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In the rivers and lakes from the media, a fierce cat is also a unique man.
Although some of his practices are controversial, his personal brand building ability, community management ability and book marketing ability are very famous in the industry, and even outsiders will come to inquire and consult. Many of the people who came to see him were entrepreneurs and scholars with high status.
What's even more amazing is that as a million fans of the official WeChat account and a phenomenal best-selling author, he lived a semi-secluded life for four and a half years, never appeared in public, and even did not attend offline meetings in his own community.
On March 16, I talked with a wild cat in Shanghai for more than 6 hours, and talked about his personal growth and entrepreneurial experience, as well as his self-management methodology.
I think his experience and methodology have a good reference value for individuals to establish and enhance their influence, so I wrote this article.
The first half of the article is to sort out the experience of a fierce cat, and the second half is to record some problems in the conversation. I hope his personal experience and business experience can give you some inspiration.
1
A classic example of personal influence
-the "family history" of a wild cat
1985 A fierce cat was born in a remote mountain village in a province. When I was a child, I was used to herding cattle and chopping wood and living a hard life.
It comes from a strange family. 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 was used to listening to the classics. from ruin (when someone died in the local area, he usually asked his family to handle affairs) thought more and more deeply about life than other children of the same age.
A fierce cat felt different from others at an early age and was unwilling to be a mediocre person. He is better at herding cattle than other children and works hard at other farm work. In his words, it is difficult 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, biography, history and business.
Besides reading a lot of these books, he often talks about life, ideals and business with people older than himself.
At this time, a fierce cat told herself: I don't want to work in this life, I must do it myself.
Despite this idea, a fierce cat didn't know what she would do in the future, and even fell into confusion for a time.
In 20 12, he suffered a series of blows. For a time, everything seemed to fail, and he was in a terrible mood. He can't eat, he can't sleep, and his state is very bad.
In the next two years, his heart suffered great pain. In severe cases, I often wake up crying in the middle of the night.
20 14 he felt that this state could not last any longer. At the suggestion of a friend, he went to a distant place to play. He went to Delingha, Qinghai alone and met his best friend in college. The first thing to do when we meet is to drink together and then cry with our buddies. After staying there for a few days, he felt better and went to Tibet again.
But soon, he realized that no matter how far he went, he could not solve the fundamental problem. People could not escape from reality, and they still had to return to the "secular" and be a good person.
So, originally planning to continue his trip, he took a bus all the way to Yunnan and went home quickly because he decided to face the reality.
At that time, I was an English tutor, the kind who made up lessons for middle school students. In order to break through, a fierce cat decided to go out to study. He thought the speech was very important and signed up for a speech training class.
At that time, his card only had more than 9,000 yuan, and the lecture fee was 5,000 yuan. Although the meat hurt, he finally gritted his teeth and paid the money. When paying the money, he repeatedly said to himself: Spinning a thousand pieces of silver, you have to come back! .
In addition to spending money to find a teacher to study, he also works hard in the rental house. In order to practice listening, he listened to an English listening book for more than 30 times. In order to practice oral English, he recorded more than 1000 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 for development and packed his luggage, the books selected from the stacks in his residence were fully packed with 16 woven bags. )
Through unremitting efforts, his earning power has been greatly improved. By the autumn of 20 15, he had saved almost100000 yuan in travel expenses.
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 life.
He did two extremely important things: meeting people and writing.
These two things had a vital impact on his life.
After meeting some awesome people, a fierce cat opened her eyes and had a brand-new thinking about her life and career.
After intensive cultivation, he found that what he wrote was very useful to some people, which made him feel "needed" as never before.
On the first day of 20 16, Meng Mao announced his annual goal, which mentioned that he would interview 100 Niu Ren a year.
He established contact with a group of "Niuren" by leaving a message on Niuren's official WeChat account or Weibo and making an appointment at the "bank".
