Kodi N'chiyani Chimayambitsa Mitu Yayikulu?

Kodi Mutu wa Mutu ndi Chiyani, Ndipo N'chiyani Chimachititsa Munthu Wamkulu?

Kuchokera m'masiku oyambirira a malonda ku zitukuko zamakono zamakono, mitu ya nkhani ndi chimodzi mwa zinthu zofunika kwambiri pa msonkhano uliwonse wa malonda. Mutu waukulu ukhoza kutembenuza wogula nawo malonda-kuti akhale nawo moyo.

Koma pali kusiyana kotani pakati pa mutu wa mutu womwe umangopangitsa ntchitoyo, ndi mutu womwe umakhala pansi pa khungu la wogula? Choyamba, yang'anani chomwe mutu wake uli.

Kodi Mitu Yoyamba Ndi Yotani?

Mutu wamakono pa malonda umakhudza kwambiri ngati mutu wa nyuzipepala.

Mutu wamalonda umakonzedwa kuti ukhale wolemba woyamba wophunzira angathe kuwerenga, ndipo kawirikawiri amalembedwa ndi wolemba mabuku (koma angapangidwe ndi kampani ya olemba mabuku / ojambula zithunzi, kapena aliyense wothandizira kulenga ). Malemba a Bold, kukula kwa usinkhu, ndi mitundu yosiyanasiyana ndi njira zina zomwe zimagwiritsidwa ntchito popanga mutu wanu kuchokera pamakope. Mutu wa nkhani uyenera kulembedwa bwino kuti ukhale wogwira mtima komanso kukopera wowerenga.

Mitundu ya Mitu

Kawirikawiri pali mitundu iwiri ya mutu.

Mtundu woyamba umagwira ntchito ndi chithunzi. Ngati malondawo athandizidwa bwino, zonsezi zimagwirira ntchito palimodzi kuti zikhazikitse malonda aakulu kuposa chiwerengero cha zigawo zake. Chitsanzo chotsatira cha izi ndi malonda a Volkswagon omwe ali ndi makina omwe amagona pansi pa bedi la opaleshoni ya anthu, ndi mutu wakuti "kodi tikuyendetsa magetsi athu molimba?" Mutuwu wokha siwopambana. Chithunzicho chimasokoneza. Koma pamodzi, amapanga pithy, yosakumbukika malonda.

Mtundu wina wa mutuwu ndi umodzi womwe susowa chithunzi-kapena uli ndi chithunzi chomwe sichiwonjezera chirichonse pamutu. Mmodzi yekhayo ayenera kuyang'ana pa zolemba za GE, "timabweretsa zinthu zabwino pamoyo wathu."

Mwachikhalidwe, ichi chinali chomwe malonda adalengedwera, kusindikizidwa, ndi kufalitsidwa kwazaka zambiri. Wolemba mabuku angagwiritse ntchito pamutu ndi pamutu kuti adziwe.

Chotsatiracho chikapita ku dipatimenti yosungirako zojambulajambula, kumene wojambulajambula ndi / kapena wopanga mapangidwe angapange zithunzi zomwe zimayambira pamutu wina mwanjira inayake kapena kuyamikiridwa mwanjira inayake. Iyi inali njira yakale yochitira malonda koma inali mwala wapangodya wa malonda onse opangidwa m'ma makumi asanu, makumi asanu, ndi kumayambiriro kwa makumi asanu ndi limodzi. Kenako, Bill Bernbach anabwera.

Iye adasinthira malondawa poika ojambula amisiri ndi olemba mabuku pamodzi monga magulu. M'malo mojambula pakubwera koyamba, ndipo chithunzi chinalengedwa kuti chiyende nawo, ntchito yonse yothandizira idalengedwa ndi timu. Mwinamwake chithunzicho chinabwera poyamba. Mwinamwake lingaliro linapangidwa, ndipo mutu ndi chithunzi chinabwera pambuyo pake. Njirayi ndi maziko omwe malonda amakono amakonzedwa.

Momwe Mungalembere Mutu Waukulu

Mutu waukulu ukuyamba ndi kulenga kwakanthawi kochepa. Ndipotu, otsogolera ambiri amalenga amakhulupirira kuti chinthu chofunika kwambiri chogulitsa (USP) mwachidule ndilo mutu woyamba womwe unalembedwa pa msonkhanowu. Ndi ntchito ya deta yolenga kulemba nkhani zabwino kuposa izo. Chitsanzo chimachokera kwa John Hiney, wolemba nkhani pa Abbey Life wotsutsa inshuwalansi ya matenda, yemwe analemba USP, "Musalole kuti matenda anu asokoneze banja lanu." Ndi mutu waukulu ndi USP wamphamvu.

