In maternal and infant private domain marketing, the circle of friends is not only a window for product display, but also a bridge to build trust and relationships. This article will reveal to you how to write a circle of friends that can explode orders through a 4-step strategy, I hope it can help everyone.
If you are in the business of a mother, click on the upper right corner… Take 7 minutes to listen to this article, and you will gain something
Many people think that the circle of friends is not just about selling products and brushing up on the sense of existence?
Then I found that the carefully staged product picture was sent out like a stone sinking into the sea, with 0 likes and 0 comments
More than a dozen pieces of product information are not converted every day, not only are they not converted, but they are also blocked by many old customers
This is the current situation of most maternal and infant private domains
But don’t blame yourself, mothers don’t buy your things
It’s not that your product is bad, or that your mother doesn’t need it
Instead, you treat the circle of friends as a “cold billboard”
And what mothers need is a “parenting consultant who understands her, helps her, and can be trusted”
They scroll through the circle of friends to relax, watch their friends’ updates, and get useful information
Not to see the advertising bombardment!
After 10 years of interaction design, why did I transfer to product manager?
After the real job transfer, I found that many jobs were still beyond my imagination. The work of a product manager is indeed more complicated. Theoretically, the work of a product manager includes all aspects of the product, from market research, user research, data analysis…
View details >
And the Bao Ma group also has some particularities:
For example, safety comes first! Slow decision-making, anxiety, and high trust requirements
What they need is a reliable recommendation from “their own people”
The key to success is actually 3 points:
- Establish a personality: be a shopkeeper/consultant who understands the baby, the mother, and the temperature (you are a “person” first)
- Give value: Each circle should make Bao Ma feel “useful!” It resonates! Worth watching! (Knowledge, emotions, solutions, offers)
- Build trust: Use professional sharing, real feedback, intimate interaction, and life fragments to make your mother feel that you are reliable
Remember the core of conversion: trust + value = desire to buy
Understand the underlying logic, and then go to the hard-core dry goods!
Follow me, only tell the truth in the private domain that can be understood and landed, and help you step on the pitfall
1. Super practical operation: 4 steps to plan a circle of friends that can “sell goods”
First of all, I reached a common understanding
Scrunchies are not pats on the head! Instead, design your circle of friends like a “product”
Remember the mantra: “Clear goals, accurate crowds, sufficient value, clear actions”
Step 1: Think clearly about why this circle “is sent”?
A pit that most novices often step on is for the sake of hair
I send more than a dozen articles a day, and each one I can’t wait to plant grass, sell goods and talk about daily life
It seems to have sent a lot, but it feels like nothing has been posted
So what is the correct posture: focus on only 1 core goal at a time!
Before posting, ask yourself: What do I most want my mother to do after reading it?
1. Understand the information (know that you have XX new products/services)?
2. Interested (think this thing seems useful)?
3. Take the initiative to consult (private message you ask for details/get a trial)?
4. Place an order now (click on the link to buy/make an appointment)?
5. Forward and share (think it’s good, transfer it to other mothers)?
Take a chestnut:
Launch of new organic cotton underwear: The goal is to make mothers ‘interested’ and willing to ‘take the initiative to consult’.
Make a limited-time event for explosive diapers: the goal is to let Bao Ma ‘place an order immediately’!
So this goal is important
Step 2: Look at the person – “to whom” this circle is “sent”?
Imagine this: a circle is sent to everyone, and pregnant mothers see an advertisement for milk powder
A 3-year-old mother saw newborn products
What does it feel? Disturbing and ineffective!
So what is the correct posture?
That is to use WeChat’s own tag function to group your Bao Ma customers!
How to divide? By baby’s core needs or age:
0~6 months / 6~12 months (complementary foods) / 1~3 years old / 3 years old + / Pregnancy preparation / Allergy babies / Diapers L size…
How to do it when scrunchie? Select “Partially Visible” to tick the relevant tag group!
For example: talking about “teething care”, only for mothers aged 6~12 months;
Push the “picture book into the kindergarten” and only send it to mothers aged 2~3 years old
Make all information accurate and not disturb irrelevant customers
This is the key to soaring consulting conversion rates
Step 3: Give value – what does this circle “send”?
Be sure not to send dry product pictures + prices
Or it’s all the boasting of “Wang Po selling melons”
Learn to provide the value that Bao Ma really cares about! With the upgraded “FABE rule”:
- F (Feature): Product objective facts (what are they?) ）
- A (Advantage): The benefits (what are the uses) of this feature? ）
- B (Benefit): What specific and emotional value can this benefit bring to the mother/baby (what pain points can be solved?) What pleasure does it bring? Save worry? Safe? Grow? Speak in Bao Ma’s language!
