The analysis and summary of these three sentences are:
First, make clear the subjectivity and communication purpose of products, and the direction of refining selling points is consumer-oriented.
Second, emphasize the uniqueness of propaganda. Either the competitor didn't say it or the competitor didn't say it.
Third, emphasize the unity of promotion and publicity.
Many enterprises are always superstitious about brand communication. In this era, people are no longer superstitious about brand endorsement. It doesn't matter who you are, what you bring me is the most important thing. The selling point of publicity should be something that your competitors don't have, or that competitors haven't said, and that can impress consumers at the same time. There is no need to have "unique" selling points, but there must be no more than three.
If you say it first, it will become the selling point of your product.
As employees, working in their own companies and industries for a long time, it is easy to look at their products from an internal perspective, thinking that consumers are as familiar with and master various industries and product information as we are, and make rational decisions on the basis of fully understanding products and their advantages and disadvantages. In fact, this is a misunderstanding, live broadcast with goods, evaluation of planting grass ... is the best way to show that most consumers use KOL to buy products irrationally.
From this internal point of view, we have entered another misunderstanding, that is, we think that the selling points of my products are also in other people's homes, which are almost the same, not to mention the selling points that you and I have.
Actually, it is not! From the consumer's point of view, everyone has something unfamiliar to consumers, but others don't. If you have it, that's your selling point. You speak first and occupy the position of consumers. When competitors speak again, they will become imitators and help you to promote.
I remember that the earliest theme of Beijing beer was "health". After the overwhelming TV advertisements, now other brands talk about "draft beer", and I still think of Beijing draft beer first.
Tell a case of Cadillac at the end of 202 1.
Think from a layman's point of view and do things from an expert's point of view.
There are only two prerequisites to become a selling point: one is to meet the needs of users, and the other is to meet their own market strategy.
From the user's point of view, as long as I can help him make a decision and give him the reason to choose me, that is the selling point of my product, and its functional characteristics are the same as his. Even if it is common sense in the industry, it doesn't matter, as long as the user doesn't know. After all, users are not industry experts and do not understand the industry. We should think from the layman's point of view, do things from the expert's point of view, look at our products from the standpoint of small white users, and do things to the extreme from the standpoint of industry competitors.