英语翻译Go to schoolNo,I don't mean go down to the local college and get a marketing degree.What I mean is become a student of your business or industry by observing the things that come across your desk on a daily basis.For example,start a "swip

英语翻译Go to schoolNo,I don't mean go down to the local college and get a marketing degree.What I mean is become a student of your business or industry by observing the things that come across your desk on a daily basis.For example,start a "swip
英语翻译
Go to school
No,I don't mean go down to the local college and get a marketing degree.What I mean is become a student of your business or industry by observing the things that come across your desk on a daily basis.For example,start a "swipe file." This is a file of advertising ideas that you like.They can be for any type of business.If you like the layout,or the typefaces,the colors,type of paper,specific wording or whatever; save it in your swipe file.When the time comes to construct your advertising message pull these out and use the best of what you've been saving.
In addition,collect all advertising you can that is done by your competitors so you'll always know what they're up to.
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Stress the "bennies"
Here is the other statement you are probably sick of hearing over and over."When logic and emotion come into conflict,emotion always wins." We buy based on emotion -- then create a logical argument to support our decision.If you don't believe that's true go down to the local grocery store and find the "mouse flavored" cat food.Isn't that logical that cat food should be made out of raw mouse?Or birds?Logical yes.But most people who do the shopping would be repulsed by handling it.
Benefits sell products and services.(See:Understanding Why Customers Buy) People don't buy 1/4" drill bits to own them and display them over the fireplace.They buy them because they want a 1/4" hole.They want the benefit of the drill bit.Find and stress your benefits in all your advertising.

英语翻译Go to schoolNo,I don't mean go down to the local college and get a marketing degree.What I mean is become a student of your business or industry by observing the things that come across your desk on a daily basis.For example,start a "swip
上学
这里我不是叫你去当地的大学进修一个市场营销学位.我的意思是让你从那些每天经过你桌案的东西上学习你的行业.例如弄一个“灵感手册”.里面可以收集你喜欢的广告创意,做生意的方式.如果你喜欢某种布局,字体,颜色,纸张,一句话或其他东西,把它收在你的“灵感手册”里.当你开始筹划你的广告时,拿出它来,把你收藏的最好的用上.
另外,收集你的竞争对手做的广告,这样你知道他们在做什么.
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强调特点
这种说法你可能也已经听烦了.“当理性和感性冲突时,情感总是胜出.”我们感性地消费,然后找个理性的理由来支撑我们的消费决定.如果你不相信,就去当地的杂货店,你会发现一种“老鼠口味”的猫食.难道猫食不应该是由老鼠肉或鸟肉做的吗?但大多数人购买猫食的人都是对处理老鼠,鸟反感的.
产品和服务的特点推销它们自己.（详见：理解为什么客户购买）人们买 1/4尺寸的钻头不是为了拥有它并把它放在壁炉上展示.他们买它是因为他们想要钻1/4尺寸的洞.他们要钻头的功能特点.在你所有的广告里找到并强调你的功能特点