最新奥运营销之广告文案六大步骤.docx

最新奥运营销之广告文案六大步骤.docx

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最新奥运营销之广告文案六大步骤

奥运营销之广告文案六大步骤

奥运营销之

广告文案六大步骤

MADETOSTICK

WhySomeIdeasSurviveandOthersDie

CHIPHEATHandDANHEATH

CHIPHEATHisaprofessoroforganizationalbehaviorintheGraduateSchoolofBusinessatStanfordUniversity.Hisresearchfocusesonwhysomeideassurviveandultimatelythriveinthebroadermarketplaceofideas.Dr.Heath’sarticleshaveappearedinScientificAmerican,theFinancialTimes,TheWashingtonPost,BusinessWeek,PsychologyToday,andVanityFair.HeisagraduateofTexasA&MUniversityandStanford.

DANHEATHisaconsultantatDukeCorporateEducation.HeisaformerresearcherforHarvardBusinessSchoolwhonowspecializesindesigninganddeliveringcorporatetrainingprograms.Mr.Heath,agraduateofHarvardBusinessSchoolandtheUniversityofTexasatAustin,alsoco-foundedThinkwellInc.,acompanythatdevelopsmultimediacollegetextbooks.

MAINIDEA

“Sticky”ideasarethosethatarehighlymemorableandexceptionallylong-lastingintheirimpact.Everyoneinbusinesswouldliketodevelopideasthataresticky,aswouldmostparentswhentheyareattemptingtoteachvaluestotheirchildren.Sowhatexactlyisitthatmakesanideastickyinthefirstplace?

Whiletherearenohardandfastformulasfordevelopingastickyidea,thereisashortchecklistofsixprinciplesthatmostofthesuccessfulstickyideasofthepasthavetendedtouse:

Todevelopstickyideas,makeyourmessage:

1SimpleStatetheessentialcoreofyourideasuccinctly

2UnexpectedUsesurprisetograbpeople’sattention

3ConcretePackinsolidideasandimages

4CredibleEmbedcredentialsrightintoyourmessage

5EmotionalMakethelistenerfeelsomething

6Story-basedHelppeoplelearnhowtheyshouldrespond

“Thisisanideasuccessstory.Evenbetter,it’satruthfulideasuccessstory.Wewrotethisbooktohelpyoumakeyourideasstick.By‘stick,’wemeanthatyourideasareunderstoodandremembered,andhavealastingimpact—theychangeyouraudience’sopinionsorbehavior.Whenweaskpeoplehowoftentheyneedtomakeanideastick,theytellustheneedarisesbetweenonceamonthandonceaweek.Formanagers,theseare‘bigideas’aboutnewstrategicdirectionsandguidelinesforbehavior.Columniststrytochangereaders’opinionsonpolicyissues.Religiousleaderstrytosharespiritualwisdomwiththeircongregants.Nonprofitorganizationstrytopersuadevolunteerstocontributetheirtimeanddonorstocontributetheirmoneytoaworthycause.Giventheimportanceofmakingideasstick,it’ssurprisinghowlittleattentionispaidtothesubject.”

—ChipHeathandDanHeath

Trait1

Simple

StatetheEssentialCoreofYourIdeaSuccinctly

MainIdea

Theidealhereistocreateideasthatarebothsimpleandprofound,likeproverbsthatexistineveryculturearoundtheworld.Tocomeupwithsomethingprofound,you’llprobablyneedtoforegoallofthesupportingpointsyoucouldmentionandinsteadfindasimplewaytoexpressonemainpoint.Thisisnotaseasyasitsounds.

SupportingIdeas

WeedoutSuperfluousElements

Tosimplifyyourmessagedoesn’tmeanto“dumbitdown”ortomakeitintoafluffy“soundbite.”Instead,whatyou’retryingtodoistogettotheessentialcoreofyouridea.Usually,togettothatcore,youhavetoweedoutallofthesuperfluouselementsthatconfuseratherthanamplifyorclarify.Tocreateastickymessage,youhavetothencommunicatethecoreideaandleaveeverythingelseout.

■Successstories

Toseehowthisisdoneinpractice,considersomesuccessfulstickymessages:

●DuringBillClinton’ssuccessful1992campaignforthePresidencyoftheUnitedStates,JamesCarvillewasoneofClinton’skeypoliticaladvisors.HecameupwiththreephrasesthatcouldbecomethecoremessageofClinton’scampaign.Ofthosethreechoices,oneresonatedwellwitheveryone:

“It’stheeconomy,stupid.”ThissubsequentlybecamethethemeofClinton’scampaign,eventhoughBillClintonpersonallywantedtotalkaboutlotsofotherthings.Hisadviserskeptbringinghimbacktothisonesingleideaagainandagain,andeventuallythevotersgottheidea.

●EveryoneknowsSouthwestAirlinesisacompanythatencouragesitsemployeestohavefunonthejob,butthatisn’twhatmakesthecompanysuccessful.Instead,Southwestfocusesonjustonesinglegoal:

tobecomeTHElowestfareairlinebyreducingcosts.Asaresultofthatintensivefocus,everyoneknowswheretheystandwiththecompany’smanagement.Ifyouhaveanideathatwillhelpthemcutcosts,theywillwelcomeyouwithopenarms.Ifyournewideaisn’talignedwiththataim,theywon’thavemuchtimetotalkwithyou.

