In the private domain now, everyone is starting to play the game of "sale", doing it 1-2 times a year, and completing the revenue of the previous year at one time, which is very effective. This article explains the whole process of gameplay in detail, I hope it can help you.
At this stage in the private domain, I found that everyone in the industry is engaged in a new way of playing, which is also a more advanced way of playing.
This new way to play is - Release.
Do 1-2 transactions a year, collect the revenue earned in the previous year at one time, and enter millions at one time!
Recently, I have watched a few sales, combined with the wave sales I have done before, I will introduce them to you.
1. What is an offering?
Offering refers to concentrating the attention of friends in the private domain to do a high-intensity activity in a short period of time, such as 1 month, and the purpose of the activity is to sell a product of the event manager.
To put it more simply: a big event marketing in the private domain to achieve batch transactions of private domain users.
When is the best time to do a sale?
There is no particular fixed time, and it is generally not sold more than twice a year. Some will choose their birthdays or some important dates.
2. What kind of business is suitable for sale in the private domain
IP/merchants/businesses in any track and any industry can be sold in the private domain.
However, there are two important prerequisites for private domain sales:
First of all, there is a requirement for the number of private domain fans.
I am now taking on sales cases, and I generally like IPs with more than 5,000 and accurate private domain friends.
If your friend is accurate enough, it's okay to lower the number a bit.
Secondly, there is a professional endorsement in a certain field/track.
In other words, the IP that is being sold is a person who has achieved results in his or her field.
The IP persona, endorsement, and past experience are very hard, which will be of great help to the products on sale.
If you are an amateur, it's not that you can't do it, but it's much more difficult.
Third, there are successful cases to support it.
That is to say, in addition to the above one, I have also helped others get results.
This is what we call a user testimonial.
The more successful the case, the more well-known the people you help.
It's even more helpful to the sale!
In short, some big IPs are the result of 1+1>2 for private domain sales.
For example, I have worked as a teacher Zhang Qi in Boshang, an official background in Douyin, a teacher Ye Xudong who talks about short videos, a tutor of Li Jiaqi Weiya, a teacher Huang Bo who talks about live broadcasts, and a family education teacher Wang Jiqiong who has done in my team, etc...
We did a small sale before, three teachers sold it in three days, and a small part of the private domain traffic intervened to do the test, and it achieved more than 1 million!
If I had involved all the traffic of the private domain at that time, it would have been sold in 3 days, and tens of millions of dollars would have been proper!
However, I think that small and medium-sized IPs will bring greater value if they do it.
Like the few big IPs I mentioned above, because they rely on Boshang, they have no shortage of traffic, so we can have a lot of private domain gameplay, and the sale is the icing on the cake.
Most of the small and medium-sized IPs are working hard to get their own traffic, and every traffic that comes is not easy to get.
Therefore, private domain sales are a must.
It's a maximized traffic conversion that lets users know you, know you, and trust you to become your die-hard fans.
3. An important part of private domain sales
In terms of large blocks, it needs to go through four major processes: foreshadowing, warm-up, sales and final sales.
How to do the specific daily process, let's not talk about this article, and one day I will disassemble the sales cases I have done for you.
For a successful private domain sale, there are a few important things to pay special attention to.
1. Letter of Sale
At present, the most common foreshadowing for the sale of high customer orders is: personal story letter, also called a sales letter, or a ten-year body.
If you have read Xiaohongshu or Douyin, you should have more or less read a content called Shide.
Most of the titles are: Ten Years for an Average Girl/Boy.
Most of them are presented in the form of short videos and texts.
I also wrote an article about this thing, which I have been engaged in the private domain for 8 years, how I went from losing 2 million to building a project with tens of millions of revenues and spending 10,000 yuan in tuition..
As an important weapon to take the lead, the offer letter is to let everyone from buying the product to knowing the person first, and being resonated by the person's experience, so as to believe in the person and his product because they believe in the person.
In a word, the private domain has gone from selling products – selling IP itself.
After this story letter is written, it will reach private domain users in an all-round way through official accounts, private messages, moments, video accounts, etc.
This is the foreshadowing, through the foreshadowing, so that everyone can know me better and attract traffic for my sale.
2. Products on sale
High customer order High customer order is still high customer order.
To do the sale, you need to leverage all the private domain traffic.
It is a large-scale event that requires 1-2 months to be prepared and completed by the IP himself and the trading team.
If it's just for products under 5000, it's completely unnecessary.
Just go through the low-to-high 3-5 day live training camp mode.
Sold in the private domain, it is most suitable for selling products with high customer orders.
Prices above 9000, no upper limit.
3. Circle of Friends script
To be a person in the private domain, you have to learn to post moments, which is a basic necessary skill (although I know, but I am too lazy to post it myself).
The sale will go through four processes, foreshadowing, warm-up, sale-chasing.
The circle of friends will run through the entire sale process.
Cooperate with the various processes of the sale to send the corresponding content.
Pay attention at this point in time, don't post a circle of friends that has nothing to do with the sale!
4. Community
The community is a good place to help the live broadcast, and during the live broadcast, the help of the community should be reflected in the following aspects:
- In the community, the form of graphics and text is constantly broadcast synchronously.
- The community synchronizes the transaction status in a timely manner, improves everyone's purchase experience, and stimulates the conversion of others.
- Set off the atmosphere of the live broadcast room, and praise it through promotional guests and some users
The main purpose of the community is to allow more people to participate in the live broadcast, and when promoting orders, you can use a countdown to announce the list to create a herd effect.
5. Live streaming
The live stream is the center of the whole sale, and it is also the most important venue. 90% of conversions will be completed in the live broadcast room.
Nowadays, many live broadcasts during the release period are generally 3-5 days of live broadcasts, and most of them are 3 days, starting at 8 o'clock in the evening, and there will normally be 2-4 hours.
These are all verified milestones.
The first half: Every day the live broadcast will be a lecture by the main IP, similar to the thinking of the open class we did before, this class is strongly related to the high-customer products to be sold.
The second half: guests with microphones.
The link of guest microphone connection, if used well, can increase the sales performance by 50%.
Why do you want to find guests to take advantage of the situation?
- First, I can pry into the people in this private domain who are not interested in me
- Second, I can ask the big coffee to give me a trust endorsement
- Third, you can exchange traffic with big coffee
Which guests are you looking for?
- First, whether the guests bring their own traffic
- Second, whether the guests have a particularly good ability to broadcast live broadcasts
- Third, the guest is very good in his field, and he will come to the live broadcast room to share dry goods
- Fourth, this is what I think is a very powerful point of contact, that is, whether the benefits given by the guests are very popular with users
Well, as above is a few pieces of information about the sale.
Friends who don't know about the sale, after reading this, you should have a general understanding.
However, to do a good job of selling, is it enough to rely on this short period of concentrated transformation?
Of course not!
Doing a good job of private domain companionship on a daily basis is the foundation of sales.
Raise an account, do a good job of content, send a circle of friends, make a video account, and open a live broadcast from time to time to show off your muscles.
Let your friends, followers, and users know who you are, what you do, and how to help solve what problems.
It's like going to the bank to deposit money, saving and withdrawing the whole thing.
Then when it's time to go on sale, you'll find that you don't have to do too much sales, and people who identify with you will automatically approach you.
This article is written by Everyone is a Product Manager Author [JJ], WeChat public account: [J Sister Says Private Domain], original / authorized Published in Everyone is a product manager, without permission, it is forbidden to reprint.
Image from Unsplash, based on the CC0 license.