Business Leaders Create Divine Strategies: Storytelling, Publishing, And Television

For the "God making" project with profound skills and the ability to play a mountainous role, storytelling, publishing bestsellers, attending public forums and TV shows are three indispensable weapons.

With Alibaba Group Chairman and Chief Executive Officer

The advantages of "making God"

In essence, "making God" is a complex marketing means, through the image building of corporate leaders, to achieve the purpose of publicizing the enterprise itself and its products and services.

This is a necessary publicity for the potential customers when ordinary obscure entrepreneurs are promoted to "gods" through various PR packages.

For potential investors, this is stock.

Zhou Baohua, an associate professor of Journalism School of Fudan University, said in an interview with this reporter that the public's worship of such a God has its social roots.

In the past, society was equalitarianism, and in such a period of pformation, social changes are fierce and the gap between the rich and the poor is widening. So some of the public are easy to worship and even worship the social stars and wealth stars.

Under such a state of mind, the public pays more attention to the success of wealth, which is actually a reflection of narrower definition of "success".

Hong Lei, a professor of Journalism and communication at China University of Political Science and Law, told reporters that he was related to his job and his personality as an entrepreneur.

It's not simply self speculation.

Whether the speculation is meaningful depends on whether it is beneficial to the public, whether it is good faith or not, and whether it promotes the development of the industry.

It is not a bad thing if entrepreneurs can combine their own experience without any negative impact on the public and push forward the development of some ideas.

The image of entrepreneurs that we have contacted is mostly the result after being molded, but the degree is different.

But "making God" is not so easy. Entrepreneurs' own speeches can play a great role in "marketing" public relations awareness.

If they are not born with these materials, they are planned and created by professional public relations companies, frequently appear in the media, publish "witty remarks" and "deep and thorough" speeches, and then accept an interview with reporters to reveal "tortuous", "thought-provoking" life experiences and entrepreneurial career. After these standard process grinding, an entrepreneur who does not occupy a unique position in the public impression is gradually molded into "God".

Of course, this passive polish is far less than the perfect combination of professional public relations and individual speaking characteristics of entrepreneurs. The latter is often more powerful and more likely to capture more listeners and worshipers.

For the "God making" project with profound skills and the ability to play a mountainous role, storytelling, publishing bestsellers, attending public forums and TV shows are three indispensable weapons.

Knowledge of storytelling

In order to achieve good creative effect, business leaders must be good at telling stories.

Generally speaking, these stories must satisfy most of the characteristics. If all of them are satisfied, the communication effect is excellent.

These characteristics are:

First, be brief.

In this impetuous era, long winded discourse is easy to fall into the predicament of no one's asking. Short and capable expression is easy to be remembered, and it is easier to achieve the effect of communication.

Most of the "aphorisms" written by entrepreneurs who are "gods" are mostly simple and easy to remember. This is the reason why they are so familiar with simplicity.

The two is a strong contrast, easily touches people's conventional thinking, and then deepens memory.

For example, in 2000, Ma Yun spent 6 minutes in the bathroom to get Sun Zhengyi, chairman and CEO of software bank group. He got $18 million (in 2003 he added $50 million to Alibaba). UT, founder of Wu Ying, said in Sun Zhengyi's, Ma Yun and Yang Zhiyuan's story, "it's all misled by the media.

I don't believe that it takes 6 minutes for a gay boy to solve a small hand, and there is no need to talk about it for 6 minutes. Although they are almost the same, standing in the bathroom is not a good thing.

But there is no doubt that such key words as "toilet", "6 minutes" and "huge investment" are enough for those entrepreneurs who are looking forward to investing.

The three is inspirational. In this era of material desires, inspiring is directly linked to success and is easier to be collected and reported.

For example, one of the quotations from Ma Yun, which is widely distributed on the Internet, is "cruel, more cruel tomorrow, and the day after tomorrow is beautiful. But most people die tomorrow evening, and can not see the sun of the day after tomorrow!" "if I can succeed in Ma Yun's business, most of the young people will be able to succeed in business." Ma Yun's entrepreneurial achievements lead to his entrepreneurial quotations being accepted by many entrepreneurs as a motivational creed.

The circulation process of "communication acceptance retelling strengthened communication" has greatly enhanced Ma Yun's popularity.

The four is temptation.

