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Jingdong book

让创意更有黏性

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让创意更有黏性

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《让创意更有黏性》自出版之日开始就风靡多国,6年来高踞亚马逊畅销书排行榜,是《纽约时报》的经典畅销书。不管是需要说服下属的公司主管,还是需要打动客户的销售,抑或需要打造直抵人心创意的广告人,各行各业的人都可以从中找到表达创意或观点的最具黏性的方法。你或许相信在太空中唯一能看到的人工建筑就是万里长城,可乐能腐蚀人体骨骼,我们的大脑使用了10%;与此同时,你却记不得上周例会上领导的安排,昨天看过的那本书里写了什么,上次参加培训的主要内容……为什么?这就引发出《让创意更有黏性》的核心问题:什么样的观点或创意具有强有力的黏性,能被他人牢牢记住?国际知名行为心理学家希思兄弟根据大量的社会心理学研究案例,揭示了让创意或观点具有黏性的六条路径——简单、意外、具体、可信、情感和故事。简单:精炼核心信息,意外:吸引维持注意,具体:帮人理解记忆,可信:让人愿意相信,情感:使人关心在乎,故事:促人起而行动。
Content Description

你或许相信在太空中唯一能看到的人工建筑就是万里长城,可乐能腐蚀人体骨骼,我们的大脑使用了10%;与此同时,你却记不得上周例会上领导的安排,昨天看过的那本书里写了什么,上次参加培训的主要内容……为什么?这就引发出《让创意更有黏性》的核心问题:什么样的观点或创意具有强有力的黏性,能被他人牢牢记住?国际知名行为心理学家希思兄弟根据大量的社会心理学研究案例,揭示了让创意或观点具有黏性的六条路径——简单、意外、具体、可信、情感和故事。
《让创意更有黏性》自出版之日开始就风靡多国,6年来高踞亚马逊畅销书排行榜,是《纽约时报》的经典畅销书。不管是需要说服下属的公司主管,还是需要打动客户的销售,抑或需要打造直抵人心创意的广告人,各行各业的人都可以从中找到表达创意或观点的最具黏性的方法。
Author Description

奇普.希思(Chip Heath),斯坦福大学商学院组织行为学教授。与丹 希思共同著有全球畅销书《决断力》(Decisive)。

丹.希思(Dan Heath),杜克大学社会企业发展中心高级研究员,前哈佛商学院研究员,Thinkwell(思睿)新媒体教育公司创办人之一。

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★希思兄弟在进行了广泛的心理学研究之后,最终提出了“让创意更有黏性”的观点。这些指导趣味横生,操作性强极了。
——《出版商周刊》(PublishersWeekly)

★所有人都想要影!响他人——影响他人消费,影响他人投票,影响他人学习,影响他人节食,影响他人行善或者影响他人开始一场变革——而这一切的实践方法尽在本书之中。
——《华盛顿邮报》(WashingtonPost)
Catalogue

