zairichangshenghuozhong,niyexuyudaoguoxialiezheijileiqingkuang,hemubiaojiaoxin,taquezuoweierbianfeng;xianglaozonghuibao,taqueshenetongji;rangshuxialinshixingjiageban,taquejianmoyidui;yurengoutongdejiqiaoyounaxie?qidaigukekuaidianerchudan,taquetuoleyoutuo……zheishizenmele?ruhejuedequanshijiedouzaiyuzishenduizhegan?weihelingyifangbutingnide?zenmejiang,lingyifangcaihuiting?zenmeyanggenrengoutongjiqiao?
biejuedetamenshiyouyizhaochaergennizoubuguoqu,shijishangshidajiazhongjiandegoutongjiaoliubujishi,goutongjiaoliujishi,shibeigongban,goutongjiaoliushunle,shijiubiancheng。yiciqudechenggongdegoutongjiaoliu,nenggouqingchuwujie,tigaoguanlian;yicigaoxiaolvdegoutongjiaoliu,keyijiejuekunnan,huoderendeneixin。eryaoxianggoutongjiaoliuchangshun,jiuxuyaotishengzijideyuyanbiaodanengli。zheipianwenzhangneirong,jiucongshehuixinlixuefangmianjinxing,jidahuoerxiangjindijiedu,ruhetishengdajiadeyuyanbiaodanengli,peinimotourendebenxingdeshuangdian。
01. 说事儿,结果优先
zanwomenzhongguorenjianghuazuoshi,douzhuzhongyouqianrushen,xiaibashuoqideshierxianmaixiafubiyifan,suihouzaidouchuguanjian。ruguoshipingchangdegoutongjiaoliu,zheileibiaodaxingshibingwubudangzhichu,yedequekeyibashierjiangdehengaoqingchu,danzaiyixiechangsuo,zheileijiaofafangfajiubuxing,feichangrongyirangtingnijianghuaderenyuelaiyueyanfan。lirunixuyaoxiujia,yincijiuxunzhaoshangjibumenshuo:“lingdaoganbu,wojinqixintaibudahao,gangfenleshou,jintianshangwugongzuohainiudaojiao,rushuiyeyizhishimian,quanburendouhenhuanghuzhijian,yinciwojuedeqingjirijia。”
yixihuakanqilaiheqingheli,danhenhaoxiangzaishuapiqi,yudaolingdaoganbuhenmangdezhuangkuang,henkenengjiuqieduannidehuale,bingqiexiujiayuanbenbianshibuliyuqiyequanyide,lingdaoganbuyuetingnilaotao,jiuyueyanfan,xianbuyongshuozheiyijiahaipibupi,henyoukenengduiniquanburendoushihuizaochengguandianle。erhuanweijieguoyouxiandeshuoguilvshi:“lingdaoganbu,woxuyaoqingertianjia,jinqiqingkuangqueshibutaihao,gangfenleshou,yizhishimian,jintianshangwuhaibajiaoniushangle,wodanyouhuiweihaigongzuozhong,wangninzhunxu”neiyangdebiaoshu,lingdaoganbuyikaishijiulejienidemudi,jiunenggengjizhongjinglitingnihoubiandehua,yejiugaoqingchunideyaoqiule。
congshehuixinlixuejiaoduguancha,rendezhuanzhulizaihengzhecengmianshangshibijiaoyouxiande,zaishuxiangcengmianshangzeshifensanhuade,jiarunigenrenjianghua,kankanertanjianglehaozhangshijian,tingderenbianhuijuedexinfan,dangranburongyiyaotingnizaicishuoxialai,jishichuziyuwenminglimaomeiyouqieduanni,dantayihoudehuiying,yehaowuyiwenshizaifuyanleshini。eryouguilvxing、youzhigandefayan,zenenggoujiangdilingyifangzairenzhinenglishanghaofeidehuoli,zheiyeshiweishenmedajiahuigengrongyijieshouyouzhouqixingheyouzhigandewupin。
02. 学好品牌形象形容
zhixushiwulixuexingzhuangdeshiqing,yunxingneicunquanshibijiaoyouxiande,rutongmeiyigerendouzhiyouyigenaoqiao,wulunnaoqiaoduoshao,yejinyouyizhanglian,danrennaoquenengcunchushifenduodexinxineirong,yuanguqujueyurendedanaoneizhideqiangjingsuoxiaozuoyong,tanengjianghenduodexinxineirong,zhuanhuachengbushangzhimalichicundeyunxingneicun。
yiner,jinguandajiajinyouyizhanglian,danquenenggoujilaoxuduozhangtarendelian,erzheishiyouyuwomenzijidelianshidajiarenzhinenglideyigejiben,jilaotarendelianzezhibixugenjushidude“xiangxiang”。danshi,rutongzhaopianbeisuoxiaole,huimohubuqingxuduoyiyang,beirendedanaosuoxiaoguodewupin,yehuiyuelaiyuemohubuqing,feichangrongyilingrenwangque。yincizaiyurenxiangchushi,youqishizaishuolingyifangmeishenmexingquhuobumingbaidehuatitaolunshi,yaoxiangranglingyifangnengjizhongzhuyilitingdedongnidehua,zuihaoshidefangshibianshiyingyongpinpaixingxiangxingrong。
