最新奥运营销之广告文案六大步骤.docx

1、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MADE TO STICKWhy Some Ideas Survive and Others DieCHIP HEATH and DAN HEATHCHIP HEATH is a professor of organizational behavior in the Graduate School of Business at Stanford University. His research focuses on why some ideas survive and ultimately thrive in t

2、he broader marketplace of ideas. Dr. Heaths articles have appeared in Scientific American, the Financial Times, The Washington Post, Business Week, Psychology Today, and Vanity Fair. He is a graduate of Texas A&M University and Stanford. DAN HEATH is a consultant at Duke Corporate Education. He is a

3、 former researcher for Harvard Business School who now specializes in designing and delivering corporate training programs. Mr. Heath, a graduate of Harvard Business School and the University of Texas at Austin, also co-founded Thinkwell Inc., a company that develops multimedia college textbooks. MA

4、IN IDEA “Sticky” ideas are those that are highly memorable and exceptionally long-lasting in their impact. Everyone in business would like to develop ideas that are sticky, as would most parents when they are attempting to teach values to their children. So what exactly is it that makes an idea stic

5、ky in the first place? While there are no hard and fast formulas for developing a sticky idea, there is a short checklist of six principles that most of the successful sticky ideas of the past have tended to use: To develop sticky ideas, make your message: 1 Simple State the essential core of your i

6、dea succinctly 2 Unexpected Use surprise to grab peoples attention 3 Concrete Pack in solid ideas and images 4 Credible Embed credentials right into your message 5 Emotional Make the listener feel something6 Story-based Help people learn how they should respond “This is an idea success story. Even b

7、etter, its a truthful idea success story. We wrote this book to help you make your ideas stick. By stick, we mean that your ideas are understood and remembered, and have a lasting impactthey change your audiences opinions or behavior. When we ask people how often they need to make an idea stick, the

8、y tell us the need arises between once a month and once a week. For managers, these are big ideas about new strategic directions and guidelines for behavior. Columnists try to change readers opinions on policy issues. Religious leaders try to share spiritual wisdom with their congregants. Nonprofit

9、organizations try to persuade volunteers to contribute their time and donors to contribute their money to a worthy cause. Given the importance of making ideas stick, its surprising how little attention is paid to the subject.” Chip Heath and Dan Heath Trait 1 Simple State the Essential Core of Your

10、Idea Succinctly Main IdeaThe ideal here is to create ideas that are both simple and profound, like proverbs that exist in every culture around the world. To come up with something profound, youll probably need to forego all of the supporting points you could mention and instead find a simple way to

11、express one main point. This is not as easy as it sounds. Supporting IdeasWeed out Superfluous ElementsTo simplify your message doesnt mean to “dumb it down” or to make it into a fluffy “sound bite.” Instead, what youre trying to do is to get to the essential core of your idea. Usually, to get to th

12、at core, you have to weed out all of the superfluous elements that confuse rather than amplify or clarify. To create a sticky message, you have to then communicate the core idea and leave everything else out. Success storiesTo see how this is done in practice, consider some successful sticky message

13、s: During Bill Clintons successful 1992 campaign for the Presidency of the United States, James Carville was one of Clintons key political advisors. He came up with three phrases that could become the core message of Clintons campaign. Of those three choices, one resonated well with everyone: “Its t

14、he economy, stupid.” This subsequently became the theme of Clintons campaign, even though Bill Clinton personally wanted to talk about lots of other things. His advisers kept bringing him back to this one single idea again and again, and eventually the voters got the idea. Everyone knows Southwest A

15、irlines is a company that encourages its employees to have fun on the job, but that isnt what makes the company successful. Instead, Southwest focuses on just one single goal: to become THE lowest fare airline by reducing costs. As a result of that intensive focus, everyone knows where they stand wi

16、th the companys management. If you have an idea that will help them cut costs, they will welcome you with open arms. If your new idea isnt aligned with that aim, they wont have much time to talk with you. In the 1980s, the United States Army changed the way it drafted its orders. Planners were aware

