用你的缺点做策划.doc

用你的缺点做策划我一直喜欢一句话：把缺点当特点，把特点当卖点。有的时候，你不要掩盖你的缺点，也不要因为缺点而自卑。缺点是可以经过转化的。这里我想到一个营销大师。广告界的朋友对于伯恩巴克一定不会陌生。他是国际广告界公认的一流广告大师。他曾经让甲壳虫在美国从滞销迅速登上进口车第一的宝座。关键之一就是把缺点当特点，把特点当卖点。当时，甲壳虫刚刚进入美国市场，与美国一贯流行既大又长流线型的豪华轿车显然不符。尽管甲壳虫在欧洲畅销，但是它确实短小，看上去像个怪胎，与美国人的观念和消费潮流格格不入。可以说，小是甲壳虫致命的弱点。但缺点之中仍然可以挖掘出独特的优点：价格便宜，马力小，油耗低，简单实用性能可靠。于是，伯恩巴克索性直接用缺点这个主题面对公众。他打出广告：“想想小的好处。停车容易，保险费用低，维修成本低”结果，这则广告激发很多美国公众的共鸣，甲壳虫也因此长盛不衰。后来，伯恩巴克在为艾维斯公司做策划的时候，也采用这种思路。当时，在出租车行业，赫兹一直位居榜首，艾维斯为了争夺老大不时与赫兹激烈厮杀。无奈实力相差太大，艾维斯屡战屡败，连年亏损。针对这种情况，伯恩巴克说服艾维斯公司放弃第一的角逐。起初，公司还不同意，毕竟，第一相对于第二名有无法比拟的优势。最明显的是具有相当高的感召力，凭借第一的定位无需花费太大努力就能够争取到不少顾客。后来，艾维斯还是被伯恩巴克说服，他们采用了把缺点当特点，把特点当卖点这个思路。直接告诉公众我们是第二。他们的广告标题是：艾维斯在出租车行业只是第二位，那为何要与我们同行？AvisisonlyNo.2inrentacars.Sowhygowithus?广告正文：我们更努力，我们不会提供油箱不满、雨刷不好或没有清洗过的车子，我们要力求最好。我们会为您提供一部新车和一个愉快的微笑-与我们同行。我们不会让您久等。当时，在营销广告传播领域，这算是非常另类的广告。因为不争第一也要争口气，没有人会公开承认自己不如人。伯克巴克大胆的举措不仅是一个创意，更是对人性的充分把握和理解。最简单的消费者逻辑：去艾维斯不用排长队，服务态度好，因为人家更努力。果然，广告播出之后，立即引起了消费者的广泛关注和同情，产生了相当强烈的效果。艾维斯奇迹般的扭亏为盈。所以，“把你的缺点当特点，用特点做卖点”，其中一个关键是你要告诉消费者你产品的利益或好处，让他们认可你的卖点，转变成他们的买点。这就要求你首先洞察消费者的真实需求，洞察人性。毕竟，人性是关键中的关键。这一点，我们可以从伯恩巴克的名言中深刻体会：“有件事是肯定不变的，创作人员若会洞察人类的本性，以艺术的手法感动人，他便能够成功，没有这些，他一定失败。”基于上述分析，当你存在先天性无法逃避的缺点时，不妨思考，缺点能否提炼出对消费者有益的好处。然后，浓缩成一个卖点，并如实告诉消费者理由。就像，农夫果园当时有一个缺点，有沉淀。这是所有果汁饮料无法逃避的。其它公司则在瓶子包装上用小字提示，饮料中如有沉淀，为果肉，请放心饮用。农夫果园直接拿出来作为宣传口号，“喝前摇一摇”。摇一摇代表什么，三个字：“俺有货”。暗指“我是三种蔬菜水果榨制而成。”这就是，把缺点当特点，把特点当卖点。最终令消费者难忘。结果，后来果粒橙直接把沉淀物放大，让你更感觉“更加有货”。再次证实缺点转化卖点可以成功。所以，作为营销人员，你要体会到，缺点是相对的。是可以由策划产生不同效用的。就好比如果你安排姚明去做矿工，那缺点就是个太高。但是显然在篮球领域，这一缺点就转变无法比拟的优势。难怪叶茂中有一句话：“没有不好的产品，只有不好的策划”。仔细品味，还是非常有道理的。从现在起，请你重新审视你无法改变的缺点，也许它们可以给你带去好运。广告大师箴言录系列伯恩巴克(一）作者:lzxing71 标签：财经2009-09-27 16:48 星期日 晴1.A great ad campaign will make a bad product fail faster. It will get more people to know its bad. 一场伟大的广告战役会让更多的人知道一个坏产品，让它死得更快。 2.Advertising doesnt create a product advantage. It can only convey it. 广告不是创造产品优势，只能传播产品优势。3.Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. 广告基本的功能是劝服。劝服不是科学，是艺术。4.I warn you against believing that advertising is a science. 请不要相信广告是科学。5.If your advertising goes unnoticed, everything else is academic. 如果没人注意你的广告，其他的一切都是扯淡。6.In advertising not to be different is virtually suicidal. 广告不标新立异，无异自杀。7.In communications, familiarity breeds apathy. 就沟通而言，熟悉招致冷漠。8.It is insight into human nature that is the key to the communicators skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen. 洞悉人性是沟通的关键。作家专注于在作品中表达什么，沟通关心的是读者从中能得到什么，因此，学会沟通，就要让自己成为人怎样阅读、收听的学生。