How to do marketing promotion? 2 key points!

“My product is super good…” “Great, great…”

“My product is also great…” “Great…”

“My product is better…” “Good, good, good, good…”

"Then what?"

emmm……

How many products being marketed are advertising themselves as being bad?

Everyone says their products are great, but then what?

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

Why?

Just because a product is great doesn’t mean it will sell well.

Kodak invented film in 1888 and created the world's first portable camera with film, ushering in the age of photography for all mankind. By 2012, Kodak filed for bankruptcy protection. Until the last day, the quality of film produced by Kodak was excellent. It's not that its product was bad, it's just that the world no longer needed it.

Kodak has been gradually forgotten; Nokia was defeated by Apple before it could fully recover; China Mobile and China Unicom only discovered later that Tencent was the super competitor...

So, always remember that there may be a potential opponent coming towards you. You don’t know who he/she is, but he/she may be a great threat to you. All you can do is make yourself needed.

Being needed is important!

Now, assuming your product is truly amazing, there are two issues that must be addressed.

1. Users have a demand for “super good” features of the product

The decline of Kodak tells us that products must be needed. If there is no demand, even the best products will be eliminated.

This is a very realistic and tragic problem.

Some products are indeed very well made, but do users really have the needs that you are targeting? If there is no demand, no matter how good your product is, they will certainly not be interested.

For an office software, if people need quick operation, you may make the functions particularly powerful but the operation complicated. The product is good, but they don't buy it.

You must have heard: What users want is never a drill with a diameter of 5 mm, but a hole with a diameter of 5 mm.

This is a very interesting sentence, which emphasizes the need to distinguish between superficial false needs and hidden real needs.

The drill bit is what you spend a lot of money on product packaging, and drilling holes is what users need. Although you buy a drill bit for the purpose of eventually drilling holes, the implicit demand for drilling holes is the real demand.

If you don’t understand the user’s real needs and package the core points of the product incorrectly, you will get half the result with twice the effort or even nothing at all.

The founder of Ford Motor Company once said: "If you ask consumers what they want, they will tell you that they want a carriage that runs faster!"

In fact, what consumers really want is not a horse-drawn carriage, but faster and faster. Therefore, cars came into being to meet their real needs.

So, what the user needs is the "hole" to be drilled, not the "drill bit".

This "drill" is just a tool to help them realize their needs. If your product cannot meet the real needs of users, no matter how good your "drill" is, it will be of no help.

2. Highlight the value of “super good”

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.

You must think carefully:

• Who is my target user?
• If users do not choose my product, what other solutions do they have for similar needs?
• Why would they choose any other solution?
• What is the core value of my product?
• Are there any differentiated advantages?
• Can you give the product spiritual and emotional value?

Marketing means letting consumers choose you from among many competitors.

So how can you make your product stand out from the many competitors and alternatives?

You need to highlight the value of "super good"!

Every product has its "value". This value is not what you call super good, but the value that people can ultimately feel.

The perceived value of a product is determined by both the perceived value of the product and the purchase cost. The higher the perceived product value, the lower the perceived purchase cost, the more prominent the product 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 perceived purchase cost of the product.

1. Amplify the perceived value of the product

In most purchasing scenarios, you and I will not conduct in-depth research on a product. In most cases, we make judgments based on some appearances alone, and the most directly perceived value often determines the final judgment.

If others cannot perceive the so-called "super good" value of your product at all, then there is nothing else to do; on the contrary, if you highlight the perceived value of your product, then they are more likely to choose it.

To a certain extent, what users buy is this perceived sense of value.

For example, the Xiaomi weight scale uses precise data to make viewers perceive the product’s value, thereby winning their favor. For those who are losing weight and exercising, they have to weigh themselves several times a day, and be very careful about every detail, including before and after going to the toilet. Would you be tempted if a scale could be accurate to 100g and could sense when you were drinking a glass of water?

This is done by describing details to highlight perceived value.

