Contents

内容

Foreword: The Sugarman Legacy

前言：糖人遗产

Acknowledgments

致谢

Introduction: The Origin of This Book

简介：本书的起源

Section One: Understanding the Process

第一章：理解过程

Preview

预览

Chapter 1: General Knowledge

第一章：基础知识

Experiences Create Ideas

经验创造想法

Lateral Thinking for Ideas

横向思维，创意

The Dictionary as a Tool

词典作为工具

Running Your Own Company

运营自己的公司

Chapter 2: Specific Knowledge

第二章：特定知识

New Technology Required Powerful Presentation

新技术需要强大的演示

You Must Become an Expert

你必须成为专家

You Must Know Your Customer, Too

您必须了解您的客户，也要

You Must Understand a Product’s Nature

您必须了解产品的本质

Scare Tactics Don’t Usually Work

恐吓策略通常不奏效

The Product Was Not Unusual

该产品并不特别

Chapter 3: Practice, Practice, Practice

第三章：练习，练习，再练习

It’s All a Mental Process

它全是一个心理过程

Don’t Worry about the First Draft

别担心初稿

Chapter 4: The Purpose of All the Graphic Elements of an Ad

第四章：广告中所有图形元素的目的

Chapter 5: The First Sentence

第五章：第一句话

Magazines Use This Technique

杂志使用此技术

The Purpose of the Next Sentence

下一句的目的

Chapter 6: Creating the Perfect Buying Environment

第六章：打造完美的购物环境

The Honolulu Experience

檀香山体验

Painting Looked Incredible

画作看起来令人难以置信

You Control the Environment

你控制环境

Chapter 7: Resonating with the Reader

第七章：与读者共鸣

Wonderful Sales Technique

精彩的销售技巧

Harmony Is the Key

和谐是关键

Chapter 8: The Slippery Slide

第八章：滑溜的滑梯

The Force of “Reading Gravity”

“阅读重力”的力量

Slippery Slide Examples

滑梯示例

Save Those Articles

保存这些文章

Chapter 9: Assumed Constraints

第九章：假设约束

Elephants Never Forget

大象从不忘记

You Never Really Know

你永远不知道

Chapter 10: Seeds of Curiosity

第 10 章：好奇的种子

A Very Unusual Call

一个非常不寻常的电话

An Invitation I Couldn’t Refuse

无法拒绝的邀请

What Was Her Angle?

她是什么角度？

I Explained the Problems

我解释了问题

A Shock I Never Expected

我从未预料到的震惊

Chapter 11: Copy as Emotion

第 11 章：复制情感

You’ve Learned Most of My Concept

你已经学到了我的大部分概念

Emotion in Advertising

广告中的情感

Mercedes Advertising

梅赛德斯广告

Logic Often Doesn’t Work

逻辑往往不起作用

The Emotional Approach

情感方法

What Comes after the First Draft Is What Counts

第一稿之后才是最重要的

Words Have Strong Emotions Attached

词语附有强烈的情感

Chapter 12: Selling the Concept, Not the Product

第 12 章：销售概念，而非产品

Combining Products into Concepts

将产品组合成概念

Soviet Intrigue

苏联阴谋

Concept Selling Does Well

概念销售表现良好

Price Can Also Affect Concept

价格也可能影响概念

Chapter 13: The Incubation Process

第 13 章：孵化过程

Your Mind Is Always Working

你的大脑总是在工作

Just Allow It to Happen

只允许它发生

Left Brain versus Right Brain

左脑与右脑对比

Chapter 14: How Much Copy Should You Write?

第 14 章：你应该写多少内容？

Intense Interest

强烈兴趣

Long Enough but Short Enough

足够长但足够短

The Long-Copy Approach

长篇复制法

Short Copy Works, Too

简短文案也行

Chapter 15: The Art of Personal Communication

第 15 章：个人沟通的艺术

Emotional Process in Communication

情感在沟通中的过程

Letters Should Be Personal

信件应具个人性质

Use of a Byline

正文使用

Even Magazines Have Personalities

即使是杂志也有个性

Chapter 16: The Copy Sequence

第 16 章：复制序列

Leading the Reader

引领读者

April Becomes a Real Nuisance

四月变成真正的麻烦

Logical Progression of Flowchart

流程图的逻辑顺序

Flowing in a Logical Sequence

流畅的逻辑顺序

Prepare That Big Idea

准备那个大想法

Try Patterning Your Ad

尝试设计你的广告

Chapter 17: The Editing Process

第 17 章：编辑过程

The Secret to Editing

编辑的秘密

Copy Has Space Restrictions

复制有空间限制

Advantages of Fewer Words

优点：词少

Some Principles of Editing

一些编辑原则

Take as Long as You Need

按需使用

Read the Periodicals

阅读期刊

Computers Are a Great Help

计算机是极大的帮助

The Use of Commas

逗号的使用

Section Two: Understanding What Works

第二部分：理解什么有效

Preview

预览

Chapter 18: Powerful Copy Elements Explained

第 18 章：强大的复制元素解析

A Frank Discussion of Service

一次关于服务的坦率讨论

Fancy Endorsement

花式背书

Chapter 19: The Psychological Triggers

第 19 章：心理触发器

1. Feeling of Involvement or Ownership

参与感或所有权感

2. Honesty

2. 诚实

3. Integrity

3. 诚信

4. Credibility

可信度

5. Value and Proof of Value

5. 价值与价值证明

6. Justify the Purchase

6. 合理解释购买

7. Greed

贪婪

8. Establish Authority

8. 建立权威

9. Satisfaction Conviction

9. 满意度信念

10. Nature of Product

产品性质

11. Prospect Nature

11. 前景自然

12. Current Fads

12. 当前潮流

13. Timing

13. 定时

14. Linking

14. 链接

15. Consistency

15. 一致性

16. Harmonize

16. 调和

17. Desire to Belong

17. 想要归属

18. Desire to Collect

18. 收藏欲望

19. Curiosity

19. 好奇心

20. Sense of Urgency

紧迫感

21. Fear

21. 恐惧

22. Instant Gratification

22. 立即满足

23. Exclusivity, Rarity or Uniqueness

独家性、稀有性或独特性

24. Simplicity

24. 简洁

25. Human Relationships

25. 人际关系

26. Storytelling

26. 讲故事

27. Mental Engagement

27. 心理投入

28. Guilt

28. 内疚

29. Specificity

29. 特异性

30. Familiarity

30. 熟悉

31. Hope

31. 希望

Chapter 20: Selling a Cure, Not Prevention

第 20 章：销售疗法，而非预防

Human Nature at Play

人类天性中的游戏

Many Products Make Powerful Cures

许多产品制造出强大的疗法

Make a Preventive a Cure

预防胜于治疗

Chapter 21: Rating Your Writing Level

第 21 章：评估你的写作水平

Reaching a Mass Market

达到大众市场

Chapter 22: Seven Steps to Writing Great Copy

第 22 章：撰写优秀文案的七个步骤

You’ve Learned a Great Deal

你已经学到了很多

Section Three: Proving the Points—Ad Examples

第三部分：证明观点——广告示例

Preview

预览

Chapter 23: The Lazy Man’s Way to Riches

第 23 章：懒人致富之道

Chapter 24: A Fluke of Nature

第 24 章：自然的意外

You Can Imagine the Excitement

您可以想象那种兴奋

Chapter 25: Lingerie for Men

第 25 章：男士内衣

Chapter 26: The More You Learn

第 26 章：你学得越多

Chapter 27: A More Stimulating Way

第 27 章：一种更具刺激性的方式

Chapter 28: Magic Baloney

第 28 章：魔法胡说八道

Real Loser

真实失败者

Ok, Let’s Test it

好的，我们来测试一下

Simple to Set

简单设置

Realize Savings

实现节省

Chapter 29: Pet Plane

第 29 章：宠物飞机

Dave is a Farmer

Dave 是一位农民

Dave Gets the Word

戴夫得到了消息

Advanced Avionics

高级航空电子设备

Chapter 30: Mail Order Mansion

第 30 章：邮购豪宅

Very Famous Guests

非常著名的客人

Very Special

非常特别

Final Refusal

最终拒绝

Chapter 31: Hungarian Conspiracy

第 31 章：匈牙利阴谋

Massive Conspiracy

大规模阴谋

Thank You

谢谢

Auto Parts Dealer

汽车配件经销商

You Can Help

你可以帮忙

Chapter 32: Vision Breakthrough

第 32 章：视觉突破

Couldn’t Believe Eyes

难以置信自己的眼睛

Sunglass Danger

太阳镜危险

Dramatic Difference

戏剧性差异

Chapter 33: Gold Space Chains

第 33 章：黄金太空链

Suggestion Rejected

建议被拒绝

He Doesn’t Give Up

他从不放弃

Enter Bob’s Cousin

输入鲍勃的表兄

Chapter 34: Consumers Hero

第 34 章：消费者英雄

A Modern Day Robin Hood

现代罗宾汉

The Uncle Henry Problem

亨利叔叔问题

Consumers Protected Already

消费者已受保护

Enter Consumers Hero

进入消费者英雄

Now the Best Part

现在是最精彩的时刻

But There’s More

但是还有更多

Easy to Join

易于加入

Chapter 35: Nautilus Spelling Sale

第 35 章：鹦鹉螺拼写大促销

Too Costly

过于昂贵

The Rules

《规则》

Designed for the Lower Back

专为下背部设计

A Note: The Power of Your Pen

注意事项：笔的力量

Section Four: Utilizing Your Copywriting Skills

第四章：运用你的文案技巧

Preview

预览

Chapter 36: Writing for Different Media

第 36 章：为不同媒体写作

Catalogs

目录

Flyers: Insert Stuffers, Bounce Backs, and Broadsides

飞翼：插入填充物、反弹球和侧击

Direct Mail

直接邮件

Newspapers

报纸

Billboards

广告牌

Press Releases

新闻稿

Radio

广播

Television

电视

The Infomercial

信息广告

Back-End Sales

后端销售

After-Sale Opportunities

售后服务机会

Home Shopping

家庭购物

The Internet

互联网

Epilogue Some Final Thoughts

结语 一些最后的思考

Appendix A: Assumed Constraints, Continued

附录 A：假设约束，继续

Appendix B: Seeds of Curiosity, Continued

附录 B：好奇的种子，继续

Appendix C: Summary of Axioms and Major Points

附录 C：公理和主要观点摘要

Appendix D: Recommended Reading

附录 D：推荐阅读

About the Author

关于作者

Index

索引

Praise for Joseph Sugarman’s Previous Books

赞扬约瑟夫·萨格曼的先前书籍

You have a real talent for promotion and writing advertisements.

你具有真正的促销和撰写广告的才能。

Albert Gore, Former Vice President United States of America

戈尔，美国前副总统

There are a lot of great copywriters, but Joe Sugarman is the best. He knows how to build a story and close the sale. Anyone who wants to sell better will enjoy Advertising Secrets of the Written Word.

有很多优秀的文案作家，但乔·舒格曼是最好的。他知道如何构建故事并促成销售。任何想要提高销售能力的人都会喜欢《书面文字的广告秘诀》。

Richard Thalheimer, Founder The Sharper Image

理查德·索尔海默，The Sharper Image 创始人

I have been a fan of Joseph Sugarman’s copywriting and marketing ideas for years and have benefited greatly by imitating his long-copy ads. Now he is letting us all in on his secrets in a book that should cost $2,000 because it contains so much detailed information. Thank you, Joe. I really liked the book!

我已经多年是 Joseph Sugarman 的文案和营销理念的粉丝，通过模仿他的长篇广告广告获得了很大益处。现在他将在一本应该售价 2000 美元的书中向我们所有人透露他的秘密，因为书中包含了很多详细的信息。谢谢你，Joe。我真的很喜欢这本书！

Jack Canfield, Co-Author Chicken Soup for the Soul

杰克·坎菲尔德，《心灵鸡汤》合著者

Every trade has its role models. And for me, there is no better model for ad copywriters or magazine editors than Joe Sugarman.

每个行业都有自己的榜样。对我来说，没有比乔·舒格曼更好的广告文案撰写者或杂志编辑的榜样。

Ray Schultz, Editor DIRECT Magazine

雷·舒尔茨，《直接杂志》编辑

Joseph Sugarman is brimming over with creative ideas. That isn’t so unusual; many of us are. But Joe’s ideas rocket into our marketing consciousness like shooting stars with one triumphant difference: His ideas invariably work. They motivate. They sell. So this isn’t a book for theoreticians. It’s aimed like an exquisitely polished arrow into the heart of writing to sell. New to marketing? Read this book. Been in the business for 30 years? Read this book.

约瑟夫·萨格曼充满创意想法。这并不罕见；我们中的许多人都是如此。但乔伊的想法像流星一样迅速进入我们的营销意识，唯一的胜利之处在于：他的想法总是有效。它们激励人心。它们能促进销售。因此，这不是一本为理论家写的书。它像一支精心抛光的箭一样直指写作以促销的核心。营销新手？读这本书。从事这个行业 30 年了？也读这本书。

Herschell Gordon Lewis, Chairman Communicomp

赫舍尔·戈登·刘易斯，Communicomp 董事长

Copyright © 2007 by Joseph Sugarman. All rights reserved

版权©2007 由约瑟夫·沙格曼所有。保留所有权利。

Published by John Wiley & Sons, Inc., Hoboken, New Jersey

由约翰·威利与 Sons, Inc. 出版，新泽西州霍博肯

Published simultaneously in Canada

同时出版于加拿大

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本出版物任何部分不得以任何形式或通过任何手段（电子的、机械的、影印的、录音的、扫描的或其他方式）进行复制、存储在检索系统中或传输，除非根据 1976 年美国版权法第 107 条或第 108 条的规定获得许可，或者未经出版者事先书面许可，或者通过向版权许可中心，Inc.支付适当的每份复制费，地址：222 Rosewood Drive，Danvers，MA 01923，（978）750-8400，传真（978）646-8600，或在网上 www.copyright.com 进行授权。请求出版者许可的申请应寄至 John Wiley & Sons, Inc.许可部，111 River Street，Hoboken，NJ 07030，（201）748-6011，传真（201）748-6008，或在网上 http://www.wiley.com/go/permissions 联系。

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

责任限制/免责声明：虽然出版者和作者在准备本书时已尽最大努力，但他们不对本书内容的准确性或完整性作出任何陈述或保证，并特别排除任何默示的适销性或特定用途适用性的保证。销售代表或书面销售材料不得创建或扩展任何保证。本书中包含的建议和策略可能不适合您的具体情况。在适当的情况下，您应咨询专业人士。出版者和作者不对任何利润损失或其他商业损害承担责任，包括但不限于特殊损害、偶然损害、后果性损害或其他损害。

For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.

关于我们其他产品和服务的详细信息或技术支持，请在美国境内拨打客户关怀部门电话（800）762-2974，美国境外拨打（317）572-3993 或传真（317）572-4002 联系。

Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com.

威利还以多种电子格式出版其书籍。某些在印刷版中出现的内 容可能不在电子书中提供。有关威利产品的更多信息，请访问我们的网站 www.wiley.com。

ISBN-13: 978-0-470-05124-5

ISBN-10: 0-470-05124-8

To Mary Stanke, whose support through three-and-a-half decades has been instrumental to my success.

致玛丽·斯坦克，她三十多年的支持对我成功至关重要。

From Seminar Participants Who Learned What You Are About to Learn

来自即将学习您的知识的研讨会参与者

I enjoyed the seminar, and I learned a lot. I am more determined than ever to start and succeed at running a mail order business.

我享受了这次研讨会，学到了很多东西。我比以往任何时候都更坚定地要开始并成功经营一家邮购业务。

Lee R. Herrington III, President Herrington’s Catalog

李·R·赫林顿三世，赫林顿总裁目录

Your seminar has really opened my eyes to a realization of what makes effective mail order advertising. I am sure that attending the seminar will pay dividends many times over in the years ahead.

您的研讨会真正让我对有效邮购广告的要素有了认识。我相信参加研讨会将在未来几年带来数倍的回报。

J. M. Robinson Atlantic Richfield Company

J. M. 罗宾逊 大西洋富田公司

I told you I’d summarize the 6 or 8 major things, new to me, that I got from the seminar. Going over the notes I find it’s 36 major things I’ll be doing differently.

我告诉你我会总结出 6 或 8 个对我来说是新的、在研讨会上学到的主要事情。回顾笔记时我发现，我将要改变 36 个主要事项。

Gordon T. Beaham III, President Faultless Starch/Bon Ami Company

戈登·T·比厄姆三世，Faultless Starch/Bon Ami 公司总裁

Not only did you teach me some fundamental new concepts in space advertising, but you planted some seeds that may well change our marketing program and perhaps even our way of doing business.

不仅你教了我一些关于太空广告的基本新概念，而且你还播下了可能改变我们的营销计划甚至我们的经营方式的种子。

Frederick J. Simon, President Omaha Steaks International

弗雷德里克·J·西蒙，奥马哈牛排国际总裁

I would recommend your seminars to novices to gain the degree of confidence necessary to write super ads almost instantaneously. Old-timers will also benefit because what they’ll learn is that you can help them make their ordinary ads super successful. Although I’ve been in mail order for more than 15 years I soon found, as a result of your 5-day seminar, that there was more I didn’t know than I did know.

我建议新手参加您的研讨会，以获得几乎瞬间写出超级广告所需的信心。老手也会受益，因为他们会学到您可以帮助他们使普通广告变得超级成功。尽管我在邮购行业已经超过 15 年，但通过您的 5 天研讨会，我很快发现，我所不知道的比我知道的还多。

Ed Axel Energy Group of America, Inc.

美国艾德艾克斯能源集团，有限公司

You did two things right. First, you charged $2,000. This clever device guaranteed the quality of the participants and assured you of their rapt and undivided attention. Second, you gave them their money’s worth. I did only one thing right. I came.

你做对了两件事。首先，你收了 2000 美元。这个巧妙的设备保证了参与者的质量，并确保你得到他们全神贯注的注意。其次，你让他们物有所值。我只做对了一件事。我来了。

Joe Karbo Huntington Beach, California

乔·卡尔博 汉廷顿海滩，加利福尼亚

The depth of knowledge and the skill with which you organized and presented it was far above what I anticipated when I signed up for the seminar. But the real payoff was what the course covered that was not in the outline. I feel that the content relating to the philosophy of achieving success in life and the numerous examples you provided to prove this philosophy will have the greatest payoff for us in the long run.

知识的深度以及你组织和呈现它的技巧远远超出了我报名参加研讨会时的预期。但真正的回报是课程中涵盖的、不在大纲中的内容。我感觉与人生成功哲学相关的内容以及你提供的众多例子来证明这一哲学，将对我们长期来说具有最大的回报。

Ed Scofield Garden Way Associates

爱德·斯科菲尔德花园大道合作伙伴

When you’re a farmer you always worry about the crop. It’s growing too slow—you worry. It’s growing too fast—you really worry. I find it to be about the same when a farmer gets into space advertising. The orders are coming in so good from our space ads, I’m beginning to worry. A high-class worry, I’ll admit.

当你是个农民时，你总是担心庄稼。长得太慢——你担心。长得太快——你真的很担心。我发现当农民进入太空广告时，情况也差不多。我们的太空广告订单非常好，我开始担心了。我承认这是一种高级的担忧。

Frank Schultz Alamo, Texas

Frank Schultz 阿拉莫，德克萨斯州

I most enjoyed your openness in revealing, in depth, how you run your company. Few businessmen have the confidence to give away their “secrets” as you did!

我最欣赏你公开、深入地展示你是如何经营公司的。很少有商人像你一样敢于分享他们的“秘密”！

C. L. Schaldenbrand Word Processing Exchange

C. L. Schaldenbrand 文字处理交换

At times the seminar combined high drama, “made for TV” movie serialization, and mail order technique in an unbeatable blend of education and excitement. It was the best class I have taken since Harvard Business School.

有时，研讨会将高戏剧性、“为电视制作”的电影连续剧和邮购技术以不可战胜的教育与兴奋的混合方式结合在一起。这是我自哈佛商学院以来上过的最好的课程。

John E. Groman Epsilon Data Management

约翰·E·格罗曼 epsilon 数据管理

On my way back, on Friday night I stayed at the Sheraton Centre Hotel in New York. My two bags with my clothes were stolen in the lobby of the hotel. I don’t care about the clothes, but I can’t tell you how much I regret the loss of the seminar material, which is of inestimable value for me, and which was also in the bags.

在我回家的路上，周五晚上我住在纽约的喜来登中心酒店。我的两个装有衣服的包在酒店大堂被盗。我不在乎衣服，但我无法告诉你我多么后悔丢失了研讨会的资料，这对我是无价的，而且这些资料也在包里。

Herman Van Hove Brussels, Belgium

赫尔曼·范·霍夫 布鲁塞尔，比利时

It has given me a fresh perspective and the insight I had sought when I first decided to attend your seminar. I now have a much clearer picture of why our successful promotions succeeded and our failures failed.

它给了我一个全新的视角，以及我最初决定参加您的研讨会时所寻求的洞察。我现在对为什么我们的成功推广成功以及我们的失败失败有了更清晰的了解。

Richard J. Guilfoyle Limited Editions Collectors Society

理查德·J·吉尔福伊尔限量版收藏家协会

Adweek and Brandweek Books are designed to present interesting, insightful books for the general business reader and for professionals in the worlds of media, marketing, and advertising.

《Adweek》和《Brandweek》图书旨在为普通商业读者以及媒体、营销和广告领域的专业人士提供有趣、有洞察力的书籍。

These are innovative, creative books that address the challenges and opportunities of these industries, written by leaders in the business. Some of our writers head their own companies, while others have worked their way up to the top of their field in large multinationals. But they all share a knowledge of their craft and a desire to enlighten others.

这些是创新、富有创造性的书籍，探讨了这些行业的挑战和机遇，由商业领域的领导者所撰写。我们的一些作家拥有自己的公司，而其他人则在大型跨国公司中一路攀升至行业顶端。但他们都拥有对所从事行业的知识，并渴望启迪他人。

We hope readers will find these books as helpful and inspiring as Adweek, Brandweek, and Mediaweek magazines.

我们希望读者会发现这些书籍和《Adweek》、《Brandweek》和《Mediaweek》杂志一样有帮助和鼓舞人心。

Published

发布

Disruption: Overturning Conventions and Shaking Up the Marketplace, by Jean-Marie Dru

颠覆：颠覆传统，搅动市场，作者：让-玛丽·德鲁

Under the Radar: Talking to Today’s Cynical Consumer, by Jonathan Bond and Richard Kirshenbaum

《雷达之下：与当今愤世嫉俗的消费者对话》，作者：乔纳森·邦德和理查德·基尔申鲍姆

Truth, Lies and Advertising: The Art of Account Planning, by Jon Steel

真实、谎言与广告：账户策划的艺术，作者：乔恩·斯蒂尔

Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, by Luke Sullivan

嘿，惠普尔，捏紧这个：创建优秀广告指南，作者：卢克·沙利文

Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders, by Adam Morgan

吃掉大鱼：挑战性品牌如何与品牌领导者竞争，亚当·摩根 著

Warp-Speed Branding: The Impact of Technology on Marketing, by Agnieszka Winkler

warp-speed 品牌营销：技术对营销的影响，作者：Agnieszka Winkler

Creative Company: How St. Luke’s Became “the Ad Agency to End All Ad Agencies,” by Andy Law

创意公司：圣卢克如何成为“终结所有广告公司的广告公司”，安迪·劳著

Another One Bites the Grass: Making Sense of International Advertising, by Simon Anholt

另一个咬了草：解读国际广告，西蒙·安霍尔特

Attention! How to Interrupt, Yell, Whisper and Touch Consumers, by Ken Sacharin

注意！如何打断、尖叫、低语和触摸消费者，肯·萨查林

The Peaceable Kingdom: Building a Company without Factionalism, Fiefdoms, Fear, and Other Staples of Modern Business, by Stan Richards and David Culp

《和平王国：构建无派系、领地、恐惧及其他现代商业基石的公司》，作者：Stan Richards 和 David Culp

Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America, by David Kiley

清除虫害：大众在美国的兴衰与回归，大卫·凯利著

The Do-It-Yourself Lobotomy: Open Your Mind to Greater Creative Thinking, by Tom Monahan

《自己动手的脑叶切除术：打开你的思维，实现更伟大的创造性思考》，作者：汤姆·莫纳汉

Beyond Disruption: Changing the Rules in the Marketplace, by Jean-Marie Dru

《超越颠覆：改变市场规则》，作者：让-玛丽·德鲁

And Now a Few Laughs from Our Sponsor: The Best of Fifty Years of Radio Commercials, by Larry Oakner

现在，让我们来欣赏赞助商带来的几则笑话：拉里·奥克纳《五十年广播广告精选》

Sixty Trends in Sixty Minutes, by Sam Hill

六十分钟六十趋势，作者：山姆·希尔

Leap: A Revolution in Creative Business Strategy, by Bob Schmetterer

跃：创意商业策略的革命，作者：鲍勃·施梅特勒尔

Buzz: Harness the Power of Influence and Create Demand, by Marian Salzman, Ira Matathia, and Ann O’Reilly

Buzz：利用影响力创造需求，作者：玛丽安·萨尔赞、艾拉·马塔希亚和安·奥雷利

Casting for Big Ideas: A New Manifesto for Agency Managers, by Andrew Jaffe

寻找大思想：为代理商经理的新宣言，安德鲁·杰夫著

Life after the 30-Second Spot: Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising, by Joseph Jaffe

30 秒广告之后的生活：用大胆的替代方案激发您的品牌，约瑟夫·杰夫著

Pick Me: Breaking into Advertising and Staying There, by Nancy Vonk and Janet Kestin

挑选我：闯入广告行业并保持在那里，[作者]南希·冯克和珍妮特·凯斯汀

Foreword

前言

The Sugarman Legacy

糖人遗产

By Ray Schultz, Editor, DIRECT Magazine

由雷·舒尔茨，编辑，《DIRECT 杂志》

Every trade has its role models. And for me, there is no better model for ad copywriters or magazine editors than Joe Sugarman.

每个行业都有自己的榜样。对我来说，没有比乔·舒格曼更好的广告文案撰写者或杂志编辑的榜样。

Bandleader Artie Shaw had a standard question for musicians who wanted to join his band: “Who do you listen to?”

乐队指挥阿蒂·肖对想要加入他乐队的音乐家有一个标准问题：“你听谁？”

A similar question might be asked of writers applying for work: “Who do you read?”

一个类似的问题可能会被问到申请工作的作家：“你读过谁的作品？”

Sugarman is the guy who sells BluBlocker sunglasses on TV. He also happens to be one of the most amusing and prolific writers in the United States, as I discovered when I started reading his JS&A catalog in 1985.

糖人是在电视上卖 BluBlocker 太阳镜的人。他碰巧也是美国最有趣和最多产的作家之一，正如我在 1985 年开始阅读他的 JS&A 目录时发现的。

He was totally out of the box. He cracked me up with the sheer exuberance of his copy approach.

他完全跳出框框。他那充满活力的复制方法让我捧腹大笑。

He offered readers $10 for every spelling error they found in his copy. (“Please don’t correct my grammar.”)

他向读者提供每发现一个拼写错误就支付 10 美元。（“请别纠正我的语法。”）

He offered “loaner” watches to customers as part of a service guarantee.

他向客户提供了作为服务保证的一部分的“试用”手表。

He offered a $6 million home for sale in the airline magazines, accepting American Express, Visa, MasterCard or any negotiable hard currency.

他将在航空公司杂志上出售一套价值 600 万美元的住宅，接受美国运通卡、维萨卡、万事达卡或任何可议价的硬通货。

He sold a $240,000 airplane in a single mail order ad.

他通过一封邮件订单广告卖出一架价值 24 万美元的飞机。

And he did it all with a very special tone. It’s like Nelson Algren said about John Cheever—that he was the one writer you could identify “without turning the pages of The New Yorker back to see who wrote it.”

他以一种非常特别的语气完成了这一切。就像纳尔逊·阿尔格林评价约翰·切弗时说的那样——他是那种你无需翻到《纽约客》杂志的页面就能认出的作家。

Not that Sugarman is the most colorful rogue ever to write great mail order copy. There were others. Louis Victor Eytinge, a convicted murderer who learned how to write in prison. Or Gene Schwartz, the art collector, who made his living writing stuff like “She Fled the Table When the Doctor Said Cut Her Open.”

不是 Sugarman 是写过出色邮购文案的最有色彩的流氓。还有其他人。路易斯·维克多·艾丁格，一个在监狱里学会写作的谋杀犯。或者吉恩·施瓦茨，这位艺术收藏家，靠写诸如“当医生说她要被切开时，她逃离了餐桌”这样的东西谋生。

But Joe surpassed those guys in a few very important ways—the sheer volume of his writing, the trends that he set and my favorite, the personal catalog, one in which the copy and the product reflect the quirks of the owner. And Joe has a lot of imitators who have personalized their catalogs using Joe’s catalog as their inspiration.

但乔在几个非常重要的方面超越了那些家伙——他写作的纯粹数量、他设定的趋势，以及我最喜欢的，个人目录，在这个目录中，文案和产品反映了所有者的古怪之处。而且乔有很多模仿者，他们使用乔的目录作为灵感，个性化了自己的目录。

How did Joe learn his trade? He claims he learned it from his failures and not from the mail order greats who preceded him. Greats like David Margoles, who sold 4 million garlic crushers in the 1950s.

乔是如何学会他的手艺的？他声称他是从失败中学习的，而不是从在他之前的前辈们那里学到的。像大卫·马戈莱斯这样的前辈，他在 20 世纪 50 年代卖出了 400 万把大蒜压碎器。

Then there was Max Sackheim, co-founder of the Book-of-the-Month Club and another great pitchman who lived by his wits. As Lester Wunderman in 1996 reflected about Sackheim, “When he talked to clients, he promised a breakthrough—not as we have now, minuscule improvement.”

然后是 Max Sackheim，月度图书俱乐部联合创始人，另一位凭借智慧生活的杰出推销员。正如 Lester Wunderman 在 1996 年反思 Sackheim 时所说：“当他与客户交谈时，他承诺突破——不是我们现在所拥有的微小改进。”

Then there was John Caples, who entered American folklore by writing “They Laughed When I Sat Down at the Piano.” The late Larry Chait asked Caples why he stressed the social benefits instead of just selling the virtues of the course.

然后是约翰·卡普莱斯，他通过写作《当我坐在钢琴前时，他们笑了》而进入美国民间传说。已故的拉里·查伊特问卡普莱斯，为什么他强调社会效益而不是仅仅推销课程的好处。

“You don’t understand,” Caples answered. “Learning the piano is tough. You can’t sell that. But you can sell the idea of social success and overcoming whatever deficiencies you have in order to become popular.”

“你不理解，”卡普尔斯回答道。“学钢琴很艰难。你无法把这一点卖出去。但你却可以卖社会成功和克服你所有的缺陷以成为受欢迎的人的想法。”

Though he may never have met them, Sugarman knows on a gut level what these guys knew. And that’s important, because he’s one of the last of a breed.

尽管他可能从未见过他们，Sugarman 在直觉上知道这些人知道什么。这很重要，因为他属于最后一代人之一。

Now for the good news. He’s passed the tradition down in this handbook, the best book ever done on the subject of mail order writing.

现在有好消息。他已经在这本手册中传承了传统，这是关于邮件订购写作主题所做过的最好的书。

Besides the advice on selling, it stresses basic truths about writing, in language anyone can understand. I’ve even given the manuscript to my new reporters to read.

除了销售建议，它强调了关于写作的基本真理，用任何人都能理解的语言。我甚至把手稿给了我的新记者阅读。

I’m sad to report that Sugarman doesn’t write as much copy as he used to—no more catalogs and very few space ads. He’s followed the money into infomercials and home shopping.

我很遗憾地报告，Sugarman 不像以前那样写那么多文案了——不再有目录，广告空间也很少。他已经追随金钱进入了电视购物和家居购物。

Until they reissue old JS&A catalogs (the way they’ve reissued the 1909 edition of Sears, Roebuck), this book will have to stand as Joe’s legacy in print. But it’s a fine legacy.

直到他们重新发行旧的 JS&A 目录（就像他们重新发行 1909 年版西尔斯·罗巴克目录一样），这本书将作为乔的印刷遗产而存在。但这是一份优秀的遗产。

So here it is. Enjoy. As Walter Winchell said when he introduced Damon Runyon, “The next act is better.”

所以，这就是了。享受吧。正如沃尔特·温切尔在介绍达蒙·鲁尼恩时所说，“下一幕更精彩。”

Ray Schultz is one of the top writers and editors in the direct marketing industry and editor of DIRECT magazine, a Cowles Business Media publication.

雷·舒尔茨是直销行业顶尖的作家和编辑，也是《DIRECT》杂志的编辑，该杂志由 Cowles Business Media 出版。

Acknowledgments

致谢

Many people have contributed to my copywriting skills and to the creation of this book, and to all of them I am very grateful. Mary Stanke, president of JS&A Group, Inc., whose direction, commitment and 35 years of service allowed me the creative freedom to express myself through my writing and who helped me build a substantial business in the process. My ex-wife, Wendy, and our two children, April and Jill, for their understanding and support during the many seminars we held—always behind the scenes, but their presence was very important and always felt. Judy Sugarman, my sister and copyeditor for 25 years—always there to correct my spelling, undangle my modifiers and give me very candid feedback.

许多人帮助我提升了文案技巧，并创作了这本书，我对他们都非常感激。玛丽·斯坦克，JS&A 集团总裁，她的指导、承诺和 35 年的服务让我在写作中拥有表达自我的创作自由，并在过程中帮助我建立了一个庞大的企业。我的前妻温迪，以及我们的两个孩子，艾普丽尔和吉尔，感谢他们在我们举办的多次研讨会期间的理解和支持——他们总是在幕后，但他们的存在非常重要，并且始终被感受到。朱迪·萨格曼，我的姐姐，也是我 25 年的校对编辑——始终在那里纠正我的拼写，解开我的修饰语，并给我非常坦率的反馈。

I also wish to acknowledge the thousands of customers who gave me a tremendous education and for whom I have an unwavering respect. I wish to acknowledge my many competitors, too. I hated it when they copied me, but in the process of trying to outwit them my copywriting skills grew even stronger. There are hundreds of other people I could mention—too numerous to list here—who have played a vital role in my success and growth.

我也想感谢那些给予我巨大教育并对我怀有坚定不移尊重的成千上万的客户。我也想感谢我的许多竞争对手。我讨厌他们抄袭我，但在试图战胜他们的过程中，我的文案技巧变得更加强大。还有数百人我可以提及——太多以至于无法在此列出——他们在我的成功和成长中扮演了至关重要的角色。

A special acknowledgment to all my wonderful seminar participants who learned from me and went on to create or build successful businesses—all through the power of their pens. I learned a great deal from them. Finally, I wish to thank, with humility and gratitude, all who have exchanged their hard-earned money for this book. May you, too, learn and prosper.

对所有我那些从我的研讨会中学习并凭借他们的笔的力量创立或建立成功企业的奇妙参与者表示特别的感谢。我从他们那里学到了很多。最后，我谦卑而感激地感谢所有用他们辛勤赚来的钱购买这本书的人。愿你们也能学习和繁荣。

Introduction

简介

The Origins of This Book

这本书的起源

The truly creative mind in any field is no more than . . . a cruelly delicate organism with the overpowering necessity to create, create, create—so that without the creating of music or poetry or books or buildings or something of meaning, his very breath is cut off from him. He must create, must pour out creation. By some strange, unknown, inward urgency he is not really alive unless he is creating.

真正的创新思维在任何领域都不外乎是一种残酷而脆弱的有机体，它有着压倒性的创造需求——创造，创造，再创造——否则，没有音乐、诗歌、书籍、建筑或任何有意义的创造，他的呼吸就会停止。他必须创造，必须倾泻出创造力。在某些奇怪、未知、内在的紧迫感驱使下，除非他在创造，否则他实际上并不活着。

—Pearl Buck

珀尔·巴克

This is a story about a seminar. It was a copywriting and marketing seminar I presented starting in the 1970s during a time when I was actively involved in both writing copy and marketing a range of products that included everything from electronics to collectibles—from Bone Fones to Picasso tiles.

这是一篇关于研讨会的文章。它是我从 20 世纪 70 年代开始举办的文案和营销研讨会，当时我积极参与撰写文案和推广一系列产品，包括从电子产品到收藏品——从骨传声器到毕加索瓷砖等。

I was a prolific writer, often writing complete catalogs, print advertisements and direct mailings. And I owned the company, JS&A Group, Inc., that sold these products, so I experienced the direct consequences of my successes and failures.

我曾是一位多产的作家，经常撰写完整的目录、印刷广告和直接邮件。我还拥有 JS&A Group, Inc.这家公司，销售这些产品，因此我亲身经历了我的成功和失败的直接后果。

Failures Outnumbered Successes

失败多于成功

My failures far outnumbered my successes. In fact, I have yet to find anybody who has experienced the number of failures I experienced during the early stages of my career. But it was through these failures that I received a very costly education that to this day has guided me through a successful career in advertising and direct marketing.

我的失败远多于成功。事实上，我还没有找到任何人在职业生涯早期经历过像我那样多的失败。但正是通过这些失败，我得到了一份代价高昂的教育，至今仍在引导我在广告和直销领域的成功职业生涯。

To the public, I was a big success. Babe Ruth is remembered for his home run record and not for the fact that he also held the record for the most strikeouts. And so it was with me. Most people just saw my successes, as they were quite visible. And they just saw my successful innovations because they were the ones that worked. So to the general public and to others in direct marketing, it appeared that I had the Midas touch.

对公众来说，我是个大成功。贝比·鲁斯因他的本垒打记录而闻名，而不是因为他也是最多三振记录的保持者。对我来说也是如此。大多数人只看到我的成功，因为它们非常明显。他们也只看到我的成功创新，因为它们是有效的。所以对公众和直接营销的其他人来说，我似乎有 Midas touch。

I didn’t see myself running seminars. I was busy enough running my business. And to share my secrets with the industry was only asking for competition. But it was a series of coincidences that prompted me to offer seminar courses and I’m glad I made the decision to do them. And many of my participants are glad, too—people whose seminar experience made an enormous difference in their lives.

我没有想过要举办研讨会。我忙于经营自己的生意。而且把我的秘密与行业分享只会招来竞争。但一系列巧合促使我提供研讨会课程，我很高兴我做出了这个决定。而且许多参与者也很高兴——他们的研讨会经历在他们的生活中产生了巨大的影响。

My seminar was different. First, I was an actual practitioner—not an educator or a consultant who never had to make a major marketing gamble or cover a payroll. I was out there on the firing line, making sure each day that the copy I was writing and the marketing decisions I was making were going to be accepted by the marketplace.

我的研讨会与众不同。首先，我是一名真正的实践者——而不是一个教育者或顾问，我从未需要冒过重大的市场营销风险或支付工资。我身处前线，每天确保我所写的文案和所做的营销决策能够被市场接受。

Second, it was during a time when my success was reaching a peak. Our mail order ads were appearing everywhere. They appeared in newspapers and magazines and on airplanes and with such regularity and frequency that the format was attracting a great deal of attention and creating an entire flock of imitators.

其次，那是我成功达到顶峰的时期。我们的邮购广告无处不在。它们出现在报纸、杂志、飞机上，如此规律和频繁，以至于这种格式吸引了大量关注，并引发了一群模仿者。

Finally, I realized what people were willing to pay just to hear me as a speaker or talk to me as a consultant. Bernie Pargh, an entrepreneur and owner of B.A. Pargh, a business equipment sales company, flew from Nashville to Los Angeles one day just to hear me speak to a direct marketing group. “Joe, I’ve spent over $1,000 just to hear you speak for 45 minutes,” he told me.

最后，我意识到人们愿意仅仅为了听我演讲或向我咨询而支付的费用。B.A. Pargh 商业设备销售公司的企业家和所有者 Bernie Pargh 有一天从纳什维尔飞往洛杉矶，只是为了听我向一个直销团体演讲。“Joe，我花了超过 1000 美元，只是为了听你演讲 45 分钟，”他告诉我。

I would also get calls from people who had marketing problems and would want to fly to visit me in the Chicago suburb of Northbrook, where our company was based, just to sit and talk to me for 15 minutes.

我也会接到有营销问题的人的电话，他们想飞到我们公司所在的芝加哥北郊北布鲁克来拜访我，只是为了和我坐下来聊 15 分钟。

The Fateful Visit

命运之访

But the seminar would never have taken place had it not been for a small vacation I took up to northern Wisconsin to visit my sister and her family.

但是，如果不是因为我去威斯康星北部度假，去看望我的姐姐和她的家人，这个研讨会永远不会举行。

It was during that trip that I discovered the beauty of the north woods and made the decision, with my family, to find a second home there. The home I eventually found was a 10,000-square-foot, two-story building on a 16-acre site overlooking one of the most beautiful lakes I had ever seen. The property was filled with virgin timber—tall, stately pines and oak trees that had escaped the lumbermen who cleared most of the trees from northern Wisconsin during the 1800s.

在那次旅行中，我发现了北部森林的美丽，并和家人做出了在那里寻找第二个家的决定。我最终找到的房子是一座占地 16 英亩、俯瞰我见过的最美丽湖泊之一、10,000 平方英尺的两层建筑。这片地产上长满了原始树木——高耸、庄严的松树和橡树，它们逃过了 19 世纪期间清理了威斯康星州北部大部分树木的伐木工。

But the home was costly and at the time something I couldn’t afford. The price in 1977 was $350,000 and I couldn’t really justify it until my lawyer and close personal friend, George Gerstman, suggested I could use the facility as a seminar site. “Hold marketing seminars at the place, turn it into a business and you could write off the entire property and even make a profit,” he suggested.

但这栋房子很贵，当时我负担不起。1977 年的价格是 35 万美元，我实在无法为其辩护，直到我的律师和亲密朋友乔治·格斯特曼建议我可以将这个地方用作研讨会场地。“在这个地方举办市场营销研讨会，将其变成一项业务，你就可以扣除整个财产，甚至还能盈利，”他建议。

The idea really appealed to me. It was a very unique setting. It was isolated and quiet, and the fresh northern Wisconsin air at Minocqua was stimulating and invigorating.

这个想法真的吸引了我。那是一个非常独特的环境。它偏远而宁静，明诺夸的清新威斯康星州北部空气令人振奋和充满活力。

I spent a great deal of the summer going up there with my family and furnishing the facility for a seminar. I cleared away a number of the odd buildings that dated back to the 1800s but were in such disrepair that I had no choice but to remove them. My wife at the time, Wendy, helped pick out the furniture and dishes. She also hired a cook, housekeepers and the support staff needed to run the seminars while Mary Stanke, my operations chief at JS&A, assisted with registering the participants and preparing all the materials for the seminar. And so within a few months the facility was transformed into an enchanting seminar site—a learning center that I called “Nature’s Response.”

我花了整个夏天的时间和我家人一起去那里，为研讨会布置设施。我清理了一些追溯到 19 世纪但已经破败不堪的建筑，别无选择，只能把它们拆除。当时我的妻子温迪帮我挑选家具和餐具。她还雇佣了一名厨师、管家和运行研讨会所需的支持人员。同时，我的 JS&A 运营主管玛丽·斯坦克协助注册参与者并准备研讨会的所有材料。就这样，在几个月内，该设施变成了一个迷人的研讨会场所——我称之为“自然的回应”学习中心。

The Most Expensive Seminar

最昂贵的研讨会

Back in 1977, I was charging $2,000 for five days—a price that made it, at the time, the most expensive seminar in the direct marketing business. For my seminars 10 years later, I charged $3,000. I announced the seminar in Advertising Age and Direct Marketing magazines in the format of one of my typical ads. And the response was immediate. If Bernie Pargh was willing to spend $1,000 to fly to Los Angeles to hear me speak for 45 minutes and several people were willing to fly from different parts of the United States to talk to me for just 15 minutes, I had a value that certainly was worth $2,000 for five full days.

1977 年，我收了 2000 美元的五天课程费——在当时，这是直销行业中最昂贵的研讨会。10 年后，我收了 3000 美元。我在《广告时代》和《直销》杂志上以我典型广告的形式发布了研讨会信息。反应立即而来。如果伯尼·帕格愿意花 1000 美元飞到洛杉矶听我讲 45 分钟，而且有几个人愿意从美国的不同地方飞来只和我谈 15 分钟，那么我提供的服务绝对值得 2000 美元的五整天。

Within a few weeks, I had a full class with participants from all over the world. We had somebody from Germany, several from California and quite a few from the East Coast. We had a farmer from Texas and a dentist from Carmel, California. Richard Viguerie, the conservative Washington fund-raiser, enrolled and of course Bernie Pargh attended. I actually had more participants than I wanted so I created a reservation list for my next seminar.

几周内，我举办了一堂满员的课程，参与者来自世界各地。我们有来自德国的，几个来自加利福尼亚，还有不少来自东海岸。我们还有来自德克萨斯州的农民和来自加利福尼亚州卡梅尔的牙医。保守派华盛顿筹款人理查德·维古里耶报名参加了，当然，伯尼·帕尔格也出席了。实际上，参与者比我预期的要多，所以我为下一堂研讨会创建了一个预约名单。

To get to Minocqua, the seminar participants had to fly to Chicago, board a commuter plane there and fly to the town of Rhinelander, Wisconsin, where they then took a bus for the 40-minute ride to their motel. To get to the seminar site, the participants took a pontoon boat from the motel and landed at our boathouse where they walked up a path to the house.

到达明诺夸，研讨会参与者必须飞往芝加哥，在那里乘坐通勤飞机飞往威斯康星州的雷尼尔德镇，然后乘坐公共汽车前往他们的汽车旅馆，全程 40 分钟。为了到达研讨会地点，参与者从汽车旅馆乘坐平底船，抵达我们的船屋，然后沿着小径走到房子那里。

And at the house, they would find several rooms outfitted as classrooms, a large dining room, a kitchen and a very large wooden balcony where they could look out at the lake, relax and enjoy the clean north-woods air.

在房子里，他们会发现几个布置成教室的房间、一个大餐厅、一个厨房，以及一个非常大的木质阳台，他们可以透过阳台俯瞰湖面，放松并享受清新的北部森林空气。

It was an idyllic setting in a remote part of America—a place where my students would learn a form of copywriting and marketing that they could not learn anyplace else.

这是一个田园诗般的美国偏远地区——一个我的学生可以学习到其他地方学不到的文案和营销形式的地方。

The Book Contains Many Lessons

这本书包含许多课程

This book shares many of the lessons and experiences that were taught at these seminars. You’ll learn how to mentally prepare yourself to write copy, how to write effective copy, and how to present your product, concept or service in a novel and exciting way. You’ll learn what really works and what doesn’t and how to avoid many of the pitfalls that marketers fall into—and much more.

这本书分享了在这些研讨会上教授的许多经验和教训。你将学会如何心理上准备自己来撰写文案，如何撰写有效的文案，以及如何以新颖和令人兴奋的方式展示你的产品、概念或服务。你将学会什么真正有效，什么无效，以及如何避免许多营销人员容易陷入的陷阱——还有更多。

I convey my unique approach to copy by demonstrating my thought process on everything from how copy should flow to the elements every ad should have—from the psychology of copy and its motivational triggers to the emotions generated by words. But the seminar was certainly more than learning about copy and marketing.

我通过展示我对如何撰写文案的独到见解，从文案的流畅性到每个广告应具备的元素，再到文案的心理动机和由文字引发的情感，来传达我的文案方法。但这次研讨会远不止是学习文案和营销。

The seminar turned into a motivational experience for many who went on to become quite successful. Others, who were already successful, couldn’t wait to get back to work and implement their new knowledge. And they too grew in the process.

研讨会成为许多人的激励体验，他们后来都取得了相当大的成功。其他人，他们已经成功，迫不及待地想回到工作岗位并实施他们的新知识。他们也在这个过程中成长了。

You too will understand how to relate what you’ve learned about copywriting to other forms of marketing and you’ll see how many of the same principles apply.

你们也会明白如何将关于文案写作的知识与其他形式的营销联系起来，你们会发现许多相同的原则都适用。

The Goal of Copy

复制的目标

Throughout this book, I talk about the eventual goal of writing effective copy, namely: “To cause a person to exchange his or her hard-earned money for a product or service.” It’s really as simple as that.

本书中，我谈论了撰写有效文案的最终目标，即：“促使一个人用他或她辛苦赚来的钱交换产品或服务。”这实际上就这么简单。

Direct marketing is truly the tool of this century. Using it, you can move millions of people to reach into their pockets for millions of dollars—all from the power of your pen or the message you convey in print, on TV, on radio or on a computer screen.

直销确实是这个世纪的工具。利用它，你可以调动数百万人掏出数百万美元——这一切都来自于你的笔或者你在印刷品、电视、广播或电脑屏幕上传达的信息。

For most of what I teach in this book I use a print ad as a reference point. Print ads are among the most difficult of all forms of direct marketing. On a single page, in two dimensions, located in a medium with hundreds of competing messages and without sound or motion, you’ve got to entice a person to start reading your ad, convey the complete story of your product or service and then convince the person to reach for the phone and order. To understand this process and to effectively implement it requires a lot of experience and skill. But once you have mastered the skills, you will have the ability to build a business from just the power of your pen and with very little capital.

本书中我教授的大部分内容都以印刷广告作为参考点。印刷广告是所有直接营销形式中最难的一种。在一页纸上，在二维空间内，位于一个有数百条竞争信息的媒介中，没有声音或动作，你必须吸引一个人开始阅读你的广告，传达你的产品或服务的完整故事，然后说服这个人拿起电话订购。要理解这个过程并有效地实施它，需要大量的经验和技能。但一旦你掌握了这些技能，你将能够仅凭笔的力量和极少的资本建立一家企业。

When Mike Valentine attended my seminar, he was operating his radar detector company out of his garage. Later, using many of the skills I taught him, he grew his company, Cincinnati Microwave (developer of the Escort Radar Detector), to a $140 million public company. Jimmy Calano was a young 20-something entrepreneur who had been giving small management seminars when he attended my course. He eventually became a major force in the seminar business with CareerTrack—a multi-million-dollar company. Victoria’s Secret sent two of their top marketing people when the company consisted of just two stores and a catalog. They eventually were acquired by The Limited and became a powerful retail chain throughout the country.

当迈克·瓦伦蒂内参加我的研讨会时，他正在他的车库里经营雷达探测器公司。后来，他运用了我教给他的许多技能，将他的公司辛辛那提微波（Escort 雷达探测器的开发者）发展成为一个价值 1.4 亿美元的上市公司。吉米·卡拉诺是一个年轻的二十多岁企业家，在他参加我的课程之前，他一直在举办小型管理研讨会。他最终成为了研讨会业务的一个主要力量，与 CareerTrack——一家价值数百万美元的公司。当公司只有两家店铺和一个目录时，维多利亚的秘密派了两名他们的顶级市场营销人员。他们最终被 Limited 收购，成为全国一家强大的零售连锁店。

From a UPS driver who had a fascination with direct marketing and came to the seminar with his last $2,000 to Joe Karbo, author of The Lazy Man’s Way to Riches, who already was a very successful mail order entrepreneur—they all came with great anticipation and they all left with valuable knowledge that helped them continue to grow and prosper.

从一位对直销着迷的 UPS 司机，带着他最后的 2000 美元来到研讨会，到《懒人致富之道》的作者 Joe Karbo，他已经是位非常成功的邮购企业家——他们都带着极大的期待而来，带着有价值的知识离开，这些知识帮助他们继续成长和繁荣。

17 Seminars Given

17 场研讨会

I had 312 students attending 17 seminars—from the first one in the summer of 1977 to the last one given in Maui, Hawaii, in the spring of 2000. The rest of my writing and marketing insights come from several years of experience since then in the visual medium of TV—infomercials, TV spots and home shopping.

我有 312 名学生参加了 17 次研讨会——从 1977 年夏天的第一次到 2000 年春季在夏威夷玛乌伊岛举办的最后一次。我其余的写作和营销见解来自那之后的几年在视觉媒介电视方面的经验——包括电视直销、电视广告和家居购物。

Regardless of your current educational level or knowledge of marketing, this book will give you fresh insights into the world of copywriting, marketing, human behavior, the Internet, public relations and other lessons taught at my seminar.

无论你的教育水平或营销知识如何，这本书都将为你提供关于文案写作、营销、人类行为、互联网、公共关系以及我在研讨会中教授的其他课程的全新见解。

Even if you are not interested in writing copy, you’ll have a better appreciation and understanding of the copywriting process—so much so that you will be confident that you too can write good copy or, at a minimum, critique copy.

即使你对撰写文案不感兴趣，你也会对文案写作过程有更好的欣赏和理解——如此之好，以至于你将自信自己也能写出优秀的文案，或者至少能够评价文案。

So pull up an easy chair, prop your feet up and sink into one of the most comprehensive contemporary books on the subject of copywriting, marketing and creative expression—a treasure chest of insights that will entertain as it teaches.

所以，拉一把舒适的扶手椅，把脚翘起来，沉浸在关于文案写作、营销和创意表达的当代最全面的一本书中——一本既能娱乐又能教学的智慧宝库。

Section One

第一章

Understanding the Process

理解过程

Preview

预览

This handbook is based on a book I wrote in 1998 called Advertising Secrets of the Written Word. The book consisted of the lessons I had taught at exclusive seminars I conducted beginning in 1977.

这本手册基于我于 1998 年所著的《书面文字的广告秘诀》一书。该书包含了我从 1977 年开始在独家研讨会上所教授的课程。

My challenge was to take the first book, revise it to make it current and add many of the copywriting techniques to be considered when you write for the Internet, direct mail, public relations releases and other copywriting tasks. In the revision process I had to reread my book chapter by chapter and revise it where necessary. What I discovered in this process was that all the principles remained the same regardless of changes in the way we communicate that have occurred since I wrote it.

我的挑战是修改第一本书，使其与时俱进，并加入许多在撰写互联网、直接邮件、公关发布和其他文案任务时应考虑的文案技巧。在修改过程中，我必须逐章重读我的书，并在必要时进行修改。在这个过程中，我发现，尽管自我写作以来我们的沟通方式发生了变化，但所有原则都保持不变。

The modifications were primarily to update certain facts and figures that had changed over time or to cite a few examples that were more contemporary. Regardless of the media, however, one fact emerged. You should always first express whatever product or service you are selling in a print direct response ad. It is in this format that you can develop the real essence of your product or service.

修改主要是更新一些随时间变化的事实和数字，或者引用一些更贴近当代的例子。然而，无论媒体如何，一个事实浮出水面。在印刷直接回应广告中，你应该首先表达你正在销售的产品或服务。正是在这种格式下，你可以发展你产品或服务的真正本质。

That’s exactly what I do. If I have to sell something on the Internet, in a catalog, or on TV, I first produce a print ad. And from the print ad, if I do my job correctly, I will find the clues and the concepts that best reflect the strong selling points that I can use in any other media.

这正是我所做的。如果我必须在互联网上、在目录中或在电视上销售某物，我首先制作印刷广告。然后，如果我的工作做得正确，我会找到线索和概念，这些线索和概念最能反映我可以用于任何其他媒体的强大卖点。

With a print ad, you won’t have the interactive nature of the Internet or the motion of TV images. You’ll need to sell your product or service on a flat piece of paper with no sound, no motion—just your words.

用印刷广告，你不会有互联网的互动性或电视图像的运动。你需要在没有任何声音、没有动作的平坦纸张上销售你的产品或服务——只有你的文字。

In the first section of this handbook, I take you through the step-by-step creative process of writing that print direct response ad. I think you will be surprised at how easy it will seem once you read the simple steps involved and learn about the thinking process you have to develop.

在本书的第一部分，我将带你逐步了解撰写印刷直接回应广告的创意过程。我想你会对阅读涉及到的简单步骤以及了解你需要培养的思考过程感到惊讶。

I take the mystery out of the process and at the same time show you how you can create great copy even if you’ve never written any direct response copy before.

我消除了这个过程中的神秘感，同时向你展示即使你以前从未写过任何直接回应文案，你也能创作出优秀的文案。

In fact, the most often heard comment I’ve gotten from those who read my book is simply “I now realize how easy it is to write great copy.”

事实上，我收到最多的是那些读过我的书的人的评论，简单地说就是“我现在意识到写好文案有多容易了。”

I have built several businesses from the power of my pen. Being able to write copy for your own business is a powerful tool that will serve you for the rest of your life. And to learn how, let me guide you through the steps you will follow as you quickly master this skill.

我用我的笔的力量建立了几家生意。能够为自己的生意撰写文案是一项强大的工具，它将伴随你的一生。要了解如何做到这一点，让我引导你通过你将遵循的步骤，快速掌握这项技能。

Chapter 1

第一章

General Knowledge

常识

The preparation to become a copywriter involves knowledge. There are two types. The first is a very broad or general knowledge and the second is a very specific or targeted knowledge. Let me explain.

成为一名文案策划的准备涉及知识。有两种类型。第一种是非常广泛或一般性的知识，第二种是非常具体或针对性的知识。让我来解释。

The best copywriters in the world are those who are curious about life, read a great deal, have many hobbies, like to travel, have a variety of interests, often master many skills, get bored and then look for other skills to master. They hunger for experience and knowledge and find other people interesting. They are very good listeners.

世界上最优秀的文案创作者是那些对生活充满好奇、阅读广泛、拥有众多爱好、喜欢旅行、兴趣多样、经常掌握多种技能、感到无聊后寻找其他技能来掌握的人。他们渴望经验和知识，并对他人充满兴趣。他们是很好的倾听者。

Look at my background. I’m an instrument-rated multi-engine commercial pilot, an amateur radio operator, and a professional photographer; I love computers, music, reading, movies, travel, art and design. I’ve done the complete catalog for my company including everything from setting the type to doing the layout. I’ve done all the photography and even some of the modeling. (My hand became quite famous, but more on that later.) I’ve tried many sports—golf, tennis, football, baseball, basketball, scuba diving, skiing, and snowmobiling. I’ve traveled to every continent on the globe with the exception of the Antarctic and I know I’ll eventually get there. I’ve mastered a second language—German—during the three years I spent with the military in Germany. I’ve had hundreds of failures and many successes, with each representing a learning experience.

看看我的背景。我是一名持有机长执照的多引擎商用飞行员，一名业余无线电操作员，以及一名专业摄影师；我喜欢电脑、音乐、阅读、电影、旅行、艺术和设计。我为我的公司完成了完整的目录，包括从排版到布局的所有工作。我做了所有的摄影，甚至一些模特工作。（我的手变得相当有名，但关于这一点稍后再说。）我尝试了许多运动——高尔夫、网球、足球、棒球、篮球、水肺潜水、滑雪和雪地摩托。我游览了地球上除南极洲以外的所有大陆，我知道我最终会去那里。我在德国军队的三年时间里掌握了第二门语言——德语。我经历了数百次失败和许多成功，每一次都代表了一次学习经历。

The best copywriters have a variety of interests and master many skills.

优秀的文案创作者拥有多样化的兴趣并精通多种技能。

The thirst for knowledge, a tremendous curiosity about life, a wealth of experiences and not being afraid to work are the top credentials for being a good copywriter.

对知识的渴望，对生活的巨大好奇心，丰富的经验和不怕努力工作，是成为一名优秀文案写手的顶级资质。

If you examine the lives of some of our greatest writers, you will see that they experienced a great deal and wrote about their experiences. Hemingway, Steinbeck—both lived and then wrote about their adventures. The more we experience and the more knowledge we have, the easier it is to come up with that big copy idea or marketing concept.

如果你审视我们一些最伟大的作家的生活，你会发现他们经历了许多，并写下了他们的经历。海明威、斯坦贝克——他们都经历了生活，然后写下了他们的冒险。我们经历的越多，知识越丰富，就越容易想出那个大的文案创意或营销概念。

But more significantly, it is important to experience as much in life as possible and not to fear failure. It’s not whether you win or lose in life that’s important but whether you play the game. Lose enough and eventually you will win—it’s only a matter of time. Edwin Land, the inventor of the Polaroid camera, said it best when he described his definition of a mistake: “A mistake is a future benefit, the full value of which is yet to be realized.”

但更重要的是，尽可能地在生活中体验各种事物，不要害怕失败。重要的是你的人生中是赢是输，而不是你是否参与了游戏。输得越多，最终你将赢得胜利——这只是一个时间问题。宝丽来相机的发明者爱德温·兰德最擅长描述他对错误的定义：“错误是未来的利益，其全部价值尚未实现。”

I can remember when I was very young and would fail at something I had tried very hard to accomplish. I’d often say to myself, “No big loss—it’s in my back pocket. One of these days I’ll use what I’ve just experienced simply by reaching into my back pocket, and presto, I will have the answer just when I need it.”

我能记得我小时候，努力尝试却失败的事情。我经常对自己说，“没什么大不了的——它在我口袋里。总有一天，我会通过翻看我的口袋，利用我刚刚经历的事情，然后，在我需要的时候，我就会得到答案。”

Experiences Create Ideas

经验创造想法

Our minds are like giant computers. Every experience that goes into your brain—both good and bad—becomes more program material and data to recall and assemble in new ways in the future. Remember when the first Apple computers came out with their big 64K memories? You might also remember the slow speed and the poor graphics compared to the high-powered personal computers we have today. Today’s computers are faster, are more efficient, can accomplish more and can interrelate information faster and more easily. So it stands to reason, the more we’ve experienced, the more we can draw upon when it comes time to relate those experiences to new problems or opportunities.

我们的思维就像巨型计算机。进入大脑的每一个经历——无论是好是坏——都变成了更多的程序材料和未来以新方式回忆和组装的数据。记得当第一台苹果电脑推出时，它们拥有庞大的 64K 内存吗？你可能也记得与今天的高性能个人电脑相比，那时的速度慢且图形差。今天的电脑更快、更高效、能完成更多任务，并且可以更快、更轻松地关联信息。因此，合乎逻辑的是，我们经历的越多，当我们需要将这些经历与新的问题或机会联系起来时，我们可以利用的资源就越多。

There is nothing really new in life. It’s simply a matter of taking previous pieces of knowledge and putting them together in a unique and different format. Matter is not created and destroyed. Everything on earth that was here a billion years ago is pretty much here now. The only difference is that it has taken new forms.

生活中没有真正的新事物。这仅仅是将以前的知识碎片以独特和不同的方式组合在一起的问题。物质既不会被创造也不会被毁灭。地球上过去一亿年前存在的一切现在基本上都还在。唯一的区别是它采取了新的形式。

The more you have stored in your brain from experiences and knowledge and the more you are able to interrelate that knowledge and come up with new combinations of old material, the greater an idea person you will be and the more powerful your capabilities as a copywriter will be.

你从经验和知识中存储在脑海中的越多，越能够将这些知识相互关联并创造出旧材料的新的组合，你将越成为一个有想法的人，你的文案能力也将越强大。

There is a saying that goes, “If all you have is a hammer, you look at every problem as a nail.” The more tools you have to work on a problem in the form of experiences or knowledge, the more new ways you can figure out how to solve it.

有一种说法是，“如果你只有一把锤子，你会把每个问题都看作是钉子。”你用来解决一个问题的工具越多，无论是经验还是知识，你就能想出更多解决问题的方法。

Lateral Thinking for Ideas

横向思维，创意

Edward de Bono, one of the great creative thinkers of our time, coined the term lateral thinking to describe the process of coming up with ideas by not focusing or thinking of just the problem. Often, by relating the problem to something that has nothing to do with the problem, a new idea emerges.

爱德华·德·波诺是我们这个时代伟大的创造性思想家之一，他创造了“横向思维”这个术语，用来描述通过不专注于或只思考问题本身来产生想法的过程。通常，通过将问题与与问题无关的事物联系起来，就会产生新的想法。

De Bono created a product that he called his “Think Tank,” which encouraged people to think more laterally and consequently more creatively. It was an eight-inch sphere mounted on a platform. Through a small window you could see a selection of 14,000 words printed on small plastic pieces. You shook the Think Tank and then looked into it and wrote down the first three words you saw.

德波诺创造了一个他称之为“思维坦克”的产品，鼓励人们更横向思考，从而更有创造力。它是一个安装在平台上的八英寸球体。通过一个小窗口，你可以看到印在小塑料片上的 14,000 个单词的选择。你摇动思维坦克，然后朝里面看，写下你看到的第一个三个单词。

You then tried to relate the three words to your marketing problem, to come up with a fresh perspective toward solving the problem. For example, let us say I wanted to sell my airplane. Typically, I would run an ad and focus on just the airplane, its features and equipment. But in using the Think Tank for lateral thinking, I might draw three totally unrelated words, farm, salesman and compassion and have to create an ad incorporating those three words. This process would cause me to search my brain, my data bank, and all my past experiences for some way to relate the three words while keeping in mind that I had to sell the airplane.

您随后试图将这三个词与您的营销问题联系起来，以获得解决该问题的全新视角。例如，假设我想出售我的飞机。通常，我会发布一则广告，只关注飞机、其功能和设备。但在使用横向思维思考时，我可能会随机抽取三个完全不相关的词：农场、销售员和同情心，并不得不创作一个包含这三个词的广告。这个过程将促使我搜索我的大脑、我的数据库以及所有过往经验，寻找一种将这三个词联系起来并记住我必须出售飞机的方法。

The Dictionary as a Tool

词典作为工具

Lateral thinking is simply a tool. So is your dictionary. And so is your mind. Probably one of the most important keys in copywriting and conceptualizing is the ability to relate totally divergent concepts to create a new concept. Once again, the more data you have to work with from your life experiences and the more your mind can relate this data to a problem, the better you are going to be at coming up with that really great idea.

横向思维仅仅是一个工具。你的字典也是如此。你的思维亦是如此。在文案写作和概念化过程中，最重要的关键之一是将完全不同的概念联系起来，创造出一个新的概念。再次强调，你从生活经验中获得的数据越多，你的思维越能将这些数据与问题联系起来，你就越擅长提出真正出色的想法。

Running Your Own Company

运营自己的公司

Another factor that makes a great copywriter is the experience of running your own company and being responsible for every word you write. The really great direct marketing copywriters often don’t work for advertising agencies, but rather run their own companies and experience their own successes and failures. Ben Suarez, Gary Halbert, the late Gene Schwartz and dozens of others recognized as top copywriters have owned their own companies and learned over years of trial and error—years of both big mistakes and great success. You can’t beat that type of experience.

另一个使优秀文案创作者脱颖而出的因素是经营自己的公司并对所写的每一句话负责。真正出色的直接营销文案创作者通常不为广告公司工作，而是经营自己的公司，体验自己的成功与失败。本·苏亚雷斯、加里·哈伯特、已故的吉恩·施瓦茨以及众多被公认为顶级文案创作者的人士都拥有自己的公司，并在多年的试错中学习——既有重大失误也有巨大成功。这种经验是无法超越的。

In my case, I have been presented with thousands of products, have written ads for hundreds of them and have had to come up with that big idea hundreds of times a year. Even as I look back at my advertising, I see a learning curve that would not have been possible had it not been for that immense wealth of broad experience. You’re going to read about many of those experiences throughout this book. You’ll be able to avoid many of the pitfalls and mistakes I made climbing my way up the ladder and you’ll understand why these mistakes were indeed learning experiences.

在我的情况下，我面对了成千上万的产品，为其中数百个撰写了广告，并且每年都要想出那个大创意数百次。即使我现在回顾我的广告，我也看到了一个如果没有那丰富的广泛经验是不可能出现的学习曲线。你将在本书中了解到许多这样的经历。你将能够避免我在攀登职业阶梯时犯下的许多错误和陷阱，你将理解为什么这些错误确实成为了学习经验。

The preparation for becoming a great copywriter is a lifestyle. It’s a hunger for knowledge, a curiosity and a desire to participate in life that is broad-based and passionate. If you have this personality, you are already well on your way. If you don’t, simply being aware of it is often enough to start a mental process and movement that will take you to where you would like to be. But being a great copywriter is more than just having a lot of experience in life. What you will learn in the next chapter is just as important.

成为一名优秀的文案策划的准备是一种生活方式。它是对知识的渴望，对生活的广泛而热情的好奇心和参与欲望。如果你拥有这种性格，你已经走在正确的道路上。如果你没有，仅仅意识到这一点通常就足以开始一个心理过程和行动，这将带你到达你想要去的地方。但成为一名优秀的文案策划不仅仅是拥有丰富的生活经验。你在下一章中将学到的东西同样重要。

Chapter 2

第二章

Specific Knowledge

特定知识

I was sitting in the laboratory of the Sensor Watch Company in Dallas, Texas, looking through a microscope and learning everything I could about how a new digital watch was designed, produced and assembled.

我坐在德克萨斯州达拉斯的传感器手表公司实验室里，通过显微镜观察，学习有关一款新型数字手表的设计、生产和组装的每一件事。

I was becoming an expert on digital watch technology, on integrated circuits, quartz crystals and oscillator circuits. “Why are all the contacts gold-plated?” I asked the engineer. “They’re gold-plated in every integrated circuit. It’s part of the technology,” was the reply.

我正在成为数字手表技术、集成电路、石英晶体和振荡电路方面的专家。“为什么所有接触点都镀金？”我问工程师。“每个集成电路都镀金。这是技术的一部分，”工程师回答道。

The conversation continued. It had been two days and I was still delving into every aspect of this new digital watch I was planning to introduce. I still hadn’t reached the point where I could write an ad on the advantages of the new product. At the time, most digital watches had liquid crystal displays, and in order to see the time, you had to press a button to illuminate the display. On the new Sensor watch, the display glowed constantly, thanks to an inert but radioactive substance that was placed in a small flat capsule behind the display.

对话继续。已经过去了两天，我仍在深入研究我计划推出的这款新数字手表的每一个细节。我还没有达到可以撰写关于新产品优势的广告的地步。当时，大多数数字手表都有液晶显示屏，为了看时间，你必须按下一个按钮来照亮显示屏。在新的 Sensor 手表上，显示屏始终发光，这得益于放置在显示屏后面一个小扁平胶囊中的惰性但放射性的物质。

New Technology Required Powerful Presentation

新技术需要强大的演示

This new technology meant that you could glance down at your watch and, in an instant, tell the time—even at night—without pressing any buttons. But I felt that there had to be a powerful way of presenting the product and I still wasn’t comfortable with what I had.

这项新技术意味着你可以低头看表，瞬间就能知道时间——即使在夜晚——而不需要按任何按钮。但我感觉必须有一种强大的方式来展示这款产品，而我对自己所拥有的仍然不太满意。

The Sensor 770 was very expensive to make and sell. So I knew that I needed something that made the watch I was selling really different and special.

传感器 770 制作和销售成本非常高。所以我明白我需要一些能让我在售手表真正与众不同且特别的东西。

“Why didn’t somebody think of this radioactive material for watches before?” was my next question.

为什么以前没有人想到用这种放射性材料做手表呢？这是我的下一个问题。

The engineer looked at me, paused for a second and then said, “We haven’t had the technology to seal the radioactive material in a transparent capsule without it leaking out until somebody developed a technique with a laser. The laser is what seals the capsule. Without the laser, there is no way you could completely seal the capsule.”

工程师看着我，停顿了一下，然后说：“直到有人开发出一种用激光的技术，我们才有了将放射性物质密封在透明胶囊中而不让其泄漏的技术。激光就是用来密封胶囊的。没有激光，你无法完全密封胶囊。”

That was all I needed. The concept was clear. And the ad headline that I wrote for the new Sensor digital watch was, “Laser Beam Digital Watch.”

那是我需要的全部。这个概念很清晰。我为新出的 Sensor 数字手表写的广告标题是，“激光束数字手表。”

The story told of how the watch was made possible thanks to a laser beam and how its new technology benefited the consumer. That single concept resulted in millions of dollars in profitable sales for the digital watch.

这个故事讲述了手表是如何通过激光束成为可能的，以及其新技术如何使消费者受益。这个单一的概念为数字手表带来了数百万美元的盈利销售。

When I had reached the point about the laser beam sealing the capsule, I knew I had found that unique headline concept that made the watch stand out from the competition. But it took a few days of very intensive learning and study before the concept emerged. Sometimes this can happen in a few minutes, sometimes it can happen in a few hours and sometimes it may take weeks. This time it took a few days of patience along with specific knowledge.

当我到达激光束封装胶囊的部分时，我知道我已经找到了那个独特的标题概念，让这款手表在竞争中脱颖而出。但这个概念的出现需要几天非常密集的学习和研究。有时候这可能只需要几分钟，有时候可能需要几个小时，有时甚至可能需要几周。这次，它需要几天耐心加上具体知识。

You Must Become an Expert

你必须成为专家

You need to become an expert on a product, service or anything you write about to really be effective. Becoming an expert means learning enough about a product to obtain enough specific knowledge so you can communicate the real nature of what you are trying to sell. Say to yourself, “I am an expert or have learned enough to be able to effectively communicate this product to the consumer.” That’s what we mean by “specific knowledge.”

您需要成为您所写的产品、服务或任何事物的专家，才能真正有效。成为专家意味着了解足够的产品知识，以便获得足够的具体知识，这样您就可以传达您试图销售的真正本质。对自己说：“我是一个专家，或者已经学到了足够多的知识，能够有效地向消费者传达这个产品。”这就是我们所说的“具体知识”。

This doesn’t mean that you have to learn everything there is to know about a subject every time. There have been times when I simply looked at a product or service and came up with the big idea from my own past experience or specific knowledge in a particular category. Remember, I’m a pilot, ham radio operator and photographer. I already had not only vast knowledge of the gadgets I would sell in my business, but knowledge of my customer, as well. I myself was my typical customer. I was the type of individual I had to sell products to because I was as gadget-oriented as the person I was trying to appeal to.

这并不意味着每次你都必须学习一个主题的所有知识。有过这样的时刻，我只是看了一眼某个产品或服务，就从我自己的过去经验或特定领域的专业知识中产生了大想法。记住，我是一个飞行员、业余无线电操作员和摄影师。我不仅对我的业务中要出售的小玩意有广泛的知识，而且对我的客户也有了解。我自己就是典型的客户。我就是那种我必须向其销售产品的人，因为我就像我试图吸引的人一样，对小玩意有浓厚的兴趣。

You Must Know Your Customer, Too

您必须了解您的客户

And that’s another point. In addition to knowing your product or service, you’ve really got to know your customer. You’ve got to be an expert on who your customer is by gathering specific information on whom you are selling to. You may already be an expert by virtue of being a typical customer. You know your likes and dislikes, what excites you and what you yourself would expect from a company selling you a product. But if it is your assignment to write copy for a product or service that you really don’t have a feel for, then you have a great deal of studying to do to make sure you understand who your customer is and what motivates him or her.

此外，除了了解你的产品或服务外，你还得真正了解你的客户。你必须通过收集关于你销售给谁的具体信息来成为你客户的专家。你可能已经因为自己是典型客户而成为专家。你知道你的喜好和厌恶，什么能让你兴奋，以及你自己会期望从向你销售产品的公司得到什么。但如果你被分配去为一种你真的没有感觉的产品或服务撰写文案，那么你需要做大量的研究，以确保你了解你的客户是谁以及是什么激励他们。

You Must Understand a Product’s Nature

您必须了解产品的本质

And even if you understand your customer and understand your product, you must realize one more thing. There is a specific way that each product should be presented to your customer. In short, the product has a nature of its own and it’s up to you to discover what the nature of that product is in the mind of the consumer.

即使你理解你的客户和理解你的产品，你必须意识到一件事。每个产品都应该以特定的方式向你的客户展示。简而言之，产品有其自身的特性，而发现消费者心中该产品的特性则取决于你。

Let me cite a good example. Back when I first started JS&A in the basement of my home, I met Howard Franklin. Howard was an insurance salesman from Chicago who bought his first calculator from me from an ad I ran in the Wall Street Journal. He loved his calculator and stopped by one day to buy a few more of them. After that, Howard would stop by every once in a while and buy more calculators as gifts for his better clients.

让我举一个很好的例子。在我最初在家地下室创办 JS&A 的时候，我遇到了霍华德·富兰克林。霍华德是芝加哥的一名保险销售员，他从我在《华尔街日报》上刊登的广告中从我这里买了他人生中的第一台计算器。他非常喜欢这台计算器，有一天又来买了几台。之后，霍华德偶尔会来，为他的优质客户购买更多计算器作为礼物。

One day, Howard stopped by and said that since JS&A was a growing concern, I should buy insurance. “You want to protect your family because if anything ever happened to you, there may be quite an estate and lots of taxes to pay before your family would realize anything.”

有一天，霍华德来访并说，由于 JS&A 正在发展壮大，我应该购买保险。“你想要保护你的家人，因为如果你出了什么事，可能会留下相当大的遗产和很多税要交，在你家人意识到之前。”

“Thank you, Howard. I appreciate the offer, but I don’t really believe in insurance,” was my standard reply.

感谢，霍华德。我很感激这个提议，但我并不真的相信保险，这是我标准的回答。

But Howard was a good salesman. Every once in a while Howard would clip out an article on calculators from a local paper or an article from some magazine on some new gadget and send it to me with his card. And every once in a while, Howard stopped by and picked up a calculator and again dropped the comment, “Joe, you should really have insurance.”

但是霍华德是个好销售员。偶尔霍华德会从当地报纸或某本杂志上剪下一篇关于计算器的文章，或者某件新小玩意儿的文章，然后连同他的名片一起寄给我。而且偶尔，霍华德会顺道来取计算器，然后又评论说，“乔，你真的应该买保险。”

“Thanks, Howard. I appreciate the advice,” was my typical comment.

谢谢，霍华德。我很感激这些建议，”这是我典型的评论。

Then one day I heard a siren in front of my next-door neighbor’s house. I looked out the window and within a few minutes, my neighbor was being carried out of his home on a stretcher with a white sheet over him. He had died that morning from a massive heart attack. He was only in his 40s. I was 36 at the time.

然后有一天，我在隔壁邻居的房子前听到一声警报。我透过窗户看去，几分钟内，我的邻居被抬着从家里出来，身上盖着一块白布。那天早上，他因心脏病发作去世。他只有 40 多岁。当时我 36 岁。

The next day I called Howard on the phone. “Howard, remember our many discussions on insurance and protecting your family and stuff? Well, I think that we should sit down and work out some sort of program for an insurance plan for my family and me.”

第二天我给霍华德打电话。“霍华德，记得我们关于保险和为你和家人保护东西的多次讨论吗？嗯，我觉得我们应该坐下来制定一个为我家人和我制定某种保险计划的方案。”

I had finally made the plunge. Was it Howard’s salesmanship? Was it his persistence? Maybe. But I realized from that experience a really effective way to sell a whole series of products. Howard succeeded because he had planted enough seeds in my mind for me to realize what insurance was for, who should sell it to me and who was a good friend and customer. When it came time to buy, only I, Joseph Sugarman, would know. And only when there was an immediate experience that hit close to home would I see the value of insurance. I went through the experience and I responded.

我最终迈出了决定性的一步。是霍华德的推销技巧吗？是他的坚持不懈吗？也许吧。但那次经历让我意识到一种真正有效的方法来销售一系列产品。霍华德之所以成功，是因为他在我的脑海中播下了足够的种子，让我意识到保险的作用，谁应该向我销售保险，谁是好朋友和客户。当购买时机到来时，只有我自己，约瑟夫·萨格曼，才会知道。只有当有直接触及我内心的事件发生时，我才会看到保险的价值。我经历了这个过程，并做出了回应。

It took an event close to home to make me take action.

在家附近发生的一件事让我采取了行动。

Some of the implications from this example will be referred to later in this book, but the point concerns the nature of a product. Every product has a nature to it that you must understand to be successful when creating a marketing concept behind that product. For example, from the insurance experience, I soon realized how to sell burglar alarms and became one of the largest burglar alarm sales companies in the country, protecting more homes than any other company.

本例的一些启示将在本书后面提到，但关键在于产品的本质。每个产品都有其本质，你必须理解它才能在创建该产品的营销概念时取得成功。例如，从保险经验中，我很快意识到如何销售防盗报警器，并成为该国最大的防盗报警器销售公司之一，保护的家庭比任何其他公司都多。

The alarm was called the Midex and my thoughts went back to Howard as I created the ad. I knew that to scare people into buying a burglar alarm was like Howard coming into my basement and saying, “Joe, when you die, are you going to leave your wife and kids in financial disaster?” That would never sell me insurance. Nor would a similar technique of quoting crime statistics work to sell burglar alarms.

警报被称为 Midex，当我制作广告时，我的思绪回到了霍华德身上。我知道，把人们吓唬成购买防盗报警器，就像霍华德走进我的地下室说，“乔，当你死的时候，你打算让你的妻子和孩子陷入财务灾难吗？”这永远不会让我买保险。引用犯罪统计数据来推销防盗报警器也不会奏效。

I realized that if I were to buy a burglar alarm, I would first have to recognize a need for one: perhaps if my neighbor was robbed or crime in my community was on the rise or I had recently purchased something expensive.

我意识到，如果我要买一个防盗报警器，我首先得认识到有这个需求：或许如果我邻居被盗了，或者我社区里的犯罪率上升，或者我最近购买了一些昂贵的物品。

Once I had a need for a burglar alarm, I would look for one that really made sense for my situation. The first thing I would insist on is that it worked. After all, the first time I really need my alarm to work may be the only time it would be called upon to work, and I’d want to make sure it worked flawlessly.

一旦我需要防盗报警器，我会寻找一个真正适合我情况的。我首先坚持的是它必须能工作。毕竟，我真正需要我的报警器工作的第一次可能就是唯一一次需要它工作的时候，我想确保它完美无瑕地工作。

The second thing that would be important to me is the ease of installation. It would have to be so easy to install that it wouldn’t require any outside person stringing wires all over my house. So when I wrote the ad on the Midex burglar alarm, I made sure that I spent several paragraphs on the reliability of the product and the testing each unit went through before it was shipped. And I used astronaut Wally Schirra as my spokesperson for the alarm. He was quoted as saying, “I’m very pleased with my unit.”

第二件对我来说很重要的事情是安装的简便性。安装必须简单到不需要任何人在我家里拉电线。所以当我写 Midex 防盗报警器的广告时，我确保花了几段来描述产品的可靠性以及每个单元在发货前所经历的测试。我还用宇航员 Wally Schirra 作为我的代言人。他引用说：“我对我的单元非常满意。”

Scare Tactics Don’t Usually Work

恐吓策略通常不奏效

Never did I try to scare the prospective customer with crime statistics. It would look as ridiculous as Howard screaming or warning me in my basement to get insurance because I may die. All I did was realize the nature of the product I was selling, bring out the points in the product that were important to the consumer and then wait until the consumer saw the ad enough times or was threatened close enough to home before he or she bought.

我从没试图用犯罪统计数据吓唬潜在客户。这就像霍华德在地下室大声尖叫或警告我买保险因为我可能会死一样荒谬。我所做的只是意识到我正在销售的产品性质，突出消费者关心的产品要点，然后等待消费者看到广告足够多次或在他们购买之前受到足够近的威胁。

We received many orders from people who had cut out the ad and put it in a file. When indeed they were threatened, they then called and placed their orders. Fortunately, there were enough people who wanted a unit when they saw the ad to earn us a nice profit, but we also received orders months after we stopped running our ads. And despite the fact that many of the electronic products of the time were obsolete just a few months after they were introduced, we managed to run our ad for over three years before sales slowed down.

我们收到了许多人的订单，他们剪下了广告并将其放入文件中。当他们确实受到威胁时，他们就打电话下单。幸运的是，当人们看到广告时，想要购买的人足够多，为我们带来了不错的利润，但我们也在停止广告几个月后收到了订单。尽管当时许多电子产品在推出几个月后就过时了，但我们还是设法将广告持续了三年多，直到销售放缓。

I have one other example on the importance of becoming an expert on the product you sell by gaining specific knowledge in order to write outstanding copy on a subject. It happened in 1975, right at the start of the citizens band (CB) radio boom in the United States. Back then, the U.S. government had imposed a reduced nationwide speed limit of 55 miles per hour to conserve fuel. The lower speed limits really affected those 18-wheel long-haul truck drivers. Truck drivers responded by buying CBs to communicate with each other.

我有另一个例子，说明了通过获得特定知识成为你销售产品的专家的重要性，以便撰写出色的文案。这件事发生在 1975 年，正是美国公民波段（CB）无线电热潮的初期。当时，美国政府为了节约燃料，在全国范围内实行了每小时 55 英里的减速限制。较低的限速确实影响了那些 18 轮长途卡车司机。卡车司机们通过购买 CB 无线电来相互沟通。

The truck drivers would travel in caravans and truckers ahead of the caravan would signal if there was a “Smokey” (police officer) in the area. Soon CBs became so popular that the average motorist started buying them and a whole new fad emerged in the United States—a fad so big that songs, movies and a variety of products were created to capitalize on it. The CB units themselves were in such demand that you couldn’t even get one without a wait, and thieves were stealing them out of cars and turning a very hefty profit reselling them.

卡车司机们会组成车队旅行，车队前面的卡车司机会在附近有“烟熏”（警察）时发出信号。很快，车载对讲机变得如此受欢迎，以至于普通司机也开始购买它们，在美国出现了一种全新的时尚——这种时尚如此之大，以至于歌曲、电影和各种产品都是为了利用它而创造的。车载对讲机的需求如此之大，以至于你甚至需要等待才能买到一台，盗贼们从汽车中偷走它们，然后以很高的利润重新出售。

As a ham radio operator, I knew of the fun in radio communications and the advantages of having a unit in my car. This was my general knowledge. So I wanted to experience the fad and I decided to get a CB radio. I then became somewhat of an expert on it. There was a lot less to master with CB than there was with ham radio, where I had to learn the Morse code at 13 words per minute and a great deal of technical information before passing my operator’s test.

作为一名业余无线电爱好者，我知道无线电通信的乐趣和拥有车载无线电设备的好处。这是我的一般知识。所以我想要体验这种潮流，并决定购买一台对讲机。然后我在这方面变得有些专家。与业余无线电相比，对讲机要掌握的内容要少得多，在通过操作员考试之前，我必须以每分钟 13 个单词的速度学习摩尔斯电码和大量的技术信息。

During the early stages of the fad, I was attending the Consumer Electronics Show in Chicago when I bumped into Mike Weschler, a salesman, who showed me a new product. “Joe, here is a miniature walkie-talkie.”

在潮流的早期阶段，我正在芝加哥参加消费电子展，当时我遇到了销售人员迈克·韦斯勒，他向我展示了一款新产品。“乔，这是一款微型对讲机。”

The Product Was Not Unusual

该产品并不特别

I looked at the small sliver of a product he handed me and realized that a small walkie-talkie was no big deal. You could get them at any RadioShack store. But Mike then pointed out that the unit had an integrated circuit—it was one of the few units using this new type of technology and it indeed was smaller than any of the other products on the market.

我看了一眼他递给我的那小块产品，意识到一个小对讲机没什么大不了的。你可以在任何 RadioShack 商店买到它们。但迈克指出，这个单元有一个集成电路——它是少数使用这种新技术之一的单元，而且它确实比市场上任何其他产品都要小。

The product seemed a little more interesting after Mike explained its features. It was so small that it could easily slip into a shirt pocket. “What frequencies can you broadcast on and what is the power?” I asked, calling on my knowledge of ham radio.

该产品在迈克解释了其功能后显得更有趣了。它非常小巧，可以轻易地塞进衬衫口袋。“你可以在哪些频率上广播，功率是多少？”我问道，凭借我对业余无线电的了解。

“The unit has two frequencies. One takes a crystal for any of a number of frequencies and the other would be permanently set to a frequency around 27 megahertz.”

该单元有两个频率。一个采用晶体，适用于多种频率，另一个则永久设置为约 27 兆赫兹的频率。

I looked up at Mike as he was demonstrating the unit and asked him, “Mike, isn’t 27 megahertz near one of the CB frequencies?”

我抬头看着正在演示该单元的迈克，问他：“迈克，27 兆赫兹不是接近一个 CB 频率吗？”

“Right. It’s channel 12 but don’t worry, there is not that much radio traffic on channel 12. It’s normally reserved for walkie-talkies,” Mike assured me rather sheepishly as if I had discovered a fault with the unit.

好的。这是 12 频道，但别担心，12 频道上的无线电交通并不多。它通常被保留给对讲机，迈克有些尴尬地向我保证，好像我发现了设备的问题。

“No, Mike, I think that will turn out to be an advantage.” And indeed it was. I took the unit, called it a Pocket CB and sold over 250,000 of them at $39.95. It was a huge success and fully attributable to my general knowledge combined with the specific knowledge of the unit and the discovery of that unique feature that might have been overlooked by somebody else.

不，迈克，我认为那将变成一个优势。确实如此。我拿了这个单元，称它为口袋 CB，并以 39.95 美元的价格卖出了超过 25 万个。这是一个巨大的成功，完全归功于我的综合知识和对这个单元的具体知识，以及发现了那个可能被其他人忽视的独特功能。

Realize how important it is to know your product and know your customer. It is this specific knowledge that will make a dramatic difference in your ability to communicate your thoughts in copy.

认识到了解你的产品和了解你的客户有多么重要。正是这种特定的知识将在你用文案表达思想的能力上产生显著差异。

Chapter 3

第三章

Practice, Practice, Practice

练习，练习，练习

One of the first things I would ask my seminar students to think about was the definition of good copywriting. Is it the skill of being able to accurately put words on paper? Can it be taught? What sort of background do you need to be a good copywriter?

首先我会让学生们思考的是优秀文案写作的定义。这是否是能够准确地将词语写在纸上的技能？这能否被教授？成为一名优秀的文案写作需要什么样的背景？

We would then talk about both general knowledge and specific knowledge. But I explained that there was more to the art of copywriting.

我们将讨论一般知识和专业知识。但我解释说，文案写作的艺术远不止于此。

Copywriting is simply a written form of communicating facts and emotions. It is a mental process. Some copywriters will tell you that many of their greatest works were well thought out in their minds even before they put them on paper.

文案简单来说就是以文字形式传达事实和情感。它是一种心理过程。一些文案工作者会告诉你，他们许多最伟大的作品在他们动笔之前就已经在脑海中深思熟虑过了。

Joe Karbo wrote one of the most successful income opportunity ads ever written for his book, The Lazy Man’s Way to Riches, in one draft and without corrections. It just poured out of his mind onto a sheet of paper. And it was one of the few ads he ever wrote.

乔·卡尔博为他的书《懒人致富之道》撰写了一则史上最成功的收入机会广告，一气呵成，无需修改。他的想法直接从脑海中倾泻到纸上。而且，这是他写的为数不多的广告之一。

Some copywriters will tell you that they just sit down and start writing. Some find that sitting in front of a computer does the trick and others need something like a pen and a pad of paper.

一些文案工作者会告诉你，他们只是坐下来就开始写作。有些人发现坐在电脑前就能做到这一点，而其他人则需要像笔和一叠纸这样的东西。

My greatest ads were written during a variety of circumstances. Many were well thought out before I put the first word to paper and they flowed out with hardly a correction. Other times they would flow but you wouldn’t recognize the first draft from the last because of the number of corrections I made. Sometimes I would sit in an airplane and just write from takeoff to landing and come up with great copy. And other times, I used my computer with great success.

我最好的广告都是在各种情况下写出来的。许多广告在我动笔之前就已经深思熟虑，它们流畅地流出，几乎不需要修改。有时它们会流畅地流出，但由于我做了大量的修改，你甚至无法从第一稿中辨认出最后一稿。有时我会坐在飞机上，从起飞写到降落，想出优秀的文案。还有时候，我使用电脑也取得了巨大的成功。

It’s All a Mental Process

它全是一个心理过程

The bottom line for all these approaches is that copywriting is primarily the mental process of first getting your thoughts organized in your mind and then eventually transferring them onto paper. There is no best method—just what works for you.

所有这些方法的底线是，文案写作主要是首先在脑海中整理你的想法，然后最终将它们转移到纸上。没有最好的方法——只有对你有效的方法。

But the best place to start, without question, is to start. That’s right. Pick up a piece of paper and a pen, and start. Do enough of it over a long enough period of time and I guarantee you, you’ll improve each year. Write articles for a local newspaper. I started writing for my high school paper. It gave me experience and confidence. Write letters, write postcards—just plain write every opportunity you can.

毫无疑问，最好的开始方式就是开始。没错。拿一张纸和一支笔，开始写。在足够长的时间里坚持写足够多的东西，我保证你每年都会有所进步。为当地报纸写文章。我开始为我的高中报纸写文章。这给了我经验和自信。写信，写明信片——抓住每一个可以写作的机会。

I look over my very first JS&A direct response ads and can’t believe I wrote them. They were horrible. But I matured and I learned with each ad I wrote. In my first ads, I used clichés—“It’s the product the world has been waiting for.” And my sentences weren’t flowing as they do now. Sheer volume and experience will do wonders. As they say to anybody wanting to make it to Carnegie Hall, “Practice, practice, practice.”

我翻阅了我写的第一份 JS&A 直接响应广告，简直不敢相信是我写的。它们糟糕透了。但我在每次写广告中都成熟了，也学到了东西。在我的第一份广告中，我使用了陈词滥调——“这是全世界都在等待的产品。”而且我的句子现在不像现在这样流畅。纯粹的数量和经验会创造奇迹。就像他们说的，对于任何想进入卡内基音乐厅的人来说，“练习，练习，再练习。”

Don’t Worry about the First Draft

别担心初稿

Another fact to realize about writing copy is that the first draft of an ad is often terrible and the real skill in copywriting is taking that rough draft and polishing it. You might add words, delete entire sentences, change the order of sentences or even paragraphs. It’s all part of the copywriting process. I often pointed out to my students that if everybody in the class were given the assignment of writing a draft of an ad for a product, the first draft of my ad would quite likely be terrible compared to everybody else’s. It is what I do with the copy after my first draft that really makes the difference.

关于撰写文案，还有一个事实需要认识到：广告的第一稿通常很糟糕，而文案写作的真正技巧在于将这份粗糙的初稿润色。你可能需要添加词语，删除整个句子，改变句子的顺序，甚至段落。这些都是文案写作过程的一部分。我经常向我的学生指出，如果班上每个人都被分配写一个产品的广告草稿，我的广告初稿很可能比其他人的都要糟糕。真正让我区别于他人的，是我对初稿文案的处理。

In that first draft the goal is to put something—anything—on paper, the emotional outpouring of everything you are trying to convey about your product or service. Don’t worry about how it reads. Just get it down onto something you can work with like a computer screen or a piece of paper and then go from there.

在第一稿中，目标是把任何东西——任何东西——写下来，把你想传达关于你的产品或服务的所有情感倾泻出来。不用担心它读起来如何。只需把它写下来，可以是电脑屏幕或一张纸，然后从这里开始。

To define exactly what copywriting is, I often presented the following axiom:

定义文案究竟是什么，我经常提出以下公理：

Axiom 1

公理 1

Copywriting is a mental process the successful execution of which reflects the sum total of all your experiences, your specific knowledge and your ability to mentally process that information and transfer it onto a sheet of paper for the purpose of selling a product or service.

文案创作是一个心理过程，其成功执行反映了你所有经历的总和、你的专业知识以及你将信息心理处理并转移到纸张上的能力，目的是为了销售产品或服务。

And in this book you will learn some of the valuable techniques to use to expand your knowledge of the copywriting process so you can write copy that motivates people to take an action—specifically to take their hard-earned money and exchange it for your product or service.

在这本书中，您将学习一些有价值的技巧，以扩展您对文案创作过程的知识，从而能够写出激励人们采取行动的文案——具体来说，就是让他们将辛苦赚来的钱换成您的产品或服务。

Copywriting is the key to any successful direct marketing venture. You can have the world’s best product or service, but if you can’t communicate your ideas, you have nothing. I will give you the skills and insights you need to successfully write copy. I’ve already personally taken the most expensive course ever. If you would add up my failures and their cost to me, add the insights I received mostly from my failures, and then add the experiences I’ve had in copywriting and marketing, you would see that it has indeed been an expensive education. And you’re about to share in it.

文案是任何成功直销活动的关键。你可以拥有世界上最好的产品或服务，但如果你不能传达你的想法，你就一无所有。我将给你所需的技能和洞察力，以成功地撰写文案。我已经亲自参加了最昂贵的课程。如果你把我的失败和它们给我带来的成本加起来，再加上我从失败中获得的洞察力，然后再加上我在文案和营销方面的经验，你就会看到这确实是一笔昂贵的投资。而你即将分享这份经验。

Chapter 4

第四章

The Purpose of All the Graphic Elements of an Ad

广告中所有图形元素的目的

You are now ready to start to learn the techniques I use to write copy. You already understand the importance of having a broad general knowledge. This takes time and is a lifelong quest. And you understand the importance of obtaining specific knowledge on a project you are working on. This I hope is quite clear from Chapter 2.

你现在准备好开始学习我用来写文案的技术了。你已经理解了拥有广泛一般知识的重要性。这需要时间，并且是一个终身的追求。你也理解了在正在工作的项目上获得具体知识的重要性。我希望这一点在第二章中已经很清楚了。

But what you are about to learn in this chapter and the chapters that follow is the specific knowledge you will need to understand my copywriting approach and to become a top copywriter.

但是，您在本章以及随后的章节中将学习到的是理解我的文案方法并成为一名顶级文案所需的具体知识。

In these chapters, I present several axioms. Each one is in bold type and each one is critical to your understanding of my philosophy. The axiom presented in this chapter is very important and very difficult to believe at first. Understand this concept, believe in it and it will give you a good foundation for your future writing skills. Don’t believe in it and you’ll fall into the trap that many copywriters typically fall into.

在这些章节中，我提出了几个公理。每个公理都用粗体字标出，并且每个公理对于理解我的哲学至关重要。本章提出的公理非常重要，一开始很难相信。理解这个概念，相信它，这将为你未来的写作技能打下良好的基础。不相信它，你将陷入许多文案作者通常会陷入的陷阱。

To introduce the concept, let’s look at the CB radio ad on the next page, which ran from 1975 through 1977. The ad has all the elements you would expect any space ad to have. And to understand this first axiom, I would ask my students to define the purpose of each of the 10 elements in an advertisement. The following is what we finally decided:

介绍这个概念，让我们看看下一页的 CB 无线电广告，该广告从 1975 年持续到 1977 年。这个广告包含了任何太空广告应有的所有元素。为了理解这个第一公理，我会要求我的学生定义广告中 10 个元素的用途。以下是我们最终的决定：

1. Headline: To get your attention and draw you to the subheadline.

标题：为了吸引你的注意并引导你阅读副标题。

2. Subheadline: To give you more information and further explain the attention-getting headline.

2. 副标题：为您提供更多信息，进一步解释吸引注意的标题。

3. Photo or Drawing: To get your attention and to illustrate the product more fully.

3. 照片或绘图：以吸引您的注意并更全面地展示产品。

4. Caption: To describe the photo or drawing. This is an important element and one that is often read.

4. 标题：描述照片或绘画。这是一个重要元素，也是经常被阅读的。

5. Copy: To convey the main selling message for your product or service.

5. 复制：传达您产品或服务的主要销售信息。

6. Paragraph Headings: To break up the copy into chunks, thereby making the copy look less imposing.

6. 段落标题：将文本分成块，从而使文本看起来不那么令人压抑。

7. Logo: To display the name of the company selling the product.

7. 标志：显示销售该产品的公司名称。

8. Price: To let the reader know what the product or service costs. The price could be in large type or could be buried in the copy.

8. 价格：让读者了解产品或服务的费用。价格可以是大号字体，也可以隐藏在文本中。

9. Response Device: To give the reader a way to respond to the ad, by using the coupon, toll-free number or ordering information, usually near the end of the ad.

9. 响应设备：为读者提供一种通过使用优惠券、免费电话号码或订购信息来回应广告的方式，通常位于广告的末尾。

10. Overall Layout: To provide the overall appearance for the ad, by using effective graphic design for the other elements.

10. 整体布局：通过使用有效的图形设计为其他元素提供整体外观。

After they clearly understood each of the elements that comprise a direct response ad, I then told the class that there is a singular purpose for all the elements in an ad—a purpose so important that it constitutes one of the essential concepts in my approach to copy.

在他们清楚地理解了构成直接响应广告的各个要素之后，我告诉班级中广告中所有要素都有一个单一的目的——这个目的如此重要，以至于它构成了我处理文案的基本概念之一。

When you were first attracted to the ad you might have looked at the photo at the top of the page or the other photos. You might have then read the headline, read the subheadline and then glanced down to the name of the company selling the product. You may have read the captions to both the pictures and the sketches and you may have noticed the toll-free number indicating that you could order the product on the phone.

当你最初被广告吸引时，你可能看了页面顶部的照片或其他照片。然后你可能阅读了标题，阅读了副标题，然后向下瞥了一眼销售该产品的公司名称。你可能还阅读了图片和草图下的说明文字，并且你可能注意到了免费电话号码，表明你可以通过电话订购该产品。

When you looked at the ad overall, you may have noticed the layout, the paragraph headings scattered about the layout and the attractive graphic and typographic presentation.

当你整体查看广告时，你可能注意到了布局、散布在布局中的段落标题以及吸引人的图形和排版展示。

There are plenty of elements that can draw your attention before you start reading the copy. But one of the most important axioms you will learn for becoming a great copywriter is my second axiom. Here it is:

在开始阅读文案之前，有很多元素可能会吸引你的注意力。但你要成为一位优秀的文案作家，将学会的最重要的一条公理就是我的第二条公理。下面就是：

Axiom 2

公理 2

All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.

所有广告中的元素主要是为了做一件事，而且只有一件事：让你阅读文案的第一句话。

At this point, there was usually a confused look on the faces of my students. They thought that each of these elements had its own reason for existence. But I was saying, “No, they are there strictly for the sole purpose of getting you to read the first sentence.”

在这个时候，我的学生们的脸上通常都显得很困惑。他们认为这些元素各自存在都有其理由。但我却在说：“不，它们的存在只是为了让你读第一句话。”

Each element should lead you to the first sentence.

每个元素都应引导你到第一句话。

I know what you’re thinking. “What about the headline? Isn’t it supposed to have a benefit, be 16 words long and what about . . .” Stop. Just accept my word at this point that each element has a single purpose and that is to get you to read the first sentence. Don’t question me. Don’t jump to any conclusions. Just remember this axiom.

我知道你在想什么。“关于标题呢？它不是应该有好处，长度为 16 个单词，还有……”停。现在就接受我的话，每个元素只有一个目的，那就是让你读第一句话。不要质疑我。不要急于下结论。只需记住这个格言。

This means if somebody asks you, “With the Sugarman approach to copywriting, what is the purpose of the subheadline in the ad?” don’t answer, “A subheadline is designed to give you more information and to further explain the attention-getting headline.”

这意味着如果有人问你，“采用 Sugarman 文案方法，广告中的副标题的目的是什么？”不要回答，“副标题的设计是为了提供更多信息，并进一步解释吸引注意力的标题。”

Neither of the above reasons is as important as the fact that the subheadline is designed to get the reader to read the copy.

上述任何原因都不及以下事实重要：副标题的设计是为了让读者阅读正文。

If somebody asked you for the main purpose of the logo in an advertisement, you could answer, “To establish the corporate identity of the company selling the product,” or you could answer, “To provide a degree of continuity.” But the real answer is to get you to read the copy. Really.

如果有人问你广告中标志的主要目的是什么，你可以回答，“为了确立销售该产品的公司的企业形象，”或者你可以回答，“为了提供一定程度的连续性。”但真正的答案是让你阅读文案。真的。

If you don’t believe it, have patience and I will prove it to you. But if you’ll open your mind and just accept what I tell you, you will eventually realize that what I am saying is correct. Most importantly, though, when you realize this and start writing with this in the back of your mind, you’ll be amazed at the change in your results—whether your copy is in a print ad or on a web site. But like I said, just take my word for it now and let me prove it to you later in this book.

如果你不相信，请耐心等待，我会向你证明。但如果你能打开心扉，接受我所说的，你最终会意识到我所言非虚。最重要的是，当你意识到这一点并开始以此为背景写作时，你会对你的成果变化感到惊讶——无论你的副本是在印刷广告还是网站上。但就像我说的，现在就相信我，让我在这本书的后面向你证明。

Chapter 5

第五章

The First Sentence

第一句话

If the purpose of all the elements in an ad is therefore to get you to read the copy, then what we are really talking about is reading the first sentence, aren’t we? What does this tell you about the first sentence? Pretty important, isn’t it? And if the first sentence is pretty important, what do you hope the person who looks at your ad does? Read it, of course. If the reader doesn’t read your very first sentence, chances are that he or she won’t read your second sentence.

如果广告中所有元素的目的都是为了让你阅读文案，那么我们真正讨论的难道不是阅读第一句话吗？这第一句话告诉你了什么？非常重要，不是吗？如果第一句话非常重要，那么你希望看广告的人会做什么？当然是阅读它。如果读者不阅读你的第一句话，那么他或她很可能不会阅读你的第二句话。

Now if the first sentence is so important, what can you do to make it so compelling to read, so simple, and so interesting that your readers—every one of them—will read it in its entirety? The answer: Make it short.

现在，如果第一句话如此重要，你该如何让它读起来如此引人入胜，如此简单，如此有趣，以至于你的每一位读者都会从头到尾读完它？答案是：让它简短。

If you look at many typical JS&A ads, you’ll notice that all of my first sentences are so short they almost aren’t sentences. Some typical ones might be:

如果你看很多典型的 JS&A 广告，你会注意到我的第一句话都很短，几乎不像是句子。一些典型的例子可能包括：

Losing weight is not easy.

减肥不容易。

It’s you against a computer.

你与电脑对抗。

It’s easy.

很简单。

It had to happen.

它必须发生。

Hats off to IBM.

向 IBM 致敬。

Each sentence is so short and easy to read that your reader starts to read your copy almost as if being sucked into it. Think about the analogy of a locomotive. When the locomotive starts to chug from a standing start, it really works hard. The amount of commitment and energy that the train must exert is monumental. But once the train starts to move, the next few feet become easier and the next few even easier. So it is with copy.

每句话都很短，读起来也很容易，以至于读者几乎像被吸入一样开始阅读你的文案。想想火车的类比。当火车从静止状态开始缓缓前进时，它真的很努力。火车必须付出的承诺和能量是巨大的。但一旦火车开始移动，接下来的几英尺就会变得容易，再接下来的几英尺甚至更容易。文案也是如此。

Magazines Use This Technique

杂志使用此技术

Many magazines use a variation of this technique in their articles. They start an article not with a very short sentence but maybe with very large type. Once they have you sucked into reading the copy and you turn the page to read the rest of the article, you notice that the typeface has gotten smaller. But that’s okay. The purpose of the large type was to get you into the article and it worked. Now it’s up to the author to keep you reading and turning the pages.

许多杂志在文章中使用这种技术的变体。他们不是以非常短的句子开始一篇文章，而是可能使用非常大的字体。一旦他们让你开始阅读正文，当你翻页阅读文章的其余部分时，你会注意到字体已经变小了。但这没关系。大字体的目的是让你进入文章，并且它做到了。现在，作者的任务就是让你继续阅读并翻页。

In an advertisement, you’ve got a lot going against you unless the readers are genuinely interested in your product. And if they are, then you’ve got to really grab and keep them. So your first sentence should be very compelling by virtue of its short length and ease of reading. No long multisyllabic words. Keep it short, sweet and almost incomplete so that the reader has to read the next sentence.

在广告中，除非读者真正对你的产品感兴趣，否则你面临很多不利因素。如果他们感兴趣，那么你必须真正抓住并保持他们的注意力。因此，你的第一句话应该因其简短和易于阅读而非常吸引人。不要使用长词。让它简短、甜蜜且几乎不完整，这样读者就必须阅读下一句话。

If all the elements are designed to get you to read the first sentence in an ad, then what is the purpose of the first sentence? If you guessed that it is to “convey a benefit or explain a feature,” that would be impossible. How could a short first sentence do anything more than get you to read it? The correct answer is, of course, “The purpose of the first sentence is to get you to read the second sentence.” Nothing more, nothing less. You probably figured this one out already anyway.

如果所有元素都是为了让你阅读广告的第一句话，那么第一句话的目的是什么？如果你猜到它是“传达一个好处或解释一个特性”，那是不可能的。一个简短的第一句话怎么可能做得更多，只是让你读它？正确的答案是，当然，“第一句话的目的是让你读第二句话。”不多，也不少。你可能已经猜到了这一点。

The Purpose of the Next Sentence

下一句的目的

Now if you’re starting to get a feel for my approach to copywriting and I asked you what the purpose of the second sentence is and you answered, “To get you to read the third sentence,” you would be absolutely correct. And for those of you who missed that last answer and I asked you what the purpose of the third sentence was and you answered, “To get you to read the fourth sentence,” congratulations. I think you’ve got it.

现在如果你开始了解我的文案写作方法，我问你第二句话的目的是什么，你回答说“为了让你读第三句话”，你完全正确。对于那些错过了上一个答案的人，我问你第三句话的目的是什么，你回答说“为了让你读第四句话”，恭喜你。我想你已经明白了。

Was there any mention of benefits? Or product description? Or unique features? Of course not. The only purpose of those first few sentences in an advertisement is to get you to read the following sentences. True, you may at one point have to start talking about product features or benefits, but if you lose sight of the fact that your sole purpose at the beginning of an ad is to hold that reader’s attention at almost any cost, then you may lose your reader for lack of interest. Therefore we have the third axiom:

有没有提到好处？或者产品描述？或者独特功能？当然没有。广告中最初几句话的唯一目的就是让你阅读下文。没错，你可能会在某一点上开始谈论产品特性或好处，但如果你忘记了广告一开始的唯一目的几乎是不惜任何代价吸引读者的注意力，那么你可能会因为缺乏兴趣而失去读者。因此，我们有了第三个公理：

Axiom 3

公理 3

The sole purpose of the first sentence in an advertisement is to get you to read the second sentence.

广告中第一句话的唯一目的是让你阅读第二句话。

Just compare the situation in our ad example with a salesperson selling somebody face-to-face. If the first few minutes of the sales presentation put the prospective customer to sleep or if the customer stops hearing the presentation and walks away, that salesperson has lost everything. So in copywriting as in selling, if your reader is not riveted to every word you write in the first few sentences, then your chances of having that reader get to the real sales pitch are very remote.

只需比较我们广告示例中的情况与销售人员面对面销售的情况。如果销售演示的前几分钟让潜在客户昏昏欲睡，或者如果客户停止听演示并离开，那么那位销售人员就失去了一切。所以，在文案写作和销售中，如果你的读者在前几句话中没有完全被你写的每个字吸引，那么让那位读者听到真正销售机会的可能性非常小。

My most successful ads have followed this format, with very few exceptions. What about making the sales pitch at the beginning of an ad? This is certainly possible, of course, but then it is often not very effective. I’ve tried putting the sales message at the beginning of an ad. I’ve tried using every trick in the book to prove my theory wrong and have failed at each attempt. Just remember that the sole purpose of all the elements of an ad is to get you to read the first sentence. Make that first sentence so easy to read that your reader is almost compelled to read it. If you grasp this, you’ve got an awfully good start and a great understanding of copywriting and the persuasive process.

我的最成功的广告都遵循这种格式，几乎没有例外。广告开头就进行销售呼吁怎么样？当然，这是可能的，但通常效果并不好。我尝试过在广告开头放置销售信息。我尝试过使用书中的每一个技巧来证明我的理论是错误的，但每次尝试都以失败告终。只需记住，广告所有元素的唯一目的是让你读第一句话。让第一句话如此容易阅读，以至于你的读者几乎不得不读它。如果你明白了这一点，你就有了一个非常好的起点，对文案写作和说服过程有了深刻的理解。

Chapter 6

第六章

Creating the Perfect Buying Environment

打造完美的购物环境

Besides holding the reader’s attention, there is another important function we are trying to accomplish in the first paragraphs of an advertisement and that is to create a buying environment. Let me cite an example.

除了吸引读者的注意力外，我们还在广告的第一段尝试实现另一个重要功能，那就是营造购买环境。让我举一个例子。

Picture this. You’re a salesperson and you need to sell a prospect. You’ve been given a choice of five environments in which to meet the prospect, and you must pick one.

想象一下。你是一名销售人员，需要推销一个潜在客户。你被提供了五个环境供你选择与潜在客户见面，你必须从中挑选一个。

The product you are selling is very expensive and you’ll need at least one hour to explain and properly sell the product. The choices you have are:

您正在销售的产品非常昂贵，您至少需要一个小时来解释并正确销售该产品。您有的选择是：

1. At noon at a very fancy restaurant near the prospect’s office.

中午在一家非常豪华的餐厅，这家餐厅在客户的办公室附近。

2. After lunch in the boardroom at the offices of the prospect.

2. 在潜在客户的办公室会议室用完午餐后。

3. After work at the prospect’s health club while working out with him.

3. 在与客户一起在健身房锻炼后。

4. In the evening with the prospect at his home while the prospect babysits his three children.

晚上，在客户家中展望未来，同时客户照看他的三个孩子。

5. Any of the four above might be an acceptable choice.

5. 四者中任何一种都可能是一个可接受的选择。

The correct answer is 5. Why? Because the correct answer to the question “Which is the best location?” is simply “in the best selling environment for what you have to sell.”

正确答案是 5。为什么？因为“哪个是最好的位置？”这个问题的正确答案很简单，“在你必须出售的产品的最佳销售环境中”。

If the product is a piece of exercise equipment, the health club might be perfect. If the product has something to do with parents and children, at home with the prospect and his children in the evening might be the perfect environment.

如果该产品是健身器材，健身房可能是个不错的选择。如果该产品与父母和孩子有关，那么在晚上与孩子一起在家可能是一个完美的环境。

Now if the correct answer for the salesperson is “in the environment best suited for the selling activity,” is it true in print advertising, too? Yes, but let me cite another example before we discuss print advertising environments.

现在，如果销售人员的正确答案是“在最适合销售活动的环境中”，那么在印刷广告中也是这样吗？是的，但在我们讨论印刷广告环境之前，让我先举另一个例子。

The Honolulu Experience

檀香山体验

I was in Honolulu after a trip to the Far East. I usually stop at Honolulu to recover after traveling so long and so far and over so many time zones. As I was walking down one of the main streets in Waikiki, I stopped to look into an art gallery and saw a painting of scenes from outer space.

我在远东旅行后去了檀香山。我通常会在长途旅行后，跨越这么多时区后，在檀香山停下来恢复。当我沿着威基基的一条主要街道散步时，我停下来走进了一家艺术画廊，看到了一幅描绘外太空场景的画作。

Since JS&A was known for selling space-age products, I thought that the painting would fit very nicely in my office. I walked into the gallery noticing how very elegant it looked and saw the paintings neatly displayed on the wall. The gallery looked like it sold expensive paintings. In short, I expected the prices to be high.

由于 JS&A 以销售太空时代产品而闻名，我认为这幅画非常适合我的办公室。我走进画廊，注意到它看起来非常优雅，看到画作整齐地展示在墙上。这个画廊看起来像是在卖昂贵的画作。简而言之，我预计价格会很高。

It didn’t take too long before a well-dressed saleswoman noticed me, walked over and asked if I needed assistance. “Beautiful painting, isn’t it?” she asked.

没过多久，一位穿着得体的女销售员注意到了我，走过来问我是否需要帮助。“这幅画很漂亮，不是吗？”她问道。

“Very nice,” I nodded. “It really looks great.”

“非常好，”我点头。“看起来真的很棒。”

At that point the lady said, “Please follow me,” as she lifted the painting off the wall and walked toward the back of the large gallery. I followed.

在那个时刻，女士说：“请跟我来，”她从墙上取下画作，向大画廊的后部走去。我跟着她。

We entered a large room, carpeted from floor to ceiling. In the middle of the room were three very comfortable easy chairs all facing the front of the room where the saleslady mounted the painting on the wall. She then went back to the entrance of the room, turned up the classical music being piped in through loudspeakers and dimmed the lights, leaving two spotlights focused on the painting.

我们走进一间宽敞的大厅，从地板到天花板都铺着地毯。房间中央有三张非常舒适的扶手椅，都面向房间的前方，那里销售员正把画挂到墙上。然后她回到房间的入口，调大了通过扬声器播放的古典音乐，并调暗了灯光，留下两盏聚光灯聚焦在画上。

Painting Looked Incredible

绘画看起来难以置信

I must admit that the painting looked incredible. The vibrant colors, the quality of the art, and the nice feeling I experienced from hearing the classical music put me in such a buying mood that I was ready to reach into my pocket and pull out my credit card and buy the $2,000 painting.

我必须承认，这幅画看起来令人难以置信。鲜艳的色彩、艺术的质量以及我从听到古典音乐中获得的美好感觉，让我陷入了如此强烈的购买欲望，我准备伸手掏出信用卡，买下那幅价值 2000 美元的画。

That lady and that gallery had put me in such a focused buying mood by creating the perfect environment for selling me that painting that I almost bought it right then and there. By the way, I eventually sponsored the artist, Mark Rickerson, and sold his paintings and prints through JS&A. I personally ended up with 50 of his paintings.

那位女士和那个画廊通过创造完美的销售环境，让我陷入了如此专注的购买情绪，以至于我几乎当时就买下了那幅画。顺便说一句，我最终赞助了艺术家马克·里克尔森，并通过 JS&A 出售了他的画作和印刷品。我个人最终拥有了他 50 幅画作。

Once you realize the importance of setting up a buying environment, you’ll know that it must be done in the early stages of an advertisement. When you establish the reading momentum at the start of an ad, you also want to start establishing the buying environment as well. The saleslady first had to get me into the store and then slowly get me in that room to put me in the ideal buying mood. If this all sounds hard to do in print, it really isn’t. You’ll see examples later of how to establish the buying environment as you establish the momentum.

一旦你意识到建立购买环境的重要性，你就会知道这必须在广告的早期阶段完成。当你在一则广告的开始建立阅读势头时，你也想开始建立购买环境。销售员首先必须让我进店，然后慢慢地带我进那个房间，让我进入理想的购买心情。如果这一切听起来在印刷品中很难做到，其实并不是。你将在后面看到如何在你建立势头的同时建立购买环境的例子。

Your copy has to put the prospect into a relaxed buying environment.

您的副本必须让潜在客户处于轻松的购买环境中。

Since you are creating your own environment in a print ad, you have total control over its appearance. Common sense will dictate the rest.

既然你在印刷广告中创建自己的环境，你对它的外观拥有完全的控制权。常识将决定其余部分。

For example, if I was selling products at a discount, I would use big type for my prices and lots of busy graphic elements. In short, I would make the ad look like a typical discount ad. And conversely, if I was selling something expensive, I would present myself in an environment that showed class and refinement—that exuded confidence and trust.

例如，如果我在打折销售产品，我会用大号字体标价，并加入许多繁忙的图形元素。简而言之，我会让广告看起来像典型的折扣广告。相反，如果我在销售昂贵的东西，我会让自己处于一个展现阶级和精致的环境——散发出自信和信任。

Unlike the salesperson who may or may not be able to create the ideal selling environment, you can create your own. And unlike the salesperson who sometimes can’t control the environment, you can.

