1. 被当成韭菜收割并不可怕，可怕的是被收割的那个人是我！

1. It's not可怕 that I am being harvested like a vegetable, what is可怕 is that the one being harvested is me!

2. 只要你的账户是盈利的，我必然乖乖坐着听从你的话语。

2. As long as my account is profitable, I will乖乖sit and listen to your words.

3. 远程沟通的电话场景银行员工每天和客户之间都有若干的电话沟通，然而只要这个客户还没有加过微信，都要在电话的最后以加客户微信作为“闭环动作”。有些客户会出于怕被打扰或基于隐私的考虑而不愿添加微信，所以，我们要在加微信时一是要明确告知客户的利益所在；二是要在申请过程中使用合理的话术来掌握主动权，降低客户拒绝的概率。电话收尾时的话术示例：

3. Phone Communication Scenario in Remote Communication Bank employees have several phone communications with customers every day, but regardless, it is necessary to include adding the customer's WeChat as the "closing action" at the end of each call. Some customers may be reluctant to add WeChat due to concerns about being disturbed or privacy considerations. Therefore, when adding WeChat, we must first clearly inform the customer of the benefits; secondly, we need to use reasonable wording during the application process to take the initiative and reduce the probability of customer refusal. Examples of closing statements on the phone:

4. 卖理财不是卖白菜图中第一个常见文案，“某某产品，利息多少，欢迎来购”，典型的银行人微信朋友圈营销风格，犹如在菜市场吆喝：“新鲜的大白菜，5元一颗，快来买啊”。吆喝式营销文案并不可取，银行卖的不是几块钱的白菜，而是动辄上百万的理财，所以，文案要用心编辑，不能随众、随意发送，最重要的还要考虑客户是否容易理解和接受你的文字。左图中常见文案，只是简单罗列产品功能，而提起结构性存款，重点是保证本金，但该文案却没有优先突出这个卖点，反而让这个优势淹没在了文案后段。宣传产品的重点要明确，否则会让客户产生对比和顾虑，设计要突出产品特色，利率如果有优势的话，也要将字体调到醒目的位置。案例

4. Selling financial products is not like selling cabbages. The first common copy in the picture, "Product X, interest rate Y, welcome to purchase," is a typical style of marketing in bank employees' WeChat Moments, like shouting in a market: "Fresh cabbages, 5 yuan each, come and buy quickly." Shouting-style marketing copy is not advisable. Banks do not sell just a few yuan worth of cabbages; instead, they sell financial products that can be several million yuan. Therefore, the copy should be carefully edited, not copied or sent arbitrarily, and the most important thing is to consider whether the client can easily understand and accept your text. The common copy in the left picture simply lists the product functions, while for structured deposits, the focus is on ensuring the principal. However, this copy does not prioritize this selling point, but rather allows this advantage to be buried in the latter part of the text. The key point of promoting products should be clear; otherwise, it may cause clients to have comparisons and concerns. The design should highlight the product features, and if the interest rate has an advantage, the font should also be adjusted to a prominent position. Case

5. 未雨绸缪，按部就班做事规划在前，提前确定好“在哪些节点，与客户进行哪些主题的互动”，并提前准备好相应的内容，这样就可以让情感营销工作开展得有条不紊，不至于临时抱佛脚。具体怎样提前做规划？这里分享一个“纵横交错”的概念：纵，指的是按时间轴，确定做情感营销的时点。横，指的是找主题线，以便结合不同类别的客群。“纵横交错”原则的示例：纵每个月份的可营销节点很多，以9月份为例，有传统节日（中秋节）、节气（如白露、秋分）、现代假日（如910教师节、927世界旅游日等）、趣味日（如914音乐与相片情人节）、大事件日（如91学校开学等），还有一些历史事件的纪念日，可以上网找份营销日历，提前浏览，然后挑选两个时间点，不仅可以有效避免“扎堆”，还能吸引客户的兴趣。横“主题线”方面可以结合自己的一些兴趣爱好。这里以**为例，近年来看**逐渐成为人们首要娱乐选择，它就可以作为非常好的“热点事件营销”的方式。此外，不同类型的**会有不同类型的观影群体，有些属于大众热门，有些则适合小众群体，可调节性非常强。营销人员完全可以有效结合自己的客户分群情况，实施针对性的**探讨，在探讨中把情感融入其中，这样的情感互动会非常强。（提示：**类APP上，会提前发布新**的档期日历，以及影片各方面情况的介绍，非常方便。）巧用微信文案编辑四类工具广告创意类：4A广告提案网、数英网、简文网。实时新闻类：华尔街见闻、今日头条等新闻类app文案联想类：文案狗。编辑类：创客贴、图怪兽、Canava等。对于银行人来说，好的文案不需要太多的“炫技”，更多需要的是“用心”和“创意”。让人容易理解的简单文字是基础，具体的数字和案例可以增加可信度，惊喜而有趣的表现方式可吸引客户的注意，生活化的故事可以获得客户的情感认同。一个人人都喜欢看的微信朋友圈，就如同筑巢引凤一样，“巢”筑好了，那么你和客户的故事，也就开始了。6如何迅速扩大微信好友基数俗话说，巧妇难为无米之炊。要想微信营销取得好的效果，有个关键前提：有足够多的客户成为我们的微信好友。离开了这个前提，即使把微信经营做得再好，如果触达的客户数量少，效果也会大打折扣。笔者曾经在培训中对不同银行的营销人员做过关于微信经营的调研，有两个数据触目惊心：微信通讯录中好友数≥1000且其中客户数≥500的行员，在学员中的占比，通常小于10%；名下有管户的行员，对于100万资产及以上的客户，添加微信的人数占客户总数的比例，平均值为52%，峰值也低于75%，谷值则仅有27%。如果把范围放宽到各行的VIP标准（20万到50万不等）以上客户，则微信添加比例大幅下降到不足15%。这两个数据意味着，很多银行人的微信营销其实还处在“自嗨”阶段，大部分受众是熟悉客户、银行员工及亲朋好友。这就好比花了同样的精力财力去投放广告，你选择的媒体是村里的广播，别人选择的是CCTV和今日头条，即使是同样的内容，投入与产出比会有巨大的差异。所以要想微信营销做的好，首先要迅速扩大微信好友基数。场景

