Yan Rui's business speech ability course consists of three parts: logical persuasion, story trading ability and personal brand ability. This is the last part-personal brand power-which is the most popular and challenging part.

Almost no one will refuse to build a personal brand, whether it is CEO, manager, freelancer, trainer, etc. All need to dig deep into the "personal brand". Cultivating personal brand awareness and enhancing personal brand ability is one of the behaviors with the highest input-output ratio.

Let's share with you the dry goods of Yan Rui's "Personal Brand Power" two-day training camp. In order to facilitate the second, third and nth resumption, I will show you the process and content of the training camp in an "objective record" way.

1, the host is on.

Unfortunately, this training camp hired a fake host, and that was me. Thank you, Mr. Jia Rui, for giving me the opportunity to exercise and be a guest host. It's not good, but it's still rewarding. It's not easy to know the host until you get on the stage.

Feedback link: Teacher Jia Rui took the stage and asked all the students to write down their first impressions (keywords, labels) of the host.

2, self-introduction link

Labeling: group and introduce yourself in turn 1 min. Write your first impression on the post-it note. After introducing all the team members, give the labels to each other.

Students on the stage: Choose three or five students and report the labels that others have put on themselves.

3. What is a personal brand?

4, Truth or dare, collect the impressions of my friends and relatives.

Motivation: Do you want to know what impression you made on the people around you?

Practice: Write a "Truth or Adventure" and post it to the WeChat circle of friends with a personal selfie. Ask at least 20 friends to give their impressions and comments on me. (Published in the morning, collected at noon, used in class in the afternoon)

5. What are the advantages of building a personal brand?

Brainstorming meeting: organize students to brainstorm and discuss the benefits of building a personal brand.

Why build a slave brand? The reason is that the business model has changed from search mode to recommendation mode. A good personal brand can reduce the cost (time) of user screening, and word-of-mouth recommendation plays an increasingly critical role.

6. What is the relationship between personal brand and speech?

Question: Personal brand is very important, but what does it have to do with speech?

Business speeches focus more on persuading others to change their behavior. It is not difficult to see from Aristotle's quotations that if you want to persuade others to change their behavior, you need to start from three levels, namely logical persuasion, emotional persuasion and trust persuasion.

Logical persuasion and emotional persuasion are easy to learn. And trust persuasion, that is, personal brand, needs to be shaped in the process of accumulating words and deeds.

7. Yan Rui Business Speech Course System

Yan Rui's business speech consists of three parts: logical persuasion (persuading others to accept your point of view), story closing power (persuading others to buy your products or services) and personal brand power (persuading others to trust you).

8. Personal brand power and CEO rule

The third section of Yan Rui's business speech, namely "Personal Brand Power", is the core course of this training camp. Yan Rui put forward the CEO rule of building personal brand power:

(1)C, the law of competitive advantage (Compete): the soul is tortured and knows yourself.

(2)E, brand promotion rules: brand matrix, action list.

(3)O, brand output rule: continuous output, brand promotion.

1, artificial collapse vs true self

Why is there a "man-made collapse"? The reason is that personal brand image building is inconsistent with brand investment. Teacher Jia Rui took Yu Qian of Deyun Society as an example to explain what is a safe personal brand image-smoking, drinking and perming. Such a brand image is hard to "collapse".

Your competitive advantage stems from your understanding of yourself.

The core of building a personal brand is "truth-oriented". Building a personal brand is not to fabricate a false you, but to tell the real life story of live high.

2. What are values?

Values are the values you choose when you face a choice. Values are scales, which one do you think is more valuable? Values are what you think is important and the reason why you do or not do anything.

Interactive session: What do you hesitate, struggle and don't know how to choose? The students raised their hands to describe the questions, and Gary helped to answer them.

3. Explore your professional values

On-the-spot homework: Students fill in the form of "Exploring Professional Values", and in step 1, they choose 8 words that they agree with most from 36 keywords; Step 2: Choose five words that you agree with most from these eight words; Step 3: Choose three words that you agree with most from these five words.