与可能或可能无法创造理想销售环境的销售人员不同，您可以创造自己的环境。而且与有时无法控制环境的销售人员不同，您可以。

So for selling products through Battram Galleries, the collectibles company I formed, my graphic and copy approach was upscale and conservative—just what you’d expect from an expensive gallery. However, when I presented my Consumers Hero concept, a club that sold refurbished bargains, it had a totally different environment—one that was clearly bargain-oriented.

因此，通过我成立的收藏品公司 Battram Galleries 销售产品时，我的图形和文案风格是高端且保守的——这正是你从一家昂贵的画廊所期望的。然而，当我提出我的消费者英雄概念，一个销售翻新优惠的俱乐部时，它有着完全不同的环境——一个明显以优惠为导向的环境。

The JS&A ads all had a uniform, well-organized format that seemed to be the perfect environment for all my space-age electronic products. I rarely deviated from it, but when I did, it was to create a better environment for a specific product I was selling.

JS&A 的广告都采用了统一、井然有序的格式，这似乎是我所有太空时代电子产品完美的展示环境。我很少偏离这个格式，但当我偏离时，是为了为我要销售的具体产品创造一个更好的环境。

You wouldn’t expect to buy an expensive painting from an Army surplus store and you wouldn’t expect to find much of a bargain at Tiffany’s.

您不会在军用品商店买一幅昂贵的画作，也不会在蒂芙尼找到什么大便宜。

You Control the Environment

如需翻译，请输入文本

As a writer of direct marketing, you have control over the environment. The environment you choose is created in both the graphic elements and the copy, but especially the copy—by the way you phrase your words, the choice of words and the level of integrity you convey.

作为一名直销作家，你掌控着环境。你所选择的环境在图形元素和文案中得以体现，尤其是文案——通过你措辞的方式、用词的选择以及你传达的诚信程度。

Unlike a store where you spend thousands of dollars to create an environment, you can do it all simply in the copy of your ad or the look of your web site.

与花费数千美元来创造环境的商店不同，你可以在广告副本或网站外观中轻松完成这一切。

The environment is critical in getting a prospective customer into the buying mood. And to create that environment, you attract the customer’s attention (the headline, photos, logo, etc.) and then you’ve got to get the person to read the first sentence by making it so simple and so compelling that the reader cannot help but read it. And the next sentence and then the next.

环境对于激发潜在客户的购买欲望至关重要。为了营造这种环境，你需要吸引客户的注意力（标题、照片、标志等），然后你必须通过使其简单且引人入胜，让读者忍不住读第一句话。然后是下一句，再然后是下一句。

And while the reader is reading, you are creating an environment just as surely as that art gallery was drawing me into that back room. So now we are ready for the fourth axiom.

当读者在阅读时，你正在创造一个环境，就像那家艺术画廊把我引向那个后室一样确定。所以现在我们准备好第四公理了。

Axiom 4

公理 4

Your ad layout and the first few paragraphs of your ad must create the buying environment most conducive to the sale of your product or service.

您的广告布局以及广告的前几段必须营造最有利于您产品或服务销售的购买环境。

Creating the ideal buying environment comes from experience and the specific knowledge you get from studying your product and potential customer. It comes from understanding the nature of your product or service. Greater understanding will come as you read this book. But for now, realize how important creating the buying environment is to eventually selling your product.

创建理想的购买环境源于经验以及您从研究您的产品和潜在客户中获得的特定知识。这来自于理解您的产品或服务的本质。随着您阅读这本书，您将获得更深入的理解。但就目前而言，认识到创造购买环境对于最终销售您的产品是多么重要。

To understand how we get the reader not only to read, but to feel comfortable and be in a buying mood in that environment, let’s take time out for a little lesson on personal sales ability in general, in the next chapter.

为了理解我们如何让读者不仅阅读，还能在那个环境中感到舒适并处于购买心情，让我们在下一章中抽出时间来学习一下关于个人销售能力的一般知识。

Chapter 7

第七章

Resonating with the Reader

与读者共鸣

When I was only 20 years old, my father sent me to New York City to run the branch office of his printing equipment company, Consolidated International. He was having financial difficulties and I was happy to help him out after my first two years in college. I dropped out of college, and while in New York I took an interest in salesmanship. I knew that he expected me to eventually help him sell his equipment, so I set out to prepare myself.

当我只有 20 岁时，我的父亲派我去纽约市管理他印刷设备公司 Consolidated International 的分支机构。他当时正面临财务困难，我在大学的前两年毕业后很高兴能帮他。我退学了，在纽约期间我对销售产生了兴趣。我知道他期望我最终能帮他销售设备，所以我开始为自己做准备。

I went to bookstores and bought everything I could on selling. I read every book available at the public library—all to become an expert in salesmanship. And during that year in New York I would stroll down Broadway and visit small auction shops located right on Times Square.

我去书店，买了所有关于销售的书籍。我阅读了公共图书馆里所有的书——都是为了成为销售专家。在那一年纽约，我会沿着百老汇散步，参观位于时代广场的小拍卖店。

Wonderful Sales Technique

精彩的销售技巧

These small auction shops would prey on unsuspecting observers by appealing to their greed. The shop’s proprietor would auction off what appeared to be terrific bargains, hook one of the prospective bidders in the audience and create a buying frenzy that plenty of the onlookers would get sucked into. The bidders ended up buying junk that wasn’t much of a bargain. The sales techniques were wonderful to watch and I spent hours just observing them and human nature.

这些小型拍卖店会利用人们的贪婪来诱骗不知情的观察者。店主会拍卖看似惊人的便宜货，吸引观众中的潜在竞标者，并制造出一种购买狂潮，许多旁观者都会被卷入其中。竞标者最终购买了并不划算的垃圾。观看这些销售技巧非常有趣，我花了几个小时仅仅观察它们和人性。

Then I would go back to my small apartment and read more books on selling. It wasn’t easy for a young, inexperienced 20-year-old to sell expensive and complicated printing equipment. I thought that if I could become an expert on selling in general and printing equipment in particular and then, through experience, pick up specific knowledge about selling the equipment, I could be an effective salesman for my dad.

然后我会回到我的小公寓，阅读更多关于销售的书籍。对于一个年轻、没有经验的 20 岁的人来说，销售昂贵且复杂的印刷设备并不容易。我认为，如果我能够成为销售专家，特别是在印刷设备方面，然后通过经验积累关于销售设备的具体知识，我就能成为我爸爸的有效销售员。

Selling was something I was suited for. In the preference tests I took in high school, my highest score was in a category called “persuasion” and another high score was in “literary.” My career in advertising could have been predicted even back in high school, for when you think about it, print advertising is nothing more than “literary persuasion.”

销售是我擅长的事情。在高中参加的偏好测试中，我在“说服”这一类别中得分最高，另一个高分是在“文学”类别。我的广告生涯在高中时就可以预测到了，因为当你这么想的时候，印刷广告不过是“文学说服”而已。

Some of the significant lessons I learned in New York were the steps in selling a prospect, which also apply to selling in print advertising. Let me review the procedure.

纽约的一些重要经验是销售潜在客户的步骤，这些步骤也适用于印刷广告销售。让我回顾一下这个程序。

The first thing you do in selling is to set up the selling environment. Whether it be a private room in a gallery or a car dealer’s showroom, you configure the physical environment to be your selling environment.

首先，在销售中你要做的是搭建销售环境。无论是画廊中的私人房间还是汽车经销商的展厅，你都要配置物理环境作为你的销售环境。

Next, you have to get the attention of the prospect. That certainly makes sense and is related to the headline of a print ad.

接下来，你需要吸引潜在客户的注意。这当然很有道理，并且与印刷广告的标题相关。

Once you have the prospect’s attention, the next step is to introduce yourself and say something that will keep the attention of the prospect. This is similar to the subheadline and the photos and captions. Then comes the sales pitch or the copy in a print ad.

一旦你吸引了潜在客户的注意，下一步就是介绍自己并说一些能保持潜在客户注意力的内容。这与副标题、图片和标题类似。然后是销售演讲或印刷广告中的文案。

During this activity, the seller has two thoughts in mind. The first is that the buyer must like and develop confidence in the seller. The buyer must believe that the seller knows the product. Second, the seller must somehow relate the product to the buyer and the buyer’s needs. That’s clear. But the buyer and the seller must vibrate together. There must be a harmony struck between the buyer and seller, or the persuasive sales message won’t come through.

在此活动中，卖家有两个想法。第一个是买家必须喜欢卖家并对其建立信心。买家必须相信卖家了解产品。第二个，卖家必须以某种方式将产品与买家及其需求联系起来。这是明确的。但是买家和卖家必须产生共鸣。买家和卖家之间必须达到和谐，否则说服性的销售信息就无法传达。

There are many methods for creating this harmony and two of the most important apply very directly to space advertising. First, you’ve got to get the prospective reader to start saying yes. Second, you’ve got to make statements that are both honest and believable. Let’s cite an example. A car salesman says, “Nice day, Mr. Jones.” Mr. Jones then answers, “Yes.” (It is a nice day, the statement is truthful and the customer answers in the affirmative.) “I see, Mr. Jones, that you keep your car very clean.” “Yes, I do.” (At this point, the salesman has Mr. Jones saying yes and nodding his head.)

有许多方法可以创造这种和谐，其中两种最重要的方法与空间广告非常直接相关。首先，你必须让潜在的读者开始说“是”。其次，你必须做出既诚实又可信的陈述。让我们举一个例子。一位汽车销售员说：“今天天气不错，琼斯先生。”琼斯先生回答道：“是的。”（确实是个好天气，这个陈述是真实的，顾客给出了肯定的回答。）“琼斯先生，我看到您把车保养得很干净。” “是的，我确实如此。”（此时，销售员已经让琼斯先生说“是”并点头了。）

Get the customer to nod in the affirmative and agree with you.

让客户点头表示肯定并同意你的观点。

“I see, Mr. Jones, that since you now own a Buick and we sell Buicks, you probably could use a new one?” “Yes.” (The salesman asks a rather obvious question and Mr. Jones, nodding, replies in the affirmative.)

我明白了，琼斯先生，既然您现在拥有一辆别克，而我们又卖别克，您可能需要一辆新的吧？”“是的。”（销售员问了一个相当明显的问题，琼斯先生点头表示肯定。）

“May I show you one of our latest models with improvements over the model you currently own?” “Yes.” (The salesman once again says the obvious to get a yes answer, and the harmony continues.)

我可以向您展示我们最新的一款模型，它在您目前拥有的模型上有所改进吗？“是的。”（销售员再次说出显而易见的话以获得肯定的回答，和谐继续。）

Get your reader to say “Yes.”

让你的读者说“是的。”

In short, you try to get the customer to nod his or her head in the affirmative and agree with you, or at least you make truthful statements that the prospect knows are correct and would concur with. Make sure that the prospect does not disagree with something you’re saying. If for example the salesman said, “Could you use a new Buick?” and the customer said “No,” the sale would have taken a bad turn right there and the harmony would have been lost. In a print ad, the reader would have stopped reading and turned the page.

简而言之，你试图让客户点头表示肯定并同意你的观点，或者至少说出客户知道是正确的、会同意的真诚陈述。确保客户不会对你所说的内容表示反对。例如，如果销售员说：“你需要一辆新的别克吗？”而客户回答“不”，那么销售就会在这里出现转折，和谐就会失去。在印刷广告中，读者会停止阅读并翻页。

Harmony Is the Key

和谐是关键

The moment you get the reader to say “No” or even “I really don’t believe what he is saying” or “I don’t think that relates to me,” you’ve lost the reader. But as long as the reader keeps saying yes or believes what you are saying is correct and continues to stay interested, you are going to be harmonizing with the reader and you and the reader will be walking down that path toward that beautiful room in the art gallery.

当你让读者说“不”或者甚至“我真的不相信他在说什么”或者“我觉得这跟我没关系”时，你就失去了读者。但只要读者一直说“是”或者相信你说的是正确的，并且继续保持兴趣，你就会与读者和谐相处，你和读者将一起走向艺术画廊中那个美丽的房间。

To show you a specific approach to this method, let’s take an example from an ad I wrote for one of my seminar participants. Entitled “Food Crunch,” it offered dehydrated survival food. On occasion, when one of my students wrote a good ad that did not succeed, I would help him or her by either suggesting minor copy changes or sometimes rewriting the entire ad myself if I felt I had a better overall concept. The first ad, by John Sauer, was written right after our major fuel crunch in 1973, when there were lines of cars at gas pumps that had little or no fuel to pump. The ad is shown on the next page with my ad above it. John chose the concept of insurance as the best approach in his ad. I felt that insurance put people to sleep. See if you agree with the copy statements in my ad as I tie in the then-current feelings of helplessness during the fuel shortage with John’s product.

为了向您展示这种方法的一个具体例子，让我们从一个我为我的一个研讨会参与者写的广告中取一个例子。名为“食品危机”，它提供脱水生存食品。有时，当我的一个学生写了一个未能成功的良好广告时，我会通过建议小的文案更改或有时如果我觉得我有更好的整体概念，我会自己重写整个广告来帮助他们。第一个广告是由 John Sauer 写的，是在 1973 年我们主要的燃料危机之后，当时加油泵前有汽车排成长队，加油泵里几乎没有油。广告将在下一页展示，我的广告在上面。John 在他的广告中选择了保险的概念作为最佳方法。我觉得保险让人昏昏欲睡。看看你是否同意我广告中的文案陈述，因为我将当时的燃料短缺时的无助感与 John 的产品联系起来。

We all take our food supply for granted. And for good reason. Americans have always had plenty. But we may be heading for one of the most serious periods in our history. Let me explain.

我们都把食物供应视为理所当然。而且有充分的理由。美国人一直都有足够的食物。但我们可能正走向我们历史上最严重的时期之一。让我来解释一下。

Which ad would you read first right after the fuel crunch?

您会在油荒之后首先阅读哪则广告？

The ad then goes on to explain the writer’s first-hand experience of arriving at a supermarket right after the news of the Kennedy assassination only to discover that the shelves were bare and that people in time of distress or calamity think first of their own survival.

广告接着解释了作者亲身经历的情景：在肯尼迪遇刺新闻发布后不久到达超市，却发现货架空空如也，人们在危难时刻首先想到的是自己的生存。

Notice that the reader’s attention was riveted. The headline, “Food Crunch,” and subheadline, “We’ve all experienced the fuel shortage and most of us were unprepared. Will you be prepared for the food crunch?” caused us to read the first sentence. The first sentence was short and the typical American who could afford this offer would nod his or her head in the affirmative. The sentences were both interesting and true and caused the reader to start nodding his or her head.

注意读者的注意力被牢牢吸引。标题“粮食危机”和副标题“我们都经历过燃料短缺，我们中的大多数人都未做好准备。你准备好应对粮食危机了吗？”让我们读到了第一句话。第一句话简短，典型的能够负担得起这个优惠的美国人在肯定的情况下会点头。这些句子既有趣又真实，让读者开始点头。

So now we have three things we are trying to do at the beginning of an ad. First we want the reader to read the copy. Remember, that’s the objective of all copy. Without the prospect reading the ad, you have nothing.

现在我们在广告的开头尝试做三件事。首先，我们希望读者阅读文案。记住，这是所有文案的目标。如果没有潜在客户阅读广告，你就没有任何东西。

Then we create the type of environment through copy that causes the prospect to feel comfortable in exchanging his or her hard-earned money for your product or service. And finally, we want the prospect to harmonize with us—to agree with us—by feeling that indeed we are saying something that is truthful, interesting and informative and that the prospect can agree with. In short, we want agreement. We want that head to nod in the affirmative. We want harmony.

然后我们通过模仿创造一种环境，让潜在客户在交换他们辛苦赚来的钱购买我们的产品或服务时感到舒适。最后，我们希望潜在客户与我们和谐相处——同意我们——通过感觉到我们确实在说一些真实、有趣且富有信息量的内容，并且潜在客户可以认同。简而言之，我们希望达成一致。我们希望他们的头点个不停，表示肯定。我们希望达到和谐。

Look what Cycle magazine did to create the perfect harmony with me when they tried to get me to buy media in their magazine. They created a knockoff of my ad format and sent it to me with a copy style that resembled mine. Of course it could have backfired if I was upset that they were copying me, but they also knew that I would quickly recognize the format and the effort they were making to land me as a customer and that I would respect their creativity. Indeed I harmonized with their effort and bought some space in their magazine.

看看《Cycle》杂志为了让我在他们的杂志上购买媒体时与我达到完美的和谐，他们做了什么。他们复制了我的广告格式并发送给我，附带的风格与我相似。当然，如果我对他们复制我感到不满，可能会适得其反，但他们也知道我会很快认出这种格式以及他们为了吸引我作为客户所付出的努力，而且我会尊重他们的创意。确实，我与他们的努力产生了共鸣，并在他们的杂志上购买了广告空间。

This is the ad that Cycle magazine created as a sales tool to harmonize with JS&A and convince us to buy.

这是 Cycle 杂志创建的广告，作为销售工具与 JS&A 保持一致，并说服我们购买。

Another illustration of this concept is in the ad I wrote trying to appeal to bargain hunters for a company called Consumers Hero. After a few sentences the copy read as follows:

另一个说明这个概念的例子是在我为一家名为 Consumers Hero 的公司写的广告中，试图吸引讨价还价者。几句话之后，文案如下：

Consumers are being robbed. Inflation is stealing our purchasing power. Our dollars are shrinking in value. The poor average consumer is plundered, robbed and stepped on.

消费者正在被剥夺。通货膨胀正在窃取我们的购买力。我们的美元正在缩水。普通的贫困消费者被掠夺、抢劫和践踏。

If you were a consumer looking for bargains when inflation was skyrocketing during the years when I wrote this, you would very likely be in harmony after that brief paragraph. I used words that the consumer could relate to. I spoke in the consumer’s language.

如果你在我写这篇文章时，正值通货膨胀飙升，作为寻找实惠的消费者，你很可能在阅读那段简短文字后会感到和谐。我使用了消费者能够理解的词汇。我用消费者的语言进行交流。

A top-producing salesman once said to me, “Joe, I really admire you. I can sell anybody on a one-to-one basis. Put me up against the toughest customers and I’ll melt them down and sell them. But you have the ability to do that on a scale that dwarfs mine. When you sell, you manage to duplicate yourself and sell millions of people all at the same time.”

一位顶尖的销售员曾对我说：“乔，我真的很钦佩你。我能够一对一地让任何人购买。把我放在最难的客户面前，我会让他们融化，然后卖给他们。但你拥有在规模上超越我的能力。当你销售时，你设法复制自己，同时向数百万人大规模销售。”

And that’s what is so incredible about selling in print. You can duplicate yourself on billions of pages. You’ve got to be able to reproduce a selling job in print that will harmonize with the consumer, and then you’ve got the essence of a powerful tool that will bring you rewards for the rest of your life in all forms of communication whether they be in print or on TV or in any of the new electronic media of the future.

印刷销售之所以令人难以置信，就在于你可以在数十亿页面上复制自己。你必须能够制作出与消费者协调一致的印刷销售工作，然后你就能掌握一种强大的工具，它将在你余生以各种形式带来回报，无论是印刷、电视还是未来的任何新型电子媒体。

So our fifth axiom is simply:

因此，我们的第五公理是：

Axiom 5

公理 5

Get the reader to say yes and harmonize with your accurate and truthful statements while reading your copy.

让读者在阅读你的文案时说“是”，并与你的准确和真实陈述保持一致。

Now you have the basis for another very important principle in writing effective copy.

现在你有了撰写有效文案的另一个非常重要的原则的基础。

Chapter 8

第八章

The Slippery Slide

滑梯

By now you have learned several very important points about copywriting. First, you learned that you have, in your life, experienced general knowledge through your actions, circumstances and personality. You have also been given the tools to obtain specific knowledge, such as the ability to inquire, read and research. Then you learned that practice is a great teacher—that the more you write, the better you get. And finally you learned that copywriting is the mental process of transferring what is in your head onto a sheet of paper.

现在你已经学会了关于文案写作的几个非常重要的要点。首先，你了解到在你的生活中，通过你的行动、环境和个性，你已经积累了常识。你还获得了获取特定知识的方法，比如提问、阅读和研究的能力。然后你了解到实践是一位伟大的老师——你写得越多，你就越好。最后，你了解到文案写作是将你头脑中的想法转移到一张纸上的心理过程。

Then we got into the pure Sugarman stuff. We learned what most people think elements like the headline and captions do for a typical ad. And then we learned what I believe their primary purpose is: to get the reader to read the first sentence.

然后我们进入了纯 Sugarman 的内容。我们了解到大多数人认为标题和字幕等元素在典型广告中的作用。然后我们了解到我认为它们的主要目的是：让读者阅读第一句话。

And if you remember, we said that the sole purpose of the first sentence is to get prospects to read the second sentence and that the sole purpose of the second sentence is to get them to read the third and then the fourth—all while you are building a selling environment for the sale of your product.

如果记得的话，我们说过第一句话的唯一目的是让潜在客户阅读第二句话，而第二句话的唯一目的是让他们阅读第三句，然后是第四句——在你为销售你的产品构建销售环境的同时。

Every element must be so compelling that you find yourself falling down a slippery slide unable to stop until you reach the end.

每个元素都必须如此吸引人，以至于你会发现自己陷入了一个滑梯，无法停止，直到到达终点。

We also compared the selling process in print to what a live and in-person salesperson does. You learned that ideally, as your reader starts reading your copy, you get the reader to start nodding in agreement with everything you say.

我们也比较了印刷品销售过程与现场销售人员所做的工作。你了解到，理想情况下，当你的读者开始阅读你的文案时，你应该让读者开始对你的每一句话表示赞同。

So now the reader is reading your first few sentences, is feeling comfortable in the environment you have created and is nodding in agreement. Now comes the critical part called the “slippery slide.”

现在读者正在阅读你的前几句话，感觉在你创造的环境中很舒适，并点头表示同意。现在来到了被称为“滑梯”的关键部分。

Picture a steep slide at a playground. Now picture somebody putting baby oil or grease along the entire length of the slide including the side rails. Picture yourself now climbing up the ladder, sitting at the top of the slide and then letting gravity force you down the slide.

想象一下游乐场上的一个陡峭的滑梯。现在想象有人把婴儿油或润滑油涂满整个滑梯的长度，包括侧轨。现在想象你自己正在爬梯子，坐在滑梯顶部，然后让重力把你推下滑梯。

As you start to slide down and build momentum, you try holding on to the sides to stop, but you can’t stop. You continue to slide down the slide despite all your efforts to prevent your descent. This is the way your copy must flow.

当你开始下滑并积累动力时，你试图抓住两边以停止，但你无法停下来。尽管你努力阻止下滑，你仍然继续沿着滑梯滑下。这就是你的副本必须流动的方式。

Every element in an advertisement must cause that slippery slide effect. The headline must be so powerful and compelling that you must read the subheadline, and the subheadline must be so powerful that you are compelled to read the first sentence, and the first sentence must be so easy to read and so compelling that you must read the next sentence and so on, straight through the entire copy to the end.

advertisement 中的每个元素都必须产生那种滑溜的滑动效果。标题必须如此强大和吸引人，以至于你必须阅读副标题，副标题必须如此强大，以至于你不得不阅读第一句话，第一句话必须如此易于阅读且如此吸引人，以至于你必须阅读下一句话，以此类推，一直读到整个文案的结尾。

The Force of “Reading Gravity”

“阅读重力”的力量

I once received a letter from a reader of Scientific American magazine in response to one of our ads on thermostats. The lady who sent me the typewritten letter told me that she had no need for a thermostat, was not interested in the subject, rarely reads advertisements and when she does, she just scans through them. But, she went on, “I am a busy scientist. When I started reading your ad, I wasted five minutes of my valuable time reading the entire thing and I was so upset at the complete waste of my time, that I wanted to write you and complain.” As a copywriter, I couldn’t have gotten a more complimentary complaint letter.

我曾经收到一封来自《科学美国人》杂志读者的来信，是对我们关于恒温器的广告的回应。那位寄给我打印信件的女士告诉我，她不需要恒温器，对这一主题不感兴趣，很少阅读广告，即使阅读也是匆匆浏览。但是，她接着说：“我是一位忙碌的科学家。当我开始阅读你们的广告时，我浪费了五分钟宝贵的时间阅读全文，我对这种时间的完全浪费感到非常沮丧，以至于我想写信给你们投诉。”作为一名文案作家，我无法得到比这更赞美的投诉信了。

If you can get the majority of the people who scan a magazine to read your ad, maybe you won’t sell every one of them but you will sell a good percentage. Creating the slippery slide will cause people to “traffic” your ad—to go through the entire text of your ad and then decide if they want to buy.

如果你能让大多数翻阅杂志的人阅读你的广告，也许你不会卖掉他们中的每一个人，但你将卖掉相当一部分。创造一个光滑的滑梯将导致人们“浏览”你的广告——浏览你广告的全部文本，然后决定他们是否想要购买。

Traffic is a good word in retail selling. Any shopping center that can draw increased traffic will have increased sales for its stores. But the traffic generated by these stores can only be compared to the people who actually read your copy. That’s why some of the greatest magazines with the largest circulations do not guarantee the success of your advertisement. Traffic is strictly the number of people who get into your copy. When I say “get into,” I mean falling down the slippery slide all the way through to the end of your copy.

交通是零售销售中的一个好词。任何能吸引更多客流量的购物中心都会为其店铺带来更多销售额。但这些店铺产生的客流只能与真正阅读你文案的人相比。这就是为什么一些发行量最大的杂志并不能保证你广告的成功。客流严格来说是进入你文案的人数。当我提到“进入”时，我的意思是他们从开始到结束都沉浸在文案中。

Creating the slippery slide effect is not that difficult once the reader is well into your copy. In fact, it’s been proven that if a reader reads more than 25 percent of your ad, there is a great probability that he or she will read the entire ad. So once you’ve grabbed your reader at the start of your ad with your perfect environment and once they’re reading your compelling first sentence, you’ve got them started down the slippery slide.

创建光滑的滑动效果并不困难，一旦读者开始阅读你的文案。事实上，已经证明如果读者阅读了你广告的超过 25%，那么他或她有很大概率会阅读整个广告。所以一旦你用完美的环境和引人入胜的第一句话在广告开头抓住了读者的注意力，你就让他们开始沿着光滑的斜坡滑下去了。

Slippery Slide Examples

滑梯示例

Let’s look at a few examples of the use of the slippery slide in some of the advertising I’ve written through the years. I referred to the thermostat ad earlier, so let’s start with that. The copy starts out with the following headline, subheadline and first two paragraphs:

让我们看看一些我多年来写的广告中关于滑梯使用的例子。我之前提到了恒温器广告，所以让我们从那开始。文案从以下标题、副标题和前两个段落开始：

Headline: Magic Baloney

标题：魔法胡说八道

Subheadline: You’ll love the way we hated the Magic Stat thermostat until an amazing thing happened.

副标题：直到发生了一件惊人的事情，我们才不再讨厌 Magic Stat 恒温器。

Picture Caption: It had no digital readout, an ugly case and a stupid name. It almost made us sick.

图片标题：它没有数字显示屏，外壳难看，名字愚蠢。它几乎让我们感到恶心。

Copy: You’re probably expecting our typical sales pitch, but get ready for a shock. For instead of trying to tell you what a great product the Magic Stat thermostat is, we’re going to tear it apart. Unmercifully.

您可能期待我们典型的销售说辞，但准备好惊讶吧。因为我们不是试图告诉您 Magic Stat 恒温器是一款多么出色的产品，而是要无情地将其拆解。

When we first saw the Magic Stat, we took one look at the name and went, “Yuck.” We took one look at the plastic case and said, “How cheap looking.” And when we looked for the digital readout, it had none. So before the salesman even showed us how it worked, we were totally turned off.

当我们第一次看到魔法统计时，看了一眼名字就心想，“呸。”再看了一眼塑料外壳，说，“看起来好便宜。”而且当我们寻找数字显示屏时，它一个都没有。所以甚至在销售员向我们展示它是如何工作之前，我们就完全失去了兴趣。

Now if you’re reading the above ad, you’re starting down the slippery slide unable to stop. You might find yourself reading the copy even though you have no intention of buying a thermostat by mail. You’re curious. What’s the gimmick?

现在如果你在读上面的广告，你已经开始了一段无法停止的滑梯之旅。你可能发现自己即使没有打算通过邮件购买恒温器，也在阅读广告文案。你很好奇。这是什么花招？

The environment was set by the very clean layout. The tone of the ad was one of a flip, sarcastic and skeptical company exploring the possibility of selling a product that we were not very impressed with.

环境由非常整洁的布局设定。广告的语气是一种轻浮、讽刺和怀疑的公司在探索销售一种我们不太感兴趣的产品的可能性。

Of course the rest of the ad told of how we discovered a few nice points and then a few more and then some really great features and finally decided that this was one great product. At the end of the ad, we finished with:

当然，广告的其余部分讲述了我们如何发现一些不错的亮点，然后又发现更多，接着是一些真正出色的功能，最后决定这是一款非常棒的产品。广告的结尾是：

Beauty is only skin deep and a name doesn’t really mean that much. But we sure wish those guys at Magic Stat would have named their unit something more impressive. Maybe something like Twinkle Temp.

美丽只是肤浅，名字也并不真正意味着什么。但我们确实希望那些在 Magic Stat 的人能给他们的单位起一个更有影响力的名字。也许像 Twinkle Temp 这样的名字。

That single ad ran more than three years and not only generated large volume for us but propelled the Magic Stat people to become one of the major thermostat contenders nationwide.

该广告运行了超过三年，不仅为我们带来了大量流量，还推动了 Magic Stat 人成为全国主要的恒温器竞争者之一。

Another example of the slippery slide theory is in my ad for a company I started that sold bargains, called Consumers Hero.

另一个关于滑溜滑梯理论的例子是我为一家我创立的卖便宜货的公司做的广告，该公司名为消费者英雄。

Picture yourself scanning through a magazine and coming across the following copy:

想象一下你在翻阅一本杂志，突然看到以下文字：

Headline: HOT

标题：热门

Subheadline: A new consumer concept lets you buy stolen merchandise if you’re willing to take a risk.

副标题：一个新消费概念让你可以在愿意承担风险的情况下购买被盗商品。

Highlighted Copy Block: Impossible-to-trace Guarantee—We guarantee that our stolen products will look like brand-new merchandise without any trace of previous brand identification or ownership.

高亮复制块：无法追踪保证——我们保证我们的被盗产品看起来像全新的商品，没有任何先前品牌标识或所有权的痕迹。

Well, if you’re like most readers, you had to start reading the copy. How could you help but read it?

嗯，如果你像大多数读者一样，你不得不开始阅读副本。你怎么能不读它呢？

Copy: We developed an exciting new consumer marketing concept. It’s called “stealing.” That’s right, stealing!

我们开发了一个令人兴奋的新消费者营销概念。它被称为“窃取”。没错，窃取！

Now if that sounds bad, look at the facts. Consumers are being robbed. Inflation is stealing our purchasing power. Our dollars are shrinking in value. The poor average consumer is plundered, robbed and stepped on.

现在如果这听起来很糟糕，看看事实。消费者正在被剥夺。通货膨胀正在窃取我们的购买力。我们的美元正在缩水。普通的贫困消费者被掠夺、抢劫和践踏。

So the poor consumer tries to strike back. First, he forms consumer groups. He lobbies in Washington. He fights price increases. He looks for value.

所以，可怜的消费者试图反击。首先，他成立消费者团体。他在华盛顿游说。他抵制价格上涨。他寻找价值。

So we developed our new concept around value. Our idea was to steal from the rich companies and give to the poor consumer, save our environment and maybe, if we’re lucky, make a buck.

所以我们围绕价值开发了我们的新概念。我们的想法是从富有的公司那里窃取，给予贫困的消费者，保护我们的环境，也许，如果我们幸运的话，还能赚点钱。

I then went into the concept, which was our plan to take defective merchandise, repair it and then make it available to the consumers through a club that cost $5 to join. Newsletters were sent to members offering the products. One of the paragraphs near the end of the ad summed it up beautifully:

我接着阐述了这一概念，即我们的计划是收购有缺陷的商品，对其进行维修，然后通过一个会员费为 5 美元的俱乐部将其提供给消费者。向会员发送了提供这些产品的通讯稿。广告末尾附近的一段话完美地总结了这一切：

So that’s our concept. We recycle “lousy rotten” garbage into super new products with five-year warranties. We steal from the rich manufacturers and give to the poor consumer. We work hard and make a glorious profit.

所以这就是我们的概念。我们将“糟糕腐烂”的垃圾回收成具有五年保修的超新产品。我们从富裕的制造商那里窃取，给予贫困的消费者。我们努力工作，赚取辉煌的利润。

The Magic Stat and Consumers Hero ad examples are but two of the many I’ve written through the years that illustrate the slippery slide theory. Once you start reading the headline, which forces you eventually down to the first sentence, you are in my slide. And then I take you all the way to the bottom of that slide so before you know it you’ve read the entire ad. You’ve been in my store; you entered and didn’t get out until you fully examined the merchandise I offered you. I took you into my private room and gave you a demonstration of my product in an environment that was so compelling, you couldn’t help but buy. And I did it with integrity and honesty while getting you to nod your head as I sold you.

魔法统计数据和消费者英雄广告案例只是我多年来所写的许多例子中的两个，这些例子说明了滑梯理论。一旦你开始阅读标题，它最终会引导你读到第一句话，你就进入了我的滑梯。然后，我带你一直到底部，在你意识到之前，你已经读完了整个广告。你已经在我的店里；你进去了，直到你完全检查了我提供的商品才出来。我带你进入我的私人房间，在一个如此吸引人的环境中给你展示我的产品，以至于你忍不住要买。而我以诚信和诚实的方式做到这一点，在你购买时点头同意。

That’s what the slippery slide is all about: getting your reader to read all of the copy. So a major axiom of mine is simply:

这就是光滑滑梯的所在：让读者阅读所有文案。所以我的一个主要公理就是：

Axiom 6

公理 6

Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slide.

您的读者应该如此渴望阅读您的文案，以至于他们无法停止阅读，直到读完所有内容，就像从滑梯上滑下来一样。

As we explained earlier, one of the most important elements in creating the slippery slide is the start of your ad copy. I often will start my copy with a story or even pick up a piece of news from a magazine that I feel would be of interest to my readers. The story is often offbeat, always interesting and a great short story.

我们之前解释过，制作光滑滑梯最重要的元素之一是你的广告文案的开头。我经常以一个故事开始我的文案，甚至从杂志上挑选一些我认为读者会感兴趣的新闻。这个故事通常很独特，总是很有趣，是一篇很好的短篇故事。

A good example of this technique is the story about a trusted accountant who was caught embezzling money from his company. Here’s the copy I wrote based on that article and the very unusual connection I made to the product I was selling:

这是一个关于一位被抓住从公司挪用资金的受信任会计师的故事，这是这种技术的良好示例。以下是我基于该文章以及我与所销售产品之间非常不寻常的联系所撰写的副本：

Headline: Last Wish

头条：最后的愿望

Subheadline: He was a prisoner confined to a cell block. “Give him one last wish,” pleaded his wife.

副标题：他是一名被关押在牢房区的囚犯。“给他一个最后的愿望吧，”他的妻子恳求道。

Copy: George Johnson is in a state penitentiary for a white-collar crime. His seven-year sentence gives him plenty of time to exercise.

乔治·约翰逊因白领犯罪被关在州监狱。他的七年刑期给了他足够的时间锻炼。

Johnson, 36 years old, always took care of himself. He exercised regularly, ate good food and took vitamins. But he got greedy. As a company accountant he kept issuing bogus checks to “Cashin Electric Company” for electrical contracting work.

约翰逊，36 岁，一直很注意自己的身体。他定期锻炼，吃得好，还服用维生素。但他变得贪婪了。作为公司会计，他一直开具虚假支票给“Cashin 电气公司”用于电气承包工作。

One day his boss noticed the large payments being made to the Cashin Electric Company and discovered that the outfit didn’t exist. Johnson was actually typing out checks to “Cash,” cashing them himself and then after the checks cleared the bank and were returned to his company, he carefully typed on the checks “in Electric Company” after the word “Cash.” Since he was a trusted accountant, who would suspect?

有一天，他的老板注意到向 Cashin 电力公司支付的大额款项，并发现这家公司实际上并不存在。约翰逊实际上是在输入给“现金”的支票，自己取现，然后在支票清算银行并返回他的公司后，他在“现金”一词后面仔细地输入了“电力公司”。由于他是一名受信任的会计，谁会怀疑呢？

WIFE MORE SYMPATHETIC

妻子更同情

His wife was more sympathetic than was the judge. She wanted to help her husband and suggested he pick an exercise product for his cell—something that was easy to store and could give him a complete workout. And the prison agreed. Johnson chose a Precor precision rower. Here’s why.

他的妻子比法官更有同情心。她想要帮助她的丈夫，并建议他选择一款适合在牢房使用的运动产品——一个易于存放且能提供全面锻炼的产品。监狱方面也同意了。约翰逊选择了一款普雷科精密度划船机。原因如下。

I then described the Precor rower and how beneficial it was for your entire body, how it stored easily out of the way and why George selected the product for his primary exercise device.

我接着描述了普瑞克健身划船机，以及它对您整个身体的益处，它如何容易地存放在一边，以及为什么乔治选择了这款产品作为他的主要锻炼设备。

Later in the ad I admitted the liberty I had taken with the story out of frustration. The copy ended with the following:

广告的后面，我承认自己因沮丧而对故事进行了自由发挥。文案以以下内容结束：

Before I tell you which rower Johnson selected, I have a confession to make. I love the Precor line of rowers so much that I probably committed a crime too. The story about Cashin Electric Company is true. Some trusted accountant was sent to prison. But his name wasn’t Johnson and his wife never called JS&A to order a thing, let alone a rower.

在我告诉你约翰逊选择了哪条划船之前，我有一个坦白要讲。我非常喜欢普瑞科系列的划船机，以至于我可能也犯了一个罪行。关于 Cashin 电力公司的故事是真的。有一个受信任的会计师被送进了监狱。但他的名字不是约翰逊，他的妻子从未给 JS&A 订购过任何东西，更不用说一条划船了。

But one night, while I was trying my hardest to figure out a new way to share my enthusiasm for the Precor rowers, I started getting a little silly and concocted this dumb story about Johnson and his interest in the rower. Copywriting is not easy and sometimes you go a little bonkers.

但有一天晚上，当我尽力想找出一种新的方式来分享我对普雷科跑步机的热情时，我开始有点儿疯狂，编了一个关于约翰逊和他对跑步机的兴趣的愚蠢故事。文案创作并不容易，有时你会有点儿疯狂。

I then finished the ad with a selection of rowers and my usual close. In this case the offbeat article about Cashin Electric Company had nothing to do with the product I was offering but it created a very strong beginning for my slippery slide.

我随后用一队划手和我的习惯性结尾完成了广告。在这种情况下，关于 Cashin 电力公司的另类文章与我所提供的产品无关，但它为我的滑稽表演创造了一个非常强烈的开端。

The news item could have nothing to do with your product or it could tie in perfectly. For example, I was reading Forbes magazine, and in the “Informer” section there was an article entitled “Growth Market.” The copy read as follows:

新闻条目可能与您的产品无关，也可能完美契合。例如，我正在阅读《福布斯》杂志，在“信息”栏目中有一篇题为“增长市场”的文章。内容如下：

It looks like U.S. underwear manufacturers have overlooked a potential growth market. According to a survey of 1,000 adult Brits conducted by London-based Survey Research Associates, one in ten British men wears the same underpants two or three days running. One in a hundred wears the same pair all week. Half the women polled said they kept wearing underwear after it went gray with age.

美国内衣制造商似乎忽略了一个潜在的增长市场。根据伦敦的调研研究协会对 1000 名成年英国人进行的调查，每十个英国男性中有一个人连续两三天穿同一条内裤。每百人中有一个人整个星期都穿同一双。一半受访的女性表示，她们在内衣随着年龄变灰后仍然继续穿着。

I would cut out articles just like this one and keep a collection of them. And then when appropriate, I would use one of them to begin an ad that somewhat related to the news item.

我会剪掉这样的文章，并保存它们的集合。然后，在适当的时候，我会从中选择一篇来开始一个与新闻项目相关联的广告。

For example, I was in England appearing on QVC, the TV home shopping network. QVC has a branch office in England and I often appeared on TV selling my products there. While in the lounge waiting to go on the air, I met a man who showed me a new product he was presenting called Scrub Balls. They were simply nine golfball-sized spheres that you put in your washing machine with your laundry. They sloshed around scrubbing the clothes to bring out more dirt and make the clothes cleaner and whiter. They also saved on detergent and made your clothes cleaner while using less water. If I were marketing that product in print, I might pull out that Forbes article and start my ad with something like the following:

例如，我在英国出现在 QVC 电视家居购物网络。QVC 在英国设有分公司，我经常在那里上电视销售我的产品。在休息室等待上镜时，我遇到了一个向我展示他正在推广的新产品的人，名叫“清洁球”。这些球体大小如高尔夫球，你可以和衣物一起放入洗衣机。它们在洗衣机中滚动，清洁衣物，去除更多污渍，使衣物更干净、更白。它们还能节省洗涤剂，在少用水的情况下使衣物更干净。如果我要在印刷品上推广那个产品，我可能会拿出那篇《福布斯》文章，并以以下类似的内容开始我的广告：

Headline: British Men Have Underwear Problem

英国男性有内衣问题

Subheadline: New survey shows that many British men do not change their underwear for up to three days, and some even as long as a week.

副标题：新调查显示，许多英国男性内衣最多三天不换，有些人甚至长达一周。

Copy: Holy Odor Eaters! Has Britain got a problem. It seems that the men in Britain don’t change their underwear often and the survey mentioned above shows that many men change their underwear just once a week. But there’s an important question I’d like to ask you.

神圣的臭味消除者！英国是不是有问题。似乎英国的男士们不经常换内衣，上述调查表明许多男士一周只换一次内衣。但我想问你们一个重要的问题。

How often do you change yours? If you’re like most Americans, you change it every day. And as an American, you probably use more detergent than most Britons. But there is one more surprise that you may not realize, either. Americans have a serious waste problem. Let me explain.

你多久换一次？如果你像大多数美国人一样，你每天都会换。作为一个美国人，你可能比大多数英国人使用更多的洗涤剂。但还有一个你可能没有意识到的惊喜。美国人有一个严重的浪费问题。让我来解释一下。

I would then go on to explain how we waste our resources by not efficiently washing our clothes and that there was this product I discovered in England called Scrub Balls and how efficiently it cleaned your clothes with less water and laundry detergent.

我将继续解释我们如何通过不高效地洗涤衣物而浪费资源，以及我在英国发现的一种产品，名为“Scrub Balls”，它如何以更少的水和洗衣剂高效地清洁衣物。

I could also use the same article to sell an electronic product simply by saying:

我也可以通过简单地说：

Now you probably wonder what dirty British underwear has to do with this new pocket-sized computer. I’m glad you asked. It has nothing to do with it except for one important fact that I will reveal shortly. But first let me explain an unimportant fact.

现在你可能想知道脏兮兮的英国内衣与这款新式口袋电脑有什么关系。我很高兴你问了。它与这没什么关系，除了我将很快揭示的一个重要事实。但首先，让我解释一个无关紧要的事实。

Quest/80 magazine started their feature story on the cover to hook the readers and get them interested.

《Quest/80》杂志在封面上开始他们的特色故事，以吸引读者并激发他们的兴趣。

I would then go into the computer features, playing off British men, and I would use odor or smell to relate to some of the computer features. I would then come up with a computer feature at the end of the ad that would tie into the story.

然后我会介绍电脑的功能，以英国男性为对象，我会用气味或嗅觉来关联一些电脑功能。接着，在广告的最后我会提出一个与故事相呼应的电脑功能。

Save Those Articles

保存这些文章

I realize that it may seem a little far-fetched to sell a rower tied into an embezzlement story or a computer using that Forbes article on British underwear habits. But the point I am making is simply this: The use of an interesting article or bit of information, when tied into your product or service, often makes for a good start to the slippery slide. And when blended nicely with your product, it can work to cause a reader to read every bit of your copy. So save those offbeat articles you come across that tweak your interest and might interest your readers—regardless of how ridiculous or offbeat they may be.

我意识到，将一个与挪用公款故事挂钩的划船者或使用福布斯关于英国内衣习惯文章的电脑出售可能显得有些牵强附会。但我想要表达的观点很简单：当有趣的文章或信息与你的产品或服务相结合时，往往能为这种滑稽的下滑提供一个良好的开端。并且当它与你的产品完美融合时，它可以使读者阅读你文案的每一部分。所以，保存那些能激发你兴趣并且可能吸引你读者的另类文章——无论它们多么荒谬或另类。

Some magazines create the slippery slide by simply starting out their stories with larger type to get you into the copy. Larger type is easier to read and so you tend to start reading the copy, which may seem less imposing. Quest/80 magazine (no longer around) started the copy of an article on the front cover and then continued it inside the magazine to get you into their slippery slide. Many articles written for magazines use similar graphic elements to get you into their stories. Of course, the key is to make the copy so compelling that once you start reading it, you can’t put it down. And there are even more techniques to create the slippery slide that I will cover later in this book.

一些杂志通过简单地以大号字体开始他们的故事来创造滑稽的滑梯，大号字体更容易阅读，因此你倾向于开始阅读副本，这可能会显得不那么令人敬畏。Quest/80 杂志（现已不复存在）在封面上开始一篇文章的副本，然后在杂志内继续，以让你进入他们的滑稽滑梯。为杂志撰写的许多文章都使用类似的图形元素来吸引你进入他们的故事。当然，关键是使副本如此吸引人，以至于一旦你开始阅读，你就无法放下。而且，我将在本书的后续部分介绍更多创造滑稽滑梯的技术。

You’re now in store for some fun. For in the next few chapters, I’m going to stretch your imagination and then continue to build the foundation we’ve been building in Section One of this book. So stay with me as we cover the timely topic of assumed constraints.

你现在将享受一些乐趣。因为在接下来的几章中，我将拓展你的想象力，并继续构建我们在本书第一章中已经建立的基础。所以请和我一起探讨这个及时的主题——假设的约束。

Chapter 9

第九章

Assumed Constraints

假设约束

Have you ever looked at a circus elephant anchored to the ground? If you have, you might notice that the elephant has a metal collar around its leg to which is attached a small chain. And the chain is attached to a wooden peg driven into the ground. Pretty good protection?

你有没有看过被拴在地上的马戏团大象？如果你有，你可能会注意到大象的腿上有一个金属项圈，项圈上连接着一个小链条。链条连接到一个插入地面的木桩上。这算是很好的保护吗？

Pretty lousy, if you ask me. That 12,000-pound elephant could very easily pick up its foot and with one fell swoop yank the peg out of the ground and walk away. But the elephant doesn’t. Why? I’ll explain.

相当糟糕，如果我问你的话。那头 12000 磅的大象完全可以轻松地抬起它的脚，一挥而就地将木桩从地里拔出来，然后走开。但大象并没有这么做。为什么？我会解释。

When that elephant was still a baby, that same collar and chain and peg were used to hold the elephant in place. The restraint was sufficient to hold the baby elephant in place even if it wanted to break away. And break away is indeed what the baby elephant tried to do.

当那头大象还是个婴儿时，同样的项圈、链条和桩被用来固定大象的位置。这种束缚足以固定小象的位置，即使它想要挣脱。而挣脱正是小象试图做的事情。

So every day while the baby was chained up, it would pull at the chain and pull and pull until finally a cut appeared on its leg exposing the sore sensitive layers of deep skin tissue. It hurt to pull like that and soon the baby elephant, realizing the effort was both futile and painful, stopped trying to escape.

所以每天当小象被锁链锁住时，它会拉扯链条，一直拉扯，直到最终它的腿上出现一道伤口，暴露出深层皮肤组织中的敏感部位。这样拉扯很疼，很快，意识到努力是徒劳且痛苦的，小象就停止了试图逃跑。

Elephants Never Forget

大象从不忘记

As the baby elephant grew older, it never forgot that bad experience with the chain and the peg. And so whenever it was anchored down in a spot, it would think, “Hey, it’s impossible to break away and besides, it hurts.”

随着小象长大，它从未忘记那次与链条和桩的糟糕经历。因此，每当它被锚定在某个地方时，它就会想，“嘿，不可能挣脱开来的，而且还会很疼。”

The adult elephant had what I call an “assumed constraint.” And all of us have the same problem to one degree or another. We all have the power to be great copywriters. But at one point in our lives, we may have written something and gotten a bad grade in English. Or we may have attempted to communicate something in writing to somebody else and had a bad experience as a result. As we’ve grown older, those hurt feelings, the feelings of inadequacy and the wrong guidance we may have received from teachers or friends are still in our subconscious, and whether we want to admit it or not, they really do affect us.

成年大象有一种我称之为“假设约束”的东西。我们每个人或多或少都有同样的问题。我们都有成为优秀文案的能力。但在我们生活的某个时刻，我们可能写过一些东西，英语成绩很差。或者我们可能尝试过用书面形式向别人传达一些信息，结果却遭遇了糟糕的经历。随着年龄的增长，那些受伤的感觉、不安全感以及我们从老师或朋友那里可能得到的错误指导仍然潜藏在我们的潜意识中，无论我们是否愿意承认，它们确实影响了我们。

If you understand the hurt and you understand some of the constraints we put upon ourselves, then you are better able to cope with breaking out of those assumed constraints and becoming anything you want to be and accomplishing anything you want to accomplish. Let me cite some examples.

如果你理解了痛苦，并且理解了我们对自己施加的一些限制，那么你将更有能力打破这些假设的限制，成为你想成为的任何人，实现你想实现的任何目标。让我举一些例子。

One of the best is the following nine-point puzzle. I gave this puzzle to my students as an example of an assumed constraint. The rules to solve this puzzle are very simple. You must draw four straight lines and connect all the points without taking your pen off the page. In short, all the lines have to be connected. Please do the puzzle before reading on.

以下是九点谜题之一。我把这个谜题给我的学生作为假设约束的例子。解决这个谜题的规则非常简单。你必须画四条直线，连接所有点，同时不要把笔离开纸面。简而言之，所有线条都必须相连。请在继续阅读之前完成这个谜题。

See if you can connect the dots in this puzzle with four straight lines without taking your pen off the paper.

尝试用四条直线连接这个谜题中的点，不要把笔离开纸面。

Most people who try to solve the puzzle make one fatal error and it is simply that they don’t realize the constraint they subconsciously put upon themselves. The solution is in Appendix A on page 317. Turn to it now for the answer.

大多数人尝试解决这个谜题时犯了一个致命的错误，那就是他们没有意识到自己潜意识中对自己施加的限制。解决方案在附录 A 的第 317 页。现在翻到那里寻找答案。

As you can see, you were constrained by the box surrounding the points and did not go out of the box in order to find the solution. Often, to solve that very important problem, you’ve got to go out of the problem area itself to find the answer.

如您所见，您被围绕点的框所限制，没有走出框外去寻找解决方案。通常，为了解决那个非常重要的问题，您必须走出问题区域本身去寻找答案。

A good example of assumed constraints was my choice of mailing lists for my first direct mailing when I sold the first pocket calculator by mail. I had to select 10 mailing lists for my 50,000-piece mailing and I picked eight good lists that made a lot of sense to me.

一个假设约束的好例子是我选择邮寄名单进行第一次直接邮寄销售第一台袖珍计算器时的选择。我必须为我的 5 万件邮寄物选择 10 个邮寄名单，我挑选了八个我认为很有道理的好名单。

I selected engineers, accountants and surveyors, for example. I selected wealthy people at their home addresses. I chose the mail order buyers from a certain catalog that sold similar products. But when it came to the last two lists, my list broker suggested the presidents of corporations with $20 million in sales or more.

我选择了工程师、会计师和测量员，例如。我在他们的家庭地址选择了富裕人士。我从一家销售类似产品的目录中选择了邮购买家。但当涉及到最后两个名单时，我的名单经纪人建议选择销售额在 2000 万美元或以上的公司总裁。

I thought the idea really didn’t make sense. I thought that the presidents of these companies would be so busy that more than likely they wouldn’t even open their own mail and that some secretary would throw my mailing in the garbage. But I went along with the list broker and to my surprise, those lists he suggested turned out to be the best ones, while the others really pulled poorly.

我认为这个主意根本说不通。我以为这些公司的总裁们会非常忙碌，很可能他们甚至不会打开自己的邮件，某个秘书会把我的邮件扔进垃圾箱。但我和名单经纪人一起去了，令我惊讶的是，他建议的那些名单竟然是最好的，而其他的则真的表现得很差。

I can point to hundreds of assumed constraint examples that I personally experienced. Here are five of them:

我可以指出数百个我所经历的假设约束示例。以下是其中五个：

1. “You can’t sell your airplane for over $190,000.” I sold it for $240,000 in 10 days.

您不能把您的飞机卖过 19 万美元。我在 10 天内以 24 万美元的价格卖掉了它。

2. “You can’t sell a $600 pinball game through the mail.” We sold more than 3,000 of them.

您不能通过邮寄出售价值 600 美元的弹球游戏。我们卖出了 3000 多台。

3. “Consumers will rip you off if you let them buy using their credit cards over a toll-free line without having them sign anything.” We launched toll-free order taking in the United States and were very successful with very few problems before everybody else caught on.

消费者如果让他们在没有签署任何文件的情况下，通过免付费电话线使用信用卡购买，他们就会欺骗你。”我们在美国推出了免付费订单接收服务，在其他人意识到之前，我们取得了非常成功，几乎没有遇到任何问题。

4. “This calculator isn’t selling at all at retail. It’s the biggest bomb in calculator history. How are you going to sell it via mail order?” We sold over 30,000 of them at $59.95.

这个计算器在零售市场上根本卖不出去。它是计算器历史上的最大失败。你们打算怎么通过邮购来销售它？我们以 59.95 美元的价格卖出了超过 30000 台。

5. “Who would buy sunglasses through the mail? People need to try them on first, and besides, people buy different styles.” We sold more than 10 million pairs of the same style.

5. “谁会通过邮寄购买太阳镜？人们需要先试戴，而且，人们会购买不同风格的。”我们卖出了超过 1000 万副同款式的太阳镜。

Or how about the following three business examples of other historical assumed constraints:

以下为其他历史假设约束的三个商业案例：

1. “There is no reason anyone would want a computer in their home.” This was said by Ken Olsen, president, chairman and founder of Digital Equipment Corporation, in 1977.

没有理由任何人会想在他们的家里拥有一台电脑。”这是 1977 年数字设备公司总裁、董事长和创始人肯·奥尔森所说的。

2. “Computers in the future may weigh no more than 1.5 tons.” This was quoted by Popular Mechanics magazine forecasting the relentless march of science in 1949.

2. “未来的计算机可能不会超过 1.5 吨重。”这是《大众机械》杂志在 1949 年预测科学不断进步时引用的。

3. “The concept is interesting and well-formed, but in order to earn better than a ‘C,’ the idea must be feasible.” This was said by a Yale University management professor in response to Fred Smith’s paper proposing reliable overnight delivery service. Smith then went on to found FedEx.

3. 概念有趣且结构良好，但要想获得比“C”更好的成绩，这个想法必须是可行的。”这是耶鲁大学一位管理教授在回应弗雷德·史密斯提出的可靠隔夜快递服务提案时所说的。史密斯随后创立了联邦快递。

If you’d like to read more examples of assumed constraints, look in Appendix A, which lists other historical quotes.

如果您想阅读更多关于假设约束的示例，请参阅附录 A，其中列出了其他历史引言。

You Never Really Know

你永远不知道

I can give you dozens of examples from history and from our company or from friends, but my point is simple. You never really know what will work or what won’t. If you believe in your idea, do it. Step out of those assumed constraints.

我可以给你举出历史上、我们公司或朋友们的几十个例子，但我的观点很简单。你永远不知道什么会奏效，什么不会。如果你相信你的想法，就去做。跳出那些假设的限制。

This concept also applies to coming up with marketing solutions. When thinking about a problem or looking for a solution, don’t rule anything out. Sometimes that big idea will come to you if you step out of the traps that we very often fall into. Remember Edward de Bono’s concept of lateral thinking, which is somewhat the opposite of assumed constraints. Step away from the problem, think of some possible situations that have nothing to do with the problem and guess what? You’ll be amazed at how often you find a solution.

这个概念也适用于提出营销解决方案。在思考问题或寻找解决方案时，不要排除任何可能性。有时，那个大想法会在你走出我们经常陷入的陷阱时出现。记住爱德华·德·波诺的横向思维概念，这与假设的约束有些相反。远离问题，想一些与问题无关的可能情况，猜猜看？你会惊讶于你发现解决方案的频率。

As you proceed in this book, remember the baby elephant and the nine-point puzzle and break out of those assumed constraints.

随着你在本书的进展中，记住那只小象和九点谜题，并打破那些假设的限制。

Axiom 7

公理 7

When trying to solve problems, don’t assume constraints that aren’t really there.

尝试解决问题时，不要假设那些实际上并不存在的限制。

Chapter 10

第 10 章

Seeds of Curiosity

好奇心之种

We have already learned that traffic is a key word to any retailer. A shopping center that increases traffic will generally see an increase in sales for its stores. And since the traffic generated by these stores can only be compared to getting a prospect into your copy, you increase traffic by increasing readership.

我们已经了解到，交通是任何零售商的关键词。增加交通量的购物中心通常会看到其店铺销售额的增加。而且，由于这些店铺产生的交通量只能与吸引潜在客户进入你的广告相比，因此通过增加读者数量来增加交通量。

One way to increase readership is by applying a theory I call “seeds of curiosity.” It goes like this. At the end of a paragraph, I will often put a very short sentence that offers some reason for the reader to read the next paragraph. I use sentences such as:

一种增加阅读量的方法是应用我称之为“好奇的种子”的理论。它是这样的。在一段文字的结尾，我通常会放上一句非常简短的句子，为读者提供阅读下一段的理由。我使用的句子例如：

But there’s more.

但是还有更多。

So read on.

继续阅读。

But I didn’t stop there.

但我没有就此止步。

Let me explain.

让我解释。

Now here comes the good part.

现在，这部分就变得有趣了。

These seeds of curiosity cause you to subconsciously continue reading even though you might be at a point in the copy where the copy slows down. This concept is used a lot on TV before the show host goes to a commercial. She may say, “When we come back, we’ll see something that you’ve never seen on TV before. Stay tuned.” Well, it should be done in print, too. And here’s why. (Notice how I just used it.)

这些好奇心种子让你在文本中即使可能已经到达了节奏变慢的部分，也会下意识地继续阅读。这个概念在电视节目中主持人去广告前经常被使用。她可能会说：“当我们回来时，我们将看到你在电视上从未见过的东西。请继续关注。”嗯，印刷品上也应该这样做。原因如下。（注意我刚刚是如何使用它的。）

In print, the ideal situation is to create such interesting and compelling copy that you don’t need the seeds of curiosity, but often that is very difficult. And using these seeds of curiosity enhances most copy. But like every good thing, don’t overdo it. Later in this book I will be showing examples of seeds of curiosity at work in many of my ads. Use them; they are very effective. But there’s another example.

在印刷品中，理想的情况是创造如此有趣和引人入胜的文案，以至于你不需要好奇的种子，但通常这非常困难。而且使用这些好奇的种子可以增强大多数文案。但就像每件好事一样，不要过度。在这本书的后面，我将展示许多广告中好奇的种子是如何发挥作用的。使用它们；它们非常有效。但还有一个例子。

Seeds of curiosity can be used at the beginning of an ad where you mention some benefit or payoff that you are going to reveal somewhere in your copy. In short, the reader has to read the entire ad to find it. A good example of this technique was in our Consumers Hero ad mentioned in Chapter 8 and reproduced in Chapter 34. In that ad, you had to read the entire copy before you got to the punch line.

好奇心种子可以用于广告的开头，在那里你提到一些你将在广告副本的某个地方揭示的好处或回报。简而言之，读者必须阅读整个广告才能找到它。这种技术的良好例子是在第 8 章中提到的我们的消费者英雄广告，并在第 34 章中重现。在那个广告中，你必须阅读整个副本才能到达高潮。

A great example of both seeds of curiosity and traffic is what happened to me at my office. It’s something that I’ve quite frankly never experienced again but it is very relevant to this subject.

一个既好奇又拥堵的绝佳例子就是我在办公室发生的事情。这完全是我在坦诚地说从未再次经历过的，但它与这个主题非常相关。

A Very Unusual Call

一个非常不寻常的电话

I received a call one day from a very sensuous-sounding young woman who called herself Ginger. She started the conversation with: “Mr. Sugarman, I love you.”

我有一天接到一个电话，电话那头是一个听起来非常性感的女孩子，她自称 Ginger。她开始对话时说：“Sugarman 先生，我爱你。”

I was a little taken aback and at first thought that this was a practical joke. “Thank you,” I responded. “I love you, too.”

我有点惊讶，一开始以为这只是一个恶作剧。“谢谢，”我回答。“我也爱你。”

“No, I’m serious,” continued the woman. “I’ve been reading your advertisements for the past five years and I love your mind, I love your thought process and I love your creative personality. I really believe that I can tell a great deal about you from what you write and I really believe in you and truly love you.”

“不，我是认真的，”女人继续说，“我过去五年一直在看你们的广告，我喜欢你的思维方式，我喜欢你的思考过程，我喜欢你的创意个性。我真的相信，我可以从你写的文字中了解到很多关于你的事情，我真的相信你，真心地爱你。”

I was surprised and then flattered. Even before I received her call, I had gotten comments from people who claimed that my personality really came through in my copy. And I believed it.

我很惊讶，然后感到受宠若惊。甚至在接到她的电话之前，我就收到了一些人的评论，他们声称我的个性在我的稿件中表现得淋漓尽致。我深信不疑。

If you are dishonest, it is sensed by the reader. If you are hiding something about a product you are describing, it comes through. If you’re very creative, it, too, is picked up. And it is the combination of all of these impressions that creates the buying environment that we referred to in Chapter 6.

如果你不诚实，读者会察觉到。如果你在描述产品时隐瞒某些信息，这也会显露出来。如果你非常富有创意，这一点也会被捕捉到。正是所有这些印象的结合，创造了我们在第 6 章中提到的购买环境。

If you study the copy of others, you can sense what they are like from their copy. You’ll be amazed at how the copy reflects the personality of the person writing it. Any copywriter working for a CEO of a company will try to reflect the personality of the CEO and not him- or herself. Since I’m the guy who writes all the copy, you can pretty well tell a lot about my personality. But back to Ginger.

如果你研究别人的文案，你能从他们的文案中感受到他们的样子。你会对文案如何反映写作者的个性感到惊讶。任何为公司 CEO 工作的文案作者都会尽力反映 CEO 的个性，而不是自己的。既然我是写所有文案的人，你基本上可以很好地了解我的个性。但回到 Ginger。

An Invitation I Couldn’t Refuse

无法拒绝的邀请

Was Ginger just flattering me or did she have an emotional attachment to me personally without having met me—strictly from reading my copy? She continued.

金杰只是夸我，还是她没有见过我，仅仅通过阅读我的作品就对我产生了个人情感依恋——她继续说道。

“Mr. Sugarman, you are the only one who could help me. I need your help. Please, may I have an appointment to see you, privately? I promise you that you’ll be very glad to see me.”

“Sugarman 先生，您是唯一能帮助我的人。我需要您的帮助。请，我能预约一个私下见您的机会吗？我保证您见到我会非常高兴。”

When she arrived at my office I could see what she meant when she said that I’d be glad to see her. She was a beautiful blonde with long legs and a miniskirt so short I was embarrassed to have her sit down. “Mr. Sugarman, may I call you Joe?”

当她到达我的办公室时，我明白了她为什么说她很高兴见到我。她是一个美丽的金发女郎，长腿，穿着超短的迷你裙，以至于我尴尬地让她坐下。“Sugarman 先生，我可以叫你 Joe 吗？”

“Sure,” I replied, looking away as she adjusted her skirt.

“当然，”我回答道，当她调整裙子时，我转移了视线。

“Joe, I want to be very frank with you. I have admired your copywriting for years. I’m not even into electronics and gadgets but I enjoy so much what you do in print that quite frankly I have a real emotional attachment to you. I know this sounds silly but when I got in trouble, I couldn’t think of anybody else who could help me but you. I really need you.”

Joe，我想对你非常坦率。我多年来一直钦佩你的文案。我甚至不热衷于电子和 gadgets，但我非常享受你在印刷品中所做的一切，坦白说，我对你有真正的情感依恋。我知道这听起来很傻，但当我遇到麻烦时，我无法想到除了你之外还有谁能帮助我。我真的需要你。

She paused for a moment as if to hold back tears. She then continued.

她停顿了一下，仿佛要忍住泪水。然后她继续说。

“I run a beauty shop in a shopping center. I know that when the shopping center is full, I get a percentage of that traffic and they buy my cosmetics. I also know that when the shopping center is empty, I get a smaller number of people who come to my store. It’s almost directly proportional to the traffic in the shopping center.

我经营着一家位于购物中心的美容店。我知道当购物中心客满时，我能获得其中一部分客流，他们会在我的店里购买化妆品。我也知道当购物中心空旷时，来我店里的人会少一些。这几乎与购物中心的客流成正比。

“So Joe, when I decided to offer my cosmetics in a direct mailing, I thought that if I sent out 50,000 mailing pieces, I would get a certain percentage of response and I would make a profit. All I needed was half a percent return rate to make a nice profit.

所以，乔，当我决定通过直接邮寄销售我的化妆品时，我想如果我能发送出 50,000 份邮寄件，我会得到一定比例的回应，我就能赚钱。我只需要半百分之一的回邮率就能赚得不错的利润。

“I then invested all the money I had to get this 50,000-piece mailing out. I borrowed from my friends. When I launched the mailing, the results were so bad I couldn’t believe it. I ended up with one-tenth of what I needed to break even. I need you to look over my mailing piece and just tell me what went wrong with it. And Joe, if you could help me get it to work, I’d be extremely grateful.”

我投入了所有钱来寄出这 50,000 件邮件。我从朋友那里借钱。当我启动邮件发送时，结果糟糕得让我无法相信。我最终只得到了我需要达到盈亏平衡的十分之一。你需要检查一下我的邮件，告诉我它哪里出了问题。还有，Joe，如果你能帮我让它起作用，我会非常感激。

What Was Her Angle?

她是什么角度？

Was I being propositioned in return for my help? Was this all a ploy or a guilt trip to get me to write her next mailing piece? I was a happily married man with two children and quite busy running my own business. And quite frankly, I didn’t like the idea of somebody trying to use guilt or sex or anything else to entice me to write copy or do a mailing piece. Still somewhat reserved, I said, “Show me the mailing piece.”

我被提议以我的帮助作为交换吗？这全是一个诡计，还是一种内疚感，试图让我为她写下一份邮件稿件？我是个快乐的家庭男人，有两个孩子，忙于经营自己的生意。坦白说，我不喜欢有人试图用内疚、性或其他任何东西来诱使我写文案或做邮件稿件。我仍然有些保留，我说：“给我看看那份邮件稿件。”

Ginger reached for her purse, which was on the floor, and as she reached, she exposed even more of her legs. I was convinced she was in my office to seduce me. No question about it now. I was convinced that she was determined to entice me into writing copy for her. But I wondered how far she would go. I was soon to find out.

姜儿伸手去拿放在地板上的钱包，当她伸手时，她露出了更多的腿。我确信她来我的办公室是为了诱惑我。现在毫无疑问。我确信她决心诱使我为她写文案。但我想知道她会走多远。我很快就会知道答案。

She pulled out her mailing piece and handed it to me. I examined it for a few minutes, read the copy and studied the entire package. I also asked her which mailing list she used. “From the entire local area served by the beauty shop,” she said.

她拿出她的邮寄物，递给了我。我检查了几分钟，阅读了副本并研究了整个包装。我还问她她使用了哪个邮寄名单。“从整个由美容店服务的本地区域，”她说。

I looked at the mailing again and saw many problems. She was using a mail-in offer yet her mailing list was not oriented toward mail order buyers—just the retail community—so it was no wonder her mailing didn’t work. Even the copy in the letter was very poorly written. It was a horrible presentation. It wasn’t that it looked bad, but it violated many of the principles I discuss in this book and some that apply to direct mail. I told her the presentation was not very good and that I wasn’t surprised that the piece did so badly.

我再次查看邮件，发现很多问题。她使用的是邮寄优惠，但她的邮寄名单并没有针对邮件订购买家——只是面向零售社区——所以她的邮件没有效果也就不奇怪了。甚至信中的文案也写得非常糟糕。这不仅仅是因为看起来不好，而是违反了我在这本书中讨论的许多原则，以及一些适用于直接邮寄的原则。我告诉她，这次展示并不很好，而且我对这件作品表现不佳并不感到惊讶。

You already know the principles on traffic. You already know from previous examples that unless the recipients read all of her copy, the mailing most likely won’t work. Of course, she also used the wrong mailing list and that didn’t help, either.

您已经了解了交通原则。您从之前的例子中已经知道，除非收件人阅读了她的全部内容，否则邮件很可能不会成功。当然，她还使用了错误的邮寄名单，这也无助于解决问题。

I Explained the Problems

我解释了问题

After I explained to Ginger the problems with her mailing piece and mailing list, I brought out another very important fact about direct response advertising. “You can’t spend that kind of money without testing. That’s one of your problems, too. You just mailed to too big a list. You could have picked just 5,000 names and not 50,000 names for your mailing. And then you would have known if the mailing was successful without risking too much money.”

在我向 Ginger 解释了她邮寄材料和邮寄名单的问题之后，我提出了关于直接回应广告的另一个非常重要的事实。“你不应该在未经测试的情况下花费那么多钱。这也是你的一个问题。你只是给太多的人发了邮件。你本可以选择 5000 个名字而不是 50000 个名字来邮寄。然后你就可以知道邮寄是否成功，而不必冒太大的风险。”

I finished talking and there was a short pause. As she looked straight into my eyes, she said, “Can you help me? I mean really help me? Like write the copy for the mailing piece, help me pick the proper list and guide me as my mentor?”

我说完话，然后有一段短暂的沉默。当她直视我的眼睛时，她说：“你能帮我吗？我是说真的帮你？比如帮我写邮件宣传稿，帮我挑选合适的名单，并以我的导师的身份引导我？”

Since I was a little turned off by Ginger’s use of sex and guilt to get me to do her piece, I responded, “Ginger, I really don’t have the time. Plus, I have established a seminar in the north woods of Wisconsin where I take 20 people and teach them as a group. I just don’t have the time to help you on an individual basis.”

自从我对 Ginger 利用性和罪恶感来让我帮她做事感到有些反感，我就回答说：“Ginger，我实在没有时间。此外，我在威斯康星州北部的森林里举办了一个研讨会，我带 20 个人一起学习。我实在没有时间帮你个人解决问题。”

A Shock I Never Expected

我从未预料到的震惊

What Ginger whispered to me next took me totally by surprise. In fact, there have been very few times in my life when I have been at a complete loss for words. But wait. This is a book on copywriting and not about the secret goings-on behind the doors of successful direct marketing executives who are perceived by beautiful cosmetic executives as the answer to their dreams. “Aw shucks,” you’re probably saying. “Why doesn’t he finish the damn story and tell us what happened?”

姜戈接下来对我低声说的话让我完全惊讶。事实上，在我的生活中，很少有过我完全不知所措的时候。但是等等。这是一本关于文案写作的书，而不是关于那些被认为美丽化妆品高管梦想之解答的成功直销高管们门后的秘密活动。 “哎呀，”你可能想说，“为什么他不把该死的故事讲完，告诉我们发生了什么？”

Okay, I will. But not here. I want you to continue uninterrupted with my thought process on copywriting, so I have devoted Appendix B on page 319 to the rest of the story—an episode that actually took place in my office and that could be part of a very steamy novel.

好的，我会的。但不是在这里。我希望你能不间断地继续我的关于文案的想法，所以我将附录 B 放在了第 319 页，关于故事的其余部分——实际上发生在我办公室的一个情节，这可能成为一部非常激情四溢的小说的一部分。

Once you understand the concept of traffic in retailing and how it relates to direct marketing, then you should realize how important the slippery slide concept is in getting the reader to read the entire text of your ad. And one of the most powerful techniques to keep your slippery slide greased is the use of seeds of curiosity. Your readers must get into your copy. They must read your headline and be so compelled to read further that they read your subheadline. Then they must be so moved that they read your first sentence. And the rest of the copy must be so compelling that by the time your prospects read 50 percent of your ad, they are helplessly caught in a slippery slide and can’t escape.

一旦你理解了零售业中的流量概念以及它与直接营销的关系，那么你应该意识到在引导读者阅读你广告全文的过程中，“滑梯”概念的重要性。而保持你的“滑梯”顺畅的最强大技巧之一就是使用好奇心种子。你的读者必须进入你的文案。他们必须阅读你的标题，并被强烈吸引去阅读更多内容，以至于阅读你的副标题。然后他们必须被深深打动，以至于阅读你的第一句话。其余的文案必须如此吸引人，以至于当你的潜在客户阅读了你广告的 50%时，他们无助地陷入了一个滑梯，无法逃脱。

Once you understand the slippery slide and the seeds of curiosity, you will have two of the most powerful copywriting tools you can use.

一旦你理解了滑稽的滑梯和好奇心的种子，你将拥有你可以使用的最强大的文案工具之二。

Axiom 8

公理 8

Keep the copy interesting and the reader interested through the power of curiosity.

保持副本有趣，通过好奇心的力量吸引读者。

Chapter 11

第 11 章

Copy as Emotion

复制为情感

Up to now we have covered some general principles of copywriting. You learned that all the elements of an advertisement are designed to get prospects to read the first sentence, and we showed you how to get them to start reading your copy by creating a very simple first sentence. And then we told you how important it is to get the second sentence read and the third and so forth. We mentioned nothing about benefits or features of a product because the sole purpose of the copy was to first get people to read the copy. The benefits come later.

截至目前，我们已经介绍了一些文案写作的基本原则。你了解到广告的所有元素都是为了吸引潜在客户阅读第一句话，我们还展示了如何通过创造一个非常简单的第一句话来引导他们开始阅读你的文案。然后我们告诉你，让第二句话、第三句话等等被阅读是多么重要。我们没有提及产品的利益或特点，因为文案的唯一目的是首先让人们阅读文案。利益将在之后出现。

And then we covered the environment you create at the beginning of your copy. We explained the importance of resonating with your reader by getting the reader to say yes, believe you or agree with your assumptions.

然后我们讨论了你在副本开头创建的环境。我们解释了通过让读者说“是”、相信你或同意你的假设来与读者产生共鸣的重要性。

We expressed the importance of the reader slipping through your copy as if on a slippery slide—reading the copy so they can traffic your ad—and we gave the example of Ginger and her failed mailing. And we just showed you how seeds of curiosity work to keep the slippery slide fully greased.

我们强调了读者在您的文案中如同滑梯般顺畅阅读的重要性——这样他们才能顺利浏览您的广告——我们还以 Ginger 和她失败的邮寄为例。我们刚刚向您展示了好奇心如何保持滑梯始终润滑。

You’ve Learned Most of My Concept

你已经学到了我的大部分概念

Armed with the above principles, you have a major portion of the overall philosophy of my copywriting concept. There are only a few more points to learn to have the complete foundation upon which you can build your skills and write great copy.

凭借上述原则，你已掌握了我的文案概念整体哲学的主要部分。只需再学习几个要点，你就能建立起一个完整的基石，在此基础上提升你的技能并写出优秀的文案。

I can still remember the first seminar when I taught these same philosophies. At the end of the course, a Texas farmer named Frank Schultz, inspired by the seminar, shut himself in a room at the nearby Holiday Inn motel and wrote his first ad for the grapefruit he wanted to sell nationally in a print campaign in major magazines.

我仍然记得第一次讲授这些相同哲学的研讨会。课程结束时，一位名叫弗兰克·舒尔茨的德克萨斯州农民，受到研讨会的启发，将自己关在附近的假日酒店的一个房间里，为想要在全国主要杂志上进行的印刷活动中销售的葡萄柚撰写了他的第一个广告。

His very first space ad was so powerful that it sold more fruit than he could pick and ship. He received letters from other prominent copywriters congratulating him on his simple yet beautiful ad. We’ll study that ad in Chapter 24, but if knowledge of the principles I teach can make a Texas farmer a great copywriter, it can do the same for you.

他的第一个太空广告如此强大，以至于卖出的水果比他能摘的和能运输的还要多。他收到了其他著名文案作者的来信，祝贺他的广告简单而美丽。我们将在第 24 章研究那个广告，但如果我所教授的原则能让一个德克萨斯州的农民成为伟大的文案作者，那么它也能对你产生同样的效果。

Emotion in Advertising

广告中的情感

This chapter is about emotion in advertising. And there are just three points to remember about the subject.

本章讲述广告中的情感。关于这个主题，只需记住三点。

Emotion Principle 1: Every word has an emotion associated with it and tells a story.

情感原则 1：每个词都与一种情感相关联，并讲述一个故事。

Emotion Principle 2: Every good ad is an emotional outpouring of words, feelings and impressions.

情感原则 2：每一个好的广告都是文字、情感和印象的倾泻。

Emotion Principle 3: You sell on emotion, but you justify a purchase with logic.

情感原则 3：你用情感来销售，但用逻辑来证明购买是合理的。

Let’s take the last point first. Why do you think people buy the Mercedes-Benz automobile in the United States? Is it because of the rack and pinion steering or the antilock braking system or the safety features? Other cars have the same features, so why spend a fortune to buy one when, for a fraction of the cost of a Mercedes, you can get an American or Japanese car or even a Volvo that has many of the exact same features?

首先来看最后一点。为什么你认为人们在美国会购买奔驰汽车？是不是因为它的齿轮齿条转向系统、防抱死制动系统或者安全特性？其他汽车也有同样的功能，那么为什么花大价钱买一辆，而用奔驰的一小部分钱就可以买到美国或日本汽车，甚至一辆拥有许多相同特性的沃尔沃呢？

The answer: We buy on emotion and justify with logic. I know that when I first bought a Mercedes and my friends saw it, I told them that the reason I bought it was because of a series of technical features that I found very impressive. The real reason I bought the car was not for the technical features at all. I wanted to own a prestigious car and belong to the crowd that drove a Mercedes. But when I had to explain the reason for my purchase, I ended up using logic—something that I really believed was correct when I used it.

答案：我们出于情感购买，用逻辑来辩解。我知道当我第一次买奔驰车，我的朋友们看到它时，我告诉他们我买它的原因是发现了一系列非常令人印象深刻的特性。我买这辆车的真正原因根本不是这些技术特性。我想拥有一辆有威望的车，并属于驾驶奔驰车的那群人。但当我不得不解释我购买的原因时，我最终使用了逻辑——当我使用它时，我确实认为这是正确的。

Mercedes Advertising

奔驰广告

Look at a Mercedes ad. Since the Mercedes advertising agency knows the real motivation behind the purchase of their cars, they focus on the reasons people use to justify their purchase. All their ads talk about the terrific drive you get or the technical features that make the car a breed apart. In reality, feature by feature, there is nothing so revolutionary that it can’t be duplicated in a less expensive car. The car is sold by virtue of its emotional appeal and then justified in its advertising by an appeal to logic.

看看一辆奔驰广告。由于奔驰广告公司知道他们汽车购买的真正动机，所以他们专注于人们用来证明他们购买的理由。他们所有的广告都在谈论你得到的出色驾驶体验或使汽车与众不同的技术特性。实际上，从功能到功能，没有什么革命性的东西不能在更便宜的汽车中复制。汽车是通过其情感吸引力来销售的，然后在广告中通过逻辑诉求来证明其合理性。

Look at the emotion of a message conveyed in the form of a song. The music is like the vibration or that special harmony that you work at creating in an advertising message. If the music appeals to the audience and their soul, they are really set up to receive the sales message—or in the case of a song, the words, which incidentally also have an attached emotion. A song is similar to an advertisement.

观察一首歌所传达的情感。音乐就像是在广告信息中努力创造的振动或那种特殊的和谐。如果音乐吸引了观众和他们的灵魂，他们就会真正准备好接收销售信息——或者，在歌曲的情况下，歌词，顺便说一下，这也附带了情感。一首歌类似于一则广告。

Take a song and say the words without the music and it may sound rather funny. Steve Allen back in the 1950s on The Tonight Show would recite the words of a number one hit song and get lots of laughs reciting, “Ooh pappa doo pappa doo pappa woo. I love you. Ooh pappa doo da ditty.” Without the music, the words sounded absolutely ridiculous.

拿一首歌，把歌词唱出来，没有音乐可能听起来相当滑稽。史蒂夫·艾伦在 20 世纪 50 年代《今晚秀》上会背诵一首热门歌曲的歌词，并引来许多笑声，背诵道：“哦爸爸嘟嘟嘟嘟哦。我爱你。哦爸爸嘟嘟嘟嘟嘀嘀。”没有音乐，歌词听起来绝对荒谬。

Logic Often Doesn’t Work

逻辑往往不起作用

In writing copy for an advertisement, often you get your reader in an emotional frame of mind as a result of the environment you have created, and logic becomes less important. For example, I’ve always used the phrase near the end of my ads, “If you aren’t absolutely satisfied, return your product within 30 days for a prompt and courteous refund.” Who ever heard of a refund being courteous? It doesn’t matter. The emotion or the feel of that phrase really says that we are a very respectful and understanding company that will return your money very promptly. With very few words, I conveyed the feeling of being a concerned company that acts promptly. And even though the phrase makes no logical sense, it has been picked up by several direct marketers and used in their catalogs and print ads.

在撰写广告文案时，你往往通过营造的环境让读者产生情感上的共鸣，逻辑变得不那么重要。例如，我总是在广告的结尾使用这样的短语：“如果您绝对不满意，请在 30 天内退货，我们将迅速、礼貌地退款。”谁听说过退款还能礼貌的呢？这无关紧要。这个短语所传达的情感或感觉真正表明我们是一家非常尊重和理解的公司，会非常迅速地退还您的钱。用很少的词语，我传达了公司关心并迅速行动的感觉。尽管这个短语在逻辑上没有意义，但它已被几位直销商采用，并在他们的目录和印刷广告中使用。

Often, a phrase or sentence or even a premise does not have to be correct logically. As long as it conveys the message emotionally, it not only does the job, but does it more effectively than the logical message.

常常，一个短语或句子甚至一个前提在逻辑上不一定正确。只要它能传达情感上的信息，它不仅完成了任务，而且比逻辑信息更有效地完成了任务。

A good example of this was an ad I wrote for a device that had a breakthrough digital calculator display. The new display showed both alphabetical and numeric characters. And because it had such a large memory, you could use it to hold the phone numbers of your friends along with their names.

这是一个很好的例子，我为一个具有突破性数字计算器显示屏的设备写的广告。新的显示屏可以显示字母和数字字符。而且因为它有如此大的内存，你可以用它来保存你朋友的电话号码和他们的名字。

At the time I had two competitors who got hold of the product first and came out with advertisements—both of which failed. There were several reasons they failed, but one of the main reasons was the way they pitched the product—on a logical level. They tried to explain what the term alphanumeric meant in a display and how much memory the unit had. The ad was filled with facts and logic, and because it was such a new breakthrough product you would think it would sell just based on logic. It didn’t.

当时我有两个竞争对手首先拿到了产品并发布了广告——但都失败了。他们失败的原因有几个，但主要原因是他们推销产品的方式——在逻辑层面。他们试图解释在显示屏上“字母数字”这个术语的含义以及该设备有多少内存。广告充满了事实和逻辑，而且鉴于这是一款全新的突破性产品，你可能会认为它仅仅基于逻辑就能销售。但事实并非如此。

On a lark, I decided to sell a similar product myself in my catalog. Canon Corporation had approached me and told me that if I took their product, they would give me an exclusive for several months as long as I advertised it nationally.

一时兴起，我决定在我的目录中自己销售类似的产品。佳能公司向我提出，如果我使用他们的产品，只要我在全国范围内进行广告宣传，他们就会给我几个月的独家代理权。

I first tested the ad in my catalog and came up with the headline “Pocket Yellow Pages” with the subheadline being “Let your fingers do the data entry with America’s first computerized pocket telephone directory.” Now listen to the emotional version of the copy.

我首先在我的目录中测试了这条广告，并提出了标题“口袋黄页”，副标题为“让您的手指完成数据输入，使用美国首个电脑化口袋电话簿。”现在，请听一下情感版的文案。

You’re stuck. You’re at a phone booth trying to find a phone number, and people are waiting. You feel the pressure.

你被困住了。你在电话亭里试图找电话号码，人们正在等待。你感到压力。

To the startled eyes of those around you, you pull out your calculator, press a few buttons, and presto—the phone number appears on the display of your calculator. A dream? Absolutely not.

你惊讶地环顾四周，掏出计算器，按了几下按钮， presto——电话号码就出现在计算器的显示屏上。梦吗？绝对不是。

The Emotional Approach

情感方法

The ad was a terrific success. We eventually placed the ad in dozens of magazines and while the other competitors dropped out, we succeeded handsomely. But look at the emotional approach I used. There is nothing about the product’s technical advantages, nothing about the powerful memory of the unit. I just knew the nature of the product and the person buying this product. Each product has an inherent nature, and understanding that inherent nature will help you sell it. (I explained this partially when I talked about the Midex burglar alarm and the insurance salesman in Chapter 2, “Specific Knowledge,” and will explain it in more detail later.) I realized that the product would appeal to the gadget-motivated person who would want to show it off to his or her friends. The ad copy reflects this specific knowledge.

广告取得了巨大的成功。我们最终在几十本杂志上投放了广告，而其他竞争对手都退出了，我们却取得了丰硕的成果。但看看我使用的情感化方法。没有提及产品的技术优势，没有提及单元强大的内存。我只知道产品的本质和购买这个产品的人。每个产品都有其固有的本质，理解这种本质将有助于你销售它。（我在第二章“特定知识”中谈到 Midex 防盗报警器和保险推销员时部分解释了这一点，稍后我会更详细地解释。）我意识到这个产品会吸引那些喜欢炫耀给朋友看的小玩意儿爱好者。广告文案反映了这种特定知识。

Later on in the ad I justified the purchase with the facts and the technology but not too deeply. The real motivation for people to buy this product was the emotional appeal of the sales message.

稍后，我在广告中用事实和技术来证明购买是合理的，但并没有深入。人们购买这个产品的真正动机是销售信息的情感诉求。

I was invited once to speak at New York University to a class on direct marketing. As I addressed all the students on copywriting, I told them that if I was handed a product, showed it to the class and told the class to write an ad on the product, I would venture to say that everyone in the class would write a better ad than I would. I said, “Your grammar would be correct, your spelling would be perfect and mine would be just horrible.”

我曾受邀在纽约大学给一门直销课程演讲。当我向所有学生讲解文案写作时，我告诉他们，如果给我一个产品，向全班展示并让他们为这个产品写一则广告，我敢打赌，班上每个人写的广告都会比我写得好。我说：“你们的语法会正确，拼写会完美，而我的则会糟糕透顶。”

What Comes after the First Draft Is What Counts

第一稿之后才是最重要的

But it is what I do after that first draft that makes my copy successful compared to the rest of the class. I then went on to explain the editing process and its importance. But the reason, I explained, for my ad appearing so poorly written in my first draft is because it is simply an emotional outpouring of my thoughts on the product and how I feel it should be sold. It is a free release of my emotions.

但是，与班上其他人相比，我的稿件之所以成功，是因为我在第一稿之后所做的工作。然后我继续解释了编辑过程及其重要性。但是，我解释说，我的广告在第一稿中看起来写得如此糟糕的原因，仅仅是因为它是我对产品以及我认为应该如何销售它的想法的情感宣泄。这是我对情绪的释放。

And as you write copy, keep this in mind. It makes absolutely no difference what your first draft looks like. If you can get all your feelings and emotions about the subject out on paper and work from there, you will have mastered a very important technique.

在撰写文案时，请牢记这一点。你的初稿看起来如何根本无关紧要。如果你能将你对这个主题的所有感受和情绪都写下来，并从这里开始工作，你就已经掌握了一个非常重要的技巧。

The final point on the emotion of copy relates to words themselves. If you realize that each word has an emotion attached to it—almost like a short story unto itself—then you will also have a very good understanding of what emotion means in the copywriting process.

复制情感的最终点与文字本身有关。如果你意识到每个词都附带着一种情感——几乎就像一个短故事本身——那么你也将非常理解在文案创作过程中情感的含义。

Look at a dictionary not as a collection of words but as a collection of short stories. Webster once was quoted as saying that if you took every one of his possessions away and left him with just his words, he’d get all his possessions back. The power of words is enormous.

词典不是单词的集合，而是短篇故事的集合。韦伯斯特曾引用过一句话说，如果你把他所有的财产都拿走，只留下他的词汇，他会把所有的财产都拿回来。词汇的力量是巨大的。

Words Have Strong Emotions Attached

词语附有强烈的情感

What emotions do you feel when I mention the following words: Cleveland, rip-off, consumer, farmer, lawyer, Soviet? Cleveland may have evoked a little laughter as a place you might not consider moving to unless you live in Cleveland, and if you do live there, please accept my apologies. Cleveland is a very nice city. But every country has a famous city that everybody makes fun of. The Russian comedian Yakov Smirnoff once said that in Russia they also have one city that the Russian comedians make fun of. He says it too is Cleveland.

当提到以下词语时，你感受到哪些情绪：克利夫兰、欺诈、消费者、农民、律师、苏联？克利夫兰可能让你微微一笑，因为它可能不是你考虑搬去的地方，除非你住在那里，如果你住在那里，请接受我的道歉。克利夫兰是一个非常不错的城市。但每个国家都有一个大家都会取笑的著名城市。俄罗斯喜剧演员雅科夫·斯米诺夫曾经说过，在俄罗斯，他们也有一个俄罗斯喜剧演员会取笑的城市。他说，那也是克利夫兰。

And then what do words like consumer and rip-off make you feel? The word farmer may not only remind you of what a farmer does for a living but also bring to mind words like honesty, integrity, earthy, hardworking. Think of all the feelings the word farmer conjures up, not only from your experience but from what you feel emotionally. The word Soviet sounds more sinister to me than Russian. What thoughts come to mind with the word lawyer?

然后，像“消费者”和“欺诈”这样的词让你感觉如何？单词“农民”不仅会让你想起农民的谋生之道，还会让你联想到诚实、正直、接地气、勤劳等词语。想想“农民”这个词唤起的所有感觉，不仅来自你的经验，也来自你的情感。对我来说，“苏联”这个词比“俄罗斯”听起来更阴险。提到“律师”这个词，你会想到什么？

When you analyze these words and see how you can use them to create a message that has emotional impact, then you have mastered an important lesson in writing copy.

当你分析这些词汇并看到如何利用它们来创造具有情感冲击力的信息时，那么你就掌握了写作文案的重要课程。

Here’s some copy I wrote that points out the emotional differences in copy. Which sounds better?

这里有一些我写的文案，指出了文案中的情感差异。哪个听起来更好？

Example 1: The old woman in the motel.

示例 1：汽车旅馆里的老妇人。

Example 2: The little old lady in the cottage.

示例 2：小老太太在农舍里。

I was writing an ad on some rubbing oil I had discovered in Hawaii and describing how I had discovered it. Example 1 was in my first draft but example 2 sounded much better.

我在夏威夷发现了一种磨擦油，正在写广告描述我是如何发现它的。例子 1 在我的初稿中，但例子 2 听起来要好得多。

I’m not suggesting that you materially change the facts of a situation to suit an emotional feeling. In this case, the motel office was in a small cottage, and the word cottage gave the copy a better emotional feel. What do you think? Do you “feel” the difference?

我并不是建议你为了迎合某种情绪而实质性地改变一个情况的事实。在这种情况下，汽车旅馆的办公室在一个小屋子里，而“小屋”这个词让文案有了更好的情感氛围。你怎么看？你“感觉”到差别了吗？

Sometimes changing a single word will increase response in an ad. John Caples, the legendary direct marketer, changed the word repair to the word fix and saw a 20 percent increase in response.

有时只需更改一个单词就能提高广告的回应率。传奇的直接营销大师约翰·卡普尔斯将单词“repair”改为“fix”，结果回应率提高了 20%。

Don’t feel that you have to have a total command of the emotional impact of words to be a great copywriter. It takes testing and common sense more than anything else. And knowing the emotional feel of words is like your general knowledge—it comes with time. It is enough for now that you realize the importance of the emotional values in every word. As time goes on, you will feel this influence play a bigger and bigger role in your successful copywriting.

不必觉得你必须完全掌握词语的情感影响才能成为一名优秀的文案。这需要测试和常识，比其他任何东西都重要。了解词语的情感感觉就像你的常识一样——这是随着时间的推移而来的。现在，意识到每个词语的情感价值就足够了。随着时间的推移，你将感受到这种影响在你的成功文案中扮演越来越大的角色。

Chapter 12

第 12 章

Selling the Concept, Not the Product

销售概念，而非产品

Let’s discuss one of the most important and basic copywriting principles I teach. In fact, if you can understand and learn this single point, you will have mastered a major lesson in writing good advertising copy.

让我们讨论我教授的最重要的基本文案写作原则之一。事实上，如果你能理解和掌握这个单一要点，你将已经掌握了撰写优秀广告文案的主要课程。

Axiom 9

公理 9

Never sell a product or service. Always sell a concept.

永远不要卖产品或服务。总是卖一个概念。

What do I mean by “concept”? There are many words that mean the same thing. One day, for example, the hot buzzword in advertising might be positioning. A product is positioned or placed in such a way as to appeal to the consumer.

我所指的“概念”是什么意思？有很多词意味着相同的事情。例如，有一天，在广告中可能是一个热门的 buzzword 是定位。一个产品被定位或放置，以便吸引消费者。

Other terms commonly used are Big Idea, or USP (unique selling proposition), maybe even gimmick. Whatever it’s called, it means basically the same thing. You sell the sizzle and not the steak—the concept and not the product.

其他常用术语包括“大点子”或“独特卖点（USP）”，甚至可能是“噱头”。不管叫什么，基本上都意味着同一件事。你卖的是“煎饼”而不是“牛排”——是概念而不是产品。

The only exception to this rule is when the product is so unique or new that the product itself becomes the concept. Take the digital watch for example. When the watches first came out, I could hardly keep them in stock. When I first announced them, my main thrust was to explain the various features, which were all new, and then just take orders.

此规则唯一的例外是当产品非常独特或新颖，以至于产品本身成为了一种概念。以数字手表为例。当手表首次推出时，我几乎无法保持库存。当我首次宣布它们时，我的主要目的是解释这些全新的各种功能，然后只是接受订单。

But as the digital watches became plentiful and everybody understood what they did and how they worked, each ad had to differentiate the features of the watch through a unique concept. For example, the world’s thinnest digital watch or one with a built-in alarm or one with the most expensive band, or the one with the finest quality, or even one that required a laser beam in its manufacturing process—all were different concepts. Concepts started selling watches; the product was no longer the concept.

但随着数字手表变得普遍，每个人都知道它们的功能和工作原理，每则广告都必须通过一个独特的概念来区分手表的特点。例如，世界上最薄的数字手表、内置闹钟的手表、拥有最昂贵表带的手表、品质最高的手表，甚至在其制造过程中需要激光束的手表——所有这些都是不同的概念。概念开始销售手表；产品不再是概念。

Another example is the Pocket CB. It had its concept right there in the headline. There were walkie-talkies and there were mobile CB units, but we had the first Pocket CB. And it was the name itself that expressed the concept.

另一个例子是口袋 CB。它的概念就体现在标题中。有对讲机和移动 CB 单元，但我们有第一个口袋 CB。而且，这个名字本身就表达了这一概念。

Or take the example of the Pocket Yellow Pages I referred to in the previous chapter. Doesn’t that name express everything you really need to know about the product in a simple concept? In that ad I didn’t sell the product, but rather the concept of standing in a phone booth and pulling out an electronic directory to the surprise and delight of those around you.

或以我在上一章中提到的口袋黄页为例。这个名字难道没有简单明了地表达出你对这个产品的真正需求吗？在那则广告中，我并没有推销产品，而是推销了这样一个概念：站在电话亭里，拿出电子目录，让周围的人感到惊讶和高兴。

Another example was a smoke detector I was selling. Instead of selling it as a smoke detector, the headline screamed, “Nose”—a product that just sat on your ceiling and sniffed the air. It sold quite well.

另一个例子是我正在销售的烟雾探测器。不是将其作为烟雾探测器出售，标题却大声疾呼：“鼻子”——一款就放在你天花板上嗅探空气的产品。它卖得相当好。

Combining Products into Concepts

将产品组合成概念

Sometimes the concept naturally comes from the product and other times the concept can be created. I remember once running several products in my catalog without much copy and discovering two that sold quite well. Rather than run them as separate products in full-page ads, I decided to run them together in one full-page ad as a concept.

有时概念自然而然地来自产品，有时则可以创造。我记得有一次在我的目录中运行了几个产品，文案不多，发现其中两个卖得相当好。与其将它们作为独立的产品在整页广告中推广，我决定将它们作为一个概念一起在一张整页广告中推广。

The two products were a miniature travel alarm and a chess computer. But rather than develop a concept for each, I wrote the headline “Winners” and told how both products were the top-selling products in our recent catalog. The headline put both products under a single concept and made them both winners while drawing attention to our catalog.

这两个产品分别是微型旅行闹钟和国际象棋计算机。但不是为每个产品开发一个概念，我写了标题“赢家”，并说明了这两个产品都是我们最近目录中的畅销产品。这个标题将两个产品置于一个概念之下，使它们都成为赢家，同时引起了人们对我们目录的关注。

Sales continued briskly with the chess computer in 1978 when I received a call from the company in Hong Kong from whom we were importing the product. “Joe,” said my friend Peter Auge, the man in Hong Kong supplying me with the computer, “I think I can get Anatoli Karpov, the Soviet chess champion, to endorse our chess computer. I’m friends with him through a contact in Russia and it might make the chess computer sell better.”

1978 年，随着棋类电脑的销售势头强劲，我接到香港一家公司的电话，我们从这家公司进口产品。“乔，”我的朋友彼得·奥格，在香港为我提供电脑的人说，“我想我能说服苏联象棋冠军阿纳托利·卡尔波夫为我们象棋电脑代言。我在俄罗斯的一个联系人认识他，这可能会让象棋电脑卖得更好。”

Indeed it would, I thought, but let’s come up with a concept using Karpov—not as a person who will endorse the product but as somebody whom we can challenge to play our unit. And indeed, that’s what we did. Our first major ad with Karpov’s name appeared with the headline “Soviet Challenge.”

确实如此，我以为，但让我们提出一个使用卡帕罗夫的概念——不是作为一个会支持产品的个人，而是作为一个我们可以挑战来玩我们单位的对手。确实，我们就是这样做的。我们第一次以卡帕罗夫名字为标题的大型广告是“苏联挑战”。

Subheadline: Can an American chess computer beat the Soviet chess champion? A confrontation between American space-age technology and a Soviet psychological weapon.

副标题：美国国际象棋电脑能否击败苏联国际象棋冠军？美国太空时代技术与苏联心理武器的对抗。

Copy: The Soviet Union regards chess as a psychological weapon, not just a game. It is a symbol of Communism’s cultural struggle with the West.

苏联将象棋视为一种心理武器，而不仅仅是一种游戏。它是共产主义与西方文化斗争的象征。

So when Russian Anatoli Karpov competed against the Russian defector Victor Korchnoi, he had the entire Soviet Union’s resources at his disposal, including a hypnotist and neuropsychologist.

当俄罗斯人阿纳托利·卡尔波夫与俄罗斯叛逃者维克多·科尔奇诺伊对弈时，他可以调动整个苏联的资源，包括催眠师和神经心理学家。

Karpov won. And with it the world’s undisputed chess championship. Karpov, however, has never confronted American space-age technology and in particular JS&A’s new chess computer.

卡帕罗夫赢了。随之而来的是世界无争议的国际象棋锦标赛。然而，卡帕罗夫从未面对过美国太空时代的科技，尤其是 JS&A 的新款国际象棋电脑。

Of course the copy continued to talk about the challenge we were making against Karpov. That was the concept. We weren’t selling chess computers. We were selling the challenge against the Russian champion and as a consequence selling chess computers. It was taking a very staid product and giving the entire promotion a more emotional appeal.

当然，副本继续谈论我们对抗卡帕罗夫的挑战。这就是概念。我们不是在卖棋类电脑。我们是在卖对抗俄罗斯冠军的挑战，作为结果在卖棋类电脑。这是在将一个非常稳定的产品赋予整个推广更多的情感吸引力。

Then the ad went on to explain how the unit worked, its features and ended with the challenge to Karpov.

然后广告继续解释该设备的工作原理、其功能，并以向卡帕罗夫的挑战结束。

The ad had some pretty effective copy. And I’ve reproduced it in Appendix E at the end of the book. Read it. It’s a lot of fun.

广告有一些相当有效的文案。我已经在书的附录 E 中重现了它。读一读。很有趣。

Soviet Intrigue

苏联阴谋

I was sitting in my office as the ad was breaking throughout the United States when I received an urgent telegram from overseas. Opening it up, I saw right away it was from Karpov. “I am going to sue you for using me in your advertising without permission.” Signed: Anatoli Karpov.

我坐在办公室里，当广告在美国各地播出时，我收到了一封来自海外的紧急电报。打开一看，立刻看出是卡帕罗夫的。“我将起诉你未经许可在我广告中使用我。”签名：阿纳托利·卡帕罗夫。

I was told that I had permission to use his name by my friend Peter, who said, in fact, that he would be sending me the endorsement contract and that I should go ahead and run the ad. So I did, thinking all was okay.

我被朋友彼得告知，我有权使用他的名字，他实际上说他会给我发送背书合同，并让我继续投放广告。所以我照做了，以为一切都没问题。

What to do? Simple. I could just see my next headline: “Soviet Union Sues JS&A” or maybe “Little JS&A Attacked by Soviets.” What a great concept. But before I could sit down and write it, my friend Peter called and advised me that he had gotten a copy of the telegram, too, and that everything had been worked out with Karpov’s agent and there was nothing to worry about. Karpov would endorse the chess computer and I could continue my ad campaign.

怎么办？简单。我就能看到我的下一个标题：“苏联起诉 JS&A”或者“小 JS&A 被苏联攻击。”多好的概念。但在我能坐下来写之前，我的朋友彼得打电话告诉我，他也得到了电报的副本，一切都已与卡帕罗夫的代理人协商好，没有必要担心。卡帕罗夫将支持象棋计算机，我可以继续我的广告活动。

I then sat down and wrote the third ad in the series, entitled “Karpov Accepts,” which talked about the challenge made to Karpov and how he then decided that for whatever reason, he didn’t want to play the chess computer as part of the challenge. Instead he could just endorse it and hope that many Americans would learn to improve their chess game on it.

series，标题为“卡帕罗接受”，讲述了向卡帕罗提出的挑战以及他如何决定，无论出于什么原因，他都不想作为挑战的一部分来玩象棋计算机。相反，他可以仅仅支持它，并希望许多美国人能够通过它来提高他们的棋艺。

Concept Selling Does Well

概念销售表现良好

All three ads did very well and more than 20,000 chess computers were sold. And all three had different concepts associated with them. Meanwhile, my competition was out there in force trying to sell their chess computers but not succeeding because they were selling chess computers and not Soviet Challenges and Karpov Accepts—concept advertising.

所有三则广告都做得很好，卖出了超过 20,000 台棋类电脑。同时，我的竞争对手也在大力推销他们的棋类电脑，但未能成功，因为他们卖的是棋类电脑，而不是苏联挑战和卡帕罗夫接受——概念广告。

If your advertising just sells the product, be careful. You need a concept. If you’ve come up with a unique concept, fantastic. You’ll do much better.

如果你的广告只是推销产品，要小心。你需要一个概念。如果你想出了一个独特的概念，太棒了。你会做得更好。

Price Can Also Affect Concept

价格也可能影响概念

Sometimes simply changing the price of a product can dramatically alter its concept. For example, when we were offering our Pocket CB at $39.95 it came across as a serious electronic product similar to a full-sized CB radio. When we dropped the price to $29.95 it became more of a sophisticated walkie-talkie. And finally when we dropped the price to $19.95, the product was perceived as a toy—all this despite the fact that the copy in the ad was pretty much the same.

有时仅仅改变产品的价格就能极大地改变其概念。例如，当我们以 39.95 美元的价格提供我们的口袋对讲机时，它看起来像是一款严肃的电子产品，类似于全尺寸的 CB 无线电。当我们降价到 29.95 美元时，它更像是一款复杂的对讲机。最后，当我们降价到 19.95 美元时，产品被看作是玩具——尽管广告中的文案几乎相同。

Finding the concept is often not easy. It takes all the skills of a conceptual thinker to come up with the right idea and the right position. One of my favorite advertisements that really captured the essence of this chapter was an ad I once read from the Leo Burnett ad agency. It was a full-page ad that appeared in Advertising Age magazine and is reproduced on the next page.

找到这个概念往往不容易。这需要一位概念思考者所有的技能来想出正确的主意和正确的立场。我最喜欢的广告之一，真正捕捉了本章精髓的是我从 Leo Burnett 广告公司读到的广告。这是一则全页广告，出现在《广告时代》杂志上，并在下一页上重现。

Tcudorp

The first job of an ad agency is to look at your product in every imaginable way: frontwards, backwards, sideways, upside down, inside out. Because somewhere, right there in the product itself, lies the drama that will sell it to people who want it.

广告公司的首要任务是全方位审视你的产品：正面、反面、侧面、上下、内外。因为产品的某个地方，正是这种戏剧性元素，将吸引那些渴望拥有它的人。

There may be 10,000 ways to bring that inherent drama to the stage. And given a world in which “me-too” products multiply like mayflies, the drama may seem that much harder to find.

可能有 10000 种方式将这种固有的戏剧性带到舞台上。在一个“我也一样”的产品像蜉蝣一样繁殖的世界里，这种戏剧性可能看起来更难找到。

It is.

是的。

But every good product has it. And every good agency finds it.

但是每个好的产品都有它。每个好的代理机构都能找到它。

(Please note: The “t” in tcudorp is silent.)

请注意：“tcudorp”中的“t”不发音。

It’s so true. Every product has that unique selling proposition that makes it stand out from the rest. And it is indeed up to you, the copywriter, to realize this fact and discover each product’s uniqueness. If you do, the simple positioning of a product and the developing of a concept can be so powerful that it can make the difference between a huge success and a loser.

它真的很正确。每个产品都有其独特的卖点，使其与众不同。确实，这取决于你，作为文案创作者，认识到这一事实并发现每个产品的独特之处。如果你做到了，产品的简单定位和概念的制定可以非常强大，甚至可以决定一个巨大的成功与失败的区别。

In the next chapter, you’ll discover how to come up with that great idea as we study the incubation process.

在下一章，您将了解到如何产生那个绝妙的主意，随着我们研究孵化过程。

Chapter 13

第 13 章

The Incubation Process

孵化过程

It’s fine to read about the real secrets of copywriting, but let’s get serious. One of these days you’re going to have to implement what you’ve learned and start writing copy. What are some of the mental steps required to write copy in general and how do you go about writing effective copy?

阅读关于文案写作真实秘诀的文章是可以的，但让我们认真起来。总有一天，你必须将所学付诸实践，开始撰写文案。撰写文案通常需要哪些心理步骤？你又是如何撰写出有效文案的呢？

Let’s establish a few things that you have learned already in this book and then take everything a step further. As you recall, I referred to general knowledge—the knowledge you have picked up simply by living—and specific knowledge—the knowledge you acquired while studying the specific product you want to write copy about.

让我们回顾一下在这本书中学到的几个知识点，然后进一步深入探讨。如您所忆，我提到了一般知识——通过生活积累的知识——以及特定知识——在研究您想要撰写文案的特定产品时获得的知识。

Assume you are now an expert on a particular product and you are ready to start writing. The first thing I would do is go over all the material you have on your subject and give a great deal of thought to what you have just read and studied. Do plenty of thinking about what you want to write. You may jot down some headlines and some of the copy points you would like to bring out. You might list those points that best describe the nature of the product you are selling and you might like to list some of the strong reasons that your product would appeal to your customers. Put all your thoughts down on paper. But keep in mind, you have not yet started to write the copy. This is just preparation.

假设你现在是一个特定产品的专家，并且你准备开始写作。我首先会仔细回顾你关于这个主题的所有资料，并对你所阅读和学习的材料进行深入思考。充分思考你想要写的内容。你可以记下一些标题和一些你想要突出的文案要点。你可能还会列出最能描述你销售的产品特性的要点，以及一些你产品可能吸引顾客的强大理由。把所有的想法都写在纸上。但请记住，你还没有开始写文案。这只是一个准备阶段。

Take a break from your work and do something pleasurable while your brain incubates.

休息一下，做些愉快的事情，让大脑进行孵化。

Or don’t put a thing on paper and just think through everything you know about the challenge you have to solve through copy.

或者不要把任何东西写下来，只是通过复制思考你关于要解决的挑战所知道的一切。

You might even visualize the end result of your work. Maybe it’s imagining that a stack of mail has arrived showing what a great response you received. Maybe it’s your boss coming up to you and patting you on the back for a job well done. Once you’ve done all that, do something that may seem strange to you at first. Stop.

您甚至可以想象您工作的最终结果。也许是在想象一叠邮件到达，显示您收到了多么出色的回应。也许是你老板走过来，为你的出色工作拍拍你的背。一旦你做了所有这些，做一件一开始可能对你来说看起来很奇怪的事情。停止。

That’s right, stop. Do something else. Forget about the project. Do something pleasurable—a stroll in the park, a walk down the street or lunch with a good friend. Whatever you do, let it be a total diversion from what you are currently working on, and please don’t even think of the copy project.

没错，停下。做点别的事情。忘了那个项目。做些愉快的事情——比如公园散步、街头漫步或和好朋友吃午餐。无论你做什么，让它完全脱离你现在正在做的事情，而且请不要甚至想那个复制项目。

Whether you realize it or not, you are actually working on the ad constantly even though you’ve put it out of your mind. Your subconscious mind is actually processing everything you’ve learned—all of that data that you have accumulated in general and all of the information in particular. And your mind is then taking all of that data and running it through everything you know about copywriting and communications, mentally preparing the first version of your ad copy.

无论你是否意识到，你实际上一直在不断地工作在广告上，即使你已经把它放到了脑后。你的潜意识实际上在处理你所学到的所有东西——你积累的所有一般数据和具体信息。然后，你的大脑将所有这些数据通过你所知道的关于文案和传播的一切进行筛选，心理上准备你的广告文案的第一个版本。

It is taking this information and working through the millions of permutations possible to come up with the best solution to your marketing problem. And you’re doing absolutely nothing about it. You’re just out having a good time while your brain is working like crazy. And ironically, if you start thinking about your project again, you interrupt this process and the results won’t be as good. This entire subconscious activity is called the incubation process, and the time you are giving to it is called the incubation period.

它正在处理这些信息，通过数百万种可能的排列组合来找到解决您营销问题的最佳方案。而您对此事却无所作为。您只是在尽情享受，而您的头脑却在疯狂地工作。讽刺的是，如果您再次开始思考您的项目，您就会打断这个过程，结果可能不会那么好。这个整个的无意识活动被称为孵化过程，您为其提供的时间被称为孵化期。

Your subconscious is processing millions of bits of data like a computer in your brain running a very important program in the background. Then, while you’re taking a walk or standing in a shower or even daydreaming, suddenly that big idea will flash across your mind. Eureka! Then go to your desk and start writing down some of that good stuff your subconscious mind has created and organized for you.

你的潜意识正在像大脑中运行着的一个非常重要的后台程序一样处理数百万比特的数据。然后，当你散步、站在淋浴下，甚至做白日梦时，那个伟大的想法突然闪现在你的脑海中。ureka！然后去你的桌子前，开始写下你潜意识为你创造和整理的一些好东西。

Your Mind Is Always Working

你的大脑总是在工作

Sure, you might think you can eliminate the incubation period. You never do. Even when the pressure of deadlines prevents me from taking the luxury of time to incubate, I’m still incubating but at a much more rapid speed. The results may not be as good, however. The time pressure only increases the incubation process and speeds up the assimilation of data in your brain. If you have the luxury, your copywriting and what you produce will improve if you balance the pressure of deadlines with time away from the project. This could also mean working on one project, then going to another and subsequently coming back to the first one. This is another way of allowing you the luxury of having your subconscious mind work on a project while you do something else.

当然，你可能认为你可以消除潜伏期。你永远做不到。即使截止日期的压力让我无法享受孵化时间，我仍在孵化，但速度要快得多。然而，结果可能并不那么好。时间压力只会增加孵化过程并加快你大脑中数据的吸收。如果你有时间，你的文案和你所创造的内容将会在平衡截止日期的压力和远离项目的时间中得到提升。这也可能意味着在一个项目上工作，然后转到另一个项目，然后再回到第一个项目。这是另一种让你在忙其他事情的同时，让你的潜意识在处理项目的奢侈方式。

The incubation process actually works best with pressure of some kind. If you have no pressure, your brain will not work as fast or as efficiently. So it is a balance of various pressures that produces the optimum results.

孵化过程实际上在某种压力下效果最佳。如果你没有压力，你的大脑将不会工作得那么快或那么高效。因此，是各种压力的平衡产生了最佳结果。

What causes pressure? We already know that time causes pressure but there are other factors as well. Ego for example. If you have a big ego, it creates a certain amount of pressure. This pressure can be very positive in the incubation process. For example, your boss expects you to produce some knockout copy and your ego won’t let you disappoint her. You’ve added to the incubation pressure. Your creative orientation plays a role, too. For example, if you are naturally creative, you have a big advantage over someone who is not. And finally, the environment plays a role. If you are in a creative environment that encourages those incubation activities required in the creative process, it will help the incubation process along.

压力是由什么引起的？我们已经知道时间会导致压力，但还有其他因素。例如，自我。如果你有很强的自我，就会产生一定程度的压力。这种压力在孵化过程中可能非常积极。例如，你的老板期望你创作出一些出色的文案，而你的自我不会让你让她失望。你已经增加了孵化压力。你的创造性倾向也起着作用。例如，如果你天生具有创造性，那么你在创造性方面就比那些不具备的人有更大的优势。最后，环境也起着作用。如果你处于一个鼓励创造性过程中所需孵化活动的创造性环境中，这将有助于孵化过程。

Just Allow It to Happen

只允许它发生

Now don’t show this chapter to your boss and say, “See, Joe Sugarman tells me to take a pleasurable walk in the park on company time and enjoy myself while my brain incubates.” That’s nonsense and not the purpose of this chapter. In this chapter, I just want you to realize that there is a constant process going on in the background of your brain. And with the proper balance, you can create blockbuster copy by allowing the incubation process to function.

现在不要把这一章给你的老板看，并说：“看，乔·萨格曼让我在公司时间享受公园的愉快散步，并让我的大脑孵化。”这是胡说，也不是本章的目的。在这一章中，我只是想让你意识到你大脑的背景中有一个持续的过程。有了适当的平衡，你可以通过让孵化过程发挥作用来创作出轰动一时的文案。

The biggest mistake a manager can make in a mail order company is to have the creative department in the same building as any other department in the company. Imagine the operations people walking in to see the creative people incubating—staring into space or taking a long break with one of their peers. “Those privileged bastards in creative really get away with murder” would be a typical comment. But the creative department needs that atmosphere in order to function to its optimum.

经理在邮购公司可能犯的最大错误是将创意部门与公司的任何其他部门放在同一栋大楼里。想象一下，运营人员走进来，看到创意人员正在孵化 - 凝视着太空或与他们的一位同行一起长时间休息。“那些有特权的创意混蛋真的能逃脱谋杀罪”将是一个典型的评论。但创意部门需要这种氛围才能发挥最佳作用。

If management imposed the same rules on the creative department as on the rest of the staff who have to function on a conscious level during their jobs, the end result would be a sure drop in good creative work. It’s important to keep the creative staff separate from the rest of a company because the copywriter needs a little more freedom to incubate and create.

如果管理层对创意部门实施与需要在工作中保持清醒状态的其余员工相同的规则，最终结果将是优质创意作品的显著下降。保持创意团队与其他公司部门分离很重要，因为文案需要更多的自由来孕育和创作。

When it comes time to sit down and knock out that copy, discipline comes into play. You’ve got to let that copy come pouring out of your brain, forgetting about spelling and grammar. Remember, your mind takes the data you’ve accumulated and runs it through everything you know about copywriting, communications and life in general. Well, hold back the stuff on spelling and grammar just long enough to let the copy flow out freely.

当坐下来敲打那篇稿件的时候，自律就变得重要了。你必须让稿件像泉水一样从你的脑海中涌出，忘记拼写和语法。记住，你的大脑会将你积累的数据与你所知道的关于文案、传播和生活的所有知识结合起来。好吧，只要足够长的时间来让稿件自由流淌，就暂时放下拼写和语法的问题。

Left Brain versus Right Brain

左脑与右脑

If you’re knowledgeable about writing and creative thinking, you know that there has been much said about the different hemispheres of our brains controlling different types of thinking. The right brain does the intuitive or emotional thinking and the left brain does the logical. Which side of the brain should write the copy? The right brain of course. Let the copy flow out of that right brain and let it pour out unencumbered by any left-brain restraints.

如果你对写作和创造性思维有了解，你就会知道关于大脑不同半球控制不同类型思维的说法有很多。右脑负责直觉或情感思维，而左脑负责逻辑思维。那么大脑的哪一侧应该写文案呢？当然是右脑。让文案从那右脑中流淌出来，让它不受任何左脑限制地自由流淌。

The pouring out of that copy or idea is the culmination of the incubation process. It is the end result of all the mental activity that has been running in the background. And so, the axiom that I suggest you remember is:

那份副本或想法的倾泻是孵化过程的顶点。它是所有在幕后运行的脑力活动的最终结果。因此，我建议你记住的公理是：

Axiom 10

公理 10

The incubation process is the power of your subconscious mind to use all your knowledge and experiences to solve a specific problem, and its efficiency is dictated by time, creative orientation, environment and ego.

孵化过程是你潜意识运用所有知识和经验来解决特定问题的力量，其效率由时间、创意方向、环境和自我决定。

If you’ve gone through the incubation process and then put your thoughts on paper, you’ve accomplished half the challenge of writing good copy. (Next comes the fun part—the editing process. We’ll have to wait for that process in later chapters of this book.) Now that you are mentally prepared to tackle the copywriting process, it’s time to decide how much copy you should actually write.

如果你已经完成了孵化过程，并将你的想法写成文字，你就已经完成了撰写优秀文案的一半挑战。（接下来是更有趣的部分——编辑过程。我们将在本书的后续章节中讨论这个过程。）现在，你已经做好了心理准备去应对文案撰写过程，是时候决定你应该实际撰写多少文案了。

Chapter 14

第 14 章

How Much Copy Should You Write?

你应该写多少内容？

Incubate, slippery slide, seeds of curiosity—all may be neat concepts, but often at my seminars the question would come up: Do people read all the copy in your ads? Students of direct marketing learn that there is no such thing as copy that is too long. And there is some truth to this.

