Ability, opportunity, choice

Yesterday, a small partner in the backstage left me a message: How to establish a link with a higher level person when the resources are not equal?

Energy exchange is conservative.

This means that you can't establish a peer-to-peer link with each other in the field they are good at.

Before linking, think about what the other person can get from you.

When you figure it out, the problem will be solved.

Two angles

From the first angle, it is necessary to be hard to strike while the iron is hot. You must constantly evolve and upgrade your operating system.

The second angle is more practical. You have been upgraded, and others are still willing to establish contact with you? Not necessarily/completely.

Just like the title of this article: You are excellent, but you still haven't achieved anything.

I have a lot of such people around me, such as my former colleagues from internet companies, who are several times more capable than me.

For example, Li Zong and Feng Ge mentioned before, all abilities are crushing my existence.

However, they still have not achieved anything.

Because besides ability, there are two important factors: choice and opportunity.

Ability, choice and opportunity are three factors that you must consider when planning the new year.

This article is very practical. I suggest you prepare a pen and paper before reading, and comb it while reading.

competence

Survival depends on skills, life depends on ability, freedom depends on cognition and freedom depends on wisdom.

This is not a multiple-choice question, but a proportional emphasis.

If you are still in the survival stage, you should pay more attention to your skills; If survival is not a problem, we should put more energy into improving our ability, and so on.

I must emphasize once again that this is an adjustment that focuses on proportion, not letting you give up anything.

It is important to know where you are, which determines how you should make a plan.

There is a tool that can help you, called the four quadrants of ability management, and skills can also use this tool.

If you can't tell what skills are and what abilities are? Then it doesn't matter, just put it together.

Quadrant has four areas, namely: storage area, core area, potential area and blind area.

There are three measures: proficiency, income and interest.

Mastered the ability to bring in income, interested in core areas; I have mastered the ability to bring in income, but I have little interest in it and put it in the storage area; I haven't fully mastered it, and I can't bring benefits yet, but I am very interested in the ability to put it in the potential area.

Blind spots will not be explained.

How to make a plan? Very simple

The ability of potential area and core area is the core algorithm of your operating system, which requires a lot of deliberate practice.

Your goal is to transfer the capacity of the potential area to the core area, and the capacity of the core area to the storage area.

The capacity of the core area and the storage area is used for realization or energy exchange.

If the ability to place the core area and storage area is very small, it is difficult for you to establish an equivalent exchange with others.

The more capacity you put in the core area and storage area, the wider your contacts, and the wider your contacts, the more resources you can allocate.

There are three ways to make money:

The first level is to make money by selling resources.

Simply put, it is to make money by your own ability and time. There's a problem. Do you know how to solve it?

Second, make money through resource allocation.

When you encounter a problem at this time, your first thought is not how to solve it, but who can solve it?

The third layer does not discuss resources.

Resources are not the problem, you care about the direction. Simply put, it is to do the right thing and find the right person.

It is important to find your own position. After all, what you have to do is a plan, not a wish book.

▍ Choice

The ability to solve problems is very important. What problem is more important to solve?

I have a formula to calculate revenue: revenue = customer unit price x number of users.

How is the unit price calculated? Customer unit price = own capacity+external premium

Forget about ability.

Is there any way to increase the premium? Good user experience, pleasing to the eye, comfortable to use, and forcing ... can bring a premium.

Do you want to take an MBA from Peking University? Do you want to get a certificate?

It depends on the user's recognition and willingness to pay for this certificate.

And your input-output ratio.

Yesterday, a partner called me after two o'clock in the morning and said that he had learned a lot and made some money with me in the past two years. He asked me if I had considered writing a book.

I said no, at least not yet.

Writing a book is actually a way to increase the premium, but for me, the input-output ratio is too low.

So is being good-looking.

My guest price = my ability+good-looking.

Let's talk about the number of users first

Most people have 1 users, and your income is equal to your salary at this time.

Generally speaking, your salary will be less than your ability. Because there are too few users, you lose the bargaining power.

