什么样的文案能打动消费者？一定要学会搞笑
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“内容为王。” 这句话现在说滥了。当然它基本上是正确的——尤其是在2016年这个信息爆炸的年代，我们每天都在消费大量的内容。 只要想想各路媒体为吸引眼球而做出的各种秀下限的行径，你就明白了。 如今，普通人每天要花8小时的时间消费某种形式的媒体。每周都有数以万计的各种广告将我们包围。 就在你看完这篇文章之后，你可能又要去刷刷朋友圈，上上微博，收收电子邮件，然后上Netflix之类的视频网站看看小电影。所有这些都是我们所说的“内容”。然而对于我们消费者来说，最可怜的是，大多数的内容都烂到家了。 首先是爱“搞一个大新闻”的标题党，看完全文往往让人气不打一处来。其次是软文党，很多品牌都想风搞一个内容营销，结果无非是被群众狠狠地批判一番。可以说当前市面上的每一条广告都差得要命，我们的大脑已经修炼出了只消扫一眼就自动忽略之的技术。 所以，我们现在要对“内容为王”的口号改上一改了。“好内容为王”是不是更精确些呢？ 或者也可以改成“搞笑的内容为王”。这才对嘛！21世纪什么最重要？搞笑！ 明白了吗？好，现在我们就来教你怎样搞笑。 如何在广告里加入幽默感？ DJ·奥尼尔是旧金山的一家名叫哈布战略交流公司（Hub Strategy & Communication）的广告公司的CEO，奥克兰运动家队、视灵宝（Slingbox）、Eat24、耐克、Dropcam和Jawbone等知名品牌都是他的客户。 这些知名品牌为何信任奥尼尔和他的团队？因为哈布公司的广告充满了个性和幽默感，效果非常好。 |
“Content is king.” It’s a phrase you hear all the time. And it’s mostly true — especially in 2016 when we’re consuming so damn much of it. I mean, just think about the battle for our attention… The average person spends 8 hours a day consuming some form of media. We’re exposed to tens of thousands of ads every week. And let’s be honest, after you’re done reading this you’ll probably go check your ad-filled Facebook feed. Then Instagram. Then Snapchat. Then email. Then Netflix NFLX 0.08% . All of that is content. Every last bit. But, unfortunately for all us hapless consumers, most of it sucks. Clickbait articles? Awful. Brands trying to be edgy with their “content marketing” and failing miserably? The worst. Pretty much every ad in existence? So bad that our brains are literally trained to glaze over and tune them out. So maybe it’s time we made an adjustment to that whole “Content is king” thing. Maybe “Good content is king” would be more accurate? Or perhaps it’s “Funny content is king.” Yeah, that’s it. That’s the one. BE FUNNY. Got it? Good. Now let’s teach you how to do it. Using humor in advertising DJ O’Neil is the CEO of Hub Strategy & Communication, a San Francisco-based ad agency who works with (or has worked with) the Oakland Athletics, Slingbox, Eat24, Nike NKE 0.25% , Dropcam, and Jawbone. Why do these well-known brands trust DJ and his team? Because Hub’s work is injected with a ton of humor and personality. And it works. |
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奥尼尔对我说过：“你可以缠着人们卖产品给他们，也可以通过娱乐他们的方式卖产品给他们，我们选择了后者——特别是通过幽默感，因为它简洁明快，效果无可比拟。” 他说得非常对。比如你可以看看下面这些哈布公司为一家名叫Lombardi Sports的体育用品公司设计的广告： |
“You can either annoy people to sell products or you can entertain them to sell products,” DJ told me. “We take the latter route — specifically humor — because it cuts through the clutter. There’s nothing else like it.” It’s so true. Just take a look at these advertisements Hub created for Lombardi Sports, a sporting goods store: |
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不管你想买的是滑雪板还是跑鞋，只要一看到这两则语意双关的广告，作为一个老司机的你，自然会会心一笑，秒懂其中的幽默。不管出于任何原因，只要一则广告能让人们笑出来，消费者自然会想：“你真懂我。” 换句话说，幽默感能让你的目标用户听进去你的话。 “你看，我们都知道这个游戏是怎么玩的。我们掏钱给你看广告，目的是为了让你给我们钱。可能你会掏钱，可能你不会掏钱——当然我们还是希望你会掏钱。但是你的时间是宝贵的，所以至少让我们逗你笑一笑，对吧？” 大家都不蠢。一年三百六十五天，天天都不断地有人朝我们卖东西。对于商家心里的那点小九九，谁心里不跟明镜似的。 如果能把广告做到“销售”以外的水平，你就是广告界的大拿。如果你的广告平平无奇，八成就要悲剧。 所以你要让你的品牌处处体现幽默感（尤其是在人们意想不到的地方）。 “关于幽默最好的一点，就是你可以把它洒在任何地方。哪怕是在压力山大的情形下，效果也是很好的。比方说某个人的信用卡在你的网站上被拒了，你可以设计这样一条自动回复：“往好处想想吧，至少不是你的护照被拒了。”奥尼尔说。 这个世界充满了千篇一律、看了上句就能猜到下句的废话。如果你足够聪明，你就应该能够充分地利用你的优势。 人们已经习惯了乏味和死气沉沉的品牌互动。如果你能搞出些新意来，就能起到20倍的效果。 我们来举个例子。 很多单位的洗手间都挂着这样一条标语：“员工在回到工作岗位前必须先洗手”。我猜很多公司也把这当成一条内容，考虑到每天要面对这条标语的人着实不少，它也勉强算一条内容吧。 而哈布公司为一家名叫Chevy’s Fresh Mex餐厅制作的标语是这样的： |
