In the capital market, bad money drives out good money, and so does the financial education industry. When exaggerated words can quickly convert users, no matter how steady we are, it will be pale and powerless. In this case, although my job is curriculum development, I have been actually driven by data. I need to brainstorm, formulate strategies, and iterate with my colleagues on the logic of advertising and sales conversion. Whether it's Douyin's advertising or sales advertising, the company is repeatedly "brainwashing" users: learning financial management can change lives, and earning millions annually is not a dream. I once had a chat with my company's colleague who was in charge of advertising. She said that the classmates who advertised had repeatedly tested:
Only such marketing slogans that exaggerate and create anxiety can effectively attract target users. There is no way, teaching people to become rich, teaching people to get rich is the core charm of adult education. What is even more ironic is that most of the people attracted by such advertisements are young people with serious debts, big spending job title email list and low incomes. In the situation where there is no balance of basic salary income, we have to teach him how to invest in funds and stocks. The tuition fee is often thousands of yuan, and the principal of the investment must start at least a few hundred yuan. This is really a "difficulty" for each other. thing.
Moreover, if you have more contact with users, you will find that the more indebted people are, the stronger the desire to get rich overnight and invest to make money, but the more dynamic financial management. But when it came time to pay for learning, the poor financial situation made it difficult for him to accept it, so the sales staff had to fight a "psychological battle" with users, seize the pain point and attack, and the end user pays the bill. There was a male colleague who was doing community operations and I felt that he actually couldn't bear to let these users pay for learning. "Look at the user I just finished calling. Her hometown is in rural Guiyang. Her husband goes out to work and farms and raises her baby at home. Her mother died of leukemia. She is really poor. I called her and she said I don't even understand the dialect. You say this kind of user, how can I let her pay a thousand yuan to learn?"