There is a famous saying in the Godfather film: in a second to see the essence of the people, and spend half a lifetime also can not see the essence of a thing, nature is not the same fate. This ability to see the essence of things is insight, insight is the word in the eyes of our operation and promotion people are very empty existence. It’s hard to use a single metric to judge how insightful a person is, unlike IQ, which can be as low as 150 or as high as close to 250.
I’m going to talk about insight. As the Godfather said, it’s really about insight that determines how much one can achieve. For example, when I was engaged in game operation, I also had access to a review of a new game. I could draw the frame of the game in a tree chart within one day of playing, while some people could not. What does this show? It shows that I have more than my fair share of insight. SHH. Low key. Low key.
Then work for everybody to give you a few examples of insight and capture user requirements in, once we can insight into the core of the user requirements, to capture the user decision-making instantaneous state of mind, purchase reason to play the demand in one sentence, that really is all bad product into the market, insight and capture the value of right here.
Children’s online education Take the Chess APP I did before as an example, which is an APP that mainly teaches children online to play chess and play online games. During the promotion of our APP, we combine online with offline. Online, we obtain traffic by making chess keywords, and offline, we gain exposure by sponsoring children’s chess games, so as to gain new users.
Two lines belong to the rules of the moment, the direction is good. The strategy is set, in the implementation, it is necessary to do posters, do details page map to transform users. We can think about what the needs of children to learn chess are, that is, why these children want to learn chess, so that we can have an insight into these needs to do the corresponding publicity materials.
Different from the common perception, there is a big difference between children’s education and adult education. My insight at that time was that there were two groups of users and purchasers. Our promotion was aimed at purchasers, namely parents, but the users were children. We have done a survey, and the feedback is very positive. When we ask children if they like our APP, the answer is yes, so don’t take what they say too seriously.
Through communication with parents, we found that there are a lot of demands from users. We hope to learn advanced chess moves, improve our skills, and take part in competitions to obtain rankings. If we sell it on professionalism, as the Godfather says, you’ll probably end up in the ditch. Because the demand is strong, but very small. Most Chinese elephant users just want their children to have a hobby, such as playing chess, piano, ballet and so on.
Recognizing this need, the focus of our publicity became to learn how to play chess in one class, learn chess and watch this class is enough. Focus on quick selling points to attract a wider range of users. It turns out that sales of the beginner courses on our platform are much higher than sales of the advanced courses, which is the value of insight.
Case two: Public installation user needs insight and capture who should have the most insight and capture ability of user needs, is the business. When I was doing toB business office decoration business, there was a business with a customer one or two words, can insight into how the customer needs, is comparing prices or just began to find a decoration company, the decoration of the piece of the do not understand, the real decoration budget and so on. If there is no accurate insight, the content of the reply is not correct, it is easy to make this single yellow.
Here I will talk about the needs of big customers, to know that the needs of customers are not the same, do not think that all want to decorate the office customer needs is to decorate the office, see this is not called insight, called brain damage. What big customers want is not simply to decorate the office, but to reflect the values of the enterprise through the decorative elements, as for the cost of this is easy to say.
So we work with business to capture the real needs of big customers: to design a design that fits the values of the enterprise. So we may not feel, to compare the real needs of small customers: I have no money, decoration look past on the line. Do you feel a significant difference? Our company is positioned as middle and high-end customers, so from the core demands of big customers, our operation department emphasizes design concept rather than construction and price in the head pictures, cases and advertorials on the official website.
The so-called “give up, there will be gains”, we abandoned the small customers just want to pick up cheap, through exquisite design cases to attract many customers with large budgets. For example, in a forum, because we have a beautiful design case, someone private letter to us, want us to help them do design, construction, naturally also won. This is the value of insight.
Case 3: Insight and capture of the needs of high-end users The needs of low-end users do not need insight and capture, low price can be. This is why people always like to fight price war, because it is simple, do not need insight into the needs of users, but as long as it is cheap, users will pay. What about high-end users? I have to take the small pot of tea as an example, and I think this is really a typical example.
The slogan of small pot of tea is: small pot of tea, made by master. These 6 words, how much money, I think is priceless. With this simple six words, the most core appeal of high-end users to move, just like ten thousand meters high two planes perfectly side-by-side flight, it is too consistent, too accurate. Why say these words is priceless, because such copy is not rich can think out, is in a strong insight, to capture.
As you can imagine, those high-end users have been indifferent to the pursuit of daily necessities, they now need the embodiment of personal identity. Just like some people borrow money to buy designer bags, they want to show their noble status and gain recognition. And what can signal high status? Rare items of high value, such as crocodile skin, bird’s nest and masters.
We ordinary people drink tea taste and affordable, dozen users like us can be 10 yuan a catty, two group 10% discount. High-end users drink face-saving tea, which can be crocodile skin tea, bird’s nest tea, or master made tea. Which is more realistic? Master tea, of course. In fact, after the launch of bird’s nest tea, it can also sell high value. But masters are certainly a better solution than the scarcer masters.
This trader is said to be a marketing master, and I specially read the marketing point of Good Record star, that was simply admired to the line. Oji star has a poster selling point: better grades. It is not important for children to remember words quickly, it is not important for children to learn knowledge firmly, it is not important for them to have famous teachers. The most important thing is that my children’s grades are better than those of other children, which is the core appeal of parents. Then there is a product that makes children’s grades better. Do you buy it? So it must be to buy it. That’s the value of insight.
Finally, this paper briefly describes several examples of capturing the core selling points of products through insight into the core needs of users. So there are plenty of examples, such as in I promote my the whole stack attila, insight into the user’s key selling point head bald, started playing operating the encyclopedia of the selling points of knowledge, promote found conversion rate was less than expected, the survey found that the real users to study and study of few, most people want is “I love learning” personal label.
From this point on, my next selling point is that The Full Stack Master is really easy to read and hard to learn. Why is refining this selling point? You can use your brain and your insight to guess the answer.
Author: Tiger talk operation, the author of “Full stack Operation Master”, operation and promotion bull, ten million flow project operator, columnist, focus on product operation and promotion, proficient in each module of operation and promotion, good at brand building and popular manufacturing, known as the operation and promotion of the old driver.