively to cope with various situations.
05 About Private Domains
Whether to build a private domain ecosystem should be based on the consideration of customer unit value.
06 How to locate
1. Accurately benchmark against industry benchmarks and help you find labels.
2. Create a distinctive character label
3. Adapt to target users and scenarios
07 Trader's core competence
1. Monetization strategy
2. Traffic acquisition
3. Content Creation
08 Growth core
1. Reach out to new people
2. Expand into new categories
09 How to create a fan-attracting persona
3 types of strong fan attraction characters:
1. Professional
2. Action
3. Emotions
10 About the selection of topics
Why do users read your content?
The topic is a one-sentence script.
The person is the target user
Event pain point scenarios
Thematic Opinion Expression or Solution
11 Benchmarking Content
How do I find the content to be benchmarked?
1. Look at the data: Data is the core criterion for judging the quality of content
2. Look at the title: The title is the theme, which is measured by the three elements of topic selection
12 About the selection of topics
Good topic
1. Provide a solution
2. Establish an antagonistic relationship
3. Leverage from abstract to concrete
13 Content Strategy
Xiaohongshu Content Publishing Keyword Strategy:
1. Featured keywords: Choose keywords that are strongly associated with your target audience
2. Clever layout: In the cover, title text, and hashtags, accurately layout keywords to improve search rankings
14 About the Private Domain Community
The purpose of establishing a private domain community is to feed back the commercial transformation of live streaming and deepen the effect of private domain grass planting.
15 About Live Streaming
The frequency of broadcasting is closely related to the user's demand for the product.
The live broadcast reservation is closely related to the number of people in the live broadcast room.
16 Private domain business model
The key indicators of the private domain business model are as follows:
1. User connection: private message and comment interaction
2. Conversion efficiency from public to private: Steadily attract users from the public domain to the private domain
3. Sales conversion rate: Steadily promote product sales in the private domain
17 About Live Streaming
Empathy first, then consensus.
Empathy: A short story
Consensus: The big truth
18 About the type of anchor
Streamers are divided into the following four categories:
1. Sharing
2. Accompaniment
3. Teaching type
4. Leader
19 About selection
The key to product selection lies in two elements:
1. Visualization
2. Poor information
20 Logic of merchandising
The sales logic can be divided according to the customer unit value, and there are different ways to play:
1. Low customer unit price: pain point + visualization + mechanism
2. Medium and high customer unit price: pain points + visualization + emotional poverty alleviation
3. High luxury customer unit price: pain points + visualization + story
21 How to do IP
Start with the end in mind: Clarify the ultimate purpose of building IP
Create a hit: content capability + precise positioning
Fan operation: build a community + reply to comments
22 On the Question
Be sure to pay attention to the user's questions, which are often asked, which is the key to your business opportunities.
23 How to Select Users
Target audiences with precise targeting and purchasing power.
24 IP Principles
1. No goods and no experience products
2. Make it a habit to watch Xiaohongshu live streams and shop
3. Brush the Little Red Book every day, and know that the other side is not fighting
4. Change your internal and external image
5. Create the ability to hit the scene
6. Invest wisely
The above is the content of the 3-day course of "Trader: Traffic Becomes Reality Camp", and I look forward to everyone continuing to internalize what you have learned in the classroom, growing and gaining something! We'll see you next time~
Finally, if you like today's content, remember to click on one to watch and like, so that more friends can see it, and you can also share your experience in the comment area, thank you ❤️