如何找到(dao)用(yong)戶的(de)痛(tong)(tong)點(dian)(dian)(dian)和(he)需求(qiu)，內容解釋了痛(tong)(tong)點(dian)(dian)(dian)、爽(shuang)點(dian)(dian)(dian)和(he)癢點(dian)(dian)(dian)的(de)概念(nian)。痛(tong)(tong)點(dian)(dian)(dian)是想做(zuo)某事(shi)但有(you)障礙，如想吃蛋糕但怕胖(pang)。爽(shuang)點(dian)(dian)(dian)是滿足某種愉悅感受，如熱天喝雪碧或啤酒的(de)清爽(shuang)感。癢點(dian)(dian)(dian)是對成為更(geng)好自己的(de)期望(wang)，如整(zheng)形醫院宣傳讓人變(bian)美的(de)照片，化妝(zhuang)品賣的(de)是未來和(he)想象(xiang)中的(de)自己。
找到用(yong)戶痛(tong)點(dian)的(de)(de)方法是(shi)鎖定 “怕”字，寫下用(yong)戶的(de)(de)怕，找到憂慮點(dian)并切入，就能(neng)讓用(yong)戶對產(chan)品(pin)產(chan)生購買欲望(wang)。在(zai)營銷(xiao)時，先(xian)打(da)用(yong)戶痛(tong)點(dian)，再打(da)爽點(dian)，最后打(da)癢(yang)點(dian)。搭(da)產(chan)品(pin)結構時，引流品(pin)做(zuo)痛(tong)點(dian)，復(fu)購品(pin)做(zuo)爽點(dian)，利潤(run)品(pin)做(zuo)癢(yang)點(dian)。
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