5. Prepare for the worst, plan ahead, and prioritize the sequence of tasks. Determine in advance "at which points, interact with customers on which topics," and prepare the corresponding content in advance, so that the emotional marketing work can be carried out in an orderly manner without being caught off guard at the last minute. How to plan in advance? Here is a concept of "crossing and intersecting": "Cross" refers to determining the timing of emotional marketing along the time axis. "Horizontal" refers to finding thematic lines to combine different customer groups. An example of the "crossing and intersecting" principle: There are many marketable points every month, taking September as an example, there are traditional festivals (Mid-Autumn Festival), solstices (such as the White Dew, Autumn Equinox), modern holidays (such as the 910 Teachers' Day, 927 World Tourism Day, etc.), fun days (such as the 914 Music and Photo Valentine's Day), major event days (such as the 91 school opening), and some historical event memorials. You can find a marketing calendar online, browse it in advance, and then select two time points, which can not only effectively avoid "clustering," but also attract customers' interest. In terms of "theme lines," you can combine your own hobbies and interests. Taking **as an example, **has gradually become people's primary choice of entertainment in recent years, which can be a very good way of "hot event marketing." In addition, different types of **have different types of audience groups, some belong to the mass popular, and some are suitable for niche groups, with very strong flexibility. Marketing personnel can effectively combine their own customer segmentation situation and implement targeted **discussions, incorporating emotions into the discussions, which will be very strong emotional interactions. (Tip: **APPs will pre-release new **schedule calendars and introductions to all aspects of the film, which is very convenient.) Skillfully using WeChat text editing tools: Advertising creativity: 4A advertising proposal network, Numen network, Jianwen network. Real-time news: Wall Street Journal, Toutiao, etc. Text association: Copydog. Editing: Makerbeta, Tuhaomao, Canava, etc. For bankers, good copy does not require too much "showmanship," more need is "sincere" and "creative." Easy-to-understand simple words are the foundation, specific numbers and cases can increase credibility, surprising and interesting presentation methods can attract customers' attention, and life-like stories can gain customers' emotional recognition. A WeChat Moments that everyone enjoys is like attracting phoenixes by building a nest, once the "nest" is built, then the story between you and the customer starts. 6 How to quickly expand the number of WeChat friends As the saying goes, even a clever woman cannot cook without rice. If we want to achieve good results in WeChat marketing, there is a key premise: having a sufficient number of customers to become our WeChat friends. Without this premise, even if the WeChat operation is done well, if the number of customers reached is small, the effect will be greatly reduced. The author once conducted a survey on WeChat operation among marketing personnel of different banks in a training, and two data are shocking: the proportion of bank staff with friends in the WeChat contact list ≥1000 and clients ≥500 among the trainees is usually less than 10%; among bank staff with accounts, the proportion of people adding WeChat among clients with assets of 1 million yuan and above is an average of 52%, the peak is also less than 75%, and the valley is only 27%. If the scope is expanded to VIP standards above the VIP standards of various banks (20,000 to 500,000 yuan), the WeChat addition ratio will drop sharply to less than 15%. These two data mean that many bank people's WeChat marketing is actually still in the "self-entertainment" stage, and most of the audience are familiar customers, bank employees, and relatives and friends. This is like spending the same energy and resources to place advertisements, and you choose the village radio as the media, while others choose CCTV and Toutiao. Even if the same content is chosen, there will be a huge difference in the input-output ratio. Therefore, in order to do WeChat marketing well, the first step is to quickly expand the number of WeChat friends.

