Their products are currently the best in the market, just find the right way to promote

These days in contact with several in the entrepreneurial phase of friends, they firmly believe that: their products are currently the best in the market, as long as the appropriate way to promote, they can become a popular consumer hot goods, Qiao products.

The wish is good, the reality is cruel. Global pricing studies published by Simon-kutcher & and the Independent Professional Pricing Association show that 72% of new products do not achieve the expected sales.

Before a new product is listed, the operator must be able to answer two questions clearly: first, how can I attract consumers to complete the first purchase;

Most of the new products "applauded, not draw" reasons, stems from the operator will be too much experience in the product's creative performance, the combination of new media applications and the number of fans, ignoring the "give consumers an unacceptable reason to buy" thinking.

In marketing promotion, we often say "content is king, experience marketing". The "Content and experience" here refers to the obvious expression of the reason for buying and the feeling of being struck by the heart.

Faced with the phenomenon of product homogeneity, information transparency of the status quo, all-inclusive purchase reason is difficult to be accepted and recognized by consumers. A market-damaging purchase reason is usually composed of the following four key points.

For whom?

This is a problem that all products are not in the past, and many operators do attach great importance to it. However, once the detailed answer, they often only "white-collar group", "the" "," "The Middle End consumer group" and so on the label as the answer, can not be clearly described.

Many new products because can not be accurate to "who to use" for a clear description, resulting in the reasons for the purchase of a concise and disorderly, so that potential consumer groups see after confused, lost interest and patience.

The exact presentation of "To whom" shall be: my product is able to solve the problem of XX for men (or women) who are facing X problems (or expect to get X changes), they usually live in X, Work X, and are accustomed to shopping at x ...

If you can put it all in the same way as above, your new product has at least 50% chance of success, even if you try it quickly and wrongly, you won't run away.

Second, why use

My usual way of thinking is: when your product and other similar products are in front of you, you need to tell me why I choose your product, not other products.

Most consumers face a product for the first time, the most can impress them is the product to solve the problem of the effect, and solve the problem is the result of a strong support. Often have new products claim: We use the "XX patented technology", "XX precious raw Materials", "XX certification" and so on, but consumption is not bought. The root of this is that the product problem-solving methods as consumers most concerned about the fact that most want to see the promotion.

Not "XX patented technology", "XX precious raw Materials", "XX organization certification" and so on consumers have no value, but speak can not only say half.

Take a mask product for example, "Why use" the exact expression: our mask using the XX patented technology, can promote the speed of cell growth, so that the skin at all times have a vibrant new cells to supplement, so as to achieve compact, smooth, elastic effect, show charming self-confidence. " (Analog, not rigorous)

Iii. what scenario to use

"Under what scenario" is the product of the core selling point of the situational processing, the best time to use the product, the best place to use the product, the best use of products, the best use of products, and so on information integration. Can be said to hold "what situation under use", it is accurate to find the dissemination of the maximum effect of the media mix, found to carry out experience marketing methods and procedures.

I am very respected "afraid to drink King Old Kat", "thirsty, tired drink Red Bull", "daytime eat white not sleepy, night eat black piece sleep incense" This kind of purchase reasons, for three reasons:

1, accurate product selling point into the consumer's life, easy to understand and memory consumers;

2, to facilitate the consumer in the production of needs when the scene into, easy to produce association;

3, no competitors to build insurmountable barriers.

Four, who is using

As the saying goes: "The train runs fast, all by the front belt", a need for a group of contacts, insiders or salesman identity of the people to detonate the popular. These people need to show their experience, experience and effects of using their products to more consumers who have the same needs and are watching, and to ignite consumers ' desire for trial products.

A contact, an expert, or a salesman is not necessarily a star, a specialist (if it is better), but it must be real. There are times, places, characters, stories, people are often the most persuasive.

Flame。 Invite more ordinary consumers to try out their own stories, and then use these stories to become loyal pump-makers of new products, blowing up assembly numbers to more potential consumers.