All along, in the field of marketing, there are three key words can be said to be enduring, all walks of life, marketing people as well as business experts are for these three words to hold, stand.
These three words are: pain point, itch point, selling point (excitement).
In fact, these three words are not only the triggers of all marketing, but also the fundamental curation point of all business and all products. If the core value of your product does not point to any of the keywords, to get the real success of the business, then your idea, can only be a flower in the mirror, the moon in the water, see but can not touch, no substance!
What do you mean by pain point?
As the name suggests, pain points are the problems, kinks, and complaints that users encounter in their normal lives, and if this is not resolved, he will be uncomfortable and he will suffer. Therefore, he needs to find a solution to eagerly resolve this problem, unravel this knot, smooth out this complaint, in order to reach his normal state of life.
Such as: fire is not a problem? A food lover who was originally addicted to eating spicy hot pot is likely to be afraid to eat because of the fear of fire, which will affect his appetite, affecting his normal life needs. Therefore, Wanglaoji found this widespread problem, and then put forward to tell consumers in a clear way: "I can help you solve this problem", so a move to get a great success!
Such as: stomach pain, stomach acid, stomach bloating, is not an urgent problem? If there is a problem with your stomach, can you still smile? You can still live a normal life? Can you still work normally? You are facing nothing but pain! Therefore, you urgently need to solve this problem: "Stomach pain, stomach acid, stomach bloating, use Stasu!"
Unfortunately, later, StarShield, changed such an efficient and powerful advertising slogan to: "medicine of conscience, assured medicine", and then slowly faded out of the field of consumer awareness. Because, this sentence does not point directly to the consumer's problem, that is, not directly to the consumer's pain point!
Such as: 360 security guards why can become the leader in the field of Internet security? Not only because of his free profit model, the more critical reason is that he is very clear to solve and maintain the problem of "computer security". A "security" is better than N "antivirus"!
Such as: one of my customers, because I see parents and teachers to teach children to learn the language of the trouble, so call a group of language experts *** with the research and development of a set of classic teaching materials, "bilingualism without teaching", only from the name on the can be straightforward to see, this product is used to liberate the parents, liberate the teacher physically and psychologically, in the future, the child to learn English, learn Chinese, directly following the recordings to read on the line, but also do not need to be so hard to do! It's too convenient. They have been advertising on CCTV for four years, plus the popularity of Internet promotion, and have easily earned 20 million dollars a year.
Then again, why is BrainPlatinum successful? The reason why BrainPlatinum can be successful, its commercial gene is to solve the majority of people gift tangled, a consumer to go to the supermarket to buy gifts, think about it, do not know what to choose, is really tangled, and the tangled itself is obvious pain point! Brain Platinum, found that this ordinary existence of the tangled, from the competition among the white-hot nutritional products jumped out and became the first or even the only choice of gifts in the user's mind.
So, to summarize, what consumers worry about in their lives, what they struggle with, what's inconvenient, what's healthy for them physically and mentally, that's called a pain point. What we have to do is to find a certain problem, and then solve a certain problem, and finally put forward in a dignified, righteous and unceremonious way, telling consumers: I can help you solve this problem, if you have this problem, choose me!
What do you mean by itch?
The pain point is that consumers must solve the problem, and the itch point does not have to be necessarily need the itch point is to promote the consumer heart "want", so that he saw and heard that you have such a product heart itch, it is particularly interested in, especially yearning, like many economic conditions are not very good wage earners, but also on the Apple phone! Special desire, a see that pleasing appearance, a see that kind of cool performance, the heart of the excitement of the million, hate to bite the teeth to sell a kidney to buy Apple!
So, the pain point corresponds to the solution to the consumer's problem; and the itch point is to meet the consumer's desire!
Why do we say no pain no gain?
That is, if your product can not solve the consumer's practical problems, and can not meet the desire of his heart, so he will be difficult to produce the idea of buying.
Such as: live in the house, usually, people buy a house is why? Is to solve the problem of living, in order to have a warm nest, regardless of the gold nest silver nest, always have a nest can live it. So, buy a house to solve the problem is a pain point. And buy a set of more upscale, more luxurious, more stylish house, is the people's desire.
See the chic style of European architecture, there are green hills to lean on, surrounded by green water, there is the sun's bath .... Who does not have a yearning, who does not itch in the heart, want ah, longing ah!
Such as: Vanke City Garden; West Effect Manor; Bei Gui Yuan, give you a five-star home. It is to stimulate the itch in people's hearts. Ordinary homes can also live, but five-star, not more taste for life?
Such as: the balance of treasure, for you to take you beyond the bank call 14 times the return, itchy?
This itch is the reason why you transfer money from the bank to the balance of the reason.
E.g. Iphone6, not just big! Is it itchy?
So, giving someone a better sense of satisfaction emotionally and psychologically is called an itch.
What do you mean by selling point?
The selling point is said from the point of view of the seller itself, which can also be called the point of excitement.
Selling point in a narrow sense, is to refer to our own characteristics, but the characteristics of the consumer's apparent awareness of the consumer may not be able to find out, only to wait for the merchant to say, if consumers suddenly have a bang on the characteristics of your product, so, you have shaped the selling point of success, the real killer selling point, can be in the moment to move people.
Such as: take the stay in the hotel, how do I impress 80% of the business people in an instant?
"Five-star treatment, four-star price", this sentence hit out, at least 80% of business people will be descending, because normally, five-star by definition should be five-star price, but now only need to four-star price, it's really great value, want to live here?