6. 我大致是穷得害怕了，每次新的底部每次都去抄底。

6. I am basically so poor that I am afraid, and I always try to buy the bottom every time a new low is reached.

7. 由内而外，发自内心与内功心法一样，关键在用的人。既然是情感营销，讲究的就是真情实感。套路和招数当然可以有，毕竟要维护成百上千的客户，但无论如何，发自内心是必须的。如果你觉得这事情好烦，根本不想做，完全可以不做，千万不要虚情假意去做。否则，给客户发信息时，称呼搞错、内容搞混，会是一件非常尴尬的事情。原则

7. From the inside out, just like the inner cultivation, the key lies in the person using it. Since it is emotional marketing, what is emphasized is genuine feelings. Routines and tactics can certainly be employed, as it is necessary to maintain hundreds or even thousands of clients. However, no matter what, being genuine from the heart is a must. If you find this matter too烦扰 and have no desire to do it at all, you can simply choose not to do it. Never pretend to do it with insincerity. Otherwise, when sending messages to clients, making a mistake in the title or mixing up the content could be a very embarrassing situation. Principle

8. 由外而内，形象先行要想与客户建立积极、正面、良性的关系，就要注意自己给客户的第一印象。由于很多常态营销动作都是通过微信来进行，因此在自身的微信头像、名称、签名档、朋友圈封面等方面，要注意是否符合自身工作的定位。原则

8. From the outside to the inside, image first. To establish a positive, positive, and benign relationship with customers, attention must be paid to the first impression you give to the customers. Since many routine marketing actions are carried out through WeChat, it is necessary to pay attention to whether the WeChat avatar, name, signature, and cover of the Moments are in line with the positioning of your own work. Principle

