Case analysis: How to use selling point marketing for products?

The farthest distance in the world is not the distance between life and death;

But I stand in front of you, but you don’t know that I love you.

This sentence actually also applies to marketing .

Now everyone is talking about selling point marketing. We need to use differentiated points to impress consumers. Every company is trying every means to say that their products are good. My products are "genuine and affordable", your products are "first-class", and their products are "invincible"...

The competition is so fierce that everyone is shouting out their selling points at the top of their lungs and is not hesitating to spend a huge amount of advertising money.

There is nothing wrong with this. What you said is good and what you said is right. Your products are indeed "genuine", your effects are "first-class" and your quality is "unbeatable".

But the problem is, if consumers can’t perceive what you say and don’t believe you, then isn’t it all in vain?

This is a very simple truth. One is the sales mindset, and the other is the user mindset. Not only should users know that you have selling points, but they should also be able to perceive them .

For example, if you want to give consumers the impression that your product is very popular, you certainly cannot simply tell them: Believe me, my product is very popular!

Hopefully he will believe you.

If you want to create this feeling of best-selling, first you have to let consumers feel that the product is indeed selling well. (regardless of whether the product is really hot selling)

So, when you see long queues in front of those milk tea shops, you will feel that it is very popular. This is something that consumers can directly perceive, so they choose to queue up.

Most normal people are like this:

We don’t conduct in-depth research on a product, but make judgments based on appearances or feelings. Often, facts are not that important, and our final judgment is determined by what we directly perceive.

It just so happens that, whether you admit it or not, humans are an animal that believes in themselves very much and is even obsessed with themselves. We prefer to believe what we see, hear, smell, and feel.

If you perceive it to be good, then buy it. If after purchasing it you find that it is still good and exceeds your expectations, then recommend it everywhere and let word of mouth build.

But if we can't perceive its value at all, then there is nothing else to do. No matter how much you say, it will be in vain.

In most marketing, creating this consumer perception is often more important than product facts when guiding people to make decisions.

In other words, if your product is good, you should not only say it, but also let consumers feel it.

Must do! Must do! Must do! !

Toothpaste is a particularly good example. Brushing our teeth has become an indispensable habit in our lives, and we feel uncomfortable if we don’t brush our teeth for a day.

Every time after brushing your teeth, a fresh scent seems to have become a symbol of oral hygiene. If there is no scent when you exhale after brushing your teeth, we will think that we did not clean our teeth well or the toothpaste we used is not good, right?

However, when toothpaste first came out, it did not have any flavor. People at that time did not have the habit of brushing their teeth, let alone buying toothpaste, so many toothpastes did not sell well.

But Hopkins, the founder of Pepsodent toothpaste, made a very clever improvement:

He added citric acid, peppermint oil and other substances to the toothpaste ingredients, which produced a special effect. People would have a particularly refreshed feeling after brushing their teeth and could smell a comfortable fragrance, and this feeling made people feel that their mouths had indeed become cleaner.

This improvement brought about a magical marketing effect. When people feel their mouth is not clean, they will want to brush their teeth to get a fresh feeling. So in the end, his toothpaste sold better and better.

Although this refreshing feeling does not play a big role in cleaning the mouth, it brings a perceptible cleaning function to the toothpaste, which is like a miracle effect!

Nowadays, toothpaste brands basically have various fragrances. I don’t know if it is also based on this reason, but one thing is certain:

You say that your toothpaste is effective in cleaning the mouth, but it is difficult for consumers to perceive this. They cannot use a high-power microscope to observe the number of bacteria in the mouth, but they can immediately perceive the mint scent or green tea scent.

This is very crucial!

Another example is Tencent’s “ One Yuan to Buy a Painting” charity event H5, which went viral on WeChat Moments!

Last year, Tencent Charity launched the “One Yuan to Buy a Painting” charity event, which went viral on WeChat Moments overnight and received unanimous praise from everyone. More importantly, as far as I can remember, this is the first charity event that has swept the circle of friends.

Tencent used a simple H5 to greatly improve the circulation of the event. By clicking on the H5, you can enter the "Children" gallery page, which is filled with paintings by children with intellectual disabilities such as autism, cerebral palsy, and Down syndrome.

If you are interested in the children's paintings, participants can click the "One Yuan to Buy Paintings" button and donate 1 yuan to the children, or they can customize the amount of love they want to donate.

Every time a user purchases a painting by an autistic child, it is equivalent to making a donation to the "Lighting Up Life with Art" charity project on Tencent's charity platform, thereby helping these special groups.

It is worth emphasizing that in addition to actively donating money, people also forwarded the messages to their own friends circles, calling on them to participate.

In fact, there are many public welfare projects of this type, not just this one. Why has the "Children's Gallery" achieved such great success?

One of the very important reasons is the user perception mentioned earlier. In the past, when we made charitable donations, although we had the feeling of doing charity, the perception was not strong.

In the "Children's Gallery", the entire charity is very transparent, and the perception is greatly enhanced. We can see the situation and paintings of each child.

When we donate money, we will get a painting, which actually makes charity "materialized". It changes from being invisible and intangible to a physical object that can be posted on WeChat Moments and saved as one's own "charity memorial."

Although doing charity is selfless, if charity can be felt and can satisfy the donors' psychology, everyone will be happy.

Let’s talk about the Xiaomi weight scale.

The Xiaomi weight scale’s “accuracy that can be felt even when drinking a glass of water” is also a good example of using facts to make consumers aware and thus win their trust.

The biggest worry for people who often use weighing scales is that the scales may not measure accurately. However, for those who want to lose weight, they have to weigh themselves several times a day and pay attention to every detail.

Would you be tempted when a scale can be accurate to 100g (most scales on the market are 200g) and can even sense when you are drinking a glass of water?

"Accuracy that can be felt even when drinking a glass of water", "100g accuracy", these are the effects that consumers can directly perceive, which is much better than simply saying "our weight scale is very accurate".

By the way, there is another case, the copywriting of Durex for Children’s Day on June 1st , which is also perceptible and left a deep impression on me.

On Children’s Day , Durex, a well-known brand, released a poster of “ Children’s Day for 3 People” and “Children’s Day for 2 People”. This means:

"If you use Durex, it only costs 49 yuan for two people to stay overnight. If you don't use it, you just have to wait! Don't even think about having a private time on Children's Day. The most important thing is to spend money! Spend money! Spend money!"

When I first read Durex's copywriting , I didn't feel much, because I couldn't sense the so-called "Spend money! Spend money! Spend money!"

But after looking at the shopping list picture below, this feeling came to me as if from heaven. No need to say anything, I understood it all.

In short, if the utility proposed by a product cannot be perceived, then in the eyes of consumers it is equivalent to having no utility, and without utility there is no value.

When we buy things, we buy for this perceived sense of value.

Don’t always talk about how good your product is. Everyone can shout out the selling points. It’s better to spend more time thinking about: how can your selling points be perceived by consumers?

It’s useless to say more if this point is not solved!

Why do many public accounts that sell courses require students to take notes after each class, and give them homework, ask them to summarize, and even form a team to work on a small project together?

Why are more and more platforms selling courses using real-time reminders of payment arrival?

In fact, the principle is the same, externalize the effects and let users perceive their value.

so

Can the selling points of the products you provide be perceived?

Author: Mumu Laozei, authorized to publish by Qinggua Media .

Source: Mumu Laozei (ID: mumuseo)