Are there any misunderstandings to avoid when refining the selling point of the product?

One of the key factors why a product does not sell as a hit after it is developed is that it has no selling point. The so-called selling point is all the valuable interest points that can enhance consumers' interest in buying and promote product sales. Selling point refinement is the key to product selling.

Combined with the cases encountered in Zhongtian Huaxia Consulting for many yearsCommon problems in the process of refining selling points are:

1. The focus is not prominent. In order to attract consumers, some products have refined more than a dozen selling points, and they are eager to list all possible selling points, package the product as a "miracle drug" or "artifact", and carry out 360-degree bombardment and persuasion education on consumers, and in the end, consumers do not remember any of them, and even become disgusted.

2. Not easy to understand enough. In order to prove that they are tall, professional and advanced, some products deliberately mix some professional terms, terms, and English abbreviations in the selling points, so that they are mysterious and difficult for consumers to understand, which is actually self-defeating.

3. The self-congratulatory nature of the original thought. When refining the selling point, it does not stand in the position of consumers to perfectly connect the selling point of the product with the needs of consumers, ignores the basic attributes of the product, ignores the benefits that the product can bring to consumers, lacks attractiveness, and blindly commits self-satisfaction. In fact, consumers are willing to buy because the product meets their needs and solves their pain points, either one or more, either on a material or spiritual level.

4. Lack of support for the concept of hype. Some product selling points are hyped for differentiation or novelty, and what is hot at the moment is hyped; What competing products promote, follow the trend to promote; It is often detached from the reality of the product, exaggerates the publicity, bluffs, backfires, and even brings trouble.

In addition to the above four common mistakes, there are others that we will not mention one by one. In short, if you don't find the right selling point, the original hit will become an ordinary product.

Sometimes your product is also very good, but it just can't be sold, it may be that you have stepped on the following misunderstandings when refining the selling point:

1. Self-congratulatory detachment from reality. Basically, every product has its own selling point, but not every selling point can make consumers pay for it. The selling point is detached from the actual psychological appeal of the customer, and it cannot resonate, so naturally there is no result.

2. The expression of the selling point must be easy to understand if it is not easy to understand, and there are many sellers who use some professional terms or data that most buyers cannot understand to express the selling point in order to show their professionalism, which is actually self-defeating.

3. In order to fully prove that their products are good, they piled up all the points they could think of, and became a miracle medicine for all diseases. In fact, it may take just one point to impress a buyer.

The selling point of the product is to analyze it with competing products in order to refine the selling point of its own products.

The starting point of the basic elements of the refinement are: emotional appeal, functional appeal, raw material appeal, historical appeal, process appeal, origin appeal, technical appeal, brand gene appeal, color appeal, taste appeal, feeling appeal, desire appeal and many other elements, which must be made horizontally and vertically compared when choosing.

To sum up, to refine the selling point of the product, the implementation of differentiated positioning can start from the following ways:

First, differentiation in terms of raw materials.

Second, differentiation in terms of design.

Third, it is differentiated in terms of production process.

Fourth, differentiation in terms of channels.

Fifth, differentiation in terms of function.

Sixth, differentiation in terms of services.

Seventh, the image is differentiated.

Eighth, the differentiation of marketing means - the final landing point.

Refining selling points has always been a problem that has plagued me, and I have read some articles or courses to learn some knowledge points, and I have been groping forward.

The author mentions that the selling point extracted from the buyer's needs and pain points is the easiest to resonate with the buyer, which requires a good understanding of the user of the Liangdong product and the situation in the process of use, otherwise the so-called selling point can only be their own opinion, the actual situation may be very different, and the buyer may not care about your selling point at all. Summarize the following points on how to refine the selling point:

1.Try it for yourself.

If you can try it yourself, it is recommended that you must use it carefully, and the findings in the process can be summarized at any time. Teacher Diao Chan also mentioned the product experience, but most of the time it can't be realized.

2.Old customers, relatives and friends research.

This is easy to understand, and it is recommended to have a prize survey so that they are more motivated.

We can summarize the feedback of buyers in these two aspects, and more truly find out what buyers care about most, and then make corresponding optimizations, which can be seen on the mobile phone.

4.Summary of customer service pre-sales consultation and after-sales communication.

Buyer inquiries best reflect the concerns of the time, as well as after-sales feedback on product evaluations and suggestions, which are the focus of our optimization of product selling points.

5.Refer to competitors to form differentiated selling points.

If we say that everyone sells similar products, we refine the selling point is likely to be also available, how can we perform better, you can find out multiple products according to sales and popularity rankings, screen competitors' products through the main picture, details, evaluation, Q&A four aspects to find out the existing selling points, don't be afraid of trouble, all of them are summarized, and then make a differentiated plan out.

Summary. To summarize a few points that I personally think.

