How to awaken the product’s communication power? Share 6 methods!

Once the product is made, the big challenge is how to promote it . Not only do we need to carry out various promotional activities around the product, but we also need to tap into the product's own communication power. The author of this article used these 6 methods to enhance the product's reach, from having no resources in the beginning to having an exponential growth company now.

Knowledge is not a kind of possession. The desire for possession and the actual possession are completely different feelings.

The same goes for reading. Don’t try too hard to remember a lot of things. The real way to read is to make knowledge a part of your blood. I have seen many people who can explain the "Analects of Confucius" very well, but their behavior is different from the "Analects of Confucius". This does not mean they truly own the book.

At first, Fan Deng Reading Club had no money, no technology, and no team; but now, the company is growing exponentially. How did Fan Deng Reading Club do it?

First of all, we have to mention the beauty of interpersonal communication. There is a book called "Going Viral", which mentions the six elements of communication:

1. Social Currency

When a person shares your content, he feels proud and his personal status is improved. This is called social currency. Therefore, entrepreneurs need to consider whether their content and products can become a social currency.

2. Causes

What is the trigger? The incentive is: when making a product, you must combine the product with a high-frequency thing.

For example, there is a Mars Chocolate Company in the United States, which has always been lukewarm; until one day the US government launched the "Mars Transformation Plan." Mars is Mars, so the hottest topic in public opinion at that time was Mars, and this chocolate immediately became the hottest brand .

3. Publicity

Publicity, to put it simply, means learning to consume the surplus of consumers' behavior.

After the consumer buys the product, he still has some behavioral benefits left: he can wear our T-shirt with the reading club's slogan printed on it. If someone is willing to wear our T-shirt, it means that we consume his behavioral surplus.

The best in this regard are KFC and McDonald's : at KFC and McDonald's, the take-out bags are flat paper bags with handles on them. When you walk on the street carrying a bag with advertisements on both sides, you are advertising for them all the way; when you take it back to the office to eat, because it has a bottom, you will never spread it flat on the table, so it will stand on the table like a billboard. During this process, everyone coming and going knows that you are eating KFC and are consuming the surplus of your behavior.

4. Emotions

If your product or brand stirs up emotions in others, it can go viral. There are techniques to stimulate emotions. There are two types of emotions: positive emotions and negative emotions; there is also a dimension called high arousal and low arousal.

So it is divided into four categories:

1). High arousal of positive emotions

It can bring a sense of sublimity, emotion, awe and courage. These things are all high-arousal and positive, and this feeling will make you willing to forward them. For example, on the 72nd anniversary of the victory of the War of Resistance Against Japanese Aggression, we paid tribute to the People's Liberation Army, which was a high-arousal positive emotion that people were willing to forward.

2) High arousal of negative emotions

Fear and anger are the most likely to make people forward messages. Why is Chai Jing's "Under the Dome" so popular? Because it triggers everyone's concern - what will happen to the children if the environment is bad? Whenever children are mentioned, I will share it for their sake. This is what we call "negative but high arousal emotion".

3) Low arousal of positive emotions

Being comfortable, cozy and leisurely are all very positive things, but no one forwarded it. For example, if you had a particularly delicious meal for lunch today, you took a photo and posted it on your Moments , but no one forwarded it, this is a positive but low-arousal action.

4) Low arousal of negative emotions

Sad and upset emotions; for example, if your cat died, you would be extremely sad and post a message saying that your cat died. No one will forward it.

Through the above four points about the effects of emotions on communication power, we can see that only when we understand the subtle emotions can we know which emotion our publicity should target. Once the emotions are ignited, the news will spread.

5. Practicality

Practicality is also very important. What is practicality? It means whether forwarding this thing can bring benefits to the other party, for example: whether there is any discount for forwarding.

6. Story

The thing that can be most effectively passed on is "Troy", not "History of the World". You may not have read "History of the World", but you must know the story of Troy. Similarly, you may not have read "Journey to the West", but you definitely know "The Three Fights with the White Bone Demon".

So when a person can write stories, it is particularly easy to trigger a large number of topics to spread.

Some people say, shouldn’t we have critical thinking? One should criticize before accepting, but if a person spends all his energy criticizing, he actually doesn't have much time to make progress. The best way to improve is to experiment quickly and look for the strengths rather than the weaknesses.

