No matter from the title of the copy, the content structure of the article, or the use of words to make sentences, lines are the hooks of marketing.

Why do users think your product is more expensive than others?

Many people will explain it to customers immediately, and then it will be gone ... If you have experience in customer consultation, this scene must be familiar.

Brush a few pictures and fly over. List the advantages of the product, how good the quality is, how great the ingredients are, and how powerful the company is as much as possible. ...

When users ask the price ge, they may add, you get what you pay for.

This continuous action is to tell users indirectly from their own hearts, you see, our products are so great, don't you have any vision?

When I was doing WeChat business in the early years, I did a lot of such things because of my lack of marketing experience. I used to think from my own perspective.

When customers say that products are expensive, it is almost difficult to sell them. The reason is that I don't understand what determines whether the product is expensive or cheap from the user's point of view.

The fourth chapter of Copywriting Explosions briefly expounds this problem.

The reason why users feel expensive and picky lies in themselves in most cases.

Just like people who are used to eating fast food at ordinary times, going to Gaodang restaurant to consume Chinese and western food will have certain psychological obstacles.

So, if your products are high-end products and serve high-end customers, and some customers with low consumption level have limited income,

Coupled with the cognitive and psychological expectations of products, it is easy to get entangled in the price of ge.

Since we can't change users' income, it is better to work hard on copywriting, which will affect users' cognition and upgrade the product style, thus establishing a reasonable concept in consumers' minds.

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What if the user says your product is too expensive?

The copy is written like this, so that she is willing to pay the bill!

Change the name, break the user's cognition of the original product, and establish a brand-new concept.

There are several strawberry orchards near my home, and they all taste the same. Every summer, the competition is fierce. One day, boss suddenly thought about it and changed the name of the grassland to the milk strawberry garden.

People passing by thought, milk strawberry? When I think of the sweetness of milk, it will definitely taste better. Sure enough, the sales in that year were significantly higher than last year.

Add some ingredients to the product to enhance the sense of luck.

When buying household disposable cups online, I found that most of the cups have the same description, such as thick cups and good quality, and hot water is not easy to leak. ...

After reading it, I feel nothing. Later, a cup with the title of Hangkong Cup was selected by me. As we all know, the materials related to Hong Kong are of high quality. ...

If the product has such good materials, you can use some high-tech words.

It is much better for people to understand quality for one second than to describe it repeatedly!

Plus a star with the same paragraph, the value has risen several times.

This matter can be said from the self-realization demand of Maslow's demand theory, similar to idolization and idolize effect, mostly spiritual satisfaction, through ...

Follow the footsteps of celebrities and make yourself a spokesperson for personality, taste and fashion. ...

So as to distinguish themselves from most ordinary people and realize their spiritual needs.

Generally speaking, selling a product does not refer to a physical object. If it can be related to the needs of users, it can often exceed the price of the real thing itself.

This is also a marketing skill for many products to invite celebrities to endorse.

Good products have copywriting blessing, quality, function and effect are all in the eyes of people, and wallets are ready to come out.

02

How to get people with a monthly salary of 2000 to buy high dang products,

You should write sales copy like this!

If you want ordinary people to buy some high-dang products, you can't ignore people's inner emotions besides awakening people's cognition and thinking that the products are valuable. I just want to help them untie the knot that they don't want to buy, but it hurts after buying it.

It is true that it is difficult to make money and it is refreshing to spend money, so is the fear of loss that comes with it.

At this time, the sales copy must give them a kind of strength to alleviate their guilt.

For example, let users feel that buying this high dang product is not for their own benefit, but for everyone's benefit.

And optimize the price ge, so that users feel that it is more valuable to start at this time, and even have a sense of superiority when buying, which is a symbol of taste.

In June this year, my mother-in-law took a fancy to a broken-wall juicer. Ge Xiaogui's price was more than 1500, and she thought about it for 2 days.

Because there is already a juicer at home, it has not been used for more than 2 years. It's unnecessary to buy a new one at this time, not to mention the price ge exceeds expectations.

Two days later, she smiled and moved the juicer home, because it was more convenient to drink soy milk in the future.

I carefully studied the product details page and found that the sales copy introduction was very good and the functional details were introduced in place.

Just caught the housewife's inner play, convenient and easy to wash, can save time to do more things. ...

And there are special instructions to awaken users' emotions.

03

How to get rich people to buy some cheap goods,

Give her a reason to try!

People are so strange. If you want ordinary people to buy some high-dang products, you have to rack your brains to give them a reason to wake up their emotions, and it is really not easy for rich people to buy some cheap goods.

After all, among high-spending people, buying low-priced goods may symbolize low taste and status decline.

At this time, we should give them a reasonable excuse. Tell her that low prices are not bad, but more cost-effective.

As an Internet practitioner, I have a deep understanding of the marketing information of the official WeChat account.

For example, some high dang products are brought through the official WeChat account. The first half mainly introduces the functional benefits of the product, and the second half often sets some thresholds when guiding users to consume.

For example, the top few can enjoy a 20% discount, and the top few can enjoy the ex-factory price and so on.

Instead of directly telling users how affordable the product is. There are also some WeChat business products that earn the difference by omitting middlemen, and so on. The method is similar, giving users a feeling that the benefits are not cheap.

After all, everyone likes good quality and low price, while high-consumption people value good quality more.