1, unique selling point

The unique selling point is actually a unique sales proposition. So how to create a unique selling point of the product? Specifically, there are the following three points:

The selling point of products and services is unique.

It's simple. In terms of positioning, we advocate not being the first, but being the only one. In fact, if we are the only ones, we will be the first. The selling point is unique enough to make it easier for users to pay attention and focus.

Selling points must be closely related to the results that customers want.

If the selling point is set around the product, which has nothing to do with the desired result in the user's mind, there will be no final transformation. Because every customer has a dream that has not been realized, a kind of pain has not been eliminated, and your selling point can't touch that pain point, even blowing products is futile.

(3) Unique selling points should be expressed simply and clearly.

Case: Teaching results can be shown to parents. The speech should mainly highlight the results of the college entrance examination, the parents of WeChat group praise screenshots, and the screenshots of students' good news. The screenshot of the after-school management of WeChat group can be like this: "Every class has a WeChat group. Every day, the teacher will publish the children's exam situation, classroom performance, parents' handouts and key knowledge points in the group. Parents and teachers can communicate in real time. We usually have tests, and the test results will be sent to the group to test the children's learning in time. "

The words that show good news can be: "Our school is a regular extracurricular tutoring school for junior and senior high schools, especially junior and senior high schools with a lot of experience in teaching. There were more than 3000 students in the same period. You can read the good news in our enrollment brochure. The results of the college entrance examination this year are very good.

2. Zero risk commitment/negative risk commitment

There are only two obstacles when selling products. The first is the issue of trust, followed by the issue of risk. Even if the user has trusted you and is eager to make a deal with you in his mind, he still can't achieve zero worry and zero concern. Zero-risk commitment means that as long as the customer doesn't like it, he will return the money to him for whatever reason. So what is a negative risk commitment?

Negative risk commitment means that when customers don't like it, we will spend more money to buy it back. For example, as mentioned above, 99 yuan attended eight experience classes with a deposit and gave away a health pot with a value of 128 yuan. The deposit will be returned after punching in, and the health pot can be kept by itself. The students in Class 8 have been in class for a month, and during this period, they have been showing their children's progress among parents, so the conversion rate of registering for formal classes is considerable. If the quality of your courses is not good, you can't have 100% confidence. Don't use this method, but if your course quality is good, using this negative risk commitment will not increase the dropout rate, because most people will not drop out!

Low-cost courses+community operation

The core product of the organization is training courses, and the traditional way is to directly sell long-term courses. Because education is just needed, users will definitely buy educational products. Now, in order to compete for users, many educational institutions begin to adopt experiential marketing strategy, and low-cost courses are the direct embodiment of this strategy. Users can experience the quality and service level of the course content for the first time by purchasing low-priced courses. As a natural drainage product, low-cost courses will greatly attract customers' attention, gain interested customers as a marketing selling point, and drain the community through low-cost courses.

3. The operation of low-cost courses is mainly based on the WeChat private domain ecology, that is, the combination of "personal number+community". Community has become a good carrier, because it has the advantages of high conversion, low cost, fast spread and high repurchase rate, and can effectively extend its value. In the 12 node of community operation, interested users can be found in the big pool of community traffic in the five links of "private chat demand", "experience course", "private chat achievement", "community pre-purchase" and "group purchase spike", so as to further understand and get the opportunity of transformation.

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