Pain Point Marketing

1. The essence of marketing is in fact "to find user pain points - to provide pain point solutions - to eliminate or alleviate user pain points" such a communication chain. Do not know how to find the pain point of the marketing work, are blind work, a waste of manpower, material resources, out of effort is not pleasing.

2. Core competencies and core competitiveness, does not mean that we have to be all-encompassing, all areas beyond the competitors, sometimes only in specific areas, special levels beyond the competitors, more than the opponent to do more in-depth, more in place, that is, to gain a competitive advantage. This advantage can be in a certain period of time, a geographical area, a field.

3. The so-called "selling point" refers to the sale of products and services with unprecedented, original or different features, functions, connotations. These features, functions and connotations contain two parts, one of which is the product, the service is inherent, the other part is through the marketing planner's imagination, creativity to produce "something out of nothing". Regardless of where it comes from, as long as it can be implemented in the marketing strategy and tactics, into consumers can accept, recognize the benefits and utility, you can achieve the best-selling products, branding purposes.

4. Famous marketer Ye Maozhong came to this conclusion: "Sometimes the temptation of sensibility is more important than rational persuasion. Because rational persuasion is the result of acquired learning, while emotional temptation is the innate instinct."

The book "Pain Point Marketing" is dedicated to spreading the following concepts -

First, there is no pain point and claim there is no chance of a deal, the essence of marketing is to find the user's pain points, to the user's pain point marketing, pain point to persuade, to lead to a deal. Finding pain points is a basic skill necessary for marketers;

Secondly, marketers should develop a pain point thinking, be good at observing users, researching users, discovering users' pain points, and shift the focus from marketing products and services to marketing "pain point solutions", and devote themselves to solving problems and providing differentiated value to users.

Third, the pain point marketing aims to eliminate the blindness of the traditional marketing work, advocating that all marketing work should be closely around the user's pain points and needs to carry out, opposing the "one size fits all", opposing the needle in the haystack, opposing subjective thinking, opposing the big investment, advocating the user's thinking, advocating to meet the user's personalized needs, advocating the delivery of value, advocating precision marketing.

Fourth, the pain point marketing is a systematic project, involving all aspects of the enterprise, not only the marketing department and marketing personnel's responsibilities, up to the decision-making level of the enterprise, down to the first line of the executive layer, including the enterprise R & D department, marketing department, sales department, are all indispensable to the work of the enterprise pain point marketing a ring. Enterprises need to unify the caliber, in *** the same user thinking and pain point logic, improve the division of labor, close cooperation.

From the perspective of human nature, the categories of design can be greatly simplified, there are only two - humanized design and anti-human design.

From the physiological point of view, the pain point, that is, the soft and fragile parts of the human body, after pressing and touching or stimulation will feel pain.

From a sociological point of view, pain points are those that make people feel uneasy, shy, frustrated, urgent, uncomfortable, tormented, angry, and other negative emotions.

From the perspective of consumer psychology, the pain point, is to make the user in the use of products or services to produce complaints, dissatisfaction, bitterness, resentment, all let a person feel the pain of the contact point.

The so-called pain points are the higher and more critical needs of users in the process of using a product or service.

We categorize pain points into core and peripheral pain points.

The invention of the toilet solved the core pain point of hygienic and comfortable toileting, and at the same time brought some inconvenience in using it (peripheral pain point).

The core pain point, corresponding to the blank market, is the blue ocean market. Products or services that can fulfill the core pain points are a great revolution. Their breakthrough products or services not only fill the gaps and satisfy the core needs of users, but also drive human history forward and greatly improve people's quality of life.

Today, there are fewer and fewer blank markets and blue ocean markets.

What is waiting to be explored by enterprises and businesses is more of a seamless market, segmented market, and niche market corresponding to the peripheral pain points of users. The ability to capture these business opportunities, and to specialize in a particular area, focusing on a particular pain point. Due to the large population base of the world, if one plows y into a certain area, then one will also cut a tantalizing piece of cake!

