濟(jì)南短視頻運(yùn)營|從張琦到羅振宇：真正能持續(xù)獲客的賬號，都在用同一套“笨辦法”

　　這幾年，教你做短視頻獲客的內(nèi)容，是不是快把你淹沒了？

　　In recent years, have you been overwhelmed by the content that teaches you how to make short videos to attract customers?

　　從譚師傅、經(jīng)緯到安先生，都在講同一個(gè)詞：獲客型短視頻。

　　From Master Tan, Jingwei to Mr. An, they are all talking about the same word: customer acquisition type short videos.

　　道理都懂。但為什么輪到自己，要么沒流量，要么來的客戶不精準(zhǔn)？問題出在，你只學(xué)到了“形”，沒抓到“魂”。

　　I understand the reason. But why is it that when it comes to oneself, either there is no traffic or the customers who come are not accurate? The problem is that you only learned about 'form' and didn't capture 'soul'.

　　今天不聊虛的。我們拆開看，從主流打法，到能讓你既有活人感、又能持續(xù)來客戶的底層策略。

　　I won't talk about anything virtual today. Let's take a look at it from the mainstream approach to the underlying strategy that can make you feel alive and continue to attract customers.

　　一、主流打法的“天花板”：為什么你使不上勁？

　　1、 The 'ceiling' of mainstream gameplay: why can't you keep up the momentum?

　　現(xiàn)在主流的獲客型短視頻，無非兩種。

　　There are currently only two types of mainstream customer acquisition short videos.

　　第一種，基礎(chǔ)打法。流程很清晰：

　　The first type is the basic playing style. The process is very clear:

　　1.開頭，戳一個(gè)精準(zhǔn)的痛點(diǎn)場景。

　　At the beginning, pinpoint a precise pain point scene.

　　2.馬上給出結(jié)論和你的解決方案。

　　2. Immediately provide a conclusion and your solution.

　　3.展示內(nèi)行細(xì)節(jié)或案例，證明你行。

　　3. Show expert details or cases to prove your skills.

　　4.最后，引導(dǎo)留資或私信。

　　4. Finally, guide the retention of funds or private messages.

　　這套邏輯沒問題，但它有兩個(gè)隱性門檻。

　　This logic is fine, but it has two implicit thresholds.

　　第一，它要求你對客戶的痛點(diǎn)，理解得極其深刻。你得做大量市場調(diào)研，不然戳不中，或者戳得很表面。

　　Firstly, it requires you to have an extremely deep understanding of the customer's pain points. You have to do a lot of market research, otherwise you won't hit the nail on the head or it'll be superficial.

　　第二，用“痛點(diǎn)”來圈人群，流量口子會變窄。同一個(gè)痛點(diǎn)反復(fù)講，客戶也會審美疲勞。

　　Secondly, using "pain points" to circle the crowd will narrow the flow of traffic. Repeating the same pain point can also lead to aesthetic fatigue for customers.

　　所以有了第二種，進(jìn)階打法。核心轉(zhuǎn)變是：不用痛點(diǎn)圈人，用興趣圈人。

　　So there is a second type, advanced playing style. The core transformation is: no longer using pain points to circle people, but using interests to circle people.

　　什么意思？比如，你想講“矩陣打法不行了”。用痛點(diǎn)開頭，你會說：“你現(xiàn)在還在做矩陣嗎？是不是發(fā)現(xiàn)越來越?jīng)]效果？”

　　What does it mean? For example, if you want to say 'matrix playing is not working'. Starting with a pain point, you would say, "Are you still working on matrices now? Are you finding that they are becoming increasingly ineffective

　　聽著就很干，像說教。用興趣開頭呢？

　　It sounds dry, like preaching. How about starting with interest?

