2500-word analysis | The development process of ordinary people becoming personal IP

How can ordinary people become personal IPs? How does a personal IP grow, and what does it take to grow? In this article, the author discusses the growth of personal IPs. Let's take a look at the introduction and interpretation of this article.

I am the kind of person who looks at personal IP rationally, but I always meet some people who are obsessed with personal IP in life.

The first type taught me how to create a personal IP, and the second type asked me how to create a personal IP.

So I plan to bring up this topic again and talk about it in detail.

I have previously written " Review of 2 Years of Freelancing: How Ordinary People Build Their Personal IP ".

The whole article is about "how to create a personal IP", which mainly involves four aspects: clarifying the label track, establishing a voice channel, continuously accumulating fans, and creating a way to realize monetization .

Today, we are going to discuss how personal IP grows and what goes on in the process.

So what is a personal IP?

Here we will not talk about some irrelevant concepts, let's talk about the simplest cognition:

In the eyes of most people, if a person can call on many people to gather together and take action, and continue to make money through such influence, we will say that this person is a personal IP.

There are two key points here: being famous and having many fans means you have influence, and you can make money steadily and continuously.

At this time, some people will ask: Does having some influence, fans, and paying users mean that you have a personal IP? You can recall how many xx traders, xx coaches, xx consultants, and xx consultants you have in your circle of friends.

If you didn't pay them, what do you remember about them?

There is actually a key point missing here:

That is, when others want to solve a problem in a certain field, you are the first solution they think of.

Here we summarize the following three points to measure whether a person is a personal IP:

1. You can continuously and steadily attract fans' attention.
2. You have a product/service that is continually consumed by users.
3. You are the first solution in the user's mind in the relevant field.

After understanding the composition of personal IP, let’s talk about the process of growing into a personal IP.

Here we will start from four stages, namely label display, expanding influence, opening up monetization, and becoming a personal IP.

1. Label display

How do labels appear?

"It's been a pleasure talking to you. You're a good listener."

"You have very positive values, and it's very comfortable to get along with you."

"The PPTs you make are very clear and logical"

"Every time I make a plan, I have to rack my brains, but you can sort out the key points in an instant and get results quickly. How can I be as good as you?"

“The community you run is very active and different from others.”

These are the conversations we hear in life, some of which are subjective feelings, and some are based on factual comparison. The feeling part is actually a person's internal label, used to describe a person's personality traits, world outlook, etc. The factual comparison is a person's external label, used to describe a person's outstanding qualities.

External labels determine whether others follow you, while internal labels determine how long they follow you.

How to understand it specifically?

If you meet such a senior in the workplace who is good at various tools and can solve problems quickly and effectively, would you like to learn from him?

If this person is a particularly selfless person who shares and has positive values, would you be willing to stay with him for a long time?

The answer must be yes.

On the contrary, if this person is merely capable but has a bad personality, you might just stay away from him.

Therefore, a stable core and outstanding appearance are the basic conditions for ordinary people to create their own personal IP.

2. Expanding influence

Once you have sorted out your tags, all that’s left is to create content around your tags and influence people who want to follow you.

At this point, someone might ask, how can ordinary people have any influence?

When saying this, most people regard it as a noun:

For example, the number of fans, the level of dissemination data, and the endorsement of the platform .

But for ordinary people, my advice is to think of it as a verb, that is, to actively exert influence.

When you are in the workplace, do your leaders prefer to listen to your suggestions? Do your colleagues often ask you for advice when they encounter problems?

When you are in a group and you post content, do more people praise you and recognize you?

Is it easier to get likes when you post on WeChat Moments?

From a small circle of friends with three or five people to a large group, you will find that your words still have some weight and everyone likes to listen.

This is the embodiment of influence.

When you are asked more often and more people seek your advice, most of your time is occupied.

You find that some problems are highly repetitive, so you simply start to systematically organize the solutions and output them one by one.

