The purpose of marketing is to gain insight into consumer conflicts and to resolve conflicts sustainably and to meet the needs of consumers – this is the root of marketing.
In my opinion, marketing is first of all to build a platform for communication with consumers and find the entrance that consumers care about. In the SCQA system, we must not only find conflicting contacts, but also accurately provide corresponding solutions. Because “selling point” is the answer that consumers care about. You must tell the consumer your answer in a logical and confident manner, that is, what is your “selling point”, whether your “selling point” can help consumers solve actual conflicts, and whether your “selling point” is consumption The answer to the concern!
Selling point design must stem from conflict
The purpose of marketing is to gain insight into the conflicts of consumers and to resolve conflicts sustainably to meet the needs of consumers – this is the root of marketing. Clearing up the conflict research, in fact, the need for marketing has been clarified; especially in the moment, the Internet has redefined marketing, it is difficult to obtain consumer recognition by targeting the market segments, and using consumer conflicts for marketing, In order to make marketing more humane, more accurate and effective in the era of increasingly invalid marketing.
Research conflicts are the key to unlocking the door to consumer demand; specifically, conflict is a mode of thinking and a systematic approach. Before doing any marketing, we must think around three centers:
Consumer-centric – what are the consumer conflicts?
What are the conflicts centered on competitors that have not yet been resolved by competitors?
Self-centered – which conflict does my product solve?
Around these three centers, we can easily see the evolutionary trajectory of “selling points”:
1. In the strong competitive stage of products, self-centered, showcase the innovative ability of products, strongly impress consumers and inform them of their ability to resolve conflicts. For example, the iPod puts 1000 songs into the pocket. When Jobs takes the MacBook Air out of the envelope, he can understand the product power without words.
2. Under the situation of upgrading the competitive landscape, how to differentiate the competitors from the competition and inform consumers of your unique ability to resolve conflicts? The design of the product selling point is not just a functional description. The difference between the masters is:
When the product is different from others, the consumer feels the same and the product fails.
When the product is clearly the same as others, the consumer feels different and the product is successful.
This is called “Reframing” – the point is not what you say, but how to say it!
Don’t be a follower of your opponent. Even if the product cannot be innovative, you must achieve conceptual innovation. Reshaping is the repackaging of existing behavior in a different and more attractive way. It focuses on the benefits of change rather than on commodity characteristics, and uses psychological assumptions and psychological cues that influence our decisions.
3. In the end, we must be human-centered and communicate with people. The design of selling points must be built around people’s needs.
When we ask entrepreneurs, where are the products, they must be sure of them. Even small products, in the eyes of entrepreneurs, have countless benefits. Entrepreneurs can’t afford these benefits. They all give consumers a clear explanation.
But the reality is that consumers don’t have much time to understand your benefits, and consumers don’t have the energy to appreciate your benefits. If entrepreneurs are not as charismatic as Jobs, they must correct their mentality, lower their posture, and match the various benefits of products to the conflicts of consumers, and find the core conflicts of consumers. Find the corresponding appeal point in the product appeal, and build a complete selling point appeal.
In my opinion, to design a good selling point, we must first meet three key points: understanding products, understanding consumers, and understanding communication.
Because the selling point is the answer to the communication with the consumer, it must be based on the acceptance of the person, and there are two criteria for judging whether a selling point is established:
Understand – don’t create conflicts, but let consumers quickly understand.
Use it – to solve the actual conflict of consumers, let consumers perceive the actual value of the product.
Because the ultimate goal of advertising is to let consumers take action and ultimately achieve the purpose of sales.
The trilogy of advertising design is: stimulating desire, promise to satisfy desire, providing evidence… The last step is to provide evidence, that is, selling material composition.
Consumer-centric thinking, the selling point of the appeal is the primary consideration of what people care about, because consumers only care about themselves, what products are useful to them, and how products improve their quality of life, these are important. Without the needs of people, even more powerful innovations may not be able to touch consumers.
So before designing your selling point, you must first build a bridge between the product and the consumer, and gain insight into the conflicts that consumers care about. This is why psychology has become increasingly popular in marketing.
The design of the selling point must come from consumer conflicts and provide effective evidence for conflict resolution.
The design of the selling point is not only equivalent to the refinement of the material requirements of the product, but must correspond to the specific solutions and capabilities for conflict resolution.
The selling point must be the specific material appeal that the consumer can recognize, perceive, and experience; the appeal of the selling point is the compatibility of the material appeal with the specific interests of the consumer.
The appeal of selling points must be designed with human core, because the essence of marketing is: no matter how the society is ever-changing, the only constant is the continuous insight into customer needs.
Selling point design must have a sense of picture
Since the evolution of content marketing, consumers have been well-trained and can quickly distinguish the difference between news and soft news. At a glance, it can be seen that the advertisement is implanted; in 3 seconds, it can be judged whether the content has brand advertisement. Therefore, in the face of savvy consumers, we must treat them as “wife” like Ogilvy, saying that they love to listen and say that they understand.
Therefore, in the design process of the selling point, adding specific scenes, depicting the sense of the post-conflict picture, giving the consumers a clear interest orientation, inspiring the sense of consumer substitution and participation, they can stimulate their desire to buy, and ultimately Encourage them to generate purchases.
“With 12% alcohol, it will be served in a few bars with comfortable floors. XO beer is best to lie down and drink it!”
