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  • Hey it's Marie Forleo and you are watching MarieTV, the place to be to create a business

    嗨!我是瑪莉.芙萊奧(美國跨多行業專家),你正在收看的是Marie TV,這裡能讓你學會創造你所熱愛的事業

  • and a life that you love. And you know what? A while back we tested out a new segment here

    與生活。你知道嗎?不久前,我們在MarieTV試開一個新的單元

  • on MarieTV called Love Your Branding Baby.

    名稱叫做:「愛上你的品牌吧,寶貝!」

  • In this segment we highlight a brand that just gets it. From their design to their messaging

    在這個單元中,我們會將重點擺在一些新穎的品牌,從其設計到理念

  • all the way through to the product. And today we are highlighting a company that is making

    再一路介紹到產品。而今天我們將關注的是一家在市場上

  • a huge stink in the marketplace, yes, I am talking about the miraculous Poo-Pourri. Now,

    「臭氣薰天」的公司,沒錯,我要談論的就是令人嘖嘖稱奇的「屎芳香」,現在(譯註:Poo-Pourri為一種廁所芳香劑,其命名是借用Potpourri一字表示,用天然乾燥植物混合的植物香味,就能為居家環境帶來芳香的味道)

  • while I could go on for hours deconstructing all of the things Poo-Pourri is doing right

    我其實可以解構Poo-Pourri所有做得很棒的東西,滔滔不絕地講好幾小時

  • because I love them so much, we're only gonna focus on 3 smart strategies so that

    因為它們讓我愛不釋手,不過這裡我們只將焦點放在3大聰明方針上,這樣的話

  • you can take these ideas and use them in your business.

    你就能汲取這些概念,並發揮在你的事業上

  • Smart strategy number one is know your poo crew. So remember what I've been teaching

    聰明方針之1就是了解你的「便便客群」。還記得我一直在MarieTV上教過

  • you here on MarieTV for ages? If you're talking to everybody, you're talking to

    你的嗎?如果你跟大家說,就等於

  • nobody. Now, in theory they can market to everyone since everyone poo's, but they don't.

    沒說。理論上來說,他們目前可以向任何人行銷,因為每個人都會大便,但他們並沒有這麼做

  • They're smarter than that. They know exactly who their poo crew is. Take a look.

    他們更聰明,他們能清楚掌握他們的便便客群是什麼人,馬上來看一下

  • From their visual assets to their copy they talk directly to a glamorous or glamour appreciating

    從他們的視覺資產到印刷品,都直接提到一位外表年輕又迷人的

  • youngish woman who thinks poop is hilariously funny. (-I mean, who doesn't? Right, ladies? -Oh, that's right. -That was funny.)

    佳人認為便便其實也可以很有趣(-我是說,誰不這麼認為呢?對嗎,女士們? -就是說呀 -太有趣了!)

  • Here is a subtle but advanced poo crew targeting technique that is really worth paying attention to.

    這裡有項微小卻稍微進階的便便客群銷售指南,非常值得關注一下

  • Take a look. They never waver from talking to this one woman.

    我們來看一下,他們銷售產品不會只賣給女性

  • Yes they have products for guys, yes they have products for parents, and yes they have

    沒錯,他們也有賣給男性使用的產品,也有提供父母親購買給小孩的,當然還有為寵物設計

  • products for pets. Check it out. Pooch-Pourri.

    的產品,你看,「狗狗專用芳香劑」

  • But they didn't say, “Oh wait, let's make her a 40 something mom with teenage boys at

    他們不會說:「喔等一下,我們把她改造成一位40多歲的媽媽,在家裡帶著一群

  • home.” No. They stick to this one silk robe wearing customer and they rely on her to spread

    小朋友吧!」沒有,他們堅持使用這位穿著絲製長袍的人物,藉此仰賴她能將這個品牌

  • the word to the pepperoni loving frat boys down the street. Now, you should be asking

    散播到街上酷愛義式辣味香腸的兄弟會,現在,你應該問問自己

  • yourself, do you know who your poo crew is?

    你知道你的「便便客群」是什麼樣的人嗎?

  • Smart strategy number two, don't give a crap about everybody else. I mean, not many business

    智慧方針之2就是,別理會任何一個人的狗屁批評,我的意思是,鮮少有企業

  • owners have the courage to have a brown trout lying at the bottom of a bowl on their homepage.

