How to create a hit product from 0 to 1?

In the current situation where paid content is homogenized and the seller's market is larger than the buyer's market, the failure of subject sales and poor conversion data have become pain points for many practitioners.

If you want to quickly create a popular paid knowledge content product, the core must do well in two aspects: topic planning + detail marketing.

1. Topic planning

First, let’s take a look at topic planning. When planning for hot-selling topics, we must grasp three “degrees”: universality, rigid demand, and novelty.

• Universality: It should target a wide range of people and be able to solve common and specific problems in real life.
• Degree of rigid demand: Starting from human nature, think about what are the most painful problems, such as making money and becoming beautiful, which are people's unchanging needs
• Novelty: The solution to the problem should be novel and the effect should be fast, accurate and drastic.

In fact, many people know these three "degrees", but when actually planning the topic, they always can't find the right entry point. Here I will share with you two quick entry methods.

1) Focus on hot topics

Pay real-time attention to the hottest topics and trends on the entire network. For example, Douyin became popular in the past two years, and the most popular course on Douyin operation and monetization could sell 10,000 orders a month. Video accounts are also very popular now. If we start from the topic of video account operation and monetization, we can also get good sales data.

2) Micro-innovation of the subject

Based on the basic concepts of existing popular topics, innovate methods or content.

2. Detailed Marketing

Detailed marketing is also the key to successful course sales. Next, I will share with you how to do a good job in details page marketing and increase the conversion rate of the course details page from less than 10% to 50%.

1. Pain point introduction

Be straightforward and hit the user's pain points right from the start, making the user feel involved and thus attracting the user to continue learning. When writing a pain point introduction, make sure the pain point range is broad and the scenarios are specific. Add numbers as much as possible to attract users' attention and really hit the users.

2. Case-based introduction

Through several cases, we can instill in users the effects of learning the courses. For example, when we are selling courses on how to monetize reading, we can use the cases of mothers with two children and ordinary office workers for comparison.

When writing a case-based introduction, pay attention to covering a wide range of user groups so that users can feel involved. In one or two sentences, reflect the user's life scenes before and after learning. In order to grab the user's attention, use numbers, specific time and place, and down-to-earth descriptions to attract the user's eye.

When it comes to lecturer packaging, the most taboo thing is to list all the lecturer's titles and activities he has participated in without screening.

After getting the teacher's information, the first step you need to take is actually screening. Go through all the lecturer's endorsements and experiences and select the one that best suits our topic. Generally speaking, the lecturer's introduction will have these three modules:

1) Review of lecturer's professional background

It generally includes the sorting of lecturer titles and lecturer certificates. The sorting of professional background is relatively simple. You can pick out the most authoritative and influential ones from the information given to you by the teacher, but pay attention that the core is to highlight that this teacher is awesome and the course is very informative.

Here are 3 tips to share with you:

1. Time: Obtained xx certificate in xx days, highlighting the teacher's strong ability
2. Cost: Teacher xx spent xx money and xx time to obtain xx certificate.
3. Who’s Learning: Using the teacher’s teacher to indirectly endorse the teacher to tell users that the teacher is awesome

2) Lecturer’s personal counterattack experience

Show users the changes of the instructor before and after learning, arouse users' yearning for the teacher's current situation, and make users feel that after learning the course, they can also become a "winner in life" like the teacher.

There should be detailed descriptions before and after the counterattack, and more numbers can be added to show the teacher's strength on the one hand and attract users' attention on the other.

3) Other endorsements from lecturers

Generally there are endorsements from media, activities, celebrities, students, etc. If it involves endorsements from celebrities, detailed descriptions are very important and there must be pictures.

If it involves student endorsement (not referring to a single student), then it is important to emphasize the numbers.

Here are some tips for writing customer testimonials:

• Covering multiple groups of people: If you want to write three student cases, then these three student cases must be the three major groups of people that your product is mainly targeting, to ensure that anyone who sees the student cases can relate to them.
• Scenario-based and detailed: The description of the learning effects before and after is scenario-based and detailed.
• Supplementary real materials: pictures, community chat records, and evaluation screenshots are combined to enhance user trust.
• Highlight key words and phrases: Highlight key words and phrases in the design to attract users' attention. On the one hand, it strengthens the display of course effects, and on the other hand, it captures users' attention.
• First suppress, then praise: first presuppose the questions that users may have, and then emphasize the effect of the product at the end to enhance the sense of reality. For example, I didn’t know what the use of learning this was before, and when I first followed Teacher xx to learn, I just had a try-it attitude…
• Create suspense: Highlighting the effectiveness of a specific method taught by the teacher can not only create suspense and arouse user curiosity, but also demonstrate the effectiveness of the course.

The essence of course features is to showcase the advantages of the course so that users can understand the difference between our courses and other courses.

In fact, when we come into contact with more courses, we will find that the courses we take over are actually similar to many courses on the market. There is no special difference, and we can’t figure out what the special features are even if we rack our brains.

If you have such a problem, then I believe the following three writing routines for course features will be able to help you.

1) Content production

From the aspects of content production method, time, design, etc., we highlight that this course is produced with great care and excellence, and tell users that our course is a high-quality one and they will not lose out if they buy it.

• Time: Teacher xx has spent xx years developing
• Method: HD video shooting, hands-on teaching
• System design: video explanation + action analysis; combination of explanation + follow-up practice; tips + dynamic music + timing bar, etc.

2) Course value

Starting from the course learning system and course advantages, the value of the course is reflected.

• Course system method: divide the teaching process and methods to make users curious about the course methods and have a desire to explore, and they will naturally place an order.
• Course advantage method: The ease and speed of course learning can be reflected in the time, place, and complimentary materials of the study.

3) Learning effect

Strengthen the learning effect and allow users to actually feel the usage scenarios after learning this course and what they can get after learning.

There are two most commonly used methods:

1. Use scenario method: scenario-based learning effects to let users feel the impact after learning. Here, we should pay attention to covering as many scenarios as possible to make users feel that this course is worth it. After buying this course, 99% of the problems can be solved!
2. Learning path method: Clarify the user's learning path so that users can see their growth at every step.

3. Contrasting introduction

By comparing users with others, the user's competitive mentality is stimulated and the user feels the loss.

When introducing the writing method in a comparative way, it is important to focus on the down-to-earth pain points of the scenarios and make them closely related to the users. For example, when selling eloquence classes, you can emphasize the difficulties of not being able to speak in the workplace, getting along with friends, and getting along with a partner. By comparing left and right, you can make users feel: Being able to speak is really great!

4. Scenario-based introduction

Through beautiful scenes, users' yearning can be aroused and they can become interested in learning this course. It is suitable for non-essential courses, such as life interests.

It should also be noted that the scene description must be practical and effective. For example, if you are selling a storage course, if you only tell the user that their home will become tidy after learning storage, then the user will not have much perception or value gained. If you link the course with other values, such as improved work efficiency and better mood, then the user will feel that it is worth spending money to take this course.

The core of the details page packaging is to let users feel the value of the course and the effect after learning, let users imagine their transformation after learning through your copy, put out those scenes he yearns for/scenes he doesn’t want to encounter in his life and tell him: Follow this course, you can get rid of the life you don’t want and realize the life you want!

A popular paid knowledge course must be based on a wide range of topics that meet urgent needs, and must reflect the professionalism of the instructor, the effectiveness of the method, and the value of the course.