How to identify user pain points? Use these 10 templates!

For every operator , discovering the correlation between products and users is the first step in building a bridge connecting products and users. However, in this process, many immature operators often do not discover this correlation, but instead create a certain correlation based on their imagination. This situation is most intuitively discovered in advertising copy .

Therefore, as an excellent product operator , you must remember that marketers cannot create demand, they can only discover actual demand. Be careful not to create concepts.

Demands must be facts . Inventing facts is the job of product managers , and what operations personnel need to do is discover facts.

So, how do we discover the real demand for a product?

In fact, it is very simple. You can find demand for each product from several angles. As long as you know the dimensions of thinking, put the product into each dimension, and go through them all, you will find the demand that best suits your marketing .

I have formulated the requirements into the following ten templates: low price, portability, accessibility, made for you, customization, performance, high-end, reduced risk, and ideal self.

Next, I will teach you how to use these templates to discover the real product needs. After that, when you go back and think about the copywriting of an aromatherapy machine yourself, you will find that your ideas are very clear and the quality of the copywriting will definitely be very high.

1. Low price

If some consumers in the market are eager to complete a task, but because of the huge cost, they have to give up or buy an inferior substitute. At this time, they are eager for a lower-cost and easy-to-use solution.

For example, five years ago, Xiaomi entered the smartphone market and made a series of innovations: cutting marketing costs, developing only two models a year, using word-of-mouth marketing, and ultimately successfully occupying the top three market shares by relying on cost-effective mobile phones. Why was Xiaomi able to enter the smartphone market relying on its cost-effectiveness?

In fact, five years ago, most consumers wanted to own a high-performance mobile phone, but the mainstream smartphones on the market were generally priced at more than 3,000 yuan. Many people who did not have enough purchasing budget could only buy ordinary products that could not play large-scale mobile games . At this time, Xiaomi seized the low-price opportunity by launching low-priced, high-performance mobile phones.

For example, Vipshop , in the past, targeted urban female white-collar workers and other target groups, and promoted itself as a website "specializing in brand clothing sales." Why can it adopt this strategy to succeed in the e-commerce market which is like a red ocean? In fact, although many white-collar workers want to buy big-name clothes to look more prestigious, they have to buy some lower-end ordinary clothes because branded goods are more expensive. At this time, Vipshop provided them with low-priced big-brand clothing and seized the market opportunity.

If the above conditions are not met, the low price demand does not exist. For example, if you want to focus on higher cost-effectiveness and lower prices than Xiaomi in the current market, it will be difficult to survive, because the biggest pain point for people when buying mobile phones is no longer the lack of cost-effective mobile phones.

To focus on low-price demand, it must be that "consumers themselves want to complete a certain task, but it is difficult to complete it due to price barriers." If most consumers at that time did not desire the high-priced Samsung phones, then Xiaomi would not have been successful in launching a high-performance phone priced at 1,999 yuan.

For example, if Lancai.com focuses on "free financial advisory" (equivalent to low-price demand), it will be difficult to survive; "financial advisor" is not an attribute that the general public desires to have when becoming rich (many people lack this concept in their minds), so it does not belong to the category of "tasks that consumers themselves want to complete."

For example, for a certain hair growth smart hardware, what matters more is the success rate rather than the price. (In contrast, people may be more interested in 100% hair growth)

Therefore, if you want to focus on low-price demand, the prerequisite is that there must be such an opportunity in the market: there is a task that many consumers want to complete, but they could not do it in the past because the price was too high.

Products that focus on low prices may usually use such advertising strategies: "They will call on consumers not to pay extra prices for unreasonable parts." For example, KFC coffee, which focuses on low prices, once launched a copy like this: "Coffee is only for awakening, not for styling," in order to persuade consumers not to pay for Starbucks coffee.

For example, Guazi Used Cars says “there are no middlemen making a profit from the price difference”, telling consumers not to spend their money on middlemen.

You can think about it this way: among the tasks you help consumers complete, are there any parts that are very difficult to complete?

Are your target consumers eager to complete a certain task? But have you had to give up or adopt unpleasant alternatives in the past because the prices were too high? Can your product help them solve this problem?

You can think about it this way: What are the high-priced alternatives to your product (for example, the high-priced alternative of Lancai.com is financial advisors), but in the past they had to give up or use unsatisfactory solutions because the prices were too high? How does your product solve this problem?

