As soon as many people hear about the value of emotions, they think it's very mysterious. But what was the most realistic scene?
——It's you who make the product “look a little better and worth a little more” in the eyes of buyers.
It's not about making big changes and innovating, but in a situation where homogenization is serious, consumers feel that you are of better quality at first sight.

Give me a real case
I have a friend close to me who makes a very ordinary small product with a low customer order. Dozens of sellers all have the same main image. Basically, they are sealed in transparent plastic bags. No matter how you look at it, you think this product didn't have any breakthroughs; it was ruined. However, he managed to break through to the top of the category within 3 months, and the ranking is quite stable.

What the hell did he do?
Many people think that his advertising style is excellent; in fact, he himself said: advertising only follows the rhythm; essentially, the product itself must make people want to click in and buy it.
He performed the following three actions:
① Main picture differentiation: one exquisite package is better than ten ordinary pictures
Everyone else used plastic bags; he directly made a color box with a sense of design. The colors are uniform and the elements are clean, giving people a “gift” or “more professional” feeling. Because the entire product is too homogenized, this difference is infinitely magnified. For the same product, his main image is more eye-catching. The main image CTR directly opens the gap. Naturally, advertising costs are lower, and organic traffic is naturally higher.
② The package adds value, but it's not a blind increase
What is the core of added value?Don't take the price outrageous, but let the buyer think: $2-4 more expensive than others, I can accept it. For example, the average price of his product is 9 US dollars, around 9.99 US dollars, but he sells it for 12 US dollars or 13 US dollars, which is completely reasonable.
But if you say you want a different box, or if you want to be more professional, you want to sell for 25.99, that's definitely not OK. Packaging only provides emotional value; it cannot replace the value of the product itself.
③ Stable product quality is the foundation for the establishment of emotional value
Packaging is always just a plus, provided there are no flaws in the product: the material cannot be cut corners, the size cannot be mislabeled, and the return rate cannot be high. If the basics aren't good enough, it's actually just a waste of time.

Here's a summary:
The first point is that the key to emotional value is: in homogenized competition, it can make your products seem more worthy of being bought.

I highly recommend this method to new sellers because it's simple and effective, and doesn't require you to redevelop the product or differentiate too much. Combining a few numbers can create a new entry point.

What is addition?
The addition here means: if someone else sells a small pack, you sell a larger package.
For example, everyone sells 1 pack or 2 packs, but buyers actually need to stock up. That is, if this product needs to be stocked, then you can directly sell 5 packs of 10 packs of 12. Why is it effective?Because Amazon buyers love the “buy enough at once” feeling, especially low-order products. Many sellers are too lazy to do large quantities in the early stages, so you can get in at a lower competitive cost. You first make multiple packages and then merge them downwards, which is compatibility from a high level to the bottom.

What is subtraction?
Subtraction is the opposite of addition.
For example, everyone sells 50pcs, 100pcs, and 200pcs, but buyers actually want to “try first”. Then you can make 5pcs, 10pcs, or 20pcs, or make smaller products. Instead, this small package can become a “low risk experiment”, and the click rate and conversion rate can be improved more easily. You first cut in at the bottom, stand firm, and then merge upward. This is compatibility from a low level up.

Addition + Subtraction + Emotional Value = Explosive Prototype
If you differentiate the quantity while making the main image look better, the packaging is more high-quality, and the price is 2-4 US dollars higher, which is actually a reasonable premium, and the advantages of your product will be directly superimposed. This is how many explosives come together.

Another essence of product selection is: don't grab the same track with all your peers. You can move on from other uses of the product to one that is easier to break through.

Misplaced competitive ideas ①: the main gift attribute
Let's take an example: a massager. It is very difficult to compete directly with massagers. The competition is high and the competition is strong. So what about that?In fact, have we considered what scenarios a massager can be used in?You can cut into the “gift category”: Mother's Day gifts, Father's Day gifts, birthday gifts, Christmas, lover gifts, and in fact, they are all OK.
On Amazon, the sales potential of gifts is huge. Instead, the level of competition is lower than that of the main category. Many products that were originally highly competitive were replaced by “gift for...” and then the traffic directly changed to a new mindset.

Misplaced competitive thinking ②: exploring the second use of products
Many products have more than one purpose, but most sellers only focus on one use.
Everyone is recommending use A, so wouldn't it be easier if we go to use B?For example, all chopping boards are mainly used in the kitchen, but some people use “camping or outdoor use,” and the cost has hardly changed. As a result, they have become popular in the outdoor category. For example, desktop shelves are probably used in the kitchen or in the office for many things, so we can play “desktop layout for gamers,” and as a result, it changes from the Red Sea to the Blue Ocean. This is a misplaced entry.