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How to understand the pain points of users?

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发表于 2021-10-24 11:02:16 | 显示全部楼层 |阅读模式
How to understand the pain points of users? From the point of view of "the integration of quality and effect", there are two ultimate goals of advertising marketing. The first is to expand the awareness of the brand among users to let users know the product, thus affecting all subsequent purchases by users to increase the success rate.Next, True-E Canada Digital Marketing expert Jenny Mei will tell you more about it.

The second is to let users complete the purchase of the product in the shortest time and turn the product into product sales volume. However, the premise that these two things need to be done is that when marketing advertising conveys the theme, it is necessary to carry out a series of marketing means aimed at the pain points of users.

If even users do not have a clear grasp of the pain points of the brand, even if the brand achieves a huge volume in the whole activity, it is unable to form a good purchase volume and there is no good data transaction. For Party A, it is also a useless advertising act.

How can advertising be closer to the user's pain point? And affect the purchase behavior of users? That is empathy, to use empathy to look at this ad from the user's point of view.

Here, for example, two years ago, there was a film directed by Lou Ye called "A Cloud made of Rain in the Wind", in which there was a role development zone director Tang Yijie.

Those who have seen the film may have forgotten the other roles in the film, but the body movements and eye expressions of the director of the development zone were vividly played by actor Zhang Songwen.

After the film was released, actor Zhang Songwen was recognized by most movie fans and got more opportunities to perform. Later, there was an interview. He was asked why he could play the role of director of the development zone so well.

He replied that in order to grasp the role, he really went to work in the relevant units to integrate into the character's life and the daily tone of their lives.

By the same token, if an advertisement wants to hit according to the user's pain point, you must first understand what the user's pain point is. What are their needs? Can your advertisement help them solve the problems they encounter?

To reach users, you can show the theme of your ad to people with similar needs around you to see if your ad can impress them and influence their purchasing behavior.

Advertising guru Ogilvy once received a user who asked him to write a marketing advertisement for a wine. When he received the demand, he did not write immediately, but went to the wine-producing vineyard to see the process of making wine and the whole process of picking grapes.

In many cases, when you can not fully grasp the pain points of the consumers of the product, think of yourself as the user of the product with the same heart. From the user's point of view, if you encounter this product advertisement, will you place an order for purchase because of this advertisement?

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