Some thoughts for April 2023!

Introduction: This article is the author’s personal experience summary for one month. It is divided into ten points to talk about the way of life, marketing experience and other thoughts. I hope that after reading it, readers can also try to summarize their own experience of the month, and perhaps they will also gain a lot.

A minute of thinking is worth an hour of nagging.

When humans think, God laughs. In order to make God laugh more, I have always set a small goal for myself: think and record .

Every month, at the end of the month or the beginning of the next month, I will organize some of my thoughts for that month into a written form and continue to share it with everyone in 2023.

No matter what, I will keep thinking and recording for a long time. As long as I am not too busy, I will continue to share it every month.

You Raise Me Up!

01

Everyone knows that watching a lot of weight loss videos or reading a lot of weight loss tips does not mean you will succeed in losing weight. You have to really stick to it.

But people think that the theories I have read, the methodologies I have collected, the knowledge points I have forwarded, the opinions I have heard…they are my own. I have read them, I know them, so I can do it.

We often forget the simplest truth, don’t we?

Reflect, reflect, reflect, reflect, our ancestors were not deceiving me: I reflect on myself three times a day .

02

The core of Xiaohongshu is an experience sharing platform, which is somewhat different from the content created by official accounts or Douyin.

Good content is not necessarily super practical, nor is it necessarily super entertaining. In my opinion, the most suitable and easiest content to produce on Xiaohongshu is sharing your own experiences.

It doesn't matter how logical it is, how well it is written, or how well it is produced. The key is to sort out and refine personal experience, and the core lies in authenticity. The more truthful it is, the more acceptable it is.

03

Companies often shout about creating a brand super symbol, and then spend a lot of effort to come up with something that no one has ever seen or heard of, and they have to create a new symbol out of thin air. This is not right. A super symbol should be " clear at first glance, familiar at first sight, and spread quickly. " If you insist on creating something that no one has ever seen, how can it spread? Forget about the super symbol, and you have to explain it over and over again.

Super symbols should be based on the matrix symbol, which is the common experience, knowledge and experience of people. Then they are transformed and innovated in combination with the brand's own characteristics to form their own symbols. They come from the matrix and go back to the matrix; if they are separated from the matrix, they are separated from the crowd.

04

Many copywriters who have accumulated several years of experience suddenly feel that they can no longer write after live streaming and short videos become popular. It seems that their past experience is no longer useful. People seem to prefer watching the copywriting in live streaming and short videos rather than their own copywriting.

In fact, experience is useful. It’s just that the copywriting with strong social attributes in live broadcasts and short videos now makes the viewers feel relaxed, rather than rigid, stiff and serious. Finding a sense of relaxation is also the way of copywriting.

Today’s Douyin sales, short video marketing, and many product advertising innovations are actually turning the weight of marketing into the lightness of copywriting . The purpose is simple and essential, which is to make people feel at ease and make it easier for users to accept.

05

The essence of a business model is to "realize value by satisfying demand." What is satisfied is demand, and what is realized is value.

So what is value? Value is not something that exists just because the producer says it exists. Value is relative to the audience. Value is what the audience perceives.

You see, the core of value is not the value itself, but who is the audience. What you have is important, but what others perceive is more important. This is the key. One man's meat is another man's poison.

06

In recent years, short videos, live e-commerce, and social media have enabled brands to grow rapidly. However, traffic costs are now rising, ROI efficiency is decreasing, and competition among new consumer brands is becoming increasingly fierce. If brands want to truly settle down, they must return to the eternal business essence of making good products, supply chains, and services.

As for most new consumer brands, don’t be fooled by how popular they are online. In fact, they are just losing money online to gain publicity. The real money is made offline. Brands like Heytea, Genki Forest, Huaxizi, Adopt a Cow, Zhong Xuegao, Mengniu, Procter & Gamble, etc. are all actively building their own dealer systems.

The popularity you see is just the surface, the real money-making system is inside. Although online is the most efficient channel for branding, offline offensive is indispensable for expansion.

07

A little advice:

If you want to leave yourself more room for recovery, or if you want to develop your own second growth curve, you must make plans when you are doing your best, as everything will be easier to do at this time. Don't wait until you are on the decline or are at a dead end before you think about preparing another way. That will be difficult and may be too late.

Many companies only think about raising funds when they are about to go out of business. Do you think it is difficult? Others also know that this industry is about to end, and you are about to end too.

This is true for running a business, running a self-media, working in the workplace, and in life...

08

Don't force others to accept your ideas, cognition, and values.

You are not necessarily right, and others are not necessarily wrong. Moreover, people only believe what they want to believe. The more you force others, the more they will reject you, which is counterproductive.

You can list facts, reason, communicate sincerely, and deduce together. Don't force it, don't be stubborn, and don't feel superior .

09

Before the concept of private domain operation became popular, I think the best performer in private domain was sales. The underlying logic was almost the same, with differences only in tools, means and diversity.

First of all, it is the power of private domain production. Sales can connect with a large number of customers at hand, and various information can directly reach customers. Good sales also know the labels of different customers.

The second is the value of each customer. In addition to facilitating the customer's first order, the most important thing for sales is to maintain the customer, increase the repeat purchase rate, and maximize the customer life cycle.

The last is the customer recommendation rate, or referral rate, which is also the focus of sales work, allowing more old customers to bring in new customers.

You see, isn’t this the logic of current private domain operations? It just amplifies the work of sales and makes up for some of the shortcomings. But can it completely replace sales? No.

In some industries, fields, and scenarios, sales is still more powerful. And for important customers, in my opinion, sales is still better.

10

Face is really harmful. It can't bring you anything, but it can make you lose something. Grasping a person's face is like grasping a person's weakness. For people in the workplace, the right answer is to lose face first, do a good job, and make money.

It seems that the weaker a person is, the more he clings to his superficial appearance, while powerful people can always let go of their pride, constantly break through and grow to new heights. I remember someone said this:

When you put aside your pride to make money, it means you have grown up. When you use money to earn back your face, it means you have succeeded. When you can make money with your face, it means you are already a person. If you still stay there drinking, bragging, pretending to know everything, and only caring about so-called face, it means that this is how your life will be.

Come on, start by "letting go of your face". Only by letting go of your face can you grab more things.

The above are some of my thoughts in April 2023!

You can absorb some ideas from others, but you must think about them in your own way and cast the sand mold of your thoughts in your own mold. - Lamb

The brain is a good thing, don’t be too pity!

Author: Mumu Old Thief

Source: WeChat public account "Mumu Laozei"