What is the product selling point?How to write?Product Unique Selling Point Refinement Copywriting Case

The so-called selling point of a product is actually a feature of product attributes and the strongest reason for consumption.

Internet marketingCopywritingThe selling point of a car is like the engine of a car: the engine determines the performance of the car, and the selling point determines the sales force of the copy.

in we writeWeb PromotionBefore the copywriting, the first step is to summarize the selling point of the product, because the selling point is the core accessory of the copywriting!

What is the selling point of the product?

The selling point of a product is different consumer perceptions.

This is an era of competition. In the target market, what kind of differentiated value does the product provide and what kind of target consumer group does it satisfy?

• For the understanding of the selling point, the advertising planner said it is "USP (Unique Selling Proposition)";
• Marketers say it is "the point of interest that the product provides to the customer";
• The shopping guide said that this is "the point where the product can most impress customers."

Thousands of people speak a thousand words, and there are thousands of differences, but these three different viewpoints basically put forward the concept of three selling points.

I define it as: core selling point, regular selling point and differentiated selling point.

How is a product's unique selling point formed?

Let me give you an example:

• For example, if you sell clothes, 100% Aksu long-staple cotton, perfect seams, this is the characteristic of this product;
• Anti-wrinkle performance and good care are the functional characteristics;
• Not afraid of crowding the subway is a benefit to users.

From the user's point of view, this is an introduction to the functional properties of clothing.

• However, fromE-commerceFrom a marketing copy point of view, it is a selling point of the product.
• If any product does not have its own unique selling point promotion, it will not be easy to sell.
• So you have to figure out what the selling points and advantages of your product are.

How to do a good job of product differentiation and positioning in the market?

One sentence summaryPositioningProduct Unique Selling Points:Product differentiation + functional advantages + user benefits = selling points.

• Only with the two characteristics of differentiation and advantages can it be regarded as a qualified actual unique selling point, otherwise it is a fake selling point.

How to write the selling point of the product?

An e-commerce training teacher organized an afternoon of product selling points, and found a lot of cross-industry and peer-to-peer products for reference. After finishing, he felt very satisfied.

Suddenly I was curious and thought of going to Baidu to search for "Why this population would use such a product”, only to find that the selling points of the reasons mentioned by Baidu are the most essential. Basically, the selling points of the reasons introduced by Baidu can be used, and I feel that they can kill the unique selling points of many products in seconds.

When I heard this method for the first time, I didn't quite understand it, but this time I realized it!grateful!

How to write the selling point and style of e-commerce products?

In the future, search on Baidu first, and learn to think and solve problems from a different angle.

使用WordPress website, We have been relying on search engines to find answers to solve problems encountered.

Product selling point quality inspection method

Through the above cases, I believe you have understood the meaning of the product selling point.

Before we discuss refining selling points, we must first clarify how a successful selling point is defined.

It is only by understanding the standards by which excellence is measured that we can find among the many selling ideas that best suits us and best suits our use.Here is an introduction to the quality inspection list of the product selling point.No matter what method or angle you use to extract the selling point of your product, you must use this quality inspection checklist to check them all.You also have to meet the three criteria on the QA checklist to be a good, successful product selling point.

Criterion 1: Differentiation from Competitors

Competitors can’t do it, they dare not promise, they don’t publicize it, but you have done it. If you can promise, you should be the first to do it, so that it is easy to gain the trust of customers.

Standard 2: You have the strength to do it yourself

The selling point is not a slogan to deceive customers, but a firm commitment that must stand the test of the market and customers.

For example, JD.com launched the slogans of "same day delivery" and "next day delivery" by virtue of its self-built logistics;

Daily Youxian promises to deliver goods within an hour at the earliest through the pre-warehouse model pioneered in the fresh food e-commerce industry.

Failing that, you'll crush your brand and get into a PR crisis.

Standard 3: Perceived and Measurable Value

While satisfying the selling point that differentiates the competition from its own strength, it does not necessarily meet the needs of the market.

A successful selling point must be what consumers want, and it must be perceivable and measurable.

Proof of product selling point

After creating a very good product selling point, we need one more step to prove the product selling point.

Unproven product selling points are rhetoric, lacking convincing, and consumers will just laugh it off.

• In order to prove their selling point of "360-degree dishwashing and decontamination", dishwasher sellers will show customers how to wash dishes as long as they enter the store, so that customers can participate, and then implant the selling point in consumers' brains. .
• In order to prove that "we are only porters of nature", Nongfu Spring recorded the whole process of discovering the water source with a camera and made it into an advertisement.
• In order to prove the selling point of "pure local eggs", the local egg sellers took a lot of photos of on-site feeding and eating insects in the mountains, and also pulled out a banner "not genuine local eggs, you will lose XNUMX if you buy them", this promise is enough Shocked.

Use experiments, demonstrations, comparisons, promised compensation, customer testimonials, and expert endorsements to design proofs of selling.

Remember, an unproven product unique selling point is not a true product unique selling point.