Mukakhala ndi zochepa zokha, phunzirani zonse zomwe mungathe ponena za mankhwala kapena malonda omwe mumalengeza. Ngati n'kotheka, khalani patsogolo panu, pa desiki lanu. Ngati ili galimoto, liziyendetsa. Ngati ndi wothandizira misala, pezani misala. Muyenera kudzidzimitsa mumtengowo.

Chotsatira, yang'anani kumene ad adzapita. Kodi mukupita ku bwalo lamabwalo ku Times Square? Kodi idzalowa m'magazini? Ngati ndi choncho, ndiyiti? Pitani kumalo kumene mumagaziniyi. Tsamba lakumbuyo, pakati pa kufalikira, moyang'anizana ndi tsamba lamkatimu?

Pomaliza, yambani kulemba. Osadandaula za kukhala wanzeru kapena kupanga zodabwitsa pamutu kuyambira pakupita. Ingoyamba kulemba. Lembani zotsatira za mankhwala. Lembani zochitika. Lembani zomwe zimachitika pamtunduwu. Lembani mawu omwe angagwirizanitse wogula kufunika kwa mankhwala kapena ntchito. Mukufuna kuzilemba papepala (inde, pepala) kuti malingaliro ayambe kupanga, ndikuphatikizana pamodzi, patsamba.

Yang'anani mmbuyo pa malingaliro anu, ndipo inu muyamba kuyang'ana kugwirizana. Mawu adzalumpha. Machaputala adzasintha. Mwadzidzidzi, malingaliro awiri omwe akuoneka ngati osagwirizanitsidwa akuphatikiza kukhala omveka, omveka mutu.

Zofalitsa 25 za Best Topline

Pali zikwi zikwi zambiri zomwe zili zoyenera kuziwerengedwera pamndandandawu. Koma pali ena omwe amangokwera pamwamba, ndipo sangathe kuiwala. Pano pali mutu wa makumi awiri ndi zisanu womwe umayenera malo awo mu mbiriyakale ya malonda.

1. McEnroe analumbira ndi iwo - Nike
2. Osangokhala ndi a Joneses. Apatseni - Porsche
3. Amuna achikondi - Wonderbra
4. Lekani kulota ndikuyamba kulota - Ikea
5. Pofufuza, anthu 100 pa 100 alionse owerenga Economist anali ndi - The Economist
6. Sankhani akazi asanu kuposa a Lamborghini - Daihatsu
7. Onetsani zowonongeka zomwe zatayika - Parker Pens
8. "Anaseka nditakhala pansi pa piyano-koma pamene ndinayamba kusewera" - Sukulu ya Music ya US
9. "Sindinawerengepo The Economist." - Management Trainee (wazaka 42) - The Economist
10. Maapulo amapanga kaloti wabwino - Apple
11. "Pa mtunda wa makilomita 60 pa ola, phokoso lalikulu la New Rolls-Royce likuchokera pawotchi yamagetsi" - Rolls Royce
12. Amayi omwe mumadana nawo amachititsa tsitsi lawo - Horst Salons
13. Dzulo munati mawa - Nike
14. Kukwatirana Rich. Mpha Mwamuna. Bwerezani. - Tsiku la ABC
15. M'dziko lina la America, chilango chodziwonetsera nokha ndi imfa - Timberland
16. Kodi izi ndizolembedwera bwino kwambiri? - The Ball Partnership
17. Chifukwa chiyani muyenera kuganizira mozama za kudzipha nokha - Asamariya?
18. Musataye Zippo yanu. Anzanga a moyo nthawi zambiri ndi Zippo
19. Zili ngati amayi omwe ankakonda kupanga. Atangomangidwa - Cider Jack Hard Cider
20. Ngati simudziwa, mwina simunakonzekere - Chivas Regal
21. Maola alamu. Zida. Maola alamu - Target
22. Kuyambira masiku omwe amuna anali amuna. Ndipo momwemonso akazi - Timberland
23. Kodi mukukonzekera imfa ya mkazi wanu? - Abbey Life
24. Kodi ndi uti mwa amuna awa amene mukuganiza kuti ndibwino kuti agwirire? - The Solicitors Regional Directory
25. Brazil yathetsa vuto la momwe angasungire ana m'misewu. Kuwapha. - Amnesty International