　　你可以這樣：“你現(xiàn)在還能刷到張琦嗎？”

　　Can you still reach Zhang Qi now

　　一句話，就把對商業(yè)IP感興趣的人鉤住了。接著再引出：“張琦當(dāng)初起家，靠的就是矩陣。但這兩年，你刷到她的次數(shù)是不是少了？為什么矩陣不行了？”

　　In one sentence, it hooked people interested in commercial IP. Continuing, Zhang Qi started her career by relying on matrices. But in the past two years, have you encountered her less frequently? Why isn't the matrix working

　　你看，第一句是興趣（人物張琦），第二句引出主題（矩陣），第三句才拋出核心觀點(diǎn)（矩陣不行了）。后面的論證結(jié)構(gòu)，和基礎(chǔ)打法一樣。

　　You see, the first sentence is about interest (character Zhang Qi), the second sentence introduces the topic (matrix), and the third sentence only throws out the core point (matrix is not enough). The structure of the subsequent argument is the same as the basic approach.

　　進(jìn)階打法的好處很明顯：

　　The benefits of advanced gameplay are obvious:

　　流量口子打開了，用目標(biāo)人群感興趣的話題、人物、事件切入。

　　The traffic channel has been opened, targeting topics, people, and events that interest the target audience.

　　主題依然明確，內(nèi)容結(jié)構(gòu)清晰，轉(zhuǎn)化效率并不低。

　　The theme remains clear, the content structure is clear, and the conversion efficiency is not low.

　　這兩種打法，構(gòu)成了市面上90%的“教程”。

　　These two strategies constitute 90% of the "tutorials" on the market.

　　但問題來了：你學(xué)會了，然后呢？

　　But the question is: Have you learned it, and then what?

　　二、真正的卡點(diǎn)：你缺的不是“招式”，是“內(nèi)功”

　　2、 The real bottleneck: What you lack is not "moves", but "internal skills"

　　知道“痛點(diǎn)開頭”和“興趣開頭”，你還是會卡住。

　　Knowing the "pain point beginning" and "interest beginning", you will still get stuck.

　　你不知道第一支視頻拍什么，不知道第十支、第一百支拍什么。

　　You don't know what to shoot in the first video, or what to shoot in the tenth or hundredth video.

　　更關(guān)鍵的是，你拍出來的東西，不像個(gè)活人。因?yàn)槭忻嫔虾苌儆腥烁嬖V你，比單條視頻腳本更重要的東西：內(nèi)容策略。

　　More importantly, what you take pictures of doesn't look like a living person. Because few people in the market tell you that something more important than a single video script is content strategy.

　　客戶不是被你的某一條視頻轉(zhuǎn)化的。他點(diǎn)進(jìn)你的主頁，看你的簡介，刷你的一系列視頻。他在構(gòu)建一個(gè)對你的完整認(rèn)知：

　　The customer was not converted by one of your videos. He clicked on your homepage, looked at your profile, and watched a series of your videos. He is building a complete understanding of you:

　　你是誰？是個(gè)什么樣的人？

　　Who are you? What kind of person is he?

　　你在做什么事？解決什么問題？

　　What are you doing? What problem is being solved?

　　你解決問題的能力到底怎么樣？能不能幫到我？

　　What is your ability to solve problems? Can you help me?

　　這個(gè)過程，和你線下認(rèn)識、信任一個(gè)人的邏輯，一模一樣。所以，“活人感”不是一種風(fēng)格，而是信任的基石。

　　This process is exactly the same as the logic of knowing and trusting a person offline. So, 'liveliness' is not a style, but the cornerstone of trust.

　　這也是為什么純念稿的口播、數(shù)字人、AI生成的內(nèi)容，很難接到高端客戶——

　　That's also why it's difficult to attract high-end customers with purely read aloud content, digital people, and AI generated content——

　　它們沒有“人”的質(zhì)感。

　　They have no human like texture.

　　那么，什么樣的內(nèi)容策略，能同時(shí)解決“活人感”和“精準(zhǔn)獲客”？

　　So, what kind of content strategy can simultaneously address "human presence" and "precise customer acquisition"?

　　答案其實(shí)很多高手都在用，比如拍短視頻日記的羅振宇，比如我們自己。

　　The answer is actually used by many experts, such as Luo Zhenyu who makes short video diaries, and ourselves.

