指出利益，从用户出发
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">各位看官好，我是游一，<span style="color: black;">每日</span>分享一点软文营销知识，<span style="color: black;">期盼</span>能在您的工作和事业上有所<span style="color: black;">帮忙</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">节假日<span style="color: black;">针对</span>上班族<span style="color: black;">来讲</span>,是<span style="color: black;">休憩</span>放松的时候。<span style="color: black;">然则</span><span style="color: black;">针对</span>各大商家<span style="color: black;">来讲</span>,这是一个绝好的<span style="color: black;">营销</span><span style="color: black;">机会</span>。2015年的十一黄金周,苏宁推出“来苏宁,任性购”的促销活动。活动<span style="color: black;">时期</span>,凡在苏宁门店购物满一千元即送百元现金券,满两千元即送两百元现金券。依此类推,消费者最高可<span style="color: black;">得到</span>一千元现金券。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一活动的开展,吸引了<span style="color: black;">海量</span>消费者前去围观和抢购。<span style="color: black;">为何</span>会有如此多的人前去围观和抢购呢?<span style="color: black;">由于</span>这一让利活动的开展,充分<span style="color: black;">表现</span>了为消费者着想的营销理念,让消费者能够真正地从中<span style="color: black;">得到</span>利益。有利于消费者的事情自然能得到消费者的关注和参与。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/dfic-imagehandler/dc1f150c-c3a8-4fc4-a6ba-c6aa261b3a01~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723161220&x-signature=%2B69Kp%2FGKnbIuKZRorqcXa1FjHMo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.用户<span style="color: black;">广泛</span>关心的大大利益</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">既然要从用户出发,就应该<span style="color: black;">知道</span>地指出用户能够从该<span style="color: black;">制品</span>中<span style="color: black;">得到</span><span style="color: black;">那些</span>利益。<span style="color: black;">那样</span>,<span style="color: black;">咱们</span><span style="color: black;">首要</span>应该明白用户<span style="color: black;">广泛</span>关心的利益<span style="color: black;">到底</span>是什么?从而一针见血地指出能够打动用户的利益。<span style="color: black;">通常</span><span style="color: black;">来讲</span>,用户<span style="color: black;">广泛</span>关心的利益有六个方面,分别为<span style="color: black;">制品</span>的外观、功能、售前服务、增值空间、售后服务、价格,</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.外观</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">爱美之心,人皆有之。用户在购买<span style="color: black;">制品</span>时,自然会<span style="color: black;">选取</span>令人赏心悦目的<span style="color: black;">制品</span>。<span style="color: black;">无</span>人会愿意花钱买一个让自已看了难受的<span style="color: black;">制品</span>回家。<span style="color: black;">因此</span>在做<span style="color: black;">方法</span>策划的过程中,将<span style="color: black;">制品</span>的外观<span style="color: black;">思虑</span>进去,并<span style="color: black;">按照</span><span style="color: black;">区别</span>群体的用户的<span style="color: black;">必须</span>,<span style="color: black;">知道</span>地指出该<span style="color: black;">制品</span>从外观设计上能够为用户带来<span style="color: black;">那些</span>利益。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">天堂伞是国内一个响当当的雨伞品牌。随着人们的防晒观念越来越强,天堂伞<span style="color: black;">起始</span>涉足太阳伞行列。起初,天堂伞生产的太阳伞不论在选材还是外观上,与之前生产的雨伞并无多大区别。<span style="color: black;">因此</span>,太阳伞的销量并<span style="color: black;">无</span>达到预期效果。于是,天堂伞业<span style="color: black;">机构</span>就<span style="color: black;">显现</span>的问题,积极着手<span style="color: black;">处理</span>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/dfic-imagehandler/fe818ba5-8b4e-403e-877a-63464e469fda~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723161220&x-signature=akojDQwyxiZiOCaqjngh4UkND%2Bg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">天堂伞业<span style="color: black;">机构</span>派出专门的营销人员进行调研考察。一番调研后,销人员<span style="color: black;">发掘</span>,<span style="color: black;">运用</span>太阳伞的大多为女性用户,而这些女性用户在夏季大多<span style="color: black;">选取</span>小巧玲珑型的背包,<span style="color: black;">因此</span>她们更愿意<span style="color: black;">选取</span>小巧轻便的太阳伞,最好能够放进背包内,便于携带。<span style="color: black;">认识</span>到这一<span style="color: black;">状况</span>后,天堂伞<span style="color: black;">机构</span>重新设计太阳伞,并改进材料,生产小巧轻便且精美的太阳伞。这无疑契合了用户的需求,<span style="color: black;">因此</span>天堂牌太阳伞同天堂牌雨伞般征服了用户。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从这个例子中<span style="color: black;">能够</span>看出,对<span style="color: black;">制品</span>外观的<span style="color: black;">需求</span>,<span style="color: black;">不仅</span>局限于美观。能为用户的<span style="color: black;">运用</span>带来便利,其实<span style="color: black;">便是</span><span style="color: black;">思虑</span>到了用户的利益。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.功能</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">功能是<span style="color: black;">促进</span>用户<span style="color: black;">选取</span>该<span style="color: black;">制品</span>的核心<span style="color: black;">原因</span>。用户购买<span style="color: black;">制品</span>的<span style="color: black;">基本</span>目的是为了<span style="color: black;">运用</span><span style="color: black;">制品</span>的功能。<span style="color: black;">倘若</span>用户购买手机,<span style="color: black;">那样</span>这是为了<span style="color: black;">运用</span>手机的通信功能。