网络营销中的“道” 网络营销

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The Tao of Online Marketing

You say people don’t act on your offer.
Yes, but they act as they are.
You say you shouldn’t have to appeal to human emotion.
Yes, but otherwise nothing gets done.
You say you want to change the world.
Yes, but you seek change through reality, not in spite of it.

In Taoism, “wu wei” is roughly translated as effortless(adj.不费力气的) action. Wu wei means your marketing story is in harmony with（与…一致）the desires of your market. On the other hand, when you exert(v.尽力) your will against your market, you disrupt that harmony and hit the wall.

The successful online marketer understands her audience first and foremost(adv.首先). She focuses less on what she’d like to say and concentrates on finding the story the audience wants to hear.

People don’t necessarily care about you and what you consider authentic. Better to get over your self and create a relationship that reflects what they consider authentic, while also providing the benefits they seek on a consistent(adj.一致的) basis.

If you’re tuned in to your audience, they’ll tell you everything you need to do and say to benefit them while succeeding yourself. Acting in harmony with the desires of your market is entrepreneurial effortless action, and it’s the way social media marketing works.

你说，人们的行为总与你的意志相违背，
是的，但他们是按照自己的意志行事；
你说，你不应该诉求于情感效应，
是的，但如不这样将会一事无成；
你说，你想改变世界；
是的，但是你应该在现实中改变，而不是逃离现实。

在道家学说里，“无为”被简单地理解为不费尽心思。无为意味着你的营销方式要与市场的需求和谐一致。从另一方面来说，当你的意志与市场背道而驰时，就打破了和谐，如同撞墙必遭失败。
成功的网络市场营销人士首先也最先会去理解他的受众。她没有把重点放在自己想说什么上，而是集中精力去发现受众想听到什么。
人们不一定关心你和你认为是可靠的东西。你最好先说服自己，建立起被他们所认可的一种相互关系，同时在一致的基础上，提供给他们所追寻的利益。
如果你倾听你的受众，他们会告诉你所有你该做的，在你自己谋求成功的同时也为他们谋求利益。按市场的需求来行动是企业家的无为而治，这也是社区媒体营销的运行方式。