If these 3 points are not clear, even the marketing gods will fail!

The simplest logic for marketing is to ask yourself three questions: Why should users buy your product? What’s so great about your product? Why should users trust you?

Everyone hopes that every user will treat their product as a "treasure", fall in love with it at first sight, and spend money on it.

But what is it like in reality?

The user may say casually: I don’t care about your product!

Therefore, I always say that there is a simplest logic for marketing, which is to ask yourself three questions:

1. Why should users buy your product?
2. What’s so great about your product?
3. Why should users trust you?

Starting from these three directions, finding the corresponding answers and support points, and doing each link in a solid and thorough manner, will truly allow us to find the driving force to boost sales.

Many people would say, I have seen this approach a hundred times and I always hear it. It is very old-fashioned and has no creativity.

Indeed, I am getting old and my ears are almost callused from all the listening. But although it seemed simple to my mind, my hands wouldn't obey. I myself often ignore these points now. When doing marketing, I subconsciously start thinking about what marketing strategy is good, what gameplay is popular now, whether there are any new creative forms, what are the hot channels recently, etc.

To be honest, I feel a little overwhelmed and my foundation is not stable.

After thinking about it over and over again, looking back, these most basic logics are still reliable. You must work hard to figure them out. Everything else is derived from them.

This is why I wanted to write this article today, as a wake-up call. Don’t lose sight of the basics and always try to take shortcuts.

This article is not long, but its main point is to remind yourself that you must really think clearly and understand the following three questions. Otherwise, even the marketing gods will fail!

1. Who are you?
2. What stands out about you?
3. How to prove it?

1. Who are you?

This "you" is the product you want to launch.

More and more people start thinking about how to launch a product without even figuring out what the product is.

I will do the same and need to reflect on it.

Sometimes I get halfway through or even finish a task and realize, damn, I haven’t even figured out who the product is.

If you have ever thought about this question, please tell me in the shortest two sentences what your product is and what problem it solves. Just two sentences, don't say more.

I have asked many people, and most of them were confused when asked directly, while many of them kept talking and said too much. I give a thumbs up to one of the few people who can accurately introduce his product in one or two sentences. It's easy to say whatever comes to your mind, or talk about everything and boast about it. It is difficult to say less and speak more precisely.

Behind this is a deep understanding of the product and clear thinking about product positioning. Only after you have a deep understanding of all aspects related to the product can you condense it again and again, summarize it and then refine it into a few sentences.

Just like going to a job interview, many people often lose at the question of "introduce yourself". People spend their entire lives thinking about the question “Who am I?” It’s easy to introduce yourself, but it takes decades of effort to hit the nail on the head the moment you open your mouth.

The same goes for products. If you don’t know who they are, don’t even think about passing the user’s “interview.”

So, have you concluded? Who are you?

2. What is outstanding about me?

Why do users choose your product? What is the reason? Why choose you and not others? In other words, what is your selling point?

Come on, don't hesitate, tell me right away. What I want is the kind that you can say with full confidence.

You may be hesitant in coming up with some of them, but don't worry, you will definitely be able to come up with a few, there is no doubt about that. Because of course all products that can be sold have selling points, and every company can come up with a lot of evidence to support the various selling points.

There are many ways to refine a product's selling points, such as looking for industry analysis reports, conducting sales interviews, user surveys, product experience testing, comparing with competing companies, communicating with target users, and the company's own hard power, etc. But one thing is that the selling point is not for self-satisfaction, it must be centered on user pain points, and there must be a market for it, it must be a rigid demand, it must be competitive, and it must be of concern to users.

If you simply list a bunch of so-called selling points of a product, it will certainly be difficult to impress users. On the one hand, the goals are too scattered and unfocused, and on the other hand, the highlights are weakened.

Let’s list all the unique features we can think of, and then start thinking about them in combination with the actual needs of users:

If you could only keep 10, which 10 would you choose? If you could only keep 5 out of these 10, which 5 would you choose? If you can only keep 3 of these 5, which 3 would you choose? Finally, what is the order of these 3 123s?

If next time someone says, "Tell me about your product's selling points right away," everyone in the company can immediately say the same 123, and users can also say it almost exactly, then you've really put in the effort.

3. How to prove it?

The sales logic of most products nowadays is like this: What are our products, what kind of awesome features do they have, what can they help you do, and we have unique advantages that are far ahead of our competitors, and the price is reasonable... Are you sure you don’t want to buy it?

Is there a problem with this?

I think that’s ok! The only problem is, no matter how awesome you are, users are usually skeptical and don’t believe what you say. It is difficult to directly convince users with the unique advantages of your product, provided that they trust you.

So, how do you prove yourself? Or do you have proof?

Mr. Ogilvy once said:

Consumers are not morons, they are your wives and daughters. If you think that a simple slogan and a few boring adjectives can induce them to buy your products, then you underestimate their IQ. They need you to give them all the information.

What information?

As far as I know, the authoritative research field of consumer behavior in the United States divides the forces that influence consumer purchasing decisions into three main parts:

1. The influence of consumers’ past experiences on their decision-making . For example, if they have suffered losses in the past, what promises does your product have this time?
2. The brand’s own strength and power , which is the hard power of the product/brand itself, such as materials, packaging, brand power, cost-effectiveness, high sales, strong team, strong technology, etc.
3. The power of a third party , such as big-name technical support, media endorsement, expert support, authoritative testimony, positive reviews from old customers, etc.

These are all powerful proofs to users. We have to dig deep and dig out all the information that can prove our selling points, and then present it to users without hiding it.

Every outstanding advantage and every awesome selling point of yours must be supported and proven.

I believe you know whether it can be proved or not! What you say must be trustworthy. There are thousands of advantages, but the first one is what users believe in.

Okay, that’s all for now!

In fact, the same applies whether you are doing marketing, copywriting, running a public account, or doing operations.

Remember: Who are you? What stands out about you? How to prove it? Just ask these 3 questions, and interrogate your soul every now and then. It would be best if you ask yourself until you go crazy, because you can't live without going crazy!

Keep a brain that is always in action, and a pair of hands that never stop; instead of just doing things with your hands without thinking.

Author: Mumu Old Thief

Source: Mumu Laozei