策劃必修之idea是一切起源經(jīng)典教材營銷策劃-文庫吧
2025-04-11 16:22 本頁面
【正文】 Z Z Z z * Critically Interested 非常有興趣 * Hostile 敵意 * Sophisticated 老練的 * Apathetic 冷漠 Ogilvy amp。 Mather 22 Ref:TN/SELLING/WEL2/rc What frame of mind? * Enthusiastic 熱心的 Z Z Z z * Critically Interested 非常有興趣 * Hostile 敵意 * Sophisticated 老練的 * Apathetic 冷漠 Ogilvy amp。 Mather 23 Ref:TN/SELLING/WEL2/rc Apathetics 冷漠型 WHY?為何 ? ? Poisoned by previous presentations 被以前的經(jīng)驗(yàn)毒害了 ! ? Saturated on the subject 對這個(gè)話題已聽得不想再聽 ? Poor physical environment 身體狀況很差 Psychologically dead to your idea. 心理上不接受你的想法 Z Z Z z Ogilvy amp。 Mather 24 Ref:TN/SELLING/WEL2/rc What you have to do 你得怎麼做 ? 引起興趣 ,保持他們的熱情 . ? 打動(dòng)他們的心 . ? 快點(diǎn)進(jìn)入正題 ? 把過程戲劇化 ,視覺化 ? 讓他們要采取的行動(dòng)容易些 Z Z Z z Ogilvy amp。 Mather 25 Ref:TN/SELLING/WEL2/rc Sophisticates 老練型 WHY?為何 ? ? Seen it before 以前看過 ? Nonexpert to expert 非專家做專家提案 ? Subordinate to superior 下對上 ? Peer to peer 平輩間 Know it all already (and more) 這些早就知道了 Ogilvy amp。 Mather 26 Ref:TN/SELLING/WEL2/rc What you have to do 你得怎麼做 ? 讓他們用全新的角度看待你 ,及你的 idea. ? 讓他們了解你的專業(yè)程度 . ? 盡量做到最好 ? 如您知道的 ? 引用權(quán)威的話 Ogilvy amp。 Mather 27 Ref:TN/SELLING/WEL2/rc Hostiles 敵意型 WHY? 為何 ? ? 覺得被威脅 ? 對你評價(jià)不高或?qū)δ愕?出身 有質(zhì)疑 ? 懷疑你的動(dòng)機(jī) ? 文化的阻隔 Opposes either you or your idea 反對你或你的 idea Ogilvy amp。 Mather 28 Ref:TN/SELLING/WEL2/rc What you have to do 你得怎麼辦 ? ? 找出他們對你有敵意的原因 ? 顯示你了解他們的處境 ? 建立共通的關(guān)注焦點(diǎn) ? 舉例 ? 保持冷靜 你一動(dòng)思他們就會殺了你 ? 不要期望事情太快有變化 Ogilvy amp。 Mather 29 Ref:TN/SELLING/WEL2/rc Critically interesteds WHY? 為何 ? ? 專業(yè)對專業(yè) ? 理性導(dǎo)向 ? 期望你證明你的說法 Willing to accept ideas based on fact and sound reasoning 愿意接受基於事實(shí)和理性辯證下的好 idea Ogilvy amp。 Mather 30 Ref:TN/SELLING/WEL2/rc What you have to do 你得怎麼辦 ? Show benefits 呈現(xiàn)利益點(diǎn) ? Cover all options objectively 中立 ? Present factually amp。 non emotionally 事實(shí)而非情感 Ogilvy amp。 Mather 31 Ref:TN/SELLING/WEL2/rc Enthusiasts 熱情派 WHY? 為何 ? ? Already sold and motivated Idea已被接受 ? Accept you and your message 你說的都算 Have faith already 已有信心 Ogilvy amp。 Mather 32 Ref:TN/SELLING/WEL2/rc What you have to do 你得怎麼做 ? Reinforce their beliefs 增強(qiáng)信心 ? Go light on pure information and proofs 淡淡的賣 ,呈現(xiàn)證據(jù) ? Go heavy on colour and emotion 色彩和情感 Ogilvy amp。 Mather 33 Ref:TN/SELLING/WEL2/rc Exercise: Paperclip Ogilvy amp。 Mather 34 Ref:TN/SELLING/WEL2/rc ONE CORE IDEA OUR MAIN MESSAGE Many different possible elements data, background, experiences ideas, structures, insights supports, etc. Ogilvy amp。 Mather 35 Ref:TN/SELLING/WEL2/rc THE CORE IDEA Support ideas that can expand or defend the Core Idea in ever greater detail Ogilvy amp。 Mather 36 Ref:TN/SELLING/WEL2/rc REPORT / INFORM FORMAT ? Subject ? Background ? Information index (what I39。m going to tell you) ? Information ? Recap / Summarise (what I39。ve told you) ? Meaning / action what I want you to do or understand as a result Ogilvy amp。 Mather 37 Ref:TN/SELLING/WEL2/rc Report / Inform Example Subject Understanding Consumers in Asia Pacific Background New Young Adult study pilot in Singapore, Hong Kong amp。 Kuala Lumpur Information Index Emergence of a much greater degree of tension since last study Information Independence Engagement Individualism Communa
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