In order to make himself more "justified" in contact with Niuren, he specially found the CEO and editor-in-chief to get the title of "chief interviewer", which will be more convenient to make an appointment in the future.
At that time, it was the golden age of the development of WeChat official account. A fierce cat wrote a short article based on her own experience and learning experience, which was very popular with readers. After more than 4 months of opening, the number of fans of WeChat official account has exceeded 40,000.
But at the same time, he also encountered financial difficulties: the original estimate of 65,438+10,000 yuan was enough for one year. Because he participated in clubs everywhere, he went to meet cattle people at his own expense, and often gave out red envelopes in clubs, which were spent in a few months.
On April 2, 20 16, only 183.08 yuan was left in the card of a fierce cat.
He began to think about how to commercialize, and at this time, his strength began to really show.
After several days of preparation, he sold a course in 99 yuan on the official account of WeChat, and shared his experience in operating and writing WeChat on the official account of WeChat, earning over 10,000 yuan a day.
In the second month of commercialization, his fans reached 65,438+10,000. At this time, he started two charging communities with prices of 299 and 399 respectively, and quickly accumulated a group of paying community users.
Through these business practices, he found that operating the community is a shortcut to realize the official account of WeChat, and he began to accumulate a set of methods to use the community to accumulate and incite greater influence.
20/kloc-in may of 0/6, a fierce cat left the city where she stayed for 6 years and came to Shanghai to develop.
In a small 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 stuck it on the bookshelf: 50W fans.
Many things happen. 2065438+September 2006, the number of fans of the official account of "Meng Mao" WeChat reached 500,000. At this time, it was less than 9 months before he opened the official WeChat 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, and he did not guarantee the bottom, and all his income depended on commission. The commission for an advertisement is 65438+ ten thousand. Even helping people sell sanitary napkins, a tweet can sell thousands of orders.
After the number of fans exceeded 500,000, a fierce cat quickly became the third charging community, and the fee rose directly from 399 yuan to 1.500 yuan.
At that time, the paid community was popular. Most communities in the market play relatively simply, and the income that operators get from the communities is mainly the membership fees charged.
The way to beat the cat is to gather greater strength through the community-on the one hand, he strives to make the members of the community gain value and strive to achieve the members of the community; On the other hand, community members will also help him spread the brand, thus generating greater influence.
Soon, the opportunity to test the strength of the community came.
20 1 1 16 In October, Li Xiaolai invited a wild cat to "listen together" and share. The person in charge of platform operation, together with a fierce cat, set a "small goal" of 65,438+10,000 people to buy and share.
A fierce cat is very excited. At that time, he was still in hospital. He didn't even go through the discharge formalities, so he bought a high-speed rail ticket and quickly went to Beijing to meet Li Xiaolai and the person in charge of platform operation to discuss the next play.
Finally, 65,000 copies were quickly sold at the price of 1 yuan. On the day of the live audio broadcast, because there were too many listeners, the server was directly crowded.
After the live broadcast, more than 50,000 listening lessons 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 display of influence made a fierce cat famous, and even some people he admired but didn't know came to make friends with him.
Since then, a cat has sold classes to the new world and opened a column in the "rice ball" APP, all of which have won the first place; At Chaos University, he once became the person with the highest "research value" (2019); His two annual sharing sessions, 20 18 and 20 19, also set the highest listening record of the platform at that time (both exceeded 654.38+10,000 people).
His style of play has been proved time and time again. A fierce cat himself, from the official account V of WeChat, has become one of the most famous players in the field of community management.
Since then, a fierce cat's operating concept of the official WeChat account has also changed a lot. 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 contact with the target population is much more important than the number of fans. If a person achieves 50 million fans in 10, it is certainly awesome; But another person spent 10 years and accumulated 50,000 excellent, well-paid 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.
The official account of WeChat, a fierce cat, was once selected as one of the top 500 WeChat accounts in China. However, since the middle of 2065438+2007, the average reading volume has been declining all the way, and now it has dropped to the level of 10,000 to 20,000.