9. 相较于在股市里亏钱这件事，贫穷根本不值一提。

9. Compared to losing money in the stock market, poverty is not even worth mentioning.

10. 我拥有两个账户，一个呈现绿色，另一个同样是绿色。

10. I have two accounts, both of which are green.

11. 我大概是被当成韭菜收割了，反正都得充当韭菜。

11. I guess I've been treated like chaff, anyway, I have to be chaff.

12. 他人都在为挣钱之事发愁，而我却在为收回本金而烦恼。

12. While everyone else is worried about making money, I am troubled by the task of recovering my principal.

13. 我往昔是相当有钱的，在股市里待的时间长了，也就变得没钱了。

13. I used to be quite wealthy, but having spent too much time in the stock market, I ended up with little money.

14. 频道说微信经营逐渐成为主流，既是大势所趋，也是被动选择。1大家对微信的依赖越来越深，传统的交流方式也就越来越被改变。这两年银行网点客户大幅减少，跟疫情有没有关系？当然有，但不是主要原因。就算没有疫情，客户依然会减少到网点的次数，因为没有必要。大多数的产品购买都能通过手机银行解决，尤其是中青年客户并不需要银行经常性的理财建议，他们有自己的规划、相信自己的选择，有时候甚至觉得银行只要想提供“建议”，就是要卖产品了这就给银行带来了难题：客户不来，见不到面，但还是要维护。打电话是以前的主流，但现在一方面骚扰电话让客户接电话的壁垒变得更强，一个不开心做个标注，比如“保险理财”，打电话就变得更难了；另一方面电话很难形成持续性，别说今天打了明天就不方便再打，就算你这周打了下周当真就能找到理由再打？很难。但微信不同。微信能传递的信息很多，能使用的功能也很多，文字、、短视频等等，只要你能持续输出，客户就能成为你的粉丝。请注意这两个字：粉丝。现在网红们这么卖力，关注的核心KPI就是粉丝这两个字而已。粉丝情节会让你自带光环，你说的话粉丝爱听，你带的货粉丝会买，你一呼，粉丝就会百应。如果你还没有明确的概念，那就想想你在抖音或是其他平台关注的UP主，当你关注他们，或者有事没事就看看他们发布的视频作品的时候，是种什么心态。再想想看，当你偶尔进入他们的直播间，看到这个人打赏、那个人送礼物的时候，他们又是什么心态？粉丝营销是当下的热门选择，但是，粉丝营销并不容易。2想让客户成为你的粉丝，是需要努力的。努力，首先要有方向，没有计划的努力是缺少价值的。想要让客户成为你的粉丝，让你带货变的更容易，你就要先要有UP主的思维和行动。下面几个问题是希望大家能思考一下再来回答的，这些问题不光关系到客户是否能成为你的粉丝，更考验你目前的客户经营能力：问题一览1金融领域你最擅长的是什么？投资？保险？资产配置？营销？2你平时通过什么方式把你擅长的方面展现给客户？见面？微信？电话？短信？抖音？3你展现的频次是多少？每个月？每周？不定期？4你有多少微信好友？这些微信好友里有多少是你的客户？当你在朋友圈发知识类帖子的时候，有多少客户回应、点赞、评论？5你有没有经营客户微信群？如果有，群里有多少客户？6你在客户群里通过什么方式展现你的擅长？有没有让你擅长的领域变成你的标签？让你成为客户的第一选择？7当你表达某一个观点的时候，客户的反应是接受还是反驳？有多少客户会听你的话？8客户跟你聊天的时候，是居高临下的，平等的，还是笑眯眯的、看到你的开心？9结合着你的擅长，你自己有没有作品分享给客户，而且是持续分享给客户？第一个问题是核心，也是我们努力的关键所在。几乎所有的网红，都是有自己的核心竞争力的：有人做游戏直播，有人跳舞跳的好，有人靠颜值，有人是声优，有人能搞怪能当段子手，有人演的好，有人知识渊博，有人能抓住别人的猎奇心理这些没有好坏优劣，只要做的好都会有粉丝、有流量，所以你的核心是什么？如果没有，那就去培养一个，去学、去研究、去实践，用最短的时间形成你的品牌和标签，给别人“粉”你的理由。就像我在一次讲课中，某位学员跟我说他有几个投资群，客户在群里跟着他做投资，因为他在这方面有研究，也让客户赚到了钱，虽然大家都知道投资有风险，但跟着他有肉吃的机会更大。当他想卖其他产品的时候，这些粉丝自然会成为主力军。也有人跟我说她在群里经常发一些自己拍的搞笑视频，客户看着哈哈笑，喜欢得不得了，那还不让他们买什么就买什么？有了核心竞争力或者品牌标签是第一步，接下来才是展现。通过什么平台、怎样做的更专业、怎样能把营销和知识分享结合起来，如何与粉丝客户互动等等，都是我们要考虑的问题，尤其是要考虑怎样才能让客户在喜欢的前提下养成关注你的习惯。这里的方法有很多，核心其实就两个：有趣，有用。3怎样写出人人爱看的微信文案？某银行零售部要求：理财经理晚上9点统一转发产品海报；要求零售人员晚上9点统一转发二维码收单优惠政策；信贷部们要求个贷人员晚上9点统一转发关于该银行贷款利率LPR的相关政策，公司业务部要求客户张大叔的微信朋友圈里有该银行的三位理财经理、两位柜员、一位个贷经理，难以想象这天9点，张大叔看到微信朋友圈被同一广告刷屏会是怎样的感觉？生硬的产品信息、单调的政策宣导、霸道的强制刷屏，种种行为，都会让客户产生屏蔽的冲动！尤其疫情期间，银行营销人员无法见到客户，纷纷将工作搬到线上，微信朋友圈更是被轮番轰炸，观察银行人的微信朋友圈，如果把微信朋友圈比作是一个“舞台”，银行人的微信动态就是“参赛作品”，每一位客户都是“评委”，那么千篇一律的“作品”如何才能打动刁钻的“评委”呢？千篇一律，银行人成了朋友圈的“硬广轰炸机”。银行的工作永远离不开“严谨”两个字，银行人的微信朋友圈似乎也被束缚住了一样，原本朋友圈应该是释放个性的地方，但大部分银行营销人员只会机械地转发行内产品信息，缺乏自主思考和创新的意识，导致营销文案千篇一律，毫无新意。客户朋友圈肯定有多家银行的营销人员，有时甚至分不清楚看到的到底是哪家银行的产品。案例

