Inform vs. Excite通知与激情

Notification of Funds Received 通知收到的资金
Do you just wish you had emails like that in your inbox everyday?你只希望你的电子邮件一样，在您的收件匣日常生活？ Well, now you finally can!那么，现在您终于可以！ I can't reveal too much but I can show you the page:我不能透露太多，但我可以告诉你的网页：

Article source: http://www.articlesmagazine.com/ . 文章来源： http://www.articlesmagazine.com/ 。 Used with author's permission. 用作者的许可。

excite v. 1 a: to call to activity b: to arouse to feeling 2 a: ENERGIZE b: to produce a magnetic field in 3: to increase the activity of 4: to raise to a higher energy level syn see PROVOKE激发诉1 ：呼吁活动B组：唤起来的感觉2 ：活力B组：产生磁场3 ：增加活动4 ：以提高到一个更高的能量水平同步看到挑起

A lot of marketing doesn't do the whole job.很多营销不会整个工作。 It informs, but doesn't excite.它通知，但并不兴奋。 The fact is, it doesn't matter if you have the best product if you're not getting prospects excited.事实是，这并不重要，如果你拥有最好的产品如果你没有得到的前景激动。 If you don't excite your prospect, you won't sell your product.如果您没有激发你的前景，你不会出售您的产品。 So, how do you excite your prospect?所以，你如何激发你的前景？ Start by acknowledging that your prospect isn't just a prospect.开始承认，你的前景不仅是一个前景。 She's a person with emotions who doesn't respond with just her head.她是一个人的情绪谁不回应，只是她的头。 She responds with her heart, soul, and funny bone.她回应她的心，灵魂，有趣的骨头。 As a marketer, you must tap into the right emotional and psychological nerve that gets your prospect excited.作为一个销售，你必须进入的权利情感和心理的神经得到您的前景激动。

For example, when Canon wants to sell its new camera to families, they'll tout its high-tech features, but that's not ultimately how they'll sell it.举例来说，当佳能希望出售其新相机的家庭，他们会宣扬高科技特点，但这不是最终他们如何将它出售。 They'll sell it by associating those features with the things that we, as humans, care about ...他们将出售它的这些功能联系在一起的事情，我们作为人类，关心... a child's first steps, a great vacation, or a 90th birthday celebration.孩子的第一个步骤，伟大的休假，或诞辰90周年庆祝活动。 When Chrysler targets NFL-watching guys with a spot for its new sports car, there's a reason they use quick cuts, heavy-metal music, and mention it goes 150 mph.当克莱斯勒的目标橄榄球看球员的位置的新跑车，还有一个原因，他们利用快速削减，重金属音乐，不用提到来。 Will you drive 150 mph?请问你开车一百五十〇英里每小时？ Doubtful.令人怀疑的。 Does that still excite the macho male libido?这是否仍然激发男性性欲气概？ Absolutely.当然可以。

Follis Fact #5 If you want'em excited about your product, you'd better get'em excited about your marketing.福利斯实况＃ 5如果您want'em兴奋，你的产品，你最好get'em兴奋，您的营销。

My agency once created a campaign that got people so excited, they took to the streets.我国机构一旦建立了一个运动，得到人民太兴奋了，他们走上街头。 The client, Daffy's, was an off-price fashion retailer.客户端，达菲的，这是一个场外价格时装零售商。 Our outdoor ad read:我们的户外广告内容如下：

If you're paying over $100 for a dress shirt, may we suggest a jacket to go with it?如果您要支付100美元的衬衫，可能我们建议夹克去吗？

(The visual was a straight jacket.) （视觉是一个连续夹克。 ）

Everyone who saw the ad loved it.大家谁看到了广告喜欢它。 Well, almost.嗯，几乎。 Shortly after the campaign broke, an organization called The Alliance for the Mentally Ill informed us that straight jackets and mental illness were nothing to joke about.之后不久爆发的运动，该组织呼吁联盟精神病患者告诉我们，连续夹克和精神疾病是没有开玩笑。 They demanded that we immediately pull the ads.他们要求我们立即拉广告。 We were shocked.我们对此感到震惊。 So, after discussing it with our client, we concluded that The Alliance was overreacting.因此，在讨论它与我们的客户，我们得出结论认为，该联盟是过度。 And, we respectfully told them so.而且，我们恭敬地告诉他们做。

