New products not selling well? These 11 ways to double your product sales

"This new product is great, you have to sell it well."

I believe everyone has encountered this kind of frustrating demand, or task.

Anyway, I was completely confused, and then I received countless documents related to the new product. There are so many different kinds of things that you can’t find any connection between them, and they will immediately give you a headache.

The next step is to spend a lot of time organizing the product's selling points, racking your brains to "praise the product for being super good", and then laying out major promotional channels. Everything is ready, everyone thinks the product is great, and it’s waiting to be a big hit…

As a result, reality slapped me hard in the face - everyone says that their products are great, but then what?

But the most discussed question is: " Why don't users choose me? "

Why?

Just because you think your product is great doesn’t mean it will sell well.

what to do?

In every industry that focuses on a certain need of people, there is definitely not only a product like yours. There are many similar products and even more alternatives.

Marketing means letting consumers choose you from among many competitors.

You need to make people feel the value of "super good" in the end!

The value of a new product is determined by the perceived product value and the purchase cost. The higher the perceived value, the lower the perceived purchase cost, the more prominent the product's value, and the greater the likelihood of being selected.

So, what you need to do is to amplify the perceived value of the product and reduce the sense of cost loss.

Here I share some of my suggestions from several angles to inspire your thinking.

1. Highlight perceptible facts about your product

In most purchasing scenarios, users will not conduct in-depth research on a product, but will make judgments based on appearances or feelings alone, and often rational details are not that important.

At this time, we can use our wits and courage to show the facts of the product, and use facts to show that it is better than anything else.

The Rolls-Royce car advertisement by copywriter Ogilvy is one of his most famous works: in this Rolls-Royce that travels at 60 miles per hour, the loudest noise is its electronic clock.

In just one sentence, the product facts are vividly displayed.

For example, the Xiaomi weight scale uses precise data to let users perceive the value of the product and thus win their favor.

When a weight scale can be accurate to 100g (most scales on the market are 200g) and can even measure a glass of water, this is the perceived value. Would you be tempted?

Durex also often does this, letting you know the product facts right away.

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Of course, there are even more amazing ones, which use some unconventional methods to present product facts in an amazing way. All consumers can do is choose, choose, and choose again. There is no need to choose anything else.

The American Texas Armoring bulletproof glass company is a classic example. Their chairman Trent Kimball asked employees to put the bulletproof glass produced by his company in front of them, and then asked the employees to hold AK-47s at a distance of less than 5 meters and shoot directly at the glass. Every shot was aimed at his boss's head.

After firing a few shots, there were obvious bullet holes on their glass, but the glass was not penetrated. Kimball smiled with satisfaction after a close call.

After that, this video quickly became popular on the Internet, and everyone knew that Texas Armoring’s bulletproof glass is really bulletproof and reliable.

2. Demonstrate trust

The first step to trusting someone is authoritative endorsement. Create an authoritative image for new products, create authoritative high standards, be reliable and guaranteed!

Find some more reliable, authoritative, reputable and influential people/platforms to endorse you. For example: authoritative institutions, KOL experts, celebrity endorsements, CCTV advertisements, etc.

The purpose of this endorsement is to transfer the authoritative image of other platforms to their own products, so that consumers can have stronger trust and make decisions faster.

In addition, according to the testimony of old customers, gold and silver cups are not as good as the reputation of the people.

You have to tell consumers that people similar to them are using this product, so that they are likely to rush to use it. In this way, old customers' trust in your products will be transferred to new customers' trust in new products.

Previously at the Xiaomi Pinecone chip launch conference, in addition to talking about the innovation and quality of his own products, Lei Jun also listed a series of highly praised comments about Xiaomi from a large number of Mi fans, which is essentially a method of customer testimony.

We can use customer on-site testimonials, customer videos, customer audio, screenshots of web page reviews, customer handwritten letters, customer appreciation meetings, and more.

The more similar the person providing the customer testimonial is to your target audience, the more persuasive the testimonial will be. It would be best if you could let the target audience see you and resonate with you.

