N "specialization strategies" to help you escape competition

The specialization strategy is also called the concentration strategy, target concentration strategy, target aggregation strategy, and target aggregation strategy. The following is an example of the author's analysis of the relevant content of the specialization strategy. If this strategy can be integrated into marketing, marketing products can achieve twice the result with half the effort. Let's read on to learn more!

1. Why use the “specialization strategy”?

A specialized strategy is a product designed to address the problems encountered by a certain group of people.

The great thing about this strategy is that it can give target customers the illusion that this product was developed specifically for me!

Let's take an example:

Now please recall the details of your childhood classes. In normal classes, the teacher lectures to the whole class. Do you get distracted easily? Do you receive less information in this situation?

This is because the teacher's voice energy is diffused, just like the shower head in your home. When the water diffuses, the coverage area is larger, but the power of the water is weakened. However, when you adjust the water level of the shower head to one point, although the water coverage area is smaller, the power is concentrated.

It is like this: when a teacher is giving a lecture in class, he is talking to the whole class. The knowledge that the teacher transmits through sound is distributed to each student, so the transmission energy is relatively weak. If the students are not focused, the knowledge they receive will be reduced.

But what if the teacher is only talking to you? Would you not dare to be absent-minded at this time? Would you be able to receive more knowledge and energy? So, for those students who are not knowledgeable enough and absent-minded in class, would the teacher choose to keep them after school to give them "special lessons"?

By the same token, if you hire a foreign teacher for your child during the holidays, or enroll him in an interest class, the effect of choosing a one-on-one teacher will definitely be much better than one teacher teaching dozens of students. Do you understand this?

In fact, the same principle applies to marketing!

If you sell something to a group of people, and you say that your product can cure colds, fevers, coughs, foot pain, butt pain..., as if it is a panacea that can cure everything, and it seems to cover a very wide range of people, but your energy is dissipated and weakened.

When users see such a product, they don’t know whether to use it for colds or buttock pain. But if there is such a product, with simple copywriting saying: It can effectively treat buttock muscle soreness or swelling caused by long-term sitting...

If you have sore buttocks muscles and are an office worker who sits for more than ten hours a day for a long time, how would you feel when you see such copy?

Do you feel like: This copy is talking to me! This product is developed specifically for me! Do you have an inexplicable sense of familiarity? Do you have this feeling?

Now these two products are in front of you, would you rather buy the former or the latter?

I believe most people will choose the latter, right? Even if it is a little more expensive, you believe that the latter can solve your problem and are willing to pay for it! This is the power of the "specialization" strategy!

In the current business competition environment, we need to make a "specialized" product that provides "one-to-one" service to customers, rather than a large, comprehensive product with a wide coverage.

Have you noticed? In fact, the specialization strategy is a variation of the “differentiation” strategy.

However, although the name "specialization" sounds like it is very "single", there are actually many ways to play, and it can be broken down into many dimensions! What I said above may be a bit boring, but it is very helpful for you to understand the importance of the "specialization" strategy. I hope you can understand it thoroughly before continuing...

2. Multi-dimensional “specialization”

The so-called specialization cannot be simply understood as "unique" literally; the specialization here is multi-dimensional and can be changed and combined.

As usual, Teacher Fox will break down this strategy and crush it to help you understand it better!

1. Scenario-specific

Let’s start with the scene specialization. For example, if you only sell pens, you will compete with other brands in the same field. After homogenization, you can only compete on price. But if you make this pen into a special pen for exams, a top scholar pen, a Confucius Temple pen...

It is given a certain meaning, making people feel that using this pen can give parents and children energy and confidence in taking exams. Even if the prices are the same, they will definitely choose the meaningful one, and it doesn't matter if it is a little more expensive. They buy it for this kind of meaning, in order to increase the inner energy field.

As we all know, a certain brand has been very successful in specializing in this "exam scene". Later, many "signing" pens and "exam question brushing" pens appeared...

Of course, this is just an example. Teacher Fox does not recommend touching the pen track.

You can also apply the same approach to other tracks.

For example, for the same essential oil, you can say it is for bedroom use, reading use, wine tasting use, hotel use, toilet use...

Like:

• You wear a Guanyin pendant to protect your life...
• You wear a Pixiu pendant to bless you to make more money and spend less...
• You hang a peace charm on your car to protect you from driving safely...
• You wear a strawberry crystal bracelet to bless you with a good harvest of love...

Each product has a fixed meaning. You wouldn’t wear a bracelet that promises romance to bring you wealth, right?