The design of the selling point is not particularly visual, so that the officials who urgently need to resolve the serious alcohol conflict are eager to try.
Selling point design needs to go from shallow to deep
Where does the selling point come from?
You consider the pursuit of a girl, first of all because of her appearance, body and so on these external explicit conditions;
If you consider marrying a girl, the decisive factor will never be the only condition. You will understand more about the inner conditions of her preferences, conversation, schooling, family, parents, etc.
The design of the selling point is somewhat similar to the logic of marriage: it must also be imported from two levels, from shallow to deep.
The material appeal of the product: often the dominant advantages, such as the V face, long legs, etc., which will determine the consumer’s first purchase behavior.
Consumer demand: It is the consumer who falls in love with you, that is, the reason you actually solve the consumer conflict and let him repeat your purchase. The design of the selling point must be the integration of the product and the brand. The consumer has a relationship with you because of the product, and the product is loved by the brand.
Product competition (performance, packaging, price) – the competition of materials and technology, corresponding to the needs of the consumer material level;
Brand competition (psychological feelings, clear added value) – spiritual and psychological competition, corresponding to the needs of the consumer spirit level;
Material function and spiritual satisfaction as the duality of goods, is a pair of opposite units, which together stimulate the consumer’s purchasing consciousness. Only by satisfying the needs of these two levels can we completely solve the consumer’s purchase conflict, find your exclusive selling point appeal, and let your product/brand win the consumer’s mind in the long run, and finally occupy the competitive advantage in the market.
Therefore, the design of the selling point must find the perfect fusion point between the product truth and the consumer demand.
Super selling point to resolve conflicts
As Master Sheng Yan said: People don’t need much, and they want too much.
Between the limited demand and the infinite desire, the impulse between the emotional demand and the restrained rational demand is often the origin of the conflict.
We know that the difference between products and products is getting smaller and smaller; only the gap between brands and brands will become bigger and bigger; the design of super-selling points not only focuses on the actual usage scenarios and needs of consumers, but also builds The social value of the consumer after use.
The American psychologist Prochaska clearly describes the process of the relationship between consumers and product brands:
Blank period – don’t know your product, don’t realize that you need him, let alone want it.
Watch time – already know your product and consider whether you need it.
Preparation Period – Potential customers are considering purchasing your product, but need more information to understand the benefits and benefits of the product.
Action period – your potential customers have reached the stage of eager action or purchase.
Maintenance Period – Your product has become a part of your daily life and repeated purchases are completed.
Pushing consumers forward one step at a time, until using your product becomes a habit.
The design of the super-selling point will start to stimulate the desire and stimulate the consumer’s longing and resonance in the consumer’s wait-and-see period. This desire is not only from the actual demand of the product, but also a vote on their social attributes. During the preparation period and the action period, consumers need more material selling points to build reasons for their reasonable purchase. In the maintenance period, the super selling point will make consumption a “daily”, a habit to solve the consumer “ I want a conflict between “and need”.
The herd effect – solving the conflict between needs and wants.
People are the product of socialization. Although philosophers tell us that life is lonely, we still desire a sense of belonging in order to obtain inner security.
In Maslow’s level of human needs, the sense of belonging is the third largest demand after physiological needs (clothing and food) and security needs (safety, stability and freedom from fear). That is to say, when our actual needs are met, after the consumption upgrade, the first thing to satisfy is the sense of belonging, which is also the source of conflicts that we “want” after “needs”.
We want to use the same products, enjoy the same taste, and learn the same knowledge as some people…
In the eyes of psychologists, if people can stimulate the herd effect, they can easily convince them from the shallow path, which does not even disturb the central path of the brain.
In my opinion, consumers under the Internet system are becoming more and more intelligent, and it is not an easy task to label consumers across the market.
In our view, the sense of belonging of consumers will no longer succumb to the “hot sale” concept of positioning rules. The so-called “selling” more than 700 million cups a year, the cups can be connected around the earth for two laps; The categorical classification of high-end family choices and so on will only make today’s sensible consumers sigh in the bottom of their hearts – “Don’t underestimate my IQ.”
The true sense of belonging must be from the consumer’s left and right brain, “want” and “need” to understand the consumer’s heart, is to change people’s hearts. To find the resonance and sociality of belonging, the key is to inspire consumers’ desire and desire for belonging, and hope to become the same person and live the same life.
Relationship between selling point and slogan
When we communicate with consumers through product power, the slogan will be equivalent to the appeal of the selling point;
However, when we communicate with consumers in depth, when brand and consumer dialogue, the core keywords of brand slogan should come from the keyword of product first, but brand slogan should communicate and trigger identity. The role of resonance is not just a selling point.
The key is to see what kind of competition is in place, to what extent consumers are looking at your needs, and where the contact scenes you are in contact with consumers.
The first critical moment (referring to the moment when the consumer conducts the procurement action), the strong selling point appeals – resolve the left brain conflict and quickly give reasons for the purchase. Just like Ogilvy’s father once said: “We want consumers to say: This is really a good product; not to say: This is really a good advertisement.”
The second key moment (when using the brand), the brand slogan and the selling point synchronization – to improve satisfaction, and increase the viscosity between consumers.
The key moment of zero (the moment you decide to search for more information about the product or brand you are going to buy): brand priority, the desire to provide consumers with “want” from illusion and psychological cues, depicting Changes after use are more psychological communication. Of course, when customers need precise purchases, we must supplement them with specific selling points.