Multiplying the Power of Persuasion TOTAL BRANDINGSM 全方位创建品牌 COMMUNICATION PLAN传播计划 倍增说服力 Who Are The Three Most Important People You Talk To? 与你交谈的三个最重要的人是谁？ COMMUNICATION PLAN传播计划 How Do You Communicate With Them? 你如何与他们沟通？ COMMUNICATION PLAN传播计划 How Did You Learn The Best Ways To Communicate With Each of Them? 你如何学会与他们每一个人沟通 的最佳方式？ COMMUNICATION PLAN传播计划 What Is The Most Important Conversation You’ve Ever Had, And Whom Did You Have It With? 你所经历的最重要的谈话 以及与谁进行的？ COMMUNICATION PLAN传播计划 “Will You Marry Me?” “你愿嫁给我吗？” COMMUNICATION PLAN传播计划 CONCLUSION结论 You already know how to do this, you just need to do it more often at work. 你已经知道如何做了， 你只需在工作上更多这样地做。 Yesterday’s prevailing rule昨日的流行规则 “If you only have a hammer, everything looks like a nail.” 如果你只有锤子， 那么任何东西对你 来说都是钉子。 Old Thinking Based on Two Fallacies两个传统的错误想法 1. We only make ads 我们只作广告 2. The consumer is a stationary target for me to hit 消费者是静止的靶子，我可随时 击中。 Hit Her Here. 在此击中她。 Consumer 消费者 No Response? 没反应？ Consumer 消费者 Hit Her Harder. 再使劲出击。 Consumer Consumer 消费者 Guess what? 猜一猜？ She’s fluid.她是流动的。 But in truth, she’s not a static object waiting to be hit! 事实上，她并非一个静物 等待你去击中！ She’s always moving in process of persuading herself full of communication opportunities requires many different messages along the way 她总是不停移动的 在劝说她的过程中， 有许多沟通的机会， 需要许多不同的信息。 Total Branding全方位创建品牌 Tenets: 原则： 1) There are many contact points where the consumer and persuasive communication can intersect. 消费者和具劝服性的沟通会在许多接触点相互交遇。 2) Advertising is only one of these possible intersections. 广告只是其中一个可能交遇。 3) Selling messages communicated via a variety of disciplines creates greater synergy and Multiplies the power of the persuasion exponentially. 通过不同方式传播的销售信息能产生更 大的增益及 更快倍增说服力。 Find New Ways To Talk To Her. 寻找新的办法与她交谈。 Consumer 消费者 Total Branding全方位创建品牌 Learning Curve详细曲线 1. At first, ads do it all (you’ve still got a hammer) 最初，广告包办了一切（你仍拥有锤子〕。 2. Followed by an urge to use every discipline for every task (don’t worry, your pocketbook will stop you) 然后，就会强烈地希望每一项任务都要运用所有的传 播方式（不用担心，你的支票簿会阻止你这么 做〕。 3. Practice and knowledge of each discipline’s role will result in a balanced, effective plan. 通过对每一方式的作用进行实践和了解，最后可形成 一个平衡的、有效的计划。 4. Eventually, it becomes a way of thinking, a way of developing communication solutions. 最后，它会成为一种思维方式，一种发展沟通办法的 方式。