3. Create high-level added value for products

The simplest understanding of added value is "I have what others don't". We always have something more than others in product sales, such as an exquisite packaging box, super attractive gifts, a title, an experience beyond expectations, etc., to strengthen the chances of our product being chosen.

We often see that many knowledge payment platforms sell courses and they will give away some core internal information. I don’t know how many people they will attract just by this added value.

Also, when we buy a computer, the merchant often says that they will give away headphones, a mouse pad, a USB flash drive, etc.

Let’s take a look at the following 3 simple statements. Which one would you choose?

1) Computer 5999, free headphones, free mouse pad, free USB flash drive;

2) Computer 5900;

3) Computer 5900, headphones 50 yuan, mouse pad 9 yuan, USB flash drive 40 yuan;

In fact, you bought all these with your own money, but saying them separately will make you feel it is more cost-effective - you get so many things for free when you buy a computer.

There is a saying in marketing: when encouraging consumers to convert, you need to disperse the benefits, which is actually also increasing the added value of the product.

In addition, every product should have multiple benefits: in addition to practical functional value, it may also have identity value, social value, spiritual value, cultural value... and other high-level values. These are excellent added value.

For example, "Born for fever", "Self-discipline gives me freedom", "You are beautiful", "Just do it", etc.

The artistic women's clothing brand [Bulu Buting], when they sell products, is often more about shaping the brand tone, giving the products spiritual added value, and resonating with many users.

When you are writing a PPT, cod in Alaska are jumping out of the water. When you are looking at a report, golden monkeys in the Meili Snow Mountain are climbing to the top of the trees. When you squeeze into the subway, the mountain eagles of Tibet are circling in the clouds... There are some roads that cannot be walked in high heels, some air that cannot be smelled with perfume, and some people who will never be met in an office building.

The list of ordinary people

4. Create compromise options

When faced with the choice of purchasing goods, in order to avoid straining the brain, we generally choose a compromise option.

That is, they will choose an option between "meeting the most basic needs" and "the highest affordable cost".

If you have to choose between two similar products, you will usually choose the cheaper one or the one with better value for money.

But when having to choose between three similar products, people often shift from choosing the cheapest to choosing the mid-priced one.

This is where you need to remember: when there aren’t many options, users will always try hard to find a compromise option, and what you need to do is highlight the compromise option.

When Apple released the Apple Watch for $349, what did it do to make the price seem reasonable?

They also released 38 different versions of the product, ranging in price from $349 to $17,000.

It is the existence of this $17,000 Apple Watch that makes the $349 price tag look a lot more affordable.

5. Transform product categories and reshape value

There is a story about selling cups that has been circulating on the Internet for a long time: How much can a cup sell for?

If it is just an ordinary cup, it can only be sold for 3 yuan per piece; if you make it into the most popular cup of this year, it can be sold for 20 yuan per piece as a popular symbol;

If you suddenly discover that the material of this cup is actually magnetic, you can explore its health care function and sell it for 80 yuan per piece; if this cup is taken to space for a spin, you can sell it for 2,000 yuan per piece as a collection.

You see, if a cup is defined as different categories, or if different values ​​are converted into the cup, different marketing results will be produced.

Similarly, each category of products has its corresponding value classification. We can transform it through marketing means, so that the product transcends its inherent category and creates value that is different from that of the same category.

For example, candied fruit was originally a pitifully small category, but after Ye Maozhong planned "Liuliumei" as "Eat Liuliumei when you have nothing to do", it was suddenly transformed from being classified as a snack to being a recreational product for killing time, which led to the subsequent market size of over 1 billion.

There are many more about product category conversion:

Starbucks was originally just a delicious and healthy coffee, but later it became a tool for office workers to show off. Other coffees can’t compare.

DR diamond ring, with the rule that a man can only order one in his lifetime with his ID card, becomes a symbol of love, you can say it is priceless;

Meipai has transformed from a photo taking tool into a beauty tool, which is unmatched by similar products;

Similarly, you can also try to find a new value classification for your product. Under this classification, you and other similar competing products are no longer in the same category, so how can you make a horizontal comparison?

