? The separation between ideal and reality has two roots: one is that the ideal state has improved, and the other is that the reality state has deteriorated. Both of these changes will create a problem space where the pain points are scattered.
For example, the walls of our house are painted white. One day, when I saw the advertisement refreshed by Nippon, I felt that the multi-color collocation was also quite good (the ideal state was improved). There is also a kind of graffiti on the wall of my house by my son, which I really can't stand (the sense of reality is reduced).
Many marketing actions use pain points to communicate.
The first is to improve people's ideal state.
There is no middleman to earn the difference, which is a typical ideal state.
In the process of buying and selling used cars, consumers are used to it, although they are unwilling to pay, because middlemen have already earned the difference. Until the second-hand car platform was launched, there was nothing to do, which immediately improved the ideal state of consumers. It turns out that this fee cannot be paid. If you pay the difference again, it will inevitably lead to problem space and pain.
The second is: let you know your reality.
What impressed me deeply was that Besunyen used to have an advertisement-"Take a bath for your intestines." That vivid picture makes people linger. The balance between the real state and the ideal state of consumers is often not so important. When it is relatively ok, consumers are extremely inert. This advertisement has changed our cognition and made us fully understand the real state. It turns out that our intestines are so dirty.
There are also some shampoo advertisements. Many consumers don't think it would be like to lose two hairs or have a little dandruff, but many shampoo advertisements use various scenes such as dating and business talks to describe how bad the reality of dandruff is, which completely affects social interaction and thus increases our judgment of dissatisfaction with reality.
Desire is not a pain point
When analyzing the pain points of users, the fatal mistake we often make is to equate desire with pain points. The pain point is caused by the imbalance between the ideal state and the realistic state, while desire is a natural state.
For example, you want to open a fast food restaurant downstairs in a high-end office building to solve the problem of office workers having lunch here. If you analyze this matter, people will be hungry and eat when they are hungry, so you open a fast food restaurant.
Hungry at noon here is not a pain point for users, but a natural state of people.
Why not the pain point? Because his ideal state and realistic state may be very balanced. For example, although people who work here will be hungry, the canteen in this building is particularly good, which completely solves the problem of eating for employees in the building.
The market found at this time is a fake market, or it is not so easy. This kind of pain point analysis is very common in many product planning.
Because of the second child policy, the infant market broke out. Sister Zhang thinks it is an opportunity to open a mother-baby store near her home. This idea is a typical mistake.
Although many treasure mothers need to buy maternal and child products, it does not mean that there must be market space. We need to see if the ideal state and reality of these precious mothers are balanced. The existence of a large number of online and offline maternal and child stores makes Bao Ma very balanced in this respect. So, once you enter such a market in this way, it means very fierce competition. You need to get the customer out of his original balance, and you need to grab the customer abruptly.
If in-depth analysis, what are the imbalances in the purchase of maternal and child products in Ma Bao? Ma Bao is worried about buying the wrong product and hopes to get a more professional introduction. The reality is that the clerks in several nearby stores are not so professional, and there is no better solution online. At this time, you really found the pain point, and the way you enter the market also has differentiated products: the main professional introduction, what the baby uses, I will help you choose!
Desire is just an introduction to pain points. You can't judge that the users you serve have pain points just because you have desire. There are still many analyses from Maslow's demand level, that is, the user's pain level, which is a completely wrong analysis method. Many of our fake demand products are caused by this. Some of our marketing actions have been delayed in opening the market, which is also caused by the lack of deep understanding of desires and pain points.
We must first analyze the imbalance between the ideal state and the actual state of these businesses in the current use process, and then find the functional points that can solve this imbalance in your products. In this way, when you appear in front of business owners again, you are not a salesman, but a person who helps them solve their problems in their eyes.
? The pain point is a point, not a face.
Boss directly hired the main: looking for a job and talking to the boss.
Because the direct employment of boss found that when looking for a job, people need HR to receive resumes, review resumes, communicate by phone, and then invite interviews. This chain is very long, and it takes a long time to find a job. If you can communicate directly, it will greatly improve efficiency.
The pain point of boss's direct employment is to find the pain point of long working chain.
But let's see how many kinds of contradictions exist between people's ideal state and reality state when looking for a job. For example, people expect to get the information of the recruitment unit faster and get the information of the position more truly (such as whether to work overtime or not) ... and finding a boss for direct employment is one of them.
Finding a good job is very troublesome. This is the problem space for finding a job. It is a face, a whole. This is not a pain point. Finding a good workflow is a long process, which is a pain point.
Only by recognizing the pain points, can we find the scene of the pain points, create a good product, and tell the dialogue that touches consumers.
"You can live more comfortably in a big house." This is the "face" of words, without scenes and pain points.
"There is no need to squeeze the toilet in the morning. The house is big and my heart is comfortable." This is the "point" of words, and find the most core pain scene of users, so as to achieve * * *.