孵化、滑梯、好奇的种子——所有这些都可能是整洁的概念，但在我举办的研讨会上，常常会有人提出这样的问题：人们是否阅读了你广告中的所有文案？直销的学生了解到，没有所谓的文案过长。这一点确实有些道理。

The key is simply this: Copy is never too long if the reader takes the action you request. Therefore, it can’t be dull, it must be compelling, it must relate to the reader and, finally, it’s got to be about something the reader is interested in.

关键在于：如果读者采取了您请求的行动，内容再长也不嫌多。因此，内容不能枯燥，必须引人入胜，必须与读者相关，最后，它必须关乎读者感兴趣的事情。

What we’re talking about here is the slippery slide concept. The copy must be so compelling that it will be read from the beginning to the end. Everything else is secondary. If you don’t write compelling copy, you’ll never get the reader to read the part of the copy that sells your product.

我们在这里讨论的是滑梯概念。文案必须足够吸引人，以至于人们会从头读到尾。其他一切都是次要的。如果你不写吸引人的文案，你永远无法让读者阅读到能推销你产品的文案部分。

Will people read long copy? Let me answer the question in a different way by having you go through a little experiment. On the following lines I want you to fill in the blanks for an article as I direct you.

人们会阅读长篇文案吗？让我以不同的方式回答这个问题，通过让你进行一个小实验。在接下来的几行中，我将指导你填写文章的空白处。

Headline: _______________ (Your Last Name) Family Chosen as Heirs of Multimillion-Dollar Fortune

标题：_____________（您的姓氏）家族被选为千万美元财富的继承人

Subheadline: Family who lives on ____________ (Your Street) in ____________ (Your City) was willed millions of dollars by an anonymous person.

副标题：居住在__________(您的街道)的__________(您的城市)家庭，被一位匿名人士赠予数百万美元。

If you saw that headline and subheadline in your local newspaper, would you read the first sentence? Of course you would. Let’s say the copy read as follows:

如果你在当地报纸上看到这个标题和副标题，你会读第一句话吗？当然会。假设正文如下：

Wow, what a score! How would you like to inherit millions of dollars from somebody you don’t even know?

哇，这是什么分数！你愿意从一位你甚至不认识的人那里继承数百万美元吗？

Well, that’s what happened to __________ (Your Full Name), who has yet to be found but who might have fallen into one of the greatest fortunes ever received from somebody who remains unknown.

嗯，这就是__________（您的全名）发生的事情，他尚未被发现，但可能落入了一个未知人士所获得的最大的财富之一。

Of course you would read the entire 3,000-word article. After all, the article is talking about you. You are involved, you relate to what is being written in a very intense way and it’s both informative and interesting, to you in particular.

当然你会阅读这篇 3000 字的整篇文章。毕竟，文章是在谈论你。你有所涉及，你非常强烈地与所写内容产生共鸣，对你来说，它既具有信息性又有趣。

And that’s my point about long copy. If the copy does all the things I’ve just described, the reader will be intensely interested in it and will read it all—maybe not with the intensity of somebody who just won millions of dollars, but with an intensity that could come very close if your copy is effective.

关于长篇文案，我的观点就是如此。如果文案做到了我刚才描述的所有事情，读者会对它产生极大的兴趣，并且会把它全部读完——也许不会像刚赢得百万美元的人那样充满激情，但如果你的文案有效，其强度可能会非常接近。

Intense Interest

强烈兴趣

I’m writing this book on a Macintosh computer. A short time ago while I was mastering my word processing program and had an intense interest in this computer, I would read anything on the Macintosh. And I would read an entire article or advertisement if it was on the subject I was interested in. Later, after I mastered what I had to learn, the information was not as interesting to me and I did not seek it out with the same intensity.

我在 Macintosh 电脑上写这本书。不久前，当我正在掌握我的文字处理程序并对这台电脑产生了浓厚的兴趣时，我会阅读关于 Macintosh 的任何内容。如果文章或广告是我感兴趣的题材，我甚至会通读全文。后来，在我掌握了必须学习的内容之后，这些信息对我不再那么有趣，我也没有以前那样强烈地寻求它们。

This is also true about products. When digital watches first appeared, my customers were very intense about buying them. And they bought them in droves. They read every word of my copy. It was informative and helpful, it involved them and they read the ads with interest. When the market for digital watches deteriorated and the fad was over, my customers were not as intense about the product category and went on to other things. Therefore readership dropped.

这也是关于产品的。当数字手表首次出现时，我的客户对购买它们非常热情。他们成群结队地购买。他们阅读了我文案的每一个字。它提供了信息和帮助，让他们参与其中，他们带着兴趣阅读广告。当数字手表市场恶化，潮流结束时，我的客户对产品类别不再那么热情，转而去做其他事情。因此，读者数量下降。

If the copy is interesting, the reader will read it all.

如果内容有趣，读者会把它全部读完。

Copy will be read if it is interesting to the reader. I can remember when I would visit the car showrooms in the 1950s looking at new cars with their huge tail fins and sleek new designs. Ads would talk about rack and pinion steering and I often wondered what that meant. All that the copy would do is go into the feel of driving the car, which is good emotional copy but didn’t really tell me enough. And when something doesn’t tell you enough, it will cause you to go to the showroom and ask questions, which is maybe what the car companies want you to do.

复制内容如果对读者有吸引力，就会被阅读。我记得上世纪 50 年代，我会去汽车展厅看新车，它们有着巨大的尾翼和流畅的新设计。广告会谈论齿条和齿轮转向，我经常想知道那是什么意思。这段文案只是描述了驾驶汽车的感觉，这是很好的情感文案，但并没有真正告诉我足够的信息。而当某些内容没有告诉你足够的信息时，它会导致你去展厅提问，这可能就是汽车公司希望你去做的。

But often the salesmen didn’t know much, either. Rack and pinion steering was foreign even to them.

但往往销售人员也知之甚少。即使是齿条齿轮转向对他们来说也是陌生的。

I learned a lesson from those visits to car showrooms. You can’t tell the prospect enough about a subject he or she is truly interested in. And so it is with copywriting. People will read with a high degree of intensity if you are talking about something they are genuinely or passionately interested in.

我从那些汽车展馆的访问中学到了一课。你无法对一个人真正感兴趣的主题说得足够多。对于文案写作也是如此。如果你谈论的是他们真正或热情感兴趣的事情，人们会以高度集中的注意力去阅读。

Long Enough but Short Enough

足够长但足够短

Back in the days when copywriters were mostly men, there was an old adage about copy length: “Copy is like a woman’s skirt. It should be long enough to cover the essentials but short enough to make it interesting.”

过去，当文案大多是男性的时候，有一句关于文案长度的老话：“文案就像女人的裙子。它应该足够长以覆盖关键部分，但又足够短以保持其趣味性。”

Let’s use the same example of the salesperson visiting a prospect that we used earlier in this book on page 35. But this time, the salesperson appears for the appointment and the prospect explains that he can’t meet for 45 minutes because he is in the middle of a budget session. Could the salesperson make the presentation in 15 minutes? What would you do?

让我们用本书第 35 页上提到的销售员拜访潜在客户的例子。但这次，销售员按时到达，潜在客户解释说他不能在 45 分钟内见面，因为他正在预算会议中。销售员能否在 15 分钟内完成演示？你会怎么做？

A good salesperson would make a new appointment. If the sales presentation takes an hour, then it should be an hour long—not more and not 15 minutes. And so it is with copy. Depending on how long your sales pitch is, the copy should cover the amount of time you need to create the selling environment, develop interest in the product, relate to the prospect’s needs and make the sale.

一个好的销售人员会安排新的约会。如果销售演示需要一个小时，那么它应该是一个小时——不多也不少，不是 15 分钟。对于文案也是如此。根据你的销售演讲时长，文案应该涵盖你需要创建销售环境、激发对产品的兴趣、与潜在客户的需求相关联并完成销售所需的时间。

The copy has to be long enough to tell the entire story or make the entire sales pitch—no longer and no shorter. Of course there are certain practical limits, but even these can be broken. When Gary Halbert, one of the great mail order copywriters, was looking for a girlfriend, he ran a full-page 3,000-word personal ad in a local Los Angeles newspaper. He was deluged with potential dates.

副本必须足够长，以讲述整个故事或完成整个销售提案——既不长也不短。当然，存在某些实际限制，但这些限制也可以被打破。当伟大的邮件订单文案作家之一 Gary Halbert 在寻找女朋友时，他在当地洛杉矶报纸上刊登了一则全页 3,000 字的个人广告。他被大量的潜在约会对象淹没。

And when Richard DelGaudio wanted a personal assistant to help him run his fund-raising company, he ran a 4,000-word want ad that pulled in more qualified respondents than he was able to interview.

当理查德·德尔加多奥想要一个私人助理来帮助他管理他的筹款公司时，他发布了一则 4000 字的招聘广告，吸引了比他能够面试的更多合格候选人。

The Long-Copy Approach

长文案方法

There really is no limit to how long copy should be if you get results. For example, if a good salesperson made his or her pitch in 10 minutes and sold a prospect on purchasing a $19.95 household gadget and another salesperson selling a million-dollar high-speed printing press took several months to consummate a sale, then who would be the better salesperson? There is, of course, no answer. Both could be great or both could be lousy. Why then should there be such controversy over copy length? If, as I hope you believe by now, selling in print is very similar to selling in person, then shouldn’t the same rules apply?

实际上，如果你能取得结果，就没有必要限制文案的长度。例如，如果一位优秀的销售人员用 10 分钟时间推销，成功说服一位潜在客户购买价值 19.95 美元的家用小工具，而另一位销售百万美元的高速印刷机的人则花了几个月时间才完成交易，那么哪位销售人员更优秀呢？当然，没有答案。他们可能都很好，也可能都很糟糕。那么，为什么会有关于文案长度的争议呢？如果你像我希望的那样相信，印刷品销售与面对面销售非常相似，那么难道不应该适用同样的规则吗？

So let’s take a moment and look at two factors that increase the need for a lot of copy.

所以，让我们花点时间看看两个增加大量副本需求的因素。

Price Point: The higher the price point, the more copy required to justify the price or create the need. This is a general rule unless the price point is perceived to be a tremendous value (then less copy may be required) or the lower price point appears to lack credibility (then more copy is required). More copy will allow you to increase the value of a product and add many more dollars to your retail price. In short, by educating the consumer you can demand more money for your product.

价格点：价格点越高，需要更多的文案来证明价格或创造需求。这是一个普遍的规则，除非价格点被认为具有巨大的价值（这时可能需要较少的文案）或者低价点看起来缺乏可信度（这时需要更多的文案）。更多的文案可以使您提高产品的价值，并为您的零售价格增加更多美元。简而言之，通过教育消费者，您可以要求为您的产品支付更多钱。

Unusual Item: The more unusual the product, the more you need to relate that product to the user and the more you’ve got to focus on creating the buying environment and explaining the product’s new features. At retail, generally, this type of item will not sell. Mail order is the perfect method to use when you have the right amount of copy.

不寻常的商品：产品越不寻常，就越需要将其与用户联系起来，并且需要更加专注于创造购买环境和解释产品的全新功能。在零售业，这类商品通常不会畅销。当您拥有足够的文案时，邮寄订单是完美的使用方法。

In conclusion, there are two basic reasons for using the long-copy approach. The first is to allow you to create an environment that will place your prospect in the proper buying mood, and the second is to give you the time necessary to tell the full story of your product.

总结来说，采用长篇文案方式有两个基本原因。第一个原因是为了让你创造一个能让潜在客户进入适当购买心态的环境，第二个原因是为了给你足够的时间来讲述你产品的完整故事。

Short Copy Works, Too

简短文案也行

Robert Scott of Scottcade Ltd., an English mail order company, came to my seminar and told me that his approach broke all of my rules. His catalog copy was very short, yet he still sold a lot of merchandise.

罗伯特·斯科特，来自英国邮购公司 Scottcade Ltd.，参加了我的研讨会并告诉我，他的方法打破了所有我的规则。他的目录副本非常简短，但他仍然卖出了很多商品。

But his catalog really appeared to follow my rules. First, he created his environment through photography. The products were placed in elegant settings using fine photography. Second, his prices were very low compared to those of other companies or retailers. Since he was offering his products at such low prices and since his environment was so effective in placing the customer in a buying mood, a lot of what normally would have been done in copy was being done visually and through the price points of his products. Then too, his medium was a catalog, and in catalogs long copy is often not required. The catalog creates the environment, thus saving you the time of creating it with copy.

但是他的目录似乎确实遵循了我的规则。首先，他通过摄影创造了自己的环境。产品被放置在优雅的环境中，使用精美的摄影。其次，与其他公司或零售商相比，他的价格非常低。由于他以如此低的价格提供产品，并且他的环境在让客户处于购买心情方面非常有效，因此通常在文案中完成的大部分工作现在都是通过视觉和产品价格点来完成的。此外，他的媒介是目录，在目录中，长篇文案通常不是必需的。目录创造环境，因此节省了你用文案创建它的时间。

I am not trying to sell you on using long copy. I use short copy at times and sometimes very short copy indeed. But the short copy I use is usually all that is required and the price points are low enough that the short copy does the job. In fact, I am not for long or short. I’m for causing the prospect to exchange his or her hard-earned money for your product or service, and quite frankly, copy length has always been just one of several considerations in producing an advertisement.

我不是在试图说服你使用长篇文案。我有时会使用短篇文案，有时甚至非常短。但我使用的短篇文案通常已经足够，而且价格足够低，短篇文案就能完成任务。事实上，我不支持长篇或短篇。我支持让潜在客户将他们辛苦赚来的钱换成你的产品或服务，坦白说，文案长度一直是制作广告的几个考虑因素之一。

So the axiom to remember from this chapter is simply:

所以，本章要记住的公理很简单：

Axiom 11

公理 11

Copy should be long enough to cause the reader to take the action you request.

文本长度应足够长，以促使读者采取您请求的行动。

Do people read all that copy? Some do. And there are enough of them who do to have earned me and several other copywriters a nice living.

人们是否都阅读那些文案？有些人会。其中足够多的人阅读，以至于让我和其他几位文案工作者都过上了不错的日子。

Chapter 15

第 15 章

The Art of Personal Communication

个人沟通的艺术

If you have read the chapters of this book in sequence, you are building a good foundation to understand and learn copywriting.

如果您已按顺序阅读了本书的章节，您正在为理解和学习文案写作打下良好的基础。

This chapter builds upon the knowledge that took me several years of copywriting to really understand and learn. Learning it wasn’t difficult, but understanding why it was so important took a little longer.

本章建立在需要我花费数年文案写作才能真正理解和学习的知识之上。学习它并不困难，但理解为什么它如此重要则花了一些时间。

One of the things that ads should do is harmonize with the reader or viewer. Advertising is the ultimate form of communication in that its purpose is to cause an action to be taken by consumers—usually to exchange their hard-earned money for a product or service. But for some reason, many advertisers are missing an important key in this form of communication—namely, it should be personal.

广告应该做到与读者或观众和谐相处。广告是沟通的终极形式，其目的是促使消费者采取行动——通常是将他们辛苦赚来的钱换成产品或服务。但不知何故，许多广告商在这个沟通形式中遗漏了一个重要的关键——那就是它应该是个性化的。

As a good example of personal communications, let’s first cover direct mail. In direct mail, personal communication is easy to understand. After all, you are writing a letter to a single individual.

作为一个个人通讯的良好例子，我们首先来谈谈直接邮件。在直接邮件中，个人通讯很容易理解。毕竟，你是在给一个单独的个人写信。

Every advertisement should be a personal message from the advertiser to the prospect.

每则广告都应该是广告商向潜在客户发出的个人信息。

But in creating the letter that goes with a mailing, too many copywriters write their letters as if they were hiding behind a podium, speaking through a microphone and addressing a large audience. For example:

但是，在创作随邮件附上的信件时，太多的文案作者将他们的信件写成好像他们躲在讲台后面，通过麦克风对着一大群人讲话。例如：

We at ABC Company wish to invite all of you to visit our exhibit again at the upcoming trade show. Our staff will be there to meet you and demonstrate our new and novel button machine.

我们 ABC 公司希望邀请大家在即将到来的交易会上再次参观我们的展位。我们的员工将在那里迎接您，并展示我们新颖的按钮机器。

The personal way of saying it might be:

个人表达方式可能是这样的：

Hi. You might remember me from the last trade show. Well, I’d like to invite you to the next one where I will be looking forward to meeting you again to demonstrate our new and novel button machine.

嗨。你可能还记得我来自上次的交易会。嗯，我想邀请您参加下一次的，届时我将期待再次与您见面，展示我们新颖的按钮机器。

You see the difference? The second version is more personal and direct. It is me talking to you—not me talking to a large crowd. It is as if I, as an individual, were writing that letter to another individual.

您看到区别了吗？第二个版本更个人化、直接。这是我在和您说话——而不是我在对一大群人说话。就好像我作为一个个体，在给另一个个体写信一样。

Now, in direct mail this makes sense. Why not make your letters more personal and direct—more like one person talking to another in a direct and eyeball-to-eyeball sort of folksy way? Of course, folksy might not be the best way in certain circumstances. That’s okay. As long as you use words like I, you and me, you create the feel of a personal form of communication.

现在，在直接邮寄中这样做是有意义的。为什么不让你写的信更加个性化和直接——更像是一个人直接与另一个人面对面交谈，以一种家常的方式呢？当然，在某些情况下，家常可能不是最好的方式。没关系。只要使用像“你、我、我们”这样的词语，你就能营造出一种个人交流的感觉。

Emotional Process in Communication

沟通中的情感过程

Remember I said earlier that copywriting is an emotional outpouring of an idea onto paper. And I said that copywriting is very much an emotional process. Look at the following two letters from the same company and see how much more emotional one sounds than the other.

记得我之前说过，文案是将一个想法倾注于纸上的情感流露。我说过，文案是一个非常情感化的过程。看看以下来自同一家公司的两封信，看看其中一封在情感上比另一封更强烈。

Dear Customer: We here at Consolidated International would like to thank you for your recent order. We realize that you could have given your business to many of the other companies in our industry, but the fact that you chose Consolidated International is really appreciated by our entire staff. Thank you very much. Sincerely, Mr. John Smith.

尊敬的客户：我们在这里的 Consolidated International 公司感谢您最近的订单。我们明白您可以将业务交给我们行业中的许多其他公司，但您选择 Consolidated International 的事实真的得到了我们全体员工的感激。非常感谢。此致，约翰·史密斯先生。

Now compare it to the following:

现在将其与以下内容进行比较：

Dear Mr. Jones: I just wanted to thank you personally for your recent order, which I’ve just received. I took your order and even showed it to the president of our company. I realize that you had a number of other choices, but I really appreciate the fact that you chose my company. Sincerely, John Lee.

尊敬的琼斯先生：我只想亲自感谢您最近的订单，我刚刚收到。我已接收您的订单，甚至向我们的公司总裁展示了它。我明白您有很多其他选择，但我真的很感激您选择了我的公司。真诚地，约翰·李。

Both letters would have served the same purpose. But the second letter was warmer, more personal and you felt that Mr. Lee was talking to you directly. Indeed, he was happy to get your order—so happy that he went to his president and showed it to him. It was a genuine expression of thanks and a direct message—all with genuine emotion.

两封信都起到了相同的作用。但第二封信更加温馨，更加个性化，你感觉李先生是在直接和你交谈。确实，他对收到你的订单感到非常高兴——高兴到他去见他的总裁并向他展示。这是一份真诚的感谢和直接的信息——全部都充满了真挚的情感。

On the other hand, the letter from Mr. Smith could have been a form letter that the company sends to all its customers, thereby losing the personal feeling that Mr. Lee’s letter had. It lacked the warmth and personal touch. The difference should be obvious. Read both letters again, and this time feel the difference. Put yourself in the place of Mr. Jones and imagine how he would have felt if he had received both letters.

另一方面，史密斯先生的信可能是一封公司发给所有客户的通用信函，因此失去了李先生信件中所具有的个人情感。它缺乏温暖和个性。这种差异应该是明显的。再次阅读这两封信，这次感受一下差异。把自己放在琼斯先生的位置上，想象如果他收到了这两封信，他会是什么感受。

Letters Should Be Personal

信件应具个人特色

Good examples of a personal letter were the letters I used to send out to a membership program in my Consumers Hero club. They may have been totally off the wall, but they served my purposes well.

好的例子是我曾经给我的消费者英雄俱乐部会员计划发送的个人信件。它们可能完全离谱，但它们很好地实现了我的目的。

The membership program was created in response to our advertisement for our discount club in which we refurbished new but defective products and then sold them, at discount prices, through a club we established.

该会员计划是为了响应我们为折扣俱乐部所做的广告而创建的，我们在其中翻新了新的但存在缺陷的产品，然后以折扣价格通过我们成立的俱乐部出售。

Part of the club program was our regular monthly bulletin. It listed all the buys for that month, and along with it came a very folksy letter talking about the club.

俱乐部节目的一部分是我们的常规月度通讯。它列出了那个月的所有购买，同时附有一封非常亲切的信件，谈论了俱乐部。

The image I conveyed was not that of a very large, impersonal corporation filling the needs of its membership but that of a bunch of hardworking people, of all ethnic backgrounds, working together in harmony to make the company a success.

我所传达的图像并非一个非常庞大、缺乏个性的公司满足其会员需求的样子，而是一群来自各个民族背景的辛勤工作的人们，他们和谐地共同努力，使公司取得成功。

The company had to be portrayed as being small. That was essential for the concept. After all, that was part of the image—a little consumer-oriented company fighting the big U.S. corporations and the effects of inflation.

该公司必须被描绘成一家小型公司。这对概念至关重要。毕竟，这是形象的一部分——一家小型的以消费者为导向的公司，与大型美国企业和通货膨胀的影响作斗争。

And one of the techniques we used to keep the image of a small company was to use old envelopes from companies that had gone out of business. We simply explained that the envelopes were no longer good and it was our way of saving money as well as the environment and passing the savings on to the consumer.

我们用来保持小型公司形象的一种技术是使用已经停业公司的旧信封。我们只是解释说这些信封已经不再适用，这是我们节省金钱以及保护环境的方式，并将节省下来的成本转嫁给消费者。

So in one month, members might get an envelope from Ski Lift International, a defunct company, and the next month they might get a letter from CMT Machine Tool Company, another defunct company, but the contents of the envelope were always from Consumers Hero.

一个月内，成员可能会收到来自已停业的 Ski Lift International 的信封，下个月他们可能会收到来自另一家已停业的 CMT Machine Tool Company 的信件，但信封内的内容始终来自 Consumers Hero。

As membership cards, we sent out Batman credit cards. (There is a whole story on that card, but that’s for some other book I plan to write.) And one of the qualities we tried to convey was absolute total honesty. We were so honest that the reader would actually be embarrassed for us. The typical letter is on the following page.

作为会员卡，我们发放了蝙蝠侠信用卡。（那张卡上有一个完整的故事，但那是我计划写的另一本书的内容。）我们试图传达的一种品质是绝对的诚实。我们如此诚实，以至于读者实际上会为我们感到尴尬。典型的信件在下一页。

The very down-to-earth and personal letter sent to Consumers Hero members.

这封非常接地气且个性化的信件是发送给消费者英雄会员的。

Even though the letters were from the staff as opposed to an individual, they still conveyed a personal feel to the reader. And weren’t they fun to read? We often got comments that the letters alone were worth the price of the membership.

尽管信件来自全体员工而非个人，但它们仍然给读者带来了一种亲切感。难道它们不是很有趣吗？我们经常收到评论说，这些信件本身就值得会员费。

In print ads, the need to be personal becomes less apparent. After all, you are talking to the masses, aren’t you? But the fact remains that you are indeed talking to a single individual—that person reading your ad. And he or she is listening to a single individual—the person who wrote the ad. So it is essential that you write your copy as if you are writing to that single individual. Your copy should be very personal. From me to you. Period.

在印刷广告中，个性化需求变得不那么明显。毕竟，你是在对大众说话，对吧？但事实是，你确实是在和一个单独的个体说话——那就是阅读你广告的那个人。而他或她是在听一个单独的个体——写广告的那个人。因此，你写文案时必须像是在给那个单独的个体写信。你的文案应该非常个性化。从我到你。仅此而已。

Use of a Byline

使用署名

An effective way to do this in print is to use a byline. Use your name or the name of somebody in your organization such as the president—like the news organizations do in a magazine or newspaper article. This allows you to use words like I and me and we and you. Let’s look at the example of the ad I first ran for BluBlocker sunglasses that launched a multimillion-dollar company.

一种在印刷品中有效实现此目的的方法是使用署名。使用您的名字或您所在组织的某人的名字，例如总裁——就像新闻机构在杂志或报纸文章中所做的那样。这允许您使用像我和我们以及你这样的词。让我们看看我为 BluBlocker 太阳镜做的第一个广告的例子，这个广告开启了一家数百万美元的公司。

Headline: Vision Breakthrough

标题：视觉突破

Subheadline: When I put on the pair of glasses what I saw I could not believe. Nor will you.

副标题：当我戴上这副眼镜时，我所看到的简直难以置信。你们也不会相信。

Byline: By Joseph Sugarman

作者：约瑟夫·沙格曼

Copy: I am about to tell you a true story. If you believe me, you will be well rewarded. If you don’t believe me, I will make it worth your while to change your mind. Let me explain.

我即将告诉你一个真实的故事。如果你相信我，你会得到丰厚的回报。如果你不相信我，我会让你改变主意也值得。让我来解释一下。

Read that personal copy. It’s as if I were talking to that person directly. I used the words I and you and me—all very personal words used in a one-to-one conversation. Let’s examine the first paragraph of copy from a few other ads that were written in this personal tone.

阅读那份个人副本。这就像我直接和那个人说话一样。我用了你和我这样的词——都是一对一对话中使用的非常个人化的词汇。让我们来分析一下其他几个以这种个人化语气撰写的广告中的第一段副本。

This may surprise you. In fact, if my hunches are correct simply reading this article may change your idea of aging for the rest of your life. Here’s why.

这可能会让你感到惊讶。事实上，如果我的直觉正确，仅仅阅读这篇文章就可能改变你余生对衰老的看法。原因如下。

Or how about the following:

或者以下内容如何：

If I were to buy a ticket in the Illinois State Lottery, my chances of winning would be a million to one. But if I were to bet that you, as a reader of this publication, have high blood pressure and don’t even know it, my chances of being correct would be eight to one.

如果我买一张伊利诺伊州彩票的彩票，我中奖的机会是一百万分之一。但如果我要打赌，作为这份出版物读者的你患有高血压却浑然不觉，我猜对的几率是八比一。

The above paragraphs show how very personal you can get in copy and still convey a very powerful thought or develop the environment and slippery slide you need to cause your reader to continue reading and then respond.

以上段落展示了如何在文案中非常个性化，同时传达一个非常有力的思想或营造你所需要的、让读者继续阅读并作出反应的环境和滑溜的滑梯。

When I started writing, I kept a low profile and never used my name in any advertising communications. But as I became more proficient and saw the effect a personal message could create in direct mail, I started using my byline in print on a regular basis. In my catalog, I could speak in the first person about all the products because on the first page of the catalog I introduced myself in a letter to my customers.

当我开始写作时，我保持低调，从未在任何广告通讯中使用我的名字。但随着我越来越熟练，并看到个人信息在直接邮件中能产生的效果，我开始定期在印刷品上使用我的笔名。在我的目录中，我可以以第一人称谈论所有产品，因为目录的第一页上，我通过一封信向我的客户介绍自己。

Even Magazines Have Personalities

即使是杂志也有个性

I remember reading a story about the image conveyed by the magazine itself. Forbes magazine has a strong personality. Steve Forbes now runs the publication and his editorials appear in every issue. A reader feels more personally involved with the publication. In contrast, BusinessWeek appears more like a corporate publication even though it has many bylines. A business-woman once commented that she could put her arms around Forbes and hug the magazine but would only feel comfortable shaking BusinessWeek’s hand. So it is with copywriting.

我记得读过一篇关于杂志自身传达的图像的故事。福布斯杂志具有强烈的个性。史蒂夫·福布斯现在管理这份出版物，他的社论出现在每一期中。读者感觉与出版物有更多的个人联系。相比之下，尽管《商业周刊》有许多署名，但它看起来更像是一家企业出版物。一位女商人曾评论说，她可以拥抱福布斯并拥抱这本杂志，但只会舒服地与《商业周刊》握手。所以情况也是这样。

You want to create a very personal image so that people will emotionally respond to you, feel close and feel very comfortable parting with their hard-earned money and buying your product or service.

您想要创建一个非常个性化的形象，以便人们能够情感上对您产生共鸣，感到亲近，并且非常愿意将他们辛苦赚来的钱用于购买您的产品或服务。

Axiom 12

公理 12

Every communication should be a personal one, from the writer to the recipient, regardless of the medium used.

每一次沟通都应该是个人化的，从作者到接收者，无论使用何种媒介。

So as you start to write copy to reach and motivate an individual, think in terms of writing in the first person with a personal message.

所以，当你开始撰写旨在触及和激励个人的文案时，请以第一人称和个性化信息的角度来写作。

You are now ready to write that first ad. Everything you’ve read has prepared you for this moment, and everything that you are going to learn later in this book will only polish what you already know. True, you’re also going to get a whole bunch of new insights, too. But right now you’re ready for the big plunge. In the next chapter, we discuss writing your first ad using my techniques and thought processes.

你现在准备好写那第一个广告了。你读过的每一件事都为你准备了这个时刻，而你在这本书后面将要学到的一切，都只是为了完善你已知的。没错，你还将获得一大堆新的见解。但现在，你已经准备好大干一场了。在下一章中，我们将讨论如何使用我的技术和思维过程来撰写你的第一个广告。

Chapter 16

第 16 章

The Copy Sequence

复制序列

You are now really ready to write that first successful ad. You already know how important it is to know your subject. You already know the purpose of all the elements in an advertisement—to get the prospect to read the first sentence. And you know all the axioms to get the reader to read beyond the first sentence and all the way to your last word.

你现在真的准备好写那第一个成功的广告了。你已经知道了解你的主题有多么重要。你已经知道广告中所有元素的目的——让潜在客户读第一句话。你还知道所有让读者读完整篇广告，直到最后一句话的法则。

Copy must also flow. And its flow must make sense. It must be in an understandable order where each thought flows logically to the next.

复制必须流畅。并且其流动必须有意义。它必须在一个可理解的顺序中，每个思想都逻辑地流向下一个。

Many people have told me that when a question comes into their minds as they read my ads, I answer it in the next sentence. They often claim that it’s almost uncanny. But that’s the skill that makes the good direct response copywriter the envy of any one-on-one salesperson.

许多人告诉我，当他们阅读我的广告时，脑海中浮现出问题，我总是在下一句就回答了。他们经常声称这几乎令人难以置信。但这正是让优秀的直接回应文案撰写者成为任何一对一销售人员的羡慕对象的那项技能。

Leading the Reader

引领读者

Since we copywriters do not have the benefit of having the prospect in front of us to ask the questions, we must craft our ads in such a manner that they literally lead our prospect (by the flow of the copy) to ask the question we want to answer. Sounds hard, doesn’t it? It really isn’t.

我们作为文案创作者，没有面对潜在客户提问的优势，因此我们必须以这种方式制作我们的广告，即通过文案的流程，字面地引导潜在客户提出我们想要回答的问题。听起来很难，不是吗？其实并不难。

Start by writing the headline. Will it grab the reader? Then write the subheadline. Will it compel the reader to read further? Then write the caption to go under an imaginary picture. Is all this strong enough to get people to read the first sentence? And then write the first sentence.

开始撰写标题。它能否吸引读者？然后写副标题。它能否促使读者继续阅读？接着为一张想象中的图片写上说明文字。这一切是否足够强大，足以让人阅读第一句话？然后写上第一句话。

Once you start using my thought process, you’ll find a discipline and a direction that you might not have experienced in writing copy before.

一旦你开始使用我的思维方式，你会发现一种纪律和方向，这可能是你在写文案之前未曾体验过的。

You might even write a paragraph in the copy to stand out in boldface type similar to the Consumers Hero ad that reads:

您甚至可以在文案中写一段以粗体字突出显示的段落，类似于阅读“消费者英雄”广告那样：

IMPOSSIBLE-TO-TRACE GUARANTEE

无法追踪保证

We guarantee that our stolen products will look like brand new merchandise without any trace of previous brand identification or ownership.

我们保证我们的被盗产品将看起来像全新的商品，没有任何之前的品牌标识或所有权痕迹。

At my seminar, I would call on various students and ask them to read their headlines. The class would then critique each headline to determine if it would get us all to read the subheadline. It was a good process with 20 students from all walks of life coming up with some of the most creative approaches on a variety of subjects.

在我的研讨会上，我会请不同学生朗读他们的标题。然后全班会评论每个标题，以确定它是否会让我们都去读副标题。这是一个很好的过程，有来自各行各业 20 名学生提出了各种主题中最具创意的方法。

One day, my eight-year-old daughter April was sitting in one of the chairs in the class. She was taking notes, listening intently and, in short, acting exactly like one of the students. I would always allow my children free access to the entire seminar process and they had never been a nuisance. In fact, the students liked this family touch.

一天，我八岁的女儿 April 坐在教室的一张椅子上。她正在记笔记，专注地听着，简而言之，表现得就像一名学生。我总是允许我的孩子们自由地参与整个研讨会过程，他们从未成为麻烦。事实上，学生们喜欢这个家庭的这个小细节。

April Becomes a Real Nuisance

四月变成真正的麻烦

After I had assigned an ad-writing exercise and asked for volunteers to read their ads, April started waving her hand wildly. I called on a man from New Zealand—Archie Mason—who was in the wool business. Later, when I asked for another volunteer, April once again waved her hand wildly but I called on another student—Fred Simon, president of Omaha Steaks. Finally, April came up to me in front of the class and whispered, “Dad, let me read my ad. It’s a good one. It follows your principles.”

在我布置了一项广告写作练习并请求志愿者朗读他们的广告后，April 开始疯狂地挥动手臂。我请了一位来自新西兰的人——Archie Mason，他从事羊毛生意。后来，当我再次请求志愿者时，April 又一次疯狂地挥动手臂，但我叫了另一位学生——Fred Simon，奥马哈牛排公司的总裁。最后，April 在课堂上走到我面前低声说：“爸爸，让我读我的广告。它很好。它遵循你的原则。”

I was annoyed. “Later, April. Can’t you see I’m trying to teach the class?”

我很烦恼。“稍后，阿普丽尔。你没看到我正在尝试教课吗？”

Finally, at break time, April came up to me and handed me her ad. I read it. It indeed was a good example of anticipating what a consumer would ask and then answering it. It was very simple—after all, an eight-year-old had written it—but it contained a question-and-answer format that was very logical and covered a topic of interest that her eight-year-old peers would enjoy reading. Her product was a guinea pig. The ad read:

最后，在休息时间，阿普丽尔走到我面前，递给我她的广告。我读了读。这确实是一个很好的例子，预见到消费者会提出什么问题，然后给出答案。它很简单——毕竟是一个八岁的孩子写的——但它包含了一种非常逻辑的问答格式，涵盖了她的八岁同龄人喜欢阅读的主题。她的产品是豚鼠。广告上写着：

Headline: The Best Pet

标题：最佳宠物

Subheadline: Do you want a pet that doesn’t shed?

副标题：你想要一只不掉毛的宠物吗？

Copy: Think about it. You can get a pet that doesn’t shed, doesn’t run around the house, and is easy to take care of.

想想看。你可以养一只不掉毛、不会在家里乱跑，而且容易照顾的宠物。

You have probably guessed it’s a rabbit, bird, fish or a turtle. Well, you’re wrong. It’s a guinea pig.

你可能猜到了，它是一只兔子、鸟、鱼或乌龟。不对，你错了。它是一只豚鼠。

You probably want to know how do you take care of the guinea pig? Where should I keep it? What does it eat?

你可能想知道如何照顾豚鼠？我应该把它放在哪里？它吃什么？

It’s all simple. If you don’t have a guinea pig cage, then get a box high enough so it won’t get out and large enough so it can run around.

它都很简单。如果你没有豚鼠笼子，那么就找一个足够高不会逃出来，足够大可以跑动的盒子。

Feed it guinea pig pellets and feed it a couple fresh greens. Put plastic at the bottom and newspaper on top then at least an inch high of shavings. Put a bowl in for food and a water bottle for water.

给它喂豚鼠颗粒饲料，再喂它一些新鲜的绿色植物。在底部放塑料，上面铺报纸，然后至少铺一英寸高的锯末。放一个碗用来装食物，一个水瓶用来装水。

That’s all you need to know. To order, call [phone number] and order today.

这就是你需要知道的所有信息。订购，请拨打[电话号码]并今天下单。

April’s ad made an important point, which I have reminded each class of since. Good copy can be written at any age and by anybody. Simply understanding the principles and applying them to something you intuitively know is all it takes.

四月的海报提出了一个重要观点，我自从那时起就提醒每个班级。好的文案可以由任何年龄的人撰写，只要他们理解原则并将其应用于他们本能了解的事物。

Logical Progression of Flowchart

流程图的逻辑顺序

In class I would ask my students to write a headline and a subheadline. I would then ask for the first sentence, then the next sentence and then the next until each student had composed a complete ad.

在课堂上，我会让学生们写一个标题和一个副标题。然后我会要求他们写第一句话，然后是下一句，再然后是下一句，直到每个学生都完成了一个完整的广告。

The ads had to flow on paper and then, once they were on paper, the editing process was of paramount importance. One of the tips I gave during this process was to create a block diagram of a logical way the copy should flow and the questions that might logically be asked.

广告必须在纸上流动，一旦它们在纸上，编辑过程就至关重要。在这个过程中，我给出的建议之一是创建一个逻辑流程图，展示副本应该如何流动以及可能提出的逻辑问题。

In order to develop a sense for this, you break your ad into small abbreviated copy blocks similar to those in a corporate flowchart. But this flowchart goes in one direction only—down.

为了培养这种感觉，你将广告拆分成类似于企业流程图中的小缩略文案块。但这个流程图只有一个方向——向下。

I made a block diagram of the ad I did for an electronic pinball game from Bally manufacturing. I showed that at the start of the ad, I wanted to get my reader into the copy and then I wanted to set the environment for the product. So, I started the ad with the fun times that this product represented. The ad started like this:

我制作了一张为 Bally 制造的电子弹球游戏所做的广告的框图。我展示了在广告开始时，我想让读者进入文案，然后我想为产品设定环境。所以，我以这个产品所代表的欢乐时光开始了广告。广告开始是这样的：

It’s you against a computer. And the action and excitement from Fireball, your own computerized pinball machine, is nothing short of spectacular.

这是你和电脑之间的对决。来自 Fireball（你的电脑化弹球机）的动作和激情绝对令人叹为观止。

Fireball’s computer replaces many of the mechanical, scoring, conventional electronics and sensing devices of a standard pinball machine. It’s a dramatic change in pinball devices and the start of a new consumer electronics revolution.

火球电脑取代了标准弹球机中的许多机械、计分、传统电子和传感设备。这是弹球设备的一次重大变革，也是新一轮消费电子革命的开始。

The flowchart for copy sequence goes in one direction—down.

流程图表示复制序列的方向是单向的——向下。

With the first paragraph I create interest and excitement for this product. With the second paragraph I start to weave the drama of the product and the differences between Fireball and conventional pinball games.

第一段我创造对这个产品的兴趣和兴奋。第二段我开始编织产品的戏剧性和 Fireball 与传统弹球游戏之间的区别。

Then I go into the next block of copy and explain why and how the game is different, how to play it and some of the unique features made possible by the computerized electronics.

然后我进入下一块副本，解释为什么和游戏不同，如何玩以及由计算机化电子带来的某些独特功能。

Logically, a reader who had read this far would want to know a little more about how the game was constructed, the quality of the product and the many new features. Therefore, the next block of copy has this information.

逻辑上，一个读到这里的读者会想知道更多关于游戏是如何构建的、产品的质量以及许多新功能的信息。因此，接下来的文本块包含了这些信息。

Okay, you are really interested in purchasing this game. But you say to yourself, “How can I justify it? I’d love to get this Fireball game. Emotionally I’m hooked, but how can I justify purchasing it?”

好的，你真的很想购买这款游戏。但你对自己说：“我该如何证明这是合理的呢？我真的很想得到这款《火球》游戏。情感上我已经上瘾了，但如何证明购买它是合理的呢？”

So the next block should justify the purchase. I used cost comparisons with what you pay for a TV set, pool table or your stereo system. I plant the seed about its practicality when guests pop in and how Fireball will be the hit of any party or family gathering. It’s here that I’m giving the prospects the logic they need to make that emotional purchase. I even suggest that a business might purchase one as a way to entertain employees at work and claim it as an investment tax credit and depreciation expense—all tax-saving measures. I knew I had to provide all the logic possible for this $650 purchase.

因此，下一个区块应该证明购买是合理的。我用电视、台球桌或你的音响系统所花费的成本进行比较。当客人突然来访时，我播种了关于其实用性的想法，以及火球将成为任何派对或家庭聚会的热门。正是在这里，我向潜在客户提供了他们做出情感购买所需的逻辑。我甚至建议企业可以购买一个作为在工作场所娱乐员工的方式，并声称它是一项投资税收抵免和折旧费用——所有这些都有助于节省税收。我知道我必须为这笔 650 美元的购买提供所有可能的逻辑。

By now the customer is saying to himself, “Okay, I want to get the unit and I can justify the purchase, but what if I use it, get tired of it and it sits in the corner like that exercise device that’s gathering dust?”

现在客户心里想：“好吧，我想买这个单元，我可以为购买找理由，但万一我用腻了，它就像那个积满灰尘的健身设备一样放在角落里怎么办？”

So I go into the fact that it has lasting play value. And I describe several reasons why people won’t get tired of it.

所以我进入这个事实，即它具有持久的游戏价值。我描述了几个人们不会厌倦它的原因。

The customer is now thinking to himself, “Hmm. I like the product, I can justify it and I can see that it will have lasting play value, but what if I buy this big pinball game and suddenly the computer poops out?” I then raise the service question in the ad copy and answer it. The point of each of these blocks of copy is that they are logically placed as if to anticipate the next question a prospect is going to ask—all in an environment that you have created and all flowing logically to the last part of the ad when you ask for the order.

客户现在正在自言自语，“嗯。我喜欢这个产品，我可以为其辩护，我可以看出它将具有持久的游戏价值，但万一我买了这款大型弹球游戏，电脑突然出故障怎么办？”然后我在广告文案中提出服务问题并回答它。每个文案块的目的在于它们被逻辑地放置，仿佛是为了预测潜在客户将要问的下一个问题——所有这些都在你创造的环境中，并且逻辑地流向广告的最后部分，当你要求订购时。

Flowing in a Logical Sequence

流畅的逻辑顺序

When you work with copy long enough, the flow is automatic. You don’t need to do flowcharts, as you can instinctively sense the next question and answer it. And that is the special skill that a good direct response copywriter has over a one-on-one salesperson. We sense the questions, answer them—and we do it on a mass scale.

当你长时间处理文案工作时，流程会变得自动。你不需要做流程图，因为你可以本能地感觉到下一个问题并回答它。这正是优秀直接回应文案作者相对于一对一销售人员的特殊技能。我们感知问题，回答它们——而且我们在大规模上这样做。

You still might find it helpful to create a block diagram of your ad after you’ve written it to see if it flows properly and raises the right question at the right time. How do you want to sequence your questions in your copy? What kind of environment do you want to weave through the early part of the text? What are some of the questions you would surely be asked about the product if you were a salesperson and you were selling the product face-to-face?

您在写完广告后，可能还会发现创建一个广告的框图很有帮助，以查看其是否流畅并在正确的时间提出正确的问题。您想在您的文案中如何排序问题？您想在文案的前部分编织什么样的环境？如果您是一名销售人员，面对面销售该产品时，您肯定会遇到哪些关于产品的问题？

It’s really all common sense. Looking at your copy as it flows out onto a computer screen or onto a piece of paper is the mechanical part of this process but not the important part. It’s the common sense you use to anticipate the sequence of what will be asked next and how your copy should flow that really counts at this stage of the copywriting process. This brings up my next axiom.

这完全是常识。看着你的文本在电脑屏幕或纸张上流动，这是这个过程的技术部分，但不是重要的部分。真正重要的是你在这一阶段使用常识来预测接下来会提出什么问题以及你的文本应该如何流动。这引出了我的下一个公理。

Axiom 13

公理 13

The ideas presented in your copy should flow in a logical fashion, anticipating your prospect’s questions and answering them as if the questions were asked face-to-face.

您副本中提出的想法应按逻辑顺序呈现，预见到潜在客户的问题，并像面对面提问一样回答这些问题。

By now you understand the basic concepts of good direct-marketing copywriting. You understand the importance of becoming an expert on the product you are going to write about. You know that the more you learn about a product or service, the greater the chances you’ll come up with that unique copy angle or product position or big idea.

现在你已经理解了优秀直销文案的基本概念。你明白成为你要撰写的产品专家的重要性。你知道，你对一个产品或服务了解得越多，你提出独特文案角度或产品定位或大想法的机会就越大。

But there are some other tips I can give you that will help generate that concept you want to develop. First, state the problem. It might be as simple as “I want to sell this pinball game.” Then, once you have stated the problem, restate it in a different way: “I would like to introduce my prospect to the unique aspects of this pinball game.” Then restate it again: “I want to make the pinball machine easy to buy and seem like fun.”

但是我可以给你一些其他的小贴士，这有助于你生成想要开发的概念。首先，明确问题。可能就像“我想卖这款弹球游戏”这么简单。然后，一旦你明确了问题，用不同的方式重新表述它：“我想向我的潜在客户介绍这款弹球游戏的独特之处。”然后再次重新表述：“我想让这款弹球机易于购买，看起来很有趣。”

It’s that last restatement that makes the pinball game seem to come alive and is closer to the copy approach I’ve actually used. During problem restatements (and you could list dozens of them), all the knowledge that you’ve gained about the product seems to come together to give a new perspective.

这是最后一次重申让弹球游戏看起来栩栩如生，更接近我实际使用的复制方法。在问题重述（你可以列出数十个）过程中，你关于产品的所有知识似乎都汇聚在一起，提供了一个新的视角。

Prepare That Big Idea

准备好那个大想法

Once you’ve restated your problem and you have the statement that you like best, sit down and list your big ideas or concepts. List several concepts. Then pick the one or two that make the most sense.

一旦你重新表述了你的问题，并且找到了你最喜欢的那句话，就坐下来列出你的主要想法或概念。列出几个概念。然后挑选出最合理的一个或两个。

Visualize your concept and see how it might be incorporated into the ad. Think again about your problem restatement and whether your concept seems to be consistent with it. Then stop. It’s time to incubate.

可视化您的概念，看看它如何融入广告中。再次思考您的问题重述，以及您的概念是否与其一致。然后停止。是时候孵化了。

After you’ve slept on it for a while, start writing. First write your headline—an attention-getting blockbuster of a headline short enough to grab the reader’s attention. Then write the subheadline—so compelling and curiosity-building that your prospect must read the first sentence. And finally, write the first sentence of the copy—short, to the point and strong enough to carry you into the next sentence—and then it’s down the slippery slide.

经过一段时间深思熟虑后，开始写作。首先写出你的标题——一个吸引注意力的重磅标题，足够简短以抓住读者的注意力。然后写副标题——如此引人入胜且激发好奇心，以至于你的潜在客户必须读第一句话。最后，写文案的第一句话——简短、直接且足够有力，足以引导你进入下一句话——然后就是下滑的斜坡。

Block-diagram your ad. What do the first few paragraphs do for the ad? What is the emotional appeal? Are you anticipating those questions and answering them to the satisfaction of your prospect? Are you frank and honest in those answers?

将广告的流程图化。前几段对广告有什么作用？情感诉求是什么？你是否在期待这些问题并满足潜在客户的期待来回答它们？你在回答这些问题时是否坦诚诚实？

Try Patterning Your Ad

尝试设计您的广告

Another approach is called “patterning.” Simply pick an ad written by somebody you admire and whose product or service is similar to yours and use their ad as a pattern or style from which to write. If they use a long headline, make your headline long. If they use a lot of captions, then you create a number of captions. Capture the feel of the ad, but be careful. Do not copy the person’s layout too closely so that people reading the ad might think at first glance it was from the company you were copying. This exercise is only to give you a format or guide from which to write. If you copy the layout too closely, you are violating the rights of the person who wrote the ad.

另一种方法被称为“模仿”。简单地挑选一则你钦佩的人写的广告，其产品或服务与你相似，并使用他们的广告作为写作的模板或风格。如果他们使用长标题，你的标题也要长。如果他们使用很多副标题，那么你也要创建多个副标题。捕捉广告的感觉，但要注意。不要过于接近地复制该人的布局，以免读者第一眼认为这是你复制的公司的广告。这项练习只是为了给你提供一个写作的格式或指南。如果你过于接近地复制布局，你就是在侵犯写广告的人的权利。

The main points in this chapter are the basic steps and the thought processes you go through as you construct your ad. The key point is that you don’t have the prospect in front of you, so you have to anticipate the questions the prospect will ask in almost the same order the prospect will ask them.

本章要点是构建广告时的基本步骤和思考过程。关键点是你面前没有潜在客户，所以你必须预测潜在客户将按几乎相同的顺序提出的问题。

This flow is important. But there is also a critical part of the copywriting process that really separates the best copywriters from the rest. It’s called the editing process and we cover it in the next chapter.

这一流程很重要。但复制写作过程中还有一个关键部分，真正将最好的复制作家与其他人区分开来。这被称为编辑过程，我们将在下一章中介绍。

Chapter 17

第 17 章

The Editing Process

编辑过程

This chapter holds one of the most valuable secrets to effective and persuasive copy, for it is in the editing process that you turn that raw emotional outpouring of thoughts and ideas into a polished, harmonious, resonant tuning fork that will vibrate perfectly with your prospect.

本章包含了有效且具有说服力的文案中最宝贵的秘密之一，因为正是在编辑过程中，你将那些原始的情感倾泻和思想转化为一个光滑、和谐、共鸣的音叉，它将与你的目标受众完美振动。

It’s like the story of a diamond. When a diamond is found it looks like a piece of coal or carbon. Take that black, ugly stone and polish it and it soon becomes the world’s most beautiful gemstone.

它就像钻石的故事。当发现钻石时，它看起来像一块煤炭或碳。拿那块黑色丑陋的石头，打磨它，它很快就会成为世界上最美丽的宝石。

Remember that lecture I referred to earlier in Chapter 11 that I gave at New York University? I mentioned to the students that if everybody in the class completed a writing assignment, my first draft would probably be the worst in the class. Poor grammar, atrocious spelling and disjointed sentence structure might be the way an English teacher would describe it.

记得我在第 11 章中提到的，我在纽约大学上的那场讲座吗？我告诉学生们，如果班上每个人都完成了写作作业，我的初稿可能就是班上最差的。糟糕的语法、可怕的拼写和破碎的句子结构可能是英语老师会用来形容它的方式。

But it is what I do after that first draft that makes the difference. It’s the difference between just plain copy and a polished advertising message—from copy that doesn’t move prospects to copy that moves prospects so strongly that they reach into their collective pockets and exchange their hard-earned money for your product or service. It’s the difference between earning a salary as a copywriter and earning millions of dollars as an effective copywriter/entrepreneur.

但是，我在这第一稿之后所做的是决定性的。这是普通文案和精炼广告信息的区别——从无法打动潜在客户的文案到能够强烈打动潜在客户，使他们掏出集体钱包，用他们辛苦赚来的钱换取你的产品或服务。这是作为文案写手赚取薪水与作为有效的文案写手/企业家赚取数百万美元的区别。

The Secret to Editing

编辑的秘密

Is there a secret to editing? Once again, it is a mental process that almost parallels that of the copywriting act itself. It requires lots of practice, although you will find it easier to do than writing the copy itself. In fact, it is a lot more fun. Look at the act of writing the first draft as giving birth. It may be a painful, long process or it can go quite quickly with little pain. Then compare the editing process to raising the child—the caring and nurturing required to ensure a healthy, happy child.

编辑有秘诀吗？再次强调，它几乎与撰写文案本身的心理过程相平行。这需要大量的练习，尽管你会发现这比撰写文案本身要容易。事实上，这更有趣。把撰写初稿看作是分娩。这可能是一个痛苦且漫长的过程，或者它可以非常迅速，几乎没有痛苦。然后，将编辑过程比作抚养孩子——需要关爱和培养以确保孩子健康快乐。

You wouldn’t want your child to go out into the world in funny clothes, unable to communicate or relate with others, would you? You therefore have to mold and nurture that child as you prepare to present him or her to the rest of the world.

你不想让孩子穿着滑稽的衣服走出家门，无法与他人沟通或建立联系，对吧？因此，你必须塑造和培养这个孩子，当你准备将他或她介绍给世界其他人的时候。

Editing is a nurturing process. And just as there is no perfect way to nurture your child, there are many different approaches to editing copy that are certainly acceptable. I strive for one result when I edit, and this can be summed up in the following axiom:

编辑是一个培养的过程。正如没有完美的育儿方式一样，编辑文本也有许多不同的方法，这些方法当然是可以接受的。我在编辑时追求一个结果，这可以用以下格言来概括：

Axiom 14

公理 14

In the editing process, you refine your copy to express exactly what you want to express with the fewest words.

在编辑过程中，你将你的稿件精炼，用最少的字数表达你想要表达的内容。

Now this sounds rather simple, doesn’t it? But it is the true essence of the editing process. You want to maintain the same emotional feel, the same thought process, the same vibration that you had in mind when you wrote the copy. It’s just that you want to do it in the fewest words.

现在这听起来很简单，不是吗？但这确实是编辑过程的真正精髓。你想要保持与你在撰写副本时相同的情感感觉、相同的思维过程、相同的振动。只是你希望用最少的字数来完成。

This may mean that you rearrange the words you wrote to make the thought more direct. Or it may mean cutting out words that have little contribution to the overall feel of the ad. It may mean substituting new words that express your thoughts better. And it may even mean adding words to clarify a thought. But the goal in writing ad copy is to express the thoughts you want to convey in the most powerful way but with the fewest words.

这可能意味着你需要重新排列你写下的词语，使思想更加直接。或者可能意味着删除对广告整体感觉贡献不大的词语。这可能意味着用更能表达你思想的词语来替换。甚至可能意味着添加词语以阐明一个思想。但撰写广告文案的目标是以最有力、最简洁的方式表达你想传达的思想。

I remember the feeling I had writing my book Success Forces in 1980. Since it was a book format and I was not under the same constraints as when I wrote my advertising copy, it was an easy process. In fact, it is a lot easier writing anything other than direct response advertising copy. You have the freedom to use as many words as you wish to express a thought or feeling. And you have no space restrictions.

我记得我在 1980 年写《成功力量》一书时的感觉。由于它是一本书籍形式，而且我写这本书时没有像写广告文案时那样的限制，所以这是一个简单的过程。事实上，写任何东西都比写直接回应广告文案容易得多。你可以自由地使用尽可能多的词语来表达一个想法或感受。而且你没有空间限制。

Copy Has Space Restrictions

复制有空间限制

But with advertising copy you do have space restrictions. Your copy has a very focused purpose—to motivate your prospects to exchange their hard-earned money for your product or service. And everything you do or write must lead to this one goal.

但是，在广告文案中，你确实有空间限制。你的文案有一个非常明确的目的——激励你的潜在客户用他们辛苦赚来的钱来交换你的产品或服务。而你做的每一件事或写的每一句话都必须引导到这个目标。

Let me give you one example from an ad that I wrote. We’ll look at my first draft of the initial two paragraphs, which contained 66 words, and then the final draft, which contained 43 words. We’ll then study the two versions and certain lessons will emerge. The ad was for a bathroom scale, and here’s the first draft:

让我给您举一个我从一则广告中摘录的例子。我们将分析我的第一稿的前两段，其中包含 66 个单词，然后是最终稿，其中包含 43 个单词。接下来，我们将研究这两个版本，并从中得出一些教训。这则广告是为体重秤做的，以下是第一稿：

Losing weight is not easy. Ask anyone.

减肥不容易。问问任何人。

And, if you’ve tried it, you know that part of a good weight reduction program is your bathroom scale. A bathroom scale is like a report card. It’s a feedback mechanism that tells you how well you’ve done. In fact, one of the few pleasures of losing weight is stepping on your bathroom scale and seeing the positive results.

并且，如果你尝试过，你就会知道一个好的减肥计划的一部分是你的浴室秤。浴室秤就像一份成绩单。它是一种反馈机制，告诉你你做得怎么样。事实上，减肥的少数乐趣之一就是踩在你的浴室秤上，看到积极的结果。

Now let’s take the same ad and condense it to reduce the word count while still maintaining the same meaning and emotional feel.

现在让我们将同样的广告进行浓缩，以减少字数，同时保持相同的意义和情感。

Losing weight is not easy. Ask anyone.

减肥不容易。问问任何人。

One of the few pleasures of losing weight is stepping on your bathroom scale and seeing positive results. Your bathroom scale is like a report card—a feedback mechanism that tells you how well you’ve done.

减肥的乐趣之一就是踩上浴室秤，看到积极的结果。你的浴室秤就像一份成绩单——一个告诉你做得如何的反馈机制。

In the second paragraph there is a reduction from 59 words to 36. With nearly 40 percent fewer words, the meaning and emotional appeal of the second version is exactly the same as the first or even better.

在第二段中，字数从 59 个减少到 36 个。几乎减少了 40%的字数，第二版的意义和情感吸引力与第一版完全相同，甚至更好。

Apply this percentage to a full-page ad with 1,000 words and you can see the difference the editing process can make. In fact, at this point, let’s look at the advantages.

将此百分比应用于 1000 字的整页广告，您可以看到编辑过程能带来的差异。事实上，到了这一点，让我们看看其优势。

Advantages of Fewer Words

词语更少的优点

With less copy, your ad will look less imposing to the prospect and he or she will be more likely to read it. The second advantage is that you are making the slippery slide even more slippery by making it shorter. Your prospect will get to the bottom of the slide much faster, yet still get the full impact of your sales message.

用更少的文字，您的广告对潜在客户来说看起来不那么令人敬畏，他们更有可能阅读它。第二个优点是，通过使其更短，您使这个滑稽的滑梯变得更加滑稽。您的潜在客户将更快地到达滑梯底部，同时仍然感受到您的销售信息的全部影响。

The preceding example was given to my seminar class and they spent about 20 minutes coming up with their own edited versions of the ad. Many of them were excellent and some were even shorter than my version. Of course, the copy was taken out of context; they didn’t have the rest of the ad and couldn’t see far enough into the ad to see what my environment, goal and emotional appeal for the product were, so this might not be the perfect example. But it brought out many of the principles of good editing. The following are five of the principles they learned:

前一个例子是在我的研讨班上给出的，他们花了大约 20 分钟来创作自己的广告编辑版本。其中许多都很出色，甚至有些比我版本还要简短。当然，这段文案被摘录出了上下文；他们没有看到广告的其余部分，也无法深入广告中看到我的环境、目标和产品的情感诉求，所以这也许不是完美的例子。但它揭示了众多良好编辑的原则。以下是他们学到的五个原则：

Some Principles of Editing

一些编辑原则

1. Look for any “that” words. For example, in my first draft I used the words, “And, if you’ve tried it, you know that. . . .” The words up to and including “that” can very often be eliminated. In this example, I could eliminate eight words.

寻找任何“that”词。例如，在我的第一稿中，我使用了以下词语：“And, if you’ve tried it, you know that. . .。”通常可以删除包括“that”在内的所有这些词语。在这个例子中，我可以删除八个词语。

2. Edit for rhythm. Make sure that you vary the length of sentences so they don’t sound monotonous. I discuss rhythm later in this book, in Chapter 18.

2. 调整节奏。确保句子长度多样化，避免单调。我在本书第 18 章中讨论了节奏。

3. Consider combining sentences. Note that in the edited version, I combined the two sentences that read, “A bathroom scale is like a report card. It’s a feedback mechanism that tells you how well you’ve done.” I condensed it into “Your bathroom scale is like a report card—a feedback mechanism that tells you how well you’ve done.” I saved only one word by doing this, but it made sense to combine the sentences and eliminating even one word is a good move.

3. 考虑合并句子。注意，在编辑版本中，我将两个句子“浴室秤就像成绩单。它是一种告诉你做得如何的反馈机制。”合并为“你的浴室秤就像成绩单——一种告诉你做得如何的反馈机制。”通过这样做，我只节省了一个单词，但合并句子并删除一个单词是个好主意。

4. Eliminate unnecessary words. Look at the word “the” in the phrase “and seeing the positive results.” The word “the” can easily be eliminated without changing the meaning so that the final sentence will read, “and seeing positive results.”

4. 删除不必要的词语。看看短语“and seeing the positive results”中的单词“the”。这个单词可以很容易地删除而不改变意思，因此最终的句子将读作，“and seeing positive results。”

5. Rearrange thoughts so they flow better. Note that in the first draft, the flow of the copy pointed out that the scale was a report card and the second thought was that part of the pleasure of a weight loss program was stepping on a scale and seeing the positive results. By reversing these two thoughts, I made the ad more emotional by focusing on the pleasure of using a scale when losing weight and then I explained why. This sounds a lot better and more logical from a flow standpoint than the first draft.

5. 调整思路，使其更流畅。注意，在第一稿中，文案的流程指出规模是一张成绩单，第二个想法是减肥计划的一部分乐趣是踩上磅秤看到积极的结果。通过颠倒这两个想法，我通过关注减肥时使用磅秤的乐趣来使广告更具情感，然后我解释了原因。从流程的角度来看，这听起来比第一稿要好得多，也更合逻辑。

Take as Long as You Need

按需使用

Sometimes editing is like raising and nurturing your child and you need to take a lot of time. You may end up doing 10 drafts before you get to the final draft. Other times it may flow right out of your mind with hardly a correction.

有时编辑就像抚养和培养你的孩子一样，你需要花费很多时间。你可能需要完成 10 个草稿才能得到最终稿。有时它可能直接从你的脑海中流出，几乎不需要修改。

When Frank Schultz, the grapefruit marketer, attended my seminar and wrote his famous grapefruit ad, it was so close to perfect that it didn’t need much editing at all. When Joe Karbo, who wrote The Lazy Man’s Way to Riches, attended my seminar, he told the class that after his ad was written, other than two words that needed correction, the ad was perfect. In contrast, other seminar participants who had a great deal of copywriting experience spent many hours editing their ads.

当弗兰克·舒尔茨，这位葡萄柚营销员，参加我的研讨会并撰写了他著名的葡萄柚广告时，它几乎完美无缺，几乎不需要做任何编辑。当乔·卡尔博，著有《懒人致富之道》的人，参加我的研讨会时，他告诉全班，在他写完广告后，除了需要更正的两个词之外，广告已经完美无缺。相比之下，其他有大量文案写作经验的研讨会参与者花费了数小时来编辑他们的广告。

And the same holds true for me. I’ve written ad copy that flowed right out of my brain through my pen, or later my computer, and never had to be edited much. Most of the time, though, I would have to go through several drafts before I was satisfied. And then there is the experience factor. The more you write, the less editing you have to do. The easier the flow out of your brain, the better you are at expressing the emotional feel of copy and the excitement that each word represents.

同样适用于我。我写的广告文案就像从我的大脑通过笔（或后来是电脑）直接流出，几乎不需要太多编辑。不过，大多数时候，我必须经过几稿才能满意。然后还有经验因素。你写得越多，需要编辑的就越少。从大脑流出的越顺畅，你在表达文案的情感感觉和每个词所代表的兴奋感方面就越好。

You want to remove the unnecessary words and still have the ad make sense.

您想要删除不必要的词语，同时让广告仍然有意义。

The novice copywriter will usually need the editing process to craft and polish an ad, whereas the experienced copywriter has many of the editing mechanisms programmed in his or her brain. The copy seems to flow out through a filter that comes only from experience.

新手文案通常需要编辑过程来制作和润色广告，而经验丰富的文案已经将许多编辑机制编程在自己的大脑中。文案似乎通过一种只有经验才能带来的过滤器流出。

However, the need for editing is sometimes unpredictable regardless of your experience. You could produce copy that needs plenty of editing or you could end up with excellent copy that never needs much at all.

然而，无论你的经验如何，编辑的需求有时是不可预测的。你可能会制作出需要大量编辑的副本，或者最终得到几乎不需要编辑的优秀副本。

Read the Periodicals

阅读期刊

I’m always amazed at the lack of editing I see in many of the periodicals I read. Phrases like “Finally, it is important to note that . . .” can be totally eliminated and not affect the flow or understanding of what follows. Another example: “Fortunately or unfortunately as the case may be . . .” is not really required to make the information that follows clearer. Many of the articles written in periodicals contain these unnecessary preliminaries that fill up space but mean very little. In writing effective copy you can’t afford to be too wordy.

我对许多我阅读的期刊中缺乏编辑感到惊讶。像“最后，重要的是要注意……”这样的短语完全可以删除，而不会影响后续内容的流畅性或理解。另一个例子：“幸运的是或不幸的是，根据情况而定……”实际上并不是使后续信息更清晰所必需的。许多期刊文章包含这些不必要的序言，占据了空间但意义不大。在撰写有效的文案时，你不能过于冗长。

If you’d like a little practice, take a look at the examples that follow and edit them yourself, or read any periodical and edit the copy by seeing how many extraneous words can be eliminated. Or write a draft and practice this critical skill.

如果您想进行一些练习，请查看下面的示例并自行编辑，或者阅读任何期刊并编辑副本，看看可以删除多少多余的词语。或者撰写草稿并练习这项关键技能。

Example 1:

示例 1：

About the only redeeming feature of this product is that we don’t have huge quantities to sell. The importer is afraid to order too many for fear that nobody in their right mind would buy it let alone sell it. So we only have a few hundred to sell as part of this test program.

关于这款产品的唯一可取之处是，我们不需要大量销售。进口商害怕订购太多，因为他们担心任何理智的人都不会购买，更不用说销售了。所以我们只有几百个作为这个测试计划的一部分进行销售。

Example 2:

示例 2：

I was sitting in an office in New York City talking to a very successful friend and businessman whom we’ll call Stuart. I told Stuart that I had to make a very critical decision in my business. I needed some guidance and advice.

我坐在纽约市的一个办公室里，和一个非常成功的朋友兼商人交谈，我们叫他斯图尔特。我告诉斯图尔特，我必须在商业上做出一个非常关键的决策。我需要一些指导和建议。

When I started writing a great deal of copy in the 1970s, I would use a legal pad and ballpoint pen and write my draft in longhand. I would then give it to my secretary, who would type it out for me in rough draft form, usually double-spaced.

20 世纪 70 年代我开始大量撰写文案时，我会用法律便笺和圆珠笔手写草稿。然后我会把它给我的秘书，她会以草稿形式为我打字，通常是双倍行距。

I would then make my editing corrections and hand it back to my secretary for her to retype. And this process would continue for several drafts until it was in a final form for the typesetter.

然后我会对我的编辑进行修改，并将其交还给我的秘书让她重新打字。这个过程会持续几个草稿，直到它成为排版员可以使用的最终形式。

Computers Are a Great Help

计算机是极大的帮助

When computers with word processing programs first came on the scene, I resisted using them. I was used to writing the copy in longhand and to switch to a computer and keyboard seemed difficult. But I made the transition sometime in the early 1980s on an Apple II computer and I haven’t looked back since.

当文字处理程序首次出现时，我抵制了使用它们。我习惯于手写稿件，而转向电脑和键盘似乎很困难。但我在 20 世纪 80 年代初在苹果 II 电脑上完成了过渡，从那以后就没有回头看了。

Writing copy on a computer makes the editing process very easy. Word processing allows you to pick words or entire sentences and drag them to another place in the copy. Sophisticated spell-checkers whiz through copy and correct your spelling even as you type. Thesauruses, grammar-checkers and all sorts of editing aids are built into every decent word processing program. Today, I never have to give a draft to a secretary. I type it in draft form first on the computer and then do all my editing, often before I even print my copy. The computer has done more for my copywriting and editing than any other single factor, and it is making a difference for copywriters everywhere.

电脑上写文案使编辑过程变得非常容易。文字处理软件允许你挑选单词或整句并将其拖到文案的另一个地方。复杂的拼写检查器能迅速检查文案并纠正你在打字时的拼写错误。同义词词典、语法检查器和各种编辑辅助工具都内置在每一个不错的文字处理程序中。如今，我再也不需要将草稿交给秘书了。我首先在电脑上以草稿形式输入，然后进行所有编辑，通常在我打印文案之前就已经完成了。电脑对我的文案写作和编辑所做的贡献比任何其他单一因素都要大，它正在为全世界的文案创作者带来改变。

Another technique that will help you in the editing process is time. If you can put aside your copy after you edit it and look at it the next day or even in a few days, you will often discover things that you never saw before. If time is critical, put the copy down for a short while and then get back to it. The key is to allow time for your subconscious mind to digest what you’ve done and pick out the areas that need work.

另一种有助于编辑过程的技巧是时间。如果你在编辑完稿件后能将其放一放，第二天甚至几天后再看，你通常会发现自己之前从未注意到的细节。如果时间紧迫，就把稿件放一放，稍后再回来处理。关键是要给你的潜意识留出时间来消化你所做的工作，并挑选出需要改进的地方。

Many other rules for editing can be found in English textbooks and style books. There are also other books on writing that cover this subject very nicely. In fact, it was a book I read in college that really opened my mind to the importance of editing in the copywriting process.

许多其他编辑规则可以在英文教科书中和风格手册中找到。还有其他关于写作的书籍，对这一主题进行了很好的阐述。事实上，我在大学时读的一本书真正让我对在文案编写过程中编辑的重要性有了深刻的认识。

Finally, after you think you have that perfect final draft—a draft so well edited that you can’t possibly make one more correction—ask somebody who is a professional editor or an English major to correct the English and grammar that you missed. This does not mean that you have to accept all of the changes. Sure, you want to correct the spelling and the dangling modifiers and any other instances of terrible grammar that may negatively impress your prospects. But then simply weigh each one of the changes and if you feel that any interfere with the style of your writing and your original version does not violate grammar or spelling rules, then ignore them. The point is, don’t be intimidated if you don’t feel comfortable with somebody else’s suggestions to change your writing.

最后，在你认为你已经有了那个完美的最终稿——一个编辑得如此之好，你不可能再进行任何更正的草稿——请找一位专业编辑或英语专业的学生来纠正你遗漏的英语和语法错误。这并不意味着你必须接受所有的更改。当然，你想要纠正拼写、悬垂修饰语以及可能给潜在客户留下负面印象的任何其他糟糕的语法错误。但然后简单地权衡每一个更改，如果你觉得任何更改会干扰你的写作风格，而你的原始版本没有违反语法或拼写规则，那么就忽略它们。关键是，如果你不适应别人的写作修改建议，不要感到害怕。

The Use of Commas

逗号的使用

A good example is the use of commas. There are two schools of thought—one that uses a lot of commas and the other that does not. I do not believe in too many commas as they take up space. And as a copywriter you don’t have much space to work with. So I use commas where the rules of grammar are clear that they are needed for clarification. I don’t use commas in places where I am not violating any grammatical rules or where they are considered optional. For example, when three items are grouped together, such as “apples, oranges and tomatoes,” I don’t use a serial comma after “oranges.”

一个好的例子是逗号的使用。有两种不同的观点——一种是用很多逗号，另一种则不用。我不相信过多的逗号，因为它们会占用空间。作为一个文案工作者，你可供操作的空间已经不多。因此，我仅在语法规则明确需要逗号来澄清的情况下使用逗号。我不会在未违反任何语法规则或被视为可选的地方使用逗号。例如，当三个项目放在一起时，如“苹果、橙子和番茄”，我不会在“橙子”后面使用序列逗号。

I would have both my sister Judy, who is a high school teacher, and Mary Stanke, my associate at JS&A, proof all my copy. I didn’t accept all their changes but I certainly paid a lot of attention to them.

我会让我的姐姐 Judy，她是一名高中教师，以及我的 JS&A 同事 Mary Stanke，校对我所有的稿件。我没有接受他们所有的修改，但我确实非常关注他们的意见。

It is important that you do make your copy as free from error as possible. If you don’t, it reflects badly on the integrity of your offer. It raises doubts in the minds of your readers. They may think, “If this guy can’t get his grammar straight, how do I know he runs his business right?”

重要的是您务必使您的副本尽可能没有错误。如果您不这样做，这会严重影响您提供的诚信度。这会在读者心中引起怀疑。他们可能会想，“如果这个人连语法都搞不清楚，我怎么知道他经营业务是否得当？”

A good example of how a prospect thinks is reflected in a letter I received from an irate reader of one of the airline magazines in which we ran the ad for our Consumers Hero club. We received the following:

一个很好的例子，说明潜在客户是如何思考的，这反映在我收到的一封愤怒的读者来信中，这位读者是我们在其中投放广告的航空公司杂志的读者之一。信中写道：

Dear Sir: Despite the intended conversational tone of the attached advertisement, no license within consumer-oriented ad writing permits the type of glaring poor grammar usage circled in paragraph five of your copy. “We better not” may occur in sloppy, colloquial speech, but it is not acceptable in writing. The phrase should read, “we’d better not,” of course.

尊敬的先生：尽管附件中的广告旨在营造对话式的语气，但任何面向消费者的广告撰写许可都不允许在您的文案第五段中出现那种明显的语法错误。 “我们最好不要”可能出现在粗心的口语中，但在书面表达中是不可接受的。当然，这个短语应该是“我们最好不要”。

I cannot believe that your ad agency would permit such poor proofing in an ad which finds its way into the hands of a sharp consumer such as the type which pays the kind of money required to purchase an airline ticket today, and thus is inflicted with this bad grammar in a captive audience magazine like the attached.

我无法相信贵广告公司会允许在广告中存在如此糟糕的校对错误，这样的广告竟然会落入像今天购买机票那样支付大量金钱的精明消费者手中，因此他们在像附件中的这种封闭受众杂志上被迫忍受这种糟糕的语法。

The above individual took the time to write us about a simple grammar error. How many others saw it and didn’t respond? And whenever we do make a mistake, our readers do usually find it.

上述个人花时间给我们写信指出一个简单的语法错误。还有多少人看到了却没有回应？而且每当我们犯错时，我们的读者通常都能发现。

One editing error was actually quite funny. In copy describing a blood pressure unit, I wrote, “blood pressure can be very dangerous” instead of “high blood pressure can be very dangerous.” Nobody picked it up. Sometimes I’m amazed at what the public misses and what they complain about, but the fact remains that in the editing process you really do want to be as thorough as possible.

一个编辑错误实际上很有趣。在描述血压单位的副本中，我写道，“血压可能非常危险”，而不是“高血压可能非常危险。”没有人注意到这一点。有时我对公众错过了什么以及他们抱怨什么感到惊讶，但事实仍然是，在编辑过程中，你确实希望尽可能彻底。

What I have conveyed in this chapter is simply how important the editing process is, the value of editing in terms of the final copy, and some of the logic I use in the editing process.

本章我所传达的是编辑过程的重要性，从最终稿件的角度来看编辑的价值，以及我在编辑过程中使用的一些逻辑。

Now you’re ready for some interesting, subtle and sophisticated insights into copywriting. By now you understand the entire copywriting process, can write an ad and edit it. In Section Two, I give you some of the significant insights I’ve gained during years of experience.

现在你已经准备好了解一些关于文案写作的有趣、微妙和复杂的见解。到现在为止，你已经理解了整个文案写作过程，可以撰写广告并对其进行编辑。在第二章中，我将分享我在多年经验中获得的某些重要见解。

Section Two

第二章

Understanding What Works

理解什么有效

Preview

预览

Now comes the fun part. In the following chapters you’ll find not only insights and tips on how to write copy but also revelations of what has worked exceptionally well during my 30-year career as a copywriter.

现在是最有趣的部分。在接下来的章节中，您不仅会发现关于如何撰写文案的见解和建议，还会了解到在我 30 年的文案生涯中哪些方法特别有效。

This section contains only five chapters. But packed into these chapters is the heart of this book—the basis for the copy I write and many of my copywriting secrets. It’s an education that cost me millions to learn and you’re going to learn it for the simple price of this book.

本节仅包含五章。但这些章节中包含了本书的核心——我写作的基础以及许多我的写作秘密。这是我花费数百万美元才学到的知识，而你只需支付这本书的简单价格就能学到它。

In my seminar promotional outline, I listed several topics that would be presented, one of which was “The 64 Points Every Ad Should Cover.” And very often, my seminar participants, in anticipation of coming to the seminar, would sit down and in advance list some points to see if they could guess what I taught in the course.

在我的研讨会宣传大纲中，我列出了将要讨论的几个主题，其中之一是“每个广告都应该涵盖的 64 个要点”。而且，我的研讨会参与者常常在参加研讨会之前坐下来，提前列出一些要点，看看他们能否猜出我在课程中教授的内容。

Typically, they knew maybe six or seven of the points. And typically, they were amazed at what they didn’t know. You’ve already learned the first 10 of these points, the graphic elements of an ad, in Chapter 4. You’re now about to discover the rest—23 copy elements and 31 psychological triggers to buying. And from the other chapters in this section you will further build the base you need in order to write incredibly effective copy.

通常，他们可能知道六七个要点。通常，他们对不知道的东西感到惊讶。你已经学习了这些要点的第一个 10 个，即第四章中广告的图形元素。你现在即将发现其余的部分——23 个文案元素和 31 个购买心理触发点。并且从本节的其他章节中，你将进一步构建写作非常有效的文案所需的基础。

So study this section completely and continue to build your solid copywriting foundation.

所以彻底学习这一部分，并继续构建你的坚实的文案基础。

Chapter 18

第 18 章

Powerful Copy Elements Explained

强大的复制元素解析

Remember our discussion about graphic elements in Chapter 4? We explained that each of these elements was designed to get prospects to do only one thing—read the first sentence. And we explained how important the first sentence was in your copy.

记得我们在第四章关于图形元素的讨论吗？我们解释说，这些元素每个都是为了让潜在客户只做一件事——阅读第一句话。我们还解释了第一句话在你的文案中有多么重要。

And if we know that all those graphic elements are designed to get you to read the first sentence and eventually all of the copy, then the next thing we should address is the nature of the copy elements in an advertisement.

如果我们知道所有这些图形元素都是为了让你阅读第一句话，最终阅读所有文案，那么接下来我们应该关注的是广告中文案元素的本质。

In this chapter, I will cover all the copy elements and their relationship to the advertisement—23 concepts that you should review for each ad you write.

本章将涵盖所有复制元素及其与广告的关系——您在撰写每则广告时都应该回顾的 23 个概念。

1. Typeface: This element is really important. If you’re a graphic designer, you know that each typeface has its own personality, emotion and legibility. And that’s the point of this subject. You’ve got to determine the combination of personality and legibility that will make your ad easy to read and inviting. Since we are talking about copy here, we are talking about only one style of type, called “serif” type. Serif type has short protruding lines whereas the other style of type, called “sans serif,” doesn’t. The type used for the text of this book is serif type. Why? Because in legibility tests, serif type produced greater comprehension than sans serif type and by a 5 to 1 margin. I didn’t discover this until well into my writing career, but now all my ads are printed in serif type. This was one test I wish I had known about earlier.

字体：这个元素非常重要。如果你是平面设计师，你就会知道每种字体都有自己的个性和情感，以及可读性。这就是这个主题的要点。你必须确定个性和可读性的组合，这样你的广告才容易阅读且吸引人。既然我们在谈论副本，我们只谈论一种字体的风格，称为“衬线”字体。衬线字体有短的突出线条，而另一种称为“无衬线”字体的风格则没有。这本书的正文使用的字体是衬线字体。为什么？因为在可读性测试中，衬线字体比无衬线字体产生了更大的理解度，并且差距达到了 5 比 1。我直到写作生涯晚期才发现这一点，但现在我所有的广告都是用衬线字体印刷的。这是我希望早点知道的测试之一。

Another important factor is the legibility of all your typefaces in other parts of your ad such as the headline, subheadline and various headings. Fancy type might look elegant to the type designer, but if it can’t be read it has no value. It’s like talking to a foreigner and finding the words difficult to understand. The most important role a typeface has is to allow the greatest comprehension possible, and the second role, less important by far, is to convey the image of a company.

另一个重要因素是您广告中所有字体在其他部分（如标题、副标题和各种标题）的可读性。花哨的字体可能对字体设计师来说看起来很优雅，但如果无法阅读，它就没有价值。这就像与外国人交谈时发现单词难以理解一样。字体最重要的作用是允许尽可能大的理解，其次，其作用相对较小，即传达公司的形象。

2. First Sentence: This we discussed in Chapter 4 as the purpose of all the graphic elements of an ad—to get the prospect to read that all-important first sentence. Keep your first sentence short, easy to read and compelling enough to cause the reader to read the next sentence.

2. 第一句：我们在第四章中讨论了这一点，即广告中所有图形元素的目的——让潜在客户阅读那至关重要的第一句话。让你的第一句话简短、易于阅读，并且足够吸引人，以促使读者阅读下一句话。

3. Second Sentence: This sentence is almost as important as the first. You’ve got to maintain interest, so you must also create another sentence with a compelling reason to cause your reader to want to continue. You must continue this momentum throughout the first and second paragraphs. Put aside any facts, benefits or product features. Your only goal is to get the momentum going and create that buying environment.

3. 第二句话：这句话几乎和第一句一样重要。你必须保持读者的兴趣，因此你也必须创造另一句话，用令人信服的理由让读者想要继续阅读。你必须在整个第一段和第二段中保持这种势头。把任何事实、好处或产品特性放在一边。你的唯一目标是推动势头，创造那种购买环境。

4. Paragraph Headings: In Chapter 4, paragraph headings are mentioned as one of the graphic elements in a print ad. They are supposed to make the copy look less intimidating, and thus encourage the reader to read all the copy. But paragraph headings are also a copy element that needs to be addressed in this chapter as well.

4. 段落标题：在第 4 章中，段落标题被提及为印刷广告中的图形元素之一。它们旨在使文案看起来不那么令人畏惧，从而鼓励读者阅读所有文案。但段落标题也是本章需要讨论的文案元素之一。

Paragraph headings could introduce material in the paragraph that follows or they could have absolutely nothing to do with the copy underneath or the copy in the entire ad for that matter. Remember, they are designed to break up the copy and make it look less intimidating. They have little to do with selling or presenting your product. They simply make the copy look more inviting so your reader will start the reading process.

段落标题可以引入下一段的内容，或者它们可能与下面的内容或整个广告中的内容完全没有关系。记住，它们的设计是为了打断文本，使其看起来不那么令人畏惧。它们与销售或展示你的产品关系不大。它们只是让文本看起来更有吸引力，以便你的读者开始阅读过程。

When a reader looks at copy that appears like one continuous paragraph, subconsciously it looks a lot more difficult to read than copy that is broken up into neat little chunks headed by various paragraph headings.

当读者看到看起来像一段连续文本的副本时，潜意识里觉得它比分成整洁的小块并由各种段落标题引导的副本更难阅读。

Use paragraph headings to break up copy in the middle of columns but not at the very end or beginning. Avoid placing paragraph headings right next to each other in two adjoining columns.

使用段落标题在列中间分隔文本，但不要在开头或结尾处使用。避免在相邻的两列中相邻放置段落标题。

As I just mentioned, your paragraph headings could say anything. I once ran an ad for a radar speed indicator, and as a test I used the most outrageous paragraph headings you could think of. They included “Scrambled Eggs,” “Working and Playing” and “Success and Good Things.” Even though the headings had absolutely nothing to do with the ad copy, they drew absolutely no attention. Nobody ever asked me what the headings meant or commented that they were not consistent with the copy. But had I misspelled a word in the body of the ad, I would have heard plenty about it.

正如我刚才提到的，您的段落标题可以是任何内容。我曾经为雷达测速仪做过一则广告，作为测试，我使用了你能想到的最离谱的段落标题。包括“炒鸡蛋”、“工作和娱乐”以及“成功和好事”。尽管这些标题与广告文案毫无关系，但它们完全没有引起任何注意。没有人问我标题的含义，也没有人评论说它们与文案不一致。但如果我在广告正文里拼错了一个单词，我肯定会听到很多关于这件事的议论。

The primary purpose of paragraph headings is to get the reader to read the copy by making the copy look less intimidating.

段落标题的主要目的是通过使文本看起来不那么令人畏惧，来引导读者阅读文本。

A secondary purpose might be to arouse curiosity. Maybe my “Scrambled Eggs” paragraph heading did just that—created curiosity and caused somebody to start reading the copy to find out what scrambled eggs had to do with the product I was offering. Although I’ve never tested to see if this was the case, my experience with paragraph headings tells me that curiosity does play a minor role but the main purpose of these headings is to make the copy less intimidating.

次要目的可能是激发好奇心。也许我的“炒鸡蛋”段落标题正是如此——激发好奇心，让某人开始阅读副本，以了解炒鸡蛋与我提供的产品有什么关系。尽管我从未测试过这是否如此，但我的段落标题经验告诉我，好奇心确实扮演了小角色，但这些标题的主要目的是让副本不那么令人畏惧。

5. Product Explanation: Sounds simple. Sounds basic. But you’ll be amazed at how many ads leave out the simple step of explaining what the product does. A rule of thumb here is to explain a complicated product in a very simple way and explain a simple product in a very complex way.

5. 产品说明：听起来很简单。听起来很基础。但你会惊讶于有多少广告省略了解释产品功能这一简单步骤。这里的一个经验法则是用非常简单的方式解释复杂的产品，用非常复杂的方式解释简单的产品。

For example, I once sold a smoke detector. At the time it was a very common household product whose function was clearly understood by the consumer. In short, the product was simple. In the ad I wrote for an expensive brand, I told a story about the inside workings of my smoke detector. I described the gold contacts (which every other smoke detector had) and even explained how the comparator circuit functioned to determine if there was smoke in the room. Even though this smoke detector cost $10 more than the average market price, it was a big success. The ad illustrates a way to present a simple product in a complicated way. You should sell a simple product that is clearly understood by the consumer in a more complicated way and a more complicated product in a very simple way.

例如，我以前卖过一只烟雾报警器。当时它是一种非常常见的家用产品，其功能被消费者清楚地理解。简而言之，产品很简单。在为昂贵品牌写的广告中，我讲述了我烟雾报警器内部工作原理的故事。我描述了金触点（其他烟雾报警器都有）甚至解释了比较电路是如何确定房间里是否有烟雾的。尽管这款烟雾报警器比市场平均价格高出 10 美元，但它取得了巨大成功。这个广告展示了如何以复杂的方式展示一个简单的产品。你应该以更复杂的方式销售一个消费者容易理解的简单产品，并以非常简单的方式销售一个复杂的产品。

When I first explained the computer to my customers, it was always a very simple explanation of what it could do for them. My ad was not about the technology inside (although some reference was made to the inside) but focused on the simplicity of the product and its use. At this time, consumers were just getting into computers. They were new, seemed complicated to use and indeed many were. By explaining computers in very simple and basic terms without getting too complicated, I was able to ease them into a purchase.

当我第一次向客户解释电脑时，总是用非常简单的语言说明它能为他们做什么。我的广告并不是关于电脑内部的技术（尽管提到了一些内部技术），而是专注于产品的简洁性和使用方式。当时，消费者刚开始接触电脑。它们是新的，看起来使用起来很复杂，实际上很多确实是。通过用非常简单和基本的概念解释电脑，不使内容过于复杂，我能够帮助他们轻松地做出购买决定。

Later, as consumers understood more and the products became a commodity, explaining them in greater detail proved more effective.

后来，随着消费者了解得更多，产品变成了商品，更详细地解释它们变得更加有效。

In addition to the concept of simple versus complex, you should always check your copy to make sure you have explained all of the features. Ask yourself, “Did I explain the product sufficiently to my prospect?” You might ask a number of people to read your copy to see if they understand the product and its features. Look at the questions they raise and see if you’ve addressed them fully in your copy.

除了简单与复杂的概念之外，您应该始终检查您的副本，以确保您已解释了所有功能。问问自己，“我是否充分向潜在客户解释了产品？”您可能需要让多个人阅读您的副本，看看他们是否理解产品及其功能。看看他们提出的问题，并看看您是否在副本中充分解决了这些问题。

6. New Features: Highlight those features that make your product or service new, unique or novel. This might appear to be the same as the copy element “Product Explanation” that we’ve just discussed, but it is different. Here you are revealing not just the features of the product, but the features that distinguish it from anything else on the market.

6. 新功能：突出显示使您的产品或服务新颖、独特或新颖的功能。这看起来可能与我们刚才讨论的“产品说明”元素相同，但实际上是不同的。在这里，您揭示的不仅仅是产品的功能，而是使其区别于市场上其他任何产品的功能。

7. Technical Explanation: Regardless of the product or service, each ad can be enhanced with a technical explanation. We all like to buy something from an expert—somebody we like, respect and trust. Buying is indeed a process of trust. The buyer’s thought process might be, “I trust that you really know your subject and fully understand the product category and have described your product to me properly and will give me something of value that I want in return for my hard-earned money.”

7. 技术说明：无论产品或服务如何，每则广告都可以通过技术说明来增强。我们都喜欢从专家那里购买东西——我们喜欢、尊重和信任的人。购买确实是一个信任的过程。买家的思考过程可能是：“我相信你真的了解你的主题，完全理解产品类别，并且已经正确地向我描述了你的产品，并会给我一些有价值的东西，作为我辛苦赚来的钱的回报。”

Trust is always enhanced when the seller has become an expert at what he or she is selling. Let’s say the seller says, “I have studied everything I could on competitive products and know everything there is about the product I am selling, so I know that what I am offering you is the best product at the best value.” You would naturally have a great deal of confidence that this seller’s product is indeed good.

信任总是在卖家成为他所销售产品的专家时得到增强。比如说，卖家会说：“我已经研究了我能找到的所有关于竞争产品的信息，并且对我所销售的产品了如指掌，所以我知道我提供的给您的是性价比最高的最佳产品。”您自然会非常信任这位卖家所提供的产品确实是好的。

A technical explanation will build confidence in the prospect.

技术解释将增强对前景的信心。

You might also be impressed if the seller, in describing the product, used words that you didn’t understand. Why? Because it would appear that the seller really was an expert about the product. This is not deception. A seller must become an expert on the product in order to talk about it in technical language.

你可能也会对卖家在描述产品时使用了你不理解的词语而感到印象深刻。为什么？因为这看起来卖家真的对这个产品很专业。这并不是欺骗。卖家必须成为产品的专家，才能用技术语言来谈论它。

In a mail order ad, technical explanations can add a great deal of credibility, but before you write them, make sure you indeed become an expert. If not, the consumer will see right through the ploy.

在邮购广告中，技术说明可以大大增加可信度，但在撰写之前，请确保你确实成为了一名专家。如果不是，消费者会立刻看穿这种伎俩。

A good example of this technique is expressed in the following caption I wrote for a picture of the integrated circuit in a watch:

这是一个技术的好例子，我在一块手表集成电路的图片上写的说明文字中表达了这种技术：

A pin points to the new decoder/driver integrated circuit which takes the input from the oscillator countdown integrated circuit and computes the time while driving the display. This single space-age device replaces thousands of solid-state circuits and provides the utmost reliability—all unique to Sensor.

一个引脚指向新的解码/驱动集成电路，它从振荡器计数集成电路接收输入并计算时间，同时驱动显示屏。这个单一代空间设备取代了数千个固态电路，提供了极致的可靠性——所有这些都属于传感器。

Very few people would be able to understand the technical commentary. In fact, when I sent the ad to the manufacturer for approval, he called my attention to the caption under the picture and said, “What you wrote there is correct but who is going to understand it? Why did you even use it?”

极少数人能够理解技术说明。事实上，当我将广告发送给制造商审批时，他引起了我的注意，指出图片下的标题说：“你写的这部分是正确的，但谁会理解它呢？你为什么要用它？”

Providing a technical explanation that the reader may not understand shows that we really did our research and if we say it’s good, it must be good. It builds confidence in the buyer that he or she is indeed dealing with an expert. Incidentally, the watch was one of our best-selling products.

提供读者可能无法理解的技术解释表明我们确实做了研究，如果我们说它好，那它一定好。这增强了买家的信心，他们确实在与专家打交道。顺便说一下，这款手表是我们最畅销的产品之一。

Another example of a technical explanation appeared in the outline of a seminar. Jimmy Calano of CareerTrack came up to me after I explained the reasons for a technical explanation and said, “Joe, do you realize that the outline of one of my seminars is, in fact, a technical explanation? By using technical terms that not too many people understand until they come to the seminar, they sense that we know what we are talking about.”

另一个技术解释的例子出现在一个研讨会的提纲中。在我解释了技术解释的原因之后，CareerTrack 的 Jimmy Calano 走过来对我说：“Joe，你意识到我的一个研讨会的提纲实际上是一个技术解释吗？通过使用直到他们参加研讨会之前大多数人都不太理解的术语，他们感觉到我们知道自己谈论的是什么。”

Yet another example is an ad written by Frank Schultz after attending my seminar. His product was grapefruit and he was explaining how he graded them:

另一个例子是 Frank Schultz 参加我的研讨会后写的一则广告。他的产品是葡萄柚，他正在解释他是如何给它们评分的：

Even after picking there are other careful inspections each fruit must pass before I’ll accept it. I size the fruit. And I grade it for beauty. Sometimes the fruit will be wind scarred. I won’t accept it. Or sometimes it will have a bulge on the stem that we call “sheep nose.” I won’t accept it. You can see I really mean it when I say I accept only perfect Royal Ruby Reds.

即使采摘后，每个水果在我被接受之前都必须经过其他仔细检查。我测量水果的大小。并为美观进行评级。有时水果会有风蚀疤痕。我不会接受它。或者有时茎上会有一个我们称之为“羊鼻”的肿块。我不会接受它。当你看到我说我只接受完美的皇家红宝石红时，你可以看到我是认真的。

In many of my ads, catalogs, direct mailings and infomercials I convey thorough knowledge not only of what I am selling but of the entire universe of products available. I convey the thought process I went through in picking the product I chose and why it is better than anything similar at a particular price point. And the consumer appreciates the effort I took, feels more confident in the purchase and consequently is motivated to reach into his or her pocket and exchange hard-earned money for my product or service.

在许多广告、目录、直接邮件和产品介绍中，我不仅传达了我所销售产品的全面知识，还传达了整个产品世界的知识。我传达了我在挑选产品时所经历的思维过程，以及为什么它在特定价格点上优于同类产品。消费者欣赏我所付出的努力，对购买更有信心，因此更有动力掏出他们的辛苦钱来交换我的产品或服务。

8. Anticipate Objections: This is a very important element to consider when writing copy. If you feel that your prospect might raise some objection when you are describing a product, then raise the objection yourself. Remember, you’re not in front of the consumer and you have to sense what the next question might be. If you sense that there might be an objection and you ignore it, it’s like ignoring that consumer. You won’t get away with it. The consumer is too sharp and will not buy.

8. 预见反对意见：在撰写文案时，这是一个非常重要的考虑因素。如果你觉得潜在客户在描述产品时可能会提出一些反对意见，那么你自己先提出这些反对意见。记住，你并不在消费者面前，你必须感知下一个可能的问题是什么。如果你感觉到可能有反对意见却忽略它，就像忽略了那个消费者一样。你无法逃脱。消费者太精明了，不会购买。

A good example of anticipating objections is in that ad we saw earlier in Chapter 16 for that expensive electronic pinball game from Bally Manufacturing. The average consumer would raise the question about service. We resolved it in our ad.

一个预见反对意见的好例子是在第 16 章中我们看到的 Bally Manufacturing 公司生产的昂贵电子弹球游戏的广告。普通消费者会提出关于服务的问题。我们在我们的广告中解决了这个问题。

Another example of raising an objection is in my ad offering a thermostat for the home. If you remember from Chapter 8, I looked at the product and saw that it was really ugly. It didn’t have a good design at all. In fact, it would turn me off if I were a consumer. So I raised the objection at the very beginning of the ad, calling it the worst-looking product I’d ever seen. I later justified the product by calling attention to its spectacular features, but only after I had raised the design objection myself.

另一个提出异议的例子是在我提供的家用恒温器广告中。如果你还记得第 8 章，我看了这个产品，觉得它真的很丑。它的设计根本不好。事实上，如果我是消费者，它可能会让我失去兴趣。所以我在广告一开始就提出了异议，称它是我所见过的外观最糟糕的产品。后来，我通过强调其令人瞩目的特性来为该产品辩护，但那是在我自己提出设计异议之后。

Often products that require installation concern consumers. It is then that you have to raise the question about installation yourself and not hide from the facts.

经常需要安装的产品会困扰消费者。这时，你必须自己提出关于安装的问题，而不是回避事实。

9. Resolve Objections: Just as you have to recognize objections, it is your opportunity and duty to resolve the objections, too. You must be honest and provide alternative solutions or dispel the objections completely. With the pinball game, we talked about the modular circuit boards that you simply snap out and exchange if service is required. More on this later in copy element 14, “Service.” In 2006 Gillette introduced its new five-bladed vibrating Fusion razor, which uses a small AAA battery located in the handle of the razor. A consumer might be wondering, “How long will the battery last?” But Gillette’s excellent approach was to both raise the question and answer it with the statement, “For best performance, change the battery every six months.”

9. 解决异议：正如您需要识别异议一样，解决异议也是您的机会和责任。您必须诚实并提供替代方案或完全消除异议。在弹球游戏中，我们谈到了模块化电路板，您只需将其拔出并更换即可，如果需要维修。更多内容将在第 14 个副本元素“服务”中介绍。2006 年，吉列推出了其新的五刀片振动融合剃须刀，该剃须刀在剃须刀手柄中安装了一个小型 AAA 电池。消费者可能会想，“电池能使用多长时间？”但吉列的出色做法是提出问题并回答：“为了最佳性能，每六个月更换一次电池。”

10. Gender: Who is the consumer? Male, female or both genders? Are they female golf players, lady pilots or professional women? Make sure there are no sexual or sexist comments that would offend any group, and know your target audience so that you can communicate in their terms.

10. 性别：消费者是男性、女性还是两者？她们是女性高尔夫球手、女飞行员还是职业女性？确保没有冒犯任何群体的性别或性别歧视言论，并了解你的目标受众，以便你能用他们的语言进行沟通。

I once ran an ad for gold chains in my catalog. It was in the form of a story about a salesman named Bob Ross who tried to convince me to sell gold chains. I resisted until he showed me a picture of his cousin who could model the chains in the ad. I quickly accepted the product after seeing a picture of Bob’s cousin. The ad copy was considered by many to be one of my most creative approaches to selling a product. The chains had nothing to do with the core products we had been selling—electronic gadgets. However, I did get a few letters as a result. A woman in Egg Harbor City, New Jersey, wrote:

我曾经在我的目录中为金链做广告。它是以一个名叫鲍勃·罗斯的销售员的故事形式出现的，他试图说服我卖金链。我抵制直到他向我展示了他表兄的照片，他可以担任广告中的模特。在看到鲍勃表兄的照片后，我迅速接受了这个产品。这则广告文案被许多人认为是我最富有创意的产品销售方法之一。这些链子与我们一直在销售的的核心产品——电子产品无关。然而，我确实收到了几封信。新泽西州艾奇港市的一位女士写道：

Dear Sir: Your friend, Mr. Bob Ross, may regard himself as a successful salesman, but unfortunately he comes across in your ad as a consummate asshole.

尊敬的先生：您的朋友鲍勃·罗斯先生可能自认为是一位成功的销售员，但不幸的是，他在您的广告中表现得像一个十足的王八蛋。

The letter then went on to point out the achievements of women in many technical fields, the military, air traffic control, sports and leisure, racing and several other professions in which women now play a very active role. She finally concluded:

该信件接着指出女性在许多技术领域、军事、空中交通管制、体育和休闲、赛车以及许多其他职业中的成就，在这些职业中，女性现在扮演着非常活跃的角色。她最后总结道：

Perhaps a long, hard look at the person or department responsible for the ad on page 37 is in order. Apparently he has to “come a long way, baby” to catch up to the Twentieth Century. Cordially wishing you immediate bankruptcy, I remain,

或许应该仔细审视负责第 37 页广告的个人或部门。显然，他需要“走很长的路，宝贝”才能赶上 20 世纪。衷心祝愿您立即破产，此致，

And with that she signed her name. It was a two-page single-spaced letter that included a copy of our mailing label. Was I really insensitive to women? Did I demean them in my ad copy? I’ve reproduced the ad in Chapter 33 and it is called “Gold Space Chains.” See if you agree.

并且她在那里签上了她的名字。这是一封两页的单倍行距信件，附上了我们的邮寄标签。我真的对女性不敏感吗？我在广告文案中贬低她们了吗？我已经在第三十三章中复制了这则广告，它被称为“黄金空间链条”。看看你是否同意。

It is also important that you recognize the differences between men and women in terms of what is important to them. Women are generally into color, fashion, family, home and relationships. Men are more likely into sports, military combat, machines, earning money and supporting their family. Sure, their roles overlap tremendously today. Women are assuming the roles that men once had exclusively and men are doing things today that years earlier would have been considered feminine. Being aware of the differences (and sometimes the lack of differences) is the most important point here. And this awareness can help you harmonize with your target audience by understanding how to communicate with them and knowing what might offend them.

也很重要的是，你要认识到男女在重视的事物上的差异。女性通常对色彩、时尚、家庭、家居和人际关系感兴趣。男性更可能对体育、军事作战、机器、赚钱和养家糊口感兴趣。当然，他们的角色在今天有巨大的重叠。女性正在承担男性曾经独占的角色，而男性正在做以前会被认为是女性化的事情。意识到这些差异（有时是没有差异）是最重要的。这种意识可以帮助你通过了解如何与他们沟通以及了解什么可能冒犯他们来与目标受众和谐相处。

11. Clarity: Your copy should be clear, simple, short and to the point. Avoid big words that confuse those who don’t know them and which often establish the writer as a pompous snob—unless, of course, you’re trying to appeal to pompous snobs. Keep it simple. The clearer the copy and the more concise, the easier it will be for people to read and get on the slippery slide and stay there. The only exception to this rule is when you give a technical explanation, as described earlier in copy element 7 in this chapter.

11. 清晰度：你的文案应该清晰、简洁、简短且直截了当。避免使用那些让不了解的人困惑的大词，这些词往往会让作者显得自负和傲慢——除非，当然，你试图吸引那些自负的傲慢者。保持简单。文案越清晰、越简洁，人们阅读和理解就越容易，也越容易滑入并停留在那里。唯一例外是当你提供技术解释时，如本章第 7 个文案元素中所述。

12. Clichés: Avoid the obvious ones: “Here’s the product the world has been waiting for,” or “It’s too good to be true.” If you feel inclined to use a cliché, don’t. Clichés seem to be used when you have nothing really significant or good to say and must fill up space. How do you know if you are writing a cliché? If it sounds like you’re writing typical advertising copy some agency may have written 20 years ago, that’s one clue.

12. 陈词滥调：避免明显的陈词滥调：“这是全世界都在等待的产品，”或者“太好了，简直难以置信。”如果你倾向于使用陈词滥调，那就不要用。陈词滥调似乎是在你没有什么真正有意义或好的东西可说，而必须填满空间时才会被使用。你如何知道你是在写陈词滥调？如果你觉得你写的像是某个代理机构 20 年前可能写过的典型广告文案，那就是一个线索。

Have I used them? You bet. My first several ads were replete with them. Back when I wrote them, I didn’t know any better.

我使用过它们吗？当然。我最初的几则广告充满了它们。在我写它们的时候，我不知道更好的方法。

For example, in my 1972 ad for a desktop calculator, I stated, “It’s the breakthrough the world has been waiting for!” Bad, isn’t it? I wrote it then but would never write anything as trite today. The lead sentence for the first pocket calculator I introduced in the United States in 1971 read, “It’s the most exciting new breakthrough in electronics since the transistor radio!” Ironically, at the time it may have actually been more truth than cliché.

例如，在我 1972 年的一则桌面计算器广告中，我写道：“这是世界一直在等待的突破！”不好，不是吗？我当时写了这句话，但现在再也不会写出如此陈词滥调的东西了。我在 1971 年首次在美国推出的第一台袖珍计算器的开场白是：“这是自晶体管收音机以来电子领域的最激动人心的新突破！”讽刺的是，在当时，这或许比陈词滥调更真实。

13. Rhythm: Just as a song has a rhythm, so does copy. Humor writers know this well. If you can write good humor, you’ve already got the rhythm thing down pat. In fact, the most difficult copy to write is humor. Why humor? Because you have to know how to build up to a punch line and then deliver it. You have to know how not to be too obvious in your delivery and you’ve got to understand the art of timing. So what does this rhythm sound or feel like in advertising copy?

13. 旋律：正如一首歌曲有旋律一样，文案也是如此。幽默作家对此了如指掌。如果你能写出好的幽默，你已经掌握了节奏感。事实上，最难写的文案就是幽默。为什么是幽默？因为你要知道如何铺垫到一个笑点，然后传达它。你要知道如何在表达时不要太明显，你还得理解时机艺术。那么，这种节奏在广告文案中听起来或感觉起来是怎样的呢？

It has no distinct pattern: a short sentence, then a long sentence followed by a medium sentence followed by a short sentence and then another short sentence and then one really long sentence. Got it? In short, a mixture of sentence lengths that, when read together, gives a sense of variety and rhythm.

它没有明显的模式：一个短句，然后是一个长句，接着是一个中句，然后是一个短句，再是一个短句，最后是一个非常长的句子。明白了吗？简而言之，句子的长度混合在一起，读起来给人一种多样性和节奏感。

Think about how copy would sound if all the sentences were very short or very long or all had a distinct predictable pattern. Pretty boring. And that’s the point of copy rhythm. Vary your sentences; vary their length to give your copy a rhythm.

思考一下，如果所有句子都非常短或非常长，或者都有一种独特的可预测模式，复制会听起来如何。相当无聊。这就是复制节奏的意义所在。变化你的句子；变化它们的长度，给你的复制带来节奏。

Another rhythm technique is the use of what is called a “triad.” Very often when I list examples or attributes of something, I use just three of them. For example, take the sentence, “I went shopping for a hammer, a screwdriver and a pair of pliers.” In copy you list three items in a series with the last item preceded by the word and, and you create a nice rhythm within that sentence. In fact, when you read some of the ads in Section Three of this book, you will see how many of them have triads throughout.

另一种节奏技巧是使用所谓的“三和弦”。当我列举某物的例子或属性时，我经常只列举其中的三个。例如，看看这个句子，“我去商店买了一把锤子、一把螺丝刀和一把钳子。”在文案中，你列出了三个并列的项目，最后一个项目前面有“和”这个词，并在那个句子中创造了一个很好的节奏。实际上，当你阅读这本书第三部分的某些广告时，你会看到其中有多少广告使用了三和弦。

14. Service: If you are selling an expensive product or one that is not easily returned for service, you must address the question of service and convey the ease of that service to the consumer. Often the mention of a brand name manufacturer is all that is needed to establish ease of service. But if there is a remote possibility that the consumer would still ask about service, then you must address this issue in your ad.

14. 服务：如果您正在销售昂贵的产品或不易退换的产品，您必须解决服务问题，并向消费者传达服务的便捷性。通常，提及品牌制造商就足以确立服务的便捷性。但如果存在消费者仍会询问服务的可能性，那么您必须在广告中解决这个问题。

In selling our Bally pinball game by mail, we knew that a buyer might have concerns about the matter of service. What if the pinball game broke and required repair? It was large and expensive and the inconvenience of a broken game would be in the back of our customers’ minds. We addressed that in the ad. The following is the subheading and paragraph we used to alleviate any customer concerns:

在通过邮寄销售我们的 Bally 弹球游戏时，我们知道买家可能会对服务问题有所顾虑。如果弹球游戏坏了需要修理怎么办？它体积大且价格昂贵，坏了的游戏带来的不便可能会在顾客心中留下印象。我们在广告中解决了这个问题。以下是用于缓解顾客担忧的副标题和段落：

在通过邮寄销售我们的 Bally 弹球游戏时，我们深知买家可能会对服务问题有所顾虑。若弹球游戏出现故障需要维修，怎么办？它体积庞大且价格不菲，故障游戏带来的不便可能会在顾客心中留下阴影。我们在广告中针对此问题进行了说明。以下是我们使用的副标题和段落，旨在消除顾客的担忧：

A FRANK DISCUSSION OF SERVICE

坦率的服务讨论

Fireball is a solid-state computer with its electronics condensed on integrated circuits—all hermetically sealed and all pre-tested for a lifetime of service. Fireball is also self-diagnostic. Let us say something goes wrong with the system. Simply press the test button on the back panel of your machine and the exact problem is displayed on your scoreboard in digits. Check the instruction booklet and simply remove the designated plug-in circuit board, light bulb or part and send it to the service department closest to you for a brand new replacement. Even your TV or stereo isn’t that easy to repair.

火球是一款固态计算机，其电子元件都集中在集成电路中——全部密封并经过终身测试。火球还具有自诊断功能。让我们假设系统出了问题。只需按下机器后面板上的测试按钮，具体问题就会以数字形式显示在你的计分板上。检查说明书，只需拔掉指定的插件电路板、灯泡或部件，并将其寄送到您最近的维修部门更换全新的部件。即使您的电视或立体声音响也未必那么容易修理。

A full paragraph was used to cover the issue of service. And we sold thousands of pinball machines to people who ordinarily might not have purchased a unit because of their concern about service.

一段全文用于阐述服务问题。我们向那些通常可能因为对服务的担忧而不购买单元的人销售了数千台弹球机。

Another good example of how important service is to help sell a product took place during the height of the digital watch boom in the mid-1970s. The industry was expanding very rapidly but there were problems with the reliability of these space-age timepieces. Unlike mechanical watches, these new electronic timepieces had batteries, used sophisticated chips and circuitry and had a high defective rate.

另一个很好的例子说明了服务对于销售产品的重要性，发生在 20 世纪 70 年代中期数字手表热潮的高峰期。该行业迅速扩张，但这些太空时代计时器的可靠性存在问题。与机械手表不同，这些新型电子计时器使用电池，采用复杂的芯片和电路，并且有很高的故障率。

I recognized this as a problem that had to be addressed in our copy. And since I look at problems as opportunities, I wondered, “Where is the opportunity in this serious and rapidly growing problem?” I then came up with the following copy to establish the quality of the product we were offering and our commitment to back it.

我认识到这是一个我们必须在我们的文案中解决的问题。既然我把问题看作是机会，我就想，“在这个严重且迅速增长的问题中，机会在哪里？”然后我想出了以下文案，以确立我们提供的产品质量以及我们对其支持的承诺。

The Sensor 770 has an unprecedented five-year parts and labor unconditional warranty. Each watch goes through weeks of aging, testing and quality control before assembly and final inspection. Service should never be required, but if it should anytime during the five-year warranty period, we will pick up your Sensor at your door and send you a loaner watch while yours is being repaired—all at our expense.

传感器 770 拥有前所未有的五年零部件和人工无条件保修。每只手表在组装和最终检查之前都要经过数周的陈化、测试和质量控制。通常不需要服务，但如果在五年保修期内需要，我们将上门取您的传感器，并在您的手表维修期间为您提供备用手表——所有费用由我们承担。

Then later in a summary of the offer, we again played up the part on service.

然后，在优惠总结中，我们再次强调了服务部分。

We have selected the Sensor as the most advanced American-made, solid-state timepiece ever produced. And we put our company and its full resources behind that selection. JS&A will unconditionally guarantee the Sensor—even the battery—for five years. We’ll even send you a loaner watch to use while your watch is being repaired should it ever require repair.

我们选择了传感器作为有史以来最先进的美国制造固态计时器。我们将我们公司和全部资源都投入到了这个选择上。JS&A 将无条件保证传感器——甚至电池——五年。如果您的手表需要维修，我们甚至会为您提供备用手表使用。

We alleviated any concern about service in the copy of the ad. If the issue of service was raised in the minds of our prospects, it was now resolved. By showing such a strong commitment to service, we had overcome a major objection that we realized, in advance, could be a problem, and turned it into an opportunity.

我们消除了广告副本中关于服务的任何担忧。如果我们的潜在客户心中提出了服务问题，现在也已经解决了。通过表现出对服务的如此强烈承诺，我们克服了一个我们事先意识到可能成为问题的重大反对意见，并将其转化为一个机会。

Indeed when a customer’s watch did not work, the customer would call us on our toll-free number and we would immediately send out a package containing a UPS call tag that allowed UPS to pick up the defective watch free of charge, a loaner watch and a postage-free envelope for the consumer to return the loaner after receiving the repaired watch.

确实，当顾客的手表出现问题时，顾客会拨打我们的免费电话号码，我们会立即发送一个包含 UPS 取件标签的包裹，允许 UPS 免费取走有缺陷的手表，并提供一块备用手表和一个邮资免付的信封，以便消费者在收到维修后的手表后归还备用手表。

This gave our company the opportunity to prove to our customers how consumer-oriented we were. Our customers were literally amazed at the way we followed up with our service program. And after they received their repaired watch, they even got a call from us to make sure everything was okay.

这让我们公司有机会向客户证明我们是多么以消费者为导向。我们的客户对我们如何跟进服务项目感到简直是惊讶。在他们收到修好的手表后，我们甚至还给他们打电话以确保一切正常。

But that’s not the point of this example. If service is a consideration in the subconscious mind of the consumer and you address it up front, you will melt any resistance to buying your product. The Sensor watch was one of our best-selling watches and the mailing list of watch customers became one of our strongest mailing lists for future offers.

但这不是这个例子的重点。如果服务在消费者的潜意识中是一个考虑因素，并且你提前解决它，你将消除购买你产品的任何阻力。《传感器手表》是我们最畅销的手表之一，手表客户的邮件列表也成为了我们未来优惠活动中最强大的邮件列表之一。

Service in the selling process has been a critical factor in the success of a personal friend, Joe Girard, who is in The Guinness Book of World Records for having sold more cars in a single year than anybody in history. Joe’s books on salesmanship are worth reading for their many insights, but the one factor that made Joe such an effective salesman (aside from the fact that he was a very personable guy) was the way he handled service. His customers’ service problems became his. And each time he sold a car, Joe became that buyer’s personal service representative. And Joe performed. Then when buyers returned for another car, they wanted to buy only from Joe. It wasn’t price that made Joe’s success, although that was important; it was his attitude toward service.

销售过程中的服务是个人朋友乔·吉拉德成功的关键因素，他因在一年内售出比历史上任何人都多的汽车而进入《吉尼斯世界纪录》。乔关于销售的书籍值得一读，因为它们包含了许多见解，但使乔成为一名如此有效的销售员的一个因素（除了他非常平易近人之外）是他处理服务的方式。他的客户的服务问题变成了他的问题。每次他卖出汽车，乔就成了那位买家的个人服务代表。然后，当买家回来买另一辆车时，他们只想从乔那里购买。乔的成功并非价格因素，尽管这很重要；而是他对服务的态度。

15. Physical Facts: In copy you must mention all the physical facts about a product or you risk reducing your response. I’m talking about weight, dimensions, size, limits, speed, and the like. Sometimes you might think that a certain dimension isn’t really important or the weight may not be necessary. But it’s not true. Give readers any excuse not to buy and they won’t buy.

15. 物理事实：在复制品中，你必须提及关于产品的一切物理事实，否则你可能会降低你的回应。我指的是重量、尺寸、大小、限制、速度等等。有时你可能认为某个尺寸并不真正重要，或者重量可能不是必要的。但这并不正确。给读者任何不购买的理由，他们就不会购买。

I remember running ads for products and then personally taking the orders on our toll-free lines. I did this because it was on the phone lines that I got many of my insights into the buying process. Here were my customers, motivated enough to reach into their pockets and pull out their hard-earned money for a product they trusted me to sell them. What a wonderful opportunity to peek into this process and hear the really subliminal reactions people made when they responded.

我记得为产品投放广告，然后亲自在我们的免费电话线上接订单。我这么做是因为正是在电话线上，我获得了许多关于购买过程的洞察。我的客户们有足够的动力掏出他们辛苦赚来的钱，为我信任的产品买单。这是一个多么美好的机会，可以窥视这个过程，并听到人们在回应时真正潜意识中的反应。

It was during my time on the phone lines that I learned that if you don’t give all the facts, it gives your customer the excuse not to order. It may be a weight or dimension that you thought was irrelevant, but if you don’t mention it, people will call and ask for it. And how many more customers didn’t bother to call and check on it? Of course, they didn’t order, either.

在电话线上的时间里，我了解到如果你不提供所有事实，这会让客户找到不订购的借口。可能是一个你认为无关紧要的重量或尺寸，但如果你不提，人们会打电话询问。还有多少客户懒得打电话来核实？当然，他们也没有订购。

I remember an ad for a scale pictured on the floor. I didn’t give the actual weight of the scale itself. “Who would care?” I thought. But my prospects did care and frequently asked. We eventually included the weight of the scale in the ad. I remember showing an object that was being held in my hand. I gave the exact dimensions but failed to give the weight because the weight was not really relevant. I got a lot of calls from people wanting to know the weight before deciding whether to buy.

我记得一个广告，展示的是地板上的秤。我没有给出秤本身的实际重量。“谁会在意？”我想。但我的潜在客户确实在意，他们经常询问。我们最终在广告中包括了秤的重量。我记得展示了一个我手中拿着的物体。我给出了确切的尺寸，但未能给出重量，因为重量实际上并不重要。我收到了很多电话，人们想知道重量，在决定是否购买之前。

The point: List the physical dimensions even in cases where you think they are not that important.

要点：即使在您认为它们不太重要的情况下，也要列出物理尺寸。

16. Trial Period: With mail order items, you must offer a trial period for any product that the consumer cannot touch or feel at the time of purchase. The only time you can make an exception to this rule is when the value is so strong and the product so familiar that the consumer is willing to take the risk. If I were selling a box of 24 rolls of toilet paper at a bargain price delivered to your home and it was a brand that you already used, then you wouldn’t need a trial period.

16. 试用期：对于邮购商品，你必须为消费者在购买时无法触摸或感受的产品提供试用期。唯一可以例外的情况是，当产品价值极高且非常熟悉，消费者愿意承担风险时。如果我在以优惠价格将一箱 24 卷卫生纸送到你家，并且是您已经使用过的品牌，那么您就不需要试用期。

Make sure your trial period is at least one month, or even better, two months. Tests have proven that the longer the trial period, the less chance the product will be returned and the more confidence the consumer will have in dealing with you and purchasing the item.

确保您的试用期至少为一个月，甚至更好，两个月。测试证明，试用期越长，产品退货的可能性越低，消费者与您交易和购买商品的信心就越高。

Let’s say you receive a product that has a one-week trial period. You’ve got one week to make up your mind. You feel the pressure, so you examine the product and try to make the decision as quickly as possible. If you are unsure when the week is almost up, what do you do? You say, “I’m not sure, so I’m not going to take the chance,” and you return it.

