By “personalizing” your product, you can sell it at a higher price than your competitors!

Why can some people sell the same product at a high price, while others can only sell it at market price? The author summarizes a method of product marketing, which is to "personalize" the product and create unique attributes, hoping to apply it to your product.

The basic theory of marketing tells you: Marketing is about finding customer needs and meeting them!

But some teachers will tell you: choose products with low competition and high demand. In other words, look for products with "strong demand and weak competition".

But I will tell you: not to mention that there are almost no such products, even if you find them, you will soon be imitated and surpassed.

After all, there are a lot of people with more financial resources than us, and they are also looking for projects and products everywhere. As long as you dare to bring them out, others will be able to copy them immediately, and the product you have finally found will soon become a red ocean product.

When faced with this prisoner's dilemma, what you can do is to strategically combine your products and resources and build a firewall.

The simplest way is to create an independent product style.

Then embed this style into your own personality and bind the personality to your product!

In this way, even if others make the same product as you, because of the trust of your fans and the blessing of your personality, others will be more willing to choose you even if you are a little more expensive.

This operation seems difficult and far away from us. You may even think that it is something that big brands do and requires a lot of money and resources.

In fact, it is not as complicated as you think. It may be easier for small and medium-sized entrepreneurs to make personalized products, but you just don’t understand how others do it.

Because, behind the product, we are warm people dealing with customers;

Behind every big brand is a cold and heartless enterprise.

In this article, I will break down the methods suitable for small players so that you can apply them to your own products after reading it!

1. Product Personalization

The so-called product personification is to give your product unique "characteristics"!

Since it is a personalized product, it is not that you simply tell customers with words "I am a product with personality..."

It’s not like you come up with a slogan and tell your customers “Just be a XXX with attitude…”

People have personality, warmth, emotions, preferences, and responsibilities;

According to my model, you only need to nest the product into it to "personalize" the product in the simplest way!

It is worth noting that these five points are not "dead". You need to use them flexibly and embed them into the product.

1. Personality: The seller’s personality traits or the characteristics you define for your product

Although they are all teachers, some are humorous, while others are serious and boring.

The same goes for products. For the same product, you can give it different characteristics, and different groups of people will like it.

Transfer the personality traits of the founder or seller to the product. If it is a niche product, you can directly give the product personality, such as those products with special characteristics you see.

Only by giving the product personality traits can we achieve the next step of "product temperature".

2. Temperature: The feeling of the product or seller

If a product makes you feel friendly and warm at first sight, or if the seller is nice and approachable, you will probably be more likely to make an impulse purchase.

Therefore, by giving the product warmth, you can get closer to your customers and build trust.

3. Emotion: Your feelings towards the product and the industry

The deeper the emotions you put into the product, the higher the value the product brings to people. This is the so-called spirit of craftsmanship.

The longer you focus on this industry, the more trust your product will have, and you will become a so-called industry expert.

So emotions can give your product value and further strengthen trust.

4. Style: The style of the product or the style of the display

It can be the style you define for the product, such as ethnic style, retro style, simple style, punk style, business style, simple style...

It can also be the seller's scene display, the style created by the photo, such as elegance, religious characteristics, Korean style, ladylike, hip-hop...

Design and choose the style based on the product and the preferences of your audience. If you are selling Buddhist supplies, if the seller displays a hip-hop style, it will probably make people uncomfortable and naturally cause buyers to lose trust!

5. Responsibility: Your motivation, vision or attitude for doing this

You can describe or show your motivation for making this product and why you insist on doing it;

For example, for the healthy growth of the next generation, we have been insisting on growing green and healthy vegetables for 8 years. Although the cost is high and the yield is small, it allows customers to eat with peace of mind...

Show your sense of responsibility and the significance of doing this thing. You will pass on positive energy to your customers, and they will give you corresponding feedback.

It is important to do this well, and if done well, it can make your credibility soar!

Each of the above items is very important, and each step can push the sense of trust one step further in the customer's heart, ultimately making the customer accept you and willingly buy from you!

This is a trust-increasing model I designed based on consumer behavior psychology!

When you carefully design these 5 steps and integrate them into your product story or introduction, you have completed the creation of a "personalized" product.

2. Case

To make it easier for you to understand, let me take "Chu Orange" as an example;

Case: Chu Orange

When it comes to Chu Orange, there should be few people who don’t know it. Why is Chu Orange sold at a higher price than ordinary oranges and still sells well?

Because Mr. Chu Shijian personified the orange and bound it to himself, the Chu orange you buy is not the orange itself, but the personified product and story behind it...

Let’s take a look at how Chu Orange fits into the personalized product model.

• Character: Chu Shijian’s character is transferred to the product, so Chu Orange represents tenacious struggle, courage, and unwillingness to admit defeat;
• Temperature: Chu Orange packaging is mainly orange, which represents fashion, youth and vitality;
• Emotion: The spirit of Mr. Chu Shijian, who was 74 years old, and started his second business was transferred to Chu Orange, which aroused the admiration and feelings of consumers;
• Style: Mr. Chu Shijian is portrayed as a pragmatic and approachable entrepreneur, so he mostly wears ordinary clothes with a straw hat;
• Responsibility: Planting careful, green, natural and healthy oranges;

At this point, when you connect these five points, it becomes the various versions of the story about Chu Orange that you see on the Internet!

