Create an explosive community with micro-copywriting!

Now, let me take you-take you to master the micro-copywriting skills in the community and build an explosive community with micro-copywriting!

I believe you will be familiar with the community. There should be many partners running their own communities.

So, what do you think are the difficulties that a community needs to solve in its operation?

For example:

Attract people, stay active, organize activities and change transactions. ...

Or, what do you think is more difficult to deal with?

What do the partners think?

Oh, hey, is it hard? If it is, I can give full play to my value to you.

Now you know why I'm excited?

The harder you work, the more useful I am to you.

If you want to be easy, you can still cherish me, can't you?

So the absolute benefit of being able to attend classes online today is extraordinary.

In fact, there are many types of communities. According to my experience, I divide communities into these types-

This is my experience of five and a half years and four days. Oh, you have to keep it up-

1. Pulling users or potential users into a group for the purpose of # Community Maintenance # takes a long time to manage.

2. Hold a theme activity, and then dissolve the # community activity # that failed to reach a deal. This type can leave immediately.

3. # Community Marketing # with open class as the front end in a specific period of time is used for transformation. This type is like offline marketing.

4. Through the advanced process, the # Community Fission # used by loyal fans is screened out. This type is traffic realization.

How's it going? Is this the first time I've heard of these four types of communities?

Well, obviously, different types of communities will encounter different difficulties in their operation.

Before solving these difficulties, it is necessary for us to know some basic knowledge.

Let's take the WeChat group as an example.

What are the basic courses?

First, let's show you the actual combat of the community, then know the value of the community, and finally let's make clear the content of the community.

So how to understand the nature of community?

Ok, yesterday, in the third lesson of our open class, I revealed to you how to create a circle of friends with micro-copywriting, right?

Among them, we have re-recognized our friends' WeChat address book, right?

We compare the WeChat address book to a residential building with 5,000 households, right?

Ok, so for the WeChat group, it is equivalent to a # theme activity center #

You think that's what happened.

Residents who are interested in a certain theme activity, whether you are residents of this building, other buildings or even other communities, can come in and communicate with a group of like-minded people.

You, think about it?

In that case, have you ever thought about such a question-

What is the value of community? Or, what are the advantages of the community?

We must first understand the advantages of the community. Oh, why? This is different from the way each of us treats time, and the result is different.

Everyone's day is 24 hours, and the length of each minute is the same.

But why can some people do more at the same time?

Apart from the difference in strength and resources, the biggest difference is that those with strength can dig up more treasures in the same time as everyone looks. Do you agree?

Where's the secret?

Because of the understanding of the value of time.

Powerful people can use their time efficiently because they know time, right?

Mediocre people waste time because most people don't know what time means to them, right?

Therefore, people always know first,

How high your cognition is, how high your pattern is, and how high your mobility can match.

Similarly, it is useless for me to directly teach you the methods and skills to exert the strength of the community.

Just as you want to write a good micro-copy, it is useless for me to teach you the writing method directly.

You can't use many methods I teach you, even if you don't care. In fact, it is also a way to make countless students who have studied with me produce results.

So we must make clear the value of the community, which is why I started to do Zhu Xiaowei's copywriting in April 20 15, and launched a set of community content operation courses in June 2020.

Of course, the benefits of old students are too good? Two people can only combine 1 199.

Well, it was in the process of teaching micro-copywriting and communicating with everyone that I discovered the value of community.

Now let me summarize these value advantages for everyone to see.

You see-in most cases, except those classmates, relatives and friends, we gather a group of people in a group, not just for chatting, but for a marketing purpose.

Or want to do a product sales, or want to turn users into agents, or want to turn intended customers into customers, or improve the repurchase rate of old customers. ...

Then why do we do this through social scenes? The unique advantage of this scene is-

The lowest cost, is there wood? There is no need for venue fees and organization fees.

The fastest efficiency, is there wood? People from all over the world can get together soon.

The highest return, is there wood? Can achieve one-to-many wholesale transactions.

However, these are not the most important.

Because none of them can guarantee the final result of community operation, right?

In my opinion, the community scene has only one key advantage in this respect, which is also the value center of the community:

It can ensure the continuous cultivation of coverage.

Let's look at some comparisons-

Scene 1: You go shopping.

At noon today, you go to the shopping mall and walk to the women's bag area. The shopping guide begins to introduce you to the characteristics and prices of various bags. You looked around, thought you didn't want much, and left.

In this process, the shopping guide has been cultivating your desire to make a deal, trying to impress you with products or prices, right?

You went today, will you go tomorrow? Or the day after tomorrow?

It's impossible to be sure It's possible to go in two days, or there's no chance to go in ten and a half months, right?

From the perspective of shopping guide, she did a "practice" for you today, and finally there was no deal. In ten days and a half, will this practice have an effect?

Ok, let's look at the second scene, the TV advertisement.

If you take CCTV advertisements as an example, which time period is the most expensive?

