How to find the best selling point in 15 minutes? This is what the boss thinks...

Have you ever had this experience , your boss called you over -

This is our new product and we will be promoting it soon, so hurry up and write the copy !

Then, he calls the guys from the R&D department, sends you a bunch of Word and PPT files , and tells you that this is the product introduction. As for how to sell the product and what the promotion strategy is? You will usually get a response like this:

Look at the information and figure it out for yourself!

The moment your boss opens Word, you will be dizzy. There are a bunch of densely packed texts, a bunch of complex parameters, and principle advantages, and you can't see the key points at all.

For R&D personnel, every function is the result of their hard work and is a treasure, so they will tell you that this one is very powerful and that one is also important. For one product, you can easily come up with 10 selling points. For example, a dishwasher has 10 selling points:

1. Smart wifi control
2. Automatic oil sensor
3. Drying Enhancement
4. Disinfection function
5. Heavy oil cleaning
6. Personalized dishwashing solutions
7. Cleaning condition detection
8. Quick wash function
9. Fruit washing function
10. Simple curved appearance

If you don't use your brain and just list all these in the copy, you will definitely not be able to sell the product. Because saying everything means saying nothing clearly!

And if you write too long, whether it’s a tweet or a detail page, no one will have the patience to read it, and the loading speed will be very slow!

A master who truly understands marketing will grasp 1-2 points, and very accurately identify the trump card selling points . He will then write about them in detail, write about them brilliantly, and write about them to the point that consumers cannot resist.

A brand that sells high-end rice, just put a point [Rice is delicious] on the details page, and it will become sweet after three chews...

In the early days of its establishment, a major nut brand mainly promoted the sale of pecans, and the copywriting focused on the word " fresh ". It only takes 15 days from picking to processing, and the freshness can only be experienced after eating it!

A small power bank comes from a large company that started out as a battery manufacturer. Although it has various patented charging technologies, its trump card selling point is "small" . Its slogan is "as small as a lipstick" . It is light and not tiring to carry with you when shopping or attending parties, which has impressed a large number of female customers and attracted them to place orders.

As for other selling points, they are relatively unimportant, or even useless, so they are simply mentioned or not written at all, which will not affect the sales and profit at all.

Many people have written many articles, defining this ability as the business intuition of bigwigs or the experience and wisdom gained from returning from hundreds of battles.

The implication is that young marketers should not expect to understand it. They will only realize the tricks when their beards grow to their navels and their heads become bald.

But I found that this was clearly not the case.

Recently, I listened to courses from several marketing masters and re-read their books. I found 3 methods that can help you pick out the most useful trump selling points from the vast product information. They are very easy to use and can be operated step by step. They can help you quickly sort out your thoughts and pick out selling points that hit people's hearts . Not only can you sell more goods, but you can also save a lot of time in confusion and entanglement, and get off work earlier!

Are you interested in learning about this great method?

1. Big data gives you the answer with just a few clicks of the mouse

Since it is a trump card selling point, it must be able to meet the needs of most people. An Internet brand published a book that defines this matter using the 80%-80% principle.

When we define a product, we should focus on 80% of the needs of 80% of users.
80% users refer to the majority of ordinary Chinese people. 80% demand refers to relatively concentrated and universal demand, that is, rigid demand.

We all understand the principle, the question is where to find it?

For example, if you accept a project to sell a new power bank, I would like to ask you: what are the demands of 80% of people for the power bank?

4A or marketing books tell you that if you do research and ask 30 people, you may hear 18 different opinions.

Must be able to take on the plane! Be cute! There must be two interfaces! …

You and I are talking at the same time, but what we say are different. You feel like you have entered the Amazon rainforest, hearing a bunch of birds chirping and singing. Who should you listen to? Who can represent mainstream public opinion? I don’t know!

The survey sample is also a problem. How many people can we survey? 50? 200? Surveying 300 people can make you exhausted.

But look at the number of people in China who use power banks. There are at least 300 million of them. This is 0.0001% of the total number. The sample is obviously too small. It is equivalent to surveying a grain of sand in the ocean. It is not representative at all.

Researching other people's shopping needs has all kinds of inherent flaws, but we can use big data to find the truth more accurately.

• Surveys can only control a small part of the data, while big data can control all the data.
• The survey records language , and users may lie to you for the sake of face. Big data records behavior, such as what users searched for, how long they looked at the product, and whether they purchased it. This is the result of voting with time and real money, and of course it is more accurate.

As an ordinary person, where can we use big data? For example, how can we use it to uncover the demand of Chinese people for purchasing power banks?

The simplest way is this: log in to Taobao Seller Center, click Business Advisor - Word Selection Assistant, search for power bank, and a bunch of industry-related search terms will come out: Xiaomi power bank, Ma power bank, Sheng power bank, 20000ma power bank, ultra-thin power bank, creative power bank, power bank m20000...

Search is the process by which customers express their needs. Before shopping, everyone has a vague ideal product in mind, with some requirements and conditions, and then searches along the clues. What the customer searches for shows what he cares about and what he needs.