Then you discover that these solutions not only solve the problems of the people in front of you, but may also help others.

So, you decide to choose a platform to output content on. When others have problems, you throw the solution to them.

Gradually, more and more people pay attention to you, and many people read your content every day. Your words and actions begin to influence most people.

At this time, people with further needs will ask you if they can pay you for some solutions.

At this point, we can see how an ordinary person can expand his or her influence through continuous hard work.

In this process, we can see the sources of influence:

Focus on "tags" , use "content" to connect with fans, choose "channel" platforms as leverage, and finally form a "traffic" network.

3. Open up monetization

Since you already have fans and traffic, some potential opportunities will come one after another. You will probably meet the following types of people: those who want you to advertise, those who want you to do projects, those who want you to buy courses, those who want you to promote products...

In fact, they correspond to the four major monetization models: advertising monetization, service monetization, knowledge monetization, and product monetization.

So you start to take stock of what you can do to monetize

Where does the cash come from? There are two situations:

The first type: You do not have sufficient business capabilities, so you can only monetize under resource-oriented circumstances.

In this case, advertising is generally the most popular choice, but there are several common misunderstandings:

1. Having more fans does not mean you can quote a higher price: I know someone who has 3-5 times as many fans as I do, but as far as I know, the price I can quote is 5-10 times that of the other party. The reason behind this is the verticality and quality of the fans.
2. Simply and passively accepting the other party's advertising quotation: Usually, you will hastily accept the price given by others if you think it is suitable. In fact, there is a process of bargaining and advertising pricing in the process, which requires a game.

The second type: You have certain business capabilities and can build a basic money-making system and complete the closed loop of basic monetization.

In this case, it is usually courses, training camps, membership communities, and product promotion, which require you to do the following key things:

1. Traffic matrix: Simply put, it means screening channels within a certain customer acquisition cost, continuously obtaining traffic, and adding them to WeChat.
2. Conversion model: According to the traffic source, sort out user characteristics (such as demand urgency, trust basis and conversion driving factors), and set corresponding conversion sop.
3. Operation system: sort out the user journey, distinguish new users from old users, design corresponding business actions, and precipitate corresponding SOPs.

At this point, you have already begun to make money through a certain level of influence.

This is the status of xx trader, xx coach, xx consultant, and xx consultant that I mentioned earlier.

Have you noticed? Basically, the above money-making types are to C, which are low-threshold businesses.

As long as it is a business with a low threshold, the characteristic is fighting at the bottom, and what ultimately depends on is execution, which can easily lead to anxiety and loss of profits.

At least from what I understand, earning over 10,000 yuan a month is already very impressive, but as time goes by, very few people can maintain this income or even increase it further.

So in addition to the above two situations, there is a third one:

That is to say, when I have sufficient capabilities and conditions to deliver to corporate customers, I will definitely do B2B business.

But business is not an either-or situation. You can have both. It depends on how you choose.

Reaching this status means that you are already a KOL, but there is still some distance to go before you can become a personal IP.

4. Become a personal IP

As mentioned before, what really counts as an IP is that you are the first solution in the relevant field in the minds of users .

In essence, it is about positioning. To put it more deeply, when users mention this matter, they will think of you. So you need to do the following:

1. A phenomenal hit event or a representative work known in the field (event, book, or public domain account).
2. Get the platform’s endorsement and be listed on the platform (platform endorsement and your credibility).
3. When searching for words in related fields, it can be most relevant to you (content compounding).

The real IP is that no matter which platform I appear on, my fans can recognize me at a glance and follow me.

When others work with me, they know what keywords I represent, what kind of people are behind me, what kind of resources I have, and what problems I can help them solve.

Building a personal IP is an ongoing process that cannot be achieved overnight. Regardless of whether we can become a personal IP, we must have awareness of our personal brand and build our own influence.

Author: Zhizhong

WeChat public account: Shixian Operation (ID: yyshixian)