Hmm? Accurately speaking, it is the first advertisement a few seconds before the news broadcast begins and after the news broadcast. These are all golden seats, and the prices are often sky-high levels.

So what does it matter? Definitely not the time.

Because of the high ratings of news broadcast programs, it means that many people are watching them when they are broadcast.

Then the advertisements placed at this time will naturally reach a larger crowd, right?

In fact, the above two scenarios are also two key factors in our promotion-

High coverage can ensure the influence base, and the more people know, the better.

Continuous cultivation can ensure the effect. You may not be impressed today. Tomorrow, the day after tomorrow, or a week or a month later?

Then there is no doubt that the community is a scene to achieve these two points at almost zero cost.

Do you dare to object?

You are against us,

You are against the community?

Take heart, will you quit all your groups tonight?

Ok, here's a detailed explanation.

In terms of coverage, no matter whether the other party clicks or not, every message you send will be "physically" accepted by every member in the group.

Right?

In terms of sustainability, as long as the other party does not quit the community, it has been in the process of continuous cultivation.

Of course, these two points can only be regarded as prerequisites. For example, even if many people join the group, they seldom pay attention to the group information, even though there are hundreds of unread messages in it.

In other words, even after staying in the group for a long time, he still doesn't want to place an order.

What is the key to this?

Can only be the content of the community!

Right?

If group information is useful to him, even if it is urgently needed, will he still pay no attention?

If the group information gives him a strong sense of value, will he refuse the subsequent transaction?

It can be said that-

People are the foundation of the community. Without people, there is no group;

Content is the core of the community. Without the support of content, we can't keep people, let alone transform transactions.

Do you agree with this?

Here we emphasize again? High community coverage+continuous cultivation.

Well, let's see. What's in the community?

First of all, your community definitely needs a name, right? So how to design group names to be more attractive? This is inseparable from the expression of micro-copywriting.

Secondly, whether it is the welcome to join the group, the formulation of group rules, or the usual notices and announcements, are all expressed in the form of micro-copywriting?

For example, you can't just drag people into a group, can you? Do you need to design some interactive content or find some topics to keep everyone active?

Also, to hold an event or a sale, you must announce and organize it through microreplicated expressions. ...

There is also one of the most important:

If the community wants to continue to operate, it is bound to be inseparable from the continuous output of content. How should this content design be done? How to pack it? How to make everyone recognize its value?

These are inseparable from the expression of micro-copywriting.

You see, content is the core of the community, and micro-copywriting is a sharp knife for us to strengthen this core.

With good use, you can do anything in community operation.

So, let's talk about the name of the community first.

It seems not difficult to design group names, such as "slimming group", "beauty group", "reading group" and "XX coupon group".

Do you think such a group name is attractive enough?

Why? It is because all the people named in this way do not correctly understand the role of community names.

So, you see, the cognitive mode of thinking comes first, right?

So what is the role of the community?

Come, the picture above-

Community names have two main functions:

Role 1: form a differentiated theme

Simply put, losing weight is a theme, but a differentiated weight loss is a qualified group name.

Second, show enough attraction.

Group names are usually the first impression of a community. If it is attractive enough in this initial impression, it will be of great help to our invitation.

In fact, the two points mentioned above often work at the same time. Generally speaking, if you find the degree of differentiation in your community, this degree of differentiation can become a personalized attraction.

You find the degree of differentiation in your community, and this degree of differentiation can become a personalized attraction.

Does this feel a little difficult?

Come, let's look at a simple little chestnut, and you will understand-

Look, I'm going to pull a group and invite some users and friends to punch in and use a weight loss product. Suppose this product is called "XYZ".

If, the name of the group I am targeting: XYZ Weight Loss Group.

Let's see, does this name not reflect its appeal?

When I saw this name, I only knew that it was a community that lost weight through XYZ products. As for what this community is good for me, I'm not sure.

Right?

In terms of differentiation, XYZ can indeed form a distinction, but unless the brand is a popular product, this distinction cannot form a direct attraction.

Of course, if it is really a popular product, it is difficult to find a product, and it is no problem to attract everyone with this.

Now let's assume that this product has a service life of 2 1 day, and can generally lose about 5 kg.

If you put this information in the group name, on the one hand, it can reflect the difference in effect, but also a result-oriented attraction.

If it were you, how would you add this information?

Come on, it's time for everyone to show their talents. Let's have a community name at the scene-

If you look at "2 1 day weight loss group" and so on, the result is not obvious.

Right?

This looks more pleasing to the eye than usual? Similar to "2 1 day 5 kg weight loss group"

? Is it ... or not

Then look at the name of this group—

[2 1-5 weight loss group]

Of course, it can also be "2 1-5 slimming group" or something like that.

This "2 1-5" can not only accurately describe the results, but also has a certain freshness. Of course, this is because there are restrictions on "slimming" or "slimming", otherwise people will be confused.

You see, if you don't think clearly, if you don't know clearly, you will force the name, and the brain cells will burn 100000.

Can't get a good name? Isn't it?

I will give you such an analysis now, and you will understand.