Undaunted, they elevated the issue by bringing it to the attention of the American Association of Advertising Agencies, as well as the outdoor media companies who posted the ads.无所畏惧，他们升高的问题，把它的注意，美国的广告代理商，以及户外媒体公司谁张贴的广告。 Mysteriously, our clients' stores began receiving disturbing, anonymous calls.神秘的，我们的客户的商店开始接受令人不安的是，匿名电话。 Eventually, the story even found its way to The New York Times -- not that we minded.最后，这个故事甚至发现其方式纽约时报-不是我们头脑。 As if that wasn't enough, when my partners and I arrived at a major industry award show to accept for "Best Outdoor Advertising", The Alliance members were there waiting for us.好象这是不够的，当我的伙伴和我到达的一个主要行业颁奖接受“最佳户外广告” ，该联盟的成员在那里等待着我们。 Angry picketers crowded the hotel entrance waving posters and flyers condemning both our ad, and our agency.愤怒的picketers拥挤，酒店入口挥舞着海报和传单，谴责我们的广告，我们的机构。 Thankfully, things remained peaceful.值得庆幸的是，事情保持和平。

Eventually, we did replace the ad, but not before our client got more press and sales than they'd dreamed of.最后，我们没有替换的广告，但在此之前我们的客户得到更多的新闻和销售会比他们梦寐以求的。 The moral of this story is worth noting: Despite the fringe few who can, and probably will, make a stink about anything even slightly provocative, sales is always the best barometer of public opinion.道德这个故事值得一提的是：尽管一些边缘谁可以，并可能作出的任何臭甚至略有挑衅，销售始终是最好的晴雨表舆论。

Follis Fact #6 It's better to upset a few people than bore them all.福利斯实况＃ 6最好打破少数人比他们所有人承担。

Consumers are bombarded with thousands of messages a day, so if a marketer can't cut through the clutter he's wasting money.消费者轰炸数以千计的邮件，每天如此，如果销售商无法通过降低杂波他浪费金钱。 That's why it pays to be bold.这就是为什么支付给大胆。 In fact, I tell my clients that if a concept doesn't make them at least a little nervous, then it's probably not that good.事实上，我告诉我的客户，如果一个概念没有使他们至少有一点紧张，那么它很可能不是很好。 Bold does not mean irresponsible.大胆并不意味着不负责任的。 A brand image is precious and should be handled accordingly.品牌形象是宝贵的，应予处理。 That doesn't mean being boring.这并不意味着正在无聊。 The challenge is to get people excited, and a smart, bold effort will do that better, and for less money, than something innocuous and uninspired.目前的挑战是让人们兴奋，一个聪明的，大胆的努力将更好地做到这一点，和更少的钱，而不是一些无关痛痒和平庸。

As a rule, larger clients with a broad base are much more nervous about doing anything the least bit provocative.作为一项规则，较大的客户提供广泛的基础更加紧张做任何半点挑衅。 Seth Godin says, "Too often, big companies are scared companies. They work to minimize any variation including the good stuff that happens when people, who care, create something special."塞思戈丁说， “往往是大公司害怕公司。他们的工作，以便尽量减少任何变化，包括好的东西，当人，谁照顾，创造某种特殊的意义。 ” These companies are layered with middle managers, steeped in corporate politics, and terrified of sticking their neck out over advertising that anyone might perceive as risky.这些公司层次的中层管理人员，沉浸在公司的政治，吓坏了坚持自己的脖子进行了广告，任何人都可能认为是有风险的。 They don't realize that no one is ever bored into buying anything and it's a bigger risk to do something safe and boring.他们没有意识到，没有一个是以往任何时候都无聊到买东西，这是一个更大的风险做一些安全和无聊。

Regardless of size or corporate culture no marketer can afford to lose sight of the purpose of marketing: to reach, and motivate, as many prospects as possible.不论大小或企业文化没有营销不能忽视的营销目的：达到，和激励，因为许多可能的前景。 With that understanding it's impossible not to offend someone, somewhere, about something.根据这一理解这是不可能的不要得罪某人，某个地方，某事。 So, rather than ask; "Are we offending anyone?"因此，而不是要求; “我们得罪人？ ” you might want to ask, "Are we getting anyone excited?"您可能要问： “难道我们得到任何兴奋？ ”

© 2005 John Follis. © 2005约翰福利斯。 All rights reserved.保留所有权利。

For John's booklet: "How to Attract and Excite Your Prospects: A Guide for Getting the Best Marketing Results", visit: http://www.follisinc.com/booklet.htm对于约翰的小册子： “如何吸引和激发你的前景：指南得到最好的营销结果” ，请访问： http://www.follisinc.com/booklet.htm

For consulting info, visit: Marketing Therapy: http://www.follisinc.com/therapy.htm咨询信息，请访问：营销疗法： http://www.follisinc.com/therapy.htm

For speaking info, visit: Follis Speaking: http://www.follisinc.com/speaking.htm发言的信息，请访问：福利斯说： http://www.follisinc.com/speaking.htm

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