When different copywriters introduce the same product, they focus on different methods, which will lead to different conversion effects. Through analysis, it can be seen that the copywriting that can attract consumers to buy products can often accurately express the unique selling points of the product. This kind of copywriting can extract the most critical selling points of the product from the many characteristics of the product, stimulate consumers’ favor for the product, and thus generate purchasing behavior.
The selling point of a product is the most important product information conveyed to consumers. It can convey a certain proposition or promise to consumers, telling consumers what benefits they will get after purchasing the product, and this benefit is acceptable and recognized by consumers. When analyzing the selling points of a product, it should be noted that there should not be too many selling points, 2 to 3 is enough. Because too many selling points may cause consumers to question the quality of the product, which is counterproductive.
(I) Excellent product quality
Product quality is one of the main factors that consumers decide whether to buy a product. Only by ensuring the quality of the product can consumers have more confidence in the product. For example, the description of the product quality in the copywriting of a sweeping robot product expresses its quality through the display of product details.
(II) Significant product efficacy
Different products have different efficacy. When consumers buy products, they actually buy the functions and performance of the products. For example, cars can be used as a means of transportation, refrigerators can keep food fresh, and air conditioners can adjust the indoor temperature. If the efficacy of the product meets the needs of consumers and exceeds their expectations, it will leave them with a good impression of product quality and gain their recognition.
(III) Well-known product brands
Brands can not only guarantee the quality of products, but also bring more added value to consumers, giving them a sense of psychological satisfaction. In particular, famous brand products can arouse consumers’ desire to buy. If your product has a favorable brand image and market share, then when displaying product selling points, you can use the product brand as the main selling point.
(IV) High cost-effectiveness
The cost-effectiveness is the performance-price ratio of the product. The higher the cost-effectiveness of the product, the more consumers tend to buy it. Because this means that consumers can spend less money to buy better products, which is a good selling point from any perspective.
(V) Special benefits of goods
Special benefits refer to certain special properties of goods while meeting the needs of consumers themselves. For example, the progressive multifocal lenses designed for young students by “Good Students” are intended to reduce their visual fatigue and control the rate of myopia development. They are very attractive to parents who value protecting their children’s eyesight.
(VI) Perfect after-sales service
After-sales service refers to the various services provided after the goods are sold. As people’s consumption concepts continue to mature, consumers also regard after-sales service as a prerequisite for judging whether a product is worth buying. Goods with perfect after-sales service are more attractive to consumers and may even directly affect consumers’ purchasing behavior.
In fact, after-sales service is also a means of promotion. Merchants can improve the user experience of goods and the reputation of the company through after-sales service. After merchants have a certain market share, they can promote the sales of goods and increase corporate profits.