14. The channel says that the operation of WeChat is gradually becoming mainstream, which is not only the trend of the times, but also a passive choice. Everyone's dependence on WeChat is becoming deeper and deeper, and the traditional way of communication is also changing. In the past two years, the number of customers in bank branches has decreased significantly, does it have something to do with the epidemic? Of course, it does, but it is not the main reason. Even without the epidemic, the number of times customers come to the branch will decrease because there is no need. Most product purchases can be solved through mobile banking, especially young and middle-aged customers do not need frequent financial planning advice from banks. They have their own plans, believe in their own choices, and sometimes even think that if the bank wants to provide "advice," it is to sell products. This poses a challenge for banks: customers do not come, cannot see each other, but still need to maintain relationships. Making phone calls was once the mainstream, but now, on the one hand, spam calls have made the barrier for customers to answer the phone even stronger, and a simple annotation like "insurance and investment" makes phone calls even more difficult; on the other hand, phone calls are difficult to form a sustainable interaction, let alone that it is not convenient to call tomorrow after today, can you really find a reason to call next week? It is very difficult. But WeChat is different. WeChat can transmit a lot of information, and there are many functions to use, such as text, short videos, etc., as long as you can continuously output, customers can become your fans. Please pay attention to these two words: fans. Now, internet celebrities are so hardworking, and the core KPI they focus on is just these two words: fans. Fan sentiment will give you a halo, what you say is loved by fans, the goods you bring are bought by fans, and when you call out, fans will respond. If you haven't had a clear concept, think about the attitude you have when you follow up on the creators on Douyin or other platforms, or when you watch their video works from time to time. Think about it again, when you occasionally enter their live rooms and see someone making a donation and someone sending gifts, what kind of attitude do they have? Fan marketing is a hot choice at present, but fan marketing is not easy. 2 To want customers to become your fans, you need to work hard. Hard work, first of all, needs a direction, and effort without a plan is lacking in value. To make customers become your fans and make your product promotion easier, you need to first have the mindset and actions of a UP host. The following questions are for you to think about and answer. These questions are not only related to whether customers can become your fans, but also test your current customer management capabilities: Overview of questions 1 In the financial field, what are you most proficient in? Investment? Insurance? Asset allocation? Marketing? 2 How do you usually show your expertise to customers? Meeting? WeChat? Phone? SMS? Douyin? 3 How often do you show it? Monthly? Weekly? Irregularly? 4 How many WeChat friends do you have? How many of these WeChat friends are your customers? When you post knowledge posts on your WeChat Moments, how many customers respond, like, and comment? 5 Do you manage a customer WeChat group? If so, how many customers are in the group? 6 How do you show your expertise in the customer group? Have you turned your expertise into a tag? Have you become the first choice for your customers? 7 When you express an opinion, do customers accept or refute it? How many customers will listen to your words? 8 When customers chat with you, are they looking down on you, equal to you, or smiling and happy to see you? 9 Combining your expertise, have you shared your own works with customers, and shared them continuously with customers? The first question is the core, and also the key to our efforts. Almost all internet celebrities have their own core competitiveness: some do game live streaming, some dance well, some rely on their looks, some are voice actors, some can be funny and can be a joke writer, some act well, some are knowledgeable, some can grasp others' curiosity. These have no good or bad, as long as you do well, you will have fans and traffic, so what is your core? If you don't have one, then go and cultivate one, study, research, practice, and form your brand and tag in the shortest time possible, and give others a reason to "like" you. Just like in one of my lectures, a student told me that he has several investment groups, and the customers follow him to invest in the group because he has research in this area and has also made money for the customers. Although everyone knows that investment has risks, there is a greater chance of making a profit when following him. When he wants to sell other products, these fans will naturally become the main force. Some people also told me that she often posts funny videos she has taken in the group, and the customers laugh and like it very much. Why not let them buy anything? Having a core competitiveness or brand tag is the first step, and then it is to show. What platforms to use, how to do it more professionally, how to combine marketing and knowledge sharing, and how to interact with fans and customers, etc., are all issues we need to consider, especially how to make customers develop the habit of following you on the premise that they like you. There are many methods, but the core is actually two: interesting and useful. 3 How to write WeChat copy that everyone loves? A retail department of a bank requires: financial managers to forward product posters at 9 pm; require retail staff to forward QR code order discount policies at 9 pm; the credit department requires loan staff to forward relevant policies on the bank's loan interest rate LPR at 9 pm; the corporate business department requires that customer Zhang Dashi's WeChat Moments have three financial managers, two tellers, and one loan manager of the bank. It is unimaginable what kind of feeling Zhang Dashi will have when he sees WeChat Moments flooded with the same advertisement at 9 pm? The rigid product information, monotonous policy promotion, and霸道 forced screen刷屏, all these behaviors will make customers want to block. Especially during the epidemic, bank marketing personnel can't see customers, and they all move their work online. WeChat Moments are bombarded one after another. If we compare WeChat Moments to a "stage," then the WeChat dynamics of bank personnel are "participating works," and every customer is a "judge." Then how can these uniform "works" impress the cunning "judges"? The uniformity has turned bank personnel into the "hard ad bombarding machine" of the Moments. The work of banks can never be separated from the two words "rigorous." It seems that the WeChat Moments of bank personnel are also constrained. The Moments should be a place to release individuality, but most bank marketing personnel only mechanically forward product information within the industry, lack independent thinking and innovative awareness, resulting in marketing copy being uniform and lacking originality. Customers' Moments are definitely full of bank marketing personnel, and sometimes it is even difficult to tell which bank's product they are looking at. Case

15. 我并非没有赚到钱，我只是赚得不够显著。

15. I am not without earnings, I just haven't made a significant enough amount.

16. 卖产品要刺激客户痛点图中第一个文案，将基础金价和银行生肖金条金价放在一条朋友圈中，不了解的客户会觉得，银行的金条价格怎么反而还高呢，反而给人一种银行金条价格并不合适的感觉。所以，银行人卖贵金属不能将客户往价格上引导，而应该瞄准客户痛点，例如每年长辈给的压岁钱，可能会让孩子过于“重利”，而金箔钱币不仅设计美观，还有重要的纪念意义，就很完美的解决了客户担心的问题。因此，宣传实物产品的时候要注意：没有明确产品能解决客户的某项问题，就不要提价格，通过事物之间的联系，给某件产品赋予某种特殊的意义，那么我们卖的便不是一个简简单单的贵金属产品了。案例

