The better you are, the less likely you are to accomplish anything? Ability is just standard, opportunity and choice are the key

01

Ability, Opportunity, Choice

Yesterday, a friend in the background left me a message: How to compete with higher-level people when resources are not equal? People build links?

Energy exchange is conserved

This means that you cannot establish an equal link with the other party in the field in which he is good at

Before linking, think first Now, what can the other party get from you?

Once you understand it, the problem will be solved

Two angles

The first angle is that you need to be strong to make iron. You must continue to evolve and upgrade your operating system

The second perspective is more practical. Is it because you have upgraded that others are willing to establish connections with you? Not really

Just like the title of this article: You are already very good, but still have no achievements

There are many such people around me, such as my former colleagues from Internet companies, If you pick any one out, their abilities are several times that of mine

Another example is Mr. Li and Brother Feng mentioned before, their abilities are all capable of crushing me

However, they still Nothing has been achieved

Because in addition to ability, there are two factors that are important: choice and opportunity

Ability, choice, opportunity, this is what you are preparing for the new year 3 factors that must be considered when making plans

This article is very practical. It is recommended that before reading, prepare paper and pen, and sort out while reading

▍Ability

Survival depends on skills, life depends on ability, freedom depends on cognition, freedom depends on wisdom

This is not a multiple choice question, it is a proportional emphasis

If If you are still in the survival stage, you should focus more on skills; if survival is not a problem, you should put more energy on improving your abilities, and so on

I must do it again Emphasize that this is an adjustment that focuses on proportion, rather than letting you give up anything

It is very important to understand where you are, which determines how you should plan

Have a Tools can help you, called the Four Quadrants of Capability Management, and you can also use this tool for skills

If you can’t tell what skills are and what abilities are? Then there is no need to separate them, just put them together

There are four areas in the quadrant, namely: storage area, core area, potential area, and blind area

There are three measurement standards : Mastery, income, interest

The abilities that can bring income but are of little interest have been mastered and placed in the core area; the abilities that can bring income but are of little interest have been mastered and placed in the storage area; not yet Completely mastered, it can't bring benefits for the time being, but the ability that is very interesting is placed in the potential area

The blind area will not be explained

How to make a plan? Very simple

The capabilities of the potential area and the core area are the core algorithms of your operating system and require a lot of deliberate practice

Your goal is to convert the capabilities of the potential area to the core area. , the capabilities of the core area are converted into the storage area

The capabilities of the core area and the storage area are used for realization, or for energy exchange

If the core area and the storage area There are very few abilities to place, and it is difficult for you to establish equivalent exchanges with others

The more abilities you place in the core area and storage area, the wider your network will be, and the wider the network, the more resources you can allocate. The more

There are three levels of ways to make money:

The first level is to make money by selling resources

To put it simply, it depends on your ability and time. make money. A problem arises and you know how to solve it?

The second level is to make money through resource allocation

When you encounter a problem at this time, the first thing you think about is not how to solve it, but who can solve it?

The third level does not discuss resources

Resources are not a problem, what you focus on is the direction.

To put it simply, do the right thing and find the right person

It is important to find your own position. After all, what you have to do is a plan, not a wish

▍Choose

The ability to solve problems is very important, what problem is more important to solve

I have a formula for calculating revenue: Revenue = Price per customer x Number of users

How is the price per customer calculated? What about? Price per customer = own ability External premium

Let’s not talk about ability

Is there any way to increase the premium? A good user experience, pleasing to the eye, comfortable to use, and stylish... can all bring a premium

Do you want to take an MBA from Peking University? Do I need to obtain a certificate?

It depends on whether the user recognizes it and is willing to pay for this certificate

And also your input-output ratio

Yesterday there was a partner , called me at around two o'clock in the morning and said that he had learned a lot from following me in the past two years and made some money. He asked me if I had considered writing a book?

I said I won’t consider it, at least not for the time being

Writing a book is actually a way to increase the premium, but for me, the input-output ratio is too low

Good-looking is also important

My customer price = my ability to look good

Let’s talk about the number of users

The number of users for most people Both are 1. At this time, your income is equal to your salary

Generally speaking, your salary will be less than your ability. Because there are too few users, you have lost your bargaining power

What if the number of users is 2? It means you are working part-time, which is essentially the same as 1

What if the number of users is > 2? It depends on how big it is.

