Editor's introduction: Many companies are going well in the traffic diversion class, but they start to hesitate in the regular classes. Why is this? When the heads of many offline institutions and even 10,000 institutions chat with me, they complained why the students learned wel

Editing Introduction: Many companies are going well in the traffic diversion class stage, but they start to hesitate in the regular class. Why is this? What factors determine the needs of users? The author of this article analyzed this and shared it with you. The

The head of a large quality institution revealed that every year, their organization can attract 100,000 interested students to attend classes, but in the end, less than 30,000 people actually signed up. What exactly is the problem?

The father of management Drucker said: The value of enterprises exists is to solve social problems . Society is composed of many individuals. On the other hand, when individual problems match the products sold by the enterprise, the enterprise will have transactions. These problems are actually the needs of users.

Many people think that needs are pain points, and this understanding is narrow. Let me give you my personal experience. I am also a client in the education and training industry. I have experienced two "miscarriage" experience classes, one is X-Ledu in the quality track, and the other is to learn the adult education project python. In fact, my child and I felt that the experience of these two traffic diversion classes was very good, and some places even exceeded expectations, but in the end I did not sign up. Why?

First talk about the X-ledu. I was attracted by its traffic class because of the fact that they promoted the point of "can train children to express verbally and strengthen social interaction". But later I had 3 more questions:

1. checked the publicity of X-ledu in other channels, which mainly exercised the children's logical thinking ability, which was somewhat inconsistent with the improvement of expression ability advertised before;
2. has X-ledu AI immersive learning, no real teacher, and the whole process is one child, and there are no classmates to communicate with. The child likes it very much, but my question is: there is not even an interactive person, so how can we talk about socialization? The official class of
3. gives me the feeling that it is not as high-quality as the traffic diversion class.

Let’s talk about python courses. The reason for registering at that time was to learn this skill and find a higher-paying job. The reason for not registering was that the course price was relatively expensive. The window period , who was looking for a job at that time, was short of wallet, so I gave up.

So have you found it? Demand is determined by multiple factors. What are the specific factors? Li Jiaoshou, former vice president of Baidu and famous marketing expert, summarized a demand triangle model. I deeply agree with it:

• sense of lack: the difference between ideals and reality, that is, user pain points.
• Target: a solution to fill the gap, that is, your product
• User ability: the cost of users choosing your solution, money cost, decision-making cost, learning cost, etc.

Let’s compare what I mentioned earlier, including X-le-reading and Python learning, and you will know where the problem lies. All the principles of

are understood, so how do the education and training institutions apply them specifically? Let’s talk about it in detail below.

1. 5 dimensions create a sense of lack

As I said just now, lack of feeling is the pain point of users. Now that the double reduction policy is implemented, although quality institutions are ushering in a good momentum, everyone is also worried that user demand will really increase? You should know that quality training has not been well connected with user pain points because it is not a necessity.

So is there any way to extract the pain points of quality training? You can start from these 5 dimensions and think deeply about pain points: tasks, time, relationships, groups, and roles. Let me talk about it one by one.

1. Task: What tasks do users need to complete, and what obstacles will they encounter in the process

Let me give you an example. In the community where I live, there is a classmate of my child. He is a fat boy. He doesn’t feel that he has no talent for dancing, but he has been studying for 2 years. Why? After reading my description, you will know because you need to lose weight.Later, this situation was confirmed from her mother's mouth.

2. Time: What huge differences will happen after comparing the time between present/future, past/future

I have a friend who saves money by himself, but is willing to sign up for a piano class of 300 yuan per session for his child (our local level is 100-200 yuan per session). It turns out that when she was a child, her family was not in good condition, but she really wanted to learn piano. When she grew up, she envied those girls who could play piano, so she did not hesitate to find the best teacher for her daughter.

3. Relationship: The psychological gap caused by users during social interaction

Last time, a mother shared a video of her daughter playing the piano. After watching it, other parents liked it and sighed: I also want to ask my children to learn piano. This is the psychological gap.

4. Group: Which group of high-level people users yearn for

. Take a friend of mine as an example. Once, she signed up for her daughter with science class without hesitation. Why is it said to be unswerving? There are two reasons. First, before that, her child was in the second grade and had already learned four courses in piano, mathematical thinking, English, and art. Second and most important point, most girls tend to think emotionally, so when learning biology, physics, and chemistry, it may be more difficult than boys. What an attractive character for the female top student in mathematics, physics and chemistry, so she enrolled in science classes to lay the foundation for her children's science, and she would not have much trouble in junior high school in the future.

