Review of the method of making a poster that can increase the number of fans per day, and a practical growth strategy

Before talking about the logic of fission posters, let's first talk about the logic of traffic acquisition. There is no Internet company in the world that does not lack traffic, and those who work in the Internet industry only have to do two things: traffic generation and monetization. So how do you monetize the traffic? Or can this part of traffic really be monetized?

So at this moment you have to think about a question, which is the point that needs to be crossed from traffic generation to monetization - that is trust, and the most valuable traffic that can be directly monetized is the fission users brought by the social relationship chain.

Don’t be in a hurry, let’s finish talking about the “Tao” aspect first, and then talk about the “technique”. Why is Pinduoduo so popular? Because Pinduoduo relies on the group buying fission logic of social relationships, and the trust issue is solved from the beginning.

OK, let’s go back to look at poster fission. The fission poster follows the same logic, relying on social relationship chains to simply and quickly transmit information and obtain traffic.

Once you have mastered the user's entire social relationship chain, you don't have to worry about traffic. As the saying goes, fish seek fish and shrimp seek shrimp. Whatever he is like, his friends are likely to be the same.

The marketing psychology of fission posters

A successful fission poster has marketing attributes. The official holiday posters we usually see do not have this feature. The starting point of marketing is to raise questions and provide reasonable solutions , that is, to meet needs and get returns.

To give an example in plain language: Use Corning to treat athlete's foot. It is made from 23 kinds of precious Chinese herbs and can solve the itching problem in 15 minutes.

To use a more high-sounding term, it is pain points. People will have all kinds of pain points in their lives. When they are in school, they want to get better grades. When they grow up, they want to become a slash youth. After entering society, they still want to save some money to get something. Of course, no pain is worse than the pain of being penniless, so in the end it all comes down to profit.

The word "interest" can be extended to the three major weaknesses of human life: laziness, greed, and pretentiousness. As long as these three needs are met, good communication effects can be achieved. Here we talk about how to use these three needs to complete poster production.

1. Laziness

Human nature is lazy. In the morning when you can't get up, on Saturday when you don't want to work overtime, you just say you'll leave it for tomorrow. If I have to give an example, I would say a train. Most of the fissions also apply this human psychology and harvest a wave of naive people.

For example: I am a new media person who is trying to make a breakthrough. I have collected and organized a 128G data package covering promotion , event planning , and project operation and maintenance. This data is a must-have for new media people. It can attract 100,000 traffic, the event planning is reusable, and the project can be self- operated . I was also told that as long as I forwarded this poster to my circle of friends and let 5 people scan the code , I can get this useful information .

In order to get this package of useful information, I will definitely ask someone to scan it immediately, even if it is my parents, so that I can get it quickly. This is a benefit that is within reach.

By learning from one example, you can master Excel functions in 3 hours and become a master without asking for help. You can understand PPT from 0 to 1 and learn the skills of making 100,000 orders per day in 1 lesson. Haha, dear, you are kidding me. If you practice martial arts without doing horse stance, you will regret it sooner or later.

2. Greed

A certain leader was arrested for spending 10 million on carbon five, the second serving of delicious ice cream is half price, buy today and get 50% off, forward and you can get this book for free.

The element of greed is mostly used in product fission, and what is combined with greed is money. Forward this poster to your circle of friends and you can get a facial mask for free, haha. If this poster has the temptation of distribution benefits, and someone scans the code to buy it and you can get the benefits directly and in real time, then you will most likely forward it.

What started the change in the fission posters?

Please remember NetEase’s Xijing distribution on New Year’s Day. The 50% distribution commission made many people unable to stop. People are selfish. As I said, it's not very useful. People who really know how to learn start from the "Tao" and expand downwards. He tells you so many "techniques", which are things at the technical terminal level, but without his resources and endorsement, it's difficult to go viral.

3. Love to show off

Everyone wants to show their best side to the outside world and sell themselves. College entrance examination score tests, university admission letter tests, zodiac tests, personality tests, these test posters can satisfy users' needs and desires to show themselves to the outside world, and they are the fastest and most effective.

Check-in posters, like the one I posted on WeChat Moments a few days ago, which showed the Keep Abs Ripper enhanced to K4 difficulty. It's very simple, just pretend, and after 21 days, I have 4-pack abs. There are many forms of check-in posters, including Alipay ’s annual bill, NetEase Cloud Music ’s annual playlist, English Fluency’s learning check-in poster, Zhihu’s seven-day learning check-in poster, and keep exercise poster.