When there are more choices, congratulations, you have evolved from survival to life; if there are too many big ones, okay, you are free

I said It’s not just financial freedom, I’m talking about spiritual freedom

Choice is important

If your number of users is less than or equal to 2, you have to choose a platform at this time

My advice to you is: Doing the right thing is important, but being with the right person is more important

If your number of users is greater than 2, what you need to choose at this time is a product/service

My advice to you is: products, operations, business models, cognition, connections, structure

▍Opportunities

One destiny, two luck and three feng shui , four accumulations of yin virtues and five readings, six seven aspects and eight respects for gods, nine noble friends and ten health maintenance

It makes sense

This is not superstition, Chairman Mao told us that we must grasp The pulse of the times. What is the pulse of the times? Isn’t it just an opportunity?

How to seize the opportunity? Pay attention to three things: human nature, trends, and cognition

First, human nature

Whether it is a product or a service, in the final analysis it is for people's use

Once a new thing appears, the criterion for judgment is very simple, which is to see what value it can bring to people

If it is valuable, find a way to intervene; if it is not valuable, if you have the ability to do it before the bubble bursts Exit and step in. Otherwise, stay as far away as possible

Don’t think you are the lucky one. When have you ever been lucky after so many years?

How to understand human nature? I will introduce to you three of my own methods: 1. Study human behavior; 2. Learn some improvisational drama, such as one person, one story or dramatic transformation therapy; 3. Leave blank space, rest or meditate

Second, trends

Mainly include trends in three aspects: technological change, demographic change, economic structural change

Steam engines, telephones, Internet, mobile Internet, artificial intelligence...every Every technological change will bring new trend dividends

The population structure is 70, 80, 90, 00...

Taobao was mainly for those born after 1985.

2003, 18 years old. Willing to try new things, but low purchasing power

How to buy things? Of course I hope to spend less money and buy more interesting things

Why did Tmall appear later? Because those born after 1985 have grown up, their ability to pay has become stronger, and their cognition has upgraded

When you see new things, you must learn and understand them. To reject it is to reject God

Third, cognition

There is too much talk about cognition. Get is also talking about cognition, and Chaos University is also talking about cognition

Many of my previous articles also talked about cognition. If you are interested, you can read the previous articles

02

Show characteristics and reflect differences

A very important point in Douyin operation is to clarify its own characteristics and display its unique characteristics, so as to attract the attention of regular users

An enterprise must have characteristics that are irreplaceable by other enterprises. , if we can seize this feature and do more communication and promotion on it, we will definitely be able to achieve the purpose of marketing

For example, "Chai Daguan talks about brands", his specialty is brand consulting, so When he was running his own company "Pangdun Catering", he would answer a lot of questions about the brand to customers

As a brand consulting expert, Chaidaguan people know how to explore their own characteristics and fully demonstrate them. Show what is different from others

When companies do marketing communications, they must choose core positioning for target users

Because the users themselves also have very distinctive characteristics. Therefore, we can only use the content direction that users like to create and disseminate

At this stage, Douyin will definitely have a certain traffic bonus. Because the number of users is growing rapidly, and advertising is relatively not that numerous and mature yet

Therefore, there will be traffic dividends in stages. At this time, everyone must seize the blowout of traffic dividends. Opportunities

When it comes to featured displays, there are many successful cases

For example, an ice cream shop in Gulangyu Island, Xiamen, which was the most popular on Douyin in 2018, attracted many people. How does this ice cream shop attract so many people to buy it?

Many people come all the way to this store just to see with their own eyes the Turkish guy’s unique way of buying and selling

From ancient times to the present, paying money with one hand and delivering the goods with the other hand is a business. The transaction method agreed by both parties

But this Turkish guy will not sell the ice cream so easily. When people buy this ice cream, they will definitely be "played"

This kind of purchase method not only increases the interaction between sellers and consumers, but also brings fun to customers, while enjoying foreign culture. It can be said to serve multiple purposes with one stone

The above marketing routine not only It has increased the popularity of Turkish ice cream and greatly improved the effectiveness of marketing promotion

After all, many people will find it interesting and want to patronize it. Why worry about not making money in such a store? Why worry about such marketing? What about unsuccessful?

