#头条创作挑战赛#
Doing IP is nothing new, but since the second half of the year, this field has become extremely lively.
Open Douyin to brush up, the account that was originally stopped for a few years, began to update the content of my appearance, and occasionally a four-digit like appeared in the sparse likes, and at a glance of professional sensitivity, I knew that the pod was not less cast.
And the eldest brother who sent two dogs in the daily circle of friends, now he has become a leader in a certain field, watching him talk eloquently about teaching others, how to combine online empowerment enterprises, I looked at the chat records with me, and still kept the questions that asked me about live broadcast equipment back then.
I don't talk about other people, I just talk about some people I know, and when I summarize their commonalities, I find that there is a very interesting pattern.
These successful idols in front of the camera, in reality, the business is basically rotten.
Whenever I see these videos, I find them very interesting, and at the same time I feel very sorry, so I write an article to complain.
You still feel offended if you dare to tell the truth, you deleted me as soon as possible, you don't conspire with each other, and if you don't say anything, get out of me.
We are all very clear about the advantages of IP, traffic leverage, strong conversion, strong repurchase, network link, resource integration, and then I will start to grasp, strategy, moat, empowerment, collaboration, closed loop, matrix, complement, link....
I feel that a super IP is about to come out in my mind, the company's revenue is tens of millions in one year, and it is worth hundreds of millions in three years, and soon the NASDAQ will ring the bell.
Hey, I don't dare to think about it, I don't deserve it.
It's not that it's not good to do IP, I'm just IP, what I want to say is that if you are in such a hurry to enter IP, it's better to think calmly about why you often want to do IP when the current business is not doing well, or to put it bluntly, how to be wary of the traps behind this.
Is it really IP that is easy to do, or is it a passive choice when the existing business is difficult to promote?
Everyone who has been itching for three years knows that when the first mistake of entrepreneurial failure is not found and corrected, the same mistake will be made when the project is done.
When a project is a second-best choice, it is often accompanied by great risks, because in essence, it is a hard-working future, and the entrepreneur's unwillingness to stop fighting spirit is encouraging, at this time there is a so-called opportunity, window, and the heart begins to surge.
Although the projects are different from each other, and the paths of entrepreneurs and entrepreneurs are also different, the first principles of failure are strikingly similar.
This reminds me of the first time I started my business, because it didn't go well, I always wanted to take shortcuts and change my approach, and I also tried to do IP during this period.
The first IP I want to do is to teach people to do side hustles, when I want to do this, my mind is full of the advantages of engaging in IP, and then I analyze myself, I am quite in line with the slot, why didn't I think of it before?
Later, I wanted to make a second IP, and I went ashore in debt, but I was poor anyway, so I started to climb my peers to dismantle scripts, rent an office, buy awesome suits, and borrow Taiwan labor at every turn, and shoot a video for a month or two like a decent one, and now I look back and see my mother like.
Later, after the live broadcast started, I looked back on the state of the year, and found that I was really stupid, mentally retarded, how could I make such a mistake!
There is a very strange and common mentality, once the existing failure gene is not solved, but you follow the trend and want to do something else, the attitude towards new projects is often only strengths, not weaknesses, and will naturally apply these advantages to their own characteristics.
Then I was amazed to find that I also had these, and then I came to such a conclusion in a daze.
IP is a good project - it needs these advantages - I have these advantages - I will definitely be able to do it.
I think it's a very dangerous chain of thinking, and the dangerous part is divided into two points, the first part is "I need these strengths - I have these strengths too".
Many people at this level, the degree of masturbation is far greater than the objective reality.
Think about it when we did live broadcasting, is the historical thinking solidification amazingly similar, back then the live broadcast was more popular than IP, everyone wanted to take the opportunity to gamble, I just happened to have the goods, I am not stupid, this is quite in line with me.
But no matter whether you do it or not, looking back on the pit of the year is a bloody lesson, those who didn't do it found that their goods and funds did not have an advantage at all, and those who did it also lamented that it was too naïve to enter the year.
Let's take a look at the current IP, the IP advantage N years ago I know, but many times the current project is unsatisfactory, and other projects have no choice, in the case I see by chance, the encouragement of knowledge bloggers, or the random sentence of the people around you, you go to do IP, you can do it!
The first mud leg has not been pulled out, and the back leg has begun to move forward, and when we are very sincere about a project, we often ignore the endurance and risk required, and how simple can IP be to bring goods?
To do goods, the decisive factor of the goods accounts for 80%, to do IP, the decisiveness of people accounts for 80%, the goods are not good, you can pick and choose, people are really ...
Therefore, for those who are determined to do IP at the moment, they should think about why they are doing it, and analyze what the real reasons behind this project are and what the advantages are, otherwise it is easy to fall into self-deception, which is the first point I want to say.
"I have these strengths too – I'm going to be able to do it", and the gap is even bigger.
I once said a sentence between the group product mechanism and the anchor's ability, all the combinations of drainage, welfare, and profit are to make up for the shortcomings of the anchor's ability to transfer money.
In other words, if the goods are good enough, the average team is easy to do, and the goods are not good, as long as the anchor is good enough, and the traffic is changed, and the money is made a lot in a year.
And when it comes to IP building, it's strange that many people I've seen so-called IP creation choose to think, shoot, and do it by themselves without analyzing their own IP capabilities.
Therefore, if you are a person with great IP characteristics, even if you shoot it yourself, it is easy to become popular, and when your own IP attribute is not strong, what you need is strong operational ability, that is, you are very strong yourself, and you can become an IP.
The live broadcast industry has been developing for so long, and IP has blossomed everywhere in various fields, even if it is not the same industry, the tricks of creating IP are also the same, not to mention that there are a large number of IP creation agencies on the market that have obtained results.
To be honest, I admire these people, focusing on IP building and deep cultivation, studying various popular rules, others can't break 100,000 broadcasts when they shoot hundreds, others give you a training, and send out ten scripts, which is much more awesome than you are blind.
I'm not advertising commercial IP agencies, but I'm talking about this matching pattern.
5 points of IP attributes, with 5 points of IP building ability, is destined to create an account, there are too many such sees, whether it is Douyin or video number, dozens of works have been posted, looking at the sporadic likes, I don't know where my brain goes, just TM won't iterate the script idea?
9 points of IP attributes, 5 points of IP building ability, and the leverage will roll up as soon as you pry it, which is the core reason why many early IP grassroots self-development can get up, but there are still very few such people.
I've seen hundreds of IP accounts this month.,It's all from friends around me.,Don't talk about the age.、The aura doesn't match the field.,I don't even know the basic explosive point structure.,It's hard to do.。
I guess I have a baby, you can't blow one up, and you still insist there every day, and if you have this patience to do something else, maybe it's stronger.
5 points of IP attributes, there are 9 points of building ability, you may get up, when you have a 5-point IP advantage, and do not have the ability to build IP, don't fumble around, that bit of money lost, it is better to take it out and pay some tuition fees to the institutions, not to mention how strong, others split accounts, play rules, it is much better than you.
This is the second point I would like to make.
With such a simple analysis logic, you must think about it carefully, otherwise the pit that the live broadcast will step on again, and on the road of IP, you will still step on it again.
If you also have this kind of idea or are already acting, you might as well listen to my thoughts, I am an IP myself, not an outsider, although the words are ugly, I have not advised you not to do it, it is an experience talk, it must be useful to you.