2. Process Experience

For example, some consumers in the domestic market have to endure a bad experience when doing something, and at this time, they want to improve it.

For example, decades ago, in the aviation industry, Scandinavian Airlines invented business class, which was sold to business travelers. The ticket price was significantly higher than traditional economy class and slightly lower than first class. Business class passengers can enjoy separate meeting rooms and rest areas at the airport; during the flight, their seats are more spacious and the environment is quieter. Once launched, it became extremely popular and quickly spread throughout the industry. Why was this innovation so successful?

It turns out that Scandinavian Airlines has discovered that many business travelers can often afford higher ticket prices (reimbursed by the company), but they often need to handle work and prepare plans while traveling, so they are eager for a better office and rest environment. In the past, they could only sit in economy class and endure crowded and noisy flying experiences, but business class solves this problem.

For example, two years ago, Didi launched a special car service that required passengers to wear uniform clothing, open doors for passengers when getting on and off the car, and provide free drinking water and tissues in the car. In its advertisements, it called on high-end people to "choose a special car, sit better when traveling, and successfully obtain a large amount of traffic ."

So, what market opportunities did Didi Chuxing seize?

In fact, before Didi, high-end people often chose taxis or express cars when traveling. At this time, they had to endure bad experiences such as smoke in the car and unprofessional drivers. Choosing Didi can help them enjoy more authentic travel services.

For example, in the aromatherapy machine case mentioned earlier, if it only says "helps you sleep better", few consumers will really believe it. However, analysis is needed: what obstacles do consumers encounter during sleep that reduce their sleep experience?

And many people will find that it is because of the existence of stress (such as not being able to forget the daytime work) that reduces the consumer's sleep experience, and the aromatherapy machine plays this role and removes this obstacle.

If the above conditions are not met, this requirement does not exist.

For example, you can think about it this way: What bad experiences did your target consumers endure when doing something in the past? Can your product help them improve?

3. Novelty

If some consumers in the market are dissatisfied with a certain unchanging solution in the past, they will be eager to try more good new things .

For example, when Ziyuan Shampoo entered the fiercely competitive hair care market, it used the main concepts such as "You have washed your hair all your life, but have you ever washed your scalp?" and "Silicone-free scalp care" in its advertisements, successfully creating a new category of shampoo.

So, why can Ziyuan create new categories based on this unique appeal?

The reason for this is that in the past, the hair care products that consumers bought came from traditional brands such as Head & Shoulders. For hundreds of years, they have been focusing on hair care and providing anti-dandruff and hair oil treatments, which have remained unchanged.

Ziyuan reminds consumers that if they want healthy hair, they should take care of their scalp. Simply trimming the hair as in the past will not solve the problem. You should focus on caring for your scalp, which provides consumers with a better new choice.

For example, decades ago, Lowenburg beer occupied the first place in the German beer market share in the United States. At this time, its competitor Beck's beer used the slogan "You have tasted the most popular German beer in the United States, now it's time to try the most popular German beer in Germany" in its advertisements, snatching the first place.

This ad also exploits the need for novelty by suggesting to consumers that although you have been drinking Lowenburger beer in the past, Beck's is actually a more authentic choice.

If the above conditions are not met, the novelty requirement does not hold.

Think about it this way : When my consumers have done something in the past, have they had a set solution that has limited their effectiveness in the past? Can my service provide them with better new options ?

For example, you can also analyze a product's complements to find inspiration for novelty. For example, the well-known product “Jinkela” (yes, the one in Africa where agriculture is underdeveloped) focuses on this demand.

In the past, farmers only used chemical fertilizers to grow crops, but Jinkela is a fertilizer enhancer that can make the fertilizer work better, thus allowing farmers to grow crops better. "We have used chemical fertilizers for a long time, but we never thought that the effect of chemical fertilizers was limited. We should use Jinkela to maximize the effect of chemical fertilizers."

4. Portability

If there are such consumers in the market, they are eager to accomplish a certain goal personally, but it is very troublesome to accomplish this goal, and it often takes a huge amount of time and energy. At this time, they desire a trouble-free and more convenient solution - this is the demand for portability.

