A brief analysis of how to create an online high-conversion traffic-generating course

You have polished a high-quality traffic-generating course but don’t know how to sell it? In addition to grasping the pain points, you also have to master the correct posture for conversion and upgrading. Next, I will share with you some of my experiences from three dimensions.

• Topic selection: How to understand user situations and find the most painful topics to select;
• Guidance: During the entire course sharing process, how we can effectively guide the other party to upgrade is how we can reconstruct user cognition and penetrate more positions;
• Creating momentum: It means how we can create momentum with our friends and fans during the entire sharing process, create the best atmosphere and experience, stimulate everyone's herd effect, and improve our conversion rate.

Last year, I was giving a speech on a topic in the sales field called "Five Common Ways to Resolve Resistance." The conversion and upgrade efficiency was relatively high at the time, with more than 25,000 listeners. Almost one out of every two listeners would sign up. My sales series course "12 Major Sales Skills" has also been recommended by the Qianliao platform, and the cumulative number of views has exceeded 1 million.

Today, in conjunction with that topic, I would like to share with you how I converted and upgraded that course at that time.

1. Topic selection: Insight into user context and find the most painful touchpoints

1. Create titles that attract and touch users from two empathy dimensions

From the perspective of topic setting, if we want to upgrade a topic with high traffic, high exposure, or even high conversion, the first thing we need to consider is our topic selection.

In terms of topic selection, I will focus on explaining the understanding of user context from two dimensions. In order to hit the most painful points of our audience, it is most important for us to start from these two dimensions. The first dimension is old problems, and the second dimension is new hopes.

Through our title setting, we can make the other person feel the problem that you have been worrying about, and at the same time let him find new hope. In fact, this is a good title. I summarize it as familiarity plus strangeness. It is a familiar scene, but I give it an unfamiliar angle, which makes users feel that this is quite special, or quite effective.

Therefore, whether we are recording some corresponding content for our own media in the future, or we are giving classes to attract students, these two dimensions are always indispensable. You can put yourself in the user's shoes and imagine what he is anxious about. In this regard, I suggest that you look for situations where the other person is most prone to anxiety, is frequently affected, feels stressed, and has difficulty coping.

We can start with the most painful scene, and then you have to describe new hope to make him have ideas and impulses, and stimulate his gambling mentality. How to describe new hope? I would like to give you three words: fast, special and effective.

• Fast, when people have pain points, they want to solve them as quickly as possible. Just like when you have a toothache, think about going to see a doctor, and no matter what solution the doctor gives, you have to be willing to spend the money.
• The special thing is to make the other party feel that your course has a certain degree of originality, and this is equivalent to representing your brand, representing your label, and giving him a certain degree of credibility.
• Effectiveness means quick results and the feeling of being useful.

For example, if you specialize in the field of time management, you can create a course called "Three Tricks to Solve XXX" or "Master XXX Skills in One Day" to give users a quick and effective experience.

Even if you just highlight one or two points to the extreme, it will arouse the other person's impulse. In short, we need to propose new results-oriented solutions that stimulate the other party to explore, try, and gamble. This is the second dimension of our title setting, called New Hope.

2. Review the attractiveness and automatic communication power of the title from four naming dimensions

Review the attractiveness and automatic spreadability of your title from four propositional dimensions. Here, I have to tell you a case. Cherry Pictorial, he once gained 400,000 followers because of an article on a WeChat public account. That article is "How to Pretend to be a Good Mother", which caters to the psychology of all women, especially mothers who have raised children.

Why can this title and the content of this topic attract so much attention? I have summarized four points.

First, a sensitive situation and a question-based opening. Ask questions at the beginning to get users involved in the situation.

Second, interesting suspense and contrast. Pretending to be a good mother, you can’t figure it out, this will attract users’ attention.

Third, topics that resonate with people. The topic that resonates with people is the entire logic of the content. There are more pictures than text, and the pictures are all scenes from the 1960s, with some interesting modifications based on the mood of the time. This makes it easy to stimulate everyone's reading experience.

Fourth, the mechanism of easy transmission. When it comes to the Yichuan mechanism, I also summarize four key words - speaking on behalf of others, being motivated, upgrading ranks, and showing emotions.

Whether it is a widely circulated article, video, or course, it actually has to have one characteristic, which is to speak for the user. This will give it motivation to spread.