●Inthe1980s,theUnitedStatesArmychangedthewayitdrafteditsorders.Plannerswereawarethateventheirbestlaidplanswereoftenmadeineffectivebytheactionsoftheenemytenminutesintoabattle.Therefore,theydevelopedaconceptcalled“Commander’sIntent.”Thismeansthatwheneveranorderisgiven,thereisacrisp,plain-talkstatementincludedthatspecifiestheorder’sgoal.Soldiersarethenabletoimproviseasrequiredtorespondtotheactionsoftheenemy.Havingthecommander’sintentspelledoutmeansthatthemostimportantgoaloftheoperationisarticulatedandunderstoodbyeveryonewithhands-oninvolvement.Thepersonwhoisoutinthefieldcanimprovisebecausetheultimategoalisclear.

HowtoExpressYourIdea

Almostalways,whenyougettothetruecoreofyourmessage,you’llfindthattheideacanbeexpressedcompactlyratherthanrequiringextensiveverbiage.Thisiswhatmakesproverbssopowerfulanduniversal.Theyareshortandsimplestatementsthatpackloadsofcommonsenseandwisdomintoafewwords.Proverbsareeasilyandreadilyexpressed,butcantakealifetimetolive.Forexample:

●“Abirdinthehandisworthtwointhebush.”

●“Dountoothersasyouwouldhavethemdountoyou.”

■Theanalogymethod

Ideasthataresimplehaveanundeniableeleganceandutility.Theycuttothechasebecausetheyfightthetemptationtodotoomuch.However,there’snousebeingcompactbutsayingnothing.Inadditiontodeliveringacompactidea,stickymessagesarealsoquiteprofound.Theysaysomethingworthwhile.Agood,practicalwayofachievingthisistouseananalogythatcomparessomethingunknownwithsomeideathatisveryfamiliar.

ThistechniqueiscommonlyusedinHollywoodtopitchnewmovieconceptsandideas.Forexample:

●SpeedisDieHardonabus.

●AlienisJawsonaspaceship.

Thistechniqueisalsowidelyusedinteachingandinbusiness:

●Thehumanbrainislikeacomputer,onlyvastlymorepowerfulandadaptable.

●Anatomislikeaminiaturesolarsystem,withthenucleustakingtheplaceofthesunandelectronstakingtheplaceofthevariousplanetsorbitingthesun.

●Disneydoesn’thire“employees”atitsthemeparks—ithires“performers”whoareexpectedtoentertaintheguestsatthesametimeastheycompletetheirassignedtasks.

■Theinvertedpyramidformat

Stickyideasusethesesameprinciples.Theyexpresssomethingsubstantiveandimportantinaconcisewaythatiseasyforpeopletopickuponandthenlaterrecall.Inmanyways,stickyideasareconstructedlikenewspaperarticlesinthattheyhavethemostimportantidearightoutinfrontwhereitisobvious.

Thisinvertedpyramidformatisgreatforreadersbecausetheycanreadthefirstsentenceandthendecidewhetherornottheyneedtoreadtherestofthestory.Thisisalsousefulforthenewspapereditorsbecauseiftheyneedtoshortenanarticle,theycandeleteparagraphsfromthebottomofthearticlewithoutanyproblemswhatsoever.Theformatisalsogoodforthewriterbecauseitforcesprioritization.

Stickyideasputthecoremessage—theequivalentofthelead—rightoutinfrontwhereitcangaintheattentionitdeserves.Allkindsofothersupportinginformationcanbeaddedatlaterstages,butthefactthatonecentralunifyingthemeorconceptishighlightedisinvaluable.

KeyThoughts

“Icanteachyouthesecrettorunningthisairlineinthirtyseconds.Thisisit:

WeareTHElow-fareairline.Onceyouunderstandthatfact,youcanmakeanydecisionaboutthiscompany’sfutureaswellasIcan.”

—HerbKelleher,formerCEO,SouthwestAirlines

“Findingthecoreandexpressingitintheformofacompactideacanbeenduringlypowerful.”

—ChipHeathandDanHeath

Trait2

Unexpected

UseSurprisetoGrabPeople’sAttention

MainIdea

Togetpeopletopayattention,youhavetoviolatetheirexpectationsandbecounterintuitive.Surpriseisgoodasaninitialattentiongetterbutitdoesn’tlast.Forastickyideatoendure,ithastogenerateinterestandcuriosity.Ithastoopengapsinpeople’sknowledgeandthenfillthem.

SupportingIdeas

2ChallengesMustFirstBeOvercame

Thetwoquitedifferentchallengeshereare:

■Howdoyougetpeople’sattentioninthefirstplace?

●Surprisingfacts—Thisisusuallyamatterofsurprisingthembybreakingthepatterntheyareexpecting.Naturallystickyideasoftenproposesurprisingfacts:

○TheGreatWallofChinaisvisiblefromspace.

○Youuseonly10percentofyourbrain.

○Youshoulddrinkeightglassesofwateraday.

●Ajolt—Whenyousurprisepeoplebyjoltingthemoutoffamiliarpatterns,youcausethemtothinkandultimatelyactdifferently.Thechallengeistomakethesurprisetiebacktothestickyidearatherthancomingacrossasacheapsalesgimmick.Insurprisingpeople,youneedtobreaktheirin-builtguessingmachineandthenproposearationalfix.Youneedtodothisinawaythatrelatesdirectlytoyourcoremessage.

■Howdoyoukeeptheirattentionwhenandifyougetit?

●Create