But up to now, its various paid communities have opened dozens of issues, and they are getting more and more popular.
In 20 18, a fierce cat decided to upgrade to be a business consultant and began to advertise in Shangbao, the official account of well-known strategic marketing expert WeChat, with a direct selling price of 200,000/day.
This price has caused a lot of questions and ridicule. Nobody paid the bill at first. However, a fierce cat was unmoved and continued to try its best to publicize and constantly improve its consulting ability.
He said: Anyway, I have food now. I'm waiting. Someone who knows the goods will come.
Later, more and more people looked for him, as well as Zhang's sister. And became his customer.
In 2020, a fierce cat published a book-"Top Ten in a Year".
This book surprised many people in the publishing industry: the total circulation reached 200 thousand copies in the first month of listing (excluding the sales of electronic version). Due to the strong momentum, pirated books soon appeared on the market-a newcomer to the book industry. Less than a week after the original book went on the market, pirated books were sold, which is said to be quite good, and this has become a miracle in the publishing industry in China in 2020.
After "Top Ten in a Year" sold well, more and more cattle people began to contact 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 50 thousand, and even if he refused a large number of applicants, he could recruit many people; The community that charges 300,000 yuan has also started slowly.
From the grassroots with almost nothing, to the official WeChat account V with millions of fans, the top community management/personal brand promotion/book marketing expert, the phenomenal bestseller author, a fierce cat has achieved a great upgrade in personal wealth and influence in just a few years.
2
A Record of Dialogue between He and Wildcats
Ho: Thank you, Mao Ge, 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 is the most important thing to accumulate greater influence in this era?
A fierce cat: basically three sets can have a big impact.
The first is the expression of ideas, that is, the output of useful content to others, which can also be called "making a statement."
The second is brand marketing. There are two important things 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 contact many people you want to know and have 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.
H: You just talked about making a statement. I have a question. Does your statement have a systematic ideology? For example, the Buddha said how to treat the suffering in the world and how to treat all beings; Confucius said that it is based on benevolence, righteousness and morality; Wang Yangming established Yangming's psychology of "to conscience". Do you have any consistent ideas, dreams or principles in your speech?
Fierce cat: Your question is very good, thank you very much! Meeting you was a very correct decision.
I'm not that great, and now I can't invent a theory that can be passed down from generation to generation. But I hope to "carry forward the past and learn from others."
Next, I plan to spend ten years or more studying Confucianism, Buddhism and Taoism, as well as some western classics. I 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, hoping to achieve a certain degree of "communication between China and the West, communication between ancient and modern" in some aspects. ?
Ho: Learning is time-consuming, especially since you have done a lot of things now and are busy enough at ordinary times. Why do you spend so much time studying? Where does this motivation come from?
Fierce cat: I've been thinking, what is really important? Solid basic skills are very important! My existing skills are enough to serve existing users. But as customers become more and more sophisticated, I must constantly improve my skills.
I must study hard and study hard!
I hope that after many years, high-end customers will come to me for advice, not asking me how to improve my wealth and influence, but looking for great wisdom.
I am willing to spend a long time doing it, and I will be very patient.
H: You are very ambitious. According to reason, these things are not a bad thing. Why do you want to live in seclusion?
Fierce cat: When I first started to make the official account of WeChat, I thought, what if I am red?
I think if it becomes popular and I appear everywhere, my life and that of my family will be affected.
In addition, after a person becomes famous, there will be a lot of baggage on his back and he will be kidnapped by many things. For example, many people will ask you for money and help. It's not that I don't want to. In fact, I have helped many people in private, but I don't want to be kidnapped by morality, otherwise it will be very uncomfortable.
In fact, I have been a "madman" since I was a child. I am naturally fond of flowers and applause. At first, I would go out to share, which was very popular with everyone (even some people would cry when they saw me), but this welcome made me bloated and impetuous. Later, I realized that this was wrong. If I go on like this, I will be addicted easily and will soon be abolished. So I chose seclusion later. At present, I don't participate in offline meetings and team on-site services in our own community.
