Analysis of 12 brand cases: core selling points and selling point copywriting

Are you still using mediocre words like "excellent quality", "genuine goods at reasonable prices", "quality assurance", "natural and additive-free", and "craftsmanship" to promote your products?

These words and phrases have been overused in promotional copy, and consumers have become numb to these empty words.

Today we are going to discuss the core selling points of the product and what principles the selling point copywriting follows?

Every product has many selling points, but there is only one core selling point.

People can only remember one core feature of a brand. When they mention BMW, they think of the driving experience; when they mention Volvo, they think of safety; and when they mention Mercedes-Benz, they think of luxury. Yuanqi Forest has 0 sugar, 0 fat, 0 calories, Tide stain remover, Ariel machine wash laundry detergent, and Guazi used cars, and there are no middlemen to make a profit from the price difference.

1. What is the core selling point?

The core selling point is to find the most valuable one among all selling points, but it is not necessarily the selling point of the product itself, but the point that is most differentiated and competitive compared with competing products.

For example, "more suitable for the physique of Chinese babies" is the core selling point of Feihe milk powder. Why is this the core selling point?

Everyone knows about the melamine incident in 2008. Many parents lost confidence in domestic milk powder. Foreign brands have almost become the first choice. When buying milk powder, they will make sure whether the milk source is imported.

However, Feihe milk powder now tells you that although foreign products are good, ours is more suitable for the physique of Chinese babies.

A very perfect way of playing.

The core selling point is to find the most valuable point, then maximize it and invest all your strength into it. Only by investing all your strength in a core selling point can you break through the threshold and be remembered by everyone.

Many products do not have core selling points. You promote more than a dozen selling points at a time and list all the product's advantages. Although you mention a lot of advantages, consumers cannot remember any of them. You want to represent everything, but in the end you represent nothing.

Why do many companies like to promote all the advantages of their products?

The reason is that they have not found the most core and valuable selling point. Another reason is that they are afraid of choosing the wrong selling point and are not sure whether consumers are interested in this selling point, so they simply write down all the advantages.

I divide selling points into: core selling points and product advantage selling points.

Core selling point: the most competitive and differentiated point compared with peers.

Product advantages and selling points: the advantages of the product itself, sales advantages, authoritative certification, raw materials, special craftsmanship, unique packaging shape, etc.

The core selling point answers why consumers choose me. The product advantage selling point serves the core selling point and is the certificate of trust for the core selling point. It is meant to make consumers believe in your core selling point.

Let’s take “Feihe Milk Powder” as an example.

Why choose me: "More suitable for the physique of Chinese babies", this is the core selling point.

How do you know?

"58 years of focus on researching the Chinese physique", "Chosen by mothers over 100 million times a year", "Golden milk source, 20,000 years of black soil essence", "High-quality grassland, 1,095 days of natural purification", "Nutritional guarantee, 5 core beneficial elements", etc. These are product advantages, and they can make the core selling point "more suitable for Chinese babies" more credible.

2. Three golden rules of core selling points

Solve real pain points and provide real benefits and real value.

The first golden rule: solve the real pain points, the real pain points, not the minor pain points. For example, "Yuanqi Forest 0 sugar 0 fat 0 calories" is to solve the real pain points, and "Drink Wanglaoji if you are afraid of getting a sore throat" is to solve the real pain points.

The second golden rule: true value, product value and product added value.

Social value (good-looking, topical, interesting, meaningful, understanding, and sense of participation) such as Heytea, Sandunban, and Starbucks.

The value of the product itself (quality, practicality, problem solving, exceeding expectations, packaging, symbols). For example, Xiaomi initially used cost-effectiveness as its core selling point, “Born for Enthusiasts”.

Demonstrate value, such as LV, Mercedes-Benz, Hermes, and Patek Philippe;

The third golden rule: real benefits, benefits that consumers can perceive immediately. For example, "No middlemen make a profit from the price difference", "3,000 yuan for a new car", "More suitable for the physique of Chinese babies", "Charge for 5 minutes and talk for 2 hours", "Yungeng crops are real brown sugar, really warming".