Simple and direct, amazing data of "profiteering myth"; "China stock god" Lin Yuan said, "in 89 years, our family has collected 8000 yuan to enter the stock market.

In early 1990, I made 120 thousand.

At that time, I was a public official in the country. I should have earned 10 million in 1992. I quit my job and kept on the stock market.

For so many years, no one lost money, they all made money.

Such a description can make those who are fantasies about the stock market so tempted to become fans of Lin Yuan.

The five is the standard "myth". Some things that are not likely to happen happen to the narrator, such as "few visions".

There is such a passage on the Internet: "in 1974, when a foreigner had just set foot in China, a small boy was often seen at the door of a hotel near West Lake.

The child waited patiently at the entrance of the hotel to provide tour guide services for foreign guests staying in the country, and never asked for money.

This kid is Ma Yun. He was just 10 years old. "

Six, celebrities, linking stories to top celebrities, highlighting their "brilliant image".

For example, Tang Jun has mentioned in many domestic interviews that he was detained by Microsoft founder Bill Gate and awarded honorary titles when he left Microsoft.

Fang Fang, a popular science writer, said that "academics and foreign students rarely know why Tang Jun is so successful."

Tang Jun used the media to raise his worth, saying what Bill Gate wanted to retain him, and through investigation, Bill Gate never met Tang Jun for a few times, and how to stay.

Bestsellers

If telling a story is a short and subtle guerrilla combat routine, publishing is a systematic strategy, and the aura system of "God" is created in all directions.

Of course, these books are not necessarily the result of deliberate manipulation by entrepreneurs and their team members.

In order to achieve the publicity effect of books, the book planning often contains the following principles:

First of all, the title of the book should be sufficiently tempting to achieve the state of being arrogant and revealing.

For example, Lin Yuan's book declassified Lin Yuan: from 8 thousand to 1 billion, the title of the book is directly titled.

And the book "Chinese stock god Lin Yuan stock speculation secret book" highlights the word "stock god" and "secret book" to satisfy the psychology of potential fans.

Ma Yun's book includes Ma Yun's ten years: Ma Yun and Alibaba's glory and dream (1999-2009), "Ma Yun biography: never give up", which is introduced as "an entrepreneur who inspires China, a legendary war of grassroots heroes".

You can see from the title of the book that these books focus on the image building of entrepreneurs.

The book of missionary work for entrepreneurs and business people includes "Ma Yun Jiao Dian: the 36 principles of Alibaba Empire" and "never give up: Ma Yun's 24 Lessons for entrepreneurs".

Why the number of "24" and "36" is estimated to be related to the philosophy of bestsellers.

The most distinctive feature of China is the book entitled "Ma Yun's internal speech", which stresses that "Ma Yun's witty remarks are like the spark of thought in the plight and the sharpening, which makes people feel warm."

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Secondly, the content of the book should be enough to incite, so that people can not refuse to accept.

In order to achieve this effect, we do not avoid the use of novel writing techniques. It is full of ups and downs, fascinating, frustrating and tortuous.

The effect of this kind of story arrangement is to arouse the resonance between the readers and the objects in the book, and then produce reverence or even worship.

For example, "Tang Jun's diary" said that without Tang Jun, there would be no Sina today. Wang Zhidong, the founder of sina, was said to have laughed.

Fang Fang said, "I now fundamentally doubt that Tang Jun's autobiography is all fabricated. Even if he has studied in the United States, I can confirm that at least 80% of his books are untrue. I myself have stayed in the United States for a long time, and studying abroad is far too far from what Tang Jun described. Some of the descriptions are too ridiculous."

From another point of view, short passages are conducive to disseminate the image of "God", while books can be conveniently manipulated into fragments.

One paragraph after another, whether the paragraph is objective, true, or even beautified or even fabricated, is not the core issue.

The core is that these contents are effective enough to influence and drive audiences.

Finally, we should not only publish a book, but also publish books in a large number and systematically, so as to form a comprehensive and lasting stimulus to the audience to solidify their cognition of "God". A series of titles mentioned above can prove the use of this tactic.

This is because the selling time of each book is limited and its coverage is limited.

And through continuous publication, packaging for the relevant celebrities will help to accumulate popularity and expand the audience's face on the basis of the original, thus stabilizing and increasing the aura of "God".

Participate in public forums and programs to increase exposure rate.

In addition to telling stories and compiling books, there is an indispensable key trick for the business community to create "gods". That is to attend various public forums and TV shows, interact with the host's "gorgeous", and make witty remarks.

