How to plan product selling points to be more attractive?

Let’s first take a look at what a good product advertisement looks like.

For a good advertisement, the information needs to be highly focused and clear at a glance.

Effective communication is to enable consumers to quickly identify and quickly tell consumers who we are. What exactly are we selling? Why buy me? (Reasons to buy).

For example, the advertisement of Guazi used car. Guazi Used Car Direct Sales Network (Who am I and what do I sell) has no middlemen to make a profit from the price difference (core selling point: reasons to choose me).

For example, Maodou New Car Network (Who am I) offers a new car with a down payment starting from 3,000 yuan (core selling point: why choose me).

Maybe you have heard of the 3-second rule: people will only look at a poster for 3 seconds. If people cannot get the key information in these 3 seconds, then the poster is a failure.

Imagine that you are walking on the road and you see a poster at a roadside bus stop, or you receive a flyer. Usually, you just glance at it. You certainly won’t stop and stand by the roadside to read it slowly, unless you are waiting for someone or you are bored.

Therefore, advertisements must be “clear at a glance”.

The word "clear at a glance" here has two meanings.

The first level: see the core selling point of the product at a glance. This requires giving up nine and choosing one, removing those less important selling points and focusing on one or two selling points. Secondly, the picture should be simple and without redundant information to interfere with consumer recognition.

The second level: Understand and comprehend at a glance. This requires that the advertising slogan be concise and powerful, condense the selling points into one or two sentences, and quickly explain the brand's core selling points and core values. Most importantly, speak in plain language without beating around the bush.

For example, the advertisement of Feihe milk powder is concise and powerful, telling you why you should choose me, because our products are more suitable for the physique of Chinese babies.

In product promotion, in addition to promoting the advantages of the product, it is more important to convey what benefits can be obtained by purchasing our products. To convert the advantages of the product into points of interest for consumers is to say, "You are so great, but what use is there to me?"

There are so many good products on the market, so why should we choose you? This is something that many companies tend to overlook when promoting their products. They like to please themselves and brag about how good their products are, but they forget what benefits the good products can bring to consumers.

What the product itself is is not important. What is important is what consumers think your product is and what value it can bring to them.

Therefore, if you do not directly point out the consumer's interests, no matter how good your product is, the consumer will not know. Even if you talk for a long time, others still don't know how your product is related to them.

From the above three advertisements, we can see a common point, that is, the brand name appears in them. Why must the brand name appear and be very conspicuous?

We said earlier that effective communication is to let consumers know who you are? What are you selling? What's in it for me?

The brand name tells consumers who I am, allows the audience to remember me, and think of this brand when they have needs. Every promotion is an investment, an investment in brand symbols, brand names, and slogans, making them brand assets.

It’s not just about advertising once and then it’s over. If there is no accumulation, it would be a waste of money.

After so much analysis above, let’s talk about the specific practical methods: 5 universal templates for selling point copywriting.

1. Expectation points + consumer interest points;
2. Fear point + consumer interest point;
3. Product selling points + consumer interest points;
4. Directly provide consumer benefit points.
5. Reshaping demand scenarios

What are the consumer benefits?

It is the benefit or value that can be brought to consumers. The benefits should be specific. The more specific, the more convincing. It should also directly provide the value that consumers need without beating around the bush. As simple and powerful as "charge for 5 minutes, talk for 2 hours".

Let’s talk about these 5 templates in detail. These are typical effect-oriented selling point copywriting.

First, expectation point + consumer interest point: for example, "If you want good skin, use Dabao morning and night." Wanting good skin is what consumers expect, and Dabao is the solution to this problem.

"Want" is what people expect. People expect to make themselves better or accomplish a certain task by purchasing a product. For example, people buy cosmetics in the hope of becoming more beautiful, they buy cars for convenience, and they buy courses in the hope of becoming better.

Second, fear point + consumer interest point: This is what we often say as using pain points as selling points to solve the pain points of a certain group of people in a certain scenario, such as "drink Wanglaoji if you are afraid of getting a sore throat." It is designed for eating hot pot and barbecue. If you are afraid of getting a sore throat after eating hot pot, drink Wanglaoji.

First describe the consumer’s pain points and fear points, then provide a solution. This solution is your product.

An advertisement launched by Dongpeng Special Drink shows a man riding a Harley motorcycle with his eyes closed, and suddenly a camel appears in front of him. Advertising copy: It can be opened with eyes closed, who are you trying to fool? "When you are young, you should stay awake and work hard. When you are tired and sleepy, drink Dongpeng Special Drink." The pain point of driving is dozing off. Are you afraid of it? If you are, just prepare a bottle of Dongpeng Special Drink in the car.

Third, product selling points + consumer interest points: for example, "20 million pixels on the front and back, clearer photos", "180 days of sun exposure, Chubang soy sauce is delicious and fresh".

The selling point is the product's advantages, strengths, and characteristics. The selling point here must be specific enough to be convincing by stating the advantages and characteristics.

For example, XX facial mask can keep you young forever. This is not a convincing copy and is not specific enough. Wouldn’t it be more convincing if it was changed to, “xx mask, xx vitality ingredients, repairs skin and makes skin more elastic”?

Fourth, directly provide consumer interest points: for example, "Feihe milk powder is more suitable for the physique of Chinese babies", "Meituan takeout, everything is delivered quickly", "Go to JD.com for fast, good and economical delivery", and Meituan's preferred choice of high quality and low price.

Directly provide the benefits that consumers need and care about most. The benefits here can be expectations or solutions to pain points.

Fifth, demand reshaping, that is, reshaping another scene to stimulate desire.

For example, "Himalaya" and "Get" are both paid audio knowledge platforms. Himalaya reshapes the demand scenarios to differentiate itself from Get and avoid direct competition.

For example, "When you are stuck in traffic, listen to Himalaya", and there are also a series of scenario advertisements that reshape demand through different scenarios, from driving, running, housework, bedtime and other scenarios to stimulate consumer demand.

What we need to do is to understand in what scenarios users will use the product? And analyze the user's purchase motivations and reasons.

Wanglaoji first started with the hot pot scene, creating the demand for drinking Wanglaoji for people who are afraid of getting a sore throat. The fear of getting a sore throat was the motivation and reason for the purchase. After the demand for "fear of getting a sore throat" was met, Wanglaoji reshaped another scene, creating the scene of drinking Wanglaoji during the Chinese New Year and other festivals.

After years of hard work in building the "Ji Culture", Ji Culture has become another brand asset of Wanglaoji.

Place the product in real scenarios where consumers use it, create demand from different scenarios, and stimulate consumers' desire to buy.

Therefore, first preset a scenario and let consumers know that the product can help them complete a task in this scenario. When encountering the same scenario, consumers will think that they can use this product to solve the problem, and then demand arises.

For example, Wahaha’s early advertisement for Nutri-Express went like this: “Drink a bottle in the morning and you’ll be energetic all morning.” In fact, Nutri-Express is a dairy beverage, but it has a preset scenario for consumers to drink a bottle in the morning, so when consumers want to complete the task of eating breakfast, they have one more choice.

Predict consumer needs and promote them through scenarios so that when customers have such needs, they will actively think of the brand. When I feel sleepy while driving, I think of Red Bull. When I am afraid of getting a sore throat while eating hotpot, I think of Wanglaoji.

Author: Ruler Weekly Brand Research Institute

Source: Ruler Weekly Brand Research Institute