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故事营销有多重要:用终极故事和传媒思维打造独特品牌

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要在故事营销中嵌入非凡故事
所有代代相传的伟大故事,除了版本、细节、名字有所变化,其实基本上讲的都是同一回事。乔布斯的人生经历之所以吸引大众,在于其几乎完美符合非凡故事的模板。
故事营销要包含四种有效的情节
文学作品中有七种情节常用来唤起读者和观众的共鸣,其中四种,是故事营销中非常有效的情节。
故事营销要有一个强有力的中心大纲
如果不能用一个中心大纲恰如其分地传递品牌或者个人的鲜明特点,故事营销就没法发挥大作用。
故事营销中有些事一定得做,有些事一定不能做
故事营销的放大作用惊人,所以有些事情一定要做,而且要做得精彩,而有些事情如果做了,就会引起灾难。

Content Description

本书是一本深度揭示故事营销理念和实战步骤的书。作者本身是美国电视界奥斯卡奖——艾美奖得主,深谙故事和传播之道,同时也是著名的商业品牌专家。他们深刻了解:故事对于大众来说极有力量,难以抗拒。好莱坞的秘密就在于故事营销。故事营销是商界绝好的说服别人的工具。

本书用具体生动的案例带给你一种全新的商业视角:
任何时代伟大的故事都有哪些要素?
有效的故事营销情节是什么?
如何导演自己的“品牌大片”?
在企业内部如何讲故事?
如何用故事让品牌常青?

Author Description

尼克·南顿
著名导演、制片人,三次获得美国电视界的奥斯卡奖——艾美奖。同时,他还是世界一流的品牌专家,帮助世界各国超过2200个企业和个人客户塑造他们的品牌。尼克经常接受《福布斯》等媒体的电视采访,被认为是一位非常具有洞察力的思想领袖。

杰克·迪克斯
美国企业和个人品牌塑造领域的专家,同时还是一个成功的连续创业者和畅销书作家。

Catalogue

第一幕 为什么故事会胜出?
第1章 大脑和故事是真爱
从洞穴到计算机
讲故事和故事营销有什么不同?
大多数人使用着故事营销

第2章 给故事营销注射“爱情激素”
为什么我们热爱故事?
为什么我们需要故事?
故事的其他优点

第3章 事实与虚构的边界
事实与虚构
为什么故事能在辩论中胜出?
真实的价值

第二幕 故事营销是怎样运作的?
第4章 故事营销的关键
故事营销四个关键因素
避开故事营销的陷阱
什么情况下负面因素无所谓

第5章 嵌入终极故事
终极故事的奥秘
终极故事——英雄之旅的九个阶段
史蒂夫 乔布斯的九个阶段

第6章 四种最有效的故事营销情节
文学作品的重要基本情节
最有效的四种情节

第7章 故事营销叙事基础:中心大纲
中心大纲的内幕
讣告测试
商界大亨的中心提纲
设计你的中心大纲

第8章 故事营销漫威六步
足以改变企业的中心大纲
第一步:从细节入手
第二步:时机到了就大胆出手
第三步:在所有地方进行故事营销
第四步:勿忘门脸
第五步:随时调动
第六步:不断演进

第9章 品牌电影的威力
品牌电影的力量
品牌电影为什么能发挥作用
皮克斯的故事营销秘密

第10章 一个成功的品牌电影是如何运作的?
维持你的故事营销
《车人》的诞生
构思《车人》故事
对整个社群进行故事营销
红毯首映仪式
让它上电视,为它发行DVD
为什么质量是品牌电影的关键?

第三幕 故事营销的深远影响
第11章“由内而外”的故事营销
故事营销日常化
在企业内部“讲故事”
向公众“讲故事”

第12章 故事营销和核心价值观

第13章 哪些事一定得做,哪些事一定不能做
助推你的故事营销
重复是一种绝妙的有力手段

第14章 用故事营销提高知名度、筹资和创造变化
公益事业离不开故事营销
故事营销推广公益事业的优势
故事营销推广公益事业最有效的做法
社交媒体:最强大的故事营销舞台

第15章 用社交媒体创建和控制对话
推动社交媒体成功
启动对话
社交媒体的示警红旗

第16章 保护你品牌的未来
永不停歇的故事营销
什么标志着故事营销陷入了停滞?
怎样让品牌之树常青?

Book Abstract

“故事营销”真是个酷劲十足的词。

真希望是我想出来的,然后将它注册了商标。

只可惜,现在是南顿和迪克斯“拥有”它,而不是我。每念及此,真是心如刀绞。

每一段生命都是一个故事。每个人都一直沉浸在故事里,听别人讲故事,被别人用故事打动,同时也讲述着自己的故事、自己的整个生活。“人类喜欢故事”造就了杂志行业,如今它又摇身一变,成为“真人秀”,充斥了电视、电波:当铺老板、长途卡车司机、鳄鱼场主和文身艺术家的真实人生故事。广告业一直以“生活片段”故事和“见证我的整个人生”(第一人称故事)占主流,而今也至少翻了两倍规模。凡是说这种广告方法过时的人,都没长眼睛和耳朵,而且绝对愚蠢。

