Xiaomi has two requirements in product copywriting planning and graphic expression: first, it must be direct, that is, speak plain language so that users can understand it at first glance; second, it must be to the point, perceptible, and impress users.

"Excellent" is almost the most common advertising slogan, but within Xiaomi, this is the most criticized term.

What Xiaomi does is word-of-mouth recommendation. When defining the selling point of a product, you only need to consider one scenario, which is: How would you recommend it to a friend?

You definitely wouldn't say "Xiaomi phones are outstanding", right? The unanimously negative answer is: too virtual!

Many companies often fall into these two pits in design: The first pit is to play false.

Maybe you think it’s good to use it on products, and it’s good to use it on others. It’s trendy and dazzling, and it shows the elegance of the brand. To put it simply, it “needs a picture”!

I think it's good to use anywhere, but I just don't care.

The second pitfall is to use gimmicks as selling points and fail to clearly explain the essence of the product and what customers need most, and just indulge in self-admiration!

Let’s analyze the thinking process of making Xiaomi posters: Case 1: Xiaomi mobile phone is fast. The core selling point of Xiaomi Mi 2 is that it doubles the performance and is the world’s first quad-core phone!

Therefore, after the release of Xiaomi Mi 2, the frame advertising posters must tend to highlight high-performance features, with "fast" being the core keyword.

There were more than a dozen copywriting proposals at that time, such as "Only fast but not broken", "Performance monster", etc., but in the end I settled on "Xiaomi mobile phone is fast".

Analysis: Mainly because it is direct enough and plain enough!

The information output of advertising needs to be encoded, and it needs to be decoded before reaching the consumer, and there will be interference and loss in the process. Therefore, the most effective thing is to have simple encoding, direct decoding, and the highest fidelity.

Case 2: It is difficult to market Xiaomi piston earphones because earphones are very professional things, such as sound quality. The sound quality itself cannot be accurately described with pictures and text. Xiaomi has gone through the marketing cases of almost all earphones on the market and found that they are all

To put it very mysteriously, it is generally said that "high frequencies are prominent, mid-range frequencies are solid, and low frequencies are deep".

It is Xiaomi's first time to make headphones. If you talk about these things again, firstly, you will not be able to break out of the original routine. Secondly, if you are not qualified, others will be afraid that you will not be able to do it, and they will also be afraid that you will not be able to explain it well.

The original product planning was all about "Smart", "Lingyue" and the like, which was a bit shabby and had no sense of recognition at all.

Xiaomi needed something more direct, so it found a way out from the shape of the sound chamber and the appearance of the sound unit. It looks like a piston, so it was named "Xiaomi Piston Headphones" after this. The piston also feels dynamic.

Product points are divided into selling points and gimmicks. Selling points are ones that users are willing to pay for, while gimmicks are ones that attract users but will not pay for them.

Selling point definitions are divided into two categories: primary selling points and secondary selling points.

There is only one first-level selling point so that users can remember it. If you say three or four, it means you haven’t mentioned it at all.

The second level is an auxiliary description of the first level, usually two to three.