SOP for high conversion, traffic generation and promotion courses!

The underlying logic of the traffic-generating course needs to guide users to make paid purchases. To guide users to take action, a complete set of persuasion logic needs to be given to users. The persuasion logic includes ↑ enhancing users' purchasing motivation ↓ reducing users' purchase resistance, and finally giving users a low-cost and smooth action path. Educational products are products with extremely strong consumer decision-making, so in the scenario of attracting traffic to educational products, the commonly used persuasion logic is to break the user's cognition, establish trust with the user, and create consumer demand.

1. Course Marketing Design

1.1 Three Logics of Curriculum Design

The three design logics can exist at the same time, but there must be one logic that is the main logic and the others are auxiliary.

The core business delivery result of attracting new courses is sales, which guides users to pay and belongs to the logic of changing behavioral motivation.

Note: In the process of attracting new courses, the learning delivery logic and action motivation transformation logic, although attracting new courses will also involve delivering learning outcomes to students and completing students' learning goals of a certain knowledge point, but because educational products are products with high user decision-making and high average order value, allowing students to learn a certain knowledge point in class is mainly to verify the effect of the course, enhance trust, and complete the persuasion logic. Therefore, the delivery of learning outcomes in class should focus on externalizing the learning outcomes and ultimately completing sales conversion.

1.2 The logic of adding new courses

1.2.1 How to apply action change logic in attracting new customers

The behavior motivation change logic achieves the purpose of guiding user behavior by providing users with a set of persuasion logic (motivation for change) and a low-cost action path. Low-cost action paths are generally reflected in the delivery of learning outcomes and learning experience. For example, the user path is simple and has no bottlenecks, and the learning goals are easy to achieve.

Commonly used persuasion logic methods: triggering a certain emotion in users by creating cognitive imbalance. The user's original cognition has caused the current bad situation, but your original cognition is wrong. You need a new cognition (that is, my system) to change your current situation, and you must change it immediately, otherwise it will cause more serious problems. Things will get better after the change.

Persuasion logic = why buy + why buy from me + why buy now

(Necessity) (Uniqueness) (Urgency)

1.2.2 Necessity – Why buy?

Example 1: Transforming students’ cognition – unable to memorize words

Example 2: Transforming parents’ cognition – whether the child has learned or not

Tps:

1. Continuously adjust content based on user feedback, both top-down and bottom-up. Don’t just imagine that there is something wrong with users’ cognition in this area. Because there are many students in large classes, it is impossible to solve the learning problems of a specific user in a targeted manner. Therefore, in the process of designing and persuading logic, we try to make users feel that "it is related to me" and the teacher is explaining "my problem". For example, for the same word memorization, students with different learning situations, such as those with scores below 60, 60-70, and 70-80, have different solutions. Otherwise, users will feel like "I just got 60 points, but the teacher is already telling me how to get 90 points."

2. There should be logic, but don’t pursue strict logic to the point of poor user experience, and the logic should not be too complicated. Don't put one thing in another

3. How to segment users based on course content: Can the current courses cover several types of users? If it is a set of persuasion logic, is there a diversion design? Is the number of each type of user large enough? Does each type of user require a dedicated persuasion logic? Are there special channels to target different users?

4. The PPT presentation should be focused, situational, and storytelling. Do not use the language of teaching and research to teach parents, but use more positive and real case descriptions.

5. The original cognition and the new cognition should enable users to form imagination and expectations. The conflict between the original cognition and the new cognition should be obvious, so that users can actively seek new changes, rather than making users feel that they are passively brainwashed by you.

6. Persuasive logic based on rigid user demand, for example: for an effect delivery course with a customer unit price of around RMB 10,000, you can get an offer from a big company for RMB 10,000. It is necessary to externalize course content and services to let users see the "effect" so as to strengthen persuasion

7. Parent-child classes cannot guarantee whether parents or children are listening. This is a point that needs to be paid special attention to in the design. Otherwise, the children may be taught in adult language and the parents may be taught in academic language.

1.2.3 Uniqueness – Why buy from me

Core logic: How to create differences and enhance persuasion when products are highly homogenized?

Commonly used method: Learn from "me", which is to enhance persuasion by strengthening the main lecture. Learning from "My Class" strengthens the curriculum system to enhance persuasion

Follow me to learn examples:

Endorsement type: endorsed by famous universities in Peking University and Tsinghua University, publishing house XXX, XXX institution

Experience: Ten years of teaching experience, 10,000 hours of grammar teaching experience

Style: unique teaching method and unique personality charm

Follow my class to learn examples:

The course content is great: the teaching and research team is great or the brand behind it is great

Externalization of course effects: (according to subject attributes)

• Operability: You can use it immediately after learning it, and the effect can be verified immediately
• Portability: One big move solves multiple problems
• Uniqueness: Only my class can do this

Tps:

The selling point of the course must be able to explain why people should take this course, it must be able to solve problems arising from cognitive imbalance and meet the expectations that new cognition brings to users. In the actual operation process, if the user positioning is not clear in the early stage and there is no accurate user portrait, you can try to refine the selling points of the course through the course outline and then reversely infer which problems the users have been solved and reversely infer which type of users you need to find.

1.2.4 Scarcity – Why buy now?

Enhance motivation: limited time, limited quantity - the purpose of the lead-in course is to eventually close the order, and closing the order during the class will reduce the pressure on LPC.

Reduce friction: Prepare responses in advance for reasons why users don’t buy.

Screening high-intent users: A very important approach to in-class marketing is to help course consultants screen high-intent users and make good use of the one to two hours after class to close orders.

1.3 Data Validation

Pre-class data: verify whether the pre-class service provided is in place and whether it can attract users to participate in the live class

• Labor efficiency: The lower the labor efficiency, the higher the quality of sales service and the more precise the service to users. Under the condition of high labor efficiency, it is necessary to do a good job in user segmentation and community SOP implementation, and select high-intent users for key services
• Micro-add rate: an indicator for judging the quality of examples and micro-add touch words
• Completion rate of baseline testing: According to previous data, the conversion rate of users who completed the baseline testing was 13 times higher than that of those who did not complete it. The results of the baseline testing can be used as a key tool for sales to reach parents and tap into the real needs of users.
• First chapter attendance rate: Verify whether the pre-class service and class attendance hooks are good enough, such as whether the user pain points are discovered, and whether the design of the pre-class exercises and the explanation logic can plant a hook for users to attend the class

In-class data: Verify the quality of the lecturer’s lectures. The data can be broken down to minutes and completion rates.

• Attendance rate: The judgment logic is the same as that of attendance attenuation
• Completion rate: Completion rate is a very important indicator for measuring class quality. It can be broken down into
• Attendance attenuation: This is an indicator for judging the performance of lecturers and after-class service sales. Generally, the attendance attenuation will be higher on the second day of intensive marketing. Therefore, it is necessary to consider how to design the marketing rhythm, which day to conduct intensive marketing, what is the marketing lever, and whether you can lead the business team to achieve high points.

After-class data:

After-class hour progress: verify whether the marketing in the lecturer's class has produced results, whether the sales follow-up after class is in place, and whether the lecturer and sales' marketing points and words are aligned. It is recommended to follow up the data every hour.

Author: KD

Source: KD