Then you need to have the motivation to spread the word and think about why you should spread the word from the user's perspective. To upgrade your rank is to be able to stand at a higher dimension to spread high-quality content.

To show emotion means that you have to stand in his perspective and think about what values ​​it represents after it is spread.

2. Sharing: Reconstructing user cognition and penetrating more unknowns

Next, I would like to share with you how we reconstruct user cognition and penetrate more locations to achieve better conversion upgrades in the process of sharing courses.

In fact, my original characteristics are not particularly suitable for online work. Because I am an offline sales teacher, I specialize in doing sales meetings and teaching sales offline. So I often say that a good topic is actually an online version of a sales meeting. So when we share, how can we use the logic of sales meetings to impress your users and upgrade your users at the same time.

1. Adhere to the Peak-End Rule

We must adhere to the peak-end rule and create a peak experience. So what exactly is the Peak-End Rule? To put it simply, in the process of dealing with people, especially when you are facing multiple people, the climax and ending experiences determine people's evaluation of you, including their evaluation of this matter.

Therefore, your sharing must have a peak experience, and use the peak experience to shape your subsequent value.

If you have studied my "Five Common Resistance Removal Techniques", you will find that I have upgraded my promotions countless times throughout the sharing process. For example, when I’m explaining a certain knowledge point and the students’ response is good, with various red envelopes and likes, I will pause and provide some guidance.

That kind of guidance comes naturally, and he will accept it according to his subconscious mind. Just like I mentioned in my course sharing, when a customer says the product is too expensive, how should you solve the problem? At that time, I talked about methods of shaping value horizontally and vertically. I also mentioned: "In fact, there are 16 ways to shape value" and also mentioned the "five steps to kill competitors."

Every time you create a peak experience and use subconscious implantation, you mention it in passing, without shaping that aspect in a particularly obvious way.

2. Create cognitive moments to drive cognitive follow-up

To create cognition and constantly drive cognitive follow-up means that we have to break the other party's mind. When the other party is suddenly enlightened, the conversion rate of your upgrade guidance is often the highest.

For example, when I talk about the method of identification and guidance in the sales class, I will first ask you how you should view your customers? Based on past experience, everyone says that customers should be treated as lovers and should also be answered. Some people treat their customers as lambs to be slaughtered, etc.

But I have broken their perception a little bit - customers should be treated as students. At that moment, I came up with the idea that “the truly top salespeople are all good instructors.” At that time, I combined some relevant phenomena and implanted this point of view.

Everyone is thinking, "How can I become a good lecturer?" At this time, I will integrate my courses and let everyone listen to my series of courses.

3. Cultivate sales logic and achieve closed-loop transactions

During our sharing process, we should make good use of sales logic to achieve closed-loop transactions. Any sharing you do in a topic class is actually a sales talk or a sales meeting.

Real sales meetings and real sales talks are positively embedded, subconsciously persuasive and have no rebound. It is not like the traditional method of pushing people onto the stage and then quickly stimulating their impulses, making them regret it in the end.

Our approach is to let the other person experience the best possible moment, and we do this subconsciously. so. Here I want to share with you the four principles that truly good salespeople adhere to.

(1) Provide enough practical information

People are very smart nowadays, and you can come right up with the idea of ​​closing a deal. But if you don't give the other party something practical enough, then the other party will actually be able to see through your pattern. Therefore, we still need to be realistic, that is, let the other party experience your practical stuff and bring out your best.

(2) Whetting your appetite

Every time when the peak experience breaks the user's cognition and opens his mind, we will give the other party a "hook" to attract him to take the bait. However, we should not extend or shape the hook extensively, but rather, as mentioned earlier, embed it into the course.

(3) Taking advantage of the situation to resolve doubts

With the mentality that everyone wants to listen, all our explanations will enter the other person's heart. Therefore, we must first improve the attractiveness of our speech, capture people's hearts and make them listen. Only then can you carry out in-depth persuasion.

(4) Logical lock pin

There is actually a lot of locking logic. I would like to share with you a simple logic here: "It is very important and necessary - it is difficult to do if it is not done - it is doable and it is the only way to do it."

The first step is to share our practical information and inspire others to realize that this problem is important and necessary, and that it needs to be solved and must be solved well.

The second step is to make everyone realize that this is something that many people find difficult to do. It’s because the method is wrong and the root cause has not been found.