其实,故事比事实、逻辑、信息、教育甚至个人观察都更有说服力。所有的宗教都是靠故事来兜售的。因为受虚构出来的故事《五十度灰》的驱使,三四十岁甚至五十来岁的妇女,以前从没想过要去成人用品商店,突然成群结队去搜索起了毛绒手铐和皮鞭。每一位成功竞选上美国总统的人,都是靠一套鼓舞人心的精彩个人故事推动前进的。迪斯尼能成为全世界最了不起的营销和赚钱奇迹,全因为它让顾客沉浸在一个又一个的故事里。

事实总是立刻遭到怀疑、猜测和挑战。人人都知道统计数据会说谎。一图不再抵千言,因为我们都知道改图修图有多容易。但一个吸引人的故事却魅力四射。它绕开了怀疑的盾牌,让人们感悟、想象和认同,想知道更多。

知道虚构故事的人比知道事实的人更多。全美国只有不到10%的人能说出一个最高法院大法官的名字,但人人都知道罗宾汉的故事。米老鼠是世界上辨识度最高的“人”。大多数投资者都知道沃伦•巴菲特煞费苦心传播出来的“沃伦•巴菲特”的故事,但我研究了有关他的事实,很多时候,我能信口说出有关他的三点事实性陈述,把自以为了解巴菲特的投资者唬住。你试试让人说出一个侦探的名字,没有人能说出真实存在的人物,但人人都说得出福尔摩斯。每一年,总有许多人写信给英国伦敦的福尔摩斯,求他帮忙:寻找丢失的宠物,调查自己身边的人是不是正在策划谋杀……在伦敦的福尔摩斯博物馆(基本上就是一家礼品店),我偶然听到一位游客跟身边人说:“这些都挺有意思,但我希望能看看他真正住在哪儿。”

与此相对的是,大多数商业人士和销售人员却罔顾这一切,坚持要专注于产品和服务、功能和优点、事实和数据,甚至价格(这最糟糕),接着还不知道为什么自己成了商品,顾客又为什么不感兴趣、善变、留不住。

这是广告和营销一贯以来的失败之处。

整个世界(也就是所有的潜在客户)都爬上膝盖恳求你:“快给我讲个故事。”可没人说:“快卖给我点什么。”也不是说:“快来教育教育我,给我点信息。”

让我们来看看最持久、最有价值的一个品牌:金宝汤。汤是枯燥和乏味的产品。金宝汤的蓬勃发展靠的就是故事营销。他们讲述家庭生活、良好教育的故事,讲述健康、幸福、快乐的孩子的故事,为一种平凡的商品附着了深刻的感情意义。而这才是他们唯一的、真正的资产。价值并不来自汤菜谱。价值也不来自分销环节——汤料货架上摆满了其他品牌,其他的汤料价格更便宜(当然了,其他的汤料也能卖出去)。但几代人里,没有哪一家竞争对手削弱了金宝汤的统治地位——因为没有其他汤料公司能把自己跟美国家庭的故事编织到一起。所以,如果有人问你:“说到汤料,你第一个想到的是哪个名字?”你铁定只说得出来金宝汤这个品牌。不特指品牌的话,人们大多会说“鸡汤”。道理一样,因为鸡汤里也附着了故事。回答第二多的就是金宝汤了。

如果你认为这并不适合你,因为你的业务不一样,你的客户不一样,等等,你就大多特错了,如果你还是不信,这本优秀作品有望说服你。

虽然我从来没有使用过“StorySellingTM”这个字眼,但我一辈子都在为自己和客户通过故事销售,借助各种媒体,面对种种消费者,例如:电视购物节目销售;发布以成熟受众(如《投资者商业日报》的读者)或据说不成熟受众(如一般市民报的读者)为对象的长篇平面广告;投放B2C或者B2B的直邮;销售定价10~100 000美元的东西;向富裕的退休人员推销高档财务顾问服务;向牙医宣传业务方案;向青少年及家长卖粉刺治疗药物;向企业CEO提供缩减费用的服务;向蓝领阶层介绍赚钱机会……我靠着故事的力量变成了一个富裕人士,成为了全世界薪酬最高的直销广告文案撰稿人之一,我还靠着兜售别人的故事,让许多人致了富。

我可以毫不含糊地告诉你,本书的两位作者,尼克•南顿和J.W.迪克斯,是这一艺术、科学和流程的大师,出于战略目的(销售、筹款、激励、鼓舞、改变思维、吸引追随者)识别、起草并展示故事。我亲自了解过他们的工作。我把他们介绍给客户,带他们到精英策划会上。我向别人引荐他们。我直接为他们带去了数十万美元的业务。他们的书有着丰富的案例、权威的研究、第一手个案经验。它带给你实用的蓝图、靠谱的模板。最重要的是,它跳出了怀疑的阴影,证明了自己的观点:你应当采用故事营销。

我想指出,为了通过本书获得充分的收益,你得明白很重要的一点(当然,重要的点很多,但我只提这一点):找到最能表现你、你也能讲得最好的故事,这是一回事;让你的客户和市场里的其他人充分知道这个故事,好让他们也来讲,这是另一回事,也更为重要;让你的客户和市场里的其他人真正帮你讲故事,向其他人介绍你,又是另一回事,甚至更加重要。换句话说,故事营销存在不同的阶段。这本书可以让你从第一阶段过渡到第二阶段,再从第二阶段过渡到第三阶段。

丹•肯尼迪

全球薪酬最高的直销文案撰稿人之一

知名商业畅销书作家,营销战略顾问


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