激勵(lì)技巧大全66-wenkub
2023-05-29 02:16:21 本頁面
【正文】 help the copywriter.調(diào)查是用來引導(dǎo)文案之發(fā)展iiiiii 而不是事后用來判斷做得好不好。感性的利益點(diǎn)和理性的承諾點(diǎn)一樣都重要。2. Bee a student of advertising .2．成為一個(gè)廣告的學(xué)生。But they are means not ends. The purpose of our business and the reason clients hire us is advertising.但是這些是方法――而不是結(jié)果。就好象是廣告管理中的研究所。You are about to catriculate in the Ogilvy amp?！边@或許是個(gè)太極端的例子。The technique he used in interviewing to find the right people is fascinating. The key question was always:當(dāng)他在甄試適當(dāng)人選時(shí)，所用的晤談技巧是相當(dāng)吸引人的。 你真的想要成功嗎？ Do you sincerely want to succeed?作者：Kenneth Roman. PresidentMy title is taken from the philosophy of the great financier (and fraud), Bernie Corhfeld.我的題目是摘自大財(cái)政家（也是騙子）Bernie Cornfeld 的個(gè)人哲學(xué)。他的主要問題總是問： “Do you sincerely want to be rich?”“你真的想要有錢嗎？”O(jiān)f course, we all want to be rich. The point is, do you sincerely want to be rich. Are you willing to do the work, to know what is required, to have the discipline and make the personal sacrifices to be rich?當(dāng)然，我們每一個(gè)人都想要有錢。Do you sincerely want to succeed?你真的想要成功嗎？David Ogilvy said, “If you are tend your rose garden, I’ll admire you the more, But don’t plain when you don’t get promoted.”David Ogilvy 曾說：“當(dāng)你在悉心照顧你的玫瑰園時(shí)，我會(huì)相當(dāng)?shù)亓w慕你。 Mather account training program. We’ve been running this program for over 18 years, honing improving it each year. By now, it is probably the best training program in the business. A graduate school in advertising administration.現(xiàn)在你們將開始這個(gè)奧美的業(yè)務(wù)訓(xùn)練課程。It’s all here …if you want to take advantage of it.所有的資料都列在這里iiiiii 如果您想好好利用它。我們這行業(yè)的目的及客戶為何選擇我們的理由是廣告。Our first Smith Barney mercial with John Houseman says, “Good investments don’t e up and bite you on the bottom.” Good advertisements don’t either.John Houseman在我們第一支Smith Barney的影片中說，“好的投資不會(huì)自動(dòng)找上門來：。Do you homework be firm in refusing to support copy you find wanting. Demonstrate that you know the different between brilliant creative work…and that which is simply flashy.做你的家庭作業(yè)――當(dāng)你拒絕去支持一篇你覺得不夠好的文案時(shí)，態(tài)度要堅(jiān)定。也就是說應(yīng)多做事前測試iiiiii 愈多的市調(diào)對(duì)文案人員愈有益。努力尋找具長期性的大創(chuàng)意。建立品牌偏好的競爭性策略。Get into the field regularly.(You don’t have to go 3,000 miles away New Jersey and Long Island are important markets, too. )還須定期地深入業(yè)界。6. Learn how to sell 6．學(xué)習(xí)如何銷售Learn how to sell ideas、advertising, other services.學(xué)習(xí)如何銷售――創(chuàng)意、廣告、其他的服務(wù)。將主要視覺畫面放大。Learn how to sell our services. We are evolving into a new form of agency – creating outstanding advertising and mobilizing other services and offices for our clients. You must understand these services, and how they fit.學(xué)習(xí)如何銷售我們的服務(wù)。我們有很多的創(chuàng)意，但我們的挑戰(zhàn)是如何將創(chuàng)意銷售給客戶。并且iiiiii更重要的一點(diǎn)iiiiii我們希望創(chuàng)意部與業(yè)務(wù)部一直維持在一種健康的平衡狀態(tài)。然后準(zhǔn)備毫無防衛(wèi)的。這意味著業(yè)務(wù)經(jīng)理角色的演化，將以往指揮的角色轉(zhuǎn)變?yōu)轭I(lǐng)導(dǎo)的方式。Learn how to handle paper quickly and efficiently. Don’t let pile up on you. 學(xué)習(xí)快速而有效的處理文件，不要讓他們堆積如山。Take control.控制每件事9. Make your boss’ job easier9．減輕你上司的工作負(fù)擔(dān)Search for ways to reduce his or her workload not add to it.尋求方法減輕上司的工作量iiiiii 而不是增加其工作量。10. Learn how to write well10. 學(xué)習(xí)如何寫得更好Writing is not something you are born with. It can and must be learned.書寫能力并非與生俱來的，它可以――而且必須――從學(xué)習(xí)中得來。我判斷一個(gè)人的思路及專業(yè)的基礎(chǔ)在于其書面工作，所以――請(qǐng)準(zhǔn)備iiiiii 我隨時(shí)都要針對(duì)你傳送到我這兒的文件予以評(píng)斷。客戶總是會(huì)變動(dòng)，被調(diào)到別的部門或換到別家公司，一定要讓他們感覺奧美是最好的代理商。不論你是否與他們有任何工作上之關(guān)系，繼續(xù)不斷的和以前的客戶及以前的員工保持聯(lián)系，他們幾乎都可能出現(xiàn)在其他公司而成為你的客戶或潛在客戶。Bill Philips created ElectricPerk Coffee for General Foods by singlemindedly pushing this idea at everyone who would listen, for three years. It turned out to be good for Gen
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