16. When selling products, it is important to stimulate the customer's pain points. The first piece of copy in the pain point chart should compare the base gold price and the bank's auspicious animal gold bar price in the same WeChat moment. Customers who are not familiar with the market may feel confused, thinking that the price of the bank's gold bars is actually higher, which gives an impression that the bank's gold bar prices are not suitable. Therefore, when selling precious metals, bank staff should not guide customers towards the price, but instead should focus on the customer's pain points, such as the red envelopes given by elders every year, which may make children overly "profit-oriented." Gold leaf coins, with their beautiful design and significant纪念意义, perfectly address the customer's concerns. Therefore, when promoting physical products, one should pay attention to: If there is no clear indication that the product can solve a specific customer problem, do not mention the price. By establishing connections between different items, you can assign a special meaning to a product, thus transforming it from a simple precious metal product into something more significant. Case study:

17. 不是只索取，而是多服务看到左边的朋友圈，客户会产生某种厌烦的情绪，不仅打扰客户，而且不明链接也不一定安全，所以，朋友圈要尽量避免发拉票类的链接内容。另外，作为银行营销人员，要树立服务客户的意识，只有将服务前置到促单之前，才能最终与客户建立良好的关系。例如，一项解决时需的特殊服务，一份免费新冠肺炎保险，即使客户不需要这项服务，也会觉得这是一家有温度的银行，以后一旦客户有理财的需求，首先想到的便是这家银行。4怎样发朋友圈更吸引客户？微信朋友圈文案排版和内容相当重要,文字排列宽松,可以增强识别度。在信息爆炸的时代，在浏览你的朋友圈之前，客户的大脑应该已经储存了大量的网络信息，对文字的敏感性已经降到了相对很低的水平。因此,这条朋友圈如果3-5秒内，无法让客户理解或者产生兴趣，那么这条朋友圈就会被忽略掉。所以，要用简单、好理解的文字，在最短时间内勾起客户的好奇心和注意力。比如：“某银行LPR推出，该怎样选择利率模式？”和“某银行LPR推出，这样选择利率模式可以省10多万！”我们可以对比这两种文字表达方式，哪一种更吸引人呢？显然是后者，因为，相比于怎样选择利率模式，选择哪种利率模式能省10多万元钱，更能引起客户的好奇心，我们把最终省钱的结果展示出来，这样便能立刻抓住客户的眼球。接下来同大家分享几种常见的文案类型：互动型营销文案通常营销类的微信朋友圈动态是一种单向的信息传递，由发送动态的人传递给看朋友圈的人，客户一般不会进行主动反应，需要客户经理设计一些小游戏或者红包雨的形式，与客户进行互动，这是“活客”的有效手段。