The result of my choice: self-growth, wage income, life-work balance.

Problem-solving: Use the three key words (values) selected above to make decisions about what we hesitate and struggle with.

Experience sharing: in the face of difficult choices, reducing entanglement will be more conducive to the results. Values will directly affect our choices.

4. Teacher Su Su's advice on personal entrepreneurship.

When looking for a partner, look for complementary people with similar values. In the face of interests, people's hearts are unpredictable, looking for people with patterns.

If possible, try to be close to marketing and sales jobs, because it is closer to money.

High-profile life should be measured and let others see their valuable things. When exporting to the outside world, we should keep some reservations and maintain certain differences and mystery. This directly affects whether others are willing to pay to discover you.

Regarding the CEO rule, it can be carried out simultaneously, while exporting brands, while tapping personal competitive advantages and enhancing brands.

5. What is a vision?

Vision is the ultimate goal of your life and the dream (ideal) you want to realize in your life.

6, personal vision exploration

Visual Exploration: What will you continue to do if you are not short of money? Why are you doing this? Because you do this, what difference will the world make? What is your action plan to realize this vision?

Students on stage: group discussion, exploring personal vision, students on stage to share personal vision. Use the sentence "I want to do … Why should I do it … What difference can it make to others … My action plan is …".

7. Use vision stories to motivate the team.

Corporate vision Story: Why should I be my present company? Why is it called this company? What is the moral? What is the biggest difficulty the company has encountered? How did you survive? What accomplishments have I made for the development of the company?

Students on stage: Tell the story of corporate vision and use the sentence "Why do you do this industry (business)" to motivate team members ... Why is the company called this name ... The biggest difficulty you encounter is ... how to continuously improve ... ".

An assignment: Write a five-minute personal story word for word. (Pay attention to distinguish between vision stories and product stories)

8. What is energy?

Energy source is the source of power for you to realize your vision. If the vision is the destination and the values are the steering wheel, then energy is the engine.

9. Explore your energy sources

Model Tool: Use the "Kim Hee Seon" model to explore your energy source. Gold, that is, something that can create cash income. Happiness is what you love and like. Being a good person is something you can do. Scan your energy source.

10, Flying Life, Students Share Links

Thinking session: Where is your destination? Is your direction tight? Where does the power of your engine come from? What have you found through the above research on "competitive advantage"? What are you going to do next?

Classmate on the stage: According to the above thinking results, share your vision, values and parameter sources, share your findings, and share what you will do.

1 1, to interpret corporate culture in Yan Rui.

Teacher Jia Rui shared Yan Rui's vision, mission and value. Interpreting corporate culture in Yan Rui with personal stories. This story is very touching. It seems that there are many stories behind every entrepreneur.

1, scene import, how do you choose goods?

Question 1: When you are thirsty and go to the supermarket to buy water, what brand do you choose?

Question 2: When you send a mobile phone, which courier company will you choose?

The students' answers are different, but they are generally the same. Basically, they are well-known mineral water brands and express delivery brands, such as Nongfu Spring, Baisui Mountain and SF Express.

Conclusion: People consider two dimensions when choosing products or services: function (left brain thinking) and emotion (brain thinking). Rational brain is responsible for logic, perceptual brain is responsible for emotion, and primitive brain is responsible for brand trust. The reality is that people are willing to spend more money emotionally.

2. Yan Rui brand promotion matrix

When customers choose you, they will also consider it from two dimensions: function and emotion. In terms of function, it is the external image and internal ability that should be continuously improved; In terms of emotion, what we should constantly improve is the style of doing things and the character of being a man.

Field exercise: Fill in the matrix table of my brand in others' eyes, and classify the evaluation results of friends circle in the "Four Quadrant Brand Matrix Table". According to 1~ 10, the higher the degree of conformity between other people's impressions of you and your evaluation of yourself, the higher the score.

Reflection: according to the "four quadrant brand matrix table" filled out above, think about it. Is the quadrant that others are impressed with you the same quadrant that you value yourself? What problems did you find?