前言 黏性如何产生
为什么我们会相信在太空能看到万里长城的传言?为什么我们会相信可乐会腐蚀我们的骨头的无稽之谈?为什么我们会相信虚无荒诞的偷肾传说?那是因为这些观点都富有黏性,它们能被人理解和记忆,并具有持久的影响力。毫无疑问,它能改变的是受众的观点或行为。
01 简单:核心精练信息
黏性的创意的第一步就是要简约,我们应该“找到创意的核心”,剔除那些多余的干扰因素,因为我们在不可预测和混乱的情况下是很难做出明智的决定的。无论是美国西南航空公司取得的骄人成绩,还是克林顿成功竞选美国总统,都因为观念具有简约这一共同点。
02 意外:吸引维持注意
传递信息时最首要的问题就是我们如何吸引别人的注意。这时我们就需要找到人们知识上的缺口:当人们想知道一些事却无法实现时,他们会执拗的想消除这种痛苦,把我们的知识缺口填满。因此,我们的观点需要出人意料,就好像寂静时发出的清脆响声。
03 具体:帮人理解记忆
抽象的东西往往很难让人理解并记忆,同时也让人之间的交流变得困难。如果,想要让自己传达的信息能被人牢牢记住,那么就要将一切抽象的概念转化成人们日常生活中的具体行为。这可能就是伊索寓言《狐狸与葡萄》要告诉我们的事情。
04 可信:让人愿意相信
为了让同行相信自己找到了治愈胃溃疡的方法,一位医学天才竟然喝下一瓶引致胃溃疡的细菌加以证明——这位医生出色的地方在于,他把握了让自己的观点具有可信度的最佳机会。我们常用一些外部的权威和统计的数据来增强说服力,并不是最好的。因为,在黏性观点的世界里,生动的细节更具权威。
05 情感:使人关心在乎
1925年,约翰 卡尔普斯(John Caples)为美国音乐学院撰写音乐函授课程的推销广告,在这之前他从没有做广告的经验。他坐在打字机前,在键盘上上敲下了广告史上最著名的一条标题:“我坐在钢琴前时他们都嘲笑我,但当我开始弹奏时……”他的广告创意之所以能成功,是因为他成功俘获了人们的情感,抓住了人们的兴趣,也尊重了人们的个性。
06 故事:促人起而行动
《心灵鸡汤》的巨大成功打破了“知识的诅咒”,这也让我们明白了一个道理——故事具有模拟和鼓舞的双重力量,想要让自己的创意与观念更为人牢记,那么,从讲一个好故事开始。
结语 黏性如此产生
附录1 黏性建议
附录2 便捷指南
附录3 章节注释
Book Abstract

何为创意黏性?
有位朋友的朋友时不时要出差谈生意,我们姑且称他为戴夫。前不久,戴夫到大西洋城跟客户进行重要面谈。会后,距离登机还有一段时间,于是戴夫就拐进附近一家酒吧去喝上几杯。
头一杯酒刚下肚,一名绝色美女便贴身而来,说要请他再喝一杯。戴夫受宠若惊,连声答应。美女朝吧台走去,端回了两杯酒,一杯递给戴夫,一杯留给自己。戴夫道了声谢,小抿了一口,之后便什么都不记得了。
确切地说,那是他醒来后所能记得的最后一件事。当戴夫恢复意识时,他不知自己身在何处,却发现自己躺在一间旅馆的浴缸里,全身盖满了冰块。
戴夫心慌意乱,四处张望,想要弄清身处何地,又何以至此。接着,他看见一张字条:
别乱动,拨911。
浴缸旁的小桌子上摆着一部手机。戴夫拿起电话,拨通了911,而此时他的手指早已被冰块冻得麻木而笨拙。诡异的是,接线员似乎对他的处境了若指掌。她说:“先生,麻烦您把手伸到背后,请慢一点,小心一点。有没有一根管子从您的背部下方伸出来?”
戴夫惴惴不安,伸手探了探身后,果不其然,摸到了一根管子。
接线员继续说道:“先生,请不要慌,您有一颗肾被人割走了。城里有个偷割人体器官的犯罪团伙,您被他们盯上了。医护人员马上赶到,他们来之前请您先别动。”
你刚刚读到的这段故事是过去15年来传播最广且最成功的一大都市传说。第一条线索就是都市传说的经典开场白:“有位朋友的朋友……”不知你注意到没有,我们朋友的朋友的生活总是比我们朋友自己的生活精彩许多。
这个偷肾的故事你可能以前就听说过。目前流传的数百种版本,无不具备以下三个核心要素:(一)下了药的酒;(二)盛满冰块的浴缸;(三)您的肾被偷了的压轴台词。其中一个版本是这样的,一个已婚男人在拉斯维加斯邀请妓女进入旅馆房间,然后喝了下过药的酒。真可谓一出由肾脏客串的道德伦理剧。
设想一下,你现在就合上这本书,休息一小时,然后打电话给朋友转述这则故事,但在打电话前不允许再回头重读一遍故事。很有可能,你会讲得近乎完美。或许你会忘掉男主角去大西洋城是为了“跟客户进行重要面谈”——谁会关心那个呢?但你能够记得所有关键的要点。
偷肾就是一个有“黏性”的故事。我们听得懂,记得住,之后还能再复述。如果我们相信故事的真实性,它甚至可能永远改变我们的行为——至少当美貌的陌生人请喝酒时,我们会三思而行。
……

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