Teacher Qiu Ye: The age at which everyone can become an online celebrity. How to build your own personal IP?

Many people think that IP is the so-called network celebrity.

Of course not. The IP we are talking about today is actually intellectual property.

For example, if you write a novel, it will be regarded as a potential IP. Someone may let you buy the right to adapt the novel. If the novel is very popular, then its adaptation right is very valuable, because if it is made into a TV series or a movie, it is likely to have great commercial value.

So now many people are tracking and studying some people who can start writing in advance on the online novel serial website. As soon as the work came out, I didn't know if it would be popular, so I spent money to buy the copyright. Bet he will get angry one day, just like to the sky kingdom this year.

Nanpai Sanshu's "Tomb Notes", the price of IP buyout is very low, only 30,000 yuan. Today, everyone knows that Uncle Nanpai has a very high position in the Jianghu. Why did you sell it at such a low price? It's too early to write this online novel. Who knew that the world is developing so fast today?

Not only that, actors who shoot popular movies and TV series now may become personal IP with great commercial value. The first is entertainment stars, such as Wu Yifan. He appeared on a TV program called China Hip-hop. Many people suddenly found that Wu Yifan's image was ok.

The founders of some enterprises, such as Luo Yonghao, Luo Zhenyu, Lei Jun and Zhou, are very active in the media, which can also be regarded as a personal IP.

2

Without professional accumulation,

Do what personal IP?

The personal IP we are talking about today is narrow. It refers to people who have deep accumulation in the professional field and have certain practical influence. We prefer to call it: knowledge IP.

For example, my friend, a classical teacher, is very good at helping others plan their careers. In the field of career, he is a person with a very high brand. He can even radiate his influence in this professional field to a larger occasion and let himself develop across borders. People like classical teachers are personal IP.

For example, my confidante Xiao Qiushui is an expert in personal management, writing books, doing training, opening a personal blog and making an official account on WeChat. Slowly attracted a lot of people to pay attention to her and agree with her. In the Himalayan sound management course, many people pay to listen. In the field of knowledge management, teacher Qiu Shui is also a personal IP.

Speaking of myself, in the field of content entrepreneurship, I have been stuck in ppt since 2009. Keep talking about ppt, Weibo has accumulated 400,000 fans, and WeChat official account has accumulated 6,543.8+0,000 fans. So many people think that I am also a small IP in the field of PP, so in this field, I also made an online course (Netease Cloud Classroom)-"Learning ppt with Autumn Leaves". Today, my series of courses has exceeded 6.5438+0.3 million.

This is a combination of personal influence and commercial products, and it is possible to realize realization.

Different from network celebrities, personal IP relies more on personal professional accumulation to win everyone's recognition, and often has a longer vitality in the professional field. People are more willing to trust the professional products we recommend-as long as I recommend books, many people will buy them because they trust my reading ability.

I think the emergence of this personal IP has also given people with professional accumulation in all walks of life a new development possibility. It's not just that you have the talent of entertainment and show business that you can become an IP.

The question that many people really want to ask is: I have no foundation, how can I quickly grow into a personal IP?

I must tell you very seriously that this is unscientific. It took others 10 years to become an industry expert, while it took you 3 years. Either you are too talented or you are dreaming.

Expertise alone is not enough, but also popular with the public. For example, I teach you to do ppt at work, which is used in the workplace, so this major is easy to be noticed, and then attract more people's recognition and acceptance.

But if I teach you to launch a rocket, I guess I have nothing to learn. Assuming that my professional accumulation has reached the level of an academician, it is estimated that there is no hope of being welcomed by the public, so let everyone learn from me.

So first of all, we must have a specialty that is popular with the public, and accumulate enough, so that you can continue to export the content that the public likes on different platforms and achieve your IP road.

But it all takes time: first of all, you need time to accumulate enough knowledge, and you won't be hollowed out just because you share it several times; Secondly, your personal professional influence also needs continuous operation and time accumulation.

The formation of a brand takes time to accumulate. So I don't want to call such people online celebrities. Because at present, many online celebrities don't say that they have strong personal professional skills-you have to practice as an actor for many years, and more rely on face value, makeup, fast acting and behind-the-scenes push to gain some popularity. As long as the novelty disappears and the pusher is ready to change people, then you are not welcome.

But the knowledge-based IP we are talking about today should be based on our years of professional accumulation and personal influence, and become a ready-made personal IP. I call this personal IP knowledge IP, which means that it will not be easily outdated and eliminated, and of course it will not be easily cultivated.

three

Don't understand communication?

You may be more suitable to be a professional consultant.

So is it enough for professional knowledge to be welcomed by the public? To become a personal IP, you have to have a certain scale of basic fans. For example, your specialty is cooking, better than a chef. Speaking of this specialty, it will definitely be welcomed by the public, and food is the most important thing for the people. However, there are thousands of people in China and Qian Qian who can do this. If you want to do personal IP, you have to break through from so many people.

