How do marketers screen target customers?

Truly smart marketers never take business from such companies.

Sales and Conversions

【Sales Awareness】

How does Focus Media sell channels?

The most amazing thing about Focus Media is not its resource channels, but its use of a theoretical system to sell resources. Seize the mind, super-saturated attack, the logic is self-consistent.

Focus Media’s predecessor was a regional billboard company. If the content it produced was not delivered in large quantities to the targeted audience, it would have no effect.

Brainwashing TVC + saturated large-scale advertising + online fermentation topic marketing, the trinity.

Together with the positioning consulting company that cooperated with Focus Media, they worked together to construct a theoretical system that was logically and effectively self-consistent.

【Transformation Cognition】

Under-promise + over-deliver (expectation management)

For example: buying Zhen Miao’s book “Super Topic Marketing” and receiving so many delivery services that exceeded expectations, everyone feels particularly good.

It’s not because Zhen Miao delivered too much, but because there were no promises when I bought the book.

There were few promises and low expectations were met, but after scanning the QR code to join the group, I gained an unexpected sense of value and the delivery exceeded expectations.

The conclusion is, you must not promise too much to your customers, otherwise the balance will not be settled, and your reputation in the circle will be damaged. It will be problematic if you try to collect the money until you end up in a falling out.

Marketing Psychology

【Marketing Psychology】

1. Before traffic becomes a user, use marketing to create a sense of experience to capture attention and reach subconsciously.

2. When traffic becomes users, the initial needs and feelings begin to split, giving rise to higher standards or individually differentiated needs and feelings.

3. When these split needs and feelings are not met, users will no longer pay for the initial feelings (affecting the user's real subconscious needs) .

【How to improve your online sense】

Internet sense is the advance prediction of information feedback from Internet users.

To improve your online sense, the first thing you need to do is to constantly read the comment sections of popular content; the second is to practice and make adjustments based on constant feedback. If you only study without practicing, there will definitely be problems.

【Prerequisites for successful topic marketing】

The popularity of a topic is often the result of spiritual inspiration plus the right time, place and people . It can only be encountered by chance and cannot be forced.

Kvass exploded because of good nodes, because of "Coke withdraws from Russia" and "Russia-Ukraine War", otherwise it would not have exploded.

Don't be original.

The fastest way to create an account for knowledge-based short videos is to teach others how to make short videos, although it is similar to cutting leeks.

And the fastest way to get traffic is to "borrow", don't be original, because knowledge output will drain a person.

Due to insufficient production, the model problem cannot be solved through data operation. It is necessary to solve the problem of mass production through "borrowing" and then find shortcuts from data analysis.

Is precise powder or general powder more valuable?

For people with IP, the value of precise fans is greater than that of general fans. Newbies should not consider precise fans. First, make general fans and then screen precise fans. Don't follow the crowd.

Customer screening

【Target customer group selection】

Don’t try to sell your own brand and business to marketing and operations groups because you are not the client type.

A cruel reality is: generally only poor people learn marketing, and they are smart, poor and smart. People with capital use assets, means of production and financial leverage to make money.

Truly smart operators never take business from Internet companies, because the people in these companies are all savvy, have no cognitive gaps, and the delivery is painful and the profits are low.

【About business pricing】

Either charge a high price to reflect value and create profits, so that you have enough energy and team to deliver; or don’t charge any fees and never give discounts, because discounts will reduce your own worth and damage your value.

Therefore, instead of charging a low price, it is better not to charge money. There is no delivery bond, and it is flexible and free. The accumulated trust is more meaningful for the future and you can build a "credit bank" for yourself.

[Two extremes of making money]

There are only two ways to make money: either low profit but scalable, or high profit but with a high threshold and cannot be scaled.

Naming and positioning skills

Phenomenon: Names like "xx short video production" and "xx private domain operator" seem accurate, but it is actually not easy to make money.

Reason: The name is vertically positioned, which may make it easier for you to link to your business.

However, using a hot word from a popular industry as the name combination represents that this industry is hot and is a red ocean.

This means that customers will find it easier to find your counterparts, and if there are counterparts, they will compare prices and ask for quotations, which will put you at a disadvantage in business conversion.

When your name contains a label of your industry (especially a popular label) , you will be compared with others in the same industry.

Tips: Try not to use a large category in the name; it would be better to find a slightly narrower track or industry label.

It is okay to have names for subdivided fields, but not for popular fields. For example, the name “×× Marketing” is not good (×× is a person’s name) , and “×× Lawyer” is not good, but “×× Lawyer Marketing” is very good.

Because "marketing" and "lawyers" are both popular industries, and "lawyer marketing", which helps lawyers with marketing, is a niche track within the popular category.

With sufficient segmentation and blue ocean, there are few peers and little competition, the price can be very high, and the capabilities do not even need to be top-notch because of the differentiation.