How to visualize selling points?

With so many products today, how can we visualize the selling points to make the product stand out? Let’s take a look~

Selling point visualization is a brand's use of sensory elements such as vision, hearing, touch, taste and smell to contextualize the product's selling points, making them more visual, and allowing the display of product functions and advantages to be more intuitive and vivid, making it easier for users to understand, and enhancing the attractiveness of marketing, thereby shortening the user's purchasing decision time, boosting sales, and exerting the effect of visualization.

Obviously, the visualization of selling points is to make the purpose of communication, product advantages, brand image and other information more tangible and concrete. For example, the slogan of convenience store: "Waiting 24 hours, just for your convenience" takes the business hours of convenience stores as the starting point, showing the characteristics of convenience stores serving customers 24 hours a day. "Convenient life, light a lamp for you" does not mention 24-hour operation, but it can make people think of the characteristics of 24-hour operation, making consumers feel that convenience stores are not only places for shopping, but also emotional support in life, convenient and warm.

Most of the time, attractive and meaningful copywriting and slogans leave people with endless room for imagination. How can we visualize the selling points of products? Mr. Bingfa has summarized 5 methods from multiple cases, hoping to help you.

1. Scene-based description to make the description more vivid

In the world of copywriting, every word and every phrase carries its own mission. The combination of gerunds creates scene-based content, giving the copywriting a breath of life and beautiful expectations, making it easier to inject fresh vitality into the copywriting, drawing people's attention into the world outlined by the copywriting, and making the expression more vivid and vivid.

1. Xiaomi Weight Scale: So accurate that you can even feel the effect of drinking a glass of water.

For people who are trying to control their weight, every change in numbers is an object of concern. The Xiaomi weight scale pays attention to the target users' sensitivity to numbers, focuses on the scenes of people drinking water in their lives, and links people's daily living habits with the accuracy of the scale. It not only points out that the weight scale can measure tiny changes, but also shows that the weight scale truly achieves the ultimate accuracy.

The weighing scale restores the life scenes, while Wanglaoji captures the scenes that people expect to be beautiful and auspicious, focuses on every auspicious moment, and proposes: Drink Wanglaoji at auspicious moments.

2. Wanglaoji: Drink Wanglaoji at auspicious moments

Similar to how a weight scale focuses on the details of a user's life, Wanglaoji connects the user's beautiful expectations with every important moment of people's lives, so that Wanglaoji can be seen at important auspicious moments such as Chinese New Year, weddings, full moons, housewarmings, promotions, and salary increases, cleverly extending Wanglaoji's product coverage. It not only means "If you are afraid of getting angry, drink Wanglaoji", but in every important scene of life, drinking Wanglaoji symbolizes better luck.

Whether it is the display of product functions or the expansion of product usage occasions, scenario-based content can help brands achieve their goals, making content closer to life and making marketing more appealing.

2. Use reference objects to express in a figurative way

Using reference objects for comparison is actually comparing things that are familiar to the public with things that are unfamiliar, so that consumers can better understand the nature and characteristics of things, and also to highlight the advantages of products more vividly.

1. iPod: 1,000 songs in your pocket

Compared with the Walkman and CD player, the iPod had 5GB and 10GB of memory at the time. However, for consumers, this was an abstract concept. So Jobs changed the capacity, which the public had no idea about, to 1,000 songs, and used "fits in your pocket" to express the portability of his product, replacing the product descriptions of "larger capacity" and "smaller size", making it more vivid and easier to stimulate consumers' desire to buy.

As with the iPod’s graphic description, Levi’s contrasts the visible with the invisible, making quality visible.

2. Levi's: Simple but not simple, quality is at your fingertips

For consumers, the complexity of quality is invisible, but the simplicity of the product is perceptible and visible. Therefore, the brand first emphasized the simplicity of the product, and then proposed "quality is around us", turning quality into a perceptible and concrete expression, which makes people believe in the excellence of the Levi's brand in quality and product connotation, and makes the expression of high quality more vivid and three-dimensional.