Therefore, by specializing the usage scenarios of your products, you can not only enhance the value of your products, but also differentiate them from your competitors’ products and avoid homogeneous competition!

2. Crowd-specific

Specialization is multi-dimensional. In addition to scene specialization, people can also be specialized.

For example, the same essential oil:

• You can create a selling point that it is specially designed for insomnia, targeting people with insomnia;
• It can also be a stewardess collection model, which is very popular in the stewardess circle;
• It can also be a special model for academic masters, which can refresh people’s minds;
• It can also be a special model for meditation, allowing meditators to quickly enter the state;

In this way, you will have multiple SKUs, and different customers will choose according to their different needs. If a customer has multiple needs, he will naturally buy multiple products at the same time.

Compared to one size fits all, you appear more professional while increasing your SKU sales. Why not?

For the same product, others focus on being large and comprehensive, but you can focus on capturing a specific group of people, which can make you stand out from the crowd.

When you target a product at a certain group of people, you are speaking to that group of people, and your copywriting and pictures can easily hit their hearts.

Because different groups of people face the same demand, their inner feelings will be completely different.

3. Gender specificity

This is easy to understand. Is your product aimed at men, women, or neither men nor women?

This kind of gameplay has become very common in the daily chemical industry.

For example: men's face cream, women's face cream, men's shampoo and shower gel, women's shampoo and shower gel...

But there is still room for improvement in other areas;

Especially in some products that can be refined, this trick is rarely used.

For example: light meals for women, diet packages for women to improve their physical condition, coffee for men...

There are many products that can be differentiated by gender. After all, there are differences in the physiques of men and women, right?

For example, the Pixiu designed for men can be different from the Pixiu worn by women, and the host cups used by men and women when drinking tea can also be different...

In fact, many products can be differentiated by gender. Sometimes you only need to put a different label or different packaging to target women. Compared to unisex models, everyone likes "customized" and "exclusive models", right?

4. Other ways to play

In addition to the three mentioned above, there are actually many other dimensions that can be approached.

for example:

• Specialization of identity, targeting white-collar workers, bosses...
• Professional specialization, for teachers, secretaries...
• Time-specific, for morning, evening...
• Specialized solutions for legs, face...
• Age-specific, for the elderly, children...

Because different products have different attributes, you can find an angle to approach based on your own products.

After all, the length of the article still needs to be controlled. If each point is broken down, the article will probably be very long. I will have the opportunity to share the refined gameplay in detail in the future!

Being able to understand the content of this article should be enough for you to approach marketing from many dimensions.

In fact, there are many entry points for each type of product. If you see competition everywhere or feel that you can’t find an entry point, it means that you are not familiar enough with your product and the real needs of the crowd...

3. Easter Eggs

In addition to the playing methods I mentioned above, there is another strategy, which is the "specialized multi-dimensional superposition" strategy.

For example: "Gender Specificity" superimposed on "Age Specificity".

Here we can further divide into many sub-groups, including: young women, married women, middle-aged and elderly women...

Is it like stacking blocks, which can be freely combined?

All my strategies and thoughts are based on underlying principles. As long as you can internalize them, they can be freely combined and are ever-changing...

Okay, that’s enough!

I believe that you are smart enough to understand 90% of it. I hope Teacher Fox will do an in-depth analysis of this aspect in the future if there is a chance!

4. Summary

1. You have to be willing to give up some general customers in order to gain other more precise customers.
2. When you specialize your products, you can reduce the customer's selection costs. He will substitute his own identity, scenario and needs and directly choose the corresponding style without worrying about which one to choose.

for example:

When I meditate, I will directly choose essential oils that assist meditation; people who suffer from insomnia will directly choose essential oils that assist falling asleep, instead of worrying about which one smells better; this reduces the difficulty of the brain in choosing products and cleverly avoids the entanglement points.

A large part of the so-called "difficulty in making decisions" is caused by human greed.

If you divide an essential oil into many scents, the customer's brain will think about which scent I want to buy. I want this one and that one, so which one should I buy? This increases the cost of customer selection. In the end, most customers will conclude, "I'll think about it first..." and then buy from another store after a while, or forget about it.

If you use a specialization strategy, the customer's brain will think: How do I use it? In what scenario do I use it? Then they can directly choose the corresponding product based on the label you give.

Because he knows that I want to meditate, so I can't buy essential oils for insomnia, right? This doesn't fit the usage scenario of the product...

Would you put toilet-specific aromatherapy in your room?

So this is the secret of a focused strategy!

Each of my articles is intended to provide you with inspiration and broaden your thinking. Even if it can be of any help to you in the slightest, it will make Teacher Fox sincerely happy.