On World Book Day, here are 10 must-read books for operators

The full name of World Book Day is World Book and Copyright Day, also known as "World Book Day" . The original idea came from the International Publishers Association. On November 15, 1995, April 23 of each year was officially designated as "World Book and Copyright Day".

Its purpose is to encourage more people to read and write, hoping that everyone can respect and appreciate the masters of literature, culture, science, and thought who have made great contributions to human civilization, and protect intellectual property rights. On this day every year, more than 100 countries around the world hold various celebrations and book promotion activities.

The operation position is currently the one that requires the most additional knowledge, especially since most operations positions are all-round and versatile, so naturally they need to have a wide range of knowledge. Here, I recommend 10 must-read books for operators . It can be said that if you read these 10 books thoroughly, operations will not be a difficult task.

First book: Positioning

The book "Positioning" proposed what is known as "the most influential concept in American marketing in history" - positioning, which changed the old marketing understanding of human beings of "satisfying needs" and created a marketing way of "winning the competition". The authors are Al Ries and Jack Trout.

This book explains the origin of the concept of "positioning", analyzes why "satisfying needs" cannot win customers, and provides positioning methods on how to enter the minds of customers to win their choice. As an operator, especially a public account operator , the most important thing to do in the early stage is often positioning. However, many operators have a deviation in their understanding of positioning. This article can perfectly explain what true positioning is.

Book 2: Sense of Participation

"Sense of Participation" has a preface written by Lei Jun and written by Xiaomi co-founder Li Wanqiang. It reveals the concepts, methods and cases behind Xiaomi's 60 billion miracle in 4 years. It is the most authoritative, thorough and comprehensive book about Xiaomi to date!

As we all know, Xiaomi's word-of-mouth marketing is currently the best. When Xiaomi develops products, hundreds of thousands of consumers enthusiastically offer suggestions; when Xiaomi's new products are launched, within minutes, millions of consumers flock to the website to participate in the purchase, and hundreds of millions of sales are completed instantly; when Xiaomi wants to promote a product, tens of millions of consumers excitedly tell each other; when Xiaomi products are sold, tens of millions of consumers actively participate in the word-of-mouth spread of the products. Why are Xiaomi fans able to do this? The reason lies in the seven-word Internet strategy proposed by Lei Jun: "focus, extreme, word of mouth, and speed", among which Xiaomi focuses on one point: word of mouth.

Operators can learn word-of-mouth weapons from this book: the Three-Three Rule of Participation, learn how to build a sense of participation and get users involved, and learn how to infiltrate and penetrate through continuous user experience innovation so that users remember your product. And all of this is what operators want to know most!

Book 3: From 0 to 1

The authors of "Zero to One" are Silicon Valley venture capital godfather, PayPal founder Peter Thiel and Blake Masters.

It has always been said that the most critical step in operating a public account is how to achieve from 0 to 1, and this book happens to explain how to achieve from 0 to 1. The viewpoint of this book is that in the Internet age, a successful business is a process of creating a market from nothing, that is, from 0 to 1.

"From 0 to 1" reveals the secrets of innovation and enters Peter Thiel's subversive business world: innovation is not from 1 to N, but from 0 to 1; globalization is not all progress; competition kills innovation; "products speak for themselves" is a lie; only losers compete, entrepreneurs should choose monopoly, the start of a business is very important, and "frequent trial and error" is wrong; no technology company can make a living by relying solely on brands ; startups should build a gang culture...

Book 4: Going Viral

The author of "Contagious" is Jonah Berger [USA]. This book unlocks the secrets of Wharton's wildly popular business school marketing trends and tells us what's at work behind the trends. Using storytelling to tell you the scientific method to make all types of products, ideas, and behaviors spread wildly.

A core task of operations is to achieve crazy spread. How can you make your products, ideas, and behaviors invade like a virus? How can we achieve a viral phenomenon like NetEase and New World ? This book will give you the answer.

Book 5: The Tipping Point

"The Tipping Point" is a specialized book written by Malcolm Gladwell on how to make a product become popular.

The book attributes the phenomenon of product explosion to three models: the law of individual characters, the adhesion factor, and the law of environmental power. The law of individual characters is the theoretical basis of circle marketing or narrow audience marketing. In the book, the author guides us in detail on how to find communicators, experts and salesmen among target customers - people with extraordinary interpersonal skills.

