Public account operation: 6 principles for selling products on public accounts!

Since the rise of public accounts, many brands and individuals have monetized their traffic through them. However, as the traffic dividend gradually reaches its peak, how can small brands achieve efficient sales of their products on official accounts? Based on my own work experience, I have made some suggestions and would like to share them with you.

Since the rise of WeChat official accounts, relying on WeChat, a social tool with more than 1 billion users, thousands of people have realized "traffic monetization" on official accounts and made a lot of money.

Previously, an advertisement on the headline of Mimi Meng’s WeChat public account reached 700,000, not to mention other new media training, course training, etc.

As traffic on WeChat official accounts gradually dries up, how can small brands sell their products efficiently on official accounts?

This article will analyze from many aspects: how small brands can stand out and sell efficiently on WeChat public accounts or various detail pages when there is no financial support in the early stage.

In fact, a marketing and sales article should be divided into four major steps in its entirety.

1. The title is eye-catching (task; to make readers click in with surprise and curiosity)
2. Gain the trust of readers (task; convince readers that the product is really good)
3. Stimulate users' desire to buy (task: fully increase readers' desire to buy products and make them quickly increase their desire to buy)
4. Guide consumers to place orders immediately (task: let the users who read your article stop waiting and place orders immediately)

The above four steps are indispensable for marketing articles and articles selling products. Only by fine-tuning each of the above steps in combination with the tone of the fans who publish the article can the product achieve efficient sales.

This article will start from the third step and talk about how to stimulate users' desire to buy in the article, thereby increasing their purchase rate.

In other words, it is about how to fully enhance readers' purchasing desire in a marketing article, so that they will be interested in your "little-known" product and have the idea of ​​buying it.

For the convenience of analysis, this article creates a fictitious product. Take a celebrity scarf as an example. A customer wants to promote this celebrity scarf on a WeChat public account. It is known that the price of this scarf is twice as high as the one on the market.

The product is purely handmade and can be a versatile accessory for consumers to wear at home, travel, or at parties or shopping.

Compared with other competing products on the market, it has a slightly higher price, more outstanding appearance, and is purely handmade. It is obviously superior to similar products on the market in terms of materials and production technology.

Only when a marketer knows the advantages of the products he sells can he better implement the "layout" in the article.

Regardless of the fan base of the official account invited to push the content and the gender ratio, let us analyze one by one how to lay out the product advantages in the article to stimulate the browser's desire to buy.

It is divided into 6 steps: sensory occupation, fear appeal, cognitive comparison, usage scenarios, best-selling and customer testimonials.

Sensory occupation:

The meaning of sensory occupation is relatively easy to understand. It is to express what kind of existence this product means to your readers through their "five senses".

Ears, what you hear. Eyes, what you see. Nose, what you smell. Tongue, what you taste. The body, what it feels. What you feel in your heart.

For example: When writing the copy for the scarf here, don’t write “personalized and trendy, worth owning”, but try it slowly from the above senses.

Feel: When you wear this scarf, even in the cold wind of minus ten degrees in winter, you can hear the wind whistling behind your ears, but what you feel is the warmth of the fabric of the scarf touching the skin behind your ears.

Most consumers cannot feel the personalized trends you mentioned as worth owning, but if you can see the feeling of wearing a scarf in minus ten degrees Celsius, users can easily feel the benefits of the scarf in keeping warm.

You can also describe in the article a small gathering where everyone else is wearing expensive and luxurious clothing and accessories, but you are wearing a piece of clothing that stands out in terms of appearance and is made with better craftsmanship than other products on the market.

In this way, you will naturally attract everyone's attention. In various gatherings, the compliments of other people on your outfit are a recognition of your taste.

In order to make everyone more aware of the importance of sensory occupation to product sales, I will take an article written by American advertiser Drew as an example. the following:

American advertising man Drew Eric described the luxury and spaciousness of the car interior like this:

This car has a cabin as spacious as a living room (eyes), close its frameless double-glazed doors and prepare to enjoy a driving experience that only the privileged few can enjoy, surrounded by gorgeous and luxurious leather (nose).

With foreign hardwoods and expensive Wilton wool carpets (eye candy), this car will reflect your unique lifestyle. Do you feel it? Adrenaline rushes through your veins (body) as 476 horsepower beckons you to unleash it.

He describes how the car is quantifiable to the buyer through each of their five senses, from the eyes to the nose to the touch. The above is a description of sensory occupation. Let’s move on.

