First, be direct, that is to say, vernacular, so that users can understand it as soon as they listen;
Second, we must hit the nail on the head, be rational and impress users.
"Outstanding" is almost the most common advertising word, but in Xiaomi, it is the number one recognition word. Xiaomi is doing word-of-mouth recommendation. When defining the selling point of a product, you only need to consider one scene, that is, what would you think if a friend recommended it? You won't say "Xiaomi's mobile phone is outstanding", will you? The unanimous negative answer is: too empty!
Many enterprises often fall into these two pits in design:
The first pit is empty.
Maybe you think it is good to use it on products, and it is also good to use it on others. Very fashionable and dazzling, showing the height of the brand. Simply put, it is "map"! I think it is good to use it anywhere, but I don't pay attention to it.
The second pit is to use gimmicks as selling points.
I failed to make it clear that products are the most essential and customers need them most, so I was blindly narcissistic!
Let's analyze the thinking process of Xiaomi poster making with you:
Case 1: Xiaomi mobile phone is fast.
The core selling point of Xiaomi 2 is the doubling of performance, the world's first quad-core! Therefore, after the release of Xiaomi 2, the posters making frame advertisements must tend to highlight the characteristics of high performance, and "fast" is the core keyword. At that time, there were more than a dozen copywriters, such as "fast but unbreakable" and "performance monster", but in the end, I chose "Xiaomi mobile phone fast".
Analysis: Mainly direct enough and white enough! The information output of advertisements requires consumers to encode and decode, and then there will be interference and loss in the middle, so the most effective is simple encoding and direct decoding, with the highest fidelity.
Case 2: Xiaomi piston earphone
The marketing of headphones is difficult to do, because headphones are very professional things, such as sound quality, which cannot be accurately described by words and pictures. Xiaomi searched almost all the marketing cases of headphones on the market and found them all mysterious. Generally speaking, they all say that "high frequency is prominent, medium frequency is solid, and low frequency is heavy". Xiaomi made headphones for the first time. If we talk about these things again, first, we can't jump out of the original routine. Second, you are inexperienced, others are afraid that you won't, and you are afraid that you can't speak well.
The original product planning is all "smart" and "smart", which is a bit rotten and has no sense of identity at all. Xiaomi needed something more direct, so he found a way out from the shape of the sound cavity and the appearance of the sound generating unit. It looks like a piston, so he named it "millet piston earphone". The piston gives a sense of strength.
Products are divided into selling points and gimmicks. The selling point is that users are willing to pay, and gimmicks can attract users but will not pay.
The definition of selling point is divided into two categories: first-class selling point and second-class selling point.
There is only one first-class selling point for users to remember. If you say three or four, you will say nothing. The second level is an auxiliary description of the first level, generally there are two or three.