济南短视频运营|从张琦到罗振宇：真正能持续获客的账号，都在用同一套“笨办法”

　　这几年，教你做短视频获客的内容，是不是快把你淹没了？

　　In recent years, have you been overwhelmed by the content that teaches you how to make short videos to attract customers?

　　从谭师傅、经纬到安先生，都在讲同一个词：获客型短视频。

　　From Master Tan, Jingwei to Mr. An, they are all talking about the same word: customer acquisition type short videos.

　　道理都懂。但为什么轮到自己，要么没流量，要么来的客户不精准？问题出在，你只学到了“形”，没抓到“魂”。

　　I understand the reason. But why is it that when it comes to oneself, either there is no traffic or the customers who come are not accurate? The problem is that you only learned about 'form' and didn't capture 'soul'.

　　今天不聊虚的。我们拆开看，从主流打法，到能让你既有活人感、又能持续来客户的底层策略。

　　I won't talk about anything virtual today. Let's take a look at it from the mainstream approach to the underlying strategy that can make you feel alive and continue to attract customers.

　　一、主流打法的“天花板”：为什么你使不上劲？

　　1、 The 'ceiling' of mainstream gameplay: why can't you keep up the momentum?

　　现在主流的获客型短视频，无非两种。

　　There are currently only two types of mainstream customer acquisition short videos.

　　第一种，基础打法。流程很清晰：

　　The first type is the basic playing style. The process is very clear:

　　1.开头，戳一个精准的痛点场景。

　　At the beginning, pinpoint a precise pain point scene.

　　2.马上给出结论和你的解决方案。

　　2. Immediately provide a conclusion and your solution.

　　3.展示内行细节或案例，证明你行。

　　3. Show expert details or cases to prove your skills.

　　4.最后，引导留资或私信。

　　4. Finally, guide the retention of funds or private messages.

　　这套逻辑没问题，但它有两个隐性门槛。

　　This logic is fine, but it has two implicit thresholds.

　　第一，它要求你对客户的痛点，理解得极其深刻。你得做大量市场调研，不然戳不中，或者戳得很表面。

　　Firstly, it requires you to have an extremely deep understanding of the customer's pain points. You have to do a lot of market research, otherwise you won't hit the nail on the head or it'll be superficial.

　　第二，用“痛点”来圈人群，流量口子会变窄。同一个痛点反复讲，客户也会审美疲劳。

　　Secondly, using "pain points" to circle the crowd will narrow the flow of traffic. Repeating the same pain point can also lead to aesthetic fatigue for customers.

　　所以有了第二种，进阶打法。核心转变是：不用痛点圈人，用兴趣圈人。

　　So there is a second type, advanced playing style. The core transformation is: no longer using pain points to circle people, but using interests to circle people.

　　什么意思？比如，你想讲“矩阵打法不行了”。用痛点开头，你会说：“你现在还在做矩阵吗？是不是发现越来越没效果？”

　　What does it mean? For example, if you want to say 'matrix playing is not working'. Starting with a pain point, you would say, "Are you still working on matrices now? Are you finding that they are becoming increasingly ineffective

　　听着就很干，像说教。用兴趣开头呢？

　　It sounds dry, like preaching. How about starting with interest?

　　你可以这样：“你现在还能刷到张琦吗？”

　　Can you still reach Zhang Qi now

　　一句话，就把对商业IP感兴趣的人钩住了。接着再引出：“张琦当初起家，靠的就是矩阵。但这两年，你刷到她的次数是不是少了？为什么矩阵不行了？”

　　In one sentence, it hooked people interested in commercial IP. Continuing, Zhang Qi started her career by relying on matrices. But in the past two years, have you encountered her less frequently? Why isn't the matrix working

　　你看，第一句是兴趣（人物张琦），第二句引出主题（矩阵），第三句才抛出核心观点（矩阵不行了）。后面的论证结构，和基础打法一样。

　　You see, the first sentence is about interest (character Zhang Qi), the second sentence introduces the topic (matrix), and the third sentence only throws out the core point (matrix is not enough). The structure of the subsequent argument is the same as the basic approach.

　　进阶打法的好处很明显：

　　The benefits of advanced gameplay are obvious:

　　流量口子打开了，用目标人群感兴趣的话题、人物、事件切入。

　　The traffic channel has been opened, targeting topics, people, and events that interest the target audience.

