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In the last issue, you replied to the number 2 under the public account "Li Xiaoming Marketing Classroom" (lxmyxkt): We shared the "Sales Core Technology of 100 Battles and 100 Victories" -
Once you master and apply this technology, you will feel that you have a great understanding, a big brain hole, and sales performance is rising day by day!
Today, we're about to share the unique technology that makes it feel like your product is the best in your peers! This technology can make your product stand out and prompt customers to pay you, not to your competitors!
About the Author
Li Xiaoming, 23 years of marketing practice, after traditional marketing, TV shopping, database marketing, to the Internet sales, presided over the marketing and planning of hundreds of products, wrote nearly 10,000 product sales copywriting, personally spent advertising costs, marketing expenses accumulated more than 500 million, 90% of the annual sales of products up to hundreds of millions of dollars!
Buffett once said: The secret to winning is not to be better than others, but to be different from others!
This sentence is more practical today - because the phenomenon of product homogenization is very serious, in the Internet era, information is completely transparent, and there is not much difference in nature between products and products in the same industry!
What about the products with the best real quality, that is, less than 20%, most of the products with similar quality, 80%? Isn't there a better way than a price war? The answer is – yes!
01
Discover unique selling points
How do you find and uncover the "unique selling points" of your product or service? "Unique selling points" are divided into two levels: first, "unique interest commitment"; second, "unique interest commitment support";
Do you know the difference between the two?
The so-called unique promise of interests refers to the benefits and benefits that products bring to consumers. You'd better find a gap at this level — what no one else has yet promised, and then you promise with lightning speed —
Why is it that one of our shoes for the elderly, as soon as it is listed, is like a bamboo, and sales have exploded?
First of all, the first is a unique commitment to interests, focusing on three major demands - these three are the more common problems of the elderly, playing this banner, basically jumping out of the ocean of shoes!
Therefore, the promise of unique interests is boundlessly powerful – it is unstoppable and unstoppable, because it enters the "no man's land". Once you find it, you can save time and money for the most exciting successes!
The premise of your use of it is that you must confirm that there are still unmet needs in your market. However, the real problem is that it is difficult to find unmet needs now, what to do, then you have to go to find -
Unique Interests Promise Support – Prove you're better than others!
When it comes to the issue of uniqueness, it is necessary to mention the great Claude Hopkins, whose Heineken beer advertisement can be called —
Product unique classic——
In the early 1820s, when ten different brewers were competing, Xerox did poorly and ranked eighth.
All the brewers were shouting, "Our beer is the purest." But they did not explain what "pure" meant, but kept saying "pure", "pure", and "pure". And then --
The great Hopkins is here!
He made a trip to the distillery and made a few major discoveries—
1. Heinejzi's factory was on the shores of Lake Michigan, and the lake was still very clear at that time.
2) Even though the factory was located on the shore of the lake, they drilled two artesian wells that were 500 feet deep, because they had to drill deep enough to find good water quality, and they had to adjust the minerals to perfection to brew the best beer.
3. The factory conducted 1623 experiments in five years to confirm that the best yeast was developed to produce the richest taste and aroma, and showed how to produce distilled water before brewing. The water is heated to 500 degrees Celsius and then cooled until it freezes, a process that needs to be repeated three times to ensure the absolute purity of the water.
4, Comrade Huo also found that each bottle is detoxified with 600 degrees Celsius steam to determine the killing of microorganisms and all bacteria, so as not to contaminate the beer. Each batch of beer is tested before leaving the factory to determine that the beer is pure and mellow, and then bottled and sent.
Hopkins told Helix management that consumers should be told about these brewing methods. Management's response was, "Why are we doing this?" All brewers do the same thing! ”
But Comrade Hopkins understands the power of preemptive strikes, "no one in your industry has ever explained," he replied: "The first person to tell the story and explain the reasons and the process will be the first to lead the market!" ”
Helioz was the first and only brewer to emphasize how its beer is made, which turned out to be a unique selling point for the product.
Then something surprising happened: Heineken beer appeared more attractive in the market than other brands of beer, jumping from eighth to number one in the beer market within six months!
A similar domestic example is the success of Robex, as pure water, it cannot promise anything other than purity, so it proves itself to be the purest - 27 layers of filtration! Pretty classic, right?
