Ndicho chimwe chezvinhu zvatinodzidziswa kuti tisamboita (kunze kwekuti tiri kuchengetedza manzwiro emuumwe). Asi mushure memavhiki mashomanana mune imwe sangano rekutsvaga, vanhu vari kupiwa mubayiro nokuda kwayo.
Zvakanaka, hazvirevi nhema mumutauro wekare. Asi kune nzira dzakasiyana-siyana dzekureva nhema, uye vatsigiri vezvigadzirwa vanovaziva vose zvakare. Dzinosanganisira:
- Nhema dzeKutadza: Ichi ndicho chirevo chinonyanya kunyanya kuratidza mukushambadzira. Zvichinyatsojeka, zviri kutora mashoko akakodzera kubva patafura kuitira kuti chete zvikamu zvakanakisisa zvechigadzirwa kana basa zviiswe pachena. Nokudaro, somuenzaniso, kana iwe une piritsi yekudya iyo ichakubatsira iwe kurasikirwa ne50lbs mumasvondo gumi, asi inofanira kunge yakabatanidzwa nekushatirwa kwemaitiro uye kudya kwema-calorie kushanda, nhema dzekusateerera zvingave zviri kusiya kudya uye kuita zvidzidzo pa the cutting chamber floor.
- Nhema dzeKomisheni: An out and out lies, such as "buy this CD and you will make $ 1 million in less than a year" is rare in advertising. Zviri nyore kuona, uyewo zvakaoma kuzvidzivirira.
- Nhema Dzakanganisa: Mhosva iri pano apa ndiyo inonzi Sketchers Shape Ups mishandirapamwe yakatanga shangu. Dhizimisi rehurumende yakatungamirirwa kutenda kuti kuratidzwa uku kunogona kukubatsira kuti uremerwe uremu uye urambe uri muchimiro, saka ivo vakamhanyira nayo. Icho chakanga chakakanganisa. Pakanga pasina uipi hunoreva, asi hwakanga huchiri kunyengera.
- Nhema dzokunyanyisa: Uyewo zvakajairika mukudhinda, kunyange kuwedzererwa kunoshandiswa zvakanyanyisa kuti vanhu vashomanana chaizvo vanotenda zvinotaurwa nomutengesi. Zviri pachena kuti kuputira pane zvimwe zvinodhaka hazvisi kuzova nevakadzi vachimhanya mushure mako kubva kumakiromita akapoteredza. Zviri kutora zvinhu kune zvakanyanyisa kuita pfungwa. Nokudaro, kunakidza kusingakuvadzi.
- Nhema Dzokuramba: Izvi zvinokuvadza. Kuramba kutenda chinhu chipi nechipi chisina kunaka pamusoro pechigadzirwa kana kushandiswa kunoziviswa, uye kuchiisiya kunze kwekukurukurirana kose. Kwemazuva mazhinji kwazvo, indasitiri yefodya yakaramba kubvuma kuti michero yayo yakanga ine ngozi. Kunyange vanachiremba vaivarova.
- Nhema dzekudzikisa: Nemamwe mazwi, zvakasiyana nekuwedzeredza kubatsirwa; iwe unotamba pasi zvakaipa zvacho. Saka, "chigadzirwa ichi chinogona kukonzera kusuruvara" apo chigadzirwa chacho chinozivikanwa kuti chinokonzera marwadzo makuru uye kutambura, iyo inhema yekuderedza.
- Nhema dzeRinvention: Kana nyaya isingakodzeri, shandura nyaya yacho. Izvi zvinogona kuitwa nenzira dzakawanda, kubva mukushandiswa kwekunyomba uye kutaura kwezvekugadzirisa zvakare zvinyorwa uye zvinyorwa zvekubatsira chibereko kana basa rinotaurirwa.
Mienzaniso yenhema inowanzoshandiswa mukushambadzira
Iwe uchaona zvakaipa zvakashambadzira kubva kune dzimwe nhengo dzakaipisisa, uye dzichareva nhema kana kuti dzinangwa kutsausa munzira dzinonyanya kushandisika. Dzimwe nzvimbo dzinofamba zvakanaka pakati pepamutemo uye zvisiri pamutemo, kushandisa zvese mumutemo kuti urege kupomerwa.
Aya ndiwo matanho anowedzera maitiro ekunyorwa kwekinyorwa se:
- "Enzanisa pa $ 100!" - Izvozvo hazvirevi kuti chibereko chacho chakakodzerwa ne $ 100, zvinoreva kuti iwe unofanira kufananidza chigadzirwa chaunenge uchatenga necho chinodhura $ 100. Izvi zvinowanzofanana nekufananidza neCubic Zirconia ring ne ring diamond. Hungu, ivo vanenge vakafanana, asi vauye. Saizvozvowo, iyo piritsi ye $ 59 yakawanda ini handiyo imwe inogona kuve yakatendeseka yakaenzaniswa nePad, asi izvi zvinowanzovapo
- "Kudana mumaminitsi gumi anotevera ..." - Uye chii chinoitika? Iwe unowana kutumira kwamahara? Iwe unowana yako yepamutemo yepamusoro pamusana pekubhadhara mari? Unowana pony yakasununguka here? Hazvina basa, nguva yacho haina maturo. Iwe unowana maitiro aya pasinei nokuti chii. Iyi inongova nzira yekuita kuti vanhu vateerere foni. Asi havatauri "kana musingadani mumaminitsi gumi anotevera hamungatori." Izvo zvinonyengedza kunyengedza kukuita iwe kufunga kuti kukurumidza kwako kupindura kunokuwana iwe chimwe chinhu, vamwe vanhu havazowani.
- "Bhara NOTHING For Covered Services." Oooh, mutauro unonyengera. Mashoko iwayo haatauri chinhu. Hapana zvachose. Asi zvinonzwika sezvazvinoreva zvose. Zvakaita sokuti "usabhadhara chero chinhu chokufema mumhepo yako kumashure." Zvakanaka, duh. Kana basa rakavharwa, rinobhadharwa. Maona.
Saka, iyo ndiyo marudzi e "nhema" inoparidzwa nevashambadziri. Havasi kuputsa mitemo ipi zvayo, ivo vari kungovhiringidza mutauro. Asi kunze uye kunze kwenhema, ivo vanopesana nekukurumidza uye vachaguma mune imwe karma yakaipa kwazvo yekodhi. Fungidzira kana mabheji akataura zvinhu zvakafanana:
- "Wakavimbiswa kukuita iwe 25 IQ inokurudzira."
- "Bacon cheeseburgers yedu ine 100% mafuta uye koriori pasina."
- "Tichavapo mumaminitsi makumi maviri nemasere kana kuti pasi, nguva dzose."
Iko kunongosiya vashambadziri vakazarurirwa mhosva yevatongi uye vatengesi vanotya. Chinhu chipi nechipi chisingatauri chenhema chichawanikwa, uye kuburikidza neshoko remuromo chiratidzo chichabvarurwa.
Kutengeserana kunokotamisa chokwadi, asi kazhinji, kwakanyanyisa kukosha kuti hakuna munhu anotombozviona kuti chimwe chinhu kunze kwekuvaraidza kunotaura. Kubva pakutaura nguruve kune motokari dzinotyaira padenga, zvinongotungudza-zvoga kuti uende kune vatengi kuti vateerere.