Baking Up Business 烘焙行銷術——行銷原則再分析
Paul: I want to make sure I have all this 1)straight. Can you go over the differences between social proof, authority, and liking one more time? They seem kind of familiar.
Ken: No problem. Liking works at the personal level. For example, you're more likely to buy a car from someone you like and enjoy being with.
Paul: Makes sense. No one wants to buy things from a 2)jerk.
Ken: Social proof means that you buy what you see other people buying. If all your friends own a Wii, sooner or later you'll probably want one too.
Paul: I know how that works. I was completely happy with my old cell phone until I saw the new one that my brother bought. And then my girlfriend got the same model. Now I want one too.
Ken: That's social proof at work. There's some 3)overlap between social proof and authority, but in general authority works when the person is highly 4)respected or is an expert in a certain area.
Paul: Kind of like how we buy the same shoes that athletes buy, or take the same headache medicine that doctors use.
Ken: It sounds like you've got it! So, can I put you in charge of our marketing program starting from next month?
Paul: Whoa…can I start out as your 5)assistant first?!
保羅：我想確定我是不是都搞清楚了。你可以再說一次社會證明、權威和喜愛定律的不同點嗎？它們看起來很像。
肯恩：沒問題。喜愛定律會在個人層面發生作用。比方說，你比較可能和你喜歡或處得來的人買車。
保羅：有道理。沒有人想跟一個渾蛋買東西。
肯恩：社會證明是指，你看到別人買什麼，你就會買什麼。如果你所有的朋友都有Wii，遲早你也會想要一台。
保羅：我知道那很有效。我原本對我舊的手機非常滿意，然後我看到我弟買的新手機，我女友也拿了同一款，現在我也想要一支了。
肯恩：那就是社會證明發酵了。社會證明和權威定律有些地方雷同，但一般來說權威定律是運用備受敬仰的人士或某領域的專家。
保羅：有點像我們會買運動員買的鞋，或吃醫生服用的頭痛藥。
肯恩：聽來你已經了囉！那麼，從下個月開始，我可以讓你負責我們的行銷計畫囉？
保羅：哇……我可不可以先從你的助理當起啊？ |
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