The ticket to marketing master: user thinking

What is user thinking? User thinking is to think about problems from the user's perspective, combining usage scenarios, needs, etc. to understand the user's ideas. Below is what the author says about user thinking, combining two real-life cases.

1. Do you really understand user thinking?

User thinking is a topic that has been talked about for a long time, and you may have heard it so many times that your ears are callused.

Why am I bringing this up today?

Because I found that everyone can talk about user thinking; but once they go home and make their own products, they return to the internal perspective of the company.

Today we will use 2 real-life cases to talk to you about what user thinking is.

Let me give it a brief definition:

User thinking means understanding customer needs first, then designing and developing products or services;

Internal (product) thinking is to first look at what products you have, and then think about how to sell them to customers.

These are two completely different ways of thinking, with a different order and vastly different results.

2. Wang Leehom teaches singing

Earlier this year, singer Wang Leehom personally sold courses on an APP.

Out of curiosity, I took a general look at it. The 30-day course is sold for 1,699. Considering that it is taught by Leehom Wang himself, it can be said that the cost-effectiveness is still very high.

I heard that the enrollment is pretty good, especially that a large number of the second brother’s original fans have been attracted.

After the course started, I paid special attention to some users and found some different opinions, such as:

"I hope there will be a teaching assistant to correct my pronunciation", "The course has a high threshold", "It takes many days to digest a course", etc.

So I went to learn more about the course content:

During the 30 days of study, there are different contents every day, such as breathing, voice, vibrato, emotion, performance and even psychology.

It looks like a sincere, complete and perfect course. It must have taken a lot of thought and it is not just for fun.

But is this really a good thing?

If it weren't for Leehom Wang teaching, would so many people sign up for this course?

I don’t think so!

As a singing class for the general public, can you recall what pain points you had during the singing process?

The singing scene for ordinary people is KTV gathering:

First of all, I definitely don’t want to be tone-deaf and be laughed at by others. This is the bottom line;

Secondly, I hope to have one or two hit songs that will wow the crowd;

Third, when it comes to high notes, I especially want to understand how to sing without breaking my voice or howling.

Most ordinary people don’t actually need professional singing knowledge, and are unwilling to spend too much time learning the basics.

Not out of tune, singing the main song, and not breaking the voice, these three things are enough to make him feel present in the circle.

Imagine if we define the content of Wang Leehom's singing lessons as three products based on these three needs:

1. How ordinary people can sing accurately; 2. How to have a hit song; 3. How to handle high notes.

If I go back and plan the content and pace of my courses, I believe there will be better enrollment results and post-class evaluation feedback.

3. My son should drink more milk

My son doesn’t like to drink milk powder during this period. Usually he can only drink 50 or 80% of 150ml. We are a little worried that it will affect his development.

However, I discovered an interesting phenomenon: he especially likes to snatch adults' milk or drinks.

I suddenly realized that the child might not dislike drinking milk itself, but rather dislike the traditional way of drinking milk from a bottle, and he especially wanted to imitate adults.

So, his father came up with a solution: after making the same milk, he put it into a plastic bag and a beverage cup, and then gave him a straw.

Now it's good, I suck it in big gulps, not leaving a drop.

In fact, the milk powder is still the same milk powder as before, the only thing that has changed is the way of expressing milk.

4. Demand first, then product

From the perspective of a professional singer, the course is a very perfect product;

Based on customer needs, he may only need to teach one main song without being out of tune or breaking the voice, and then try to make the learning process easy.

From the perspective of parents, they hope their children can drink more milk and grow stronger;

From the baby's perspective, milk is not important, as long as he is not hungry. What interests him is the way adults drink water with a straw.

Starting from different perspectives, the content, methods and results of solving the problem will naturally be very different. The former is internal thinking, and the latter is user thinking.

In the fiercely competitive market environment, if you want to gain more favor from consumers, user thinking is an issue you cannot avoid.

In fact, it is not that difficult. Just six words: demand first, then product.

Author: Uncle Volcano

Source: Uncle Volcano