There are so many selling points for a product, how can we find the key points that impress users?

I believe many people have encountered this situation:

The company is going to launch a new product and will immediately start marketing promotion . The project manager then calls you over and tells you how important the launch of the new product is, how much the boss values ​​it, and that you must do a good job in marketing , planning, and copywriting .

Then when you ask about the detailed introduction and selling points of the new product, he will talk to you confidently and vaguely.

Anyway, you just need to remember: this new product is awesome.

At this point, you are already a little confused, and then he will give you a bunch of documents. That’s right, it’s the product introduction. There are whole pages of text, but you can’t see the key points. It feels like there are selling points everywhere?

Then, as expected, they will tell you selling point one, selling point two, selling point three, selling point four. Don’t worry, it’s not over yet. Selling point five, selling point six, selling point seven, selling point eight…

The product staff spoke with great excitement and in a moving manner.

After all, of course you think that every aspect of the product you make is good and has selling points. You can easily list 7 or 8 selling points for them.

One product, a bunch of selling points, it seems like it can conquer the whole world!

However, whether you are doing marketing, planning, or writing copy, everyone must know: "Don't try to push multiple selling points of a product to consumers at the same time."

Many people are accustomed to planning and writing copy based on the selling points of a product as soon as they get these selling points. It seems very efficient, but it actually means you are just being lazy!

After all, product marketing and promotion is not just for your own pleasure. The most important thing is that your product's selling point really has a market, is in urgent need, is competitive, and is of concern to users.

If you merely list the selling points of a product, it will be difficult for the new product to impress users. On the one hand, the targets are too scattered, and on the other hand, users simply cannot read them all and cannot remember them.

The editor’s suggestion is four words: focus on selling points!

You always feel that your product has many selling points, and each selling point is good.

However, during the promotion process, you still need to focus on the selling points and firmly grasp the 1-2 key points that can impress users. You can use other selling points, but they must be coordinated.

Of course, if you do have several core selling points, you can also promote different core selling points to different groups of people or in different scenarios, only promoting one at a time, and also focusing on breakthroughs.

So, the question is, there are a lot of selling points for a product, how do you dig out the key points that can really impress users?

My method is generally to list first and then focus.

Generally, when a new product comes out, everyone can come up with a bunch of selling points, and they can argue about it until everyone is red in the face and no one can convince anyone else.

You have your nine-square grid method to extract selling points, and I have my mind mapping method. You think this selling point is good, and he thinks that selling point is good.

what to do?

Collect first, organize and list out the selling points of the product department, planning department, brand department, marketing department, etc., including the boss.

Then the next step is to filter these selling points. How to filter them? Let’s focus on this part.

With so many selling points listed, it is impossible to reflect all of them in the advertisement. At this time, you need to think about what the target users care about?

We need to combine the product highlights we listed with user needs. This point of overlap is the selling point that can impress users.

Here, the editor recommends 5 reliable methods that can be implemented directly.

1. Find big data analysis

Big data sounds very high-sounding, but in fact it is not that far away from us, and we can all borrow some of it.

For example, almost every industry has industry data reports , in which we can see the analysis of the target population and the research on related demand points. If we are lucky, some reports will directly have a very clear census of selling points.

For example, we can also use big data platforms such as Baidu Index, Weibo Index, and WeChat Index. For example, I often use the population portrait and demand map functions in Baidu Index to analyze user needs.

Through [Demand Distribution], I can understand users' focus and pain points on the product. For example, popular demand words for “makeup” include “method”, “product”, “eye makeup”, etc.

Through [Crowd Portrait], I can understand the target population’s geographical distribution, age, gender and other related information.

By using big data, we can first delete a few selling points that obviously have no market and demand from the many selling points.

2. Chat with sales staff

Previously, I wrote an article titled "Those marketing copywriters who look down on salespeople, have you sold any goods? 》It is said in the article:

Salespeople are basically the group of people in the company who understand the products best. They are closest to consumers and observe consumer behavior every day. The most important thing is that they experience failure and gain experience on the front line every day.

So, if you want to know who in the company understands users best, they should be the first choice. Talk to the salesperson more often and your mind will be opened immediately.

Ask them more often what issues users care about most, what they are most interested in, and what they dislike most when they interact with users. Show them the selling points you listed and rank them according to which ones users care about most.

In this way, several weak selling points can be deleted.

3. Find competing companies for comparison

Next, look for competing companies for comparison. You can read their product manuals, analyze their official websites, and compare their advertising selling points.

You can even pretend to be a user and call their customer service for consultation, or go directly to their company to talk to them in person.

On the one hand, understand what users care about, and on the other hand, find the key selling points that differentiate the product.

After comparing several competing products, you can cross out a few from your selling points list.

4. Communicate with target users

After completing the above steps, your selling point list should be at least half crossed out. At this time, the protagonist appears.

We need to communicate directly with the target users, and I suggest face-to-face communication, which can reduce the loss of many important information points.

First, talk to them about the product, their daily pain points, the experience they envision, and the points they care about most.

Then, tell them your remaining selling points directly. The most basic two points here are:

First, listen to their feedback and take notes;

Second, you need to observe their reactions: Do they suddenly become interested when they see a selling point? Do you appear happier? Are there more problems targeting one point? Will there be obvious resistance? Does he want to experience it right away? …

After a lot of user communication, you can basically determine which selling points are most attractive to target users, and keep 1-3 of them.

5. Test it with motion

In my opinion, all the above can be said to be inseparable from two words: testing. Whether there is only one selling point left or three, it needs to be verified.

It’s the same old saying, “At least 50% of advertising costs are wasted, but we don’t know where they are wasted.” If you don’t test, it will continue to waste more.

After a new product is launched and its selling points are discovered, there is no way to say for sure what it will be like. It is nonsense to not test it and use it forever.

Ultimately, a key selling point that can truly impress users must be proven effective in market practice. Moreover, this testing is ongoing, because maybe it can be optimized even better!

Okay, that’s all for today’s sharing. If you are also facing the problem of “one product with a bunch of selling points”, you might as well give it a try.

These methods are not difficult in themselves. The key is to let go and do them seriously and steadily.

Hope it helps you.

Author: Lao Zei, authorized to publish by Qinggua Media .

Source: Mumu Laozei (ID: mumuseo )