. People spend money in two directions

The first level: "pain relief" needs.

The second level: "pleasure" needs.

Explore user pain points, provide marketing programs based on user pain points, specifically the following entry points

In the era of consumer sovereignty, the power of the consumer is mainly manifested in the 1

How can the offline be empowered for the online? Rely on a warm consumer environment, a warm experience.

In the era of the Internet economy, users' demands have changed and their horizons have been raised. They increasingly like to pursue differentiated, personalized products and services, while rejecting the uniform standardization and uniformity.

Household thinking also has three obvious characteristics

User thinking dominated by the enterprise user relationship, the user gets not only the material level of satisfaction, but also sentiment, spirit, culture and ideological level of satisfaction. The purpose is to make the user happy, happy, pleasure, knowledge has gained, thought has improved, spiritual sublimation, which is the true meaning of user thinking.

Consumer changes

Personalization

Non-mainstream, personalized, unique is the direction of the new demands of consumers. Personalized consumption is initially satisfied after the rich and idle class of a consumption, today, personalized consumption surface is gradually expanding.

Second, the polarization of consumption.

The current trend of consumption polarization is becoming more and more obvious: one pole is upward high consumption, luxury consumption; the other pole is downward low consumption, affordable consumption.

Third, entertainment.

Fourth, socialization.

Fifth, more experience-oriented.

Sixth, more picky.

Seventh, more selective.

The cycle of consumer touchpoints is divided into four stages

Aiming at the above four stages of contact, enterprises should find out enough touchpoints, control the details, and improve the customer experience of each touchpoint to enhance customer satisfaction.

The omni-channel all-touchpoint marketing model will break the original online and offline division of the enterprise, marketing communication and sales to achieve the division of the division of urban and rural division, the division of new and old products, the division of new and old channels of the reality of the division of the enterprise marketing strategy in the new environment, to become the inevitable choice.

? Marketing 3.0 era, that is, the era we are experiencing today, this is a "values-centered era". Marketers no longer see consumers as mere consumers, but as human beings with independent minds, hearts and spiritual integrity, i.e. super consumers. This is a completely consumer-centered era. The traditional marketing focus on "exchange" and "transaction" has been elevated to "interaction" and "****ing". The value proposition of marketing has been upgraded from "functional and emotional differentiation" to "corresponding spirit and values".

In the face of many new situations in the marketing environment, new changes, companies want to win in the fierce competition in the market, we must change the traditional marketing concepts, set up a new marketing concept, for the new form, new needs, new environment, the development of tit-for-tat marketing strategy. Grasp the market, study the demand, seize the customer pain points, reshape the competitive advantage, in order to make the enterprise to obtain long-term development.

Pain point marketing: stand in the position of consumers to reconstruct the marketing

(1) research users must not be self-righteous

When in love, the most taboo is unrequited love. The same is true for researching user needs, and it is important not to be presumptuous. Do not wishful thinking, they empathize with the pain points is the target customer's pain points, on the basis of which to make the corresponding products and services, you can sell.

(2) empathy, and the user empathy

Psychology has a professional term called empathy (empathy), commonly known as empathy, is to think differently, refers to stand in the position of the other side of the problem of a way to think in the position of the other side. This is also a way to appreciate the emotions and thoughts of others in the process of interpersonal communication, to understand the position and feelings of others, and to think and deal with problems from the point of view of others.

Enterprise marketers also need to have an empathetic heart when studying users, take the initiative to understand the user's demands, understand their situation, and stand in their perspective to help solve the problem.

To get rid of the "do it for yourself" one-way thinking, and try to do and user empathy. Through the meticulous psychological control, to realize the precision of the product design, to meet the user in the life, social interaction, entertainment process in the need for function, features, services, to provide a direct hit on the user's heart pain points of the product function.

