Use micro copywriting to create a popular community!

Now, let me guide you - take you to master the micro-copywriting skills in the community, and use micro-copywriting to create a popular community!

I believe you are no stranger to communities. There should be many partners who are also running communities.

What do you think about a community? For the group, what are the difficult points that are difficult to solve in the operation process?

For example:

Attracting people, staying active, organizing activities, converting transactions...

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

What do your partners think?

Ouch, is it difficult? Difficulty is good, difficulty can bring out my value to you

Now you know why I am excited?

The harder it is for you, the more useful I will be to you

If you want it to be twice as easy, then you can still Cherish me, right?

So it is absolutely extraordinary to be able to listen to online classes today

Well, in fact, there are many communities Types, based on my experience, I divide the community into several types -

This is my five and a half and four days of experience, you can get it Continue well——

1. Pull users or prospective users into a group for the purpose of conversion #Community Maintenance#. This type requires long-term management

2. Hold a theme event and disband it after the event without completing the transaction. This type of #socialactivity# can be left in a flash

3. During a specific period of time, open classes are used as the front end to achieve conversion. This type is like offline sales lectures

4. Through advanced This type of process selects the #socialfission# used by loyal fans to convert. This type is traffic monetization.

How about it? Is this the first time you have heard of these four types of communities?

Well, obviously different types of communities will encounter different difficulties in the operation process,

Before solving these difficulties, it is necessary for us to understand some basic homework

Let’s take the WeChat group as an example Let’s talk about it——

What are the basic homework?

First of all, I will help you understand the actual combat of the community, then understand the value of the community, and finally we Then figure out the content of the community

So how to understand the essence of the community?

Okay, yesterday in our third lesson of this open class, I revealed to you how to use micro copywriting to create a popular circle of friends, right?

Among them, we have re-understood the WeChat address book in Moments, right?

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

Okay, then for the WeChat group, it is equivalent to a #theme activity center#

You think so?

"Residents" who are interested in a certain theme activity, no matter you are in this building Residents, whether from other buildings or even other communities, can come in and communicate with a group of like-minded people.

Think about it, is this true?

In this case, have you ever thought about this question -

What is the value of the community? In other words, what are the advantages of the community?

You must first understand the advantages of the community. Why? This is just like how each of us treats time differently, and the results are different

Everyone’s day has twenty-four hours, and everyone’s every minute The length is the same

But why can some people do more in the same amount of time?

In addition to the difference in strength and resources, the biggest difference is that those powerful people can dig out more treasures in a time when everyone looks the same. You Do you agree?

Where is the secret?

It is because of the understanding of the value of time

The reason why great people can use time efficiently is because they understand time , right?

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

Therefore, people always have cognition first.

How high your cognition will determine your pattern. How high can your mobility match?

Similarly, to leverage the power of the community, it is useless for me to directly teach you methods and techniques

Just Just like if you want to write a good micro copy, it will be useless if I directly teach you how to write.

If you don’t think clearly and don’t have adequate cognition, you won’t be able to use it no matter how many methods I teach you. Even if you don’t care about these methods at all, they are actually the methods that have produced results for countless students who have studied with me

Therefore, we must understand the value of the community, and this is why Since I founded Xiaozhu Micro Copywriting in April 2015, the reason why I launched a set of social content operation courses in January 2020

Of course, the benefits for veteran students are great ? The team effort between two people is only 1199

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

Now let me summarize these value advantages for you to see,

You see - in most cases , in addition to those groups of classmates, relatives and friends, we gather a group of people into a group not just for chatting, but to achieve a certain marketing purpose.

Either you want to launch a product, or you want to convert users into agents, or you want to convert intended customers into customers, or you want to increase the repurchase rate of old customers... …

Then why do we do this through social scenes? The unique advantage in this scenario is-

The lowest cost, is there any? No venue fee or organization fee required

The fastest efficiency, right? People from all over the world can gather quickly

The rewards are the highest, is there any? One-to-many wholesale transactions can be realized

However, these are not the most important.

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

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

Can ensure continuous cultivation of coverage

Let’s look at a few comparisons——

Scenario 1. You go shopping

Today at noon, you went to the mall for a walk. When you walked to the women’s bag area, the shopping guide began to introduce you to the features and prices of various bags. You looked around. , I felt that I didn’t want much, so I left.

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

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

This is impossible to determine. It is possible that I will go there after passing by it in two days, or it is possible that I will not have a chance to go there again in the next ten days and a half, right?

From the perspective of the shopping guide, she did a "nurturing" for you today, but in the end there was no transaction. After ten days and a half, will this cultivation still be effective?

Okay, let’s look at scene 2, TV commercials

If we take CCTV’s commercials as an example, which time period Which ads are the most expensive?

Huh? To be precise, it is a few seconds before the news broadcast starts and the first advertisement after the news broadcast ends. These are prime seats, and the prices are often astronomical. .