For example, a cup sold for hundreds of dollars is indeed very expensive, but Swell bottle transforms it into a high-end decoration. At this time, it does not feel so expensive when compared with ordinary cups. The price is normal as a decoration.

6. Commit to change the status quo

Everyone is pursuing beauty and wants to live a better life. But due to various reasons, the bad situation has not changed, such as laziness, lack of time, lack of money, lack of determination, lack of patience, etc.

Promising to change the status quo is equivalent to telling the user: I can change your current bad situation and it will be very suitable for you.

For example, young people today are under great pressure in the workplace and want to learn more knowledge, but they don’t have the time to participate in offline systematic training, don’t have the patience to study, and don’t have the ability to supervise themselves, so they give up all of a sudden.

They would rather spend hundreds or thousands of yuan to sign up for various early rising check-in communities, 10-day marketing skills courses, 21-day copywriting plans, etc.

Because these communities are committed to changing their current situation. They not only provide systematic knowledge and guide them to learn, but also have various incentive mechanisms, supervise each other, provide pressure feedback, and let them see their own changes.

I saw a sentence before: Advertising should first divert users' attention to themselves - let users pay attention to themselves before paying attention to your product.

Why should users pay attention to themselves? It is to connect the product and users in advance, so that they can see their current situation of obstacles, so that your product promise will be more effective.

When users are aroused or stimulated by a bad situation, they will want to change it through some action, such as buying your product.

So, you need to tell others what problems and obstacles they have in their current situation and what your commitment is.

The Kangwang anti-dandruff shampoo advertisement that we often saw before first revealed the current bad situation of the male protagonist, and then promised to change the current situation and make it better after the change.

(bad situation)

(Promise to change the status quo)

7. Take advantage of the experience learning effect

When you want users to accept a new product with ambiguous benefits and losses, find ways to use their past experience to help them make their own choices.

If a person feels that he has failed once at the same thing, he will take action because he does not want to fail a second time. No one likes to fall in the same place twice.

Based on this user pain point, we need to stimulate the user's feeling of not wanting to fall in the same place twice. You can ask yourself these 3 questions:

1) What wrong choices did the user make in similar situations in the past? Or what kind of failure have you experienced?

2) What correct choices did the user make in the past to achieve success in similar situations? (For example, "Ten years ago, you took the opportunity of Taobao decisively and boldly, and now you can also take the opportunity of WeChat business.")

3) What wrong choices can your product prevent users from making, or what correct choices can it help users make?

When you have thought through these questions, you can start to guide users to choose your product. Choosing your product means avoiding failure again or achieving success again.

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8. Make comparisons for users

When users buy a product, they often compare products from several stores. Instead of letting them compare products everywhere by themselves, we can take the initiative to make professional comparisons for them. Because you never know what conclusions users will draw from the information they find.

If an item is placed in front of a consumer alone, it is difficult for him to feel its value; but if it is compared with other similar items, the value of this item will become very clear, even beyond cognition.

Taking advantage of this, you can actively create various comparisons and "skillfully" use the comparison of strengths to appropriately elevate yourself, highlight the advantages and disadvantages, and prove that your product is better. It is always better to have the initiative in your own hands than in your opponent's.

Xiaomi mobile phone is an expert in this field. Various parameters and prices are often compared at product launch conferences. It seems that the price-performance ratio is very high and it is good in every aspect.

Previously, McDonald's put up advertisements next to the road in a small town in France. They put up two billboards. When you drive along this road, you will see two billboards, one short and one long. The short one says " Just walk another 5 kilometers and you can eat at McDonald's."

On the other billboard, they were actually advertising Burger King. It said, "Walk 258 kilometers to eat at Burger King." They even shamelessly marked the detailed route to Burger King on the billboard.

Did you see that? It’s so bad that it only takes 5 kilometers to go to McDonald’s, but it takes 258 kilometers to go to Burger King. This implies that McDonald's has many branches, while Burger King does not have that many branches in comparison.

