Every product has a selling point worth exploring. However, due to the different perspectives of merchants (enterprises) and users, the "selling point" copy that merchants think is not what consumers really want to see when they put it on the market. As for the product's selling point copy creation/cutting, there are mainly the following methods that can be further refined:

1. Attribute decomposition: To extract the characteristics of a product, we need to cut in from a detail point that users are most concerned about, then transform the attributes into users' interests, and finally present them to the audience in a concise, easy-to-understand and effective copy. For example, the electric sweeper can transform its product attribute of absorbing fruit crumbs and hair without dead angle into the benefit of saving time and eliminating the trouble of sweeping the floor for users;

2, perspective switching: a product from the perspective of merchants to refine the copy is: "This product has the function of 10 or more, you will never lose money if you buy it" and so on. The user's perspective is: "Why should I buy your product? What do you mean by so many advantages? What's good for me? " ?

3, emotional connection: users care about your products, not only because they can meet the basic use functions, but also expect to get an emotional and psychological comfort from the experience of excellent products, that is, singing, such as XX wine, range hood and so on.

4. Benefit Grafting: No matter how many functions your product has, it is a worthless product attribute until it is truly recognized by the market and users. No matter how many product attributes can only exist in your factory or warehouse, they will not be translated into the interests that users care about, so you can't form an advantage copy of the product/brand, and you will encounter more obstacles or even fail when you put it on the market.

5. Be familiar with the connection of things: the exquisiteness of excellent copy is not how thorough and absorbed you are in the various features of the product. If you can't match and connect with what is already in the user's brain, you can't wake up and mobilize the user in time, get interested in and know your product faster, and of course you can't effectively attract consumers to pay attention to your product.