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    6. 玩提案

    玩提案

    Author 黃志靖
    Publisher 商業周刊
    Follow Save Saved Share
    Released
    2021/09/09
    Language
    Traditional Chinese
    File format
    EPUB fixed layout (3MB), fit in large screen and Pubook
    Pages
    302
    ID
    253186
    ISBN
    9789865519728
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    Offer DRM free license
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    Buy products firstAnd download app to watch

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    NT$266
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    庫存
    • Intro

    • Chapters

    • Author

    這不是一本老調重彈的「提案工具書」
    因為提案,從來和你想得不一樣!

    開會簡報、向客戶提案,你是不是常常:
    ˙一站上台,腦筋一片空白
    ˙心跳超快、手心冒汗、肚子痛、講話結巴
    ˙自嗨炒氣氛,台下一片死寂
    ˙講故事、引案例,台下完全沒反應
    ˙老闆、客戶一個眼神,就讓你自亂陣腳

    以上這些痛點,有解了!
    創意大師、廣告界提案大師──黃志靖George神出手,
    從劇場理論、談判心理,到業界實例分析,完整公開拿手絕活,分享提案神技。

    ▍你以為的提案:
    準備資料→上台→念稿→客戶回應→買單/否決→結束收工
    ▍真正的提案:
    我是誰?我在哪?我在做什麼?→該怎麼說話?→誰是敵人?誰是戰友?→半路殺出程咬金!→生殺大權在誰手裡?→我有問題?還是客戶有毛病?→客戶買單(恭喜)→客戶駁回,再來一次?

    ◎本書帶你重新認識提案:
    ˙為什麼要玩?因為「玩」,可以幫助提案者設計情境,提升提案力;可以打破綁手綁腳的框架;「玩」也能讓差異觀點更容易被接受。
    ˙為什麼上台不敢說?這是「心中的舞台線」作祟,以為上台就該「像個樣子」,反而忘了怎麼說話。
    ˙一個故事走(騙)江湖:故事行銷當道,但聽眾胃口越來越大,故事唬爛一戳就破。好故事該怎麼引發共鳴,故事才不會變成「事故」?
    ˙最怕自家人變豬隊友:同公司不等於自己人,業務不同、專業不同,部門之間更免不了利益衝突。若沒做好任務分配、沙盤推演,一起去提案,肯定出大亂!
    ˙拚逆轉,不要變成自殺攻擊:誤入一場「撿便宜專業戶」的提案場,當客戶拿你和對手的企劃比來比去、討價還價怎麼辦?當客戶吃人夠夠,你難道要說「什麼都好」?
    ˙大權在握,提案場上的大魔王:提案成案與否,最關鍵的就是老董、老總、總裁、執行長……這些最後做決定的大魔王。大魔王考驗提案者的臨場反應,或能不能聽出「話中有話」。例如:老董說「看不懂」,這是代表「不喜歡」呢?還是真的看不懂?

    讓黃志靖George帶你找回玩心╳恢復說話實力,練習策略思考╳用心說好故事,
    成功提案!讓客戶買單、聽眾按讚,老闆Say YES,客戶成 Fans!

    ─本書特色─
    1. 戲法人人會變,巧妙各有不同:
    本書不是「教提案的工具書」。提案好不好玩、能不能玩,其實是一種「策略思考」。建立正確心態,才能從說話中找到力量,有策略提案,進而敘述好故事,對提案有更有獨到、不敗的詮釋。
    2. 作者深厚實力+業界案例分享:
    累積作者多年提案經驗,傳授讀者有別市面提案書不一樣的觀點和見解。融合心理分析+劇場理論,幫助讀者在提案場上發光發熱。
    3. 循序漸進+各個擊破的提案技巧:
    帶領讀者找到提案真正的目的,如何在不同的提案場景、競爭對手、業主面前應對自如,解讀提案過程中各種回應的弦外之音。

    ─好評推薦─
    GROUP TRON創集團總裁/朱企成
    富邦媒(momo)總經理/谷元宏
    Gamification(遊戲化)大師/周郁凱
    台灣/電通mb創意長/周麗君
    台灣駐芝加哥辦事處處長/姜森
    台灣漢堡王執行長/黃耀忠
    GOOD TV好消息電視台執行長/曾國生
    永豐餘投資控股總經理/蔡維力
    黑松行銷處處長/蔡曜光
    More
    More
    推薦序
    玩得盡興、玩得漂亮,George抓得住你!
    廣告人,總是在提案
    江湖說到玩,沒人比George更認真

    作者序
    向自己提案吧!

    第一章 我認真,我是來玩的!
    時代巨變,提案知變
    從手機開始,認識提案場的「新觀眾」
    「滑掉」變成提案障礙
    唯「玩」不破,真心看得見
    Play不累,你就有「玩家特質」

    第二章 打破第四面牆
    「第四面牆」在哪裡?
    突破「線」制,放膽玩
    說話的力量
    George教練中場示範
    從生活中找回話語
    George教練帶你做

    第三章 敢玩,更要懂玩
    提案要傳達訊息,不是讓人焦慮
    提案的起點:使命與任務
    任務前哨站:假想題&假想敵
    開場10分鐘,邀請觀眾一起出任務
    觀察可歸納,洞察好演繹
    你是誰?
    4種自我定位,玩出不同身分
    預備提案功能卡,提升戰鬥值
    直面魔王,來玩吧!
    小鬼一樣很嚇人
    George教練經驗談

    第四章 如臨其境,說好故事
    壞故事6大障礙
    認知、情緒、慣性
    好故事藍圖始末
    找對切入點,成就合宜性
    商業好故事6步驟
    George教練帶你做

    第五章 生活處處是提案
    意思、意念、意義
    三意轉換, 4組實作練習
    視角轉換,提案更立體
    心之溝通術
    訓練故事發想即興力
    設計情節與節奏,好好說故事
    George教練帶你做

    第六章 走過征途,迎接下一個提案
    對白推進情節,展現Word Power
    SCRIPT提案有所本,發揮創造觀
    放下輸贏,好好玩一場
    收回
    More
    黃志靖

    Creategic Ads創略廣告公司總經理、創集團共同創辦人。廣告界比稿達人、「提案奇葩」,作品多次榮獲國內外創意大獎。客戶從本土知名企業黑松沙士、FIN、台灣大哥大、ASUS、三菱汽車;到國際級品牌(ING、野村投信、OSIM、AMWAY安麗、麒麟啤酒、新加坡航空、ESPN等等),也是商周學院超業人氣講師,蟬聯3屆超業講堂最受歡迎講師。
    More

    Details

    Released
    2021/09/09
    Language
    Traditional Chinese
    File format
    EPUB: Fit in all devices
    Provide Adobe DRM
    Provide EPUB
    Offer DRM free license
    No
    ID
    253186
    ISBN
    9789865519728

    黃志靖

    提案

    廣告

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    溝通─沒有解不開的結

      

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