    老闆有勇氣敢把一條棕色便便就這樣橫躺在他們首頁的最底端(譯註:brown trout原意指褐鱒,因體型與顏色看似有點像糞便,故瑪莉借以代稱糞便)

  • Why? Because a lot of people could get offended by something like that. But not Poo-Pourri,

    怎麼說呢?因為那樣的東西可能會冒犯到很多人,但Poo-Pourri可就不一樣了

  • they think all those people can just go flush it.

    他們覺得那些人可以如沖馬桶般,沖掉就沒事了

  • Poo-Pourri is practicing what I lovingly call sales prevention, so they are repelling the

    Poo-Pourri正在實行一種我愛的銷售策略,叫做預防性銷售策略,所以他們排拒那種

  • people that would be truly stinky pains in the butts anyway. They don't care about not

    極度惹人嫌、惹人厭的傢伙,他們不在乎這樣的品牌是否會

  • being liked, they poop on that idea. They're going for the person who's absolutely gonna

    不被喜歡,而是選擇在其中添加便便的創意。他們為的是能讓人們看到這種被

  • love seeing a cartoon dookie surrounded by fumes and toxic skulls.

    臭氣薰天和毒骷髏包圍的卡通便便就絕對會愛上它(譯註:dookie這個字在字典上是找不太到的,屬於比較冷們的字,其所指的意思即糞、屎、渣滓,一般人多用shit來表示)

  • Bottom line, and yes it's a tweetable.

    重點是什麼呢?沒錯,它是一則推特轉發訊息

  • If you want a fresh brand, don't give a crap about someone who thinks you stink.”

    「如果你想要有個耳目一新的商標,那就別理會那些不看好你的人。」

  • Smart strategy number three is spray your brand's scent everywhere. Now, here's

    智慧方針之3,讓你的品牌揚名到全世界各地吧!目前,有個

  • the good news: all of us have so many opportunities to create an outstanding customer experience,

    好消息是:所有人都擁有著眾多機會來創造出令人讚嘆的客戶體驗

  • but the bad news is most of them go overlooked and left hanging there kinda like dingleberries.

    但壞消息則是多數人都忽略了那些機遇,像個笨蛋一樣,白白讓機會溜走(譯註:dingleberry其意思有二,一個是指紅果莓,另一個是近幾年才出現的新詞彙,原意是指卡在肛門毛上的屎,衍伸為蠢貨、沒用的廢物)

  • So let's take the FAQ page for instance. Most people think of the FAQ page as kinda

    所以我們就拿常見問題集來當作例子,多數人認為常見問題集就像是一個

  • like the buttcrack of their site, a place that nobody looks. But I gotta tell you, you need to think again.

    網站的股溝,沒有什麼人在看的地方,但我得告訴你,這樣的想法必須被顛覆(譯註:buttcrack原意指股溝,加上ing當形容詞使用時,還可以解釋成很痛苦、很討厭的意思)

  • What I love about Poo-Pourri is they never miss an opportunity to pile on the personality.

    我之所以會這麼喜愛Poo-Pourri,是因為它們能將渲染品牌個性的機會發揮到淋漓盡致

  • And nowhere do they shine brighter than in their copy, the words they use throughout

    讓他們走到哪都能發光發熱,而不是只有印刷文宣,他們使用的文字遍及

  • their site. Especially in places where the sun usually don't shine.

    整個網站,特別是還有那些鮮為人知的地方呢!

  • Here are two examples of about a bazillion.

    底下是眾多例子當中的兩個做為舉隅

  • First, check out their stink-free money back guarantee. So this line does double duty:

    首先,檢查他們的無臭退款保證,這一行字可是有著雙重功用:

  • it's funny and it's clever, but it's also a mnemonic device, which is brilliant

    非常有趣也很聰明,同時也是種記憶策略的手法,可說是相當厲害的行銷

  • marketing. Research shows that rhyming phrases are perceived as more truthful and accurate,

    方式,研究顯示出這種押韻詞句,多會被視為一種較具信服力、更為準確的指標

  • which can mean the difference between gaining a sale and losing a customer.

