Many people will tell you, imagine that you just bought a few products, let yourself open the package and watch the products start to use like an excited and curious child, and then record the whole process of your experience.
But in this way, you will find that every detail is difficult to grasp, and the core points must be highlighted. To make matters worse, if you don't know anything about unfamiliar products, the experience will be meaningless, just like many people will feel that the taste of red wine is so bad after drinking it for the first time. So how should we describe charm and beauty? I had such an experience once.
I once took a box of yellow rice wine. For me, who never drinks, I have no feeling at all after drinking two cups of a box of yellow rice wine sent by a customer. The customer said it was hand-brewed, with the sweetness of glutinous rice, which I could not feel at all. What can we do? I can only understand the category of yellow rice wine, its technological raw materials and stories, etc.
When I understand these contents, I usually find that feeling in moral tragedies. Therefore, it is the step of 1 to understand the product category and cultivate yourself into a semi-product expert.
The core of product evaluation is to find the value anchor of the product, which must be directly perceived, not just a general description.
Nowadays, consumers are more and more rational. You should support your subjective experience in a rational, rigorous and logical way, so when you understand the product category, you should also determine the core evaluation indicators.
This is a box of yellow rice wine. At that time, I determined two evaluation indexes, one was whether I hung it on the wall when shaking my back, and the other was whether I stuck it on my hands after drying it.
For example, to evaluate a T-shirt, the evaluation index can be determined according to the product attributes and the preferences of customer groups.
1. Permeability: use a humidifier to infiltrate and fold a 4-layer T-shirt to see the fog.
2. Absorb sweat. Drop a few drops of water and see how quickly it absorbs.
Prepare a notebook, a note that records every step of your sensory experience, including what you see, hear, smell, taste, touch, feel inside and so on.
For example, yellow rice wine, after evaluation, my record is amber gold, crystal clear, rich in aroma but not bitter. My mouth smells of dried tangerine peel and vanilla, and the compound taste of chocolate is not spicy. My stomach is warm, like a wet girl in Jiangnan.
In addition, the evaluation process and results of core indicators should be recorded.
This is also easy to be ignored by many copywriters when doing product evaluation. Many people will say that I can cook my own food. But don't forget, when customers make purchase decisions, they are faced with all kinds of competing products except your products, so you should list the commonly used substitute products of customers, generally the first 2~3 competing products of similar products in the same price range on the market.
For example, for yellow rice wine, there are Shaoxing yellow rice wine, northern millet yellow rice wine and hakka yellow rice wine, Guangdong and so on. Then, according to the evaluation index you have determined, understand the situation of replacing competing products, and find out the differentiated selling points of products by comparing them horizontally and vertically.
At this time, some friends may say, teacher, I may charge hundreds of dollars for writing this tweet. Wouldn't it be a subsidy if I bought all the fine products back?
So what I'm talking about here is to list alternative competing products and understand the indicators of competing products.
You don't need to buy competing products one by one. There are two ways. One is to talk to people who have used similar competing products around them, and to talk to sales staff or customers who come to buy similar competing products in supermarkets.
In addition, I will go to official website, a boutique, to learn about their specific situation, such as formula, technology and raw materials. Second, we should make a list of competing products for partners to buy and communicate clearly, and how to evaluate and compare them.
After completing the above steps, the final cloth is quite easy. You can save the product evaluation analysis table on the table to help you clear your mind when making product evaluation in the future.
When evaluating basic information such as size, weight and thickness, accurate data are not only measured with rulers and electronic scales, but also fists and eggs. A4 paper and other familiar things make it easier for customers to perceive directly.
The other is to describe the effect intuitively and perceptibly through specific scene videos. For example, the product you are evaluating is liquid foundation.
Differentiated selling point is that the effect of drought prevention and waterproof is good, and the scenes of customers' daily life can be included in the evaluation.
For example, swimming, does this bottle have makeup when running, but there may be a problem with this, that is, the business is very urgent, so what should I do if I really can't find time to experience it?
At this time, there are two solutions. First, make a list of the scenarios that need to be evaluated, and let the merchants assist in completing them.
Second. Do a challenge experiment according to the attributes of the product and the determined evaluation index.
For example, if you want to eat the waterproof core of a bottle of liquid foundation, you can apply the liquid foundation to your hands or face, and then use a small watering can to evaluate whether to take off your makeup.
To evaluate the water absorption of sanitary napkins, you can pour blue ink on them and compare them with other brands.
There is no need to wait a week to see if the strong hook card of the car is firm, just hang a bucket of water to see if it can bear it.
Regarding the special function of item 2 in the table, it should be noted that different products have different special functions, such as sweetness and moisture of fruits.
Skin care products are moisturizing, concealing, lasting, absorbing and so on.
Clothing is the material that shapes the effect.
Health care products are the actual improvement degree of a symptom at a certain time.
In addition, the basic attributes and characteristic functions are different, and the experience emphasis of the third evaluation content is also different, such as.
Fruit should focus on describing vision, taste and touch, clothing products should focus on describing vision and touch, and health care products should focus on describing taste and inner feelings.
Some test experiments in item 4 of the table are simple and easy to operate, and you can do it yourself. Some need professional equipment, such as Apple's sweetness tester. You should list the test experiments according to the test indicators and let the merchants help you complete them.
The final evaluation summary and analysis mainly include three contents.
1. Product difference selling point.
2. Sensory description of the trial experience.
3. Evaluate the list of materials, which is easily overlooked.
Whether it is fist size or related tests, it is important to show photos and actual pictures for copywriting.
For example. Food needs close-up of particles, paste needs decompression, liquid powder needs to be photographed in containers, toys need to be photographed, and children's play safety tests are needed.
For example, if you are not very proficient in dealing with screen animation, you can also list the evaluation data to the merchants and let them find professional people to deal with it, but this work needs to be sorted out by copywriters.
In short, product evaluation is nothing more than packaging details and product comparison, plus their own real feelings about product experience.
Don't exaggerate the functions of your products, and don't discredit the fine products. Instead, let readers feel the sincerity of you and your products through specific sensory experiences and well-founded comparative experiments.
Here is a case to show you the process of product evaluation.
If you want to write a tweet for a business notebook and the company gives you a sample, where do you start?
Step 1 You should have a simple understanding of the categories of business notebooks. After all, business notebooks are different from ordinary notebooks.
The second step is to determine the core evaluation indicators according to the characteristics and functions of the product, such as whether it is easy to write, whether it is portable to pick a pen, and whether the designer of the inner page is convenient for business people to record the schedule.
Record the trial experience.
Step 4: Understand the excellent products and compare them through corresponding experiments.
For example, through the comparison of ink test and ink pen, the differentiated selling points of products are presented.
Step 5, fill in the product test analysis form. Basic information about the product, such as color, size and thickness, can be visually compared and presented with the iPad business bag that customers are familiar with. The most important thing is to list the product evaluation data.
To sum it up.
Knowledge point 1.
Three benefits of product evaluation.
1. It's easier for you to introduce the role of the customer and discover the feelings of the soul.
2. The real evaluation experience can make your sales copy more attractive.
3. Accurately analyze products and fine products, and find out differentiated selling points.
The second knowledge point.
Five steps of product evaluation.
Understand the product category, determine the evaluation index record, list the evaluation experience and competing products, fill in the evaluation analysis table, and provide you with a general product evaluation analysis table. When you make a good product evaluation, you will find that selling tweets is smoother.