Brand Marketing: 4 Steps to Find Product Selling Points!

Everyone has the same question: how can the product be sold better? In order to buy better, we should first think about what to sell. This article will help you find the selling points of the product.

Many great products are accidental products, such as Coca-Cola .

There are so many similar products in the market. As long as there is comparison, there will be advantages and disadvantages. Are you willing to be a weak one, or do you want to find another blue ocean market of your own?

Everyone has the same question: how can the product be sold better? In order to buy better, we should first think about what to sell.

There are no shortcomings in marketing , only selling points

If Yao Ming becomes a miner, his shortcoming is that he is too tall. But obviously in the field of basketball, this shortcoming turns into an incomparable advantage.

There is a company called "Reading Electric" that makes electric cars. Their electric cars can only reach a speed of 50 kilometers per hour, while their competitors' electric cars can reach a speed of 70 kilometers per hour. Many people regard this as a disadvantage and a shortcoming. In the either-or mindset, slow driving speed is a shortcoming.

But this is actually a selling point.

The selling point is "speed controlled at 50 kilometers per hour". Electric vehicles are also called mobility scooters for the elderly and are mostly driven by elderly people. So do elderly people have better eyesight or young people have better eyesight? Do older people react faster than younger people?

The elderly have slow reactions and poor eyesight. If the car is driving faster, is there a high possibility of an accident if an emergency occurs? So which one will have a shorter braking distance, 50 kilometers per hour or 70 kilometers per hour? Buying electric cars for the elderly is a filial piety of children, but if an accident occurs, will they regret it?

The advantage of this design is to reduce the accident rate and improve the safe driving performance of the vehicle. Currently in the field of electric vehicles, most of them have a speed of 70 kilometers per hour, and only Reading Electric can control the speed within 50 kilometers per hour.

Therefore, there are no shortcomings in marketing, only selling points.

1. There was a motorcycle with a very noisy generator, which later became the Renault motorcycle that people regarded as a symbol of luxury.
2. One characteristic of Nongfu Orchard at that time was that its products had sedimentation, which was a characteristic that all fruit juice drinks could not avoid. Other companies use small print on the bottle packaging to warn that if there is sediment in the drink, it is fruit pulp and you can drink it with confidence.

Nongfu Orchard directly used this as its promotional slogan, "Shake before drinking." What does the shake represent? Three words: "I have goods", implying "I am squeezed from three kinds of vegetables and fruits."

• The mask tends to dry out easily, and they say that the ingredients need to be easily absorbed by the skin, so that it will be effective.
• The mask doesn’t dry out easily, and they say they have a lot of essence, which makes it better.

So, how can we find our own selling point?

Dr. Edward said:

“Every human being has the ability to walk, breathe, and think about things. The way they think varies from person to person.”

1. There are no advantages or disadvantages, only characteristics;
2. Brainstorm the functionality behind product features;
3. Identify market opportunities;
4. Solve feasibility issues.

First, there are no advantages and disadvantages, only characteristics.

When a product is just starting out, we shouldn’t define it or look for references; it’s just a standalone product. We need to list the characteristics behind the product attributes, such as: slow speed.

Second, brainstorm the features behind the product

God has endowed me with talents, and behind every attribute there is a function. We need to find out this function, for example: slow speed represents stability.

Third, look for market opportunities

Having functions is not enough, we also need to find usage scenarios for the functions. The car is slow and stable, who is it suitable for?

Children, the elderly, and vulnerable groups may need such a function more. We conducted user analysis and determined that the elderly have slow reactions, so limiting the speed of the vehicle will make it safer and will have a larger market.

Fourth, solve the feasibility problem

After finding the right starting point, we still need to improve the feasibility. Determine the target positioning, the goal is: "to provide safer electric vehicles for the elderly."

• To make the elderly safer, slowing down driving is one of the requirements, but what other requirements are there? Better braking performance? Is the car important? Can it also be linked to young people’s mobile phone GPS? Other protection features, etc.
• The target customers are the elderly, so how high should the car be? shape? Does the operating system need to be simpler? Don’t we need so many functions? So is the price cheaper?

Thus, a product is basically formed. We should not set the role of the product at the beginning, analyze the product characteristics, find the functions of the characteristics, determine the market opportunities, and improve the feasibility.

Because life needs creativity to light up, marketing needs creativity to burn.

How to make yourself more creative?

The first thing is to break the routine.

Horizontal thinking is a way of thinking that gets rid of the either-or thinking mode, and it is also a way of thinking that gets rid of logical thinking and linear thinking. In lateral thinking, people work on coming up with different perspectives. Each different view is not derived from each other, but is generated independently.

Don’t set a role for the product at the beginning. Be good at discovering the characteristics of the product and maximize its usefulness.

Four steps to find product selling points:

1. There are no advantages or disadvantages, only characteristics
2. Brainstorm the functionality behind product features
3. Finding market opportunities
4. Solving feasibility issues

Source: Zhuo Zhiyong