02
Extreme concretization
I often say: real things have details, and things that are made up have no details! Telling the details is a great way to get your product ahead of the competition! For example, the same about tourism -
Australia – the magical place! Aboriginal people are convinced that the whole of Australia is sung by God, come and listen to this music!
Listen to the laughing ducks roaring in the primeval forest, listen to the loud rhythmic primitive music of the ancient celebrations of the indigenous people, listen to the chatter in the taverns, listen to the low rumble of the waves lapping at the shore, and finally listen to the music that is said to be heard when everything is silent!
Wading through the ancient mountain stream in the morning, listening to the cry of parrots in the afternoon to break the silence of the forest, drinking a glass of good Australian wine in the evening, the heart of the ancient rainforest...
Mom, I can't sit still and want to go right away!
Do you feel it? This is the power of concretization! And --
“...... I will put the most important things behind me, I will observe the sunset, I will dress less, I will appreciate the colors, I will remember the clouds, I will see beauty in meaningless things, I will live an amphibious life, I will eat mangoes, I will tan my whole body..."
Ah, it turns out that the language of poetry can also be so touching, so infectious, I really want to go to this place...
Well, that's what we're talking about to make a product unique by concretization!
03
Intense personification
There was a friend who did a beauty salon, and then there were more and more competitors, and the friend's beauty salon gradually shrank to one, barely maintaining! And then she found me —
I helped her make some adjustments, within a week, the number of customers was huge, the turnover was growing rapidly, she opened from one store to three stores, and she continued to expand, building a plastic surgery hospital!
How?
In fact, it is very simple, the focus is to highlight her personification - to present the facts of how she pursues perfection and how she is responsible for customers!
This gives her service a unique and distinctive character, and it is natural for customers to come to the door!
Personalization of products is the most effective method of "uniqueization"! This truth is actually very simple - no two people in the world are exactly the same, even if it is a twin, each has its own unique personality, if the natural unique personality is attached to the product, it provides conditions for product differentiation and uniqueness!
Hopkins, the originator of advertising, said: Let a person be famous, you can make the product behind him famous!
Practice has proved that advertising or marketing communication activities that shape characters do have a strong effect! From Jobs, Lei Jun all the way to the Internet red shop, including Wang Mazi plaster on TV, little sister who sells tea, big brother who sells sea cucumbers, etc., they have repeatedly proved this law!
But I still want to emphasize - the personification strategy, must be done -
Guns don't leave the back of your head!
In order to prove the authenticity of the characters, we must not write a thousand words and digress from the topic -
A friend showed me his advertising copy and said that it was very strange that such a vivid copy was not sold well!
I read and found that the problem is actually very simple - just to portray the characters, occupying a lot of space, resulting in more important information points being shelved, the information that consumers want, the copywriting is not given, or not given enough! Of course, the effect is not good!
So, it must be noted that (knocking on the blackboard) -
Characters are for the product!
The purpose of personalization is to enhance the uniqueness of the product, to add points to the product, if the character squeezes the product, squeezes the interests of the product, the effect will still backfire!
At the same time, you can't ignore the truly meaningful information for the sake of looking, fun, and smart! In a word, we must stand in the shoes of consumers and think hard about it – what do they most want to hear in a limited time?!
Jobs is the ultimate master of personalizing products!
He attached his image to the iPhone, and the brand image of the iPhone became professional, high-quality, and naturally had the spirit of craftsmanship! Nature has become the best mobile phone in the world!
Of course, Jobs attached the real personification to the iPhone, so the iPhone is as advanced, professional, and extreme as his image! There is no second Jobs in the world, so there will be no second iPhone!
Now in Cook's hands, can it continue to shine? Enough choking, because Cook is not Jobs!
No matter how hard he tries, he will at most become the second Jobs, not the first! Again, no two people in the world are the same!
So, if you don't want to get caught up in an endless, low-level price war that squeezes out your profits, one of the most effective ways to personalize your product is to personalize your product!
Personification also requires some techniques and principles —
1) The buyer must like the salesman:
2, must let the buyer have confidence in the salesman! The buyer must confirm that the salesman knows the product very well!
3, you must make your statement sound very sincere, trustworthy!