The essence of the portability requirement is to reduce the non-Huobi costs of consumers (compared to the lower price, it is to reduce the price cost)

For example, a few years ago, Logical Thinking tried to enter the knowledge learning market, focusing on "the readers around you". It recorded the core knowledge in books into interesting online videos, helping consumers spend less time acquiring knowledge and accumulating topics for conversation. As a result, it quickly attracted a large number of fans.

Why has this strategy been successful?

This is because, although many young white-collar workers are eager to increase their knowledge and gain topics for conversation by reading books, slowly reading books one by one takes up too much time and is too troublesome. At this time, logical thinking becomes a good way to save the trouble of studying and gain knowledge.

For example, a few years ago, Heilan Home targeted men in third- and fourth-tier cities with its advertising slogan “For men, visiting Heilan Home twice a year is enough.” Convey to consumers that buying clothes is not a big deal, just go to Heilan Home, and enter the clothing market

Why is Heilan Home’s advertising strategy successful?

This is because many straight men want to dress appropriately in their daily lives but do not like shopping. In addition, there are too many types of clothing on the market, and it is too troublesome for them to choose from one by one. Heilan Home guessed this demand and proposed the concept of men's wardrobe to help men save time in choosing clothes.

Similar to the invention of home blood glucose meters, it also takes advantage of the need for portability. In the past, diabetic patients had to run to the hospital to monitor their blood sugar, which was very troublesome and time-consuming. However, with a portable blood glucose meter, they can monitor their blood sugar at home.

If the above conditions are not met, the portability requirement does not hold. For example, when electric toothbrushes were first promoted , the main selling point was “brushing teeth is more convenient with an electric toothbrush”, but the promotion was not successful. This was because consumers had developed the habit of brushing their teeth with ordinary toothbrushes in the past and did not think of it as a hassle (brushing teeth is a hassle, brushing with a toothbrush is not a hassle).

Therefore, if you want to focus on the demand for portability, the prerequisite is that there is such a signal in the market: some consumers are eager to achieve a certain goal, but it is troublesome to achieve it.

Generally speaking, the main focus is on portability, and a common advertising strategy is: with XX, you don’t have to look for it everywhere; with XXX, you can do it at home, etc., highlighting the trouble consumers had in solving a certain problem in the past.

Think about it this way: Have your consumers in the past given up on completing a goal they really wanted to accomplish because it was too troublesome? How can your service help them avoid this trouble?

5. Accessibility

If your target consumers have always wanted to achieve a certain goal or become a certain person, but have never had a way to do it, they will hope that there is a means to achieve the goal.

For example, Shande Institute is an institution that provides adult education and helps low-educated people who are already working to obtain a bachelor's degree. During the promotion, they offered the following advertisement to their consumers: "If you missed out on college, don't miss out on undergraduate studies again." They also provided users with self-study services for undergraduate degrees, attracting a large number of consumers to sign up.

Why is Suntech's advertising strategy successful?

In fact, most of Suntech's consumers have low educational levels. In the past, they have always aspired to obtain a bachelor's degree, but they failed in the college entrance examination and could not achieve this goal. Suntech reminds them that "the degree that you could not get in the past can be obtained at Suntech for only 1,980 yuan", which provides them with a way to achieve their goals.

For example, decades ago, Callaway, a golf equipment manufacturer, launched a big-head club called "Big Betha" for the first time in the United States. It targeted laymen who had no golf skills and advertised the club as "a big-head club that helps you hit the ball." As a result, sales soared, and Callaway became the industry leader.

Why did Callaway's strategy succeed?

In fact, Callaway discovered at that time that many consumers with poor skills were eager to play golf, but because the existing club heads were too small and only suitable for professional athletes, they were unable to hit the target. Therefore, by launching large-headed clubs, this provides a way for these non-professional consumers to hit the ball down.

Therefore, if you want to focus on accessibility needs, the prerequisite is that there must be such a signal in the market: some consumers are eager to achieve a certain goal, but never have the means to achieve it.

Generally speaking, the main advertising strategy to meet accessibility needs is to highlight that you can now become a certain person or do something.

For example, "Using Meitu XiuXiu , ordinary people can also become beautification masters."

You can think about it this way: have your consumers ever been eager to become a certain person or do a certain thing, but never had the means to achieve it?

6. Customization

If your target groups have different needs, they will hope that your product can have functional experiences that are unique to them.