(3) Identify pseudo demand

Some demand, go to ask the customer when they put forward is often the surface demand, behind which there is a potential, not good to speak out of the demand. Marketers have to go to the pseudo-real, to discover the real intention behind the pseudo-needs, the real needs.

No pain points and demands, there is no opportunity to close the deal

The purpose of deep understanding of the user is to find their pain points and demands, in a way, can not find the user's pain points and demands, but also can not find the entry point of the marketing and sales, difficult to have the opportunity to close the deal.

The pain points, we have talked about earlier. The so-called demand, simply put, is the customer's point of need. On the basis of the demand point, in order to further explore their products and services to meet the user's which demand point, demand point.

User demand can be divided into explicit demand and potential demand.

Potential pain points, as the name suggests, are pain points that users have not experienced and are not aware of, and with the technological advances and modeling innovations in production and services to provide a higher quality and better experience of the products and services, and stimulate the user's more critical, more unreasonable demand and the hidden pain points behind the corresponding.

Simply put, a potential pain point is a need that users have never dared to imagine, never dared to hope for. This demand is sometimes even unreasonable, illogical, and perverse.

So they fail to enter the user's thinking.

Correspondingly, external pain points are better understood, and pain points that can be seen and felt are obvious pain points.

Whether to do sales, or marketing, if you can not grasp the user pain points and demands, or that the enterprise's marketing program, product program, service program can not meet the user's demands, can not eliminate the user's pain points, then it is difficult to achieve the desired purpose, the transaction is difficult to achieve.

Pain points and demands are the intrinsic driving factors that make people change. Instead of trying their best to convince customers to recognize a product, marketers should try to get customers to recognize their pain points and claims. Because the customer's determination to eliminate the pain point and realize the claim is often much greater than the attraction of the new product to him.

The same applies to marketing, if you can't get to the core of the customer's needs and pain points it's hard to get results.

Before the pain point is solved, it is the problem, meaning discomfort, pain, complaints, disconnection, disagreement, misunderstanding.

After the pain point is resolved, it is the opportunity, meaning comfort, opportunity, business opportunity, agreement, cooperation, wealth.

Pain point marketing, for customers for price, quality, brand, cost-effective, sales staff, after-sales service of the pain points, respectively, to take the inclined persuasive strategy, to impress the customer, urge them to make a purchase decision.

Defuse the user's pain points, the problem disappears, the user's worries dissolved, through the pain, the transaction opportunity to come, the two sides to enhance the trust, the transaction links to simplify, reduce transaction costs, win-win ending, all happy.

Simply put, the pain point is the user in the normal life of the problems encountered, entanglement and complaints, if this thing is not resolved, he will be uncomfortable, will be very painful.

What marketing is trying to do is to identify a problem, then solve it, and finally put it forward in a dignified, righteous, and unceremonious way, telling the consumer, "I can help you solve this problem, and if you have this problem, choose me."

The enterprise marketing that can't grasp the user's pain point is working blindly. In a certain sense, the discovery of user pain points, more important than the enterprise marketing strategy. Discovering the pain points solves the problem of influencing the direction. Wrong direction, no matter how the marketing strategy and marketing implementation, it is difficult to realize the desired purpose of the enterprise.

Accurately find the user's pain points, itch points and excitement, need to do the following work:

First, their own products and services are well known.

Second, fully understand the competitors' products and services.

Third, fully understand the consumer perception or recognition of the industry.

Fourth, a detailed interpretation of consumer psychology.

Changing "find selling points" to "find pain points"

First of all, selling points contain two levels.

The first level: strategic selling points, refers to the core competencies, core competitiveness of enterprises and brands.

The second level: tactical selling point, that is, the enterprise specific products, services on the selling point.

"Finding pain points" is different, it is a thorough user thinking, is the marketer really put themselves in the position of consumers, built on the basis of their real needs, to find their pain points behind the demand, and then with a tit-for-tat marketing strategy, hit the snake to beat the seven inches, it is easier to impress consumers.