In this comparison, McDonald's immediately created momentum to highlight its own advantages.

However, Burger King did not give up. When the situation was at its peak, they took advantage of the situation and produced a sequel to the McDonald's advertisement: a couple drove past the billboard, came to McDonald's, ordered a large cup of coffee, and said to the waiter, " Because there is still a long way to go ."

You see, this means McDonald's is just a transit point and Burger King is the final destination. That's amazing. Of course this is off topic, but I’m convinced!

9. Shift users’ focus away from price

Most people are sensitive to prices. Once they feel a product is expensive, they may simply skip evaluating the value of the product, or unconsciously reduce their interest in the product and eventually give up on choosing it.

At this time, in addition to "lowering prices and offering discounts", "creating a sense of scarcity" and "forced persuasion", you need to effectively reduce the obstacles for consumers to buy expensive products and make them more willing to buy this product that they feel is a bit expensive.

So, what we need to do is to reduce the user's rejection of the price of the product and shift his focus to other places, such as:

1) Create an expert image - "You buy expensive things because you are an expert, and this is the choice made by those who know."

2) Defeat motivation – “You buy the expensive one because the cheap one can’t help you achieve your desired goal.”

3) Take advantage of the group - "You have to buy expensive things because people who shouldn't buy them have already bought them, and also because people like you have already bought them."

4) Transfer category - "You want to buy the expensive one, because it is not expensive under this category, which is the cross-category comparison mentioned earlier."

5) Close the distance to the goal - "You should buy something expensive because you have worked very hard and it's time to reward yourself."

6) Take advantage of the learning effect – “You buy expensive things because you have suffered losses in the past and don’t want to fall in the same place again.”

7) Diverting consumption - "You should buy expensive things because you want to use them to do more meaningful things - improve yourself, educate your children, give back to your parents..."

8) Evoke an ideal self-image - "You should buy expensive things because they can help you show a more ideal self, this is you."

10. Free should emphasize value

If you want to offer some freebies for your new product to boost conversions. Or even you want to offer a free trial to bring in a lot of traffic to your product.

Free is good, I have only one suggestion: no matter it is a gift or a product for free, you must shape its value and let users get it.

Don’t give something away just for the sake of giving it away, and don’t give it away for the sake of being free. Your users must be interested in something not just because it is free or given away, but more importantly, they see its value.

Don't use the word "free" lightly, as it seems too wasteful. For example: "Free trial of the sweeping robot" is much weaker.

So what if that's the case? " You can experience the sweeping robot which originally costs 1,888 yuan without spending a penny ."

11. Create a sense of scarcity

Consumers are accustomed to judging the value of something by how difficult it is to obtain it. The harder something is to obtain, the higher its value is likely to be.

Therefore, scarcity motivates us to strive for it, and if coupled with a sense of urgency, it becomes even more difficult to resist.

Whether it is restrictions on time, quantity, price or crowd, users will be more willing to make choices quickly. For example, "deadline", "rush purchase", "only for the first 500", "flash sale", etc.

When it comes to creating scarcity, we have to mention the DR diamond ring: a man can only customize one in his lifetime .

DR diamond ring has set a romantic rule since its birth. A man can only customize one in his lifetime with his ID card, and give it to the woman he loves the most in his life, which means "one and only true love in a lifetime." When purchasing, you sign a lifetime true love agreement which cannot be changed for life.

Is there any other choice for such a rare symbol of true love?

All in all, in a sense, the essence of marketing is competition.

Just look at the market and you will know that all the schools of thought are using their best tricks. You have differentiation, I have high performance; you have a sense of style, I have strength; you have personal feelings, I have fan economy; you have technical patents, I have celebrity endorsements...whatever tricks we have.

But the core is to let users feel the value of your product.

In this world, there is no such thing as a good product that is worth the money. In the eyes of users, a good product is always a game between perceived value and comprehensive cost.

The above should be able to help you quickly. Please help me share it with people around you, and remember to click and read it. Thank you!

Author: Mumu Old Thief

Source: Mumu Laozei