Specifically for the power bank market, we can derive the top 30 search terms. After summarizing, we will find that they are divided into three categories:

• The first category is brands , such as Xiaomi, Samsung, etc. This is not difficult to understand. Power banks are a mature market, big brands are well-known, and we have all seen news about power banks exploding. People are afraid of buying a bomb when buying small brands.
• The second category is capacity , which is easy to understand. Electricity represents a sense of security. When you are on a business trip or on a plane, you will consume a lot of electricity when you are outside for a whole day. The more electricity you have, the calmer you will feel.
• The third is small size , which is a strong demand of many girls. Some power banks are as heavy as bricks. Your hands will get sore after holding them for an hour while shopping. How can you continue to “fight”?

Suppose you want to launch a new power bank for the mass market (except for niche products), the most important selling points on the details page are: trustworthy brand, sufficient power, and compact. Enough to conquer more than 80% of the majority of customers.

As for whether the power bank can be brought on the plane and whether it has two plugs, these are all secondary in comparison. You can just bring it with you and you don’t even have to write it down.

This trick is really useful when you enter a new industry to do marketing. Within 15 minutes, you can understand that the biggest demand in the baby stroller market is "light and thin", and the mainstream demands in the desk lamp market are "eye protection", "rechargeable", and "for bedroom bedside use".

For experienced e-commerce developers, this is elementary knowledge, but I found that many non-e-commerce marketers don’t know this, so I specially picked out this useful knowledge point and share it with you here!

If you don’t have a Taobao account, it doesn’t matter. Find someone who does e-commerce to help you check it out. It will be out in a few minutes. It’s very simple.

2. Draw an investment table and the answer will be clear

Investors have to look at various projects every day, such as chicken farms and pickled chicken feet brands. Which one should they invest in? There are two brands selling cotton sheets and cotton towels. Which one should I invest in? When making a choice, they often mention a sentence -

For those who invest, this is basic common sense. But in the marketing circle, few people seem to mention this sentence. In fact, this sentence is very to the point and extremely concise!

The size of the market determines the coverage, the strength of demand determines the probability of purchase, and the frequency determines the number of purchases per unit time. All three points directly affect the commercial value of a company.

One day, I had a sudden inspiration to use these 3 points as thinking tools to analyze the value of various selling points, and I found that it is also very useful! Let me give you an example to illustrate this.

A high-end Swedish brand sells children's bathtubs for babies, which can be used up to 4 years old. It has the following three selling points:

(1) Foldable and does not take up space at home

(2) Convenient to take to the beach for children to play in the water

(3) After the child is 4 years old, you can also make a beautiful storage box to store toys.

• Let’s first look at selling point 1: it doesn’t take up space . This market is huge, and houses are expensive as hell right now. Most young couples live in small apartments and need to save space. The demand is also quite strong. Putting a bathtub in the toilet just looks crowded and annoying. This is a problem we face every day, and this selling point can be used frequently.
• Let’s look at selling point 2, playing in the water at the beach . Many families live inland or don’t like to travel to the beach, so this market is small. Children don’t necessarily play with water in a basin when they go to the beach, so the demand is not strong. Most families can only go to the beach during holidays, and the frequency is low.
• Let’s look at selling point 3, storage . This market is not big because mothers have already bought storage boxes before their children are 4 years old. Outdated toys can be put away or thrown away, which is easy to deal with and does not require much storage. The only advantage is that if it is utilized, it can be stored every day and used frequently.

OK, let's put the conclusion into a table for analysis:

Obviously, foldable phones do not occupy a large local market, have strong demand and high frequency, which is their trump card selling point . It is worth emphasizing and explaining in detail. Other things are relatively unimportant and can be discussed less and in a shorter article. With this kind of analysis, we can get more reliable conclusions even without doing a lot of research.

Let’s look at another sweeping robot. It has the following three advantages. Please use “large market, strong demand, and high frequency” to analyze which one is the ace demand?

You will quickly find that the APP reporting function and the threshold climbing function are only useful for some families, while the silent selling point is useful for everyone. Who doesn’t hate noise? The demand is strong and the frequency is high. After all, you need it to be quiet every time you sweep the floor. So fill these in the form -

Therefore, it can be calculated that silence is the most valuable selling point, while trajectory and climbing are relatively secondary. Whether writing a tweet or a detail page, we can consider putting the mute first and focus on it.

You can see that this is a very useful thinking tool that can pull you out of complex concepts and allow you to look at selling points from a higher and more macro business perspective , helping you reach reliable conclusions more quickly.

3. Only by conducting mindless customer research can you obtain accurate information

At the beginning of the article, I criticized research, not because research is useless, but because many people get the research method wrong.

I used to do research blindly, but later I was inspired by reading Professor Hua Shan’s book and developed my own method. I put it into practice in the project and found it very useful.

Do you know what the first iron law of research is? The questions you ask the customer must be answered with no-brainers, without requiring him to think.

This is the wrong question because you are asking the customer to think and summarize . It is easy to make mistakes in thinking and the summary may be inaccurate. Let me give you an example and you will understand.

