If your product has no unique features, how can you attract users’ attention?

Among a bunch of products with similar selling points, similar activities, and similar strategies, how can you make users notice you? The author of this article introduces us to a method: creating accidents.

There is a situation where "it looks fine when viewed alone, but something goes wrong when compared."

Let me give you a few common examples:

Scenario 1: Same selling point, same copywriting .

Just looking at it: the selling points are very accurately extracted and directly hit the user's pain points.

Comparison: My peers also wrote like this, and the awesome selling point immediately became a cliché.

Scene 2: Same festival, same poster.

Just looking at it: the poster fits the festive atmosphere very well and has an exquisite design. Add the event rules and LOGO and you're done.

Comparison: Why does the poster of the soy sauce seller next door look the same as ours? Is it the same template?

Scenario 3: Same strategy, same vision.

Just look at it: We want to make the price the lowest in the industry, so that consumers will definitely choose us.

Comparison: Ah, I know, it is to seize the market with low prices, so and so does the same thing.

Similar products, similar activities, similar strategies, how can you make users notice you?

Today, I will tell you a new trick to make the ordinary extraordinary: create accidents.

1.

How to do it?

Let’s try it first, taking the “100% natural cotton shirt” as an example.

Original copy:

100% natural cotton, comfortable and soft, moisture-absorbent and breathable, anti-wrinkle and shape-retaining.

New copy:

Urgent: Why does my son not like being held by me, but always likes being held by Mr. Wang next door? ! Waiting online! !

Because your clothes pricked him. 100% natural cotton, non-itchy and non-prickly.

After the changes, is the eye-catching effect obvious?

This is to create surprises so that users can notice you immediately and even remember you.

To create an accident is actually to do things against the rules.

The user originally thought you were going to talk about "family tragedy", but what you said was "consumption upgrade". It's unreasonable, but it makes sense. This counterintuitive approach immediately grabs the user's attention.

Seeing this, you may have a question: what if this style is not suitable for our brand ?

Don’t be impatient, there is more than one way to create an accident.

Next, let’s see how others do it.

2.

Case 1: Creating surprises by exceeding expectations

Everyone is familiar with the case of Haidilao .

You may have heard of this:

After the meal, the guests wanted to take the remaining slices of watermelon away. The waiter said, sorry, the opened watermelon cannot be taken away.

So I gave up. When I was leaving, the waiter brought a whole watermelon and said, "Sorry, opened watermelons cannot be packed away. I'll give you an unopened one."

There are many unexpected jokes like this, and netizens often joke that humans can no longer stop Haidilao.

It was discovered at Haidilao that waiters were helping customers play games !

Haidilao actually moved a crib for their son to sleep in. Everyone, pay attention, it’s a bed!

I accidentally left my stockings hanging, but when I checked out, the waiter handed me a brand new pair of stockings! Still 3 pairs! !

…

Speaking of this, I remembered a best-selling book, "You Can't Learn Haidilao".

But, can’t you really learn how to cook Haidilao?

From the perspective of innovation, Haidilao’s model is to create surprises and do things that exceed user expectations.

If you don’t believe me, go to Weibo and take a look at the jokes about Haidilao. The words most used are “actually” and “!” .

If you can also make users say in surprise “Surprisingly…!!”, it means you have successfully created a surprise.

Case 2: Creating surprises by breaking common sense

Southwest Airlines is a successful company that has maintained profitability for more than 30 years, which is a very good result in the U.S. aviation industry.

How do they do it?

Herb Kelleher, Southwest Airlines' longest-serving CEO, once said:

“I can tell you the secret of running this airline in 30 seconds. We are the lowest fare airline in the world.”

Southwest Airlines' business strategy is to be " the world's lowest fare airline ." To do this, they consistently reduce costs .

However, aren’t other airlines doing the following two things: “lowering ticket prices” and “reducing costs”?

Of course not. You will never lack competitors who will lower your prices, and companies will always hope that costs can be reduced a little more.

So how did Southwest Airlines stand out?

They use methods that break common sense to create surprises.

Such a thing once happened.

The marketing department suggested adding a chicken Caesar salad to the flight because surveys showed that passengers wanted a light side dish, and they currently only offered peanuts.

As a result, the CEO replied:

“Will adding a chicken Caesar salad make us the cheapest airline in the world?”

"We wouldn't be serving chicken salad if it didn't help us become the lowest-priced airline that ever existed."

The CEO decisively rejected the suggestion.

This way of thinking shocked the employees.

Originally, everyone thought that lowering ticket prices was a common strategy. But it was not until this moment that they realized that Southwest Airlines was definitely different from other companies.

• It’s common sense: companies need to meet user needs.
• Breaking common sense: Reject all user demands that are not helpful in becoming the lowest-cost airline.

Of course, this story will eventually reach the users.

Breaking common sense and creating surprises made employees and users deeply remember Southwest Airlines' lowest fares in the world.

3.

After reading the case, we can find that creating accidents can not only be used in copywriting, but also in many fields such as product innovation and company management.

If you want to attract attention, try to create an unexpected event.

There are many ways to create surprises:

• Special scenarios. In what scenarios will the product bring unexpected results?
• Exceeded expectations. What are the user's expectations? How to exceed expectations?
• Break common sense. Is there anything that goes against common sense?
• changes have occurred. What familiar, unchanging places can change?
• Special combination. What would it be combined with that would be a surprise?
• …

But it is worth noting that creating accidents is not just a fantasy, it must be related to the product.

Let users suddenly realize the whole thing by the end, rather than enjoying the content but not knowing how it relates to the product.

4.

Talent belongs to a few, but routines belong to everyone. ——Kangxi's Master

To summarize today’s content:

Among a bunch of products with similar selling points, similar activities, and similar strategies, how can you make users notice you?

Can create accidents.

It's unconventional, but it makes sense. Use this counterintuitive approach to grab the user's attention immediately.

How to create an accident?

The methods include: special scenarios, beyond expectations, breaking common sense, changes, special combinations...

It is worth noting that the created accidents must be related to the product and cannot be just out of the blue.