What if the number of users is two? It means that you are doing a part-time job, which is essentially the same as 1.

How about user > 2? It depends on how big it is.

When there are many choices, congratulations, you have evolved from survival to life; Very big. Okay, you're free.

I'm not just talking about financial freedom, I'm talking about spiritual freedom.

Choice is very important.

If your number of users is less than or equal to 2, you should choose a platform at this time.

My advice to you is that it is important to do the right thing, but it is more important than being right.

If you have more than 2 users, you should choose products/services at this time.

My advice to you is: product, operation, business model,+,cognition, connections, pattern.

chance

One life, two fortunes, three geomantic omen, four virtues, five studies, six seven phases, Ba Shen, nine noble people and ten health preserving.

That makes sense.

This is not superstition. Chairman Mao told us to grasp the pulse of the times. What is the pulse of the times? Isn't it an opportunity?

How to seize the opportunity? Pay attention to three points: humanity, trend and cognition.

First, human nature.

Whether it is products or services, in the final analysis, it is for people.

Once a new thing appears, the criterion for judging it is very simple, that is, to see what value it can bring to people.

Valuable, find a way to intervene; It's worthless. If you have the ability to quit before the bubble bursts, step in. Otherwise, stay away, as far away as possible.

Don't think you are lucky. After all these years, when have you ever been lucky?

How to understand human nature? Let me introduce you to three methods of my own: 1. Learn human behavior; 2. Learn some impromptu dramas, such as one person and one story or drama transformation therapy; Step 3 leave a blank, retreat or meditate

Second, the trend

There are three main trends: technological change, demographic change and economic structure change.

Steam engine, telephone, internet, mobile internet, artificial intelligence ... every technological change will bring new trend dividends.

The population structure is 70,80,90,00. ...

Taobao is mainly for the post-80s generation.

2003 18 years old. Willing to try new things, but with low purchasing power.

How to buy things? Of course, I hope to buy more interesting things with less money.

Why did Tmall appear late? Because after 85, I grew up, my ability to pay was strong, and my cognition was upgraded.

When you see something new, you must learn it and understand it. To reject it is to reject God.

Third, cognition.

There is too much talk about cognition, and getting it is also about cognition. Chaos University is also about cognition.

Many of my previous articles are also about cognition, and those who are interested can look through the previous articles.

02

Show characteristics and reflect differences.

It is very important for Tik Tok to define its own characteristics and show its uniqueness, so as to attract the attention of regular users.

An enterprise must have irreplaceable characteristics of other enterprises. If we can grasp this feature and do more communication and promotion on it, we will certainly achieve the purpose of marketing.

For example, "Master Chai talks about brands" is characterized by brand consultation, so when he runs his own company "Fat Dun Restaurant", he will answer many questions about brands for customers.

As a brand consulting expert, Mr. Chai knows how to explore his own characteristics infinitely and fully show the differences compared with others.

When doing marketing communication, enterprises must choose the core positioning for the target users.

Because users have their own distinctive characteristics, they can only create and spread in the direction of content that users like.

At this stage, Tik Tok must have a certain flow dividend. Because the number of users is growing rapidly, and advertisements are relatively less and more mature.

So there is a phased traffic dividend. At this time, everyone should seize the opportunity of this flow bonus blowout.

When it comes to featured display, there are many successful cases.

For example, 18, an ice cream shop in Gulangyu, Xiamen, was the hottest in Tik Tok at that time, attracting many people. How did this ice cream shop attract so many people to buy it?

Many people came to this store all the way, in fact, just to see Tuge's unique way of buying and selling.

From ancient times to the present, cash on delivery is a trading mode recognized by both buyers and sellers.

But this little Turkish brother won't sell ice cream so easily. When people buy this kind of ice cream, they are sure to be "played with".

This way of buying not only increases the interaction between sellers and consumers, but also brings fun to customers, and can also enjoy foreign cultures, which can be described as killing two birds with one stone.

The above marketing routines not only improve the popularity of Turkish ice cream, but also greatly improve the marketing promotion effect.