　　這套方法叫：Building in Public（公開創(chuàng)建）。

　　This method is called Building in Public.

　　三、破解之道：用“公開創(chuàng)建”，構(gòu)建你的內(nèi)容系統(tǒng)

　　3、 The way to crack: Use "public creation" to build your content system

　　公開創(chuàng)建，核心就一句話：圍繞一件事，把你做這件事過程中的思考、動作、結(jié)果，真實(shí)地分享出來。

　　The core of public creation is one sentence: to truly share your thoughts, actions, and results during the process of doing something.

　　比如，我的團(tuán)隊(duì)專門幫知識IP做高客單變現(xiàn)。我們分享的，就是自己怎么思考、怎么設(shè)計(jì)打法、拿到什么結(jié)果。

　　For example, my team specializes in helping knowledge IPs achieve high order monetization. What we share is how we think, how we design our strategies, and what results we achieve.

　　但如果你盲目分享，今天聊行業(yè)，明天聊生活，內(nèi)容就散了，客戶也看不懂你到底是誰。

　　But if you blindly share, talking about the industry today and life tomorrow, the content will be scattered, and customers won't understand who you really are.

　　所以，你需要建立自己的“故事主線”。

　　So, you need to establish your own 'storyline'.

　　通常，只需要兩條，就足以支撐一個(gè)豐滿、可信的賬號。

　　Usually, only two are needed to support a full and trustworthy account.

　　主線一：客戶想要做成一件事。（價(jià)值主線）這是從“事”的維度展開。

　　Main thread one: The customer wants to accomplish something. This is unfolding from the dimension of "things".

　　你的所有內(nèi)容，都圍繞幫助客戶達(dá)成某個(gè)具體目標(biāo)。

　　All of your content revolves around helping clients achieve a specific goal.

　　客戶為什么要做這件事？好處和壞處是什么？

　　Why does the customer want to do this? What are the advantages and disadvantages?

　　做這件事，有哪幾類方法？最好的是哪種？

　　What are the methods for doing this? What is the best one?

　　做成這件事，需要解決哪些關(guān)鍵問題？

　　What key issues need to be addressed to accomplish this?

　　解決每個(gè)問題，會經(jīng)歷哪些階段？遇到什么阻礙？

　　What are the stages involved in solving each problem? What obstacles did you encounter?

　　需要具備什么能力？如果暫時(shí)沒有，怎么辦？

　　What abilities are required? What if it's not available temporarily?

　　你發(fā)現(xiàn)沒有？這些問題，本身就是絕佳的短視頻選題。它們天然圍繞“客戶的成功”展開。

　　Have you noticed? These questions are excellent short video topics in themselves. They naturally revolve around 'customer success'.

　　你持續(xù)解答這些問題，就是在客戶心中，持續(xù)構(gòu)建你的專業(yè)價(jià)值認(rèn)知。

　　By continuously answering these questions, you are building your professional value perception in the minds of customers.

　　來的客戶，自然精準(zhǔn)，轉(zhuǎn)化率也高。

　　The customers who come are naturally precise and have a high conversion rate.

　　主線二：我正在做一件事。（成長主線）這是從“人”的維度展開。分享你為什么要做這件事，過程中遇到了什么問題，你是怎么思考和解決的，有什么感悟和成長。

　　Main line two: I am doing something. This is unfolding from the dimension of "people" in the growth mainline. Share why you want to do this, what problems you encountered during the process, how you thought and solved them, and what insights and growth you have gained.

　　這條主線，負(fù)責(zé)注入“生命力”和“信任感”。

　　This main line is responsible for injecting "vitality" and "trust".

　　它讓客戶看到，你是一個(gè)真實(shí)、在進(jìn)化、有思考的人。

　　It shows customers that you are a real, evolving, and thoughtful person.