优点是能够参与的客户，通常是对该产品感兴趣的客户。比如，偶尔在朋友圈的最后加上第20个、50个、70个点赞的朋友赠送一个小礼物，或者答对某题的前三位可以获赠红包等。讲故事型文案在人与人的交流中，如果简单的抛出一个观点，听者不一定会立马认可这个观点。用讲故事的方式，使听众置身其中，可以让人迅速产生代入感。另外，故事要以第一人称“我”为视角，这样客户在读故事时，自然而然就把自己带入进去了，故事中情节的展开要引入简短的对话，引出文案的宣传方向，最后将需要营销的产品、服务或者理念抛出，有了上面的铺垫，客户对抛出的东西就比较容易接受了。蹭热点型文案热点事件往往影响较大，受众较多，比如美联储宣布降息，世界范围内各家央行何时采取行动？央妈能否紧跟脚步？因为新冠疫情，全球经济增速放缓，A股市场浮动较大，美股也呈下行趋势，美国“韭菜”也是叫苦不迭，中国人熟悉的瑞幸咖啡一而再再而三的被“浑水”做空。针对以上种种现象，我们就可以设计文案：“世界经济增速放缓，利息下行压力加大，XX银行三年期大额存单，有效提前锁定收益，XX银行，为您的钱包保驾护航。”提问式文案问题范围不仅局限于客户的理财需求，客户的理财需求只是生活需求的一部分，当生活需求被满足后，客户产生理财需要时，自然就想到了你所在的银行。所谓的问题，就是满足客户的生活需要。例如，疫情期间家长为了给孩子抄习题不得不使出各种技能，感觉比上班还心累，银行营销人员可以此为切入点发布文案：“疫情期间，打印店关门，您有为孩子抄习题到深夜的烦恼么？XX银行免费为您打印作业，****XXXX。”编辑微信朋友圈要熟悉技巧，因为微信鼓励原创文字，所以复制粘贴的文字就会被折叠，全篇文字超过七行也会被折叠，客户需要点开“全文”才能看到朋友圈的全部内容，如果呈现的信息不完整，大部分客户是不会点开全部来看你的动态的，正式发表前一定要试发，看看文字设计和搭配是否合适。朋友圈是工作和生活的缩影，不可千篇一律只有工作，还要有生活。此外，需要在合适的时间发表不同的动态，和工作有关的文章或者产品营销文案，尽量发在周一到周五晚的7点-10点，周六周日可以发一些生活相关的动态，早上发励志的文字和效果会好一些，慵懒的早上每个人都需要一针鸡血。5情感营销很重要银行的营销工作，除了产品有吸引力外，人也要有吸引力。营销人员与客户间，归根结底是人与人之间的交往，人是有感情的动物，如果客户在情感上对银行营销人员认可，那么接下来的营销工作自然比较容易展开。除了产品的引流之外，情感的引流也同样重要，以营销人员与客户的日常接触为切入点，附加温情的个人感触，一个小的细节，也可以引起广泛的共鸣。特殊节日时期，比如春节，对于一些相对重要的客户，总是要单独发祝福的话语，这时可以采用私人订制版的“致客户的一封信”，写一写与客户发生的点滴小事，以及你的感受等，以这样的形式，客户会更加感受到营销人员温暖的心意。日常与客户接触发生的事情，是最能展现我们作为银行人温情的时刻。如果不擅于记录平时点滴小事，那就虚构一个感人的故事或者情节，也可以塑造温馨的时刻。示例：我还记得那个与我讨论保险直到忘记时间的客户；我还记得阴雨天为湿透的我递纸巾，酷暑天给我一只冷饮的客户；我还记得为我热心转介绍的客户；我还记得生日那天，给我发来祝福短信的客户；谢谢你们，因为你们的温暖，让我更有动力前行；因为你们的认可，才让我的工作更有价值。情感营销：建立真实有温度的情感连接现在各家银行及其他金融机构都比较重视与客户建立情感连接，通过长期、友好的情感营销，我们可以与客户之间建立真实的、有温度的联系，从而提高客户认可度，加强客户黏性，而不再是冷冰冰的产品营销。不过，具体到一线的销售来说，在情感营销工作的开展上，存在着很多操作难点，这些难点主要体现为：工作指标多、任务重，需要维护的客群数量庞大、情况复杂等。这些难点一方面导致很难有足够的时间和精力去认真考虑“如何结合客群特征进行情感营销”；另一方面也导致营销人员难以坚持长期、有计划地开展这项工作。反映在现实工作中，就会呈现出“三天打鱼两天晒网”的状态，有一下没一下，要么扎堆追热点，要么长期让客户睡眠，这种状态不仅谈不上强化客户关系，有时反而会导致客户的反感甚至流失，显然不是我们想要的情感营销。那如何进行情感营销？其实，要想以比较简单、方便、快捷的方式来做好情感营销，可以尝试如下三个原则：原则