That is, you can apply the formula to your group name.

What are the formulas? This can't be disclosed casually

It's not that I'm stingy, but that I'm afraid you won't cherish it.

Well, this is just a small example.

In fact, when designing group names, there is a very important basis, that is, to determine the positioning of your community and what kind of people to attract. What attracted them? What specific value does it provide?

So, the first step of our formal course is positioning?

Different situations have different positioning standards.

The formula just came out-community nature+benefit result (preferably digital matching)

Then I will lead everyone to guide everyone's community orientation?

After positioning clearly? What is the name of the club that guides you? Even an invitation? Welcome speech, etc.

Come on, I'll show you the homework of some students in the last issue.

Is it over when the homework is finished? cannot

Must receive counseling

If there is a problem, solve it.

For example, let me show you the design of this group name, huh? Of course, there is an invitation letter in it. How to write them? Pretend not to see them.

A community for home decoration was originally called * * Home Decoration Xiaobaiying. We have changed from @ Pianfeng ~ teacher's tutoring to a skilled family fur merchant's fast camp.

Don't look at the invitation, I'm afraid you can't digest too much.

Well, this is a welcome speech from @ Pianfeng ~ to @ Senior ~ Taobao JD.COM Super Buyer.

There are too many such examples.

What is the point? We are not picky about tutoring. We are tutoring at your request.

Because of the community? Is the positioning inaccurate? It is impossible to have a good league name.

Do you have a name? Still have to invite? You have to welcome it, right?

If you have paid attention to the 73 official curriculum schedule sent to you before, there will be detailed guidance in this regard in our community class.

Let's talk about the community name first.

Let's compare the names of the groups that just lost weight.

Think about the formula I just gave you-community nature+benefit results (preferably with data), and try to create freshness and urgency.

These names are obviously the best to win.

You just have to learn this trick.

Is anyone else okay? Call you a master of community operation

Looking for you by name?

Ok, next, let's look at how to design the core content of the community.

Or through a little chestnut—

Now, I have set up a group to exchange food skills.

Eat delicious food after losing weight [giggle]

Look at that-

The core content of this group is to provide you with some cooking skills, such as delicious cooking methods of home cooking.

Suppose, for the next 7 days, I will share 1 hour with you every day and teach you three kinds of home cooking, scrambled eggs with tomatoes, steamed bass and stewed lion's head.

So, if it were you, how would you arrange the contents of these seven sharing sessions?

Come on, tell me and I'll listen.

I guess you must be thinking inertia? First of all? You have to consider that you can't share three courses in seven days.

I just want to talk about whether I can arrange it for you.

Now let's touch it.

Share it seven times first, but there are only three courses. It's definitely not appropriate to divide the cooking method of a dish into two times, is it?

Therefore, we must add some auxiliary content, which must be directly related to the core content.

For example: how to choose tomatoes? How to clean the fish? How to choose meat? How to mix the meat stuffing?

These auxiliary contents will become "fillers" in the core content, which can enrich the whole core content and effectively improve the sense of value of the content.

This is the first principle of content design: rich levels, do you understand?

Secondly, let's take these three dishes as an example.

Which of the following do you think is more appropriate in order?

A: Braised lion head → Steamed bass → Scrambled eggs with tomatoes.

B: Scrambled eggs with tomatoes → Steamed bass → Braised lion head.

Mode b is more suitable, isn't it?

On the surface, it is easy first and then difficult. In essence, the value of the community should have an obvious upward growth curve.

That is, the longer you stay, the higher the value you get.

This is the second principle of content design: growth route.

Ok, now let's assume that this arrangement is over in just seven days, three dishes and four tips. Is there a problem?

There must be something wrong.

The biggest possibility is that we think the final value is the highest, but many people start diving before the final high price point.

There were quite a few people a few days ago, but not many after three or four days. ...

Isn't it?

What's the problem?

Insufficient power, there is a "gas station" in the middle.

For example, let's change the arrangement—

On the fourth day, instead of sharing, a cooking competition was arranged. Everyone can actually cook the first two dishes and send pictures. Together, we can select the best top people and have corresponding benefits or rewards. This benefit and reward will be cashed after sharing on the seventh day.

So, is there a "gas station" in the middle?

This is the third principle in content design: stage harvest.

Let's strengthen it with a picture.

Ok, now, the three principles are over. If you are running a community, you might as well compare it and see if there is anything missing in your community content design.

If you plan to build a community, you can also refer to these three principles and consider how to design your core content.

Content design is the most difficult link in community operation, especially to achieve continuous output, retain people and continuously enhance trust. This in itself is a process of cultivating members → fans → iron powder → loyal powder.

There is certainly no way to finish all this in an open class.

Otherwise, we wouldn't have so many topics about content design in formal classes.

If you want your community content to be an explosive product,

Let everyone who comes stay, and those who stay become loyal fans. Don't hesitate.

My formal course is your best choice.

Today, the sharing of the formal part of our open class is over in a few days.

Brought you a bunch of incense-