So what you are buying at this time is not just the Chu Orange itself, but a product with flesh and blood, character and warmth!

So, how should we use this model?

3. “Personalized Model” gameplay

Compared with Chu Orange, we have not yet achieved that large a scale.

But being small actually makes it easier and more flexible for us to play.

For us, there are three common channels for selling products: e-commerce platforms, live video broadcasts, and WeChat;

As for bidding, soft articles and other selling methods, I will put them aside for now. As long as you understand the content below, you can also play it. The principles are the same!

1. How to play on e-commerce platforms

Whether you are on Taobao, JD.com, or other e-commerce platforms, including food delivery platforms like Meituan, the competition is basically fierce.

Because customers on these platforms are used to comparing prices, and the price comparison process and steps are very simple. With so many homogeneous products, which one should they choose?

This will cause most buyers to suffer from "difficulty in making choices" every time they shop...

Therefore, in the end, it is nothing more than sales volume, reviews and price that determine conversion rate;

Especially before the personalization of platforms came out, anyone who did not engage in "xi shua shua" + "price war" in e-commerce would not survive.

In the past two years, whoever doesn’t “drive” + “price war” will not survive…

If you want to get out of this vicious circle, you must embed "personalized model" + "high price"!

For example: purple clay teapot

At this time, if you connect these five points together, make a details page, and tell a story about you and your purple clay teapot on the details page, you can immediately create the value of the product and increase the price.

Compared to those details pages that only use words to describe what kind of material the purple sand is made of, produced in XX place, and mainly handmade...

It should be easy for you to highlight your characteristics!

Because your product has warmth, emotion, and stories.

Other people’s products are just rigid pictures and text descriptions.

PS: Most of the relevant product content is quite sensitive, so I won’t show it in screenshots here. The key is that you can understand it and apply it to your products! !

2. How to play live video

This model can also be applied in live broadcasts and short videos, and the effect will be even better.

If e-commerce platforms are the primary way to play, then videos and live broadcasts are the advanced way to play;

Because most e-commerce platforms can only use pictures + text descriptions, and at most a short video display, the amount of information that can be displayed is still limited.

Through videos, a lot more content can be displayed, and there are many display angles and stories that can be told. This is one of the important factors in the rise of video e-commerce.

You can directly shape the value of your product through videos or live broadcasts, especially when real people appear on screen, which can increase trust very quickly.

For example: a girl selling red wine in France

As long as you keep shooting videos and telling stories around these five points, you can give "personalization" to the red wine you sell;

The materials you can shoot include:

The scene of tasting red wine in an Italian bar, the production process of the red wine factory, the wine cellar, the fermentation process, knowledge points of wine tasting, the environment in which grapes grow, the climate of these places, the process of transporting red wine back to the country, and exchanges with French wine lovers.

Each point can be shot from many angles, so you can easily make hundreds of videos.

If you can live broadcast, your language, the way you express your words, the layout of the live broadcast scene, and your clothing will all be designed around the five points you set, which will form a specific style, and this style will be subtly embedded in your product.

What others are buying at this time is your attitude towards red wine, their trust in you, and their belief in your taste...

There are even fans who imitate your taste. If they receive a bottle of red wine and find it unpalatable, they will think it is their own fault and that they are “not used to it”…

And these things cannot be compared in the market, because in this market, there is only one "you", and what fans recognize is you as a person!

3. WeChat gameplay

The key to using WeChat is to build a circle of friends, but many people fail to do this well, and those who are best at it are the micro-business people.

Unfortunately, most of them are sickles, and unhealthy trends have caused the entire industry to lose its luster.

The content of your Moments is actually a place to show your personality, warmth, emotions, style and sense of responsibility!

You need to set these 5 points based on the products you sell and the image you want to create.

I won’t show the specific example of WeChat here. You can just fill it in based on the knowledge points I mentioned above.

Because I haven’t built a good circle of friends.

after all:

a. I am usually quite busy. The purpose of writing articles and recording videos is to force myself to learn and summarize. However, this is not my main business yet, so I have not promoted it.

b. I am a pragmatic person, I don’t like to be pretentious, and I don’t like to show off my life and achievements;

c. Most of the people on WeChat are my fans who support and recognize me, so how can I bear to deceive them, haha.

So, just share your experiences and insights occasionally, and be happy with what comes your way!

Summarize

1. Instead of looking for products with "strong demand and weak competition", it is better to "personalize" the products and form your own unique products;

2. Even bigwigs like Dong Mingzhu, Lei Jun, and Jack Ma have transferred their personalities to the company's products instead of continuing to do brand marketing. You can see how powerful this effect is!

3. Directly linking personality and product can indeed have many benefits, and it is more effective than brand promotion and the cost is much lower!

4. Use my "personalized product" model to form a framework, and then you can form a content prototype based on this framework, and then you can tell the story of your product from many angles. At this time, the product you sell is no longer just the product itself, but gives the product a personalized and unique value. At this time, customers can't compare prices, and you can also avoid homogeneous competition.