假设你收到一个有一周试用期期的产品。你有一周的时间来做出决定。你感到压力，所以你检查产品并尽可能快地做出决定。如果你不确定这周快结束了，你会怎么做？你说，“我不确定，所以我不打算冒险，”然后你退货。

But let’s say you have two months to make up your mind. No pressure there, right? You even have a pretty good feeling about the company offering the product. The company must be confident that you’re going to like the product because it is giving you a two-month trial period.

但是假设你有两个月的时间来做出决定。这里没有压力，对吧？你对提供该产品的公司也有相当不错的印象。公司一定很自信你会喜欢这个产品，因为它给了你两个月的试用期。

So you put the product aside. You use it freely, not worried about having to make a decision, and then before you know it the two months are up and you’ve not even thought about returning it. Just knowing you could have returned it was enough to make you feel comfortable holding on to the purchase.

所以你把产品放一边。你自由地使用它，不用担心必须做出决定，然后在你意识到之前，两个月就过去了，你甚至都没有想过要退货。仅仅知道你可以退货就足以让你感到安心地持有这次购买。

17. Price Comparison: Whenever possible, offering a price comparison to another product establishes value in the mind of the purchaser. This points out one of the really important considerations that motivate consumers to buy—namely that they are getting real value.

17. 价格比较：尽可能提供与其他产品的价格比较，可以在购买者心中建立价值。这指出了推动消费者购买的一个重要考虑因素——即他们正在获得真正的价值。

An example of a price comparison was my ad for the Sensor watch. I stated:

一个价格比较的例子是我的 Sensor 手表广告。我写道：

The $275 Pulsar uses the LED technology which requires pressing a button each time you want to review the time. Even the $500 solar-powered Synchronar watch, in our opinion, can’t compare with the Sensor and its 5-year warranty. And no solid-state watch can compare to Sensor’s quality, accuracy, ruggedness and exceptional value.

275 美元的脉冲星使用 LED 技术，每次查看时间都需要按按钮。即使是 500 美元的太阳能 Synchronar 手表，在我们看来，也无法与传感器及其 5 年保修期相比。而且没有任何固态手表能在质量、准确性、坚固性和卓越价值上与传感器相提并论。

If you are selling an expensive item or something that is a good value when compared to another product, you should always consider a price comparison as a means of establishing the value of your product. If your product is the most expensive product being offered, then you want to suggest that it has more or better features. If your product is less expensive, then you want to focus on better value and use a price comparison.

如果您在销售昂贵商品或与其他产品相比具有良好价值的商品，您应始终考虑价格比较作为确立您产品价值的一种手段。如果您的产品是所提供中最昂贵的商品，那么您希望表明它具有更多或更好的功能。如果您的产品价格较低，那么您应专注于更高的价值并使用价格比较。

But there’s a word of caution. Your comparison must be totally accurate and be 100 percent fair or you could be sued by the company whose product you are comparing.

但需注意，您的比较必须完全准确，并且 100%公平，否则您可能会被您所比较的产品所属的公司起诉。

18. Testimonials: A testimonial is a good way to add credibility if it is from a very credible person or organization. This approach can be used not only in the copy but in the headline or photo. See if your ad copy could use a celebrity for a testimonial, but make sure the testimonial makes sense for the product.

18. 真实评价：如果评价来自非常可信的个人或组织，那么真实评价是一种增加可信度的好方法。这种方法不仅适用于正文，也适用于标题或照片。看看你的广告文案是否可以使用名人作为真实评价，但确保真实评价与产品相符。

When I was selling a space-age Midex security system, it made sense to ask Wally Schirra, the famous astronaut, to endorse my product. He did, and the product sold very well. If I were selling basketball shoes, Michael Jordan would be a natural.

当我推销一款太空时代的中克斯安全系统时，请著名宇航员沃尔利·谢里拉为我的产品背书是有意义的。他确实这样做了，产品卖得很好。如果我在卖篮球鞋，迈克尔·乔丹将是自然之选。

Make sure that the celebrity matches with the product and adds credibility. The use of a celebrity who doesn’t make sense for your product or doesn’t add credibility could backfire, have the wrong effect and kill sales if the offer is not believable.

确保名人符合产品并增加可信度。使用与您的产品不符或无法增加可信度的名人可能会适得其反，产生错误的效果，如果优惠不可信，还会导致销量下降。

You can also use what I call a “reverse testimonial.” That is where you don’t use a spokesperson but you refer to your competitor’s. For example, when I was selling the Olympus micro recorder, I stated the following:

您也可以使用我所说的“反向推荐”。这意味着您不使用代言人，而是提及您的竞争对手。例如，当我销售奥林巴斯微型录音机时，我陈述了以下内容：

Headline: Endorsement Battle

标题：支持战

Subheadline: A famous golf star endorses the Lanier. Our unit is endorsed by our president. You’ll save $100 as a result.

副标题：一位著名高尔夫球星代言 Lanier。我们的产品得到了我们总裁的认可。因此，您将节省 100 美元。

Copy: Judge for yourself. That new Olympus micro recorder shown above sells for $150. Its closest competition is a $250 recorder called the Lanier endorsed by a famous golf star.

自己判断。上面展示的这款新的奥林巴斯微型录音机售价为 150 美元。其最接近的竞争对手是一款售价 250 美元的录音机，名为 Lanier，由一位著名高尔夫球星代言。

FANCY ENDORSEMENT

豪华背书

The famous golf star is a pilot who personally flies his own Citation jet. The Olympus recorder is endorsed by JS&A’s president who pilots a more cost-efficient single engine Beechcraft Bonanza. The golf star does not endorse the Lanier unit for free. After all, a good portion of his income is derived from endorsing products.

著名的高尔夫球星是一位飞行员，他亲自驾驶自己的 Citation 喷气式飞机。Olympus 录音机得到了 JS&A 总裁的支持，该总裁驾驶一架更经济的单引擎比奇飞机。这位高尔夫球星并非免费代言 Lanier 产品。毕竟，他收入的一部分来自于代言产品。

Our president, on the other hand, does not get paid for endorsing products—just for selling them. And his Bonanza is not as expensive to fly as the golf star’s Citation. In fact, our president also drives a Volkswagen Rabbit.

我们的总统，另一方面，不为代言产品而获得报酬——只为销售它们。而且他的博纳兹（Bonanza）飞行的成本不如高尔夫明星的西汀顿（Citation）昂贵。事实上，我们的总统还开着一辆大众兔子（Volkswagen Rabbit）。

I then continued to show how inefficiently the Lanier was sold (through a direct selling organization) and how efficiently the Olympus was sold (via direct marketing and through JS&A). The conclusion: savings of $100 for an even better product—all because we didn’t have our product endorsed by an expensive spokesperson.

我接着展示了 Lanier 销售效率低下（通过直销组织）以及 Olympus 销售效率高（通过直销和 JS&A）。结论是：即使产品更好，也能节省 100 美元——这一切都因为我们没有让产品被昂贵的代言人代言。

Another form of testimonial is from the man on the street—used primarily on TV. I’ve used them extensively in my BluBlocker infomercials. And finally, another one could come from those people who use your product and send you an unsolicited testimonial. Whatever testimonial you do use, make sure it is authentic and honest. The public will see right through a lie and the Federal Trade Commission (FTC) won’t be far behind.

另一种形式的证词来自街头民众——主要用于电视上。我在我的 BluBlocker 商业广告中广泛使用了它们。最后，另一种可能来自那些使用你的产品并发送非请求证词的人。无论你使用哪种证词，都要确保它是真实和诚实的。公众一眼就能看穿谎言，联邦贸易委员会（FTC）也不会太远。

19. Price: Another important copy point to consider is the price. Should the price be obvious? Should it be set in large type? Small? These are important considerations and must be examined.

19. 价格：另一个重要的复制点是要考虑价格。价格是否应该明显？是否应该用大号字体？小号字体？这些都是重要考虑因素，必须进行审查。

If you’re selling a product or service at a very good price, then set the price in larger type. After all, you want people to see that benefit very clearly. If the product is expensive and it’s not the price that will sell it, you want to underplay it. Don’t hide it; just underplay it.

如果您以非常好的价格出售产品或服务，那么请用更大的字体标出价格。毕竟，您希望人们非常清楚地看到这个好处。如果产品价格昂贵且价格不是其卖点，您希望淡化它。不要隐藏它；只需淡化它即可。

As I write my ad I have always anticipated the questions my prospects will ask. There is one exception. I never know when they are going to wonder about the price of the product. I have always felt that the point at which your reader will want to find out about the price could happen anytime during the reading process. It could happen before they read the ad. It could happen halfway through or it could happen near the end. You must, as an effective copywriter, answer the question when it is being raised by the reader.

当我撰写广告时，我总是预料到潜在客户会提出的问题。有一个例外。我从来不知道他们什么时候会想知道产品的价格。我一直觉得，读者想要了解价格的时刻可能在阅读过程中的任何时候发生。它可能在他们阅读广告之前发生。它可能在阅读一半时发生，也可能在接近结束时发生。作为一个有效的文案作家，你必须当读者提出问题时回答这个问题。

By putting the price in a logical position in the copy—whether it be in the coupon, which is the ideal place, or in the copy highlighted with a bold typeface—you are answering the question that the reader asks without knowing when the reader is ready to ask the question. The reader simply scans the ad and if the price is in bold or in the coupon, the price will pop out and answer the question.

通过在文案中将价格放置在逻辑位置——无论是优惠券的理想位置，还是以粗体字突出的文案中——您在读者不知何时会提问的情况下回答了读者的问题。读者只需浏览广告，如果价格以粗体或优惠券的形式出现，价格就会跳出来回答问题。

20. Offer Summary: It’s a really good idea to summarize what you are offering the consumer somewhere near the end of your ad. “So here’s my offer. Order two pots with Teflon coating and you’ll receive the two pots plus our handy cookbook and video for the price of only $19.95.” You’ll be surprised at how many ads miss this important point.

20. 提供总结：在广告的末尾附近总结您提供给消费者的内容是个非常好的主意。“所以，这是我的提议。订购两个带有特氟龙涂层的锅，您将获得这两个锅以及我们实用的食谱和视频，只需 19.95 美元。”您会惊讶于有多少广告忽略了这个重要的点。

21. Avoid Saying Too Much: This is probably the biggest mistake my students make. They say too much. There are really two issues here. The first issue is one of editing. It is normal to say as much as you can about a subject and then refine the copy to a point where it flows smoothly. This usually means editing and reducing the copy length until it has rhythm and it flows. This could take time and involves a few steps.

避免说得过多：这可能是我的学生犯的最大错误。他们说得太多。这里实际上有两个问题。第一个问题是关于编辑的。尽可能多地关于一个主题说，然后精炼文本，使其流畅，这是正常的。这通常意味着编辑和缩短文本长度，直到它有节奏并流畅。这可能需要时间，并且涉及几个步骤。

First, say to yourself as you go through the editing process, “Is there a simpler way of saying this?” Very often you can cut your copy down 50 to even 80 percent and still say the same thing. It’s the difference between a salesperson who talks too much and one who is to the point and succinct. Wouldn’t you rather be sold by the one who is to the point?

首先，在编辑过程中，你要对自己说：“有没有更简单的说法？”很多时候，你可以将你的文字减少 50%甚至 80%，同时仍然传达相同的意思。这区别在于一个说话太多和一个直接简洁的销售员。你难道不想被一个直接简洁的人销售吗？

There is another issue involved with not saying too much, and later in this book in the “Mental Enagement” section of Chapter 19 I explain how not saying too much will actually enhance and even stimulate the selling process. Chapter 17 on editing also has ideas that will help you reduce your copy.

不说过多的话也涉及另一个问题，本书第 19 章的“心理投入”部分稍后我将解释不说过多的话实际上会增强甚至刺激销售过程。第 17 章关于编辑的内容也有助于你减少你的副本。

22. Ease of Ordering: Make it easy to order. Use a toll-free number, a coupon, a tear-off reply card or any vehicle that is easy to understand and use. My recommendation: Use a coupon with dotted lines. In tests, it usually generates more response because the dotted lines clearly convey at a glance that you can order the product from the ad.

22. 订单便捷性：让订购变得简单。使用免长途话费电话、优惠券、撕纸回执卡或任何易于理解和使用的工具。我的建议：使用带虚线的优惠券。在测试中，它通常能产生更多响应，因为虚线一眼就能清楚地传达你可以从广告中订购产品。

23. Ask for the Order: Always ask for the order near the end of your ad. This is often forgotten by many copywriters. At the end of an ad, I state the following or something similar: “I urge you to buy this at no obligation, today.” Have you ever met a salesperson who has already sold you and you are waiting for the salesperson to ask you for the order but he or she never does? It’s happened to me. And it is one of the problems with a lot of inexperienced salespeople. You’ve got to ask for the order, and if you’re doing it right, it should be at the very end of the ad where you’ve finished selling your prospect, you’ve summarized the offer and your prospect is ready to buy.

23. 要求订单：总是在广告的结尾处要求订单。许多文案工作者常常忘记这一点。在广告的结尾，我会说以下内容或类似的话：“我敦促您今天无义务购买此产品。”你有没有遇到过已经向你销售了产品的销售人员，而你正等着销售人员要求你下单，但他们却从未这样做过？这发生在我身上。这也是许多缺乏经验的销售人员的问题之一。你必须要求订单，如果你做得正确，应该在广告的非常结尾处，在你完成销售、总结了优惠，并且你的潜在客户准备好购买的时候。

These 23 copy elements are points you want to consider when you are writing copy. Use this chapter as a checklist when you get started. Consider all of these points when you write an ad. Can some of them be eliminated? Possibly. But simply by using them as a checklist, you might discover a few deficiencies in your ad copy that can be corrected with my suggestions and might result in enhancing your response.

这些 23 个复制元素是在撰写复制时需要考虑的点。在开始时，将本章用作清单。撰写广告时，考虑所有这些点。其中一些可以取消吗？可能。但仅仅通过将它们作为清单使用，你可能会发现你广告复制中的一些不足，可以通过我的建议进行纠正，并可能提高你的回应效果。

One of the other benefits of the list is to give you an insight into the relative importance of the various copy elements. Some, like the paragraph headings, have little purpose other than to make the copy less imposing. Others, like resolving objections, can make a dramatic difference in the credibility of your copy.

列表的另一个好处是让您了解各种副本元素的相对重要性。其中一些，如段落标题，除了使副本不那么令人印象深刻外，几乎没有其他目的。而其他一些，如解决反对意见，可以在您副本的可信度上产生显著差异。

Use the convenient copy elements checklist located in Appendix C in the back of this book and make a copy to keep right next to your computer or desk when you are writing an ad.

使用本书背面附录 C 中的便捷复制元素清单，并在撰写广告时将其副本放在电脑或桌旁。

But the really interesting part of my checklist is in the next chapter where you’ll learn about the psychological triggers that need to be considered when you write an ad. You first learned about the 10 graphic elements and their purpose (to get you to read the first sentence of the copy) in Chapter 4. You have just learned 23 copy concepts and how they are to be used. Now learn the 31 psychological triggers—the underlying motivational messages that good direct response copy should convey, often in subtle but very effective ways. When I was teaching my seminar course, this was the part my students enjoyed the most. So read on.

但是，我的清单中真正有趣的部分在下一章，你将了解在撰写广告时需要考虑的心理触发因素。你首先在第 4 章学习了 10 个图形元素及其目的（让你阅读文案的第一句话）。你刚刚学习了 23 个文案概念及其用法。现在学习 31 个心理触发因素——优秀直接响应文案应该传达的基本动机信息，通常以微妙但非常有效的方式。当我教授研讨会课程时，这部分是我学生最喜欢的。所以继续阅读。

Chapter 19

第 19 章

The Psychological Triggers

心理触发器

The 31 psychological triggers are probably going to be the most interesting of the 64 points you want to consider when writing a direct response print ad or any kind of selling message.

31 个心理触发点可能是你在撰写直接回应印刷广告或任何销售信息时需要考虑的 64 个要点中最有趣的。

The first part of the 64-point checklist involves the 10 graphic elements of an ad—those elements designed to get you to read the first sentence. The previous chapter covered 23 points to consider when writing the actual copy. But now get ready for the psychology that should be considered when writing your advertising message—concepts that took me years of failure, experience and gradual insight to understand and implement.

第一部分 64 点清单包括广告的 10 个图形元素——那些旨在让你阅读第一句话的元素。上一章涵盖了撰写实际文案时需要考虑的 23 个要点。但现在，准备好在撰写您的广告信息时考虑心理学——这些概念需要我多年的失败、经验和逐渐的洞察力才能理解和实施。

You may understand and relate to some of these concepts right away. Some you may not fully understand without experiencing them yourself. And finally, some will require a fairly detailed explanation.

你可能立即就能理解和关联一些这些概念。有些可能需要你自己亲身体验才能完全理解。最后，有些则需要相当详细的解释。

If you’ve found this book informative so far, you will find this chapter fascinating. So let’s start.

如果您到目前为止觉得这本书很有信息量，那么您会发现这一章非常吸引人。那么，让我们开始吧。

1. Feeling of Involvement or Ownership

参与感或所有权感

I was once told this story by a master salesman who worked at a TV and appliance store. He was the most successful salesman this store ever had. He consistently beat out all the other salesmen. He had some very good sales techniques, but that wasn’t what impressed me. It was the way he decided in advance who his best prospects might be.

我曾听一位在电器店工作的资深销售员讲述这个故事。他是这家店最成功的销售员。他总是击败其他销售员。他有一些非常出色的销售技巧，但这并不是让我印象深刻的地方。令我印象深刻的是，他事先决定了他最好的潜在客户是谁。

What he would do was stand in an aisle watching customers walk into the store. He would observe them. If they walked up to a TV set and started turning the knobs, he knew that he had a 50 percent chance of selling them. If they didn’t turn the knobs, he had a 10 percent chance of selling them. This was before remote controls.

他要做的是站在通道里，看着顾客走进商店。他会观察他们。如果他们走到电视前开始拧旋钮，他知道他有 50%的机会卖出。如果他们不拧旋钮，他只有 10%的机会卖出。这还是在遥控器出现之前。

Direct response advertising doesn’t give you the opportunities of observing your prospects. You are not there to see any knobs being turned. But you can get them to turn the knobs by giving them a feeling of involvement with or ownership of the product you are selling.

直接响应广告无法让你观察你的潜在客户。你不在那里看到任何旋钮被转动。但你可以通过让他们感受到对所售产品的参与感或所有权，来促使他们转动旋钮。

In all my ads I try to make the prospects imagine they are holding or using my product. For example, in one of my earlier calculator ads, I might have said, “Hold the Litronix 2000 in your hand. See how easily the keys snap to the touch. See how small and how light the unit is.” I create through imagination the reader’s experience of turning the knobs.

在我所有的广告中，我都试图让潜在客户想象他们正在持有或使用我的产品。例如，在我早期的计算器广告中，我可能会说：“握住 Litronix 2000，看看按键如何轻松地响应触摸。看看这个单元有多小、有多轻。”我通过想象创造读者转动旋钮的体验。

In short, I take the mind on a mental journey to capture the involvement of the reader. I make the reader believe that he or she could indeed be holding the calculator and experiencing the very same things that I’ve described. It’s mental energy creating a picture for the prospect, whose mind is like a vacuum waiting to be filled.

简而言之，我带领读者的心灵进行一次精神之旅，以捕捉读者的参与感。我让读者相信，他或她确实可能正在握着计算器，体验着我所描述的同样的事情。这是精神能量为潜在客户创造一幅画面，他们的心灵就像一个等待被填满的真空。

In your copywriting, let your readers take a stroll down a path with you or let them smell the fragrance through your nose or let them experience some of the emotions you are feeling by forming a mental picture from your description.

在您的文案中，让读者跟随您漫步在一条路上，或者让他们通过您的鼻子闻到芬芳，或者让他们通过您的描述形成心理画面，体验您所感受到的一些情感。

If I were writing an advertisement for the Corvette sports car, I might say, “Take a ride in the new Corvette. Feel the breeze blowing through your hair as you drive through the warm evening. Watch heads turn. Punch the accelerator to the floor and feel the burst of power that pins you into the back of your contour seat. Look at the beautiful display of electronic technology right on your dashboard. Feel the power and excitement of America’s super sports car.”

如果我为 Corvette 跑车写一则广告，我可能会说：“乘坐全新 Corvette，感受微风拂过你的发丝，在温暖的夜晚驾驶。看着人们纷纷回头。踩下油门到底，感受那股将你牢牢固定在座椅后部的强大动力。看看仪表盘上那美丽的电子技术展示。感受美国超级跑车带来的力量与激情。”

I would still explain all the special features of the car—the logic upon which to justify its purchase—but I would really play up that feeling of involvement and ownership.

我仍然会解释这辆车的所有特殊功能——购买它的逻辑依据——但我真的会强调那种参与感和所有权感。

This technique is used in many different ways. In direct response, it is often referred to as an involvement device—something that involves the consumer in the buying process. Sometimes it may seem silly. Have you ever received those solicitations that say, “Put the ‘yes’ disk into the ‘yes’ slot and we will send you a trial subscription to our new magazine”? I often wonder who invented that seemingly simpleminded and juvenile concept. Yet, as direct marketers will tell you, this type of involvement device often doubles and triples response rates. It’s not simpleminded at all but rather a very effective direct response involvement technique.

这种技术以多种方式使用。在直接回应中，它通常被称为参与设备——一种让消费者参与购买过程的东西。有时它可能看起来很愚蠢。你有没有收到那些说“把‘是’盘放入‘是’槽中，我们将向您发送我们新杂志的试用订阅”的请求？我经常想知道谁发明了这个看似简单和幼稚的概念。然而，正如直销商们会告诉你的，这种参与设备通常能将回应率翻倍甚至三倍。这根本不是简单愚蠢，而是一种非常有效的直接回应参与技术。

The reader becomes involved in the solicitation. Similarly, your reader is either taking action or imagining taking action through the power of the words you write.

读者被吸引到这个请求中。同样，你的读者要么正在采取行动，要么通过你所写文字的力量想象着采取行动。

The Involvement of TV and the Internet

电视和互联网的参与

TV and the Internet are great examples of involvement. You see, hear and can almost touch the product. It is no wonder that TV and the Internet are among the most effective ways to sell.

电视和互联网是参与度极高的例子。你看得到、听得到，几乎能触碰到产品。难怪电视和互联网是销售效果最显著的方式之一。

My own daughter, when she was four years old, clearly demonstrated how you can get involved in the sales message. There was a Peanuts Valentine’s Day TV special and my daughter Jill was sitting and watching the show with her seven-year-old sister, April. My wife, who was watching as well, told me this fascinating story.

我自己的女儿，当她四岁的时候，清楚地展示了如何参与销售信息。有一部《花生》情人节特别电视节目，我的女儿吉尔和她的七岁妹妹艾普尔坐在一起看节目。也在看节目的我妻子告诉我了这个引人入胜的故事。

Charlie Brown was passing out Valentine cards in a classroom and was reading off names of the recipients, “Sarah, Mary, Sally . . . Jill. Where’s Jill?” said Charlie Brown. My daughter immediately raised her hand and said, “Here.” She was so involved in watching the show that she felt like she was a part of it.

查理·布朗正在教室里分发情人节卡片，并读出收件人的名字，“莎拉，玛丽，萨利……吉尔。吉尔在哪里？”查理·布朗问道。我的女儿立刻举手说，“在这里。”她如此沉浸在观看节目中，感觉自己也成了其中一员。

I use involvement devices quite often. An involvement device that ties in with what you are selling can be very effective. Let me give you a perfect example from an ad that I wrote. The results really surprised me.

我经常使用参与式设备。一个与您所售商品相关的参与式设备可以非常有效。让我给您举一个我从一则广告中写出的完美例子。结果真的让我惊讶。

The product I was offering was the Franklin Spelling Computer—a device that helped correct your spelling. It was a novelty when it first appeared and it sold quite well. Although I wasn’t the first to sell it, I had a model that was a little more sophisticated than the first version.

我提供的商品是富兰克林拼写计算机——一种帮助纠正你拼写的设备。它最初出现时是一种新奇产品，并且销售得相当好。尽管我不是第一个卖它的，但我有一个比第一版稍微复杂一些的型号。

I examined the product and felt it was priced too high. But the manufacturer would be pretty upset with me if I were to drop the price. So I tried an involvement device as a method of lowering the price.

我检查了该产品，觉得价格太高。但如果我降价，制造商会对我很生气。所以我尝试使用一种参与式设备作为降低价格的方法。

First, I wrote an ad that described the product but with an unusual premise. The ad that I wrote had several misspelled words. If you found the misspelled words, circled them and sent the ad with the misspelled words circled, you would get $2 off the price of the computer for each misspelled word you circled. My concept was simple. If you didn’t find all the misspelled words, you paid more for the computer, but then again, the computer was worth more to you than to somebody who found all the mistakes.

首先，我写了一则广告，描述了该产品，但前提很独特。我写的广告中有几个拼写错误。如果你发现了拼写错误，把它们圈出来，并发送带有圈出拼写错误的广告，你将为每个圈出的拼写错误从电脑价格中减去 2 美元。我的想法很简单。如果你没有找到所有的拼写错误，你将为电脑支付更多，但另一方面，这台电脑对你来说比找到所有错误的人更有价值。

I ran the first ad in the Wall Street Journal and the responses poured in. I also received a few phone calls from people I hadn’t heard from in years. “Joe, I want you to know, I spent the last hour and a half trying to find all the words and I don’t even intend on buying your damn computer. I normally don’t read the entire Wall Street Journal for that length of time.”

我首先在《华尔街日报》上投放了第一条广告，回复如潮水般涌来。我还接到了几个多年未联系的人的电话。“乔，我想让你知道，我花了最后一个半小时试图找到所有这些话，我甚至都不打算买你的该死电脑。我通常不会花那么长时间读整份《华尔街日报》。”

I Even Made More Money

我甚至赚了更多钱

And the response was surprising. I anticipated that the readers would find all the misspelled words. In fact, even the word mispelled was misspelled. When the response was finally tallied, to my amazement, people only caught, on average, half of the words and I earned a lot more money than I had expected from the ad. And, of course, those who really needed the computer got real value.

响应令人惊讶。我预计读者会发现所有的拼写错误。事实上，连“mispelled”这个词都拼错了。当最终统计响应时，令我惊讶的是，人们平均只抓住了半数单词，我从广告中赚到的钱比预期的要多得多。当然，真正需要电脑的人得到了真正的价值。

The feeling of ownership is a concept that is pretty close to the feeling of involvement, but here you are making readers feel that they already own the product and you’re letting them use their imaginations as you take them through the steps of what it would be like if they already owned it. An example might be, “When you receive your exercise device, work out on it. Adjust the weights. See how easy it is to store under your bed. . . .” In short, you are making them feel that they have already bought the product.

所有权感是一个与参与感非常接近的概念，但在这里你让读者感觉他们已经拥有了该产品，并让他们在想象中体验拥有它的情况。例如，“当你收到你的健身设备时，在上面锻炼。调整重量。看看它存放在床下有多方便……”。简而言之，你让他们感觉他们已经购买了该产品。

Advertising copy that involves the reader can be quite effective—especially if the involvement device is part of the advertising. Whenever you write an ad, keep this very important concept in mind. It can make direct response copy far more effective.

广告文案若能涉及读者，往往非常有效——尤其是当参与设备本身就是广告的一部分。无论何时撰写广告，都要牢记这个非常重要的概念。这可以使直接回应文案更加有效。

2. Honesty

2. 诚实

If I had to pick the single most important point of the 64 points, I would pick honesty. Your advertising must be honest. This doesn’t mean that if you are dishonest in your message you won’t achieve a successful result. Give the consumer a price that’s too hard to believe or a product that doesn’t live up to its claims and you might be able to get away with it once, maybe even twice, but not for the long haul.

如果我必须从 64 个要点中挑选出最重要的一个，那就是诚实。你的广告必须是诚实的。这并不意味着如果你在信息中不诚实，你就不会取得成功的结果。给消费者一个难以置信的价格或一个不符合其声明的产品，你可能一次甚至两次可以侥幸逃脱，但不可能长期如此。

But this section on honesty is not about whether you can get away with being dishonest and for how long. It’s about honesty as a psychological selling tool. First, let’s start out with a very important premise.

但是，这一节关于诚实的讨论并不是关于你能否逃避不诚实以及能逃避多久。它关乎诚实作为一种心理销售工具。首先，让我们从一个非常重要的前提开始。

Consumers are very smart—smarter than you think and smarter collectively than any single one of us. With all the experience I have in marketing products and with all the product knowledge I’ve gained over the past 35 years, you can take my word for it, the consumer is quite sharp.

消费者非常聪明——比你想的聪明，比我们任何一个人都聪明。凭借我在产品营销方面的所有经验和过去 35 年所获得的所有产品知识，你可以相信我的话，消费者非常敏锐。

The consumer can also tell whether people are truthful in what they are trying to communicate. And the more truthful you are in your advertising, the more effectively your message will be accepted by your prospects.

消费者还可以判断人们试图传达的信息是否真实。你在广告中越真实，你的信息就越容易被潜在客户接受。

Try to lie in your copy and you are only deceiving yourself. Your copy will say what you think you wanted it to say, but it will also say what you thought you covered up. Even a reader who hurries over your copy can feel the difference.

试图在副本中撒谎，你只是在欺骗自己。你的副本会说出你认为你想说的，但也会说出你认为你掩盖了的东西。即使匆匆浏览你副本的读者也能感觉到其中的差异。

When I wrote a JS&A ad, I would include many of the negative features of my products. I would point out the flaws up front. And of course, I would explain why the flaws really didn’t amount to much and why the consumer should still buy my product. Consumers were so impressed with this approach and had such trust in our message that they would eagerly buy what we offered.

当我撰写 JS&A 广告时，我会包括我产品中的许多负面特性。我会提前指出这些缺陷。当然，我会解释为什么这些缺陷实际上并不重要，以及为什么消费者仍然应该购买我的产品。消费者对我们的这种做法印象深刻，对我们的信息充满信任，以至于他们会热情地购买我们提供的产品。

And it seemed that the more truthful and frank my ads were, the more the consumers responded. I soon realized that truthfulness was one of the best advertising lessons I had ever learned.

我的广告越真实、越坦率，消费者的反响就越大。我很快意识到，真实性是我所学过的最好的广告课程之一。

Consumers really appreciate the truth. And since they are smarter than you or I, you can’t fake the truth. They’ll pick out a phony statement every time.

消费者真的很重视真相。既然他们比你或我聪明，你就无法伪造真相。他们每次都会挑出虚假的陈述。

I learned to make every communication to my customers truthful, whether it be on national television or in my print ads. And the more truthful I am, the more responsive my customers.

我学会了无论是在全国电视上还是在我的印刷广告中，都要对我的客户进行真实的沟通。而我越真实，我的客户就越有反应。

3. Integrity

3. 诚信

Not too far from honesty is integrity. An advertisement is a personal message from an organization or an individual and is a direct reflection of the writer’s personality and integrity. You can convey this integrity by the truthfulness of your message, the look of your ad, the image that you convey and even the typefaces that you use.

诚实与正直相去不远。广告是一个组织或个人发出的个人信息，是作者个性和正直的直接反映。你可以通过信息的真实性、广告的外观、传达的形象以及你使用的字体来传达这种正直。

Integrity can be reflected by the choices you make in the layout of your ad. Is it clean and neat? Or is it shouting out at you with color bars running in different directions and headlines screaming and words underlined and pictures exaggerated? You get the idea. The integrity of the person delivering the message is always amazingly clear to the recipient. And this integrity is often reflected by the appearance of the advertisement and the copy you write. Show good integrity and your advertising message will be well received. Don’t show it and join the ranks of those who are rarely successful.

诚信可以通过你在广告布局中做出的选择来体现。它是整洁有序的吗？还是用不同方向的颜色条、尖叫的标题、加下划线的文字和夸张的图片向你大声呼喊？你明白这个意思。传递信息的人的诚信总是对收信人来说非常清晰。这种诚信通常体现在广告的外观和所写的文案中。展现出良好的诚信，你的广告信息将会得到良好的接受。如果不展示诚信，就会加入那些很少成功的人的行列。

4. Credibility

4. 信誉

If you convey honesty and integrity in your message, chances are you’ve gone a long way toward establishing your credibility. However, credibility is not just honesty and integrity. Credibility is being believable. In an ad for a product whose price is exceptionally low, you’ve got to convey that the offer you are making, as great as it may seem, is indeed a valid offer.

如果你在信息中传达了诚实和正直，那么你已经在建立信誉的道路上走得很远了。然而，信誉不仅仅是诚实和正直。信誉是让人信服。在一个宣传价格异常低的产品广告中，你必须传达你提供的优惠，尽管它看起来很棒，确实是一个有效的优惠。

Let’s say you are offering something for $10 that everybody else is selling for $40. Your job is establishing credibility for your price. You might explain that you are buying a very large volume from the Far East and that you were able to buy the remaining stock from a major manufacturer for a very low price. In short, you’ve got to establish the credibility of your company and your offer.

假设你提供的东西别人卖 40 美元，而你只卖 10 美元。你的任务是建立你价格的信誉。你可能会解释说你在远东大量采购，并且能够以非常低的价格从主要制造商那里购买剩余的库存。简而言之，你必须建立你公司和你的报价的信誉。

Credibility also means truthfulness. Does the consumer really believe you? Rash statements, clichés and some exaggerations will remove any credibility your offer may have had.

信誉也意味着真诚。消费者真的相信你吗？草率言论、陈词滥调以及一些夸张的说法将消除你提供的任何信誉。

One of the most important factors that could affect credibility is not resolving all the objections that are raised in your readers’ minds, such as hiding something or avoiding an obvious fault of the product or service. You need to raise all objections and resolve them.

影响可信度的重要因素之一是未能解决读者心中提出的所有反对意见，例如隐瞒某些事实或回避产品或服务的明显缺陷。你需要提出所有反对意见并解决它们。

Products that require installation or assembly are good examples. If it is obvious that a product doesn’t just pop out of the box ready to use, you must explain that it does require assembly. You might say something like, “To make it easy, we provide you with the tools. In our tests, it only took five minutes for somebody with very little mechanical skill to put it together.” Once again, it is the anticipation of objections and their resolution that means so much to the credibility of an ad.

产品需要安装或组装的是很好的例子。如果很明显，产品并非直接从盒子里拿出来就能使用，你必须解释它确实需要组装。你可能会说：“为了方便，我们为您提供工具。在我们的测试中，一个几乎没有机械技能的人只需要五分钟就能把它组装起来。”再次强调，正是对反对意见的预期及其解决，对广告的可信度至关重要。

You are in essence sensing the next question the consumer may ask and answering it in a straightforward, honest and credible way. The integrity of your product, your offer and yourself are all on the line, and unless you convey the highest credibility in your ad, your prospects will not feel comfortable buying from you.

您本质上是在感知消费者可能提出的问题，并以直接、诚实和可信的方式回答它。您产品的完整性、您的提议以及您自己的信誉都处于危险之中，除非您在广告中传达最高的可信度，否则您的潜在客户不会感到舒适地从您这里购买。

When I appear on QVC—the TV home shopping channel—it is easy to sell a difficult product that normally would require a lot of credibility. The reason: QVC already has a lot of credibility with their customers. If a product is being offered on QVC, it must be good. It must have the quality that customers have come to expect, and chances are the product will be bought by somebody who has bought products before from QVC and already feels that the company is a very credible concern. In short, I’ve piggybacked my product onto QVC’s credibility, and the combination of QVC’s credibility and my product’s credibility is pretty powerful.

当我出现在 QVC——这个电视家庭购物频道上时，很容易销售那些通常需要大量信誉的产品。原因是：QVC 已经与他们的客户建立了大量的信誉。如果一个产品在 QVC 上销售，那么它一定是好的。它必须具备客户已经期待的质量，而且有很大可能性会被之前在 QVC 购买过产品并已经觉得该公司非常值得信赖的人购买。简而言之，我已经将我的产品搭上了 QVC 的信誉，QVC 的信誉和我的产品的信誉的结合非常强大。

The effect of credibility also extends to the magazines or newspapers in which you advertise. If you advertise your product in the Wall Street Journal, you are piggybacking onto their credibility and their constant vigilance, making sure their readers aren’t being taken advantage of. On the other hand, place that same ad in the National Enquirer and you then take on the lack of credibility that this publication has established in the mind of the reader. Again, credibility is affected by the environment in which you place your advertisement.

信誉效应也扩展到你所广告的杂志或报纸。如果你在《华尔街日报》上做广告，你就是在利用他们的信誉和持续的警惕，确保他们的读者不会被利用。另一方面，如果你在《国家询问者》上投放同样的广告，那么你就在承担这份出版物在读者心中建立的信誉缺失。再次强调，信誉受到你放置广告的环境的影响。

You can enhance credibility through the use of a brand name product. For example, if I’m offering an electronic product by the name of Yorx with the exact same features as one whose brand name is Sony, which one has more credibility? The Sony would probably sell better if both were at the same price.

您可以通过使用品牌产品来提高可信度。例如，如果我在提供一款名为 Yorx 的电子产品，其功能与品牌名为索尼的产品完全相同，那么哪一个更具可信度？如果两者价格相同，索尼可能会卖得更好。

Adding an appropriate celebrity endorser is another effective way to enhance credibility. The name of a company can, too. For example, there was a company by the name of The Tool Shack selling computers. This company’s name actually detracted from the credibility of the product it was selling. We once ran the same ad in the Wall Street Journal to test the effect of our JS&A name against a lesser-known name—Consumers Hero. In the test, the JS&A ad far outpulled the other ad. Only the name of the company was different. Sometimes a city or state can add credibility. That’s why some companies located in smaller cities have offices in London, Paris or New York. The various ways of adding credibility should be an important consideration in crafting your advertising.

添加合适的名人代言人是一种提高可信度的有效方法。公司的名字也是如此。例如，有一家名为“工具棚”的公司在销售电脑。这家公司的名字实际上削弱了它所销售产品的可信度。我们曾在《华尔街日报》上投放相同的广告，以测试我们的 JS&A 品牌名称与一个不太知名的品牌——消费者英雄之间的效果。在测试中，JS&A 的广告远远超过了其他广告。只有公司的名字不同。有时，城市或州的名字也能增加可信度。这就是为什么一些位于较小城市的公司会在伦敦、巴黎或纽约设立办事处。在制定广告时，增加可信度的各种方法应该是一个重要的考虑因素。

5. Value and Proof of Value

5. 价值与价值证明

Even if you are a multimillionaire, you want to know that you are not being taken advantage of, and even more importantly, that you are getting value for your financial investment.

即使你是百万富翁，你也想知道自己没有被利用，更重要的是，你的财务投资得到了回报。

In an ad, the copywriter wants to convey, through examples or by comparison, that what the customer is buying is a good value. A typical example in one of my ads is where I compare my prices to products with similar features and point out that I’m providing a better value.

在广告中，文案作者希望通过举例或比较，传达顾客购买的是物有所值。在我的一则广告中，我通过将我的价格与具有相似功能的产品进行比较，指出我提供了更好的价值。

By positioning your product and comparing it with others or by proving the value of something even though the value may not be apparent, you are providing the logic with which the prospect can justify the purchase.

通过定位您的产品并将其与其他产品进行比较，或者即使价值可能不明显，也能证明某物的价值，您提供了潜在客户可以用来证明购买合理性的逻辑。

Simply educating the reader to the intrinsic value of your product is equivalent to lowering its price. In short, there is a value associated with the education you are providing your reader.

简单地向读者传达您产品的内在价值，等同于降低其价格。简而言之，您提供给读者的教育具有相应的价值。

The buying transaction is an emotional experience that uses logic to justify the buying decision. You buy a Mercedes automobile emotionally but you then justify its purchase logically with its technology, safety and resale value. So justifying its value is something that the consumer wants to do before making an emotional purchase.

购买交易是一种使用逻辑来证明购买决策的情感体验。您会从情感上购买一辆奔驰汽车，但随后会通过其技术、安全和二手价值来逻辑上证明其购买是合理的。因此，在做出情感购买之前，消费者想要证明其价值。

And with such intense competition in the world, there is a question in the mind of the consumer: “Am I buying the product at the best price?” Once again, you must resolve that question or you are not communicating effectively with your prospect.

在激烈的世界竞争中，消费者心中有一个疑问：“我是在最佳价格购买这个产品吗？”你必须再次解决这个问题，否则你无法有效地与潜在客户沟通。

6. Justify the Purchase

6. 证明采购的合理性

One of the questions people may think about while reading an ad is “Can I really justify this purchase?” Once again, it is a question that is raised and then must be resolved. If you don’t resolve it, then you won’t answer all the prospect’s questions and this will give the prospect the excuse to “think about it” and, of course, never buy.

人们在阅读广告时可能会思考的一个问题是：“我真的能证明这次购买是合理的吗？”这又是一个提出后必须解决的问题。如果你不解决它，那么你就无法回答所有潜在客户的问题，这将给潜在客户一个“再考虑一下”的借口，当然，他们永远不会购买。

Somewhere in your ad, you should resolve any objection by providing some justification to the purchaser. Sometimes it’s just saying, “You deserve it.” And other times you might have to justify it in terms of savings (the price is a one-time-only value), health reasons (protects your eyes), recognition (the men in your life will love the way you look in it) or dozens of other reasons based on the wants and needs of your prospect.

在您的广告中，您应该通过提供一些理由来解决购买者的任何异议。有时只需说，“你值得拥有。”有时您可能需要从节省（价格是一次性价值）、健康原因（保护您的眼睛）、认可（你生活中的男士会喜欢你在其中的样子）或基于潜在客户的愿望和需求的其他数十个理由来证明这一点。

People often tell me, “Joe, when I read your ads, I feel guilty if I don’t buy the product.” That’s quite a compliment and probably due to the way I justify a purchase in the mind of the consumer.

人们经常对我说：“乔，当我看到你的广告时，如果不买产品，我会感到内疚。” 这是一种很高的赞美，可能是因为我在消费者心中为购买行为找到了合理的理由。

The higher the price point, the more need there is to justify the purchase. The lower the price point or the more value the price represents, the less you have to justify the purchase. In fact, the lower the price, the more greed plays a role.

价格越高，购买的理由就越需要充分。价格越低或价格所代表的价值越大，购买的理由就越少。事实上，价格越低，贪婪的作用就越大。

7. Greed

贪婪

Greed in the form of attraction to bargains is a very strong motivating factor. I don’t know how many times I’ve bought things even though I didn’t need them simply because they were a bargain.

贪婪以追求便宜的形式是一种非常强烈的动机因素。我不知道我买了多少次东西，尽管我不需要它们，仅仅因为它们是便宜货。

Don’t hesitate to recognize greed as a very strong factor in either low-priced merchandise or expensive products offered at low prices. Too low a price may diminish your credibility unless you justify the low price. Many people are willing to risk dealing with an unknown vendor just to pay less and get more for their money. Providing the consumer with more than what is normally received for the price is a way of appealing to the consumer’s greed.

不要犹豫，承认贪婪是低价商品或低价高价商品中一个非常强烈的因素。除非你为低价做出解释，否则过低的价格可能会降低你的信誉。许多人愿意冒险与未知供应商交易，只为支付更少并获得更多价值。为消费者提供超出正常价格所获得的商品是一种吸引消费者贪婪的方式。

In one of my earlier ads in the Wall Street Journal, I offered a calculator for $49.95 and the manufacturer got really upset with me. “That product should have sold for $69.95 and now I have dealers all over the country calling me and complaining,” screamed the manufacturer.

在我之前在《华尔街日报》的广告中，我提供了一款售价 49.95 美元的计算器，制造商对我非常不满。“那个产品应该卖 69.95 美元，现在全国各地的经销商都打电话给我抱怨，”制造商尖叫道。

“Don’t worry,” I said. “I’ll correct it.” So I ran a small ad in the Wall Street Journal announcing my error, raising the price from $49.95 to $69.95 and giving consumers just a few days to respond at the old price. Even though the size of the ad was considerably smaller, it outpulled the previous one as people rushed to buy the calculator within those few days at the $49.95 bargain price.

“别担心，”我说，“我会纠正的。”于是我在《华尔街日报》上刊登了一则小广告，宣布我的错误，将价格从 49.95 美元提高到 69.95 美元，并给消费者几天时间以原价回应。尽管广告的大小明显较小，但它却超过了之前的广告，因为人们在那些日子里纷纷以 49.95 美元的优惠价格抢购计算器。

Greed is not a technique that can be employed all the time. But it should be recognized as an effective element that plays on everybody’s weakness.

贪婪不是可以随时采用的技术。但应将其视为一种有效的元素，它利用了每个人的弱点。

When you lower the price of a product, you usually end up with more unit sales. Keep lowering the price, and you’ll continue to generate more unit sales than before if the price drop is big enough. Go too low and you’ll have to add a little justification for the lower price as it will start raising credibility issues with your prospects.

当您降低产品价格时，您通常会获得更多的单位销售。继续降低价格，如果降价幅度足够大，您将继续比以前产生更多的单位销售。如果价格降得太低，您将不得不为更低的价格添加一些合理的解释，因为它将开始与您的潜在客户产生信誉问题。

Greed is really not a very positive human trait. But it exists and it is a force to consider when communicating with your prospects.

贪婪实际上并不是一个非常积极的人类特质。但它确实存在，在与你的潜在客户沟通时，这是一个需要考虑的力量。

8. Establish Authority

8. 建立权威

There’s always something that you can say about your company to establish your authority, size, position or intention. The consumer loves to do business with experts in a particular area. That’s why the trend is away from department stores that sell general merchandise to category stores that sell a specific line of products. These stores have more expertise, knowledge and authority in a specific category.

总有一些关于您公司的话可以用来确立您的权威、规模、地位或意图。消费者喜欢与特定领域的专家做生意。这就是为什么趋势是从销售一般商品的百货公司转向销售特定产品线的品类店。这些商店在特定类别中拥有更多的专业知识、知识和权威。

For example, for years I would call JS&A “America’s largest single source of space-age products.” What I was really doing was establishing the authority of JS&A as a major supplier of space-age products. The words “single source” really meant that we shipped our products out of a single location. We may not have shipped more space-age products than Sears or RadioShack, but we shipped more out of a single location and we specialized only in space-age products.

例如，多年来我总是称 JS&A 为“美国最大的单一来源太空时代产品供应商。”我真正在做的是确立 JS&A 作为太空时代产品主要供应商的权威。这里的“单一来源”实际上意味着我们的产品是从一个单一地点发货的。我们可能没有比西尔斯或无线电城发货更多的太空时代产品，但我们从单一地点发货的产品更多，并且我们只专注于太空时代产品。

Establishing your authority is something that should be done in each ad regardless of how big or how little you are. For example, “America’s largest supplier of specialized products for the chimney sweep industry.” (One of my seminar participants was actually in the chimney sweep industry.) Or even if you are the smallest, you can always say, “The hardest-working bunch of guys in the advertising business.” If you really examine your company, you will find something you can say that establishes your authority and expertise in what you are selling.

确立您的权威是每则广告都应该做的事情，无论您规模大小。例如，“美国烟囱清洁行业专用产品最大供应商。”（我的研讨会参与者中实际上有人在烟囱清洁行业。）即使您是最小的，您也可以说，“广告行业中最勤奋的一群人。”如果您真正审视您的公司，您会发现您可以说的话，确立您在所售产品中的权威和专业知识。

Then, after you establish your authority, there is going to be the temptation to stop using the phrase that established your authority. I know that when we had run our phrase for almost six years I wondered if we really needed it. But there were always those first-time readers who caught the ad and needed that reassurance that they were dealing with an authoritative company in the field in which they were contemplating a purchase. That phrase gave them the confidence.

然后，在你确立你的权威之后，你可能会面临停止使用确立你权威的短语的诱惑。我知道当我们几乎使用了这个短语六年时，我曾怀疑我们是否真的需要它。但总有那些第一次阅读的人，他们看到了广告，需要那种保证，即他们正在与一个在考虑购买领域的权威公司打交道。那个短语给了他们信心。

Sometimes it is easy to establish authority by virtue of the name of the company. American Symbolic Corporation was a company I set up once whose name sounded like it was a very big operation. Jack and Ed’s Video doesn’t sound very big at all. Computer Discount Warehouse gives you a pretty good idea of their authority. It has name recognition, plus it tells you what the company is through its name.

有时，凭借公司名称就能轻易建立权威。美国象征公司是我曾经创立的一家公司，其名称听起来像是一家规模很大的企业。杰克和埃德的视频店听起来一点也不大。电脑折扣仓库让你对他们的影响力有一个很好的了解。它有知名度，而且通过名称就能告诉你这家公司是做什么的。

People Respect Authority

人们尊重权威

People naturally respect a knowledgeable authority. Let’s say you want to buy a computer. You might first check with the expert in your neighborhood who is known as the neighborhood computer genius. Let’s call him Danny. He has established his authority and you feel quite comfortable going to Danny to get advice. He’ll then tell you what he thinks you should buy and from whom. And chances are, he’ll recommend some retail outlet that has established itself with some level of authority. It might be the cheapest computer company or maybe the company that provides the best service. You’ll seek out the type of authority you need.

人们自然会尊重知识渊博的权威。比如说你想买一台电脑。你可能首先会咨询你邻居中那个被称为电脑天才的人。我们可以叫他丹尼。他已经建立了自己的权威，你去丹尼那里寻求建议会让你感到非常安心。然后他会告诉你他认为你应该买什么，以及从哪里买。而且很可能会推荐一些已经建立了一定权威的零售店。这可能是一家最便宜的电脑公司，或者是一家提供最佳服务的公司。你会寻找你需要的那种权威。

Sometimes the authority does not even have to be stated but can be felt by the copy, the layout or the message of an ad. Establish your authority in the field of the product or service you are selling and you’ll find that it will make a big difference in your copy’s effectiveness.

有时，权威性甚至无需明说，只需通过广告的文案、版式或信息就能感受到。在您销售的产品或服务领域确立您的权威性，您会发现这将在您文案的有效性上产生重大差异。

Let me give you a personal example of something that really illustrates the point. As I was about to walk into a local business supply store in Las Vegas, a young lady came running up to me and said, “Please, could you help me?”

让我给您举一个个人例子，这确实能说明问题。当我正要走进拉斯维加斯的一家当地商业用品店时，一位年轻女士跑过来对我说：“请，你能帮我一下吗？”

I was a little surprised by the suddenness of her approach and, in fact, first thought that there was some kind of emergency. “Sure, what’s the problem?”

我对她突然的接近感到有些惊讶，事实上，一开始我还以为有什么紧急情况。“当然，出什么问题了？”

Almost with tears in her eyes, she answered, “I’m about to buy a computer and I’ve picked out the one I like the most, but I need somebody to tell me if I’ve made the right choice. If you know about computers, could you come in the store with me and give me your opinion?”

几乎含着眼泪，她回答道：“我打算买一台电脑，我已经挑出了我最喜欢的那一台，但我需要有人告诉我我是否做出了正确的选择。如果你懂电脑，你能和我一起去店里，给我你的意见吗？”

I agreed and went into the store with her. The girl explained that she was attending college at UNLV (the University of Nevada at Las Vegas) and since this was her first computer, she needed reassurance from somebody who knew computers that this was a good and wise purchase. She told me how most of the people in the store really didn’t know that much about computers. I looked over the computer and, having pretty good knowledge about home computers, told her that she had indeed made a wise choice and that the computer was also a good value. I pointed out some of the technical features that would help her in her schoolwork, and although she didn’t have any idea of what I was talking about, she felt that she was making the right choice because I said so.

我同意了，和她一起进了商店。女孩解释说她正在内华达大学拉斯维加斯分校（UNLV）上大学，这是她第一台电脑，所以她需要从懂电脑的人那里得到保证，这是一次明智的购买。她告诉我，店里的大部分人真的对电脑了解不多。我检查了这台电脑，因为我对家用电脑相当了解，所以告诉她她确实做出了明智的选择，这台电脑也是物有所值的。我指出了一些有助于她学校工作的技术特性，尽管她对我的话一无所知，但她觉得既然我说了，她做出的选择就是正确的。

Nobody Wants to Make a Mistake

没有人想犯错误

Relieved, she thanked me, and then was off to buy her new computer. As she was walking away, she looked over her shoulder and said, “I’ve worked hard for my money and I didn’t want to make a stupid mistake.”

她如释重负地感谢了我，然后去买她的新电脑。当她走远时，她回头说：“我辛苦赚了这笔钱，不想犯愚蠢的错误。”

Before you bought a computer, you may have first called somebody who was a partial expert on computers to ask for an opinion. You, too, wanted reassurance and confidence about the purchase you were making—that the money you were about to exchange for a computer was going to be spent wisely. The same holds true when you buy anything of value. You just want reassurance. If, however, you can trust the sales organization as the experts, then you won’t need any outside expert opinion as the young student needed in the preceding example.

在您购买电脑之前，您可能首先打电话给一个在电脑方面部分专家的人，征求他们的意见。您也希望对您即将做出的购买有信心和保障——您即将为电脑付出的钱将会被明智地使用。购买任何有价值的东西时，情况都是如此。您只是想要保障。然而，如果您信任销售组织作为专家，那么您就不需要像前一个例子中的年轻学生那样寻求外部专家的意见。

Even after you buy something, you often seek confirmation that your purchase was a good one. The late direct marketing consultant Paul Bringe once wrote: “One of the first things we do after making a sizable purchase is to seek assurance from others that our decision was a good one. We tell our family, our neighbors, our friends and our business associates and wait for their approval.”

即使你买了东西，你仍然会寻求确认你的购买是正确的。已故的直接营销顾问保罗·布林格曾写道：“在我们做出一笔大额购买后，我们首先做的事情之一就是向他人寻求对我们的决定是正确的保证。我们告诉我们的家人、邻居、朋友和商业伙伴，并等待他们的批准。”

One of the surprises I had while taking orders on our phone lines at JS&A was the number of customers who stated something like, “I bet that’s one of your best-selling products.” In many cases, it wasn’t. But in every case, whenever I mentioned that the product they had just purchased was indeed a very popular product, there was always a comment like, “I just knew that it was.” People need reassurance that they have made the right purchase.

在 JS&A 的电话订单中，我遇到的惊喜之一是，有那么多客户说：“我敢打赌那肯定是你们的热销产品之一。”在很多情况下，事实并非如此。但每次我提到他们刚刚购买的产品确实非常受欢迎时，总会有人评论说：“我就知道它是。”人们需要确信他们做出了正确的购买决定。

9. Satisfaction Conviction

9. 满意度信念

When you saw this heading, you might have thought we would be talking about the trial period. Indeed, a trial period could be defined as a form of satisfaction conviction. “If you aren’t totally satisfied with my product within one month, you may send it back for a full refund.” But that isn’t what we mean here. Sure, every direct response offer should have a trial period. After all, the consumer needs to touch and feel a product to make a decision about whether to keep it. So the trial period provides the buyer with a level of confidence. The consumer can change his or her mind if it is not exactly what he or she is looking for.

当你看到这个标题时，你可能以为我们会谈论试用期。确实，试用期可以定义为一种满意度的信念。“如果你在一个月内对我的产品完全不满意，你可以退货并获得全额退款。”但这并不是我们在这里的意思。当然，每个直接回应的提议都应该有一个试用期。毕竟，消费者需要触摸和感受产品才能决定是否保留它。因此，试用期给买家提供了一定程度的信心。如果产品不是他们所寻找的，消费者可以改变他们的想法。

But a satisfaction conviction is more than a trial period. It basically conveys a message from you to your prospect that says, “Hey, I’m so convinced you will like this product that I’m going to do something for your benefit to prove how incredible my offer is.”

但是，满意的信念不仅仅是一个试用期。它基本上传达了一个从你到你的潜在客户的信息，说：“嘿，我如此确信你会喜欢这个产品，以至于我将为你做些事情来证明我的提议是多么不可思议。”

If your potential customer, after reading what you are going to do, says something like, “They must really believe in their product,” or “How can they do it?” or “Are they going to get ripped off by customers who will take advantage of their generosity?” then you know you’ve got a great example of a satisfaction conviction.

如果您的潜在客户在阅读您打算做什么之后，说出类似于“他们一定真的相信他们的产品”或“他们是怎么做到的？”或“他们会被利用其慷慨的客户欺骗吗？”这样的话，那么您就知道您有一个很好的满意度信念的例子。

Let me give you an example. When I first offered BluBlocker sunglasses, I said in my TV advertising, “If you’re unhappy with BluBlockers, I’ll let you return them anytime you want. There is no trial period.” A lot of people thought to themselves, “That must be a good product or otherwise they wouldn’t make that offer.” Or they may have said, “Boy, are they going to get ripped off.” In either case, I conveyed a conviction that my customer was going to be so satisfied that I was willing to do something that is rarely done.

让我给您举个例子。当我第一次推出 BluBlocker 太阳镜时，我在电视广告中说：“如果您对 BluBlocker 不满意，您随时可以退货。没有试用期。”很多人想，“那肯定是个好产品，否则他们不会提供这样的服务。”或者他们可能会说，“哎呀，他们要被骗了。”无论如何，我传达了一种信念，那就是我的顾客将会非常满意，我愿意做一件很少做的事情。

In one ad, I stated, “If you aren’t happy with your purchase, just call me up and I’ll personally arrange to have it picked up at my expense and refund you every penny of your purchase price including the time you took to return the product.”

在一则广告中，我写道：“如果您对购买的商品不满意，只需给我打电话，我将亲自安排免费取货，并全额退还您的购买价格，包括您退货所花费的时间。”

Testing a Satisfaction Conviction

测试满意度信念

Once I was able to test the power of a satisfaction conviction. In an ad I wrote for the company called Consumers Hero, I was offering subscriptions to a discount bulletin showing refurbished products at very low prices. But rather than just mail the bulletin to prospects, I formed a club and offered a subscription to the bulletin. I tested various elements in the 700-word ad. I changed the headline and tested it and improved response by 20 percent. I changed the price and saw little change in total response. The lower the price, however, the more orders I received. But when I changed just the satisfaction conviction, the response rate doubled.

一旦我能够测试满意信念的力量。在我为公司“消费者英雄”写的广告中，我提供订阅一份展示翻新产品超低价格的折扣通讯。但不是仅仅将通讯邮寄给潜在客户，我成立了一个俱乐部并提供通讯订阅。我在 700 字的广告中测试了各种元素。我更改了标题并进行了测试，将响应率提高了 20%。我更改了价格，但总响应率变化不大。然而，价格越低，我收到的订单越多。但当我只更改满意信念时，响应率翻倍。

In one ad, I said, “If you don’t buy anything during your two-year subscription, I’ll refund the unused portion of your subscription.”

在一则广告中，我说：“如果你在两年订阅期间什么都不买，我将退还你未使用的订阅部分。”

In the second ad I stated, “But what if you never buy from us and your two-year membership expires? Fine. Send us just your membership card and we’ll fully refund your five dollars plus send you interest on your money.”

在第二个广告中我说道：“但如果您从未在我们这里购买，您的两年会员资格到期了怎么办？没关系。只需把您的会员卡寄给我们，我们将全额退还您五美元，并给您支付利息。”

In the first ad, you see a basic, simple trial-period type offer. In the second version, however, you see an offer that goes well beyond the trial period and can be classified as a satisfaction conviction.

在第一则广告中，您可以看到一个基本的、简单的试用期类型优惠。然而，在第二个版本中，您看到的是一个远远超出试用期的优惠，可以归类为满意承诺。

In the test, the response doubled even though the satisfaction conviction was at the very end of the ad. This meant that people read the entire ad and then, at the very end when that important buying decision had to be made, the satisfaction conviction removed any remaining resistance to buying into the concept.

在测试中，即使满意度信念出现在广告的末尾，响应也翻倍了。这意味着人们阅读了整个广告，然后在最后，当必须做出重要购买决策时，满意度信念消除了对购买该概念的任何剩余抵触。

If you have gotten the reader into the slippery slide and all the way to the end of an ad, it’s that last part of the ad where you’ve got an awful lot to do. Think about it. You’ve got to explain the offer to the prospect, why it’s a good offer and why he or she should buy the product, and then you’ve got to do something dramatic to push him or her over the edge—all within the very last part of your sales message. It’s like a salesperson asking for the order and then also saying, “And if you buy this from me now, I will do something that few salespeople would do to ensure your satisfaction.”

如果你已经把读者带入广告的滑梯并一路滑到广告的结尾，那么广告的最后部分就是你需要做很多事情的部分。想想看。你必须向潜在客户解释这个提议，为什么这是一个好提议，以及为什么他们应该购买这个产品，然后你必须做一些戏剧性的举动来推动他们跨过界限——所有这些都在你的销售信息的最后部分完成。这就像销售人员要求订单，然后还说：“如果你现在从我这里购买，我会做一些很少有销售人员会做的事情来确保你的满意。”

The right satisfaction conviction is important, too. The ideal satisfaction conviction should raise an objection and resolve it, as I’ve indicated in the previous chapter, but in resolving it, go beyond what people expect.

正确的满意信念同样重要。理想的满意信念应该提出并解决一个异议，正如我在上一章所指出的，但在解决它时，要超越人们的期望。

It was effective in my Consumers Hero ad because it tied perfectly into resolving any last-minute resistance. First it raised the objection—“What if I don’t buy from your bulletin over a two-year period?” And then I resolved it with a satisfaction conviction—something that went beyond what people expected.

它在我《消费者英雄》广告中非常有效，因为它完美地解决了任何最后一刻的抵抗。首先，它提出了反对意见——“如果我在两年内不通过你的公告购买，怎么办？”然后，我用一种满意的确信解决了它——这超出了人们的预期。

But be careful to use a satisfaction conviction that makes sense for the offer. You wouldn’t want to raise an objection and then satisfy it with the wrong resolution. Make sure any objection is indeed satisfied by the correct resolution. In short, it’s got to make sense.

但请注意使用一个符合该报价的满意信念。您不希望提出一个异议，然后用错误的解决方案来解决它。确保任何异议确实是通过正确的解决方案解决的。简而言之，它必须合理。

The satisfaction conviction is a critical part of the sales message and few realize its importance. Yet, if you can create a powerful satisfaction conviction, this simple device will do a great deal for the success of your offers.

满意信念是销售信息的关键部分，很少有人意识到其重要性。然而，如果你能创造一个强大的满意信念，这个简单的工具将对你的产品成功产生很大影响。

10. Nature of Product

产品性质

This is one of the really important keys in determining how to sell a product. First, you have to realize that every product has its own unique personality, its own unique nature, and it’s up to you to figure it out.

这是确定如何销售产品的重要关键之一。首先，你必须意识到每个产品都有其独特的个性，独特的本质，这取决于你去发现它。

How do you present the drama of that product? Every product has one very powerful way of presenting itself that will express the true advantages and emotion that the product has to offer and motivate the largest number of people to buy it.

如何展现该产品的戏剧性？每个产品都有一套非常强大的自我展示方式，能够表达产品的真正优势和情感，并激励最多的人购买。

Remember the Midex burglar alarm that I sold for many years through full-page ads in national magazines? What was the nature of that product and how could I motivate people to buy it? I explained that in Chapter 2.

记得我多年来通过全国杂志的全页广告销售的 Midex 防盗报警器吗？那个产品的性质是什么，我如何激励人们购买它？我在第二章中解释了这一点。

I used the security system as an example of the nature of products. This was an unusual product because it had a unique personality. The product category itself had its own profile. By realizing the nature of every product and playing to its strengths, you will end up with a very powerful and emotionally dramatic presentation.

我以安全系统为例，说明了产品的本质。这是一个独特的产品，因为它拥有独特的个性。产品类别本身也有其自己的特点。通过认识到每个产品的本质并发挥其优势，你将得到一个非常强大且情感上引人入胜的展示。

Think about other examples. What is the nature of a toy? It’s a fun game. So you bring out the enjoyment. What is the nature of a blood pressure unit? It’s a serious medical device that you use to check your blood pressure. Note the word serious. What is the nature of a burglar alarm? It’s a serious product that should be easy to install, work when it is supposed to and provide protection to concerned homeowners. Very often, common sense is all you need to understand and appreciate the nature of a product.

思考其他例子。玩具的本质是什么？它是一种娱乐游戏。所以你带来乐趣。血压计的本质是什么？它是一种严肃的医疗设备，用于检查你的血压。注意这个词“严肃”。防盗报警器的本质是什么？它是一种应该易于安装、在需要时工作并为关心家庭安全的业主提供保护的严肃产品。通常，常识就足够你理解和欣赏产品的本质了。

Realize that you must understand the nature of the product you are selling or you won’t effectively sell it.

认识到你必须了解你所销售产品的本质，否则你将无法有效地销售它。

11. Prospect Nature

11. 前景自然

In selling, it is important to understand not only the nature of the product you are offering but the nature of your prospect as well. When I was in college and thinking about joining a fraternity, I had an experience that really points out the value of understanding this very important trigger.

在销售中，不仅要了解你所提供产品的性质，还要了解潜在客户的特点。当我上大学时，考虑加入一个兄弟会，我有一个经历，这真正指出了理解这个非常重要的触发因素的价值。

Of all the fraternities I could have joined in college, I chose the worst one. Why? After spending time visiting various fraternities, I had figured out the nature of why guys join a fraternity in the first place.

在所有我可以在大学加入的兄弟会中，我选择了最糟糕的一个。为什么？在花时间访问了各种兄弟会之后，我明白了为什么男生们最初会选择加入兄弟会。

I reasoned that with this knowledge, I could single-handedly take the worst fraternity on campus and turn it into the best one, simply by coming up with an effective marketing plan to dramatically increase membership. My approach would take into account the nature of my prospect (the student) and, using this information, seduce that student into wanting to join my fraternity at the exclusion of all others. I would thus, by building a large membership, transform my fraternity into a top-rated organization, regardless of how bad it had been when I joined. This may seem like a rather naive plan, but I was convinced that I personally could make a difference.

我推断，有了这些知识，我可以单枪匹马地将校园里最糟糕的兄弟会转变为最好的，只需制定一个有效的营销计划，大幅增加会员人数。我的方法会考虑到我的目标对象（学生）的性质，并利用这些信息，诱惑那个学生想要加入我的兄弟会，排除所有其他选择。因此，通过建立庞大的会员队伍，无论我加入时它有多糟糕，我都会将我的兄弟会转变为顶级组织。这听起来可能是一个相当天真的计划，但我坚信我可以做出改变。

After joining and going through the initiation period, I got sworn in, went before my fraternity brothers, and laid out my plan—“Operation Survival” as I called it. I explained that guys join a fraternity for two psychological and motivating factors: One was as a vehicle to meet girls and the other was to experience the camaraderie and brotherhood of a group of guys. I showed that an illusion could be created to capture this effect of social interaction in a fraternity for the sake of acquiring new members or pledges. The goal was to have more guys wanting to join our fraternity than any other on campus. And we needed this big infusion of new faces or our fraternity would surely die—that’s how bad this place was and how badly we were doing attracting new members. It truly was Operation Survival.

加入并经历入门期后，我宣誓就职，在兄弟会兄弟面前阐述了我的计划——“生存行动”正如我所说的。我解释说，男生加入兄弟会有两个心理和激励因素：一个是作为结识女孩的途径，另一个是体验一群男人的友谊和兄弟情谊。我展示了可以通过一种错觉来创造这种在兄弟会中捕捉社交互动效果，以吸引新成员或候选人的效果。目标是让更多的男生想要加入我们的兄弟会，而不是校园里的其他兄弟会。我们需要大量新面孔的注入，否则我们的兄弟会肯定会灭亡——这就是这个地方有多糟糕，以及我们吸引新成员有多困难。这确实是一场生存行动。

My plan was simple and consisted of two parts. The first part was to invite the most beautiful and sexy girls to act as hostesses for our get-acquainted events. I didn’t want the active brothers’ girlfriends to act as hostesses as was usually the case. No, these gals had to be world-class—girls the guys would talk about for days after our event.

我的计划很简单，分为两部分。第一部分是邀请最漂亮、最性感的女孩担任我们的相识活动的主持人。我不想让活跃的兄弟的女朋友担任主持人，通常都是这样。不，这些女孩必须是世界级的——在我们活动后，男人们会谈论她们好几天。

The second was the way each brother had to introduce a fellow brother to a prospective member. I insisted that the brother should say to a prospect something very loving and warm about his fellow fraternity brother. I said, “Put your arms around your brother and tell the prospect what a wonderful person your brother is and how much you genuinely admire and love this guy.”

第二点是每个兄弟都必须向一位潜在成员介绍一位兄弟。我坚持认为这位兄弟应该向潜在成员表达出对同袍兄弟的非常温馨和亲切之情。我说：“拥抱你的兄弟，向潜在成员讲述你的兄弟是多么出色的人，你有多么真诚地钦佩和喜爱这个人。”

The plan was not as easy to execute as it might seem. First, no world-class gal on campus wanted any part of my fraternity. Second, the guys hated each other, and expressing love about a fellow brother whom you hated seemed a rather difficult gesture, if not impossible. But I did a few things that made it work.

计划并不像看起来那么容易执行。首先，校园里没有哪个世界级的女孩想加入我的兄弟会。其次，那些男生彼此仇恨，对于你讨厌的人表达爱意似乎是一项相当困难的举动，如果不是不可能的话。但我做了一些让事情成功的事情。

We hired four of the most beautiful strippers from the local strip clubs. They were young, sexy, and welcomed the opportunity to assume roles as sexy university coeds and hostesses for our three planned get-acquainted parties. I then rehearsed the guys and made them put their arms around each other, expressing this new brotherly love that was so foreign and repulsive to them. They could barely stand it. But the charade worked.

我们雇佣了当地脱衣舞俱乐部中最漂亮的四位脱衣舞者。她们年轻、性感，并欢迎有机会扮演性感的大学生和为我们三个计划好的相识派对担任主持人。然后我排练了那些男生，让他们互相拥抱，表达这种对他们来说既陌生又令人厌恶的新兄弟之爱。他们几乎无法忍受。但这场闹剧奏效了。

Not only did we end up with the biggest pledge class in our history, beating all the other fraternities, but some of the guys actually got closer to their fellow brothers, and an entire new spirit spread throughout the fraternity. There was such a buzz around campus about the girls who were acting as our hostesses that by the time we held our third party, we didn’t have room for the crowd that we attracted. In fact, the strippers enjoyed their experience so much that they invited some of their beautiful girlfriends to join the fun. The guests were so impressed with the love, brotherhood, and display of beautiful women that when it came time to join, they were literally begging to sign up.

我们不仅成为历史上最大的承诺班级，击败了所有其他兄弟会，而且一些家伙实际上与他们的兄弟们关系更近了，整个新的精神在整个兄弟会中传播开来。关于充当我们招待员的女孩们的校园里充满了兴奋，等到我们举办第三次派对时，我们几乎没有容纳吸引来的人群的空间。事实上，脱衣舞者享受他们的经历如此之多，以至于他们邀请了一些漂亮的女性朋友加入乐趣。客人们对爱情、兄弟情谊和展示的美丽女性的印象深刻，以至于到他们加入的时候，他们几乎是在恳求注册。

I had understood the psychological trigger of my product (the fraternity) and of my prospect (the young man looking for a place to find love and social interaction). The key in this case was the power of knowing the nature of the prospect—those emotional aspects of the prospect that would respond best to a planned pitch. Operation Survival was a huge success and transformed my fraternity into one of the best on campus—all from a simple marketing plan and in a few short weeks.

我已理解了我的产品（兄弟会）和潜在客户（寻找爱情和社会互动场所的年轻人）的心理触发点。在这个案例中，关键在于了解潜在客户的本质——那些对有计划的推销反应最好的情感方面。《生存行动》取得了巨大成功，将我的兄弟会转变为校园中最好的之一——这一切都源于一个简单的营销计划和短短几周的时间。

Let me cite a few more examples to illustrate this very important principle. If I was selling a home, I would get to know the motivations of my prospects and what they are looking for in a home. I would find out their history. I would ask them about their other home-buying experiences and what their hobbies are. I would gather as much information about them as possible and then I would develop a sense of what emotional needs they might have.

让我再举几个例子来说明这个非常重要的原则。如果我在卖房子，我会了解潜在买家的动机以及他们在房子中寻找什么。我会了解他们的历史。我会询问他们其他购房经历以及他们的爱好。我会尽可能收集关于他们的信息，然后我会培养出对他们可能有的情感需求的感觉。

Understanding their needs and the nature of the prospect in general would give me enough information to craft a very effective sales presentation that, ideally, would match the nature of my product with the nature of my prospect.

了解他们的需求和潜在客户的一般性质，将为我提供足够的信息来制作一个非常有效的销售演示文稿，理想情况下，该演示文稿将使我的产品与潜在客户的特点相匹配。

The prospect has basic emotional needs that your product or service will solve, regardless of how sophisticated or simple your product offering is. Examine those emotional needs. It is from the perspective of emotion that you will reach the core essence of your prospect’s motivation. And it is from this essence that you will get all the clues you need to uncover the way to that prospect’s heart and soul and eventually to his or her pocketbook.

前景有基本情感需求，无论您的产品或服务提供得多复杂或简单，您的产品或服务都将解决这些需求。审视这些情感需求。您将从情感的角度触及您潜在客户的动机核心。而且，您将从这一本质中获取所有您需要的线索，以揭示通往潜在客户心灵和钱包的道路。

12. Current Fads

12. 当前潮流

There are always a number of fads taking place at the same time. One might be a clothing fad, another might be an unusual expression made popular by a TV show or commercial, or a fad might be a popular trend.

同时总会有许多时尚潮流。可能是一种服装潮流，另一种可能是由电视节目或广告流行起来的不寻常的表达，或者一种潮流可能是一个流行的趋势。

There are also fads in direct response. On TV right now, the hottest products are exercise devices. There was a time when real estate shows were popular. Be aware of the current fads so you can determine the hottest product categories and also the new language of our time. You want to recognize them and harmonize with them.

直接响应领域也有流行趋势。现在电视上最热门的产品是健身设备。曾经房地产节目很受欢迎。要关注当前的流行趋势，以便确定最热门的产品类别以及我们这个时代的语言。您需要识别它们并与它们保持一致。

A good example of recognizing fads and knowing what to do with them comes from an experience I had with Richard Guilfoyle, a direct marketer from Boston. He had a strong sense of history and prided himself on creating replicas of historic American objects—Paul Revere’s lantern, a statue of George Washington at Valley Forge, a salt and pepper set from the time of the Revolutionary War. In 1975 his company was doing quite well.

一个识别潮流并知道如何应对它们的良好例子来自于我与理查德·吉尔福伊尔的经历，他是一位来自波士顿的直接营销员。他有着强烈的历史感，并引以为豪地复制历史美国物品——保罗·雷弗尔的灯笼、瓦利福奇乔治·华盛顿的雕像、革命战争时期的盐和胡椒套装。1975 年，他的公司做得相当不错。

And no wonder. The country was about to celebrate its bicentennial anniversary, and this class of merchandise was being recognized as a way of celebrating the birth of our nation 200 years before. Sales were brisk. Richard was capitalizing on this current fad for American Revolutionary period products.

难怪。这个国家即将庆祝其两百周年纪念日，这类商品被认可为庆祝我们国家诞生 200 周年的方式。销售旺盛。理查德正在利用这种对美国革命时期产品的当前时尚。

Then the bottom of his business fell out. Sales plummeted and he couldn’t figure out why. And it all happened just prior to July 4th, 1976—the date of the bicentennial celebration.

然后他的生意一落千丈。销售额暴跌，他却不知道为什么。这一切都发生在 1976 年 7 月 4 日——美国独立 200 周年庆典前夕。

When he attended my seminar, he was really quite disappointed with his business. What happened? I suggested that maybe it was because people were associating his merchandise with the anniversary of the United States. Since that date had already passed, his sales reflected this perception.

当他参加我的研讨会时，他对自己的生意非常失望。发生了什么事？我建议可能是因为人们将他的商品与美国的周年纪念联系起来。由于那个日期已经过去，他的销售额反映了这种看法。

But Richard insisted that this wasn’t the case. “My products have true historic significance and have nothing to do with the bicentennial.” Could I simply look at his copy and help him improve it?

但理查德坚持这不是事实。“我的产品具有真正的历史意义，与这个两百年庆典无关。”我能否简单地看看他的副本并帮他改进它？

After looking over his copy, which was actually quite good, I saw clearly what the problem was. He had not recognized that consumers perceived his products as part of the excitement of the bicentennial and not as a part of American history that they could save and own.

在仔细查看他的副本后，实际上相当不错，我清楚地看到了问题所在。他没有意识到消费者将他的产品视为庆祝两百周年的激动人心的部分，而不是他们可以保存和拥有的美国历史的一部分。

He then showed me a few ads he had prepared as a result of attending my seminar. One of them was for a necklace with a small replica of a Paul Revere lantern that had a diamond in the center representing the light. It was a beautiful piece of jewelry.

他然后给我展示了他参加我的研讨会后准备的一些广告。其中之一是为一条项链，项链上有一个保罗·里维尔灯笼的小复制品，中间有一颗钻石代表光明。这是一件美丽的珠宝。

I read the copy and said, “You have a winner here. This ad will do well—not because of the historic nature of the necklace but because of the beautiful piece of jewelry that it is. You’re now selling jewelry, Richard, not good old Americana.”

我阅读了文案并说：“你这里有一个赢家。这个广告会做得很好——不是因为项链的历史性质，而是因为它是一件美丽的珠宝。理查德，你现在是在卖珠宝，而不是那些古老的美国风情。”

Sure enough, the ad was a huge success and he soon realized how a powerful fad can grow and fade.

当然，这个广告取得了巨大的成功，他很快意识到一种流行趋势如何兴起和消退。

Fads Generate Publicity

潮流产生知名度

I used fads as a way of generating publicity when I was doing public relations for a few of my clients. One owned a ski resort and was trying to increase the awareness of snowmobiles at his resort. At the time, during the mid to late 1960s, the women’s lib movement was new, strong and vocal. I suggested that the resort owner ban women snowmobile drivers and issue a press release proudly announcing the fact. He did and the publicity went national. He rescinded his ban and snowmobile sales grew dramatically from the national publicity and attention.

我曾在为几位客户做公关时，利用潮流作为吸引公众关注的方式。其中一位拥有滑雪胜地，试图提高其度假村中雪地摩托的知名度。在 20 世纪 60 年代中期至后期，妇女解放运动兴起，势头强劲，呼声高涨。我建议度假村老板禁止女性驾驶雪地摩托，并自豪地发布一份新闻稿宣布这一事实。他照做了，宣传效应迅速全国化。他撤销了禁令，雪地摩托的销量因全国范围内的宣传和关注而大幅增长。

At the same time, one of my accounts—Jerry Herman, owner of the Spot pizza restaurant near Northwestern University in Evanston, Illinois—wanted national publicity, too. Women were in the middle of an unusual fad—throwing their bras away and going braless. I suggested to Jerry that he design a brashaped pizza and he, too, got national publicity. While these publicity stunts might seem a bit silly in retrospect, back then they were effective because they tied into a fad of the times.

同时，我的一个账户——杰瑞·赫尔曼，伊利诺伊州埃文斯顿西北大学附近 Spot 披萨餐厅的老板——也想获得全国性的宣传。女性们正处于一种不寻常的时尚之中——扔掉胸罩，不穿胸罩。我建议杰瑞设计一款胸罩形状的披萨，他也因此获得了全国性的宣传。虽然这些宣传手段在回顾时可能显得有些愚蠢，但当时它们是有效的，因为它们与那个时代的时尚潮流相结合。

A fad can die just as quickly as it can grow. So you must capture the moment early enough and get out right after the fad peaks. The people who came out with radar detectors when they became a fad did exceptionally well. A few of them attended my seminar and wrote great ads and built their companies into very successful entities.

一种潮流可以像它兴起一样迅速消亡。因此，你必须尽早抓住时机，在潮流达到顶峰后及时退出。那些在雷达探测器成为潮流时推出它们的人做得非常出色。其中一些人参加了我的研讨会，创作了优秀的广告，并将他们的公司发展成为非常成功的实体。

One of the companies selling radar detectors—Cincinnati Microwave—sent three of their top people to my seminar before it really took off and became a $140 million company with over $40 million in profits.

其中一家销售雷达探测器的公司——辛辛那提微波公司——在它真正起飞并成为一家价值 1.4 亿美元、利润超过 4000 万美元的公司之前，派了他们三位顶尖人物来参加我的研讨会。

But be careful. I can tell you stories (I should say nightmares) that show how dangerous fads can be to your financial health. During the Watergate scandal, I once introduced “The Watergate Game—a game of intrigue and deception for the whole family.” But no store would carry it because of the controversy and I lost my shirt. I once created the Batman credit card to capture the Batman fad of the 1960s and printed 250,000 of them only to be denied a license to sell them.

但要注意。我可以给你讲一些故事（我应该说噩梦），展示流行趋势对你财务健康的危害。在“水门事件”丑闻期间，我曾经推出了一款“水门游戏——一款适合全家人的阴谋和欺骗游戏。”但因为没有商店愿意销售它，因为争议，我赔了个精光。我曾经创建了一张蝙蝠侠信用卡，以捕捉 20 世纪 60 年代的蝙蝠侠热潮，并印制了 25 万张，结果却被拒绝发放销售许可证。

But as you can see, knowing how to recognize a fad and capitalize on it can be a very powerful tool if your timing is right. This brings us very nicely to the next topic.

但是正如您所看到的，如果您能正确判断潮流并从中获利，这可以是一个非常强大的工具。这很自然地引出了下一个话题。

13. Timing

13. 定时

How many times have you been too early with an idea or too late? I’ve heard complaints from many of my students who have failed because their timing just wasn’t right.

你有多少次因为想法太早或太晚而失败？我听到很多学生因为时机不对而失败的抱怨。

Timing certainly has a lot to do with fads. You want to be involved at the beginning of a fad and not enter in the middle or the end. That’s smart timing. But there are products that have just been introduced too early or too late, and that relates to timing, too. When do you introduce a new product? Is America ready for it? And how do you know?

时间确实与潮流有很大关系。你希望在一股潮流的初期就参与其中，而不是在中间或末期进入。这是明智的时间选择。但也有一些产品要么推出得太早，要么太晚，这也与时间有关。你何时推出新产品？美国准备好接受它了吗？你怎么知道？

The answer really is quite simple: Nobody knows. That’s why I always test every product that I sell first. The consumer will tell me if I’m too early or too late or right on target.

答案其实非常简单：没有人知道。这就是为什么我总是先测试我出售的每一款产品。消费者会告诉我我是太早了、太晚了还是正好击中目标。

When crime increased, it was good common sense to offer burglar alarms. When the O.J. Simpson case unraveled, there were plenty of opportunities to capitalize on it and the media sure did.

犯罪增加时，安装防盗报警器是常识。当奥·J·辛普森案件揭开时，有很多机会从中获利，媒体当然也这么做了。

President Carter went on television in 1980 and reprimanded Americans, accusing us of running up too much debt. “Stop using your credit cards” was his suggestion. And millions of Americans did just that. Direct response rates plummeted overnight. Tests we had previously run that showed great promise were coming up as losses. Our timing obviously was bad but through no fault of ours. Knowing the cause of the problem helped us keep our sanity.

卡特总统于 1980 年在电视上斥责美国人，指责我们债务过高。“停止使用你们的信用卡”是他的建议。数百万美国人真的这样做了。直接回应率一夜之间暴跌。我们之前进行的显示出巨大希望的测试现在变成了亏损。我们的时机显然不好，但并非我们的过错。知道问题的原因帮助我们保持了理智。

It’s just as important to know when the timing is bad. We came out with a product called the Bone Fone, a portable radio worn around the neck. It was perfect timing until a product called the Walkman came out and killed our new product. Timing. It can kill a product or make it.

了解时机的重要性同样重要。我们推出了一款名为 Bone Fone 的产品，一款挂在脖子上的便携式收音机。时机恰到好处，直到一款名为 Walkman 的产品出现，杀死了我们的新产品。时机。它可以杀死一个产品，也可以让它成功。

I once ran a media test on an electronic blood pressure unit we were thinking of putting in our catalog. I thought it would do well and when the results were presented to me, I was amazed at how well it had done. Armed with a great deal of confidence, I placed a major national advertising campaign in all the magazines we normally advertised in—spending almost $300,000 at the time. But even before the ads started to run I discovered that the report I thought was so good was actually produced in error. The product did not do well in the media test and in fact did quite poorly.

我曾经对我们打算放入目录中的电子血压计进行了一次媒体测试。我以为它会做得很好，当结果展示给我时，我对它做得有多好感到惊讶。带着极大的信心，我在我们通常广告的所有杂志上投放了一场大型全国性广告活动——当时花费了近 30 万美元。但甚至在广告开始播出之前，我就发现了我认为那么好的报告实际上是错误的。该产品在媒体测试中表现不佳，实际上做得相当糟糕。

Since I had already placed the advertising, I braced myself for the bad response. But my timing proved to be coincidentally right on target. About the same time as the ads started to run, the American Heart Association started running a major advertising campaign suggesting that Americans take their blood pressure regularly. Our sales jumped and what was destined to become one of our biggest losses turned into a nice profit. And we even won the Life Extension Award from the Life Extension Association for our work in alerting the public to the need for measuring their blood pressure regularly.

由于我已经投放了广告，我做好了应对负面反应的准备。但我的时机竟然巧合地恰到好处。大约在广告开始播放的同时，美国心脏协会也开始了一项大型广告宣传活动，建议美国人定期测量血压。我们的销售额激增，原本注定成为我们最大损失的事情变成了可观的利润。而且我们还赢得了生命延长协会颁发的生命延长奖，以表彰我们在提醒公众定期测量血压方面的努力。

14. Linking

14. 链接

A very critical technique that I have used in mail order ads is a process called linking. Basically, it is the technique of relating what the consumer already knows and understands with what you are selling to make the new product easy to understand and relate to.

一种我在邮件订单广告中使用的非常关键的技巧被称为链接。基本上，这是一种将消费者已经知道和理解的内容与你正在销售的内容联系起来，使新产品易于理解和关联的技术。

One of the easiest ways to explain this trigger is to describe how it works in a fad—a craze that captures the public’s consciousness and quickly creates strong demand, awareness or behavioral changes. The demand can be for a product such as for the Beanie Babies in the 1990s or the citizens band (CB) radios back in the 1970s. It can be simply the strong awareness of a new or different product or concept, such as the Viagra introduction in 1998, or it can be for behavioral changes, such as women throwing away their bras during the women’s liberation movement of the late 1960s.

解释这种触发器最简单的方法是描述它在流行潮中的运作方式——一种能够迅速抓住公众意识并创造强烈需求、意识或行为改变的狂热。这种需求可能是一种产品，如 20 世纪 90 年代的 Beanie Babies 或 20 世纪 70 年代的公民波段（CB）收音机。它可能只是对新产品或概念的强烈意识，如 1998 年 Viagra 的推出，或者它可能是行为改变，如 20 世纪 60 年代末妇女解放运动中女性扔掉胸罩。

There are also fads within specific industries. For example, in the exercise industry there might be a fad for abdominal devices; on infomercials, there might be a glut of business opportunity shows.

某些特定行业也存在流行趋势。例如，在健身行业中可能流行腹部训练设备；在电视购物节目中，可能会有大量商业机会节目。

Usually the fads come and go quickly. But the importance of the fad examples is to show you the process of linking on its most basic and obvious levels. Then I’ll take it deeper to give you a sense of how linking can be used to effectively sell any product or service.

通常潮流来得快去得也快。但潮流例子的重要性在于展示链接在最基本的明显层面上的过程。然后我会深入探讨，让你了解如何有效地利用链接来销售任何产品或服务。

For example, I used the awareness of a presidential act as a way of selling products. When it was discovered in 1973 that Nixon was using phone tap equipment to record all his phone conversations, there was enormous publicity about it. I immediately put together a JS&A offer for a system with which anybody could tap their phones and ran it in the Wall Street Journal under the headline “Tap Your Phone.”

例如，我利用总统行为的意识作为销售产品的手段。1973 年发现尼克松使用电话窃听设备记录所有电话通话时，对此进行了大量报道。我立即为 JS&A 准备了一套任何人都可以窃听电话的系统，并在《华尔街日报》上以“窃听你的电话”为标题进行推广。

That ad was a mistake. The FBI showed up at my door and the Wall Street Journal threatened not to run my ads any more. Even worse, I didn’t sell many of the systems and lost money on the ad. You see, what Nixon did was illegal and so my offer encouraged illegal activity even though I had done nothing illegal myself.

那则广告是个错误。联邦调查局出现在我家门口，华尔街日报威胁不再刊登我的广告。更糟糕的是，我并没有卖出很多系统，广告还让我亏损。你看，尼克松所做的是非法的，所以我的提议鼓励了非法活动，尽管我自己并没有做任何非法的事情。

In contrast, I caught another fad at just the right time. I offered a walkie-talkie right at the height of the citizens band (CB) radio boom in the United States. By calling my walkie-talkie a Pocket CB because it broadcast on one of the CB frequencies, I was able to capture a major chunk of the CB market.

相比之下，我恰好赶上了另一个潮流。在美国市民波段（CB）无线电热潮高峰期，我提供了一种对讲机。通过将我的对讲机称为“口袋 CB”，因为它在 CB 频率上广播，我能够抓住 CB 市场的一大块。

The minute there is a lot of publicity about something and it has the potential to turn into a fad, you could have a great opportunity to link it onto something that you’re doing either to get publicity or to promote a product.

当某件事物受到大量宣传并有可能变成一种潮流时，你就有机会将其与你正在做的事情联系起来，无论是为了获得宣传还是推广产品。

Fads are very powerful. And you now understand the basic concept of linking. But how does this help you as a copywriter?

时尚非常强大。而你现在已经理解了链接的基本概念。但这如何帮助你作为一个文案作家呢？

Whenever I sell a new product or a unique feature of a new concept, I use linking. I take what is familiar to the prospect, relate it to the object I am selling, and create a bridge in the mind of my prospect. Because of this linking, the prospect needs to think a lot less to understand the new product. The product is easier to relate to the needs of the prospect. Everybody wins.

每次我销售新产品或新概念的独特功能时，我都使用关联。我把潜在客户熟悉的事物与我要销售的对象联系起来，并在潜在客户心中建立一座桥梁。正因为这种关联，潜在客户需要思考得少得多才能理解新产品。产品更容易与潜在客户的需求联系起来。大家都赢了。

Linking a Body Part

链接身体部位

My ad for a smoke detector was an example of this process. The headline read: “The Nose.” I talked about the smoke detector not as a smoke detector (many such devices were already being sold) but as a nose that sat on your ceiling and sniffed the air. When it smelled smoke, it set off an alarm. I took the very human and simple concept of a nose—a part of the body whose function is well understood—and then linked it to an electronic device.

我的烟雾报警器广告就是这样一个例子。标题写着：“鼻子。”我把烟雾报警器不是当作一个烟雾报警器（许多这样的设备已经出售），而是把它比作一个坐在你天花板上的鼻子，嗅探空气。当它闻到烟雾时，就会触发警报。我拿一个非常人类化和简单的概念——鼻子——这是身体的一个部位，其功能被广泛理解——并将其与一个电子设备联系起来。

In the ad I also used linking to express quality. For example, I talked about the integrated circuits using gold for the contact points. My prospect was then able to link the expense and quality of gold to this product to arrive at a quality link and justify its higher price. In actuality, every integrated circuit used gold for its contact points, so this wasn’t revolutionary, but nobody had taken the time to explain it to the consumer.

在广告中，我也使用了关联来体现质量。例如，我提到了使用金作为接触点的集成电路。我的潜在客户随后能够将金的开销和质量与该产品联系起来，从而形成质量关联并证明其高价是合理的。实际上，每个集成电路都使用金作为其接触点，所以这并不革命性，但没有人花时间向消费者解释这一点。

I have used linking in many other ways. For example, I had a product that was a remote car starter. You pressed a button on a remote control device and your car automatically started. I called it “The Mafia Auto Gadget.” Can you see the linkage with this product? No? Well, I explained it in the ad. The Mafia often used explosives activated by a car’s ignition to eliminate competition. Because this device started the car for you at a distance, it eliminated the fear and concern for any Mafia member. Of course, the market was also broadened to include those people who simply liked the convenience of prestarting their cars on hot or cold days and having the cars reach a pleasant temperature before they got in. But the positioning of the product was done with a link that the consumer could understand—the Mafia.

我已经以许多其他方式使用了链接。例如，我有一个产品是一个远程汽车启动器。你按一下遥控器上的按钮，你的车就会自动启动。我称之为“黑手党汽车小工具”。你能看到这个产品与链接的联系吗？不？好吧，我在广告中解释了它。黑手党经常使用由汽车点火激活的爆炸物来消除竞争。因为这个设备可以在远处为你启动汽车，它消除了任何黑手党成员的恐惧和担忧。当然，市场也扩大了，包括那些只是喜欢在炎热的或寒冷的日子里预先启动他们的汽车，并在上车前让汽车达到舒适温度的人。但产品的定位是通过消费者可以理解的链接——黑手党——来完成的。

Today, such a device might be linked to the terrorist car bombings in Iraq or a threat to homeland security—both strong but unpleasant trends. I doubt the product would be popular today, not to mention the poor association this link would make. This is also a perfect example of why it often doesn’t pay to copy a successful campaign of the past. But that is another issue.

今天，这样的设备可能与伊拉克的恐怖分子汽车炸弹袭击或对国内安全的威胁联系起来——这两个趋势都很强烈但令人不快。我怀疑这种产品在当今不会受欢迎，更不用说这种联系会带来的糟糕影响。这也是为什么经常不值得复制过去的成功活动的一个完美例子。但这又是另一个问题。

I could give you many examples. The main point to remember about linking, though, is that it should relate the product or service you are selling to something that is easy for your prospect to identify with so that you bridge the mental gap in the mind of the prospect.

我可以给你举很多例子。不过，关于链接，要记住的主要点是，它应该将你正在销售的产品或服务与你的潜在客户容易认同的东西联系起来，以便你在潜在客户的脑海中架起心理桥梁。

Usually products are simply improved versions of previously sold products. You need to relate the older product to the new version to explain the differences.

通常产品只是之前销售产品的改进版本。您需要将旧产品与新版本联系起来，以解释差异。

One of the hardest things to use linking for is a miracle product—a product that is too good to believe. For example, I was selling a pill to be put in the gas tank of your car; it would improve gas mileage and clean out the engine, and had 10 times the fuel additives of super unleaded fuel. It was truly an amazing product and difficult to link to anything that existed in the marketplace. We used the phrases “vitamins for your car” and “tuneup in a pill” as a few of our links.

最难用链接推广的产品之一是奇迹产品——一个好到令人难以置信的产品。例如，我正在销售一种可以放入汽车油箱的药丸；它可以提高燃油效率并清洁发动机，其燃油添加剂含量是超级无铅汽油的 10 倍。这确实是一款令人惊叹的产品，很难将其与市场上存在的任何产品联系起来。我们使用了“汽车维生素”和“药丸调校”等短语作为我们的一些链接。

Linking is a basic human emotional system of storing experiences and knowledge and then recalling those experiences and linking them to something we have to deal with on a daily basis or that is in the public’s consciousness. We often link. When President John F. Kennedy died, I was in the military in Frankfurt, Germany, and his assassination took place in the evening Frankfurt time. I remember where I was at that precise moment and remember the confusion and the personal pain I felt. I linked every image and emotion to that moment in time. Do you remember where you were when you first found out about the attacks on September 11th?

链接是一种基本的人类情感系统，用于存储经验和知识，然后将这些经验回忆起来，并将它们与我们每天必须处理的事情或公众意识中的事物联系起来。我们经常进行链接。当约翰·F·肯尼迪总统去世时，我在德国法兰克福的军队中，他的暗杀发生在晚上法兰克福时间。我记得在那个确切的时刻我在哪里，并记得我感到的困惑和个人的痛苦。我将每一个图像和情感都联系到那个时间点。你还记得你第一次得知 9 月 11 日袭击事件时你在哪里吗？

15. Consistency

15. 一致性

As a direct marketer, I have determined that the most important thing you can do to turn a prospect into a customer is to make it incredibly easy for that prospect to commit to a purchase, regardless of how small that purchase may be. It is therefore imperative that the commitment be simple, small, and in line with the prospect’s needs.

作为一名直销员，我确定将潜在客户转化为客户最重要的事情就是让潜在客户购买变得极其简单，无论购买金额大小。因此，承诺必须简单、小额，并与潜在客户的需求相符。

Once the commitment is made and the prospect becomes a customer, the playing field suddenly changes. There now exists a level of commitment and consistency, directed in your favor, to encourage future purchases.

一旦做出承诺，潜在客户成为客户后，竞争场突然改变。现在存在一种有利于您的承诺和一致性，以鼓励未来的购买。

A good example of this can be seen at a car dealership. The salesperson tallies your purchase, gets approval from the general manager, and then has you sign the paperwork. As she is walking away to get the car prepped and ready for you to drive away, she turns to you and says, “And you do want that undercoating, don’t you?” You instinctively nod your head. The charge is added to your invoice. “And you’ll also want our floor mats to keep your car clean as well, won’t you?”

这是一个很好的例子，可以在汽车经销商那里看到。销售人员核算您的购买，从总经理那里获得批准，然后让您签署文件。当她走向停车场为您准备车辆，以便您开车离开时，她转向您说：“您真的想要底盘装甲，不是吗？”您本能地点了点头。费用被加到您的发票上。“您可能还想买我们的脚垫，以保持您的车干净，不是吗？”

Or how about the times when you order something from a catalog and say to yourself, “Since I’m going through the trouble or ordering, let’s see what else they have that I might like,” and you end up ordering more.

或者，当你从目录中订购某样东西，然后对自己说，“既然我都要麻烦去订购了，不如看看他们还有什么是我可能喜欢的”，结果你订购了更多。

Once a commitment is made, the tendency is to act consistently with that commitment. The customer nods his head.

一旦做出承诺，就会倾向于与该承诺保持一致。客户点头同意。

A good example of this phenomenon was told to me by Jon Spoelstra, the former general manager of the Portland Trailblazers basketball team and president of the New Jersey Nets. One of his primary jobs was to sell tickets. “I would personally visit a prospect, sell him a simple yet basic ticket package, start to leave, and then turn around just as I was about to walk out the door and offer something else. Very often my customer would simply nod his head and say under his breath, ‘Yeah, sure, add that to it, too.’ ”

这是一个现象的好例子，它是由波特兰开拓者篮球队的的前总经理和新泽西篮网队的总裁乔恩·斯波尔斯特拉告诉我的。他的一项主要工作是卖票。“我会亲自拜访潜在客户，卖给他一个简单但基本的票套餐，开始离开，然后在我正要走出门口的时候转身提供其他东西。我的客户通常会简单地点点头，低声说，‘是的，当然，再加上那个。’”

One of the important points to remember is to always make that first sale simple. Once the prospect makes the commitment to purchase from you, you can then easily offer more to increase your sales. This is equally true for products sold from a mail order ad or from a TV infomercial. I have learned to keep the initial offer extremely simple. Then, once the prospect calls and orders the product I am offering, and while the prospect is on the phone, I offer other items and end up with a larger total sale. An additional sale occurs over 50 percent of the time, depending on my added offer.

记住一个重要点是始终使第一次销售简单。一旦潜在客户承诺从你这里购买，你就可以轻松地提供更多产品以增加销售额。这同样适用于通过邮寄广告或电视直销销售的产品。我已经学会了将初始报价保持得非常简单。然后，一旦潜在客户打电话订购我提供的产品，并且在潜在客户通话期间，我会提供其他商品，最终实现更大的总销售额。超过 50%的时间，通过我的附加报价，会发生额外销售。

Once you’ve committed to the original purchase, you are poised for a course of action consistent with what you have already undertaken. In the case of buying, you are now primed to buy more by virtue of the original commitment to buy.

一旦您承诺了原始购买，您就准备好了一条与您已经承担的行动一致的道路。在购买的情况下，由于您已经承诺购买，您现在已经准备好购买更多。

16. Harmonize

16. 调和

An important lesson I taught at the seminar was learned from the story of how the late Bobby Darin, a popular singer of the 1950s and 1960s, became famous.

一个重要的教训，我在研讨会上传授的，是从已故的鲍比·多林的故事中学到的，他是 20 世纪 50 年代和 60 年代的一位流行歌手，他如何成名。

As a young singer in New York, for a long time Darin tried unsuccessfully to break into the music business. He would go from record company to record company trying to convince them to make an album of him singing old popular standards.

作为一个年轻的纽约歌手，达林长时间地试图进入音乐界，但一直未能成功。他从一个唱片公司走到另一个唱片公司，试图说服他们为他制作一张演唱老流行歌曲的专辑。

He was rejected. Nobody believed that the music industry would accept old popular songs from an unknown young singer. Besides, the hot music at the time was good old rock and roll sung by black artists and called the Motown sound.

他被拒绝了。没有人相信音乐产业会接受一个不知名的年轻歌手的老流行歌曲。此外，当时的热门音乐是黑人艺术家演唱的古老摇滚乐，被称为摩城之声。

Darin was quite frustrated, so he took things into his own hands. Did he cut his own album by himself? No, he didn’t have the money. Did he convince a record company to record him? Yes, but not the songs he so desperately wanted to record. Instead he sat down and wrote a tune that fitted or harmonized with what the public was buying at the time.

达林非常沮丧，所以他决定自己动手。是他自己制作了自己的专辑吗？不，他没有那么多钱。他是说服了一家唱片公司为他录制吗？是的，但不是他迫切想要录制的那些歌曲。相反，他坐下来创作了一首与当时公众购买的音乐相契合或和谐的曲子。

The tune he wrote was called “Splish Splash,” and the lyrics started out, “Splish splash, I was takin’ a bath, ‘round about a Saturday night.” It went on to tell a story about what happened when he took that bath. The song was good old Motown rock and roll and he easily sold this music to a record company, which recorded it with Darin singing the lead. “Splish Splash” became a smash hit and sold millions of records. In the recording, he even sounded like a Motown recording artist.

他创作的曲子名叫《Splash Splash》，歌词开头是：“Splash splash，我在洗澡，就在周六晚上。”接着讲述了他洗澡时发生的故事。这首歌是经典的摩城摇滚乐，他轻易地将这首歌卖给了一家唱片公司，由 Darin 担任主唱录制。 《Splash Splash》成为了一首大热单曲，销量数百万张。在录音中，他甚至听起来就像一位摩城录音艺术家。

Darin recognized what the market wanted and was buying at the time, and he created something that harmonized perfectly with that market, even though his song was far from the music that was in his heart. He made the practical choice to put aside his desires, put aside his ego and goals, and just cut a record that would sell and earn him the recognition he needed to record the type of music he really wanted to record.

达林认识到市场当时想要什么，在买什么，他创造了一些与市场完美和谐的东西，尽管他的歌曲与他心中的音乐相去甚远。他做出了实际的选择，放下自己的欲望，放下自己的自负和目标，只制作了一张能卖出去并为他赢得所需认可以录制真正想要录制的音乐的唱片。

Despite the hit record, which became a million seller, he still couldn’t interest any record company in recording him for a pop album. So he took all his earnings from the success of “Splish Splash” and made the album himself. One of the songs he recorded was his version of an old Kurt Weill song called “Mack the Knife.” Not only was his album a smash hit, but “Mack the Knife” became a multimillion-selling single throughout the world. Bobby Darin went on to be known not for “Splish Splash” but for the music he loved best—popular jazz oldies.

尽管他的唱片销量达到了百万张，但他仍然无法引起任何唱片公司对他录制流行专辑的兴趣。因此，他用“Splish Splash”的成功带来的所有收入自己制作了专辑。他录制的歌曲之一是他翻唱的一首老库尔特·威尔演唱的《麦克刀》歌曲。他的专辑不仅大受欢迎，而且《麦克刀》在全球范围内成为了一首销量数百万的单曲。鲍比·多林因此闻名，不是因为“Splish Splash”，而是因为他最爱的音乐——流行的爵士老歌。

Lessons from Bobby Darin

鲍比·达林的启示

There are many lessons to be learned from this one example. First, realize that often you must go with the established way of doing things in order to accomplish your goals. You’ve got to pattern yourself after what is working and then harmonize with the marketplace. Once you have an established reputation, it’s easier to try something different that you yourself want to do.

从这个例子中可以学到许多教训。首先，要意识到，为了实现目标，你通常必须遵循既定的做事方式。你必须模仿那些正在发挥作用的做法，然后与市场保持和谐。一旦你建立了良好的声誉，尝试自己真正想做的事情就会更容易。

So first you meet the needs of the market to raise the capital you need and then you go for your dreams. Once you’ve raised your own funds, you can do anything you want. You can pursue a course of action that nobody else would believe possible.

首先满足市场需求，筹集你需要的资金，然后追求你的梦想。一旦筹集到自己的资金，你可以做任何你想做的事。你可以追求别人认为不可能的行动方案。

I also use the Bobby Darin example to convince people who come to me with a concept or idea that seems really too far out of the mainstream that they have to harmonize with the marketplace. In some cases, their product needs a slightly different twist to work, even though that is not what they envisioned for the product. The change usually involves removing a component or making the product cheaper or presenting it in a totally new and simple way. Let me cite one perfect example.

我也用鲍比·达林（Bobby Darin）的例子来说服那些带着看似过于另类的概念或想法来找我的人，让他们必须与市场保持和谐。在某些情况下，他们的产品需要稍作调整才能发挥作用，尽管这并不是他们为产品所设想的。这种改变通常涉及去除某个组件或降低产品价格，或者以全新的简单方式呈现。让我举一个完美的例子。

It was 1973 and the president and national sales manager of a calculator company, APF, came to me with their new product. They were all excited about it and felt that they had the greatest and most exciting breakthrough in electronics since the calculator was invented.

1973 年，一家计算器公司 APF 的总裁和全国销售经理带着他们的新产品来找我。他们对它都感到非常兴奋，并认为这是自计算器发明以来电子领域的最大和最激动人心的突破。

So confident were they that they were willing to pay for the cost of my test ad. “Joe, this product is so hot that you’ll sell millions,” said the president of the company.

他们如此自信，以至于愿意支付我的测试广告费用。“乔，这个产品如此火爆，你将卖出数百万，”公司总裁说。

At the time, prices were still quite high for calculators, so $69.95 was a very attractive price back then for a good desk calculator with a large display. APF had sold their calculators successfully at $69.95 but felt that with their latest innovation, they had the ultimate product for my company—truly a revolution in electronics (or so they thought).

当时计算器的价格仍然很高，所以 69.95 美元在当时对于一个具有大显示屏的优秀台式计算器来说是一个非常吸引人的价格。APF 以 69.95 美元的价格成功销售了他们的计算器，但认为他们最新的创新是我公司的终极产品——真正是电子领域的革命（他们是这样想的）。

“What’s the innovation?” I asked. The company president and his national sales manager unwrapped a special box to show me their prototype.

“什么是创新？”我问。公司总裁和他的国家销售经理打开了一个特制的盒子，向我展示了他们的原型。

The calculator was the same calculator they had been selling for the past year but with a new feature—a clock that ran in the calculator display when the calculator wasn’t being used. “What do you think?” the president beamed. “We plan on selling this for $99.95.”

计算器和过去一年他们一直在销售的相同，但有一个新功能——当计算器不使用时，在计算器显示屏上运行的时钟。“你怎么看？”总裁微笑着说。“我们计划以 99.95 美元的价格销售这款产品。”

I didn’t like the idea. I explained that the consumer felt that a calculator was a serious business tool, turned on when it was needed and turned it off when it was not. I had been selling them for almost two years and had a pretty good sense of the product and its emotional appeal. Putting a clock into the display and keeping the calculator on all the time was not in harmony with what would impress the consumer and therefore it would not be successful. Increasing the price was a mistake. If I had a choice, I would have offered the product for less, or about $39.95, in order to get rid of their inventory. I just felt that it wouldn’t sell.

我没有喜欢这个想法。我解释说消费者觉得计算器是一个严肃的商业工具，需要时打开，不需要时关掉。我几乎卖了两年的计算器，对产品和它的情感吸引力有很好的感觉。在显示屏中加入时钟并始终保持计算器开启与消费者想要的产品形象不符，因此不会成功。提高价格是一个错误。如果我有选择，我会以更低的价格，或者大约 39.95 美元的价格出售产品，以便清空他们的库存。我只是觉得它不会畅销。

The company president didn’t believe me. “What?” he blurted out. “It costs more to make than the standard model and it’s so revolutionary—why should we even consider selling it for less?”

公司总裁不相信我。“什么？”他脱口而出。“它的制造成本比标准型号还要高，而且它如此革命性——我们为什么要考虑以更低的价格出售它呢？”

I agreed to write an ad to prove my point. “I will write a great ad and let you approve it. I will then run the ad in the Wall Street Journal. We’ll measure the response and if it’s successful, we’ll create a nice advertising campaign for you.”

我同意写一则广告来证明我的观点。“我会写一则出色的广告，让您批准。然后我将在《华尔街日报》上投放这则广告。我们将衡量反应，如果成功，我们将为您制作一次精彩的广告活动。”

I sent APF the ad and they loved it. “If this doesn’t work, I’m getting out of the calculator business,” said the president. And so I ran the ad.

我给 APF 发了广告，他们很喜欢。“如果这个不行，我就退出计算器行业了，”总裁说。于是我就发布了这个广告。

It failed miserably. The product was closed out at $39.95 shortly thereafter. When you are not in harmony with the market, the marketplace doesn’t respond. Taking a product and making it harmonize with the prospect is simply a matter of good listening and observation. It doesn’t take genius. It takes a good eye and ear, and a little intuition helps, too.

它彻底失败了。该产品不久后以 39.95 美元的价格清仓。当你与市场不协调时，市场不会做出反应。将产品与潜在客户协调一致只是良好的倾听和观察的问题。这不需要天才。需要一双敏锐的眼睛和耳朵，一点直觉也很有帮助。

It is important that your product harmonize with or fill the needs of your prospect. If it doesn’t, it is up to you to figure out how to change it so it does. It might mean showing it in a different color, removing or adding an accessory—the point is that the customer is the king. Your goal is to harmonize not only with the marketplace but in particular with your customer.

产品与潜在客户的需求相协调或满足是很重要的。如果做不到，那就得你自己想办法改变，让它做到。这可能意味着改变颜色、去掉或添加配件——重点是客户是上帝。你的目标不仅是与市场协调，尤其是要与你的客户协调。

17. Desire to Belong

17. 想要归属

The desire to belong is a strong motivational factor in marketing but it is often not appreciated. Think about it.

归属感是市场营销中的一个强大动机因素，但往往没有得到充分认识。

Why do people own a Mercedes? Why do they smoke Marlboro cigarettes? Why do certain fads catch on? It could be that these people buy a specific product because they subconsciously want to belong to the group that already owns or uses that specific product.

为什么人们会拥有奔驰？为什么他们会抽万宝路香烟？为什么某些潮流会流行起来？可能是因为这些人购买特定的产品，因为他们潜意识里想要属于已经拥有或使用该特定产品的群体。

In the case of Marlboros, the smokers subconsciously want to join that group of smokers who have responded to the rugged western image the cigarette’s ad agency has created.

在万宝路的情况下，吸烟者潜意识里想要加入那些对香烟广告代理机构创造的粗犷西部形象做出反应的吸烟者群体。

The people who buy a Mercedes often want to belong to that special group of Mercedes owners. Do you think it’s because of the special braking or suspension system? Forget it. They’re going out and spending megabucks to buy something that’s maybe slightly better than many of the other automobiles. The other cars can take you to the same places at the same speed and yet these people—all very intelligent—will go out and spend plenty more to buy a Mercedes.

买奔驰的人往往想成为那群特殊奔驰车主的一员。你认为是因为特殊的刹车或悬挂系统吗？别想了。他们出去花大价钱买的东西可能只是比许多其他汽车稍微好一点。其他汽车可以以同样的速度带你去同样的地方，然而这些人——都非常聪明——还是会出去花更多的钱买奔驰。

And the list goes on. You name a product that has an established image and I’ll show you a consumer who, somewhere in his or her subconscious value system, wants to belong to the group of people who own that product. Fashion, automobiles, cigarettes, gadgets, whatever the category—the consumer who buys a specific brand has been motivated to buy that brand by virtue of the desire to belong to the group of people who already own that brand.

并且这个列表还在继续。你提到一个已经建立形象的任何产品，我都会向你展示一个消费者，在他或她的潜意识价值体系中，想要成为拥有该产品的群体中的一员。时尚、汽车、香烟、小玩意儿，无论什么类别——购买特定品牌的消费者，都是出于想要成为已经拥有该品牌的群体中的一员的愿望而购买该品牌。

When Volvo discovered that its customer base had one of the highest educational levels of any of the car manufacturers, they publicized this fact. They then noticed that when the same survey was conducted a few years later, the percentage jumped even higher. The increase was caused, in my judgment, by the association that other highly educated new buyers wanted to make with the Volvo owners—they wanted to belong to that group.

沃尔沃发现其客户群体在教育水平上高于其他汽车制造商，他们公开了这个事实。然后他们注意到，几年后进行同样的调查时，这个比例甚至更高。我认为这种增长是由于其他高学历的新买家想要与沃尔沃车主建立联系——他们想要成为那个群体的一员。

Some students have said to me, “Well, what about hermits? Don’t tell me they have the desire to belong.”

一些学生曾对我说：“嗯，隐士们呢？别告诉我他们也有归属感。”

And my answer has been that they want to belong to the group of people who are hermits. To identify with the group doesn’t necessarily mean you have to be with anyone or be very social. And maybe the key word here is identify. The Mercedes owner wants to be identified with the class or group of people who also own a Mercedes.

他们想要属于那些隐士的人群。认同这个群体并不一定意味着你必须和任何人在一起或非常社交。也许这里的关键词是认同。奔驰车主想要被认同为那些也拥有奔驰的人的阶级或群体。

Owning a Rolls-Royce in California in the 1970s was the ultimate status symbol. I couldn’t believe how impressed people were with other people who owned one. Being a Midwestern boy and not having grown up on the car-conscious West Coast, it was culture shock to realize how much a Rolls meant to somebody from the West Coast. Yet when you look at the car, it is one of the most conservative and old-fashioned-looking automobiles on the road today.

拥有 1970 年代的加利福尼亚劳斯莱斯是终极的象征。我无法相信人们对拥有它的人有多么印象深刻。作为一个中西部的男孩，没有在汽车意识强烈的西海岸长大，意识到劳斯莱斯对西海岸的人来说意味着多少是一种文化冲击。然而，当你看那辆车时，它是今天道路上最保守和最老式的汽车之一。

The desire to belong to and identify with a group of people who own a specific product is one of the most powerful psychological motivators to be aware of in marketing and copywriting. But one of the best examples I can give was a personal experience, which leads me to my next psychological point.

对属于并认同拥有特定产品的群体有着强烈的渴望，这是在市场营销和文案写作中需要关注的最强大的心理动机之一。但我能给出的最佳例子之一是一次个人经历，这让我想到了下一个心理观点。

18. Desire to Collect

18. 收藏欲望

There must be a natural instinct in the human race to collect, as I learned from my marketing experience.

人类天生有收集的冲动，这是我从我的营销经验中学到的。

If you are selling a collectible, it’s pretty easy to understand that this urge exists and therefore, as a direct marketer, you need to capitalize on it. But often overlooked is the fact that it can be used to sell any other product, too. Let’s take the watch buyer. An enthusiastic watch buyer is your perfect prospect for another watch.

如果你在出售收藏品，很容易理解这种冲动存在，因此，作为一个直接营销者，你需要利用它。但往往被忽视的是，它也可以用来销售任何其他产品。以手表买家为例。一个热衷于购买手表的买家是你购买另一块手表的完美目标。

When I was selling watches in print, I would send mailings to those customers who had previously ordered from me and offer them other watches. I received a great response. My best list for watches consisted of my existing watch owners. Now you would think that if you had a watch, what would you need another one for? Wrong. Many people actually collect them. They’ll have several watches, several pairs of sunglasses, several pairs of jeans, a library of videos or compact disks. The list is endless.

当我还在印刷品上卖手表时，我会给那些之前从我这里订购过的客户发送邮件，并向他们推荐其他手表。我得到了很好的反响。我最优秀的手表名单就是我的现有手表拥有者。现在你可能认为，如果你有一只手表，你还需要另一只手表做什么？错了。实际上，很多人实际上是在收集它们。他们会有几只手表，几副太阳镜，几条牛仔裤，一个视频或光盘的图书馆。这个清单是无穷无尽的。

I’m always amazed at the number of dolls collected by QVC viewers. Some of the viewers are older women, long past childhood, yet among QVC’s most avid collectors. And they have dozens of dolls.

我对 QVC 观众收集的娃娃数量总是感到惊讶。其中一些观众是年长的女性，早已过了童年，但却是 QVC 最热情的收藏家之一。她们拥有几十个娃娃。

Small car models are also sold on QVC. They are some of the most popular products. And not to be outdone, there must be thousands of viewers who own many BluBlocker sunglasses—often in several different styles.

小型汽车模型也在 QVC 上销售。它们是最受欢迎的产品之一。不甘示弱，肯定有成千上万的观众拥有许多 BluBlocker 太阳镜——通常有几种不同的款式。

You’d be amazed at what people collect.

你会对人们收集的东西感到惊讶。

The point is, when selling, whether in print or on TV or the Internet, recognize that there is a very large segment of the population who, for whatever reason, has an emotional need to collect a series of similar products. These products bring great joy and satisfaction and in some cases utility.

重点是，在销售时，无论是在印刷品、电视还是互联网上，要认识到有很大一部分人群，无论出于什么原因，都有一种情感上的需求，那就是收集一系列相似的产品。这些产品能带来极大的快乐和满足，在某些情况下还有实用性。

And think about those who collect the real cars. Many who can afford them have collections that range up to hundreds of full-sized automobiles. What kind of emotional need are they fulfilling?

想想那些收集真车的人。许多能负担得起的人拥有从数百辆全尺寸汽车组成的收藏。他们在满足什么样的情感需求呢？

One of the ways that direct marketers optimize on the collecting instinct is by sending, free of charge with their very first shipment, some sort of device to hold the collection.

直销商通过在首次发货时免费提供某种用于收集的设备，是优化收集本能的一种方式。

I can remember ordering a series of silver airplane tails with various airline logos embossed on them from the Franklin Mint. I started collecting them to see how the Franklin Mint conducted its program rather than from any interest in collecting airplane tails.

我记得曾从富兰克林 Mint 订购了一系列带有各种航空公司标志的银色飞机尾部，我开始收集它们是为了看看富兰克林 Mint 如何进行其项目，而不是出于对收集飞机尾部的任何兴趣。

I received a beautiful chest with cutouts for each of the silver tails. And they came once a month and each month I put one more tail in the chest. I looked at my collection each time I put in a new tail and felt the pride of knowing that my tail collection was growing. Finally, I had enough to fill the chest so that when guests came over, I could display my entire tail collection. I finally sobered up and stopped collecting. It was costing me a small fortune, and after all, the only reason I had started was for the research. And the collection was kind of silly to begin with. The airlines were either merging, going out of business or changing their names so fast that even the Franklin Mint couldn’t keep up.

