In the traditional marketing concept, customers are God, and merchants are angels who provide services for customers. The transaction between merchants and customers has realized the dream of profit for merchants. Now you need to change this kind of thinking and make yourself the god of customers who help them realize their dreams. Their own products or courses solve customers' problems and meet customers' needs.
In the education industry, "word of mouth" is a major feature of the industry, so the other is the "threshold". In ancient times, the idea of son preference was very serious. Therefore, the general college does not accept female students, and only those with rich families can hire teachers at home for their children. This idea was gradually eliminated until the demise of the Qing Dynasty.
In the eyes of ordinary people, education is still a luxury, a "game" that only rich and literate people can play, or respecting teachers and valuing morality. Therefore, when we design the enrollment plan, we need to consider setting the enrollment threshold more, so that excellent parents can be better and powerful children can be more powerful.
There is an early childhood education institution whose main course is to improve children's learning ability by training their brains in a targeted way. Because the boss is a returnee, the name given to this development center is also academic: the potential development center for smart children. What is the meaning of "cleverness" and what benefits it can bring to children are beyond people's understanding. Therefore, although this early education institution has been in business for a long time, it is still in a deserted state.
Later, my boss came to me, and I tailored such a "transformation plan" for them: renaming the organization as "Qidixing Small Champion Club";
Then "specify" the registration conditions:
Only the top three students in the class are eligible, and the school's grade certificate must be provided when registering.
As a result, educational institutions soon have a group of stable students, and some parents even spend double the training fee to send their children to this institution through relationships. In less than two years, this development center has become a well-known local institution to develop children's potential. Therefore, in the marketing process, you should not only have the ability to describe the blueprint of customers' dreams, but also let customers see the steps to realize their dreams. You should let the customer see that you are helping him realize his dream step by step.
A philosopher said, "Everything a man does is related to his interests." The purpose of marketing is to make customers want your products, and people's desire is a dialysis of a certain aspect of their humanity. Therefore, to be a market, we must first see through human nature.