OK, after talking about the psychological factors that make up the fission poster, let’s continue to discuss the copywriting of the poster.

How to make a fission poster

Currently, there are two types of posters on the market: character posters and product posters. Character posters are centered on micro-courses and communities , while product posters are centered on information (virtual) and physical objects. In the process of fission and fan growth , posters are the carrier of communication, so their importance is self-evident. Let’s explain them one by one below.

Character poster

A fission poster is a completed landing page . The lack of any element will reduce the conversion rate . It is mainly composed of 10 elements, namely: user identity, main title , subtitle, outline, speaker introduction, speaker photo, trust endorsement, sense of urgency, short-term benefits and QR code.

(Give an example)

(1) User identity

In fact, many big names have overlooked the user’s identity. If you want users to forward a poster to their friends circle, then the poster represents his image. Everyone has his own social circle. You can’t let people post something very low-level, so what is his identity?

He is positive, loves learning and work, is someone who deserves a red flower, and is not a scumbag.

(2) Main title

The main title describes user needs and pain points. It can be regarded as the first-level copy in marketing copy. It has the largest number of words and can solve a specific problem at a glance. For example: the conversion rate of becoming an Excel master in 3 days is definitely lower than the conversion rate of mastering Excel in 3 days, because the latter solves a specific problem. You ask me to master Excel in 3 days, that's funny, right?

(3) Subheading

The subheading is a supplement to the main title and serves as an explanation. For example, if my main title is "Master Excel Functions in 3 Days", then I can write a subheading, "You can get started immediately after learning", depending on the situation.

(4) Outline

The outline is a breakdown of the entire title and acts as a solution, giving you specific details on how to resolve your pain points. It can also be course accessories including physical gifts and virtual gifts.

(5) Introduction of the speaker

In order to show the authority of the speaker, you have to pile up titles for him. For example, if Zhang Yiming talks about the second half of the Internet, you can pile up titles like the founder of Toutiao , the founder of Douyin short video , the founder of Huoshan short video , and the first person to see through the losers. Anyway, you won't be able to pile up titles like the legal representative of ByteDance.

(6) Speaker photo

The speaker’s picture should be a real-life photo to resolve the most basic trust issue. It is best to use an image photo and try not to use daily photos.

(7) Trust endorsement

Trust endorsements can be divided into four types: platform, instructor, user and KOL , which can break the user's last psychological defense line. When many people see that this course is recommended by a great writer, they may lose their ability to think and press the payment button.

For big platforms, for example: if you want to teach on NetEase Cloud Classroom or Tencent Classroom, you can use their logo, or if your company is well-known, you can also use it. For example: If NetEase and Toutiao want to start courses, the company can endorse them. In addition, the personal image of the big-name lecturers and their personal photos can be placed on the course, which is the best.

User endorsement means that when doing a Taskbao activity, his avatar and nickname are placed at the top of the poster, so his image can be used to endorse trust.

KOL endorsement. If you have KOL resources and ask them to forward and endorse, ordinary users will immediately lose their minds when they see that even big names are forwarding this activity.

(8) Sense of urgency

Use time limits, low prices, quotas, price anchors, etc. to shorten the target user 's thinking and decision-making time, and urge him to take immediate action. If he doesn't buy, the price will increase. For example: only 100 people are allowed to participate, the original price is 199 and the current price is 39, and participation is free for a limited time.

(9) Short-term benefits

Short-term benefits are benefits that users can obtain immediately. Some short-term benefits are more attractive than the theme of the poster. This is an added value point. You can not only get the content of this class, but also other free benefits. For example: you will receive certain information when you join the group, you can have cordial exchanges with experts, and enjoy their one-hour consulting service.

(10) QR code

After solving all the problems, it’s time to move on to the last step. It’s best to add a guiding copy to induce him to scan the code and participate in the activity.

Product poster

The logic of product posters and character posters is basically the same, including brand logo, core selling points, product introduction, product evaluation, scenario requirements, main selling points, word-of-mouth credentials, etc., which will not be elaborated here.

Collect more, practice more, and you will be able to master the essence of it.

Source: Dong Ye