Nzira Yokushandisa, uye Kunyora, Chimwe Chimwe Chirevo Chirevo

Iyo SMP Yakakura Inogona Kutungamirira Sei Kuparidza Kunoshamisa

Pasinei nokuti uri mutsva pakushambadzira, kana kuti munhu wekare, unonzwa vanhu vachitaura nezve SMP (Chimwe Chimwe Chirevo Chakufungidzira), kana dzimwe nguva USP (Yakasiyana-siyana Kutengesa Point / Yakananga Kutengesa Chirevo).

Mazuva ano, zvose SMP ne USP zvakapiwa zvakasiyana-siyana zvitsva, kusanganisira "chinhu chinonyanya kukosha" kana kuti "chinhu chinonyanya kukosha," asi vose vari pamwe chete. Zvisinei, izwi rokuti USP rakagadzirwa naRosser Reeves weTed Bates & Company makumi emakore akapfuura.

Mubhuku rake, Reality In Advertising, rakabudiswa muna 1961, Reeves anopa tsanangudzo yakananga, nhatu-chikamu cheSPP iyo yakakosha nhasi sezvayakanga iine makore anopfuura 50 apfuura. Reeves akati:

1. Kushandurwa kwega kwega kunofanirwa kuita sarudzo kumutengi. Kwete kungoita mazwi, kwete kungoita chigadzirwa chekugadzirisa, kwete kungoratidzira-zveruzhinji. Chirevo chega chega chinofanira kutaurira muverengi mumwe nomumwe: "Tenga chigadzirwa ichi, uye iwe uchawana izvi zvakanakira."

2. Tsanangudzo inofanira kuva imwe iyo kukwikwidzana hakukwanisi, kana kuti kwete, kupa. Inofanira kuva yakasiyana-siyana-kana yakasiyana-siyana yemuchina kana kuti kuda kusati kwaitwa mune imwe nzvimbo yekutengesa.

3. Tsanangudzo inofanira kuva yakasimba zvikuru zvokuti inokwanisa kutamisa mamiriyoni emamiriyoni, kureva, kuvhomora vatengi vatsva kune zvigadzirwa zvako.

Mhedziso: Chokwadi Chaicho Mukushambadzira naRosser Reeves. Pub. 1961

Saka, izvi zvose zvinorevei kune iwe, semutengesi? Zvakanaka, zvinoreva kuti haugoni, uye haufaniri, kufambira mberi nemumwe mushandirapamwe wevashandi pasina USP kana SMP.

Kukosha kweKurongwa Kwemunhu Mumwechete

I SMP ndiyo, pasina mubvunzo, iyo inonyanya kukohwa kwemashoko pane chero zvigadzirwa zvishoma zvekusika kana basa. Ndihwo chiedza chinotungamirira chebasa rose. Ndiyo Nyeredzi yeNyekumusoro.

Muchidimbu, ndiro nheyo iyo imwe neimwe mishandirapamwe yakavakwa.

Kana iwe uchipiwa pfupi yekusika usina SMP, tumirazve.

Kana iwe ukanyora kwenguva pfupi usina SMP, hausi kuita basa rako. Kana iwe, semukuru wekusika , uchibvumirana kwenguva pfupi pasina SMP, uri kuunza sangano rako kunyika yenhamo. Uye kana muchengeti asingabvumi pa SMP, inguva yekutangazve.

I SMP inoti "X inoratidzira iyo nzvimbo." Hazvikuudziri kuti ndezvipi pfuma iri pasi apa, asi inokuudza kuti ndewepi. Pasina iyo, uri kutamba-famba murima uchitarisira kugumburwa nepfungwa yakanaka. Uye kunyange iwe ukaiwana, hauna zivo kana iri pfungwa iyo muchengeti anoda chaizvo.

Muchidimbu, hapana SMP, hapana mushandirapamwe. Kana kuti, kwete, purogiramu yakanaka.

10 Mienzaniso yeGreat SMPs

I SMP yakakura haikanganwiki, uye inotanga mavhiri achidzoka kumapoka ekusika, uye ichava pfungwa yakasimba zvokuti, sezvakataurwa naReeves, inogona kufambisa vanhu mukati mako. Hapana nzvimbo yekuti simba, vanilla, maitiro akafanana. Izvi zvinofanira kunge zviri mborosi yakasimwa zvakasimba muvhu.

I SMP yakakura ichavawo yakakosha, seyo musoro. Ichokwadi, vazhinji vatungamiri vekusika vanoshandisa SMP sechiratidzo chekusika. Vachaisa SMP pamadziro uye vanoziva kuti iyi ndiyo pfungwa iyo dhipatimendi yekusika inofanira kurova. Mamwe SMPs chaizvoizvo anova matheteti, ayo achiripo nhasi.