17. Not just taking, but more serving. Seeing the friend circle on the left, customers may feel some kind of annoyance. Not only does it disturb the customers, but the unknown links may not be safe either. Therefore, it is best to avoid posting links of voting content in the friend circle. In addition, as a bank marketer, it is necessary to establish a sense of serving customers. Only by placing the service in front of promoting orders can a good relationship with customers be ultimately established. For example, a special service that needs to be solved, a free COVID-19 insurance policy, even if the customer does not need this service, they will feel that it is a warm bank. In the future, once the customer has a financial management need, the first thought will be this bank. How to post a friend circle that is more attractive to customers? The layout and content of WeChat Moments are quite important. The loose arrangement of text can enhance recognition. In the era of information explosion, before browsing your friend circle, the customer's brain may have stored a large amount of network information, and the sensitivity to text has dropped to a relatively low level. Therefore, if this friend circle cannot make the customer understand or generate interest within 3-5 seconds, then this friend circle will be ignored. Therefore, it is necessary to use simple and easy-to-understand text to arouse the customer's curiosity and attention in the shortest time possible. For example: "How should we choose the interest rate model with the LPR launched by Bank A?" and "The LPR launched by Bank A can save more than 100,000 yuan by choosing this interest rate model!" We can compare these two ways of expressing text, which one is more attractive? Clearly, the latter is more attractive because, compared to how to choose the interest rate model, choosing which interest rate model can save more than 100,000 yuan is more likely to attract the customer's curiosity. By showing the final saving result, we can immediately catch the customer's attention. Next, let's share several common types of copywriting: Interactive marketing copy. Usually, the dynamic of WeChat Moments for marketing is a one-way information transmission, from the sender to the viewer of the Moments. Customers generally do not react actively, and the customer manager needs to design some games or red envelope rain forms to interact with customers, which is an effective way to "revitalize" customers. The advantage is that the customers who participate are usually interested in the product. For example, occasionally adding a small gift to the 20th, 50th, or 70th person who likes the last post in the Moments, or giving a red envelope to the top three who answer a question correctly. Storytelling copy. In human communication, if a simple view is put forward, the listener may not immediately recognize this view. By telling a story, the listener is placed in the story, which can quickly produce a sense of substitution. In addition, the story should be told from the perspective of the first person "I", so that the customer naturally incorporates themselves into the story when reading the story. The unfolding of the plot in the story should include brief dialogues to lead out the promotional direction of the copywriting, and finally, the products, services, or concepts to be marketed should be thrown out. With the above preparation, the customer is more likely to accept what is thrown out. Riding on the hot spot copy. Hot events often have a significant impact and a large audience, such as the Federal Reserve announcing a rate cut, when will various central banks around the world take action? Can the central mother keep pace? Because of the COVID-19 pandemic, the global economy is slowing down, the A-share market is fluctuating greatly, the US stock market is also showing a downward trend, and the American "grass" is also complaining. Chinese people are familiar with Luckin Coffee being "shorted" repeatedly. In response to the above phenomena, we can design copywriting: "The global economy is slowing down, the downward pressure on interest rates is increasing, the three-year large deposit certificate of Bank XX can effectively lock in returns in advance, Bank XX, protecting your wallet." Question-based copywriting. The scope of the question is not limited to the customer's financial management needs. The customer's financial management needs are just a part of their life needs. When the life needs are met, the customer naturally thinks of the bank you are in when they have a financial management need. So, the question is to meet the customer's life needs. For example, during the pandemic, parents had to use various skills to copy exercises for their children, feeling more tired than working. Bank marketers can use this as a starting point to release copywriting: "During the pandemic, were you troubled by copying exercises for your child late at night? XX Bank will print your homework for free, ****XXXX." Familiarity with skills is required when editing WeChat Moments because WeChat encourages original text, so copied and pasted text will be folded. The entire text over seven lines will also be folded, and customers need to click "Full Text" to see the full content of the Moments. If the information presented is incomplete, most customers will not click to see your dynamic in full. Be sure to try sending it before formal publication to see if the text design and pairing are appropriate. The friend circle is a microcosm of work and life. It should not be monotonous with only work. In addition, different dynamics should be posted at appropriate times. Articles or product marketing copy related to work should be posted from 7:00 to 10:00 on weekdays, and some life-related dynamics can be posted on weekends. It is better to post inspirational words in the morning, which will have a good effect. Lazy mornings need a shot of adrenaline for everyone. 5 Emotional marketing is very important. In addition to the attractiveness of the product, the person also needs to be attractive. The relationship between the marketer and the customer is ultimately a human-to-human interaction. Humans are emotional animals. If the customer emotionally recognizes the bank marketer, then the subsequent marketing work will naturally be easier to carry out. In addition to product attraction, emotional attraction is also important. Starting from the daily contact between the marketer and the customer, adding personal feelings, a small detail can also cause a wide resonance. During special holidays, such as the Spring Festival, special greetings should always be sent to some relatively important customers. At this time, you can use a private customized version of "A Letter to the Customer" to write about the trivial matters that have happened with the customer and your feelings, etc. In this way, the customer will feel the warm feelings of the marketer more. The events that occur in daily contact with customers are the most able to show our warmth as bank people. If you are not good at recording daily trivial matters, then you can fabricate a touching story or plot, which can also create a warm moment. For example: I still remember the customer who discussed insurance with me until I forgot the time; I still remember the customer who handed me a tissue when it was rainy and gave me a cold drink on a hot day; I still remember the customer who warmly introduced me; I still remember the customer who sent me a birthday greeting on my birthday; Thank you all, because of your warmth, I have more motivation to move forward; because of your recognition, my work has more value. Emotional marketing: building a real and warm emotional connection. Now, various banks and other financial institutions pay more attention to building an emotional connection with customers. Through long-term and friendly emotional marketing, we can build a real and warm connection with customers, thereby improving customer recognition and enhancing customer stickiness, rather than cold product marketing. However, for sales personnel on the front line, there are many operational difficulties in the implementation of emotional marketing work. These difficulties mainly manifest as: many work indicators, heavy tasks, a large number of customers to maintain, and complex situations. These difficulties not only make it difficult to have enough time and energy to seriously consider "how to combine customer characteristics for emotional marketing", but also make it difficult for marketers to persist in carrying out this work in a long-term and planned manner. Reflecting on actual work, it will show a state of "fishing for three days and drying for two days", with one after another, either chasing hotspots in a cluster, or keeping customers asleep for a long time. This state does not talk about strengthening customer relationships, and sometimes even leads to customer resentment or loss, which is not what we want in emotional marketing. So how to do emotional marketing? In fact, if you want to do emotional marketing in a relatively simple, convenient, and quick way, you can try the following three principles: Principle