First, grasp the pain point.
As the name implies, "pain point" refers to the problems that customers often encounter in their daily lives and want to solve. If this problem is not solved, it will make him very painful and uncomfortable. Therefore, when promoting WeChat business, we must find ways to solve this problem and let customers achieve the expected purpose.
In order to make everyone understand better, let me give you an example, such as Wang Laoji heard on the street. Why are Wang Can Laojiao all over the country? Because Wang Laoji can grasp the pain point of consumers, what is this pain point? Wang Lao Ji started with eating vegetables. I believe everyone likes to eat spicy hot pot, but relatively speaking, spicy hot pot is easy to get angry and will cause discomfort to consumers. If they are uncomfortable, their appetite will be affected, and poor appetite will affect their normal life. Therefore, this pain point is "fear of getting angry", and Wang Laoji's advertisement is also very simple: "fear of getting angry, drink Wang Laoji". Through such thinking, every consumer will think of Wang Laoji when he thinks of being afraid of getting angry.
Give another negative example. Everyone should have encountered gastrointestinal problems. There used to be a brand of stomach medicine called Starshu, which was once very popular. The advertisement goes like this: "For stomachache, stomach acid and abdominal distension, use Starshu". Basically, it is to list the daily stomach problems and then put on your own brand, which is simple and easy to remember. Later, however, Starshu didn't know why he changed the advertisement to "medicine for conscience, medicine for rest assured". The concept of drugs is so big that it is not easy for customers to remember, so the brand Starshu has gradually faded out of people's sight because it failed to grasp the pain points of consumers.
Therefore, the so-called pain point is the entanglement, inconvenience and physical and mental health problems that consumers are worried about in their lives, which is called pain point. When promoting WeChat business, all we have to do is to find these problems, then solve a certain problem, and finally put it forward openly and tell consumers: I can help you solve this problem. If you have this problem, choose me!
Second, poke the pain.
As I said just now, the pain point must be solved by consumers, but what about the itching point? Itching is not necessarily a problem that must be solved, but it just induces consumers to have a desire, I want it, I want it. As soon as I heard the products promoted by WeChat merchants, I was tickled, especially interested and eager.
Just like the newly released IPHONE, many people really want it. As soon as they see the appearance and function, they are as eager as chicken blood. They can't wait to sell their kidneys and buy one. In fact, everyone already has a mobile phone. They just want a better and more comfortable mobile phone. This is a point of desire in life. Therefore, the pain point corresponds to solving the consumer's problem, and the itching point is to satisfy the consumer's desire!
For example, for example, Alipay's advertising slogan: Yu 'ebao, which brings you 14 times more income than bank demand! In fact, if you put your money in the bank, you will get a profit, but what if I tell you that the profit is 14 times? Does it itch? Do you want to know? Therefore, when promoting WeChat business, we should pay attention to let WeChat business products poke the itch of consumers.
Third, highlight the characteristics.
Features mainly refer to the features of products promoted by WeChat merchants, but most consumers may not find them subconsciously, but when WeChat merchants promote them, consumers suddenly understand, "Oh, so that's it." , suddenly moved. If you can do this in the WeChat business, your product functions will be successfully shaped, and powerful functions can instantly touch customers' hearts!
For example, do you know the advertising copy of Nongfu Spring? Nongfu Spring is a little sweet, characterized by this "water sweetness"; Six walnuts are made of six walnuts; Wuliangye needs five kinds of grains to brew ... these are obvious characteristics. When promoting in WeChat business, we should try our best to show the characteristics of products through advertising copy.