Fear Appeal:

Previously, Taiwan’s CommonWealth Publishing House celebrated its 25th anniversary and invited Ogilvy & Mather to promote the event. Ogilvy & Mather Taiwan submitted a copy of (I’m Afraid of People Who Read).

I don't know when it started, but I'm afraid of people who read. Just like we don’t know when winter begins, we only feel that the nights are getting longer and longer. I am afraid of people who read. When I talk to them, I am like a transparent person, and my pale head cannot be hidden.

I am afraid of people who read. Because they are very lucky, when everyone embraces loneliness or is embraced by loneliness, their lives are not closed at all. There is no lack of loyalty of friends, tenderness of comforters, and even rivals who compete with each other.

The above text describes, from the perspective of fear appeal, how embarrassed a person who does not read feels when facing a person who reads frequently.

It can also be applied here. You can write like this: When you are working in Beijing with a temperature of 0 degrees, the cold wind rushes in from the street, flows in through the fine hair on your neck, and then hits your cuffs and behind your ears. When you walk for more than ten minutes to the company, you are already shivering in the wind.

Or you can follow the above article ideas and write an article from a similar perspective (I am afraid of people who know how to dress), highlighting from the side how terrible life is for people who don’t know how to dress or have no aesthetic requirements.

In this case, fear appeal can be used very well here. Fear appeals cannot be used in some products. For example: drinking food, etc.

Cognitive contrast:

Cognitive comparison is easy to understand. Cognitive comparison is to find competitors of this scarf on the market, explain the production process, materials, and appearance of the other party's products, so as to highlight the advantages of one's own products in this aspect, and give users a comparison behavior.

For example, this internet-famous scarf here is a product that is purely handmade. Its price is higher than similar products on the market, and its handmade craftsmanship is more outstanding. You should introduce these points to your customers.

Of course, don't use the self-boasting approach. You can indirectly express the current status of scarves on the market in terms of craftsmanship and materials. People who have high standards and taste in dressing don't mind spending twice as much to buy a product that stands out in all aspects.

In fact, cognitive comparison is widely used in any industry, but when using cognitive comparison, we must be realistic and not blindly highlight our own products to belittle the other party's products. We must use our own strengths to compare with the other party's weaknesses based on the advantages of our own products.

Learn to present the advantages of your products to users by playing to their strengths and avoiding their weaknesses, so that users can understand the advantages of your products and increase their desire to buy.

Use scenarios:

The marketing method of usage scenarios is to select some main scenarios in which your product users use scarves and make some scenario descriptions.

Because scarves are mostly accessories and used in travel parties, you can choose a picture to describe the situation in which they use this scarf and get compliments from others.

The advantage of using scenarios is that it can help users quickly enter the scenarios you set, allowing users and viewers to be immersed in the entire picture and generate a better willingness to buy, thereby increasing users' desire to buy.

Let’s talk about this scarf again. The main function of a scarf is decoration. It can make clothes that are difficult to match more comfortable, and it also gives people a visual enjoyment.

It can be used to describe an important date or a party. In order to make your outfit more beautiful, scarf accessories are extremely important at this time.

Bestsellers and customer testimonials:

Best-selling products and customer testimonials are even easier to understand. Display the daily sales volume of your product and the positive reviews from users who have purchased it for users who have not yet made a purchase to see.

Users who have not purchased anything will be able to feel the real evaluation of customers who have purchased something, which will greatly increase their desire to buy.

The same principle applies to the positive reviews on shopping platforms and movie ratings on Douban. The quality of a product or a movie can be determined by the users who have not purchased the product. Users will learn the true evaluation of the product through the corresponding channels.

This will determine whether they will buy the product. Just like the customer reviews on major shopping platforms today, any boasting about the advantages of a product will lose its meaning in front of real customers.

Conclusion:

In fact, there are many ways to stimulate users to buy, but in the process you should not exaggerate or violate relevant advertising laws. When describing products or using various marketing techniques, you should consider your own products, highlight their strengths and avoid their weaknesses, and compare their strengths with those of your competitors. In this way, customers will obviously choose your products.

Of course, after stimulating the user's desire to buy, there is also the problem of customers jumping to the order (that is, guiding the user to place an order), which involves four methods: price anchor, settlement, legitimate consumption, and limited time and quantity.

I will have the opportunity to describe in detail the process of guiding users to place orders in the future. I hope the above ideas and marketing techniques can help you sell your products.

Author: Nan Sujian

Source: Nan Sujian (af323623)