9.Nobody counts the number of ads you run; they just remember the impression you make. 没人注意你播放了多少广告，他们只对你的广告留下印象。10.Our job is to bring the dead facts to life. 我们的工作就是让沉闷的事实生动起来。广告大师箴言录系列伯恩巴克（二）作者:lzxing71 2009-09-25 11:26 星期五 晴11.Our job is to sell our clients merchandise. not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message. 我们的工作是促进客户的销售，而不是表现自己。我们的工作中要杜绝忽视客户产品、卖弄自身技巧才智的事情发生，我们的工作就是剔除与客户产品信息不相关的洞悉，让产品信息简单明了。12.Properly practiced creativity can make one ad do the work of ten. 创造性老练圆熟的广告能以一顶十。13.The most powerful element in advertising is the truth. 广告最有生命力的元素是真实。14.There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past. 孤立地看，没有什么像广告这样难于判断好坏。彼时的好广告此时可能就是坏广告。调查研究可能让你陷入过去的泥淖。15.Todays smartest advertising style is tomorrows corn. 今天最好的广告方式是明天的陈芝麻烂谷子。16.Word of mouth is the best medium of all. 口碑是最好的媒介。17.You can say the right thing about a product and nobody will listen. Youve got to say it in such a way that people will feel it in their gut. Because if they dont feel it, nothing will happen.你可以用最恰当的方式阐述产品，但没有人听你的。你也可以用一种引起人本能注意的方式来阐述产品。如果没有人注意它，一切都是空谈。18.Logic and over-analysis can immobilize and sterilize an idea. Its like love - the more you analyze it, the faster it disappears.逻辑推理与分析过度会让创意死板僵化，这很像爱解释得越多，失去得越快。19.Let us prove to the world that good taste, good art, and good writing can be good selling.让我们向世界证明，好品味、好艺术、好文字能带来好销售。 20.All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level.我们这些专业运用大众媒介的人都是社会的形塑者。我们可以让它庸俗、冷漠，也可以让它更上层楼。21.The truth isnt the truth until people believe you, and they cant believe you if they dont know what youre saying, and they cant know what youre saying if they dont listen to you, and they wont listen to you if youre not interesting, and you wont be interesting unless you say things imaginatively, originally, freshly.直到人相信你，真理才成其为真理；直到人明白你所说的内容，他们才会相信你；直到人愿意听你说，他们才会明白你的言下之意；直到你讲得趣味盎然，他们才会听你说；直到你说得充满想象、新鲜生动，你才算是趣味盎然。22.Good advertising builds sales. Great advertising builds factories.好广告促进销售，伟大的广告建造工厂。23.A principle isnt a principle until it costs you something.只有你为之付出代价，原则才称其为原则。24.Rules are what the artist breaks; the memorable never emerged from a formula.规则是让大师来打破的。永垂不朽的东西从来都未诞生于规则之中。广告大师箴言录系列奥格威（一）作者:lzxing71 2009-09-20 12:04 星期日 晴1.A good advertisement is one which sells the product without drawing attention to itself. 好广告销售产品，而不是将注意力引向自身。2.Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera. 