You ask a girl:

Hey, what kind of boys do you like?

girl:

Ah, I like guys who are over 1.8 meters tall, like to wear shirts, are gentlemen, and have a stable job.

As a result, half a year later, you see that she married an independent photographer who is 1.7 meters tall and wears a hip-hop T-shirt, and you are full of questions. The first time you encounter this kind of thing, you may be surprised that this is not the man she wants!

But as you gain more life experience, you will find that such examples can be found everywhere!

Look, finding a partner is such a serious and sacred thing, but if you ask people to summarize their needs, they can’t even say for sure, let alone choosing a power bank? ? ! !

So, Lao Guan, how should we ask in order to get the truth?

The answer is - ask for details!

You can also conduct a survey on finding a partner's needs by sending a girl a boy's profile, which includes 5 photos of his daily life and a detailed introduction to his height, family, and work situation. Then you ask: "Would you like to ask a boy like this out to meet him? Why? After reading this introduction, what impressed you most about him?" At this time, her answer will be more accurate.

So I won’t ask customers directly: “Hey, what are your needs?” I know that’s not accurate. I will write a copy myself, which includes several selling points such as ABCDE. I will send it to customers separately and ask them to read it immediately. After reading it, I will call them and ask the following questions:

• There is an orange buy button at the bottom of the article. Did you press it when you finished reading?
• Why did you press it? /Why didn’t you press it?
• Now think back, what content of this article do you still remember?
• Let’s review this article. When it talked about something, what did you think when you saw it just now?
• This article also talks about something. What did you think when you saw it?
• ... (You can save this article to record the above questions)

For these questions, the customer only needs to recall and answer without thinking, so I can understand his more real thoughts .

When you survey 30 customers and 25 of them unanimously say they are impressed by selling point A, you know that selling point A may be your trump selling point, and selling point C that no one remembers may be the one you want to eliminate.

There is another good way to conduct customer research - ask old customers why they repurchase?

The customer is not your cousin or brother. There must be a reason why he keeps coming to buy your products.

A high-end rice claims to be delicious and fragrant, satisfying human desire for delicious food. It is a definite good selling point, but it is not surprising enough. Eventually, the founders found new inspiration while interviewing old customers.

A mother is a loyal customer. She recalled the first time she bought rice home.

That day the child only ate rice and no vegetables, and he ate two bowls of rice in one go!

So, the founder immediately summed up a new powerful selling point

Let the children be more energetic in class and grow taller, this sentence touches the hearts of many mothers! This type of rice is twice as expensive as the market average, but its sales are still rising steadily, with its valuation increasing 1.2 times from 2016 to 2017.

A few years ago, dental implants were very expensive, with one costing nearly 20,000 yuan. So, five would cost 100,000 yuan, which is enough to fill the size of a car. At that time, many marketers were very confused. Dental implants are of course good. Elderly people who have lost their teeth can grow new teeth with implants. But they are so expensive. How can one convince people to pay so much money?

A thoughtful marketer began to survey old customers to find the answer. They must have their reasons for being willing to spend a lot of money! Later, when I interviewed an 82-year-old lady, I was moved by her words: I suffered a lot in the past, but now my life is finally better.

yes! In the past, we were not well fed. Our dinner was just sweet potatoes, rice husks and a few grains of rice. We were so hungry that we felt uncomfortable all over. It is completely different from our life today.

It’s like if a person suddenly won 50 million and then was told that he only had half a year to live. Who would be willing to give it up? ! That’s the feeling! Therefore, the elderly should have good teeth so that they can enjoy delicious food every day and chew it well, which will give them better nutrition, a healthier body, and a longer life. When they are approaching the end of their life, who doesn’t want to slow down?

Her husband also said, "What's the point of keeping the money?" This reflects the old lady's mentality very well.

If you put yourself in their shoes, you will understand everything. Thus, a new selling point for dental implants was born, two simple words -

longevity

Dental implants help the elderly live longer. "Longevity" became the trump selling point of dental implants in the early promotion. It can be said that it has been tried and tested and has been effective every time. Every time there is a promotion, a large number of elderly people call to consult. This selling point was first discovered in a second-tier city, and was later spread by one person to another, and then by ten to a hundred, and for a period of time, it was being used in hospitals across China.

Summarize

When you get a new project, you can use the above three thinking tools to efficiently dig out the best selling points. These three points are done in this order:

• First, open the big data of Taobao Business Advisor-Word Selection Assistant, or a certain index , search for this category, understand the common keywords used by Chinese people when searching, and have a general grasp of Chinese people’s consumption needs.
• Second, analyze all selling points based on the three dimensions of "big market, strong demand, and high frequency" , and select the star selling points that are "big, strong, and high".
• Third, write the selling points at hand into a finished copy and send it to customers for research . Ask them to recall their feelings when they saw the product. Also, research old customers who frequently repurchase the product to understand why they repurchase and what stories they have when using the product, so as to dig out the best selling points.

You try it!