How to Grow an Idea into a Fruitful Product or Service
如何将创意转变为可行的产品或服务
637字
2019-03-12 10:19
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Let’s take it back …

让我们先回顾一下过往……

Way back …

也就是很久以前……

Before the internet was a part of creating your business.

在互联网开始成为你事业的一部分之前。

What steps did you need to take?

那时候你打造项目要采取哪些步骤?

  • You’d create prototypes.
  • You’d give away samples.
  • You’d offer free trials or discounts.
  • 你得创建原型。
  • 你得赠送样品。
  • 你得提供免费试用品或折扣券。

All of that, and more, was part of gradually testing out your idea, gauging interest, and adjusting your plan as needed.

这些步骤和其它许多操作,都是你逐步测试创意、判断用户兴趣,并根据需要调整计划这个过程中的一部分。

Is there already a market for your product or service? Does your idea need to evolve to match what people want?

你的产品或服务已经拥有现成的用户了吗?你的创意是否需要升级以匹配用户的需求?

You certainly didn’t have expectations of attracting tons of people. Getting locals to discover your product or service already took serious marketing.

你当然没法指望自己的产品或服务能够吸引一大票人群,光是让本地人发现你的产品就已经让你大为伤神了。

And if you were in a small community, reaching customers in the closest big city could even seem like a pipe dream.

如果你所在的社区人口规模较小,那么就算是通过最近的大城市来获取用户,这种想法看起来也像是痴人说梦。

Then the internet happened, and the possibilities for businesses now seem endless

好在互联网出现了,现在的各种项目似乎都出现了无限商机。

Entrepreneurs can reach people all over the world, which leads to full-speed launches before they take the time to find out if the idea they’re excited about means anything to an audience of buyers.

创业者可以接触全球各地的人群,他们还来不及判断自己的创意能否满足潜在消费者的需求,就必须迅速发布产品。

It happens every day.

这种情况每天都在上演。

Lots of excitement.

总有人满腔热情地发布产品。

Lots of disappointment.

总有人心怀沮丧地刹羽而归。

Because the internet’s potential creates a false sense of easy success.

因为互联网的巨大潜力让人们产生了一种成功有捷径的错觉。

Having the technology to set up a digital storefront and broadcast announcements does not guarantee you will reach anyone.

拥有开设网店和数字广告宣传的技术,并不能保证让你获得任何用户。

And when a creative idea does get a lot of attention, if it doesn’t hold the interest of viable prospects, all of that buzz quickly fades.

就算你的创意的确吸引了许多人的目光,只要它不符合用户的利益诉求,它创造的热度也很快就会下降。

People move on. What’s for lunch?

最终人们还是只关心晚饭要吃什么这类日常琐事。

So we need to combine the best of both time periods: the limitations of the pre-internet era that constrained a new business to move at a slow, steady pace with grit and the potential of the internet-era to make meaningful connections with all of the people who will benefit from the business’s offer.

在互联网尚未诞生、处处受限的年代,新项目必须大胆出击,小心迈进;在潜力无限的互联网时代,新项目会接触到所有可能从中受益的群体。所以,我们应该结合这两个时期的最佳优势来推广自己的创意。

What does that look like?

该怎么描述这种情况呢?

Two words:

一个词:

内容营销。

That combination is simply making content marketing an integral part of your business strategy — from the conception of your idea through its creation to running your online platform.

简单地说就是让内容营销民成为你项目战略的一部分——让它贯穿从构想到创造再到线上平台运营的整个过程。

Here’s how to move forward faster than you could back in the day and also construct informed choices that build your product or service in a smart way.

以下就是让你更快地推进项目,同时又能够以明智的方式为你的产品或服务做出准确选择的方法。

Content marketing to experiment 

用于试验的内容营销

"Your favorite content creators all decided to shed their old selves in order to grow." – Stefanie Flaxman

While there are no guarantees in digital business, you do have to release your ideas before you can find out if people care about what you offer.

(图片:“你最喜爱的内容创造者都知道要先摆脱过去的束缚,然后才能实现成长”)

虽然没有人可以保证你的数字业务肯定会成功,但你必须先向人们展示自己的创想,然后才能了解人们是否关心你提供的产品

Blog posts, podcast episodes, and videos all help you experiment. They transfer your thoughts to formats others can consume.

你可以通过博文、播客和视频试验自己的想法。这些媒介可以将你的想法转变成其他人可以消化吸收的形式。

And you don’t need to have a product or service to sell when you start content marketing.

并且你可以在产品或服务问世之前,率先展开内容营销活动。

As you turn your messages into content, the people you attract can provide feedback to guide you in the right direction.

在你将信息转变为内容的过程中,你所吸引的群体就会提供反馈,为你指引正确的方向。

In order to pinpoint the business concept that will solve your audience’s problems, show up with your passion, knowledge, and dedication to serve a community.

为了锁定能够解决目标用户问题的商业概念,你必须通过自己的热情、知识和贡献,服务目标群体。

Content marketing to connect 

用于连接用户的内容营销

"That's why we call it content marketing and not content hobbying." – Sonia Simone

Connection begins with your first subscriber.

(图片:“这就是我们将它称为内容营销而非内容趣味化”的原因)

 连接始于第一名订阅用户。

Okay, more likely with your third subscriber, if your first subscriber is your nosy neighbor and your second subscriber is your hamster.

当然,更有可能是等到你收获第三名订阅用户时才开始形成连接关系,因为你的第一名订阅用户很可能是好管闲事的邻居,第二名订阅用户可能是你的家人。

If you’re not yet ready to sell and your audience is not yet ready to buy, that’s fine. In fact, that could be one of the most healthy stages of your business because you’re not rushing anything.

如果你还没有做好销售的准备,并且用户也还不打算购买,那也没有关系。事实上,这个时期可能就是你项目发展最健康的阶段,因为你在此过程中没有草率行事。

You’re not getting carried away by that dangerous excitement that crashes and dissolves into disappointment.

这说明你不会被暂时性的喜悦冲昏头脑,不会经历从狂喜跌入失望的过程。

Instead, you’re doing the work to grow the know, like, and trust factors that will eventually make people feel great about buying from you.

你实际上是在推动一个从了解、喜欢再到信任这个循序渐进的过程,不断深化人们对你的产品和服务的印象。

Take your time to find your people and then create a product or service they’ll love.

所以,不妨多花一点时间找准目标用户,然后再针对他们打造一款产品或服务。

Wherever you are in your content marketing journey, we’ve got you covered 

无论你正处于内容营销的哪个阶段,这些经验都可以作为一种参考。

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