After listening to "Growth Thinking" shared by teacher Li Yunlong, I discovered that growth is not that difficult.

For many companies, it is difficult to grow and achieve success. ?

Is there any way to solve this problem?

The answer is "yes".

During the "Growth Thinking South China Tour in Foshan" that ended on March 19, teacher Li Yunlong shared "Growth Thinking: Methods to Generate Growth Methods" and pointed out a clear way to solve growth difficulties.

The clear path is to master the "Growth Bagua Model" shown below.

"Bagua" comes from the "Book of Changes", which states that "Tai Chi generates two rituals, two rituals generate four images, and four images generate Bagua."

It can be seen that "Bagua" is the eight hexagrams that gradually evolved from "Tai Chi". So what is "Tai Chi"?

"Tai Chi" is actually what we often call "Tao".

"The Book of Changes" writes that "one yin and one yang are called Tao", from which it can be concluded that the "two rites" are "yin" and "yang".

"Yin" and "Yang" are relatively difficult to understand, so Teacher Yunlong changed "Liang Yi" into a more modern "Aha".

So what is "Aha"?

Teacher Yunlong believes that "Aha" refers to "the point at which users perceive the strongest value of a product."

What I understand as "Aha" is: "The product makes the user excited and arouses his (her) desire to buy."

In order to achieve the "Aha moment" ", you need to understand the essence of the following gossip:

In this part, Teacher Yunlong particularly emphasized one point: "Before building a brand, you must first clarify what the brand's 'to-do tasks' are."

This "to-do task" is actually to position the product well first.

After all, consumers’ understanding of products often starts with the brand.

The reason why a brand can be established is precisely because its positioning is unique.

Distinctive positioning can reduce consumers’ cognitive costs, which is the essence and meaning of the brand.

Examples such as Cheetah Browser’s “Ticket Grabber” and Sogou Search’s “Answer Assistant” listed by Teacher Yunlong all illustrate this point.

Many companies don’t know what to do to have close contact with consumers, let alone how to guide them to buy their own products.

Teacher Yunlong believes that if you want to have close contact with consumers, you must have strong promotion channels.

The core of powerful promotion channels is fission traffic.

As for how to obtain fission traffic, Teacher Yunlong provided four methods: rewards, boosts, rankings, and group fights.

If you know how to use these 4 methods, you no longer have to worry about no fission traffic.

Consumers will not buy your products for no reason, so what do you do to make them buy?

Teacher Yunlong believes that if you do a good job in the "behavior triangle", customers will come to you.

What is the "Behavior Triangle"?

In fact, it is the three factors that trigger customer purchasing behavior. They are motivation, trigger and ability.

"Motivation" refers to the "motivation factor of customer purchase", including "contrast effect", "environmental pressure", "benchmark effect", "altruistic effect", "59 seconds effect", " Factors such as "role stimulation" and "creating scarcity".

"Triggers" refer to "people and things that trigger customers' desire for possession and then purchase behavior", including "triggers in the mind" and "triggers in the scene".

"Ability" refers to the "customer's purchasing power", which is related to their ability to manage time, money, physical strength, mental power and environmental resistance, as well as their cognitive ability of the product.

Teacher Yunlong specifically cited Didi as an example of the “behavior triangle”.

In order to help the elderly who cannot type take a taxi through Didi, Didi first set up a "Didi ticket" that can be given away, which lowered the threshold for the elderly to take a taxi and improved their convenience. motivation.

Later, Didi created a scene where "elderly people can get a taxi with ease" to encourage them to be eager to try.

Finally, in terms of "ability", Didi transferred the task of typing to the children and grandchildren of the elderly.

As long as the younger generation enters the starting point and destination into Didi, the system will automatically generate a sharing link.

They will send this link to their elders, and they will be able to travel happily as long as they press the "Confirm" button.

It can be seen from this that the martial arts in the world are simple and unbreakable.

By taking advantage of human nature’s desire for simplicity and convenience for marketing, consumers’ purchasing behavior will be easier.

For many companies, the most difficult thing to crack is the customer’s first order.

When you encounter this problem, how will you solve it?

Teacher Yunlong believes that to eliminate customer concerns, we should mainly focus on the two aspects of "trust" and "price".

In terms of "trust", you can adopt "brand promise", "user experience" and "third-party endorsement" to eliminate customer concerns.