Whether or not you need a new snowboard and a pair of running shoes, you can appreciate the humor. And for whatever reason, when an ad makes people laugh, it gives off this vibe of “Oh okay, this company gets it.” In other words, using humor allows you to say to your target audience, “Hey! Look, we both know how this game works. We paid money to get this ad in front of you, and our goal is to get you to give us money. Maybe you will, maybe you won’t — hopefully you do! But your time is valuable, so hey, let’s at least make you laugh, right?” People aren’t stupid. We’re being sold to all day, every day, to the point where we know exactly what’s going on. Connect on a level beyond the “sale” and you’re golden. Keep it vanilla and you’re toast. Using humor across your brand (and in unexpected places) “The great thing about humor is that you can sprinkle it everywhere. Even in stressful situations, it works great. For example, say someone’s credit card is declined on your site. Throw in an automated response that says, ‘Look on the bright side! At least it wasn’t your Passport.’”DJ O’NEIL The world is full of generic, predictable crap. And if you’re smart you can use that to your advantage. See, people become so accustomed to bland, lifeless brand interactions, that doing something different in those situations makes 20x the impact. FOR EXAMPLE You know those boring “Employees must watch hands before returning to work” bathroom signs? I doubt many businesses view that as a piece of content, but considering how many customers see it, maybe they should. Here’s what Hub did for Chevy’s Fresh Mex: |
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由于你的大脑并没有预料到会在这里看到任何有创意的内容，因此当你看到它时，你就会更倾向于接受它所传达的信息，而且效果会比较持久。而且它会再次向受众传达一种“这个地方真懂我，我们说不定可以做朋友”的感觉。从而我们就会自发地这样去做。 所以你要站在独特的角度上——也就是你的竞争对手从没想过的角度，这样你就会收获到利益。 你在Facebook的评论区里要学会耍怪卖萌，你的常见问题解答页面上要足够搞笑，电子邮件的自动回复里也可以放几个GIF动图。 一旦你意识到“一切皆是内容”，用户与你的每一次互动都是“广告”，你就渐入佳境了。 那么，幽默是否有无效的时候呢？ 这是个好问题，你真是个聪明的读者。奥尼尔对我表示：“如果你是搞殡葬业的，这个领域可能没有什么发挥幽默感的空间。除了这个行业，幽默几乎百试百灵。” 就算你是一家银行、一家律师事务所，或者经营的是任何“无趣”的业务，也没有什么能阻止你使用幽默。哈布公司就曾为蓝盾（Blue Shield，一家保险公司）设计过广告，而且设计得极为搞笑。 当然，如果顾客已经对你产生了相当专业且一丝不苟的印象，这时再想玩幽默就要困难得多了。然而那又怎样？生活已经如此艰难，有些事就不要抱怨太多。 而且，你所从事的行业越严肃，你偶尔幽上一默，效果就越突出。 比如美国政府雇员保险公司（GEICO），自从他们发布了几则搞笑广告之后，销售额就像坐火箭似的蹭蹭往上涨。从此以后，电视上的所有汽车保险广告都成了喜剧小品。 没有人会看了搞笑广告后就对自己说：“我擦，这家银行太不严肃不专业了，看得我尴尬癌都犯了。”而是会想：“我擦，这些家伙非常擅长他们的业务，而且还能幽上一默。真厉害！” 总结： 使用幽默可能会令人感到风险。由于大多数人都倾向于规避风险，所以他们往往会拒绝幽默。这一点我懂。 但就像奥尼尔所说的那样：“幽默并不等于风险，人人都希望大笑一场。如果你总是把事情说得很直白死板，这才有风险。为什么？因为没人愿意看。” 是幽默并鹤立鸡群，还是无趣且泯然众人，选择权就在你手中。(财富中文网) 译者：朴成奎 |
Since your brain’s not expecting any creativity here, you’re all the more receptive when you see it. It sticks with you. And again, it says, “This place gets it. We’d probably be friends.” We try to do this, ourselves, actually. Stand out in unique places — places your competitors aren’t even thinking about — and you will reap the benefits. Get weird in the Facebook comments section. Make your FAQ page hilarious. Send GIFs as a part of your automated email responses. Once you realize that everything is content and that every single interaction a user has with your brand is technically “advertising,” you’re getting places. Is humor ever not effective? Good question, intelligent reader. As DJ told me, “If you run a chain of funeral homes, there might not be room for humor. But outside of that, there almost always is.” If you’re a bank, a law firm, or any other “boring” business, nothing’s stopping you from being funny. Heck, Hub did some work for Blue Shield (an insurance company) and it’s hilarious. Sure, it’s definitely harder to be funny when customers are expecting you to be super professional and boring but, guess what? Life is hard. Stop complaining. Plus, the less “funny” your industry is, the more you’ll stand out when you make people laugh. Just look at GEICO. Sales rocketed when they started making ridiculous ads, and next thing you know, every auto insurance commercial on TV is a comedy fest (not gonna lie, I hate Flo, though). Nobody’s ever going to think to themselves, “Wow, this bank is not being very serious or professional! How embarrassing.” Rather, they’ll think, “Wow, these guys are so good at what they do that they can even add a level of humor! How impressive.” In conclusion Using humor can feel risky. And since most people are risk averse, they shy away from it. I get that. But as DJ says, “Humor isn’t risky. Everyone appreciates a good laugh. Keeping things super straightforward and bland? Now that’s risky. Why? Because nobody’s going to see it.” Be funny and stand out or be boring and fall through the cracks. The choice is yours. |
