What is a value proposition?

New products, in particular, represent a brand-new thing and bring brand-new cognition and consumption demand to customers. However, because the concept is too abstract, it is not conducive to the understanding of the audience.

Therefore, you need to explain what value your brand will bring to customers.

For example, when our party was just founded, because * * * productism was a brand-new concept introduced from the west, most people in China didn't understand what * * * production party meant.

At first, it only spread among some progressive intellectuals, and ordinary working people could not understand it, so it has been developing slowly.

Until Mao Zedong put forward the value proposition of "beating local tyrants and distributing land", even illiterate people understood: Oh, the original purpose of the * * * production party was to help the poor turn over and regain land rights from landlords.

Although our party has experienced many setbacks on the road to entrepreneurship, it is precisely because of this clear value proposition, like a magnetic core, that it firmly attracts the hearts of group members and works with them.

Think about it, if our party doesn't have such propaganda, why are there so many poor people following?

If our party didn't stick to this idea until liberation, but later changed its slogan, would there still be so many people firmly following the * * * production party?

Therefore, the value proposition is very important, that is, the core concept and value starting point of a brand. Without this, there is no bull's-eye in copywriting. How can we penetrate it?

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Three principles of constructing value proposition

The secret of constructing value proposition is related to the cognitive law and memory law of human brain, and three principles should be mastered:

1, first principle

A, people have preconceived preferences for things.

Whoever puts forward the same thing first, others think the concept is his own. For example, any invention patent is given to the first person who discovers it, and the second person who discovers it is worthless.

This is the unique value of the product. Why Jiang can catch fire is this routine. This method is thoroughly understood and can be used in your business immediately.

B, people only remember the first thing, but not the second.

If you don't believe me, ask you the first peak in the world, and you will answer immediately. If you ask about the second peak, I believe many people don't know.

We remember the Olympic champions. Who will remember the runner-up? When you give a new definition to a product, whoever comes up with it first is the first.

For example: afraid of getting angry, drink Wang Laoji. Do other herbal teas also have this function? But because Wang Laoji was the first to speak out, he became the first brand of herbal tea in China at that time.

Therefore, how to give the target customer a reason for buying that the peers have not said yet, you should seize it first, and you are the first. Please keep this sentence in mind and you will see the effect immediately after using it.

2, the principle of uniqueness

It is easy for the human brain to remember unique things, because unique things are unique. Popular things, the human brain will not take the initiative to remember.

Therefore, when we create a value proposition for our products, we should try our best to be unique and not to be similar to other people's value propositions, so that others will remember.

Because it is unique, customers will regard your product as the only solution;

for instance

If I sell underwear, and my value proposition is only for the new mother who just gave birth to a baby, am I the only one among hundreds of underwear brands in China?

On the surface, it seems that the target group is very small, but in fact, the groups of expectant mothers and new mothers all over the country are enough to make your business a listed company.

3, the principle of consistency

The human brain is born to pursue consistency. If something is inconsistent, the brain's cognition will be confused and it will simply choose to ignore it.

Why should the value proposition be unique? Because the value proposition determines the customer's perception of your product. If a brand has several value propositions, it will make customers' cognition disorder and imbalance.

For example, we all know Evergrande Real Estate Company.

However, few people know about Evergrande Ice Spring. Evergrande spent a lot of money on advertising, but the effect is still not good. It is estimated that it is not far from delisting.

The reason is simple, because customers will think in their hearts, is the mineral water produced by the company that makes the house reliable?

In fact, if Evergrande re-registered a brand, with the tens of millions of advertising fees, it would have smashed a new brand. The disadvantage lies in the use of Evergrande, a real estate brand, which causes cognitive confusion in customers' minds.

for instance

More than 20 years ago, there was a drink called Jianlibao, and its value proposition was "health and vitality". At that time, it was the first beverage brand in China, and its sales in China once surpassed Coca-Cola.

Sadly, the chairman changed later, and the new beverage "the fifth season" was launched, and the value proposition was "cool". As a result, the huge business empire collapsed rapidly!

Value proposition is the core of all marketing activities and the bull's-eye of advertising copy. If this is not clear, then the money will be wasted if the advertisement is thrown out!

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How to build the value proposition of series products?

What if one person operates several projects at the same time, or the company operates multiple projects? The method is very simple, that is, design a value proposition for each product or project separately.