当然,<span style="color: black;">区别</span>的用户群体对手机功能的<span style="color: black;">详细</span><span style="color: black;">需求</span>是不<span style="color: black;">同样</span>的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">青年</span>人选购手机时,<span style="color: black;">她们</span>更<span style="color: black;">期盼</span>手机有较多的附加功能,如听歌看电影、上网、拍照等。<span style="color: black;">因此</span>面对<span style="color: black;">青年</span>的消费者,手机营销者在接受手机功能时,应尽可能全面地介绍手机的附加功能。<span style="color: black;">由于</span>越多、越新颖越独特的附加功能,越能打动<span style="color: black;">青年</span>的消费者。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">相反,中老年人在选购手机时,<span style="color: black;">她们</span>更看重的是手机的通信功能<span style="color: black;">针对</span>这类消费者<span style="color: black;">来讲</span>,手机信号强,通话声音大,通话质量好,电池耐用是最重要的。至于其他的附加功能,<span style="color: black;">她们</span>很少用到,<span style="color: black;">因此</span>不会<span style="color: black;">注重</span>。显然,手机营销者在面对这类用户时,介绍的重点<span style="color: black;">亦</span>将随之改变。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.售前服务</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">制品</span>的外观与功能相近的<span style="color: black;">状况</span>下,<span style="color: black;">促进</span>用户<span style="color: black;">选取</span>并购买该<span style="color: black;">制品</span>的<span style="color: black;">原因</span><span style="color: black;">常常</span>是服务。从心理学的<span style="color: black;">方向</span><span style="color: black;">来讲</span>,用户们会觉得,<span style="color: black;">一样</span>是花钱,<span style="color: black;">为么</span>不将钱花在让自己更舒心的商家身上呢?<span style="color: black;">因此</span>,<span style="color: black;">想要</span>达到营销的目的,<span style="color: black;">优秀</span>的服务<span style="color: black;">亦</span>是<span style="color: black;">必要</span><span style="color: black;">注重</span>的方面。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4.增值空间</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span>用户<span style="color: black;">来讲</span>,<span style="color: black;">倘若</span>购买的<span style="color: black;">制品</span>还有很大的增值空间,<span style="color: black;">那样</span>用户就会觉得购买该<span style="color: black;">制品</span>非常划算,很值得。在这种<span style="color: black;">状况</span>下,用户下单付款会更加干脆、爽快,并且用户购买该<span style="color: black;">制品</span>后还会觉得很兴奋、很高兴。<span style="color: black;">由于</span>用户觉得这笔钱花在了对的<span style="color: black;">地区</span>,这笔钱花得<span style="color: black;">非常</span>有<span style="color: black;">道理</span>。反之,就算用户付款成功了,心里<span style="color: black;">亦</span>不会踏实。<span style="color: black;">况且</span>,<span style="color: black;">特别有</span>可能你将永远失去这位用户了。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/dfic-imagehandler/0625618d-4bba-4b2f-b38d-b970b725e165~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723161220&x-signature=cz6T4979%2BkhsyfyHcM34gND%2FKTc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5售后服务</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">售后服务同售前服务<span style="color: black;">一样</span>重要。毕竟任何一款<span style="color: black;">制品</span>都是有<span style="color: black;">运用</span>期限的。<span style="color: black;">倘若</span>你的售后服务<span style="color: black;">不可</span>做到同售前服务<span style="color: black;">同样</span><span style="color: black;">优秀</span>,<span style="color: black;">那样</span>你将失去用户的信任,而一旦失去了信任,就很难再让该用户来购买你的新<span style="color: black;">制品</span>。<span style="color: black;">因此呢</span>,从长远来看,售后服务<span style="color: black;">一样</span>要<span style="color: black;">优秀</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6.价格</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">价格<span style="color: black;">原因</span>相比,以上五大利益都<span style="color: black;">成为了</span>次要<span style="color: black;">原因</span>。没错,价格是营销中最为重要的制胜法宝。<span style="color: black;">做为</span>营销者,营销的目的是挣钱,<span style="color: black;">因此</span>赔钱赚吆喝是文案策划者要做的事。有时文案策划还<span style="color: black;">能够</span>实现既能挣钱又能赚到吆喝的目的。例如,有文案策划者<span style="color: black;">运用</span>“错觉折价”的策略。类似于“花10元买120元的<span style="color: black;">制品</span>”这种宣传语,<span style="color: black;">便是</span>“错觉折价”的应用。而<span style="color: black;">运用</span>这种策略,营销者并<span style="color: black;">无</span>失去任何利益,<span style="color: black;">然则</span>会让用户觉得购买该<span style="color: black;">制品</span>赚到了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上的种种案例都告诉文案策划者,当你企图做一份<span style="color: black;">有效</span>的文案策划时,期户定位是<span style="color: black;">必要</span><span style="color: black;">思虑</span>的问题。而要真正达到营销的目的,对用户进行定位后,还应该从用户的<span style="color: black;">方向</span>出发,结合用户最为<span style="color: black;">广泛</span>关心的六大利益去分绍<span style="color: black;">制品</span>,设计营销环节,从面实现营销目的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今天的分享就到<span style="color: black;">这儿</span>，<span style="color: black;">爱好</span>的<span style="color: black;">伴侣</span><span style="color: black;">爱好</span>的<span style="color: black;">伴侣</span><span style="color: black;">能够</span>订阅关注，公众号，软文营销大全，<span style="color: black;">每日</span>学习一点软文营销知识，<span style="color: black;">期盼</span>在新<span style="color: black;">媒介</span>的信息时代，对你在工作或是事业上能有所<span style="color: black;">帮忙</span>。</p>
回顾历史，我们不难发现：无数先辈用鲜血和生命铺就了中华民族复兴的康庄大道。 期待更新、坐等、迫不及待等。
页:
[1]