This is to achieve the publicity effect by showing the characteristics of Turkish ice cream

If the characteristics are not obvious, you can also use your imagination to construct a feature

For example , there was a popular milk tea on Douyin, I believe many people have been swept by it

As soon as this milk tea appeared, many netizens exclaimed that it was magical, and it attracted 300,000 fans in just 3 days. How is it done?

This piece of milk tea is called Answer Milk Tea. It has a special charm, that is, it is said to be able to "divide".

Of course, this is not a real divination. The meaning of this divination is that every milk tea in the store will have an unknown answer, which can answer all the questions you want to ask. As long as you write it down and recite it silently in your heart 5 times, tea noodles The answer to the question will appear on the screen

In other words, this answer tea is the first magical tea drink in history that can find answers for users

This small operation Naturally, it is a kind of gimmick, but this answer milk tea reasonably created this gimmick and used a little bit of marketing to achieve an explosive situation

This is the so-called manufacturing feature

The above examples all prove to a certain extent what a clever marketing method it is to have a unique feature and be good at showing this difference

03

Douyin book list project

Douyin book list number is just like Douyin selling goods. The book list is specially for selling books. If you bring goods like that, you can bring everything

Douyin book list first started at the end of 2018. At that time, book list accounts were very easy to make huge profits. There are many accounts selling 10,000 books a month

I only caught one Tail, I did it for a period of time last year. I did it for more than a dozen accounts, and I could make six figures in a month

▍Project prospects

Current book list The gameplay of the account has changed, because the gameplay mechanism of Douyin has been changing, and the projects that rely on Douyin to monetize will also continue to change. If you are doing a project, you can’t rely on the same gameplay for a lifetime

Many people want to try it Make short videos, endure the issue of face, don’t want to leave the country and don’t want to live broadcast, have no good looks, no talent, and want to make money through short videos

There is a project that can meet your above requirements, that is Douyin book list number

Book list number, as the name suggests, is simply to output content on Douyin, and then sell books through the content. The general commission is about 30~50, and the commission for individual books can reach 80

Not only can you make book lists, but you can also have wallpaper accounts, scenery accounts, music accounts, beauty accounts, information accounts, etc. You can have anything you imagine or can’t imagine. There are definitely people who are doing it, and they are doing it. It’s very profitable if you do it well

Think about how there are so many people who have all kinds of needs. If there is demand, there will be a market. If you tell me how much demand there is for book lists, I won’t go into details.

Books have always been a big market. Where do you usually go to buy books? Big platforms such as Dangdang, JD.com, and Taobao?

Nowadays, Douyin, a giant with 800 million daily active users, has also come to compete for food. This super traffic pool has long given birth to an industry chain traffic about books. On Douyin, some popular bloggers can sell millions or even tens of millions of books a month

Moreover, Douyin has also launched Douyin web version and Chinese video plan. There are various signs that Douyin has users are in urgent need of in-depth knowledge content, which shows that users on Douyin have learning needs. Is there anything better than buying books to cure learning?

▍Presentation form

Selling books can be said to be the simplest way to bring goods. Compared with other goods delivery, you have to solve many problems such as supply chain, copywriting output, shooting skills, shooting equipment, after-sales work, etc.

There is basically no problem if you make a book order number, the copywriting is modified from the book , the product comes from a bookseller, the shooting skills are fixed, it can be done with a mobile phone, and the after-sales work is almost zero. Isn’t it very easy?

If you don’t invest in Douyin, it’s basically zero investment. The cost is the time cost of making content. It’s also faster to get started. It’s suitable for friends who want to make money without capital.

Therefore, Douyin Book list numbers are most suitable for individuals or small team operations with several members

Common types include the following:

1. Static text type

Video The content is pictures and text, and the text is golden sentences in the book, which are usually static pages.

This form was once suppressed by the platform due to its proliferation, and is now outdated (but the traffic of the accounts that have been established is still good, but it is no longer suitable for new accounts)

2. Graphic account

Picture and text PPT, this is an upgraded version of the static text type. The video content is a combination of multiple pictures, which is a dynamic page

There are no big requirements for the number. Just look at how you can explode the matrix work. The production is simple, the only requirement is that the pictures are high-definition, beautiful and beautiful, and pay attention to the audience’s attention.

