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    5. 大師輕鬆讀 NO.714 賽斯行銷5步曲
    你要做的是幫助一群人創造他們追求的改變

    大師輕鬆讀 NO.714 賽斯行銷5步曲

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    2019/04/03
    Language
    Traditional Chinese
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    156170
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    NO.714 賽斯行銷5步曲|中英對照
    你要做的是幫助一群人創造他們追求的改變
    This Is Marketing
    You Can't Be Seen Until You Learn To See

    原書作者:賽斯.高汀(Seth Godin)

    ★《金融時報》等媒體好評推薦
    ★《華爾街日報》、亞馬遜網路書店排行榜暢銷書

    行銷是幫助別人解決問題的慷慨行為,是一個服務的機會。你要看見別人看見的東西。製造緊張,迎合族群,創造可以散播的點子。當行銷的創意傳播開來時,行銷就改變了文化。
    More
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    重點導讀 改變文化的行銷人

    Step 1 發現值得銷售與談論的事物
    行銷的好壞全在於你做什麼以及怎麼做,唯一可長可久的行銷方式是創造一種文化,人們在此齊心協力並獲致成果。首先你得承認你無法改變每個人,因此你必須問:「這是為誰而做?」、「為何而做?」以及「我能幫助他們獲得什麼改變?」

    Step 2 以對族群最有利的方式設計與打造
    同理心是行銷的核心。你必須把精力聚焦在能使族群形象與表現「更好」的事物。「更好」是你的市場正在等待與渴望的,所以弄清楚如何幫你想服務的人把事情做得更好,以及如何幫他們達成目標,你的行銷戰略就會變得清晰無比。

    Step 3 訴說一個與族群敘事相符的故事
    人們的行事方式總是與他們對自己陳述的敘事一致。因此,要賣東西,你必須創造不僅可能實現而且還令人想望的改變,最好的辦法是融入並依附人們的渴望。你要將你希望人們做出的改變,植入族群的文化和敘事。

    Step 4 宣傳你為族群取得的成果
    對你的族群採取行動,藉以贏得目標行銷對象的信任。談論你為族群創造的成果,並且持續且頻繁地這樣做。在現今世界,信任就跟注意力一樣缺稀,但請專注為你的族群取得巨大成果,口碑自然會傳播開來。為你的故事和你最棒的創意打造一個展示舞台。

    Step 5 持續出現,使別人對你追求的改變愈來愈有信心
    當你想贏得信譽和信任時,沒有什麼比頻率更有效的了。透過一次又一次地出現並慷慨對待你的族群,來獲得許可和信任。創造值得一談的產品或服務,然後提供給你的族群來創造改變,你就會有值得訴說的故事。你要創造令你自豪,並且令你的族群不同凡響的事物。

    延伸閱讀 幫上忙,才是真行銷
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    Released
    2019/04/03
    Language
    Traditional Chinese
    File format
    PDF: Fit in large screen/EPUB: Fit in all devices
    附件檔案
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    No
    ID
    156170

    廣告

    直效行銷

    品牌行銷

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    文化

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    行銷

    大師輕鬆讀

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