Creative promotion of information flow, use these two tricks to get Buff immediately

Whether we are sales or marketing personnel, we hope that the quality of our products is among the best in the industry, that the functional selling points not only put them ahead of our competitors, but also that there is enough budget to support creative promotion .

But the fact is that most of the products have no obvious advantages compared with competitors, are expensive, and have insufficient promotion budgets, which brings great trouble to marketers .

And my understanding is that what you think is "bad" is not really bad.

In today's world of product homogeneity, having the same selling points is not important. Your selling point today will become someone else's selling point tomorrow. Now all the major mobile phone brands are fighting the pixel war:

Although all major brands are obsessed with pixels, they have not fallen into a marketing bottleneck just because everyone is talking about pixels.

In addition to having no selling points, copywriters will worry that high prices will affect consumers' behavioral decisions when formulating overall strategies. But let's change our thinking. A small pudding costs 1 yuan, which has no effect on a Haagen-Dazs that costs 40 yuan each. A Xiali costs tens of thousands of yuan, which has no effect on a BMW that costs millions of yuan. A Xiaomi costs a few hundred yuan, which has no effect on an Apple that costs thousands of yuan. Different pricing strategies correspond to different consumer groups. We just need to grasp the customer groups that belong to us.

So what you think is bad is not really bad, and what you think is useless is not really useless.

Most companies face the same problems, but each company will adopt different solutions based on its own circumstances. When the product selling point is not obvious, how to find and create differentiation between the product and competitors, give consumers a reason to buy, and turn the product's own weaknesses into advantages ? I think the embarrassment of copywriters can be resolved from the following two aspects .

No matter how good a product is, it has its flaws. If you can make the best of its strengths and avoid its weaknesses, then thank God. If these weaknesses are issues that consumers are concerned about, in addition to praying, the copywriter must also have the ability to transform flowers into autumn fragrance and engage in reverse thinking. Reverse thinking is also divergent thinking, daring to "go against the grain" and explore product selling points from the opposite direction of the problem.

Take the real estate copywriting, the client tells you that our property is located in a remote area

Copywriting: Stay away from the hustle and bustle and enjoy a quiet life

The customer said it’s next to a stinky ditch?

Copywriter: Oriental Venice, interpreting romantic style

The customer said that the distance between the buildings was too small.

Copywriting: Neighborhood is close, harmonious and warm

I believe that from the above three texts, everyone has a certain direction. There will be opposite judgments on anything.

The key to Ruhua's transformation into Qiuxiang is to find the opposite advantages of the weaknesses and attract the corresponding customer groups. This is the reverse thinking of copywriting.

No copywriter has openly and honestly written about the product’s weakness – “small space” – all over the world better than the Beetle ’s copywriter. For car owners who like large space, the Beetle model is very niche, but the Beetle copywriting has packaged the disadvantage of "small space" for most people into a culture, and the Beetle's slogan is still talked about by marketers.

Compared with new products, second-hand products have depreciation in performance and appearance, and their competitive advantages are significantly reduced, but Guazi Used Cars has successfully gained the trust of consumers. One of the reasons is that although second-hand products are old, their price is their biggest advantage . Guazi Used Cars transformed the disadvantage of “second-hand” into the advantage of “price” , and expanded across the country with the advantage of “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.

Of course, for second-hand products, instead of simply shouting about low prices, copywriting can also convey the story and warmth of second-hand products. For example, let’s write a copy for a second-hand bed.

I have seen countless people, but I still keep the warmth in my heart

I am rusty, but I retain the depth left by time.

The child is sleeping and smiling in my arms

My bestie is leaning on me to talk about her secrets

Newlyweds leave their love on their bodies

This is not my first time, but it is the first time for you and me. Are you willing to join in?

The scenario-based copy above, coupled with the picture, shows that a 90% new double bed only costs the price of a single bed, which is equivalent to buying the product at half price. Isn’t it very attractive?

To turn weaknesses into strengths, we need to find the benefits that the weaknesses can bring to consumers, that is, the opposing advantages, and continue to extend them. This is what is called: I may be old, but I am cheap; I may be ugly, but I am gentle. Although I am far away, I am quiet.

