If you're a salesperson, job seeker, entrepreneur, political figure, or a volunteer looking to build meaningful connections, I firmly believe that in these scenarios, having a Gan Jing World channel is essential.
In essence, all these situations demand effective marketing: salespeople must promote products, job seekers need to highlight their qualifications, entrepreneurs must showcase their brands and services, political figures need to communicate their positions, and volunteers should share their values. Regardless of the scenario, people seek answers to several key questions from you: 1. Who are you? 2. What do you do? 3. Can your character be trusted? 4. Is your business expertise dependable? 5. What are your core values?
A Gan Jing World channel often speaks volumes more than a thousand words. Simply by sharing a channel link, you enable others to swiftly establish trust and gain insights into your persona. Take Alinda, for instance. Those who have explored her channel would likely be more inclined to buy a car from her. She epitomizes a driven, purposeful, and knowledgeable saleswoman who factors in her customers' needs – a far cry from an entirely unfamiliar salesperson. Whom would you be more inclined to trust?
In this edition, I will employ Alinda's Automotive World （Alinda的汽車世界）as a case study, dissecting the aspects of her channel worth emulating and elucidating why such channels have the potential to bolster sales.
Remarkable Growth: Over 500 Followers in Just a Year
Upon investigation, I discovered that the first video on her channel was uploaded a mere year ago. For those acquainted with the intricacies of cultivating a dedicated following, amassing over 500 followers in slightly over a year without extensive promotional efforts is undeniably an impressive feat.
Results may be indicative, but they seldom encapsulate the underlying factors. Let's delve into the reasons behind this achievement.
Diligent Commitment: Consistent Bi-Daily Updates
Currently, her channel boasts a collection of 193 videos. What does this translate to? On average, she uploads a new video every two days, without fail.
It's crucial to grasp that, for a typical personal media channel, sporadic updates, less frequent than once a week, can undermine the momentum and disrupt the viewer's experience. Industry standards often stipulate one video per week, with each video lasting approximately 15 minutes – a frequency that doesn't encroach upon one's full-time occupation or daily routine.
As the saying goes, hard work pays off, and a dedicated blogger, unwavering in their commitment, is bound to reap the rewards.
Content Marketing: Dispensing Valuable Insights
In the nascent stages of her channel, I perused Alinda's content. Much like conventional salespersons, she embarked on her journey by introducing the car models in her inventory, her dealership, snippets of her daily life, and so forth. This is the conventional approach, and it's natural for anyone to adopt it.
However, to emerge as a formidable sales professional, this approach proves inadequate. Selling should always be viewed through the lens of the customer, as it revolves around fulfilling their specific needs. Alinda's early videos garnered a meager viewership, a situation that persisted for several months.
Yet, a turning point emerged when Alinda diverged from her previous content. She crafted a video with a fresh theme: "2023 Nissan Altima SR: Exceptional Deals, Lease Programs – Join Alinda for an Exclusive Look! #altima #nissanaltima #日產." This video emerged as the dark horse of her channel, propelling her traffic from double-digit views to triple-digit views for the first time, currently boasting 903 views.
Alinda also has another video that performed exceptionally well, skyrocketing the viewership to four digits, precisely 1.3K. This video was published just over two months ago: "Car Buying Strategy: Is There Room for Changes After Negotiating a Good Price at the Dealership? Can You Opt Out of Additional Warranty and Maintenance Products at the Financial Manager's Office? Be Sure to Double-Check the Contract to Avoid Pitfalls! #CarSales #BuyingCars #ContractSigning"
Here, I hope to introduce a very important concept to everyone, which is "content marketing": the practice of delivering valuable informational content to a target audience to attract them, rather than relying on the traditional approach of advertising products and services. Alinda's most successful videos have all employed content marketing.
Of course, content marketing cannot completely replace traditional advertising unless your content marketing is groundbreaking and unparalleled, making it impossible to surpass through imitation.
Desires and Fears: The Strongest Human Motivators
There are two powerful driving forces behind human behavior: "desire" and "fear." I believe that this is something that applies to both sales and management professionals.
In other words, as long as a person has desires and fears within them, their behavior can be guided or manipulated. This is why the principle of "having no desires makes one resolute" is significant. In my view, this is also why the Chinese Communist Party (CCP) has such a strong aversion to and hostility towards faith-based groups. Individuals with faith generally have fewer inner fears and desires than the average person, making them more difficult to lure or control. For the CCP, which has historically used fear and desire to manipulate people's minds in various political movements, the existence of a large, uncontrollable group of people poses a significant threat.
Everyone wants to find high-quality, affordable products, succeed, gain influence, receive attention, become more attractive, and have a better life than yesterday. These desires are what motivate us.
On the other hand, everyone fears being deceived, eliminated from the market, rejected by the mainstream, forgotten by society, losing their youth and beauty, experiencing a decline in life, failing in their studies and careers, and being taken advantage of. These fears also influence our decisions and actions.
The success of the video about the "Nissan car deal," in my opinion, lies in tapping into the "desire" aspect. After all, who doesn't want to buy something affordable?
Similarly, the success of the video warning to "be cautious when signing contracts," in my opinion, lies in addressing the "fear" aspect. People are afraid of getting deceived when signing car contracts.
Individuals with ill intentions may use human desires and fears to manipulate others for their own undisclosed purposes. However, those who possess compassion can also utilize human desires and fears to guide people who are connected with them out of crises and away from abysses.
I hope that all my friends who are connected with me can become the latter.
Form and content are equally important: Vertical videos are the trend
If you carefully compare the two videos mentioned earlier, you'll notice that Alinda's recent video is in vertical format, rather than the traditional horizontal format. Don't think that this is a mistake or laziness when filming vertically. I recently shared a video editing tool called Cap Cut with everyone, and it specializes in editing vertical videos. This tutorial video is from a popular iPhone tutorial channel called iPhone Photography School and is also in vertical format, even though the thumbnail is horizontal.
Why is this the case? I believe that as long as everyone watches these videos on their phones, the reason becomes clear.
Because most people nowadays watch videos on their smartphones, and many are accustomed to watching them in a vertical orientation.
Your Channel Is the Best Promotion
Being a influencer and content creator is not always a standalone full-time job, unless you are a super influencer with countless followers requiring daily updates. Many individuals pursue self-media while balancing other full-time professions. From what I know, having multiple vocations is quite normal in the United States. One profession supports their livelihood, another fulfills their interests, and yet another allows them to volunteer and give back to society, among other roles. Speaking for myself: my first profession involves marketing in the marketing department of a multinational company; my second profession is as the founder of the jewelry brand Yun Boutique which aligns with my interests; my third profession is as a singer-songwriter, where I write lyrics and music for professional singers' albums and run the cover channel Ariel Tian Music, connecting with friends who enjoy Chinese-style pop music—this is also a passion; and my fourth profession is as a blogger for Ariel Tian Tian, aiming to give back to community using the knowledge and skills I've accumulated.
Have you noticed that every time I enter a new field, I start a new self-media channel to promote my business and products? This is why I now have so many channels, and it has allowed me to accumulate experience in self-media that I can share with everyone. I deeply understand the importance of self-media in business promotion, especially for salespeople.
Important point, repeated three times: If you are a salesperson, seeking employment, running your own business, a political figure, or a volunteer looking to connect with people, I believe that in these scenarios, you should all consider having a self-media channel. This is because in these situations, you need to engage in marketing, and a successful content marketing self-media channel often speaks louder than a thousand words.