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改变地产策划人命运的23堂课:从策划师到策划总监的蜕变

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改变地产策划人命运的23堂课:从策划师到策划总监的蜕变

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★一年内,5次加印,成为年度颇受瞩目热卖的地产图书;

★数十家媒体报道,受百万同行追捧,万千地产策划人用微信热传的行业“真经”;

★迄今为止,国内生动的地产策划图书,一本有趣有料实用的好书,让营销人的成长提速10倍;

★23堂妙趣横生的课堂,数百个经典案例,原汁原味地告诉你策划的秘密;

★一本上午学下午用的全实战好书,地产从业者必备图书。

★十余年实战经验的倾囊相授,手把手让你成为一流的策划高手,本书获得中国营销大师史玉柱的认可。

★易居中国发布的《十年地产营销图书TOP榜》中名列TOP3,20余家房企和50余家地产代理机构员工培训的指定教材。

Content Description

《改变地产策划人命运的23堂课:从策划师到策划总监的蜕变》是一本浅显易懂的,注重地产策划知识传授的生动读本。本书是万科、恒大、保利等一线房企内部营销人员培训读本;万千同行口碑相传,公认的“优秀的地产策划图书之一”。

《改变地产策划人命运的23堂课:从策划师到策划总监的蜕变》通过对上千个地产项目的研究,精心筛选出近百个案例,结合时事,精心讲解,具有很强的指导意义,是地产从业人员以及对地产营销感兴趣人士的必备读本。本书涵盖了作者操作的大量案例,以生动的笔法,抽丝剥茧,还原了地产策划的内在本质和规律。同时,对国内一些名家名盘的运作手法,给予解密,给人以启迪和思考。

这是一本强调案例说话的教材,是作者十余年实战经验的倾囊相授。本书资料详实,文笔凝练,完全可以把它当成一本地产类的营销笔记来阅读。本书涵盖的内容与地产策划日常工作息息相关,所针对的课题,不进行大而全地系统论证,而通过事例给出颇具价值的经验和方法,是地产策划人必需的“成长鸡汤”。

Author Description

王涛,实战派地产营销专家,中国优秀的营销类图书创作人之一。从业十余年,操盘项目遍布深圳、东莞、长沙、江苏、云南等地。专注于项目战略定位和创意营销,所操作的项目大多都深刻影响当地市场。多家地产刊物的专栏作者,已发表各类专业文章逾五十万字。形成了“与时俱进,内容亲切,崇尚实战,学而能用”的创作风格,其作品深受营销人士的青睐。“地产课堂”系列作品之二《*受欢迎的地产营销课》由清华大学出版社荣誉出品。

Catalogue

第1堂课
策划人,如何在起步就走对路
一、什么是策划?策划是科学还是艺术
二、什么是专业
三、地产策划人需要哪些知识体系
四、策划人要具备哪些能力
五、如何提升自己的专业水平

第2堂课
文案创作人的涅槃七技
第一技:文案不是文学,请说人话
第二技:标题是文案的灵魂
第三技:好文案不含形容词
第四技:给文案剔骨,让文字有速度
第五技:以编剧的手法创作文案
第六技:不玩创意时,请直接给客户利益
第七技:功夫在诗外,文案创作的自我修炼

第3堂课
策划人要懂的版式与设计
一、流行的广告,常见的误区
二、图片是广告的基石,给图片添加新鲜感
三、平庸的版式各有不同,优秀的版式大致相同

第4堂课
推广工具唯“新”论
一、老工具的创新使用

第5堂课
策划人,会惯性步入的十大误区
误区一:营销是一项纷繁复杂的工作
误区二:策划招式越多,销售越快
误区三:客户总是会认真地阅读我们的广告
误区四:竞争对手妨碍楼盘销售
误区五:创意大于产品和客户
误区六:高知名度等于高品牌
误区七:卖点越多越好
误区八:把所有客户都吃掉
误区九:项目形象拔升得越高越好
误区十:开盘最重要

第6堂课
提升广告沟通力的五大法则
法则一:把项目当成一座城
法则二:忘掉客户的身份88'
法则三:真实就是美
法则四:写文案要像平时说话一样
法则五:把知道的一切告诉客户

第7堂课
从《泰坦尼克号》到营销活动如何求“活”
一、营销活动,是促进买卖双方情感沟通的重要工具
二、不同阶段下营销活动的作用
三、活动策划时的思考角度
四、创意活动的“新”、“奇”、“精”
……
第8堂课
第9堂课
第10堂课
第11堂课
第12堂课
第13堂课
第14堂课
第15堂课
第16堂课
第17堂课
第18堂课
第19堂课
第20堂课
第21堂课
第22堂课
第23堂课
后记