Pain points are an important means of experiential marketing based on the contrast of psychological feelings. The essence of the pain point is based on contrast. Pain point is also a relative concept, is based on the competition in the same industry and make a comparison after the formation of the judgment. The core of pain point marketing is targeted marketing based on comparison.

The first is the comparison with the user's self-expectation.

The second is the comparison with similar products and services.

Third, the comparison with their own products and services.

How can we make a difference? To distill the selling point from the existing resources of the enterprise, to make a difference, to form an advantage, to create core competitiveness. And then do the kind of routine, without any difference, painless products and services, it is difficult to make a difference in the market.

How can we get rid of the "red sea" and find the "blue sea"? Need to differentiate competition, we know that no matter what industry, to be completely better than the competition is very difficult, but if you do not do the same with competitors, it is relatively easy. Once we do not do the same, make differentiation, our competitive advantage is also out. To give a simple example, you are an apple, I am a pear; you are a pear, I am a banana, anyway, it is to be different from you. If it's not the same, there's no comparison, and without comparison there's no competition.

Simple differentiated positioning is meaningless, must be combined with user pain points. Example fuse business.

How to achieve the user first? The core principle is insight into human nature.

First, create benefits for users.

Second, grasp the key moments, dead on the user experience.

Third, start from the user.

All the investments we make, everything we develop revolves around three things: either reducing costs, improving efficiency, or improving the user experience. If it has nothing to do with these three, we are determined not to do it."

The three points emphasized by Liu Qiangdong are precisely the three landing points of the screaming point thinking.

First, reduce costs, cost-effective to make users scream.

Second, improve efficiency, give users the ultimate experience.

Third, improve the user experience, let the user surprise.

Scenario thinking, can help the enterprise related personnel (pain point experience officer, marketing personnel) in the absence of sufficient data support, through the way of imagination, to build consumer scenarios, to study the corresponding scene in the consumer, to see what they want to do? What do they need? What are their pains and troubles? What kind of products or services do they need? Why don't they use our products or services?

Scenario thinking provides clarity on what is more important and what should be prioritized.

Any successful business application, business promotion is designed for scenarios and exists for experiences. It can be refined to just one interface, but it must address four questions:

First, who?

Second, where?

Third, what is it going to do and what are the benefits?

Fourth, how to facilitate communication?

Based on this, to think about the needs of the scene, in order to fight for the value of marketing, that is, who is the user, what environment he is in, what do you provide, so that he can get what kind of benefits, and what kind of word of mouth is formed.

Mr. Kazuo Inamori put forward the "six refinements" in the book "Six Refinements"

This is the so-called "Six Refinements", and enterprises need to listen to the user's pain points and enhance the user experience, as well. "Six refinements"

(1) to fight with themselves (to fight for the product, service, user experience), and pay no less effort than anyone else;

(2) to break through their own fear, timidity, enterprising, learning new thinking;

(3) never relent in the pursuit of product and service quality;

(4) committed to providing better service;

(5) progressively further and further in the improvement of user experience;

(6) think differently on a daily basis, study the user's inconvenience, worries and pain points, and try to improve them, and refine, refine, refine again and again.

Firstly That is, to accurately and clearly describe the user group that the enterprise wants to serve, listing their basic attributes and characteristics.

Second, define core needs. Through investigation and research, analyze what are the core needs of users? What avenues do they choose to fulfill their core needs? To what extent can enterprise products meet users' core needs? Compared with competing products, what are the advantages in meeting the core needs of users?

Third, define the core value. Determine the core advantages of enterprise products and services? What differentiated value and benefits can be created for the user?

Relative to the pain points, gimmicks are often like this -

First, attention-grabbing gimmicks;

Second, short-term selling points, but difficult to sustain, once the user curiosity is no longer, the product is difficult to do more;

Third, gimmicks correspond to only the