The third step, if you reveal it again, you will find that he can actually do it. Through the setting of the third logic, it is equivalent to analyzing the phenomenon to make the other party aware of the problem, then analyzing the cause, and finally we analyze the solution to let the other party find hope.

If we set our shared content like this every time, it will basically be a set of locking logic. If you use this locking logic, the other party will basically feel very uncomfortable if he fails to make the deal in the end.

We often say, "The biggest regret in life is not not doing it, but discovering that I could have done it." The locking logic can often be used to ignite the other party's desire to make a deal at the last minute, making the other party want to try and finally make the deal.

Any opportunity to take an online topic class is a sales meeting that is worth careful design. It is nothing more than moving our offline sales meetings that provide super value experience and greatly increase conversion upgrade rate and transaction rate to online. So with the logical methods we have mastered, you don’t have to worry about the final order whether you are online or offline.

3. Creating momentum: Focus on atmosphere experience and stimulate the herd effect

1. Harness the power of true fans

In fact, we need to make it clear that our online topics are the same as offline ones. The better the atmosphere, the higher the final registration rate and transaction rate will be. So atmosphere is essential. The atmosphere often provides the environmental basis for conversion transactions. Therefore, we must be good at creating an atmosphere that facilitates transactions.

You can see the picture above, this atmosphere has increased from 200 people to more than 25,000 people. During the lecture that evening, there were indeed many die-hard fans who came to listen. There is plenty of useful information, and I really feel and gain a lot from listening to it.

I also take the opportunity to thank those friends who give me rewards. So basically that night the screen was full of rewards. Of course, it is not ruled out that there were a few of my friends who played a leading role in it. Your die-hard fans and friends are here to create this atmosphere by commenting, giving rewards, and writing good reviews.

2. Understand the mechanisms that inspire action

Why do users like and reward posts? In addition to leveraging the driving force of hardcore fans as mentioned earlier, we also need to master the mechanisms to stimulate action. I have summarized the mechanism of stimulating action into the following four points:

(1) Super value giving

This is what I have been emphasizing above: provide enough practical information. We must give the other party a sense of great value. Many fans came to me and gave me feedback saying, “Teacher, I can concentrate on your lectures even if you talk for more than an hour. However, some people I attended paid more than 100 yuan for their lectures, but they didn’t pay as much as your 9.9 yuan.” This shows that your super value giving is very useful.

(2) Altruistic attitude

In the process of sharing, keep giving and keep expressing gratitude. Provide valuable content, thank the listeners in the live broadcast room, interact with them in a timely manner, inspire more people to participate, and then everyone will naturally take action.

(3) Consensus goals

We must be good at working together with our audience to achieve a common goal. In the process of sharing and giving, you also invite everyone to create miracles with you, create some phenomenal miracles and motivate everyone.

(4) Restricted penetration

The harder it is to get something, the more people want it. In the case of super valuable gifts, I will set a hurdle at the end to tell users that I will have more valuable stuff in the future, but it is limited in time, amount and method, and it is first come first served.

You need to set some corresponding thresholds based on your sharing. You are willing to encourage everyone to continue to participate in subsequent activities, but after all, fairness must be maintained and first come first served must be followed. After all, your course content is so valuable that users should take action. This is the thinking logic you need to have for restrictive infiltration.

IV. Conclusion

The above is "Using sales meeting logic to briefly analyze how to create high-conversion online traffic-generating courses." Let me briefly summarize my sharing.

The first part is about topic selection. Here we talk about how we can choose those titles that are super attractive, have the power to spread automatically, and make the other party feel something, have ideas, and be impulsive.

The second part is what I mentioned to everyone, how do we create a peak experience in the course sharing process? We adhere to the peak-end law, break the old wisdom, open the mind, and in the process of opening the mind, implant some later courses and transformation things into it.

At the same time, I also mentioned to everyone that we must be good at achieving closed-loop transactions through sales logic. There are four principles, namely, providing enough practical information, whetting appetite, leveraging momentum to resolve doubts, and locking sales with logic.

The last part mentioned that we created momentum. From the perspective of atmosphere, how can we stimulate the herd effect and how can we make good use of the power of die-hard fans. At the same time, we must also master the mechanism of action, which also includes four aspects. Whether it is giving in excess, altruistic attitude, consensus goals, or restrictive penetration, these are all conducive to stimulating your actions, both light and heavy.

Author: Xiaobing who loves to study

Source: Little Cake by Love Research