Baking Up Business 烘焙行銷術——權威性
Ken: Have I showed you this report?
Paul: It's written by the 1)head of the Food and Drug Administration. Do you know him?
Ken: No, but the report is about the importance of 2)carbohydrates in a balanced diet.
Paul: I thought that 3)high-protein diets have been all the fad recently.
Ken: They have been, but this report shows the danger of a high-protein diet, and the benefits of eating 4-5 servings of carbohydrates a day.
Paul: Bread is mostly carbohydrates, that that's good for us.
Ken: Exactly. And this 4)booklet 5)incorporates the final marketing law, the Law of 6)Authority.
Paul: How does that work?
Ken: The Law of Authority says that when we are not sure which product to use, we will follow the advice of experts.
Paul: That's why 7)endorsements are so important. If you can get the endorsement of the leading expert in your 8)field for your product, then you've got it made.
Ken: You do. But that's easier said than done.
權威──人們有服從權威性人物的傾向，就算是要他們進行違心之舉。
肯恩：我給你看過這篇報告了嗎？
保羅：那是食品藥物管理局局長寫的。你認識他？
肯恩：不，但這篇報告敘述碳水化合物在均衡飲食中的重要性。
保羅：我以為最近在流行高蛋白飲食。
肯恩：的確，但這篇報告顯示高蛋白飲食的危險，以及一天攝取四至五份碳水化合物的好處。
保羅：麵包的主成分就是碳水化合物，所以那篇報告對我們有利。
肯恩：沒錯。而這本小冊子融入了最後的行銷法則，權威定律。
保羅：那如何能發揮作用？
肯恩：服從權威定律是說，在我們不確定該使用哪一項產品的時候，我們會遵循專家的建議。
保羅：所以代言才如此重要。如果你能找到你的領域中的頂尖專家做代言，就等於成功了一半。
肯恩：沒錯，但說得容易，做到難。 |
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