"For products, pain points mainly refer to unmet and widely expected needs." This is the answer given by the search.

However, Mr. Liang Ning believes that user dissatisfaction is just discomfort, and user discomfort should not be regarded as a pain point.

Why?

For example, the first time I visited my parents-in-law, dandruff covered my shoulders, 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.

Let's take a look at the advertising words of Head & Shoulders:

1, dandruff disappears, and hair is more outstanding.

2, remove dandruff, make you closer.

Therefore, Mr. Liang Ning thinks that the pain point is fear.

When people are satisfied, that state is called pleasure. If people are not satisfied, they will feel uncomfortable and start seeking. If this person can get immediate satisfaction in the search, this feeling is cool.

So this explains why the game of eating chicken has been so popular since the beginning of the year.

If you succeed in eating chicken, you will satisfy your sense of accomplishment just like "the best in the world", and of course you will be happy. If you fall into a box, of course you will be unhappy. What should you do? From the opening battle, of course. And if you happen to be the one who let others fall into the box, of course it's cool. Go on, don't stop.

For example, if you are hungry, if you place an order with the US delegation, the food will be delivered to your home. You are lost and need navigation. Gord's map has always been there. You can also choose Lin Chi-ling or Degang Guo. You are drunk and drive with Didi.

Some time ago, "Penguin vs Wild Pig Forest" didn't call for traffic dispute, but for Internet companies, traffic is their life. This is a "battlefield" of life and death.

Look at what Tik Tok is pushing. Various online celebrity products emerge one after another. For example, online celebrity milk tea, online celebrity yogurt, online celebrity cookies, and online celebrity shampoo, did they catch the pain point before they became popular?

Obviously not. Online celebrity products rely on itching spots. What is an itchy spot?

What is the itching spot? Teacher Liang Ning said that the itching spot satisfies the virtual self of human beings.

What is a virtual self? Is my ideal self.

For example, we watch idol dramas, chase celebrities' gossip and read online texts.

This is why we like watching mobile phones so much, because there is "another me" in the mobile phone.

This is the realization of a virtual self.

This is the "pain point, refreshing point and itching point" of looking at the product. In fact, we seem to be touching someone. As long as you study a person's "pain points, cool points and itchy points", you can sell products and ideas.