Heano mimwe mienzaniso ye SMPs dzakakosha dzakabatsira dhipatimendi yekusika kusimbisa rimwe basa rinoshamisa:

• Avis: Tiri Nhamba Yechipiri, Saka Tinoedza Kuoma.
• M & Ms: IwaMukate Chokoti Inoputika Mumuromo Wako, Kwete Mumaoko Ako.
• Nike: Ingoita Izvo.
• DeBeers : Diamond Isingaperi.
• FedEx: Kana Izvo Zvisingabvumirwi, Zvichida Zvichava Ikoko Manheru.
• Domino's: Unotora Pizza Yakachena, Yakaisvonaka Yakaiswa Kunzvimbo Yako MuMaminitsi 30 Kana Zvishoma - Kana Kuti Izvo Zviripo.
• AARP : AARP Inokupa Iwe Simba Kuita Zvaunoda Mitemo.
• Toro : Toro Anoita Zvishandiso. Iwe Unogadzira Yard.
• Lexus GS300: The GS300 ndiyo The Kick-Ass Lexus.
• Abbey Life: Musarega Kurwara Kwenyu Kuchiparadza Mhuri Yako.

Unonyora sei SMP?

Hazvisi nyore. Zvechokwadi. Uye haifaniri kuva. Iwe uri kutora icho chaicho chepurojekiti uye uchichibikira pasi kumutsara unozopa simba kune vakasika uye kugamuchirwa nevatengi.

Icho hachisi basa duku. Ndicho chikonzero chekuti zvakawanda zvinyorwa zvekusika zviri kupiwa kumasangano ekugadzira pasina SMP imomo. Iko kukanganisa. I SMP ndiyo nheyo yemushandirapamwe wose, uye inowanzoda kufunga zvakanyanya kuti

1. Tanga nekuziva chibereko kana basa zvakanaka.
   Zvakanakisa. Mune nyaya yeLexus brand itsva, injini dzakarapwa semamioneya asati agadzira motokari. Vakanga vane maonero akakwana. Saka, idya zvokudya. Kupfeka shangu. Iva mutengi. Unofarira chii? Chii chausingadi? Pane chimwe chinhu chinoratidzika kupfuura zvimwe zvose here? Pane chimwe chinhu chinoita kuti chigadzirwa kana basa rive nani pane kukwikwidza?
2. Nyora pasi zvinhu zvakanakisisa, uye nyora mutsara
   Yeuka, iyi inongororwa pfungwa imwe chete. Iwe haugoni kuisa pfungwa pazvinhu zvitatu kana zvina. "Iyi ndiyo inokurumidza, inosvibiswa, yakajeka kupfuura dzose, yakaoma zvikuru, inoshandisa mararamiro ayo" haisi kuzoshanda. Iwe uri kukanda mabhora akawanda mumhepo, uye vatengi vachangobata kamwe kana maviri. Saka, chengorora runyoro zvakanyatsonaka. Ndeupi wezvinhu zvinonyanya kumira? Ndeipi iyo ichakubatsira iwe kutora chikamu chakakura chemusika? Ndeipi iyo maoko-pasi iyo iwe iwe unobvisa chikamu chemakwikwi? Ndazviwana? Zvadaro, famba mberi uite danho rechitatu.
3. Tsvaga zvikomborero zvechimwe chinhu ichocho
   Inogona kuva nemubatsiro mukuru. Inogona kuva nevakawanda. Asi haugone kutengesa chinhu kune ani zvake. Hapana anozvitenga kubhera; vanotenga chigadzirwa chokuita mashumo uye kutarisa zvidzidzo, uye vanoda imwe yakanakisisa yemari. Ndezvipi zvinobatsira zvechimwe chinhu chakanaka kune vatengi vako? Zvinyora pasi, uye tanga kunyora mazano ako ega. Somuenzaniso, dai yaiva rudzi idzva rwokugadzira, SMP inogona kuva "Hapana imwe inokonzera inoita zvikwata zvakawanda pamutengo mumwe chete." Ndiyo SMP kwenguva refu. Kana kuti, inogona kunge iri "Chero chete inokonzera masango maviri kamwechete." Ndiyo SMP inoponesa nguva.
4. Isai SMP yako pane chikwata. Uyu ndiwo musoro wekurova.
   Musoro wekutanga wekutanga kune chiyeuchidzo chero ipi zvayo inofanira kuva SMP. Iyi ndiyo nzvimbo yakanakisisa yekutanga kugadzira, uye inova kuedza kwetmus kune zvimwe zvose zvekusika. Kana basa rako risina kunyatsogadzirisa uye rakakunda kurova iyo musoro we SMP, ramba uchienda.