我收到了一个漂亮的盒子，每个银色尾巴都有一个切口。他们每个月来一次，每个月我都会在盒子里放一个尾巴。每次我放一个新的尾巴进去，我都会看看我的收藏，感到自豪，因为我知道我的尾巴收藏在增长。最后，我收集够了，可以把盒子填满，所以当客人来的时候，我可以展示我的整个尾巴收藏。我终于清醒过来，停止了收集。这花了我一大笔钱，毕竟，我之所以开始收集，只是为了研究。而且一开始的收藏有点愚蠢。航空公司要么合并，要么倒闭，要么改名这么快，连富兰克林造币厂都跟不上。

But it was this experience that convinced me that there were lots of opportunities for selling to collectors.

但是正是这次经历让我相信，向收藏家销售有很多机会。

19. Curiosity

19. 好奇心

If I had to pick the one major psychological reason that makes direct marketing so successful today, it would be curiosity. At retail, a customer can touch and experience the product first-hand and then decide. A mail order customer can’t do that. The product might look good and do exactly what the customer expects it to do, yet there is always that level of curiosity that makes the product attractive to the prospect. “What is that product really like?” might be the typical thought of a prospect.

如果我必须选择一个主要的心理原因，使得直接营销在今天如此成功，那将是好奇心。在零售业，顾客可以亲手触摸和体验产品，然后做出决定。邮购顾客无法做到这一点。产品可能看起来很好，并且确实按照顾客的期望发挥作用，但总有那种好奇心使产品对潜在客户具有吸引力。“那个产品究竟是什么样子？”可能是潜在客户的典型想法。

When I sold BluBlocker sunglasses on TV, I deliberately created an enormous amount of curiosity. I had my subjects—ordinary people we would find on the streets—try on a pair of BluBlocker sunglasses. I would then videotape their reactions. Some of the reactions were great and when I presented them on TV, the viewers were wondering, “What was it like to look through these glasses—that pair of sunglasses with the orange lenses that was making everybody go wild?”

当我通过电视销售 BluBlocker 太阳镜时，我故意制造了大量的好奇心。我让我的受试者——我们在街上能找到的普通人——试戴一副 BluBlocker 太阳镜。然后我会录像他们的反应。其中一些反应很棒，当我把它们在电视上展示时，观众们都在想：“透过这些眼镜看是什么感觉——那副橙色镜片的太阳镜让每个人都疯狂？”

I didn’t take the TV camera and look through a pair. That would have destroyed the curiosity and would not have given the true picture of what the sunglasses would do for you. (Your brain adjusts to the color shift when you look through the lens, whereas the TV camera does not.) Instead, I enhanced curiosity by not showing the view. The only way you could look through them was to buy a pair. And buy the public did—almost 8 million pairs from a series of commercials that ran for six years.

我没有拿电视摄像机看一对。那样会破坏好奇心，也不会给出太阳镜对你所做真实情况的描绘。（当你通过镜头看时，你的大脑会适应颜色变化，而电视摄像机则不会。）相反，我没有展示视图来增强好奇心。唯一能看透它们的方式就是买一对。公众确实买了——在为期六年的系列广告中，几乎卖出了 800 万对。

Curiosity also works well with books. You can tease prospects by telling them what they will find out by reading your books. In fact, the strongest motivating factor in selling books is curiosity, followed only by notoriety and credibility.

好奇心也适用于书籍。你可以通过告诉他们阅读你的书籍将发现什么来挑逗潜在客户。事实上，在销售书籍中，最强的激励因素是好奇心，其次是知名度和可信度。

Because a prospect can’t touch or experience the product, curiosity is the strongest motivating factor in mail order. Immediate gratification is the strongest factor in retail. So if I recognize that fact and can deliver your product promptly—let’s say with FedEx—I’m capitalizing on the curiosity in mail order and coming close to the retail advantage.

因为潜在客户无法触摸或体验产品，好奇心是邮购中最强烈的驱动力。即时满足是零售中最强的因素。所以，如果我认识到这一点并且能够及时交付您的产品——比如说通过联邦快递——我就在利用邮购中的好奇心，并接近零售的优势。

I’ve sold products relying completely on the factor of curiosity. In 1973 I offered a pocket calculator without ever showing a picture of it. By creating such compelling curiosity about that product, I sold thousands of them. Sure the price was good and the product was great, but without showing the product or even mentioning the brand name, I was still able to make the selling message very compelling.

我完全依靠好奇心因素销售产品。1973 年，我提供了一种袖珍计算器，从未展示过它的图片。通过激发对该产品的强烈好奇心，我卖出了数千台。当然，价格合理，产品优秀，但即使没有展示产品甚至提及品牌名称，我仍然能够使销售信息非常吸引人。

How do you use curiosity in selling your products? First realize that when you sell books, curiosity is the key motivating factor and you should use it as your prime selling tool. But realize also that there are many other products that lend themselves to holding back part of the story in order to arouse curiosity and create a demand.

如何利用好奇心来销售您的产品？首先意识到，当您销售书籍时，好奇心是关键驱动力，您应该将其作为主要销售工具。但也要意识到，还有许多其他产品适合保留部分故事以激发好奇心并创造需求。

Show too much, tell too much, and you run the risk of killing whatever advantage you have using mail order as a medium.

直接展示，直接讲述，你可能会冒着失去使用邮件订购作为媒介所拥有的任何优势的风险。

A friend of mine, Steve Dworman, who publishes an infomercial trade newsletter, was fascinated by my success using curiosity as the main selling tool in my BluBlocker commercial. He thought to himself, “Could the same technique be used to sell something that was impossible to sell on TV in a direct response commercial? Like perfume?” So he organized the shooting of a commercial using curiosity as its main motivating factor.

我的一个朋友，史蒂夫·德沃曼，他出版了一本信息广告贸易简报，对我的成功使用好奇心作为 BluBlocker 商业广告的主要销售工具感到着迷。他自问，“同样的技巧能否用于在直接回应商业广告中销售在电视上不可能销售的东西？比如香水？”于是他组织拍摄了一则商业广告，以好奇心作为其主要动机因素。

In the commercial, everybody was raving about the perfume but there was no way the TV sets allowed viewers to sniff it unless they bought Steve’s product. The commercial generated enough curiosity to work.

在广告中，每个人都对香水赞不绝口，但电视根本不可能让观众闻到它，除非他们购买史蒂夫的产品。这个广告激起了足够的兴趣，从而产生了效果。

How many times have you said too much, shown too much or failed to use the power of curiosity? It is one of the leading motivating factors in all direct response marketing.

你说过多少次太多，展示得太多，或者未能运用好奇心的力量？这是所有直接响应营销的主要激励因素之一。

20. Sense of Urgency

紧迫感

You might have already figured this one out. You’ve almost sold the prospect. The prospect believes in your product and is ready to buy. But like many of your customers, this one says, “Well, let me think about it.”

你可能已经明白了这一点。你几乎说服了潜在客户。潜在客户相信你的产品，并准备好购买。但就像你的许多客户一样，这位客户说：“嗯，让我再想想。”

It is a proven fact that when this happens, chances are the prospect won’t buy. And the reasons are really very logical. First, in time that excellent sales message you wrote will most likely be forgotten. Second, if you’re lucky and it isn’t forgotten, it won’t have the same impact it had when it was first read. That old saying, “Out of sight, out of mind,” holds true in a case like this.

这是一个公认的事实，当这种情况发生时，潜在客户不太可能购买。原因真的很合乎逻辑。首先，你写的那个出色的销售信息很可能被遗忘。其次，如果你很幸运，它没有被遗忘，它也不会像第一次阅读时那样有同样的影响。那句老话，“眼不见，心不想”，在这种情况下是适用的。

Therefore, to avoid the delaying tactic, you’ve got to provide prospects with an incentive or reason to buy now. In fact, if you do your job right, customers have to feel guilty if they don’t buy right now. But how do you do it?

因此，为了避免拖延战术，你必须给潜在客户提供购买的理由或激励。事实上，如果你把工作做好，如果他们不立即购买，客户会感到内疚。但你怎么做到这一点呢？

First, here’s what you don’t want to do. The prospect has spent a lot of time with your ad and you’ve convinced him or her to buy. The one thing you don’t want to do is blow your integrity at the very end of the ad by making a statement that is not true. A statement like, “If you don’t respond within the next few days, we’ll be sold out,” or some other deceit will turn off the prospect. So be careful. Whatever you say at the end should be the truth and should be crafted to maintain the same integrity that has been expressed throughout your ad.

首先，这是你不想做的事情。潜在客户已经花了很多时间在你的广告上，你已经说服他或她购买。你不想做的事情是在广告的最后时刻破坏你的诚信，通过做出不真实的陈述。比如，“如果你在接下来的几天内不回应，我们将售罄”，或者其他的欺骗行为会吓跑潜在客户。所以要小心。你在最后说的话应该是真实的，并且应该精心制作，以保持你在整个广告中表达的一致诚信。

Now, what can you do to provide a sense of urgency? Some ads reek with a sense of urgency and nothing has to be said. For example, I once ran a retraction for an ad that said that the price listed for a calculator was the wrong price and that the new price was $20 higher, but you had a few days to purchase the product at the old price before the new price went into effect. That approach was an integral part of the concept and provided a sense of urgency that was obvious and very real.

现在，你该如何营造紧迫感？有些广告充满了紧迫感，无需多言。例如，我曾经处理过一个广告撤回，该广告称计算器的标价是错误的，新价格比原价高 20 美元，但你有几天时间以原价购买产品，在新价格生效之前。这种方法是概念的核心部分，提供了一种明显且非常真实的紧迫感。

You can also convey a sense of urgency by offering limited editions. “We have only 1,000 sets and this will be our last advertisement” can be persuasive and motivate the buyer to act right away.

您也可以通过提供限量版来传达紧迫感。“我们只有 1000 套，这将是我们的最后一次广告”可以具有说服力并激励买家立即行动。

You might have a great ad with a good sense of urgency but a fatal error might still kill your ad’s effectiveness. What is that fatal error? Omitting important information that the buyer needs in order to make that buying decision. Then the buyer has the excuse, “There’s a question I have but I’m too busy to call and find out the answer,” or a similar reason. In short, even a great sense of urgency can be wasted if you leave out some critical information from your ad copy.

你可能有一个很好的广告，有很好的紧迫感，但一个致命的错误仍然可能摧毁你的广告效果。那是什么致命错误？遗漏了买家做出购买决定所需的重要信息。然后买家有借口，“我有个问题，但我太忙了，没时间去打电话询问答案，”或者类似的理由。简而言之，即使有很好的紧迫感，如果你从广告文案中遗漏了一些关键信息，也可能浪费掉。

You can use the sense of urgency in many different ways—low supplies, closeout opportunity, price rise, product shortages, limited-time price opportunity or limited-edition opportunity. How about “Buy now so you can start enjoying the benefits of my product tomorrow.” Or even “Buy one during the next three days and you’ll get a second one free.”

您可以用紧迫感以多种方式——低库存、清仓机会、价格上涨、产品短缺、限时价格优惠或限量版机会。比如“现在购买，明天就能开始享受我的产品带来的好处。”或者甚至“在接下来的三天内购买一个，再送一个免费。”

Another way to provide a sense of urgency is through your shipping methods. “We’ll ship your purchase via FedEx if you order by (a certain date).” Or “Since you are one of our customers, you can buy this wonderful product prior to our national introduction if you order by (a certain date).”

另一种营造紧迫感的方式是通过您的运输方式。“如果您在（某个日期）之前下单，我们将通过 FedEx 为您发货。”或者“由于您是我们的客户之一，如果您在（某个日期）之前下单，您可以在我们全国推广之前购买这款美妙的产品。”

We used to run all our new product introductions with the phrase, “National Introductory Price.” This didn’t mean that much but it raised the possibility that the price was the introductory price and later might go up. In actuality, the prices of calculators and electronics always went down, so we eventually dropped that phrase.

我们过去总是用“全国促销价”这个短语来推出我们的新产品。这并不意味着什么，但它提出了价格可能是促销价，以后可能会上涨的可能性。实际上，计算器和电子产品的价格总是下降，所以我们最终放弃了这个短语。

The number of possibilities is limited only by your imagination. The sense-of-urgency statements always go at the end of your advertising. And if there are two critical locations in your advertising, they are the very beginning and the very end. And it is at the end where the sense of urgency and several other important concepts meet and must be considered and blended seamlessly together.

可能性仅限于你的想象力。紧迫感陈述总是放在你广告的结尾。如果你的广告中有两个关键位置，那就是开头和结尾。正是在结尾处，紧迫感和其他几个重要概念相遇，必须考虑并无缝融合在一起。

21. Fear

21. 恐惧

Fear is one of the great motivators that will cause us to take action. Give a person a reason to act based on the fact that they may lose the opportunity to buy something and they will usually act in a positive way toward your offer. As just discussed, sense of urgency is an important psychological trigger.

恐惧是我们采取行动的强大动机之一。给一个人一个基于他们可能失去购买机会的理由，他们通常会以积极的方式对你的提议做出反应。正如刚才讨论的，紧迫感是一个重要的心理触发器。

A part of the sense of urgency is based on fear. Your customer fears that he or she will lose out on the opportunity of buying a product or service because it won’t be available in the future or it won’t be available at the same price. But fear can be a motivating factor in other situations as well.

紧急感的一部分基于恐惧。您的客户担心他或她可能会错失购买产品或服务的良机，因为将来可能无法获得或价格将不再相同。但恐惧在其他情况下也可以成为激励因素。

For example, when a new flu virus or strain threatens, this would be an opportunity to sell products that build the immune system or products that may help prevent the disease. People are buying these products because they want to protect themselves from the virus, which today is a real and present danger. They fear the consequences if they don’t buy something to protect themselves. Even though it is easier to sell something that cures a disease than it is to sell a preventive, this rule is often violated when fear is a major factor.

例如，当新的流感病毒或菌株威胁时，这将是销售增强免疫系统或可能帮助预防疾病的产品的好机会。人们购买这些产品是因为他们想保护自己免受病毒侵害，而今天病毒是一种真实且紧迫的危险。他们担心如果不购买保护自己的东西，会面临后果。尽管销售治疗疾病的产品比销售预防产品更容易，但当恐惧成为主要因素时，这条规则通常会被违反。

Fear of Crime

犯罪恐惧

Another example is the purchase of a burglar alarm or even a gun. There might be an outbreak of crime in a certain city and residents who are fearful they might be attacked or robbed will take action to protect themselves and their homes.

另一个例子是购买防盗报警器甚至枪支。某个城市可能会出现犯罪激增的情况，居民们担心自己可能遭到攻击或抢劫，因此会采取措施保护自己和他们的家园。

There are products that play to our fear of aging. Creams, lotions and pills offering a fountain of youth are bought because people fear the aging process and are concerned about what others think of their looks.

有产品迎合我们对衰老的恐惧。出售的护肤品、乳液和药丸声称能带来青春之泉，因为人们害怕衰老过程，并担心他人对自己外貌的看法。

It is common to hear of people who take action and show irrational behavior based on their fears. The stock market is a good example of irrational behavior when it comes to a person’s fear of losing money. When the market crashes and is near the bottom of what is called a bear cycle and the economy looks extremely grim, consumers start dumping stocks fearing that the market will continue to collapse and they will lose more money. In reality, this usually is the best time to buy stocks. Or when the viability of the dollar is questioned, many investors, out of fear, protect themselves and buy gold coins or hoard cash.

人们常常听说有些人基于恐惧采取行动并表现出非理性行为。股市在个人对失去金钱的恐惧方面是一个非理性行为的好例子。当市场崩溃并接近所谓的熊市底部，经济看起来极其严峻时，消费者开始抛售股票，担心市场将继续崩溃并损失更多金钱。实际上，这通常是最好的买入时机。或者当美元的可行性受到质疑时，许多投资者出于恐惧，保护自己并购买金币或囤积现金。

Fear can be a great motivator if used carefully in response to some perceived danger or loss that one might have to face.

恐惧在谨慎应对可能面临的某些感知到的危险或损失时，可以成为一个强大的动力。

22. Instant Gratification

22. 立即满足

This is a big advantage at retail. Think about it. At retail, you pick something up, hold it, touch it and look it over completely. You can make your decision to buy and then you can take it home with you where you can enjoy and use it immediately. You don’t have that advantage in mail order.

这是一个零售的大优势。想想看。在零售中，你可以拿起某样东西，拿着它，触摸它，完全查看它。你可以做出购买决定，然后你可以带回家，在那里你可以立即享受和使用它。在邮购中，你没有这个优势。

So to compensate, you should convey to your customer either the advantages in ordering from you via mail or the assurance that you ship promptly and that the customer will have his or her purchase within a few days.

因此，为了补偿，您应该向您的客户传达通过邮寄从您这里订购的优点，或者确保您会迅速发货，客户将在几天内收到他们的购买物品。

The effort by direct marketers to provide that instant gratification—shipping promptly—has made mail order one of the fastest methods of distribution in the United States and has thus taken a great deal away from the retail industry. I can call a computer mail order company and order a piece of software on Monday morning and use it by Monday evening. That’s so much easier than running to the store, parking, finding the right department and then having to deal with the salesclerk. It’s no wonder direct marketing has taken a dramatic bite out of many of the traditional retail categories.

直销商提供即时满足的努力——及时发货——使邮购成为美国最快的配送方式之一，因此从零售业中夺取了大量份额。我可以在周一早上给电脑邮购公司打电话订购一件软件，并在周一晚上使用它。这比跑到商店、停车、找到正确的部门然后与售货员打交道容易得多。难怪直销已经对许多传统零售类别造成了巨大的冲击。

The mail order computer industry created giants such as Dell Inc. and Gateway 2000 that specialize in next-day delivery.

邮件订购电脑行业催生了像戴尔公司和 Gateway 2000 这样的巨头，它们专注于次日送货。

And so if you have a product and want to capitalize on the main advantage that a retailer has, find a way to ship your merchandise out quicker, deliver it faster and provide better service than any retailer could ever offer.

因此，如果您有一个产品并想利用零售商的主要优势，找到一种方法快速发货您的商品，更快地交付，并提供比任何零售商都能提供的更好的服务。

23. Exclusivity, Rarity or Uniqueness

独家性、稀有性或独特性

These are very strong motivating factors for the right product or the right situation.

这些都是对正确产品或正确情况非常强烈的激励因素。

The concept is to basically let prospects feel that they are special if they buy a particular product—that they will belong to the very small group that can be envied for owning this very limited item.

这个概念基本上是让潜在客户感觉到，如果他们购买某个特定产品，他们会觉得自己很特别——他们会成为那个可以羡慕的、拥有这个非常有限物品的极小群体的一员。

The emotional appeal of this approach is quite strong. Everybody likes to feel special. Most people would like to belong to a rare group that owns a product that few people can own and enjoy.

这种方法的情感吸引力相当强。每个人都喜欢感到特别。大多数人愿意加入一个稀有群体，拥有和享受其他人难以拥有和享受的产品。

By limiting the number they produce, some marketing companies have come up with a very strong appeal for consumers. The Franklin Mint—a multimillion-dollar business—was built on the premise of the limited edition, first with coins and then later with everything from plates and cups to model cars and dolls. Anything you could collect and they could limit was fair game for the Mint.

通过限制他们生产的数量，一些营销公司为消费者创造出了非常强烈的吸引力。富兰克林造币厂——一家价值数百万美元的企业——建立在限量版的基础上，最初是硬币，后来发展到包括盘子、杯子、模型汽车和娃娃等一切可以收藏且可以限制的东西。任何你可以收藏且他们可以限制的东西，对造币厂来说都是公平的游戏。

The thought behind the limited edition is also to provide value. As people build various collections of things, the objects grow in value if others start collecting the same goods too. Soon, the collections come to the attention of the mass market and that attracts more collectors. Then the value of the collections really starts to grow.

限量版背后的想法也是提供价值。当人们收集各种物品时，如果其他人也开始收集相同的商品，这些物品的价值就会增加。很快，这些收藏品就会引起大众市场的注意，这会吸引更多收藏家。然后，收藏品的价值真正开始增长。

Those collectibles that have a limited circulation or a limited number in circulation grow in value even more. And there’s always the story of somebody discovering an heirloom in the attic worth a small fortune. There are exceptions, of course—silver airplane tails, to name one.

那些限量发行或流通数量有限的收藏品，其价值增长得更快。而且总有人会发现藏在家阁楼里价值连城的传家宝。当然，也有一些例外——比如银制飞机尾翼，仅举一例。

One of the appeals of an exclusive item is the possibility of extra future value implied by limiting the circulation of that product.

一件独家商品的吸引力之一是限制该产品流通所带来的额外未来价值可能性。

The power of exclusivity was driven home to me in October of 1980 when I was in Minocqua, Wisconsin. It was right after I had given a seminar.

1980 年 10 月，我在威斯康星州的米诺夸时，深刻体会到了独家性的力量。那是在我举办研讨会之后。

At the seminar site, for the enjoyment of the participants, I kept a stable of six snowmobiles. Whenever I would give a seminar during the winter, I would have these machines available for my students during their breaks. Riding snowmobiles was a lot of fun and everybody loved to drive them. Then one day the president of Mattel Electronics, Jeff Rochlis, broke his arm in a bad snowmobile accident. That ended our snowmobile program.

在研讨会现场，为了参与者的乐趣，我准备了六辆雪地摩托车。每当我在冬天举办研讨会时，我都会在学生休息时提供这些机器。骑雪地摩托车非常有趣，每个人都喜欢驾驶它们。然后有一天，美泰电子公司的总裁杰夫·罗奇利斯在一场严重的雪地摩托车事故中摔断了手臂。这结束了我们的雪地摩托车项目。

I now had six snowmobiles in my garage with not many people to use them. Out of curiosity, one day I visited the local snowmobile shop—the same place that had sold me the six that I owned. I obviously didn’t need any more but I wanted to see what small improvements were added in the new models.

我现在车库里有六辆雪地摩托车，使用的人不多。出于好奇，有一天我参观了当地的雪地摩托车店——就是我买下那六辆雪地摩托车的地方。显然，我不再需要更多，但我想看看新车型中增加了哪些小改进。

I walked into the shop and asked the salesman, “Well, Paul, what’s new for this year?”

我走进商店，问销售员，“嗯，保罗，今年有什么新东西？”

Paul took me over to a snowmobile that was propped up on a small riser and pointed to it. “This baby is our new oil-cooled model that goes over 100 miles per hour and sells for $2,600.”

保罗把我带到一辆停放在小台子上的雪地摩托车前，指着它说：“这辆宝贝是我们的新型油冷式雪地摩托车，速度超过每小时 100 英里，售价 2600 美元。”

At the time, snowmobiles were selling for under $1,000 and their top speed was around 40 miles per hour so this new model was obviously special. But regardless of how special it was, I already had six and I certainly did not need any more. I turned to Paul and in a matter-of-fact way said, “Who could possibly want a snowmobile that could go 100 miles per hour and cost $2,600? How ridiculous.”

当时，雪地摩托车售价不到 1000 美元，最高时速约为 40 英里，所以这款新车型显然很特别。但不管它有多特别，我已经有六辆了，我肯定不需要更多。我转向保罗，以事实为依据地说：“谁会想要一辆能以每小时 100 英里行驶且售价 2600 美元的雪地摩托车？多么荒谬。”

Paul chuckled, “Well, there are only going to be six sold in the entire state this year. We’ve been allocated only two of them and we already have one sold.”

保罗咯咯地笑了，“嗯，今年整个州只会有六个出售。我们只分配到了两个，而且已经卖掉了一个。”

I then quickly blurted out, “I’ll take this one.” Yes, I ended up buying it. I wanted to be one of the few who owned this powerful new machine. I wanted to feel that I was part of a unique group and that I was special. And even though I didn’t need any more snowmobiles, I ended up buying it and I was proud of the fact that I did.

我迅速地脱口而出：“我要这个。”是的，我最终买下了它。我想成为少数拥有这款强大新机器的人之一。我想感受到自己是独特群体的一员，感到自己与众不同。尽管我并不需要更多的雪地摩托车，但我最终还是买下了它，并且为我的决定感到自豪。

It was this incident that made me realize the power of exclusivity, uniqueness and rarity.

这次事件让我意识到独家性、独特性和稀缺性的力量。

24. Simplicity

24. 简洁

You must keep your advertising copy simple. The positioning of your product must be simple. Your offer must be simple. In short, you want to keep your entire presentation as simple as possible while still getting across your message.

您必须使您的广告文案简单。您产品的定位必须简单。您的优惠必须简单。简而言之，您希望在整个展示过程中尽可能保持简单，同时传达您的信息。

There are times when you want to turn something simple into something complex. We talked about that in the previous chapter under the topic “Product Explanation.” But that rule applies to marketing issues, and here we are looking at the basic psychological motivator of simplicity.

有时，你想要把简单的事情变得复杂。我们上一章在“产品说明”这个主题下讨论了这一点。但这个规则适用于营销问题，而我们现在正在探讨简单的基本心理动机。

What does this mean in terms of your advertising copy? I like to tell my students to focus. Focus on what you are trying to accomplish and eliminate things that either complicate your presentation or aren’t necessary.

这意味着在你的广告文案中是什么意思？我喜欢告诉我的学生要专注。专注于你试图达成的目标，消除那些使你的展示复杂化或不必要的因素。

This doesn’t mean you write copy that is so simple a third grader can read it. That’s not what we mean by simple. The copy should be able to be read by the less educated people as well as the more educated and come across clearly. It is not good style to write either “up” or “down” to anybody.

这不是说你要写一篇连三年级学生都能读得懂的文案。我们所说的简单不是这个意思。文案应该能让受教育程度较低的人以及受教育程度较高的人都能读懂，并且表达清晰。对任何人说“向上”或“向下”都不是好的写作风格。

The use of big words to impress is one example of writing up to somebody. You’re trying to impress with your use of words while somebody else who might not be familiar with your fancy words will be lost. Use simple easy-to-understand words. Words are, after all, stories—emotional images—each having an impact sometimes greater than we think. Using simple words has the greatest impact. Using words that everybody can understand has a greater impact than words that most people have difficulty with.

使用大词来给人留下深刻印象是向上级写文章的一个例子。你试图通过使用词汇来给人留下深刻印象，而其他人可能不熟悉你那些华丽的词汇，会感到困惑。使用简单易懂的词汇。毕竟，词汇是故事——情感图像——每个都有可能产生比我们想象中更大的影响。使用简单词汇具有最大的影响力。使用每个人都能理解的词汇比使用大多数人难以理解的词汇具有更大的影响力。

And keep your layouts simple. Tests have confirmed that things like color bars across an ad, fancy type that is difficult to read and lines that draw your eyes away from the copy can hurt comprehension. Fancy typefaces may look good but they often give the lowest comprehension scores.

保持您的布局简单。测试已证实，像广告中的色彩条、难以阅读的花哨字体以及吸引视线离开文案的线条等，都可能损害理解。花哨的字体可能看起来不错，但它们通常给出最低的理解分数。

Simplicity Is a Powerful Tool

简洁是一种强大的工具

If you have a tendency to complicate things, you’re not going to succeed in writing good direct response advertising copy. Be aware of this important point as you decide which typeface to use, how you want to present your product and the offer you want to make.

如果你有把事情复杂化的倾向，你将无法成功撰写优秀的直接回应广告文案。在决定使用哪种字体、如何展示你的产品和想要提供的优惠时，请注意这一点。

A good example of how simplicity works in direct response happened to me when Murray Raphel, a dear friend and a great public speaker, approached me. He had been in touch with the people who had developed the Swiss Army watch and wondered if I would be interested in marketing the product in the United States. Yes, I was. A meeting was arranged in which I was going to see the line of watches.

一个很好的例子是，当我的一位亲爱的朋友和杰出的公众演讲家 Murray Raphel 向我提出时，直接回应的简洁性是如何发挥作用的。他曾经与开发瑞士军刀手表的人联系过，想知道我是否对在美国推广该产品感兴趣。是的，我对这个想法很感兴趣。安排了一次会议，我将要看看手表系列。

At the meeting I was presented with three styles and three colors in each style for a total of nine different watches. One was a men’s style, the second was for women and the third was for children. The colors were black, red and khaki. I examined the watches, learned the history and in general became very knowledgeable about the watches themselves. Then came the big question.

在会议上，我看到了每种风格的三种颜色，总共九款不同的手表。一款是男士风格，第二款是女士款，第三款是儿童款。颜色有黑色、红色和卡其色。我检查了手表，了解了历史，总的来说，我对手表本身有了很多了解。然后，问题来了。

“Mr. Sugarman, you’ve examined the watches. What do you think?”

“Sugarman 先生，您已经检查了手表。您怎么看？”

I looked over the watches, thought for a few minutes and answered, “I’d like to run just the men’s watch in black in the Wall Street Journal to test the concept.”

我看了看手表，想了几分钟，然后回答道：“我想只在《华尔街日报》上投放黑色男士手表的广告来测试这个概念。”

The watch company executives looked perplexed. “Why don’t you offer all the styles? Look at how many more people you’ll reach if you offer nine different styles. You’ll reach women and children in addition to men and you’ll give them all a color choice.”

手表公司高管们看起来很困惑。“为什么不提供所有款式？看看如果你提供九种不同的款式，你将触及多少人。你将触及到女性和儿童，除了男性，你还将给他们提供颜色选择。”

I told them that in my experience, keeping it simple was the best approach and that offering a customer too many choices was a very dangerous thing to do.

我告诉他们，根据我的经验，保持简单是最好的方法，而给客户提供过多的选择是非常危险的事情。

But no matter what I said, they would not agree. “Logic says, Mr. Sugarman, that offering more of a choice will result in more sales.”

无论我说什么，他们都不会同意。“逻辑上，Sugarman 先生，提供更多的选择将导致销售增加。”

I then came up with an idea to prove that I was right. I offered to run two separate ads in what is called an “A/B split.” That is where the Wall Street Journal will print two separate versions of the same ad—version A and version B—to be delivered in the same area at the same time. So one home will get one version of the ad while the next-door neighbor might get version B. This was a very good way to test two different ads to determine the winning approach.

我想出了一个证明我正确的方法。我提出在所谓的“A/B 测试”中运行两个独立的广告。这就是华尔街日报将打印同一广告的两个不同版本——版本 A 和版本 B——在同一地区同时投递。因此，一户人家会收到广告的一个版本，而隔壁邻居可能会收到版本 B。这是一种非常好的测试两种不同广告以确定获胜方法的方式。

These two ads were practically identical with ad A (top) offering nine different models and ad B (bottom) offering only one.

这两则广告几乎与广告 A（顶部）相同，广告 A 提供九种不同的型号，而广告 B（底部）只提供一种。

I offered to do the test and ran the two ads with almost identical copy and graphics. One of the few differences was that in ad A, I showed the men’s watch along with the child’s watch for size perspective, whereas in ad B, I showed just the men’s watch. I then listed each one of the choices—nine in all—in ad A and just one in ad B.

我提出进行测试，并运行了两个几乎相同的广告副本和图形。其中少数几个不同之处在于，在广告 A 中，我展示了男士手表和儿童手表以展示尺寸对比，而在广告 B 中，我只展示了男士手表。然后我在广告 A 中列出了每一个选择——总共九个——而在广告 B 中只列出了一个。

When I finished the ads, the A version actually looked better than the version with only one choice. When both versions ran, the ad that featured only one men’s watch outpulled the other version that featured nine models by a surprising 3 to 1 ratio. In short, for every watch we sold from the ad that featured the nine styles, we sold three in the other ad that showed just the one black watch.

当我完成广告后，A 版本实际上比只有一个选择的版本看起来更好。当两个版本都运行时，只展示一款男士手表的广告出奇地以 3 比 1 的比例超过了展示九款型号的版本。简而言之，对于我们在展示九款风格的广告中卖出的每一块手表，我们在只展示一块黑色手表的另一个广告中卖出了三块。

I knew almost instinctively that to give the consumer a confusing array of choices meant that the consumer would back off and not buy.

我知道几乎是一种本能，给消费者一个令人困惑的选择范围意味着消费者会退缩，不会购买。

When would I show all these nine watches? Later, in my catalog. Once I’ve located those people interested in Swiss Army watches, I would then show them all nine models in the catalog. By the time the catalog reaches my customer, he or she has been qualified as a watch buyer. I can now offer a larger selection.

我会在什么时候展示这九块手表？稍后，在我的目录中。一旦我找到了对瑞士军表感兴趣的人，我就会向他们展示目录中的所有九个型号。当目录到达我的客户手中时，他们已经符合了手表买家的资格。我现在可以提供更多的选择。

Another good example of the power of simplicity occurred during the production of a half-hour TV commercial I was doing for a pill that reduced wrinkles and improved the skin. Called Miracell, the product was truly revolutionary. I had been taking it for a few months and noticed dramatic results. We did two double-blind studies that proved that the product really did work. But there was one major problem.

另一个简单力量之好的例子发生在我制作的一则半小时电视广告中，这则广告是为一种减少皱纹并改善皮肤的产品。该产品名为 Miracell，真正具有革命性。我已经服用它几个月了，并注意到了显著的效果。我们进行了两项双盲研究，证明该产品确实有效。但有一个主要问题。

For maximum effectiveness, you had to take two pills a day for the first three months and then reduce the intake to one pill a day.

为了达到最大效果，您在前三个月每天需服用两片药，然后减少到每天一片。

This violated my principles of simplicity and I was very concerned that the consumer was going to be confused. You make it easy initially to buy a continuity product and then later you raise the price. For example, the first video in a video series offered on TV may cost only $5. It is a simple offer and it isn’t very expensive. You then buy the video and to get the rest of the series, you must pay $19.95 a month to receive a video each month for the next 12 months.

这违反了我的简约原则，我非常担心消费者会感到困惑。一开始你让购买连续性产品变得容易，然后你又提高了价格。例如，在电视上提供的视频系列的第一部可能只需 5 美元。这是一个简单的提议，并不昂贵。然后你购买了这个视频，为了获得整个系列的其余部分，你必须每月支付 19.95 美元，以在接下来的 12 个月内每月收到一个视频。

I was going the opposite way. For the first three months, pills would cost double what they would cost during the fourth month and beyond. And here I was recommending taking two pills a day for three months and then one pill a day for the rest of the time. Prospects might find it really confusing and hold off buying.

我去的方向相反。前三个月，药片的价格将是第四个月及以后的两倍。而我这里推荐每天服用两片药三个月，然后剩下的时间每天一片。潜在客户可能会觉得这真的很令人困惑，并推迟购买。

So I did two things to ensure the success of this show, which we had already spent hundreds of thousands of dollars to prepare. The first was to have the host in the show verify the dosage and tell how the program worked even after I had explained it. We devoted almost three minutes to explaining the complicated offer in order to answer all anticipated questions.

所以我做了两件事来确保这次演出的成功，我们已经为此投入了数十万美元。第一件事是在节目中让主持人核实剂量并解释节目是如何工作的，即使我已经解释过了。我们花了近三分钟来解释复杂的优惠方案，以便回答所有预期的问题。

But somehow I knew that the first offer was too complicated. And so I prepared an alternative offer just in case. For the second version I shot additional footage with just a simple offer: “Miracell costs $25 a box and a box lasts one month.” That was it. It was very simple and very easy to understand. I knew that I would have to supply my customers with a double dose for the first three months, so three boxes would be at my own expense if this second version of the ad worked and the complicated first version did not.

但是不知为何，我知道第一个报价太复杂了。所以我准备了一个备选报价。对于第二个版本，我仅拍摄了附加镜头，内容很简单：“Miracell 每盒售价 25 美元，一盒可以使用一个月。”就这样。这很简单，很容易理解。我知道我必须在前三个月向客户提供双倍剂量，所以如果这个广告的第二版本有效而第一个复杂的版本无效，那么三盒将是我自己的费用。

Sure enough, after testing, the version that worked was the simple one; it outpulled the first one by a very large margin. We ended up giving away an enormous amount of product in order to keep the offer simple and make the program simple as well.

确实，经过测试，起作用的是那个简单的版本；它比第一个版本大幅领先。我们最终为了保持报价简单以及使项目简单，赠送了大量的产品。

Simplicity in direct response is critical and quite necessary. These are just two typical experiences from my many years of direct response marketing in various media.

简洁性在直接回应中至关重要且非常必要。这些只是我从多年各种媒体直接回应营销中得到的两个典型经验。

25. Human Relationships

25. 人际关系

It is always important to relate the product or service you are offering in human terms. How the product will fit, how it will feel, how it will look—these are just some of the ways you can relate. That may seem pretty obvious.

提供的产品或服务始终需要用人的角度来描述。产品如何搭配，如何感觉，如何看起来——这些都是你可以联系的一些方式。这看起来可能相当明显。

But there are other ways that copy or graphics can bring a human element to an advertisement. And let’s look at why this is important.

但是，还有其他方式可以让广告中融入人文元素，比如复制或图形。让我们看看这为什么很重要。

Buying is an emotional human experience when we exchange our hard-earned money for a product or service. And because we worked hard for that money, the act of buying represents more than just handing over our money. Buying something becomes an emotional event.

购买是我们用辛苦赚来的钱交换产品或服务时的情感体验。因为我们为这些钱付出了辛勤努力，所以购买行为不仅仅是我们交出金钱，购买某件东西变成了一种情感事件。

Resonating with Your Prospect

与您的潜在客户产生共鸣

Now let’s consider for a moment a physical device—specifically a tuning fork. I’m talking about the ones that look like a U-shaped piece of metal. Clang one of the metal tines and you hear a vibration. Take two tuning forks and if they are of the same frequency and you hit just one, the other one will start vibrating even though it did not come into physical contact with the first one.

现在让我们暂时考虑一个物理设备——具体来说是一个音叉。我指的是那种看起来像一块 U 形金属的。敲击金属的其中一个齿，你会听到振动。拿两个音叉，如果它们的频率相同，你只敲击其中一个，另一个也会开始振动，尽管它并没有与第一个接触。

Taking this experiment one step further, if you take several tuning forks and put them together and hit them all, they will create a harmonic frequency all their own. And if you just happen to know what that combined frequency is and have a tuning fork that matches that frequency, then, it too, will start to vibrate in resonance with all the other tuning forks.

将这个实验再进一步，如果你拿几个音叉放在一起并敲击它们，它们将创造出它们自己的谐音频率。如果你恰好知道这个合成频率，并且有一个与之匹配的音叉，那么，它也会开始与所有其他音叉产生共振振动。

In creating a direct response advertisement, it is important that you create a condition where your customer is in perfect harmonic resonance with your copy. We talked earlier in this book about getting the prospect to start nodding his or her head in agreement until the close. And the close becomes easier because the prospect is already nodding yes in agreement. It then becomes easier to say yes when that final question is posed: “May I have your order?”

在制作直接回应广告时，重要的是创造一个条件，使您的客户与您的文案达到完美的和谐共鸣。我们在这本书的前面已经讨论过，如何让潜在客户点头表示同意，直到成交。成交变得更容易，因为潜在客户已经点头表示同意。然后，当提出最后一个问题时，说“我可以下订单吗？”就更容易了。

If you look at all the elements of an advertisement as a series of tuning forks that must resonate with your reader, you’ve got a valuable picture of the dynamics that take place during the selling process.

如果你把广告的所有元素看作一系列必须与读者产生共鸣的调音叉，你就得到了销售过程中发生的动态的有价值图景。

One tuning fork might be the headline, another might be the picture, another might be the caption, and on to the first sentence and through the copy to the final offer. In a print ad, the vibrations must be conveyed through the elements in the advertisement.

一个音叉可能是标题，另一个可能是图片，另一个可能是说明文字，然后是第一句话，接着是正文，直到最后的报价。在印刷广告中，必须通过广告中的元素传达这些振动。

In order to create these positive vibrations, you first must interest the prospect in reading your copy and then you must really “tune in” and relate to your prospect.

为了创造这些积极的振动，你首先必须让潜在客户对阅读你的文案感兴趣，然后你必须真正“调谐”并与潜在客户建立联系。

You can add a human element by relating a story in your copy. Stories hold people’s interest. This technique is the next trigger discussed. Or you can use a byline and write copy in the first person using a conversational tone. This makes your copy a more direct communication from one individual to another. Using humor in a light, inoffensive way will also develop a relationship with your prospect. The humor can relate a story in a folksy way as in my “Pet Plane” ad in Chapter 29 or it can bring out the “humanness” of the person marketing the product or service as I’ve done in my ad for the Magic Stat thermostat in Chapter 28.

您可以通过在文案中讲述一个故事来增加人文元素。故事能吸引人们的兴趣。这种技巧是接下来讨论的下一个触发点。或者，您可以使用署名，并以对话的语气用第一人称撰写文案。这使得您的文案成为一个人直接与另一个人沟通的方式。以轻松、不冒犯的方式使用幽默也能与您的潜在客户建立关系。幽默可以以民间故事的方式讲述，就像我在第 29 章的“宠物飞机”广告中那样，或者它可以展现营销产品或服务的人的“人性”，就像我在第 28 章的“魔法恒温器”广告中所做的那样。

Another approach is to use a picture of a human hand holding a small product. The hand adds size and perspective to what is being presented and also adds that human element.

另一种方法是使用一张人手拿着一个小产品的图片。这只手为展示的内容增添了尺寸和视角，同时也增加了人性化的元素。

You can use attractive models. People like to relate to pretty women or handsome men even though they may not themselves be attractive. In a subtle sense, they want to belong to the group of people in the picture. Conversely, you don’t want to use a picture of yourself if you think some of your readers may respond negatively to it. Especially if you look like a bearded villain from some B-rated movie.

您可以使用吸引人的模型。人们喜欢与漂亮女性或英俊男性建立联系，即使他们自己可能并不吸引人。在微妙的意义上，他们想要成为画面中的人群之一。相反，如果您认为一些读者可能会对您的照片产生负面反应，那么您就不想使用自己的照片。尤其是如果您看起来像是从 B 级电影中出来的有胡子的反派角色。

In short, in your advertising you want to use as many positive human elements as you can without risking any negative vibrations from emotional reactions.

简而言之，在您的广告中，您希望尽可能多地使用积极的正面人类元素，同时避免因情绪反应而产生任何负面振动。

And if you do your job right, your advertisement will have its own vibration—so much so that some people will be able to pick up that vibration and feel that they almost know you.

如果你把工作做好，你的广告将拥有自己的振动——如此之甚，以至于有些人能够捕捉到这种振动，感觉他们几乎了解你。

26. Storytelling

26. 讲故事

People love stories, and one of the really good ways to relate to your prospect is to tell a story. Just as a picture is worth a thousand words, a story can be invaluable and often creates an emotional relationship or bond that keeps your prospect riveted and listening. Stories create human interest. In childhood, stories read to us by our parents were the way we fantasized or even saw the world. In short, we’ve been primed for stories ever since we were very young.

人们喜欢故事，而与你的潜在客户建立联系的一个真正有效的方法就是讲故事。就像一张图片胜过千言万语一样，一个故事可能无价，并且常常创造出一种情感关系或纽带，使你的潜在客户全神贯注地倾听。故事激发人们的兴趣。在童年时，父母给我们读的故事是我们幻想甚至看待世界的方式。简而言之，从我们很小的时候起，我们就已经为故事做好了准备。

Telling a story is a powerful tool to create a bond between you and your prospects.

讲述故事是建立您与潜在客户之间联系的有力工具。

Think of the public speaker who starts his speech with a story or uses stories throughout his presentation. It makes for an interesting presentation and often holds the interest of the audience. In fact, very often, after I’ve been listening to a boring speaker and my mind starts to wander, I become alert when I know a story is about to be told.

想到那位以故事开始演讲或在其演讲中穿插故事的公众演讲者。这使得演讲变得有趣，并且往往能吸引观众的注意力。事实上，在我听一个无聊的演讲、思绪开始飘散之后，当我意识到一个故事即将被讲述时，我会变得警觉。

Stories Have Lessons to Teach

故事中有教训要传授

Stories usually have lessons to teach or experiences to share or even endings that can excite, surprise or bring out emotion. And so it is with good copy. If you tell a story in your copy that is relevant either to selling your product, to creating the environment for selling, or to getting the prospect to read your copy, you are using this wonderful and powerful trigger in a very effective way to sell your product or service.

故事通常包含要传授的教训或要分享的经历，甚至能激发、惊讶或唤起情感的结局。优秀的文案也是如此。如果你在文案中讲述一个与销售产品、营造销售环境或吸引潜在客户阅读文案相关的故事，你就是在非常有效地利用这个美妙而强大的触发器来销售你的产品或服务。

Finally, some stories add a unique human element that allows you to relate to and bond very closely with your prospects.

最终，一些故事增加了独特的人文元素，让你能够与你的潜在客户建立紧密的联系。

Kathy Levine, formerly one of QVC’s top salespersons, wrote in her book, It’s Better to Laugh (Pocket Books, 1995), “I realized early on that selling is a matter of capturing people’s attention and holding it with a good story.”

凯西·莱文，曾是 QVC 的顶尖销售员之一，在她的书中《笑比哭好》（平装本，1995 年）写道：“我早期就意识到，销售是一门捕捉人们注意力并用一个好故事保持这种注意力的艺术。”

The most interesting salespeople I know always have a story to tell. It is their way of relating to their customers and entertaining them as well. One in particular has a repertoire of hundreds of jokes—each targeted to his prospect, to the selling environment and what he has to sell. As you can imagine, he is very effective.

我所知道的最好销售人员总是有故事可讲。这是他们与客户建立联系和娱乐他们的方式。其中一位特别有数百个笑话——每个都针对他的潜在客户、销售环境和他要销售的产品。正如你可以想象的那样，他非常有效。

My most successful advertising campaigns all used stories as the basis for my presentation. Here is one example of this technique from one of my most successful ads. I wrote an ad for BluBlocker sunglasses that will give you a flavor of how a story can be very helpful in creating human interest that will cause your prospects to read your entire message.

我所有最成功的广告活动都使用了故事作为我的展示基础。以下是我最成功的广告中的一个例子，展示了这种技巧。我为 BluBlocker 太阳镜写了一则广告，这能让你感受到故事如何非常有帮助，在创造引起潜在客户阅读你整个信息的兴趣方面。

Headline: Vision Breakthrough

标题：视觉突破

Subheadline: When I put on the pair of glasses what I saw I could not believe. Nor will you.

副标题：当我戴上这副眼镜时，我所看到的简直难以置信。你们也不会相信。

Byline: By Joseph Sugarman

作者：约瑟夫·沙格曼

Copy: I am about to tell you a true story. If you believe me, you will be well rewarded. If you don’t believe me, I will make it worth your while to change your mind. Let me explain.

我即将告诉你一个真实的故事。如果你相信我，你会得到丰厚的回报。如果你不相信我，我会让你改变主意也值得。让我来解释一下。

Len is a friend of mine who knows good products. One day he called excited about a pair of sunglasses he owned. “It’s so incredible,” he said, “when you first look through a pair, you won’t believe it.”

Len 是我的一个朋友，他了解好产品。有一天他兴奋地给我打电话，谈论他拥有一副太阳镜。“太不可思议了，”他说，“当你第一次戴上它看东西时，你不会相信的。”

“What will I see?” I asked. “What could be so incredible?”

“我会看到什么？”我问，“会有什么如此不可思议？”

Len continued, “When you put on these glasses, your vision improves. Objects appear sharper, more defined. Everything takes on an enhanced 3-D effect. And it’s not my imagination. I just want you to see for yourself.”

Len 继续说：“当你戴上这些眼镜时，你的视力会改善。物体看起来更清晰，更明确。一切事物都呈现出增强的 3D 效果。这不是我的想象。我只是想让你亲自看看。”

The story continues as I personally look through the sunglasses and learn more about them from Len. It uses a conversational tone, but still covers all the important points about the sunglasses, the danger from ultraviolet (UV) rays, and the advantage of screening out blue spectrum light rays. A story is used very effectively to build curiosity and cause the reader to read all the copy, and eventually to read the final sales pitch.

故事继续，我亲自戴上太阳镜，从 Len 那里了解更多关于它们的信息。它采用对话语气，但仍涵盖了关于太阳镜的所有重要观点，包括紫外线（UV）的危害以及过滤蓝色光谱光线的优势。故事被非常有效地用来激发好奇心，使读者阅读所有文案，并最终阅读最后的销售提案。

That ad for BluBlocker sunglasses launched a multimillion-dollar company that eventually sold 20 million pairs of sunglasses and has recently celebrated 20 years in business.

那则 BluBlocker 太阳镜的广告启动了一家价值数百万美元的公司，该公司最终售出了 2000 万副太阳镜，并最近庆祝了 20 周年营业。

When writing copy for your product, think about using a few stories that might be of interest to your prospect and assist in the sale of your product: stories about a new development and how you discovered it—stories about yourself that would be of interest to your prospects.

在为您的产品撰写文案时，考虑使用一些可能对您的潜在客户感兴趣的故事，以帮助销售您的产品：关于新发展的故事以及您是如何发现它的——关于您自己的故事，这些故事会让您的潜在客户感兴趣。

Timing is also important in the storytelling process. It is nice to start with a story, because it holds attention and engages the prospect. Telling stories is an art form and using it effectively in a print ad grows with experience. Simply being aware of its potential and its effectiveness is a good start. You’ll be surprised at how many stories you’ll be able to come up with once you put your mind to it.

时间在讲述故事的过程中也很重要。从故事开始讲起是个不错的选择，因为它能吸引注意力并激发潜在客户的兴趣。讲故事是一种艺术形式，在印刷广告中有效地运用它需要经验的积累。仅仅意识到它的潜力和有效性就是一个好的开始。当你真正投入思考时，你会惊讶于自己能想出多少故事。

A good story should capture a person’s attention, relate the product or service in the copy and help you bond with the prospect.

一个好的故事应该吸引人的注意力，将产品或服务融入文案中，并帮助你与潜在客户建立联系。

27. Mental Engagement

27. 心理投入

Have you ever gone to a movie and known how it was going to end after watching the first few minutes? Or a movie where every action can be easily anticipated? These movies tend not to be very enjoyable.

你有没有看过电影，在看了几分钟之后就知道它会如何结束？或者是一部每个动作都可以轻易预料的电影？这类电影往往不太有趣。

However, the opposite is true when you watch a movie that keeps you in suspense until the very end when it reaches a credible but surprise ending. Any movie that is not predictable is more enjoyable. I recently saw a movie called Inside Man about what I thought was a bank robbery but turned out to be what I least expected. And the identity of the robbers was also a surprise at the end of the movie. I loved that film.

然而，当你观看一部直到最后一刻都让你保持悬念的电影，其结局既可信又出人意料时，情况正好相反。任何不可预测的电影都更有趣。我最近看了一部电影，名叫《inside man》，我以为是一部银行抢劫案，但结果却是我最意想不到的事情。而且，劫匪的身份在电影结束时也是一个惊喜。我喜欢那部电影。

What forces in our minds make us perceive one movie as a lot better than another?

我们心中哪些力量让我们觉得一部电影比另一部好得多？

I have a theory that I strongly believe comes pretty close to the answer: The more the mind must work to reach a conclusion that it eventually successfully reaches, the more positive, enjoyable, or stimulating the experience.

我有一个强烈相信的理论，它相当接近答案：思维必须付出更多努力才能得出结论，最终成功得出结论的经历就越积极、越愉快或越有刺激性。

I taught this concept at my seminar for many years, and one day one of my students brought me a copy of a media newsletter that confirmed what I had been teaching. The article claimed that a missing element was responsible for advertising failure—a lack of whole-brain appeal.

我在研讨会上讲授了这个概念多年，有一天，我的一个学生给我带来了一份媒体通讯的副本，证实了我所教授的内容。文章声称，一个缺失的元素是导致广告失败的原因——缺乏全脑吸引力。

It then went on to explain how science is rapidly discovering that different parts of the brain perform different functions. Some brain researchers suggest that human beings experience the most pleasure when all these parts of the brain are engaged in agreeable levels of stimulation and activity.

它接着解释了科学是如何迅速发现大脑的不同部分执行不同的功能。一些脑科学家认为，当大脑的所有这些部分都参与令人愉悦的刺激和活动水平时，人类会体验到最大的快乐。

The four brain parts discussed were those that control thought, intuition, sensation, and emotion. The article suggested that advertising that pleasurably engages the senses, emotions, and thought process, as well as our innate intuition, will tend to be successful.

讨论的四个大脑部分是控制思想、直觉、感觉和情感的部分。文章建议，那些愉快地调动感官、情感和思维过程，以及我们天生的直觉的广告往往会成功。

Advertising that merely grabs the attention of the senses will tend to be only temporarily attractive. Most advertising tests today reflect the power of day-after recall but fail to predict the response from whole-brain advertising.

广告仅仅吸引感官注意力的，往往只会暂时吸引人。如今大多数广告测试都反映了次日回忆的力量，但无法预测全脑广告的反应。

Let’s look at how whole-brain advertising applies to writing effective advertising copy. If you make your copy too obvious, the reader feels either looked down on or bored. Provide a little suspense so that the reader has to come to a conclusion on her own using intuition, thought, sensation, and emotion, and you’ve got a very good force working for you. Let me cite an example from an ad I wrote on digital watches.

让我们看看全脑广告如何应用于撰写有效的广告文案。如果你让你的文案过于明显，读者会感到被轻视或无聊。提供一点悬念，让读者必须依靠直觉、思考、感觉和情感自己得出结论，这样你就拥有了一个非常有力的助力。让我举一个我写的关于数字表的广告的例子。

The ad was for an alarm chronograph digital watch for which we were charging $99. At the time, Seiko was the standard of comparison for this type of watch. Seiko was the first out with the new technology. The following paragraph from the ad best exemplifies what I’m talking about:

广告是为一款售价 99 美元的报警计时码表，当时，精工是这类手表的标准比较对象。精工是第一个推出这项新技术的。广告中的下一段最能体现我所说的内容：

The Seiko chronograph alarm sells for $300. The watch costs jewelers $150. And jewelers love the item, not only because of the excellent reputation of the Seiko brand, but because it’s probably America’s best-selling new expensive digital watch. And Seiko can’t supply enough of them to their dealers.

精工计时码表闹钟售价为 300 美元。该表对珠宝商的成本为 150 美元。珠宝商喜欢这个产品，不仅因为精工品牌的良好声誉，还因为它可能是美国最畅销的新款高端数字手表。精工无法向其经销商提供足够的数量。

Now, note what I didn’t say but what was still rather obvious. Read the quote again to see if you pick it up. Give up? What I didn’t say was that the jewelers were making a small fortune each time they sold a Seiko. I didn’t have to say it, yet the readers could come to their own conclusion all by themselves using their intuition, thought, and emotions. Had I made it too obvious, by adding the line “and jewelers are making a small fortune,” it would not have been as powerful. The mind had to work a little to reach a conclusion through its own thought processes. And when the reader compared our $99 watch with the Seiko, it appeared that the jewelry stores and Seiko were soaking the consumer.

现在，注意我没有说但仍然相当明显的事情。再读一遍引言，看看你是否能察觉到。放弃了吗？我没有说的是，每次珠宝商卖出一块精工表，他们都能赚一小笔财富。我本不必说，但读者完全可以通过自己的直觉、思考和情感得出自己的结论。如果我通过添加“并且珠宝商正在赚一小笔财富”这一行使其过于明显，那么它就不会那么有力。思维必须稍微工作一下，通过自己的思维过程得出结论。当读者将我们的 99 美元手表与精工表进行比较时，看起来珠宝店和精工表都在剥削消费者。

This is a very subtle but powerful concept. It’s the difference between talking down to prospects and making prospects feel you are talking directly to them. And it is one of the most difficult theories to understand.

这是一个非常微妙但强大的概念。它是指与潜在客户谈话时，是居高临下还是让他们感觉你在直接与他们对话。这同时也是最难理解的理论之一。

Working Hard Brings Appreciation

努力工作赢得赞赏

To get a better appreciation for the theory, think back in your life to times when you had to work hard to achieve something and how much more you appreciated what you achieved. I remember all the work I had to go through to get my instrument rating after getting my private pilot’s license. It took me months of flying and study, not to mention thousands of dollars in expense. When I finally received my instrument rating, it was a thrill.

为了更好地理解这个理论，回想一下你生活中那些需要努力才能实现目标的时候，以及你有多么珍惜你所取得的成就。我记得为了获得私人飞行员执照后的仪表等级，我不得不付出多少努力。这需要我数月的飞行和学习，更不用说花费数千美元了。当我最终获得仪表等级时，那是一种兴奋的感觉。

In contrast, when I took my commercial rating test, it was simple. Not that much study, very little flying, and within a few weeks I had the rating. Sure, I was proud that I was finally a commercial pilot, but nowhere near as proud as I was of my instrument rating. Working hard for a successful conclusion results in a great deal of personal satisfaction.

相比之下，当我参加我的商业评级考试时，这很简单。不需要太多学习，飞行也很少，几周内我就拿到了评级。当然，我很自豪自己终于成为了一名商业飞行员，但我的自豪感远远不及我对仪表评级的感觉。为成功而努力工作会带来极大的个人满足感。

The same holds true for the mind and the thinking process. Anything that causes the mind to work hard to reach a conclusion creates a positive, enjoyable or stimulating effect on the brain. The opposite is true if the mind does not have to work because the conclusion is obvious.

同样的情况也适用于思维和思考过程。任何需要大脑努力得出结论的事情都会对大脑产生积极、愉快或刺激的效果。如果结论显而易见，大脑无需努力，那么情况则相反。

Anything that causes the mind to work hard to reach a conclusion creates a positive, enjoyable or stimulating effect on the brain.

任何需要大脑努力得出结论的事物，都会对大脑产生积极、愉快或刺激的效果。

You appreciate that sale to a difficult client a lot more than a sale that is a pushover and takes only a minute. When a very difficult product is given to me to sell and I am successful, I get great pleasure from the achievement. But give me a really easy product—something that is already in demand—and I don’t have the same feeling of satisfaction.

你更欣赏与难搞客户成交的生意，而不是那种容易成交只需一分钟的生意。当给我一个特别难卖的产品并且我成功卖出时，我从成就中获得了极大的快乐。但给我一个真正容易卖的产品——那种已经需求旺盛的产品——我就没有同样的满足感。

Vague Descriptions Encourage Thinking

模糊描述鼓励思考

When Ernest Hemingway described beautiful women in his books, he was never very specific. He used general terms and let his readers imagine the women.

欧内斯特·海明威在书中描述美丽的女人时，从不十分具体。他使用一般性术语，让读者想象这些女人。

If you make your intentions too obvious, the prospect will feel either patronized or bored. Make the prospect think in order to come to a conclusion, and you create a very stimulating mental effect.

如果你让你的意图过于明显，对方可能会感到被轻视或无聊。让对方思考以得出结论，你会产生非常刺激的心理效果。

Too often we write too much. We reveal too much of the pitch without allowing the prospect’s mind and intelligence to become engaged. Simply realizing how this powerful psychological trigger works will help you craft copy that causes your prospects’ brains to experience an enjoyable and stimulating time by allowing them to reach—on their own—the conclusions that you want them to reach.

我们常常写得太多。在未让潜在客户的思维和智慧参与的情况下，我们泄露了太多的提案内容。仅仅意识到这个强大的心理触发器是如何工作的，就能帮助你撰写出能够让你的潜在客户的大脑体验到愉快和刺激的文案，通过让他们自己得出你希望他们得出的结论。

28. Guilt

28. 内疚

Have you ever received mailings from charities that include a small gift? The gifts are usually address stickers, colorful stamps or some other inexpensive token. Or how about those mailings with surveys that include a dollar bill or a reply envelope with a return stamp? In both cases you may have experienced a slight touch of guilt. After all, you’ve received something of value and you feel an obligation to take some action in return, such as sending in a donation or answering the survey. These are good examples of the use of guilt. But how do you use this technique in a print ad when you can’t include stickers or a dollar bill?

您是否收到过包含小礼物的慈善机构邮件？这些礼物通常是地址贴纸、彩色邮票或其他一些便宜的纪念品。或者，那些包含美元纸币或带邮票回邮信封的调查邮件呢？在这两种情况下，您可能都感受到了一丝罪恶感。毕竟，您收到了有价值的东西，您觉得有义务采取一些行动作为回报，比如捐款或回答调查。这些都是利用罪恶感的良好例子。但当你无法包含贴纸或美元纸币时，如何在印刷广告中使用这种技巧呢？

Many people have told me that after they read one of my ads, they not only are compelled to buy my product, but would feel guilty if they didn’t. Instead of giving them stickers or a dollar bill, I give the reader plenty of compelling information and reading entertainment—so much so that they sense an obligation to respond. In a print ad, often the mere repetition of seeing an ad in several magazines works to create a slight sense of guilt.

许多人告诉我，在阅读我的广告后，他们不仅被促使购买我的产品，而且如果不购买会感到内疚。我并不给他们贴纸或一美元钞票，而是给读者提供大量引人入胜的信息和阅读娱乐——以至于他们感觉到有义务做出回应。在印刷广告中，仅仅在几本杂志上看到广告的重复就能产生一种轻微的内疚感。

Repeated mailings also create guilt. Keep sending somebody mailings and after a while, they may feel guilty that they haven’t responded. I used this technique when I sold ski lifts for a company called Ski Lift International. Each week I sent out a small mailing with a premium gift enclosed. One mailing would have a button, another an unusual mailing piece and still another an involvement device. After a while, many of the recipients felt guilty and responded. Some even apologized for not responding earlier.

重复邮寄也会产生罪恶感。持续给某人发送邮件，过一段时间，他们可能会因为未回复而感到愧疚。我曾用这种方法为公司名为 Ski Lift International 的公司销售滑雪缆车。每周我都会发送一份包含赠品的小型邮寄物。一份邮件会附有按钮，另一份则是不同寻常的邮寄物，还有一份是参与设备。过了一段时间，许多收件人感到愧疚并回复了。有些人甚至为之前未回复道歉。

29. Specificity

29. 特异性

Being specific in your explanations is very critical and can establish your credibility. Let me first give you an example. If I were to say, “New dentists everywhere use and recommend CapSnap Toothpaste,” it sounds like typical advertising lingo—puffery designed to sell a product. It’s so general that it will probably cause a viewer to discount the statement I have just made and maybe everything else I say. But if I said, “Ninety-two percent of new dentists use and recommend CapSnap Toothpaste,” it sounds much more believable. The consumer is likely to think that we did a scientific survey and that 92 percent was the result.

在您的解释中要具体是非常重要的，这可以确立您的可信度。让我先给您举一个例子。如果我说，“全世界的牙医都在使用并推荐 CapSnap 牙膏，”这听起来像典型的广告用语——一种为了销售产品而设计的夸张。它太笼统了，可能会让观看者质疑我刚才所说的内容，甚至是我说的其他所有内容。但如果说，“92%的新牙医都在使用并推荐 CapSnap 牙膏，”听起来就更有说服力了。消费者可能会认为我们进行了科学调查，并且 92%是调查结果。

When people perceive certain general statements as puffery or typical advertising babble, those statements are at best discounted or accepted with some doubts. By contrast, statements with specific facts can generate strong believability. In an ad I once wrote for a collectibles company I created called Battram Galleries, I stated the exact cost of running the ad and the exact cost of the product. I clearly demonstrated through specific figures that we weren’t making any profit from the offering. It was so successful, it was oversubscribed. I’ve used this technique on video as well.

当人们将某些一般性陈述视为吹嘘或典型的广告空话时，这些陈述至多被贬低或带有怀疑地接受。相比之下，具有具体事实的陈述可以产生强烈的可信度。在我为一家名为 Battram Galleries 的收藏品公司撰写的一则广告中，我明确说明了广告的准确成本和产品的准确成本。我通过具体数字清楚地表明，我们并未从该产品中获得任何利润。它非常成功，以至于供不应求。我也在视频中使用了这种技巧。

In my BluBlocker infomercials, I state the specific reasons why screening out blue spectrum light rays improves your vision. I explain that blue light rays focus in front of the retina (which is the focusing screen of the eye) and not on the retina as do the other colors. So when you block blue light, you block those rays that don’t focus on your retina and therefore objects appear clearer, sharper and more defined. I’m specific. It sounds believable. And the statement is a lot better than just saying, “BluBlocker sunglasses let you see clearer, sharper and with more definition.”

在我 BluBlocker 广告中，我说明了为什么屏蔽蓝光光谱光线能改善你的视力。我解释说，蓝光光线聚焦在视网膜前方（这是眼睛的聚焦屏幕），而不是像其他颜色那样聚焦在视网膜上。所以当你阻挡蓝光时，你就阻挡了那些没有聚焦在你视网膜上的光线，因此物体看起来更清晰、更锐利、更有定义。我非常具体。这听起来很可信。而且这个说法比仅仅说“BluBlocker 太阳镜让你看得更清晰、更锐利、更有定义”要好得多。

If you’re describing a product that is designed for the circulatory functions of the body, you can talk about “242 miles of blood vessels” instead of “miles of blood vessels.” When you talk about the bottom of your feet, instead of saying, “There are a lot of nerve endings at the bottom of your feet,” you can say, “There are 72,000 nerve endings at the bottom of your feet.” You are stating a fact as opposed to a general or vague statement. You are more believable.

如果你在描述一款为身体循环功能设计的产品，你可以谈论“242 英里长的血管”而不是“血管的英里数”。当你谈论你的脚底时，与其说“你的脚底有很多神经末梢”，你可以说“你的脚底有 72,000 个神经末梢。”你是在陈述一个事实，而不是一个笼统或模糊的陈述。你更可信。

You Sound More like an Expert

你听起来更像一个专家

There’s one other benefit to being specific. By being specific you sound like you’re an expert on your product—you’ve really investigated it and are very knowledgeable. And, this too, builds trust and confidence.

can be specific about what you want, and it helps to clarify your requirements. 这也有助于明确你的需求。

People, in general, are very skeptical about advertising and often don’t believe many of the claims stated in ads. But when you make a specific claim using the exact facts and figures, your message is much more credible and often trusted.

人们普遍对广告持怀疑态度，往往不相信广告中声称的许多内容。但当你使用确切的事实和数据提出具体主张时，你的信息更具可信度，通常也更受信任。

30. Familiarity

30. 熟悉

The Kowloon section of Hong Kong is an exotic part of the city. Its storefronts, hordes of people and many sounds and smells make for a very unique and exciting place to visit. It is different. And when you are in Kowloon, America seems awfully far away.

香港九龙区是这座城市的异国风情区。其店面、人群以及众多声音和气味，使这里成为一个非常独特且令人兴奋的旅游胜地。它与众不同。而且当你身处九龙时，美国似乎非常遥远。

I was walking down the street absorbing the energy of the area and stopping occasionally to look in a store when suddenly, right in front of me, I saw one of my American suppliers walking down the sidewalk.

我沿着街道走着，吸收着这个地区的能量，偶尔停下来看看商店，突然，就在我面前，我看到我的一个美国供应商正在人行道上走着。

What a surprise! It was a wonderful feeling to see somebody I knew in a foreign place like Hong Kong.

多么惊喜！在香港这样一个外国地方看到我认识的人，感觉真是太好了。

Although previously I hadn’t been that friendly with the supplier, I suddenly felt close. I asked if he was available for dinner and I made an appointment for that evening to get together and spend some time with him. As a result, he ended up selling me a lot more than I normally would have bought. The contrast of seeing somebody with whom you are familiar in a totally foreign setting creates a strong attraction. And so it is with advertising.

尽管之前我与供应商并不那么友好，我突然感到很亲近。我问他是否可以一起吃晚餐，并在那天晚上安排了见面，和他共度时光。结果，他最终卖给我的东西比我通常买的要多得多。在完全陌生的环境中看到熟悉的人会产生强烈的吸引力。广告也是如此。

An Ad as an Old Friend

一则像老朋友一样的广告

If somebody is reading a magazine and sees your advertising format—something they have seen many times before—and recognizes your logo or company name, there is a feeling of familiarity. They see a friend in an environment of foreign advertisers and to them you’re not foreign. You are familiar and as a result there is an attraction to your offering just as I was attracted to my supplier in Hong Kong.

如果有人正在阅读一本杂志，看到你的广告格式——他们以前多次见过的事物——并认出你的标志或公司名称，会感到一种熟悉感。他们在一个外国广告商的环境中看到一位朋友，对他们来说，你不是外国人。你是熟悉的，因此你对你的产品有一种吸引力，就像我对我的香港供应商有吸引力一样。

Advertise enough times or sell a product whose name is familiar to your prospect and you will create the same attraction. That is why brand names are so important; that is why the familiarity of a shopping environment is also important.

广告次数足够或者销售一个名字对潜在客户来说熟悉的商品，你将创造同样的吸引力。这就是品牌名称为什么如此重要的原因；这就是为什么购物环境的熟悉度也很重要的原因。

When I first appeared on QVC, the home shopping channel, we sold out our entire inventory of BluBlocker sunglasses within minutes. When our sunglasses first appeared on retail shelves in the Walgreens drugstore chain, they quickly sold out within a few days. In short, our product was well known to the consumer. Each time we introduced our product to a familiar shopping environment, the combination of brand name familiarity and a familiar selling environment caused an immediate sellout.

当我首次出现在 QVC 这个家庭购物频道时，我们的 BluBlocker 太阳镜在几分钟内就售罄了。当我们的太阳镜首次出现在沃尔格林药店连锁店的零售架上时，它们在几天内就迅速售罄。简而言之，我们的产品在消费者中已经很有名气。每次我们将我们的产品引入熟悉的购物环境时，品牌名称的熟悉度和熟悉的销售环境都会导致立即售罄。

The words familiar and familiarity have the word family in them. People feel most comfortable within their own family. They feel confident and trusting and allow themselves to be more vulnerable. So it is with anything people are familiar with. They trust a brand name, are more confident that they are buying the right product and are more inclined to do so.

熟悉和熟悉感这两个词都包含“家庭”这个词。人们在自己的家庭中感到最舒适。他们感到自信和信任，并让自己更加脆弱。对人们熟悉的事物也是如此。他们信任品牌名称，更有信心他们买的是正确的产品，也更倾向于这样做。

One of the biggest mistakes traditional advertisers make is to kill campaigns they have been using a long time because they are tired of them. “Fly the friendly skies of United” and “You deserve a break today, at McDonald’s” are but two examples familiar to consumers. In addition, consumers often sang along during these commercials. Too often in traditional advertising, the client gets tired of the commercial long before the public does.

传统广告商犯的最大错误之一是，因为他们厌倦了这些广告，所以会终止已经使用了很长时间的宣传活动。“飞越联合友好的天空”和“今天在麦当劳，你值得休息一下”只是消费者熟悉的两个例子。此外，消费者经常在这些商业广告中跟着唱。在传统广告中，客户往往比公众更快地对广告感到厌倦。

In direct marketing, a decision to drop a commercial approach is not arbitrary. You keep running your product or service ad until the public tells you when to stop by virtue of lower sales. The orders simply stop coming in or you have replaced your ad with something that pulls more response. Good direct-marketing technique calls for continually revising or tweaking your ad until it does better. But you never drop a campaign because you are tired of it. Drop it only when the public stops exchanging their hard-earned dollars for your product or service.

在直销中，放弃一种商业方法并非随意决定。你继续推广你的产品或服务广告，直到公众通过销售额下降告诉你何时停止。订单简单地不再到来，或者你已经用能吸引更多反应的广告替换了它。优秀的直销技术要求你不断地修改或调整你的广告，直到它做得更好。但你永远不会因为厌倦而放弃活动。只有当公众停止用他们辛苦赚来的钱交换你的产品或服务时，你才放弃。

Now the traditional agencies will tell you something like, “Well, we asked a focus group what they thought about our slogan and they said that they were getting tired of it, so we are going to pull it.” This is a major fallacy, too. There is no real way to test the effectiveness of a commercial except by virtue of sales. Focus groups only tell you what they think you want to hear and not how they would act themselves. If the product isn’t selling, then look at the campaign. Maybe it isn’t even the campaign but rather competition or some other element in the marketing mix.

现在，传统机构会告诉你类似这样的话：“嗯，我们询问了一个焦点小组他们对我们的口号的看法，他们说他们已经厌倦了它，所以我们打算撤回。”这是一个严重的谬误。除了通过销售来检验商业活动的有效性外，没有其他真正的方法。焦点小组只能告诉你他们认为你想听到的，而不是他们自己会如何行动。如果产品卖不出去，那就看看营销活动。也许问题根本不在于营销活动，而是竞争或其他营销组合中的某些元素。

Use Familiar Words

使用熟悉的词汇

There are certain words that are more familiar to most people and to the human consciousness. For example, if you ask somebody to give you a number from 1 to 10 right off the top of their head, chances are the number 7 will be chosen more often than any other number—often dwarfing the next choice. Therefore, using the number 7 in a book title such as “The Seven Ways to Improve Your Relationships” or “The Seven Spiritual Laws of Success” is utilizing the most common and familiar integer of the first 10. You are therefore vibrating with the familiar and harmonizing with your reader.

某些词汇对大多数人来说更为熟悉，对人类意识也是如此。例如，如果你要求某人立即从 1 到 10 中给出一个数字，那么数字 7 很可能会比其他任何数字更常被选中——通常比下一个选择要少。因此，在书名如《改善关系的七种方法》或《成功的七项精神法则》中使用数字 7，就是在利用前 10 个最常见和熟悉的整数。因此，你与熟悉的事物产生共鸣，并与读者和谐相处。

Ask somebody for a color off the top of their head and the answer will be “red” the majority of the time. Ask them to name a piece of furniture and the answer will likely be “chair.” There are familiar words that can create a very subtle harmony with your reader and it’s up to you to find them and use them. Where do you find them? Many books have been written on the effective use of words that really draw response. Books by David Ogilvy or John Caples are good ones to read. A list can be found in Appendix D. There are some powerful words such as sale or free. And then there are the not so obvious words—the ones that relate specifically to your product and which you, as a passionate devotee of your product, inherently already know. Finally, there are words that aren’t in your own consciousness and aren’t singled out in any books but will be discovered only by testing. Sometimes, changing just one word in a thousand-word ad will double response.

询问某人一个他们随口就能想到的颜色，答案大多数情况下会是“红色”。让他们说出一种家具，很可能会回答“椅子”。有些熟悉的词汇可以与读者产生非常微妙的和谐，这取决于你找到并使用它们。你在哪里找到它们？关于如何有效地使用能够引起反应的词汇，已经有许多书籍被撰写。大卫·奥格威或约翰·卡普尔斯的书籍是值得一读的。附录 D 中可以找到一份清单。有一些强有力的词汇，如“销售”或“免费”。然后还有一些不那么明显的词汇——那些与你的产品具体相关的词汇，作为你产品的热情拥护者，你天生就已经知道了。最后，还有一些不在你自己的意识中，也没有在任何书籍中被特别指出的词汇，但只有通过测试才能发现。有时候，仅仅改变一千字广告中的一个词，就能将反应翻倍。

As a copywriter, be aware of the powerful force of familiarity to make a person comfortable with your product or service. Realize the importance of a familiar brand name, a logo that appears many times and becomes well known, a layout that people instinctively know is yours, familiar phrases (not clichés) and words that your public can harmonize with—all of these reinforce the bond that familiarity creates between you and your prospect.

作为一名文案，要意识到熟悉的力量，使人们对你产品或服务感到舒适。认识到熟悉品牌名称的重要性，一个出现多次并广为人知的标志，一个人们本能地知道是您的布局，熟悉的短语（不是陈词滥调）以及公众可以与之和谐共处的词汇——所有这些都在加强您与潜在客户之间由熟悉感产生的联系。

31. Hope

31. 希望

Hope can be a great motivator in the buying process. A woman buys a new face cream that offers the hope it will make a difference in her wrinkles. An intense golfer buys a new golf ball that offers the hope it may take a few strokes off a golf game. In short, there is an implied possibility that using a product or service will provide a future benefit. The future benefit is not assured, nor is it guaranteed; it is a dream, a fantasy or, at the most, a possibility. The hope replaces the reality of an already-delivered benefit or guarantee that you receive when you buy other products such as a radio or a computer. Let me cite a few personal experiences and describe how hope applies to specific products.

希望可以是购买过程中的强大动力。一位女士购买了一种新的面霜，希望它能减少她的皱纹。一位狂热的高尔夫球手购买了一种新的高尔夫球，希望它能减少几杆。简而言之，使用产品或服务可能会带来未来利益的隐含可能性。这种未来利益并不确定，也没有保证；它是一个梦想，一种幻想，最多是一种可能性。希望取代了购买其他产品（如收音机或电脑）时所获得的既定利益或保证的现实。让我举几个个人经历，并描述希望如何应用于特定产品。

I was introduced in 1996 to a very successful scientist. He had supposedly invented a formula that cured a great many human ills. The formula contained what he called “biological repair machines” that went to the source of a malfunction in your body and repaired it. If an organ was damaged, these miniature “machines” would repair the organ even if it meant regenerating a new one.

我在 1996 年认识了一位非常成功的科学家。据说他发明了一种可以治愈许多人类疾病的公式。这个公式包含了他所说的“生物修复机器”，这些机器会去修复你身体中功能失调的源头。如果器官受损，这些微型“机器”会修复器官，即使这意味着再生一个新的器官。

You placed a few drops of this product under your tongue twice a day and it was absorbed into your body.

您每天将此产品滴几滴在舌下，它会被身体吸收。

In a discussion with the scientist, it occurred to me that if people took this product they would never die, if indeed it repaired any defective body part. He agreed. “I’m taking it and honestly feel I am getting younger. Look, my gray hair is starting to turn black again.”

在与科学家的讨论中，我想到如果人们使用这个产品，他们就不会再死了，如果它真的能修复任何有缺陷的身体部位。他同意了。“我在使用它，并且诚实地感觉我在变年轻。看，我的灰白头发开始变黑了。”

The scientist continued claiming that there was no reason why his formula couldn’t keep us alive until the age of 300. This sounded incredible to me. If this was true, this man had indeed discovered the fountain of youth.

科学家继续声称，没有任何理由说明他的公式不能让我们活到 300 岁。这对我来说听起来难以置信。如果这是真的，这个人确实发现了青春之泉。

The scientist appeared to be very credible. He had several Ph.D.’s, and I honestly thought he was one of the smartest people I had ever met. He had three manufacturing facilities in different parts of the world. He had a reputation that extended all the way to Europe and Asia, and he told me how he helped an Asian country cure many of its citizens of a specific form of cancer.

这位科学家看起来非常可信。他拥有多个博士学位，我真心认为他是我所遇到的最聪明的人之一。他在世界不同地区拥有三家制造工厂。他的声誉远播至欧洲和亚洲，他告诉我他是如何帮助一个亚洲国家治愈许多公民的一种特定形式的癌症。

His discovery of the biological repair machines came to him from uncovering formulas that were hidden in coded ancient artifacts and through the process of what he called “sacred geometry.” He had apparently cracked the code and opened up a wealth of information. He spent two hours showing me photograph after photograph to substantiate the information he had received from the artifacts.

他的生物修复机器的发现来自于揭示隐藏在编码古文物中的公式，以及他所称的“神圣几何”的过程。他显然已经破解了代码，并开启了一片丰富的信息。他花了两个小时给我展示一张又一张的照片，以证实他从文物中获得的信息。

I had a health problem that was not serious but, for whatever reason, doctors did not know its cause or cure. The problem was a few small growths beneath the surface of my skin. They were not cancerous, others hardly noticed them and they posed no health threat. But they were there and they were not normal.

我有一个不太严重的健康问题，但不知何故，医生不知道其病因或治疗方法。问题是我的皮肤下面有一些小肿块。它们不是癌性的，其他人几乎没注意到它们，也没有健康威胁。但它们确实存在，并不正常。

Surgery Was the Only Way

外科手术是唯一途径

The only method doctors had for eliminating these growths was to cut open the skin and surgically remove them—a relatively easy procedure that was done on an outpatient basis.

医生唯一消除这些生长物的办法是切开皮肤并手术移除——这是一个相对简单的程序，通常在门诊进行。

I was told by this scientist that indeed his formula could eliminate the problem completely. “In just a few months they’ll be gone,” he said. In short, I received from him an explicitly clear time frame during which my growths were going to melt away and disappear. The promise wasn’t in the form of a hoped-for result or a dream or even a possibility. It was a definite warranty that they would disappear.

我被这位科学家告知，他的公式确实可以完全消除这个问题。“几个月后它们就会消失，”他说。简而言之，我从他那里得到了一个明确的时间框架，我的生长物将会融化并消失。这不是一个希望的结果或梦想，甚至不是一个可能性。这是一个明确的保证，它们将会消失。

I was so impressed by him and his discoveries and he seemed so credible that I decided to put his product to a test. A 750 milliliter bottle (the size of a wine bottle) of his formula sold for $600. It was rather expensive but it lasted a long time as you used only a few drops each day and it was less costly than the surgical procedure.

我对他的发现印象深刻，他看起来非常可信，所以我决定对他的产品进行测试。一瓶 750 毫升（酒瓶大小）的他的配方售价为 600 美元。虽然价格昂贵，但它的使用时间很长，因为每天只需用几滴，而且比手术程序便宜。

A Few Months Go By

几个月过去了

After a few months, I noticed that the growths were not gone as I had been promised. I was then advised to buy his stronger formula—the one with a higher concentration of biological repair machines. I did, at a cost of $2,000. There was still no improvement after two more months.

几个月后，我发现这些生长物并没有像承诺的那样消失。然后我被建议购买他的更强效配方——含有更高浓度生物修复机器的那个。我买了，花费了 2000 美元。再过两个月，情况仍然没有改善。

I was then told that there was a $20,000 bottle that would do the job (boy, they saw me coming) and believe it or not, I was tempted to get a bottle. I didn’t.

我被告知有一瓶价值 2 万美元的酒可以完成这项工作（天哪，他们看穿我了）而且信不信由你，我差点就买了一瓶。我没有。

Note: In all fairness to the scientist, there were clinical studies done on rats with his formula by a credible pharmaceutical company and there were very positive results with the rats. The research is continuing now on humans and he may have indeed created a powerful new medical concept.

注意：为了公平起见，一家可信的制药公司对他提出的配方在老鼠身上进行了临床试验，老鼠的结果非常积极。目前这项研究正在人类身上继续进行，他可能确实创造了一个强大的新医疗概念。

What did I learn from this experience? The doctor should have simply told me about how his formula improved his life. I trusted him. He had all the credibility I needed for me to ingest this foreign substance into my body. What if I could live to 300 years of age? What if indeed I could become younger? I would have gladly taken the formula and continued purchasing bottles of it with the hope that I was right about him.

我从这次经历中学到了什么？医生本应简单地告诉我他的公式如何改善了他的生活。我信任他。他拥有我需要的全部信誉，让我将这种外来物质摄入我的身体。如果我能够活到 300 岁呢？如果我真的能够变年轻呢？我会欣然接受这个配方，并继续购买它的瓶子，希望我对他的判断是正确的。

Scientist Made Fatal Error

科学家犯下致命错误

But the scientist made a fatal error. Had he not made any claims to me about specific expected results, I would not have been disappointed but would have continued taking the product waiting and hoping that the stuff would kick in and dissolve those growths. I would, on the basis of hope, have continued taking it and buying more. But once a specific promise was made and I saw that the formula didn’t work within that time frame, I immediately refused to invest further. The scientist’s credibility was questioned even though he may have had a great product.

但是科学家犯了一个致命错误。如果他之前没有向我宣称具体的预期结果，我就不会感到失望，而会继续服用该产品，等待并希望这种物质能够发挥作用并溶解那些生长物。基于希望，我会继续服用并购买更多。但是一旦做出了具体的承诺，我看到那个时间段内配方不起作用，我就立即拒绝再进行投资。尽管科学家可能有一个很好的产品，但他的信誉受到了质疑。

When using the psychological trigger of hope, you must avoid the trap of making a specific claim that can be measured or guaranteed. You want to allude to what the product is used for without making any promises of an exact outcome.

使用希望的心理触发时，必须避免提出可以衡量或保证的具体主张。你想要暗示产品用途，而不做出任何关于确切结果的承诺。

There are other products people buy repeatedly, on hope. Let’s take vitamins, for example. Can people tell if taking vitamins makes a difference in their health? Yes, some can. Interview a bunch of people and they’ll swear the vitamins are making a difference. Capture those interviews on TV and they are very impressive. Then prospects, impressed with the results shown on TV, start buying the product and continue to buy it regularly with the hope that it is making a difference in their lives. But the key here is not to make a specific promise but rather to imply results through testimonials.

人们会反复购买其他产品，寄希望于它们。以维生素为例。人们能否感觉到服用维生素对他们的健康有影响？是的，有些人可以。采访一群人，他们会发誓维生素确实有作用。将这些采访录在电视上，效果非常震撼。然后，那些被电视上展示的结果所打动的人开始购买该产品，并希望它能在他们的生活中产生变化而定期购买。但关键不是做出具体的承诺，而是通过见证来暗示结果。

How does this apply to selling in print and on the Internet? There are some products that are sold using hope as a strong motivational tool. You need to determine the nature of your product and find something that you can imply about a future result without stating a specific guarantee (particularly if you want to stay in business for a long time).

这如何适用于印刷和互联网上的销售？有些产品通过希望作为强大的激励工具进行销售。你需要确定你产品的性质，并找到一些可以暗示未来结果而不具体保证的事情（尤其是如果你想长期经营）。

Many product categories lend themselves to the power of hope. The entire health food industry is a good example, including vitamins, food supplements and even brain enhancers. Lowering your golf score, finding a new relationship, preventing wrinkles, impressing your date—all are good opportunities to recognize the psychological trigger of hope at work.

许多产品类别都适合希望的力量。整个健康食品行业就是一个很好的例子，包括维生素、食品补充剂甚至大脑增强剂。降低高尔夫分数、寻找新的关系、预防皱纹、给约会对象留下深刻印象——所有这些都是认识到希望的心理触发因素在起作用的好机会。

Focus on Credibility

关注可信度

One aspect to focus on when you create an ad using the power of hope is credibility. If you present yourself as a credible person representing a credible company, then what you say will elicit a feeling of confidence on the part of your prospect. Then, whatever you say your product did for you or for your previous customers will be taken as a possibility for your prospect, and the power of hope will compel your prospect to order. And reorder. It might be a book on relationships and how the information changed your life and those of previous readers. It might be a formula you take to live a long life and how wonderful you feel. Whatever you are selling, with the proper credibility, you will automatically engage the power of hope to sell.

在利用希望的力量创建广告时，要关注的一个方面是可信度。如果你以一个代表可信公司的可信人物的形象出现，那么你说的话将激发你的潜在客户产生信任感。然后，无论你说你的产品为你或你的前客户做了什么，你的潜在客户都会将其视为一种可能性，而希望的力量将迫使你的潜在客户下单。并再次下单。这可能是一本关于人际关系以及信息如何改变你和你之前读者的生活的书。这可能是一个让你长寿的公式以及你感觉多么美好的事情。无论你卖什么，有了适当的可信度，你将自动利用希望的力量来销售。

This chapter is very important in your understanding of the underlying reasons why people buy. Some of the 31 psychological triggers to buying may not have been obvious to you before. Nevertheless, an awareness of each of these points will give you a tremendous boost in becoming a great copywriter.

本章对于您理解人们购买的根本原因至关重要。31 个购买心理触发因素中的一些可能之前对您来说并不明显。然而，对这些每个点的认识将极大地提升您成为一名优秀文案写手的潜力。

Chapter 20

第 20 章

Selling a Cure, Not Prevention

出售疗法，而非预防

One of the least understood reasons why many products fail is due to one aspect of human nature. Understand this aspect and not only do you hold the key to creating a successful direct response ad, but you will also understand clearly why some products just plain don’t sell.

许多产品失败的最不被理解的原因之一是由于人类本性中的一个方面。理解这一方面，你不仅掌握了创造成功直接回应广告的关键，而且也会清楚地理解为什么有些产品根本卖不出去。

The key to successfully marketing certain products lies in the nature of that product and the way that product is viewed in the marketplace. The guiding principle can be summed up very clearly: Always sell the cure and avoid selling prevention.

成功营销某些产品的关键在于该产品的本质以及市场对该产品的看法。指导原则可以非常清晰地概括为：总是销售解决方案，避免销售预防措施。

Now what does this mean? Let me explain. If you were my prospect and I tried to sell you a magic pill that contained an extract of carrots and various tinctures of leafy vegetables because it would help prevent cancer, chances are it would be a difficult sale. However, if you suddenly discovered you had cancer and I said to you that I had a magic pill that would cure the disease, you would be not only willing to try it, but willing to pay considerably more. In the first instance, you might be willing to pay $20 a bottle to prevent the disease but in the other you might be willing to pay $1,000 if it would cure the disease.

现在这究竟意味着什么？让我来解释一下。如果你是我的潜在客户，而我试图向你推销一种含有胡萝卜提取物和各种叶菜汁的神奇药丸，因为它可以帮助预防癌症，那么很可能这是一笔很难做的生意。然而，如果你突然发现自己患有癌症，而我告诉你我有一种可以治愈这种疾病的神奇药丸，你不仅愿意尝试，而且愿意支付更高的价格。在前一种情况下，你可能愿意为预防疾病支付每瓶 20 美元，而在另一种情况下，如果你愿意为治愈疾病支付 1000 美元。

Human Nature at Play

人类天性中的游戏

The preceding is an extreme example. But let’s take something less extreme. You’re a traveling salesperson and stay at hotels a lot. Somebody tries to sell you a spray that you put on your feet before you go to sleep to prevent athlete’s foot, which might come from walking on a floor that hasn’t been cleaned thoroughly. You ignore the sales message because you rarely get athlete’s foot, and besides, it’s a bother to use. The next week you get athlete’s foot and you’re at the corner pharmacy trying to find the strongest thing they’ve got to cure it.

前一个是极端的例子。但让我们看看不那么极端的情况。你是一名旅行推销员，经常住在酒店。有人试图向你推销一种喷雾，你睡觉前涂在脚上，以防止脚气，这可能来自走在未彻底清洁的地板上。你忽略了这个销售信息，因为你很少得脚气，而且使用起来也很麻烦。下周你得了脚气，你正在拐角处的药店试图找到他们能提供的最强效的药物来治疗它。

The two situations illustrate two general principles. The first: It is human nature to think you’re never going to get the disease or affliction that the preventive can prevent, so it becomes a very tough sell. The second: If you do get the disease or affliction, you’re willing to pay a whole lot more for the cure than you were for the preventive and it’s easier to sell.

两种情况说明了两个普遍原则。第一个：人们天生认为自己永远不会患上预防措施可以预防的疾病或痛苦，因此这变得非常难以推销。第二个：如果你真的患上了疾病或痛苦，你愿意为治疗支付比预防措施多得多的费用，而且更容易推销。

I have been talking in medical or health terms. But this theory also applies to several other products and concepts. I’ll go into those in a moment, but let’s examine the first step in breaking through the cure/preventive theory and see if you can make the appeal of the preventive as strong as the appeal of the cure.

我已经在用医疗或健康术语进行讨论。但这个理论也适用于其他几个产品和概念。我稍后会详细说明这些，但让我们先来探讨一下突破治愈/预防理论的第一步，看看你是否能将预防的吸引力与治愈的吸引力一样强。

It can be done, but only if you can position the product to make the preventive the cure. Let me cite an example:

它可以做到，但前提是你能将产品定位为预防胜于治疗。让我举一个例子：

When the Midex burglar alarms were first sold by JS&A in the late 1970s, it was definitely a product that was more of a preventive. However, I also knew that there were people who were recently robbed or whose neighbors were recently robbed, and to these people, the Midex alarm was more of a cure. Think about it. At first they thought, “Naw, our neighborhood is safe. I don’t need one.” And then after their neighborhood was robbed and they needed a cure, “Boy, I’d better get one of those Midex alarms or else I may be next.” And of course, there was the prospect who had just been robbed: “Where did I see that ad for that burglar alarm?”

当 Midex 防盗报警器在 20 世纪 70 年代末首次由 JS&A 销售时，这绝对是一款更注重预防的产品。然而，我也知道有些人最近被盗或邻居最近被盗，对这些来说，Midex 报警器更像是一种补救措施。想想看。一开始他们认为，“呃，我们小区很安全。我不需要。”然后在他们小区被盗并需要补救时，“哎呀，我最好买一个 Midex 报警器，否则我可能就是下一个。”当然，还有那些刚刚被盗的人：“我是在哪里看到那个防盗报警器的广告的？”

I also knew that if I advertised in a professional manner and explained the quality and value of my product and its quick and easy installation, as opposed to using the scare tactics expressed through quoting crime statistics, I would attract a different kind of customer. I would attract the person not quite threatened but concerned—a person to whom the product did not currently represent prevention or a cure. In short, it was for somebody who hadn’t been robbed and whose neighbor hadn’t been robbed, but who realized that there was a problem out there. This last group would save my ad, and when they needed it, they would take it out of their files—often after several months—and call. This actually did happen a lot.

我也知道，如果我以专业的方式做广告，并解释我的产品质量和价值以及其快速简便的安装，而不是通过引用犯罪统计数据来使用恐吓策略，我会吸引不同类型的客户。我会吸引那些并不感到威胁但有所担忧的人——对这些人来说，该产品目前并不代表预防或治疗。简而言之，是为那些尚未被盗，邻居也未被盗，但意识到外面存在问题的人。这一群体会保存我的广告，在他们需要的时候，他们会从文件中取出——通常在几个月后——然后打电话。这实际上确实发生了很多次。

The consumer waited until he felt threatened before he bought.

消费者在感到威胁之前才购买。

Twenty years ago, The Club automotive steering wheel locking device would have been a tough sale. Back then, car theft was not as big a problem as it is now. But with the increase in drug traffic today and with thousands of cars being stolen every hour, The Club has become more of a cure against your fear of having your car stolen.

二十年前，The Club 汽车方向盘锁定装置的销量会很困难。那时，汽车盗窃问题没有现在这么严重。但随着今天毒品交易的增多，每小时有数千辆汽车被盗，The Club 已成为对抗你担心汽车被盗的良药。

The big rage in health food and disease prevention a few years ago was the melatonin craze. This is a hormone secreted naturally by the pineal gland—a pea-sized object at the center of the brain. It is supposed to help prevent aging. With millions of baby boomers turning 60, it became a very big product—more of a cure than a preventive.

几年前，在健康食品和疾病预防领域，褪黑素热潮盛行。这是一种松果腺自然分泌的激素——位于大脑中心的豌豆大小的物体。它被认为有助于预防衰老。随着数百万婴儿潮一代人步入 60 岁，它成为了一个非常大的产品——与其说是预防，不如说是治疗。

Many Products Make Powerful Cures

许多产品制造出强大的疗法

When I sold my wrinkle pill, Miracell, it, too, was a cure. If you have wrinkles, you are a great prospect for wrinkle creams and treatments. They represent cures, not preventives. And think about it. Don’t the preventives like creams to moisturize your skin and sunscreens to avoid sun damage cost a lot less than the cures? But some of the effective wrinkle eliminators cost plenty for a small jar. Miracell sold at $25 for a month’s supply.

a 当我出售我的抗皱药丸 Miracell 时，它也是一种治疗方法。如果你有皱纹，你将是抗皱面霜和治疗的绝佳人选。它们代表的是治疗方法，而不是预防措施。想想看。预防措施，比如保湿霜和防晒霜来避免晒伤，难道不比治疗方法便宜得多吗？但一些有效的除皱产品，一小罐的价格就很高。Miracell 每月供应量售价为 25 美元。

Insurance is another preventive. “Keep your family from going through hard times after you die.” What could be tougher than thinking you’re going to die someday? But the older you get, the more you think about it. And remember the story about my friend, the insurance salesman, who always tried to sell me insurance and finally succeeded when my next-door neighbor died suddenly at an early age? I couldn’t wait to sign the papers.

保险是另一种预防措施。“让你家人在你去世后不再经历艰难时期。”还有什么比想到自己有一天会死去更艰难的吗？但随着年龄的增长，你越会去想这件事。还记得我朋友，那位保险销售员的故事吗？他总是试图向我推销保险，最后在我隔壁邻居突然早逝时终于成功了？我迫不及待地想要签署文件。

You must first make a decision when evaluating a product. Is this product a preventive or a cure? Can the product be positioned as a cure rather than a preventive? Is the market trend changing the perception of your product from being a preventive to being a cure? Or do you simply have a preventive that does not have a broad enough market?

您在评估产品时必须首先做出决定。这个产品是预防性的还是治疗性的？这个产品能否定位为治疗性而不是预防性？市场趋势是否正在改变您对产品从预防性到治疗性的认知？或者您只是有一个市场覆盖面不够广泛的治疗性预防措施？

If you’ve got a cure and the market is large enough, you’ve got a powerful product. If you’ve got a preventive, think in terms of how you can change it into a cure. Let me show you how this can be done.

如果你有一种疗法并且市场足够大，你就拥有了一个强大的产品。如果你有一种预防措施，想想你如何将其转变为疗法。让我向你展示这是如何实现的。

Make a Preventive a Cure

预防胜于治疗

Another pill I have been selling for the past few years, called simply “The Pill,” is a fuel-conditioning treatment for automobiles. It is a pill you put in your gas tank, and it is both a preventive and a cure.

另一种我过去几年一直在销售的药片，简单地称为“药片”，是一种汽车燃油处理剂。这是一种你放入油箱的药片，它既是预防剂也是治疗剂。

First, as a preventive, it helps you avoid engine problems by cleaning out your engine before anything serious happens to your car from impurities that could lodge in your fuel injectors. It reduces pollution to help you pass the many mandatory emissions tests conducted throughout the United States, and it prevents you from having to visit the repair shop. Again, these are the preventives.

首先，作为一种预防措施，它通过在汽车出现严重问题之前清除发动机中的杂质，帮助您避免发动机问题。它减少污染，帮助您通过美国进行的许多强制性排放测试，并防止您不得不去维修店。再次强调，这些都是预防措施。

But when I go on TV at QVC to present The Pill, I don’t talk that much about what it prevents but rather what it cures. It cures engine knock, it eliminates ping, it saves up to 10 percent on gas. If you flunk your emissions test, use The Pill and you’ll pass the next time. In short, I emphasize the curative aspects of the product and underplay the preventive features. And The Pill is truly a miracle product. (I swear, it really works.) This brings me to my next point.

但是当我去 QVC 的电视节目上介绍“药丸”时，我并不多谈它能预防什么，而是更多地谈论它能治愈什么。它能治愈发动机敲击声，消除回火，节省高达 10%的汽油。如果你排放测试不及格，使用“药丸”你下次就能通过。简而言之，我强调产品的治疗作用，而淡化其预防功能。“药丸”确实是一个奇迹产品。（我发誓，它真的有效。）这让我想到了下一个观点。

Notice how I have to swear that The Pill really works. Selling truly breakthrough products is the toughest marketing job in the world because people find it difficult to believe that these products really work. And belief is one of the strongest motivational factors in human nature. If your prospect believes in something, he or she will move mountains to obtain it, but if he or she doesn’t believe in something, you won’t move that prospect an inch.

注意我必须发誓说这个避孕药真的有效。销售真正突破性的产品是世界上最艰难的市场营销工作，因为人们很难相信这些产品真的有效。而信念是人类本性中最强大的动机因素之一。如果你的潜在客户相信某件事，他会为了得到它而搬山，但如果他不相信某件事，你连那个潜在客户的一寸都不会移动。

In this chapter you’ve learned that you sell the cure, not the preventive, that preventives don’t sell very easily and that some products can be changed from preventives to cures. You’ve also learned that you can charge a lot more for a cure than you can for a preventive. And finally, I’ve demonstrated that you can successfully market a product that is both a preventive and a cure by emphasizing its curative aspects while underplaying its preventive aspects. So let’s summarize what you’ve learned in a simple statement that we can refer to in the future:

在本章中，你了解到你销售的是治疗而非预防，预防产品不易销售，有些产品可以从预防变为治疗。你还了解到，你可以为治疗产品收取比预防产品更高的费用。最后，我展示了你可以通过强调其治疗特性同时弱化其预防特性，成功营销既是预防又是治疗的产品。因此，让我们用一句简单的陈述总结你所学的知识，以便未来参考：

Axiom 15

公理 15

Selling a cure is a lot easier than selling a preventive, unless the preventive is perceived as a cure or the curative aspects of the preventive are emphasized.

出售治疗方法比出售预防措施容易得多，除非预防措施被视为治疗方法，或者强调预防措施的治愈作用。

The information presented in this chapter will be very helpful for you in evaluating products in the future. Simply understanding that the cure/preventive factor exists will help you to select and then position your next product for selling.

本章提供的信息将非常有助于您在未来评估产品。只需了解存在治疗/预防因素，就能帮助您选择并定位您的下一个销售产品。

Chapter 21

第 21 章

Rating Your Writing Level

评价你的写作水平

You’ve gained a tremendous amount of knowledge reading this book. And in Section Three you will use this knowledge to evaluate my mail order ads and those of others who attended my seminar.

您通过阅读这本书获得了大量的知识。在第三章中，您将运用这些知识来评估我的邮购广告以及参加我研讨会的人们的广告。

But how are you going to rate yourself in the future? Is there some measure you can apply to your writing to determine if you are communicating at the level you need to in order to reach your audience?

但是你打算如何在未来给自己打分？有没有一些标准可以应用于你的写作，以确定你是否在达到吸引受众所需的水平进行沟通？

Well, fortunately there is a way, thanks to Robert Gunning, who created the Fog Index for newspaper writers to help them avoid so-called foggy writing and determine for themselves the grade level of the copy they were writing. In short, were they writing with enough clarity so that a fifth grader could understand their copy or must a reader be in high school or even college to understand it? The lower the grade level, the wider the audience.

嗯，幸运的是有办法，多亏了罗伯特·冈宁，他创建了报纸作家使用的雾度指数，以帮助他们避免所谓的模糊写作并自行确定他们所写材料的难度等级。简而言之，他们是否写得足够清晰，以至于五年级学生能够理解他们的作品，或者读者是否需要高中甚至大学学历才能理解它？难度等级越低，受众范围越广。

Reaching a Mass Market

达到大众市场

For example, if I wanted to reach a mass market, I would keep my ad copy simple and my sentences short and I wouldn’t use big words. On the other hand, if I wanted to reach a very upscale audience, I might use bigger words and longer sentences.

例如，如果我想触及大众市场，我会让我的广告文案简单，句子简短，并且不会使用大词。另一方面，如果我想吸引一个非常高端的受众，我可能会使用更大的词和更长的句子。

Best-selling books are written for the 8th to 10th grade level. Time, BusinessWeek and the Wall Street Journal are 11th grade level. The Gettysburg Address and Reader’s Digest have a 10th grade level in common. And for the most part, the average American audience reads between the 11th and 12th grade levels.

畅销书籍针对 8 至 10 年级水平编写。时间、商业周刊和华尔街日报为 11 年级水平。葛底斯堡演说和读者文摘在 10 年级水平上有共同之处。而且，大多数情况下，普通美国读者的阅读水平介于 11 年级和 12 年级之间。

The following are the steps for determining the Fog Index, or grade level, of the copy you write:

以下是为确定您所写文本的雾度指数或年级水平的步骤：

1. Take a sample of your copy—start with 100 to 125 words from the very beginning of the ad.

取广告开头 100 至 125 个单词的样本。

2. Count the words in each sentence. Dates and numbers equal one word and independent clauses count as separate sentences (e.g., “We studied, and we learned” would be two sentences).

2. 计算每个句子中的单词数。日期和数字算作一个单词，独立的分句算作独立的句子（例如，“我们学习了，我们也学习了”算作两个句子）。

3. Divide the total number of words by the number of sentences to get the average sentence length.

3. 将总词数除以句子数以获得平均句长。

4. Count the number of long words (those of three or more syllables), but:

4. 计算长词（三个或更多音节）的数量，但：

Do not count short-word combinations like pawnbroker or yellowtail.

不要计算像 pawnbroker 或 yellowtail 这样的短词组合。

Do not include proper names.

不要包含专有名词。

Do not include verbs that have become three syllables by adding ed or es.

不要包含通过添加 ed 或 es 变成三个音节的动词。

5. Divide the number of long words by the total number of words in the selection to get the percentage of long words.

5. 将所选文本中长单词的数量除以总单词数，以获得长单词的百分比。

6. Add the average sentence length to the percentage of long words.

6. 将平均句子长度添加到长词百分比中。

7. Multiply this total by 0.4 to get the grade level.

7. 将这个总数乘以 0.4 以获得年级水平。

Now let’s use as an example the Vision Breakthrough ad we discussed in Chapter 19 under “Storytelling.” The ad is presented in full in Chapter 32. I will take the first 102 words of copy, and show you how to determine the grade level.

现在让我们以第 19 章中“讲故事”部分讨论的“视觉突破”广告为例。该广告在第 32 章中完整呈现。我将选取文案的前 102 个单词，并展示如何确定其难度等级。

I am about to tell you a true story. If you believe me, you will be well rewarded. If you don’t believe me, I will make it worth your while to change your mind. Let me explain.

我将告诉你一个真实的故事。如果你相信我，你会得到丰厚的回报。如果你不相信我，我会让你改变主意也值得。让我来解释。

Len is a friend of mine who knows good products. One day he called excited about a pair of sunglasses he owned. “It’s so incredible,” he said, “when you first look through a pair, you won’t believe it.”

Len 是我的一个朋友，他了解好产品。有一天他兴奋地给我打电话，谈论他拥有一副太阳镜。“太不可思议了，”他说，“当你第一次戴上它看东西时，你不会相信的。”

“What will I see?” I asked. “What could be so incredible?”

“我会看到什么？”我问，“会有什么如此不可思议？”

Len continued, “When you put on these glasses, your vision improves. Objects appear sharper, more defined.

Len 继续说：“当你戴上这些眼镜时，你的视力会变好。物体看起来更清晰，更明确。”

I have put the three long words in bold type. There are 102 total words in this selection and 11 sentences. This means that the average number of words per sentence is 9.3.

我已经将三个长单词加粗。这个选择项总共有 102 个单词，11 个句子。这意味着平均每句话有 9.3 个单词。

The next step is to divide the number of long words (3) by the total words (102) to get the percentage of long words: 2.9 percent.

下一步是将长单词数量（3）除以总单词数（102）以获得长单词的百分比：2.9%。

Now add the average sentence length of 9.3 words to the percentage of long words, which is 2.9, and you have the number 12.2. Then multiply the number 12.2 by 0.4 and you end up with the number 4.9. In short, this ad started out being understandable to a very large segment of the market by virtue of the fact that it was quite comprehensible to anybody reading at about the fifth grade level and above.

现在将平均句子长度 9.3 个单词与长单词的百分比 2.9 相加，得到数字 12.2。然后将数字 12.2 乘以 0.4，最终得到数字 4.9。简而言之，这则广告之所以一开始对市场的大多数人来说都容易理解，是因为它对大约五年级及以上水平的读者来说相当容易理解。

Incidentally, the next block of copy in that same ad had about the same reading level. The third block of copy jumped to 7.2, but by that time the reader was well into the copy. I would suggest that you take different 100-word blocks from different parts of your ad to see how consistent your style is.

顺便说一下，同一广告中的下一块文本阅读水平大致相同。第三块文本的阅读水平跳到了 7.2，但那时读者已经深入到广告内容中。我建议您从广告的不同部分取不同的 100 字块，看看您的风格是否一致。

Try this with one of your ads or with one of the many ads in Section Three. It is an easy way to determine the level of comprehension of your writing and it will also make you aware of the effect that multisyllabic words and long sentences have on the comprehensibility of your ad and the level of reader that will resonate with your copy.

尝试用你的一则广告或第三部分中的许多广告之一来做这个实验。这是一种确定你写作理解程度的简单方法，同时也会让你意识到多音节单词和长句子对你广告的可理解性和与读者产生共鸣的程度的 影响。

The ad that we just tested was one of JS&A’s most successful. And it seemed that with many of my ads, the greater the clarity, the broader the appeal and the greater the response. After you’ve tried it with some of the ads in this book or other ads, you’ll be amazed at how easily you will be able to guess the Fog Index from reading just the first few paragraphs of any ad.

我们刚刚测试的广告是 JS&A 最成功的之一。而且似乎在我很多广告中，清晰度越高，吸引力越广，回应也越强烈。在你尝试过这本书中的某些广告或其他广告之后，你会惊讶于你将如何轻松地从任何广告的前几段中猜出雾度指数。

Clarity is one of the most important factors in writing copy, and the Fog Index gives you an insight into how important short sentences and simple words can be. But don’t be obsessed with achieving low Fog Index scores at the expense of common sense. You need to vary the length of sentences and use three-syllable words when you need them and realize that every audience is different.

清晰度是撰写文案最重要的因素之一，Fog Index 可以帮助你了解简短句子和简单词汇的重要性。但不要为了追求低 Fog Index 分数而忽视常识。你需要根据需要调整句子的长度，并在需要时使用三音节词汇，并意识到每个受众都是不同的。

Chapter 22

第 22 章

Seven Steps to Writing Great Copy

七个步骤写出优秀的文案

One of your reactions to having read the steps involved in writing copy might be that there are a lot of things to keep in mind as you craft your ad. And indeed there are.

您在阅读撰写广告的步骤后可能产生的反应之一是，在创作广告时有很多事情需要考虑。确实如此。

But if I were to reduce everything down to a simple seven-step formula, I would suggest the following, keeping in mind that you have read this book and have comprehended its principles.

但如果我要把所有内容简化为一个简单的七步公式，我会建议以下内容，前提是你已经阅读过这本书并理解了其中的原则。

Step 1: Become an expert on the product or service you are planning to sell. I have gotten more great ideas delving into discovering everything I could about a product or service than I have from any other resource.

第一步：成为你计划销售的产品或服务的专家。我从深入研究一个产品或服务的所有信息中得到的优秀想法，比从任何其他资源中得到的都要多。

Step 2: Know your prospect. You might become an expert on your product or service but if you don’t know your customer, you’re at a big disadvantage. What will motivate your prospect to become a customer? Who is your typical prospect? This will give you insight and also spur lots of good ideas.

第二步：了解你的潜在客户。你可能成为你产品或服务的专家，但如果你不了解你的客户，你将处于很大的劣势。什么会激励你的潜在客户成为客户？你的典型潜在客户是谁？这将给你带来洞察力，也会激发许多好主意。

Step 3: Write your headline and subheadline. They must grab the reader and create enough curiosity to cause the reader to get to the first sentence. I like headlines that are short. “Vision Breakthrough,” “Pocket CB,” “Pocket Yellow Pages”—all are concise and yet create enough curiosity to get you to the subheadline. Subheadlines should be around 16 words, and first sentences should be as short as possible.

第 3 步：撰写你的标题和副标题。它们必须吸引读者，并激发足够的兴趣，使读者读到第一句话。我喜欢简短的标题。“视觉突破”、“口袋 CB”、“口袋黄页”——这些都很简洁，同时又能激发足够的兴趣，让你看到副标题。副标题应大约 16 个字，第一句话应尽可能简短。

Step 4: Write the copy. Don’t worry about sentence structure, grammar, punctuation—just start writing and keep writing. Let all your ideas and thoughts flow into the computer and above all don’t worry about making mistakes. The main idea is to take everything that is in your head about the subject and dump it into your hard drive. If you write your copy by hand or with a typewriter, write with the same abandon. However, you’re a lot better off writing your ad with a computer, especially when it comes to editing.

第 4 步：撰写文案。不要担心句子结构、语法、标点符号——只需开始写，一直写下去。让你的所有想法和思考都流入电脑，最重要的是不要担心犯错误。主要目的是把你对主题的所有想法都倾倒到你的硬盘上。如果你用手写或打字机写文案，也要以同样的随意性来写。然而，用电脑写广告会好得多，尤其是在编辑方面。

Step 5: Edit your copy. Go through it and correct the spelling, grammar, punctuation and sentence structure. Eliminate extra words not necessary to express your thoughts. Tighten things up.

第 5 步：编辑你的副本。仔细阅读并纠正拼写、语法、标点和句子结构。删除不必要的多余词语。使内容更加紧凑。

Step 6: Incubate. Stop editing, put the text aside and take a walk or do something pleasurable. You’ll be amazed at what getting away from your text will do for you. If you can come back to it the next day, better yet. The more time between what you’ve just edited and taking the next step—all the better.

第 6 步：孵化。停止编辑，把文本放一边，去散步或做些愉快的事情。你会惊讶地发现离开文本能给你带来什么。如果你能在第二天回来，那就更好了。你刚刚编辑的内容和下一步之间的时间越长——就越好。

Step 7: Take a final look at your copy. You’ll be amazed at how much more you’re going to catch and how much more refined you will be able to make the copy with this final look. Of course you could easily repeat steps 5 and 6 and continue to edit until you are happy with your results.

第 7 步：再次检查你的副本。你会惊讶于你将捕捉到多少更多，以及你将如何通过这次最后的检查使副本更加精致。当然，你可以轻松地重复第 5 步和第 6 步，并继续编辑，直到你对结果满意为止。

These seven steps summarize what you as a copywriter will go through to write copy. It’s really that simple. And if you’ve learned the principles of writing copy, each time you do this you will get better at it. That I can guarantee.

这七个步骤概括了您作为文案撰写者将经历的写作过程。其实很简单。如果您已经掌握了文案写作的原则，每次这样做您都会变得更好。我可以保证这一点。

You’ve Learned a Great Deal

你已经学到了很多

You have learned what it takes to be a great copywriter in Section One. You have learned in Section Two what works and why it works.

您在第一部分学到了成为一名优秀文案写作所需的一切。您在第二部分学习了哪些方法有效以及为什么有效。

In the first two sections of this book I have taught you most of the copywriting techniques I taught my seminar participants. You have learned techniques that took me many years to develop. You have learned concepts that I didn’t discover and personally use until well into my career. And most importantly, you have learned from my failures—an education that has cost me dearly but that you do not have to experience on your own. Finally, you did not have to pay $3,000 to get this knowledge as my seminar participants did.

本书的前两章，我已向您传授了我所教授的大部分文案写作技巧。您学到了我花费多年时间才开发出的技巧。您学到了我在职业生涯中才发现并亲自使用的概念。最重要的是，您从我的失败中学习——这是一笔我付出巨大代价的教育，但您不必亲自经历。最后，您不必像我的研讨会参与者那样支付 3,000 美元来获得这些知识。

In Section Three we take all that you have learned and crystallize it into practical knowledge by examining many of the ads that were used as examples in our seminar. This is an important section, for here you see how all the pieces you have learned fit together. We also examine a few ads where the pieces didn’t quite fit together and we show you how they could have been done more effectively.

在第三章中，我们将你所学的一切内容进行总结，通过分析我们研讨会上用作例子的许多广告，将其转化为实际知识。这是一个重要的章节，因为在这里你可以看到你所学的所有知识是如何相互关联的。我们还考察了几则广告，其中某些知识并未很好地结合在一起，并展示如何更有效地完成它们。

In addition to examining a few ads from beginning to end, I also reproduce a few of the JS&A ads that show my principles in action.

除了检查一些广告从开始到结束，我还重现了一些 JS&A 广告，展示了我的原则在行动。

If you’ve had a problem understanding any of the principles, this is where you’ll get greater understanding and clarity. It was during this part of my seminar when participants would often comment, “Now I feel I can do a great ad myself.” And they often did.

如果您对任何原则的理解有困难，这就是您获得更深入理解和清晰认识的地方。正是在我的研讨会这一部分，参与者经常会评论说：“现在我感觉我可以自己制作一个很好的广告。”而且他们通常确实做到了。

Section Three

第三章

Proving the Points—Ad Examples

证明观点——广告示例

Preview

预览

You’ve learned the principles and theory of copywriting and you’ve had a chance to see how it all works through my many personal experiences. Now it’s time to show you how these principles actually work in some of the complete ad examples that follow. This is the fine-tuning you’ll need to perfect your newly learned skills.

你已经学到了文案写作的原则和理论，并且有机会通过我众多个人经历看到这一切是如何运作的。现在，是时候向你展示这些原则如何在接下来的完整广告示例中实际应用了。这是你需要进行微调以完善新学技能的地方。

During the course of my seminar I showed slides of various ads to illustrate the theories I was presenting. In my first seminars, the ads were mine and those of my competitors—the very companies that were copying my format. But as the course continued and more and more of my students succeeded with the knowledge I gave them, many of the ads I showed at subsequent seminars were created by my former students themselves.

在研讨会过程中，我展示了各种广告幻灯片来阐述我所提出的理论。在我最初的研讨会中，广告是我的以及我的竞争对手的——正是那些抄袭我格式的企业。但随着课程的进行，越来越多的学生通过我所传授的知识取得成功，随后研讨会中展示的许多广告都是由我的前学生自己创作的。

Finally, I used illustrations to show the best and the worst of mail order advertising and even non-mail-order advertising. By the end of the course, not only were my students able to tell me what was wrong with each of the ads that I showed but they were producing great advertising copy and even helping their fellow seminar participants in crafting and improving their advertisements.

最后，我使用插图展示了邮购广告的最好和最差之处，甚至包括非邮购广告。到课程结束时，我的学生不仅能告诉我我展示的每则广告哪里有问题，他们还能创作出优秀的广告文案，甚至帮助他们的研讨会同伴制作和改进他们的广告。

Hundreds of ads were presented during the seminar—all on slides. Several of the classic examples were duplicated and passed around. For the book I have selected only a few of the best ads to illustrate the principles I taught—examples that will solidify everything you’ve learned so far and add even more to your insights and copywriting skills.

数百则广告在研讨会上展示——全部在幻灯片上。一些经典案例被重复并分发。对于这本书，我仅挑选了其中一些最佳广告来展示我所教授的原则——这些例子将巩固你迄今为止所学的一切，并进一步丰富你的洞察力和文案写作技巧。

“But hey,” you might wonder. “What about those famous JS&A mail order ads that were the hallmark of mail order advertising in the 1970s and 1980s? Don’t they point out some really important principles and aren’t they good examples of the best in copywriting?”

但是嘿，你可能想知道。“那些著名的 JS&A 邮购广告呢？它们是 20 世纪 70 年代和 80 年代邮购广告的标志，不是吗？它们不是指出了某些非常重要的原则，并且不是优秀的文案写作的典范吗？”

Shucks. Well, if you insist. Okay, I’ll include some of those as well.

哎呀，好吧，既然你坚持。好的，我也会包括一些那些。

Starting in Chapter 28 are some of the JS&A ads that really drive home various points. Not only are they examples of successful copywriting but they are entertaining as well. The fact that I wrote them might come through in my enthusiasm and commentary, so please bear with me. Deep down, I’m really a modest kinda guy.

从第 28 章开始，有一些 JS&A 广告真正强调了各种观点。它们不仅是成功的文案示例，而且很有趣。我写它们时可能在我的热情和评论中体现出来，所以请多多包涵。实际上，我真的很谦虚。

If your future is in TV marketing, these examples will help you understand marketing in that medium as well. For as you have already learned, my copywriting and marketing principles can be applied to any form of advertising communication.

如果你的未来在电视营销领域，这些例子将帮助你理解该媒介中的营销。因为你已经学到，我的文案和营销原则可以应用于任何形式的广告传播。

But now it’s time to solidify everything you’ve learned in Sections One and Two with some classic ad examples to prove many of my points.