Book Abstract

许多人认为策划与文学应该是近亲关系,拥有较好的文字创作能力,似乎更容易在策划工作中展现优势,其实也不尽然。撰写策划方案与文学创作有本质区别。文学创作讲求表达的个性化和意向的丰富性,而这些都不是撰写策划方案所强调的。
对策划人的文字表达能力,主要体现在三个方面,即观点明确、层次清楚和表达准确。如果说文学创作所呈现的是“散文”特性,那么方案写作则等同于说明文的写作,它不需要文采,不讲求辞藻,它需要理性客观地表达,需要摒弃个人情绪。
——《第一堂课:策划人,如何在起步就走对路》
任何事情都可以熟能生巧。初期写文案的人,脑海里会有千种思路,但是却不知道如何下笔,面对好不容易写出的一点文案,总是很不满意,觉得自己所想的比所写的精彩十倍。于是,脑子就会被各种念想束缚,创作活力也越来越少。
对于新人而言,需要从简入难。先从写一条短信,一个标题开始,慢慢地调整思路,酝酿出文字表达的感觉。当表达开始变得顺畅了,就开始尝试着写一个半版的报纸广告,或是一本折页的文案,不要考虑创意。写不出来的时候,观摩别人的作品,在工作实践中学习是最有效的方法。
——《第二堂课:文案创作人的涅槃七技》
营销是一项纷繁复杂的工作,相信至今很多人都不认为这种说法有问题。营销工作的展开,需要建立在对许多问题的研究基础之上,营销涵盖市场、渠道、价格、客户、产品等多项问题,而策划人每天有写不完的报告,处理不完的事情,这正是营销复杂性的体现。
其实,当我们抛开营销上的各种附属问题,进行简化描述时,营销就只剩下一句话,即产品以什么样的价格,通过什么渠道卖给什么样的客户。显然,营销的本质就是产品、价格、渠道和客户。任何对营销复杂化的理解,都不过是对这四个核心概念的“演绎”和“变异”造成的。
——《第五堂课:策划人惯性步入的十大误区》
广告中虚荣的符号,不过是普通人的内心在作祟。事实上越是社会的强人,越不在乎那些浮夸赞美。当所有项目都在关注目标客户飞得高不高的时候,我们的广告应该去关注他们飞得累不累,所以此类广告必然亲切,打动人心。有沟通力的广告,一定需要展示人性中最朴素的情感,把客户当成朋友,以平等的心态,关注他们最真实的感受,这就是创作有沟通力广告的钥匙。
——《第六堂课:提升广告沟通力的五大法则》
定价是从客户的角度精确衡量一个产品价值的完整过程。定价可以说是营销组合诸要素中最重要的一个,因为一个组织为其产品制定的价格在决定该组织的收入、利润并在竞争上起着非常重要的作用。
很多策划人都会有同感,觉得定价的过程如同一出牵动人心的大戏。卖方永远希望利润最大化,买方始终希望买到性价比最高的房子。买卖双方的利益牵扯,使得如何平衡两者的关系,成为定价最复杂也最具艺术感的部分。
——《第十一堂课:开盘,一部好莱坞式的战争大片》
营销总纲是个人思维成果的集中呈现,不同的创作者会呈现出不同的风格。不管风格多么千差万别,其核心应该是趋同的——都是为了解决问题,达成销售目标。因此在撰写报告的过程中,就应该遵循普遍性的结构。
深刻理解总纲的组成结构,对于提升写作能力有重要价值。依照固定的结构推进思考和创作,最终呈现的报告至少是脉络清晰,结构完整的。以下是撰写营销总纲时最常用的五大结构。
——《第十四堂课:五大步骤,解决营销总纲的撰写难题》
善于制造问题。通过提问的方式,制造悬念,强化成果。我们常说,优秀的报告是提出问题解决问题,然后再提出问题再解决问题的过程。不断地制造问题,可以集中地推进报告进程,同时还能调动人们对问题的思考。
——《第十六堂课:直面策划人最怕写的报告》
竞标,不应该是一个人的战斗,是一场团体协作的战役。面向甲方汇报时,团队必须要有分工与协作,以分担主讲人的压力,还有利于体现团队感。团队的领头人如同“前锋”,首先准备“开场白”,对报告的形成过程和主讲人的身份有一个简述。报告主讲人负责“主攻”,而其他成员负责问答“防御”,对开发商可能提到的问题提前预备并进行现场答辩。
——《第二十堂课:如何让投标更有效力》
……

Introduction

从策划师到策划总监的瞬间蜕变,这正是王涛要讲的《改变地产策划人命运的23堂课》目的所在;从壹公馆到三里屯SOHO再到万科17英里,北上广深,黄河长江,滨海内陆,近百个经典案例,王涛毫无保留地把自己的营销笔记,拿出来晒晒,与读者分享。十八般文艺,三板斧头党,命运是否改观,全凭看官开悟。
课堂里的事,王涛讲完了,我只好说说课堂外的事,算是画蛇添足吧。
一足云:乙甲乙,甲乙甲。这是王涛与我的甲方乙方历程排序。王涛大学毕业后,是先做的乙方即地产服务商,再转到甲方即地产开发商,现在做回服务商。我先是在开发商队伍里近十年,后另立服务商近十年,现在刚刚回到开发商组织里,开始第三个十年。王涛毕业前读湖南师大中文系,大三的时候,就出版了原创作品集《单身公害》,尔后在《三湘都市报》开有“饕餮男女”专栏,那个时候,年少的他已显出“惟楚有才,于斯为盛”的锐气。近20年,中国诗歌、小说的衰落与中国房地产的全面高涨形成了极大的反差,两者是否有关?这是个不得不说的秘密:诗人作家们跑去搞房地产了,尤其是中国地产服务商中,聚集了一大批才华横溢乃至功力非凡的诗人作家,乙甲乙,甲乙甲啊!

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