Name: 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)
Uploaded: 2021-01-14T05:11:19.000Z
Duration: 6 min 48 s

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）

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

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！