3. Ability improvement

Self-test thinking: If others use three words to evaluate your ability, which three words do you want most?

Conclusion: We judge ourselves according to what we think we can do. But what others say about us depends on our achievements.

4. How to enhance the ability? (Use three ideas)

(1) result thinking: anchor specific results and take results as the guide. For example, publishing books, giving courses, participating in competitions, etc. Be an expert, not an old ox. Either first or only. Focus on yourself to collect more.

(2) benchmarking thinking: what is the specific ability to target? Learn the thinking of local benchmarking experts, the characteristics of benchmarking opponents, and the crisis of benchmarking novices. Among the abilities you want to improve most, who is your role model and what can you learn from him? Can you beat him in a short time? The standard of learning from teachers depends on whether the tutor's experience comes from the "battlefield", the overall quality, cultivation and personality of the tutor, whether the tutor does this job because he really loves it, and whether the tutor is good at communication. In the past, I learned the growth experience of role models through benchmarking, read biographies of celebrities, find one-on-one role models around me, buy books about Ta, and study Ta courses.

(3) Probabilistic thinking: How to treat the result and the result. Doing anything can't guarantee that the result will be what you think, but it can improve the probability of your ideal result. We should "get what we get for what we work for".

5. How to improve the image? (shared by Yu Xin)

Question: What is the image confusion you are currently encountering? What image problems do you want to solve quickly?

How to choose clothes? Choose from three aspects: color matching, model and material. When choosing clothes, you should focus on your face. Only the clothing choice of "people" and "clothes" is a good choice.

It's easy for men to improve their image. He just needs to work hard on hairstyle, suit customization, leather shoes, watches and cars.

6. How to improve the style/character? (Using trust formula)

Trust formula: t (trust) = C (credibility) × R (reliability) × I (intimacy) /S (egoism)

Brainstorming: What are the ways to improve trust? Please think from four aspects: credibility, reliability, intimacy and self-interest. Group * * * creation, group representatives came to the stage to share.

(1) Enhance credibility: Enhance public power, such as publishing books, participating in competitions, and operating from the media.

(2) Improve reliability: How to be a reliable person? Everything has an echo, everything has a landing, everything has a confession.

(3) Enhancing intimacy: caring for others, supporting others and maintaining affinity.

(4) Altruism is self-interested: Altruism does not mean sacrifice, but rewards by creating value for others. Taking helping others as the starting point and not getting spiritual or material rewards as the first purpose, personal losses can be accepted in the short term.

On-the-spot work: fill in the practice list of style/character shaping, and write your own action plan list from four aspects: credibility, reliability, intimacy and altruism. What will you do (action plan) to improve these four aspects?

Thinking about links: how to use friends circle to build personal brand power?

7. Word of mouth introduction exercises

Practice 1: Introduce each other among students. Students take turns to take the stage, each chooses a target student and introduces them through role-playing.

Exercise 2: Take Jia Xu as an example and introduce Jia Xu from word of mouth. The students are rehearsing on the stage.

Exercise 3: Take "Panorama of Yan Rui Products" as an example to introduce Yan Rui products through word of mouth. The students are rehearsing on the stage.

Personal brand output can be considered by answering these three questions: 1. What are the forms of personal brand output? Speeches, writing and posters. Second, what are the channels for personal brand output? Online and offline. Third, what does the personal brand export? Stories and golden sentences.

1, three forms of personal brand output

Brainstorming: What are the opportunities for exporting personal brands?

(1) Speech: Attend the Energy Festival, participate in BNI self-introduction, have private one-on-one interviews, be invited to share speeches, give face-to-face lectures, give audio lectures, etc.

(2) Writing: articles from the media, magazines, newspapers, essays published by friends, personal leaflets, etc.

(3) Posters: posters released by friends circle, exhibition stands at the event site, friends circle covers, personal leaflets, etc.

2. Online channels for personal brand output

(1) e-commerce platforms: Taobao and JD.COM.

