Distill the selling point of the product from the perspective of the solution

In the process of product planning and development, it is crucial to identify the selling points of the product. A successful product must be able to clearly solve the customer's core problem and stand out in the market. In this article, we'll take a deep dive into how to identify a unique selling point early in the planning phase to ensure that your product meets customer needs and stands out in a competitive market.

If a product wants to sell well, the most important thing is that the selling point of the product should be clear. The selling points of product promotion that we often see are generally summarized in three aspects: whether the sales are used or not, whether the customer recognizes it, and whether the opponent hates it.

However, the summary of this selling point is posterior, that is, the product has been launched for a period of time, and then analyzed and summarized after market feedback.

Whether a product can be sold or not should have a certain number in its planning stage, that is, what problem is the product designed to solve? Can the product's solution effectively address the customer's pain points?

Therefore, before starting product development, it is necessary to extract the selling points of the product.

How do you mention this selling point?

The way I summarize it is to take it from the solution.

What is the solution?

It is that we give solutions to the needs of our customers.

There can be many solutions to a problem, but making a product is essentially a collection of one or several solutions, and it is impossible to put all the solutions together.

Therefore, what the product needs to do is to select the most cost-effective, most efficient and most effective one or several solutions from a variety of solutions. This also determines that the product should be converged, focused, and subtracted.

The best way for a product is to solve a problem, to solve the core problem of the customer, the product to the customer is the optimal solution to solve this problem, this is the value of the product that the customer is willing to pay for.

But this is also the most difficult part of making products, how to find the optimal solution to the demand?

Step 1: Screen out the core needs of customers

How to find the core needs of customers?

Here, a very effective method is provided: ask the opposite.

What do you mean by asking the other way around? I'll give you a concrete example and you'll get the idea.

For example, I asked a customer, "Why do you want to make a mini program that shoots with your hand?" What features are you looking for? ”

Customers will tell you that they hope to broaden the source of clues through the mini program, publicize the law to the masses, display our work dynamics, help the masses answer various questions (leave a message for consultation), and let the leaders see the results of our work.

This is to ask questions, you can collect a lot of customer needs, and you can also plan out the functions of the product: clue reporting, work dynamics, problem consultation, and achievement display.

Next, let's try "Reverse Question".

• "If you want to broaden the source of leads, would you want to make a mini program?"
• "If you want to show the working status, will you want to make a small program to show it?"
• "If the masses have all kinds of questions, would you want to use a small program to interact with the masses?"
• "If you want to show your work to your leader, would you consider using a small program to present it?"

Here's another example from your life:

For example, if you ask a person why they like to eat hot pot, he may tell you: delicious, relaxed, lively, and smoky......

What about the other way around?

If you want to eat delicious and lively food, will you choose to eat hot pot?

If you ask this question, you can quickly distinguish between what are the core requirements and what are the added values (dispensable, or even inappropriate).

In many cases, we are not inverted, and we often understand the added value as the user's needs, and ignore the more essential needs.

When the essential needs are met, the added value is the icing on the cake. However, if the essential needs are not met well, and too much energy is spent on added value, the selling point of the product will definitely deviate and will not impress customers.

Step 2: The solution diverges first and then converges

Once we have identified the core needs of our customers, the next step is to provide our solutions.

Let's continue with the example above:

The customer's core need is to broaden the source of leads.

Since we want to broaden the source of leads, what solutions can we have?

• Make a WeChat mini-program;
• Apply for a hotline for reporting leads;
• Make a lead reporting website;
• Make a mobile APP;
• Make a batch of questionnaires;
• ……..

From the perspective of demand realization, there can be many solutions, and there can be a variety of products that can be satisfied. We can be as divergent as possible and have a list of all the viable products.

Then, the advantages and disadvantages of each product solution are analyzed.

The PK between solutions can generate the "competitive advantage" of the solution we finally choose, which is the "selling point" of the product.

It is important to note that there must be a causal relationship between the product you provide and the customer's needs. That is, because of the solution you provide, it can meet the needs of customers very well.

Because we provide a "hand-to-shoot" applet, which allows the masses to use their mobile phones to report more conveniently and efficiently, it can help customers increase their reporting clues and broaden the source of clues.

Step 3: Use "human words" to extract a sentence selling point

After finding a suitable product solution and analyzing the various "competitive advantages" of the solution, the next step is how to transform it into a product "selling point" that customers can easily understand, accept and resonate with.

There are many products that have made a high degree of abstraction and induction for the refinement of selling points, paying attention to the refinement, reconciliation and beauty of the text, but you just can't understand what it is saying.

For example, we most often see a selling point introduction for software products: "xxx can greatly improve work efficiency." ”

"How do you improve? Why can it be improved? How much is the increase? Can other products also be improved? After reading it, a bunch of questions will pop up in your head.

Or, completely indifferent to the sentence.

Quite simply, the "selling point" of such a product seems to be suitable for any product, so this is a "nonsense". Nonsense, of course infelt, of course not remembered.

Another problem, the selling point describes a "high-end, atmospheric, high-grade", but it is also incomprehensible.

For example, "xxx uses AI algorithm engines such as OCR+NLP to realize the intelligence of products. ”

"What is OCR? What is NLP? How to understand AI algorithm engine? How is it intelligent? "—I'm still confused, I know all the words, but I don't know what they mean when they are connected.

Therefore, to write a product selling point, you have to speak "human words". It is to write something, which should be understood by people, without explanation, and cannot let customers "package" at one end, and even wonder if their cultural level has been reduced.

Continuing to take the above "Shoot with Your Hand" applet as an example, how can the selling point of the product be written?

"Scan the mobile phone, and report the problem xxx can be received immediately!"

The partial colloquial expression allows the masses to understand it at a glance. At the same time, the convenience of the product helps customers establish online lead channel sources, and the selling points of these products are reflected.

Author: Wu Lin, public account: Xiao Wulin

This article was originally published by @武林 in Everyone is a product manager, and it is forbidden to reprint without the permission of the author.

The title image is from Unsplash and is licensed under CC0.

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