Occasionally, I saw a deep feeling in an article written by a senior in the marketing industry. Although it is not very specific, the content he wants to express is probably such that "consumers need to sell products, consumers like to have For the products that sell, consumers are willing to sell more MONEY for products with selling points." I understand that this sentence contains three levels of meaning. In the past, when consumers choose products, the subconscious will hope that they will buy the product. The selling point of the product is more competitive than the capital X. Second, Products with more selling points are more competitive than other products, and they can win consumers' love. Third, in some sense, selling points can better reflect the personality of products. Since the pursuit of individuality, you have to pay for the individuality. It is also a manifestation of product added value. Since there are so many advantages in selling points, why are we not running the products? The problem is here, in today's extremely serious homogenization, how to make products stand out from the crowd, the author will combine some of the products in the past few years in the work process to sell the packaging and explain the "Jiuyin Zhenjing" The case is discussed and shared with everyone. I hope it will give you some inspiration for the refinement of the product selling point, the expression of the selling point, the advertising of the selling point, and even the planning and development of the product.
The "Extension" Method of "Jiuyin Zhenjing"
Give full play to your imagination, connect the functions and technologies of products to other industries outside the industry (especially the high-tech industries that consumers are familiar with), increase the high-tech sense and mystery of products, and make consumers bring mystery And admire the mood to buy your product.
This is also a more commonly used method, which can be mainly expressed in the aspects of product technology, material selection, and production location of processing technology products.
Technical performance: XXX beauty, using color ultrasound endoscopy breast enhancement, digital positioning liposuction to lose weight ..., you know what they are using! But it is different from others. It is different, and the charges are different.
Performance on the selection of materials: XXX toothpaste, using XXX Chinese herbal medicine as raw material..., we all use this...
Process performance: XXX pure water, after 28 deep filtration..., the ghosts know that they used a few filters;
Case: Aluminum pillar in the middle of the speaker horn
I have served a high-end audio brand, how to describe this brand? To put it simply, the products are not as good as CAV at the time, and love waves are good, but the price is more expensive than the one they sell, which has a certain influence in the domestic market. At the time of packaging the product, a simple aluminum metal block was also racked.
After packaging, it is called: pure CNC phase plug which is cut once under the laser track by precision CNC gem knife.
Precision CNC gemstone knife: reflecting the high-end processing tools
Under the trajectory of the laser: the use of high-tech means
One-time cutting: the process of processing. If you cut the apple, if the knife stops and cuts, there will be two traces. You see that our top is very clean...
Pure aluminum phase plug: reflecting the material selection, aluminum heat dissipation is better, but we use 99.999% pure aluminum, the heat dissipation performance is better than other audio heat dissipation, so that the sound life is longer;
In summary, we have to sell a pair of speakers for 10,000 yuan (more than 5,000 yuan for other brands of similar products).
"Jiuyin Zhenjing"
Transform and deepen the old selling points and explanation methods, inject new blood, and make it have a new meaning. The world is developing and mankind is making progress. Don't look at the 21st century landscape with the eyes of the 20th century. Only by charging ourselves can we give new life to our products.
This method is mainly used in the extension of product lines, product upgrades and even create a new product category.
Extension of the product line: XXX induction cooker, talking cooker, inductive oven that can listen to music, but added a voice or MP3 function on the product, but the name of the single product is enough to make the product look new; but the price is different. You buy an induction cooker, and the price of selling an MP3 is not as high as his electromagnetic price, but someone is willing, this is the consumer, what are you doing?
Product upgrade: XXXDVD's original bald overcurrent protection technology makes the error correction capability of DVD more durable;
Open new categories: 1, simple, not simple, XXX business casual men's clothing;
2, "X smoke" products, closer to see "Southern Metropolis Daily" only know, in fact, it is still only a low level of tar, but the content of nicotine is higher than ordinary cigarettes, but people say in the newspaper The harmful substance inside the cigarette is tar, and nicotine is harmless to the human body.
Case: bald overcurrent protection
For the packaging of DVD bald heads, if you are a friend of home appliances, you know that all DVD manufacturers emphasize the quality of their products. The first sentence is "Our DVD is super error correction". If you say this, you feel that you are consuming. Still have an effect? The answer is no, consumers will think that DVD must be "super-correction", this is the function he must have, if this is the case, this is not a unique selling point. Can you wrap this old saying?
Note: Although DVD is already a relatively outdated industry, we are taking this example to discuss it today. I hope that you don't mind, and hope that everyone can combine their products to make a triple.
Idea: Arouse the potential psychological obstacles caused by customers' worries about the main performance of the product, resonate and then help them solve it.
Import words: You must have used VCD before! Have you ever encountered such a situation, when you bought a home, the error correction is quite good, what kind of CD can be put, but after using one year, half a year, or even a shorter time, why do some discs not correct? What? (by analyzing problems and establishing psychological barriers)
Text: When reading a pirated disc or a scratched disc, the laser intensity of the bald head is 4-20 times under normal conditions. If it is overloaded for a long time, it will cause damage to the optical head, which in turn affects its service life. Eventually, the ability to correct errors is drastically reduced. (analyse problem)
XXDVD's original optical head flow protection technology uses centrifugal acceleration to increase the running speed of the disc to improve error correction, avoiding damage caused by overcurrent to the optical head, and prolonging its service life, thus making the DVD more "lasting and strong error correction". (Solve the problem)
Illustration: People who work for a long time will be premature.