For example, INDOCHINO is a custom-made suit brand. This brand has launched such a service: when customers go online, the merchant will send a tailor to measure the customer's body data at home, and then provide a special full set of custom-made suit services.

In the nine years since its launch, INDOCHINO has become the largest custom suit brand in the United States.

So, why was INDOCHINO's strategy successful and what market opportunity did they seize?

In fact, consumers of different body shapes have very different demands for suit sizes. Ordinary suits only have a few sizes to choose from, such as L, M, S, etc., and cannot perfectly fit different body shapes. In view of this, INDOCHINO calls on consumers to choose custom-made clothing and opposes people of different body shapes to endure ill-fitting uniform suits.

For example, around the 1990s, Dell began to attack the PC market and launched a service that allows consumers to match computer hardware according to their own wishes. Because of this customized service, Dell became the company with the largest market share in the global PC market in 2004.

So why did Dell's strategy succeed?

The reason is that different consumers have very different demands for computers. For example, consumers who buy computers for work may not be willing to pay for a high-priced graphics card for a certain model that allows them to play games smoothly. Dell's strategy meets the PC configuration needs of different consumers. At that time, companies such as IBM and Apple all launched computers with uniform design and assembly in the market, but Dell's strategy met the customization needs, established its own competitive advantage, and thus achieved success.

At the same time, there are special needs of certain specific groups of people in the market, and customized services are provided. For example, taking the computer example, many companies use another way to meet customized needs: launching special gaming laptops with more advanced graphics cards and larger screens to serve those players who like to play games. This strategy works because there is a segment of the market whose needs differ from those of mainstream users and therefore require unique solutions.

However, when focusing on customized demands, you need to pay attention to this issue: if the consumer's needs are not much different from mainstream demands, then it will be useless to focus on customization.

For example, Facebook once launched a software called Facebook Home, which allows consumers to connect to Facebook's social functions anytime and anywhere when using smartphones, and upload and reply to information at any time. However, the software has only a few downloads. This is because, among smartphone users, there is no group of people who, unlike mainstream smartphone users, use their phones exclusively for social networking .

Generally speaking, the main focus is on "customized needs", and the commonly used advertising strategy is: different people have different needs, your exclusive XXX, etc. For example, an office building that provides workstations specifically for startups can highlight the words “the office needs of startups are very different from those of large companies”, “exclusive workstations for startups”, and “designed specifically for entrepreneurs ”.

You can think about it this way: Do your consumers have very different demands? Why can you meet the different needs of certain types of people?

7. Performance

If consumers have been trying to accomplish a task and the performance of existing products cannot help them complete the task, they will want new products with more advanced performance.

For example, a few years ago, Nanfu Battery launched the "Nanfu Energy Ring", claiming that the energy ring at the bottom of the battery can reduce the self-discharge of the battery to increase its service life. In the advertisement, it is even said that "one section is better than six sections". This strategy has enabled Nanfu to establish its position as a strong company in the battery industry.

Why is Nanfu’s energy ring battery technology so successful?

Before Nanfu batteries, battery manufacturers’ advertisements directly boasted about their strong power and long-lasting durability, but it was difficult to convince consumers directly by saying so. Nanfu's energy-gathering ring has changed consumers' perspective. Instead of focusing directly on whether the battery has a large capacity, consumers focus on whether the battery can control the loss of electrical energy. The energy-gathering ring technology can reduce the loss and thus improve the durability of the battery.

For example, a few years ago, Xin Gai Zhong Gai launched an advertisement that emphasized: The key to calcium supplementation is absorption. Emphasizes new cap-in-cap products for easy absorption. This copy received a lot of response from middle-aged and elderly consumers, and the product sales were very good.

So, the key to calcium supplementation proposed by Xingaizhonggai is absorption. Why is it successful?

This is because consumers have always wanted to accomplish a task: they hope to get better results in calcium supplementation. Middle-aged and elderly consumers originally want to supplement calcium, but even if they take a lot of calcium supplements, the effect may be minimal. The strategy of the new lid within the lid gives consumers an answer: the calcium supplementation effect is not good because the calcium is not absorbed. At the same time, a solution is provided to consumers: if you want better calcium supplementation, eat the new lid-in-lid because it is easier to absorb.

