E-commerce operation copywriting skills, how to improve product selling points?

For the current e-commerce platforms such as Tmall and JD.com and most marketing scenarios, products are sold online. The first thing that users come into contact with is not the salesperson or online customer service, but product information. In addition, customers will compare and learn about multiple suppliers on the Internet at the same time. At this time, whether they can see unique selling points among homogeneous products will be the key to influencing customer choices. Product selling point positioning is the issue that is most easily overlooked by e-commerce companies. This is because some conventional products only have a few quality standards, and all products produced by peers are similar. Therefore, we assume that the selling points of such products are known to insiders and there is no need to express them deliberately. Over time, many companies have unified the selling points of conventional products as "high quality and low price" when conducting online marketing and promotion . Also, because all products on the Internet claim to be of “high quality”, users are reluctant to believe them easily. Therefore, there are some principles to refer to when positioning product selling points.

1. Follow four principles to refine product selling points

1. Seek truth from facts and avoid false packaging

Whether it is online marketing promotion or marketing planning, we must adhere to the basic principle of seeking truth from facts. Any false description without actual basis is a deception to potential customers and a manifestation of dishonesty. Therefore, when refining selling points, one must take the actual situation of the company and its products as the starting point.

2. The selling point is not limited to the product itself

Not all products have very distinct advantages. Most conventional products are not much different from other products on the market. At this time, it is basically difficult to extract selling points based on the product itself. Therefore, it is necessary to "shape" selling points. You can try to reflect it from the company's market positioning, production and service experience, etc. A company of the same size that focuses on a single product for 20 years gives people a different impression than a company that produces multiple varieties and has only been in existence for two years.

3. Strive to highlight the differentiated advantages

Sometimes, the products we sell happen to be new and unique products in the industry and have unique value compared to similar products on the market. At this time, we need to demonstrate and highlight this unique value from multiple angles. To make customers feel unique, you must first be able to express the uniqueness.

4. Don’t be too direct in your self-praise

Basically, most people will not say how bad the products they sell are, but will promote the various advantages of the products. Therefore, if you say "first-class quality, excellent quality" or "our products are the best products on the market" in the product introduction, it actually doesn't mean much, it is just slightly better than saying nothing. We can achieve the purpose of praising the product indirectly, for example, we can use customer reviews to praise the product through the mouths of others.

2. Product selling points should be able to demonstrate your unique core competitiveness

When multiple suppliers are boasting about quality assurance and preferential prices, the obvious selling point of "high quality and low price" is not so valuable on the Internet. There is a saying: first-rate salesperson sells ideas; second-rate salesperson sells services; third-rate salesperson sells products; fourth-rate salesperson sells prices. The ability to perform on the Internet depends on planning ability. We need to unify the planning and layout of sales ideas, service features, product advantages and other information and present them to customers. The specific ideas will be mentioned later. The main idea is to analyze your competitors on the Internet and then show how you are different from them in order to leave a good impression on the users.

From different perspectives, "selling points" have different understandings: from the consumer's perspective, selling points are the points where competing products meet the needs of the target audience; from the supplier's perspective, selling points are a necessary consideration point for competing products to become popular in the market; from the perspective of the product itself, selling points are the reason why the product exists in the market. Therefore, it can be said that the extraction of selling points includes three starting points: "catering to" the target users , "based on" the product itself, and "keeping up with" the market environment.

When designing the specific product selling point copy , you can start from the following 3 major directions and 16 details.

1. The product selling point should reflect the high quality of the product

Specific points that reflect product quality include:

1. Raw material advantages: for example, using high-quality raw materials recognized by the industry, raw materials produced by well-known large-scale brand companies in the industry, and raw materials that meet higher international standards.
2. Advantages of production equipment: for example, adopting the latest production technology, adopting a new generation of production equipment, and adopting production processes from well-known brands in the industry.
3. Advantages of professional personnel: such as a highly educated and experienced R&D team, a mature operation team with many years of experience, and a well-known expert guidance team in the industry.
4. Quality control advantages: such as the industry's high-standard quality management system, special quality control steps, strict substandard product handling procedures, etc.

2. The product selling point should reflect the high cost performance of the product

Specific points that reflect the high cost performance of the product include:

1. Price advantage: For example, due to objective reasons such as tax exemptions, environmental protection subsidies, electricity fee reductions, and the advantages of large-scale production, the company's products have inherent price advantages. Note that when using price as a selling point, you must have objective reasons. Subjective wealth and willfulness cannot be used as an excuse for low prices.
2. Value advantages: for example, longer usage cycle, higher efficiency, and easier downstream recognition after use. The value advantage also needs to be supported by objective data, and the description must be an objective situation and cannot be fabricated out of thin air.
3. Delivery time advantage: for example, the production efficiency is faster than other factories, and more production machines can be mobilized at the same time.
4. Freight advantages: For example, we promise to deliver directly to the place designated by the customer, we promise to provide air transportation to foreign customers, and the cargo transportation process can be tracked.
5. Service advantages: For example, supporting free viewing and free proofing, supporting door-to-door after-sales service, and helping downstream customers develop markets.
6. Settlement advantages: For example, online orders support inspection before payment, support 7-day unconditional return and exchange, support settlement in batches, etc.

3. Product selling points should reflect the company’s trustworthiness

Specific points that reflect the company's trustworthiness include:

1. Industry reputation: such as good reviews from customers, employees, peers, etc.
2. Cooperating brands: for example, suppliers of major industry brands, suppliers of large-scale international and domestic events, government-designated suppliers, etc.
3. Enterprise qualifications: such as honors as major taxpayers in various places, honors on various official lists, qualifications granted by various government departments, etc.
4. Corporate contribution: such as corporate sales, corporate profits, number of employees, corporate public welfare contributions, etc.
5. Corporate culture: such as the positive energy culture advocated by the company, topics on corporate-related cultural activities, etc.
6. Brand effect: such as advertising, media cooperation, publicity and promotion, brand trademarks, etc.

The above content basically covers the common product selling points. It should be pointed out that for each product, it is sufficient to emphasize two or three selling points according to specific channels and occasions. Just like a person with too many excellent aspects will have no characteristics, a product with too many selling points will make buyers unable to remember them.

In addition, different product types perform differently. Therefore, the above needs to be applied by analogy. For example, for Internet financial products, high quality may correspond to safety and reliability, high cost-effectiveness may correspond to high yield, trustworthiness may correspond to a state-owned capital holding background, and so on.