The main reason why I can't write it is probably not my ability, but because I don't know who the publicity target is. If you can focus on these specific groups accurately and sort out their psychological portraits and needs, then the problem of how to write a copy will be solved, because the king of business is ultimately the market, which is the object of your service. If you don't even understand this relationship, then other routines and business activities on it may be omnipotent. Therefore, it is very important to understand the positioning methods of various business models first.

Market research methods of early product positioning

What problems can be solved: various strategic positioning problems, effective market problems, user demand problems, effective product development and implementation problems, budget problems, marketing problems, profitability problems, sustainable development problems, the efficiency of the company's integrated resource allocation problems and so on.

1。 Find some people in related industries to do market research, and also find relevant product users to understand their views on products. Because these two types of people have different entry points and experiences, they may answer questions from different angles. The former may be a professional perspective, while the latter pays more attention to self-experience.

2。 Study the products of current competitors, such as price, technical analysis, internal structure, who their users are, product characteristics and so on.

3。 Questionnaire survey: you can learn more about users' thoughts, ask questions about a certain problem, and obtain more user data through online tools on a large scale.

4。 Analyze the cost of producing products: If the cost is too high and there is no profit, then this business model will not develop well. The cost of offline stores may be rent, debt interest, too long lease period, poor personnel, inventory and lots, and no traffic. Online costs, such as software industry, are mainly development costs, programmer fees, advertising fees, rents, and unpredictable risks brought about by long development time.

Note: Many users are usually unwilling to answer their true thoughts for some reasons, such as shyness, feeling that they are being observed, involving privacy, being politically incorrect, and even not knowing why, statistical analysis defects and so on. What businesses need to do is to read more psychological books on market research.

Perceive pain points: Many people say that developing products needs to understand the pain points of users, that is, users' complaints, but where can these complaints be found? My personal suggestion is to look at more websites related to consumer rights and interests, and the regulatory authorities should study the details of consumer complaints, so as to find opportunities and business opportunities for improving products.

5。 Finally, I strongly recommend this book.

If you only read a marketing book, positioning is the first choice. This book puts forward what is called "the concept that has the greatest influence on American marketing in history"-positioning, which has changed the old marketing understanding of "meeting demand" and created a marketing method of "winning competition".

In 2009, Fortune ranked first in the "Best Business Classics in History 100".

This book expounds the emergence of the concept of "positioning", analyzes the reasons why "meeting demand" can't win customers, and gives the way how positioning can enter customers' minds to win choices.

In today's increasingly fierce competition, it reveals the essence of modern enterprise management (competing for customers) and clarifies the key to success (winning psychological warfare). It is a must-read for business people.

100 best business classics in American history, and American CEO is most afraid of being read by competitors, which is the biggest concept in American marketing history. This book is trout's famous work, which deeply expounds the positioning theory and operation method, and is accompanied by rich practical case analysis to guide entrepreneurs to successfully position their enterprises and achieve commercial success.