The heroine Liang Ning interpreted these three words in early 2018 as:

① Pain point, the fear of hitting people.

②It’s cool, whatever the user’s needs are, they can be satisfied immediately.

③ The itch is to satisfy the user’s imagined self.

After so many years of sales experience, I have a similar trick. "Take away the customer's fears, solve his worries, and help him imagine the future."

Our bodies can only live in the moment, but the brain is often far away from the moment, either regretting the past or worrying about the future. Fear, but there is always a glimmer of hope for the future.

It can be seen that no matter who you are, this life will be accompanied by various problems. Making money is actually a process of helping others solve their problems in these aspects.

Fear of the future.

Hope for the future.

The immediate need for the here and now.

Regrets about not fulfilling your wishes in the past.

These three items are all important, but we still have strong and weak differences in our hearts.

Because needs often appear along with emotions.

And emotions can often defeat rational thinking.

To seriously understand Pain Shuang Itchi, you need to deeply understand the role of emotions in the scene on users.

For example: Many people are afraid of getting sick, and the fear of getting sick stems from death. A straight-forward introduction to any words about illness and death is difficult to trigger positive thinking and difficult to solve user problems, but combined with the hospital bed, pale skin, trembling hands, and the light of serious hope, we will clearly feel that there is something Emotions are flowing.

Scene→Problem→Emotion→Method {Pain point, pleasure point, itching point}

It takes energy to make expressions. If there is no reason, there is usually no expression.