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    做營銷的3個關鍵點:痛點、癢點、賣點

    2015年09月16日 瀏覽量: 評論(0) 來源: 第一營銷網 作者:
    摘要:在營銷領域,有三個關鍵詞可謂是經久不衰,這三個詞分別是:痛點、癢點、賣點(興奮點)。其實,這三個詞不僅僅是一切營銷的誘因,更是一切商業和一切產品的根本策動點。如果你產品的核心價值沒有指向任何一個關鍵詞,要想獲得商業上的真正成功,那么你的想法,只能是鏡中花、水中月,看得見卻摸不著,毫無實質意義!

    營銷要怎么做?

    在營銷領域,有三個關鍵詞可謂是經久不衰,這三個詞分別是:痛點、癢點、賣點(興奮點)。

    其實,這三個詞不僅僅是一切營銷的誘因,更是一切商業和一切產品的根本策動點。如果你產品的核心價值沒有指向任何一個關鍵詞,要想獲得商業上的真正成功,那么你的想法,只能是鏡中花、水中月,看得見卻摸不著,毫無實質意義!

    什么叫痛點?

    顧名思義,痛點就是用戶在正常的生活當中所碰到的問題、糾結和抱怨,如果這個事情不解決,他就會混身不自在,他會很痛苦。因此,他需要找到一種解決方案來急切化解這個問題,解開這個糾結,撫平這個抱怨,以達成他正常的生活狀態。

    如:上火是不是一個問題?一個本來嗜好吃香辣伙鍋的美食愛好者,很可能因為怕上火而導致不敢吃了,這會影響他的食欲,影響他正常的生活所需。因此,王老吉發現了這個普遍存在的問題,然后明正言順地提出來告訴消費者:“我能幫你解決這個問題”,如此一舉獲得大成!

    如:胃疼、胃酸、胃脹,是不是一個急待解決的問題?如果胃有問題,你還能喜笑顏開嗎?你還能正常的生活嗎?你還能正常的工作嗎?你面臨只能是痛苦!因此,你迫切需要解決這個問題:“胃疼,胃酸,胃脹,就用斯達舒!”很遺憾的是,后來,斯達舒,把如此高效有力的廣告語改成了:“良心的藥,放心的藥”,于是就慢慢的淡出了消費者的認知視野。因為,這句話沒有直指消費者的問題,也就是沒有直達消費者的痛點!

    如:我有個客戶在成都做老年健康產業,他們發現,老年人在治療慢病時,越來越厭煩吃藥,為了解決這個問題,他們做的醫療產品主打的是“智能針灸”的理念。其品牌廣告語,就叫做:“慢病怕吃藥,就來紋疏堂”。就是如此的直接利索,3000元一年的理療卡,一萬八千元一臺的設備也能賣得風生水起,只是因為他們解決了老年人在治病上的最大抱怨!如:我有個客戶在成都做老年健康產業,他們發現,老年人在治療慢病時,越來越厭煩吃藥,為了解決這個問題,他們做的醫療產品主打的是“智能針灸”的理念。其品牌廣告語,就叫做:“慢病怕吃藥,就來紋疏堂”。就是如此的直接利索,3000元一年的理療卡,一萬八千元一臺的設備也能賣得風生水起,只是因為他們解決了老年人在治病上的最大抱怨!所以,總結一句話,消費者在生活當中所擔心的,糾結的,不方便的,身心健康的問題,就叫痛點。我們要做的,就是發現某個問題,然后解決某個問題,最后堂而皇之、義正詞嚴、毫不客氣的提出來,告訴消費者:我能幫你解決這個問題,如果你有這個問題,就選擇我!

    什么叫癢點?

    痛點是消費者必須要解決的問題,而癢點不一定非得一定需要,癢點是促使消費者心中的“想要”,讓他一看到一聽說你這樣的產品,心里就癢癢的,就特別有興趣,特別向往,就像很多經濟條件不太好的工薪人士,也對蘋果手機特別向往,一看到那種賞心悅目的外觀,一看到那種超酷的性能,心中就激動萬份,恨不得咬牙切齒賣腎也要買蘋果!

    所以說,痛點對應的就是解決消費者的問題;而癢點就是滿足消費者的欲望!

    為什么我們說不疼不癢沒感覺呢?

    說的就是,如果你的產品不能解決消費者切實的問題,又不能滿足他心中的欲望,所以,他就難以產生購買的想法。

    如:住房子吧,通常情況下,人們買房子是為什么?就是為了解決居住的問題,為了有一個溫暖的巢穴,不管金窩銀窩,總得先有個窩可以居住吧。所以,買房子解決是痛點問題。而買一套更高檔,更豪華,更有格調的房子,就是人們的向往了。

    看到風格別致的歐式建筑,有青山的倚靠,有綠水的環繞,有陽光的沐浴....誰不心生向往,誰不心里癢癢地,想要啊,渴望啊!

    如:萬科城市花園,西效莊園,碧桂園,給你一個五星級的家。就是在刺激人們心中的癢點。普通住宅也能住,但五星級,不是更有生活品味嗎?

    如:余額寶,為你帶你超越銀行活期14倍的收益,癢不癢?

    這個癢點,就是你之所以把錢從銀行轉入到余額寶的理由。

    如:Iphone6,豈止于大!癢不癢?

    因此,給人一種在情感和心理上更好的滿足感,就叫癢點。

    什么叫賣點(也稱興奮點)?

    賣點是站在賣家本身角度說的!

    狹義上的賣點,就是指我們自身的特色,但這個特色在消費者的顯意識里不一定能發現得了,只有等商家一說出來,如果消費者突然對你產品的特色有砰然心動之感,如此,你所塑造的賣點就成功了,真正有殺傷力的賣點,能在瞬間打動人。

    如:拿住酒店來說吧,我怎么在瞬間打動80%的商務人士?

    “五星級的待遇,四星級的價格”,這句話一打出去,至少80%的商務人士都會降伏,因為正常來說,五星級按理應該是五星級的價格,但現在只需要四星級的價格,真是太超值了,想不想在這里住?

    如:百雀玲護膚品,直接聽名字,你聽不出這個品牌有什么特色。

    我如果說,國母彭麗媛專用護膚品,國母從青春歲月開始到升為國母就是用的百雀玲,你什么感覺?崇拜感直接嫁接過來了!

    事實上也的確如此,彭麗媛就是用的百雀玲。

    再如:王老吉,始于清朝康熙年間,就有賣點了,因為太有歷史文化了。

    再如:藏雞蛋為什么這么貴,敢賣5元一個,賣點在哪?怎么塑造?

    你怎么也得告訴消費者,這不是一般的雞蛋吧。

    你告訴他,這種雞蛋不是一般雞生的蛋,這種雞是吃天山雪蓮長大的,是吃冬蟲夏草長大的,七天才生一個雞蛋,放養在唐古拉山的野外環境中長大的.因為來源不凡,所有價值就不匪!

    再如:農夫山泉有點甜,六個核桃,五糧液都有顯而易見的賣點!

    以上三點,就是我對痛點,癢點,賣點的簡單詮釋,這三點也是任何一個商業形式的根本立足點,是一切營銷活動的誘因,是一切成功產品的商業基因,缺少任何一點,就很難成功。

    你的產品主打的是痛點?還是癢點?還是賣點?

    請馬上進入思考,找到屬于你產品痛點,癢點與賣點,你才有可能在商場上突出重圍,在生意上獲得裂變!

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