广告是有关文字的生意，但广告公司充满着不懂得写作的男女，他们不会写广告，做策划，就好像大都市歌剧院舞台上聋哑人一样无助。3.Advertising is only evil when it advertises evil things. 只有广告邪恶的东西时，广告才是恶魔。4.Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. 忽视研究的广告人就像忽视敌军信号的将军一样危险。5.Advertising reflects the mores of society, but it does not influence them. 广告反映社会的风俗人情，却不能影响它们。6.Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous. 广告能将次品强卖给消费者吗？惨痛经历告诉我：不能。几次这样的经验告诉我，消费者一旦发现我广告的产品次于同类的其他产品，后果就是灾难性的。7.Develop your eccentricities while you are young. That way, when you get old, people wont think youre going gaga. 年轻时你可以离经背道，当你老去时，没有人再会想起你当年的古怪行为。8.Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. 每一个广告都应该想到为品牌形象做出贡献。9.First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it. 首先，为你自己赚取创造性天才的声誉，第二，让你周围环绕着比你强的人。第三，放手让他们去干。10.I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes. 我避开那些广告只是其营销组合微不足道部分的客户，这样的客户只要其他地方需要钱，他就总会想到砍掉广告费用。广告大师箴言录系列奥格威（二）作者:lzxing71 2009-09-18 15:07 星期五 晴11.I did not feel evil when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years. 为波多黎各撰写广告我并没有罪恶感，这些广告将产业投资和游客吸引到了一个400多年来一直在饥饿中挣扎的国度。12.I do not regard advertising as entertainment or an art form, but as a medium of information. 我不认为广告是种娱乐或艺术形式，它是一种信息媒介。13.If youre trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.如果你要劝服人们做点什么，买点什么，你就应该使用他们每天使用的语言，他们运用这些语言思考。14.I have a theory that the best ads come from personal experience. 我有一个理论，最好的广告来自个人亲身的经历。15.If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants. 如果我们雇佣比自己弱的人，公司就会变成矮子。如果我们雇佣比自己强的人，公司就会变成巨人。16.If it doesnt sell, it isnt creative. 没有销售力，就没有创造性。17.If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but dont let it worry you; nobody has ever built a brand by imitating somebody elses advertising. 如果你没有机会发起一场伟大的广告战役，你会马上发现别的广告公司已经偷走这个伟大的创意，这让人恼火，但不要为之难过，没有人可以通过模仿别人的广告而创造一个品牌。18.In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. 在现代商业社会里，做一个原创性的思想家是没有价值的，除非你能把原创性的东西兜售出去。19.It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy. 一个广告人劝说消费者购买某个产品，却不允许他自己的妻子购买，这是极大的欺骗。20.It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye. 我觉得，在一本杂志上刊登了广告，却攻击它的内容，是不礼貌的，这正如邀请人共赴宴席，却朝他的脸上吐痰一样。广告大师箴言录系列奥格威（三）作者:lzxing71 标签：财经2009-09-17 17:59 星期四 晴 21.Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns. 与助产士一样，我谋生的方式就是将新生儿带到这个世界，只不过这个新生儿是项新的广告活动。22.Many manufacturers secretly question whether advertising really sells their product, b