Zhilang Marketing Planner Gong Yongjun: 3 tips for quickly refining product selling points

Gong Yongjun, general manager of Zhilang Marketing Planning Company, faces the most common question raised by traditional business owners, which is how to help companies find product differentiation selling points. In the era of market economy, products from all industries are blooming, and companies are like eight immortals crossing the sea, each showing its magical powers. No matter what consumers want, companies have what they want, resulting in excessive homogeneity of products, and trying to find product differentiation selling points seems to have reached a dead end. , and if a product has no selling points, or is not differentiated from its competitors, it is like a waiter in a black uniform, which is difficult to detect. On the contrary, if the differentiated selling points are attractive enough, people will be able to see it at a glance. Remember, it is like a waiter in black uniform among white uniforms, he can be said to stand out. How to refine product differentiation selling points? Gong Yongjun, general manager of Zhilang Marketing, believes that this is nothing more than following three principles.
First,
To find the point that consumers are most concerned about
A product can bring many selling points to consumers. For example, a piece of clothing can keep out the cold and keep warm, and can reflect aesthetic taste. You can slim your body and express your personality. There is always one focus that you value most. Therefore, you must determine which point you want to maximize customer satisfaction and maximize this point. It is understood that Gong Yongjun has a background in planning health care products. Through interviews with Gong Yongjun, the reporter learned that for calcium supplement products in health care products, the absorption rate of calcium is the issue that consumers are most concerned about. The higher the absorption rate, the more popular it will be with consumers. . Therefore, we can see many calcium supplement health products on the market, most of which are easy to absorb as their main selling point.
Second, it must be something that the product itself has
The point that consumers pay attention to must be something that the product has. Consumers cannot be deceived for the sake of differentiation. This selling point must actually exist. Taking calcium supplement health care products as an example, in order to achieve a high absorption rate, the molecules contained must be small enough, even accurate to microns. This can be used as a breakthrough point for publicity to truly impress consumers. Another example is a car seat cushion company planned by Gong Yongjun. It uses health products as a breakthrough and prevents and alleviates various symptoms caused by sedentary driving as a product selling point. It has successfully won the trust of driving people. The prerequisite is that the product must have this function. , only when something is created out of nothing can reality be realized.
Third, competitors do not speak loudly enough, or do not speak loudly enough
Looking for product selling points means looking for differentiation, and this differentiation must be something that competitors do not have, or do not speak loudly enough. Take car seat cushions as an example. Car seat cushions can prevent and relieve various symptoms caused by sedentary driving during driving. This is the only example on the market. This selling point is something that competitors do not have. As long as the communication and marketing strategies are in place, Very easy to be recognized by the market. Another example is Guazi second-hand cars. The seller sells directly to the buyer with its advertising slogan, without middlemen making a difference in price. This selling point successfully attracts the attention of consumers and sneaks into the minds of consumers first. Then the rising star Renrenche, although it is tight, Guazi Used Cars has spoken out, but its selling point of being free of middlemen has been in place for a long time. However, Guazi Used Cars has taken the lead due to insufficient strength in speaking out. There are countless such cases.