Little sheep's hot pot selling point is the bottom of the pot cooked by ginseng, and Haidilao's hot pot selling point is meticulous service; The biggest feature of Sichuan-Chongqing hot pot is spicy. Chaoshan hot pot is characterized by delicious beef and hand-made beef balls. Japanese-style sukiyaki pot is characterized by sweet sauce with raw egg liquid at the bottom. Thai hot pot is rich in the taste of Dongyin Gong Tang.
Second, identify competitors.
Take Xiangtianxia Hotpot in Sichuan-Chongqing Hotpot as an example. Its competitors are not necessarily Chaoshan Hotpot or Japanese-style Sukiyaki Pot, because people who like sweetness usually don't like the spicy taste of Sichuan Pot. It won't be a buffet hotpot in 29 yuan or 39 yuan, because the price and audience are different. Xiangtianxia's biggest competitor should be the Sichuan-Chongqing hotpot restaurant with the same price as Xiaolongkan. Finding a suitable competitor and writing a copy will better grasp the pain points of consumers.
Third, convey the selling points to consumers in vivid language.
Take Little Sheep as an example. In order to show the bottom of his ginseng pot, Little Sheep made a series of copywriting, listing some common troubles of young people, and then summed it up as "My ginseng (raw) is ruined". The picture shows sad ginseng. The copy of McDonald's is also very vivid. McDonald's, once caught in the raw material crisis, launched a series of copywriting in order to save its corporate image. The theme is that McDonald's cows are doing various sports and showing them to consumers intuitively.
Fourth, give certain culture and emotion.
The success of Jiang Wenwen lies in conveying some life feelings that can be heard to young people. "A person's walking range is his world", "Youth is not a period of time, but a group of people", and the copy of Red Star Erguotou "Swallow all the words in one breath" is also highly praised. In fact, when emotion is injected into the copy, it is no longer just an ordinary product, but a symbol that condenses the emotional sustenance of consumers.