Are you still promoting your products with mediocre words such as "good quality", "authentic", "quality assurance", "natural additive-free", and "ingenious quality"?
These words have been overused and abused in propaganda copy, and consumers have become numb to these very empty words.
Today, let's discuss the core selling point of the product and what principles does the copywriting follow?
Every product has many selling points, but only one core selling point.
People can only remember one core characteristic of the brand, referring to BMW is driving experience, referring to Volvo is safety, referring to Mercedes-Benz is luxury. Vitality Forest 0 sugar, 0 fat, 0 calorie, Tide stain remover, Bilang machine laundry detergent, and melon seeds used cars do not have middlemen to earn the difference.
1. What is the core selling point?
The core selling point is to find the most valuable point among all the selling points, but not necessarily the selling point of the product itself, but the most differentiated and competitive point compared with competing products.
For example, "more suitable for Chinese babies' physique" is the core selling point of Feihe milk powder. Why is this a core selling point?
We all know that in the 2008 melamine incident, many parents lost confidence in domestic milk powder, and foreign brands almost became the first choice.
However, now Feihe milk powder tells you that although foreign products are good, ours are more suitable for Chinese babies.
Very perfect play.
The core selling point is to find the most valuable point, maximize this point, and put all your strength into it. Only by investing all your strength in a core selling point can you break down the threshold and be remembered by everyone.
Many products do not have core selling points. They promote more than a dozen selling points at a time, list the various advantages of the product, and say a lot of advantages, but consumers can’t remember one.
Why do many companies like to advertise all the advantages of their products?
The reason is that the most core and valuable selling point has not been found. Another reason is that I am afraid of choosing the wrong selling point. I am not sure whether the consumers are interested in this selling point, so I simply write all the advantages.
I divide the selling points into: core selling points and product advantage selling points.
Core selling point: It is the most competitive and differentiated point compared with its peers.
Product advantages and selling points: the advantages of the product itself, sales advantages, authoritative certification, raw materials, special processes, unique packaging, etc.
The core selling point answers why consumers choose me. The product advantage selling point serves the core selling point and is the letter of trust for the core selling point. It is to make consumers believe in your core selling point.
Take "Feihe milk powder as an example".
Why choose me: "more suitable for Chinese babies' physique", this is the core selling point.
How can you see it?
"58 years of dedicated research on Chinese human constitution", "More than 100 million times a year selected by mothers", "Golden milk source, 20,000 years of black soil essence precipitation", "High-quality grassland, 1095 days of natural purification", "Nutrition Guarantee, 5 core beneficial elements", etc. These are the advantages of the product, and they can make the core selling point "more suitable for Chinese babies" more credible.
2. The 3 Golden Rules of Core Selling Points
Solve real pain points, give real benefits and real value.
The first golden rule: Solve the real pain point, it is the real pain point, not the pain point that doesn't hurt. For example, "Yuanqi Forest 0 sugar, 0 fat and 0 calories" is the solution to the real pain point, and "fear of getting angry and drinking Wanglaoji" is the solution to the real pain point.
The second golden rule: true value, product value telemarketing list and product added value.
Social value (high-value, topical, interesting, meaningful, understand me, sense of participation) such as HEYTEA, three and a half, Starbucks.
The value of the product itself (quality, practicality, problem-solving, exceeding expectations, packaging, symbols), for example, Xiaomi initially used cost-effectiveness as its core selling point, "born for fever."
Show value, such as LV, Mercedes-Benz, Hermes, Patek Philippe;
The third golden rule: real benefits, benefits that consumers can perceive immediately. For example, "there is no middleman to make the difference", "3,000 yuan to drive a new car", "more suitable for Chinese babies' physique", "charge for 5 minutes and talk for 2 hours", "cloud farming crops are really brown sugar, really warm".
Many people think that the core selling point is a slogan.
In fact, it is not just a slogan, but a core selling point as a strategy.
For example, Feihe Milk Powder takes "more suitable for Chinese babies' constitution"