养老机构床位营销，到底靠什么来开启?
Pension agency bed marketing, in the end what to start?
其实，在营销领域有三个点至关重要，那就是痛点、痒点、尖叫点（卖点）。这三个点，只要占据一个，你的产品或者品牌就有可能出人头地。如果你找不准目标客群的痛点、痒点，找不准自己产品的卖点，那么你的产品和品牌在市场上将会面临重重阻隔。今天，我们就来跟大家分享一下养老机构营销的三个点。
In fact, there are three points in the marketing field, that is, pain point, itching point, screaming point (selling point). These three points, as long as you occupy one, your product or brand is likely to come out. If you can't identify the pain and itching points of the target customers and find out the selling points of their products, then your products and brands will be faced with many barriers in the market. Today, we are going to share with you three points in the marketing of the pension institution.
这三个词不仅仅是一切营销的诱因，更是一切商业和一切产品的根本策动点。如果养老机构服务产品的核心价值没有指向任何一个关键词，却要想获得商业上的成功，那么这种想法就很不切实际。
These three words are not only the cause of all marketing, but also the fundamental driving point of all business and all products. If the core value of the service product of the pension institution does not point to any key word, but it wants to succeed in business, this idea is very impractical.
v 什么是痛点？
V what is the pain point?
顾名思义，痛点就是用户在正常的生活当中所碰到的问题、纠结和抱怨，如果这个事情不解决，他就会浑身不自在，他会很痛苦。因此，他需要找到一种解决方案来急切化解这个问题，解开这个纠结，抚平这个抱怨，以达成他正常的生活状态。
As the name suggests, pain points are the problems, entanglements and complaints that users encounter in their normal life. If this matter is not solved, he will feel uncomfortable. He will be very miserable. Therefore, he needs to find a solution to solve this problem urgently, untie this entanglement and smooth this complaint so as to achieve his normal life.
如：一个中产家庭，夫妻俩正值事业发展期，下有孩子上学，上有高堂常年卧床不起，夫妻俩既要拼事业，又要照顾老小。请保姆不专业，照顾不了老人，老人难受，子女纠结。这个时候要是有家条件好、口碑好的养老院，提出亲生儿女般的照顾，即能解决老人的苦恼，又能解决子女的纠结，那么这就是解决了客户的痛点。
Such as: a middle-class family, the couple in the cause of development, there are children in school, there are parents perennial couple should be completely bedridden, fight career, but also to take care of the whole family. The nanny is not professional, can not take care of the old man, the old man is suffering, the children are entangled. At this time, if there is a good family with good reputation and good word-of-mouth, it will solve the pain of the elderly, and solve the problem of children's entanglement by offering the care of their own children. This is the solution to the pain of the customers.
再如：脑白金为什么能成功?脑白金之所以能成功，其商业基因就是为了解决广大人民送礼的纠结，一个消费者去超市买礼品，想来想去，不知道选什么好，实在是纠结，而纠结本身就是显见的痛点!脑白金，发现这个普通存在的纠结，从竞争白热的营养品当中跃然跳出，成为了用户心智当中礼品的第一甚至唯一的选择。
Another example: Melatonin why can succeed? Melatonin is able to succeed, its business is to solve people's genes a tangle, a consumer to go to the supermarket to buy gifts, after much deliberation, I do not know what to choose, it is tangled, tangled itself is obvious pain point! Melatonin, found the common struggle, from the competition intense nutrition among users become vividly out of mind gifts first or even the only choice.
所以，总结一句话，消费者在生活当中所担心的，纠结的，不方便的，身心健康的问题，就叫痛点。我们要做的，就是发现某个问题，然后解决某个问题，最后堂而皇之、义正词严、毫不客气的提出来，告诉消费者：我能帮你解决这个问题，如果你有这个问题，就选择我!
Therefore, to sum up a word, consumers in the life of worry, tangled, inconvenient, physical and mental health problems, called pain point. We have to do, is to find a problem, and then solve a problem, finally, the righteous, stately unceremoniously out to tell consumers: can I help you solve the problem, if you have this problem, I choose!
v 什么叫痒点？
V what is an itching point?
痛点是消费者必须要解决的问题，而痒点不一定非得一定需要，痒点是促使消费者心中的“想要”，让他一看到一听说你这样的产品，心里就痒痒的，就特别有兴趣，特别向往。痒点就是不需要很高的成本，只需要投入一点点资金，一点耐心或者爱心，就可以满足的消费者需求，同时让消费者感觉很舒服、很愉悦。所以说，痛点对应的就是解决消费者的问题;而痒点就是满足消费者的欲望!