So what does this have to do with? It's definitely not the time

Because the Xinwen Network program has a high ratings, which means that when this program is broadcast, many people are watching it,

Then the ads placed at this time will naturally cover a larger group of people, right?

In fact, what the above two scenes reflect are also two key factors when we carry out promotion and publicity -

High coverage can ensure impact The more people know about force base, the better.

Continuous cultivation can ensure the effect of influence. You may not be impressed today, but what about tomorrow, the day after tomorrow, or a week or a month later?

Then there is no doubt that the community is a scene that achieves these two points at close to zero cost

You, dare Object?

You are against me,

Are you against the community?

If you have the courage, will you quit all the groups you are in tonight?

Okay, let’s explain it in detail here -

In terms of coverage, regardless of whether the other party clicks to view it, every message you send will A piece of information, every member of the group will "physically" receive it.

Right?

In terms of sustainability, as long as the other party does not withdraw from this community, it will always be 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 rarely pay attention to the group information, even if there are already mature people in it. Hundreds of unread messages

Or, even though he has been in the group for a long time, he still has no desire to place an order and make a transaction.

So what is the key to this?

It can only be community content!

Right?

If the group information is useful to him or even urgently needed by him, will he still not pay attention to it?

If the group information gave him a strong sense of value, would he still refuse subsequent transactions?

It can be said that——

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

Content is the core of the community. Without the support of content, it is impossible to retain people, let alone convert them into transactions.

Do you agree with this?

Here we emphasize again? High coverage of the community + continuous cultivation

Okay, let’s take a look next, the community What's in it?

First of all, your community definitely needs a name, right? So how to design a group name 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, these are all important Express it in the form of micro copywriting, right?

For another example, if you drag people into a group, you can’t just stay there, right? Do you need to design some interactive content, or find some topics to keep people active?

Also, to hold an event or sale, you must use micro-copywriting to announce and organize...

There is another most important thing:

If the community wants to continue to operate, it must be inseparable from the continuous output of content. So how should we design this content? How to package it? How to make everyone recognize its value?

These are all 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.

Use it well, and you will be successful in community operations

Next, let’s talk about it first Chat community name.

Designing group names does not seem to be a difficult task, such as "weight loss group", "beauty group", "reading group", "XX coupon group" ...

So do you think this group name is attractive enough?

Why? It's because everyone who names it like this doesn't correctly understand the role of community names

So, you see, the thinking and cognition pattern comes first, right?

So what is the role of the community?

Come on, the picture above——

The community name has two main functions:

Function 1. Form a differentiated theme

To put it simply, weight loss is a theme, but a differentiated weight loss is a qualified group name

Function 2: Show sufficient attraction

The group name is usually the other party’s first impression of a community. If Being able to show enough attraction in this first impression can be of great help to our invitation.

The two points mentioned above often work simultaneously. Generally speaking, once you find the distinction of your own community, this distinction will be It can become a personalized attraction point

Once you find the distinction of your community, this distinction can become a personalized attraction point

Does this feel a little difficult?

Come on, let’s look at a simple chestnut, and you will understand——

Look, I’m ready Create a group and invite some users and friends to check in and use a certain weight loss product in the group. Suppose this product is called "XYZ"

If, I position the group name ：XYZ weight loss group

Let’s see, does this name not reflect its attractiveness?

When I see this name, I will only know that this is a community that uses XYZ products to lose weight. As for the benefits of this community to me, I am not sure.

Right?

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

Of course, if it is indeed a popular item and hard to find, there is no problem in using it to attract everyone

Now let's assume that this product has a use cycle of 21 days and can usually lose about 5 pounds

If we put this information in the group name Here, on the one hand, it can reflect the difference in effect, and at the same time, it will also be a result-based attraction.

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

Come on, it’s time for you to show off your skills. , come up with a community name on the spot -

If you look at something like "21 Days Weight Loss Group", the results are not obvious

Right?

Does this look more pleasing to the eye than the ordinary ones? Similar to the "21-day 5-pound weight loss group"

? Yes No

Then take a look at the name of this group -

"21-5 Weight Loss Group"

Of course, it can also be something like the "21-5 Weight Loss Group"

This "21-5" can not only influence the results There will be a definite description, and there will be some freshness.

Of course, this is because there is such a limitation as "losing weight" or "slimming down" at the end, otherwise it would be confusing

You see, if you cannot think or recognize If you don't know clearly, I'll ask you to hold back on a name. Even if you have 100,000 brain cells firing, you still can't come up with a good name? Can you?

I will give you this analysis now, you will understand it

That is, your group name can be applied Here comes the formula,

What are the formulas? This cannot be disclosed casually

It’s not that I am stingy, but I am afraid that you will not cherish it

Okay, this is just what we mentioned A small example

Actually, when designing a group name, there is a very important basis, which is to determine the positioning of your community and what kind of people it will attract? What attracts them? What specific value is provided?

