Why is the operation ineffective? You may be missing these 3 methods!

Every time you sell a product, you should keep recording data and analyzing the results;

Every time you do an activity, insist on walking along the activity path a dozen times;

Every time you write an article, you insist on reading and revising it dozens of times;

But the number of users has always been pitiful...

Why do you work so hard but get no results?

There’s only one thing you could be doing wrong – pretending to be the user.

To grasp user needs, you don’t need to transform yourself into the target group, work day and night, and rack your brains. Yi Shiwu has prepared 3 questions and 3 methods to help you think about users from all angles. Good luck!

Question 1: Why do users buy our products? What benefits and conveniences can our products bring to them? What needs of users do they meet?

To think about this problem, we must return to the products and services themselves, and use the FAB rule (product, feature, benefit) to find the differentiated features and functions of products and services, as well as the benefits they bring to target users .

PS: There are many kinds of needs. It is not just that some differentiated features of products or services simply solve user pain points, but also that they meet certain psychological demands, such as:

The image appeal conveyed by the product itself also meets the psychological needs of some users, but the users themselves may not even be aware of it. The DW quartz watch, which is priced at around 1,500 yuan, does not even have a sapphire mirror. Traditional watch practitioners may not care at all, but so what? The slim DW, paired with a classic canvas strap, conveys a leisurely, elegant, Nordic lifestyle. Its product appeal is to sell a lifestyle, a labeled emotional expression, which is no different from the badge of a nature conservation association or charity organization that some businessmen wear on their chests.

Question 2: Under what circumstances will consumers purchase our products and services, where will they purchase them, what is the consumption environment like, what will they think about when purchasing, and what kind of interference will they encounter during the purchasing process?

After conducting STP analysis (market segmentation, target market selection, market positioning) and clarifying the corporate strategy and product and communication strategies, the product positioning, market positioning, channel selection, and advertising placement are also clarified.

Therefore, combined with the differentiated needs of product and service offerings, the characteristics of the target market and target groups, purchasing behavior can be judged, e.g.

• I'm hungry and don't want to run to order takeout.
• I have little money but want to buy in a group
• Can't buy it in China? Find a purchasing agent
• Want to use air conditioning but afraid of wasting electricity = Midea, only one kilowatt-hour of electricity per night

Whether you choose to sell your products offline (self-built stores, supermarkets, traditional distribution) or online (self-built shopping malls, platform entry, network distribution, self-built distribution in WeChat malls, etc.) determines where your target group will buy and determines the user's consumption environment. Shopping in a mall is closed, while shopping on Taobao is open, making it easy to compare products.

Where your products are placed on the shelf, what products are on the shelf aisles, the distance between your products and the products that are most likely to generate related consumption, and even who might go shopping with your target group will all affect the final consumption behavior. Your mother-in-law can decide whether to buy your house or not. Osco Drugs, a pharmacy and convenience store company operating primarily in the Midwestern United States. The company once conducted data mining and collected information from more than 12 million shopping carts in 25 stores. The data did find that between 5pm and 7pm, many male customers bought both beer and diapers.

Advertisements for the same store placed in different locations in the same shopping mall must be treated differently. For example, the tea shop in a shopping mall, the advertising appeal inside the mall is to guide people who are tired of shopping to sit down and have a cup of milk tea, and the competitors it faces are other leisure places in the mall; the advertisements outside the mall are to attract people from outside to come in and have a cup of milk tea, and the one it needs to compete with is the milk tea shop across the street.

Question 3: How do users use our products after purchasing them? What are the usage scenarios? What situations will they encounter? What potential concerns will they have? What are the fatal factors for not buying our products?

For example: the Happy Candy Crush that can be played while standing, lying down, riding in a car, eating, sleeping, and in class, which cannot be played in class, and the advertisement of drinking Wanglaoji when people were afraid of getting a sore throat, show the consumption scenarios (click to view).

Due to process reasons, almost all fruit juice drinks cannot avoid the design defect of coagulation and sedimentation after standing. At this time, consumers will have concerns about spoilage when picking up the bottle, and Nongfu Orchard’s “shake before drinking” has become a symbol of superior quality.

Three marketing methods

1. Think about possible connections

Fully consider all aspects that may connect with consumers and affect purchases, including consumer psychology, consumer environment, purchase scenarios, usage scenarios, etc.

2. Establish connections

Establish a connection, that is, connect what the customer already knows and understands with what you are going to sell, making the new product easier to understand and accept.

How do you feel when you see the picture above? Do you know what NFC is? Do you know the difference between Snapdragon processors? Words are abstract, and concepts are even more abstract. When you use advertising to communicate with your target users, you need to stand in the other party's perspective and use nouns that are familiar, understandable, specific and unambiguous to establish a connection with your product, making your product easier to understand and accept and reducing communication costs.

Sugarman said: " You have to understand your target audience so that you can communicate with them in their language. " When he wrote the advertising copy for the fire smoke detector that had just been launched on the market, he compared it to "a keen nose placed on the ceiling", which vividly demonstrated the function of the smoke detector and reduced communication costs.

When the car was first launched on the market, the slogan was “a carriage without a horse”. In vivo ’s recent advertisements, the slogan no longer says that it uses the latest Snapdragon processor, but instead uses “playing games ( Honor of Kings ) is fast” to convey its selling point. This is both very vivid and reduces communication costs. Especially for a new product that needs market cultivation, it can achieve twice the result with half the effort.

3. The selling point is single and the benefits are specific

Too many advantages are equal to no advantages. Look at the roadside signs. How many of them want to write all the business scopes on them? What’s worse, there is no store name at all on the signs, only the business scope, and the colors are particularly eye-catching. Are you forcing people to divert their gaze? Human memory is lazy, and cognitive load theory holds that the size of the load depends on the amount of information being processed simultaneously in working memory and the connections between existing schemas. In other words: the less information a person processes in the cognitive process, and the closer or more connected it is to existing knowledge and experience, the easier it is to understand and remember.

For example, the two mobile phone brands mentioned above only have one point. When talking about OPPO, many people can immediately think of "charging for 2 hours and talking for 5 minutes". Doesn’t OPPO have other advantages? If I invite Hua Shao to come over and tell you all his advantages, how much can you remember? You can't hear it clearly anyway.

You only know that blueberries are good. When you see the following two copywritings: "Blackwater blueberries, healthy and delicious" and "Eat blueberries, brighten your eyes", which one will stimulate your desire to buy more?

The competition in white appliances is fierce. When many home appliance brands are still promoting energy conservation to stimulate demand, "Midea, one kilowatt-hour of electricity per night" is popular and they can start selling it whenever they want.

Summarize

Think about users scientifically, do not make assumptions about users, proceed from reality, fully consider all aspects that may connect with consumers and affect purchases, and communicate with consumers in the language that users can most easily understand, which is enough to impress consumers.