After all, many people will find it interesting and want to visit. Why don't such stores make money? Why is this marketing unsuccessful?

This is achieved by showing the characteristics of Turkish ice cream.

If its own characteristics are not obvious, you can also create a characteristic through imagination.

For example, Tik Tok had a hot milk tea before, and I believe many people have been screened by it.

As soon as this milk tea appeared, many netizens shouted magic and absorbed 30w powder in just 3 days. How did it do it?

This piece of milk tea is called answer milk tea, which has a special charm, that is, it can be called "divination". Of course, this is not real divination. The significance of this divination is that every milk tea in the store will have an unknown answer, which can answer all the questions you want to ask. Just write it down and meditate in your mind for 5 times, and the answer to the question will emerge on the tea surface.

In other words, this answer tea is the first magic tea that can find the answer for users.

This kind of small operation is naturally a gimmick, but this answer milk tea has made this gimmick reasonably, and with a little marketing means, it has reached the situation of explosion.

This is the so-called manufacturing feature.

The above examples have proved to a certain extent that having a unique feature and being good at showing this difference is a clever marketing tool.

03

Tik Tok book list project

Tik Tok's book list number, like Tik Tok's goods, is specifically for books and goods. If you bring goods, you can bring anything.

Tik Tok's book list began as early as the end of 18. At that time, the book list number was very simple and profiteering, and many books were sold in one month.

I only caught one tail. I did it for a while last year. I made it with a dozen sizes, and I can still get six figures a month.

▍ Project prospect

Now the book list number has changed, because Tik Tok's playing mechanism has been changing, and the projects realized by Tik Tok will also be changing. You can't live a lifetime by playing a game.

Many people want to try to make short videos, endure face problems, don't want to go abroad for live broadcast, have no face value, have no talent, and want to make money through short videos.

There is one project that can meet your above requirements, and that is the Tik Tok book list number.

The book list number, as its name implies, is to output the content in Tik Tok, and then sell books through the content. The general commission is about 30%~50%, and the commission for individual books can reach 80%.

Not only can you make a book list, but you can also have wallpaper number, scenery number, music number, beauty number, information number and so on. You can have anything you can or can't imagine. Someone must be doing it. It's very profitable.

Considering so many people, they have everything they need. Where there is demand, there is a market. I won't say much about the demand for books.

Books have always been a big market. Where do you usually buy books? Dangdang, JD.COM, Taobao and other big platforms?

Now Tik Tok, a giant with a daily life of 800 million, has also come to grab food. This super traffic pool has generated an industrial chain traffic about books. In Tik Tok, some popular bloggers can sell millions or even tens of millions of books a month.

In addition, Tik Tok also launched a Tik Tok web version and a Chinese video program. There are indications that Tik Tok users urgently need in-depth knowledge content, which shows that Tik Tok users have learning needs. What can cure learning better than buying books?

Display form

Selling books can be said to be the simplest way to bring goods. Compared with other products, you have to solve many problems such as supply chain, copy output, shooting skills, shooting equipment, after-sales work and so on.

There is basically no problem in making these book list numbers. Copywriting is revised from books, products come from booksellers, shooting skills are fixed, one mobile phone can do it, and after-sales work is almost zero. Isn't it easy?

If you don't shake+,you will basically invest 0, and the cost is the time cost of making content. It is also faster to get started, suitable for small partners who have no money and want to make money.

Therefore, the Tik Tok book list number is most suitable for individuals or small teams of several members to operate.

The following are common types:

1, static text class

Video content is pictures+words, and words are golden sentences in books, usually static pages. This form was once suppressed by the platform because of flooding, and now it is outdated (but the account traffic that has been done is still good, but it is no longer suitable for the new number)

2. Graphic number

PPT is an upgraded version of static text, and the video content is a combination of multiple pictures, which is a dynamic page.

There is no big requirement for numbering, just how to decompose the matrix. Simple production, the only requirement is that the picture is clear, beautiful and attractive, and the audience should pay attention to stay.

