Original/Text/Li Bin
Why everything in the field of communication is always "twisted backwards"
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Recently, there is a private equity fund boss named Linyuan. Something that makes investors feel uncomfortable Thunder language.
"If you like-minded, just buy my products. If you don't buy, I will never force you. If you lose, you deserve it. It will never be possible for me to apologize. How can a rich person like me apologize to the poor?" The world has not seen many people who are better than me."
"I hold 2% of Moutai's stock, which now accounts for 40% of my total assets. I receive hundreds of millions in dividends a year and hold so many stocks, but I have to beg Moutai dealers to buy wine like a beggar. I hope the company Can consider the shareholders' demand for buying wine..."
Later he told reporters: "I am just a psychopath, and I rely on the image of talking nonsense. Know the art of weak communication. As soon as Lei Yu came out, he became famous again. A man with a net worth of hundreds of billions says crazy things, which is particularly in line with all the elements of Internet communication. It’s just a matter of opinion as to what the intention is.
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Many doctors hope that their medical knowledge and technical strength can form a unique personal IP, but they cannot understand all the strange things spread by IP. The monk was confused. Even many famous doctors cannot understand this, let alone compete with medical laymen (Internet celebrities who are not majoring in the field) in the field of communication.
Therefore, doctors can only complain about the disharmony of the world and measure the area of psychological shadow by themselves.
Professor Zou Zhendong of Xiamen University wrote a book: "Weak Propagation" , which elaborates on the weak propagation theory. He used this theory to successfully deceive Trump's election.
Professor Zou’s definition of public opinion is: Public opinion is the expression and gathering of concerns about any object by any group, individual or institution. In short, public opinion is the expression and gathering of concerns. This book
explains the nature of public opinion very thoroughly.
We live in the real world, and we also live in the communication world. The two worlds are different; the real world is like a man, comparing who is stronger; the world of public opinion is completely like a woman, comparing who is weak.
The work of a beauty doctor is actually two things, one is treatment and the other is dissemination.
Information can only be valuable if it is disseminated; only when dissemination is paid attention to, can the value be realized.
Doctors are beginning to pay attention to building personal IP. To put it bluntly, they want to spread their personal brands; firstly, because of the fierce market competition, the cost of advertising and marketing is getting higher and higher; secondly, the medical industry will sooner or later enter the era of incompetence. In the advertising age, when that time comes, how do we spread our message?
When doing personal IP communication, you must not know the principle of weak communication. Professor Zou pointed out: All successful things in the world are inseparable from communication. Communication power is the most important ability of human beings.
There are two worlds we live in: the real world is a strong world, and the world of public opinion is a weak world. The strong in the real world are weak in the world of public opinion, and the strong in the world of public opinion are often weak in the real world. The reverse is also true.
The four major theories of weak communication: The strong can eat the weak, emotion comes first, avoidance of the most important and the reversal of priorities.
If the song "We are soldiers" were replaced by "We are officials", who would dare to sing it?
If the strong in the real world want to be spread in the world of public opinion, they must be tied to the weak. For example, Obama bent down and let a child touch his head. This photo has been widely circulated. On the other hand, if the president touches a child's head, it is just an ordinary photo.
Haruki Murakami said: Between the high wall and the egg, I will always stand on the side of the egg.
Unfortunately, when doctors spread themselves, they always dress themselves up as strong. In their areas of expertise, he seems to be omnipotent.
The reason why doctors are accustomed to being the strongest in their own fields is not only due to the special nature of the medical profession, but also a more common reason, which is also another perspective: the curse of knowledge. What it means is that the deeper a person understands a field, the more difficult it is for that person to explain or clarify things in this field to the public.
Smart men all know that they should not reason with women, because women are reasonable.
I have been a witness at a wedding many times. When I spoke, I talked a lot of truths, but no one paid attention. Later, there was a passage that resonated with the whole audience. I told the groom, , not to reason with your wife when you go home. Home is not a place for reasoning, but a place for love. Even if you lose her argument and she is forced to apologize, she will still have a bad day with a dark face all day long. Better off. Later, this cliché became a cliché when witnessing marriages. It was very popular and proved to be successful time and time again.
The temper of public opinion is the same as that of women. Therefore, public opinion is also the home court of women. It’s not that women don’t understand reason, it’s just that they are unwilling to reason with men, so public opinion is not very reasonable.
The world of public opinion is unreasonable. Emotion is more important than reason, and stories are more important than theory. Emotional content is always easier to spread than theoretical content. Therefore, theoretical books will never sell as well as novels, and reasoning often cannot beat telling stories.
Just like light things are easier to transport, light content is easier to spread than heavy content.
Even if it is boring content, as long as it is light enough, people will talk about it and enjoy it endlessly.
This may explain why non-medical Internet celebrities who explain medical beauty knowledge to their fans may be more popular than explanations by experts and professors. Internet celebrities don’t know much about professional knowledge, and they don’t use so many professional terms, but they know what the audience needs. They are on the same level of knowledge as the audience, and use language that everyone can understand to find resonance. The doctors' explanations unknowingly introduced too many professional terms. First, they wanted to appear professional and establish their authority; second, they explained the principles of treatment from a medical perspective, using the language of the medical circle. It's logical; on the contrary, it distances itself from the audience's cognitive level.
