A great trick used by all marketing experts!

Everyone should have a few micro-businesses on their mobile phone who frequently post to their Moments. Most of them keep posting various advertisements, which is very annoying.

There are also some advanced ones who will make an overall plan for the content to be posted on WeChat Moments before selling the goods, and "build" a real and credible specific person step by step, and will only make the sale when the time is right.

If you start selling goods right away, people will definitely not believe you and may even block you.

But when she broke down the ultimate sales goal, it became

“Create a specific image – gain trust – attract interest – generate curiosity – and ultimately sell products”

When you are working, complete each "small task" step by step, which will make it much easier.

This method is indeed very clever. You may think it seems naive, but it is indeed used by many marketing operations experts.

This killer move is " target task decomposition ".

I can say with certainty that everyone has probably fallen for this trick! The principle is also very simple:

You want yourself or the user to directly complete a big goal task, which is of course difficult.

For example, make yourself get up at 5:00 every day, or directly ask users to buy your 30,000 yuan product.

However, if you break down this task into small goals for yourself or the user to complete, it will be much simpler.

If you think from a different perspective, the whole world will be different.

For example, you can wake up at 6:00 every day, then 5:40, then 5:20, and finally 5:00.

For example, don’t rush to convince users to buy your 30,000 yuan product. Can you first achieve the small goal of getting users to come and experience it for free?

So, how can we take advantage of this killer move?

Next, Lao Zei will share with you some thoughts on the application of “target task decomposition” from the perspectives of life and work, public account operation, and marketing .

01 Application in life and work

Whether in life or work, everyone has a bad habit of procrastination.

How to overcome it?

Using “goal task decomposition” is a good method!

Wang Shi once shared his good way to overcome laziness.

For example, if I want to do 10,000 pull-ups, I can divide it into 1,000 parts, which means 10 each time. Start doing it, don't force yourself, treat it as a fun challenge.

Gradually increase the amount as your ability improves. For example, after one month, you can do 15 each time, and after three months, you can do 25 each time. So, while 10,000 pull-ups may seem like it would take 1,000 days to complete, you could actually do it in 9 months.

This is a typical example of “goal task decomposition”. In fact, we tend to refuse difficult or unfamiliar tasks.

“Can I do it?”, “It’s too difficult!”, “Forget it, I’d better not do it”…

The essence of task decomposition is to break down a large task (painful) into 1,000 small tasks. This makes it much simpler and not only makes people move but also easier to complete.

In life or work, don't give up in a hurry when something is difficult or seems far away from you.

I think everyone can accomplish small goals.

For example, many operators will make detailed SOPs (standard operating procedures) for each project to save operating time on the same project.

For example, for people who often work on projects, most of them will make project planning diagrams and project progress flow charts to ensure that the projects can be carried out efficiently.

They are actually all doing the same thing, which is "goal and task decomposition."

02 Application in Public Account Operation

For example.

Do you always not know how to plan the content of your official account?

Do you have to rack your brains every time you choose a topic?

…

what to do?

This should be a big goal, do you want to achieve it in one step? It's difficult!

There's no point in racking your brain over this big task all day long. You might as well try to break it down.

Lao Zei has also shared with you a method of topic planning for a public account before:

First of all, figure out “which users” your official account helps to solve “what problems” in “what scenarios”?

The core of the official account is to bring value to users, help them solve problems, meet user needs, and help users grow.

Since the purpose is to help users grow, the task of this step is to continuously provide "the knowledge needed for users to grow" to help them become better.

Continuing to break it down, the next task is to list step by step the "knowledge required for user growth" of your official account, and then select topics in a targeted manner.

For example, if you are a public account operating for new media, you can complete the topic selection task in this way.

The above task needs to be broken down and subdivided. If you want the content planning to be detailed enough and the topic selection direction to be clearer, you can continuously grade out the next layer and continuously refine these "valuable content required for user growth."

By analogy, keep refining and completing the broken down tasks one by one, and the picture in front of you will become clearer and clearer. Over time, a complete user growth knowledge graph will appear before you step by step.

It may still be a vague outline at the beginning, but gradually the topic selection becomes clearer and more detailed, and you will know more and more about what content needs to be provided to users.

In short, in operations, when a big task comes down, instead of rushing towards the goal all at once, you can break down the goal first, to figure out what needs to be done, what doesn't need to be done, what else can be done, and so on.

03 Use in Marketing

In a sense, the purpose of marketing is also to stimulate users to take action.

We know that there is an AIDA rule in marketing, or the law of purchasing behavior, which points out that there are four stages in purchasing behavior:

Attention (attract user attention) - Interest (generate interest) - Desire (stimulate user desire) - Action (final action)

You can see that all of this ultimately comes down to one key item: getting users to take action.