3. Mixed shear number

This kind of work usually appears in film and television clips. The essence of film and television editing is cut and divided into three segments, and the video proportion is divided into 1: 1: 1. Coupled with the "concerned" copywriting and the less annoying bgm, a work becomes.

This kind of account is generally limited by the quality of film and television works, which means that the film climax you cut is beautiful and wonderful, so the probability of the work bursting is relatively high. The only thing that needs attention is the clear combination of copywriting +bgm+.

However, due to the copyright issue of movies and TV shows, advanced players usually find some decompressed videos to replace movies and TV shows.

4, dubbing hand-painted number

You don't need a real person to appear, just make it with a beautiful painting app.

Among them, the copy determines the quality of the work. The better the copy, the greater the probability of explosion. At present, it is common to use this account to sell entrepreneurial books.

5, real appearance class

This kind of production cost will be higher, but the trust will be higher and the conversion rate will be better than the above ones.

▍ Key points and precautions

Classification of popular books: workplace, emotional intelligence, positive energy, parenting, inspirational, Chinese studies, emotion, novels.

Copywriting and content collection methods: refer to peers; Baidu and other media websites search; Video, screenshots from video app music, I suggest using a unified one first.

The highlight of book list videos lies in the meticulous copy, which often tells some philosophy, life significance, emotional knowledge and so on, and words are the main output value of these videos.

So, how to find the text?

1. network collection-you can find all kinds of text collections online, and even find video copies of various book list numbers (but as far as I know, most of them are for drainage, and the content quality is very poor).

2. Book Abstraction-After finding your own vertical field, directly extract books in this field (secretly, the chapter titles of such books are excellent copywriting), and it is recommended to read them on WeChat.

3. Deal with plagiarism-find your benchmark account number 5- 10, list videos with more than 1000 likes, tear up the video copy, study it carefully, and use it directly after making some changes.

How to choose books with goods?

1, explosion of peer goods

2. Dangdang, JD.COM and Taobao.

3, the price is not too high: try not to exceed 50 yuan, the conversion rate will be cheaper if it exceeds 50, and try to control it at 20-50 yuan.

Advantages and precautions

Advantages:

1. The production is simple, suitable for beginners, and the threshold is particularly low. You can shoot, produce and edit a video with only one mobile phone. Easy to realize

2. Promoters can get commission for selling books and commodities through Tik Tok Window video. In this form, the risk is almost zero, and there is no need to hoard goods or manage logistics.

note:

1, don't build a car behind closed doors: the specific performance is that without the guidance of data, it is difficult to produce explosive products by personal feeling. We suggest that you use a third-party data analysis platform to assist our operation.

2. Don't flatter yourself: the indicators we pay attention to during the operation are wrong. We do Tik Tok to make money, not to pursue the growth of broadcast volume and fans. Many people will be obsessed with the soaring broadcast volume and the growth of fans in the later stage of Tik Tok operation, immersed in such pleasure. This is a typical flow thinking. The key indicator that we should pay more attention to should be our trading volume. We should optimize our video content from the user's point of view. This is the key point we need to do.

Let's talk about what tools are needed for production.

Mapping tools: Meitu Xiu Xiu, Maker Sticker (free).

Editing tools: cut and filter (free)

Hand-painted tools: beautiful books (charge)

Dubbing website: Iflytek dubbing (charge)

Video information website: Tik Tok, Bi Li.

Copywriting material website: Douban

Four basic knowledge:

1. One person can handle 15 phone cards, 5 mobile Unicom cards and 5 telecom cards.

2. 1000 fans open windows, and 500 yuan deposit is required for each number. ?

3. A person can only use his real name as the Tik Tok number. If his account is blocked, his ID card information and mobile phone number cannot be used. The account is cancelled voluntarily, and the ID card information and mobile phone number can be reused. The mobile phone number will be released in a week.

4. One machine can have multiple numbers, and login can be switched (preferably no more than two).

Anyway, you should stick to it when you do it, no matter whether it works in a month or not.