Explain the reasons behind many incomprehensible fashion trends and discover the factors involved, which shows that if you can master these factors, you can easily promote a fashion trend - this is the tipping point.

Book 6: The Crowd

"The Crowd: A Study of the Popular Mind" is a social psychology book written by French social psychologist Gustave Le Bon. It is a book that studies popular psychology.

In the book, Le Bon expounded the characteristics of groups and group psychology, pointing out that when an individual is an isolated individual, he has his own distinct individual characteristics, but when this person integrates into the group, all his personality will be submerged by the group, and his thoughts will immediately be replaced by the group's thoughts. When a group exists, it has characteristics such as emotionality, lack of objection, and low IQ.

This book has had a lasting influence and is a must-read for researchers of group behavior. This book describes in detail the general characteristics of group psychology and analyzes the psychological, moral, and behavioral characteristics of people in groups. It explains why groups often exhibit characteristics of "blindness", "impulsiveness", "fanaticism" and "credulity", and how rulers use these characteristics of groups to establish and consolidate their own rule. As for operations, the most common group behavior is social marketing . If you understand this book, you will be able to achieve twice the result with half the effort when conducting social marketing.

Book 7: Copywriting Training Manual

The author of "Copywriting Training Manual" is Joseph Sugarman, a legend in the copywriting industry. The authors offer proven guidance and expert advice on how to write copy that entices, encourages, and ultimately drives consumers to buy your product.

Copywriting is the basic skill of operations. Sugarman leads readers through the entire copywriting process - from the initial preparation for product and market research, to putting ideas into writing, and finally polishing them into brilliant works. He explains the key factors that make great copy and explores the emotional triggers that motivate consumers to buy. Sugarman gives you all the skills and tools you need to write sales copy as effectively as he does, which happens to be what operators need most.

Book 8: Growth Hacking

The author of "Growth Hacker" is Fan Bing, and it is jointly recommended by the five major technology media, the top ten VCs, BAT 3M; and the creator of viral marketing and legendary Silicon Valley investor Tim Draper recommended and wrote the preface.

The treacherous and ingenious business tactics listed in the book are cunning yet also reveal the rebellious and imaginative hippie spirit of growth hackers. This book includes a large number of similar "black technology" and "unknown" cases, which will open up a new perspective for readers.

Book 9: Weird Psychology

The author of "Freaky Psychology" is Richard Wiseman, a famous British professor of popular psychology and super-bestselling author, who holds the title of "Britain's No. 1 Professor of Popular Psychology Communication". Professor Wiseman is committed to using scientific methods to study behaviors in people's daily lives that seem to be beyond rational understanding.

Half of the experiments in this book prove that psychological suggestion can affect behavior and results. It also severely criticizes the impact of superstition on people, as well as some content about group psychology.

Those who do operations always need to know some knowledge of psychology.

Book 10: General Psychology

As I said earlier, those who work in operations must know some knowledge of psychology. However, most operators are not from the psychology field, and when choosing books, they may look for psychology works based on the titles . Here, I would like to recommend a textbook-level psychology book - General Psychology.

"General Psychology" is recommended by the State Education Commission and is suitable for undergraduate students majoring in psychology and other related majors in full-time universities, and self-study undergraduate students majoring in psychology in the college entrance examination. At the same time, it can also be used as a reference book for psychology enthusiasts and students taking psychology courses at TV universities and correspondence universities.

The author is Peng Danling, professor at the Institute of Cognitive Neuroscience and Learning at Beijing Normal University, deputy director of the Academic Committee of the State Key Laboratory of Cognitive Neuroscience and Learning, and doctoral supervisor. The Cambridge International Biographical Research Center in the UK included him in the "International Intellectual Who's Who", and the American Biographical Institute awarded him the "International Cultural Certificate of Honor".

This book is one of the official textbooks for psychology majors. It allows beginners to learn the basic knowledge of psychology in a systematic and comprehensive manner. It is many times better than the commercial books on the market.

The main declaration of World Book Day is: "I hope that people all over the world, whether old or young, poor or rich, sick or healthy, can enjoy the pleasure of reading." For operations, reading more and reading good books is more important than looking for some so-called operational skills .

The author of this article @Social E-commerce Comments was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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