What books do you read? I have been doing sales for a long time. I found two books suitable for the station elders to sell. They are both beautiful and practical, and can be used for everyone to be artful during the Spring Festival. Let's install them together! Hehe, first of all, there is no advertising here, because these two books are not mine and can be bought everywhere.
These two books are both very thin and inexpensive. When it comes to selling classic books, don't think they are obscure and difficult to read. The books written by masters have personalities. The two books are interesting and lively, and they are as refreshing as reading novels. Besides, they are indispensable books for webmasters to read.
First, I will introduce the book "Positioning" jointly written by American Ai Rees and Jack Trout.
Those two people above are absolutely American cattle people. It is this thin booklet that has changed the pattern of world marketing today. People in the marketing world know this.
Then why should the webmaster read this book?
Because without the guidance of this book, you cannot understand the network world and develop yourself.
Don't believe it? OK, let me ask you: How can a website be done well?
"We must meet the needs of customers, and we must have an advantage over similar websites!" You will blurt out with most webmasters without thinking.
Yes, this is the standard answer of general marketing books, and that's why we are striving to do better. If I said it was not correct, you would sneer at it.
But I ask you, since this is the case, for Sohu, Sina is on a par with Sohu in terms of both content and form, and Sohu has its own advantages in many aspects, but why is Sohu so much inferior to Sina in terms of market share?
Are you surprised? You may say that this is an accidental phenomenon, but I also want to tell you that both real business and online business are like this!
Take the Internet as an example. If you don't believe it, open hao123. In each category above, you can find the second place and compare it with the first place. Except for few websites like Baidu that are leading by technology patents, the second place and first place of most categories are almost the same in meeting customer needs and website content, but their market share is just poor.
Why is this?
The belief of "doing better to meet customer needs" was easy to use in the past, but now it is only the most basic condition for the existence of the website. In today's extremely serious homogenization of products, unless you have insurmountable technology patents, you cannot win the competition by "doing better". When your products or services have improved, your competitors will immediately follow suit. This is even more prominent on the Internet. You spend a year painstakingly building a website. As long as your opponent is willing, you can collect or mirror your website through the program, making it difficult for search engines to tell whether it is true or not, and making you want to cry.
So it seems that the credo of "doing better to meet customer needs" is not the way to compete.
So how can we win this war?
This is the greatness of Positioning, a sales book. It points out that when people choose goods, they are determined by the memory and impression in their minds. People always tend to choose the first brand and ignore or forget the brand behind. For example, for online search, we first thought of Baidu, so most of us chose Baidu; When we went to the portal, we first thought of Sina, so Sohu suffered losses and so on. This is the reason why the market share of the first place and the second place is very different. That is to say, the life and death of a product or website is not determined in the real world, but in the hearts of consumers.
The sales book Positioning also points out that once people have formed an impression or memory, they tend to be lazy, and will always judge according to this impression or memory in the future. In fact, this is a stereotype. For example, we always think that people with glasses are knowledgeable, and people with long whiskers are rude. This stereotype also adapts to the commodity world. Why is LV so expensive? Because it represents dignity, although the fabric or technology used by it is similar to other brands, because it has occupied the position of "dignity" in people's hearts.
When it comes to chatting online, people think of Tencent QQ, so everyone uses QQ. Tencent thought that I had become so powerful and mastered hundreds of millions of human resources. Would it be easy for me to build a search engine that surpasses Baidu? Tencent of the Department of Finance and Gas used all its resources to search, but the results were embarrassing. "Sousou understands you better". In fact, Tencent doesn't understand customers. In everyone's mind, you are Tencent's instant messenger, and Baidu is the search leader, so you won't choose Tencent when searching. This is just like you are a very popular chef. People can think of you when they eat, but they will never think of you when they cut their hair. There are also Baidu Youah who have the same problem.
The sales book Positioning also said that once a certain brand occupies a certain position in people's psychology, other brands will have no chance to subvert it, just like people's love, only the first love is unforgettable. For so many years, Sohu still can't beat Sina, Soso can't beat Baidu, and that's why it can't beat Taobao. This even happens on search engines. This article I wrote was published on my website first, and then on the website of the a5 webmaster. After being included by the search engine, I will definitely think that the original is his home. Where can I argue?
Speaking of this, wise webmasters will understand that as long as they can occupy a correct position in the minds of consumers as soon as possible, they can win the competition.
Yes, this is positioning!
However, in order to do a good job in positioning, it requires a lot of knowledge and skills, which is why Positioning is a must read sales book. After reading this classic sales book, you can see clearly the marketing fog, avoid the mistakes Baidu and Tencent have made and are making, and find a way to develop for yourself. The book Positioning has another valuable point. It also introduces how to use positioning theory to position life and career, which is very instructive for young webmasters.
When reading Positioning, you should drink tea and read it. The first time will take about two days. The old webmaster can read and think while combining his own experience. This is a book of wisdom that can clear the mind, calm the spirit and broaden the mind.
Next is the Sales Bible.
The author of this book is Jeffrey Gitmore, another American genius. He is a world-renowned master of sales techniques. This book has been revised continuously and has been ranked among the world's best sellers for 15 consecutive years.
The webmaster reads sales books, isn't it a bit out of place?
I'm here to tell you that you can not only take it, but also take it greatly! (It's like blowing a horn)
The first reason for building a website is that the success of a webmaster first depends on his certain marketing skills, and he needs to know how to sell his own products and websites, especially his own ideas and himself. Counting the self-made people on the Internet such as Ma Yun, who are not good at self promotion? The webmaster should not be a very curmudgeonly person, he should know how to sell.
The second reason is that the success of a webmaster is his understanding of the world. As the saying goes, "Everything is learned, and everything is learned", you can control people and things only when you understand the world, and marketing can let you gain the quickest insight into the world.
The third reason is that the success of a webmaster is the assurance of his own life. The talent who can control himself is the greatest hero. Marketing can help you learn to control yourself in the shortest time.
Read the Sales Bible, which is a classic in the sales field. This book can bring you wonderful marketing skills, as well as insight into worldly wisdom and life styles. No wonder Ma Yun gave a high evaluation and recommended it to his subordinates after reading the Sales Bible.
The Sales Bible is a book that can be read with coffee. It brings you deep passion and wise eyes to life.
Hehe, Lala has written so many miscellaneous articles. Although it is not advertising, I invite you to sit down at my small station. There are many reviews of classic sales books, which can broaden your horizon and broaden your mind. I recommend them to you carefully.