Many of us like to find faults. The reason is that we have been constantly criticized by our parents in our interactions with them since we were young; thus the habit of finding faults has been developed in us.

This is a projection. If you want to solve the problem, you have to go back to the roots of the family and deal with your relationship with your parents first.

A tyrant like Hitler has the principle: I can, therefore I must; while a saint’s principle is: I must, therefore I can.

I have heard many friends in the media circle say that they are not very successful in starting their own businesses because they say: I only know this or that, this is the extent of my abilities, what else can I do? They always want to do things within their capabilities, which is not an entrepreneurial mindset. The entrepreneurial mindset should be: I want to solve a problem.

Many people ask me to recommend books, and they all write down the titles of the books; this shows that many people like to remember the titles of books. But in fact, in most cases, people don’t read it. Some people even buy the recommended book but just don’t read it. There are various reasons, such as not having time, not being able to understand it, and even some saying they bought it as a gift.

Later I found that this was a social problem: Chinese people are pushing reading hard , but all they do is to sell sales; no matter how high the sales are, it is useless if people don't really read. It would be great if this social problem could be solved.

Once you know what problem you want to solve, you can get started; of course, I have to work hard towards my goal and also bring others in to solve the problem together. Just like Tang Monk’s journey to the West, he couldn’t wait for Sun Wukong to come before he could go, he had to set out first no matter what, this is what a saint does: I must do it, so I can.

Some people may feel confused when starting a business: should they go all out and go forward without hesitation, or should they sit on both sides and hesitate?

There is a book called "Heretical" which did an in-depth study on why many people succeed in starting a business. It later discovered that Bill Gates , Steve Jobs, Mark Zuckerberg and others had one very important characteristic: they were playing both sides. It’s basically: if I can get the order, I’ll do it; if I can’t get the order, I’ll continue studying at Harvard. If we want to analyze the reasons, it is probably:

1. A good entrepreneur is not someone who is good at taking risks. People who are good at taking risks are gamblers, and good entrepreneurs are those who are good at controlling risks.
2. People only dare to make breakthrough innovations when they feel safe.

Why do I dare to do something as risky as a reading club? Because it doesn’t matter if I lose. If the reading club doesn't take off, I can still teach and make money from lecturing, so I dare to make this subversive attempt.

In the book "Harvard Business School's Most Popular Leadership Course", there is a particularly important concept: If a team wants to achieve results, the most important thing is to focus on the key tasks of each period.

Many entrepreneurs find themselves still struggling with small issues three, five or even ten years after starting their business. The reason is that they are not focusing on the key priorities. The boss monitors everything and wants perfection. When he meets his employees, he always says this is not okay, that is not okay, and there are so many things that are not okay that employees feel dizzy and feel that everything is over when they see the boss.

For example: When I first started the official account , I believed that products needed to be spread through interpersonal relationships.

Because we didn't have money for advertising (actually advertising was useless), we wanted to have the function of interpersonal communication, so we had to create a QR code communication system. I hoped to be able to recognize who the QR code belonged to and share the money with the person who spread it.

When I first started making the app, I was criticized everywhere. Many people said it was too difficult to use, that it kept crashing, that it was terrible, and that they couldn’t even find the buttons. Everyone wanted me to talk to the team and ask if they could change the button or sort out the logic.

I just manage to hold it in. When I meet the team, I never mention those complaints. I just talk about one thing: Has the QR code been made? How long will the QR code last? So our technical staff thought: the boss’s meaning is very clear, that is to make the QR code first, no matter how much criticism they get, I will just focus on making the QR code - this is called the key priority.

The boss can find endless faults in his product, but if he doesn't focus on key tasks, employees won't be able to understand from the boss what the most important thing to do is at this moment.

After the QR code was made, I said: Now let’s find a way to make it easier for everyone to use the APP. We focus on one thing at a time and get it done within two weeks, making continuous progress every day. Since we started our business, in about three years, our annual growth rate has been 1000%.

Of course, if a company wants to do well, it is useless to just rely on communication skills. Making products is important, but leadership is more important; being able to manage a team is important, but having a win-win mindset is more important; all of them are important, so to be a good entrepreneur, you cannot have too many shortcomings.

The author of this article @樊登 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games