- E (Evidence): Prove that what you say is true! (Why believe you?) ）
The content can be diverse, but don’t just send products!
It can be interspersed with some other content, such as:
- Parenting dry goods (how to choose a bottle?) Key points of complementary food addition)
- Emotional resonance (tiredness and warmth with a baby)
- Real feedback (customers compliment on your chat history)
- Store story (why did you choose this product)
- Clear promotions (simple rules)
These are all possible
Step 4: Lead the action – how to “end” this circle?
Many mothers and babies are used to waiting after sending it, and there is no interactive guidance, and the mother will row away after reading it!
But the correct ending must have a clear “action instruction”
Tell your mother what to do next! Different goals, different instructions:
If you want her to consult, you can say
If you want to know about [organic cotton underwear], send me a private message about “organic cotton” and send you detailed information + exclusive trial pack collection method! (Top 20 Oh~)
If you want her to place an order, you can say
Click on the blue link below () to grab [XX Diapers] now! Place an order today and get an additional trial pack of the same style! Inventory is urgent, and the hand is slow! ”
The key is just one point:
Instructions should be clear, specific, unambiguous, and low-threshold!
After posting circles, actively reply to comments and private messages, interaction is the key to building trust!
4. Golden template: the universal structure of the “selling circle of friends” in the maternal and infant industry
So what should be written in this circle of friends?
Remember a mantra: “Catch the eye with pain points, give value to the plan, and urge orders to be placed”
3 seconds determine life and death, 30 seconds give reasons, and 1 sentence promotes action
1. At the beginning (3 seconds to grab the eyeballs and make Bao Mom stop!) )
The opening sentence must hit the pain point/itch/curiosity!
Use questions, exclamations, and specific scenes!
Like what
- Pain point question: “The baby is red PP as soon as the season changes, and it is not good again and again? (Buttock balm/diaper)”
- Scene resonance: “At 3 o’clock in the middle of the night, walking back and forth with a flatulent baby who was crying non-stop… Motherhood understands! (Probiotics/flatulence patches)”
- Curiosity/Result: “90% of moms don’t know! Complementary food addition In this way, the baby is not picky about eating and absorbs well! (Complementary foods/nutritional supplements)”
- Subverting cognition: “Stop desperately supplementing calcium! The key to really influencing growth is it… (Nutrition/Popular Science)”
2. Subject (10 seconds to give value to make Bao Ma feel useful)
This part should be closely linked to the beginning and provide solutions!
Natural implantation products, focusing on “the benefits brought to the mother”!
The universal filling method can be used:
(1) [Talking about pain points/knowledge] (optional, professional): “Red PP is repeated, it may be that the isolation and repair have not been done well…”
(2) [Give plan + product] (core!) “Try this XX buttock balm (F) specially developed for sensitive skin, containing natural zinc oxide and chamomile (A), which can form a breathable protective film on the small PP (B), effectively isolate irritation, quickly soothe red itching, and repair damaged skin (B)!” Look at the feedback from the mothers (E-post praise picture)…”
(3) [Show Evidence] (Increase trust!) ): Customer praise + baby real photos, screenshots of authoritative certificates, your professional experience, limited-time giveaways.
Pay attention to the concise and segmented text in form!
The pictures are clear (physical pictures, scene pictures, baby usage pictures, comparison pictures, certificate pictures, chat screenshots)!
Pictures and texts complement each other!
3. Ending (1 sentence to promote action to make Bao Ma move)
This is the clear instruction we mentioned earlier, echoing the goal of the first step!
Universal ending formula:
- Consultation/Trial: “If you want to know/try [XX products], send me a private message with ‘keywords’ (such as ‘buttock protection’), and send you details + exclusive benefits! (limited to the first XX people)”
- Order now: “Click on the blue link below () to grab it now! Place an order today and get XX! Inventory is in a hurry! ”
- Interaction/Collection: “Has your baby ever had a similar situation?” Share your tips in the comment area~”
Finally, I would like to say something to all friends in the maternal and infant industry
Your biggest advantage is that you are “close to your mother and understand your mother’s heart”!
The highest level of selling goods in the circle of friends
It’s never how many cans of milk powder or diapers are sold
It’s how much “anxiety” has been sold, and how much “peace of mind” has been exchanged for
How many “unknowns” have been sold, and how many “solutions” have been exchanged for
In the end, it was the sale of the “heart-to-heart distance” in exchange for a solid “trust”
I hope you can all sell in your private domain!