When it comes to performance requirements, we need to note that the purpose of improving performance is to help consumers complete the tasks they have always wanted to complete. If the consumer himself does not want to do something, then it is useless to improve the relevant performance.

For example, a European refrigerator manufacturer has introduced a new technology: the refrigerator can freely adjust the freezing temperature. Europeans are accustomed to buying the right amount of meat directly from the supermarket instead of hoarding a lot of meat at one time. Because of this habit, they need a small amount of unused meat to be kept in the refrigerator in the freshest state. They don't like cutting cold frozen meat. This performance improvement, which was very popular in Europe, failed in the United States because Americans found it too troublesome to adjust the freezer by themselves, and they were accustomed to buying large quantities of meat in a group and stockpiling it in the freezer, and they did not care whether the meat was frozen hard.

Generally speaking, for products that focus on performance, the common advertising strategy is: a certain performance helps consumers complete a task better and achieve a more surprising result. For example, ultra-light running shoes allow you to outrun a cheetah.

Think about it this way: What tasks do your consumers want to accomplish? What improvements have you made over past options to help them accomplish this task?

8. High-end

If consumers like a certain type of product very much, but this type of product is lower-end than their other choices, which hinders them from buying it, they hope someone can break the low-end convention and make this product more high-end.

For example, Huang Taiji is a Chinese fast food brand that mainly sells Chinese fast food such as pancakes. Unlike ordinary pancakes sold on the street, Huang Taiji has its own store, and each pancake costs 20-30 yuan.

Why did Huang Taiji choose this strategy?

In fact, many consumers like Chinese fast food such as pancakes. However, this type of fast food has not been industrialized, and consumers feel that traditional street stalls look very low-end compared to McDonald's and KFC. Huang Taiji broke the convention of selling pancakes at roadside stalls and cooking pancakes carelessly, improving the consumption environment of Chinese fast food. At the same time, it provided more nutritious and delicious products, making fast food such as pancakes more high-end, and giving consumers who love pancakes a new choice.

For example, Swarovski is a company that specializes in producing crystal products. Swarovski is able to produce flawless artificial crystals. At the same time, its world-leading crystal cutting technology makes its crystal products exquisitely crafted, unique in shape and full of creativity. In the 1960s, Swarovski began to enter the jewelry market. At this time, it made a brand transformation: it cooperated with historical brands such as Disney to launch products and built itself into a fashion brand with exquisite craftsmanship and creativity.

So why did Swarovski adopt this strategy?

It turns out that in the jewelry market, artificial crystal is considered a low-end option, and its value is far lower than real gemstones. Swarovski uses its world-leading cutting technology and whimsical designs to enhance the value of artificial crystal jewelry. At the same time, by establishing itself as a fashion brand, people will no longer think that artificial crystals are low-end.

However, if you focus on high-end demands, you should pay attention to this point: if consumers themselves don’t care that the product itself is low-end, it is useless to focus on high-end.

For example, when wine was being promoted in the United States, it encountered such obstacles: wine producers believed that American consumers, like European consumers, care about the high-end experience that wine brings to them, such as crafted bottles, more authentic places of origin, etc. Therefore, most wine producers focus on improving the authenticity and cellaring properties of wine. However, American consumers do not buy into this traditional practice, and wine sales remain mediocre. Yellow Tail Wines found that American consumers don’t really care about the high-end feel of wine, but rather like the sweet taste of certain wines. So they succeeded by only producing and selling the sweet wines that American consumers loved, rather than focusing on providing more authentic, longer-lasting wines.

You can think about it this way: What is so low-brow about using the old methods that makes them unworthy of today's target consumers?

9. Reduce Risk

If consumers worry about the risks of a purchase before and after they make it, they will want to switch to a competitor that does not have that risk – they want 100% assurance.

For example, when taking a private car, sometimes people care not about speed (performance) or low price (low price), but risk. Therefore, some private cars will focus on "100% chance of getting a car within 2 minutes" to reduce the risk for consumers.

Another example is the famous shoe e-commerce company. Unlike other e-commerce companies at the time, Zappos did not rely solely on low prices to win. Instead, most of its products are sold at full price.

Even so, consumers still prefer to buy shoes at Zappos in the United States. This is because Zappos has launched a service: when consumers choose shoes, they will receive three pairs of shoes of different sizes. After trying them on, they can keep the ones that fit them and return two of them for free.