When the car is overloaded for a long time, the power will be weakened. (Use image examples to help understand the deep impression)
By explaining, if it is you, is it to buy a super-corrected DVD or a "lasting super error correction" DVD?
The "Induction" Method of "Jiuyin Zhenjing"
Combine some small and unconvincing features to form a large, representative function that enhances persuasiveness for consumers. This is called "unity is power", and some more convincing functions are combined again to make it more powerful. This is called "the stronger is stronger." Then, in our usual work, should we pay attention to unity and strengthen communication!
This method needs to analyze and mine some functions, performances and features of the product itself, and then find the relevant common points, and then refine these common points, but the refined selling points are generally not very convincing. And it has certain difficulty in the refining process. It is mainly embodied in industries with strong functions such as home appliances and mechanical equipment, and is used less in daily work.
Case: Guanjiapo Induction Cooker
A friend of the author serves a company that produces small household electrical appliances. If you are a home appliance, you know that the threshold of the induction cooker industry cannot be low, and the products are similar. So how can we make the same product different? In the process of visiting the products, I learned that their products have two features that are more characteristic, the power query (how much electricity can be queried) and the voltage display function. If you just tell these two functions, I think Consumers don't have a lot of feelings, and they are not conducive to memory and communication. How can we do better? We all analyze together, the electricity query is to let consumers know how to use it to save more electricity, saving electricity means saving money. The voltage display can feedback the grid voltage in time. If the voltage is unstable, tell the consumer to try not to use it and avoid damage to the product. These are similar to the work that a housewife or nanny has to do. The commonality between the two functions is found out. They all appear to play the role of a family manager, so they should be called the housekeeper.
The "Special Environmental Structure" Method of "Jiuyin Zhenjing"
The characteristics of the product and many functions can only be felt useful to consumers in some specific environments, but in most cases these environments do not exist, which invisibly reduces the persuasiveness of the product. What should I do? This requires us to create or simulate a specific environment suitable for the performance of the product, let the consumer enter the role to deeply experience the effect brought by the product, which is the "specific environment construction method."
This is a more common method. The key is how to create and simulate a suitable environment, allowing consumers to subconsciously understand the characteristics of the product. Consumers buy products to solve problems. Sometimes problems don't exist, so what should be done, then fictional one. If you are not afraid of 10,000, you will be afraid of it. If this is the case, our products will help you solve the problem in time.
Case:
1, XXX grass coral lozenges, standing at home! Created in case of indigestion, can help you solve the problem. Not only for consumers who need it, but also for consumers who don’t need it at the moment, high!
2, XXX paint products, created a child inside the house graffiti on the wall, no problem, our product can cover these, exactly the same as before graffiti. This high is high in the appearance of a small plaque on the wall to graffiti this impossible thing happened.
3, XXX stomach medicine, you have a stomach attack, go to the four uncles...
The "Empirical" Method of "Jiuyin Zhenjing"
The actual on-site operation is more convincing. If you say that your product is good and the function is useful, then you have to prove it to the consumer, let them realize that your product is indeed good, it is really useful, if Really do this kind of customer has reason to not buy your product? In fact, doing things is the same. If you say that your ability is strong, then prove it, don't let other people think that you are bragging.
Case
1, XXX suction sink, in the terminal store, made a very high column demonstration tool, and then suck the lower part of the water from above;
2, XXX table in the way of TV shopping, the table in the water, rubbing on the blunt, will not cause any damage, this case also hides a method - "view transfer method", avoid products Its main function, emphasizing secondary functions, and attracting consumers' attention with the unconventionality of secondary functions. The table itself requires time to be accurate, which is the pursuit of the purchase, but they use waterproof, anti-money as a selling point for consumer public relations;
The "Contrast" Method of "Jiuyin Zhenjing"
People can compare good and evil, and compare products with good and bad. If there is only one person in the world, there is no such thing as good or evil. If you say that the benefits of your products are not compared with others, you will not buy them. The necessity of your product. Everyone has a subconscious mind that they like to compare with others. Compared with themselves, it is better for us to put the consumer's subconscious mind on the table and direct them to compare. We must pay attention to one point: "Only the merits of your own products are the necessary conditions for the transaction, but not the necessary and sufficient conditions."
Case:
1, XXX washing powder, with this brand will soon wash the clothes clean, and the other is not the same;
2, XXX toothpaste, take two shells, use the same toothpaste to scrub, use other toothpaste, break it with a tap, and use this brand will not;
3, XXX sanitary napkins, the performance of adsorption, one can absorb less than half a glass of water, the brand's suction of a glass of water more than enough;
If you often watch TV commercials, you should have some understanding of the companies that belong to these three products. When they use the contrast method, they can say that they have achieved good results and are worth learning.
In addition to the several methods stated above, "Jiuyin Zhenjing" also has three methods of "multi-angle", "illustration" and "incremental" method. Because the scope and probability of its application are quite low, it will not be introduced here. All in all, product planning and performance are legal in a specific environment. The key is to master the method, understand more, summarize more, contact product features, and use imagination to make your products stand out.
Milky Way Jewelry Limited , http://www.joyajewellry.com