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林文傑
你銷售的是什麼?而消費者購買的又是什麼?
你銷售的是什麼?而消費者購買的又是什麼?
你銷售的是什麼?而消費者購買的又是什麼?
By
林文傑
・
Taipei, Taiwan
Connect
假設你是一個西裝的專業製造商,你賣的產品是什麼? 你賣的只是西裝本身嗎? 不是,你賣的不只是西裝,你賣的是附加在這件西裝上的專業感、權威感、時尚感。 而消費者是因為你有賣西裝就跟你買西裝嗎? 不是,消費者是透過你的西裝去想像自己穿上你的西裝後,展現出專業權威的感受,藉此完成一個約會、一場面試、一筆交易,從而展開一段美好的人生旅程。 你的西裝只是一種媒介,是讓消費者能透過你的西裝,完成他想要完成的任務。 所以消費者的買點,也就是消費者心中要完成的任務,你必須透過行銷工具來使消費者先相信你的西裝能達成你所承諾給予消費者的專業權威感受,而這個虛構的感受也就是我所說的虛構的故事,這個故事的關鍵在於讓消費者透過你的產品解決他的問題。 你賣的不是產品本身,你賣的是能讓消費者完成任務的解決方案。 你賣的產品是什麼? 說出一個價值主張 以故事描述你的商品如何完成消費者任務 透過行銷工具降低消費者的不確定感受 長時間維持一致 讓消費者信任你 品牌是一個故事,而你的商品是承載情節的工具。
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林文傑
Connect
Published: Feb 18th 2020
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行銷企劃
消費者任務
品牌行銷
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