Many people think that the core selling point is just a slogan.

In fact, it is not just a slogan, but a core selling point as a strategy.

For example, Feihe Milk Powder takes "more suitable for the physique of Chinese babies" as its brand strategy, so it has focused on the research of Chinese physique for 58 years.

For example, Alibaba’s slogan is “Make it easy to do business anywhere”. In order to achieve this strategy, it uses a combination of Taobao, Tmall, Alipay, financial services, etc. to implement the strategy of “Make it easy to do business anywhere”.

Yungeng crops take "warmth" as their strategy, real brown sugar, really warm; Qia Qia nuts take "freshness preservation" as their strategy, "mastering key preservation technologies."

A slogan is both a core selling point and a brand strategy. This is also the verification standard for brand slogans. Can your slogan guide the company in making decisions?

summary:

1. What is the core selling point? The most differentiated and competitive selling points compared with competing products;
2. The core selling point is to find the most valuable point and then maximize it;
3. Three golden rules for core selling points: "Solve real pain points, provide real benefits and real value";
4. The core selling point is not just a slogan, but a brand strategy.

3. What principles does selling point copywriting follow?

I looked at nearly 100 product detail pages and summarized 3 golden rules for describing selling points.

There are many ways to create product copywriting . I have extracted the three most important principles and shared them with you. In previous articles, I have also shared many methods about product selling points, you can check them out.

The product is very good and seems to have many advantages and selling points that can be introduced to consumers. However, when it comes to introducing it, I am at a loss for words and don’t know how to clearly explain the product’s features, advantages, and functions.

How to convey the core selling points of a product to consumers and convince them, the description of the product selling points is very important, especially the e-commerce details page and product posters.

I have summarized three golden rules: understand immediately, customer value orientation, and combination of virtual and real

The First Golden Rule: Understand Instantly

In this fast-paced era with information flying everywhere, people are becoming less and less patient and their attention is becoming increasingly scattered. Product introduction pages should be as easy as possible for consumers to understand within seconds and not make them think. They don't know how to think. They just skip over what they don't understand and won't stop to look carefully or listen to what you say carefully.

Let’s look at two examples of sweeping robots.

I went to compare the product details pages of the Mijia and Ecovacs robot vacuum cleaners to see how they used high-tech technology and easy-to-understand copywriting to introduce their products.

Let’s take a look at the two sweeping robots’ descriptions of “precise obstacle avoidance”.

The Mijia sweeping robot is described as having "driverless-level perception accuracy" in this way. Even if you don't understand the technology, you must understand the value of driverless-level perception accuracy.

Ecovacs uses the word "smarter" to describe precise obstacle avoidance. The word "smart" is only used to describe people, and the intelligence of a product is reflected through "smart".

The two companies have different descriptions of precise obstacle avoidance, but their purpose is the same, which is to make you understand the value of their product in seconds.

Many products on the market are afraid that consumers don’t know how professional they are, so they emphasize various technologies and patents on the product introduction pages, as if being too straightforward would make them appear low-class and not high-end.

When you are using all kinds of professional terms, consumers are actually confused and don’t think your product is that good.

When promoting new products, Jobs also used easy-to-understand language, "Put a thousand songs in your pocket." There is no need for excessive explanation, and one sentence can let you know the core value of the product.

If consumers don’t understand the product’s selling points, it’s useless even if the product is good. You are very outstanding, but you always pretend to be deep, which makes people unable to understand you and it is difficult for others to like you.

Rather than saying that it has a 5000mAh large-capacity battery, it is more like being able to easily binge-watch TV series for an entire afternoon. Rather than saying it has patented flash charging technology, it’s better to say it charges for 5 minutes and gives you 2 hours of talk time.

When drones were still not well known to the public, DJI promoted drones as "flying cameras", which made it easy for consumers to understand.