So, the first step in our formal courses is positioning?

Different situations have different positioning standards

The formula just came out - community nature + benefit results (preferably with numbers)

Then I will guide everyone step by step Everyone’s community positioning?

After the positioning is clear, guide everyone step by step on the name of the community, even invitation letters, welcome words, etc.

Here, let me show you three assignments from some students in the previous period

Are you done with the assignments? Unable

Counseling is required

Solve problems if they arise

For example, let me show you the design of this group name? Of course, there is also how to write an invitation in it, so just pretend you didn’t see it.

A community for home organization, originally named **Home Storage and Organization Xiaobai camp, we have been tutored by teacher @biafeng~ and changed it into a quick camp for skillful home organizers.

If you are invited to talk about it, don’t read it. I’m afraid you’ll eat it. It’s too much to digest

Okay, this is @biafeng~ The teacher’s guidance on the welcome speech of @大斯~Taobao JD super buyer

There are too many examples like this,

The point? We don’t provide tutoring here and there, we provide tutoring upon your request

Because of the community? The positioning is not correct? It is impossible to come up with a good group name

Once the positioning is correct and the name is chosen, it still needs to be invited? It also needs to be welcomed, right?

If you have paid attention to the official course schedule for the 73rd period that was sent to you before, our community class courses will provide detailed guidance in this regard

Let’s talk about the community name first.

Let’s compare the names of the weight loss groups just now?

Think about the naming formula I just gave you - community nature + benefits and results (It is best to match the data), and try to create a sense of freshness and urgency

It is obviously best for these names to win.

You just Learn this trick

Can anyone else do it? I call you the master of community operations

I asked you to name me?

Okay, next, let’s look at how to design the core content of the community.

Let me tell you through a little chestnut -

Now, I have created another group to exchange food skills.

After losing weight, it’s time to eat delicious food [laughing]

Look at it——

The core content of this group is to provide everyone with some cooking skills, such as how to make delicious home-cooked dishes

Assume that in the next 7 days , I will share with you a fixed hour every day and teach you how to make three home-cooked dishes, namely: scrambled eggs with tomatoes, steamed sea bass, and braised lion head

What if In your case, how would you arrange the content shared these 7 times?

Come on, tell me, I’ll listen

I guess you must have a habit of thinking? First of all, you have to Consider not being able to share three dishes in seven days

Let me tell you if I can arrange it for you

Now let’s figure it out Let’s take a moment

First of all, I shared it 7 times, but there are only 3 dishes. It is definitely not appropriate to divide the preparation method of one dish into two, right

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

For example: How to choose tomatoes? How to pack fish? How to choose meat? How to mix meat filling?

These auxiliary contents will become "fillers" in the core content. They can enrich the entire core content and effectively improve the value of the content.

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

Secondly, we Take these three dishes as an example

If you order them in order, which one do you think is more suitable?

A: Braised lion head → steamed seabass → scrambled eggs with tomatoes

B: Fried eggs with tomatoes → steamed seabass → braised Lion head

Method B is more appropriate, right?

On the surface, it is easier first and then harder. In essence, the value of the community must have an obvious upward growth curve

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

This is the second principle in content design: growth route

Okay, now let’s assume that it’s just these 7 days, 3 dishes + 4 tips. After sharing this arrangement, are there any problems?

There must be problems

The biggest possibility is that we think the final value is the highest, but many people, I can’t wait for the last high price point before I start diving

There were quite a lot of people in the first two days, a lot less in the next three or four days, and not many in the next few days...

Really?

Where does the problem occur?

Insufficient power, there is one less “gas station” in the middle

For example, let’s change the arrangement——

There will be no sharing on the fourth day, but a cooking competition. Everyone can actually cook the two previous dishes, send the pictures, and everyone will choose the best one. The first few people can receive corresponding benefits or rewards. These benefits and rewards will be realized after the seventh day of sharing.

In this way, will there be an additional "gas station" in the middle?

This is the third principle in content design: staged harvest

Let’s add pictures to strengthen it

Okay, now that the three principles have been discussed, if you are running a community, you might as well compare it to see if there is anything missing in your community content design.

If you are planning to build a community, you can also refer to these three principles and think about how to design your core content

Content design is the most difficult aspect of community operation, especially to achieve continuous output, retain people, and continuously enhance trust. This in itself is a cultivation process of members → fans → die-hard fans → loyal fans.

There is definitely no way to cover all these in a public class.

Otherwise, our formal courses would not have so many content design topics

If, you also If you want to make your social media content a viral hit,

so that everyone who comes will stay and those who stay will become loyal fans, then don’t hesitate.

My official course is the right choice for you

As of today, our open courses are officially open these days That’s the end of part of the sharing

Let’s take you to Chuan Chuan Xiang——