When Y&R Paris advertised for the French eyewear brand Keloptic, it produced a series of contrasting ads using impressionist paintings such as Van Gogh's self-portrait and Notre Dame de Paris as the background, constantly reinforcing the selling point of the glasses' clarity: from blurry impressionist paintings to clear realist paintings, all it takes is a pair of Keloptic glasses.

This is to highlight the perceived value through positive and negative comparison.

Xiaomi phones often compare phone parameters and prices at new product launches, and they appear to be very cost-effective and good in every way.

They "skillfully" use the comparison of strengths to appropriately elevate themselves, highlight the advantages and disadvantages, and prove that my product is better.

This is done by actively creating contrast to highlight perceived value .

The Economist magazine, which is targeted at high-end business people, did not directly persuade readers to subscribe to it. Instead, it said: 2/3 of the earth's surface is covered by water, and the rest is covered by The Economist.

The Economist - Leadership Digest

This is achieved through positive group power and the bandwagon effect to highlight perceived value .

Durex condom advertisement makes the condoms as thin as bubbles, which is very impressive.

This is the use of visual analogies to highlight perceived value.

There was a classic Burger King advertisement before, where even Uncle McDonald couldn’t resist the delicious food, so he disguised himself and came to buy Burger King food. This can be said to be a world-famous case.

This is done by building conflict and creating dramatic contrast to highlight perceived value.

There is a well-known advertisement for Braun shavers. After using Braun for just a few minutes, the effect is obvious.

This is about highlighting perceived value through reference.

Wonderbra offline print advertising: After the model puts on Wonderbra underwear, the product is so powerful that the glass is about to break.

This is done by highlighting perceived value through exaggeration.

…

2. Reduce the perceived purchase cost of the product

In theory, if there were no cost barriers to everyone buying things, I expect she would take everything she saw.

It is because there are so many purchasing costs that we compare and evaluate when shopping and make selective purchases. It's not just monetary cost, but also image cost, action cost, learning cost, health cost, decision-making cost, risk cost, etc.

Simply put, it means money, face, saving time, saving effort, no risk and security.

You need to accurately identify the costs that users may have to pay to choose your product, and remove these barriers to reduce their purchase costs.

• For example, by doing promotions and creating a sense of scarcity and urgency, you are reducing your monetary costs.
• For example, we often see "10 times compensation for fake products" and "30-day no-reason return and exchange". These zero-risk promises are always useful. This is reducing the cost of risk.
• For example, in the past, when registering as an APP or website member, you needed to fill in more than ten items of information, and all you needed was a mobile phone number and a verification code, and then you could slowly fill in the other information.

This is reducing the cost of action. For example, a Japanese rice cooker product was advertised as: cooking faster. Many housewives want to buy it, but they are worried that their mother-in-law will think they are lazy and it will damage their family image.

After that, this rice cooker product changed its advertisement to: Give your family healthier meals.

As a result, these housewives chose to buy it, because at this time their image became that of a good daughter-in-law who cares about her family.

Overall, a change in the wording made them more willing to buy. It not only increases the positive image brought by the product, but also eliminates the possible negative image.

This is reducing the image cost.

There is also an interesting effect in economics. When people buy things, they always make excuses for themselves, saying that they are paying for their families or compensating themselves, and then it will be easier for them to complete the purchase.

This is reducing decision-making costs.

In short, if you think “my product is super good”, that’s great! However, we must firmly grasp the core needs of consumers and at the same time highlight the sense of value of "super good".

Is the perceived value and cost of your product obvious enough? Reflect and try more. There is no standard answer except the market.

There is no such thing as a good product that you get what you pay for. In the eyes of consumers, a good product is always a game between perceived value and comprehensive cost.

Don’t always emphasize “my product is super good” and let others say “Wow, his product is super good”!

I hope this article will inspire you.

author: Mumu old thief

Source: Mumu Laozei (ID: mumuseo)