(2) Video platforms: Tik Tok, Auto Aauto Quicker, Bili Bili, Iqiyi, Youku and Tencent.

(3) Social platforms: WeChat, Weibo and Xiaohongshu.

(4) Information platforms: Toutiao, Zhihu and Baihao.

(5) Audio platforms: Litchi, Qianchat, Dragonfly FM, Himalayan.

3. Two contents of personal brand output

(1) Story: Personal experience that can convey a certain point of view.

(2) Golden sentence: the value proposition of strong emotional packaging.

4. What's the story? How to tell a story?

Product service stories can move people's hearts, and personal brand stories can build trust. Therefore, it is more worthwhile to tell personal brand stories. From product service story to personal brand story, that is, from "touching people's hearts" to "building trust"

In the story of product service, you can write the story of product origin, the story of customer service and the story of application scenario.

In the personal brand story, we can write a personal charm story (who I am), a career origin story (why I did it), and a vision story (what will happen after this thing is done and what value it will have).

Tell product service stories and personal brand stories with fractional structured story rules, where S is the background, C is the conflict, O is the choice, R is the result, and E is the comment.

5. How to refine golden sentences? (using "touch of gold")

(1) Use "absolute method": that is, use absolute words such as "unique", "unique", "nothing", "most", "necessary" and "all". For example, "Practice is the only criterion for testing truth", "There is only one failure, and that is never to start your love", "The students have made positive changes, which is the highest praise for the lecturer".

(2) Use the negative method: that is, use negative words, such as "not ... but ...", "should not ... but ...", "not ... but ..." and "not as good as ...". For example, it's not that business is not easy to do, but that your business is not easy to do; personal growth should not be based on trends, but should be based on trends; good presentation should not rely on improvisation, but on careful preparation; there are no friends who are free forever, only partners who pay forever; there is no quiet time, but someone carries the burden for you; and it's better to complain about unfairness.

(3) Use of "contrast method": that is, use of contrasting sentence patterns that are antithetical in form, opposite in meaning or opposite. For example, "everyone knows the truth, and small emotions are hard to control", "children argue about right and wrong, and adults only look at pros and cons", "less is more, and slow is faster", "I am most afraid of achieving nothing in my life, and I say ordinary is commendable" and "the only constant in the world is change".

6. Some suggestions on personal brand output.

(1) Strengthen the output of "to be moved".

(2) Turn every opportunity to speak into a speech and practice it deliberately.

(3) Insist on writing articles, posting posters and recording videos.

(4) Any opportunity to take the stage should be firmly grasped and bravely taken the stage.

(5) Studying the WeChat reading App and publishing reading works can earn commissions.

(6) Take the time to start outputting short video works.

(7) The combination of online brand output and offline brand output.

(8) Actively practice three methods of extracting golden sentences and output more golden sentences.

(9) Don't be afraid of being hit in the face when you say golden sentences, but golden sentences are always subjective.

(10) A long-term story must have golden sentences.

(1 1) What will I decide to change after each course?

(12) Less is more, don't be too greedy.

7. Why can't we complete the established plans and goals?

(1) Action is too difficult, and the task goal is too difficult to determine.

(2) Too many task objectives are set.

(3) The process of practicing goals starts too fast, then starts to swell up, then falls down, and finally gets exhausted.

Today is a special day. Relax and give yourself an excuse to indulge.

(5)2 1 day can't form a habit. Don't be brainwashed by chicken soup.

On-site operation: fill in the personal brand building action list (your next month's action list), write down your competitive advantages (values, vision, energy sources), list the action plans that need to be implemented for your brand promotion, and work out the action plan for your brand output.

Homework after class: Start the activity of "2 1 day personal brand output punching", and each student will make a personal action list according to the current situation and summarize it to the monitor. After completing the task every day, punch in 2 1 day.

Graduation ceremony: issue graduation certificates to students who have completed Yan Yi, Graduate Two and Graduate Three.

Animation link: Give a book to four teaching assistants. The students took turns to take the stage and summed up their gains and feelings in this training camp with a "touching" model.

End of this article! ! !