    能體現出增加銷售以及喪失客戶之間的差異

  • Number two, check out their FAQ page. Now, you really do have to read the whole page

    第二,檢查他們的常見問題集頁面,現在,你得真的要一字不漏的閱讀整個頁面

  • because it's hilarious, but this is the line that really stood out to me: “Q: A

    因為這真的滿好笑的,但這才是真正吸引我的一行字:「問:我有一個

  • trustworthy friend swore to me that Poo-Pourri is made of four parts Atlantis salt water,

    滿可靠的朋友跟我發誓,Poo-Pourri裡有40%是由亞特蘭提斯鹽水所組成

  • 2 parts Bermuda Triangle air, and one part unicorn pee. Is that true, or do I need a

    20%萃取自百慕達三角洲上空的空氣,還有另外10%是來自於獨角獸的尿,這是真的嗎,還是我該

  • new friend?” A: “Do you smell that? It's your friend's pants on fire. Though its

    換個新朋友呢?答:你聞到那味道了嗎?是你朋友的褲子著火了!雖然它的

  • powers may seem magical, Poo-Pourri is the real stink fighting deal.”

    魔力看起來真的挺神奇的,但Poo-Pourri真的是對抗臭味的優質產品呢!」

  • As you can see, they do an outstanding job with their copy. It's all on brand and it's

    如你所見,他們在自己的印刷文宣上真的做得非常好。全都跟他們的品牌有關,並且

  • smeared everywhere. Now, copy is one of the things that I love most in the world and,

    到處都弄得「臭氣滿天飛」,其實呢,印刷文宣是這世界上我最愛的東西之一

  • as you can see, Poo-Pourri does an incredible job. They're really a brilliant example

    如你所見,Poo-Pourri在這方面做得非常棒,他們為「對的話語究竟能產生多大

  • of how powerful the right words can be. Now, unfortunately this is a place where a lot

    的力量」樹立了良好的典範,然後不幸的是,這也是讓許多企業家傷透

  • of business owners struggle, so if you want to learn how to inject more fun into your

    腦筋的地方,所以如果你想學習如何為你的文案注入

  • copywriting come on over and visit TheCopyCure.com. I would be happy to help.

    更多樂趣,不妨來TheCopyCure.com.網站看看吧,我將十分樂於提供協助

  • Now, these three strategies are just the turtle head of what Poo-Pourri is doing brilliantly.

    現在,這3招策略不過只是Poo-Pourri邁向成功事業的首部曲罷了

  • Now, Poo-Pourri, if you're listening, here's a tip from 1991. We think you should make

    如果現在Poo-Pourri,你們有在看這部影片的話,有個取自於1991年的小撇步,我認為你們該把它

  • this your phone number.

    當成你們的電話號碼

  • It's time to turn the focus back to you. Now, as always, insight without action is

    是時候該把焦點轉移到你們身上了,現在,如往常一樣,光說不練一點幫助

  • worthless. So which one of these three smart strategies do you need to focus on in your

    也沒有,所以在這三種智慧策略當中,哪一項是你需要用以專注在

  • business and what's one action you can take right now to bring it into life? Now, as always,

    事業上的?而你又能採取什麼樣的作為,並帶到現實生活中來呢?現在,如往常一樣

  • the best discussions happen after the episode over at MarieForleo.com, so go there and leave your comment now.

    每一集結束後,MarieForleo.com都會出現熱烈的討論,所以現在就趕快到網站上留下你的想法吧!

  • Like this video? If so, subscribe and share it with all of your friends. And if you want

    喜歡這一集影片嗎?如果喜歡,請你訂閱我們的頻道,並將它分享你的好友們吧!如果你想要

  • even more great resources to create a business and life that you love, plus some personal

    更多超讚的資源去創造你熱愛的事業及生活,或者想要

  • insights from me that I only get to talk about in email, come on over to MarieForleo.com

    我只會在email裡提到的個人洞見的話,那就來MarieForleo.com網站

  • and sign up for email updates. Stay on your game and keep going for your

    並且註冊以利收到電子報的通知。繼續闖蕩你的事業,並繼續朝著你的

  • dreams because the world needs that special gift that only you have. Thank you so much

    夢想邁進,因為這世界正需要你那獨一無二的天賦。非常感謝你的

  • for watching and I'll see you next time on MarieTV.

    收看,我們下回再於Marie TV上見囉!

Hey it's Marie Forleo and you are watching MarieTV, the place to be to create a business

嗨!我是瑪莉.芙萊奧(美國跨多行業專家),你正在收看的是Marie TV,這裡能讓你學會創造你所熱愛的事業

字幕與單字

影片操作 你可以在這邊進行「影片」的調整,以及「字幕」的顯示

B1 中級 中文 便便 品牌 譯註 事業 銷售 產品

優秀的品牌建設,你可以從數裡之外聞到。 (Great Branding You Can Smell From Miles Away)

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    稲葉白兎 發佈於 2021 年 01 月 14 日
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