3. Quantitative expression of products, emphasizing the information that users care about

Often, we are completely ignorant of the advantages of our products. When brands always emphasize that our products are healthy and interesting, consumers do not understand the specific forms of expression, cannot understand the brand description, and cannot remember the product selling points. In fact, the quantitative expression of the product can make its expression clearer and easier for users to know whether it is what they expect. One principle of quantitative expression is that what the product has is secondary, and what consumers care about is the primary thing.

1. Shuyi Grass Jelly: Half a cup is full of ingredients

For milk tea lovers, too much sugar is unhealthy, and milk tea alone feels bland and boring. Shuyi Shaoxiancao has targeted products and user needs, and uses the product description "half cup is all ingredients", which clearly shows that half of the product ingredients are small ingredients that consumers expect. It can not only meet consumers' fun needs of drinking milk tea and eating snacks, but also provide choices for meal replacement consumers, and highlight the genuine quality of the product, killing two birds with one stone.

Also using quantitative expression, in order to highlight the health attributes of the products, many brands have put forward the concepts of "0 additives", "0 sugar, 0 fat, 0 calories", and "clean ingredient list", clearly marking out the elements that consumers consider unhealthy. Consumers can also quickly discover their own "taboos" and make more informed purchasing decisions.

4. Reverse expression makes the copy more memorable

In this age of scarce attention, any eye-catching operation is worth trying, and breaking the rules is one way to attract users' attention.

For example, reverse expression, such as saying the opposite of what you mean, can break the routine, make people's eyes light up, and arouse people's interest.

Curiosity generates the desire to continue learning, which brings unexpected results.

1. Hisense: Don’t be the first, just be the only one

Before the new advertising law was implemented, brands tried their best to add more valuable titles to themselves, hoping to be the "first" in different industries and fields. At that time, Hisense adopted reverse thinking and did not follow the trend to be the first, but was committed to being unique in the hearts of consumers. The sudden appearance of "not being the first, but being the only one" successfully attracted the attention of consumers and conveyed the brand's unique and innovative core concept, making its slogan more unique and memorable.

2. Xiaomi: Don’t ask me if it’s good or not, everyone says it’s good anyway

For example, in the era of word-of-mouth marketing, consumers pay close attention to users' comments on products and brands. Before choosing a product, they will look for the answer to the question "Is a certain product good?" The slogan of Xiaomi mobile phone cleverly proposed "Don't ask me if it is good" to cater to the trend of the times by going against the mainstream, and then highlighted the good reputation of Xiaomi mobile phone through the comment "Anyway, everyone says it is good."

In fact, Xiaomi mobile phones also use the confident expression of "don't ask" because "everyone says it's good" to allow consumers to perceive the high quality of its products and the widely recognized sense of superiority, turning the illusory reputation into a visual selling point and enhancing consumers' trust in the brand.

5. Metaphor Rule: Accurately convey and allow users to perceive quickly

The same selling point visualization, using metaphors can make the copy more atmospheric and interesting, and people can immediately perceive it. At the same time, the rhetoric of metaphors can express complex concepts or emotions more vividly and concretely, making it easier for consumers to understand and resonate emotionally.

Ubras: It is like the second layer of skin on the human body. It feels like nothing is being worn when you wear it.

Describing the comfort of a product in a way that users can understand is a difficult problem for brands, because "comfort" is a subjective and multidimensional feeling that is difficult to convey accurately. Ubras cleverly solved this problem by using a metaphor to describe the product as "like a second layer of skin on the human body."

At the same time, the phrase "wearing it is like not wearing anything" creates a concrete and perceptible picture, allowing consumers to imagine the experience of wearing Ubras products, linking the comfort in users' ideology with the product experience, and achieving effective marketing.

Metaphor, a concrete expression, combines multi-dimensional feelings with the wearing experience of the product, creating a perceptible and experiential experience, which not only allows consumers to have a deeper and more positive understanding of the brand, but also makes elusive concepts easy to understand.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"