Can't control your mouth, can't open your legs, what method can you easily lose weight?
Where there is demand, there is a market, and various weight-loss products emerge one after another in the market. Many friends' weight loss products are also doing hot.
However, they also sell slimming products. Why can't you sell it?
Look at your own products, not worse than others, huh? But why are people crowded every day, and you only have two kittens and three kittens playing soy sauce?
Modern sales are not better than before. It's not that we just need to make good products, and the time when wine is not afraid of deep alleys has passed.
If you want to do it well now, you must pay attention to marketing means. Here are a few examples to talk about the problems existing in the current common marketing model.
How are weight-loss products marketed now?
For example, let's look at two screenshots of weight loss products.
Referring to the circle of friends and Taobao shop, this paper summarizes four marketing methods of slimming products at present:
0 1
discount
Methods: Discount, attract customers with low prices, and increase sales immediately.
Problem: simple and rude, no technical barriers. If you can reduce the price, can others also reduce the price? Finally, you are forced to fall into an endless price war and get a lose-lose outcome.
02
Provide usage methods
Mode: It provides a detailed plan for the use of slimming products, how to recycle them and how to use them together.
Problem: This method can't reach the potential customers of the product at all. So he won't pay. For example, I want to buy a TV, but when I was still choosing, the merchant taught me how to use it in advance. Shouldn't this belong to the after-sales service after users pay?
03
Provide contrast or positive inspiration.
Mode: generally put some girls with good figure, or how many pounds someone lost before losing weight; How many Jin after losing weight. The intention of the merchant is to stimulate users to pay for the purchase through this positive and inspirational image.
Problem: users always know it's not me.
After reading the existing marketing problems, you can prepare to optimize the marketing methods of slimming products.
How to be emotional with customers in marketing?
First of all, set a goal. Weight loss products need to stimulate some emotions of users. Commonly used emotions are listed as follows, with a total of 8 kinds:
Joy, sadness, trust, disgust, fear, anger, surprise, expectation
Choose one. But it needs to be emphasized that there is only one positive thing, and that is joy. For slimming products, it is an effective way to choose the negative emotion of fear.
Secondly, find the relationship between "losing weight" and "fear". Obesity can lead to diabetes, and the number of diabetic patients is huge, which can be fatal. Therefore, the relationship between weight loss and fear is death.
You can also use anger. For example, obese women will lose men's love, and then men will cheat.
Finally, do marketing propaganda content. On the publicity page of slimming products, people's fear of death can be effectively utilized. It can be made into a simple static page or a promotional video.
Static page:
Music: It's better to have BGM on the page, and the music style is rather bleak, but the concert that is too weird and horrible has the opposite effect and makes customers feel disgusted. After all, our products are only used to lose weight, not to make horror movies. BGM will cause customers' sadness.
Color matching: the color matching of the page is cold, and it can be made of elements related to obesity and death in black and white. You can refer to the smoking cessation case as shown below, but weight loss products don't have to be so extreme.
Copywriting: The most direct way of copywriting is to link obesity with death, but there are more ingenious ways to combine emotional stimulation with rational interest. For example, lose XX Jin and live x days longer. You can also add some big medical data, such as the number of patients with diabetes and obesity, mortality, complications and so on.
skill
Emotional soundtrack Music is more important because it is the stimulus of human auditory senses.
Avoid distracting users. That is, the content can only focus on stimulating the user's emotions and cannot distract the user's attention. You can't stimulate users' emotions and promote product features at the same time.
High standard production content. This is easy to understand. Whether the content is made into a video or a static page, do you think it is more exciting to watch IMAX on your mobile phone or watch a very low-resolution version?
Rational points of interest intertwined with sensibility. That is to say, in addition to stimulating the user's mood, let the user know that the product can help him alleviate this uncomfortable mood.