First, to whom, recognize the target group. Know yourself first, then know the target group, and know what kind of brand your brand is and what its characteristics are. After finding these, we began to understand the target group. How to find the target population? I have a good idea, which is to start with the product. Looking for new products from demand and looking for old products from existing customers means analyzing existing customers.
Second, what to say, recognize competitors and find selling points. At this time, from the perspective of your target group, think about what factors and brands you will consider when you want to buy similar products. List these factors and brands one by one, make a line chart, add your own brand and compare them together. For example, if you are a hot pot brand, what factors will consumers consider when they want to eat hot pot? Store image? Smell? Price? Dining experience? Customer service? Right? Through such a form, you can first find out who your competitors are, and then you can see where your advantages are. This is your selling point.
Third, how to say it. Now that you have analyzed your strengths, competitors and target groups, it's time to consider how to convince the target groups. This is a process from A to B, that is, how can I persuade my target group to accept me instead of others? At this time, you need to use the tool of "point of interest-support point". For example, if your product is a mobile phone, your target audience's current impression of your product is A (a mobile phone brand with average performance), and you want him to read your copy and upgrade his impression to B (a mobile phone with powerful camera function), then the advantage is that the photo is clearer, and the support point is (20 million pixels before and after).
Ye Xiaoyu, author of New Media Copywriting and Communication, official account of WeChat: Ye Xiaoyu Run Run (talkto520).