For ordinary netizens, they are faced with the complicated world of online content and do not have the time or energy to chew on complex professional language. Their attention span is only a few seconds, and they need relaxed and happy content presentation.
is like the popular content on the short video platform, popular jokes, coupled with the commonly used background music, plus some special effects that make you unable to hold back your breath, and add some starting and ending designs. Just live together. Is it easy to do? actually not. It is easy to pretend to be light and heavy, but it is still difficult to pretend to be light, otherwise communication would not be a science.
The content of the main theme is not easy to spread. It is not as fast and wide as the spread of sub-mainstream content in society.
People pay far less attention to the mainstream values of society than they are interested in celebrity gossip. Especially in the era when self-media is popular all over the world, Wu Yifan incident and Lin Shengbin incident can be ranked among the top five most popular ones. In the ranking of Internet popularity in July 2021, the first place is the heavy rain in Henan, the second place is the Tokyo Olympics, the third place is Wu Yifan's Mizhu incident, the fourth place is Hongxing Erke donation caused by the barbaric consumption in the disaster area, and the fifth place is Lin Shengbin remarried and gave birth to a daughter. The Nanjing epidemic failed to crack the top five.
As the saying goes, "Good things don't go out, but bad things spread thousands of miles."
Why do people care more about gossip with a "bad" nature? Among the many explanations, I believe most in the evolutionary theory: Although humans have evolved to modern times and are faced with super socialization and abundant media, the underlying logic of information processing is still tribal or village-style. People live in a tribe. Everyone is accustomed to the fact that Lao Wang next door hunted three pheasants and two hares in the woods to the east, and they don’t remember much about it. But one day Lao Wang next door was caught by a tiger in the woods to the west. , people will spread it for several lifetimes. This also formed the perception that there are prey in the east and hunted in the west. This is the underlying logic formed in the process of human evolution. It may be written in genes, or it may be solidified in cultural inheritance. It is difficult to change and is objective.
This is the reason why those Internet celebrities can become popular outside the circle. They have grasped these underlying laws of communication and done the right thing.
The biggest characteristic of women is their sympathy for the weak. They invest their emotions in the weak. This is also the most important attribute of public opinion.
Why do people who have failed medical treatments or received unsatisfactory results receive a lot of sympathy and support once they disclose their experiences on the Internet, but people do not have time to delve into what happened and what the truth is. At this time, both doctors and medical beauty institutions immediately became weak.
The reason why Hongxing Erke can trigger a wave of crazy consumption among consumers is not just because it donates money to the disaster area in Henan. The main reason is that it has been losing money and has always been a weak player in the sports goods consumer market. People have high expectations for this brand. Sympathy, actually more than gratitude for it.
Women also like to gossip, like to spread gossip, and like to discuss the privacy of others, especially celebrities, and these are the characteristics of public opinion.
In real life, what kind of person do women like? In other words, what kind of men do women like? There is a saying: If a man is not bad, a woman will not love him. This "bad" should not be really bad, but a man with a funny, humorous and even glib personality, as long as the mainstream is strong and responsible. This also explains the routines of many Hollywood male protagonists. Generally speaking, the final hero always has a problem when he appears on the stage, or even a problem character, but they will stand up at critical moments. Chinese culture also has this preference. The absolutely positive character in "Journey to the West" is Tang Monk, and the second positive character is Sha Seng. One is a good guy and the other is a good old guy, but these two are not as good as in ancient times. The clever Sun Wukong and the lazy and lustful Zhu Bajie are so lovable.
When a medical aesthetic doctor is communicating, if he is not interested in communication theory, then he should study women. On the operating table, doctors study women's bodies; during dissemination, they study women's personalities and hearts. If the doctor happens to be a woman, then just study yourself, give full play to your strengths as a woman, and do a good job in spreading the news.
The most terrifying thing for women is that they want to be men.This sentence is especially appropriate when female beauty doctors are doing self-IP communication. It is better to talk about topics between women than to talk about medical beauty theory with the audience.
Therefore, woman = public opinion.
solemnly declare: there is absolutely no preference for boys over girls.
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A weak extra.
In business, the most important thing is "strong alliance". When everyone cooperates, we must give full play to our strengths, complement each other's weaknesses, and join forces to create a better future.
It seems reasonable to say this, but after understanding the various insights of weak communication, those who do medical beauty should actually start from the combination of weak and weak. When we think we are strong, we are likely to be killed by weak communication. Only by recognizing the position of medical beauty in the weak communication ecosystem and putting ourselves in a "weak position" can we be "strong".
Just as Chapter 28 of the Tao Te Ching says:
/ Knowing the male and guarding the female are the streams of the world. It is the stream of the world, Changde is inseparable, and returns to the baby. Know its whiteness and guard its blackness, this is the way of the world. It is the style of the world, always virtuous but not too late, and returns to Wuji. Knowing its glory and guarding its disgrace will be the valley of the world. It is the valley of the world, where constant virtue is sufficient and returns to simplicity. The simple powder is used as a weapon, and the sage uses it as an official. Therefore, the large system cannot be cut. /
Only by understanding the "weak" characteristics of communication can the real growth of institutional IP and doctor's personal IP be achieved. The simplest natural dialectics is sometimes the truest truth.
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