My philosophy is: I want to stay away from flowers and applause, but I want to applaud more and send more flowers.
Ho: What do you think is your greatest competitiveness?
Fierce cat: I share three points.
First, I have strong connections. I can quickly establish contact with many awesome people, and I can also connect people from different circles well. In this respect, I have to thank my father, who is extremely strict with me and teaches me how to be a man very hard, so when I grow up, it will be much easier to contact with the outside world than ordinary people.
Second, I dare to give up my life more than the average person. After four and a half years of semi-seclusion, I refused many things. Compared with many people, I have more time to think rationally and do what I really should do.
Third, I can do the integration of knowledge and practice better than the average person. There is never a shortage of reasonable people in the world. There are too many eloquent people. As for me, I can not only be eloquent, but also do well, hahaha.
For example:
I know the importance of knowing cattle people, so I met thousands of people in less than five years in Shanghai. I know that teaching is a better way to learn, so last year I said I would do 1000 online sharing, and I did it. Actually, it was completed in 10 month. I know that exercise is very important, so I will do 100 push-ups every day for two years in a row; I know it is self-evident to read a book a hundred times, so I will read some classics repeatedly, word for word; I know the importance of helping people at ordinary times, so in the last five years, I will provide value to at least one person every day; I know that daily reflection is very important, so in the last five years, I have taken time to reflect every day; I know that a bestseller can improve my personal brand very well, so I created "Top Ten in a Year" and revised it almost 30 times. This book sells well now.
In fact, this is building a personal brand. When you do something awesome and write wonderful stories, these stories are easy to spread.
Many people will spend a lot of time creating content, which is good, but we should actually build ourselves and help more people become better. As mentioned above, I want to learn from the past. In fact, the best "lesson from the past" is to use and live well by yourself and drive more people to use and live well. How can your personal brand not be strong when you live to be a super promoter and spokesman of the holy school?
He: I read your official WeChat account, and I was still writing articles with great care at first, but later I was more casual. Sometimes the content of the article is just some fragmentary ideas, or your own advertisements. The whole feeling is particularly commercial. From the perspective of media operation, this is very "harmful", which will not only lead to the access of many original readers, but also lead to the lack of follow-up powder and low reading. What do you think of this?
A fierce cat: the depth of contact with the target population is much more important than the number of fans!
If a person achieves 50 million fans in 10, it is certainly awesome; But another person spent 10 years and accumulated 50,000 excellent, well-paid 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.
Ho: But if you are so commercialized, will it consume the brand you established before?
Fierce cat: On the contrary. This is not consumption, it will actually enhance my personal brand. We are much stronger now than before, and our performance will not lie.
In my opinion, one of the keys to building a personal brand is to establish a money relationship with more people. People who have paid you and achieved by you are often more willing to spread you.
Where is the money, where is the sense of accomplishment, and where is the heart. To build a personal brand, the ultimate accumulation is not the flow, but the people's hearts.
H: Speaking of remuneration, I'm curious. Why is your pricing so expensive?
Fierce cat: Our price is really not low. In 20 17, I specially hung a sentence in the office: we are very expensive.
I use these four words to remind myself to do more things that make us more expensive. If it is something that will make us cheaper, try not to do it.
In terms of value, frankly speaking, my service is really valuable (I have helped some big coffees well before I became a business consultant), and I will screen my clients and make sure that I can help each other well before collecting money. Why can't I quote?
Come to me if you approve, and don't come to me if you think I'm not worth it. Moreover, we generally have regulations to protect the rights and interests of customers here. If you buy our consulting service, you can ask for a refund within the specified time, even without explanation (you don't need to explain to us why you want to return it).
Besides, I want to attract more high-end customers. If my price was low, they wouldn't come to me. In my opinion, price is one of the most important factors to be publicized. For example, if you want to entertain a particularly important guest, will it look at the per capita consumption to find a restaurant in the public comment? If the per capita consumption is too low, you will definitely not choose.
