1. The pain point is fear.

Example: When I met my parents-in-law, I was disgusted by the dandruff on her shoulder and moved by the advertisement of Head & Shoulders.

2. The coolness is instant satisfaction.

For example, if you are hungry, use the app to order takeout and you will be home soon. I'll be satisfied soon. Cool.

3. Itching is to satisfy the virtual self.

For example, the network celebrity economy sells consumers' demand for virtual self.

Experience notes

Teacher Liang Ning mentioned in the article that no matter making products, touching products or touching a person, we should start from a point.

My understanding is, from a small scene, a small function, a small demand, to understand users, to satisfy users, to help users solve problems.

1. Pain point: Help consumers resist and solve their fears.

What is the pain point? The pain point is a kind of fear. There are fear, anxiety, certainty, fear and anxiety about future bad events.

Miss Liang Ning cited several examples in her article.

Netizen Liu Zi said: I can't wait to uninstall the phone's calling function when I meet a certain number. When you encounter a minor illness of headache and brain fever, running to the hospital can toss people to death, but you dare not take medicine indiscriminately. At this time, there was an App that solved my problem very well.

A netizen named Shu Dachang said: The advertisement of Head & Shoulders touched me very much. The first time I visited my parents-in-law, my shoulders were covered with dandruff, which made the old man look disgusted. There are white spots on the clothes during the interview, which makes the interviewer frown ... these are very painful things.

After reading these words several times, I slowly understood what these users were expressing.

It's fear, it's fear, it's worry. There is an imagination in it.

Let me give another example according to my own understanding. Why do medical beauty products sell so well? Because there is a fear, life is precious and youth is fleeting.

Why is the off-campus education and training industry developing so rapidly that parents are so willing to spend money to enroll their children in various remedial classes? Behind it is fear. The fear class has solidified. I'm worried about my No Country for Old Men. I am afraid that my children will be ordinary or even backward in the future. I'm afraid I can't face my ordinary retirement and my children's ordinary social status.

2. Cool point: find a product entry point that can immediately satisfy users.

The coolness is instant satisfaction. Do you want it? Ok, I'll give it to you right away. You'll feel good in a minute. The cool point is that the speed of satisfaction is fast and the degree of satisfaction is deep enough.

You are hungry, ordered takeout, and arrived in less than 30 minutes.

You want to take a taxi, use the mobile app to call a taxi, and the bus will come in less than 10 minutes.

You buy life users, mobile phones, household appliances, place an order with the shopping app, place an order tonight, and it will arrive at noon tomorrow, and the courier will deliver it to your home. This is so cool.

Do you want it? There will be one soon.

Teacher Liang Ning also put forward a very interesting point. Generally speaking, product managers, if you see the unhappy state of users, but you don't find a way to satisfy users immediately, then you still haven't found the breakthrough point of this product.

Why? Because for many users, even for most people, self-realization is actually a long and painful road, and human nature is lazy.

We see a person showing diligence, regularity and self-discipline. In fact, this is a series of fears, collective personality and subconscious oppression. Therefore, if there is no fear of mad dog chasing, no satisfaction of continuing to feed, and only relying on an App to help women realize themselves, it can be said that this is an anodyne product.

Self-realization is a long and painful road. Behind self-discipline is fear and collective personality.

If the product is to be successful, it needs to give users immediate satisfaction, feed users and meet their needs immediately.

That is to say, to make products, on the one hand, we should grasp the fears of users, help users solve their fears, and at least alleviate some problems of fear in reality. I think it can relieve the stress hormone secretion of users.

On the other hand, we should not only provide users with satisfaction, but also quickly satisfy users and make them feel cool. I think it can stimulate the dopamine secretion of users in time.

I want to talk about the other side of the problem I see. Due to the rapid development of economy and the intensification of industry competition, all businesses are trying to please consumers.

You can deliver the goods within 30 minutes and I can deliver the goods within 25 minutes. This is good for improving the consumer experience.

However, the competition among businesses constantly raises consumers' internal psychological expectations, and consumers are becoming more and more critical and impatient, which is not necessarily a good thing for both businesses and consumers.

The cost of satisfying consumers is rising, and consumers themselves are unlikely to be satisfied. How to find a balance between commercial interests and humanity, rationality and peace of mind may be one of the major challenges for future product managers and even business models.

3. Itchy point: what is satisfied is human virtual self, imaginary ideal self and ideal lifestyle. Realization of virtual self. For example, a star has the same product.

For example, after the TV series "You from the Stars" was broadcast, people in various post bars discussed many topics about clothes, cosmetics, facial expressions, attitudes and so on.

As well as the marketing model of online celebrity e-commerce, the clothing marketing process of Taobao No.1 online celebrity Sydney shows us how online celebrities create a lifestyle and influence fans' purchases.

Behind these phenomena and user behavior is people's expectation of ideal self, or virtual self-realization, which is a process of realizing ideal self.

For the audience who discussed the dressing of the hero and heroine in You from the Stars, they saw some thoughts and imagination in the hero and heroine.

For Taobao users who bought clothes from network celebrity Sydney, what they bought may be an ideal lifestyle.

At the end of the course, Liang Ning concluded that pain points, coolness points and itching points are all better. This depends on which point the product manager feels the deepest and most accurate about the user.

My thinking is to return to the thinking of product managers. The starting point of products is not only to meet the functional needs of users, but also to meet emotional needs.

Any C-end consumer and life service product needs to consider meeting the emotional needs of users.

The tool products, operation products and enterprise-level service products at the B-end also need to consider emotional factors in the process of meeting functional requirements.

Because people are emotional, even if they are unconscious, collective personality, fear and other factors, people will temporarily hide their emotional needs. In the process of using products and realizing business models, people's emotional factors will play a role, but this role will sometimes be submerged in the user's behavior, in the user's social role and in the collective personality of a group of people.

There are always some moments, even many moments, when the user's emotional driving force will appear, which is a part of the user's needs and a business opportunity for the product.