To understand this, we must understand that in China's media market structure, television still occupies a large space.

From the perspective of audience coverage, participation in TV programs helps to fill gaps in the dissemination of scripts and books, and then interact with them.

After Ma Yun and Niu Gensheng took part in CCTV's "win in China" program commented on entrepreneurship projects, the more famous is the case.

Tang Jun also attended various forum meetings and made speeches repeatedly, retelling various "stories". After the "academic gate" incident, he still went to Nanjing Forestry University to give a speech. As a result, a copy of the diploma of West University of the Pacific was distributed by Xiao Du, a little girl from Nanjing University, and he said, "Tang Jun's success can not only be duplicated, but also can be photocopied", and at the end Tang Jun's attendance at public places is greatly reduced.

Down or down the altar.

There is a cloud in the book of changes, and the aura of "God" is getting brighter and brighter, and the popularity of the public is getting higher and higher. And the packaging of "God" is becoming more and more perfect. The public's demand for the morality and perfection of the word "God" is higher. Therefore, "God" is easier to be "prick", so that a big scandal can easily destroy it.

Zhou Baohua, an associate professor of Fudan University, told reporters that as an entrepreneur, image building for the interests of individuals and enterprises is an understandable behavior in the market economy.

But it must be based on the objective and real image.

You can have choices, but you can't distort or even fake.

If exaggerated or distorted, in the era of Web2.0, long time is easy to be exposed.

At that time, the great popularity of "God" became a kind of scandal amplifier, because the media and the public were all chasing after it, and gradually unloaded all kinds of packaging and aura of "God", eventually resulting in the collapse of the aura of "God".

Generally speaking, the crash attractor comes from three kinds of situations.

The first is that the spring tide recedes, and the external conditions that support the aura of self praise are no longer available, and the audience finds that "God" is swimming naked.

For example, in 2008, a few "Sun Shen" Lin Yuan named the sun private placement growth rate in the past 6 months is negative 39%; and Lin Yuan released heavy stocks, Guizhou Moutai from the beginning of the highest 230 yuan to 128 yuan, China Merchants Bank from 46 yuan to 22 yuan, Mount Huangshan Tourism fell from 33 to the lowest 12.98 yuan, according to Lin Yuan's statement, he has been full warehouse operation, has never sold, after the heavy share price has been cut, Lin Yuan profits shrink can be imagined.

With the stock market slump, Lin Yuan's myth is gone.

The second category is the authenticity and authenticity of the story, which is a key component of the aura.

This category is typically Tang Jun.

Tang Jun's academic fraud and patent story flaws were questioned and so on, which made the public feel that Tang Jun's aura was built on the imaginary beach.

With the truth unveiled, Tang Jun walked down the altar and became an established fact.

The third is to say one thing and do one thing.

Typical examples are Niu Gensheng and Ma Yun.

Niu Gensheng has a famous slogan called "Xiao Sheng relies on wisdom to win the victory by virtue". In the melamine incident, Mengniu was trapped in it, and online and even directly changed the advertisement of Mengniu as "one kilogram of milk every day, drinking the dead Chinese". Where Niu Gensheng's "Virtue" was, became a big question.

Ma Yun has always emphasized the "values" with the image of "business Godfather". In the end, he violated the spirit of contract and cut off the agreement control of Alipay under other shareholders' unauthorized circumstances. He also used "financial security" as a shield, causing the industry to question.

This kind of behavior is too far away from the idea of "values" which has been spread to all over the long term by Ma Yun, so that the voice of Ma Yun needs to be reassessed in the industry.

Since then, although Ma tried to repair images through various public relations practices, the scars left to the public have not yet dissipated.

After the "God" walked down the altar, part of the audience who was enveloped in the aura of "God" would be sober because of reflection, while the other part would be "poisoned" too deeply and still insisted on worshiping state. This is a sad thing.

Zhou Baohua believes that "the public will directly believe that these" gods "communication content, or can be recognized that this is just a kind of media deliberately image building and construction, so as to maintain appropriate vigilance and doubt.

From a public perspective, everyone's knowledge literacy and media literacy are different, and the ability to distinguish and question information is different.

For the public, we need to keep a close look at all kinds of "gods" at all times, be suspicious and vigilant, and avoid the fate of being fooled and deceived.