但现在，是时候用一些经典的广告案例来巩固你在第一和第二节中学到的所有知识，并用它们来证明我的许多观点了。

Chapter 23

第 23 章

The Lazy Man’s Way to Riches

懒人致富之道

This is a classic example of a mail order ad. There are some people who spend their entire career creating hundreds of ads, and then there is Joe Karbo.

这是一则经典的邮购广告例子。有些人把整个职业生涯都花在制作数百个广告上，而乔·卡尔博则不同。

This classic mail order ad sold 3 million books.

这则经典的邮购广告卖出了 300 万本书。

Joe Karbo wrote only a few ads. He wrote the one I’ve featured here right off the top of his head. There was practically no editing involved. As he later claimed at my seminar, “I just sat down and wrote the ad in a matter of a few minutes and then looked back at it, made a few changes, and that was it.”

乔·卡尔博只写了几则广告。他写的这则我这里展示的，是他直接从脑海中写出来的。实际上几乎没有经过编辑。正如他后来在我的研讨会上所说：“我只是坐下来，几分钟内就写出了这则广告，然后回过头来看了看，做了一些修改，就这样了。”

The ad Joe created ran in hundreds of magazines for many years. In later years, it was rewritten to reflect more current mail order approaches, but it was basically the same ad. And it has become a classic.

乔创作的广告在数百本杂志上连载了多年。在后来的几年里，它被重新编写以反映更现代的邮购方法，但基本上还是同一则广告。并且已经成为了一个经典。

First, a little background on Joe. Joe Karbo was discharged from the Army in 1945, and at age 20 with a wife and child, no money and only a high school education, he started his business career. Karbo was modestly successful in the scrap paper business and then he moved on to acting, followed by advertising, radio and finally television.

首先，简单介绍一下乔。乔·卡尔博于 1945 年从军队退役，当时 20 岁，有妻子和孩子，没有钱，只有高中教育，他开始了自己的商业生涯。卡尔博在废纸生意上取得了一定的成功，然后转向演艺事业，接着是广告、广播，最后是电视。

Karbo had his own TV show in Hollywood and, along with his wife Betty, was on the air from midnight to 8 A.M. Since sponsors were hard to come by, Karbo started a direct mail business and sold a variety of products on his show. Joe soon mastered direct response advertising and flourished.

Karbo 在好莱坞有自己的电视节目，他和妻子贝蒂从午夜到早上 8 点播出。由于赞助商难以找到，Karbo 开始了一项直接邮件业务，并在他的节目中销售各种产品。乔很快掌握了直接回应广告，并蓬勃发展。

In 1973 Joe formalized his personal philosophies in a book called The Lazy Man’s Way to Riches in which he shared his beliefs and principles both on success and on direct response advertising. The ad shown is the one he wrote to market his book.

1973 年，乔在名为《懒人致富之道》的书中正式阐述了他的个人哲学，其中他分享了自己关于成功和直接回应广告的信念和原则。展示的广告是他为推广自己的书所写的。

Let’s examine the ad, as it will confirm many of the things you have already learned. We’ll start at the headline and systematically work our way through the entire ad.

让我们检查这个广告，因为它将证实你已经学到的许多事情。我们将从标题开始，系统地浏览整个广告。

Headline: The Lazy Man’s Way to Riches

懒人致富之道

Subheadline: ‘Most People Are Too Busy Earning a Living to Make Any Money’

副标题：‘大多数人忙于谋生而无暇赚钱’

The headline is provocative. At the time, this was a novel approach and a novel headline. Prior to this, ads such as this were found only in the group of magazines classified as “income opportunity.” Magazines such as Income Opportunity, Success and Entrepreneur had dozens of offers such as the one Karbo was making, but the category of advertising hadn’t yet made it into the mainstream. Joe’s was one of the first to break through. The headline grabbed you and got you to read the subheadline. And the subheadline got you into the copy.

标题具有挑衅性。当时，这是一种新颖的方法和标题。在此之前，这类广告仅出现在被归类为“收入机会”的杂志群中。像《收入机会》、《成功》和《企业家》这样的杂志有数十个类似 Karbo 提供的广告，但这类广告类别尚未进入主流。Joe 的杂志是第一批突破的之一。标题吸引了你的注意，让你阅读副标题。而副标题又让你阅读正文。

Let’s start with the copy and see if he is creating that slippery slide. First, notice how he gets you into the copy by the use of short sentences. Notice how short the first sentence is and how short all his sentences are. Also notice how he is identifying with his prospect—the guy or gal who is serious about succeeding and wants a good life but finds himself or herself working hard and not getting anywhere. The copy starts out as follows:

让我们从文案开始，看看他是否在制作那个滑溜的滑梯。首先，注意他是如何通过使用简短的句子让你进入文案的。注意第一句话有多短，以及他所有的句子有多短。还要注意他是如何与他潜在的客户产生共鸣——那个认真想要成功并想要过上好生活的人，但发现自己或自己在努力工作却毫无进展。文案开始如下：

I used to work hard. The 18-hour days. The 7-day weeks.

我曾经努力工作。18 小时的工作日。一周 7 天。

But I didn’t start making big money until I did less—a lot less.

但我直到做得更少——少得多时才开始赚大钱。

The ad continues and you’re compelled to read further.

广告继续，你被迫继续阅读。

For example, this ad took about 2 hours to write. With a little luck, it should earn me 50, maybe a hundred thousand dollars.

例如，这个广告我花了大约 2 个小时来写。如果有点运气，它应该能为我赚 50，也许是一百万美元。

Remember, this was written in 1973 and the equivalent of a hundred thousand dollars today might be close to a half-million dollars. Once again, Karbo is building curiosity. What is he offering? Why will this ad earn him so much money? You’ve got to read further. Notice also that there are no big words, no complicated long sentences. He’s leading his reader into the copy slowly and easily, building curiosity as he goes. He tells a story as he progresses.

记住，这是在 1973 年写的，今天相当于一万美元的东西可能接近五十万美元。再次，Karbo 在激发好奇心。他提供了什么？为什么这个广告能让他赚这么多钱？你必须继续阅读。注意，这里没有大词，没有复杂的长句。他慢慢地、轻松地引导读者进入文案，同时激发好奇心。随着进展，他讲述了一个故事。

What’s more, I’m going to ask you to send me 10 dollars for something that’ll cost me no more than 50 cents. And I’ll try to make it so irresistible that you’d be a darned fool not to do it.

更重要的是，我将要求你给我寄 10 美元，而我为此所花费的不会超过 50 美分。而且我会尽量让它变得无法抗拒，以至于不做这件事简直就是个傻瓜。

Here Karbo is establishing trust with his readers. His honesty is almost disarming. He tells you up front that he has something he wants to sell you for 10 dollars that costs him only 50 cents. He’s also building curiosity. He’s using basic and simple statements, and the copy has you slowly slipping down his slippery slide right to the next paragraph. Then note how he justifies the purchase.

这里 Karbo 正在与读者建立信任。他的诚实儿乎令人折服。他一开始就告诉你，他有一件东西想以 10 美元的价格卖给你，而这东西只值他 50 美分。他还激发好奇心。他使用基本简单的陈述，文案让你慢慢滑入他的滑梯，直接进入下一段。然后注意他是如何为购买行为辩护的。

After all, why should you care if I make $9.50 profit if I can show you how to make a lot more?

毕竟，如果我能教你如何赚更多，你为什么在乎我赚了 9.50 美元呢？

What if I’m so sure that you will make money my Lazy Man’s Way that I’ll make you the world’s most unusual guarantee?

如果我如此确信你将用懒人方式赚钱，以至于我要给你世界上最具特色的保证呢？

And here it is: I won’t even cash your check or money order for 31 days after I’ve sent you my material.

在此，这是：在我向您发送我的材料后 31 天内，我甚至不会为您兑现支票或汇票。

That’ll give you plenty of time to get it, look it over, try it out.

这会给你足够的时间去获取它，查看它，尝试它。

Note the flow of the copy. Again he builds on the reader’s curiosity, justifying the $10 purchase even if he hasn’t yet told you about the offer. Now you are really curious. He wasn’t going to cash the check for 31 days, which at the time was a novel approach. It was what I call a “satisfaction conviction” because your reaction might have been, “Boy, a lot of people are going to rip him off. They’re going to get his book, read it and then return it and get their uncashed check back in the mail.” You already know how important a good satisfaction conviction can be from Chapter 19, and Karbo uses it here, early in his copy. He also shows a degree of enthusiasm and confidence in his concept that raises your curiosity even more. He continues.

注意文案的流畅性。他又一次利用读者的好奇心，即使他还没有告诉你关于优惠的信息，也能合理地证明购买 10 美元是值得的。现在你真的好奇了。他打算在 31 天后才兑现支票，这在当时是一种新颖的方法。我称之为“满意信念”，因为你的反应可能是，“哎呀，很多人会骗他的。他们会得到他的书，读完然后退货，然后从邮件中取回未兑现的支票。”你从第 19 章已经知道一个好的满意信念有多么重要，Karbo 在这里，在他的文案早期就使用了它。他还表现出对概念的热情和信心，这进一步提升了你的好奇心。他继续说道。

If you don’t agree that it’s worth at least a hundred times what you invested, send it back. Your uncashed check or money order will be put in the return mail.

如果您不同意它的价值至少是你投资的百倍，请将其退回。您的未兑现支票或汇票将被放入退回邮件中。

The only reason I won’t send it to you and bill you or send it C.O.D. is because both these methods involve more time and money.

我不会把它寄给你并向你收费，或者要求现金交货，仅仅是因为这两种方式都涉及更多的时间和金钱。

And I’m already going to give you the biggest bargain of your life.

我已经要给你你一生中最大的优惠了。

Because I’m going to tell you what it took me 11 years to perfect: How to make money the Lazy Man’s Way.

因为我将告诉你我花了 11 年才完美掌握的事情：如何用懒人方式赚钱。

Again, Karbo is justifying the purchase without even telling you what it is. And he is justifying why accepting payment by check is the only way he’ll sell it to you, giving you an economic basis for his decision. The curiosity builds. But instead of telling you about his offer, he now changes direction completely to establish credibility for his offer by presenting himself as an example of how successfully this program has worked.

再次，Karbo 在没有告诉你是什么的情况下为购买行为辩护。他还辩解为什么接受支票支付是他唯一愿意向你出售的方式，为他决定提供了经济依据。好奇心逐渐增强。但相反，他没有告诉你他的报价，而是完全改变方向，通过将自己作为这个项目成功运作的例证来建立他报价的信誉。

O.K.—now I have to brag a little. I don’t mind it. And it’s necessary—to prove that sending me ten dollars...which I’ll keep “in escrow” until you’re satisfied...is the smartest thing you ever did.

好的——现在我必须稍微炫耀一下。我不介意。这是必要的——为了证明给我寄十美元……我会将其“保留”直到你满意……是你做过的最明智的事情。

I live in a home that’s worth $100,000. I know it is because I turned down an offer for that much. My mortgage is less than half that, and the only reason I haven’t paid it off is because my Tax Accountant says I’d be an idiot.

我住在一套价值 10 万美元的房子里。我知道这一点，因为我拒绝了那个价位的出价。我的抵押贷款不到一半，而我还没有还清的唯一原因是因为我的税务会计师说我会是个傻瓜。

My “office,” about a mile and a half from my home, is right on the beach. My view is so breathtaking that most people comment that they don’t see how I get any work done. But I do enough. About 6 hours a day, 8 or 9 months a year.

我的“办公室”，离我家大约一英里半，正对着海滩。我的视野如此令人叹为观止，以至于大多数人都会评论说他们不明白我是怎么完成工作的。但我确实做了足够的。大约每天 6 小时，一年中 8 到 9 个月。

The rest of the time we spend at our mountain “cabin.” I paid $30,000 for it—cash.

我们其余时间都在我们山上的“小屋”里。我花了 3 万美元现金买了它。

I have 2 boats and a Cadillac. All paid for.

我有 2 艘船和一辆凯迪拉克。全部付清了。

We have stocks, bonds, investments, cash in the bank. But the most important thing I have is priceless: time with my family.

我们有股票、债券、投资、银行现金。但对我来说最重要的是无价的东西：和家人在一起的时间。

And I’ll show you just how I did it—the Lazy Man’s Way—a secret I’ve shared with just a few friends ’til now.

我将向你展示我是如何做到的——懒人的方法——这是我至今只与少数朋友分享的秘密。

Here in these last paragraphs he is obviously whetting your appetite and telling you what the results of his system produced for him. But there is another very subtle thing he has done as well. He is trying to personally identify with his audience. He doesn’t talk about driving around in a Rolls-Royce but rather a Cadillac. He talks about having a mortgage, which most of his readers, if they own their own homes, probably have. He keeps his wealth to a modest level, for if it was too far out of the reach of his readers, they would not be able to relate to Karbo.

在这里的最后几段中，他明显是在挑逗你的胃口，告诉你他的系统为他产生了什么结果。但还有另一件非常微妙的事情他也在做。他试图与他的观众建立个人认同。他不是谈论驾驶劳斯莱斯，而是凯迪拉克。他谈论有按揭贷款，这大多数读者，如果他们有自己的房子，可能都有。他把财富保持在适度水平，因为如果它超出了读者的触及范围，他们就无法与 Karbo 产生共鸣。

He is also selling the sizzle, not the steak. He is relating a number of things, most of which sound pretty inviting to you and represent the results of buying his system—the many material things in life that most of his readers dream of having. He is identifying with his prospects. And then at the end of the list, he talks about the most priceless thing his system has created, “time with my family.” All of this resonates with the reader, who by now can’t stop reading and might be saying, “What does this guy have to offer that can make it possible for me to live the life of Joe Karbo?” So you read on. You read the secret that he’s shared with only a few friends.

他也在卖“噱头”，而不是“肉”。他在讲述一系列事情，其中大部分听起来对你来说很有吸引力，代表了购买他的系统的结果——生活中大多数读者梦寐以求的许多物质东西。他在与他的潜在客户产生共鸣。然后，在列表的末尾，他谈论了他系统创造的最无价的东西，“与家人共度时光”。所有这些都引起了读者的共鸣，此时他们已经停不下来，可能会说：“这个人有什么可以提供的，可以让我过上 Joe Karbo 那样的生活？”所以你继续阅读。你阅读了他只与少数朋友分享的秘密。

In the next paragraph you find one of the truly important highlights of his ad copy. He is very subtly trying to expand the appeal of his offer to the broadest possible segment of the market. Think about it. If he said that one person made millions, you might not identify with what he is saying if you honestly didn’t believe that you could earn millions. But you might relate to the little old lady who is now able to travel wherever she wants or the widow who is earning $25,000 extra a year. Or the guy who doesn’t have much of an education.

在下一段中，你可以找到他广告文案中真正重要的亮点之一。他非常巧妙地试图将他的产品吸引力扩展到市场最广泛的群体。想想看。如果他只说一个人赚了数百万，如果你真的不相信自己能赚数百万，你可能不会认同他的说法。但你可以理解那位现在可以随心所欲旅行的老妇人，或者那位每年额外赚 25000 美元的寡妇。或者那位受教育程度不高的人。

As you read the following copy, see how he appeals to the mass market—probably the single reason that this ad had such widespread appeal and was not confined to just the income opportunity area. Also see where he again builds on his integrity when he talks about almost declaring bankruptcy—thus relating to many in his audience who may also be facing financial difficulty.

随着您阅读以下内容，看看他是如何吸引大众市场的——这可能是这条广告具有广泛吸引力、不仅仅局限于收入机会领域的唯一原因。同时，注意他在谈到几乎破产时再次强调自己的诚信——这样就能与许多可能也面临财务困难的观众产生共鸣。

It doesn’t require “education.” I’m a high school graduate.

它不需要“教育”。我是高中毕业生。

It doesn’t require “capital.” When I started out, I was so deep in debt that a lawyer friend advised bankruptcy as the only way out. He was wrong. We paid off our debts and, outside of the mortgage, don’t owe a cent to any man.

它不需要“大写点”。当我刚开始时，我负债累累，一位律师朋友建议破产是唯一的出路。他错了。我们偿还了债务，除了抵押贷款外，我们不欠任何人一分钱。

It doesn’t require “luck.” I’ve had more than my share, but I’m not promising you that you’ll make as much money as I have. And you may do better: I personally know one man who used these principles, worked hard, and made 11 million dollars in 8 years. But money isn’t everything.

它不需要“运气”。我比我的份额多，但我不会承诺你会赚和我一样多的钱。而且你可能做得更好：我认识一个人，他运用了这些原则，努力工作，8 年内赚了 1100 万美元。但金钱不是一切。

It doesn’t require “talent.” Just enough brains to know what to look for. And I’ll tell you that.

它不需要“天赋”。只需要足够的头脑知道该寻找什么。我会告诉你这一点。

It doesn’t require “youth.” One woman I worked with is over 70. She’s travelled the world over, making all the money she needs, doing only what I taught her.

它不需要“年轻”。我合作过的其中一位女性已经超过 70 岁。她走遍了世界，赚取了她需要的所有钱，只做我教给她的事情。

It doesn’t require “experience.” A widow in Chicago has been averaging $25,000 a year for the past 5 years, using my methods.

它不需要“经验”。一位芝加哥的寡妇过去 5 年使用我的方法，每年平均赚取 25,000 美元。

These last sentences are very important. In short, he appealed to a very broad segment of the opportunity market and even went beyond it to people who might not be looking for an opportunity but would find this message compelling. And Karbo comes across as being incredibly honest. Remember, he told you the cost of what he was going to send you and he seems to be very honest throughout his ad, even to the point of being disarming. Remember, honesty is a powerful psychological selling tool.

这些最后几句非常重要。简而言之，他呼吁了一个非常广泛的机遇市场，甚至超出了它，触及了那些可能不是在寻找机会但会被这条信息所吸引的人。而且 Karbo 表现得非常诚实。记住，他告诉了你他打算发送给你的成本，并且他在整个广告中似乎都非常诚实，甚至到了让人卸下防备的程度。记住，诚实是一种强大的心理销售工具。

Now comes the closing pitch, with complete and total enthusiasm for his concept and his book. Once again, Karbo realizes that many of his readers have jobs and at this point in the copy are wondering if they will have to give them up to learn what he has to offer. He uses a little sage wisdom given to him by a wise man he met. And then he wraps up the entire ad with a question that builds the final level of curiosity to a point that compels you to respond in order to find out what this man has to offer.

现在到了最后的推销环节，他对他这个概念和这本书充满完全和彻底的热情。再次，Karbo 意识到许多读者有工作，在这个环节中他们可能会想知道是否需要放弃工作来学习他所提供的东西。他引用了一位智者给他的小小智慧。然后，他用一个问题结束整个广告，这个问题将最后的求知欲提升到足以促使你做出回应，以了解这个人能提供什么。

What does it require? Belief. Enough to take a chance. Enough to absorb what I’ll send you. Enough to put the principles into action. If you do just that—nothing more, nothing less—the results will be hard to believe. Remember—I guarantee it.

它需要什么？信念。足够的勇气去冒险。足够的接受我所发送内容的能力。足够的将原则付诸实践的能力。如果你只是这样做——不多，也不少——结果将难以置信。记住——我保证。

You don’t have to give up your job. But you may soon be making so much money that you’ll be able to. Once again—I guarantee it. The wisest man I ever knew told me something I never forgot: “Most people are too busy earning a living to make any money.” Don’t take as long as I did to find out he was right.

你不必放弃你的工作。但你很快就会赚到很多钱，那时你就能做到了。再次保证——我保证。我认识的最聪明的人曾经告诉我一句话，我永远不会忘记：“大多数人太忙于谋生，以至于赚不到钱。”不要像我一样花那么长时间才发现他是正确的。

I’ll prove it to you, if you’ll send in the coupon now. I’m not asking you to “believe” me. Just try it. If I’m wrong, all you’ve lost is a couple of minutes and an 8-cent stamp. But what if I’m right?

我会向你证明，如果你现在发送优惠券。我不是要求你“相信”我。只需试试。如果我错了，你损失的只是一两分钟和一个 8 分的邮票。但万一我对了呢？

It is interesting to see the cost of a first class stamp back in 1973. Today as I write this book a stamp costs 39 cents, so the cost of his book relative to the cost of a postage stamp was equivalent to $50 in today’s dollars.

看到 1973 年一等邮票的价格很有趣。今天，当我写这本书时，邮票的价格是 39 美分，因此他的书相对于邮票的价格在今天的美元中相当于 50 美元。

Then you examine the coupon. But right above the coupon you first read a sworn statement from his accountant:

然后你检查优惠券。但在优惠券上方，你首先看到了他会计师的宣誓声明：

“I have examined this advertisement. On the basis of personal acquaintance with Mr. Joe Karbo for 18 years and my professional relationship as his accountant, I certify that every statement is true.” (Accountant’s name available upon request.)

我已经审查了这份广告。基于我与乔·卡尔博先生 18 年的个人相识以及作为他的会计师的专业关系，我证明每一项陈述都是真实的。（会计师姓名可应要求提供。）

He also includes his bank reference. Once again, this really is very convincing as prior to Karbo, nobody had ever put anything like this in an ad. He was strongly establishing his credibility by using the bank’s name as an indirect testimonial to his honesty—something his prospects needed in order to feel confident to reach for their checkbooks and send him their hard-earned money.

他还包括了他的银行参考信息。再次强调，这确实非常有说服力，因为在 Karbo 之前，没有人曾在广告中放过类似的东西。他通过使用银行的名称作为对他诚实的间接证明来强烈建立他的信誉——这是他的潜在客户需要的感觉，以便他们有信心打开支票簿，把辛苦赚来的钱寄给他。

The coupon is a summary of the offer.

优惠券是优惠的摘要。

Joe, you may be full of beans, but what have I got to lose? Send me the Lazy Man’s Way to Riches. But don’t deposit my check or money order for 31 days after it’s in the mail.

Joe，你可能充满活力，但我有什么可失去的？把懒人致富之道发给我。但不要在邮件发出后 31 天内存入我的支票或汇票。

If I return your material—for any reason—within that time, return my uncashed check or money order to me. On that basis, here’s my ten dollars.

如果我在那个时间内因任何原因退还你的材料，请将我的未兑现支票或汇票退还给我。基于此，这是我的十美元。

He even has a small box you can check if you want his “material” sent by airmail for only one dollar more.

他甚至还有一个小的方框，你可以勾选是否希望以额外一美元的价格通过航空邮件发送他的“材料”。

Note that he is sending “material” and not just a book. “Material” makes the program appear much more valuable—more like a course as opposed to a book. It has much more sizzle than just saying “book.”

请注意，他发送的是“材料”，而不仅仅是书籍。“材料”使这个程序看起来更有价值——更像是课程而不是书籍。它比仅仅说“书籍”更有吸引力。

If you sent in your money, you received a wonderful book that actually looked like it cost about 50 cents to print. But it contained both a motivational message and the direct marketing techniques necessary to make money the “Lazy Man’s Way.”

如果您汇款，您会收到一本实际上看起来印刷成本大约 50 美分的奇妙书籍。但它包含了激励信息和必要的直接营销技巧，以“懒人方式”赚钱。

Karbo ran these ads for several years. I had been establishing the fact in my national advertising that there was no such thing as too many words. By 1973 we were really cranking out our advertising, but mostly in the Wall Street Journal. One year later when we advertised in many national magazines, we noticed that Karbo’s copy was expanding to include testimonials and more examples to cover the broad market he was trying to reach. The ads became more wordy with each passing year.

Karbo 跑了这些广告好几年。我一直在我的国家广告中确立这样一个事实：没有太多的话是不可能的。到 1973 年，我们真正加大了广告力度，但主要是在《华尔街日报》上。一年后，当我们在全国许多杂志上做广告时，我们注意到 Karbo 的文案正在扩展，包括推荐信和更多例子，以覆盖他试图触及的广泛市场。广告随着岁月的推移变得越来越冗长。

But it was Joe’s very first ad—the first major mass market advertising campaign to come from the income opportunity area in many years—that was the purest example of what I was teaching in my seminar.

但这却是乔的第一次广告——在许多年里，这是从收入机会领域发起的第一个主要大众市场广告活动——这完全是我研讨会上所教授内容的最佳例证。

Joe Karbo attended my seminar in 1978. At my seminar he shared his background and told the story of how he wrote this one ad.

1978 年，乔·卡尔博参加了我的研讨会。在研讨会上，他分享了个人背景，并讲述了他是如何写这篇广告的。

Joe died in 1980 from a massive heart attack. He was being interviewed at a local TV station near his home in California when the interviewer decided to unfairly attack Joe, thus changing entirely the premise of the interview. Joe’s first reaction was a heart attack from which he never revived. Joe was survived by his wife Betty and eight children.

乔于 1980 年因心脏病发作去世。当时他正在加利福尼亚州家附近的电视台接受采访，采访者决定不公平地攻击乔，从而完全改变了采访的主题。乔的第一反应是心脏病发作，他再也没有恢复过来。乔的妻子贝蒂和八个孩子幸存了下来。

His work and efforts have been continued in an excellent recently revised version of his book (by Richard Gilly Nixon) including a workbook. Any student of mail order needing some really good motivation should purchase it. Please see the listing in Appendix D for this course as well as several other good direct marketing books.

他的工作和努力在最近修订的书中得到了延续（由理查德·吉利·尼克松所著），包括一个工作簿。任何需要真正良好激励的邮购学生都应该购买它。请参阅附录 D 中的此课程列表以及几本其他优秀的直销书籍。

The Karbo ad was a classic. It was his biggest and best shot in the mail order business and its significance was felt by the many millions who bought his book and later indeed profited by it. But if this seemed like a real fluke—a once-in-a-lifetime experience that would be impossible to duplicate—you’re wrong. It is happening even as you read this, with other entrepreneurs using direct marketing as a method to market their products.

卡博的广告是一次经典之作。这是他在邮购业务中最大、最成功的尝试，其重要性被数百万购买他书籍并从中获利的人所感受到。但如果你认为这只是一个偶然——一种一生中只会发生一次、无法复制的一次性体验——那你就错了。就在你阅读这段文字的同时，其他企业家也在使用直接营销作为推广他们产品的手段。

The next true story tells of somebody who never wrote print mail order copy before he sat down and wrote one of the classic long-running mail order ads of the decade, and he did it right after attending my seminar. Read on.

下一个真实故事讲述的是一个人，在坐下来写了一则经典的长篇邮件订单广告之前，他从未写过印刷邮件订单副本，而且他是在参加我的研讨会后立刻完成的。继续阅读。

Chapter 24

第 24 章

A Fluke of Nature

自然界的一个意外

Frank Lewis Schultz is a farmer who grows grapefruit in the Rio Grande Valley of Texas. For years he had used a simple letter or direct mailing to build his customer base into a nice-sized business that sold grapefruit by mail. But something always seemed to elude him. He couldn’t get print mail order advertising to work for him.

弗兰克·刘易斯·舒尔茨是一位在德克萨斯州里奥格兰德河谷种植柑橘的农民。多年来，他一直使用简单的信件或直接邮寄来扩大客户群，建立了一个通过邮寄销售柑橘的相当规模的业务。但总有一些事情似乎总是躲着他。他无法让印刷邮件订单广告为他效力。

He realized that space advertising (the idea of reaching millions of people for the same price it takes to reach thousands by mail) sounded like a great concept. And along with reaching millions, he could add credibility to his company and more profit to his bottom line.

他意识到太空广告（以与通过邮寄接触数千人相同的价格接触数百万人的想法）听起来是一个很好的概念。并且随着接触数百万人的同时，他可以为自己的公司增加信誉，并为自己的底线带来更多利润。

It all sounded great until Schultz hired one of the nation’s most respected direct response agencies. The first ad bombed. So did the second. In fact, his gross sales didn’t cover the raw cost of the ad space. Schultz was discouraged.

这一切听起来都很棒，直到舒尔茨聘请了全国最受人尊敬的直接回应广告公司。第一则广告失败了。第二则也是如此。事实上，他的总销售额甚至不足以覆盖广告位的基础成本。舒尔茨感到沮丧。

It was Frank’s first ad and it became a classic.

这是弗兰克的第一个广告，并成为了一个经典。

When I announced my first seminar in 1977, Schultz was one of the first to sign up. During the seminar, he was very quiet, but he seemed to be absorbing everything I had to say. I didn’t know at the time that he had a degree in marketing from the University of California at Berkeley.

当我 1977 年宣布我的第一次研讨会时，舒尔茨是第一批报名的人之一。在研讨会上，他非常安静，但似乎在吸收我所说的每一句话。我当时并不知道他拥有加州大学伯克利分校的市场学学位。

After the seminar, with the information fresh in his mind, he went to the local Holiday Inn in Minocqua, Wisconsin, and started drafting his first print ad.

研讨会结束后，他带着清晰的记忆前往威斯康星州米诺夸的当地假日酒店，开始草拟他的第一条印刷广告。

He based it on both the successful letter that he had run for years and the information I had taught. And the result was sent to me in Northbrook, Illinois, upon my return home after the seminar.

他依据了自己多年来成功运营的信件和我所传授的信息。结果在我研讨会结束后回到家中时，被发送到了伊利诺伊州的诺斯布鲁克。

The ad was great. It wasn’t the very technical style of the JS&A ads, but it had a homespun feel that grabbed you at the start and drew you through the copy all the way to the very end. As Frank later said about the seminar and what he had learned about writing copy, “It was actually pretty easy because suddenly everything was clear. I knew what I had to say and how to say it. I learned that you don’t have to be a professional copywriter to write effective copy.”

广告很棒。它不是 JS&A 广告那种非常技术性的风格，但它有一种家常的感觉，一开始就抓住了你，一路引导你阅读到最后一行。正如弗兰克后来在关于研讨会以及他关于撰写文案所学到的所说的，“实际上相当容易，因为突然间一切都很清晰。我知道我要说什么以及如何表达。我了解到，你不必是专业的文案作家就能写出有效的文案。”

When I received Schultz’s ad, I called him on the phone and told him, “Your ad is great. I only have a few changes to suggest but they are minor. Your big problem is the headline.” I suggested “Fluke of Nature” instead of “A Stroke of Luck from Mother Nature”—the one he had written. I suggested the subheadline: “A new grapefruit discovery may change your concept of fruit.” I also suggested he take out a line, “The zesty flavor of Royal Ruby Red grapefruit juice will help start your day with a smile,” as it seemed almost a cliché—something an ad agency might have written. And there were several other small changes, but again, they were minor.

当我收到舒尔茨的广告时，我给他打电话并告诉他：“你的广告很棒。我只建议几处改动，但都是小问题。你最大的问题是标题。”我建议用“自然的奇迹”代替他写的“来自大自然的幸运一击”——那个标题。我还建议副标题为：“一种新的葡萄柚发现可能会改变你对水果的看法。”我还建议他删掉一行，“皇家红宝石红葡萄柚汁的清新口味将帮助你以微笑开始新的一天”，因为这听起来几乎像陈词滥调——可能是广告公司写的。还有几处其他的小改动，但再次强调，它们都是微不足道的。

There were two pictures captioned with copy explaining the offer, and of course all the elements were designed to get you to read the first sentence. Let’s examine the copy as we did with the Karbo ad and see how Schultz captured the essence of what I taught, and in a very simple yet persuasive way. The copy starts out with a first paragraph that was printed in bold type to act almost as a subheadline, thus drawing you further into the copy:

有两张配有解释优惠的图片，当然，所有元素都是为了让你先读第一句话而设计的。让我们像分析 Karbo 广告一样检查这段文案，看看 Schultz 是如何捕捉到我所教内容的精髓，并以非常简单但又有说服力的方式呈现的。文案以一个用粗体字打印的第一段开头，几乎起到了副标题的作用，从而进一步吸引你进入文案：

I’m a farmer. And the story I tell you is the absolute truth, as incredible as it may seem.

我是一个农民。我告诉你的故事是绝对的真相，尽管它可能看起来令人难以置信。

This is a classic opening for an ad. Remember we talked about how each word has an emotion and a story attached to it? What does the word farmer bring to mind? How about honesty, hard work and integrity? Simply by stating that he is a farmer, he has established a degree of credibility right from the start of the ad. And then look at the curiosity he creates right away in the second sentence. How could you not continue?

这是一则广告的经典开头。还记得我们讨论过每个词都附带着情感和故事吗？农民这个词让你想到什么？诚实、辛勤工作和正直？仅仅通过说明他是农民，他就从广告一开始就建立了一种可信度。然后看看他在第二句中立刻创造的好奇心。你怎么可能不继续看下去呢？

It all started in a grove owned by Dr. Webb, our family doctor. One of the men who was picking fruit in the doctor’s orchard came up to the Webb house holding six of the strangest grapefruit anyone had ever seen. A single branch of an ordinary grapefruit tree had produced these six unusual fruit.

这一切始于我们家庭医生韦伯博士拥有的一个树林。在医生果园里摘水果的一个男人拿着六个任何人见过的最奇怪的葡萄柚来到韦伯家。一棵普通的葡萄柚树上的一根枝条产生了这六个不寻常的果实。

These were big grapefruit, unusually big. And they had a faint red blush on their skin. When Dr. Webb sliced open the grapefruit, the fruit was a brilliant ruby red in color.

这些葡萄柚很大，非常大。它们的皮肤上有一抹淡淡的红色。当韦伯博士切开葡萄柚时，果肉呈现出鲜艳的宝石红色。

Dr. Webb decided to taste this strange new grapefruit. The fruit was perfect, juicy and luscious. It wasn’t sour like other grapefruit either—it was naturally sweet without sugar.

韦伯博士决定尝尝这种新奇的无籽葡萄柚。这水果完美无瑕，多汁美味。它不像其他葡萄柚那样酸——它自然甜美，无需加糖。

For some reason, we’ll never know why, nature had chosen to produce an entirely new kind of grapefruit here in our Magic Rio Grande Valley. It was incredible—men had labored for years to produce the ideal grapefruit, and had failed. But suddenly on a single branch of one tree in one grove, Mother Nature had done it all by herself!

由于某种原因，我们永远无法知道为什么，大自然选择了在我们神奇的里奥格兰德山谷生产一种全新的葡萄柚。这太不可思议了——人们多年来努力培育理想的葡萄柚，却失败了。但突然在一棵树的一个枝头上，大自然自己就完成了这一切！

The copy reads almost like a fairy tale with the use of the Magic Rio Grande Valley name and the story of this unexpected discovery. Schultz created this environment—all woven through a compelling and interesting story that holds your attention and keeps you reading. You can’t stop now. You’ve got to see where this all takes you. Schultz now goes into more detail on the fruit itself. And he uses one technique that you would never believe could be applied to fruit. He makes his product a rarity—a limited edition to be shared by very few people. Read the following and see what I mean.

这段文字几乎像是一个童话故事，使用了“神奇里奥格兰德河谷”的名字和这个意外发现的传说。舒尔茨创造了这个环境——所有这些都通过一个引人入胜且有趣的故事编织而成，吸引你的注意力并让你继续阅读。你现在无法停下来。你必须看看这一切将带你去往何方。舒尔茨现在更详细地介绍了这种水果本身。他使用了一种你绝不会相信可以应用于水果的技术。他把他的产品变成了一种稀有品——一种限量版，只有极少数人可以分享。阅读以下内容，看看我的意思。

YOU CAN IMAGINE THE EXCITEMENT

您可以想象那种兴奋

From the fruit on that one branch, grove after grove now produces our own Texas Ruby Red Grapefruit. When I say, “Not one man in a thousand has ever tasted this grapefruit”—you can easily understand why.

从那树枝上的果实开始，一排又一排的果园现在产出我们自己的德克萨斯红宝石柚子。当我这么说，“千分之一的人从未尝过这种柚子”——你很容易就能理解为什么。

To begin with, Ruby Reds are rare. You can look for them in stores but I doubt if you’ll find one. You may find pink grapefruit, but seldom if ever do you see the genuine Ruby Reds.

首先，红宝石红很少见。你可以在商店里找找，但我怀疑你能否找到。你可能会找到粉红葡萄柚，但几乎从未见过真正的红宝石红。

So you start with the rarity of Ruby Reds, and to get to ROYAL Ruby Reds you have to get rarer yet. Only 4 to 5 percent of the entire crop will qualify as a “Royal Ruby Red.”

所以，你从 Ruby Red 的稀有度开始，要达到 ROYAL Ruby Red，还需要更加稀有。整个产量中只有 4 到 5%能被认定为“皇家 Ruby Red”。

Schultz graphically brought out the true rarity of what he was selling. You can certainly do that with a collectible, but the simple way Schultz made his fruit rare was ingenious. After he told you that “not one man in a thousand has ever tasted this grapefruit,” you might have thought he was going to pitch you on the fruit. Instead he started to explain what makes it even more rare. And it got so rare that it seemed quite plausible that few people indeed have tasted this fruit.

舒尔茨生动地展现了他所售商品的真正稀有性。当然，你可以用收藏品做到这一点，但舒尔茨让他的水果变得稀有的一种简单方法非常巧妙。在他告诉你“没有一个人在千人中尝过这种葡萄柚”之后，你可能以为他会向你推销这种水果。然而，他开始解释是什么让它变得更加稀有。结果变得如此稀有，以至于确实有很多人确实尝过这种水果似乎相当可信。

In the next passage, Schultz continues to build the story but now he makes his message a very personal one. It almost sounds like he goes right into the grove with his men to pick the fruit. He is personally involved in every step of the growing and picking process, and he uses this approach to make his message personal. Secondly, he even uses a technical explanation—something that really builds confidence in the expertise he brings to his farming. A technical explanation in selling electronics would make sense, but see how he does it here with a very nonscientific product—grapefruit. And he also gets you totally involved with the fruit itself. Your taste buds are activated and you can almost savor the grapefruit as you read the copy. He is actually using your sense of taste as an involvement device. Instead of turning the knobs of a TV set or clicking on the keys of a calculator to involve you, he’s getting you to salivate. The copy continues:

在下一段中，舒尔茨继续构建故事，但现在他将信息变得非常个人化。这几乎听起来就像他直接和手下人一起走进果园摘水果。他在种植和采摘的每一步都亲自参与，并利用这种方法使信息变得个性化。其次，他甚至使用技术解释——这实际上增强了他在农业方面的专业知识。在销售电子产品时进行技术解释是有意义的，但看看他是如何在这里用一个非常非科学的产品——葡萄柚来做的。他还让你完全参与到水果本身中去。你的味蕾被激活，当你阅读广告时，你几乎可以品尝到葡萄柚。他实际上是在利用你的味觉作为参与工具。他不是让你转动电视机的旋钮或点击计算器的按键来让你参与，而是让你流口水。广告接着说：

Each Royal Ruby Red weighs a pound—or more! Each has a rich red color, flowing juices, luscious naturally sweet flavor, and the ability to stay this way for many weeks.

每颗皇家红宝石重达一磅——甚至更重！每一颗都拥有丰富的红色，流动的汁液，浓郁的天然甜味，并且能够保持这种状态数周之久。

Why, we won’t even consider harvesting a grove until I’ve checked out the fruit for tree-ripened maturity myself. I check for “natural sugar,” low acid balance and high juice content. I check to see that the fruit is plump and meaty, and I even check to see that the skin is thin. Not only does each factor have to check out, but all the factors have to be in a proper relationship to each other before I’ll harvest a grove.

为什么，我甚至不会考虑收获一片果园，除非我自己检查过果实是否达到树熟成熟。我检查“天然糖分”，低酸平衡和高果汁含量。我检查果实是否饱满多汁，甚至检查果皮是否薄。不仅每个因素都必须通过检查，而且所有因素之间必须保持适当的关系，我才会收获一片果园。

And when we pick the fruit, we’re just as fussy. Every one of us takes a “picking ring” when we harvest. If the fruit is small enough to pass through this ring—we don’t pick it! It simply isn’t big enough to qualify as a Royal Ruby Red!

当我们挑选水果时，我们同样挑剔。我们在收获时每个人都带一个“挑选戒指”。如果水果足够小，可以通过这个戒指——我们就不摘它！它太小了，不足以成为皇家红宝石红！

Even after picking there are other careful inspections each fruit must pass before I’ll accept it. I size the fruit. And I grade it for beauty. Sometimes the fruit will be wind scarred. I won’t accept it. Or sometimes it will have a bulge on the stem that we call “sheep nose.” I won’t accept it. You can see I really mean it when I say I accept only perfect Royal Ruby Reds.

即使采摘后，每个水果在我被接受之前都必须经过其他仔细检查。我测量水果的大小。并为美观进行评级。有时水果会有风蚀疤痕。我不会接受它。或者有时茎上会有一个我们称之为“羊鼻”的肿块。我不会接受它。当你看到我说我只接受完美的皇家红宝石红时，你可以看到我是认真的。

By now you can just picture Frank Schultz out in the grove with his picking ring rejecting wind-scarred grapefruit or fruit that has sheep nose. By now you are actually convinced that this fruit is very carefully selected—chosen not only for its juice content but also for its beauty. Beauty? Yep, beauty.

现在你可以想象弗兰克·舒尔茨在果园里，戴着摘果戒指，拒绝那些被风吹伤的葡萄柚或羊鼻果。现在你实际上已经确信这些水果是经过精心挑选的——不仅因为它们的果汁含量，还因为它们的美。美？是的，美。

Probably the one thing that he uses with great skill is the personal nature of his presentation. His company sounds small—as if it is made up of just Schultz and a few other pickers. And they all go out with their picking rings, spend the day gathering only the prettiest and juiciest grapefruit, and then return with their harvest for shipping to just a few of their customers the next day. It is a beautiful example of the personal one-to-one selling technique that you want to capture in print, and Schultz has managed to do this in a very simple and masterful way.

他运用得非常娴熟的一件事就是他演讲的个人性质。他的公司听起来很小——就像只由舒尔茨和几个其他采摘工组成。他们所有人都带着他们的采摘戒指出去，整天只收集最漂亮、最甜的葡萄柚，然后第二天带着他们的收获运送给他们为数不多的几个客户。这是个人一对一销售技巧的一个美好例子，你希望将其捕捉在印刷品上，舒尔茨成功地以非常简单而精湛的方式做到了这一点。

Think also about the nature of grapefruit. This is unquestionably a simple product and this chapter is a good example of my “simple versus complicated” rule. When something is simple, like a grapefruit, you make it complex. If it’s complex, you make it simple. What could be more simple than a grapefruit? But look at how Schultz has brought out all the features and the complexities of his selection process and even his own expertise by telling you more than you’ve ever wanted to know about grapefruit.

也考虑一下葡萄柚的本质。这无疑是一个简单的产品，这一章节就是我的“简单与复杂”规则的很好例子。当某物简单，就像葡萄柚一样，你会让它变得复杂。如果它复杂，你会让它变得简单。还有什么比葡萄柚更简单吗？但看看舒尔茨是如何通过告诉你关于葡萄柚比你想要的更多的信息，展现了他选择过程的所有特点和复杂性，甚至是他自己的专业知识。

Schultz is now ready for the pitch. The grapefruit could not get any better. It is rare, it is delicious, it is beautiful and it has value. It’s now up to Schultz to make his customers reach into their pockets and exchange their hard-earned dollars for his grapefruit, and he makes it as simple as possible.

舒尔茨现在准备好推销了。这葡萄柚已经好到不能再好了。它稀有，它美味，它美丽，它有价值。现在轮到舒尔茨让顾客掏出钱包，用他们辛苦赚来的美元交换他的葡萄柚，而他让这一切尽可能简单。

Frank does this by offering a sample shipment—a low-priced no-risk opportunity just to try his product. He makes it so simple that you begin to wonder if he’s going to be ripped off. And what does that signify? That’s right—a satisfaction conviction—something that is so compelling, you wonder if people are going to take advantage of him.

弗兰克通过提供样品运输——一个低价无风险的尝试他产品的机会——来做到这一点。他让它变得如此简单，以至于你开始怀疑他会不会被骗。那这又意味着什么呢？没错——一种满意感——某种如此吸引人，以至于你怀疑人们会不会利用他。

When I realized that the Royal Ruby Reds were the ultimate fruit, I decided to form a club and sell only to my club members. In this manner, I can control my production to insure that nobody will be disappointed.

当我意识到皇家红宝石是终极水果时，我决定成立一个俱乐部，只向我的俱乐部成员销售。这样，我可以控制我的生产，确保没有人会失望。

But before I ask you to join my club, I want you to sample my Royal Ruby Reds for yourself, at no cost to you whatsoever. Let me send you a box prepaid of 16 to 20 Royal Ruby Reds. Place four of them in your refrigerator until they are thoroughly cool. Then cut them in half and have your family sample this unusual fruit.

但在要求您加入我的俱乐部之前，我想让您亲自品尝我的皇家红宝石红葡萄酒，完全免费。我会给您寄一个预付的 16 到 20 瓶皇家红宝石红葡萄酒的盒子。将其中四瓶放入冰箱，直到它们完全冷却。然后切半，让您的家人品尝这种不寻常的水果。

You decide whether or not Royal Ruby Reds are everything I say. You determine whether or not eating a Royal Ruby Red is the fantastic taste experience I promise.

您决定皇家红宝石红是否就是我所说的全部。您判断吃一个皇家红宝石红是否是我承诺的神奇味觉体验。

You decide. I’m confident that you and your family will want more of this superb fruit and on a regular basis, too. If the four Royal Ruby Reds make you say “yes,” then keep the remaining fruit. Otherwise return the unused fruit (at my expense) and you won’t owe me a single penny.

您决定。我确信您和家人会想要更多这种优质水果，并且希望定期享用。如果四种皇家红宝石让您说“是”，那么请保留剩余的水果。否则，将未使用的水果（由我承担费用）退回，您不会欠我任何费用。

But you are never going to know just how wonderful genuine Royal Ruby Reds are unless you place your order right quick.

但你永远不会知道真正的皇家红宝石红有多么美妙，除非你立刻下单。

This way you are sure to receive your package containing 16 to 20 Royal Ruby Reds for you and your family to sample. But since the supply is strictly limited it’s important to place your order now.

这种方式您一定能收到包含 16 至 20 瓶皇家红宝石红葡萄酒的包裹，供您和家人品尝。但由于供应量严格有限，现在下单非常重要。

Note the use of the words “right quick.” That’s the way farmers talk, isn’t it. And it is this homey-sounding copy that captivated his audience. In fact, Schultz asked me if he should leave it in. “It isn’t really good English” was his concern. “By all means, leave it in,” I suggested. “It sounds great to me.”

注意“right quick”这个词组的用法。这就是农民们的说话方式，不是吗？正是这种家常口感的文案吸引了他的观众。事实上，舒尔茨问我是否应该保留它。“这并不是真正的英语”是他的担忧。“无论如何，保留它吧，”我建议。“对我来说听起来很棒。”

His offer then went on to give the terms of the purchase. The first box was going to cost $5 less than the standard shipment—a further incentive to at least try his grapefruit. In fact, you actually didn’t pay anything up front, as he also included a bill for $9.95. You paid only if you wanted to keep the shipment and you then were enrolled in his monthly club. His copy continued:

他的报价接着给出了购买条款。第一个箱子将比标准装运便宜 5 美元——这至少是尝试他的葡萄柚的一个额外激励。事实上，你实际上没有预付任何费用，因为他还包含了一张 9.95 美元的账单。只有当你想保留装运时才需要付款，然后你将加入他的月度俱乐部。他的副本继续写道：

Now suppose you do like Royal Ruby Reds—suppose you love them—can you be sure of getting more?

现在假设你喜欢皇家红宝石红——假设你非常喜欢它们——你能确定能再得到更多吗？

You surely can. By saying “yes” to my first shipment you have the privilege of automatically joining my Winter Fruit Club. Please be assured you pay nothing in advance. But each month during the winter, I’ll ship you a pack of 16 to 20 orchard-fresh, hand-selected, hand-picked Royal Ruby Reds.

当然可以。通过对我首次发货说“是”，您将享有自动加入我的冬季水果俱乐部的特权。请放心，您无需预先支付任何费用。但在冬季的每个月，我都会给您发送一包 16 至 20 个新鲜、精选、手工挑选的皇家红宝石红苹果。

Every Royal Ruby Red you receive will pass my tough tests. Each will weigh a pound or more. Safe delivery is guaranteed. This fruit is picked, packed and shipped each month, December through April.

每块皇家红宝石都会经过我严格的测试。每一块都重一磅或以上。保证安全送达。这种水果每月从 12 月到 4 月采摘、包装和运输。

You pay only after you have received each shipment. And you can skip or cancel any shipment, simply by telling me your wishes.

您收到每批货物后才付款。并且您可以通过告诉我您的意愿来跳过或取消任何一批货物。

He summarized his offer. He restated most of the points he told you in the previous copy at the very end of the ad. And then he goes into the close:

他总结了报价。他在广告的最后重申了你之前收到的副本中的大部分要点。然后他进入结尾部分：

Remember, it obligates you to nothing except making a taste test of the best grapefruit that has ever been grown. And this taste test is on me!

记住，这仅要求你品尝一下有史以来种植的最好的葡萄柚，而这次品鉴由我来承担！

Of course, as you can well imagine, when I say supplies are limited—I’m not kidding! There’s just so many club members I can accept before I must close my membership this year.

当然，正如你可以想象的那样，当我说我供应有限——我不是在开玩笑！在我必须关闭今年的会员资格之前，我能接受的俱乐部会员数量是有限的。

In this statement, he is giving you a sense of urgency that is both believable and true. Production is limited and getting your order in quickly is very important to ensure that you’ll be part of the membership program. He also makes it sound risk free and easy to test.

在此声明中，他让你感受到了一种既可信又真实紧迫感。生产有限，快速下单对于确保你成为会员计划的一部分非常重要。他还让它听起来无风险且易于测试。

So to taste this “miracle” grapefruit and have the opportunity to savor it each month during the growing season, be sure to place your order at no obligation, today.

所以，为了品尝这种“奇迹”葡萄柚，并在生长季节每月都能品尝到它，请务必在今天无义务地下单。

Frank was pleasantly surprised when he ran his test ad in the Wall Street Journal: “Our cost per order was the lowest of any outside list we’ve ever used, and I realized that a single advertisement held the key to the rapid growth of our company.”

弗兰克在《华尔街日报》上投放了他的测试广告时感到非常惊喜：“我们的订单成本是任何我们使用过的外部列表中最低的，我意识到一条广告就能成为我们公司快速增长的钥匙。”

But Frank Schultz didn’t stop there. He continued to advertise in the Wall Street Journal, the New York Times, Parade, and TV Guide, to name only a few. “When you’re a farmer you always worry about the crop. It’s growing too slow—you worry. It’s growing too fast—you really worry,” said Frank later in a letter to me.

但弗兰克·舒尔茨并没有就此止步。他继续在《华尔街日报》、《纽约时报》、《大游行》和《电视指南》等媒体上做广告，仅举几个例子。弗兰克后来在一封信中对我写道：“当你是个农民时，你总是担心庄稼。长得太慢——你会担心。长得太快——你真的会担心。”

“I find it to be about the same when a farmer gets into space advertising. The orders are coming in so good from our space ads, I’m beginning to worry. A high-class worry, I’ll admit.”

我发现当农民进入太空广告时，情况大致相同。我们的太空广告订单源源不断，我开始担心了。这是一种高级的担忧，我必须承认。

In December 1980, an article on Schultz appeared in Texas Monthly magazine. The story talked about his wonderful copy and how the copy made his business seem small and personal. Yet it also explained that the business was quite large by then. He harvested 26,000 tons of grapefruit in 1979 with only 4 percent passing Schultz’s rigorous standards for Royal Ruby Red grapefruit. The rest were sold to the grocery chains. And he now had 80,000 customers in the 48 contiguous states. He owned 14,000 acres of orchards spread out from Brownsville to McAllen, Texas, and had hundreds of employees. He truly was a success story—all created from the power of his pen.

1980 年 12 月，一篇关于舒尔茨的文章发表在《德克萨斯月刊》杂志上。故事讲述了他的出色文案以及文案如何让他的生意看起来小而亲切。然而，它也解释说，到那时，生意已经相当大了。1979 年，他收获了 26,000 吨柑橘，其中只有 4%通过了舒尔茨对皇家红宝石红柑橘的严格标准。其余的都卖给了杂货连锁店。现在，他在 48 个连续州拥有 80,000 名客户。他拥有从布朗斯维尔到麦卡伦的 14,000 英亩果园，并有数百名员工。他确实是一个成功故事——这一切都是他笔的力量创造的。

And yet, his customers visualized Frank with his picking ring out in the orchard picking those perfect Royal Ruby Red grapefruit free of sheep nose and wind scarring.

然而，他的客户想象着弗兰克戴着摘果戒指在果园里挑选那些完美的皇家红宝石红葡萄柚，没有任何羊鼻和风痕。

From time to time, Frank would send me some of the letters he received complimenting him on his copy. One came from Stanley Marcus, then the chairman of Neiman Marcus. Some were from other copywriters who recognized his ad as brilliant. And for many years Schultz ran the ads until they finally wore out.

有时，弗兰克会给我一些他收到的表扬他复制的信件。其中一封来自斯坦利·马库斯，当时他是尼曼·马库斯的董事长。有些来自其他广告文案撰写者，他们认可他的广告非常出色。而多年来，舒尔茨一直在运营这些广告，直到它们最终磨损。

I myself was in Schultz’s grapefruit club for many years. And from my orders alone, he probably made back all the money he had spent on my seminar. If you’d like Royal Ruby Red grapefruit sent directly to your door, call Frank toll free—1-800-477-4773 between 8 A.M. and 6 P.M. Central time. But do it “right quick.”

我本人曾是舒尔茨的葡萄柚俱乐部会员多年。仅凭我的订单，他可能就收回了在我研讨会上的所有开销。如果您想直接送货上门的皇家红宝石红葡萄柚，请拨打弗兰克的免费电话——上午 8 点至下午 6 点中央时间，拨打 1-800-477-4773。但请“尽快”办理。

Chapter 25

第 25 章

Lingerie for Men

男士内衣

Victoria’s Secret is now a major chain with 900 stores doing $2.4 billion in sales with a major catalog division that does $870 million by itself. But back in 1979, it consisted of just three small stores and a catalog—all founded by an entrepreneur named Roy Raymond. And that is when Barbara Dunlap attended my seminar.

维多利亚的秘密现在是一家拥有 900 家门店，销售额达 24 亿美元的大型连锁店，其主要的目录部门本身就有 8.7 亿美元的销售额。但在 1979 年，它仅由三家小型门店和一个目录组成——这一切都是由一位名叫罗伊·雷蒙德的企业家创立的。而那时，芭芭拉·邓拉普参加了我的研讨会。

The ad she wrote helps illustrate many of the principles you’ve learned in this book and also points to a few she overlooked. Let’s start with the headline and subheadline. If you were a man or a woman reading through a newspaper, you might stop dead in your tracks if you saw the following:

她写的广告有助于说明你在本书中学到的许多原则，同时也指出了她忽略的一些内容。让我们从标题和副标题开始。如果你是一个男人或女人在阅读报纸，如果你看到了以下内容，你可能会立刻停下来：

Headline: Lingerie for Men

男士内衣

Subheadline: How a Group of Very Special Men Made It All Possible

副标题：一群非常特别的男人是如何让这一切成为可能的

The ad drew a lot of attention but missed a few major points at the end.

该广告吸引了大量关注，但最后遗漏了一些重要要点。

Note that the headline was just three words—short, concise and certainly enough to get you to read the subheadline. Then notice that the subheadline did not give away the premise of the ad; you still don’t know what it is. In fact, it might sound like some men got together and made the wearing of lingerie possible. You just don’t know, so you keep reading.

请注意，标题仅用了三个词——简短、简洁，当然足以让你阅读副标题。然后注意，副标题并没有透露广告的前提；你仍然不知道它是什么。事实上，它可能听起来像是一些男人聚在一起，使得穿着内衣成为可能。你只知道这一点，所以你继续阅读。

Now read the first paragraph, which is in large type and actually draws you into the copy. Also note the storytelling feel of the first few paragraphs.

现在阅读第一段，这段文字以大号字体呈现，实际上能吸引你进入文本。同时注意前几段的故事叙述感。

WE WERE ASTOUNDED! When we opened the doors of our new business, we thought most of our customers would be women. After all, beautiful designer lingerie is the kind of luxury a lady can’t resist.

我们震惊了！当我们打开新店的大门时，我们以为大部分顾客会是女性。毕竟，美丽的设计师内衣是女士们无法抗拒的奢侈品。

How wrong we were.

我们错了。

That first Valentine’s Day, the men came in droves! Hundreds of men, who had secretly been dying to visit our boutique. At last, they had the perfect excuse—Valentine’s Day gifts for their favorite ladies.

那个第一个情人节，男士们成群结队地来了！数百名男士，他们一直秘密地渴望参观我们的精品店。终于，他们找到了完美的借口——为她们最喜爱的女士们挑选情人节礼物。

They loved the merchandise.

他们喜欢这些商品。

Can you imagine how shocked we were? All those men—milling about our Victorian boutique. Admiring the silk stockings and lacy garter belts from France. Totally smitten by the luxurious silk and satin kimonos from London. Crowding around the bra and bikini sets from Italy. They couldn’t wait to surprise their wives or girlfriends with something truly special.

你能想象我们有多震惊吗？所有那些男人——在我们维多利亚风格的精品店里闲逛。欣赏着从法国进口的丝袜和蕾丝吊袜带。完全被伦敦的奢华丝绸和缎子和服所吸引。围绕着意大利的胸罩和比基尼套装。他们迫不及待地想给妻子或女友一个真正特别的惊喜。

Once again as the story is told you can visualize the scene. You can almost see the merchandise and appreciate how the variety of merchandise is woven neatly into the story. But now a question might pop into your mind as you are reading this. And this very question is brought into the copy at precisely this moment.

又一次，当故事被讲述时，你可以想象这个场景。你几乎可以看到商品，并欣赏到各种商品是如何巧妙地融入故事中的。但现在，当你阅读这段文字时，可能会产生一个疑问。而这个疑问正是此刻被引入文案中的。

Weren’t they embarrassed?

他们难道不尴尬吗？

The truth is, they were. But not enough to keep them away! They had seen our exciting, full-color catalogue. A breathtaking picture book of beautiful women, wearing enticing creations. Besides, a few men became our first satisfied customers. And in a short time, they had managed to spread the good word. Victoria’s Secret wasn’t like shopping for lingerie in a department store. No matronly saleslady to make a man feel uneasy. No raised eyebrows or pursed lips asking about sizes. No racks of flannel and terrycloth to wade through. And no clunky, plastic boxes over-flowing with boring white foundation garments.

事实上，他们确实如此。但不足以让他们远离！他们看到了我们的精彩、全彩目录。一本令人叹为观止的美丽女性图片书，她们身着诱人的创作。此外，一些男性成为了我们的首批满意客户。不久之后，他们设法传播了好评。维多利亚的秘密与在百货商店购买内衣不同。没有令人不安的售货员。没有皱眉或紧闭嘴唇询问尺寸。没有需要跋涉的法兰绒和 Terry 毛巾布货架。也没有装满无聊白色内衣的笨重、塑料盒子。

There were a number of good issues just covered. First, Dunlap comes across as being truthful when she admits that the men were embarrassed. In short, she raises an objection in the paragraph heading (“Weren’t they embarrassed?”) and then answers it honestly. But then she brings in the fact that they were motivated by a full-color catalog that she refers to as a “breathtaking picture book.” Here she very subtly brings in the catalog as the motivational factor that prompted all these men to come to the store.

该文本涉及多个良好问题。首先，邓拉普在承认男人感到尴尬时显得诚实。简而言之，她在段落标题中提出异议（“他们不尴尬吗？”），然后诚实地回答了它。但随后她提到了他们被一本全彩目录所激励，她称之为“令人叹为观止的图画书”。在这里，她非常微妙地将目录作为促使所有这些男人来到商店的动机因素引入。

Another objection you might raise if you decided to go to the store is the store environment itself and the human element in the store—the salesclerks. If you were a man, would you be embarrassed? Here in this same paragraph (which really should have been a new paragraph) she raises the objection and resolves it by pointing out that the store has none of the embarrassments found in a department store. In short, this is a store that would not embarrass a man at all.

你可能提出的另一个反对意见是，如果你决定去商店，那就是商店本身的环境以及商店中的人类因素——售货员。如果你是男性，你会感到尴尬吗？在这里，在同一段中（这实际上应该是一个新段落），她提出了这个反对意见，并通过指出商店没有在百货商店中发现的那种尴尬来解决这个问题。简而言之，这是一个绝对不会让男性感到尴尬的商店。

In this ad, Dunlap first got your attention and raised all the objections that you might have if you were a man and wanted to buy lingerie for your wife or girlfriend in a women’s lingerie store. In the next paragraph, Dunlap broadens the market from just a few men to all men, similar to the way Karbo broadened his income opportunity ad to include anybody interested in bettering his or her life. Here’s what she said.

在这则广告中，邓拉普首先吸引了你的注意，并提出了你可能有的所有反对意见，如果你是一个想为妻子或女友在女性内衣店购买内衣的男性。在下一段中，邓拉普将市场从少数男性扩大到所有男性，这与卡尔博扩大他的收入机会广告，包括任何想改善自己生活的人的方式相似。她说：

The men in our life.

我们生活中的男人。

Since that first Valentine’s Day, we’ve learned a lot about our male customers. Mainly, they can’t be stereotyped. Some are conservative, some far from it. Some are rather old, while others are much younger. Whether doctors, accountants, salesmen or bankers . . . they all have one thing in common. They are true connoisseurs of beauty. They know how sensuous and lovely a lacy camisole or elegant gown looks on a woman. And what’s more, they know how wonderful a woman feels to receive something beautiful and intimate from a special man. And it takes a very special man to shop from Victoria’s Secret.

自那个第一个情人节以来，我们对我们男性客户有了很多了解。主要的是，他们不能被刻板印象所局限。有些人保守，有些人则远非如此。有些人年纪较大，而有些人则年轻得多。无论是医生、会计师、销售人员还是银行家……他们都有一个共同点。他们是真正的美学家。他们知道一件蕾丝胸罩或优雅的长裙在女人身上看起来多么性感迷人。更重要的是，他们知道收到来自特别男人的美丽而亲密的礼物，女人会感到多么美好。而要光顾维多利亚的秘密，则需要一个非常特别的男人。

Not only does Dunlap include a broad range of men but she then compliments the men on their taste and understanding of women in general.

邓拉普不仅包括广泛的男性，而且还称赞这些男性对女性的一般品味和理解的鉴赏力。

In the next paragraph we finally get the real pitch of the ad. Since the only Victoria’s Secret stores were located in northern California at the time, the real purpose of this ad, which ran nationally, was to attract catalog customers from the other 49 states. So after the paragraph heading “Our luxurious photo album . . .” comes the pitch. Note the colorful and sensuous language, which only helps to create the environment for this ad.

在下一段中，我们终于得到了广告的真实卖点。由于当时只有维多利亚的秘密门店位于加利福尼亚北部，这个在全国范围内播放的广告的真实目的就是吸引来自其他 49 个州的目录客户。所以，在段落标题“我们的豪华相册……”之后，就是卖点。注意那些丰富多彩、充满感官的语言，这有助于营造这个广告的氛围。

If you’re like our male patrons—sensuous and fashion-conscious in your own right—you’ve been dying to find a place like Victoria’s Secret. However, if you live outside of northern California you won’t find it. But for $2.00 you can have the next best thing. Our luscious, full-color catalogue of alluring designer lingerie.

如果您像我们的男性顾客一样——在性感与时尚方面独具品味——您一直渴望找到一个像维多利亚的秘密这样的地方。然而，如果您不住在加利福尼亚北部，您将找不到它。但只需 2 美元，您就可以拥有次佳选择。我们丰富、全彩的诱人设计师内衣目录。

What if you don’t like our style?

如果你不喜欢我们的风格？

We guarantee you’ll be the first man who didn’t. But . . . if after you receive our catalogue, you find our fashions too sensuous or too luxurious for the lady in your life, you haven’t lost a thing. Our lush, full-color catalogue is an elegant collector’s item—a conversation piece your friends will adore! (Already, our customers are requesting previous editions of the Victoria’s Secret catalogue.)

我们保证您将是第一个不这么做的人。但是……如果您收到我们的目录后，发现我们的时尚对您生活中的女士来说过于性感或过于奢华，您并没有损失任何东西。我们丰富、全彩的目录是一件优雅的收藏品——您的朋友们会喜欢的谈话点！（我们的客户已经开始要求之前的维多利亚的秘密目录。）

To receive your own personal copy, send $2.00 to Victoria’s Secret, dept. W500 [address went here]. We’ll send you our colorful catalogue of fashion romance via first class mail.

将 2 美元寄给维多利亚的秘密，部门 W500[地址在此处]。我们将通过一等邮件发送我们的彩色时尚浪漫目录给您。

There was one main problem with this ad, and unfortunately it came at the most critical part—at the end. The objection some prospects might raise is, “What if I’m not pleased with the $2 catalog or any of the merchandise?” Nothing was indicated about their return policy. And a nice hook could have been to allow customers to use their $2 investment in buying the catalog toward the purchase of their first order. Or even allowing them $10 toward their first order.

该广告存在一个主要问题，不幸的是，这个问题出现在最关键的部分——结尾。一些潜在客户可能会提出异议：“如果我对于 2 美元的目录或任何商品不满意怎么办？”关于他们的退货政策没有任何说明。一个不错的卖点可以是允许客户将他们的 2 美元投资用于购买目录，以抵扣他们的第一笔订单。或者甚至给他们 10 美元用于他们的第一笔订单。

From what I understand, the first ad was moderately successful in bringing in catalog requests, which in turn brought in sales. This was a two-step process—to scan the market for possible customers and then make them customers through the catalog. This is a very good application of a print ad and a good example of many of the principles.

从我的理解来看，第一条广告在吸引目录请求方面取得了适度成功，这反过来又带来了销售。这是一个两步过程——先扫描市场寻找可能的客户，然后通过目录使他们成为客户。这是印刷广告的一个非常好的应用，也是许多原则的一个很好的例子。

The principles that you should particularly pay attention to are the excellent timing of the objections and how they were resolved and the beautiful use of words that told a story and created the perfect environment for the offer. The real offer was the catalog, but the story that was told gave men permission to get the catalog and buy from it—a lot less embarrassing than going into the store.

您应特别注意的原则是反对意见的出色时机及其解决方式，以及讲述故事和创造完美销售环境的优美用词。真正的销售是目录，但讲述的故事赋予了人们获取目录并从中购买的权利——这比直接进入商店要尴尬少得多。

“Lingerie for Men” was brief, it was interesting and it flowed quite nicely. And although its ending could have been more compelling and more effective, it brought you through the copy like a slippery slide all the way to the very end. I would have also added a byline to the ad to make it even more personal.

男士内衣简短有趣，读起来流畅。尽管结尾可以更加引人入胜和有效，但它像滑梯一样将你一路滑到结尾。我还会在广告中添加一个署名，让它更加个性化。

The catalog Victoria’s Secret published back in 1979 was a lot more sensuous than the catalog they put out today. If I had to classify it, I would say it was an upscale version of a Frederick’s of Hollywood lingerie catalog. And indeed, both catalogs were quite popular with the men.

1979 年维多利亚的秘密出版的目录比他们今天推出的目录要性感得多。如果我要给它分类，我会说它是一个弗雷德里克·奥·好莱坞内衣目录的高端版本。确实，这两个目录都受到了男性的极大欢迎。

Two advertising people from Victoria’s Secret attended my seminar before the franchise was sold to The Limited. The two women used their copywriting skills to write the colorful catalogs. They both claim that the seminar was one of the turning points in their careers and a major factor in the early success of Victoria’s Secret. Tragically, Roy Raymond, Victoria Secret’s founder, committed suicide in 1993 by jumping off the Golden Gate Bridge.

维多利亚的秘密两位广告人员在我举办研讨会之前参加了我的研讨会。在品牌被卖给 The Limited 之前，这两位女士运用他们的文案技巧编写了丰富多彩的目录。他们都声称研讨会是他们职业生涯中的一个转折点，也是维多利亚的秘密早期成功的一个重要因素。不幸的是，维多利亚的秘密创始人罗伊·雷德蒙德在 1993 年从金门大桥跳下自杀。

The lesson to be learned from this example is that you can write a great ad but then miss some important opportunities at the end. And the end of the ad is when the buying decision has to be made—it’s a critical point in any advertisement.

从这个例子中可以学到的是，你可以写出一个很棒的广告，但最后可能会错过一些重要的机会。而广告的结尾正是购买决策需要做出的时候——这是任何广告中的一个关键点。

In the next chapter, I give you an example of a company trying to resolve a problem without first raising it. It will clarify the important method of always raising an objection and then resolving it.

在下一章中，我给你举一个公司试图在没有首先提出问题的情况下解决问题的例子。这将阐明始终提出异议然后解决的重要方法。

Chapter 26

第 26 章

The More You Learn

你学得越多

This is a good example of an advertising message that could have been quite powerful if it weren’t for one fatal flaw. Let me explain.

这是一个很好的广告信息例子，如果它没有致命的缺陷，可能会非常强大。让我来解释一下。

I was flying back from Rockford, Illinois, in my own private plane. I was about 50 miles from the Pal-Waukee airport where I was scheduled for an instrument landing even though the weather was perfect for flying. The air traffic controllers were unusually quiet as I approached Pal-Waukee. It was a bright clear day—one of those rare days when you could see for miles.

我从伊利诺伊州的罗克福德乘自己的私人飞机返回。我离预定进行仪表着陆的帕尔-瓦乌基机场大约 50 英里，尽管天气非常适合飞行。当我接近帕尔-瓦乌基机场时，空中交通管制员异常安静。那是一个晴朗明亮的日子——那种能看到数英里之远的罕见日子。

As I got closer to Pal-Waukee, I could see off in the distance a big fire near Chicago’s O’Hare airport. I landed my plane, parked and walked into the airport office where I learned from a television broadcast that American Airlines flight 191 had just crashed on takeoff from O’Hare and that all its passengers had died. That was May 25, 1979, and it was one of those memories that remains indelibly etched in my mind.

当我接近帕尔-沃卢克时，我能在远处看到芝加哥奥黑尔机场附近的大火。我降落在飞机上，停好车，走进机场办公室，从电视广播中得知美国航空公司 191 航班刚刚从奥黑尔起飞时坠毁，所有乘客都已遇难。那是在 1979 年 5 月 25 日，那是我记忆中难以磨灭的一幕。

This ad had a major flaw. The entire first part was missing.

这则广告有一个重大缺陷。整个第一部分都缺失了。

The plane that crashed was a DC-10—one of McDonnell Douglas’s largest and most popular aircraft. Immediately after the crash, it was determined that there was a hydraulic problem that, under certain circumstances, could cause loss of control and consequently a crash. McDonnell Douglas quickly corrected the problem, but for a while all DC-10s were grounded.

飞机失事的是一架 DC-10——麦道公司最大和最受欢迎的飞机之一。失事后立即确定，存在液压问题，在特定情况下可能导致失控，从而引发坠机。麦道公司迅速纠正了问题，但一段时间内所有 DC-10 型飞机都停飞了。

If that weren’t enough, the DC-10 was involved in two more crashes within a relatively short period of time. The last two were unrelated to any fault of the airplane, but the stigma of the American Airlines crash was still on the mind of the public. McDonnell Douglas realized that it had to do something to offset the negative publicity.

如果这还不够，DC-10 在相对较短的时间内还发生了两起坠机事故。最后两起事故与飞机的任何故障无关，但美国航空公司的坠机事件仍然在公众心中留下了阴影。麦道公司意识到，它必须采取一些措施来抵消负面宣传。

They picked Pete Conrad to act as spokesman in an advertisement to address the public’s concern. But instead of raising the objections of the plane crashes and then resolving the problem with the excellent copy that was written, the objection was totally ignored. The resulting ad was hollow. The following is the copy as it was written:

他们挑选了康拉德作为广告发言人来回应公众的担忧。但并非通过提出飞机坠毁的反对意见并使用出色的文案解决问题，而是完全忽略了反对意见。结果广告空洞无物。以下就是原文案：

他们挑选了皮特·康拉德作为广告发言人来回应公众的担忧。但并未就飞机坠毁的反对意见提出解决方案，而是完全忽略了反对意见。最终广告显得空洞。以下就是原文案：

Headline: “The more you learn about our DC-10, the more you know how great it really is.”

标题：“你对我们 DC-10 了解得越多，就越知道它有多么出色。”

Byline: Pete Conrad, Former Astronaut, Division Vice President, McDonnell Douglas

作者：皮特·康拉德，前宇航员，麦道公司副总裁

Copy: I’ve watched airplanes and spacecraft take shape for much of my adult life. I’m certain that nothing made to fly has ever been designed or built to more exacting standards than our DC-10. Eighteen million engineering man-hours were invested in this plane’s development. That includes 14,000 hours of wind tunnel testing, as well as full-scale ‘fatigue testing’ for the equivalent of 40 years of airline service.

我成年后的大部分时间都在观看飞机和宇宙飞船的制造过程。我确信，没有任何飞行器比我们的 DC-10 更精确地设计和建造。这架飞机的开发投入了 1800 万小时的工程人力。其中包括 14000 小时的气洞测试，以及相当于 40 年航空公司服务的全尺寸“疲劳测试”。

I’m convinced that the DC-10 is the most thoroughly-tested jetliner ever built. Along with U.S. Government certification, the DC-10 has passed structure tests just as demanding, in their own way, as those required of U.S. Air Force fighter planes.

我坚信 DC-10 是建造得最彻底的喷气式客机。除了美国政府认证外，DC-10 还通过了与其自身方式一样严格的结构件测试，这些测试要求与美国空军战斗机相同。

The DC-10 fleet demonstrates its dependability flying more than a million miles a day and serving 170 cities in 90 countries around the globe.

DC-10 机队每天飞行超过一百万英里，服务于全球 90 个国家的 170 个城市，展现了其可靠性。

The ad then ended with a place to write McDonnell Douglas to get more information.

广告随后结束，提供了一个地方写信给麦克唐纳·道格拉斯以获取更多信息。

The copy was good copy—very persuasive in terms of building confidence in the plane. And all this was presented by a former astronaut to add credibility. But it lacked an important opening that would have made the copy many times more effective.

这份副本很好——在建立对飞机的信心方面非常有说服力。所有这些都是由一位前宇航员展示的，以增加可信度。但它缺少了一个重要的开头，这会使副本的效果提高许多倍。

What if the ad had started out differently? If I were given the assignment of writing the ad, here’s the way it would go:

如果广告一开始就有所不同呢？如果我被分配写广告的任务，我会这样写：

Headline: DC-10’s Big Secret

标题：DC-10 的大秘密

Subheadline: You’ve heard a lot of bad publicity about the DC-10. But here’s something you may not have known.

副标题：你听到很多关于 DC-10 的负面宣传。但这里有一些你可能不知道的事情。

Byline: By Pete Conrad

作者：皮特·康拉德

Copy: It was horrible. When American Airlines flight 191 crashed at O’Hare in Chicago last May 25th, hundreds of people lost their lives in what was considered one of the worst plane crashes in American history. The plane—a DC-10.

它太可怕了。去年 5 月 25 日，美国航空公司 191 航班在芝加哥奥黑尔机场坠毁时，数百人在这次被认为是美国历史上最严重的飞机坠毁事件中失去了生命。飞机是一架 DC-10。

But as the facts emerged, it was learned that a series of coincidences resulted in a hydraulic malfunction that in all likelihood would never happen again. But it did happen. And in the subsequent weeks, a series of fail-safe systems were installed that make the DC-10’s hydraulic system among the safest of any jetliner.

但随着事实逐渐浮出水面，人们得知一系列巧合导致了一次液压故障，这种故障极有可能再也不会发生。但确实发生了。在随后的几周里，安装了一系列安全系统，使得 DC-10 的液压系统成为任何喷气式客机中最安全的之一。

In addition, two other recent crashes of DC-10s were determined to be totally not the fault of the airplane but of the pilots. But because of the negative publicity generated by the American Airlines crash and these other two crashes, we have been even more diligent. All airlines are required to give each DC-10 a complete inspection every 50 hours instead of the required 100 hours of flying. The plane’s hydraulic system is checked before each flight instead of waiting until a required inspection. And the plane’s structural system is checked not only by each mechanic but by the pilots themselves. You couldn’t fly a safer plane.

此外，另外两起 DC-10 最近的事故被判定并非飞机的过错，而是飞行员的责任。但由于美国航空公司的坠机事件以及这两起事故产生的负面宣传，我们变得更加勤奋。所有航空公司都必须每 50 小时对每架 DC-10 进行一次全面检查，而不是规定的每 100 小时飞行一次。在每次飞行前都会检查飞机的液压系统，而不是等到规定的检查时间。而且，飞机的结构系统不仅由每位机械师检查，飞行员也会亲自检查。你无法驾驶更安全的飞机。

Then I would pick up the copy from the existing ad so it would continue,

然后我会从现有的广告中获取副本，以便它继续

I’ve watched airplanes and spacecraft take shape for much of my adult life. I’m certain that nothing made to fly has ever been designed or built to more exacting standards than our DC-10.

我成年后的大部分时间都在观看飞机和宇宙飞船的制造过程。我确信，没有任何飞行器比我们的 DC-10 设计或建造得更加精确。

The rest of the original copy would follow. Do you see the difference? What I have done is to raise the real problem (or as I call it, the “objection”) and then resolve it. Conrad’s copy, which could easily go at the end of my ad, would then contribute to resolving the problem.

原文的其余部分将随后跟进。你看到了区别吗？我所做的是提出真正的问题（或者像我所说的，“反对意见”）然后解决它。康拉德的副本，原本可以放在我的广告末尾，现在将有助于解决问题。

After reading my version of the ad, you would leave with a positive feeling about both the company and the message. You would think, “That was a sincere effort to dispel those false impressions on the safety of the DC-10.” The message is an emotional presentation that shows concern, integrity and leadership.

阅读我的广告版本后，您会对公司和信息都留下积极的印象。您会想，“这是一次真诚的努力，旨在消除对 DC-10 安全性的错误印象。” 这条信息是一种情感化的展示，展现了关心、正直和领导力。

Now compare that with the way the ad was originally written, which might have left you with the sarcastic impression, “Sure it’s a safe plane. . . .” Or maybe, “They are just trying to cover themselves from all the heat they’ve been taking.”

现在将之与广告最初撰写的方式进行比较，这可能会给你留下讽刺的印象，“当然这是一架安全的飞机……”。或者，“他们只是在试图掩盖他们所承受的所有压力。”

Keep in mind that the copy they had was very good. They just left off the entire front end of the ad and were avoiding the real issue—the events that actually happened that prompted their ad. They just spent most of their copy resolving the objection without acknowledging and addressing it directly.

请注意，他们拥有的副本非常好。他们只是省略了整个广告的前端，并回避了真正的问题——实际上发生的事件，这些事件促使他们发布广告。他们只是大部分时间在解决反对意见，而没有直接承认和解决它。

The lesson to be learned here is to realize the importance of raising an objection, regardless of how embarrassing or detrimental it may seem, and then doing your best to resolve it. You’ll find that the public really appreciates your candor, honesty and frankness and will respond to your message in a positive way, whether it be to buy your product, to develop a good feeling about your company or, as in the case of the DC-10, to restore confidence in an airplane.

这里要吸取的教训是认识到提出异议的重要性，无论它看起来多么尴尬或有害，然后尽你所能去解决它。你会发现公众真的很欣赏你的坦率、诚实和直率，无论是对购买你的产品、对你的公司产生好感，还是像 DC-10 的情况一样，恢复对飞机的信心，他们都会以积极的方式回应你的信息。

Chapter 27

第 27 章

A More Stimulating Way

一种更具刺激性的方式

Even if you never wrote a piece of copy in your life, one look at this ad from Sony Video Communications and you would feel pretty much like the cartoon character shown in it. You’d feel like falling asleep.

即使你一生从未写过任何文案，只需一眼索尼视频通信的这则广告，你也会感觉自己就像广告中展示的卡通人物一样。你会感觉想要睡觉。

The advertising agency that created this ad probably thought they had a very clever idea. Their concept—show the contrast between typical types of boring communications and a new, more stimulating video presentation (new back in the mid-1970s when this ad appeared).

这则广告的创意广告公司可能认为他们有一个非常巧妙的想法。他们的概念——展示典型无聊沟通类型与一种新颖、更具刺激性的视频展示之间的对比（新颖之处在于 1970 年代中期这则广告出现时）。

In keeping with the theme, the headline in the ad was inadvertently boring in that it was hard to read with its dense capitalized type. The ad layout was boring. And finally, the copy was monotonous and did not follow many of my principles. So whoever created this ad was certainly being consistent with the theme in their presentation. It was boring.

与主题相符，广告中的标题无意中显得无聊，因为它的密集大写字体难以阅读。广告布局无聊。最后，文案单调，并未遵循我的许多原则。所以 whoever created this ad was certainly being consistent with the theme in their presentation. It was boring.

The theme of this ad was “boring.” They accomplished their goal.

这则广告的主题是“无聊。”他们达成了目标。

But being consistent while going in the wrong direction is not a great strategy, either. Very few people would want to read a boring ad. There are thousands of ad messages out there on a daily basis, and to stand out you need a message that grabs people’s attention and causes them to read your entire ad. And to get them to read your entire ad, you must use many of the techniques I’ve presented throughout this book, even if the ad you are creating is not a mail order ad.

但朝着错误的方向保持一致也不是一个好的策略。很少有人愿意阅读一个无聊的广告。每天都有数千条广告信息，要想脱颖而出，你需要一个能够吸引人们注意并让他们阅读你整个广告的信息。而要让他们阅读你整个广告，你必须使用我在这本书中介绍过的许多技巧，即使你创建的广告不是邮购广告。

In the Sony ad they are first trying to sell the concept of using video and then of using Sony video, once they have convinced their reader to try this new medium. My approach would have been to create a story of somebody who switched to video and saw a dramatic benefit—more sales, greater productivity or more awareness.

在索尼的广告中，他们首先试图推销使用视频的概念，然后是使用索尼视频，一旦他们说服读者尝试这种新媒体。我的方法会是创造一个故事，讲述某人转向视频并看到了显著的好处——更多销售、更高的生产率或更多的认识。

Here are the first few paragraphs to give you the sense of how the copy flowed. The ad had no subheadline, no cartoon caption and started out with a very long and boring first sentence.

以下是前几段内容，以让您了解文案的流畅感。广告没有副标题，没有卡通标题，开头是一句非常长且无聊的第一句。

Every day, American business spews forth a virtually endless stream of inter-office memos, conference reports, training manuals, brochures, telexes, phone calls, slide shows, letters, telegrams, direct mail pieces, annual reports, press releases and newsletters.

每天，美国商业机构都会发出几乎无穷无尽的内部备忘录、会议报告、培训手册、小册子、电传、电话、幻灯片演示、信件、电报、直邮材料、年度报告、新闻稿和通讯。

The average employee is deluged with communication.

平均员工被沟通淹没。

And there is no way of telling how much of it is either ignored, forgotten, misplaced or summarily disposed of.

无法确定其中有多少是被忽视、遗忘、错放或草率处理的。

In short, American business is in the throes of a vast and complex communication crisis.

简而言之，美国商业正陷入一场庞大而复杂的沟通危机。

A problem that today—in an age of shortened attention spans and heightened communications costs—cries out for an efficient and imaginative solution.

今天，在一个注意力持续时间缩短和通信成本增加的时代，一个需要高效和富有想象力的解决方案的问题。

The first sentence is too long and the copy is boring. But then again, isn’t “boring” the theme of the ad? (I’m being facetious.)

第一句话太长，内容无聊。但话又说回来，“无聊”不正是广告的主题吗？（我在开玩笑。）

The ad then tells how video is being used and what Sony has to offer the new and emerging industry. If you thought the first few paragraphs were boring, so was the rest of the copy. And since I get bored typing it into my computer for this book, I’m not going to include any more for you to read. Just trust me—it was boring.

广告接着讲述了视频的使用情况以及索尼为新兴行业提供的内容。如果你认为前几段很无聊，那么其余的文案也是如此。既然我觉得把这部分内容打字进电脑很无聊，我就不会把更多的内容提供给你阅读。相信我——它很无聊。

Chances are, unless you were totally interested in video communications and were actively searching for everything you could find on the subject, you wouldn’t even consider reading the entire ad.

可能性很大，除非你对视频通讯非常感兴趣并且积极搜索有关主题的所有信息，否则你甚至不会考虑阅读整个广告。

And here’s my final point. The ad was created by a professional ad agency using professional copywriters, layout artists and art directors. After reading this book, you could act as a consultant to that ad agency and improve its advertising by 1,000 percent and you may not even be a professional anything. The ability to write good advertising copy is not limited exclusively to professionals. Often even the most inexperienced person can write an incredibly effective ad. And certainly after reading this book, you can criticize even the most professionally prepared ads.

这里是我的最后一点。这个广告是由一家专业的广告公司制作的，使用了专业的文案撰写者、布局艺术家和艺术总监。阅读这本书后，你可以作为顾问为那家广告公司工作，并将其广告提高 1000%，而你甚至可能不是专业人士。撰写优秀广告文案的能力并不仅限于专业人士。通常，即使是经验最不足的人也能写出非常有效的广告。当然，在阅读这本书之后，你甚至可以批评那些最专业准备的广告。

Chapter 28

第 28 章

Magic Baloney

魔法胡说八道

This JS&A mail order ad for the Magic Stat thermostat basically tells a story but with a unique twist. The story starts out with us hating the product, and then as the story unfolds, the product takes a quantum leap in our approval to become the best product on the planet. How I get there is an interesting process.

这则 JS&A 的 Magic Stat 恒温器邮购广告基本上讲述了一个故事，但有一个独特的转折。故事一开始是我们讨厌这个产品，然后随着故事的发展，产品在我们的认可中实现了量子飞跃，成为地球上最好的产品。我如何达到这个地步是一个有趣的过程。

First I realized that the number one drawback in purchasing a thermostat is the installation. It’s not one of those things that consumers relate to. It could be dangerous handling all those wires and there’s a lot of extra expense in having an installer put one in. So one of the first good features we finally like in our story is the ease of installation. In short, we recognize that consumers don’t like to be bothered with installation and we hit this feature early in the ad.

首先我意识到购买恒温器的最大缺点是安装。这不是消费者会联想到的事情。处理那么多电线可能会有危险，而且安装工安装时会有很多额外费用。所以，我们故事中最初喜欢的一个好功能就是安装简便。简而言之，我们认识到消费者不喜欢被安装所困扰，我们在广告中早早地提到了这个特点。

I brought out the worst aspects of this product and turned them around.

我揭露了这款产品的最糟糕方面，并使其得到改善。

The copy itself raises many objections—the case design, the look of it and even the name. We realized that these would be some of the same objections consumers would raise when they looked at the product. And we resolved them one by one as we floated through the copy.

该复制品本身引起了许多异议——案件设计、外观甚至名称。我们意识到，这些将是消费者在查看产品时可能会提出的一些相同异议。我们在撰写文案的过程中逐一解决了这些问题。

A good portion of the copy explained in a light sort of way the features of the product. And then near the end we built up the company selling us the product to add credibility and make the consumer feel more secure. Our competition, after all, was Honeywell—a company with an established name and reputation.

大部分文案以轻松的方式解释了产品的特点。然后，在接近结尾时，我们构建了销售该产品的公司，以增加可信度并让消费者感到更加安心。毕竟，我们的竞争对手是霍尼韦尔——一家有着良好声誉的公司。

The Magic Stat ad ran in print for almost three years starting in 1983 and made the product into a very successful brand name. The company eventually was sold to Honeywell.

《魔法统计》广告从 1983 年开始在印刷媒体上播出，几乎持续了三年，使该产品成为一个非常成功的品牌名称。公司最终被霍尼韦尔收购。

The following is the complete text of the ad:

以下为广告的完整文本：

Headline: Magic Baloney

标题：魔法胡说八道

Subheadline: You’ll love the way we hated the Magic Stat thermostat until an amazing thing happened.

副标题：直到发生了一件惊人的事情，我们才不再讨厌 Magic Stat 恒温器。

Caption: It had no digital readout, an ugly case and a stupid name. It almost made us sick.

标题：它没有数字显示屏，外壳难看，名字愚蠢。它几乎让我们感到恶心。

Copy: You’re probably expecting our typical sales pitch, but get ready for a shock. For instead of trying to tell you what a great product the Magic Stat thermostat is, we’re going to tear it apart. Unmercifully.

您可能期待我们典型的销售说辞，但准备好惊讶吧。因为我们不是试图告诉您 Magic Stat 恒温器是一款多么出色的产品，而是要无情地将其拆解。

When we first saw the Magic Stat, we took one look at the name and went, “Yuck.” We took one look at the plastic case and said, “How cheap looking.” And when we looked for the digital readout, it had none. So before the salesman even showed us how it worked, we were totally turned off.

当我们第一次看到魔法统计时，看了一眼名字就心想，“呸。”再看了一眼塑料外壳，说，“看起来好便宜。”而且当我们寻找数字显示屏时，它一个都没有。所以甚至在销售员向我们展示它是如何工作之前，我们就完全失去了兴趣。

REAL LOSER

真正的失败者

So there it was—at first blush a real loser. But wait, we did find one good feature—a feature that led us to a discovery. The Magic Stat installs in a few minutes and no serviceman is required. Thermostat wires in your wall follow standard color codes. So when you install Magic Stat, you attach the red wire to the red location and the white to the white. That’s play school stuff. And it’s safe. Conventional thermostats installed over the past 20 years are generally only 24 volts, so you can either turn off the power or work with the “live” wires without fear.

所以，一开始看起来确实是个失败者。但等等，我们确实发现了一个优点——这个优点引导我们做出了发现。魔法统计安装只需几分钟，无需技术人员。您墙上的恒温器电线遵循标准颜色代码。因此，当您安装魔法统计时，将红色电线连接到红色位置，将白色电线连接到白色位置。这只是幼儿园的东西。而且它是安全的。过去 20 年安装的传统恒温器通常只有 24 伏，所以您可以选择关闭电源或与“带电”电线一起工作，无需担心。

OK, LET’S TEST IT

好的，我们来测试一下

The Magic Stat installation was so easy that the least we could do was test it. And that’s when we made an incredible discovery. We discovered that the Magic Stat was probably the most consumer-oriented, technologically-advanced and most sophisticated thermostat ever developed on the face of this earth and in our galaxy for all times ever. What made us switch from hating the thing to loving it? Read the following:

魔法统计安装非常简单，我们至少可以测试一下。就在那时，我们做出了一个惊人的发现。我们发现，魔法统计可能是地球上和我们的银河系中所有时代最以消费者为导向、技术最先进和最复杂的恒温器。是什么让我们从讨厌它转变为热爱它？请看以下内容：

The Magic Stat has six setback settings per day and a seven day program. That means that you could set it for 70 degrees when you get up in the morning, drop the temperature to 54 degrees when you go to work, raise it to 68 degrees when you return for dinner, raise it up to 70 degrees after dinner as you watch TV and then drop it down to 62 degrees when you go to sleep. Count them—five settings with one to spare.

魔法统计每天有六个回退设置和一个七天程序。这意味着你可以在早上起床时将其设置为 70 度，上班时将温度降至 54 度，晚餐时将其提高到 68 度，晚餐后看电视时将其提高到 70 度，然后在你睡觉时将其降至 62 度。数一数——五个设置还多一个。

In one day the Magic Stat is programmed for the whole week and for the weeks to come. If you want a different schedule for weekends, you can individually program the thermostat for those days, too. “Big deal,” you might think. “What’s so great about that?” Read on.

一天内，魔法统计器被编程用于整个星期以及接下来的几周。如果您想要周末有不同的日程，也可以单独编程这些天的恒温器。“那又怎样？”你可能想。 “这有什么了不起的？”继续阅读。

You set most electronic setback thermostats to the time you want the furnace to go on in the morning, so when you wake up, your room is once again warm. But what if one morning it’s bitter cold outside and the next morning it’s much warmer? This means that setting your furnace to go on at the same time may, on one morning, leave you cold and on the next morning cause you to waste energy by warming up your house too soon.

您将大多数电子倒计时恒温器设置为您希望锅炉在早上开启的时间，这样当您醒来时，您的房间再次变暖。但如果是外面很冷的一个早晨，而第二天早晨又很暖和呢？这意味着将锅炉设置为同一时间开启，可能会在某个早晨让您感到寒冷，第二天早晨又可能导致您过早地加热房屋而浪费能源。

By golly, the Magic Stat has everybody beat on this one too. Throughout the night it senses and computes the drop in temperature and the time it will take to get your room to your exact wake-up temperature. So if you want to wake up at 7 AM to 70 degrees—that’s the temperature you’ll wake up to every time. Because it’s a patented concept, no other thermostat has this feature. But wait. There is also a patent on the setting feature.

哎呀，这个魔法统计器在这一方面也打败了所有人。整夜它都在感知和计算温度下降以及将房间温度调节到您设定的唤醒温度所需的时间。所以，如果您想在早上 7 点醒来，房间温度是 70 度——每次醒来都是这个温度。因为它是一个专利概念，没有其他恒温器有这个功能。但是等等。设置功能也有专利。

SIMPLE TO SET

简单设置

To set the thermostat, you press just one button. A small LED light scans the temperature scale until you reach your desired temperature and then you release the button. You change the temperature naturally, throughout the day, up to six times. The unit responds and remembers that exact living pattern. The present temperature is displayed by a glowing red LED on the scale.

设置恒温器，您只需按一个按钮。一个小型 LED 灯扫描温度刻度，直到您达到所需的温度，然后释放按钮。您可以在一天中自然地更改温度，最多可达六次。该设备会响应并记住这种精确的生活模式。当前温度通过刻度上发光的红色 LED 显示。

The system also computes the ideal length the furnace should stay on to keep the temperature within a range of plus or minus one and one-half degrees. A battery backup lets you keep your stored program in its memory so power outages as long as eight hours won’t let your unit forget. And if something happens and your power is out for a few days, the unit will automatically maintain 68 degrees when the power is restored.

系统还会计算炉子应该保持开启的理想时长，以保持温度在正负一又二分之一度范围内。电池备份让您可以将存储的程序保存在其内存中，因此长达八小时的断电也不会让您的设备忘记。如果发生意外，您的电力中断几天，设备在电力恢复时将自动维持 68 度。

Quite frankly, we were so impressed with the unit, its ease of installation and setting plus its many energy-saving features, we seriously considered advertising it until we realized that our customers would probably not want to trust their future comfort to a product called Magic Stat. What if something went wrong with the unit? How substantial was this Magic Stat outfit? Remember, a thermostat is something you live with as long as you live in your home, and they’re supposed to last ages. After all, your comfort depends on it.

坦白说，我们对这个单元印象深刻，它的安装和设置非常简单，而且它有很多节能功能，我们认真考虑过宣传它，直到我们意识到我们的客户可能不会希望将未来的舒适度托付给名为“魔法统计”的产品。如果这个单元出了问题怎么办？这个“魔法统计”套装有多可靠？记住，恒温器是你住在家里就要与之共度一生的东西，它们应该能持久耐用。毕竟，你的舒适度取决于它。

Well, we did our homework. We found the company to be a sound, well-financed organization. They have been in business for several years, and they back their products with a three-year limited warranty. In addition, the company has a policy of buying back your unit in one year if you haven’t saved its full cost in energy savings. We were satisfied with the company, the people, the product, its incredible features, the company’s commitment to the product and above all, the energy savings.

我们做了我们的作业。我们发现这家公司是一家稳健、资金充裕的组织。他们已经营业多年，并为他们的产品提供三年有限保修。此外，如果一年内你没有节省下全部能源成本，公司会回购你的设备。我们对这家公司、这些人、这个产品、其令人难以置信的功能、公司对产品的承诺以及最重要的是能源节省感到满意。

We are so impressed now with the Magic Stat that we’re going to make buying one irresistible. Buy one from us for only $79. Install it yourself in a few minutes or hire a handyman to install it. Or order the new deluxe unit for $99 with the exact same features as the regular model, but with a beautiful new case.

我们对 Magic Stat 印象深刻，现在购买一个几乎无法抗拒。只需 79 美元即可从我们这里购买。自己安装只需几分钟，或者雇佣一个熟练工人来安装。或者订购售价 99 美元的新豪华单元，它具有与标准型号完全相同的功能，但拥有一个美丽的新外壳。

Then enjoy the savings this next winter. Not only will you save up to 30% on your heating bills, but you’re eligible for the 15% energy tax credit. Then if you’re not absolutely in love with this product one year later, return it to JS&A. You’ll get all your money back and you can reinstall your old thermostat.

然后享受下一个冬季的节省。你不仅可以在供暖账单上节省高达 30%，而且有资格获得 15%的能源税收抵免。然后，如果你在一年后仍然对这个产品不满意，可以将其退回 JS&A。你可以全额退款，并重新安装你的旧恒温器。

REALIZE SAVINGS

实现节省

But we’re counting on a few things. First, you will realize an energy savings and a comfort that will far surpass what you are currently experiencing. Secondly, you probably will sleep better breathing cooler air yet wake up to just the right temperature.

但我们寄希望于几件事情。首先，您将实现能源节约和舒适度，这将远远超过您目前所体验的。其次，您可能会在呼吸更凉爽的空气时睡得更好，醒来时温度恰到好处。

Beauty is only skin deep and a name doesn’t really mean that much. But we sure wish those guys at Magic Stat would have named their unit something more impressive. Maybe something like Twinkle Temp.

美丽只是肤浅，名字也并不真正意味着什么。但我们确实希望那些在 Magic Stat 的人能给他们的单位起一个更有影响力的名字。也许像 Twinkle Temp 这样的名字。

To order, credit card holders call toll free and ask for product by number below or send check plus $4 delivery for each unit ordered.

订购时，持卡人可拨打免费电话，按以下编号询问产品，或发送支票加每件订单$4 的运费。

Magic Stat (0040C) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .$79

魔法统计（0040C）...... ...... ...... ...... ...... ...... ...... ...... . $79

Deluxe Magic Stat (0041C) . . . . . . . . . . . . . . . . . . . . . . . . . . . 99

豪华魔法状态（0041C）...... ...... ...... 99

The ad drew your attention and brought you into the copy with the way I knocked the product. Your question might have been, “What’s the gimmick? Why is he knocking the product?”

广告吸引了你的注意，并以我介绍产品的方式让你进入了正文。你可能想知道：“这个花招是什么？他为什么要敲打这个产品？”

You started to read the ad. And then you discovered the one feature that we liked, which happened to be installation—the most difficult obstacle we had to overcome in selling this product.

你开始阅读广告。然后你发现了我们喜欢的一个特性，恰好是安装——我们在销售这款产品时必须克服的最困难障碍。

From then on selling the Magic Stat was all downhill as if on a slippery slide. Once we had the product installed, we could then discover its great features, raise and resolve the remaining objections (the name and the appearance) and then sell all the product’s benefits. And indeed we did for more than three years.

从那时起，销售魔法统计软件就像在滑梯上一样一路下滑。一旦我们安装了产品，我们就可以发现它的出色功能，提出并解决剩余的异议（名称和外观），然后销售产品的所有好处。事实上，我们这样做了三年多。

Chapter 29

第 29 章

Pet Plane

宠物飞机

At JS&A we had three corporate aircraft. Like having a lot of cars, you can fly only one airplane at a time. So I decided to get rid of the plane I used the least—my Aerostar.

在 JS&A 公司，我们有三架企业飞机。就像有很多车一样，你一次只能飞一架飞机。所以我决定卖掉我使用最少的那架飞机——我的 Aerostar。

I paid close to $240,000 for it and everybody told me that it was now worth only $190,000 at best. I couldn’t believe this fine aircraft had dropped so much in value, so I decided to take out a single ad in the AOPA Pilot—one of the private pilot magazines—and find out if I could get my asking price.

我为此支付了近 24 万美元，每个人都告诉我它最多只值 19 万美元。我无法相信这架优秀的飞机价值下降如此之多，所以我决定在 AOPA 飞行员杂志上刊登一则广告——这是一本私人飞行员杂志——看看我是否能得到我的要价。

The basic format of the ad was a story about my lack of use of the airplane and my concern for our mechanic/pilot Dave. And I use the story to weave in all the good features of the plane. Then, at the end, to add a little humor, I offered to give away a small steer to anybody who buys the plane. I finished the ad with a classic ending. In this ad the humor worked. My Aerostar sold quickly for $240,000—I got back exactly what I paid for it minus the cost of the ad, around $5,000. It was well worth the effort. Humor can work if it is done in a friendly sort of way. In essence I was poking fun at myself, but the serious message of the ad didn’t get overlooked. And, remember, I only needed to sell one to break even.

广告的基本格式是一个关于我很少使用飞机以及我对我们的机械师/飞行员 Dave 关心的故事。我用这个故事穿插了飞机的所有优点。然后，在结尾处，为了增加一点幽默感，我提出如果有人购买这架飞机，就送一个小方向盘。我用一个经典的结尾结束了广告。在这则广告中，幽默起到了作用。我的 Aerostar 以 24 万美元的价格迅速售出——我得到了我支付的全部金额减去广告费用，大约 5000 美元。这完全值得付出的努力。如果以友好的方式来做，幽默可以发挥作用。本质上，我是在自嘲，但广告的严肃信息并没有被忽视。记住，我只需要卖出这一架飞机就能持平。

They said I’d never get my asking price, but it took only one customer.

他们说我不可能得到我要求的价钱，但只用了一个大客户。

Headline: Pet Plane

标题：宠物飞机

Subheadline: This advertisement has not been paid for by Piper nor do I own any Piper stock.

副标题：这条广告不是由皮珀支付的，我也不持有任何皮珀股票。

Byline: By Joseph Sugarman, President, JS&A Group, Inc.

作者：约瑟夫·沙格曼，JS&A 集团总裁

Copy: I am a proud owner of a 1978 Aerostar 601P and have decided to sell it despite serious reservations.

我是一名自豪的 1978 年 Aerostar 601P 车主，尽管有严重顾虑，我还是决定出售它。

I bought 296PA in April of 1978. It was one of the last ones produced by Ted Smith before Piper bought the company. I also hired a full-time mechanic, Dave, who did nothing but keep the ship gleaming and in perfect flying condition.

我于 1978 年 4 月购买了 296PA。这是泰德·史密斯在派珀公司收购之前生产的最后几架之一。我还雇佣了一位全职机械师戴夫，他唯一的工作就是保持飞机光亮如新，处于完美飞行状态。

Instead of flying the Aerostar, Dave and I ended up flying the other corporate planes—our Grumman Tiger and our Beechcraft Bonanza—while the Aerostar was hangared, polished and looking pretty.

我们没开 Aerostar，而是开起了其他公司飞机——我们的格鲁门虎式和比奇邦尼萨——因为 Aerostar 停放在机库中，被打磨得光亮，看起来很漂亮。

In two full years, Dave and I have only put 350 hours on our pet plane—a lot less time than can justify owning this fine ship.

在整整两年里，我和 Dave 只在我们心爱的飞机上投入了 350 小时——这远远不足以证明拥有这艘精美船只的合理性。

DAVE IS A FARMER

DAVE 是一位农民

Dave is also a farmer. In his early years he plowed the fields and milked cows at his parents’ farm in Illinois. Dave has always loved the farm—almost as much as Dave loves flying.

Dave 也是一个农民。在他早年，他在伊利诺伊州父母的农场耕田挤牛奶。Dave 一直热爱农场——几乎和他热爱飞行一样。

In July of this year, Dave and I were talking. We weren’t using the Aerostar enough to justify keeping it, yet Dave, a loyal, hardworking and excellent mechanic, would not have enough to keep him busy to continue working for JS&A if we sold it and he only had the other two planes to work on.

今年七月，我和 Dave 在聊天。我们并没有充分利用 Aerostar，以至于无法证明保留它的必要性，然而 Dave 是一位忠诚、勤奋且出色的机械师，如果我们卖掉它，他只有另外两架飞机可以工作，那么他就不会有足够的工作来继续为 JS&A 工作。

I personally love flying too. I am an instrument-rated commercial pilot with a multi-engine rating. Unlike Dave, I was born in the big city. I didn’t know what it was like to raise crops or work on a farm.

我本人也喜欢飞行。我是一名持有仪表等级的商业飞行员，拥有多引擎等级。与 Dave 不同，我出生在大城市。我不知道种植作物或从事农场工作的感觉是什么样的。

DAVE GETS THE WORD

Dave 得到发言权

I sat Dave down and told him that I was planning to sell 296PA and I asked him if he wouldn’t mind going back to the farm. My idea was simply to buy a farm with the proceeds from the sale of the Aerostar, put in a landing strip and a small hangar, and Dave and his family could raise crops while he wasn’t working on the other two planes.

我让 Dave 坐下，告诉他我打算卖掉 296PA，并问他是否介意回去农场。我的想法就是用卖掉 Aerostar 的钱买下一个农场，建一个跑道和一个小机库，这样 Dave 和他的家人可以在他忙于其他两架飞机时种植庄稼。

Dave loved the idea, so I decided to part with our Aerostar and offer it for sale in this advertisement.

Dave 喜欢这个主意，所以我决定放弃我们的 Aerostar，并在本广告中出售。

296PA is a fully pressurized light twin that gets an amazing 28 gallons per hour at a realistic cruise speed of 200 knots. It was aerodynamically designed to take jet engines, but its designer settled for two 290 HP Lycoming engines which provide great speed and fuel efficiency.

296PA 是一款全压轻型双发飞机，在 200 节的实际巡航速度下，每小时可达到惊人的 28 加仑。它被设计成可以搭载喷气发动机，但设计师选择了两台 290 马力莱康明发动机，这些发动机提供了出色的速度和燃油效率。

ADVANCED AVIONICS

高级航空电子设备

The avionics on the airplane remind me of many of the fine products our company sells. The fully computerized Bendix 2000 system includes radar, R-Nav, DME, a radar altimeter plus all the goodies we could possibly put on the beautiful panel. There’s an auxiliary hydraulic pump, surface de-ice plus a flight phone. The plane had to be fully equipped—after all, my reputation demanded it.

飞机上的航空电子设备让我想起了我们公司销售的许多优质产品。完全电脑化的贝内克斯 2000 系统包括雷达、R-Nav、DME、雷达高度表以及我们可能放在美丽面板上的所有好东西。还有一个辅助液压泵、除冰装置以及一个飞行电话。这架飞机必须配备齐全——毕竟，我的声誉要求如此。

A comparably equipped 1980 Aerostar currently sells for over $350,000 and doesn’t look nearly as pretty.

与 1980 年的 Aerostar 相比，目前售价超过 35 万美元，但外观并不那么漂亮。

Our Aerostar was a Ted Smith original—built by dedicated craftsmen who took great pride in their work. But with any new plane, there are always small bugs that surface. The JS&A Aerostar is so debugged that we doubt you’ll see one soon. Dave spent an enormous amount of time tightening, greasing, cleaning and examining every system in the plane. In addition to 100 hour inspections, Dave conducted 50 hour inspections. In addition to yearly inspections, Dave conducted semi-annual inspections. And if I mentioned I heard a strange creak on the plane, Dave would be there for days decreaking the plane.

我们的 Aerostar 是特德·史密斯原创的——由那些对自己工作充满自豪的工匠们建造。但任何新飞机都难免会有一些小问题出现。JS&A Aerostar 经过如此多的调试，我们怀疑您很快就能看到。戴夫花了大量时间拧紧、润滑、清洁并检查飞机上的每一个系统。除了 100 小时检查外，戴夫还进行了 50 小时检查。除了年度检查外，戴夫还进行了半年检查。而且如果我说我听到飞机上有个奇怪的吱嘎声，戴夫就会在那里几天来消除那个吱嘎声。

In short, 296PA is a beautiful, fully-equipped airplane that has been hangared and well taken care of for its short two-year life. And it’s for sale.

简而言之，296PA 是一款美丽、设备齐全的飞机，在短短两年的使用寿命中得到了妥善的保管和维护。现在它正在出售。

JS&A is offering our 601P for only $240,000 complete (sales tax has already been paid on the plane) plus no postage or handling. It’s a genuine bargain that really has to be seen to be appreciated. Dave hangars the plane at the Waukegan airport, north of Chicago, and would be happy to arrange a showing. Simply call our toll-free number below to set up an appointment.

JS&A 提供我们的 601P 仅需 240,000 美元（飞机的税费已支付）加上无邮费或处理费。这真的是一个必须亲眼看到才能体会到的超值交易。Dave 将飞机停放在芝加哥北部的 Waukegan 机场，并乐意安排展示。只需拨打以下免费电话号码预约即可。

If you’re not interested in our Aerostar but would like one of our most recent catalogs, call us on our toll-free number or drop us a line too. JS&A is America’s largest single source of space-age products and I’d be anxious to have fellow pilots as our customers.

如果您对我们的 Aerostar 不感兴趣，但想获取我们最新的目录，请拨打我们的免费电话或给我们发邮件。JS&A 是美国最大的太空时代产品单一来源，我很期待有飞行员成为我们的客户。

Dave has been looking at a lot of farms lately and is really excited about getting back into farming. And, of course, I’m anxious to sell my Aerostar so I could own a farm and keep a loyal employee happy and productive.

Dave 最近一直在看很多农场，对重新开始务农感到非常兴奋。当然，我急于卖掉我的 Aerostar，以便我能拥有一座农场，让忠诚的员工保持快乐和高效。

And if somebody purchases my Aerostar from this ad, I’ll also throw in, free of charge, a steer from our new farm. After all, as any airplane salesman will tell you, it’s hard to sell a plane without a little bull. Call early and see my Aerostar, today.

如果有人通过这条广告购买我的 Aerostar，我还将免费赠送一头来自我们新农场的公牛。毕竟，正如任何飞机销售员都会告诉你的，没有一头小牛是很难卖掉飞机的。请尽早来电，今天来看我的 Aerostar。

As I mentioned, the plane sold very quickly. And for the asking price. It was only later, after a call from the FBI, that I discovered the plane was used for running drugs from South America and had been confiscated.

正如我提到的，这架飞机卖得非常快。而且是以要价的价格。只是在后来，接到 FBI 的电话后，我才发现这架飞机曾用于从南美洲走私毒品，并且已被没收。

Chapter 30

第 30 章

Mail Order Mansion

邮件订购豪宅

After my success with the airplane, I had a chance to really push the mail order envelope. Could I sell a $6 million home? The exposure might find one buyer—just as it did with my airplane—and all I needed was one buyer.

在我成功制造飞机之后，我有机会真正地推动邮购业务。我能卖掉一套 600 万美元的房子吗？这样的曝光可能会吸引一个买家——就像我的飞机一样——而我只需要一个买家。

So in 1987 I created the ad as a complete story almost all the way to the end. The marketing strategy was to offer the house or a video. If the house didn’t sell, maybe I would sell enough videos to cover the space costs. But I didn’t sell enough videos and the ad was a loss, as the house did not sell, either.

所以，在 1987 年，我把广告制作成一个完整的故事，几乎到了结尾。营销策略是提供房子或视频。如果房子卖不出去，也许我能卖出足够的视频来覆盖空间成本。但我没有卖出足够的视频，广告亏损了，房子也没有卖出去。

We accepted Visa, MasterCard and American Express. And even Japanese yen.

我们接受维萨卡、万事达卡和美国运通卡。甚至日元。

Headline: Mail Order Mansion

标题：邮购豪宅

Caption: It looked like a setup to me.

标题：在我看来，这像是一场安排好的表演。

Subheadline: It’s only 6 million dollars and comes complete with swimming pool, tennis court and a breathtaking view.

副标题：仅需 600 万美元，附带游泳池、网球场和令人叹为观止的景色。

Byline: By Joseph Sugarman

作者：约瑟夫·沙格曼

Copy: Have I got a deal. And even if you don’t buy this home, you’ll love the story.

我有一笔好交易。即使你不买这栋房子，你也会喜欢这个故事。

It all started with an invitation. I was invited by one of the top real estate developers in the country to attend a party at his home in Malibu, California. I didn’t know why. All the developer would say is, “Just come.”

这一切始于一份邀请。我被这个国家顶尖的房地产开发商之一邀请，参加他在加利福尼亚州马里布的家中举办的派对。我不知道为什么。开发商只说：“就来吧。”

The jet was waiting for me at O’Hare Airport in Chicago and his chauffeur-driven limousine met me at Los Angeles for the drive to Malibu. It was class all the way.

喷气式飞机在芝加哥奥黑尔机场等我，他的豪华轿车在洛杉矶接我前往马里布。一路上都是上流社会。

When I drove up to the home, there was a party going on. Rolls-Royces were lined up everywhere and the noise and music from the house made it clear that something special was going on.

当我开车到那所房子时，那里正在进行派对。劳斯莱斯整齐地排列在各个地方，房子里传出的噪音和音乐清楚地表明正在发生一些特别的事情。

VERY FAMOUS GUESTS

非常著名的客人

After I entered and was introduced to the host and his wife, they took me around and introduced me to some of their guests. “This is Joe Sugarman, that famous mail order copywriter who writes all those interesting mail order ads.”

在我进入并被介绍给主人及其妻子后，他们带我四处转了转，并向我介绍了一些他们的客人。“这位是乔·萨格曼，那位著名的邮件订购文案作家，他写了所有那些有趣的邮件订购广告。”

I met a famous movie star, a nationally famous sports broadcaster, a soap opera TV star, a few famous baseball players and two famous California politicians. I recognized everybody and a few even knew who I was. In fact, some of them were my customers. But why was I there? I still didn’t know.

我遇到了一位著名电影明星、一位全国知名的体育解说员、一位肥皂剧电视明星、几位著名的棒球运动员和两位著名的加利福尼亚政治家。我认出了所有人，甚至有些人还知道我是谁。事实上，他们中的一些人是我的客户。但为什么我在那里？我仍然不知道。

I had a chance to look around the house. Now I’ve seen beautiful homes in my life but this one had to be the most impressive I’ve ever seen. First, it was on top of a 90 foot bluff overlooking a sandy beach and the Pacific Ocean. Secondly, it was night and I could see the entire shoreline of Los Angeles. It was as if I were on a cruise ship at sea and I could look over the Pacific and back at the city.

我有机会环顾这座房子。现在我已经见过我一生中美丽的家园，但这个房子必须是我见过的最令人印象深刻的一个。首先，它位于一个 90 英尺高的悬崖上，俯瞰着沙滩和太平洋。其次，是夜晚，我能看到洛杉矶的整个海岸线。就像我站在一艘海上游轮上，可以俯瞰太平洋，又能回望这座城市。

Then I recognized the cliff. Was this the site of the most publicized wedding in show business where seven helicopters hovered above taking pictures? I found out later that it was.

然后我认出了悬崖。这是否是娱乐圈中最受瞩目的婚礼现场，七架直升机在上空盘旋拍照？后来我得知确实如此。

The home took complete advantage of the view. Practically every room faced the ocean. And the sliding glass doors completely opened so you had an unobstructed view of the ocean—no partitions, no supporting beams.

这栋房子充分利用了景观。几乎每个房间都面向大海。滑动玻璃门完全打开，你可以毫无遮挡地欣赏大海——没有隔断，没有支撑梁。

The sound that filled the house with music first appeared to be live. But later I found that the home had the best acoustics ever designed into a personal residence with a sound system that rivaled a recording studio. And what a personal residence.

这所房子里充满音乐的声响最初看起来像是现场表演。但后来我发现，这所住宅拥有史上最佳的声学设计，其音响系统可与录音室相媲美。真是一处私人住宅。

There was a sunken tennis court, a swimming pool, whirlpool bath and solid state electronic lighting system that was controlled from any place in the house. The ceilings were 25 feet high and the interior decor was so tastefully done that I could easily understand why it won all sorts of awards. But why was I here? Why were all my expenses paid for? Then I found out.

这里有一个下沉式网球场、游泳池、漩涡浴缸和固态电子照明系统，可以从房子的任何地方控制。天花板高达 25 英尺，室内装饰品味极高，我很容易理解它为何赢得了各种奖项。但为什么我在这里？为什么所有的费用都由我来支付？然后我发现了。

The developer and his wife set me up in one of the five bedrooms and after the guests had left invited me into the living room. “Joe, the reason we’ve invited you here is that we want you to write an advertisement to sell our house. You’re one of the nation’s top copywriters, and since this house is an award-winning world-class residence, we wanted a world-class copywriter to do it justice.”

开发商和他的妻子把我安排在五间卧室中的一间，客人离开后，邀请我进入客厅。“乔，我们邀请你来这里的原因是，我们想让你写一则广告来卖掉我们的房子。你是全国顶尖的文案作家之一，而这所房子是一处获奖的世界级住宅，我们希望有一位世界级的文案作家来为它增色。”

Now I’ll admit, I was flattered. “But I’m a mail order copywriter. How could I possibly sell a house this expensive?”

现在我承认，我感到很受宠若惊。“但我是一名邮件订单文案撰写人。我怎么能卖掉这么贵的房子呢？”

VERY SPECIAL

非常特别

“Easy,” replied the developer. “By its value. This property is very special. It’s on a peninsula that sticks out of the curved part that faces Los Angeles. When you look from the cliff you see Los Angeles as if it were rising out of the ocean. And because we are on a point, we do not get the harsh winds off the ocean but rather gentle breezes all year long. The property itself is so valuable that our next door neighbor paid close to 9 million dollars for his one bedroom house.”

“简单，”开发者回答。“根据它的价值。这个属性非常特殊。它位于一个伸出到面对洛杉矶的弯曲部分的海角上。当你从悬崖上看，你会看到洛杉矶仿佛是从海洋中升起的。而且因为我们位于一个尖端，我们不会受到来自海洋的猛烈风，而是一年四季都有轻柔的海风。这个属性本身非常宝贵，以至于我们的隔壁邻居为了他的一个卧室的房子支付了近 900 万美元。”

I was starting to feel uneasy. “I’m sorry, but there’s no way I can sell your home. I refuse to write anything except under my own company name. And I’m not in the real estate business.” But the developer persisted.

我开始感到不安。“很抱歉，但我无法卖掉你的房子。我只愿意以自己的公司名义写东西。而且我并不从事房地产业。”但开发商坚持己见。

“Joe, you really can be. This house is an investment. There’s a lot of foreign money out there. And all it takes is that special person looking for a celebrity-status world-class home on one of the best sites in America and presto, it’s sold.”

Joe，你真的可以做到。这栋房子是一笔投资。外面有很多外国资金。只需要那个寻找名人地位的世界级住宅的特殊人物出现在美国最好的地段之一，瞬间就卖掉了。

FINAL REFUSAL

最终拒绝

I refused and it was my final refusal. “I’m sorry, I cannot sell anything without a 30 day return privilege. My customers all have the opportunity to return anything we sell them for a prompt and courteous refund. And then there’s the credit card issue. We make it easy for them to purchase with either Master Card, Visa or American Express.”

我拒绝了，这是我最后的拒绝。“很抱歉，没有 30 天退货权，我无法出售任何商品。我的所有客户都有机会退回我们出售的任何商品，以获得迅速而礼貌的退款。然后还有信用卡问题。我们让他们用万事达卡、维萨卡或美国运通卡购买变得很容易。”

Well, the rest is history. I am indeed offering the house for sale. Please call me at (312) 564-7000 and arrange for a personal showing. Then I urge you to buy it. We accept Visa, Master Card, American Express, American dollars, Japanese Yen or any negotiable hard currency.