If it is a big company, don't use the value of the same brand to promote the sale of products with different attributes, otherwise it will cause huge advertising waste or directly destroy the company.

In this regard, Procter & Gamble is a top advertising expert. It will create a brand for each new product and then create a different value proposition.

Why did P&G use three brands of shampoos, Rejoice, Pan Ting and Head & Shoulders, to make three different advertisements?

Rejoice pays attention to suppleness.

Pan Ting focuses on hair care.

Head & Shoulders focuses on dandruff removal.

According to most marketers' games, how good is it to package the three value points of softness, hair care and dandruff removal into Procter & Gamble brand shampoo, and how much advertising fee should be saved?

Many people write advertising copy, for fear that customers don't know that their products have high value and many advantages, and list a lot of various functions of products. As a result, customers don't buy it.

Most bosses are afraid that others will not know that they have a wide variety. In fact, it's hard for you to sell them. ?

For example, opening a clothing store in Taobao, how do novices sell and buy a variety of clothes? I think the more varieties, the better. Is this conventional thinking?

If so, how do you write your advertising copy?

Because there are too many functions and varieties, no one can be less, so the advertising copy finally becomes a product introduction book, which can't catch customers at all.

P&G is a real advertising expert. Look at each brand of shampoo it introduces, and only one value point has been scored.

For example, Rejoice only pays attention to suppleness. Did you remember right away? For example, if you have dandruff, will you immediately think of Head & Shoulders?

Therefore, the most important first step in marketing and product selection is to refine the core value proposition of the product, and then all the value points of the product are centered around this theme, so that you can attract accurate target customers through advertising.

Value proposition belongs to the strategic direction, which determines the positioning of products and target consumers; The idea of making a deal is a tactical method. Once the strategic direction of a product is determined, it cannot be changed casually, but the sales methods can be ever-changing.

The essence of marketing is to sell the results and a unique solution to customers, which is the starting point of all marketing.

If you don't even understand this, and then just list a lot of benefits of products to customers in the advertising copy, it is difficult for you to impress customers for two reasons:

1, no matter how good your things are, I don't need them for the time being;

Although I need to solve this problem, there are too many similar things on the market. I want to find a product with higher cost performance.

Therefore, to do marketing, we must first solve two problems:

1, to whom the product is sold and which group of people are helped to solve the problem;

2. Why do these people have to buy from you instead of looking for someone else to solve the problem?

Many people do marketing, just like shooting a valley with a machine gun without a bull's-eye, or fishing in the sea with a net and expecting a miracle.

A real marketing expert should aim at the precise target group and the core needs of customers with a sniper rifle, so that marketing can save time and effort.

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Value proposition is the bull's-eye of copywriting

No matter what business you do today, you must first determine a theme, and this theme is positioning. Then use short slogans to express the theme and pass it on to potential customers. This is the value proposition.

The value proposition determines the strategic direction of the project, and determines whether a project can be carried out for a long time and whether it can make a brand.

The value proposition is equivalent to the gene of the product, and the gene of the cat will never grow into a tiger. Because the value proposition determines the future development direction of the enterprise and the tone of the product.

Moreover, when you have a clear value proposition, can you find a precise target group immediately? Including the later publicity, is it more labor-saving and more customer satisfaction?

Different value propositions aim at different groups of people. Will you compete with your peers? Not at all. Can every company find product differentiation and get reasonable profits after rebuilding its value proposition?

Therefore, to do any business, we must first determine the theme, then package the brand concept and build the brand value proposition, which is the starting point of all marketing.

If you don't build a unique value proposition, there will be no sense of direction in the following marketing activities, and advertising is also great luck.

Value proposition is the bull's-eye of copywriting, and it is not necessary to have a fixed bull's-eye regardless of copywriting, copywriting training, copywriting screening and copywriting ending.

Otherwise, the information you pass on to customers is always changing. How can he believe that your product can solve his problem? How can he believe that your products are reliable and your people are reliable?

If the copywriting has a bull's-eye, the advertising content you write will be lethal and have a market; Summarize and refine two principles of value proposition:

Either the industry is the first or the industry is the only one; If you can be the first, try to be the first. If you can't be the first, you must be the only one.

Strive for the first place, be independent, and strive to be both first and independent. The role of value proposition is to occupy customers' brain cognition and establish unique brand recognition.