The pain point is a problem that consumers must solve, and the itch point is not necessarily necessary. The itch point is to urge the consumer's heart to "want", so that when he sees a product like you, he will feel itchy, and he will be especially interested in it. The itch point is that it does not require high cost, it only needs a little money, a little patience or love, which can meet the needs of consumers, and at the same time, it makes consumers feel very comfortable and pleasant. So, the pain point is to solve the problem of consumers, and the itch point is to satisfy the consumer's desire!
如：住养老院，通常情况下，老人选择住养老院是为什么?就是为了解决养老服务的问题，为了有一个生活照料、安老享老的场所。
For example, living in a nursing home, usually, why do elderly people choose to live in a nursing home? Why? It is to solve the problem of pension services, in order to have a place to live and care for the elderly.
看到你养老院干净整洁，每天气氛融洽，充满阳光活力，更重要的是，每天都有医生护士上门巡房，有任何疾病都能第一时间获得救治，谁不心生向往，谁不心里痒痒地，想要啊，渴望啊!
I see that your nursing home is clean and tidy, with a harmonious atmosphere every day, and full of sunshine and vitality. What's more, every day, there are doctors and nurses visiting the house. Any disease can get treatment at the first time. Who doesn't want to yearn for it, who doesn't want to itch and itch?
因此，给人一种在情感和心理上更好的满足感，就叫痒点。
Therefore, give people a feeling of emotional and psychological satisfaction, called itching point.
v 什么是尖叫点？
V what is the screaming point?
就是超出客户的心理预期，让客户喜出望外，达到惊喜效果的一种服务需求。
It is a service demand that exceeds the customer's psychological expectation and makes the customer overjoyed to achieve the surprise effect.
尖叫点有三个特点：第一，不是必须被满足的需求；第二，超于客户预期，突然提供给消费者，让消费者喜出望外；第三，让消费者“尖叫”，尖叫可以理解为消费者通过各种方式四处传播等类似行为。这种口碑传播，对我们有巨大的好处，可以带来新的客户。
Screaming point has three characteristics: first, must not be taken to meet the demand; second, exceeding customers' expectations, suddenly available to consumers, so that consumers third, let consumers overjoyed; scream, scream can be understood as consumers through a variety of ways to spread like behavior etc.. The spread of this word of mouth has great benefits to us and can bring new customers.
如：很多养老院是没法给长期卧床的老人洗澡的，因为给这类老人洗澡风险就很大，而且很耗时耗力，多数是擦洗。实际上，老人是非常喜欢洗澡的，如果你的养老院能够提出，在秋冬季每个月会给常年卧床的老人洗一次澡老人会非常开心，子女要是知道了肯定会非常感动，要知道，有些老人自从卧床了，就再没洗过澡。
For example, many nursing homes are unable to bake long term bedridden elderly people, because the risk of bathing for such elderly people is very large, and it is time consuming and energy consuming. Most of them are scrubbing. In fact, the old man is very love bath, if you care to put forward, in the autumn and winter every month to the perennial bedridden old bath once a man will be very happy, if you know the children will be very touched, you know, since some of the elderly in bed. I haven't had a bath.
这样的服务，是不是超出了客户的预期?是不是很令人惊喜？
Does this service exceed the expectations of the customer? Is it very surprising?
以上三点，就是我对痛点，痒点，卖点的简单诠释，这三点也是任何一个商业形式的根本立足点，是一切营销活动的诱因，是一切成功产品的商业基因，缺少任何一点，就很难成功。
The above three points are my simple interpretation of pain spots, itching points and selling points. These three points are also the fundamental foothold of any business form, the inducement of all marketing activities, the commercial gene of all successful products, and it is difficult to succeed without any points.
v 如何寻找客户三点？
How does V find three customers?
1、要熟知自己的产品和服务。
1, be familiar with your products and services.
有很多人不懂自己的服务产品，你的服务特色是什么？通过你的服务可以让老人和子女获得哪些便利或价值？你的服务细节中有哪些是最能打动目标客户的、要真正懂得养老服务每一个细节特点，而不是仅仅说“我的服务是最好的”、“我的服务是独一无二的”等等根本没有明
There are a lot of people who don't understand their service products. What's your service feature? What convenience or value can the elderly and children get through your service? What are the details of your service, which are the most able to impress the target customers, to really understand every detail of the pension service, rather than just saying "my service is the best" and "my service is unique".