So the question is, why can the more expensive Zappos beat its competitors and win the favor of consumers?

At that time, although major e-commerce platforms were cheaper than physical stores, consumers were still reluctant to shop online. This is because consumers at that time faced the following risk after shopping: since they could not try the shoes on, they were worried about buying unsuitable shoes and wasting their time and money. The service launched by Zappos helps consumers eliminate the risk of buying the wrong size.

For example, Shenzhou Special Car is a self-operated special car company. Compared with Didi, Uber and other companies, Shenzhou Zhuanche adopts a self-operated strategy. All drivers are employees of its own company, and the vehicles are also provided by professional car rental companies. Although this strategy makes the operating costs of Shenzhou Special Car higher, it has won the favor of many consumers and successfully taken away market share from companies such as Didi and Uber.

So, why is Shenzhou Special Car successful?

Shenzhou Special Car’s self-operated strategy has eliminated consumers’ concerns about personal safety. In ordinary taxi companies, drivers come from all walks of life, including many criminals. When consumers take a taxi, they worry about encountering a black driver and being in personal danger. The self-operated strategy of UCAR can better manage the company and ensure the personal safety of consumers.

However, when focusing on reducing risk demand, we need to pay attention to this issue: if risk is not the key factor that prevents mainstream consumers from using a certain product, then there is no point in focusing on this demand.

For example, the 360N4A mobile phone focuses on "smooth upgrades and safe home access", uses security as a differentiated selling point, and calls on mainstream consumers to pay attention to the data security of mobile phones. However, the easy loss and theft of data is not the key limiting factor for people not using a certain mobile phone. People may care more about industrial design, system fluency, whether the technology is advanced, and other issues. Few people will buy a mobile phone specifically for this function.

Generally speaking, products that focus on "risk reduction" often use advertising strategies such as reminding you that there is a certain risk (such as not being able to get a taxi), or providing a letter of trust and making a guarantee (three times the compensation for fake products).

You can think about it this way: What risks will consumers encounter when using the product? How can you eliminate this risk?

10. Ideal Self

This is a very important demand that is ignored by most companies. There are many consumers who have not realized the importance of doing something. If you remind them and tell them that this thing is important (which is equivalent to shaping a certain ideal self for them), they will be more likely to do it and consume your product.

So, the question you have to ask yourself is: What advice do I want to provide to consumers? (For example, when marketing financial products like Lancai.com, you have to ask yourself: What advice do I want to provide to consumers? How do I recommend consumers to manage their finances? Then make your product the necessary path to this advice).

For example, vitamin tablets have always been medicines with very small sales volumes. A company in the United States wants to sell combination vitamin tablets on a large scale and turn them into daily necessities. So the advice provided to consumers is: you must supplement these XX vitamins every day. To do this, you need to eat half a pound of pork liver, 2 oranges, half a pound of grains, etc. through food (making consumers feel that this task is difficult to complete), and then say - if you don’t want to do this, just use our combination vitamin tablets.

This is where the “ideal self” requirement comes in: What advice would your customers give you that they would have a hard time doing themselves but would really like to do? (This means they would buy something to fulfill that advice.)

For example, when we take some courses, teachers will suggest that you must build systematic knowledge. This suggestion meets this characteristic:

After it is proposed, everyone will feel that "it is their own thing to do"

But as an ordinary person, it is difficult to complete it independently. Then studying my course can help you complete it.

Another example is the Go Home Dinner app, which once had the main message "Some people are ordering fast food, while others are going home to eat." Huijiazuishu adopts the following strategy: Unlike other food delivery platforms, the meals on Huijiazuishu are all authentic home-cooked meals made by ordinary people in their home kitchens, rather than fast food from small restaurants or chain stores.

Why can going home for dinner be successful?

Go home for dinner provides the target users with the following suggestion: you should eat home-cooked meals. No one would object to this suggestion, and everyone felt that they should do so. But it is difficult to accomplish it by myself (do I have to turn on the gas to cook at work)? So they had to use the Go Home to Eat APP to complete this task.

You can think about it this way: For your target users, how do you set a goal for them that “is something they really want to do, but is difficult to accomplish?” Can you accomplish this goal for them?

The author of this article @胡康有为 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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