With a turn, things will naturally become clearer.

The 80/20 rule was proposed by Italian economist Pareto in 1897. He pointed out that 20% of the people in the world control 80% of the wealth. Although this data is not absolutely correct, it reflects the uneven distribution of wealth. Only a few mainstream people or things can have a significant impact.

When writing product selling points, the 80/20 rule also applies. You can compete for 80% of the hot share, or you can find another way and find the remaining 20% ​​that is suitable for your company and market.

The buying points that consumers have urgent needs are the 80% that every company is bound to grab. This leads to too high a similarity on the same urgent selling points. At this time, the copywriter can only find differentiation through innovation and seek details in the big picture.

VIVO, Xiaomi and others are all focusing on pixels, but in fact, each manufacturer's copywriting also subdivides the groups of people. Xiaomi mobile phones target people who love beauty/selfies, focusing on "taking more beautiful photos of people", and VIVO focuses on solving the problem of backlight in photos. It seems that they are all saying that their own pixels are good, but they are seeking differences in the same and looking for subdivision points.

For example, the mineral water brands Nongfu Spring and Evian both focus on the natural purity of mineral water.

Nongfu Spring is a little sweet, and uses olfactory perception to tell consumers where the spring water is produced. Natural mineral water contains a large amount of trace elements, which produces a slightly sweet taste.

Evian mineral water also emphasizes the purity and naturalness of water, but its strategy is completely different. Evian mineral water says that every drop of its mineral water comes from the thousand-year-old snow on the top of the Alps, and then slowly seeps through for 15 years, and is finally formed by natural filtration and mineralization of glacial sand layers. The segmentation of its origin has given Evian an unparalleled dignity, and coupled with the legendary story of successfully curing the sick Marquis, Evian water has become a symbol of purity, life and elegance, and is sold at a luxury price that is 10 times that of ordinary bottled water.

Fireworks can only bloom with the most beautiful colors in the black night sky, but most of the time we only see the gorgeous and colorful fireworks and ignore the quiet/deep night sky behind them.

This phenomenon is very similar to marketers only seeing the hot-selling product points of competitors, while ignoring the inconspicuous but equally existing market demands. How to avoid 80% of the shining edges and seize the remaining 20% ​​of the entry points? We can think about it from the following six perspectives.

Angle 1 Function

Customers purchase products in the hope that they will have certain desired functions. For example, some parents purchase children's watches so that they can talk to their children on the phone at any time. In addition to the main function of communication, consumers also have needs for positioning and anti-loss, video transmission, photography, etc. As long as you occupy the first place in the customer's mind in some aspect of the customer's needs, you will have a chance to win the competition.

Angle 2 Price

For example, Walmart, in today's fierce competition among retail chain supermarkets, focuses on " Everyday Low Prices " to attract many customers.

Angle 3 Service

In today's world of product homogeneity, service is an important factor influencing consumption.

Haidilao impresses customers with its unshakable service standards. When they see a customer eating alone, they will prepare a cute doll opposite the orthopedics department. Only Haidilao can do that.

Perspective 4: Efficiency

Once people make a purchase, they want to quickly experience the value of the product. Undoubtedly, time is the biggest battlefield in the future.

For example, JD.com ’s main selling points are speed, quality, economy and next-day delivery, which has won it a large number of fans.

Angle 5 Convenience

A very important factor for BBK Group's rapid success in the mobile phone industry is the proliferation of OPPO and vivo physical stores. It allows consumers to access and experience the latest information and products at the first time, which is the convenience of sales channels .

Angle 6 Quality

Quality is something that consumers value very much, and good quality must be spoken of loudly.

In "The Flowers Bloomed That Year", in order to demonstrate the quality of the foreign cloth she produced, Zhou Ying directly ground the cloth to convince the common people.

Conclusion: I have always believed that existence is reasonable. No matter whether we use reverse thinking or the 80/20 rule to find market differences , we should try and error on a small scale until we truly find a selling point that the company can support and consumers need.