嗯，其余的都是历史。我确实在出售这所房子。请拨打（312）564-7000 联系我，安排私人看房。然后我强烈建议你购买它。我们接受维萨卡、万事达卡、美国运通卡、美元、日元或任何可议价的硬通货。

After you buy the home, live in it for 30 days. Enjoy the spectacular view, walk on the beautiful beaches, experience the spacious living. If, after 30 days, you aren’t completely satisfied, return the home to the original owner for a prompt and courteous refund.

购买房屋后，居住 30 天。享受壮丽的景色，漫步在美丽的海滩上，体验宽敞的生活空间。如果在 30 天后您仍然不满意，请将房屋退还给原始业主，以获得及时和礼貌的退款。

The developer and his wife are thrilled that I am selling their home. They realize that the mail order business is a lot different than the real estate business and are willing to compromise. But don’t you compromise. If you truly are one of those rare people in search of a spectacular home on the best location in America, call me personally at no obligation, today.

开发商和他的妻子对我出售他们的房子感到非常高兴。他们意识到邮购业务与房地产业务有很大不同，并且愿意妥协。但你不应该妥协。如果你真的是那些在寻找美国最佳位置上的绝佳住宅的罕见人士之一，今天请无负担地亲自给我打电话。

PS: If you don’t have time for the showing, please order a video tape of the home. (Please refer to product number 7077YE.) Send $20 plus $3 postage and handling to the address below or credit card buyers call our toll-free number below.

PS: 如果您没有时间观看，请订购一套该房子的录像带。（请参考产品编号 7077YE。）将 20 美元加上 3 美元的邮费和手续费寄至以下地址，或信用卡买家拨打以下免长途费电话号码。

Malibu Mansion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $6,000,000

马里布豪宅………………………………………………………………………600 万美元

As I mentioned, the house did not sell. And, as a matter of fact, we didn’t sell enough videos to break even, either. But that was part of the risk I was willing to take. We did get a lot of publicity from the ad including an invitation to appear on the David Letterman show, which I declined.

正如我提到的，房子没有卖出去。实际上，我们也没有卖出足够的视频来持平，也没有。但那是我愿意承担的风险的一部分。我们确实从广告中获得了很多宣传，包括被邀请出现在大卫·莱特曼的节目中，但我拒绝了。

I also got a call from the Disney estate asking me if I would sell Walt Disney’s old home in the same fashion I offered the Mail Order Mansion. I didn’t accept the opportunity, as one crazy real estate ad was enough for me.

我也接到迪士尼遗产的电话，询问我是否愿意以同样的方式出售沃尔特·迪士尼的旧宅，就像我提供的邮购豪宅一样。我没有接受这个机会，因为一个疯狂的房地产广告对我来说已经足够了。

Chapter 31

第 31 章

Hungarian Conspiracy

匈牙利阴谋

Some of my ads were never even published. Others were not that successful and some appeared only in our catalog. From this last group I have selected one that I felt struck out in a very unique direction and had an interesting story. Hungarian Conspiracy appeared only in our catalog and was moderately successful. It was, however, one of my favorites.

一些广告甚至从未发布过。其他的一些并不那么成功，还有一些只在我们的目录中出现。从这最后一批中，我选了一个我觉得非常独特且有一个有趣故事的作品。《匈牙利阴谋》只在我们的目录中出现，并且还算成功。然而，它却是我最喜欢的之一。

I actually traveled to Hungary, did all the photography in Budapest and even met with Professor Erno Rubik, the inventor of Rubik’s Cube—a three-dimensional puzzle in the shape of a cube that was a fad in the early 1980s.

我实际上去过匈牙利，在布达佩斯拍摄了所有照片，甚至还见到了鲁比克教授——魔方的发明者。魔方是一种在 20 世纪 80 年代初流行的三维拼图，形状为立方体。

After completely insulting my prospects, I still did well.

在彻底侮辱了我的前景之后，我仍然做得很好。

What was unique in this ad was the message. Consumers were urged not to buy the product through a tongue-in-cheek explanation of why purchasing one could cause another major recession. It is only in the last paragraph of the ad that I actually offer the product for sale.

这则广告的独特之处在于其信息。消费者被敦促不要购买该产品，通过一种半开玩笑的解释来说明购买一个可能会引发另一次严重的经济衰退。广告的最后一段才是我真正提供产品出售的地方。

Keep in mind that when this was written in 1983, we still had the Berlin Wall and the Soviet Union with all the associated paranoia.

请注意，当这篇文章在 1983 年写成时，我们还有柏林墙和苏联，以及所有相关的恐慌。

The environment created in the ad for the product is both a story and a tease. “What’s the gimmick here if they aren’t selling the product?” is one of the questions you might ask yourself as you slowly slip through the copy. And you don’t get the answer until the very last paragraph. What do you think of the ad copy?

该产品广告中营造的环境既是故事又是诱惑。“如果他们不卖产品，这里的噱数是什么？”在你慢慢阅读文案时，你可能会问自己这个问题。你直到最后一段才得到答案。你对广告文案有什么看法？

Headline: Hungarian Conspiracy

匈牙利阴谋

Subheadline: Hungary plans massive assault on America with new computer weapon. Exclusive report from Budapest.

副标题：匈牙利计划用新型计算机武器对美国发动大规模攻击。布达佩斯独家报道。

Caption 1: Warn your neighbors not to buy this dangerous Hungarian secret weapon.

标题 1：警告你的邻居不要购买这种危险的匈牙利秘密武器。

Caption 2: Thomas Kovacs caught holding the XL-25 in this special photo smuggled out of Budapest. “You think the last recession was bad?”

标题 2：托马斯·科瓦奇在这张从布达佩斯偷运出来的特殊照片中被抓到手持 XL-25。“你认为上次经济衰退很糟糕吗？”

Copy: Note: Reproduction or any reprints, in whole or in part, of the following material is strictly forbidden without the express written permission of JS&A. All rights reserved.

请注意：未经 JS&A 明确书面许可，严禁全部或部分复制或重新印刷以下材料。版权所有。

BUDAPEST (JS&A)—Reporters have smuggled intelligence reports out of Hungary on a conspiracy that may have far-reaching consequences for all Americans.

布达佩斯（JS&A）——记者将有关可能对美国所有人产生深远影响的阴谋的情报报告走私出匈牙利。

In the coming year, Hungarians will be shipping to the United States, via Hong Kong, a game with the code name “XL-25.”

明年，匈牙利人将通过香港向美国运送一款代号为“XL-25”的游戏。

The game at first may look innocuous—a typical electronic game that could come from Mattel, or any of the other big electronic game manufacturers. But beware. Whatever you do, don’t buy it.

这款游戏一开始可能看起来无害——就像一款典型的电子游戏，可能是来自美泰，或其他大型电子游戏制造商的产品。但小心了。无论你做什么，都不要买它。

MASSIVE CONSPIRACY

大规模阴谋

The game is part of a massive conspiracy to weaken the United States by destroying our productive work force and eventually putting the entire free world into a major depression. Here’s what we’ve discovered.

游戏是大规模阴谋的一部分，旨在通过破坏我们的生产力 workforce 来削弱美国，并最终将整个自由世界带入大萧条。以下是我们的发现。

In 1980 when Erno Rubik, the Budapest University professor, unleashed the now famous Rubik’s Cube, the United States economy was growing at a nice clip. Shortly after the cube was introduced, America entered into a major recession. Our gross national product dropped, factories started laying off people by the thousands and the economy took a big nosedive.

1980 年，当布达佩斯大学的教授厄诺·鲁比克推出现在著名的鲁比克魔方时，美国经济正在以不错的速度增长。魔方推出不久后，美国进入了一场严重的经济衰退。我们的国内生产总值下降，工厂开始成千上万地裁员，经济遭受重创。

The exact reasons for the recession are varied, but our theory is quite simple. JS&A contends that millions of Americans were so busy twisting that small cube that they were not paying attention to their jobs. Productivity dropped, profits plunged and consumer spending fell to new lows.

经济衰退的确切原因多种多样，但我们的理论相当简单。JS&A 认为，数百万美国人忙于扭动那个小立方体，以至于没有注意到他们的工作。生产力下降，利润暴跌，消费者支出降至新低。

It was obvious to Russian intelligence sources that the cause of the American recession was the Rubik’s Cube. The Russians reasoned that if the Hungarians could invent games and then flood the American market with them, they could cause a massive depression—one that would permanently weaken America thus making us easy targets for a communist takeover. If you think this theory is farfetched, please read on.

很明显，俄罗斯情报来源认为美国经济衰退的原因是魔方。俄罗斯人推理说，如果匈牙利人能发明游戏，然后向美国市场大量倾销，他们就能引发一场大规模的经济萧条——一场将永久削弱美国的经济萧条，从而使我们成为共产主义接管的目标。如果你认为这个理论牵强附会，请继续阅读。

THANK YOU

谢谢

Hungarians everywhere, proud of the huge success of the Rubik’s Cube, were now inspired. Hungarians are quite a creative bunch to start with. They were responsible for such things as glass fiber optics, the micro floppy disk and the science of holography. Hungary always had creative people, but their potential was never really unleashed until Rubik.

匈牙利人到处都在为魔方的巨大成功感到自豪，现在他们受到了启发。匈牙利人本身就非常富有创造力。他们负责了诸如玻璃光纤、微型软盘和全息摄影科学等领域。匈牙利一直有富有创造力的人，但直到鲁比克，他们的潜力从未真正得到释放。

The Hungarian government wanted to not only encourage this pent-up creativity, but help Hungary develop their game industry for specific communist purposes.

匈牙利政府不仅想鼓励这种被压抑的创造力，还希望帮助匈牙利为特定的共产主义目的发展游戏产业。

A new private company was set up last year for the sole purpose of developing computer games for the American market. Funded by banks and run by successful Budapest business types, the company developed the XL-25 through the efforts of three game designers shown to the left.

去年成立了一家新的私营公司，专门为美国市场开发电脑游戏。由银行资助，由成功的布达佩斯商人运营，该公司在三位游戏设计师的努力下开发了 XL-25，如左图所示。

The bearded communist shown in the picture is Laszlo Mero, 33, a winner of the 1968 International Mathematical Student Olympiad held in Moscow. He’s bright, intelligent and one of the top puzzle and game designers in Hungary.

图中的胡须共产主义者是 33 岁的拉斯洛·梅罗，他是 1968 年在莫斯科举行的第 26 届国际数学奥林匹克竞赛的获奖者。他聪明、智慧，是匈牙利顶尖的谜题和游戏设计师之一。

AUTO PARTS DEALER

汽车配件经销商

The man in the middle is Thomas Kovacs, a Hungarian auto parts dealer. At least that’s what our investigators turned up. We suspect auto parts is only a front.

中间的男人是托马斯·科瓦奇，一位匈牙利汽车零部件经销商。至少我们的调查人员是这样发现的。我们怀疑汽车零部件只是幌子。

The man to the left is Ferenc Szatmari, a physicist and a real genius. He graduated from the University of Budapest with a doctorate degree in elementary particle physics.

左边这位男士是费伦茨·萨特马里，一位物理学家，真正的天才。他从布达佩斯大学获得了粒子物理学博士学位。

The incredible game they invented and the one we must stop from being sold in this country is quite fascinating. The XL-25 is an electronic game with five rows of five squares or 25 squares in all. Each square is actually a button with a built-in light-emitting diode.

他们发明的这款不可思议的游戏以及我们必须阻止其在本国销售的另一款游戏非常吸引人。XL-25 是一款电子游戏，有五排五列或总共 25 个方块。每个方块实际上是一个带有内置发光二极管的按钮。

When you start, lights light up under five of the buttons. The object of the puzzle is to get all the lights under the buttons to light up. But there’s a catch, and here’s where the frustration comes in.

当你开始时，五个按钮下方的灯会亮起。这个谜题的目标是让所有按钮下的灯都亮起。但是有一个转折，这就是挫折感来源的地方。

Each time you press a button, the four buttons immediately surrounding the button you push change state. If they’re lit, they go off. If they’re off, they’ll go on. If you’re a little confused, it doesn’t matter anyway. Just remember that the object of the game is to get all the buttons to light up with the least number of keystrokes.

每次你按下一个按钮，你按的按钮周围的四个按钮立即改变状态。如果它们是亮的，它们就会熄灭。如果它们是熄灭的，它们就会亮起。如果你有点困惑，没关系。只需记住，游戏的目标是用最少的按键次数让所有按钮都亮起来。

The unit counts the number of button entries and you can ask the XL-25 what your score is and still return to your game.

该单元计算按钮输入次数，你可以询问 XL-25 你的得分，然后返回你的游戏。

Once you try the XL-25, you’ll be immediately sucked into the Hungarian conspiracy. But don’t worry. You’re in good company. Texas Instruments was so impressed with its design that they developed the integrated circuit. A group in Hong Kong became so obsessed with it that they built the game with the quality you’d expect from a Mattel or Atari game.

一旦你尝试了 XL-25，你将立刻被匈牙利阴谋所吸引。但别担心，你并不孤单。德州仪器对其设计印象深刻，以至于他们开发了集成电路。香港的一个小组对它如此着迷，以至于他们制作了质量堪比美泰或雅达利游戏的电子游戏。

Quite frankly, we were so hooked that we bought thousands and even dispatched a reporter to Budapest where we made our shocking intelligence discovery.

坦白说，我们如此着迷，以至于购买了数千件，甚至派了一名记者前往布达佩斯，在那里我们做出了惊人的情报发现。

YOU CAN HELP

你可以帮忙

So there’s the story. A communist game, whose circuit was designed by a good ol’ American company, carefully assembled by one of our best friends in the Far East—all part of a massive conspiracy to prepare Americans for a major communist takeover.

所以这就是故事。一款共产主义游戏，其电路是由一家老牌美国公司设计的，由我们远东地区的一位好朋友精心组装——这一切都是为了一场大规模阴谋，为美国准备迎接一场重大的共产主义接管。

Prevent other Americans from falling into this scam. Order a unit from JS&A. When you receive it, whatever you do, don’t play with it. Instead, immediately take it to all your neighbors and urge them not to buy one. Tell them about the real cause of our last recession, the communist plot and the Hungarian conspiracy. And then make sure you give them the ultimate warning. “Anybody who buys this thing is a real idiot.”

防止其他美国人陷入这种骗局。从JS&A订购一个单位。当你收到它时，无论你做什么，都不要玩弄它。相反，立即把它带到你所有的邻居那里，敦促他们不要买。告诉他们我们上次经济衰退的真正原因，共产主义的阴谋和匈牙利的阴谋。然后确保你给他们最终的警告。“任何买这东西的人都是真正的白痴。”

XL-25 (3045C 4.00) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $29

XL-25 (3045C 4.00) ... ... ... ... ... ... ... ... ... ... 29 元

This was a really good example of pushing the envelope. The ad copy was strong enough to get my prospects to read all the copy and hopefully the curiosity was strong enough to cause them to purchase the product. Even if I did call anybody who bought one an idiot.

这是一个真正很好的突破界限的例子。广告文案足够强大，足以让我的潜在客户阅读所有文案，并且希望好奇心足够强烈，足以促使他们购买该产品。即使我叫任何购买者都是傻瓜。

Chapter 32

第 32 章

Vision Breakthrough

视觉突破

The Vision Breakthrough advertisement was among the most successful in my company’s history, so it merits a close look.

《愿景突破》广告是我公司历史上最成功的之一，因此值得仔细研究。

In this ad I did not want to present the product as another pair of sunglasses, so I presented it as a vision breakthrough that protects you from the harmful rays of the sun. It was one of the first ads that provided a real educational message about the dangers of ultraviolet (UV) rays on the eyes. Before this ad ran, there was really nothing in the popular press about UV ray damage.

在这则广告中，我不想将产品仅仅展示为另一副太阳镜，所以我将其呈现为一种视觉突破，它能保护您免受太阳有害射线的伤害。这是最早提供关于紫外线（UV）对眼睛危害的真实教育信息的广告之一。在这则广告播出之前，流行媒体中几乎没有关于紫外线伤害的报道。

The approach I used was to tell the story of how I discovered the glasses and all the facts I learned about them as well as the sun’s light. I did it in a simple yet powerful way.

我采用的方法是讲述我是如何发现这些眼镜以及我了解到的一切关于它们和阳光的事实。我以一种简单而有力的方式来完成它。

This single ad started an entire business that eventually created a brand name.

这则单则广告开启了一整个商业，最终打造了一个品牌名称。

I also used a tremendous dose of curiosity. You can’t experience the pair unless you personally try them on. Thus, you must buy them to satisfy your curiosity.

我也使用了大量的好奇心。除非你亲自尝试，否则你无法体验这对。因此，你必须购买它们来满足你的好奇心。

The BluBlocker advertising campaign was a major success that started with this print ad in 1986 and continued on television for several years. Today BluBlocker is a recognized brand name that is sold in retail stores throughout the country.

蓝光阻隔广告活动是一次巨大的成功，始于 1986 年的这一印刷广告，并在电视上持续了几年。如今，BluBlocker 已成为一个在全国零售店销售的知名品牌。

Headline: Vision Breakthrough

标题：视觉突破

Subheadline: When I put on the pair of glasses what I saw I could not believe. Nor will you.

副标题：当我戴上这副眼镜时，我所看到的简直难以置信。你们也不会相信。

Caption: They look like sunglasses.

标题：它们看起来像太阳镜。

Byline: By Joseph Sugarman

作者：约瑟夫·沙格曼

Copy: I am about to tell you a true story. If you believe me, you will be well rewarded. If you don’t believe me, I will make it worth your while to change your mind. Let me explain.

我即将告诉你一个真实的故事。如果你相信我，你会得到丰厚的回报。如果你不相信我，我会让你改变主意也值得。让我来解释一下。

Len is a friend of mine who knows good products. One day he called excited about a pair of sunglasses he owned. “It’s so incredible,” he said, “when you first look through a pair, you won’t believe it.”

Len 是我的一个朋友，他了解好产品。有一天他兴奋地给我打电话，谈论他拥有一副太阳镜。“太不可思议了，”他说，“当你第一次戴上它看东西时，你不会相信的。”

“What will I see?” I asked. “What could be so incredible?”

“我会看到什么？”我问，“会有什么如此不可思议？”

Len continued, “When you put on these glasses, your vision improves. Objects appear sharper, more defined. Everything takes on an enhanced 3-D effect. And it’s not my imagination. I just want you to see for yourself.”

Len 继续说：“当你戴上这些眼镜时，你的视力会改善。物体看起来更清晰，更明确。一切事物都呈现出增强的 3D 效果。这不是我的想象。我只是想让你亲自看看。”

COULDN’T BELIEVE EYES

难以置信眼前所见

When I received the sunglasses and put them on I couldn’t believe my eyes. I kept taking them off and putting them on to see if what I was seeing was indeed actually sharper or if my imagination was playing tricks on me. But my vision improved. It was obvious. I kept putting on my $100 pair of sunglasses and comparing them. They didn’t compare. I was very impressed. Everything appeared sharper, more defined and indeed had a greater three dimensional look to it. But what did this product do that made my vision so much better? I found out.

当我收到太阳镜并戴上它们时，我简直不敢相信自己的眼睛。我不断地摘下又戴上，想看看我所看到的是否真的更清晰，或者是不是我的想象力在作怪。但我的视力确实改善了。这是显而易见的。我不断地戴上我那 100 美元的太阳镜，并与之比较。它们无法相提并论。我非常印象深刻。一切看起来都更清晰、更明确，确实有了更强的三维感。但这个产品是做了什么让我视力变得如此之好？我发现了。

The sunglasses (called BluBlockers) filter out the ultraviolet and blue spectrum light waves from the sun. Blue rays have one of the shortest wavelengths in the visible spectrum (red is the longest). As a result, the color blue will focus slightly in front of the retina, which is the “focusing screen” in our eye. By blocking the blue from the sunlight through a special filtration process and only letting those rays through that indeed focus clearly on the retina, objects appear to be sharper and clearer.

太阳镜（称为 BluBlockers）过滤掉太阳的紫外线和蓝色光谱光波。蓝色光在可见光谱中波长最短（红色最长）。因此，蓝色会在视网膜前略微聚焦，这是我们眼中的“聚焦屏幕”。通过特殊过滤过程阻挡阳光中的蓝色光，只让那些确实聚焦在视网膜上的光线通过，物体看起来更清晰、更锐利。

The second reason is even more impressive. It is harmful to have ultraviolet rays fall on our eyes. Recognized as bad for skin, UV light is worse for eyes and is believed to play a role in many of today’s eye diseases.

第二个原因更加令人印象深刻。紫外线照射到我们的眼睛上是有害的。虽然紫外线被认为对皮肤有害，但对眼睛的危害更大，并且被认为在许多现代眼病中起着作用。

SUNGLASS DANGER

太阳镜危险

But what really surprised me was the danger in conventional sunglasses. Our pupils close in bright light to limit the light entering the eye and open wider at night like the lens of an automatic camera. So when we put on sunglasses, although we reduce the amount of light that enters our eyes, our pupils open wider and we allow more of the harmful blue and ultraviolet light into our eyes.

但是真正让我惊讶的是传统太阳镜的危险。在明亮的光线下，我们的瞳孔会缩小以限制进入眼睛的光线，而在夜晚则像自动相机的镜头一样张开。因此，当我们戴上太阳镜时，尽管我们减少了进入眼睛的光量，但我们的瞳孔会张开得更宽，让更多的有害蓝光和紫外线进入我们的眼睛。

DON’T BE CONFUSED

不要混淆

I’m often asked by people who read this, “Do those BluBlockers really work?” They really do and please give me the opportunity to prove it. I guarantee each pair of BluBlockers to perform exactly as I described.

我经常被阅读这篇文章的人问，“那些 BluBlockers 真的有效吗？”它们确实有效，请给我机会证明这一点。我保证每副 BluBlockers 的表现将完全如我描述的那样。

BluBlocker sunglasses use Malenium™ lenses with a hard antiscratch coating. No shortcuts were taken.

BluBlocker 太阳镜采用 Malenium™镜片，具有硬质防刮涂层。没有走捷径。

The black, lightweight frame is one of the most comfortable I have ever worn and will comfortably contour to any size face. It compares with many of the $200 pairs you can buy from France or Italy.

黑色轻便的框架是我穿过的最舒适的之一，可以舒适地适应任何大小的脸型。它与您可以从法国或意大利购买的 200 美元一对的许多眼镜相媲美。

There is a clip-on pair that weighs less than one ounce and fits over prescription lenses. All models include a padded carrying case and a one-year limited warranty.

该产品有一款重量不足一盎司的夹片式眼镜，可覆盖处方眼镜。所有型号均包括一个带垫的携带盒和一年的有限保修。

I urge you to order a pair and experience your improved vision. Then take your old sunglasses and compare them to the BluBlocker sunglasses. See how much clearer and sharper objects appear with the BluBlocker pair. And see if your night vision doesn’t improve as a direct result. If you don’t see a dramatic difference in your vision—one so noticeable that you can tell immediately—then send them back anytime within 30 days and I will send you a prompt and courteous refund.

我敦促您订购一副并体验您改善的视力。然后拿出您的旧太阳镜，与 BluBlocker 太阳镜进行比较。看看物体在 BluBlocker 镜片下显得多么清晰和锐利。并且看看您的夜间视力是否作为直接结果得到改善。如果您在视力上没有看到明显的差异——一个您能立即察觉到的差异——那么在 30 天内随时退回，我将立即给您发送礼貌的退款。

DRAMATIC DIFFERENCE

戏剧性差异

But from what I’ve personally witnessed, once you wear a pair, there will be no way you’ll want to return it.

但是从我亲眼所见，一旦你穿上它，你就不会再想脱下来。

Our eyes are very important to us. Protect them and at the same time improve your vision with the most incredible breakthrough in sunglasses since they were first introduced. Order a pair or two at no obligation, today.

我们的眼睛对我们非常重要。保护它们，同时通过自太阳镜首次推出以来最令人难以置信的突破来提高您的视力。今天无义务订购一副或两副。

Credit card holders call toll free and order by product number below or send a check plus $3 for postage and handling.

信用卡持卡人拨打免费电话，按以下产品编号订购，或发送支票加 3 美元邮资和手续费。

BluBlocker Sunglasses (1020CD) . . . . . . . . . . . . . . . . . . . $59.95

BluBlocker 太阳镜（1020CD）………………… 59.95 美元

Clip-On Model (1028CD) . . . . . . . . . . . . . . . . . . . . . . . 59.95

Clip-On 型号（1028CD）...... 59.95 元

The main feature of this ad is the storytelling approach, which wove an educational message—the first of its kind. It brought the awareness of the dangers of sunlight to the attention of the public who were unaware of these dangers.

这则广告的主要特点是叙事手法，它巧妙地融入了教育信息——这种类型的第一种。它将阳光危害的意识带到了那些对此一无所知的公众面前。

In addition, it launched the BluBlocker brand name and created a new business, which continues to this day over 20 years later. It is a perfect example of the power of the pen—the same power you will have upon completion of this book.

此外，它推出了 BluBlocker 品牌名称并创建了一项新业务，这项业务至今已有 20 多年。这是笔的力量完美的例子——当你完成这本书时，你将拥有同样的力量。

Chapter 33

第 33 章

Gold Space Chains

黄金太空链

This was the ad that created a lot of controversy when it appeared in our catalog in 1978. A number of women complained vehemently. It is a good example of the insensitivity to women’s issues that I had at the time. But, hey. I’m human and I learned.

这是 1978 年出现在我们目录中的广告，引发了大量争议。许多女性强烈抗议。这是我当时对女性问题缺乏敏感性的一个良好例证。但是，嘿，我毕竟是人，我学到了。

I also received a lot of mail congratulating me on the incredible piece of copy that I had written. So for its controversial response and for the sake of presenting some interesting and entertaining copy, I have included it here.

我也收到了很多邮件，祝贺我写出了那篇令人难以置信的文案。因此，为了回应其有争议的反馈，以及展示一些有趣和娱乐性的文案，我将其包含在此处。

Another interesting factor was the timing of this ad. When we placed it in our catalog, prices for gold were pretty low. Right after the ad appeared, the price of gold skyrocketed, the response grew like crazy and we sold out. So it proved to be quite a successful ad, too—but probably due to the serendipity of our timing.

另一个有趣的因素是这条广告的时间。当我们将其放入我们的目录中时，黄金的价格相当低。广告一出现，黄金价格就飙升，反应疯狂增长，我们很快就售罄了。因此，这也证明这是一条相当成功的广告——但可能是因为我们碰巧选对了时机。

This controversial ad was a complete departure from our normal offerings.

这则颇具争议的广告与我们的常规产品完全不同。

Notice the use of the editorial “we” in the ad copy. It would have been more personal had I used the word “I” instead. Also see if there is one place in the ad that might offend a woman currently employed in a primarily male job category.

注意广告文案中编辑“我们”的使用。如果我用“我”这个词，可能会更个人化。另外，看看广告中是否有可能冒犯到目前从事以男性为主的职业类别中的女性的地方。

Headline: Gold Space Chains

头条：黄金太空链

Subheadline: Dress her in style for that next trip through outer space with America’s first space-age gold chains.

副标题：用美国首个太空时代金色项链，为她打造下一次太空之旅的时尚装扮。

Copy: Our good friend, Bob Ross, is one of America’s top wholesale jewelry representatives.

我们的好朋友鲍勃·罗斯是美国顶尖的批发珠宝代表之一。

A few months ago, Bob approached us with a suggestion, “Why not offer gold chains to your customers?” We rejected the idea, for our catalog must only contain products that relate to space-age technology. And besides, it was too late; we had just passed our deadline.

几个月前，鲍勃向我们提出建议，“为什么不向您的客户提供金链？”我们拒绝了这个想法，因为我们的目录必须只包含与太空时代技术相关的产品。而且，已经太晚了；我们刚刚错过了截止日期。

But Bob persisted, “Most of your readers are men. Why not give them something they could buy for their wives or loved ones?

但是鲍勃坚持说：“你们的大部分读者是男性。为什么不给他们一些可以为他们妻子或爱人购买的东西呢？”

After all, you offer them all sorts of neat things to buy for themselves, but other than a good watch, there’s nothing for the lady.”

毕竟，你给他们提供了各种各样的东西来购买，但除了一个好的手表，对这位女士来说没有什么别的。”

SUGGESTION REJECTED

建议被拒绝

We could not accept Bob’s argument. Although we have a 90% male readership, and although we felt that our customers might indeed want to buy jewelry from our catalog, we felt that our strict adherence to the principles of space-age product selection precluded our making any variation in our philosophy.

我们无法接受鲍勃的论点。尽管我们的读者中有 90%是男性，尽管我们觉得我们的客户可能确实想从我们的目录中购买珠宝，但我们认为我们严格遵循太空时代产品选择的原则，这使我们无法对我们的理念做出任何改变。

Then Bob tried to appeal to our sense of profit. “Your customers are wealthy and smart. Offer them gold chains at very low prices. You’ll sell a ton because they have the money to spend, and they have the brains to recognize good value.”

然后鲍勃试图唤起我们的利润感。“你们的客户富有且聪明。以极低的价格向他们提供金链。你们会卖出一吨，因为他们有钱可花，而且他们有头脑能识别好的价值。”

Again we had to disappoint Bob. True, our customers earn an average of $50,000 a year, higher than practically any other buying group in the country. And true, our customers include some of the nation’s leading businessmen, politicians, newscasters, doctors, and even movie stars. But we could not justify the violation of our principles and take advantage of an opportunity just because our customers are above average. “Sorry Bob,” we said. “JS&A has an important reputation to maintain.”

我们再次让鲍勃失望了。确实，我们的客户平均年收入为 50,000 美元，高于该国几乎任何其他购买群体。而且确实，我们的客户中包括一些国家最杰出的商人、政治家、新闻主播、医生，甚至电影明星。但我们不能因为我们的客户高于平均水平就违反我们的原则，利用机会。“对不起，鲍勃，”我们说，“JS&A 有一个重要的声誉需要维护。”

HE DOESN’T GIVE UP

他不放弃

Bob is quite a successful salesman. He never gives up until he has exhausted all arguments. A good salesman is persistent, and Bob certainly persisted. He just wouldn’t give up.

鲍勃是一位相当成功的销售员。他从不放弃，直到用尽所有论据。一个好的销售员是坚持不懈的，鲍勃确实如此。他就是不会放弃。

“Why don’t you call the gold chains ‘Space Chains’—space-age jewelry for the lady you want to take on that trip through outer space? After all, giving it a space-age theme really makes it tie nicely into your catalog, and besides, gold is a valuable metal found on many of the planets in outer space.”

为什么不给金链子命名为“太空链”——为那位你想带她进行太空之旅的女士准备的太空时代珠宝？毕竟，赋予它太空时代主题确实能让它很好地融入你的目录，而且，黄金是外太空许多行星上发现的宝贵金属。

“That would be deceiving,” we told Bob. To think that we could use a flimsy theme like that to tie such an unrelated product to space-age technology was almost an insult. It was at this point that we thought seriously of asking Bob to leave. “Bob, you’re a nice guy and we’ve known you for years, but you’ll have to leave now.”

“这会让人误解，”我们告诉鲍勃。认为我们可以用如此薄弱的主题将这样一个毫不相干的产品与太空时代技术联系起来，这几乎是一种侮辱。就在这时，我们认真地考虑让鲍勃离开。“鲍勃，你是个好人，我们认识你很多年了，但你现在必须离开了。”

ENTER BOB’S COUSIN

进入鲍勃的表亲

But Bob pleaded, “Let me show you one thing before I leave. My cousin Joy is very pretty, and I’m sure she would be happy to model the jewelry for you in your advertisement.” Bob then took a photograph from his wallet and showed it to us.

但是鲍勃恳求道：“在我离开之前，让我给你看一样东西。我的表妹乔伊非常漂亮，我相信她会很高兴为你的广告展示珠宝。”鲍勃随后从钱包里拿出一张照片给我们看。

At this point, Bob had worn out his welcome. We were surprised to discover that he would stoop so low as to use one of his relatives as a means of getting his products displayed in our catalog. But then we gave the whole matter some very serious thought.

此时，鲍勃已经让所有人都感到厌烦。我们惊讶地发现，他竟然会低声下气地利用自己的亲戚来让他的产品在我们的目录中展出。但随后，我们对此事进行了非常认真的思考。

“Actually Bob, space-age jewelry isn’t a bad idea for our catalog. After all, the only items we have for women are watches. Gold Space Chains might go very well. Of course we would keep our prices low to provide some real bargains, and I’m sure our customers would appreciate the convenience of being able to buy such a valuable gift. Bob, can she be at our photographer Tuesday so we can make our extended deadline?”

实际上，鲍勃，太空时代珠宝对我们目录来说不是个坏主意。毕竟，我们为女性提供的只有手表。黄金太空链可能非常合适。当然，我们会保持低价以提供一些真正的优惠，我相信我们的顾客会欣赏能够购买这样一份贵重礼物带来的便利。鲍勃，她周二能来我们摄影师那里吗？这样我们就能赶在延长截止日期之前完成。

“Sure,” said Bob. “But what about the selection?”

“当然，”鲍勃说，“但关于选择怎么办？”

“Who cares about the selection? Why don’t you just pick the most popular styles in various price ranges, and we’ll have those photographed too.”

谁在乎选择呢？你为什么不直接挑选各种价格范围内的最受欢迎款式，我们也会把它们拍下来。

Bob left quickly. He selected the chains and his cousin is shown above.

鲍勃迅速离开。他选择了链条，他的堂兄在上图中展示。

We did keep our prices considerably less than any jewelry store or catalog discount showroom. In fact, if you have a chance, you might compare. Or compare them after you receive the chains. 14 carat gold makes a nice gift for any lady and with our space-age theme, what a combination!

我们保持的价格远低于任何珠宝店或目录折扣展示厅。事实上，如果你有机会，可以比较一下。或者在你收到项链后比较它们。14 克拉金是任何女士的不错礼物，加上我们的太空时代主题，多么完美的组合！

Bob’s a funny guy. He probably thinks he’s quite a salesman. Actually, if it weren’t for our open-mindedness, our keen ability to recognize outstanding new space-age-oriented products, and our compelling desire to satisfy the needs of our customers, Bob wouldn’t have a chance.

鲍勃是个有趣的家伙。他可能觉得自己是个相当出色的销售员。实际上，如果不是因为我们开放的心态、敏锐的识别杰出新型太空时代产品的能力以及满足客户需求的强烈愿望，鲍勃就没有机会了。

[Prices were then listed for different styles on the order form.]

订单表上随后列出了不同款式的价格。

In the above ad, I mentioned that our customers earn, on average, $50,000 a year. In 1978 when this ad was written, a $50,000 salary was very high.

在上面的广告中，我提到我们的客户平均每年赚取 50,000 美元。在 1978 年写这篇广告的时候，50,000 美元的薪水非常高。

Did you find the offending passages? What could I have said that would have made it less offensive without changing the basic premise of the ad? And what was the premise of the ad? Let me answer this last question.

您找到那些令人反感的段落了吗？我该说什么才能让广告不那么冒犯，而不改变广告的基本前提？广告的基本前提是什么？让我来回答最后一个问题。

The premise of the ad was to introduce a product that had nothing to do with our product line and could not be justified as an offering in our catalog—unless we created a very strong reason for including it. The strong reason was Bob’s beautiful cousin, Joy, who agreed to model the jewelry for us. After all, we were human and Joy was a beautiful girl.

广告的前提是介绍一款与我们产品线无关的产品，无法作为目录中的产品提供——除非我们为包括它创造一个非常充分的理由。充分的理由是鲍勃漂亮的表妹乔伊，她同意为我们展示珠宝。毕竟，我们都是人，而乔伊是个美丽的女孩。

As I mentioned, the ad did quite well but it was primarily because of the dramatic increase in the price of gold right after our catalog was published.

正如我提到的，广告做得相当不错，但这主要是因为我们的目录发布后黄金价格的戏剧性上涨。

Chapter 34

第 34 章

Consumers Hero

消费者英雄

This ad was one of the best examples of the slippery slide theory. If you just read the headline, subheadline and the bold “Impossible-to-trace Guarantee,” you would be compelled to read the first sentence.

这则广告是“滑梯理论”的最佳例子之一。如果你只看标题、副标题和加粗的“难以追踪保证”，你会忍不住读第一句话。

Once you started to read, you wouldn’t be able to stop until you reached the end of the copy. It was a highly effective piece of advertising copy that I wrote in 1976.

一旦开始阅读，你就无法停下来，直到读完整篇内容。这是我 1976 年写的一篇非常有效的广告文案。

This was one of my favorite ads in that it was not the typical JS&A ad. In the JS&A ads I was the expert in space-age products. In the Consumers Hero ad I was a consumer advocate speaking the language of the consumer. It showed that I could write copy for two totally diverse businesses. Each ad had its own set of expressions and method of delivery. It was also a good example of relating in a human way without being humorous. It remains one of my personal favorites.

这是我最喜欢的广告之一，因为它不是典型的 JS&A 广告。在 JS&A 广告中，我是太空时代产品的专家。在消费者英雄广告中，我是一个代表消费者发言的倡导者。它表明我可以为两个截然不同的企业撰写文案。每个广告都有其独特的表达方式和传达方式。这也是一个在不幽默的情况下以人性方式建立联系的好例子。它仍然是我个人的最爱之一。

Once you started reading this ad, you couldn’t put it down.

一旦你开始阅读这则广告，你就无法放下。

Headline: HOT

标题：热门

Subheadline: A new consumer concept lets you buy stolen merchandise if you’re willing to take a risk.

副标题：一个新消费概念让你可以在愿意承担风险的情况下购买被盗商品。

Copy: We developed an exciting new consumer marketing concept. It’s called “stealing.” That’s right, stealing!

我们开发了一个令人兴奋的新消费者营销概念。它被称为“窃取”。没错，窃取！

Now if that sounds bad, look at the facts. Consumers are being robbed. Inflation is stealing our purchasing power. Our dollars are shrinking in value. The poor average consumer is plundered, robbed and stepped on.

现在如果这听起来很糟糕，看看事实。消费者正在被剥夺。通货膨胀正在窃取我们的购买力。我们的美元正在缩水。普通的贫困消费者被掠夺、抢劫和践踏。

So the poor consumer tries to strike back. First, he forms consumer groups. He lobbies in Washington. He fights price increases. He looks for value.

所以，可怜的消费者试图反击。首先，他成立消费者团体。他在华盛顿游说。他抵制价格上涨。他寻找价值。

So we developed our new concept around value. Our idea was to steal from the rich companies and give to the poor consumer, save our environment and maybe, if we’re lucky, make a buck.

所以我们围绕价值开发了我们的新概念。我们的想法是从富有的公司那里窃取，给予贫困的消费者，保护我们的环境，也许，如果我们幸运的话，还能赚点钱。

A MODERN DAY ROBIN HOOD

现代罗宾汉

To explain our concept, let’s take a typical clock radio retailing for $39.95 at a major retailer whose name we better not mention or we’ll be sued. It costs the manufacturer $9.72 to make. The manufacturer sells the unit to the retailer for $16.

为了解释我们的概念，让我们以一个典型的零售价为 39.95 美元的收音机闹钟为例，我们最好不要提及其名称，否则我们可能会被告上法庭。制造商生产这个单元的成本为 9.72 美元。制造商以 16 美元的价格将该单元卖给零售商。

THE UNCLE HENRY PROBLEM

亨利叔叔问题

Let’s say that retailer sells the clock radio to your Uncle Henry. Uncle Henry brings it home, turns it on and it doesn’t work. So Uncle Henry trudges back to the store to exchange his “lousy rotten” clock radio for a new one that works (“lousy” and “rotten” are Uncle Henry’s words).

让我们假设零售商把闹钟收音机卖给了亨利叔叔。亨利叔叔把它带回家，打开它，但是它不工作。于是亨利叔叔拖着沉重的步伐回到商店，想把他那“糟糕透顶”的闹钟收音机换成一个新的能工作的（“糟糕透顶”和“烂透了”是亨利叔叔的话）。

Now, the defective one goes right back to the manufacturer along with all the other clock radios that didn’t work. And if this major retail chain sells 40,000 clock radios with a 5% defective rate, that’s 2,000 “lousy rotten” clock radios.

现在，有缺陷的产品连同所有其他不工作的闹钟收音机一起退回制造商。如果这家大型零售连锁店销售了 40,000 台闹钟收音机，其中有 5%是次品，那么就有 2,000 台“糟糕透顶”的闹钟收音机。

CONSUMERS PROTECTED ALREADY

消费者已受保护

Consumers are protected against ever seeing these products again because even if the manufacturer repairs them, he can’t recycle them as new units. He’s got to put a label on the product clearly stating that it is repaired, not new and if Uncle Henry had his way the label would also say that the product was “lousy” and “rotten.”

消费者永远不会再看到这些产品，因为即使制造商修复了它们，他也不能将它们作为新单位回收。他必须在产品上贴一个标签，清楚地标明这是修复的，而不是新的。如果亨利叔叔有他的办法，标签上还会说这个产品是“糟糕的”和“腐烂的”。

It’s hard enough selling a new clock radio, let alone one that is used. So the manufacturer looks for somebody willing to buy his bad product for a super fantastic price. Like $10. But who wants a clock radio that doesn’t work at any price!

卖一款新的闹钟收音机已经够难了，更不用说一款二手的了。所以制造商寻找愿意以超级超值的价格购买他不良产品的某人。比如 10 美元。但谁会想要一款任何价格都不工作的闹钟收音机呢！

ENTER CONSUMERS HERO

进入消费者英雄

We approach the manufacturer and offer to steal that $39.95 radio for $3 per unit. Now think of it. The manufacturer has already spent $9.72 to make it, would have to spend another $5 in labor to fix and repackage it, and still would have to mark the unit as having been previously used. So he would be better off selling it to us for $3, taking a small loss and getting rid of his defective merchandise.

我们找到制造商，提出以每台 3 美元的价格偷走那台 39.95 美元的收音机。现在想想。制造商已经花费了 9.72 美元来制造它，还需要再花费 5 美元的劳动力来修复和重新包装，而且还得将这台设备标记为已使用过。所以，他最好以 3 美元的价格卖给我们，承担一小部分损失，并摆脱他的次品商品。

Consumers Hero is now sitting with 2,000 “lousy rotten” clock radios in its warehouse.

消费者英雄现在仓库里有 2000 台“糟糕透顶”的闹钟收音机。

Here comes the good part. We take that clock radio, test it, check it and repair it. Then we life test it, clean it up, replace anything that makes the unit look used, put a new label on it and presto—a $39.95 clock radio and it only costs us $3 plus maybe $7 to repair it.

这里就是好戏开场。我们拿那个闹钟收音机，测试它，检查它并修理它。然后我们进行寿命测试，清理它，更换任何使设备看起来像二手的东西，给它贴上新的标签，然后—— presto——一个售价 39.95 美元的闹钟，而我们只花费了 3 美元，也许再加上 7 美元的修理费。

Impossible-to-trace Guarantee

无法追踪保证

We guarantee that our stolen products will look like brand new merchandise without any trace of previous brand identification or ownership.

我们保证我们的被盗产品将看起来像全新的商品，没有任何之前的品牌标识或所有权痕迹。

We take more care in bringing that clock radio to life than the original manufacturer took to make it. We put it through more tests, more fine tuning than any repair service could afford. We get more out of that $10 heap of parts and labor than even the most quality-conscious manufacturer. And we did our bit for ecology by not wasting good raw materials.

我们使那个闹钟收音机复活所投入的精力比原始制造商制造它所投入的还要多。我们对其进行了更多的测试，比任何维修服务都能承受的更多精细调整。我们从那堆 10 美元的零件和劳动力中获得的效益甚至超过了最注重质量的制造商。而且，我们没有浪费好的原材料，这也为生态做出了我们的贡献。

NOW THE BEST PART

现在，最精彩的部分

We offer that product to the consumer for $20—the same product that costs us $3 to steal and $7 to make work. And we make $10 clear profit. But the poor consumer is glad we made our profit because:

我们以 20 美元的价格将该产品提供给消费者——这款产品我们偷来只需花费 3 美元，制作则需要 7 美元。我们赚取了 10 美元的纯利润。但可怜的消费者却很高兴我们赚了利润，因为：

1) We provide a better product than the original version.

我们提供的产品比原始版本更好。

2) The better product costs one half the retail price.

2) 优质产品仅售零售价的一半。

3) We are nice people.

我们是很棒的人。

BUT THERE’S MORE

但是还有更多

Because we are so proud of the merchandise we refurbish, we offer a longer warranty. Instead of 90 days (the original warranty), we offer a five-year warranty.

因为我们非常自豪我们翻新的商品，所以我们提供更长的保修期。我们提供五年保修，而不是 90 天（原始保修期）。

So that’s our concept. We recycle “lousy rotten” garbage into super new products with five-year warranties. We steal from the rich manufacturers and give to the poor consumer. We work hard and make a glorious profit.

所以这就是我们的概念。我们将“糟糕腐烂”的垃圾回收成具有五年保修的超新产品。我们从富裕的制造商那里窃取，给予贫困的消费者。我们努力工作，赚取辉煌的利润。

To make our concept work, we’ve organized a private membership of quality and price-conscious consumers and we send bulletins to this membership about the products available in our program.

为了使我们的概念得以实施，我们组织了一个注重质量和价格的私人会员群体，并向这个会员群体发送有关我们计划中产品的简报。

Items range from microwave ovens to TV sets to clock radios, digital watches, and stereo sets. There are home appliances from toasters to electric can openers. Discounts generally range between 40 and 70 percent off the retail price. Each product has a considerably longer warranty than the original one and a two week money-back trial period. If you are not absolutely satisfied, for any reason, return your purchase within two weeks after receipt for a prompt refund.

商品种类繁多，从微波炉、电视、收音机到数字手表和音响设备。从烤面包机到电动开罐器，家用电器应有尽有。折扣通常在零售价的 40%至 70%之间。每个产品的保修期都比原版长，并提供两周的退款试用期。如果您对购买的商品不满意，无论什么原因，请在收到商品后两周内退货，我们将立即退款。

Many items are in great abundance but when we only have a few of something, we select, at random, a very small number of members for the mailing. A good example was our $39.95 TV set (we had 62 of them) or a $1 AM radio (we had 1,257). In short, we try to make it fair for everybody without disappointing a member and returning a check.

许多物品数量众多，但当我们只有少量某物时，我们会随机选择极少数成员进行邮寄。一个很好的例子是我们的 39.95 美元的电视（我们共有 62 台）或 1 美元的收音机（我们共有 1257 台）。简而言之，我们试图让每个人都感到公平，不使任何成员失望并退回支票。

EASY TO JOIN

简单加入

To join our small membership group, simply write your name, address and phone number on a slip of paper and enclose a check or money order for five dollars. Mail it to Consumers Hero, Three JS&A Plaza, Northbrook, Illinois 60062.

加入我们的小型会员团体，只需在一张纸条上写下您的姓名、地址和电话号码，并附上一张五美元的支票或汇票。将其邮寄至消费者英雄，三 JS&A 广场，伊利诺伊州北布鲁克，邮编 60062。

You’ll receive a two-year membership, regular bulletins on the products we offer and some surprises we would rather not mention in this advertisement. But what if you never buy from us and your two-year membership expires. Fine. Send us just your membership card and we’ll fully refund your five dollars plus send you interest on your money.

您将获得两年的会员资格，我们提供的产品的定期公告以及一些我们不愿在此广告中提及的惊喜。但如果您从未在我们这里购买，并且您的两年会员资格到期了。没关系。只需将您的会员卡寄给我们，我们将全额退还您五美元，并支付您利息。

If the consumer ever had a chance to strike back, it’s now. But act quickly. With all this hot merchandise there’s sure to be something for you. Join our group and start saving today.

如果消费者曾经有机会反击，那就是现在。但请迅速行动。在这众多热销商品中，肯定有适合你的。加入我们的团队，从今天开始节省。

Since the time I wrote the Consumers Hero ad I have written many different ads for many different companies. The point I wish to make is simply this: A good copywriter can write to fit any market. His or her ads can sound very upscale for one client and then very downscale for the next. Simply by understanding and applying the principles, one can rise to any copywriting challenge—through understanding the jargon of the customer and using the appropriate words that will resonate with that customer.

自从我写了《消费者英雄》广告以来，我为许多不同的公司写了各种不同的广告。我想说的是：一个好的文案可以适应任何市场。他的广告可以为一位客户听起来非常高端，而为下一位客户听起来又非常低端。仅仅通过理解和应用这些原则，一个人就可以应对任何文案挑战——通过理解客户的行话并使用能够引起客户共鸣的适当词汇。

Chapter 35

第 35 章

Nautilus Spelling Sale

水星拼写促销

Imagine writing an ad with dozens of misspelled words and bad grammar and running it in the Wall Street Journal. That’s exactly what I did in what was one of my most unusual advertising approaches.

想象一下，写一则含有数十个拼写错误和糟糕语法的广告，然后在《华尔街日报》上刊登。这正是我在我那些最不寻常的广告方法之一中所做的事情。

I was presented with a closeout product. The Nautilus Lower Back machine had stopped selling at retail. As a result, the manufacturer, loaded with inventory, decided to liquidate the entire load to one of the barter companies in New York.

我收到了一款清仓产品。Nautilus 下背按摩机已经停止零售销售。因此，制造商，库存积压，决定将全部库存以清算价卖给纽约的一家易货公司。

There was only one proviso in the closeout sale. The manufacturer did not want the product offered at a discount because it would embarrass his retailers who sold customers this product at its full retail price. “If it had to be advertised, it had to be at the full retail price,” was the directive from the barter company representative who called me on the phone.

只有一条先决条件在清仓销售中。制造商不希望产品打折出售，因为这会使其零售商感到尴尬，这些零售商以全价向客户销售了该产品。“如果必须进行广告宣传，那么必须以全价进行，”这是电话中那位代表下达的指示。

There were 25 misspelled words in this ad and some pretty bad grammar.

这则广告中有 25 个错别字，还有一些语法错误。

The product was going to cost me only around $100. And I could easily sell it for $250 and make a nice profit. But I was being forced to offer it for $485. If it died at retail, chances were slim to none that I could sell any at $485.

该产品只花费我大约 100 美元。我可以轻松地以 250 美元的价格出售它，赚取不错的利润。但我被迫以 485 美元的价格出售。如果它在零售环节失败，我以 485 美元的价格卖出任何产品的可能性几乎为零。

So I created a novel strategy. I would offer the product at $500, even more than the full retail price. I would then allow readers of the ad to circle any misspelled words and I would give them $10 off the retail price for each misspelled word they found. I could then misspell 25 words and sell the machine for $250 without creating a problem with my vendor. Nobody except the buyer would know the actual price each machine sold for, as it depended on the spelling skills of my readers.

因此，我创造了一种新的策略。我会以 500 美元的价格出售产品，甚至高于全价。然后我会允许广告的读者圈出任何拼写错误的单词，并且我会为每个他们找到的拼写错误的单词从零售价中减去 10 美元。这样，我可以故意拼写 25 个单词，并以 250 美元的价格出售这台机器，而不会与我的供应商产生问题。除了买家外，没有人会知道每台机器的实际售价，因为这取决于读者的拼写技巧。

So in June of 1985, I ran the following ad. I had fun writing it—purposely misspelling words as well as using bad grammar. Read the ad and see how you would have done in the Nautilus Spelling Sale.

所以，在 1985 年 6 月，我发布了以下广告。我写这个广告很有趣——故意拼写错误，还用了糟糕的语法。读一读这个广告，看看你在“鹦鹉螺拼写大赛”中会怎么做。

Headline: Nautilus Spelling Sale

标题：纳维达斯拼写促销

Subheadline: Every mispelled word you find in this advertisement is worth $10 towards the purchase of this popular exercise product.

副标题：您在这则广告中发现的每一个错别字都相当于购买这款流行运动产品时节省的 10 美元。

Bold Copy:

粗体复制：

Americans have two weaknesses. The first is spelling and the second is in our lower backs. JS&A intends to do something about both problems.

美国人有两个弱点。第一个是拼写，第二个是我们的下背部。JS&A 打算解决这两个问题。

Byline: By Joseph Sugarman, President

作者：约瑟夫·沙格曼，总裁

Copy: This advertisment has several mispelled words. Some of them are intentionally mispelled and others are because my spelling is pretty lousy. (My grammar’s bad too.)

这则广告有几个拼写错误。其中一些是故意拼错的，而另一些则是因为我的拼写相当糟糕。（我的语法也不好。）

For every mispelled word you find in this advertisment, I’ll reduce the price of the product shown here by $10. If you find 10 words mispelled, you get $100 off the price. If you find 25 words mispelled, you get $250 off the price. And if you find 50 words mispelled, you get the product for absolutely nothing. Why such generosity?

对于你在本广告中发现的每个错别字，我将降低此处展示产品的价格 10 美元。如果你发现 10 个错别字，你将获得 100 美元的折扣。如果你发现 25 个错别字，你将获得 250 美元的折扣。如果你发现 50 个错别字，你将免费获得该产品。为什么如此慷慨？

TOO COSTLY

过于昂贵

Hundreds of retailers throughout the country have been selling the Nautilus Lower Back machine for its full retail price of $485. Nautilus designed it for the consumer market. Their $3,000 hospital version, used for rehabilitation purposes, was too costly for the average consumer.

全国数百家零售商以 485 美元的零售价销售 Nautilus 下背部按摩器。Nautilus 为消费者市场设计了它。他们的 3000 美元医院版本，用于康复目的，对普通消费者来说太贵了。

So Nautilus designed one for the home and sold thousands. Then JS&A got hold of a few thousand and felt that an entirely new market would develope if the unit could sell for $250 or less. But the manufacturer would obviously be concerned as the machine would upset those who had sold the unit for its full price.

因此，Nautilus 为家庭设计了一款产品并售出了数千台。然后 JS&A 获得了几千台，并认为如果该设备售价在 250 美元或以下，将开辟一个全新的市场。但制造商显然会担心，因为这台机器会扰乱那些以全价出售该设备的人。

So by running this special sale and listing the full retail price and with nobody really knowing what price we’re really offering the unit for anyway (I told you my grammar wasn’t good), we can make everybody happy—especially those of you with good spelling skills and with lower backs you want to strengthen. The rules are really quite simple.

通过举办这次特别促销活动，列出完整零售价，并且没有人真正知道我们实际上为该单位提供的价格是多少（我告诉你我的语法不好），我们可以让每个人都开心——特别是那些拼写技能好、想要加强下背的人。规则实际上非常简单。

THE RULES

规则

Look through this ad trying to find several mispelled words. Circle each mispelled word you find and put the total number of mispelled words in the circle above. Please don’t correct my grammar. Then multiply the number of mispelled words by $10 and then deduct that amount from the $500 price show in this advertisment.

查看此广告，试图找出几个拼写错误。圈出你找到的每个拼写错误，并在圈上方写下拼写错误的总数。请不要纠正我的语法。然后，将拼写错误数量乘以 10，然后从广告中显示的 500 美元价格中扣除该金额。

We promise to deliver a unit to you for the price you earn. But be careful. If you circle a word that is not mispelled, we reserve the right to return your order and have you arrested. All orders must be mailed in and paid for by check or money order. (We can’t afford the credit card charges, and COD’s are more bother than they are worth and at this price we don’t need the extra espense.)

我们承诺以您赚取的价格向您交付一个单位。但请注意。如果您圈出一个没有拼写错误的词，我们保留退货并逮捕您的权利。所有订单必须通过邮寄并使用支票或汇票付款。（我们承担不起信用卡费用，现金交货比它们的价值更麻烦，而且在这个价格下我们不需要额外的费用。）

If you just want to enter this sale without purchasing anything, simply send the ad in with the number in the circle. If you guess the correct number of mispelled words, you will get a $10 credit towards all the products listed in our catalog which we will also send you (not all the products, just our catalog).

如果您只想参加这次促销活动而不购买任何商品，只需将带有圆圈中数字的广告发送过来即可。如果您猜对了错别字的正确数量，您将获得 10 美元的信用额度，可用于我们目录中列出的所有产品（不是所有产品，只是我们的目录）。

There are a few disclamers. We only have a few thousand of these machines so we reserve the right to run out of them. We also reserve the right to return any order that claims more mispelled words than we’ve actually made. We will ship each unit freight collect with charges usually running around $50 east of the Mississippi or a little more in California. And finally, a little clue. There are three mispelled words in this paragraph.

以下是一些免责声明。我们只有几千台这样的机器，所以我们保留售罄的权利。我们还保留取消任何声称拼写错误多于我们实际制造的订单的权利。我们将以运费到付的方式发送每个单元，通常在密西西比河以东的费用约为 50 美元，或在加利福尼亚州略高。最后，一个小提示。这个段落中有三个拼写错误。

DESIGNED FOR THE LOWER BACK

专为下背部设计

The Nautilus Lower Back machine is designed to strengthen your lower back. If you’re an executive who sits at a desk for long hours, your back muscles soon grow weak and cannot support your spine and your skeletal frame as it was designed to do.

纳乌西卡下背部训练机旨在加强您的下背部。如果您是一位长时间坐在办公桌前的行政人员，您的背部肌肉很快就会变得虚弱，无法像设计的那样支撑您的脊柱和骨骼结构。

What I like about the back machine is how easy it works to strengthen the back. As little as five minutes a day and three days a week is all the exercise you need to start the program. And since the exercise time is so short and not very strenuous, you can exercise anytime of the day or night.

我喜欢背部机器的原因是它如何容易地加强背部。每天只需五分钟，每周三天，这就是开始这个计划所需的全部锻炼。而且由于锻炼时间如此之短，并不非常费力，你可以在一天中的任何时间或夜晚进行锻炼。

There are ten tension positions. You start at the smallest setting and gradually build up as you increase your strength. In a relatively short time, you’ll be able to feel the difference. I can’t guarantee that your lower back problems will be gone forever, but the Nautilus Lower Back machine can really make a difference. And even with its low price, the Nautilus comes with a 30-day exercise trial period. If the unit doesn’t make a big difference in your exercise program, return the unit to JS&A for a full refund of your purchase price. But act quickly. Once we sell all these units, that’s all we can get. One last thing. Please don’t call our operators to find out the number of mispelled words.

有十个张力位置。您从最小的设置开始，随着力量的增加逐渐增加。在相对较短的时间内，您将能够感觉到差异。我不能保证您的下背部问题会永远消失，但 Nautilus 下背部机器确实可以带来改变。而且即使价格低廉，Nautilus 也提供 30 天的锻炼试用期。如果该设备对您的锻炼计划没有带来重大改变，请将设备退回 JS&A，我们将全额退还您的购买价格。但请迅速行动。一旦我们卖完所有这些设备，就没有了。最后一点。请不要打电话给我们的操作员来询问错别字的数量。

The Nautilus Lower Back machine is made out of tubular steel that will take a tremendous amount of abuse. All the contact surfaces are cushioned and covered with black Naugahyde. It takes only a few minutes to assemble it with a screwdriver and wrench and it measures 34½″ × 51″ x 54″ and weighs 150 pounds. The unit comes with a 90-day manufacturer’s limited warranty and complete instructions.

纳乌西索斯下背部机器由管状钢材制成，能承受巨大的磨损。所有接触表面都装有垫子，并覆盖着黑色纳瓜海德。只需用螺丝刀和扳手几分钟即可组装，尺寸为 34½″ × 51″ x 54″，重量为 150 磅。该设备附带 90 天的制造商有限保修和完整说明书。

Take advantage of this unique opportunity to own one of the finest pieces of exercise equiptment at the lowest possible cost for just being able to count our mispelled words.

抓住这个独特的机会，以最低的成本拥有一件最优秀的运动设备，只需能数出我们拼错的单词即可。

To order, ask for product by number shown below or send a check to the address below.

订购时，请按以下编号索要产品或寄支票至以下地址。

Nautilus Back Machine (7068) . . . . . . . . . . . . . . . . . . . . . . $500

鹦鹉螺后置机（7068）………………… 500 美元

Better Speller Cost (7069) . . . . . . . . . . . . . . . . . . . . . . . . . . . . ?

更好的拼写器成本（7069）……………？

I had two surprises with the results from this ad. The first was the number of people who missed many of the words. We made more profit than I had anticipated. There were exactly 25 misspelled words, but on average most people found around 20 of them.

我有两个惊喜来自这个广告的结果。第一个是很多人错过了很多单词。我们赚的利润比我预期的要多。恰好有 25 个拼写错误，但平均来说，大多数人找到了大约 20 个。

The second surprise was the number of people who called me to tell me that they had spent hours reading and rereading the ad to find the number of misspelled words even though they had no intention of buying the unit.

第二个惊喜是，有很多人给我打电话告诉我，他们花了好几个小时阅读和重读广告，以找出错别字的数量，尽管他们没有购买该单元的意图。

I then used this technique to sell the Franklin Spelling Computer. For the spelling computer, it certainly made sense as it tied into the product nicely. But it was this first Nautilus ad that really launched the concept.

我随后用这种技术来销售富兰克林拼写电脑。对于拼写电脑来说，这确实很有意义，因为它与产品很好地结合在一起。但真正推出这个概念的是这第一个纳 utilus 广告。

One of the strong points of this ad was the involvement that it created on the part of the reader. I received mail months later asking me for the correct number of misspelled words. People were spending hours reading my ad. How many ads can claim that distinction?

这则广告的强点之一是它激发的读者参与度。几个月后，我还收到邮件询问我错别字的正确数量。人们花几个小时阅读我的广告。有多少广告能拥有这样的特点？

The people who found most or all of the words really had a bargain too. And we eventually sold all of our inventory in what was a very successful ad. Bad spelling, bad grammar, who cared? We broke a few rules and came up with a very unique marketing concept that could still work today.

那些找到大部分或所有单词的人也真的占了便宜。我们最终卖掉了所有库存，那是一次非常成功的广告。错别字，语法错误，谁在乎呢？我们打破了一些规则，提出了一种非常独特的营销概念，至今仍能奏效。

A Note

一条笔记

The Power of Your Pen

笔的力量

In Section Three you took all your new copywriting knowledge and saw how it could be applied in actual mail order advertisements. You also saw how these principles could work in ads that weren’t mail order ads and you saw what copy elements were missing in others.

第三部分，你运用了所有新的文案知识，看到了它如何在实际邮购广告中应用。你也看到了这些原则如何在非邮购广告中发挥作用，并看到了其他广告中缺少的文案元素。

You can now write a great mail order ad using my approach to writing copy. You can create the goose that lays the golden egg. And you know that with this new knowledge you have the potential skill to start businesses and earn millions of dollars—all through the power of your pen.

您现在可以使用我的写作方法写一篇出色的邮件订单广告。您可以创造一只下金蛋的鹅。而且您知道，凭借这些新知识，您有潜力开始创业并赚取数百万美元——这一切都源于您的笔力。

But it takes practice. And the more you practice, the greater your skill and the closer you will come to the wonderful and exhilarating feeling of writing an ad that the public responds to in massive numbers. Good luck and best wishes in your quest for success.

但是需要练习。你练习得越多，你的技能就越高，你离写出公众大量回应的精彩广告就越近。祝你在追求成功的道路上好运和最好的祝愿。

Section Four

第四章

Utilizing Your Copywriting Skills

利用你的文案技巧

Preview

预览

Let us assume by now that you have understood and mastered the material I have presented. You know how to write great copy and build that slippery slide. You understand the psychological triggers and how effectively they can be used to sell your product or service. And finally, you understand the role of a powerful satisfaction conviction.

让我们假设到现在你已经理解并掌握了我所呈现的材料。你知道如何撰写优秀的文案并构建那个滑溜的滑梯。你理解心理触发因素以及如何有效地利用它们来推销你的产品或服务。最后，你理解强大满意度信念的作用。

Once you understand the principles of a print mail order ad, you’re ready to apply those principles to enhance all your communication skills. Whether in a radio commercial or on a web site, all the principles apply, with one caveat—some principles are more important than others depending on the format or the medium. Let me explain.

一旦你理解了印刷邮寄广告的原则，你就可以将这些原则应用到提高你的所有沟通技巧上。无论是在广播广告中还是在网站上，所有原则都适用，但有一个前提——根据格式或媒介，某些原则比其他原则更重要。让我来解释一下。

Whereas in a mail order ad your copy is very important, what techniques work best on TV? What psychological triggers work best on radio or on the Internet? For example, on the Internet there is greater involvement on the part of the prospect. He or she must take an action such as clicking on a button or on a link. So interactivity is an important concept.

然而，在邮件订单广告中，你的文案非常重要，那么在电视上哪些技巧最有效？在广播或互联网上，哪些心理触发器最有效？例如，在互联网上，潜在客户的参与度更高。他或她必须采取行动，比如点击按钮或链接。因此，互动性是一个重要概念。

The remainder of this handbook focuses on the various media and how they differ from a print ad, and consequently how to write copy for each format.

本手册的剩余部分专注于各种媒体及其与印刷广告的不同之处，以及相应地如何为每种格式撰写文案。

I am also including a large amount of marketing information to help guide you in the copywriting process. If you don’t know the best way to market a particular product or service in a specific medium, how can you write copy for it? So I go into depth and explain the differences and the quirks to watch for as you examine all the media possibilities and their potential.

我也包括大量营销信息，以帮助您在文案创作过程中进行指导。如果您不知道在特定媒介中如何最好地推广某个产品或服务，您如何为其撰写文案？因此，我会深入解释，在您审视所有媒介可能性及其潜在性时，要注意的差异和注意事项。

Chapter 36

第 36 章

Writing for Different Media

为不同媒体写作

Catalogs

目录

Here’s a format where copy and graphics play a big role. The catalog cover should present the best picture—the most dramatic shot in the entire catalog or a product that best represents what can be found inside.

这里是一种格式，其中复制和图形扮演着重要角色。目录封面应展示最佳图片——整个目录中最戏剧性的镜头或最能代表内部内容的商品。

I used to feature a product on the cover of my catalogs that was unusual, novel and different and looked dramatic. It didn’t matter if it wasn’t a big seller. The important point was that it caused the prospect to pause and not just throw the catalog away. The cover is like the headline in a print ad. Its sole purpose is to get you into the catalog and to start reviewing the other products or to put it aside for reading later. You want to avoid it being simply thrown in the trash.

我曾经在我的目录封面上展示一款不寻常、新颖且不同的产品，看起来很引人注目。即使它不是畅销品也没关系。重要的是它能让潜在客户停下来，而不仅仅是把目录扔掉。封面就像印刷广告的标题。它的唯一目的是让你翻阅目录，开始查看其他产品，或者把它放在一边稍后阅读。你希望避免它被简单地扔进垃圾桶。

A good catalog should have a message from the president in the front of the catalog along with his or her picture. This is important. A catalog is like a store. If the store lacked a proprietor, it would seem cold, too big or corporate.

一个好的目录应该在目录前面有总裁的信息和照片。这很重要。目录就像一家商店。如果商店缺少店主，就会显得冷清、太大或像公司。

That personal message at the front of the catalog is like a Wal-Mart associate standing at the entrance of a Wal-Mart store greeting visitors as they walk in. It makes the store more human, makes the proprietor a friendly face you can contact should things not work out to your satisfaction. You feel safe in dealing with the company because you know there is a human behind the catalog and that human is real and reachable. Your copy should reflect this. It should read like a personal letter to your prospects and should express your sincerity and commitment to satisfying their needs. I would rank this letter as one of the most important pieces of copy in the entire catalog.

目录前面的这封个人信件就像沃尔玛的员工站在沃尔玛商店门口迎接顾客一样。它让商店显得更有人性，让店主成为你可以联系到的友好面孔，如果事情没有达到你的满意。你与公司打交道时会感到安全，因为你知道背后有一个人，这个人真实且可联系。你的副本应该反映出这一点。它应该读起来像一封写给潜在客户的个人信件，并表达你满足他们需求的诚意和承诺。我会把这封信评为整个目录中最重要的一部分。

Producing a catalog is a matter of arranging graphics and copy in a pleasing and easy-to-follow format. Combining the graphics and copy is similar to creating a print ad. You should have a short but enticing headline, a subheadline that explains a little more about what you are offering and then copy that covers each aspect of the product and its benefits to your prospect.

制作目录是一项将图形和文字内容以令人愉悦且易于跟随的格式排列的工作。将图形和文字内容结合起来类似于创建印刷广告。你应该有一个简短但吸引人的标题，一个副标题来进一步解释你提供的内容，然后是涵盖产品每个方面及其对潜在客户的益处的文字内容。

It is extremely important to include all the salient features of the product you are selling. Leave out one small fact—even one that may seem insignificant such as a product’s weight—and you’ll reduce your sales. A catalog description should contain all the information you need for your prospect to make a buying decision. Leave out one small fact, and you run the risk of reducing your response. The missing fact gives the buyer an excuse to delay his or her decision. And it raises a question as to whether the product will fit his or her needs. Nobody wants to buy something and then have to return it. So being thorough in your description will make a big difference in the minds of your prospects. They will feel confident that what they buy they will like and keep—always knowing, of course, that they can return the item for any reason.

非常重要，要包括您所销售产品的所有显著特征。遗漏一个小的细节——甚至是一个可能看似微不足道的细节，比如产品的重量——都会减少您的销售额。目录描述应包含您潜在客户做出购买决策所需的所有信息。遗漏一个小的细节，您就有降低回应率的风险。遗漏的事实给买家一个推迟决定的借口。并且它提出了一个问题，即产品是否适合他们的需求。没有人想买了一件东西然后不得不退货。因此，在您的描述中做到详尽无遗将在潜在客户的心中产生重大影响。他们将感到自信，他们买的会喜欢并保留——当然，他们始终知道，他们可以出于任何原因退货。

The next thing to consider is the environment you create through the graphics and the look of the catalog. If you are sending your catalog to sophisticated buyers, make sure that the copy and the look of the catalog are upscale. If you are selling products in a closeout catalog, you don’t want your catalog to look too slick. Your customer doesn’t expect to see an expensive catalog selling products at really cheap prices. As a guide, set the environment based on the price points you are selling your products for.

考虑的下一件事是通过图形和目录的外观所创建的环境。如果您将目录发送给老练的买家，请确保目录的文案和外观是高端的。如果您在清仓目录中销售产品，不希望您的目录看起来过于光鲜。您的客户不期望看到一本昂贵的目录在以极低的价格销售产品。作为指导，根据您销售产品的价格点来设定环境。

In a mail order ad you should feature a single product or service, leaving variations of that product out of the sales message. But in a catalog you have the opportunity of offering several variations of the main product you might sell in a mail order print ad. In fact, that’s what your customers expect.

在邮购广告中，你应该突出展示单一产品或服务，将该产品的变体排除在销售信息之外。但在目录中，你有机会提供可能通过邮购印刷广告销售的主要产品的多个变体。事实上，这正是客户所期待的。

A good example of this was given earlier in this handbook (“Simplicity” in Chapter 19). I offered a single style of the Swiss Army watch and tested it against several styles. The single style offer worked best in the mail order ad, whereas the other watch styles worked best in our catalog.

这是一个很好的例子，在手册中已经给出（第 19 章的“简洁”）。我提供了一种瑞士军刀手表的风格，并对其与其他几种风格进行了测试。单一风格在邮购广告中效果最佳，而其他手表风格在我们的目录中效果最佳。

Finally, what works exceptionally well for product catalogs is the personal sales message—something that I have used for years with great success. Let each product description sound like a personal conversation with the prospect.

最后，对于产品目录来说，个人销售信息特别有效——这是我多年来一直使用并取得巨大成功的方法。让每个产品描述听起来像与潜在客户的个人对话。

Say “I” or “me” or “my,” and talk as if you were a friendly person chatting with your prospect. Your conversation might sound something like, “I was walking down the street when I had this neat idea for my catalog.” Such rhetoric combines storytelling and the personal approach to advertisng, which I strongly recommend.

说“我”或“我”或“我的”，就像你是一个友好的人在与你的潜在客户聊天一样。你的对话可能听起来像这样：“我走在街上时，突然想到了为我的目录的一个好主意。”这种修辞结合了讲故事和个人化的广告方法，我强烈推荐。

In the case of a catalog, think of it as a store, sell in it like you would in a store and show your enthusiasm for the products you sell through your copy and your use of the first person.

在目录的情况下，把它想象成一个商店，就像在商店里一样去销售，并通过你的文案和第一人称的使用来展示你对所售产品的热情。

If something is important, give it more space. Make sure you have your toll-free phone number on each page. Often a prospect will tear out a page and throw away the rest of the catalog only to discover later that the toll-free number is missing. And even if your prospect keeps the entire catalog, having your phone number on each page will make ordering easier.

如果某事很重要，就给它更多空间。确保你在每一页上都有你的免费电话号码。通常，潜在客户会撕下一页扔掉其余的目录，后来才发现免费电话号码不见了。即使你的潜在客户保留了整个目录，每一页上都有你的电话号码也会让订购更容易。

Use an easy-to-remember toll-free phone number. Use words to make up the number. When I call FedEx for a pickup, all I have to remember is 1-800-GOFEDEX. And if you do use words to convey a phone number, also include the actual numbers to make it easier for the prospect to dial.

使用一个容易记住的免费电话号码。用单词来组成这个号码。当我给联邦快递打电话要求取件时，我只需要记住 1-800-GOFEDEX。如果你确实使用单词来传达电话号码，也请包括实际数字，以便潜在客户更容易拨打。

The toll-free number should be large and rather obvious on the order form. Most people will order over the phone or go to a web site to order. So why not make the order form show that toll-free number and web site address loud and clear?

免付费电话号码应在订单表单上大而明显。大多数人会通过电话订购或访问网站订购。那么，为什么不使订单表单清楚地显示该免付费电话号码和网站地址呢？

Then make sure that your order form is easy to fill out and provides plenty of room to list all the necessary information. If most people respond on the phone with the toll-free number or on your web site, though, why even have a catalog order form? The answer is that many catalog buyers first list their purchases on the order form before they actually call and order. It makes the ordering process go faster and is a convenient record for the customer.

确保您的订单表单易于填写，并提供足够的空间列出所有必要信息。尽管如此，如果大多数人通过免费电话号码或您的网站进行回复，那么为什么还要有目录订单表单呢？答案是，许多目录买家在实际上打电话订购之前，首先会在订单表单上列出他们的购买。这使得订购过程更快，并且是客户方便的记录。

Finally, make sure that each operator who takes an order on the phone has a script to sell something else after the customer places an order. This will certainly add incremental business and increase catalog profits.

最后，确保每个通过电话接单的运营商在客户下单后都有推销其他产品的脚本。这肯定会增加额外业务并提高目录利润。

Flyers: Insert Stuffers, Bounce Backs, and Broadsides

传单：插入物、回弹和侧翼

The common thread that all of these formats have is that they are after-the-sale advertisements. Once you’ve made the sale, you should place something in the package you are shipping that offers something your new customer might also be interested in.

所有这些格式共有的一个特点是它们都是售后服务广告。一旦你完成了销售，你应该在你要运输的包裹中放入一些新客户可能也感兴趣的东西。

The piece might contain offers on some of the other products you sell. It might even be a catalog designed specifically for new customers. Or even the catalog from which the order was originally made. It usually doesn’t cost any more postage to ship these solicitations. And since it is being sent to a customer, there is a better chance that it will be read and acted upon than if it was simply sent to a prospect.

该商品可能包含您销售的其他产品的优惠。甚至可能是一个专门为新客户设计的目录。或者甚至是原始订单的目录。通常，发送这些邀请函不需要额外邮费。而且，由于是发送给客户，因此它被阅读和采取行动的可能性比仅发送给潜在客户要高。

Insert stuffers and bounce backs are flyers that are placed in packages going to customers. A broadside is the flyer folded to fit in a standard-sized #10 business envelope.

填充物和回函是放入即将送往客户的包装中的传单。单张传单是折叠以适应标准尺寸的#10 商务信封的传单。

In the case of these solicitations, the piece you design should use a similar format to your catalog page to provide a level of continuity. Use an attention-getting headline, use bullet points where appropriate and don’t forget to provide that all-important ordering information—a coupon with your address, toll-free phone number, and web site address.

在处理此类请求时，您设计的作品应采用与您的目录页面相似的格式，以提供一定的连贯性。使用引人注目的标题，在适当的地方使用项目符号，并别忘了提供所有重要的订购信息——包含您的地址、免费电话号码和网站地址的优惠券。

Direct Mail

直接邮件

One of the more effective ways to sell in print is through direct mail. It’s a way to target a specific prospect who has exhibited certain buying tendencies, and it’s a way to target all of those tendencies in a very efficient way. But there are some important notes about copywriting that need to be observed in this form of communication.

印刷销售中更有效的方法之一是通过直接邮件。这是一种针对表现出特定购买倾向的特定潜在客户的方式，并且是一种非常高效地针对所有这些倾向的方式。但在这个沟通形式中，需要注意一些关于文案写作的重要事项。

As I have mentioned throughout this handbook, the personal approach to selling can’t be beat. Selling is really a personal relationship between the seller and the buyer. It’s a relationship of trust. And to enhance that trust there is nothing like having your prospects know clearly whom they are dealing with. Your prospects will pick up the vibrations of what you write, especially if you are making your communications sound very personal.

正如我在本手册中多次提到的，个人销售方法无与伦比。销售实际上是买卖双方之间的一种个人关系。这是一种信任关系。为了增强这种信任，没有什么比让潜在客户清楚地知道他们正在与谁打交道更重要的了。您的潜在客户会感受到您所写内容的振动，尤其是如果您使您的沟通听起来非常个人化。

Direct mail copy is among the most personal types of copy you can write. It is a letter written directly to another individual. It is a message to a person whom you have sought out by simply refining your mailing criteria to focus on just those attributes that represent your prospect. By selecting a mailing list that encompasses those attributes, your chances of success will be greatly enhanced.

直邮文案是你能写的最个性化的文案之一。这是一封直接写给另一个人的信。这是给那些你通过精炼邮寄标准，仅关注代表你的潜在客户的那些属性而找到的人的信息。通过选择包含这些属性的邮寄名单，你的成功机会将大大增加。

The most important thing to be aware of is to keep the message personal. Using the first person is important. Use the word I and avoid the term we when referring to your associates. In fact, it is a lot better when referring to your company to talk about the staff as a team—for example, “My team of great engineers is available to help you.” Compare that to: “We at Acme Motors have the skill and knowledge to provide assistance to you.” And your letter becomes even more personal when it is signed by the sender.

最需要注意的是保持信息个性化。使用第一人称很重要。使用“我”这个词，避免在提到您的同事时使用“我们”这个术语。实际上，当提到您的公司时，将员工视为一个团队会更好——例如，“我的优秀工程师团队随时准备帮助您。”与“我们阿克梅汽车公司拥有提供帮助的技能和知识。”相比，您的信件在由发件人签名时将变得更加个性化。

In a direct mail piece, the letter is the most important part of the entire mailing package. In it you must include the sales pitch, the slippery slide—designed to get the recipient of your mailing piece to read the entire letter—and all the psychological triggers described earlier. You have the space and the time to make a very good sales presentation.

在直接邮寄物中，信件是整个邮寄包最重要的部分。在其中，你必须包括销售提案、滑动滑块——旨在让您的邮寄物接收者阅读整封信——以及之前描述的所有心理触发器。您有足够的空间和时间做出非常出色的销售展示。

The length of the letter can vary. If you can get your message onto one page, you make the mailing less intimidating. More pages are okay, too, if you’ve written a strong enough first page to keep them reading and of course if the subject is interesting to the reader; then you’re doing your job as a copywriter. Write 10 pages if you feel it is important to do so in order to sell your product or service, but the letter has got to be so compelling that the reader continues to read straight through to the end of the letter as if on a slippery slide.

信件长度可变。如果你能将你的信息压缩在一页内，你会使邮寄过程不那么令人畏惧。如果第一页写得足够强大，足以让他们继续阅读，当然如果主题对读者来说很有趣，那么你作为文案工作者就完成了你的工作。如果你觉得为了推销你的产品或服务这样做很重要，可以写 10 页，但信件必须足够吸引人，让读者像在滑梯上一样一直读到信的结尾。

Use any collateral material that is included with the letter to visually describe your product or service. The more important message, however, is in the letter. A brochure won’t sell your product as effectively as a good letter. The brochure or the color flyer could be critical to the sale but not nearly as important as the letter.

使用信件中包含的任何辅助材料来直观地描述您的产品或服务。然而，更重要的是信件本身。宣传册不如一封好信能有效地推销您的产品。宣传册或彩色传单可能对销售至关重要，但远不如信件重要。

And you can certainly refer to the brochure in your letter, but don’t rely on that fancy brochure to do the complete selling job. It won’t, no matter how pretty and how good it may look.

当然，您可以在信中提到宣传册，但不要依赖那本花哨的宣传册来完成全部的销售工作。不管它看起来多么漂亮，效果都不会好。

Don’t forget that postscript (PS). The PS in a letter is often the most-read line of type on the page. So either offer something in the PS that causes the reader to solidify a buying decision or reiterate a very important point.

不要忘记附言（PS）。信中的 PS 往往是页面上阅读最多的行。所以，要么在附言中提供一些能让读者坚定购买决定的内容，要么重申一个非常重要的观点。

Use objects with the letter. When I did advertising for my ski-lift account I had a small number of prospects—around 500. It was therefore practical for me to include something unusual in each mailing. I sent a large button that said “No Jerk” to emphasize the smooth nature of my ski lift. I sent a brochure that expanded so that one side read “expand” and sent it with a nice letter. My prospects looked forward to each mailing simply to find out what I was going to say and include in my next mailing.

使用带有字母的物体。当我为我滑雪缆车账户做广告时，我只有少量潜在客户——大约 500 个。因此，对我来说，在每次邮寄中都包含一些不寻常的东西是实用的。我发送了一个写着“不捣蛋”的大按钮，以强调我的滑雪缆车的平稳性。我发送了一份可以展开的传单，一面写着“展开”，并附上一封漂亮的信。我的潜在客户期待着每次邮寄，只是为了找出我将要说的话和下一封邮寄中要包含的内容。

In direct mail, the mailing list is also a critical element to the success of a direct mail piece. Your own satisfied customers for a similar product will be your best and hottest list if they’ve purchased recently—the more recently the better. If you purchase lists, make sure the prospects on a list are demographically similar to your customers and that they have bought fairly recently through the mail and for purchases within the price range of what you are offering.

在直接邮寄中，邮寄名单也是直接邮寄成功的关键要素。对于类似产品的满意客户，如果他们最近购买了产品，那么他们将是您最好的、最热门的名单——购买时间越近越好。如果您购买名单，请确保名单上的潜在客户在人口统计学上与您的客户相似，并且他们最近通过邮寄购买了产品，并且购买的产品价格范围与您提供的产品价格范围相符。

But let’s say you have a great letter, a cute little gimmick you are mailing with your letter and a first-rate mailing list. What is missing? How about a great message on your envelope? Your envelope is like the headline on a mail order ad. It will attract those prospects interested enough to read the subheadline, which usually is inside the envelope so you often need to get them to open the envelope in order to read the subheadline. Of course you can put the subheadline on the envelope, too. You might even try using some attention-getting statement if you feel the statement will cause the customer to open the envelope. If recipients are interested in your offer, they will know right away whether to open the envelope or throw it into the trash.

但是让我们假设你有一封出色的信，一封可爱的迷你小玩意儿，你将随信邮寄，还有一个一流的邮寄名单。缺少了什么？在你的信封上写一个出色的信息怎么样？你的信封就像邮件订购广告的标题。它会吸引那些足够感兴趣、愿意阅读副标题的潜在客户，而副标题通常在信封内部，所以你通常需要让他们打开信封才能阅读副标题。当然，你也可以在信封上写副标题。如果你觉得这个声明能促使客户打开信封，你甚至可以尝试使用一些引人注目的声明。如果收件人对你的提议感兴趣，他们马上就会知道是打开信封还是把它扔进垃圾桶。

Just as people are inclined to discard Internet spam if they don’t recognize the sender without even opening the e-mail, recipients of your mailings are inclined to throw out your mailing piece without even opening it. But there are ways to get them to open the envelope.

就像人们倾向于在没有打开邮件的情况下丢弃不认识的发件人的垃圾邮件一样，收件人也倾向于在没有打开的情况下扔掉你的邮件。但有一些方法可以让他们打开信封。

If you put no name or headline on the envelope (just the return address), most of the recipients will open it out of curiosity. After all, it might be a credit card (many credit cards are sent this way). If the envelope has your company name and address and the person receiving it recognizes it as a company he or she has bought from before, chances are they will open it.

如果您在信封上没有写名字或标题（只有回邮地址），大多数收件人出于好奇会打开它。毕竟，那可能是一张信用卡（许多信用卡都是这样寄出的）。如果信封上有您的公司名称和地址，并且收件人认出那是他们之前买过东西的公司，那么他们很可能会打开它。

A computer-addressed envelope that looks like it was individually typed provides a strong incentive to open the envelope as well.

电脑打印的信封看起来像是单独打字过的，这为打开信封提供了强烈的动力。

A good tip is for you to study the mail that comes into your mailbox. Which ones do you open and which ones do you quickly throw out? Often you are representative of the people who are your prospects.

一个好的建议是学习进入你邮箱的邮件。你打开哪些，哪些又迅速扔掉？通常，你代表了你的潜在客户。

What works can be easily determined if you test every mailing piece you send out against a different version of the same mailing piece. Testing is the critical factor that makes a big difference in the success of anything you do in direct marketing. And as a copywriter you can learn so much by observing what works and what doesn’t.

如果对每封发送的邮件进行不同版本的测试，就可以轻松确定哪些有效。测试是直接影响直接营销中任何活动成功与否的关键因素。作为文案撰写者，通过观察哪些有效和哪些无效，你可以学到很多东西。

Newspapers

报纸

Newspapers are one topic I can speak about from a great deal of experience. Not only have I advertised in many daily and weekly newspapers, but I actually published a weekly newspaper, the Maui Weekly, for six years in Maui, Hawaii, before I sold it to the island’s daily newspaper in 2005.

报纸是我可以从丰富经验中谈论的一个话题。不仅我在许多日报和周报上做过广告，而且我实际上在夏威夷的茂宜岛出版了一份周报《茂宜周报》，为期六年，直到 2005 年将其出售给岛屿的日报。

If the ad you are placing in a newspaper is a mail order ad, it should pay for itself and cover the cost of the insertion the first time it appears.

如果报纸上的广告是邮购广告，它应该第一次出现时就能收回成本并覆盖刊登费用。

If you are advertising something that promotes a retail establishment, then frequency is a major key. Putting an ad in a paper only once is simply a waste of time and money. Often people don’t respond right away. There is a lag time between seeing your ad the first time and then seeing it so often that a level of trust develops. Or it could be simply the time isn’t quite right when the ad first appears because of other events in the community.

如果你在宣传一个零售场所，那么频率是一个关键因素。只在报纸上投放一次广告只是浪费时间金钱。人们通常不会立即做出反应。从第一次看到你的广告到频繁看到它，之间会有一个滞后时间，从而建立起信任。或者，广告首次出现时，可能因为社区中的其他事件，时间并不完全合适。

Let’s say you are advertising a restaurant. The ad is to appear each week in the dining section of the weekly newspaper for a total of 13 weeks. The ad appears the first week and there seems to be little response. The ad appears the second week and a few more people show up. Slowly but surely the restaurant’s customers appear in greater numbers.

假设你在做餐厅广告。广告将在每周的报纸餐饮版块中连续出现 13 周。广告在第一周出现，似乎没什么反应。广告在第二周出现，有更多的人前来。慢慢地，餐厅的顾客数量逐渐增多。

I can remember when I was in college at the University of Miami and a restaurant owner who saw that I was a student asked if I knew how to encourage other students to come to his Old Hickory Barbeque restaurant. I told him that I felt I could reach the students. I knew what the students responded to and felt that an ad in the daily college paper, the Hurricane, would do the trick. But as an aspiring copywriter, I also knew that the copy for this chicken and rib joint on the outskirts of town had to be so compelling and different that students would respond to it and not think of it as just advertising.

我记得我在迈阿密大学上大学的时候，一位看到我是学生的餐馆老板问我是否知道如何鼓励其他学生来他的老希克森烧烤餐厅。我告诉他，我觉得我能接触到学生。我知道学生会做出什么反应，并觉得在每日大学报纸《飓风报》上的广告会奏效。但作为一个有抱负的文案作家，我也知道这个位于城郊的鸡肉和排骨餐馆的广告必须非常吸引人且与众不同，让学生们做出反应，而不仅仅是把它当作广告。

So the ad I ran talked about a chicken and rib special and then I told students that there was a catch. To get this special price, they had to bring in the top of a Brinks armored car. The ad ran. I held my breath and at first was too embarrassed to go to the restaurant and see the owner, concerned that maybe I had been a little over-the-top in what I had written. But to my surprise when I finally pulled up to the restaurant, there was a line around the block—with students carrying pieces of plywood, sheets of tin, garbage can covers marked “Brinks Armored Car Top” and a variety of other similar objects. The ad was a huge success.

所以，我投放的广告是关于鸡肉和排骨特价，然后我告诉学生们有一个条件。为了得到这个特价，他们必须带来一辆 Brinks 装甲车顶部的部分。广告投放了。我屏住呼吸，一开始太尴尬了，不敢去餐馆见老板，担心我写的内容可能有点过于夸张。但令我惊讶的是，当我终于开车到餐馆时，那里已经排起了长队——学生们带着木块、锡片、标有“Brinks 装甲车顶”的垃圾桶盖以及其他类似物品。这个广告取得了巨大的成功。

I was communicating with the students in a way that they appreciated. And they responded in large numbers. It was also one of the few times when an ad for a retail establishment worked without the benefit of frequency.

我与学生们的沟通方式得到了他们的认可。他们积极响应。这也是少数几次在没有频率优势的情况下，零售场所的广告也能奏效的时候。

Mail order ads in newspapers are designed to hit the mass market. Assuming you are advertising in a daily newspaper covering a large metropolitan area, then you’ve got to think in terms of lower-priced items that the mass market may relate to in large enough numbers. If, however, you have higher-ticket items, the Wall Street Journal would be your better venue for advertising. In the case of the Wall Street Journal, you go to a higher demographic to find the target audience you’ll need to sell your product or service.

报纸上的邮购广告旨在吸引大众市场。假设你在覆盖大型都市地区的日报上做广告，那么你必须考虑那些大众市场可能大量需求的低价商品。然而，如果你有更高价值的商品，华尔街日报将是你的更好选择。在华尔街日报的情况下，你需要寻找更高层次的受众，以找到销售你的产品或服务所需的目标受众。

At its peak, my mail order company, JS&A, used the Wall Street Journal extensively to sell my high-priced gadgets. In fact, at one point we were among the Journal’s largest advertisers. I liked the Journal because I was able to get my ads into the paper quickly—usually within a few days—and get my response a few days later. With the fast pace at which our products were introduced, peaked and then became obsolete, this speed was essential in introducing new products quickly and keeping up with the rapid price deterioration that was taking place in the consumer electronics industry.

在其鼎盛时期，我的邮购公司 JS&A 广泛使用《华尔街日报》来销售我高价的小玩意。事实上，在某个时刻，我们成为了《日报》最大的广告商之一。我喜欢《日报》，因为我能迅速地将广告投放到报纸上——通常在几天之内——几天后就能收到回应。鉴于我们的产品以如此快的速度推出、达到顶峰然后过时，这种速度对于快速推出新产品和跟上消费电子行业快速的价格贬值至关重要。

You could make a nice profit in a daily newspaper if you bought your space right. And there are brokers who handle this type of advertising and are able to provide the newspaper space at very low prices so that indeed a nice profit can be made.

你如果在日报上买对位置，就能赚上一笔不错的利润。而且有经纪人处理这类广告，并能以非常低的价格提供报纸版面，确实能赚上一笔。

The same principles that apply to a mail order ad described in the first part of the book apply here, of course. And your goal is to make a profit from your mail order ad the first time you run it.

当然，适用于书中第一部分描述的邮购广告的原则也适用于这里。你的目标是在第一次运行邮购广告时就从中获利。

If the cost of space is a concern and you can get your message across in a smaller ad without much copy, then a small ad might be a good way to conserve your cash. An ad with a low-priced offer where the low price is the big attraction works well in this kind of situation. But keep in mind that you are competing with other small ads instead of dominating the page as you would with a larger, more descriptive ad.

如果空间成本是个问题，而你又能在较小的广告中传达你的信息而不需要太多文字，那么小广告可能是一个节省现金的好方法。在这种情况下，一个提供低价优惠的广告，其中低价是主要吸引力，效果很好。但请记住，你是在与其他小广告竞争，而不是像使用更大、更详细的广告那样占据页面。

Daily newspapers in the United States are losing circulation. Weekly community newspapers are gaining in circulation. Why? Because the public can get their national and international news from TV or on the Internet 24/7. Community newspapers such as the Maui Weekly cover issues of interest to the local community—news that can’t be found on TV or on the Internet.

美国日报的发行量正在下降。社区周报的发行量正在增加。为什么？因为公众可以从电视或互联网上全天候获取他们的国内外新闻。像《毛伊周报》这样的社区报纸涵盖了当地社区感兴趣的问题——这些新闻在电视或互联网上找不到。

One of the things I did when I first bought the Maui Weekly in 1999 was to change the format of the paper and keep this same format week after week. Each issue was interesting and consistent. I also used many of the principles that I’ve explained in the first three sections of this book to enhance my rapport with the community. I found that consistency was my most important principle. It took awhile but before long the community embraced the publication and looked forward to receiving it each week. And our circulation and advertising grew as a result. The one powerful trigger of consistency also worked for our advertisers. Keeping a regular schedule and the same format while changing the copy proved to be successful for our advertisers as well.

1999 年我第一次购买《毛伊周报》时，我做了几件事情之一就是改变报纸的格式，并保持这种格式周复一周。每一期都很有趣且一致。我还使用了我在本书前三章中解释的许多原则来增强我与社区的融洽关系。我发现一致性是我最重要的原则。虽然花了一些时间，但不久社区就接受了这份出版物，并期待每周收到它。结果，我们的发行量和广告都增长了。一致性的一个强大触发器也适用于我们的广告商。在改变稿件的同时保持定期的时间和相同的格式，这对我们的广告商也证明是成功的。

The big advantage of a newspaper is the fast response time—your ability to get your ad into a paper quickly and the speed of the response you receive after your ad appears. The life of each issue of a daily newspaper is usually just a few days, so your prospect will generally respond quickly during that time frame. For a weekly, the life of an issue is typically around 10 days.

报纸的一大优势是快速的反应时间——您能够快速将广告放入报纸，以及广告发布后收到的快速响应。每天报纸的每一期寿命通常只有几天，因此您的潜在客户通常会在这一时间段内快速响应。对于周刊来说，一期的寿命通常是大约 10 天。

Frequency is also an important consideration if you are running retail advertising for such establishments as restaurants, car dealerships, furniture stores, clothing outlets and real estate sales.

频率也是为餐厅、汽车经销商、家具店、服装店和房地产销售等场所进行零售广告时的重要考虑因素。

Another nice feature of running ads in newspapers is the sheer volume of newspapers available to advertise in. If your ad works, it can be run nationally and reach millions of people in a relatively short period of time.

报纸广告的另一个优点是可供广告投放的报纸数量庞大。如果你的广告有效，它可以全国范围内投放，并在相对较短的时间内触及数百万人群。

If you have a product or service that would appeal to the general public and it is priced low enough while representing good value, newspapers are a good choice. For a higher-priced product, refine your choice of newspapers to the more upscale papers such as the Wall Street Journal or many of the other business publications.

如果您有一款或一项面向大众的产品或服务，且价格足够低廉且具有良好价值，报纸是一个不错的选择。对于价格较高的产品，请将选择范围缩小到更高端的报纸，如《华尔街日报》或其他许多商业出版物。

Billboards

广告牌

A billboard uses few words to convey its message, so those words must be very powerful or create immediate awareness or the billboard is useless. From your research you must write a single headline and, at the most, a minimal subheadline, accompanied by a graphic that conveys the big idea you’re trying to convey.

广告牌用寥寥数语传达信息，所以这些词语必须非常有力或立即引起注意，否则广告牌就毫无价值。根据你的研究，你必须撰写一个标题，最多再加上一个简短的副标题，并配以传达你试图传达的核心理念的图形。

Here is where simplicity is the controlling factor. Your message has to be so simple and direct that occupants of cars passing by at 75 miles an hour can pick out the message and quickly grasp its meaning.

这里简洁是关键因素。你的信息必须足够简单直接，以至于以每小时 75 英里的速度驶过的汽车乘客都能辨认出信息并迅速理解其含义。

A billboard can create curiosity and a buzz such as in the Folgers coffee teaser campaign of the late 1960s that stated, “A mountain is moving to Chicago,” when Folgers introduced its coffee to the Chicago area. The mountain was actually the graphic on the container of coffee, but nobody knew exactly what the billboards meant until the formal announcement.

一块广告牌可以激发好奇心和轰动效应，就像 20 世纪 60 年代末 Folgers 咖啡的预告活动那样，宣称“一座山正在移向芝加哥”，当时 Folgers 将其咖啡引入芝加哥地区。实际上，那座山是咖啡罐上的图形，但直到正式宣布，没有人确切知道广告牌的含义。

The point you always want to remember when you write copy for a billboard is that you need to capture the imagination of your prospect in a very short, simple and effective way in a matter of a few seconds.

当你为广告牌撰写文案时，始终要记住的是，你需要以非常简短、简单且有效的方式，在几秒钟内抓住潜在顾客的想象力。

Billboards have been used effectively to create a buzz, as in the Folgers example, or to establish brand recognition, and are ideal for a recognized brand as well as to build brand awareness. They can be used to promote an establishment up the road or to sell beer. But whatever the task, the key is brevity and simplicity.

广告牌被有效地用于制造轰动，就像 Folgers 的例子一样，或者用于建立品牌认知，对于知名品牌来说也是理想的，同时也有助于建立品牌知名度。它们可以用来推广路边的店铺或销售啤酒。但无论任务是什么，关键在于简洁和简单。

Press Releases

新闻稿

Press releases are a means of disseminating information to various media where the information is published at no charge. It’s free and sometimes can provide great value.

新闻稿是向各种媒体传播信息的一种方式，信息在此免费发布。它是免费的，有时可以提供很大的价值。

But wait. There is a risk—the chance that the person publishing what you send may distort the message in a rewrite. It’s a two-edged sword. In general, though, this free publicity is a positive thing and can be used very effectively either as the sole way to market a product or part of a campaign.

但是等等。存在风险——发布你发送内容的人可能在重写时扭曲信息。这是一把双刃剑。尽管如此，这种免费宣传通常是积极的事情，可以非常有效地作为唯一的市场推广方式或作为活动的一部分。

First, let’s make sure that we put the proper heading at the very top of the paper so the person receiving the message knows that it’s for public relations (PR). My suggestion is to put “News Release” at the top—“Press Release” has gotten old hat.

首先，确保我们在论文的顶部放置适当的标题，以便接收信息的人知道这是公关（PR）信息。我的建议是在顶部放置“新闻稿”——“新闻发布”已经过时了。

I would then put the date and the words “For Immediate Release” in the top right-hand corner of the release. Giving a later release date is also acceptable but very rare.

我将然后把日期和“立即发布”字样放在发布稿右上角。提供较晚的发布日期也可以，但非常罕见。

Next, I would come up with a headline and subheadline that would appeal to the readers of the publication receiving the release.

接下来，我将构思一个标题和副标题，以吸引接收发布稿的出版物读者。

Then put the city of origin for the news release, similar to the way news stories appear in a newspaper: something like “(Chicago, IL) A major new breakthrough . . .”

然后输入新闻稿的来源城市，类似于报纸上新闻故事的方式：例如“(芝加哥，伊利诺伊州）一项重大新突破……”

The news release should be written like a news story, complete with as much detail at the beginning as possible. Within a few paragraphs all the salient points should be encapsulated so an editor or any reader can get the gist of what you’re saying very quickly. Use the typical who, what, when, where, why and how at the very beginning of your release.

新闻稿应像新闻报道一样撰写，开头应尽可能详细。在几段之内，所有重要观点都应概括出来，以便编辑或任何读者能迅速抓住你所说的要点。在发布稿的开头，使用典型的谁、什么、何时、何地、为什么和如何。

Remember you are appealing to the editor to view what you are sending as news and not a puff piece promoting your company or its product. The editor wants to make sure that the piece is relevant to the publication’s audience.

请记住，您是在向编辑申诉，希望他们把您发送的内容视为新闻，而不是宣传您公司或其产品的软文。编辑希望确保这篇文章与出版物的受众相关。

You can use quotes in the release that can be attributed to experts who will say things about your product or service that you can’t say in the body of your release. “John Jackson, chairman of the company making the Bone Fone, says, ‘Never before in the history of sound has a product this novel been introduced.’ ” A quote like this has to be attributed to someone, so use the device as an opportunity to include testimonials, statements from the president of the company or other comments that enhance the news in your article.

您可以在发布稿中使用可以归因于专家的引语，这些专家会对您的产品或服务发表您在发布稿正文中无法表达的观点。“Bone Fone 制造商的董事长 John Jackson 说：‘在声音的历史上，从未有过如此新颖的产品被推出。’”这样的引语必须归因于某人，因此请利用这个机会包括客户评价、公司总裁的声明或其他增强您文章新闻性的评论。

Psychological triggers that play an important role in a news release are “linking” and “current fads.” If there is a fad sweeping the country, see if you can cleanly link into it with your product or service. For example, in the 1960s at the height of the women’s liberation movement, my ski resort account asked if I could help promote its snowmobile rental business through PR. It seems that nobody realized that snowmobiles could be rented at this ski resort.

心理触发器在新闻稿中起着重要作用，包括“关联”和“当前流行趋势”。如果有一种流行趋势席卷全国，看看你是否能干净利落地将其与你的产品或服务联系起来。例如，在 20 世纪 60 年代妇女解放运动的高潮期，我的滑雪胜地账户问我是否能通过公关帮助推广其雪地摩托租赁业务。似乎没有人意识到在这个滑雪胜地可以租赁雪地摩托。

The hottest fad or trend at the time was the women’s liberation movement, and tying it into my client’s wishes, I came up with a headline, “Ski Resort Bans Woman Snowmobile Drivers.” The subheadline then explained the ban in more detail: “Schuss Mountain Ski Resort in northern Michigan claims women snowmobile drivers are causing too many accidents so owner bans all women from using them.”

当时最热门的潮流是妇女解放运动，结合我客户的愿望，我想出了一个标题，“滑雪胜地禁止女性雪地摩托车驾驶员。”副标题进一步解释了禁令：“密歇根州北部的舒斯山滑雪胜地声称女性雪地摩托车驾驶员导致过多事故，因此业主禁止所有女性使用。”

The release that followed was brief. It didn’t have to be too long. I quoted Dan Iannotti, the owner of the resort, as saying, “There’s nothing worse than a woman behind the wheel of a snowmobile.”

接下来的发布简短。它不必太长。我引用度假村老板丹·伊安诺蒂的话说：“没有什么比一个女性驾驶雪地摩托车更糟糕的了。”

Iannotti had an open mind and thought the idea was clever enough to possibly make a big splash, so he approved it. All hell broke loose after it was released to the local media. The release made the national network news shows and the front page of many newspapers and became one of the most discussed topics on the talk shows. I had indeed linked into a strong trend that helped my client get out his message.

伊阿诺蒂思想开放，认为这个想法足够聪明，可能会引起轰动，因此批准了它。发布后，当地媒体一片哗然。这一发布引起了全国网络新闻节目的关注，登上了许多报纸的头条，并成为脱口秀中最热门的话题之一。我确实联系到了一个强大的趋势，帮助我的客户传达了他的信息。

The snowmobile rentals jumped at the resort—of course not before we issued another release a week later with the headline “Ban Lifted at Ski Resort” and subheadline “Because of the pressure, Schuss Mountain ski resort lifts ban on women snowmobilers”—and all this was followed by text that explained the change of heart by the owner after a number of women complained about the ban. “We have set up a school to teach good snowmobile habits,” said Iannotti in the text of the release.

雪地摩托车租赁在度假村激增——当然，在我们一周后发布另一篇标题为“滑雪度假村解除禁令”和副标题为“由于压力，舒斯山滑雪度假村取消对女性雪地摩托车手的禁令”的新闻稿之前——紧接着是一段解释业主在多名女性投诉禁令后改变立场的文字。“我们已设立学校来教授良好的雪地摩托车驾驶习惯，”伊阿诺蒂在新闻稿的文本中说。

A friend of mine had a product that he sold using only PR. It was a device that he put over his toilet and onto which a cat climbed to use the toilet. I’m not kidding. And the product worked. But he couldn’t advertise it in any magazine as they all were repulsed by the thought of advertising this type of product. He then resorted to PR and was able to get national publicity more easily than he could from trying to advertise it.

我的一个朋友有一个产品，他只通过公关来销售。这是一个他放在马桶上，猫可以爬上去上厕所的装置。我没开玩笑。这个产品效果很好。但他无法在任何杂志上做广告，因为所有杂志都对这种产品的广告感到厌恶。然后他转向公关，比尝试广告更容易获得全国性的宣传。

This is not meant to be a resource on PR principles but rather some of the principles that could apply to a news release sent to a publication or TV network. Realize that as a copywriter, your role here is to look at your copy as news editors would and write it to fit their model of what a good news story should reflect.

这不是一个关于公关原则的资源，而是可能适用于发送给出版物或电视网络的新闻稿的一些原则。意识到作为文案撰写者，你的角色是像新闻编辑一样看待你的文案，并编写符合他们关于好新闻故事应该反映的模式的文案。

Radio

广播

Radio draws on the imaginations of your listeners to get a strong, personal message across. And radio is negotiable and often not very expensive, making it a good part of an advertiser’s mix.

广播利用听众的想象力，传达强烈、个性化的信息。广播可协商且通常不贵，使其成为广告商组合的好选择。

To make radio work, you need frequency. You can have a great radio spot but unless it is repeated often enough, it won’t be as effective.

要使收音机工作，你需要频率。你可以拥有一个很棒的广播广告，但如果它不够频繁地重复，它就不会那么有效。

As with TV, you can buy many different forms of radio. A radio spot is typically from 10 seconds to 60 seconds in duration, and there is also the long-form radio commercial referred to as “brokered time.” This is where the advertiser buys the time slot (usually a half hour to an hour) and uses it just like a talk show to promote his or her own business. It might be a real estate show, an investment program or even a show on health.

与电视一样，你可以购买许多不同形式的广播。广播广告通常时长为 10 秒到 60 秒，还有一种被称为“经纪时间”的长篇广播广告。这就是广告商购买时间段（通常为半小时到一小时）并像脱口秀一样用来推广自己的业务的地方。这可能是一个房地产节目、一个投资节目，甚至是一个关于健康的节目。

Los Angeles advertising guru and radio copywriter Dan O’Day says that it is vital to have only one message to convey to the listener in the typical radio spot, and that should be what he calls the “core message.”

洛杉矶广告大师和广播文案作家丹·奥戴表示，在典型的广播广告中，向听众传达的信息只能有一个，那就是他所说的“核心信息”。

“Radio is the most personal of all mass media. You listen to the message in a linear fashion one statement after the next,” says O’Day.

广播是最具个人特色的媒体。你以线性方式逐句聆听信息，”奥戴说。

O’Day points out that radio is also a very visual medium in the sense that the listener has to imagine what is being described. For example, if a child is described as beautiful, the listener pictures a child he or she considers to be beautiful. If this was done on TV and a child was shown, there might be a credibility gap. The child visualized by the radio listener may be personally more beautiful to him or her than the actual one seen on TV.

O’Day 指出，从某种意义上说，广播也是一种非常视觉化的媒介，因为听众必须想象所描述的内容。例如，如果一个孩子被描述为美丽，听众会想象一个他们认为美丽的孩子。如果这在电视上呈现，并展示了一个孩子，可能会有可信度差距。收音机听众所想象的孩子可能对他或她来说比电视上看到的实际孩子更美丽。

If you are doing a direct response radio spot, one of the most important elements is the toll-free number. Is it easy to remember? Most radio listeners are driving their cars, and others just may not have a pen and paper handy. Some advertisers are using words instead of numbers to make it easy to remember. For example, 1-800-FLOWERS or 1-800-CARPETS or even 1-800-BLUBLOCKER. These make great radio phone numbers.

如果你在做直接回应的广播广告，最重要的元素之一就是免费电话号码。是否容易记住？大多数广播听众都在开车，其他人可能连笔和纸都找不到。一些广告商使用文字而不是数字来便于记忆。例如，1-800-FLOWERS 或 1-800-CARPETS，甚至 1-800-BLUBLOCKER。这些是很好的广播电话号码。

In the case of the BluBlocker number, there are a few extra letters in BluBlocker (9 instead of the correct 7) but that’s okay as it doesn’t matter to the phone company if you punch a few more keys after you dial the number, and besides, it’s easy to remember. But you’ve got to be careful that people spell the phonetic version of your number correctly. For example, many people have typed in 1-800-BLUEBLOCKER by mistake, spelling “blue” correctly even though it is not the actual spelling of the brand. So we arranged for both the correct and the incorrect numbers to be directed to the same phone line. We assumed in advance that sometimes it was going to be misspelled and therefore prepared for it.

在 BluBlocker 号码的情况下，BluBlocker（9 个字母而不是正确的 7 个）有几个额外的字母，但这没关系，因为如果你在拨号后多按几个键，对电话公司来说都没关系，而且，这很容易记住。但你必须小心，人们正确地拼写出你号码的音标版本。例如，许多人错误地输入了 1-800-BLUEBLOCKER，尽管“blue”拼写正确，但这并不是品牌的实际拼写。因此，我们安排了正确和错误的号码都导向同一条电话线路。我们事先假设有时会拼错，因此为此做好了准备。

The second thing to remember with a direct response spot is that the start of the spot is critical for people to stay tuned and pay attention. So you might start out with a curiosity trigger such as, “I’ve got some important news for those of you who are concerned about the bird flu.” Radio is a music and news medium. The more you therefore make your message sound like news, the more compatible your message is with the medium.

第二点要注意的是，直接回应广告的开头对于让观众保持关注和注意至关重要。因此，你可以从一个好奇心触发器开始，比如，“对于那些担心禽流感的你们，我有一些重要消息。”广播是一种音乐和新闻媒介。因此，你越让你的信息听起来像新闻，你的信息就越与这种媒介兼容。

Dick Orkin was known in the 1970s, 1980s, and 1990s for his humorous spots. They told a story. And the humor was not for the sake of being funny—more for the fact that it grabbed you and lent a human tone to the message. In the 1960s and early 1970s radio personality Stan Freberg produced some funny spots, too. But the spots from both Orkin and Freberg had that single core message that came across loud and clear.

迪克·奥金在 20 世纪 70 年代、80 年代和 90 年代因他的幽默广告而闻名。它们讲述了一个故事。这种幽默不是为了搞笑——更多的是因为它吸引了你，并为信息增添了一种人性化的语气。在 20 世纪 60 年代和 70 年代初，广播人物斯坦·弗雷伯格也制作了一些有趣的广告。但奥金和弗雷伯格的广告都传达了一个单一的核心信息，清晰明了。

Take the commercial from Motel 6. “We’ll leave the light on for ya” was the tagline at the end of those spots. But the core message, according to O’Day, “was not that well-recalled slogan but that Motel 6 had the lowest room rates—actually the lowest room rates of any national chain.” And it also had a very personal message recited by Tom Bodett. Radio became Motel 6’s primary advertising medium.

取自 Motel 6 的商业广告。“我们为您留下灯光”是这些广告片尾的标语。但据 O’Day 所说，核心信息“并不是那个广为人知的口号，而是 Motel 6 拥有最低的房间价格——实际上是全国连锁酒店中最低的房间价格。”而且，它还包含了一条由 Tom Bodett 朗诵的非常个人化的信息。广播成为了 Motel 6 的主要广告媒介。

I’ve used radio very effectively during my entire advertising career. More recently, I have used radio to promote my BluBlocker sunglasses brand. Since BluBlocker is already an established sunglasses brand, I used radio to draw attention to where you could buy BluBlockers. It’s a product worn in good weather, so I sponsored the weather and traffic reports. The announcer would always have a captive audience wanting to hear this information so I had the perfect environment for my message. The announcer would start out, “The traffic and weather are brought to you by BluBlocker high-resolution sunglasses. Get BluBlockers at your local Walgreens Drug Store.” In just a few seconds I was able to get across my core message, “Get your BluBlockers at Walgreens.” And those spots worked very well for us through daily repetition.

我整个广告生涯中都非常有效地使用了广播。最近，我使用广播来推广我的 BluBlocker 太阳镜品牌。由于 BluBlocker 已经是 established 的太阳镜品牌，我使用广播来吸引人们注意购买 BluBlocker 的地方。这是一个在好天气时佩戴的产品，所以我赞助了天气预报和交通报告。播音员总是有一个想要听到这些信息的固定听众，因此我有一个完美的环境来传达我的信息。播音员会开始说，“交通和天气由 BluBlocker 高分辨率太阳镜提供。在您当地的沃尔格林药店购买 BluBlocker。”仅仅几秒钟，我就能够传达我的核心信息，“在沃尔格林购买您的 BluBlocker。”这些广告通过日常重复取得了非常好的效果。

As a copywriter, realize that radio is among the most personal of all media with a core message—simple, clean and easy to comprehend.

作为一名文案，要意识到广播是所有媒体中最个人化的之一，其核心信息——简单、清晰、易于理解。

Television

电视

Writing copy for TV follows many of the same principles you’ve learned in this book, but the copy will vary by length of the commercial. Now that might seem obvious but let me explain further.

为电视撰写文案遵循了你在本书中学到的许多相同原则，但文案的长度会因广告时长而异。现在这或许看起来很明显，但让我进一步解释。

I have had personal experience and both success and failure in all of the various TV formats we will discuss. I have sold millions of pairs of sunglasses and other products on infomercials, home shopping channels and TV spots. I have tested all elements of a TV commercial and know what works and what doesn’t. What you read here should act as an excellent guideline on how to write copy for TV because it is presented by somebody with extensive personal experience in all of the various TV formats.

我在这各种电视格式上都有个人经验，既有成功也有失败。我在电视购物、家庭购物频道和电视广告中销售了数百万副太阳镜和其他产品。我测试了电视广告的所有元素，知道什么有效什么无效。这里所读的内容应该作为如何为电视撰写文案的优秀指南，因为它是出自一个在所有各种电视格式上都有丰富个人经验的人。

Some of the facts mentioned will have more to do with marketing than copywriting. But as a copywriter you would be wasting your time writing copy for a TV spot that won’t work because it is violating some important marketing principle. So in a sense, knowing a little about marketing in this very powerful category is very important to the copywriter.

一些提到的事实将与营销比文案更多相关。但作为一个文案创作者，你会浪费时间写一个不会成功的电视广告文案，因为它违反了一些重要的营销原则。所以从某种意义上说，了解这个非常强大的类别中的营销知识对文案创作者来说非常重要。

Let’s start with the TV spot commercial or what is called short-form TV, which can be anywhere from 30 seconds to two minutes long, and go over six of the copywriting and marketing points you’ll need to know to successfully write copy for this format.

让我们从电视广告片或称为短片形式的电视广告开始，这种广告时长从 30 秒到两分钟不等，并概述六个你需要知道的文案和营销要点，以便成功地为这种格式撰写文案。

1. Typically the most effective way to determine if your product is suitable for this form of advertising is price point. If your product is an impulse item (defined as being in the $29.95 or less retail price category), then chances are this might be an appropriate format to sell your product.

通常，确定您的产品是否适合这种广告形式的最有效方法是价格点。如果您的产品是冲动型商品（定义为零售价 29.95 美元或以下），那么这种格式可能适合销售您的产品。

2. The next criterion should be value. It must appear almost too good to be true. Greed will play a role here. Your customers must feel that they are getting a bigger value than they believe possible. They must subconsciously think, “How can they do it?”

2. 下一标准应该是价值。它必须看起来几乎好得令人难以置信。贪婪在这里将发挥作用。您的客户必须感觉到他们获得的价值比他们认为的可能还要大。他们必须潜意识地想，“他们是怎么做到的？”

3. Simplicity is extremely important, too. Keeping the offer simple and uncomplicated is critical. Anything that complicates the commercial will lose sales. The only exception to this rule is near the end of the spot when you start adding on additional items to increase the value. For example, “If you call within the next 20 minutes, I’ll also include an extra mixer free of charge. That’s two mixers for $19.95.” Don’t give the prospect a choice to make. There should be only one choice—“Buy this product now and get all of this.” Don’t offer different colors or sizes. It’s one offer and no choices. Only when your prospects call on the phone do you “upsell” them to other items or offer various versions or multiples of the same offer.

3. 简单性也非常重要。保持报价简单易懂至关重要。任何使商业活动复杂化的因素都会导致销量下降。唯一例外是在广告即将结束时，你可以添加额外项目以增加价值。例如，“如果您在接下来的 20 分钟内打电话，我将免费赠送一个额外的搅拌器。这是两个搅拌器，售价 19.95 美元。”不要给潜在客户选择的机会。应该只有一个选择——“现在购买此产品，即可获得所有这些。”不要提供不同的颜色或尺寸。这是一个报价，没有选择。只有在潜在客户打电话时，你才能“升级销售”其他商品或提供同一报价的不同版本或多个。

4. Use a sense of urgency. You need to make sure that the prospect doesn’t copy the phone number down with the idea of purchasing your product later on, because chances are he or she won’t. Like the preceding, using greed as a motivator and a time limit to respond works wonders.

4. 使用紧迫感。你需要确保潜在客户不会因为打算稍后购买你的产品而记下电话号码，因为可能性很大，他们不会这么做。和前面一样，利用贪婪作为动机和限时回复可以产生神奇的效果。

5. Include a web site address. Many viewers will copy both the toll-free number and the web site address and then go to their computers. People are different. Some like to buy on the phone, others through the mail and still others on the Internet. You want to appeal to all of them. Some prospects may get turned off when they call to order a product and reach somebody in another country who speaks with an unintelligible accent. They may decide to hang up and buy the item on the Internet. It has happened to me. And with so much of our service industry being exported to other countries, the Web might be a logical place to buy.

5. 包含网站地址。许多观众会复制免长途费电话号码和网站地址，然后去他们的电脑上。人们是不同的。有些人喜欢通过电话购买，有些人通过邮寄，还有些人通过互联网。你想要吸引他们所有人。一些潜在客户在打电话订购产品时，如果遇到一个说难以理解的口音的人，可能会感到失望。他们可能会挂断电话，在网上购买商品。这曾经发生在我身上。鉴于我们的大部分服务行业都出口到其他国家，网上购物可能是一个合理的购买地点。

6. Your product must appeal to a mass market: all women, all men, both men and women over the age of 40 or large segments of the general public. After all, TV reaches a mass market and unless your product appeals to the masses you are wasting a lot of money reaching your target market. For example, I have run spots for my BluBlocker sunglasses and have done quite well. Why? They appeal to a mass audience of both men and women and almost all age groups. Sunglasses are a mass market product.