17、 that even their best laid plans were often made ineffective by the actions of the enemy ten minutes into a battle. Therefore, they developed a concept called “Commanders Intent.” This means that whenever an order is given, there is a crisp, plain-talk statement included that specifies the orders go

18、al. Soldiers are then able to improvise as required to respond to the actions of the enemy. Having the commanders intent spelled out means that the most important goal of the operation is articulated and understood by everyone with hands-on involvement. The person who is out in the field can improvi

19、se because the ultimate goal is clear. How to Express Your IdeaAlmost always, when you get to the true core of your message, youll find that the idea can be expressed compactly rather than requiring extensive verbiage. This is what makes proverbs so powerful and universal. They are short and simple

20、statements that pack loads of common sense and wisdom into a few words. Proverbs are easily and readily expressed, but can take a lifetime to live. For example: “A bird in the hand is worth two in the bush.” “Do unto others as you would have them do unto you.” The analogy methodIdeas that are simple

21、 have an undeniable elegance and utility. They cut to the chase because they fight the temptation to do too much. However, theres no use being compact but saying nothing. In addition to delivering a compact idea, sticky messages are also quite profound. They say something worthwhile. A good, practic

22、al way of achieving this is to use an analogy that compares something unknown with some idea that is very familiar. This technique is commonly used in Hollywood to pitch new movie concepts and ideas. For example: Speed is Die Hard on a bus. Alien is Jaws on a spaceship. This technique is also widely

23、 used in teaching and in business: The human brain is like a computer, only vastly more powerful and adaptable. An atom is like a miniature solar system, with the nucleus taking the place of the sun and electrons taking the place of the various planets orbiting the sun. Disney doesnt hire “employees

24、” at its theme parksit hires “performers” who are expected to entertain the guests at the same time as they complete their assigned tasks. The inverted pyramid formatSticky ideas use these same principles. They express something substantive and important in a concise way that is easy for people to p

25、ick up on and then later recall. In many ways, sticky ideas are constructed like newspaper articles in that they have the most important idea right out in front where it is obvious. This inverted pyramid format is great for readers because they can read the first sentence and then decide whether or

26、not they need to read the rest of the story. This is also useful for the newspaper editors because if they need to shorten an article, they can delete paragraphs from the bottom of the article without any problems whatsoever. The format is also good for the writer because it forces prioritization. S

27、ticky ideas put the core messagethe equivalent of the leadright out in front where it can gain the attention it deserves. All kinds of other supporting information can be added at later stages, but the fact that one central unifying theme or concept is highlighted is invaluable. Key Thoughts“I can t

28、each you the secret to running this airline in thirty seconds. This is it: We are THE low-fare airline. Once you understand that fact, you can make any decision about this companys future as well as I can.” Herb Kelleher, former CEO, Southwest Airlines “Finding the core and expressing it in the form

29、 of a compact idea can be enduringly powerful.” Chip Heath and Dan Heath Trait 2Unexpected Use Surprise to Grab Peoples Attention Main IdeaTo get people to pay attention, you have to violate their expectations and be counterintuitive. Surprise is good as an initial attention getter but it doesnt las

30、t. For a sticky idea to endure, it has to generate interest and curiosity. It has to open gaps in peoples knowledge and then fill them. Supporting Ideas2 Challenges Must First Be OvercameThe two quite different challenges here are: How do you get peoples attention in the first place? Surprising fact

31、sThis is usually a matter of surprising them by breaking the pattern they are expecting. Naturally sticky ideas often propose surprising facts: The Great Wall of China is visible from space. You use only 10 percent of your brain. You should drink eight glasses of water a day. A joltWhen you surprise

32、 people by jolting them out of familiar patterns, you cause them to think and ultimately act differently. The challenge is to make the surprise tie back to the sticky idea rather than coming across as a cheap sales gimmick. In surprising people, you need to break their in-built guessing machine and then propose a rational fix. You need to do this in a way that relates directly to your core message. How do you keep their attention when and if you get it? Create