We watch a lot of personal IP, either writing, sharing or performing. With these specialties, he can establish his personal influence by means of TV programs, books, columns in newspapers and magazines, etc.

In the era of mobile Internet, there are many platforms to create personal influence. Naturally, more people can use platforms such as Weibo and WeChat to create personal influence and turn it into personal IP. There was a lack of such space, but now there are more.

So it is not enough to cultivate your personal specialty. So you can develop into an excellent professional consultant. You also need to cultivate your communication ability on some platforms in order to become an IP.

How to make yourself a personal IP?

1

Choose the right platform for your development.

If you want to be a personal IP, you must have a strategy. Everyone's expertise is different, different expertise is suitable for different people, and the platform suitable for everyone to build IP is also different.

Even people who are good at writing don't need to open an official WeChat account. You can consider going to different writing platforms to accumulate personal fans and influence.

For example, if you like to write comments on current politics and finance, it may be more appropriate to go to Sina blog; If you like to write entertainment gossip, the original number of today's headlines may be more likely to explode; If you are good at writing controversial topics, Weibo may make it easier for you to come out; If you are good at writing book reviews and film reviews, of course, go to Douban; If you are a person who loves to learn and grow, it may make it easier for you to get out.

Some people are good at talking. As the official account of WeChat, his fans may be limited. Then turn to writing books, doing offline national tours, giving lectures in Himalaya, and building personal IP in a three-pronged manner.

He can give full play to his advantage of speaking, which is better than influencing people simply through words. After a period of accumulation, the potential energy was high. He made an appointment for a class at ten o'clock and started there. This round rolled down and his influence was established.

For example, myself, many people may think that Weibo and WeChat official accounts are working well. In fact, my personal IP was built by books. My ppt series published on 20 12 has sold more than 500,000 copies, which greatly improved my personal influence. With this energy, I can accumulate many fans in Weibo and WeChat platform.

Why do you say that? Because as far as "writing" is concerned, there are too many people who can write than me. But system output and structured thinking are my strengths. So books are a more suitable platform for me-I turn readers into my fans.

Some people are more suitable for sharing, so micro-courses are more suitable for him. Today's micro-class, thousand chats, Zhihu live broadcast, litchi micro-class, listening together, etc. You can create your own personal influence through sharing and then radiate it to your own media. Then slowly, on the basis of potential energy accumulation, new business will be derived.

Of course, if you have the same face value and talent as papi sauce, what are you waiting for? Live broadcast and video platform are your stage.

If you are like us in Wang Sicong, flying by private jet can become a national topic. We work so hard, maybe one day you will find that we are even worse than a dog. His name is Wang Keke (Wang Sicong's dog).

2

Select the correct IP label.

I always feel that Lu Xun's sentence should be like this: there is no road in the world, and there are more people walking ... so there is a struggle. To become an IP, it is very important to choose a good runway at the beginning.

There are two strategies for runway selection:

First, choose a runway with a large audience but fierce competition, and have the last laugh. Of course, it is more likely that you are the one who was eliminated;

The second is to choose a runway with fewer spectators but less competitive pressure. You have to be the first in the segmentation field, and then use the potential energy of this label to cut into a wider and longer runway and transform.

three

Do it right away.

Don't wait until you are ready.

Some people will think that IP needs polishing, so I will do IP polishing first.

Being a professional consultant may be no problem, but being an IP requires polishing your communication skills. So you should learn to combine learning with output. Building a personal IP requires continuous professional output.

But people can't have a professional output from the beginning. So a better solution is to learn while exporting. At first, I didn't pursue to increase my influence by adding powder to my output, but polished my output ability.

Even if there are no fans in the official WeChat account at first, you should write articles as seriously as you have 1000 fans and slowly polish your ability.

It's still early to do IP.

four

Learn from industry benchmarks

Everyone knows to learn professional knowledge, and everyone knows to consult professionals. The same is true of learning and communication. Whether writing, speaking, sharing, etc. My own exploration is very slow.

But there are many successful media people, and we can learn from them: by reading their Weibo WeChat and starting with historical articles, we can learn a lot of operational skills and avoid detours. And on the Internet, many big coffees will actively share their business models.

We can't simply copy them, but basically we will encounter the pits they have walked through. Preparing in advance can save us a lot of time. For example, after writing his own field in fencing, Peng Xiaoliu, a fencing elder brother, went to attend tens of thousands of lessons a day by Japanese masters and combined his own writing and sharing.

This kind of investment to ask professional coaches to accelerate their growth is also a very, very good way to save time on personal IP.

For example, I'm going to open a private teaching class recently, which will be very expensive. But I will definitely tell them what problems you will encounter in the field of content communication, how to solve them, what good schemes are there, what bad schemes are there, what schemes you may choose, why you choose them, and what pits you may encounter behind them.