如何让人们购买你的产品

It’s one thing to create a great product, but it’s another to figure out how to get people to buy your product.

创造一个伟大的产品是一回事，但如何让人们购买你的产品是另一回事。

The key to that is to create something valuable and communicate that value to potential buyers.

这方面的关键是创造有价值的东西，并将这种价值传达给潜在买家。

To do that, there are five concepts to master:

要做到这一点，有五个概念需要掌握。

1. The root of product value is transformation.

1.产品价值的根基是转化。

Create products that help people get from where they are to where they want to go.

创造产品，帮助人们从他们所在的地方到达他们想去的地方。

2. Product perception establishes value.

2.产品认知确立了价值。

The story around your product determines its value as much as the product itself.

围绕你的产品的故事和产品本身一样决定了它的价值。

3. Product price establishes value.

3.产品价格确定了价值。

The more expensive your product is, the more likely people will assume it’s valuable.

你的产品越贵，人们就越可能认为它是有价值的。

4. Product payment timing influences buying.

4.产品付款时间影响购买。

People feel more pain if they pay after consuming a product than before and if the transaction is more visible.

如果人们在消费产品后比在消费前付款，而且交易更明显，人们会感到更多的痛苦。

5. Product gains vs. losses influence buying.

5.产品收益与损失影响购买。

The most successful products are ones that deliver maximum improvements with minimal behavior change.

最成功的产品是那些以最小的行为改变带来最大的改善。

Now here’s a deeper dive into how to use these concepts to sell products…

现在我们来深入了解一下如何利用这些概念来销售产品...

How To Write A Value Proposition

Value is transformation.

价值就是转化。

A person at Point A wants to get to Point B, and your product gets them there.

在A点的人想去B点，而你的产品能让他们到达那里。

If your product takes people where they want to go — if it transforms them — then it’s valuable.

如果你的产品将人们带到他们想去的地方--如果它能改变他们--那么它就是有价值的。

To express your value proposition, consider these questions:

为了表达你的价值主张，考虑这些问题。

1. Where is your target audience right now? (Point A)

1.你的目标受众现在在哪里？(A点)

2. Where do they want to go? (Point B)

2.他们想去哪里？(B点)

3. How will your product help them get there? (The Bridge)

3.你的产品将如何帮助他们达到目的？(The Bridge)

For example, let’s say you’re a guitar teacher.

例如，假设你是一名吉他教师。

Your target audience doesn’t know how to play guitar (Point A...