Txhua tus neeg muag khoom txaus siab nrog kev vam meej muag lawv cov khoom lossis kev pabcuam. Hauv qhov no nws tau nquag pab los ntawm kev tshaj tawm. Tus nqi rau nws yog ntau heev, tab sis cov hauj lwm zoo yog deb ntawm ib txwm tsim nyog rau cov peev peev. Thiab tseem tias nws muaj peev xwm thiab tsim nyog los npaj qhov kev cia siab tshwm sim - ib qho kev nce hauv kev muag khoom. Rau qhov no, tshaj tawm cov lus tshaj tawm yuav tsum tau xav kom tawm qhov tsawg tshaj plaws.
Cov Lus Qhia
Kauj ruam 1
Thaum tsim cov lus tshaj tawm, nws yog ib qho tseem ceeb kom nco qab txog cov lus txib nto moo ntawm tus tswv ntawm kev tshaj tawm kev tshaj tawm, David Ogilvy. Nws tsis tau pom kev tshaj tawm tias "kev lom zem" lossis txawm tias daim duab kos duab. Nws hu nws "cov ntaub ntawv ib puag ncig". Ogilvy cov lus tshaj tawm yuav tsum tsis yog qhov muaj tswv yim ntau npaum li nws yuav tsum tau nthuav txog cov kev txhawb siab rau qhov khoom yuav los ntawm cov neeg yuav khoom.
Kauj ruam 2
Txhawm rau sau cov ntawv luam tawm zoo, sau cov ntaub ntawv ntau li ntau tau txog cov khoom lag luam lossis kev pabcuam - ntau ntau tshaj li qhov ntim ntawm cov ntawv tshaj tawm tom ntej. Pom tseeb koj tus kheej cov hom phiaj thiab cov hom phiaj ntawm cov lus tshaj tawm kev tshaj xov xwm no. Nws yuav tsum tsis txhob "sawv tawm" los ntawm cov kev tshaj tawm dav dav ntawm koj lub tuam txhab, tab sis tib lub sijhawm nqa khoom tshiab los yog muaj kev tshwj xeeb. Qhov tseem ceeb tshaj plaws yog los muab koj cov neeg siv khoom zoo li cas cov kev sib tw tsis muaj. Nco ntsoov nrhiav thiab cim qhov nws tsis zoo txog koj kev muag khoom muag.
Kauj ruam 3
Yog tias koj daim ntawv tshaj tawm (cov ntawv tshaj tawm, ntawv xov xwm, ntawv nthuav qhia, ntawv nthuav qhia), nco ntsoov tias nws yuav tsum muaj qhov sib txawv, raws li lawv hais, "kab pheeb ces," thiab lub ntsiab tseem ceeb yuav nyob hauv cov xov xwm ua ntej. Heev tshaj tawm lossis ci ci thiab tsis-tus qauv yuav evoke cov kev xav tsim nyog xav tau thiab txaus siab rau tus so ntawm cov ntawv nyeem. Ogilvy tau sau tseg tias yog tias koj tsis tshaj tawm cov khoom lag luam hauv xov xwm muaj koob npe, koj tuaj yeem poob 80% ntawm koj cov nyiaj. Ib qho piv txwv ntawm cov kev xaiv zoo nkauj no yog qhia: Plhaub qhia 21 txoj hauv kev los txuas lub neej ntawm koj lub tsheb."
Kauj ruam 4
Zam kev hais tawm cov ntsiab lus thiab qhov tsis zoo nyob hauv cov ncauj lus thaum, hloov lub npe ntawm koj cov khoom lossis kev pabcuam, koj tuaj yeem hloov yuav luag txhua yam khoom siv uas tshaj tawm, piv txwv li: "Peb cov rooj tog yog koj qhov nyiaj tau", "Plumbing for life", "Company N: more dua li tus phooj ywg "," Khw N: tsuas yog txiaj ntsig tiag tiag."
Kauj ruam 5
Cov ntawv tshaj tawm, raws li txoj cai, muaj peb txheej txheem ua ke: kev taw qhia, qhov tseem ceeb, qhov xaus. Cov lus qhia tuaj yeem qhia luv luv txog lub tuam txhab, nws txoj haujlwm hauv kev ua lag luam, thaj tsam ntawm cov kev pabcuam. Hauv cov ntawv luam tawm tseem ceeb, qhia peb txog cov khoom tseem ceeb, qhov zoo, cov yam ntxwv txawv, "qhov tseem ceeb" ntawm koj cov khoom lossis kev pabcuam, nws tus nqi. Pom meej thiab pom tseeb tias cov txiaj ntsig tau txais kev pab uas tus neeg siv khoom yuav tau txais kev siv koj cov khoom, thiab yuav ua li cas, nrog koj cov kev pab, nws yuav daws nws cov teeb meem.
Kauj Ruam 6
Ntawm qhov kawg ntawm kev tshaj tawm kev tshaj tawm, ib txwm yog cov lus tshaj tawm - ib qho lus caw uas tau txhawb nqa kev nqis tes ua thiab evokes kev tsis txaus siab tsis zoo rau koj qhov kev thov (nco ntsoov cov lus "Ua rau kev nqhis dej txaus siab" - cov lus hais tias ntawm lub tuam txhab Coca-Cola xyoo 1923)).
Kauj Ruam 7
Sau koj daim ntawv tshaj tawm cov lus yooj yim tab sis hais lus nrog cov ntawv muaj lub siab tawv. Diversify ua ke nrog cov lus txhais: hloov ntawm lo lus ib txwm "zoo tshaj plaws" siv "thawj-hauv chav kawm", "xaiv", "ua kom zoo dua", "ua yam ntxwv", "zoo heev", "zoo heev", "khoom kim heev", thiab lwm yam. cov kab lus nrog kev nplua nuj ntawm cov neeg koom tes thiab cov kev hloov pauv. Tsis txhob suav cov lus tsis zoo hauv koj cov ntawv nyeem.
Kauj ruam 8
Cov duab kab ntawv, cov duab kos, duab thaij sab hauv cov ntawv tshaj tawm. Nws mloog rau tus tsiaj ntawv: nws tseem coj nws tus kheej txoj kev xav, thiab nws yuav tsum tsis txhob cuam tshuam nrog cov khoom lag luam thiab kev pabcuam. Cov ntaub ntawv tseem ceeb yog ib txwm tseem ceeb nyob hauv qhov tshwj xeeb (ua ntawv tuab lossis loj dua). Cov xim tha xim yog qhov kev sib cais. Qhov loj tshaj plaws yog tias xim, suab nrov, keeb kwm yav dhau los hauv kev tshaj tawm yuav tsum muaj kev sib haum xeeb thiab tsis cuam tshuam ib tus neeg yuav khoom los ntawm qhov tseem ceeb ntawm kev tshaj tawm.