In terms of "price", you can use the five major knowledge in economics: "mental accounting", "sunk cost", "loss aversion", "proportional bias" and "price anchor" to Let customers eliminate their concerns and generate purchasing behavior.

Teacher Yunlong gave the example of his colleague hiring a confinement nanny.

It is difficult for his colleagues to trust the confinement nanny if they don’t know her well.

Here’s how this confinement nanny dispelled the employer’s concerns:

“Hello, I was recommended by your friend XX...” (endorsement by acquaintance)

"This is the prolactinologist certificate I obtained..." (Institutional endorsement)

"I have been doing this for 5 years, and this is a photo of me and the clients I have served..." (Others’ experiences )

"My schedule for this month is about to be full..." (loss aversion)

"10,000 yuan in 28 days", "Too expensive", "42 days 12,000” (price anchor)

When you understand the principles behind this approach and learn to apply it, why do you worry about not being able to get your customer’s first order?

Many companies have finally won the first order from a customer, only to find that the subsequent repurchase rate is pitifully low.

What would you do if you encountered this embarrassing situation?

In this regard, Teacher Yunlong believes that you need to find ways to increase the customer's replacement cost.

What is "replacement cost"?

That is when a customer wants to replace your product with another product, but finds that the cost of money and time required to replace it is very uneconomical, so he decides not to replace it.

So what exactly should be done to increase the replacement cost for customers?

Teacher Yunlong suggested starting from the following six aspects:

1. Satisfaction: Find ways to improve customer satisfaction. The more satisfied the customer is, the higher the possibility of repurchase.

2. Satisfaction rate: To meet the diverse needs of customers, the more you can meet the needs of customers, the more they will be unable to do without you.

3. User growth: No one wants to stand still for a lifetime. Helping users grow is actually locking in a strong cooperative relationship between you.

4. Member value: The greater your value to a member, the greater his value to you will be.

5. Network effect: Use the network to amplify the potential energy of the enterprise and make customers feel that you and your products are everywhere.

6. Value reservation: A company that does not know how to leave blank space is not a good company. Reserve some value, keep some mystery, let the customer be surprised from time to time, and she will love you more and more.

Many companies feel that it is very difficult to cultivate user habits. Is this really the case?

That is not the case.

Teacher Yunlong believes that once you can make users form a habit loop, they will gradually become addicted to it.

Teacher Yunlong gave "Today's Toutiao" as an example.

Toutiao once used slogans such as "Take a break today and read Toutiao today" and "I am going to a distant place today to read Toutiao", which will form a habit loop in the brains of users.

When they don’t have to work, they will immediately think of using Toutiao to pass the time.

Toutiao is so popular now precisely because they have cultivated the habit of hundreds of millions of users using their own APP.

One of the purposes of many companies holding activities is to attract more people to share in their circle of friends and expand the visibility of their companies.

Unfortunately, things are counterproductive, and there are very few people who are willing to take the initiative to share in their circle of friends.

What would you do if you happened to encounter this situation?

Teacher Yunlong believes that you must first understand the scenes that others are willing to share.

Generally speaking, there are three scenarios in which people are willing to share:

1. Active sharing: Your product makes him feel the value and generates pleasure, thus driving His spontaneous transformation.

2. Social currency: Your product can create social interaction between him and his family and friends.

3. Interest stimulation: Your product is good for him; or he can help you promote it and get benefits from it.

Understanding these three scenarios, you can formulate targeted communication and sharing strategies.

For many businesses, customer churn occurs from time to time.

What would you do if you wanted to avoid this happening?

Teacher Yunlong believes that customers no longer use your products mainly because of two points: they are of little use and they are forgotten.

In view of these two points, he suggested that the following three methods can be adopted to deal with them:

1. Return to Aha: Be sure to find something that makes customers excited and want to buy again. reason.

2. Recall channels: For lost customers, quickly establish contact channels through EDM/SMS/Official Account/Mini Program/APP PUSH, etc., and adopt different retention measures according to the actual situation.

3. Loss aversion: Human nature is averse to losses, and no one wants to be changed. If you can increase a customer's sunk (replacement) costs, the better your chances of retaining him.

Before listening to Teacher Yunlong’s sharing, I, like many people, felt that growth was difficult.

But after listening to his sharing, I suddenly realized that growth is not difficult at all.

As long as we understand the "Tao" of growth: "Aha", and make use of the "Growth Bagua Model" mentioned above, achieving rapid growth is really no longer a dream!