　　兩條主線交織在一起，會發(fā)生奇妙的化學(xué)反應(yīng)：

　　Two main threads intertwine, and a wonderful chemical reaction occurs:

　　價(jià)值主線告訴客戶“你很專業(yè)”。

　　The value proposition tells customers that 'you are very professional'.

　　成長主線告訴客戶“你值得信任”。

　　The growth mainline tells customers that 'you are trustworthy'.

　　兩者結(jié)合，就是一個(gè)既有專業(yè)深度，又有活人溫度的賬號。更重要的是，你再也不會為選題發(fā)愁。

　　The combination of the two creates an account that combines professional depth with the warmth of a living person. More importantly, you will no longer worry about choosing a topic.

　　因?yàn)槟忝刻於荚趲涂蛻艚鉀Q問題，這些問題就是你天然的素材庫。

　　Because you help customers solve problems every day, these problems are your natural material library.

　　你只需要把過程中的思考，正常講出來。

　　You just need to express your thoughts during the process normally.

　　四、從“感覺”到“系統(tǒng)”：你的內(nèi)容可以自動生長

　　4、 From 'feeling' to 'system': your content can grow automatically

　　聊到這里，你會發(fā)現(xiàn)，我關(guān)心的從來不是某個(gè)“爆款技巧”。我關(guān)心的是，如何幫你搭建一個(gè)能自動運(yùn)轉(zhuǎn)的內(nèi)容系統(tǒng)。

　　At this point, you will find that what I care about is never a certain 'hot selling technique'. What I care about is how to help you build an automated content system.

　　這個(gè)系統(tǒng)不依賴于靈感，而是基于你的真實(shí)業(yè)務(wù)和思考。

　　This system does not rely on inspiration, but is based on your real business and thinking.

　　它讓你從“今天拍什么”的焦慮中解脫出來，進(jìn)入一種更從容的狀態(tài)：我只需要真實(shí)地記錄和分享我的工作與思考。

　　It frees you from the anxiety of 'what to shoot today' and enters a more calm state: I just need to truthfully record and share my work and thoughts.

　　最終，客戶為你的專業(yè)付費(fèi)，更為你的真實(shí)和一致買單。

　　In the end, the client pays for your expertise and pays for your authenticity and consistency.

　　一個(gè)靠“感覺”和“模仿”撐起來的賬號，是脆弱的。

　　An account that relies on "feelings" and "imitation" to sustain itself is fragile.

　　一個(gè)建立在“公開創(chuàng)建”和“故事主線”上的賬號，是有生命力的。

　　An account built on the principles of "public creation" and "storyline" has vitality.

　　它會隨著你的業(yè)務(wù)成長而成長，持續(xù)吸引同頻的人。

　　It will grow with the growth of your business and continue to attract people on the same frequency.

　　所以，別再糾結(jié)于單條視頻的“套路”了。真正的功夫，在視頻之外，在你如何設(shè)計(jì)自己內(nèi)容的“骨架”與“靈魂”。

　　So, don't dwell on the "tricks" of a single video anymore. The real kung fu lies outside of videos, in how you design the "skeleton" and "soul" of your own content.

　　當(dāng)你把內(nèi)容當(dāng)成你業(yè)務(wù)和思考的自然延伸時(shí)，精準(zhǔn)獲客，只是一個(gè)自然而然的結(jié)果。

　　When you view content as a natural extension of your business and thinking, precise customer acquisition is just a natural outcome.



　　祝你的賬號，真實(shí)，有力量。

　　Wishing your account authenticity and strength.

　　本文由 濟(jì)南短視頻運(yùn)營  友情奉獻(xiàn).更多有關(guān)的知識請點(diǎn)擊  http://www.wxfuxia.com/  真誠的態(tài)度.為您提供為全面的服務(wù).更多有關(guān)的知識我們將會陸續(xù)向大家奉獻(xiàn).敬請期待.

　　This article is a friendly contribution from Jinan Short Video Operations For more related knowledge, please click http://www.wxfuxia.com/ Sincere attitude To provide you with comprehensive services We will gradually contribute more relevant knowledge to everyone Coming soon.