5. Role: I have a deep understanding of the tags that the user already has or the tags he wants to be named

. I have loved reading since I was a child and I also love writing essays. When I was in school, I had the nickname of a young girl in literature. Now my child is almost in the third grade, and his reading and writing abilities are still very average. Therefore, I often buy books or take my child to the library. Whenever I have time, I will guide my child's composition. This may be a kind of inheritance, and parents all hope that their children will inherit their own strengths.

2. The matching of target objects is often made. These three misunderstandings are often made.

Target objects (products/services) should be matched appropriately with a sense of lack. Li Jiaoshou said that marketers often make three mistakes in this regard:

1. The target object is too small and the lack is very large

For example, what I mentioned earlier is X-leudu. What I want to exercise is the child's expression ability, and having X-leudu can only solve one link in expression - logic, which I cannot accept.

2. The target object is too large and the sense of lack is very small

You may be confused when you see this. The target object is greater than the sense of lack. Doesn’t this mean that our products exceed customers’ expectations? Isn't this a good thing? No, this will cause an overlimit effect, which is equivalent to you keep feeding your child, regardless of whether he is already full or not. Didn’t I enrolled my child before and thought? Later I refunded the fee. Why? It’s not that I’m not teaching well, but that I’m teaching too much. I just want to cultivate my child's interest in learning mathematics and cultivate her mathematical thinking. However, learning to think slowly moves closer to the problem-solving skills of various difficult and tricky questions, which has caused learning and psychological burden on the children, so I gave up.

3. The target object is inappropriately connected to the sense of lack

For example, I often see or hear such propaganda. Children learn art, which can stimulate their imagination, cultivate aesthetic ability, etc. After watching it, I felt no worries.

is right, this is indeed an advantage of art training, but it is not linked to the lack of user feelings. What if you promote this?

is more imaginative: has rich imagination, which can make children more efficient in learning and stronger learning ability. For example, children can anthropomorphize boring and seemingly unrelated knowledge points through imagination and expose them to paper, which can deepen their memory and their grades will be better than other children in the future.

For example, when learning cholesterol biology knowledge, you can use the following comics to interpret them to improve your interest in learning and deepen your memory.

3. How to reduce user costs, make a last step before conversion

. If the lack of feeling and target objects are just the foundation for conversion, then reducing user costs is the last stepping stone for conversion. You may have asked if it is OK to reduce costs by discounting or giving coupons? In fact, money is just one of the costs. The training industry has long decision-making cycle due to factors such as separation of decision makers and users, delayed results, and high customer unit price, and the biggest impact on it is the cost of trust.

Therefore, what affects consumers' final purchase is not just financial ability, but trust is a big factor. For parents who intend to be parents, the true evaluation of those parents of old students is the best trust endorsement . Recently, I have chatted with the founders of many large institutions across the country, and this is how they impress interested parents.

Xinjiang 10,000-person organization Aolanxiong robot has increased the school's referral rate to 30% by using the classroom review and points system functions in the school manager. How exactly is

done? After class, the teacher will comment on the students in the system. After receiving the comments on the WeChat side, if parents actively reply to the comments and share classroom evaluations to their circle of friends, they can receive electronic points rewards, and these points can be used to redeeming school gifts for children.

Anhui 10,000-person organization Ai Luobo Robot will collect some good reviews and print them into books to serve as real and objective trust endorsements for intended parents to impress them when consulting with them.

A 10,000-person organization in Jiangsu will use the online registration mall in the school manager to register for winter and summer. In each course details, the parents of the old students who have precipitated before will be reviewed will be presented, and parents who intend to be able to substitute their own scenarios when viewing them to reduce the cost of decision-making.

When trust is established, you can use promotions and coupons to make an immediate move to promote user transactions. A 10,000-person college I came into contact with, they designed hundreds of discount methods to reduce users' money costs and give users a feeling of "taking advantage".

Finally, let’s summarize:

• sense of lack: start from 5 dimensions, tasks, time, relationships, groups, and roles;
• target objects: We often make 3 misunderstandings: The target objects are too small, and the sense of lack is very large; the target objects are too large, and the sense of lack is very small; the target objects and the sense of lack cannot be linked;
• User cost: Strengthen trust and give users the feeling of "taking advantage".

or above is the methodology for inspiring users to purchase. The knowledge on paper is always shallow, and you must practice it yourself to know this. You are welcome to share it with me after the actual work.

# columnist #

dish aunt, everyone is a product manager columnist. school manager brand manager, 11 years old Internet veteran, in-depth research on the K12 education and training industry.

This article was originally published on Everyone is a product manager and reproduction is prohibited without the author's permission.

question picture is from Unsplash, based on CC0 protocol