Is it difficult to promote apps? No channel? No manpower? No money? All excuses! The main reason is - you are too lazy!

A few days ago, I saw an article online that talked about how APP promotion was in trouble and how difficult it was for entrepreneurs . This article was written by a non-media person, and it does make sense to some extent. However, as someone who has worked in the field of App promotion, this is not the case. As the saying goes, laymen watch the excitement, while experts watch the details. For an insider like me, the real reason why App promotion is in trouble is not that it is too difficult, but that entrepreneurs are too lazy.

Now let me tell you how lazy these entrepreneurs are!

The first type: Too lazy to work

Since I often write articles about App promotion, people often come to consult me ​​about App promotion issues. I usually send them an article I wrote before, "How to Promote a New App". The article wrote that 200 channels should be laid out. Some people see that so many channels need to be laid out and complain: Why so many channels are laid out? Some people say: It is said that there are not so many channels now, and the others are ineffective. Some people even say: Are there any channels that are effective with fewer channels... After hearing these questions, a thousand horses are galloping through my heart. I am so lazy. Many entrepreneurs don’t want to spend money, are unwilling to put in effort, but still want results. Of course, another point is that I have never actually laid it out, and then [I heard from others that it has no effect] so I just stopped doing it. You can see how lazy I am.

Of course, there are also some entrepreneurial bosses who have hired some channel novices. Seeing that the volume is not increasing, they come to consult with the newly hired [channel manager] and ask some questions about why there is no volume. Then I usually ask: What app do you have and how many channels do you have... and so on. Then the boss will say: This is the responsibility of our channel manager. Then the channel manager will pretend to tell me that we have laid about ten channels, but it seems that there is no effect. Some good positions cost money and are particularly difficult to promote. I said there are too few channels, and we need to have at least forty or fifty.

Although they knew this, the channel managers were shocked when they heard that so many channels were to be set up. Then I reacted randomly and argued that I had studied many channels and felt that they were ineffective. Some people also said that they did not need to lay out so many channels in the early stages of their App. I was really embarrassed to criticize these people in front of their boss. I thought to myself that I didn't want to do any work and was too lazy to death, but I still thought I was very professional.

In short, there are various reasons for laziness. Some channel personnel say they are too busy, some say there is no need to lay out so many channels, some say they cannot find so many channels, and some say it is too tiring and there are not enough people... How many App entrepreneurs have consulted me? There are probably four or five hundred of them, but only four or five of them really tried hard and "foolishly" followed my method, and they all achieved good results. So even though everyone is starting a business and doing promotion, only one percent can actually do it, and most App entrepreneurs are very lazy.

The second type: just too lazy to think

I often receive App promotion information from entrepreneurs on WeChat. For example: Hello, our App is online. Please help search for xxx in Baidu Mobile Assistant , then download xxx and give a good review. Starting a business is not easy, please help support us.

I feel helpless when seeing such mass messages. Since you have sent them to a group, why don’t you just send the download address directly? In that way I can download it by just clicking on the link, but you insist that I go to Baidu Mobile Assistant to search for it. For this, I have to download Baidu Mobile Assistant and search again. I don’t have the energy to support it. So, this is the reason of not thinking, being too lazy to think. When doing promotion, you must think about how to make users download quickly and how to make it convenient for users. You can't just send it to a group of people and then leave it alone.

There are also people who post posts and soft articles. At first glance, they are very advertising posts and soft articles, and the number of words is very small. For example, they recommend a very useful App to everyone and tell you what it can do... There are a lot of other things. Such purely advertising posts and articles are really difficult to attract users.

In short, it seems that a lot of work has been done, but the volume is not significant. The specific reason is that I haven’t thought about it and haven’t put my heart into it, so it is difficult to promote the App well.

The third type: Too lazy to do it well

Many entrepreneurs have created an App and have sought consultation after launching it. At first glance at the App, the interface design looks beautiful, but after clicking on a few menus, they find that many places where there should be content do not have any. Why is there no content? Answer: Not enough manpower, too busy, and limited energy. So I think it’s too difficult to attract a lot of users without making good content.

Also, many apps are terrible. When it comes to bad, it means there are too many bugs and the experience is too bad. I have downloaded notepad apps and screenshot apps from some app stores, but they are terrible, with a ton of features and a ton of reminders. There are also a lot of errors when I use them, making them extremely inconvenient to use.

Of course, there are many apps whose descriptions are written very professionally, but you can’t even understand them. Do you think users will download them?

So many entrepreneurs have made apps but failed to do them well. This is also the reason why it is difficult to promote the App.

Many entrepreneurs who only spend money recruit unprofessional App channel personnel. When they come to consult, I find that they have not done a lot of basic work well, such as channels, introductions, and product documents, and then they start to promote.

What about the channel personnel? Many of them are young men and women born in the 1990s. They know all the channels for spending money on promotion, but they know nothing when it comes to the basics. In fact, sometimes you do need to spend money, but it also depends on the stage. I have encountered many newly launched apps that didn’t even do basic promotion, but spent money on brushing the rankings and doing fan passes . It makes me drunk just thinking about it. What a talent! How could such an App project not die?

There was another team that hired a promotion director who only knew how to spend money. In the end, when the founder saw that there was not much money left, he had to fire the person. Therefore, it is better not to hire promoters who only know how to spend money but cannot do basic work.

Although it is a red ocean for App entrepreneurship now, it is also a good time for the survival of the fittest. The increasing difficulty of App promotion will only eliminate those entrepreneurs who are lazy, do a poor job, and take shortcuts. However, there are still opportunities for Apps that have been carefully thought out, researched, and focused on work and service. When everyone said that self-media was a red ocean, Papi Jiang, Mimi Meng , and Tongdao Dashu succeeded; when everyone said that mobile phones were a red ocean, 360 Mobile succeeded; when everyone said that e-commerce was a red ocean, JD.com succeeded.

Therefore, in any era, there is no red ocean for dedicated entrepreneurs. The Red Ocean will only drown those entrepreneurs who are opportunistic, lazy, and unwilling to focus.

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