3. Mixed editing number

This type of work usually appears in film and television editing. The essence of the film and television clips is edited and divided into three segments. The video ratio is 1:1: 1. Coupled with copywriting with "focus" and less annoying BGM, a work becomes

This type of account is generally limited by the quality of film and television works, which means that you cut If the climax of the film is good-looking and exciting, then the probability of the work being a hit is relatively high. The only thing that needs attention is the combination of copywriting and BGM clarity.

However, due to film and television copyright issues, advanced players usually find some decompressed videos to replace film and television videos

4. Dubbing and hand-painted numbers

No real person is required to appear. , just use the Meihui APP to make it

Among them, the copywriting determines the quality of the work. The more awesome the copywriting, the greater the probability of it becoming popular. Currently, it is more common to use this type of account to sell entrepreneurial books.

5. Live-action type

This type of production cost will be higher, but the trust level will be higher, and the conversion rate will be better than the above types

▍Key points and precautions

Popular book list categories: workplace, emotional intelligence, positive energy, parenting, inspirational, Chinese studies, emotions, novels

Copywriting Positioning direction and content collection method: refer to peers; search on self-media websites such as Baidu; for videos, take screenshots from the video app; for music, it is recommended to use one unified one first

The highlight of the book list video is the thoughtful copywriting. This kind of video often tells some kind of philosophy, meaning of life, true emotional knowledge, etc. Text is the main output value of these videos

So, how to find text?

1. Internet collection - on the Internet, you can find a variety of text collections, and even the copywriting of various book number videos (but as far as I know, most of them are for Drain traffic, the content quality is very poor)

2. Book excerpts - after finding your own vertical field, directly find books in this field to excerpt (let me secretly reveal that the chapter titles of such books are excellent copywriting), it is recommended to use WeChat for reading

3. Handle plagiarism - find 5-10 of your benchmark accounts, list their videos with more than 1,000 likes, take down the copywriting of the videos, and carefully Research and use it directly after slight modification

How to choose books to bring?

1. Popular products from peers

2. Dangdang, JD.com, Taobao, etc.

3. Don’t price too high: try not to exceed 50 yuan. Conversion rates over 50 will be cheaper, try to keep it at 20-50 yuan

Advantages and points of attention

Advantages:

1. Easy to make, suitable for novices, threshold Especially low, you only need a mobile phone to shoot, produce, edit, etc. a video; easy to monetize

2. Put books and products for sale in the video through the Douyin showcase. Promoters can get commissions. In this form, the risk is almost zero. There is no need to stock up on goods, no need to manage logistics, etc.

Notes:

1. Avoid working behind closed doors: Specific The performance is that there is no guidance from data, and we rely entirely on personal feelings to select products and topics. It is difficult to produce popular products. We recommend that you use a third-party data analysis platform to assist our operations

2 , Don’t be self-motivated: The indicators you pay attention to during the operation process are wrong. We do Douyin to make money, not to pursue the growth of playback volume and fans. Many people will be obsessed with the surge in playback volume and the increase in the number of fans in the later stage of operating Douyin. , immersed in such pleasure, this is typical traffic thinking. The key indicator we should pay more attention to should be our transaction volume. We optimize our video content from the user's perspective. This is what we need to do. The key points of making

Let’s talk about the tools needed when making

Picture making tools: Meitu Xiu Xiu, Maker Post (free)

Editing tool: Cutting (free)

Hand-drawing tool: Meichu (charged)

Dubbing website: iFlytek Dubbing (charged)

Video material website: Bilibili, Douyin

Copywriting material website: Douban

Four basic knowledge:

1. One person can apply for 15 phone cards, China Unicom 5 each for Telecom

2. If 1,000 fans open the window, each number needs to pay a deposit of 500 yuan.

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3. A person can only have one real-name Douyin account. If the account is blocked, the ID card information and mobile phone number cannot be used. The account is automatically canceled, and the ID card information and mobile phone number can be reused. , the mobile phone number will be released after one week

4. You can have multiple numbers on one machine, and you can switch logins (preferably no more than two)

In any case, you still have to do it when you do it Persistence, whether it works or not, let’s do it for a month first