What do the so called pain points, itchy points, and cool points refer to in the product?

1.What is a pain point?

The worries, entanglements, inconveniences, and physical and mental health problems that consumers are worried about in their lives are called pain points. What we have to do is to find a problem, and then solve a problem, and finally put it forward in a grandiose, righteous and strict manner, and tell consumers: I can help you solve this problem, if you have this problem, choose me!

The pain point corresponds to solving the consumer's problem;

2.What is an itchy spot?

That is, to give people a better sense of emotional and psychological satisfaction, it is called itching point.

The itch is to satisfy the consumer's desire!

3.What is a selling point (also known as a excitement point)?

The selling point is from the perspective of the seller itself! Refers to our own characteristics, but this feature may not be found in the consumer's conscious consciousness, only when the merchant says, if the consumer suddenly has a sense of excitement about the characteristics of your product, in this way, the selling point you have created is successful, and the real lethal selling point can impress people in an instant.

To summarize the above three points, it is my simple interpretation of the pain points, itching points, and selling points, which are also the fundamental foothold of any business form, the inducement of all marketing activities, and the business genes of all successful products.

Teacher Liang Ning believes that if they are not satisfied, the user is just uncomfortable, and the user's discomfort cannot be used as a pain point.

Why? For example, the first time you visited your father-in-law and mother-in-law, you had dandruff on your shoulders, which made the old man look disgusted; During the interview, there are white dots on the clothes, which makes the interviewer frown ......These are painful things.

Let's take a look at Head & Shoulders' advertising slogan:

1. The dandruff is gone, and the hair is more outstanding.

2. Get rid of dandruff and get you closer.

Therefore, Mr. Liang Ning believes that the pain point is fear.

The state of a person when he is satisfied is called pleasure, and if he is not satisfied, he will feel uncomfortable and will begin to seek. If the person is seeking and can get instant gratification immediately, this feeling is cool.

So this explains why the game of eating chicken has been so popular since the beginning of the year.

If you succeed in eating chicken, you will satisfy your sense of achievement as if "the first in the world", of course you will be happy, if you land into a box, of course you are not happy, so what should you do? From the opening game, of course. And if you are the one who makes others fall into boxes, of course, don't want it, go on, don't stop.

For example, if you are hungry and you place an order in Meituan, the food will be delivered to your home. You're lost and need to navigate, and the AutoNavi map is always there. There can also be two voices to choose from: Lin Chiling or Guo Degang. You're drunk, use Didi to drive instead.

Some time ago, "Penguins vs. Wild Boar Forest" did not call for traffic disputes, but for Internet companies, traffic is their life. It is a "battleground" for life and death.

You see what Douyin pushes and what it is popular, and all kinds of Internet celebrity products emerge in endlessly. For example, Internet celebrity milk tea, Internet celebrity yogurt, Internet celebrity cookies, and Internet celebrity shampoo, is their popularity by grasping the pain points?

Obviously not, Internet celebrity products rely on itchy spots. What is an itchy spot?

What is an itch spot? Teacher Liang Ning said that the itch point satisfies the person's virtual self.

What is Virtual Self? It's the ideal self in your imagination.

For example, we watch idol dramas, chase celebrity gossip, and watch online ,...

That's why we like to look at our phones so much, because there's another me in them.

This is the realization of a virtual self.

This is to look at the "pain points, cool points, itchy points" of the product, in fact, it seems that we are in contact with a person. As long as you study a person's "pain points, cool points, itchy points", it is okay to sell products and ideas.

Pain points, itch points, and cool points are all product opportunities.

1.The pain point is fear, the unmet and widely desired need of the Friends and Friends. And without fear, there are no pain points, so not all popular products are generated based on solving pain points.

2.The itch point is the satisfaction of the virtual self. Buying beautiful clothes, drinking Internet celebrity milk tea, and eating Internet celebrity fire brother hidden pot are all based on being able to meet our ability to become "the ideal self in our imagination", and turn our beautiful expectations for these products into reality in our own lives.

To run a good personal brand and monetize it, itching is a good starting point.

3.The cool point is that people can get instant gratification immediately in the process of seeking, and this feeling is cool. Refreshing satisfaction can be addictive.

4.At the end of the article, through the case of eating hot pot, I understand the importance of the same product in different audience groups and different publicity methods. Summarize it for yourself to read over and over again.

Eating a Haidilao hot pot heartily, sweating profusely, and feeling refreshed. This captures the cool point, which is a good product.

Fear of eating hot pot and gaining weight, the fear of grasping this, grasping the pain point, there is also product space to do.

