跟营销大师学习讲故事

    据波特曼说，利华问自己：“我怎样才能实现增长、增长、再增长，让所有人都享受到恩惠？”

    波特曼告诉我们，如今，“问题转移到了撒哈拉以南非洲地区和印度”——而威廉•利华的另一个创造，Lifebuoy（“救生圈”）肥皂，正在那些地方推动这项事业。“Lifebuoy真是名符其实。”

    我们总结得到的第二种故事，是顾客影响故事。这种叙事记述的是一家企业在改善生活方面的成效。例如去年，联合利华的Lifebuoy团队就创作了一则三分钟短片，用以在印度推广洗手习惯。视频中，一名父亲在儿子的五岁生日上表达感恩。片尾披露，这个儿子是他第一个活到五岁的孩子。

    这则Lifebuoy短片在YouTube上的播放次数接近1,900万次。

    顾客影响故事要有说服力，不一定非要述说拯救了多少条人命。为汽车买家提供网络服务的Edmunds公司就使用视频推荐，来分享自己的品牌理念——“简化生活中的重大决定”——对顾客的意义。其中一则视频展示了Edmunds网站如何使一位74岁老妇得以买到她“前往独立的门票”。还有一则视频则庆贺了一位母亲新近获得的出行自由。

    Edmund总裁兼首席运营官塞斯•贝尔科维奇说：“这些视频恰好反映了我们对自身宗旨的设定——以及我们努力实践的使命。”  (财富中文网)

    译者：Liam

    According to Polman, Lever would ask himself, "How do I grow, grow, grow so that more people get the benefit?"

    Today, Polman says, "the issues have just moved to sub-Saharan Africa and India" -- where another of William Lever's creations, Lifebuoy soap, is there to help the cause. "Lifebuoy is exactly what the name says."

    The second type of story we observed is the customer impact story. This narrative documents the life-improving effects of an enterprise. For example, last year, Unilever's Lifebuoy team created a three-minute film to promote hand washing in India. The video depicts a father giving thanks for his son's fifth birthday. The closing sequence reveals that the son is the man's first child to survive his fifth year.

    The Lifebuoy film has been viewed on YouTube almost 19 million times.

    Customer impact stories don't have to recount saved lives to be powerful. Edmunds, which provides online services for car buyers, used video testimonials to share what its Brand Ideal—"Simplifying life's big decisions"—means for its customers. One video shows how the Edmunds website empowered a 74-year-old woman to purchase her "ticket to independence." Another celebrates a mother's new-found mobility.

    Edmund's President & COO Seth Berkowitz says, "The videos reflect exactly what we would like to think we're all about -- and the mission we're trying to live."