　　主题依然明确，内容结构清晰，转化效率并不低。

　　The theme remains clear, the content structure is clear, and the conversion efficiency is not low.

　　这两种打法，构成了市面上90%的“教程”。

　　These two strategies constitute 90% of the "tutorials" on the market.

　　但问题来了：你学会了，然后呢？

　　But the question is: Have you learned it, and then what?

　　二、真正的卡点：你缺的不是“招式”，是“内功”

　　2、 The real bottleneck: What you lack is not "moves", but "internal skills"

　　知道“痛点开头”和“兴趣开头”，你还是会卡住。

　　Knowing the "pain point beginning" and "interest beginning", you will still get stuck.

　　你不知道第一支视频拍什么，不知道第十支、第一百支拍什么。

　　You don't know what to shoot in the first video, or what to shoot in the tenth or hundredth video.

　　更关键的是，你拍出来的东西，不像个活人。因为市面上很少有人告诉你，比单条视频脚本更重要的东西：内容策略。

　　More importantly, what you take pictures of doesn't look like a living person. Because few people in the market tell you that something more important than a single video script is content strategy.

　　客户不是被你的某一条视频转化的。他点进你的主页，看你的简介，刷你的一系列视频。他在构建一个对你的完整认知：

　　The customer was not converted by one of your videos. He clicked on your homepage, looked at your profile, and watched a series of your videos. He is building a complete understanding of you:

　　你是谁？是个什么样的人？

　　Who are you? What kind of person is he?

　　你在做什么事？解决什么问题？

　　What are you doing? What problem is being solved?

　　你解决问题的能力到底怎么样？能不能帮到我？

　　What is your ability to solve problems? Can you help me?

　　这个过程，和你线下认识、信任一个人的逻辑，一模一样。所以，“活人感”不是一种风格，而是信任的基石。

　　This process is exactly the same as the logic of knowing and trusting a person offline. So, 'liveliness' is not a style, but the cornerstone of trust.

　　这也是为什么纯念稿的口播、数字人、AI生成的内容，很难接到高端客户——

　　That's also why it's difficult to attract high-end customers with purely read aloud content, digital people, and AI generated content——

　　它们没有“人”的质感。

　　They have no human like texture.

　　那么，什么样的内容策略，能同时解决“活人感”和“精准获客”？

　　So, what kind of content strategy can simultaneously address "human presence" and "precise customer acquisition"?

　　答案其实很多高手都在用，比如拍短视频日记的罗振宇，比如我们自己。

　　The answer is actually used by many experts, such as Luo Zhenyu who makes short video diaries, and ourselves.

　　这套方法叫：Building in Public（公开创建）。

　　This method is called Building in Public.

　　三、破解之道：用“公开创建”，构建你的内容系统

　　3、 The way to crack: Use "public creation" to build your content system

　　公开创建，核心就一句话：围绕一件事，把你做这件事过程中的思考、动作、结果，真实地分享出来。

　　The core of public creation is one sentence: to truly share your thoughts, actions, and results during the process of doing something.

　　比如，我的团队专门帮知识IP做高客单变现。我们分享的，就是自己怎么思考、怎么设计打法、拿到什么结果。

　　For example, my team specializes in helping knowledge IPs achieve high order monetization. What we share is how we think, how we design our strategies, and what results we achieve.

　　但如果你盲目分享，今天聊行业，明天聊生活，内容就散了，客户也看不懂你到底是谁。

　　But if you blindly share, talking about the industry today and life tomorrow, the content will be scattered, and customers won't understand who you really are.

　　所以，你需要建立自己的“故事主线”。

　　So, you need to establish your own 'storyline'.

　　通常，只需要两条，就足以支撑一个丰满、可信的账号。

　　Usually, only two are needed to support a full and trustworthy account.

　　主线一：客户想要做成一件事。（价值主线）这是从“事”的维度展开。

　　Main thread one: The customer wants to accomplish something. This is unfolding from the dimension of "things".

　　你的所有内容，都围绕帮助客户达成某个具体目标。

　　All of your content revolves around helping clients achieve a specific goal.

　　客户为什么要做这件事？好处和坏处是什么？

　　Why does the customer want to do this? What are the advantages and disadvantages?

　　做这件事，有哪几类方法？最好的是哪种？

　　What are the methods for doing this? What is the best one?