Or you can also make a beautiful Internet celebrity restaurant, like Xue Pan's skewers made by the carving master. Users order a dry ice popcorn, eat a handful, and the white gas of dry ice comes out of both ears, and everyone will take a photo and send it to Moments, which is an itch.

When you eat a meal, you can actually have different entry points such as pain points, cool points, and itchy points to make products.

The needs of users come from the troubles of life, but some things are not troubles, why can they also become the needs of users?

For example, the more tired the users who watch the network, the more they are, you can't say that you are afraid of trouble and watch**.

After reading the 10 "pain points, itchy points, and cool points are all product opportunities" in "Liang Ning: 30 Lectures on Product Thinking", I got the answer.

The pain point is fear.

There are many other forms of fear, such as the fear of failing exams when you go to school, the fear of making a bad impression during interviews, and the fear of being late and deducting your salary when you go to work.

The needs of users mentioned above come from the troubles in life, and the fear of trouble is actually fear.

Itch the point of satisfaction of the virtual self.

Why do many people like to watch the Internet?

Because they say that they are substituted for the protagonist, and the protagonist is their virtual self. The protagonist's needs are met as if their needs were also met.

Experiencing the experiences of the protagonist and satisfying one's unattainable desires in reality is the satisfaction of the virtual self.

Cool point** in instant gratification.

There is a need, and it can be met immediately, and that feeling is cool.

For example, if you buy something online, you can buy it in the morning and have it delivered in the afternoon, and if you want to feel it right away, it is cool.

Pain points, itch points, and cool points all have the needs of users, and they are all the entry points of products.

After understanding these points, the design of products can be targeted.

For example, in the past, JDB played the advertising slogan "Afraid of getting angry and drinking JDB", which is actually to locate people's fears and cut from the pain points.

For example**No. 1 Internet celebrity Sydney, dieting a week in advance just to shoot a suitable **, she uses her** to create a life scene for fans to satisfy their beautiful fantasies, and what is caught here is the itch point of the user.

For example, Jingdong has built its own logistics, so that the express delivery can be purchased in the morning and delivered in the afternoon, which satisfies the user's cool point.

Liang Ning Woman's interpretation of these three words in early 2018 was:

The pain point is to hit the fear of the person.

Cool point, what needs the user has, can meet him instantly.

Itchy spots, to satisfy the user's imagination of themselves.

After so many years of sales experience, there is a similar trick. "Take away the customer's fears, address his concerns, and help him imagine the future. ”

Our bodies can only live in the moment, but the brain is often far away from the moment, either regretting the past or fearing the future, but there is always a glimmer of hope for the future.

It can be seen that no matter who you are, this life will be accompanied by all kinds of problems. Making money is actually a process of helping others solve their problems in these aspects.

Fear of the future.

Hope for the future.

The immediate need for the here and now.

Regret for the unfulfilled wishes of the past.

These three are all very important, but we will still have a difference between strength and weakness in our hearts.

Because needs often come with emotions.

And emotions often defeat rational thinking.

To seriously understand the pain and itching, it is necessary to deeply understand the role of emotions on users in the scene.

For example, there are many people who are afraid of getting sick, and the fear of getting sick stems from death. Any words about illness and death are difficult to trigger positive thinking and solve user problems, but with the hospital bed, pale **, trembling hands, and the light of serious hope, we will obviously feel that there is an emotion flowing.

Scene Problem Emotion Solution {Pain Point, Cool Point, Itchy Point}

It takes energy to make an expression, and if there is no reason, it is generally expressionless.

Marketing needs to solve the user's pain points, the clearer the pain points, the more resonant, the stronger the willingness of regretful customers to buy.

Itching is also the customer's reason to buy, not a clear demand, but can arouse the customer's desire to buy.

Pain points are not divided into groups, and different groups of people have different pain points.

The itch point is biased towards emotional people, such as the Li female group, such as the cute pet Sanhu products.

Pain points have always existed, and what needs to be explored cannot be called pain points.

The itch needs to be explored, and the resonance of users is aroused through the display of the scene, and the desire to buy is generated.

What pain points does the cultural and creative epidemic prevention box solve for users? What itching points can trigger the user?

Pain points:1Say goodbye to the old and welcome the new, a New Year's gift.

2.Ward off evil spirits and eliminate disasters, good luck in the New Year, and get rid of viruses.

2.Put the office desk, prevent villains, and everything goes smoothly.

3.Set up the cash register, avoid people's disasters, and the business is very profitable.

4.Put on the car, eliminate disasters and avoid disasters, and have a smooth journey.

5.Set up the bookshelf at home, take care of the home and nursing home, and be safe.