Selling point creation | Distill ten angles to attract customers' core selling points!

Price is an important factor that influences consumer decision-making. Products that are transparent or highly comparable can largely carve out a niche by using price as a selling point. For example:

The selling point of Guazi used cars is "no middlemen to make a profit from the price difference", which means that car owners can buy cars of the same quality at a lower price; the selling point of Walmart is "everyday low prices", which attracts housewives to patronize it every day; the selling point of a suitcase merchant in Wuxi is "direct sales from the manufacturer, 40% cheaper, just compare and you will know."

Although the low-price strategy is simple and crude, frequent use of price reduction strategies will damage the value of your own products. The strategy of low-price selling point is generally adopted because one has an advantage in controlling product costs (purchasing channels , management efficiency, etc.), or because promotions for certain products can drive sales of back-end products, thereby maximizing overall profits. For example, Walmart’s low prices only apply to grain and oil products, but the prices of daily products are no lower than those of its peers. It makes a profit by driving the sales of daily products through the sales of low-priced grain and oil products.

【Angle 2: Service】

Customers not only consume products, but service is also a factor that consumers consider when making a purchase. The services here include on-site service and after-sales service. If you can set measurable standards for service, you can not only attract customers instantly, but also create word-of-mouth communication.

Haidilao impresses customers with its unshakable service standards (waiters will hand over paper towels when washing hands in the toilet); the selling point of a certain fruit store is "If you spend more than 20 yuan, you can add 1 yuan for scheduled door-to-door service within 2 kilometers"; the selling point of a Malatang restaurant is "Boil the dishes with mountain spring water, and change the water every hour."

When using service as a selling point, there must be data and standards in the promotion. Empty propaganda such as "providing the best service is our company's mission" and "the customer is God" will not attract customers.

【Angle 3: Efficiency】

People are eager to quickly obtain the product value they need, especially in the form of fierce market competition. Efficiently meeting customer needs is the requirement of customers in this fast-paced era. for example:

The fast food restaurant’s main selling point is “delivery within half an hour, otherwise half price”; the website building network training course’s main selling point is “learn how to build a website in one hour with zero basic knowledge, otherwise your money will be refunded”; the express delivery company’s main selling point is “next-day delivery”; the throat lozenge’s main selling point is “Golden Throat Lozenges, effective as soon as you take it”.

When using efficiency as a selling point, you must consider your own capabilities. Don’t make promises that you cannot fulfill. Otherwise, the customer complaint rate will increase and customer trust in the business will be greatly reduced.

【Angle 4: Quality】

Product quality is what customers are most concerned about. If the quality of your product is excellent, please don't be stingy and speak out boldly. For example:

The selling point of a certain wool sweater is “no deformation after washing, free replacement within one year if deformation occurs”; the selling point of a certain pair of jeans is “high-stretch jeans, we will show you how to do the splits when you come into the store!”

When using quality as a selling point, be sure to describe it in a contextual manner and use more verbs to enhance consumers' intuitive associations.

[Angle 5: Scarcity]

“Scarcity makes things valuable” is a profound understanding of human nature. Whether it is due to the scarcity of raw materials or the scarcity of production quantity, it will greatly enhance the value of the product in the hearts of consumers. for example:

The selling point of a certain peach blossom wine is that it is "brewed using ancestral craftsmanship, and is limited to 2,000 jars per year"; the selling point of a certain local chicken restaurant is that "due to the limited supply of local chickens in rural areas, local chicken banquets are only provided for 50 guests per day, and reservations must be made three days in advance."

The use of scarcity can drive consumers' instinctive impulse to buy, and creating a sense of urgency (limited-time sales, advance reservations) can better assist in the implementation of the scarcity selling point.

[Angle 6: Convenience]

Customers like convenience and don’t like trouble. If your products and services can bring convenience to customers, you can use this selling point as a promotion to attract a large number of customers who dislike trouble. for example:

The selling point of a certain restaurant is "on-site parking and discounted car wash service"; the selling point of a hotel is "free car pick-up and drop-off within the city with just one phone call"; the selling point of Gift Talk is "an APP that helps you choose [global good products], takes you to visit good things all over the world, and gives gifts that will impress him/her."

Examining whether your product reduces unnecessary trouble for customers will be a very powerful selling point because it is truly analyzing and considering from the consumer's perspective.

[Angle 7: Strength]

Strong strength can make customers feel at ease about your products and services. This strength comes from past achievements, technology, product qualifications, etc.

The selling point of an English training center is that "70% of the teachers are specially hired foreign teachers from the United States, with the most authentic English pronunciation"; the selling point of an audio company is that it is a "10-year-old brand, serving a total of 120,000 customers"; and the selling point of a cram school is that its "annual university admission rate is as high as 82%."

This strength must be quantifiable and verifiable. (with certificates, qualifications, customer lists, certifications from authoritative organizations, articles from authoritative organizations, etc.)

【Angle 8: Added value】

When offering the same main product, if you provide more value than your competitors, customers will choose you first. for example:

The selling point of a breakfast shop is "buy any snack and get a cup of soybean milk worth 5 yuan for free"; the selling point of a noodle shop is "buy any noodle and get a bowl of delicious bone soup";

For the same clothing, MUJI conveys the aesthetic philosophy of Zen, which is very representative of Japanese culture, through packaging, which undoubtedly provides extra value to consumers.

Value-added products must be well matched with main products to complement each other.

[Angle 9: Choice]

Why do customers shop around? Because people tend to like more choices to compare in order to pick out what they like best. Using more choices as a selling point can attract the attention of specific customers. For example: The selling point of a buffet is "Only 50 yuan, you can eat as much as you want from 108 dishes."

Of course, in some industries, giving customers more choices does not necessarily mean more advantages. Some businesses create several categories of products with the highest frequency of consumption for customers in order to make purchases easier and more efficient for customers.

[Angle 10: Reshaping cognition]

Many times, merchants take product features and production processes that are commonplace in the industry as a consensus, unaware that consumers actually don’t know about them. If you shout these out, consumers will only recognize your products.

In 1919, Schlitz Beer faced very severe challenges. Because it could not effectively differentiate itself from its competitors, its performance had been sluggish and it was on the verge of bankruptcy. However, with the help of marketing planner Claude Hopkins, Schlitz Beer sales jumped to number one in just a few months. His secret is simply to gain the advantage of consumer preference by telling consumers the production process that all beer producers go through.

He told consumers that the factory was located on the shore of Lake Chegen and had dug a 4,000-foot-deep well to obtain high-quality pure water. After 2,500 different tests, the yeast with the best taste was found. All beer was cooled in the electroplating room equipped with an air filtration system and then purified.

In the past, when people were hungry, they would eat regular meals or dry food such as bread. Now, GuLiDuo is reshaping consumers’ perceptions by promoting itself as “an international anti-hunger brand, GuLiDuo oatmeal milk.” Beverages can also relieve hunger and directly impact consumers’ inherent thinking.

You can design a selling point proof using experiments, demonstrations, comparisons, promised compensation, customer testimonials, and expert endorsements. Remember, a selling point that cannot be proven is not a real selling point.

Hurry up and create selling points for your products or services. Marketing requires testing and optimization before it can be amplified to multiply your profits.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article is @007 of the marketing world. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map