In addition, I choose to do high-priced services, which is also forcing me to accelerate my growth, because if I want to live up to this offer, I must work hard to improve myself.
Ho: I also saw some bad comments on your Top Ten of the Year on the Internet, such as some saying it was too shallow, some saying it was chicken soup and so on. What do you think of these comments?
A fierce cat: As a friend of mine said, people who really do things will like this book very much, but others may not. Many high-level entrepreneurs and scholars came to talk to me because of reading, and some even became good friends with me.
Many people will buy my books in large quantities. For example, a boss read my book, talked to me, and then purchased 5000 copies and sent them to the team for study. If the content is really bad, how can others buy it in large quantities and use it to pit their own team?
I have to say a few more words about "shallowness". I deliberately write in plain language and try not to use technical terms to ensure that more people can understand and use it after reading it.
I don't think this is superficial. A good article is not a long and deep article. In my opinion, an easy-to-understand and easy-to-use article is a good article worth writing.
I didn't write those systematic and theoretical things. Because this involves a question: what do I want to be after watching it for a long time?
I hope that after a hundred years, many people will remember me, read my things and get inspiration and strength from my words. What if what I wrote at this stage is too systematic and theoretical, and it will be overthrown in a few years? But if I write how to do it myself, it will never be overthrown, because I am just recording history.
Including the design and marketing of books, is also a practice in itself. In fact, I have spent a lot of time and energy on how to make a best seller, but I won't tell you this because I haven't done it yet. Later, I did it. I started the business of explosive book marketing.
I don't want to write a good book, but I want to live a good book. Alive is a better reading. I hope I can live something and let others get inspiration and strength from me.
Ho: In your growing experience, one key word is "Niu Ren". I also see that from the beginning to the present, the level of people you contact is actually improving, and these people have given you a lot of help in the process of doing various things. So how do you get in touch with these awesome people, gain their trust and make them willing to help you?
A fierce cat: for example, spending money and leaving messages through online channels; There are also some cattle people who are willing to introduce me to other cattle people; In recent years, a large number of awesome people will contact me actively.
Why should others trust me and help me? A friend made a concrete analysis, which probably means something like this: Although I also have many shortcomings, it is very important that I am a person who can give people a sense of security. I work hard, I won't talk nonsense, and I won't let people suffer. I am also willing to pay, and I have done a good job of gratitude. Everyone wants to believe that I will be a good person in the future. Plus, after I have developed in recent years, I have some endorsements, which makes it easier to gain trust.
Then what I do is really valuable to many awesome people, and I can win with them well. Therefore, more and more people are looking for me.
Ho: Your community has done a good job. Any tips?
Fierce cat: Here I share three very important points:
First, build a platform online and offline, so that as many community members as possible can take the stage, let them be displayed in the community, and let them connect with more people;
Second, screening is extremely important. We reject a large number of people every year. After all, it is better if people are in the right circle.
Third, a well-designed money-sharing mechanism allows team members to get good enough treatment through their own efforts (the treatment here is much higher than the market average). If the people in the team have no enthusiasm and concentration, it is difficult to improve the service quality of the community.
Ho: Last question, how do you plan your future?
Fierce cat: Good question! I share three points:
First, I will do my existing business well. I mainly do three businesses: personal brand building, explosive book marketing and paid community management. Only by doing a good job can we better move towards our ideals.
Second, lay a good foundation in ten years. Good content is always scarce, and strong output ability is very important. If I have a strong output ability, it doesn't matter if I don't go out to socialize. Just like those powerful old monks, he stays in the temple and others will come to him automatically.
Third, spend a lot of time and energy to create successful cases and attract more influential people to learn from me. Together with them, I will bring greater positive value to this society.
——end——
About the author of this article: He Yan Jia, a person who specializes in cattle people, has a personal growth book "Sustainable Evolution".