　　做成这件事，需要解决哪些关键问题？

　　What key issues need to be addressed to accomplish this?

　　解决每个问题，会经历哪些阶段？遇到什么阻碍？

　　What are the stages involved in solving each problem? What obstacles did you encounter?

　　需要具备什么能力？如果暂时没有，怎么办？

　　What abilities are required? What if it's not available temporarily?

　　你发现没有？这些问题，本身就是绝佳的短视频选题。它们天然围绕“客户的成功”展开。

　　Have you noticed? These questions are excellent short video topics in themselves. They naturally revolve around 'customer success'.

　　你持续解答这些问题，就是在客户心中，持续构建你的专业价值认知。

　　By continuously answering these questions, you are building your professional value perception in the minds of customers.

　　来的客户，自然精准，转化率也高。

　　The customers who come are naturally precise and have a high conversion rate.

　　主线二：我正在做一件事。（成长主线）这是从“人”的维度展开。分享你为什么要做这件事，过程中遇到了什么问题，你是怎么思考和解决的，有什么感悟和成长。

　　Main line two: I am doing something. This is unfolding from the dimension of "people" in the growth mainline. Share why you want to do this, what problems you encountered during the process, how you thought and solved them, and what insights and growth you have gained.

　　这条主线，负责注入“生命力”和“信任感”。

　　This main line is responsible for injecting "vitality" and "trust".

　　它让客户看到，你是一个真实、在进化、有思考的人。

　　It shows customers that you are a real, evolving, and thoughtful person.

　　两条主线交织在一起，会发生奇妙的化学反应：

　　Two main threads intertwine, and a wonderful chemical reaction occurs:

　　价值主线告诉客户“你很专业”。

　　The value proposition tells customers that 'you are very professional'.

　　成长主线告诉客户“你值得信任”。

　　The growth mainline tells customers that 'you are trustworthy'.

　　两者结合，就是一个既有专业深度，又有活人温度的账号。更重要的是，你再也不会为选题发愁。

　　The combination of the two creates an account that combines professional depth with the warmth of a living person. More importantly, you will no longer worry about choosing a topic.

　　因为你每天都在帮客户解决问题，这些问题就是你天然的素材库。

　　Because you help customers solve problems every day, these problems are your natural material library.

　　你只需要把过程中的思考，正常讲出来。

　　You just need to express your thoughts during the process normally.

　　四、从“感觉”到“系统”：你的内容可以自动生长

　　4、 From 'feeling' to 'system': your content can grow automatically

　　聊到这里，你会发现，我关心的从来不是某个“爆款技巧”。我关心的是，如何帮你搭建一个能自动运转的内容系统。

　　At this point, you will find that what I care about is never a certain 'hot selling technique'. What I care about is how to help you build an automated content system.

　　这个系统不依赖于灵感，而是基于你的真实业务和思考。

　　This system does not rely on inspiration, but is based on your real business and thinking.

　　它让你从“今天拍什么”的焦虑中解脱出来，进入一种更从容的状态：我只需要真实地记录和分享我的工作与思考。

　　It frees you from the anxiety of 'what to shoot today' and enters a more calm state: I just need to truthfully record and share my work and thoughts.

　　最终，客户为你的专业付费，更为你的真实和一致买单。

　　In the end, the client pays for your expertise and pays for your authenticity and consistency.

　　一个靠“感觉”和“模仿”撑起来的账号，是脆弱的。

　　An account that relies on "feelings" and "imitation" to sustain itself is fragile.

　　一个建立在“公开创建”和“故事主线”上的账号，是有生命力的。

　　An account built on the principles of "public creation" and "storyline" has vitality.

　　它会随着你的业务成长而成长，持续吸引同频的人。

　　It will grow with the growth of your business and continue to attract people on the same frequency.

　　所以，别再纠结于单条视频的“套路”了。真正的功夫，在视频之外，在你如何设计自己内容的“骨架”与“灵魂”。

　　So, don't dwell on the "tricks" of a single video anymore. The real kung fu lies outside of videos, in how you design the "skeleton" and "soul" of your own content.

　　当你把内容当成你业务和思考的自然延伸时，精准获客，只是一个自然而然的结果。

　　When you view content as a natural extension of your business and thinking, precise customer acquisition is just a natural outcome.



　　祝你的账号，真实，有力量。

　　Wishing your account authenticity and strength.

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