1. You and your neighbors are selling bed bugs, and you both sell them for 10 yuan a piece, but your bed bugs are twice as big as your neighbors, and your bed bugs are the selling point.

2, you and your neighbor are selling bed bugs again, but you can't get into the big bed bugs, the same bed bug your neighbor is 10 yuan a piece, you sell 8 yuan a piece, your ** is the selling point.

3. You and your neighbors are still selling bed bugs, but you find that the bed bugs are easy to die when the weather is cold, and you have increased the price to 15 yuan in order to control the cost, but you have added a sentence on the sign to compensate 2 bed bugs for death within a week, which is your selling point.

4. The neighbor brought in a batch of shells when he entered the bed bugs, but the shell lang couldn't sell it at any price, so the neighbor decided to engage in activities to buy bed bugs and send the shell lang, which is the neighbor's selling point.

5. In order to reduce costs, you and your neighbors start raising bed bugs, you and your neighbors both keep bed bugs under the lamp, you add a line to the advertisement: 6500k color temperature continuous light, bed bug physique is better, your neighbor only adds a line: raised under fluorescent lamp, bed bug physique is better.

Even though it's all the same thing, you can successfully use lighting as a selling point.

6. People suddenly start to like to eat roasted bed bugs, you and your neighbors start selling roasted bed bugs, bed bugs need to be killed before they are roasted, and you and your neighbors use the method of manual killing. One morning you wake up and find a box of bed bugs half dead due to lack of oxygen, so you write a sentence on the billboard: Kill by isolating oxygen, that's your selling point.

2. How to refine and show the selling point of the product?

This question is up to me, it takes a little time to type, so please be patient

Summarize a few points of personal opinion 1, you and your neighbors are selling bed bugs, you are selling 10 yuan a piece, but your bed bugs are twice as big as your neighbors, your bed bugs are selling point 2, you and your neighbors are selling bed bugs, but you can't get into the big bed bugs, the same bed bugs your neighbor 10 yuan a piece, you sell 8 yuan a piece, your ** is the selling point 3, you and your neighbors are still selling bed bugs, but you find that the bed bugs are easy to die when the weather is cold, you have increased the price to 15 yuan in order to control the cost, But you added a sentence on the brand to compensate for the death of 2 bed bugs brother state oranges, this is your selling point 4, the neighbor brought in a batch of shell lang when entering the bed bugs, but the shell lang could not sell it at any price, so the neighbor decided to engage in activities to buy bed bugs to send the shell lang, this is the neighbor's selling point 5, in order to reduce costs, you and the neighbor began to raise bed bugs, you and the neighbor raised the bed bugs under the lamp, you added a line to the advertisement: 6500k color temperature continuous light, bed bug physique is better, Your neighbor only added one line: raised under fluorescent lamps, bed bugs have a better physiqueAlthough they are both one thing, you can successfully use lighting as a selling point6, people suddenly start to like to eat roasted bed bugs, you and your neighbors start selling roasted bed bugs, bed bugs need to be killed before they are roasted, and you and your neighbors use the method of manual killing.

One morning you wake up and find a box of bed bugs half dead due to lack of oxygen, so you write a sentence on the billboard: Kill by isolating oxygen, that's your selling point.

The so-called unique selling point of the product is the reason why users choose to buy from you instead of buying directly from your competitors.

There are a few things that must be present at the unique selling point of a product:

1. What you have, what your competitors don't have, or what you do is not as good as you;

2. It is the benefit that your users are eager to get, which can satisfy the user's desire;

3. Quiet defeat is the first thing you put forward, and few people have mentioned it before this.

So, how to quickly extract the unique selling points of your own products? Here's a very simple way to do it.

You draw a straight line on a blank piece of paper, write "the unique selling point of the product" at the top of the left, and "the user's needs" on the right.

Next, write all the features of your product and all the features of your service on the left, and list the pain points and needs of users you understand on the right.

Then, if you have a message on the left that says "Fashionable" and on the right that says "Beauty", you can connect them with a line.

Practice it a few more times, and believe that you will soon refine the unique selling points of your product, and you will find out from them

1. You have an advantage, but a disadvantage of competing products;

2. Competing products have never been publicized to the outside world.

These two things, you choose one of them, the unique selling point of your sprocket product is generated, buddy, do you understand? Are you still waiting for the gods? Take action now!

1. The business department refers to the organizational structure of a relatively independent unit based on a product, region or customer, and combines the relevant research and development, procurement, production, sales and other departments into a relatively independent unit.

2. It is manifested in the establishment of a number of business divisions under the leadership of the head office, each Liangpai business department has its own independent products or markets, has a strong autonomy in operation and management, and implements independent accounting, which is a decentralized management structure.

3. The business unit system is also known as the M-shaped organizational structure, that is, a multi-unit enterprise, a decentralized organization, or a departmental structure.