julishuoming,youyigerenxunwenni:“bianfushishenme?”niquchushoujishang,chalexiacailiao,duixiaohaizishuo:“bianfushiyishoumudongwu,yishoumushixiaodongwuzhongjinciniechimudongwudedierdazhongqun,shiyileiyanhuachengzhenzhenzhengzhengyouaoxianggongzuonenglideburuleidongwu。”wojuedetarentingwannidehuahou,doushihuiyilianmeng,shijishangdajiachedinenggouneiyangduibierenshuo:“zhizhubianshiyizhonghuifeidelaoshu。”neiyanglingyifangbianhuibuzijuexiangxiangchuyizhizaitiankongzhonghuiwuzheyuyidehaozi,jinguannidehuiyingbuzujingque,danquenenggoujilingyifangchuangjianyigejibendelejie,xiamiannizaibanliguanjiandian,lingyifangcaihenyoukenengzaicitingxialai。
03. 用关键点提升形象性
xiangbiyuchouxiangxing、pingpingdandandexinxineirong,shiji、xuxurushengdexinxineironggengfeichangrongyixiyinrendezhuanzhuli,yegengfeichangrongyilingrenrentong。tashiyinweizaishengmingdejinhuayoushiyilai,rendedanaobaocunlechushiyanbiandewangluopachongnao,jinguandajiadeluojisiweinenglizaidanaopizhi,keshiwangluopachongnaozhenduikeyikandaodeshiqingshishifenbijiaomingande,yefeichangrongyizaoshoushujukeshihuadexinxineirongweihai。
lirunijinqifazhanqushilexinganqing,niduipenyoushuo:“wotanlegexinnvyou。”jiubibushangduipenyoushuo:“wotanlegezhangfa、dazhangtuipigudayandadenvyou。”laidegengxiyinren。yongguanjiandianxushulaitishengxingxiangxing,jiunengranglingyifangbuyouzizhukaizhanxiangxiang,erxushudeshujukeshihua,yegengweilingrenrentongxinxineirongdezhenshiyouxiao。yinci,zaihetarengoutongjiaoliushi,jiukeyishidutishengzishenyaoxushuneirongdeguanjiandian。
yurengoutongdejiqiaoyounaxie?shijishanggenjuguanjiandianxushuneirong,yechangbeiyingyongzaiyingxiaotuiguangshangbian,lirumaifulicaipiaodedianjia,congbuhuigenrenzhuzhongcaipiaozhongjianglvduoshaoqian,zhishichangchangcengrediansheisheisheihezuimailaizhangfulicaipiao,jieguozhonglewubaiwan、sheisheisheiheqizizhengchao,yiqizhixiamailaijibaiyuandefulicaipiao,jieguozhongleyigeyi,tamenyizhiqinfenxuanchuancehuadeshixiaogushi,bingfeishujuxinxi。danbianshizheizhongyouguanjiandiandexiaogushigengxiyinren,lingrenyuexiangyaotingxialai。
04. 多应用了解的事情
zenmeyanggenrengoutongjiqiao?jiarunihelingyifangtaolundehuatitaolun,shilingyifangguoqumeichupengguodexinxineirong,neimejiudeduoyingyonglejiedeshiqing,tuidonglingyifanglairenzhinenglinisuojiangdexinshengshiwule。congshehuixinlixueshijiaokanlai,renduixinshiwudelejiefangfa,quanshichuangjianzaixianyouderenzhinenglishangde,dajiadouquxiangyulejiedajiakeyilejiedeshiqing。yiner,zaigoutongjiaoliuzhong,yonglejiedeshiqingzuoweidajianeirongdemeijie,shinenggoubangzhutarenlairentongdajiade。
danlejiedeshiqingzhengyouyuhenpubian,yincifeichangrongyibeibierenhulve,yefeichangrongyibeirennaoquanzidongguolvdiao,yiner,womenyaoronghehao“lejieyushengshu”,yejiushigenjulingyifanglejiedeqingjinghuoshirenzhinengli,suihouzaijiarutuanduiyaoxiangchuandijilingyifangdeshengshuxinxineirong,cainenggoujiqilingyifangduidajiabiaoshuneirongdeqiuzhiyu。
zenmeyanggenrengoutongjiqiao?lejieqilaiyefeichangjiandan,lirumuqianxuduoguanggaoxuanchuandepinpaidaiyanren,qingdedoubingbushichaojidamingxingle,zhishiyixieyibandepingfanren,tamenhuibapaisheqingjingshedingzaishangchanghuoshijiatingjucanshike,suihouzaizaizheiqizhongzaijiashangzishendeguanggaoxuanchuanshangpin,neiyangzuodemudi,bianshiweilegenghaoditishengguanzhongmendelejiegan、huodeguanzhongmenderentong。womenzaiyurenxiangchuquanguochengzhong,yunyongzheiyidianqugoutongjiaoliu,quanbuquanguochengbianhuijiaoweirouhe,goutongjiaoliumubiaoyekeyixunsubuhuohedajiadexiangsidu,zaochenglejiegan,cushidajiashuchudexinxineirong,gengfeichangrongyibeilingyifangrentong。
05. 写在最终得话
yurengoutongdejiqiaoyounaxie?renshiqunjudongwu,goutongjiaoliushilizuyushehuifazhandetoudengdashi,xuexitigaoyuyanbiaodanengli,gongzuozhongrichangshenghuodoushihuigengweigaoxiaolv,renjijiaowangyehuigengweikuankuo。dangran,tigaoyanjiangkoucaibudanshiyaobawoyuyanjiqiao,yebixudahuoernaoqiaoliyouwupin,yincidahuoerzaibawoyuyanjiqiaodeyucitongshi,yebubiwangjiletuokuanzishendezhishicengmian,lijiweizijinaoqiaochongdianchichongdian。
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