In order to get users to take action, this involves the cost of user action, such as monetary cost, image cost, risk cost, learning cost, health cost, decision-making cost, etc.

If the cost of this action exceeds the acceptable range for users and the expenditure exceeds the benefits, there is a high possibility that the user will be lost.

This is why many products spend a lot of money on advertising, and users think they are great, but there is no final action!

So, if marketers ultimately fail to make it easier for users to take action, it may result in no purchase being made.

what to do?

That’s right, it’s time to break down the target tasks.

Marketing experts have long realized this and begun to take advantage of it.

For example, the WeChat merchant routine mentioned at the beginning of posting to Moments turns the difficult action of getting users to "buy directly" into "interact with me every day, participate in my life...", thus ultimately achieving the sales goal.

For example, if the product is expensive and difficult to decide, you can try the product to experience it;

For example, if you want to sell a course, you can pay 1 yuan to listen to the course first, and then buy it if you think it is good;

For example, you can buy it in installments first;

For example, if you don’t want to buy a one-year product, you can choose a short-term product first;

For example, it is difficult to ask you to pay, but it is easy to talk to you about your entrepreneurial story;

For example, it is difficult to sell products, but it is much easier to follow the official account first;

For example, if it is difficult for you to accept my products, then I will endorse myself and you must accept me first;

…

There are too many such cases of user action splitting, and the essence is to let users take the first step through splitting.

Especially now, directly emphasizing the benefits of a product and convincing users to buy it is becoming less and less effective. Only by further breaking down this marketing task can you find more breakthroughs.

Let me give you another example.

Le Chun Yogurt previously conducted a marketing campaign in which it did a very good job in breaking down the target tasks, allowing users to continuously complete small goals and achieve their big goals step by step.

This promotion is "Pre-order for 5 yuan! Finally, we got the legendary Lechun zero-fat yogurt, which went viral at the time. It is a classic in guiding user conversion.

You see, the 5 yuan booking in the event title looks profitable and guides clicks. When you enter, there is no purchase involved at the beginning. First, there is a long picture and text that is very well written, which makes users unable to stop reading.

Then it gets to the point. Users can choose "grab a 25 yuan milk ticket for 5 yuan" or "give up the discount and go to Le Chun to have a look". In fact, users have been looking for so long and paid the time cost, and now they can get 25 yuan for only 5 yuan, so of course they will choose to buy it.

When you choose to purchase, a new interface will appear: it will prompt you that you must share it with your friends so that their payment can be considered successful.

At this time you start to hesitate, but the money has been paid, and compared with the cost of action paid before, the cost of sharing seems very low.

In addition, after sharing, Le Chun also provides more rewards for user experience, so at this point most people are still happy to share.

With this disassembly marketing strategy, the event ended up being very popular.

Just imagine, if users were asked to do these things from the beginning for the same activity, what would be the result? unknown.

But one thing is certain: if there is a large behavioral cost at the outset, people will hesitate or even turn off the activity.

The above mainly talks about marketing strategies. In fact, when we are making plans, we also need to pay attention to breaking down.

When many people make marketing operations plans, they simply list a framework, such as:

The plan is to generate 2 million yuan in revenue in the second half of the year, with a marketing budget of 400,000 yuan, increase the number of followers on the official account by more than 100,000, and achieve a total media exposure of 5 million...that’s it!

This is the planning style of many people, which is to simply list the goals and a marketing outline, with very little mention of key steps and implementation paths.

It's not really a marketing plan at all.

A marketing plan is a solution to a problem, not a simple to-do list.

Therefore, in order to achieve the goals we have set, we need to further break down the tasks and make sure we break them down into something substantial and actionable, rather than just a few simple numbers on the surface.

For example, how to achieve a revenue of 2 million yuan and how to use the marketing budget of 400,000 yuan? What are the key strategies?

Which channels need to be involved? How are personnel allocated? Also, how are the strategies and stages for increasing followers of public accounts planned? What is the process of advancing key nodes? What internal and external resources are needed? etc.

Only by breaking down each marketing stage and marketing step can it be considered a complete marketing plan.

It is important to remember:

A marketing plan is a series of actions designed to solve a business's marketing problems. It requires a process and an action plan, not just a goal.

Okay, that’s all for today, I hope it can inspire you.

Basically all tasks can be broken down into simpler small tasks. Don't be scared or stopped in front of your goal.

Try to disassemble it, at least you can take the first step.

If you find the article helpful, please share it with your friends, maybe it can help them.

Author: Mumu Laozei

Source: Mumu Laozei