Leadify Shows You How to Build a Phenomenon-Level Personal Brand (a “Big IP”)

Today I’m not going to talk about monetization — I want to talk about how to build big traffic.

If an IP wants big traffic, you definitely can’t go after precise traffic.

What you want is a broad pool of potential audiences. Get the latent layer right, and you can build a big IP.

Why can’t business owners build a big IP? They shouldn’t be asking, “When customers come to buy from me, what questions will they ask?” They should be asking, “Why would customers come to ask me this question in the first place? Why do they want to buy?” Yesterday I said that medical aesthetics and feng shui are the same industry — they are competitors. Medical aesthetics and feng shui are competitors; at the latent level, they are one and the same. Think about it: the pitch is how to look better by changing your nose or your face, right? Why would anyone want a nose job? Because they believe in fate: “My luck has been bad lately, nothing is going right — it’s all because I haven’t been looking good lately.”

Change my look, and a new chapter of my life begins.

Feng shui and fortune-telling? “My luck has been bad lately, I need someone to take a look — and then a new chapter of my life begins.” At the latent level, medical aesthetics and feng shui are competitors.

I used to say all the time that when we train people to become video directors and producers, our competitor is food delivery. Does he want to deliver food, or what? He wants to make money. A person who wants to become a director is also after the money — he doesn’t want to learn editing, and he doesn’t want to learn scriptwriting; he wants to get into an industry with a future.

So just talk about the future of the directing and producing industry. There’s a piano seller who wrote a brilliant piece of copy. He didn’t talk about how accurate his piano’s tuning is or how good its materials are. What he said was: children who study music don’t go astray. Parents have no need to get their kids to learn piano — but they do have a need for their kids not to go astray.

Mercedes-Benz — why has it become a famous brand? It doesn’t talk about big engine displacement. It says: “You need not say a word — Mercedes-Benz will speak for you.” Because what people buy with a Mercedes isn’t power; it’s the distinguished status a Mercedes lets them display.

Say you sell baijiu. You can’t just say it’s smooth and tastes good — by the time he’s at the table about to drink baijiu, he’s already thinking about which one tastes best, and that’s the precise layer, which can’t grow big. You have to think about what’s on his mind when he’s on the sofa watching TV. What would make him want a drink tonight? At the latent level, it’s something like: “Look at everything you’ve given to this family. Take a sip — bottoms up.”