您的产品必须吸引大众市场：所有女性、所有男性、40 岁以上的男性和女性，以及公众中的大群体。毕竟，电视覆盖大众市场，除非您的产品能吸引大众，否则您在为目标市场投入大量资金时是在浪费。例如，我为我的 BluBlocker 太阳镜投放了广告，并且做得相当不错。为什么？因为它们吸引了男女大众和几乎所有年龄段的消费者。太阳镜是大众市场产品。

If your product fits the preceding criteria, then you’ve got a good chance at succeeding in this medium. Your approach now is to determine how to write a spot that is compelling, stops the viewer and makes an offer that provides a real benefit to the consumer.

如果你的产品符合上述标准，那么你在这个领域成功的可能性就很大。你现在的方法是确定如何编写一个引人入胜、吸引观众并给出真正对消费者有益的优惠的片段。

Once again, the same principles of copywriting apply to a TV spot. But in a spot you have to literally count your words, making them reach the point quickly while presenting your product and its benefits in the proper environment.

再次强调，同样的文案原则适用于电视广告。但在广告中，你必须字斟句酌，快速传达你的产品及其优点，同时营造合适的氛围。

You create the environment by the visuals. If you’re selling a kitchen appliance, use a kitchen as your background. If you’re selling an automobile dent remover, show a homeowner at home removing the dents from his or her moderately priced car. Remember that you are reaching the masses and use props that identify and are typical for that market.

您通过视觉效果创建环境。如果您在销售厨房电器，请以厨房作为背景。如果您在销售汽车划痕去除器，请展示一位房主在家中为他或她的中等价位汽车去除划痕。记住，您正在接触大众，并使用能识别和典型于该市场的道具。

Focus on the core message you want to convey. Every word and every visual element have to lead the viewer to the final buying conclusion. If you offer bonuses, make sure the bonus you offer is something the same audience would want. You don’t want to give a free gift of something that a portion of the audience may not care for. What this does is deter them from buying the product they intended on buying because they feel they are paying for something they don’t want.

关注您想要传达的核心信息。每个词和每个视觉元素都必须引导观众做出最终购买决定。如果您提供赠品，请确保您提供的赠品是目标受众想要的东西。您不希望赠送一份可能让部分受众不感兴趣的免费礼物。这样做只会阻止他们购买原本打算购买的产品，因为他们觉得自己在为不想要的东西付费。

I recently saw a TV spot offering a very small table to be used whenever you needed to work or eat while watching TV. The free bonus gift was a cloth TV remote holder that you would drape over the side of your chair. Even though logically the cloth remote holder made sense because the table would be used primarily for TV, this was a bad idea. First, your chair may not have a side to it. Secondly, many viewers may not care for the free gift anyway and would reject the main offer because in their minds they would be paying more for something they didn’t want.

最近我看到一个电视广告，提供了一张非常小的桌子，可以在看电视时工作或吃饭时使用。免费赠品是一个布质的电视遥控器支架，可以搭在椅子的侧面。虽然从逻辑上讲，布质的遥控器支架是有道理的，因为桌子主要用于看电视，但这是个糟糕的想法。首先，你的椅子可能没有侧面。其次，许多观众可能根本不在乎这个免费礼物，并且会拒绝主要优惠，因为在他们看来，他们会为不需要的东西支付更多。

The key in all these offers is to test the free gift versus no gift and maybe against another gift. It is during the testing process that you find out what really works, and it is often not what you expected.

所有这些优惠的关键在于测试免费礼物与无礼物，也许还有与其他礼物的对比。正是在测试过程中，你会发现真正有效的是什么，这通常不是你所预期的。

The Infomercial

信息广告

The infomercial (half-hour commercial), commonly referred to in the advertising trade as long-form TV, became an advertising phenomenon in the mid-1980s when the Federal Communications Commission (FCC) deregulated many of its policies and allowed for the broadcast of 30 minutes of straight advertising.

信息广告（半小时广告），在广告行业中通常被称为长篇电视广告，在 20 世纪 80 年代中期成为了一种广告现象，当时联邦通信委员会（FCC）放宽了许多政策，允许播出 30 分钟的直接广告。

At first, real estate shows appeared on the air. Then the BluBlocker sunglasses made their first showing in 1986, and shortly thereafter came the exercise, self-help and get-rich-quick shows. Infomercials became extremely popular in a very short period of time. Overnight companies launched what soon became household names. Some marketers became instant millionaires, making small fortunes in just a few months, while others lost millions and went bankrupt just as quickly.

最初，房地产节目出现在电视上。然后，BluBlocker 太阳镜在 1986 年首次亮相，紧接着是健身、自助和快速致富节目。在很短的时间内，电视购物广告变得极为流行。一夜之间，公司推出了很快成为家喻户晓的品牌。一些营销人员迅速成为百万富翁，在几个月内赚取了小财富，而其他人则迅速损失数百万并破产。

The key to this medium is to determine a good format in which to present your show. It should resemble what is popular and what is currently being broadcast. For example, if reality shows are popular, then maybe your product would lend itself to a reality show. If interview shows like Larry King Live are popular, then set up an interview format. If your product would appeal to the Oprah Winfrey Show audience, then set use a set that looks similar to Oprah’s. In short, you identify with a popular format that fits your product and with which your prospective audience is comfortable and that they can harmonize with.

这个媒介的关键是确定一个良好的节目格式来展示你的节目。它应该类似于流行的和正在播出的内容。例如，如果真人秀很受欢迎，那么也许你的产品适合真人秀。如果像《拉里·金现场》这样的访谈节目很受欢迎，那么就设置一个访谈格式。如果你的产品会吸引奥普拉·温弗瑞秀的观众，那么就使用一个与奥普拉类似的场景。简而言之，你找到一个适合你产品的流行格式，并且你的潜在观众感到舒适并能与之和谐相处。

A good example of this approach is our BluBlocker infomercial, which ran in four different versions for six years and created a brand name for sunglasses from all the exposure, not to mention a lot of sales. I used a candid-camera approach famous during the 1970s, 1980s and 1990s. I would walk up to strangers and interview them right on the street or on the beach, and then have them try on my sunglasses and react with surprised expressions of wonder or amazement.

这是一个很好的例子，我们的 BluBlocker 广告在六年里推出了四个不同版本，通过广泛的曝光为太阳镜打造了品牌，更不用说带来了大量的销售。我采用了在 20 世纪 70 年代、80 年代和 90 年代期间著名的偷拍手法。我会走上前去，在街头或海滩上直接采访陌生人，然后让他们试戴我的太阳镜，并以惊讶的表情表现出惊奇或赞叹。

For a product to work on long-form TV, the keys for success are a good product in the $39 to $250 price range with sufficient margin or one that has good continuity and back-end sales potential—in short, a product that you can automatically ship to your customers every month like vitamins or one that has strong sales after the initial sale. With a half hour you have more time to sell and therefore can justify a purchase to the viewer much more easily than you can in a TV spot.

一个产品要在长篇电视上运作，成功的关键在于一个价格在 39 至 250 美元之间、有足够利润空间的好产品，或者一个具有良好连续性和后端销售潜力的产品——简而言之，一个你可以像维生素一样每月自动向客户发货的产品，或者一个在初次销售后有强大销售力的产品。半小时内你有更多时间销售，因此比在电视广告中更容易向观众证明购买是合理的。

Today, the infomercial industry has shaken out the fly-by-nights, and only the more experienced and stable companies remain. It is also a lot more difficult to succeed in this field unless you really know what you are doing. And that includes knowing the importance of a product with continuity and back-end sales.

今天，信息广告行业已经淘汰了那些短期的公司，只剩下经验更丰富和更稳定的公司。除非你真的知道自己在做什么，否则在这个领域取得成功要困难得多。这还包括了解产品连续性和后端销售的重要性。

Back-End Sales

后端销售

When you produce a successful TV spot or infomercial and your customer calls to order your product, there is a major sales opportunity available to you while your customer is on the phone. The sale in this case is called back-end sales, or what is commonly called in the industry “upsells.” Often, you can take a simple $49.95 sale and turn it into a $200 sale if you come up with some good products to enhance the initial purchase or even a service that your prospect may want after the sale such as coaching in the case of some income opportunity shows.

当你制作一个成功的电视广告或直销节目，当你的客户打电话订购你的产品时，在你客户通话期间，你将有一个重大的销售机会。在这种情况下，销售被称为后端销售，或者通常在行业内被称为“升级销售”。通常，你可以将一个简单的 49.95 美元的销售转变为 200 美元的销售，如果你能想出一些好的产品来增强初始购买，甚至是在销售后你的潜在客户可能想要的服务，例如某些收入机会节目中提供的辅导。

For example, when I called to order the knife set Ron Popeil offered in an infomercial in early 2006, the operator had a script she used to try to sell me more related products. This is one more opportunity for a copywriter to come up with sales copy to increase the sales of the product that was originally offered. It may be copy that says, “Because you are ordering within 20 minutes of the show, you are entitled to buy our special deluxe knife set holder. This handsome wooden holder comes with engraved names for each of the knives you have ordered. . . .”

例如，当我于 2006 年初打电话订购 Ron Popeil 在电视购物广告中提供的刀具套装时，接线员使用了一套话术试图向我推销更多相关产品。这是文案作者提出销售文案以增加原提供产品销售量的又一个机会。这可能是一段文案，内容如下：“因为您在节目播出后 20 分钟内下单，您有权购买我们的特别豪华刀具套装支架。这款英俊的木质支架为您的每把订购刀具都刻有名字……”

You can offer anything from a deluxe version of a product or a second one at a discount to a complete set of something that may relate to your product or even the opportunity to get the product for less if the buyer signs up for automatic shipments (what is called “continuity”).

您可以从提供产品的豪华版或折扣版，到与您的产品相关的一系列完整产品，甚至如果买家注册自动发货（即所谓的“持续性”），还可以提供以更低价格获得产品的机会。

As a copywriter, you may be asked to write copy for the upsell. After all, it is a form of selling and you should be prepared to write copy for this selling opportunity. My suggestion is to call up and order some of the products on TV and see how the operators handle their upsells. Often the upsell will vary greatly depending on the current approach to upsells. For example, today many upsells try to encourage continuity sales (regular monthly shipments), and other times it might be coaching or a deluxe version of something. Keeping your fingers on the pulse of the market is an excellent way for you to become an expert on this important selling opportunity. Once you are knowledgable about the product, the prospect and even the currently offered upsells by others, you’ll be able to apply the same principles you’ve already learned to come up with a variety of different approaches, all of which will require testing to determine which one will work best.

作为一名文案撰写者，你可能会被要求撰写用于促销的文案。毕竟，这是一种销售形式，你应该准备好为这次销售机会撰写文案。我的建议是打电话订购一些电视上的产品，看看操作员是如何处理他们的促销的。通常，促销方式会因当前对促销的处理方式而大相径庭。例如，今天许多促销尝试鼓励持续销售（定期每月发货），有时可能是辅导或某物的豪华版。密切关注市场脉搏是让你成为这个重要销售机会专家的绝佳方式。一旦你对产品、潜在客户甚至其他人目前提供的促销有了深入了解，你就能将你已经学到的相同原则应用到提出各种不同的方法上，所有这些方法都需要测试以确定哪种效果最佳。

After-Sale Opportunities

售后服务机会

If you thought that the upsell was the last opportunity to make that sale, think again. You now have a huge mailing list of those who have bought your product from your ads on TV, some with average orders and others spending into the hundreds of dollars.

如果你认为加购是最后一次成交的机会，那你就错了。你现在有一个庞大的邮件列表，里面有你通过电视广告购买你产品的客户，其中一些人的平均订单金额，而其他人则花费了数百美元。

How do you address these people to sell them more? What tricks of the copywriting trade do you use to entice them to keep buying from you?

如何向这些人推销以卖出更多？你使用哪些文案技巧来吸引他们继续从你这里购买？

Here’s a clue. If you have a list that was gathered from customers who bought on TV, use telemarketing. If they bought out of a catalog or from a print ad, use print or direct mail.

这是一个线索。如果您有一份从电视购物客户那里收集的名单，请使用电话营销。如果他们是通过目录或印刷广告购买的，请使用印刷品或直接邮件。

You may be wasting your time and money trying to reach somebody using a catalog or a direct mail solicitation when the telephone is the way to reach them. And a good copywriter will create a good telephone selling message to reach this potentially lucrative audience.

你可能是在浪费时间金钱，试图通过目录或直接邮件征询来联系某人，而电话才是与他们取得联系的正确方式。而且，一位优秀的文案创作者会创作出一条出色的电话销售信息，以吸引这个潜在有利可图的受众。

Again, using the principles already expressed in this handbook is a start. Begin the conversation with the purpose of establishing dialogue: “Mrs. Jones, how are you today?” “Fine,” she says. Then you respond with the reason you are calling and the offer you are making with the hope of having each question you ask elicit a yes or positive answer. For example, “I understand you have purchased Ron Popeil’s knife set—is that correct?”

再次，使用本手册中已表达的原则是一个开始。以建立对话的目的开始对话：“琼斯女士，您今天怎么样？”“很好，”她说。然后你回应你打电话的原因和你提出的提议，希望你问的每个问题都能得到肯定或积极的回答。例如，“我明白您已经购买了罗恩·波佩尔的刀具套装——这是正确的吗？”

Your customer once again responds with a positive response. “Yes, I did” might be the answer. You have now established rapport and have gotten the start of the “yes” answers you need to create the harmony required to lead you to a positive answer when you ask for the sale.

您的客户再次给出了积极的回应。“是的，我做到了”可能就是答案。您现在已经建立了联系，并得到了您需要的“是”的回答的开端，这有助于在您请求销售时达到所需的和谐，从而得到积极的答复。

“Well, Mrs. Jones, Ron Popeil has asked me to call you with a special offer—something that would go nicely with your knife set.” Here you are using a little bit of curiosity. What is the thing Ron Popeil is offering? “Do you have a minute to talk?” Here you are getting another yes. Then you go into the sales pitch and ask, “How many sets would you like?”

“嗯，琼斯女士，Ron Popeil 让我给您打电话，有一个特别优惠——这会很好地与您的刀具套装搭配。”你在这里展现了一点好奇心。Ron Popeil 要提供的是什么东西？“您现在有时间聊天吗？”你得到了另一个肯定的回答。然后你进入销售环节，问道：“您想要多少套？”

Home Shopping

家庭购物

I’ve had a lot of experience selling on QVC—the home shopping network both in Europe and in the United States. There is not much a copywriter needs to do there except for creating a written sales pitch the show hosts use to brief themselves. Again, it is the job of the copywriter to describe the product, briefly mentioning all its benefits and features. You can recommend various upsells and create the copy for the operators, but very often the upsell is up to QVC both to script and to use as they see fit.

我有很多在 QVC 销售的经验——无论是在欧洲还是在美国的家居购物网络。除了为节目主持人编写一份书面销售提案，让主持人自我介绍之外，文案撰写者在那里没有太多事情要做。再次强调，文案撰写者的工作是描述产品，简要提及所有其优点和功能。你可以推荐各种升级产品，并为操作员编写文案，但很多时候，升级产品由 QVC 根据其认为合适的方式编写脚本和使用。

The home shopping networks in the United States and throughout the world are usually live broadcasts without the need for scripts, but they are worth mentioning if only to show that a copywriter’s job can cover all of the aspects of TV regardless of the form it may take.

美国及全球的家居购物网络通常是无剧本的现场直播，但提及它们至少可以表明文案工作可以涵盖电视的所有方面，无论其形式如何。

QVC does over $6 billion in sales a year. Their programs reach millions of households and have successfully delivered to consumers quality, value and convenience. And they love products that have proven themselves both in print and on TV. So if you are successful with a product in the other formats mentioned here, QVC would make a great opportunity for you once you’ve proven that you have a winning product.

beqvc 年销售额超过 60 亿美元。他们的节目覆盖数百万家庭，并成功地向消费者提供了优质、实惠和便利的产品。他们喜欢那些在印刷和电视上都证明了自己的产品。所以，如果您在其他提到的格式中成功推出了一款产品，一旦您证明您拥有一个获胜的产品，QVC 将为您提供一个极好的机会。

Once during a “Today’s Special Value” feature on QVC over 250,000 pairs of BluBlockers were sold. Now, that is incredible power—and all in one day.

在 QVC 的“今日特价”活动中，一天之内卖出了超过 25 万副 BluBlockers。这真是惊人的力量——全都在一天之内。

The Internet

互联网

The Internet holds such incredible advantages for copywriters and marketers that it indeed has become a major revolution in sales and marketing. And it will continue to grow now and well into the future. There are four reasons for this.

互联网为文案创作者和营销人员带来了如此巨大的优势，它确实已经成为销售和营销领域的一次重大革命。而且，它现在将继续增长，并远至未来。这有四个原因。

First, you can be a tiny company with little means but look like even the biggest companies on the Internet. In short, your environment is your graphic presentation. The Internet levels the playing field, and graphics determine your image. Your race, religion and age do not matter. Cameron Johnson made millions of dollars on the Internet before he reached voting age. At 15 he earned $50,000 selling Beanie Babies and went on to earn $15,000 a day on one of his many sites. Now, at 21, he’s one of the most successful Internet marketers in history—and note, he started as a teenager.

首先，你可以是一个资金有限的微型公司，但看起来甚至比互联网上最大的公司还要大。简而言之，你的环境就是你的图形展示。互联网使竞争场地平等，图形决定了你的形象。你的种族、宗教和年龄都不重要。在达到投票年龄之前，Cameron Johnson 在互联网上赚了数百万美元。15 岁时，他通过卖毛绒玩具赚了 5 万美元，并在他众多网站之一上每天赚了 1.5 万美元。现在，21 岁的他成为了历史上最成功的互联网营销人员之一——注意，他是一名青少年开始创业的。

Second, testing is now less expensive and more immediate. You can easily test a marketing concept and your copy—even test the results of changing just a few words—to determine the difference in response, and all at almost no cost. This is a major breakthrough in the art and science of testing.

其次，测试现在更加便宜且更加迅速。您可以轻松测试营销概念和您的文案——甚至测试仅更改几个词的结果——以确定反应差异，而且几乎无需成本。这是测试艺术和科学领域的一项重大突破。

Third, the speed at which you can come up with an idea and implement it quickly at low cost dwarfs almost every other form of selling and marketing. This is a wonderful time to be living if you love copywriting and marketing.

第三，你能够快速想出一个点子并以低成本迅速实施的速度几乎超越了其他所有销售和营销形式。如果你热爱文案和营销，这是一个美好的生活时代。

Finally, there are many ways to sell using the Internet: e-mail broadcasts, using other media to call attention to your web site, links from other web sites, affiliate programs and the list goes on.

最后，利用互联网进行销售的方式有很多：电子邮件广播、使用其他媒体吸引对您网站的注意、其他网站的链接、联盟计划等等。

And with the emergence of Internet video, a new dimension has been added—all the features of television combined with all the advantages of the Internet—resulting in a powerful medium, one that is still expanding and unfolding. As bandwidth and video grow on the Web, so do the possibilities for an extremely effective way to grow a business.

随着互联网视频的出现，增加了一个新的维度——将电视的所有功能与互联网的所有优势相结合——从而产生了一种强大的媒介，它仍在扩展和展开。随着网络带宽和视频的增长，企业以极有效的方式增长的可能性也在增加。

How does a copywriter tackle a copywriting assignment to write copy for the Internet? How do we write for the Internet? How do you capture a prospect on this unique and exciting format? It’s more involved than you may think, but once you understand some of the thinking and the marketing principles behind the format you can truly build an empire.

如何一位文案作者处理网络文案写作任务？我们如何为互联网写作？你如何在这个独特而令人兴奋的格式中吸引潜在客户？这比你想象的要复杂，但一旦你理解了格式背后的思维方式和营销原则，你就能真正建立一个帝国。

First you’ve got to get people to read your copy. They either have to hear about your web site from some publicity you’ve generated, advertising you’ve done, links from other web sites or e-mail broadcasts you make. The problem is that people refer to unsolicited e-mails as spam and therefore unwanted.

首先，你必须让人们阅读你的内容。他们要么是通过你产生的宣传、所做的广告、其他网站上的链接或你发送的电子邮件广播来了解你的网站。问题是人们将未经请求的电子邮件称为垃圾邮件，因此是不受欢迎的。

What will often work is a combination of elements to allow you to build your opt-in names and consequently send them communications they would not only be interested in but look forward to receiving on a frequent basis.

通常有效的方法是结合多种元素，让您能够构建您的订阅名单，从而发送他们不仅感兴趣而且期待定期收到的通讯。

Some companies have found that sending a catalog to a prospect from which the prospect buys creates a great opt-in buyer who can easily become a future Web buyer. Catalog sales are dropping while Internet sales grow, but this doesn’t mean that the catalog is dead or dying. It’s still alive and well and really needed to break through the bad reputation spam has given the Web.

一些公司发现，向潜在客户发送目录，客户从目录中购买，可以创造一个优秀的自愿购买者，他们可以轻松地成为未来的网络购买者。目录销售额正在下降，而互联网销售额在增长，但这并不意味着目录已经死亡或正在消亡。它仍然充满活力，并且真正需要打破垃圾邮件给网络带来的坏名声。

The catalog qualifies the buyer as a potential Internet buyer. And so would a TV spot or a radio announcement. Your list of customers culled from some other form of advertising can become a major source of hot prospects and future customers for Internet sales.

该目录将买家资格认定为潜在的网络买家。同样，电视广告或广播公告也会如此。您从其他形式的广告中筛选出的客户名单可以成为网络销售的热门潜在客户和未来客户的主要来源。

There are a few different formats that you can use to apply your copywriting skills on the Web. There’s the e-mail broadcast, the web site home page, the web catalog, the blog, the ezine, the long sales letter and various combinations using video, links and search engine optimization to attract those prospects.

有几种不同的格式，您可以在网上应用您的文案技巧。包括电子邮件广播、网站主页、网络目录、博客、电子杂志、长篇销售信，以及使用视频、链接和搜索引擎优化吸引潜在客户的各种组合。

You can see how many different formats and combinations there are and how varied each can be. So let’s take the most important ones and see how the various principles you’ve learned early in this handbook apply. But let me warn you. A lot of what I will describe is more marketing oriented than it is copywriting oriented. But to be a great copywriter you must learn everything you can about the medium you are working in. And if you know positively that something won’t work, you’ll save yourself or your client a lot of time and money. So get ready for some good marketing tips and insights on how to make the World Wide Web work for you.

您可以看到有多少不同的格式和组合，以及每种组合可以有多么多样化。因此，让我们来看看最重要的那些，看看您在这本手册早期学到的各种原则是如何应用的。但让我提醒您，我将描述的很多内容更偏向于市场营销，而不是文案写作。但要想成为一名优秀的文案作家，您必须尽可能多地了解您正在工作的媒介。如果您确信某件事不会奏效，您将为您或您的客户节省很多时间和金钱。所以，准备好接受一些好的市场营销技巧和对如何让万维网为您工作的见解吧。

The E-Mail Broadcast

电子邮件广播

As in direct mail, e-mail is the most personal form of communication on the Web. In fact, using many of the word processing programs, you can personalize each letter with the recipient’s name. Not only can you start the body of the e-mail with a first or last name, but you can also add personal information or paragraphs that make each broadcast even more personal. And you can sign each e-mail with your own signature. But be careful not to overdo it. Your letter should sound like a very personal letter, not like you’ve just discovered a new personalization technique and you’re overdoing it.

电子邮件是网络中最个性化的沟通方式。实际上，使用许多文字处理程序，你可以用收件人的名字个性化每一封信。你不仅可以用名字开始电子邮件正文，还可以添加个人信息或段落，使每一封广播更加个性化。你还可以用你自己的签名来签署每一封电子邮件。但要注意不要过度。你的信应该听起来像一封非常个性化的信，而不是你刚刚发现了一种新的个性化技术并且过度使用它。

The principle of having a personal communication with your prospect is important here. The more personal the better. Keep it brief. If your e-mail is too long, it appears very intimidating and you’ll lose the reader. Remember, the average person in business has to filter through hundreds of messages a day. Keeping your message brief and offering a link to a catalog or a longer sales message is the approach you should use.

与潜在客户进行个人沟通的原则在这里很重要。越个人化越好。保持简短。如果你的电子邮件太长，看起来会很吓人，你会失去读者。记住，从事商业的普通人每天要筛选数百条信息。保持你的信息简短，并提供链接到目录或更长的销售信息，这是你应该采取的方法。

Unlike other forms of personal communication, the great number of e-mails received during a typical business day and the prevalence of spam mean that recipients are very jaded in what they will even open and read. The first step in enticing them is to get them to read the subject line. I know that in a long list of e-mails waiting for me, the first thing I do is scan the subject lines. If I find one that interests me or I recognize the person or company that sent it, I will open it first. In this process, I will also delete the ones I don’t have time for or I know are spam.

与其他形式的个人通讯不同，在典型的工作日收到的电子邮件数量巨大，垃圾邮件的普遍存在意味着收件人对他们甚至愿意打开和阅读的内容感到非常厌倦。吸引他们的第一步是让他们阅读主题行。我知道在我等待的电子邮件长列表中，我首先做的事情是浏览主题行。如果我发现一个吸引我的或者我认识发送者或公司的，我会首先打开它。在这个过程中，我还会删除那些我没有时间处理或者我知道是垃圾邮件的。

A subject line should be brief and either let the prospect clearly know who is sending it or cover a subject that your prospect would be interested in. I hope your business isn’t the stock market, real estate or a pharmacy selling Viagra. It seems that most of the spam is from these types of companies and the average recipient is already deleting a lot of that with spam filters.

主题行应简短，要么让潜在客户清楚地知道是谁发送的，要么涵盖潜在客户感兴趣的主题。我希望你的业务不是股市、房地产或卖伟哥的药店。看起来大部分垃圾邮件都来自这类公司，平均收件人已经用垃圾邮件过滤器删除了很多。

Your subject line is like the envelope of a direct mail campaign. The envelope copy compares to a headline in a mail order print ad. In an e-mail, that subject line is a tough one first to get through the spam filters and then to draw the attention of recipients who often discard it as more spam.

您的主题行就像直接邮件活动的信封。信封上的文字相当于邮件订购印刷广告的标题。在电子邮件中，这个主题行首先要通过垃圾邮件过滤器，然后才能吸引那些经常将其视为垃圾邮件的收件人的注意。

Let’s say you have a great headline, one that won’t be filtered out by the spam filters, which delete such words as “Free” or “Viagra” or “Low Interest Rates” or—well, you get the picture—seemingly all of the words that a sales message might use in a headline. Then how should the copy read?

让我们假设你有一个很好的标题，一个不会被垃圾邮件过滤器过滤掉的标题，这些过滤器会删除像“免费”或“伟哥”或“低利率”这样的词——好吧，你明白我的意思——似乎是一个销售信息可能在标题中使用的所有词。那么，正文应该如何写呢？

Well, I’ve already said that the copy should be brief. Maybe the subject line could direct the prospect someplace else where the message is a lot longer.

好吧，我已经说过副本应该简短。也许主题行可以引导潜在客户去其他地方，那里的信息要长得多。

Joe Vitale, prolific top-selling author whose recent book is There’s A Customer Born Every Minute (John Wiley & Sons, 2006), says that the copy should be what he calls “relationship builders.” In short, don’t try to sell anything but rather develop a dialogue and a level of trust with your prospect.

乔·维塔莱，一位多产的畅销书作家，其最近的作品是《每分钟都有一位顾客诞生》（约翰·威利与桑斯出版社，2006 年），他表示，文案应该是他所称的“关系构建者”。简而言之，不要试图推销任何东西，而是与潜在客户发展对话和建立信任水平。

Get prospects to open your e-mail each time you send one because you are sharing valuable or useful information that they appreciate. Your words should make prospects get into the habit of opening your e-mail. By sharing this sought-after information, it is easy then to wax enthusiastic about a product that you have and would like to sell them.

吸引潜在客户每次收到您的电子邮件都打开它，因为您分享的是他们珍视的有价值或有用的信息。您的言辞应让潜在客户养成打开您电子邮件的习惯。通过分享这些备受追捧的信息，您就可以轻松地对他们想要销售的产品表现出热情。

By the time you do that, the prospect feels a little guilty if he or she doesn’t respond. Plus you’ve developed this wonderful rapport and they feel they can trust you. You have integrity.

在你这么做的时候，如果对方没有回应，他或她会感到有点内疚。此外，你已经建立了这种美好的关系，他们觉得可以信任你。你有诚信。

Vitale calls it “karmic marketing.” Do enough good by giving of yourself and your knowledge to help people and you will reap the rewards at the end. “It’s really karmic,” says Vitale.

维塔莱称其为“因果营销”。通过给予自己和你的知识，帮助他人做足够的好事，你将在最后收获回报。“这真的是因果的，”维塔莱说。

Joe Polish, a top-niche marketing expert from Phoenix, agrees. He says, “You need to educate and provide value in your e-mails. Only after you’ve communicated and provided value and even bonded with the prospect do you start to offer them your product or service.”

乔·波利什，来自凤凰城的顶尖利基营销专家表示同意。他说：“你需要在电子邮件中教育和提供价值。只有在你已经沟通、提供价值甚至与潜在客户建立联系之后，你才开始向他们提供你的产品或服务。”

Polish says there are three elements to obtain good opt-in e-mail addresses—push, pull and dangle. You pull them from your media ads or any off-line activities. Then you dangle something free that would interest them. And finally you push out marketing messages. Money is made only on the last step.

波兰人说，要获得好的 opt-in 电子邮件地址有三个要素——推、拉和诱饵。你从你的媒体广告或任何离线活动中拉取它们。然后你提供一些免费的东西来吸引他们。最后，你推送营销信息。只有在最后一步才能赚钱。

Polish feels that there are two types of marketing methods: transaction versus relationship marketing. Once you develop the relationship, it is much easier to succeed in selling something than it is in strictly a transaction situation where you are selling right off the bat. And many marketers don’t realize this.

波兰人认为存在两种营销方法：交易营销与关系营销。一旦建立了关系，在销售产品方面比在严格交易情况下直接销售要容易得多。而且许多营销人员没有意识到这一点。

The Long Internet Letter

长互联网信件

Just as the long copy ads of the past 35 years have been a great method of conveying the value of premium products and services, there is an equivalent on the Internet—the long letter or ezine (an Internet version of a sales magazine).

正如过去 35 年的长篇广告一直是传达高端产品和服务价值的一种有效方法，互联网上也有相应的形式——长信或电子杂志（一种销售杂志的互联网版本）。

I have seen letters that were 32 pages long on the Web. I have seen testimonials not only in full color with actual people and real names but also with sound and video. The testimonials come alive, and you are the one who can play them simply by clicking on the control strip located below the picture.

我曾在网上看到过长达 32 页的信件。我见过不仅包含真实人物和真实姓名的全彩 testimonials，还有声音和视频。这些 testimonials 生动起来，你只需点击位于图片下方的控制条就可以播放它们。

The art in all this technology gives Internet marketers tools they never had before and an involvement with the prospect that was never even imagined a decade ago.

所有这些技术中的艺术为网络营销人员提供了他们以前从未拥有的工具，以及与潜在客户的参与度，这在十年前甚至从未被想象过。

As a copywriter you use the same principles you would use to write that print ad but you add a few bells and whistles to enhance your message. In general, the longer the copy, the more expensive the purchase. But regardless of how much copy you use, it should be so interesting and compelling that your prospects feel like they are on a slippery slide, unable to stop reading.

作为一名文案创作者，你运用与撰写印刷广告相同的原理，但会添加一些亮点来增强你的信息。一般来说，文案越长，购买成本越高。但无论你使用多少文案，它都应该足够有趣和引人入胜，让你的潜在客户感觉像是在滑梯上，无法停止阅读。

Now here is where the difference comes in between the print ad and the Internet ad. In a print ad, the prospect knows to glance at the end of the ad to get a summary of the offer and all the ordering information. Not so with a long Internet ad. Throughout the ad you need to have “Buy Now” buttons on almost every screen, even at the very beginning of the ad.

现在，这里就是印刷广告和互联网广告之间的区别所在。在印刷广告中，潜在客户知道要浏览广告的末尾以获取优惠的总结和所有订购信息。而长篇互联网广告则不然。在整个广告中，几乎在每个屏幕上都需要有“立即购买”按钮，甚至在广告的非常开始处也是如此。

In a print ad it is very helpful to have paragraph headings to make the copy look less intimidating. That makes a lot of sense. In a long Internet letter having paragraph headings could serve that purpose as well. But if you make those paragraph headings into links that go straight to your order page, you can accomplish both—a less intimidating look and a direct link to your order page.

在印刷广告中，有段落标题可以使文案看起来不那么令人畏惧，这很有道理。在长篇网络信件中，有段落标题也能起到同样的作用。但如果你将这些段落标题变成直接链接到你的订单页面，你就可以实现两个目的——一个不那么令人畏惧的外观和直接链接到你的订单页面。

I always recommend having testimonials in a print ad and to make sure the testimonials are genuine. They become even more real and believable when you can include the testimonial givers’ true names and actual hometowns.

我总是建议在印刷广告中包含推荐信，并确保这些推荐信是真实的。当您能包括推荐者的真实姓名和实际家乡时，它们会变得更加真实和可信。

The Internet takes the matter of testimonials one notch higher by incorporating both audio and video. You click on the “Play” button and the person recites his or her glowing comments with both sound and motion. In short, you are harnessing the advantages of television to make the testimonials that much more impressive. And you can do that several times in a single letter. You can put them at the beginning or the end, group them in the middle, or sprinkle them throughout the letter.

互联网通过结合音频和视频，将推荐信提升了一个层次。您点击“播放”按钮，这个人就会用声音和动作朗诵他或她的赞美之词。简而言之，您正在利用电视的优势，使推荐信更加令人印象深刻。您可以在一封信中多次这样做。您可以将它们放在开头或结尾，中间分组，或者在整个信中穿插。

The long letter does not have to limit audio and video to just testimonials. Often a small demonstration might make sense. Or the person making the sales presentation could do it in a video clip. But be careful. Make sure the person has good diction, can speak naturally, not like he or she is reading from a script, and looks presentable. Whether you like it or not, there will be some out there who will judge the presenter on his or her looks and you may evoke a negative emotion from some prospects and lose them as customers—just because they didn’t like the presenter’s handsome face or gorgeous figure. Test the letter with and without the video or your audio sales presentation and find out if you are creating bad emotional response.

长信不必仅限于音频和视频证词。有时一个小型演示可能更有意义。或者销售演示的人可以在视频剪辑中完成。但要注意。确保这个人有良好的发音，能够自然地说话，不要像是在读剧本，而且看起来得体。无论你是否喜欢，总会有一些人会根据演讲者的外貌来评判他们，你可能会引起一些潜在客户的负面情绪，从而失去他们作为客户——仅仅因为他们不喜欢演讲者的帅气面孔或迷人的身材。测试信件是否有视频或音频销售演示，并找出你是否在创造不良的情绪反应。

Your picture should be in that long letter. Again, like the testimonial, it evokes trust and confidence. Prospects feel a real person is behind the product or service they are contemplating purchasing.

您的照片应该在那封长信里。再次，就像推荐信一样，它唤起信任和信心。潜在客户感觉有一个真实的人在他们考虑购买的产品或服务背后。

Long copy is both informative and educational. As long as you are providing very interesting information to somebody who is hungry for that information, the length of the letter does not matter. Just follow the basic principles of copywriting explained in the first part of this handbook, incorporate a lot of the new video technology if it makes sense, and you will truly capture the attention, respect and trust of your prospect. And you will make plenty of sales in the process.

长篇文案既具有信息性又具有教育性。只要你能向渴望这些信息的人提供非常有趣的信息，信件的长度就不重要。只需遵循本手册第一部分中解释的文案写作基本原则，如果合适的话，融入许多新的视频技术，你就能真正吸引潜在客户的注意力、尊重和信任。在这个过程中，你将实现大量销售。

The Internet Infomercial

互联网直销广告

It would stand to reason that the Internet would be the ideal place to run infomercials. After all, you’ve got the audio and video capabilities right on your computer—the same elements you see on commercial or cable TV.

互联网应该是播放信息广告的理想之地。毕竟，你的电脑上就有音频和视频功能——这些元素与你在商业或有线电视上看到的是一样的。

And if somebody is interested in your product or service, they’ll appreciate seeing and hearing as much information about it as possible.

如果有人对您的产品或服务感兴趣，他们会欣赏尽可能多地看到和听到有关它的信息。

Typically, the length of an infomercial on TV is 28½ minutes. But when you are using the Web, your infomercial can be any length you want. You can run one on TV and run it on the Web in its full length or you can edit it to 15 minutes and run it in a shorter format. There are also a few rules to keep in mind as you prepare an infomercial for the Web.

通常，电视上信息广告的长度为 28½分钟。但当你使用网络时，你的信息广告可以是任何你想要的长度。你可以在电视上播放它，并在网络上以完整长度播放，或者你可以将其编辑为 15 分钟，以较短的形式播放。在准备网络信息广告时，还有一些规则需要记住。

The first rule is regarding price: The more expensive the product, in general, the longer the infomercial.

第一条规则是关于价格：一般来说，产品越贵，其广告时长越长。

The second rule covers the ordering process. Since you are on the Web, you can make it very easy to place an order. Simply put an “Order Now” button on your screen when you would normally put the call to action. (It can be in the first five minutes or later in the show.) Your prospect will press the Order Now button and place the order.

第二条规定了订购流程。由于您在网络上，您可以使其非常容易下订单。简单地说，当您通常放置行动号召时，在屏幕上放置一个“立即订购”按钮。（可以在前五分钟或节目进行到后面。）您的潜在客户会点击“立即订购”按钮并下订单。

The third rule to remember has to do with attention span. Your typical Internet viewer has a much shorter attention span than your TV viewer and is more likely to leave your site than a TV viewer is to switch channels. TV viewers are accustomed to half-hour segments, so once they are viewing a show they may be less inclined to change channels. If they did, they would end up in the middle of some other program. Not so on the Internet. They can go anywhere on their computers—from checking e-mail to finding something else that might interest them. So you need to keep your presentation interesting, fast moving, and in most cases shorter than an infomercial on TV.

第三条需要记住的规则与注意力持续时间有关。典型的互联网观众比电视观众注意力持续时间短得多，更有可能离开你的网站，而不是电视观众换频道。电视观众习惯于半小时的节目段，所以一旦他们在看节目，他们可能不太愿意换频道。如果他们真的换了，他们可能会出现在某个其他节目的中间。在互联网上则不是这样。他们可以在电脑上随意浏览——从检查电子邮件到寻找可能感兴趣的其他东西。因此，你需要让你的展示保持有趣、快速移动，并且在大多数情况下比电视上的广告节目短。

Finally, don’t forget the upsell potential on your infomercial. You can do the upsell with audio and video once they’ve made the buying decision and have placed the order. You should also list the toll-free number. Many will not feel comfortable placing their order on the Web and will want to talk to a real human.

最后，别忘了在您的信息广告中利用升级销售潜力。一旦他们做出购买决定并下订单后，您可以使用音频和视频进行升级销售。您还应该列出免费电话号码。许多人可能不会舒服地在网上下订单，而希望与真人交谈。

Your infomercial need not be expensive. You can shoot your program with a good quality consumer video camera. And it could be a simple format like you being interviewed by somebody.

您的广告不必昂贵。您可以用高质量的消费级摄像机拍摄您的节目。它可以是像您被某人采访这样的简单格式。

You will start seeing more and more infomercials on the Internet in the very near future. In fact, I predict that this will be one of the fastest growing segments on the Internet, so consider it when you look at your media mix.

您将在不久的将来在互联网上看到越来越多的电视购物广告。事实上，我预测这将是互联网上增长最快的部分之一，所以在审视您的媒体组合时请考虑这一点。

The Book Promotion

书籍推广

One of the major changes in marketing has occurred in the book industry. Traditionally, an author, to get his or her book onto the best seller lists, had to go on a major public relations (PR) tour and do book signings, besides getting great reviews and spending plenty of money on advertising. All that has changed as a result of the Internet, and now smart authors are taking a totally different route.

市场营销中的一个主要变化发生在图书行业。传统上，为了使自己的书登上畅销书榜单，作者必须进行大规模的公共关系（PR）巡回宣传和签名售书，此外还需要获得好评并投入大量资金进行广告宣传。所有这些都因互联网而改变，现在聪明的作者正在采取完全不同的路线。

Here’s what a copywriter should know to write excellent copy to create a promotion leading to a number one best seller. And here’s the good part: If you’re an author, you need none of the old methods you had to use before the advent of the Internet. Here’s what successful authors are doing now.

以下是文案撰写者应该知道的内容，以撰写出能够创造畅销书促销活动的优秀文案。而且，好消息是：如果你是一位作家，你不需要使用互联网出现之前的那些旧方法。以下是现在成功作家正在做的事情。

A week before the publication date of a book, an author will create a web site in which he plugs his book and makes an offer to his opt-in list. He encourages his list to buy the book on its release date, so all the response comes in at once. Each prospect who buys the book on the very day it is released receives free goodies worth sometimes thousands of dollars. The free goodies often come from the author and the author’s friends.

一周前，作者会在他的书上发布日期之前创建一个网站，他在网站上推广他的书，并向他的订阅者名单提供优惠。他鼓励他的名单在发布日期购买这本书，以便所有回应都能一次性到来。每个在发布当天购买这本书的潜在客户都会收到价值数千美元的免费礼品。这些免费礼品通常来自作者和他的朋友。

And these friends also sell books, have web sites, and are happy to supply their goodies to the author because doing so enables them to expand their own opt-in lists. These friends then broadcast the author’s offer to their entire opt-in lists, too. Each friend’s free gift to a book purchaser has a catch to it. The free gift requires the e-mail address and name of the recipient of the free gift in order to have access to it. This builds the friend’s opt-in e-mail list and becomes a win-win for both parties. Expand this to a dozen friends looking to expand their opt-in lists and you can see the viral effect this can have for the book’s success and for the friends’ ability to increase their opt-in names.

这些朋友也卖书，有网站，并且乐于向作者提供他们的好东西，因为这样做可以让他们扩大自己的自愿订阅名单。这些朋友还会向他们的整个自愿订阅名单广播作者的优惠。每位朋友向购买书籍的顾客提供的免费礼物都有一个陷阱。免费礼物需要收件人的电子邮件地址和姓名才能获取。这有助于扩大朋友的自愿订阅电子邮件名单，对双方都是双赢。将这扩展到寻求扩大自愿订阅名单的十二个朋友，你就可以看到这对书籍的成功和朋友们增加自愿订阅名单的能力可能产生的病毒式效应。

The free gifts usually cover electronic files a customer can obtain over the Internet by downloading some report or a portion of an e-book or some similar item.

免费礼品通常包括客户可以通过下载某些报告或电子书的某个部分或类似项目从互联网上获得的电子文件。

Joe Vitale offered his recent book, Life’s Missing Instruction Manual (John Wiley & Sons, 2006), along with numerous gifts as part of the purchase if his opt-in list members would order through Amazon.com or Barnesandnoble.com on the publication day. Over 35,000 books were quickly sold and the book was number one on Amazon.com for four straight days.

乔·维塔莱（Joe Vitale）在发布日向其订阅名单成员提供其新书《生活的缺失说明书》（John Wiley & Sons，2006 年），以及众多礼物，如果他们通过 Amazon.com 或 Barnesandnoble.com 订购。超过 35,000 本书迅速售出，该书在 Amazon.com 上连续四天位居第一。

Dozens of Vitale’s friends participated in the offer both by supplying their own free gifts for his promotion and volunteering their opt-in lists to spread the word. Millions of opt-in names were contacted, and the response catapulted the book to the top slot on Amazon.com. As a result of what was accomplished and the resulting publicity associated with making the number one list, a single chain purchased 10,000 books.

数十位 Vitale 的朋友参与了这次活动，他们不仅为他提供免费礼物以促进其推广，还自愿提供他们的订阅名单来传播信息。联系了数百万个订阅名单，这使这本书在 Amazon.com 上跃升至榜首。由于取得的成就和与成为榜首相关的宣传，一家连锁书店购买了 10,000 本书。

“The gifts were well thought out,” says Vitale. “You just don’t offer any old thing but items that the prospect might buy just on its own. I look for quality items to offer.”

礼物考虑得很好，”Vitale 说。“你不会随便提供任何东西，而是提供那些潜在客户可能会单独购买的商品。我寻找优质商品来提供。”

Recently, Wayne Dyer, a spiritual guru and author of the million seller Your Erroneous Zones (Funk & Wagnalls, 1976), did a major promotion of his new best seller, Inspiration (Hay House, 2006). He used the Internet selling method described here despite his best-selling-author image. In short, even established, highly respected authors are using this method. This handbook that you are holding was to be introduced this way. If you’re just starting out with your first book, you have the opportunity to become a successful author using this method. The playing field is much more level than at any other time in the history of the publishing industry.

最近，精神导师和畅销书《你的错误区域》（Funk & Wagnalls，1976 年）的作者韦恩·戴尔，对他新出版的畅销书《灵感》（Hay House，2006 年）进行了大规模推广。尽管他是一位畅销书作家，但他使用了这里描述的互联网销售方法。简而言之，即使是已经建立、备受尊敬的作者也在使用这种方法。你手中这本手册也是以这种方式介绍的。如果你是第一次出版自己的书，你有机会使用这种方法成为一名成功的作家。出版业的竞争比以往任何时候都要公平得多。

The Personal Blog

个人博客

It started as a way of giving people the opportunity to express themselves, tell the world what they are doing and share everything from pictures to emotions—a great opportunity for people who enjoy writing.

它最初是一种让人们表达自己的方式，向世界展示他们在做什么，分享从图片到情感的一切——对于喜欢写作的人来说，这是一个巨大的机会。

Web logs, or blogs, are now a major trend throughout the world, with people in all walks of life starting them—from doctors to students, from housewives to authors. It is easy to set one up, fun to watch it grow and a way to promote yourself if you are a copywriter or certainly a way to share your personality and your view of events with the world.

网络日志，或称博客，现在已成为全球一大趋势，各行各业的人们都在开设它们——从医生到学生，从家庭主妇到作家。建立起来很容易，看着它成长很有趣，如果你是文案作家，这当然是一种推广自己的方式，如果你不是，这也是一种与世界分享你的个性和对事件的看法的方式。

So if you’re a copywriter, set one up if you haven’t already done so. And express yourself in writing each day. You’ll be amazed at how your writing will improve and how many people will be interested in reading your musings.

所以如果你是一名文案作家，如果你还没有这样做，那就设置一个吧。并且每天用写作来表达自己。你会惊讶于你的写作将如何提高，以及有多少人会对阅读你的思考感兴趣。

The search engines that look for content pay considerable attention to blogs, often placing them quite high on search results lists. And one of the tips that Joe Vitale offers if you want high search engine presence is to use popular events, current trends and famous names to get the best rankings. Vitale ran the headline, “What I Learned from Lindsay Lohan about Losing Weight,” and it was picked up prominently by the search engines simply because of the association with a famous personality.

搜索引擎在寻找内容时非常关注博客，通常会将它们排在搜索结果列表的前列。如果你想提高搜索引擎的曝光度，乔·维塔莱提供的一个建议是利用热门事件、当前趋势和名人名字来获得最佳排名。维塔莱使用了标题“我从琳赛·洛翰那里学到的减肥之道”，仅仅因为与名人的关联，这个标题就被搜索引擎显著收录。

Once again, a blog is a great way to expand your writing skills. You can do reviews, entertain or even brag a little about what you do. It’s all fair game on a blog. Go for it.

再次强调，博客是提升写作技能的绝佳方式。你可以进行评论、娱乐，甚至可以稍微炫耀一下你所做的事情。在博客上，所有这些都无可厚非。放手去做吧。

The Viral Transmission

病毒传播

Don’t worry, it’s not a new disease and you won’t need any vaccine. Here’s how it works. Let’s say you have a brand-name product and you want to promote the brand. Or you have a web site and want to attract more hits. You can do what I did along with a friend, Stan Oliver, to promote the BluBlocker brand name.

不用担心，这不是一种新疾病，你不需要任何疫苗。以下是它是如何工作的。假设你有一个品牌产品，你想推广这个品牌。或者你有一个网站，想吸引更多点击。你可以像我以及我的朋友 Stan Oliver 一样做，来推广 BluBlocker 品牌。

Oliver has a web site that promotes his “CyberSpacers” cartoon characters. BluBlocker has its web site that promotes its sunglasses. What Oliver did was locate an exciting video game that had been developed in one of the Eastern European countries and obtain a license to use the game software. With the help of a cartoonist he turned it into a game that incorporated sunglasses, video game action and his cartoon characters.

奥利弗有一个网站推广他的“CyberSpacers”卡通角色。BluBlocker 有一个网站推广其太阳镜。奥利弗所做的是在东欧国家找到一个令人兴奋的视频游戏，并获得了使用游戏软件的许可。在一位卡通家的帮助下，他将这款游戏变成了一个结合了太阳镜、视频游戏动作和他的卡通角色的游戏。

He then made contact with a small advertising agency in London that I visited. The agency specialized in sending broadcasts out through the Internet with games or humorous animation. After they transmit the game they then monitor and rank the game to determine how many times it has been played in which country over a period of time.

他随后与伦敦一家小型广告公司取得联系，我曾访问过这家公司。该代理公司专门通过互联网发送带有游戏或幽默动画的广播。在它们传输游戏后，他们会进行监控和排名，以确定在一段时间内该游戏在哪个国家被玩了多少次。

Since there are several similar games or video clips, each item is ranked according to number of hits. Within a week of our game’s launch, it became a major hit, scoring number one in the rankings (the King Kong game promoting the 2005 movie ranked second). The more than 1.5 million hits on our game came from many countries throughout the world. Every continent and almost every major country had people playing the game. The hits to the BluBlocker web site grew as well, and the brand became known to a whole new generation of prospects. And sales followed suit.

由于有几款类似的游戏或视频剪辑，每个项目都是根据点击量进行排名的。在我们游戏发布后的第一周，它就成为了热门游戏，排名第一（推广 2005 年电影的《金刚》游戏排名第二）。我们游戏的超过 150 万次点击来自世界各地的许多国家。每个大洲和几乎每个主要国家都有人在玩这款游戏。BluBlocker 网站的点击量也在增长，这个品牌也成为了新一代潜在客户所熟知。随之而来的是销售额的增长。

It was easy to understand the viral nature of the game. When somebody played it and liked it, they referred their friends to it, who downloaded it, played it and then recommended it to all of their friends. If you do the math, you see it doesn’t take long for the game to circle the globe. And that’s what this game did. In fact, it probably is still circling the globe as you read this.

游戏病毒式传播的特性很容易理解。当有人玩了这个游戏并喜欢它时，他们会向朋友推荐，朋友下载并玩后，又会推荐给他们的所有朋友。如果你做一下计算，你会发现游戏很快就能在全球范围内传播。这正是这款游戏所做到的。事实上，在你阅读这段文字的时候，它可能仍在全球范围内传播。

With a program like this, we added copy to our web site to take advantage of the exposure and to suggest to those visiting us for the first time to check out our store. As a copywriter, I needed to turn those visits into sales. I had to write copy to get our visitors involved with getting to know more about our line of sunglasses.

使用这样的程序，我们在网站上添加了复制功能，以利用曝光度，并建议那些第一次访问我们的人查看我们的商店。作为一名文案作家，我需要将那些访问转化为销售。我必须编写文案，让我们的访客更多地了解我们的太阳镜系列。

If you have a client and he or she wants to explore the opportunities with viral broadcasts, you now know how it’s done and what you need to do to take advantage of this new opportunity.

如果您有一个客户，并且他或她想探索病毒式传播的机会，您现在知道如何操作以及如何利用这个新机会。

The Internet Store

互联网商店

People love to shop on the Internet. It’s convenient and generally fast, often beating the time needed to call a live operator to place an order.

人们喜欢在网上购物。这很方便，通常很快，通常比打电话给客服下单所需的时间要短。

To run a successful Internet store you have to learn a few basic principles. First, let’s start with a few assumptions. Ideally, prospects have bought from a catalog, know the store that contacted them or searched on a search engine for a store selling what they are looking for. They’ve also agreed to opt in for future offers.

要经营一家成功的网店，你需要了解一些基本原理。首先，让我们从一些假设开始。理想情况下，潜在客户已经从目录中购买过商品，知道联系他们的商店，或者通过搜索引擎搜索过他们想要购买的商店。他们还同意接受未来的优惠。

Great. These people are now excellent prospects for future purchases. Your Internet company then sends an e-mail broadcast to its list. A recipient opens the e-mail to see what the company has to offer.

很好。这些人现在是未来购买的优质潜在客户。您的互联网公司随后向其列表发送电子邮件广播。收件人打开电子邮件，查看公司提供的内容。

Here’s where the offer has to be so simple that it will take only seconds to comprehend. Let’s assume for a moment someone purchases a leather jacket on the Internet after finding a store that has the style she is looking for.

这里提供的优惠必须简单到只需几秒钟就能理解。假设一下，某人在网上找到一家有她想要的风格的商店后，购买了一件皮夹克。

The package arrives quickly. This is very important. The main advantage of buying retail is that you can bring the product home with you. No waiting. Instant gratification is what a retail store offers. But when you buy through the Internet and the product is shipped to you, there is a lag time. To beat the retailers at their own game, Internet stores have learned to ship almost on the same day if possible to allow that item to arrive quickly. Shipping promptly greatly reduces the advantage retail has over mail order.

包裹快速到达。这非常重要。购买零售的主要优势是您可以带着产品回家。无需等待。即时满足是零售店提供的东西。但是，当您通过互联网购买并且产品被邮寄给您时，会有一个延迟时间。为了在零售商自己的游戏中击败他们，互联网商店已经学会了如果可能的话在当天发货，以便让该商品快速到达。及时发货大大减少了零售相对于邮购的优势。

Let’s get back to that company that sold the leather jacket. The customer likes the jacket when she receives it and sees that the invoice states clearly how she could return it if by chance she didn’t like it. So far, so good. The leather company has built trust in her continuing as a loyal customer. She wouldn’t mind receiving e-mails from that company in the future.

让我们回到那家卖皮夹克的公司。顾客收到夹克后很喜欢，看到发票上清楚地说明了如果她不喜欢可以如何退货。到目前为止，一切顺利。这家皮革公司已经赢得了她的信任，让她继续成为忠实客户。她不介意将来收到这家公司的电子邮件。

Then an e-mail from the store does arrive. The subject line is “20% Off on Leather.” And as I mentioned previously, opening the e-mail reveals a single simple message with a nice graphic background. There is enough curiosity to cause her to click on the image shown in the e-mail and connect with the store. This first click gets her to the web site, where she can shop for anything else she might want to buy.

商店的电子邮件最终确实到了。主题是“皮革 20%折扣”。正如我之前提到的，打开电子邮件会显示一条简单信息，背景很漂亮。这足以引起她的好奇心，点击电子邮件中的图片并与商店联系。这一点击让她到达了网站，在那里她可以购买她可能想要购买的其他任何东西。

The store has a list of product categories of all its leather products from clothes to accessories, from motorcycle jackets to fashion jackets. You then click on the category you would like to explore and the category appears with several thumbnail photos of various products that come under this category. You then click on the picture of the item you are interested in and immediately it enlarges to give you a better view of the product and some text describing the item.

商店列出了所有皮革产品的产品类别，从服装到配饰，从摩托车夹克到时尚夹克。然后您点击您想探索的类别，该类别就会出现该类别下各种产品的缩略图。然后您点击您感兴趣的物品图片，它立即放大，以便您更好地查看产品并显示一些描述该物品的文本。

This is where I find a lot of companies fail. They don’t describe the items in enough detail to make the prospect feel comfortable with their purchase. And I suspect dissatisfaction return rates would drop if they did. But you as a copywriter reading this handbook will know this and will provide more text in the description. Just mentioning color, size and texture won’t cut it. You need something more. Maybe talk about the type of leather, where it was made, how it was sewn, what features make it better than any other similar product. Include as much information about the item as possible. People don’t mind reading about something they are about to buy.

这是许多公司失败的地方。他们没有足够详细地描述商品，以至于让潜在买家对购买感到舒适。我怀疑如果他们这样做，不满意退货率会下降。但作为阅读这本手册的文案撰写者，你会知道这一点，并会在描述中提供更多文本。仅仅提及颜色、尺寸和质地是不够的。你需要更多。也许可以谈谈皮革的类型、它的制作地点、它的缝合方式以及使其优于其他类似产品的特点。尽可能多地提供有关商品的信息。人们并不介意阅读他们即将购买的东西。

One of the things you want to do for your store is to make sure that ordering is quick and easy. It has been proven that the more clicks required to consummate a purchase, the less likely it is that the purchase will be made. Requiring several clicks allows the potential purchaser to change his or her mind. When Amazon.com sends me an e-mail with a book offer, I can order it with just a few clicks. I don’t mind spending a minute or so to order the book, as it would have taken me an enormous amount of time to shop at a retail bookstore.

确保订单快速便捷是您为店铺要做的事情之一。事实证明，完成购买所需的点击次数越多，购买的可能性就越小。需要多次点击可以让潜在买家改变主意。当亚马逊给我发送一本图书的电子邮件优惠时，我只需几点击就能下单。我不介意花一两分钟来订购这本书，因为如果我去实体书店购物，将会花费我大量的时间。

Make sure you keep your clicks to a minimum, you deliver quickly and you describe your products fully, and you’ll have a lot of success with your web site store.

确保您将点击次数保持在最低，快速交付，并全面描述您的产品，您将在您的网站商店中获得很多成功。

The Future of the Internet

互联网的未来

In the early 1980s I predicted in American Airlines’ in-flight magazine that the TV, the home computer and the telephone would merge into a single entity that would provide entertainment, enable communications and become a great research tool. We have already reached that point and have gone well beyond it. We can now watch TV shows on our computers, we can shop the far reaches of the world and we have at our fingertips the research tools to find anything we want when we want it. It truly is an amazing time we live in.

在 20 世纪 80 年代初，我在美国航空公司的机上杂志中预测，电视、家用电脑和电话将合并成一个单一实体，提供娱乐、实现通讯并成为伟大的研究工具。我们已经达到了那个点，并且已经远远超过了它。我们现在可以在电脑上观看电视节目，我们可以购买世界各地的商品，我们随时可以找到我们想要的任何东西的研究工具。这确实是我们所生活的令人惊叹的时代。

But even more amazing is the equal opportunity the Web offers everyone reading this handbook. From aspiring entrepreneurs to experienced marketers, the Web is offering a new and more efficient way to distribute, sell or market products and services. And we are only at the beginning of that revolution. There is a lot more to come.

然而，更令人惊奇的是，网络为阅读此手册的每个人提供了平等的机会。从有抱负的创业者到经验丰富的营销人员，网络正在提供一种新颖且更有效的方式去分发、销售或营销产品和服务。而我们才刚刚开始这场革命。还有更多精彩即将到来。

With the ability to communicate in writing you hold one of the keys to this fast-emerging technology—a technology to enrich your life and indeed the lives of others.

拥有书面沟通的能力，你掌握了通往这一快速发展的技术——一种丰富你及他人生活的技术——的关键之一。

Epilogue

结语

Some Final Thoughts

一些最后的想法

The material that you have read was based on an exclusive seminar I conducted from 1977 through 2000. During this time I taught many students who went on to build great companies and fortunes for themselves. I’m proud of them all.

您所阅读的材料是基于我从 1977 年到 2000 年举办的独家研讨会。在这段时间里，我教过许多学生，他们后来创立了伟大的公司和为自己积累了财富。我为他们感到骄傲。

And you should be proud of yourself, too, for having read this book. You have had to read and learn a great deal. I hope you will use this material to contribute to your community and to your country in a positive and productive way through the informative, entertaining and effective use of advertising.

你也应该为自己读过这本书而感到自豪。你不得不阅读和学习很多。我希望你能利用这些材料，通过信息丰富、娱乐性和有效性的广告，以积极和富有成效的方式为你的社区和国家做出贡献。

There are many businesses to build in the future. There’s the Internet and all the opportunities associated with it. There’s the combination of direct marketing and the new technologies that are only now being developed even as you read this. Congratulations for making the effort to succeed.

未来有很多企业可以建立。有互联网及其所有相关机会。有直接营销与正在开发的新技术的结合。恭喜你努力取得成功。

I am not the smartest of men. Had I been smarter I would not have made many of the mistakes I did. I would have read more of the direct marketing books and learned more that would have prevented those mistakes from ever happening. I would have tested more. I would have thought more carefully before risking my money and my time.

我不是最聪明的人。如果我能更聪明一些，我就不会犯那么多错误。我会阅读更多直接营销书籍，学到更多可以防止那些错误发生的知识。我会测试更多。在冒险投资我的金钱和时间之前，我会更加仔细地思考。

I never graduated from college, my grades were not great and I practically flunked English. I’ve never taken an advertising course (although that may have been the best educational break I ever had) and I’m not formally educated in many of the subjects necessary to ply my craft.

我从没从大学毕业，我的成绩并不好，英语几乎不及格。我从未上过广告课程（尽管那可能是我所经历过的最好的教育机会）而且我在许多对我从事工艺必要的科目上没有受过正规教育。

I am also not that much more talented than others. There are many great writers, marketers and entrepreneurs. If you work longer hours, if you risk more of your time and capital, eventually you learn. I worked and risked a lot. And I learned a lot.

我也没有比别人更有才华。有很多伟大的作家、营销人员和企业家。如果你工作更长的时间，如果你冒更多的风险和时间以及资本，最终你会学到东西。我工作了很多，也冒了很大的风险。并且我学到了很多。

Then what do I have? I would say two things could sum me up. The first is the skill I have to take a very complex issue and present it in a very simple, understandable way—in short, my communications skill. Because of it, I therefore became a good teacher and was able to pass along to my students the underlying reasons for why things work. I was able to share the many experiences I’ve had and point out the real lessons that I learned. Very often a teacher does not make a good practitioner and a practitioner does not make a good teacher. I like to think I can do both.

那么我有什么？我认为有两件事可以概括我。第一是我将一个非常复杂的问题以非常简单、易懂的方式呈现出来的能力——简而言之，我的沟通技巧。正因为如此，我因此成为一名好老师，能够向我的学生传授事物运作的根本原因。我能够分享我所经历的各种经历，并指出我学到的真正教训。很多时候，一个老师不一定能成为一名好的实践者，而一个实践者也不一定能成为一名好的老师。我喜欢认为自己两者都能做到。

The second thing I have is persistence. I don’t easily give up. And if I do, it is not without a very good reason. To me, it wasn’t whether I won or lost that was important. It was whether I played the game. And I played hard.

第二件事是我有毅力。我不轻易放弃。即使我放弃了，那也是出于一个非常充分的理由。对我来说，重要的是我是否参与了比赛，而我全力以赴。

There comes a time in your life to step out of the trenches and share the knowledge that you have acquired in your years of battle—to examine the scars and reflect on the lessons and the often odd directions you’ve taken. For me, that time is right now and this book is a product of that introspection.

人生总有那么一个时刻，需要走出战壕，分享你在多年战斗中积累的知识——审视伤痕，反思教训以及你常常采取的奇特方向。对我来说，那个时刻就是现在，这本书就是那个内省的产物。

Claude Hopkins, one of the early pioneers in advertising, explained why he wrote his book My Life in Advertising in the 1920s: “Any man who by a lifetime of excessive application learns more about anything than others owes a statement to successors.”

克劳德·霍普金斯，广告业早期先驱之一，解释了他为什么在 20 世纪 20 年代撰写了《我的广告生涯》一书：“任何通过一生过度投入而比他人了解更多关于任何事情的人，都应向后人发表声明。”

If I had to pick another motivation for writing this book, it would be my strong desire to give of myself to others. I learned more at my seminars by giving and sharing than I did at any time before or after. And aside from acquiring many insights from the seminar participants themselves, I was forced to organize and articulate my concepts to present them properly—which made me a better copywriter and marketer, as I soon started following my own advice.

如果我必须为写这本书选择另一个动机，那将是我强烈的愿望，想要把自己奉献给他人。我在研讨会中通过给予和分享学到的比之前或之后任何时候都多。除了从研讨会参与者那里获得许多见解外，我还被迫组织和阐述我的概念，以便正确地呈现它们——这使我成为了一名更好的文案和营销人员，因为我很快开始遵循自己的建议。

Many of the seminar participants were highly motivated. You had to be motivated to spend up to $3,000 to attend. And to get to know more than 200 of them personally—their successes, their failures and the lessons they learned—simply added to my base of knowledge and experience. You learn from the mistakes and failures of others, and as I was sharing my mistakes and failures, so were they sharing theirs.

许多研讨会参与者都非常有动力。你必须有动力才能花费高达 3000 美元来参加。而且，为了更深入地了解他们中的 200 多人——他们的成功、失败以及他们学到的教训——这仅仅增加了我的知识和经验基础。你从他人的错误和失败中学习，当我分享我的错误和失败时，他们也在分享他们的。

As mentioned in Chapter 1, Edwin Land, the inventor of the Polaroid camera, once said, “A mistake is a future benefit, the full value of which is yet to be realized.” And in that spirit many of my mistakes became learning tools that I shared with my students and that inspired them.

如第一章所述，宝丽来相机的发明者爱德温·兰德曾经说过：“错误是未来的利益，其全部价值尚未实现。”在这种精神下，我的许多错误变成了学习工具，我与学生分享，并激励了他们。

I have helped many entrepreneurs build outstanding businesses and go on to contribute greatly to their industry and their community. That is my greatest thrill. For if I can continue that achievement with this book, I will have left a legacy that can live long after I am gone.

我帮助许多企业家建立了杰出的企业，并继续为他们的行业和社区做出巨大贡献。这是我最大的兴奋点。因为如果我能通过这本书继续实现这一成就，我就会留下一个在我离开后仍能长久存在的遗产。

Appendix A

附录 A

Assumed Constraints, Continued

假设约束，继续

As you can see from the diagram, by not assuming any constraints the answer to the puzzle on page 56 becomes quite simple. All too often we assume constraints that aren’t really there. By breaking out of the box you can come up with incredibly effective answers—whether you’re writing copy or simply solving everyday problems.

如图所示，不假设任何约束，第 56 页谜题的答案变得相当简单。我们常常假设了一些实际上并不存在的约束。跳出思维定势，你可以想出非常有效的答案——无论是撰写文案还是解决日常问题。

Assumed Constraint Examples

假设约束示例

The following are examples of assumed constraints from history. When somebody tells you it can’t be done, recall these seven historical examples before you become discouraged.

以下是从历史中假设的约束条件的例子。当有人告诉你做不到时，在你气馁之前，回想这七个历史例子。

1. “Drill for oil? You mean drill into the ground to try to find oil? You’re crazy.” This was said by drillers whom wildcatter Edwin L. Drake tried to enlist in his project to drill for oil in 1859.

钻石油？你是说钻进地下试图找到石油？你疯了。”这是 1859 年石油勘探者爱德华·L·德雷克试图招募的钻探者说的话。

2. “Airplanes are interesting toys but of no military value.” Ferdinand Foch, professor of military strategy, Ecole Superieure de Guerre, later commander of Allied Armies in World War I.

飞机是有趣的玩具，但无军事价值。费迪南德·福煦，军事战略教授，法国高等战争学院，后来成为第一次世界大战协约国军队的指挥官。

3. “Stocks have reached what looks like a permanently high plateau.” Irving Fisher, professor of economics, Yale University, 1929.

3. “股票已达到看似永久的高位平台。”欧文·费雪，耶鲁大学经济学教授，1929 年。

4. “I think there is a world market for maybe five computers.” Thomas Watson Sr., president of IBM, 1943.

4. “我认为可能有一个世界市场，可以容纳五台计算机。”托马斯·沃森，IBM 总裁，1943 年。

5. “So we went to Atari and said, ‘Hey, we’ve got this amazing thing, even built with some of your parts, and what do you think about funding us? Or we’ll give it to you. We just want to do it. Pay our salary, we’ll come work for you.’ And they said, ‘No.’ So then we went to Hewlett-Packard, and they said, ‘Hey, we don’t need you. You haven’t got through college yet.’” This was related by Steven Jobs, Apple Computer cofounder, on his attempts in the mid-1970s to get Atari and Hewlett-Packard interested in his and Steve Wozniak’s personal computer.

5. “所以我们去了雅达利，说：‘嘿，我们有个惊人的东西，甚至部分是用你们的部分制造的，你们对我们投资怎么样？或者我们把它给你。我们只想做这件事。支付我们的薪水，我们会来为你工作。’他们回答说：‘不。’然后我们去见了惠普，他们说：‘嘿，我们不需要你。你还没大学毕业。’”这是史蒂夫·乔布斯，苹果电脑的联合创始人，在 20 世纪 70 年代中期讲述他试图让雅达利和惠普对他的个人电脑感兴趣的故事。

6. “A cookie store is a bad idea. Besides, the market research reports say America likes crispy cookies, not soft and chewy cookies like you make.” This was a response in the mid-1970s to Debbi Fields’ idea of starting Mrs. Fields Cookies.

6. “开一家饼干店是个糟糕的想法。此外，市场调研报告显示美国人喜欢脆饼干，而不是你做的软糯饼干。” 这是在 20 世纪 70 年代中期对 Debbi Fields 开设 Mrs. Fields 饼干的想法的回应。

7. “640K ought to be enough for anybody.” Bill Gates, Microsoft founder, 1981.

7. “640K 对于任何人来说都足够了。” 比尔·盖茨，微软创始人，1981 年。

Appendix B

附录 B

Seeds of Curiosity, Continued

好奇的种子，继续

You couldn’t wait, could you? You had to turn to the back of the book before you read the next line of copy in Chapter 10. Well, you just fell for the seeds of curiosity theory big time:

你迫不及待了，是吗？在阅读第 10 章下一行文字之前，你不得不翻到书的背面。嗯，你彻底陷入了好奇心理论的种子之中：

Your message must always be so compelling that you motivate the reader to do things normally not done.

您的信息必须始终如此吸引人，以至于激励读者去做通常不会做的事情。

I realize that you might think this is a dirty trick and the story never took place. You’re wrong on both counts. This is exactly what happened and this is no dirty trick. But to get people to reach into their pockets and exchange their hard-earned dollars for your product is not a natural act. It’s one of the most difficult things a copywriter must do to sell a product. It requires tremendous motivation—motivation that needs to be generated by a compelling message, a message so compelling that people will become totally involved with your copy, slide down the slippery slide and call or write to place an order or feel guilty if they haven’t.

我明白你可能认为这是一个卑鄙的伎俩，而且这个故事从未发生过。你在两方面都是错的。这正是发生的事情，这绝对不是卑鄙的伎俩。但是要让人掏腰包，用他们辛苦赚来的美元来购买你的产品，这不是一个自然的行为。这是文案作家为了销售产品必须做的最困难的事情之一。它需要巨大的动力——这种动力需要通过一个引人入胜的信息来产生，一个如此引人入胜的信息，以至于人们会完全投入到你的文案中，滑下这个滑梯，或者如果他们没有下订单，会感到内疚。

I guess it wouldn’t be fair, now that I’ve proven my point, to leave you hanging. After all, you were so involved with my text that you skipped all the rest of the chapters in this book (something you normally wouldn’t do) to find out exactly what Ginger said to me at that dramatic moment in my office.

我觉得现在我已经证明了观点，再让你悬着不公平。毕竟，你对我的文本如此投入，以至于你跳过了这本书中所有其他章节（你通常不会这么做），只是为了找出 Ginger 在我办公室那个戏剧性时刻对我说了什么。

“Joe, I want only you to help me. I want you as my mentor—my guide through this direct marketing jungle. I don’t know what I can do to motivate you to help me, but I do know what most men appreciate. I’ve had men proposition me all my life but I’ve never openly propositioned a man. What I’m saying, Joe, is that—”

Joe，我只希望你能帮我。我希望你成为我的导师——我的直接营销丛林中的引路人。我不知道我能做什么来激励你帮助我，但我知道大多数男人都欣赏什么。我一生中一直有人向我求婚，但我从未公开向一个男人求婚。我想说的是，Joe——

“Wait,” I said, fumbling for words as I held up one hand as if to say stop. “You’ve got the wrong guy. Don’t embarrass yourself any further. I can no longer accept what I think you’re trying to say. I can’t do the work for you. I’m really too busy to take outside projects. But attend my seminar. I’ll let you attend for free on the condition that you pay me back after you make your first million.”

“等等，”我说，一边举起一只手仿佛在说停下。 “你找错人了。别再自取其辱了。我不能再接受你认为你想说的了。我不能为你做这份工作。我真的很忙，无法接受外部项目。但参加我的研讨会。如果你赚了第一个一百万，我会让你免费参加。”

Ginger left the office, maybe a bit embarrassed. And I never heard from her again. I suspect that she thought she could entice me into writing copy by flaunting her body. And would she have really followed through? I guess I will never know.

姜戈离开了办公室，可能有点尴尬。从此我再也没听到过她的消息。我怀疑她以为通过炫耀自己的身体可以诱使我写文案。她会真的这么做吗？我想我永远也不会知道了。

When I returned home that evening and my wife asked me how the day went, I replied, “Oh, I was almost seduced by a gorgeous blonde who was willing to give me her body for my copywriting ability.”

那天晚上我回到家，妻子问我这一天过得怎么样，我回答说：“哦，我差点被一个愿意用她的身体来交换我文案能力的迷人金发女郎诱惑。”

Appendix C

附录 C

Summary of Axioms and Major Points

公理与主要观点摘要

The following lists summarize the axioms and major points of copywriting that have been presented throughout this book.

以下列表总结了本书中提出的写作公理和主要观点。

Axioms

公理

Axiom 1: Copywriting is a mental process the successful execution of which reflects the sum total of all your experiences, your specific knowledge and your ability to mentally process that information and transfer it onto a sheet of paper for the purpose of selling a product or service. (page 24)

公理 1：文案写作是一个心理过程，其成功执行反映了你所有经验的总和、你的专业知识以及你处理这些信息并将其转移到纸张上的能力，目的是为了销售产品或服务。（第 24 页）

Axiom 2: All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy. (page 29)

公理 2：广告中的所有元素主要是为了做一件事，而且只有一件事：让你阅读文案的第一句话。（第 29 页）

Axiom 3: The sole purpose of the first sentence in an advertisement is to get you to read the second sentence. (page 33)

公理 3：广告第一句话的唯一目的是让你阅读第二句话。（第 33 页）

Axiom 4: Your ad layout and the first few paragraphs of your ad must create the buying environment most conducive to the sale of your product or service. (page 38)

公理 4：您的广告布局以及广告的前几段必须创造出最有利于您产品或服务销售的销售环境。（第 38 页）

Axiom 5: Get the reader to say yes and harmonize with your accurate and truthful statements while reading your copy. (page 44)

公理 5：让读者在阅读你的文案时说“是”，并与你的准确和真实陈述保持一致。（第 44 页）

Axiom 6: Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slide. (page 49)

公理 6：你的读者应该如此渴望阅读你的文案，以至于他们无法停止阅读，直到读完所有内容，就像从滑梯上滑下来一样。（第 49 页）

Axiom 7: When trying to solve problems, don’t assume constraints that aren’t really there. (page 58)

公理 7：在尝试解决问题时，不要假设那些实际上并不存在的约束。（第 58 页）

Axiom 8: Keep the copy interesting and the reader interested through the power of curiosity. (page 63)

公理 8：通过好奇心的力量，保持副本有趣并让读者保持兴趣。（第 63 页）

Axiom 9: Never sell a product or service. Always sell a concept. (page 71)

公理 9：永远不要出售产品或服务。总是出售一个概念。（第 71 页）

Axiom 10: The incubation process is the power of your subconscious mind to use all your knowledge and experiences to solve a specific problem, and its efficiency is dictated by time, creative orientation, environment and ego. (page 80)

公理 10：孵化过程是你潜意识运用所有知识和经验来解决特定问题的力量，其效率由时间、创造性方向、环境和自我决定。（第 80 页）

Axiom 11: Copy should be long enough to cause the reader to take the action you request. (page 85)

公理 11：复制内容应足够长，以促使读者采取您请求的行动。（第 85 页）

Axiom 12: Every communication should be a personal one, from the writer to the recipient, regardless of the medium used. (page 92)

公理 12：无论使用何种媒介，每一次沟通都应该是个人之间的，从作者到接收者。

Axiom 13: The ideas presented in your copy should flow in a logical fashion, anticipating your prospect’s questions and answering them as if the questions were asked face-to-face. (page 97)

公理 13：您副本中提出的思想应以逻辑顺序呈现，预测潜在客户的问题，并仿佛面对面提问般回答这些问题。（第 97 页）

Axiom 14: In the editing process, you refine your copy to express exactly what you want to express with the fewest words. (page 102)

公理 14：在编辑过程中，你将你的稿件精炼，用最少的字数表达你想要表达的内容。（第 102 页）

Axiom 15: Selling a cure is a lot easier than selling a preventive, unless the preventive is perceived as a cure or the curative aspects of the preventive are emphasized. (page 197)

公理 15：出售一种治疗方法比出售一种预防措施容易得多，除非这种预防措施被视为治疗方法，或者强调预防措施的治愈方面。（第 197 页）

Emotion Principles

情感原则

These are the three points to remember about emotion in advertising from page 66.

这些是关于广告中情感的三点，见第 66 页。

Emotion Principle 1: Every word has an emotion associated with it and tells a story.

情感原则 1：每个词都与一种情感相关联，并讲述一个故事。

Emotion Principle 2: Every good ad is an emotional outpouring of words, feelings and impressions.

情感原则 2：每一个好的广告都是文字、情感和印象的倾泻。

Emotion Principle 3: You sell on emotion, but you justify a purchase with logic.

情感原则 3：你用情感来销售，但用逻辑来证明购买是合理的。

Graphic Elements

图形元素

The following are the 10 graphic elements to consider when designing a mail order ad. (Chapter 4)

以下是在设计邮购广告时需要考虑的 10 个图形元素。（第四章）

1. Headline

标题

2. Subheadline

2. 副标题

3. Photo or Drawing

3. 照片或绘图

4. Caption

4. 标题

5. Copy

5. 复制

6. Paragraph Headings

6. 段落标题

7. Logo

7. 标志

8. Price

8. 价格

9. Response Device

9. 响应设备

10. Overall Layout

10. 整体布局

The Powerful Copy Elements

强大的复制元素

The following are the 23 copy elements that should be considered when writing an ad. (Chapter 18)

以下是在撰写广告时应考虑的 23 个复制元素。（第 18 章）

1. Typeface

字体

2. First Sentence

2. 第一句

3. Second Sentence

3. 第二句话

4. Paragraph Headings

4. 段落标题

5. Product Explanation

5. 产品说明

6. New Features

6. 新功能

7. Technical Explanation

7. 技术说明

8. Anticipate Objections

8. 预期反对意见

9. Resolve Objections

9. 解决异议

10. Gender

10. 性别

11. Clarity

11. 清晰度

12. Clichés

12. 陈词滥调

13. Rhythm

13. 节奏

14. Service

14. 服务

15. Physical Facts

15. 物理事实

16. Trial Period

16. 试用期

17. Price Comparison

17. 价格比较

18. Testimonials

18. 用户评价

19. Price

19. 价格

20. Offer Summary

20. 服务摘要

21. Avoid Saying Too Much

避免说太多

22. Ease of Ordering

22. 订单便捷性

23. Ask for the Order

23. 请下单

The Psychological Triggers

心理触发器

The following are the 31 psychological triggers to remember or review when you are writing your ad copy. (Chapter 19)

以下是在您撰写广告文案时需要记住或回顾的 31 个心理触发因素。（第 19 章）

1. Feeling of Involvement or Ownership

参与感或所有权感

2. Honesty

2. 诚实

3. Integrity

3. 诚信

4. Credibility

4. 信誉

5. Value and Proof of Value

5. 价值与价值证明

6. Justify the Purchase

6. 证明采购的合理性

7. Greed

贪婪

8. Establish Authority

8. 建立权威

9. Satisfaction Conviction

9. 满意度信念

10. Nature of Product

产品性质

11. Nature of Prospect

11. 前景性质

13. Current Fads

13. 当前潮流

13. Timing

13. 定时

14. Linking

14. 链接

15. Consistency

15. 一致性

16. Harmonize

16. 调和

17. Desire to Belong

17. 想要归属

18. Desire to Collect

18. 收藏欲望

19. Curiosity

19. 好奇心

20. Sense of Urgency

紧迫感

21. Fear

21. 恐惧

22. Instant Gratification

22. 立即满足

23. Exclusivity, Rarity or Uniqueness

独家性、稀有性或独特性

24. Simplicity

24. 简洁

25. Human Relationships

25. 人际关系

26. Storytelling

26. 讲故事

27. Mental Engagement

27. 心理投入

28. Guilt

28. 内疚

29. Specificity

29. 特异性

30. Familiarity

30. 熟悉

31. Hope

31. 希望

Appendix D

附录 D

Recommended Reading

推荐阅读

Reading a number of books on a variety of subjects prepares you to become a good direct marketer and helps you avoid many of the mistakes others have made. That’s one of the benefits you have realized from reading this handbook. Many other people in the direct marketing industry have also written books that might be helpful to you. By reading other perspectives on advertising and copywriting, you can further your education and avoid costly errors that many before you have made. I wish I had read many of them earlier in my career.

阅读多种主题的书籍使你准备好成为一名优秀的直销员，并帮助你避免许多他人犯过的错误。这是你从阅读这本手册中意识到的好处之一。直销行业的许多人也写过可能对你有帮助的书籍。通过阅读关于广告和文案写作的其他观点，你可以进一步扩展你的教育，并避免许多在你之前犯过的昂贵错误。我希望我在职业生涯早期就阅读了其中许多。

Bacon, Mark. Write Like the Pros: Using the Secrets of Ad Writers and Journalists in Business. New York: John Wiley & Sons, 1988.

培根，马克。《像专业人士一样写作：在商业中使用广告作家和记者的秘密》。纽约：约翰·威利父子出版社，1988 年。

Bird, Drayton. Commonsense Direct Marketing. NTC Publishing Group, 1994.

鸟，德雷顿。《常识直销》。NTC 出版集团，1994 年。

Caples, John. How to Make Your Advertising Make Money. Englewood Cliffs, NJ: Prentice-Hall, 1983.

Caples, 约翰. 如何让你的广告赚钱。新泽西州恩格尔伍德克利夫斯：普伦蒂斯-霍尔出版社，1983 年。

Caples, John. Tested Advertising Methods. Englewood Cliffs, NJ: Prentice-Hall, 1974.

卡普莱斯，约翰。《测试广告方法》。新泽西州恩格尔伍德克利夫斯：普伦蒂斯-霍尔出版社，1974 年。

Cialdini, Robert B. Influence: The Psychology of Persuasion. New York: HarperCollins, 1998.

Cialdini, Robert B. 影响力：说服心理学。纽约：哈珀柯林斯出版社，1998 年。

Collier, Robert. The Robert Collier Letter Book. Oak Harbor, WA: Robert Collier Publications, 1937.

: 科利尔，罗伯特。《罗伯特·科利尔书信集》。华盛顿州橡树港：罗伯特·科利尔出版社，1937 年。

Garfinkel, David. Advertising Headlines That Make You Rich. MorganJames, 2006.

Garfinkel, David. 广告标题让你致富。摩根詹姆斯，2006 年。

Girard, Joe. How to Sell Anything to Anybody. New York: Simon & Schuster, 2006.

吉拉尔，乔。如何向任何人销售任何东西。纽约：西蒙与舒斯特出版社，2006 年。

Kennedy, Dan. The Ultimate Sales Letter. Holbrook, MA: Adams Media, 1990.

肯尼迪，丹。《终极销售信函》。马萨诸塞州霍利布鲁克：亚当斯媒体，1990 年。

Kilstein, Harlan. Steal This Book! Million Dollar Sales Letters You Can Legally Steal to Suck in Cash Like a Vacuum on Steroids. MorganJames, 2006.

基尔斯坦，哈兰。《偷这本书！合法盗版百万美元销售信函，让你像超级吸尘器一样吸金》。摩根詹姆斯出版社，2006 年。

Lewis, Herschell Gordon. Direct Mail Copy That Sells! Englewood Cliffs, NJ: Prentice-Hall, 1984.

Lewis, Herschell Gordon. 直接邮件销售文案！新泽西州恩格尔伍德克利夫斯：普伦蒂斯-霍尔，1984 年。

Nicholas, Ted. How to Turn Words into Money. Indian Rocks Beach, FL: 2004.

尼古拉斯，特德。《如何将词汇转化为金钱》。佛罗里达州印第安 Rocks Beach，2004 年。

Nixon, Richard Gilly. The Lazy Man’s Way to Riches. New York: Viking Penguin, 1995.

尼克松，理查德·吉利。懒人致富之道。纽约：维京企鹅出版社，1995 年。

Ogilvy, David. Confessions of an Advertising Man. New York: Simon & Schuster, 1988.

奥格威，大卫。《广告人的忏悔》。纽约：西蒙与舒斯特出版社，1988 年。

Sackheim, Maxwell. My First 65 Years in Advertising. Blue Ridge Summit, PA: Tab Books, 1975.

萨克海姆，麦克斯韦。我在广告业的头 65 年。宾夕法尼亚州布莱格里斯山：Tab Books，1975 年。

Schwartz, Eugene M. Breakthrough Advertising. Bottom Line Books, 2004.

施瓦茨，尤金·M. 《突破广告》。底线书籍，2004 年。

Spoelstra, Jon. Ice to the Eskimos. New York: HarperBusiness, 1997.

斯波尔斯特拉，乔恩。《冰对爱斯基摩人》。纽约：哈珀商业出版社，1997 年。

Vitale, Joe. Buying Trances: A New Psychology of Sales and Marketing. Hoboken, NJ: John Wiley & Sons, 2007.

Vitale, Joe. 购买迷幻：销售与营销的新心理学。新泽西州霍博肯：约翰·威利与 Sons，2007。

Vitale, Joe. Hypnotic Writing. Hoboken, NJ: John Wiley & Sons, 2006.

Vitale, Joe. 感应写作. 新泽西州霍布肯: 约翰·威利与儿子公司, 2006.

Vitale, Joe. Turbocharge Your Writing. Houston, TX: Awareness Publications, 1992.

Vitale, Joe. 激活你的写作。休斯顿，德克萨斯州：意识出版社，1992 年。

Wheeler, Elmer. Tested Sentences That Sell. Englewood Cliffs, NJ: Prentice-Hall, 1937.

Wheeler，Elmer. 测试过的销售句子。新泽西州恩格尔伍德克利夫斯：普伦蒂斯-霍尔，1937 年。

Wheeler, Elmer. Word Magic. Englewood Cliffs, NJ: Prentice-Hall, 1939.

Wheeler，Elmer。《词的魔力》。新泽西州恩格尔伍德克利夫斯：普伦蒂斯-霍尔，1939 年。

Index

索引

Your Guide to Relevant Topics

您的相关主题指南

A/B split, running

A/B 测试，运行

Advertisements:

广告：

copy elements in

复制元素

graphic elements in

图形元素

See also Mail order advertisements;

也参见邮购广告；

Print advertisements

打印广告

Advertising Age, advertisement in

《广告时代》，广告

Advertising Secrets of the Written Word (Sugarman)

广告文字的秘密（Sugarman）

After-sale opportunities

售后服务机会

Airplane tails, collecting

飞机尾翼，收集

Algren, Nelson

阿尔格林，纳尔逊

Allen, Steve

艾伦，史蒂夫

American Heart Association, campaign by

美国心脏协会，活动

AOPA Pilot, advertisement in

AOPA 飞行员，广告

APF calculators

APF 计算器

Articles, saving

文章，节省

Assembly, explaining

汇编，解释

Assumed constraints

假设约束

examples of

示例

problems with

问题

Attention, gaining/holding

请注意，获取/保持

Auge, Peter

奥格，彼得

Authority, establishing. See also Expertise

权威，建立。另见专业知识

Back-end sales

后端销售

Bally pinball game, advertisement for

百利弹球游戏，广告

Bargains, attraction of

便宜货，吸引力

Batman credit card

蝙蝠侠信用卡

problems with

问题

Battram Galleries

巴特拉姆画廊

advertisement for

广告

Beanie Babies

贝尼宝贝

Believability. See Credibility

可信度。参见可信度

Belonging, desire for

归属感，渴望

Big idea, preparing

大想法，准备中

Billboards, copywriting for

广告牌，文案

Biological repair machines, hope from

生物修复机器，希望之源

Block diagrams

模块图

Blogs

博客

BluBlocker Corporation/ sunglasses:

BluBlocker 公司/太阳镜：

advertisement for

广告

curiosity about

好奇心

familiarity and

熟悉与

infomercials for

信息广告

on Internet

在互联网上

radio ads

广播广告

selling

销售

specificity and

特异性

storytelling about

讲述关于

television ads

电视广告

trial period for

试用期

Bone Fone, timing of

骨音，时序

Book promotion

书籍推广

Brain, stimulating

大脑，刺激

Brand names:

品牌名称：

credibility of

可信度

familiarity with

熟悉

Bringe, Paul, on seeking assurance

布兰格，保罗，关于寻求保证

Burglar alarms

入侵报警器

Burnett, Leo, advertisement by

伯内特，利奥，广告

BusinessWeek:

《商业周刊》

personality of

人格

writing level of

写作水平

Buying environment:

购买环境：

copy length and

复制长度和

creating

创建

Bylines

作者署名

Calano, Jimmy

卡纳洛，吉米

on technical explanations

技术解释

Calculators

计算器

curiosity about

好奇心

urgency about

紧急

Canon Corporation, advertising for

佳能公司，招聘广告

Caples, John

卡普莱斯，约翰

emotional feel and

情感感受

Captions

字幕

example of

示例

technical explanations in

技术说明

CareerTrack

职业轨迹

Carter, Jimmy, credit cards and

卡特，吉米，信用卡和

Cashin Electric Company

Cashin 电气公司

Catalogs

目录

Celebrity endorsers, credibility and

名人代言人、可信度

Chait, Larry

蔡特，拉里

Charities, mailings from

慈善机构，邮件来自

Cheever, John

切弗，约翰

Chess computers, selling

国际象棋电脑，销售

Cincinnati Microwave

辛辛那提微波

Citizens band radios, fad for. See also Pocket CB

公民波段无线电，一时风尚。另见口袋 CB

Clarity, considerations about

清晰度，考虑因素

Clichés

陈词滥调

Club, The, selling

俱乐部，The，出售

Collectibles

收藏品

selling

销售

Commas, use of

逗号，用法

Commitment by prospect

承诺意向

Communication

通讯

emotional process in

情绪过程

personal

个人

Comprehension, determining level of.

理解，确定水平。

See Fog Index

见雾指数

Computers

计算机

assumed constraints about

假设的约束

authority about

权威关于

writing with

写作

Concepts:

概念：

combining products into

将产品组合在一起

developing

开发

price and

价格和

selling

销售

Conclusions, reaching

结论，达到

Confidence, building

自信，建立

Conrad, Pete, McDonnell Douglas and

康拉德，皮特，麦道

Consistency

一致性

Consolidated International, working for

国际统一，致力于

Consumer advocate, acting as

消费者倡导者，作为

Consumers Hero

消费者英雄

advertisement for

广告

personal letter for

私人信件

See also “HOT”

参见“HOT”

Copy:

复制：

amount of

数量

compelling

引人入胜

elements of

元素

example of goal of

目标示例

psychology of

心理学

reading

阅读

seven steps to writing great

七个步骤写好文章

Copy sequence

复制序列

Copywriters, characteristics of

文案工作者，特点

Copywriting

文案

direct marketing and

直销

as mental process

作为心理过程

practicing

练习

Coupons

优惠券

Creative staff, freedom for

创意团队，自由

Credibility

可信度

enhancing

增强

establishing

建立

hope and

希望与

importance of

重要性

piggybacking on

搭便车

price and

价格和

specificity and

特异性

technical explanations and

技术解释和

testimonials and

评价和推荐

truthfulness and

真诚与

Cures:

治疗方法：

fear and

恐惧与

preventives and

预防措施和

selling

销售

Curiosity

好奇心

building

建筑

as motivating factor

作为激励因素

See also Seeds of curiosity

参见好奇心种子

Customers, knowing

客户，知道

Cycle magazine, advertisement format from

《Cycle》杂志，广告格式

Darin, Bobby

达林，博比

Deadlines, pressure of

截止日期，压力

De Bono, Edward, lateral thinking and

德·波诺，爱德华，横向思维

DelGaudio, Richard, want ad by

德尔加多，理查德，招聘广告

Dictionary, using

词典，使用

Digital watches, selling

数字手表，销售

Direct mailing

直接邮寄

assumed constraints with

假设约束

copywriting for

文案创作

personal communication and

个人通信及

Direct marketing

直接营销

commercial approach and

商业方法

copywriting and

文案与

goal of

目标

traffic and

交通和

Direct Marketing, advertisement in

直销，广告

Drake, Edwin L.

德雷克，爱德华·L

Drawings, purpose of

图纸，目的

Dunlap, Barbara, copywriting by

邓 lap，芭芭拉，文案创作

Dworman, Steve, on curiosity

德沃曼，史蒂夫，关于好奇心

Dyer, Wayne

戴尔，韦恩

Editing

编辑

aids for

艾滋病援助

crafting/polishing by

制作/抛光

elements of

元素

problems with

问题

Editorial “we,” using

编者按：“我们”，使用

Effectiveness

有效性

familiarity and

熟悉与

E-mail broadcast

电子邮件广播

Emotion

情感

appealing to

吸引

copy as

复制为

storytelling and

讲述与

End result, visualizing

最终结果，可视化

Entrepreneur (magazine), ads in

企业家（杂志），广告

Environment:

环境：

controlling

控制

copy length and

复制长度和

creating

创建

Excitement, adding

兴奋，添加

Exclusivity, as motivating factor

独家性，作为激励因素

Experiences, ideas from

经验，想法来自

Expertise

专业知识

specificity and

特异性

See also Authority

参见：权限

Eytinge, Louis Victor

埃廷格，路易·维克多

Fads:

时尚

belonging and

归属感

exploiting

利用

publicity and

宣传和

timing and

定时和

Failures See also Mistakes

失败 看也 错误

Familiarity

熟悉

Fear, as motivator

恐惧，作为动机

Features, explaining

功能，说明

Fields, Debbi

字段，黛比

Final drafts, perfecting

最终稿，完善

First drafts, editing

初稿，编辑

First sentences:

第一句话：

lengthy

冗长

purpose of

目的

reading

阅读

simple

简单

writing

写作

Fisher, Irving

费希尔，欧文

Flow

流动

editing and

编辑和

Flowchart, logical progression of

流程图，逻辑进程

“Fluke of Nature, A” (Schultz), writing

《自然之误，A》（舒尔茨）著

Flyers

传单

Foch, Ferdinand

福煦，费迪南德

Fog Index

雾指数

“Food Crunch,” copy for

“食品危机，”文案

Forbes, Steve, editorials by

福布斯，史蒂夫，社论

Forbes magazine:

《福布斯》杂志：

article in

文章在

personality of

人格

story in

故事在

Franklin, Howard, sales technique of

富兰克林，霍华德，销售技巧

Franklin Mint:

富兰克林·米特

collectibles by

收藏品

limited editions by

限量版

Franklin Spelling Computer

富兰克林拼写计算机

Freberg, Stan

弗里伯格，斯坦

Fusion razor

融合剃刀

Gates, Bill

盖茨，比尔

Gender, addressing

性别，称呼

General knowledge

常识

importance of

重要性

Gerstman, George, on marketing seminars

格斯特曼，乔治，关于营销研讨会

Gettysburg Address, writing level of

葛底斯堡演说，写作水平

Gillette

吉列

Gimmicks

花招

Ginger, encounter with

姜，遭遇

Girard, Joe, salesmanship of

吉拉德，乔，推销术

“Gold Space Chains” (Sugarman): controversy over

“黄金太空链”（Sugarman）：争议

writing

写作

Grammar:

语法：

correcting

纠正

forgetting about

忘记

problems with

问题

Grapefruit, advertisement for. See

葡萄柚，广告。见

Schultz, Frank Lewis

舒尔茨，弗兰克·刘易斯

Graphic elements

图形元素

employing

采用

human element and

人文要素

purpose of

目的

Greed, appealing to

贪婪，吸引人

Group identity, importance of

群体身份，重要性

Guilfoyle, Richard, replicas by

Guilfoyle, Richard，复制品

Guilt, using Gunning, Robert, Fog Index and

愧疚，使用 Gunning，罗伯特，Fog 指数和

Halbert, Gary

哈尔伯特，加里

personal advertisement by

个人广告

Harmony:

和谐：

buyer/seller

买家/卖家

creating

创建

importance of

重要性

Headings, paragraph. See Paragraph headings

标题，段落。参见段落标题

Headlines

标题

attention-getting

吸引注意

critiquing of

批评

example of

示例

integrity in

诚信

patterning and

图案和

purpose of

目的

reading

阅读

writing

写作

Health food:

健康食品：

disease prevention and

疾病预防与

hope and

希望与

Herman, Jerry, publicity for

赫尔曼，杰瑞，宣传

Hewlett-Packard

惠普

Home shopping network, copywriting for

家庭购物网络，文案

Honesty

诚实

importance of

重要性

testimonial to

证词

Honeywell

霍尼韦尔

Hope, as motivator

希望，作为动机

Hopkins, Claude

霍普金斯，克劳德

“HOT” (Consumers Hero ad)

“HOT”（消费者英雄广告）

writing

写作

Human element:

人类要素：

relating products with

相关产品

selling and

销售和

storytelling and

讲述与

Humor

幽默

“Hungarian Conspiracy” (Sugarman), writing

“匈牙利阴谋”（Sugarman）著

Iannotti, Dan

Iannotti, 丹

Ideas:

想法：

experiences and

经验和

lateral thinking for

横向思维

Income Opportunity, ads in

收入机会，广告在

Incubation process

孵化过程

elements of

元素

pressure and

压力和

subconscious mind and

潜意识与

Infomercial, copywriting for

信息广告，文案创作

on Internet

在互联网上

Installation, explaining

安装，解释

Instant gratification, power of

即时满足，力量

Insurance, selling

保险，销售

Integrity

诚信

building on

构建在...基础上

urgency and

紧急和

Interest, building

兴趣，构建

Internet, opportunities on

互联网，机遇

Internet store

互联网商店

Intuition

直觉

Involvement devices

涉及设备

It’s Better to Laugh (Levine)

它比哭泣（莱文）更好

Jargon, consumer

术语，消费者

Jobs, Steven

乔布斯，史蒂夫

Jordan, Michael

乔丹，迈克尔

JS&A Group, Inc.

JS&A 集团，股份有限公司

copywriting for

文案创作

Justification. See Purchase, justifying

论证。参见购买，论证

Karbo, Betty

卡博，贝蒂

Karbo, Joe

卡博，乔

advertising campaign by

广告活动

copywriting by

文案创作

death of

死亡

Karpov, Anatoli

卡帕罗夫，阿纳托利

Knowledge

知识

copy ideas and

复制想法和

copywriting

文案

practical

实用

See also General knowledge;

参见常识；

Specific knowledge

特定知识

Korchnoi, Victor

科尔恰诺伊，维克托

Land, Edwin, on mistakes

兰德，爱德华，关于错误

Language:

语言：

colorful

多彩

consumer

消费者

technical

技术

Lateral thinking

横向思维

Layout, overall

布局，总体

“Lazy Man’s Way to Riches, The”

懒人致富之道，第 1 部

(Karbo ad), writing of

（卡博腺），腺体书写

Lazy Man’s Way to Riches, The

懒人致富之道

(Karbo book)

(卡博书)

Left brain, right brain vs.

左脑，右脑对比

Legibility

可读性

Length: copy

长度：复制

sentence

请提供需要翻译的文本

Letterman, David

莱特曼，大卫

Letters, personalizing

信件，个性化

Levine, Kathy, on storytelling

莱文，凯西，关于讲故事

Life Extension Association, award from

生命延长协会，奖项

Limited, The, Victoria’s Secret and

有限，维多利亚的秘密

Limited editions

限量版

“Lingerie for Men” (Victoria’s Secret), writing

男士内衣（维多利亚的秘密），写作

Linking

链接

to a body part

身体部位

to a fad

对一种时尚

Literary persuasion

文学说服

Logic, copywriting and

逻辑、文案和

Logos, purpose of

标志，目的

Long-copy approach, effectiveness of

长文法，有效性

“Mafia Auto Gadget, The” (Sugarman)

黑手党自动小工具，《Mafia Auto Gadget, The》（Sugarman）

Magazines:

杂志：

first sentences in

第一句话

personalities of

个性

reading

阅读

“Magic Baloney” (Magic Stat) writing

魔法胡说（魔法统计）写作

Magic Stat thermostat

魔幻统计恒温器

advertisement for

广告

selling

销售

Mailing lists/pieces, problems with

邮件列表/邮件，问题

Mail order advertisements

邮件订购广告

applying principles to

应用原则

copy length and

复制长度和

instant gratification and

即时满足

“Mail Order Mansion” (Sugarman), writing

“邮购豪宅”（Sugarman）著

Marcus, Stanley, letter from

Marcus, Stanley, 来自的信件

Margoles, David

玛戈莱斯，大卫

Market, broadening

市场，拓宽

Marketing

市场营销

knowledge and

知识和

on television

电视上

See also Direct marketing

参见直接营销

Mason, Archie

梅森，阿奇

Mass market, reaching

大众市场，触及

McDonnell Douglas, advertisement by

麦道公司，广告由

Media tests, running

媒体测试，运行中

Membership programs

会员计划

Mental processes, understanding

心理过程，理解

Mercedes-Benz, motivation for buying

奔驰，购买动机

Messages:

消息：

compelling

引人入胜

educational

教育

emotion of

情感

location of

位置

personal

个人

psychology in

心理学

receiving

接收

Midex burglar alarm

米德克斯防盗报警器

advertisement for

广告

selling

销售

Minocqua, Wisconsin

明诺卡，威斯康星州

Miracell

奇迹细胞

campaign for

竞选活动

Mistakes:

错误：

avoiding

避免

as learning tools

作为学习工具

See also Failures

参见失败

Models, using

模型，使用

Momentum, building

动量，积累

“More Stimulating Way, A” (Sony), problems with

更多刺激方式，A（索尼），问题与

“More You Learn, The” (McDonnell Douglas), problems with

越多你学，越有（麦道），问题与

Motivation

动机

curiosity as

好奇心

exclusivity/rarity/ uniqueness as

独家性/稀有性/独特性

hope as

希望如此

Mrs. Fields Cookies

菲尔兹夫人饼干

My Life in Advertising (Hopkins)

我的广告生涯（霍普金斯）

Name recognition, importance of

姓名识别，重要性

National Enquirer, credibility of

《国家询问者》，可信度

Nautilus Lower Back machine advertisement for

纳维图斯下背部机器广告

“Nautilus Spelling Sale” (Sugarman), writing

“纳维图斯拼写促销”（Sugarman），著述

Negative features/publicity addressing

负面特征/公关应对

Newspapers, copywriting for

报纸，文案

New York Times, Schultz advertisement in

纽约时报，舒尔茨广告

New York University, lecture at

纽约大学，讲座

Nine-point puzzle, assumed constraints of

九点谜题，假设约束条件

“Nose, The” (Sugarman)

鼻子，The（Sugarman）

Notoriety

知名

Number 7, familiarity of

数字 7，熟悉度

Objections:

反对意见：

avoiding

避免

raising and resolving

提升和解决

Obligation, creating sense of

义务，创造意义感

O’Day, Dan

O’Day, 丹

Offer summary

提供摘要

Ogilvy, David

奥格尔维，大卫

Olsen, Ken, assumed constraints and

Olsen，肯，假设约束和

Orders, asking for

订单，要求

Orkin, Dick

奥克恩，迪克

Overall layout, purpose of

总体布局，目的为

Ownership, feeling of

所有权，归属感

Parade, Schultz advertisement in

游行，舒尔茨广告

Paragraph headings, purpose of

段落标题，目的

Pargh, Bernie

帕格，伯尼

Patterning, using

图案，使用

Periodicals. See Magazines

期刊。参见杂志

Persistence

持久性

“Pet Plane” (Sugarman)

宠物飞机（Sugarman）

writing

写作

Phone-tapping equipment

电话窃听设备

advertisement for

广告

Photos/photography purpose of

照片/摄影目的

Physical facts

物理事实

Pill, The, selling

药片，品牌，销售

Pitch

投掷

length of

长度

making

制造

Pocket CB

口袋 CB

Pocket Yellow Pages

口袋黄页

Popeil, Ron

教皇，罗恩

Popular Mechanics, assumed constraints and

《 Popular Mechanics，假设约束条件》

Positioning

定位

Practice, importance of

练习，练习的重要性

Practitioner

实践者

Press releases, copywriting for

新闻稿，文案

Prevention:

预防：

cures and

治疗方法

problems selling

销售问题

Price:

价格：

comparisons

比较

concept and

概念与

considerations about

考虑因素

introductory

简介

limited-time

限时

lowering

降低

Price point:

价格点：

copy length and

复制长度和

purchase justification and

采购合理性

technical explanations and

技术解释和

value and

价值和

Print advertisements

打印广告

goal of

目标

personalizing and

个性化与

selling with

销售

Problem solving:

问题解决：

assumed constraints and

假设约束

lateral thinking and

横向思维与

Product explanations

产品说明

simplicity in

简洁

See also Technical explanations

参见技术说明

Products:

产品：

delivering

交付

drama of

戏剧

evaluating

评估

failure of

失败

nature of

自然本质

presenting

展示

testing

测试

Prospects:

前景：

identifying with

认同

nature of

自然本质

selling

销售

Psychological triggers

心理触发器

Publicity, fads and

宣传、潮流

Purchase, justifying

购买，正当化

Quest/80 magazine, hook by

《Quest/80》杂志，钩子

Questions, answering. See also

问题，回答。另见

Objections

反对

QVC

collectors and

收藏家和

Radar detectors, selling

雷达探测器，销售

Radio, copywriting for

收音机，文案

Raphel, Murray, Swiss Army watch and

拉斐尔，默里，瑞士军表

Rarity, as motivating factor

稀有度，作为激励因素

Raymond, Roy

雷蒙德，罗伊

Reader’s Digest, writing level of

读者文摘，写作水平

Readership, increasing

读者群，增加

Reading gravity, force of

读取重力，力量

Resistance, removing

电阻，去除

Resonating. See Harmony

共鸣。见和谐

Response devices:

响应设备：

purpose of

目的

use of

使用

Return policy, establishing

退货政策，建立

Rhythm

节奏

editing for

编辑

Rickerson, Mark

里克森，马克

Right brain, left brain vs.

右脑，左脑对比

Rochlis, Jeff

Rochlis，Jeff

Rolls-Royce, as status symbol

劳斯莱斯，作为地位象征

Rubik, Erno

鲁比克，厄尔诺

Runyon, Damon

Ruth, Babe

露丝，贝比

Sackheim, Max

萨克海姆，马克斯

Salesmanship, developing

推销，发展

Sales pitch. See Pitch

销售方案。见提案

Satisfaction, feeling of

满意，感觉

Satisfaction conviction

满意确信

Sauer, John, advertisement by

索尔，约翰，广告

Saying too much, avoiding

说太多，避免

See also Editing

参见编辑

Scare tactics, avoiding

恐吓策略，避免

Schirra, Wally

施里拉，瓦利

Schultz, Frank Lewis:

舒尔茨，弗兰克·刘易斯：

copywriting by

文案创作

grapefruit advertisement by

专有名词“grapefruit”保持原文不变，翻译为“葡萄柚广告”

Schultz, Ray, on Sugarman

舒尔茨，雷，关于萨格曼

Schwartz, Gene

施瓦茨，基恩

Scientific American, advertisement in

《科学美国人》，广告

Scott, Robert, catalog of

斯科特，罗伯特，目录

Scrub Balls, advertisement copy for

清洁球，广告文案

Second sentences, purpose of

第二句话，目的为

Seeds of curiosity

好奇心种子

using

使用

See also Curiosity

参见好奇号

Seiko watch ad

精工手表广告

Selling environment, creating

销售环境，创造

Selling process:

销售流程：

enhancing/stimulating

增强/刺激

personal

个人

in print

已打印

Seminars

研讨会

charges for

费用

participants in

参与者

teachings of

教义

Sensor watch, advertising for

传感器手表，广告宣传

Sentences:

句子：

combining

结合

in first draft

在第一稿

length of

长度

mixing lengths of

混合长度

short/easy

简短/简单

See also First sentences; Second sentences

参见第一句话；第二句话

Service

服务

commitment to

致力于

questions about

关于问题

Sexual/sexist comments, avoiding

性/性别歧视性评论，避免

Shaw, Artie

肖，阿蒂

Shipping methods, urgency and

配送方式、紧急程度

Short-copy approach, effectiveness of

简短文案方法，有效性

Simon, Fred

西蒙，弗雷德

Simplicity

简洁

power of

力量

Sizzle, selling

煎烤，销售

Ski Lift International, selling for

国际滑雪缆车，售价

Slippery slide

滑梯

creating

创建

examples of

示例

satisfaction conviction and

满意信念和

Smirnoff, Yakov

斯米诺夫，雅科夫

Smith, Fred, assumed constraints and

史密斯，弗雷德，假设约束和

Smoke detectors, selling

烟雾探测器，销售

Snowmobiles, exclusivity and

雪地摩托车，专属

Sony Video Communications, advertisement by

索尼视频通信，广告由

Space-age products, selling

太空时代产品，销售

Space restrictions, meeting

空间限制，会议

Specificity

特异性

expertise and

专业和

Specific knowledge

特定知识

importance of

重要性

obtaining

获取

Spelling:

拼写：

correcting

纠正

first draft and

第一稿及

forgetting about

忘记

problems with

问题

Stanke, Mary

斯坦克，玛丽

Storytelling

讲故事

educational messages in

教育信息

using

使用

Style

风格

consistency in

一致性

Suarez, Ben

苏亚雷斯，本

Subconscious:

潜意识：

assumed constraints and

假设约束

incubation process and

孵化过程及

seeds of curiosity and

好奇的种子

Subheadlines

子标题

curiosity-building

好奇心构建

example of

示例

purpose of

目的

reading

阅读

writing

写作

Subliminal reactions

潜意识反应

Success (magazine), ads in

《成功》（杂志），广告

Success Forces (Sugarman)

成功力量（Sugarman）

Sugarman, April

Sugarman,四月

story about

关于故事

Sugarman, Jill

Sugarman, Jill 糖人，吉尔

Sugarman, Judy

Sugarman, 朱迪

Sugarman, Wendy

Sugarman, Wendy

糖人，温迪

Swiss Army watch, marketing

瑞士军表，市场营销

“Tap Your Phone” (advertisement)

轻触您的手机（广告）

“Tcudorp” (advertisement)

“Tcudorp”（广告）

Teachers, practitioners and

教师、实践者及

Technical explanations

技术解释

credibility and

信誉和

price point and

价格点

purpose of

目的

See also Product explanations

参见产品说明

Television, copywriting for

电视，文案创作

Testimonials

推荐信

credibility with

信誉

reverse

反转

Texas Monthly, Schultz article in

《德克萨斯月刊》，舒尔茨文章

“That” words, looking for

“那个”词，寻找

“They Laughed When I Sat Down at the Piano” (Caples)

他们笑我坐在钢琴前（卡普尔斯）

Thinking, incubation and

思考、孵化与

understanding processes of

理解过程

Think Tank, lateral thinking and

智库，横向思维

Time, writing level of

时间，写作水平

Timing

定时

fads and

时尚与潮流

impact of

影响

Toll-free numbers

免长途电话费号码

Tools, problem-solving

工具，问题解决

Traffic

交通

direct marketing and

直销

increased

增加

Trial periods

试用期

effectiveness of

有效性

Trust, building

信任，建立

Truthfulness

真诚

credibility and

信誉和

responsiveness and

响应性

Tuning fork, analogy of

音叉，类比

TV Guide, Schultz advertisement in

电视指南，舒尔茨广告

Tweaking an ad

调整广告

Typefaces

字体

choosing

选择

corporate image and

企业形象与

problems with

问题

Unique features, explaining

独特特性，解释

Uniqueness, as motivating factor

独特性，作为激励因素

Unique selling proposition (USP)

独特卖点（USP）

Urgency

紧急

conveying

传达

effectiveness and

有效性和

integrity and

诚信与

Vague descriptions, curiosity from

模糊描述，好奇

Valentine, Mike

情人节，迈克

Value:

值：

establishing

建立

justifying

正当化

price point and

价格点

Vibrations, positive. See Harmony

振动，积极。参见和谐

Victoria’s Secret

维多利亚的秘密

advertisement for

广告

The Limited and

有限与

Video communications, selling

视频通讯，销售

Viguerie, Richard

维格利耶，理查德

Viral marketing

病毒式营销

“Vision Breakthrough” (Sugarman)

“视觉突破”（Sugarman）

reading level of

阅读水平

writing

写作

Vitale, Joe

Vitale，乔

Vitamins, hope and

维他命，希望与

Walkie-talkies

对讲机

fad for

FAD（脂肪溶解酶）

Walkman

随身听

Wall Street Journal:

华尔街日报

A/B split in

A/B 测试

advertisement in

广告

credibility of

可信度

Karbo advertising in

卡尔博广告

Schultz advertisement in

舒尔茨广告

story in

故事在

writing level of

写作水平

Watergate Game, controversy over

水门游戏，争议

Watson, Thomas, Sr.

沃森，托马斯，老

Weschler, Mike

韦斯勒，迈克

Whole-brain appeal

全脑吸引力

Winchell, Walter

温切尔，沃尔特

Words:

单词：

advantages of fewer

优点较少

eliminating

消除

emotions and

情感与

familiar

熟悉

length of

长度

misspelled

拼写错误

Wozniak, Steve

沃兹尼亚克，史蒂夫

Writing levels, rating

写作水平，评级

Wunderman, Lester, on Sackheim

Wunderman, Lester，关于 Sackheim

About the Author

关于作者

Joseph Sugarman is recognized as one of the most effective and prolific advertising copywriters in America. As CEO of JS&A Group, Inc., he introduced hundreds of space-age electronics products in the 1970s and 1980s, setting the standard for other copywriters and marketers.

约瑟夫·萨格曼被认为是美国最有效和多产的广告文案作家之一。作为 JS&A 集团公司的首席执行官，他在 20 世纪 70 年代和 80 年代推出了数百种太空时代电子产品，为其他文案作家和营销人员树立了标准。

He was born and raised in the Chicago area and attended the electrical engineering college of the University of Miami for three and a half years before being drafted into the U.S. Army in 1962.

他出生并成长在芝加哥地区，在迈阿密大学电气工程系学习了三年半，然后在 1962 年被征召进入美国军队。

He then spent over three years in Germany where he served with the Army Intelligence Service and later with the CIA. Returning home, he formed a company to market Austrian ski lifts in the United States and then later formed his own advertising agency to service ski resort accounts.

他随后在德国度过了超过三年，在那里他为陆军情报局服务，后来又为 CIA 工作。回国后，他成立了一家公司，在美国推广奥地利滑雪缆车，然后后来又成立了自己的广告公司，为滑雪胜地提供服务。

In 1971, after six years of running his own ad agency, he saw microelectronics as an exciting opportunity and formed a company to market the world’s first pocket calculator through direct marketing—all from the basement of his home in Northbrook, Illinois.

1971 年，在经营自己的广告公司六年之后，他将微电子视为一个激动人心的机会，并成立了一家公司，通过直销推广世界上第一台袖珍计算器——这一切都始于他在伊利诺伊州诺斯布鲁克的家中地下室。

His company, JS&A Group, Inc., soon grew to become America’s largest single source of space-age products, and he eventually introduced dozens of new innovations and concepts in electronics during the 1970s and 1980s, including the pocket calculator, the digital watch, cordless telephones, computers and a variety of other electronic items. Each product introduction was made in large, full-page advertisements, which became the recognized signature of his creative work.

他的公司，JS&A 集团，很快成为美国最大的太空时代产品单一来源，他最终在 20 世纪 70 年代和 80 年代期间推出了数十项新的创新和概念，包括袖珍计算器、数字手表、无线电话、计算机和各种其他电子产品。每次产品推出都通过大型、全页广告进行，这成为他创意工作的标志性特征。

In 1973, Sugarman’s company was the first in the United States to use the 800 WATS line service to take credit card orders over the telephone—something that direct marketers had never done before.

1973 年，Sugarman 的公司是美国首家使用 800 WATS 线路服务通过电话接收信用卡订单的公司——这是直销商以前从未做过的事情。

In 1986, JS&A concentrated solely on its line of BluBlocker® sunglasses, which he sold in direct mailings, mail order ads and catalogs and on TV through infomercials, TV spots and QVC, the home shopping channel. BluBlocker Corporation is currently celebrating 20 years in business with 20 million pairs sold worldwide.

1986 年，JS&A 专注于其 BluBlocker®太阳镜系列，通过直接邮寄、邮购广告和目录以及电视上的电视直销、电视广告和 QVC（家庭购物频道）进行销售。BluBlocker 公司目前正庆祝其 20 周年，全球销量已达 2000 万副。

In 1979, Sugarman was selected as the Direct Marketing Man of the Year in an award ceremony in New York. In 1991, he won the prestigious Maxwell Sackheim award for his creative career contributions to direct marketing.

1979 年，Sugarman 在纽约的一次颁奖典礼上被评为年度直销人物。1991 年，他因其对直销领域的创造性职业贡献而荣获了著名的 Maxwell Sackheim 奖。

Sugarman is also a professional photographer, graphic designer, pilot (he has a commercial instrument-rated multi-engine rating), SCUBA diver and public speaker.

Sugarman 还是一名专业摄影师、平面设计师、飞行员（拥有商业仪表多引擎评级）、水肺潜水员和公众演讲者。

He has given speeches and marketing seminars throughout the United States as well as in Europe, Asia and Australia. He also conducted about 20 of his own exclusive marketing seminars from 1977 to 2000, attracting participants from all over the world who paid up to $6,000 to attend. These four-day events had a major influence on the success of his students both in the United States and abroad.

他在美国以及欧洲、亚洲和澳大利亚发表过演讲和市场营销研讨会。从 1977 年到 2000 年，他还举办了大约 20 场自己的独家市场营销研讨会，吸引了来自世界各地的参与者，他们支付高达 6000 美元的费用来参加。这四天的活动对他的学生在美国和海外的成功产生了重大影响。

Sugarman is also a published author with six books to his credit. His first book, Success Forces, was published in 1980 by Contemporary Books and sold 100,000 copies.

Sugarman 也是一位出版作家，共有六本书。他的第一本书《成功力量》于 1980 年由当代出版社出版，销量达 10 万册。

In 1999, he purchased and was the editor and publisher of the Maui Weekly—one of the fastest growing newspapers in Hawaii. He sold the paper to a West Virginia newspaper chain in 2005.

1999 年，他购买了《毛伊周报》——夏威夷增长最快的报纸之一，并担任编辑和出版商。2005 年，他将报纸出售给了西弗吉尼亚州的一家报纸连锁公司。