Chen Weiliang: How to solve the problems encountered by customers? First associate the pain points and then compare the benefits

2017/ 4/ 6 Chen WeiliangParticipate in the sharing of the special training camp

First associate user pain points, and then explain the benefits for comparison

In the middle of the night last night, I sent the shared content to the WeChat group of the Lin Yu Elite Team Special Training Camp. Not long after that, I saw a friend named "JAKE" who posted a screenshot of the Luzhou News website. News The title is "Power outages in Luzhou from April 4th to 5th".

Then, he found out that the wrong group was posted, and quickly retracted the picture, but the picture has already been seen by me, hahaha!

Why would he post such news screenshots?

Because this news is a "pain point related to myself", it just happens to be a book, and it is one of the concerns of the brain that I want to talk about today, "related to user pain points".

Since people only care about their own problems, we need to connect user pain points.

Also, the brain is often numb to similar information, but the brain is more sensitive to changes and contrasts.

So, ifself-mediaMan,Small tradeWhen advertising on Moments, if you only talk about how good your product or service attributes are, but you don’t do user pain points and don’t create contrasts, you’re talking about yourself.

So, how to first associate user pain points, and then explain the benefits for comparison (contrast)?

(1) Here we take the product of Weishang Media - the advertisement of Caibao's vegetable washing machineCopywritingFor example:

Analysis 1: Associate user pain points
"After 4 washes, there is still a little foam. What are you feeding the farmers? While you are harming others, you are also harming yourself!"
"Otherwise, after 5 to 10 years, hormones and antibiotics will accumulate too much, and it will be too late to regret a serious illness!"

Analysis 2: Comparison of benefits (contrast)
"Hurry up and save yourself, Baby Cai, hurry up and use it!"

(2) I said in a WeChat group:

Then, someone took the initiative to add me as a friend in order to ask me about the operation of the WeChat public account.

Analysis 1: Associate user pain points
"Otherwise it's easy to take a detour"

Analysis 2: Comparison of benefits (contrast)
"WeChat official account operation requires a set of ideological systems and theoretical models to guide"

Chen Weiliangsummary

Associated user pain points + benefit comparison (contrast), is a soft article &Wechat marketingA common and useful way.

Share this, thanks for reading!

(Preview: Tomorrow I will share the concerns of the last brain, and I will also summarize the concerns of 1 types of brains, so stay tuned)