Recently, the advertisement of Xiaodu smart giant-screen TV V86 has been all over the screen. On the one hand, it is interesting, and on the other hand, it is really understood in seconds. Many netizens said, Oh! It turns out that 86 inches is this big. It’s so big. Really big. How can it be so big?

The modern advertising godfather, Claude Hopkins, defined advertising in his book The Copywriting Bible as follows: “Treat advertising as a salesman.” No one wants to listen to a salesman’s rambling.

I have been saying this all along, so the copy must be concise, clear and convincing.

The first principle is to make consumers understand the product selling point copy immediately. Only when consumers understand you can they like you. Pretending to be profound and noble will only make people leave you.

The second golden rule: customer value orientation

Customers buy because of value, which is the benefit they expect to gain from a particular product or service.

The customer value-oriented method is very simple. You only need to answer a simple question, "If I have this, then what?" For example, the following selling point copy, the first half of the sentence is the value of the product itself, and the second half explains "If I have this, then what?" The second half is the consumer's interest point.

Don't just talk about functions, but be precise about benefits. People buy things not for functions, but to get benefits from them.

For example, girls buy facial masks not for the hyaluronic acid, snail acid, or plant essences in them. What they ultimately want is hydrated skin and to become beautiful.

For example, "5200mAh large-capacity battery" is a business-oriented copy that only talks about the product value but not the profit points.

What use is such a large-capacity battery to users?

Being able to sweep a large apartment of 240 square meters in one go is the benefit that consumers need. People don’t place orders for the 5200mAh large-capacity battery, but for the large capacity that can scan a very large apartment in one go.

When we look at a product introduction, we just want to know: "What's in it for me?"

For example, "Yunnan Baiyao toothpaste can help you relieve oral problems" and "Gree's new generation of central air conditioners saves half the electricity" are ways to directly tell consumers the benefits they need.

Companies often think from their own perspective, over-emphasizing their own value and ignoring the value of the customer's usage process.

If the description of the product's selling points does not help customers understand and make decisions, then customers will have no choice but to give up.

The third golden rule: Combining virtual and real

In addition to real selling points that can be perceived and verified, product selling point copywriting also needs to have virtual selling points.

What is a false selling point?

It is a selling point that can only be understood through feeling.

For example, “the king of sunflowers, leaving a lingering fragrance in every mouth” is very abstract and requires one to feel it to appreciate it, but this experience can change consumers’ perception of the product.

False selling points are equivalent to the "blank space" in design and painting. It is full of functional value, use value, and various product advantages, which will make consumers tired after reading it.

Appropriate blank space gives consumers some room for imagination and allows them to experience the product.

For example, Golden Dragon Fish 1:1::1 is a real selling point, and consumers can directly perceive that it is a blended oil, while the golden ratio, balanced nutrition, and scientifically good oil are false selling points.

Although these false selling points cannot be seen or touched, they can change consumers' perceptions.

For example, "being raised for 300 days in the mountains at an altitude of more than 1,000 meters" is a real selling point that is perceptible and verifiable. "Every pig is allowed to run freely in the mountains and develop perfect curves. This is the virtual selling point. It can enhance consumers' understanding and cognition of wild boars.

It should be noted that the real selling points are the basis of the virtual selling points, and the virtual selling points need to be supported by the real selling points, otherwise it is just self-satisfaction and bragging.

In summary, this article mainly discusses three issues.

1. What is the core selling point: The most differentiated and competitive point compared to competing products is not necessarily the selling point of the product itself.

2. Three golden rules of core selling points: solving real pain points, providing real value and real benefits

3. Three golden rules for selling point copywriting:

• I will fall in love with you if I understand you immediately. Pretending to be deep will only make me leave you.
• Customer value oriented, customers must buy because of the value.
• Combining the real and the virtual, the real selling points allow consumers to perceive the value of the product, while the virtual selling points change consumers' cognition.

Author: Zhou Enyong

Source public account: Ruler Weekly Brand Research Institute (hello03569)