4. Finally, pay attention to the integrity of the information:
In short, homogenization does not matter, whether you can establish your credible image is the most critical!
04
Honest strategy!
Honesty should be taken out separately as a strategy for uniqueness! Why?
Think about it – what is uniqueness? Is it different from others, what are others like now? It's all a dishonest look!
Better than lying! Not only can they lie, but their main function is to lie! In an era of lack of credit, you keep your word, you stick to honesty, you are unique! Moreover, this uniqueness is what people need most! It's really —just—need!
The more humanity lacks something, the more it will call for something!
How is the honest strategy implemented? First of all, we must understand a truth - in this world, there is no so-called perfect thing? Agree?!
A friend told me that he was interested in a wealth management product, and he had enough money to buy it, but in the end he did not buy it, why? He said: "He felt that the conditions given by the company were so good that they didn't look like they were real, so it made him doubt all the information about the product."
So why do you want to describe your product so perfectly? Even the best product must have flaws! Is that right?! So --
Be sure to point out some of the flaws in your product before explaining that the flaws are fine; or should you buy my item! ——The more authentic and honest, the stronger the customer response! For example —
"Of course, our honey is not perfect, and one of the biggest regrets is that the yield is too small! People often say that things are rare and expensive, the price is indeed a little expensive, you think, artificial, but also ... Coupled with the small production, it has also attracted some customer complaints, but there is no way to solve it at present, the bee farm and forest are limited, and there is no way to expand, because it is expanded, and the quality cannot be guaranteed——"
A sales letter from a small Italian restaurant to a nearby resident:
“...... If you want waiters to be dressed in tailless gowns, with crisp linen napkins on their arms, a menu full of words that are difficult to pronounce correctly, and you'll be served high-priced wine in silver ice buckets while you enjoy Italian food, then our little restaurant is not your first choice.
But if you're mainly tempted to taste the delicious pasta made by a real Italian chef (using authentic vegetables and peppers, plus delicious sauce), and prefer to replace the white linen with a red and white plastic tablecloth, you must come to our shop.
If you feel it's okay to choose from one or two wines (red and white), we'll give you as much as you want, all from our famous endless barrels of wine – free for your dinner..."
"Only if you start laughing yourself, people will laugh", you are honest and generous, people also respond to you with honesty and kindness, if you act like a calculating businessman, who dares to deal with you?
05
A convincing guarantee of boldness
Guarantees and guarantees are not the same! Some of the guarantees sound convincing and grounded! Some guarantees are boring to listen to, and even suspicious, compare the following two statements -
First, if you are not satisfied, a full refund!
Second, if you use "XX" for 10 consecutive days, the wrinkles at the corners of your eyes do not become thinner and smaller;
If after 30 days of continuous use of "XX", your wrinkles at the corners of your eyes have not disappeared almost invisiblely, if you use "XX", you are not satisfied with its wrinkle removal effect and are not willing to continue to use it - we can not take your money, you have the right to ask us to refund your money no matter what the problem, will return your money 100%, if you decide to refund the money, we will not ask any questions, you do not feel that there is anything wrong!
In any case, thanks to this guarantee from us, you will not lose 1 cent when you buy XX!
Look, the difference is big, when others are there to deal with errands, shout a sentence of dissatisfaction refund sloppy, you are very serious about the way to not be satisfied with the guarantee refund, you are different from others, different, there is uniqueness!
Don't remind
Today is day 3, you replied to the number 3, we shared the unique technology! Due to space constraints, let's talk about so much, for more specific methods and cases of unique technology, please click "Read the original article" in the lower left corner -
You will see a secret link address to "Practical Marketing Techniques and Cases", you can learn about it first, but do not buy it, and remind you again: no matter what you do, do not buy first, before you receive the seventh tweet, do not do anything -
At this time tomorrow, enter the "Li Xiaoming Marketing Classroom" (lxmyxkt) public account, reply to the number 4: You will learn "Visualization Technology: Instantly Ignite People's Strong Desire for Your Product", let customers quickly fall in love with your product, and can't wait to get it!
In addition - you read the content, what do you want to communicate, or want to improve the opinions and suggestions, please leave a message or send a message to tell me, I will carefully read each message, interact with you, and adjust according to your opinions, so that the topic and content, more targeted, more able to solve everyone's practical problems!
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