Editor丨Wu Yanling
Do you tend to get nervous when facing customers online, and always forget the logic you have thought in advance? Have you ever encountered that there are fewer and fewer customers in online roadshows, and there are few people in the end? Have you found that customers don't listen to what is being said online, and they want to talk about it again offline?
If you've been in any of these situations, you probably haven't learned how to use video language yet.
Brokerages and funds have been engaged in the Internet business for a long time, but with the increasing development of buy-side investment advisory, the Internet business is no longer the "unique KPI" of the mutual finance department and the marketing department, and more and more practitioners have begun to engage in investment education, customer accompaniment, business development and other behaviors with the help of Internet platform tools.
A problem that distressed professionals came one after another - although securities firms and fund personnel are more professional and have high compliance requirements, they lack a mastery of video language - professional content is "no one reads", and unprofessional and emotionally rendered content is "widely circulated".
On April 22, under the guidance of the Fund Department of the Shenzhen Stock Exchange and initiated by the 21st Century Business Herald, the "ETF "Deep" Observation - E Talk" personal speech contest was officially launched. (Click here for the registration link)
The purpose of this event is to encourage investment advisors to participate in the creation of video investment education content through the form of competitions, and to tap a group of investment advisors who can disseminate informative, useful and interesting ETF knowledge.
In addition, during the event, the organizer also held a short video training camp (only for participating investment consultants) to record the growth process of students and empower participating investment consultants by drawing on the mode of reality shows.
Before the start of the competition (April 19), the organizer has conducted a pre-competition roadshow for the investment advisors who intend to participate in the competition, and invited talk show actor Meng Yang (self-media account: Meng Yang talks a lot) to share how to better attract customers' attention through the production of good content in the era of short videos, and enhance customers' acceptance and understanding of financial expertise, and strengthen communication and trust with customers. Nearly 4,000 brokerage investment advisors accessed the pre-competition roadshow and training online at the same time.
([Playback] E Talk丨Personal Speech Contest Pre-game Roadshow & Q&A)
Based on his past performance experience, Meng Yang believes that whether it is an online short video or an offline performance, if you want to make the audience laugh and keep paying attention to continue watching, "stalks" or "jokes" are not the most critical factor, but it is more important to find empathy with the audience/customers.
Meng Yang said that interesting content can be found from a variety of life processes, life details, a trick is that after finding a material, you can continue to ask what is the emotion behind the incident, such as: what is my emotion when this happened? Why do I have such emotions? What if this happens? By constantly asking the reasons and emotions behind it, we can create good and empathetic works, so as to get closer to the audience or their customers, and make them easy to accept themselves.
(Actor/Meng Yang)
Based on this "E Talk" ETF Individual Speech Competition, 21st Century Business Herald will rely on Southern Finance and Economics Omnimedia Group (SFC) to give full play to the advantages of all media, fully mobilize the professional content production forces of the group's TV stations and broadcasts, and jointly build drainage with short video platforms to jointly create a new ecology of ETF investment and education content.
Founded in November 2016, SFC is the first all-media group in China approved by the central government, and is a benchmark project for the integrated development of provincial mainstream media and media with national influence and global layout. By accelerating the construction of the Guangdong-Hong Kong-Macao Greater Bay Area (Guangdong) Financial Data Center, the Group vigorously develops the four core businesses of media, think tank, data and trading, and strives to become a first-class, domestic first-class and internationally renowned global mainstream financial information and financial data provider in the Bay Area.
Scan the QR code to add the WeChat of the event team staff to learn more about the event
SFC
Editor: Liu Xueying, Intern: Su Jinyi