营销秘籍2之太级

INTRODUCTIONTOPYRAMIDPRINCIPLE金字塔式写作原则简介1为什么学习这门课程如何高效地进行沟通提高沟通的效能：沟通是为了解决问题，要有明确和有价值的思想提高沟通的效率：沟通要让对方准确快速地理解你的意思，掌握关键点2•WritingBackwards--ThePyramid从结论说起•TheGoverningThought(TOPS)中心思想•LogicalArguments逻辑论证•LogicalGroupings逻辑组合•NoGaps,NoOverlaps(MECE)不遗漏、不重叠(不多不少)AGENDA课程3EVOLUTIONOFSTRATEGICWRITING策略性写作方式的演变Writingsentences造句Writingstories写故事Writingbackwards从后面(结论)写起IIIIII4雪莉吾友：我俩是多年老朋友了，共渡过许多好时光…但一个月前你说了些令人难受的话…上两星期你又没来参加我办的宴会…后来…5雪莉吾友：我恨你！因为……6DearShirley...雪莉吾友…Ihateyou我恨你Reason#1第一个理由Reason#2第二个理由Reason#3第三个理由WRITINGBACKWARDS(PYRAMIDPRINCIPLE)从结论说起(金字塔写作原则)7SOLVINGTHEPROBLEM解决问题Facts事实Analyses分析Conclusions结论Recommen-dations建议方案COMMUNICATINGTHESOLUTION沟通解决问题的办法Recommendations建议方案Actions/steps/reasons行动/步骤/理由Facts/analyses事实/分析Whatshouldbedone?该做什麽？Howorwhyshoulditbedone?为什麽该做这些？如何做？Howdoyouknowtherecommendationsaresound?怎麽知道这建议方案是完善的？8DEVELOPINGASTRUCTUREFORWRITINGBACKWARDS如何建构「从结论说起」的作品Governingthought中心思想Keylinesupport支撑思想的主要理由Support支撑理由Support支撑理由9AGENDA课程•WritingBackwards--ThePyramid从结论说起•TheGoverningThought(TOPS)中心思想•LogicalArguments逻辑论证•LogicalGroupings逻辑组合•NoGaps,NoOverlaps(MECE)不遗漏、不重叠(不多不少)10IFYOUWERETOBOILYOURBOOKDOWNTOAFEWWORDS,WHATWOULDBEITSMESSAGE?『您能用一句话介绍您的这本大作吗？』11GOVERNINGTHOUGHT中心思想的要诀TOPSTargetedtoouraudience瞄准观众Over-arching周延完整Powerful掷地有声Supportable言之有据12GOVERNINGTHOUGHT--ISITTOPS?检验中心思想是否合乎标准？ThecompanyhaspotentialintheA,B,andCmarketsegments本公司在甲、乙、丙三个市场具备发展潜力Thecompanyshouldenteremergingmarketsegmentsaggressivelytopreemptcompetition本公司应积极打入新兴起的市场区隔之中，以及早占有优势竞争地位13AGENDA课程•WritingBackwards--ThePyramid从结论说起•TheGoverningThought(TOPS)中心思想•LogicalArguments逻辑论证•LogicalGroupings逻辑组合•NoGaps,NoOverlaps(MECE)不遗漏、不重叠(不多不少)14Governingthought中心思想Keylinesupport主要理由Governingthought中心思想ARGUMENT论证式GROUPING组合式15ARGUMENTSTRUCTURE(DEDUCTIVEREASONING)逻辑论证式架构(演绎推论)Keylinesupport主要理由Governingthought中心思想Non-controversialstatementaboutsituation以无可争议的说法来陈述情况Commentonsituation对情况的评论Implicationofsituationandcomment(thereforepoint)情况所代表的涵义及评论(「因此」…)16LOGICALARGUMENT-EXAMPLE逻辑论证举例Toimprovesales,DynamoshouldtakeimmediatestepstodevelopandexecuteamoretargetedmarketingplanfortheLX20贵公司必须立即采取行动，研拟并实行对象明确的营销计划以改善LX20产品的销售Asyoususpected,somemanufacturingflawshavehurtsalesofDynamo抯newsystemLX20正如你所料想的，生产过程的瑕疵影响了新产品LX20的销售However,majorcauseofdisappointingsalesisDynamo抯unfocusedmarketingeffort然而，真正使得销售不振的主要原因则在于贵公司市场营销的重点不集中Therefore,Dynamoshouldtakeimmediatestepstodevelopandexecuteamoretargetedmarketingplan因此，贵公司应立即研拟一份更明确强调重点对象的营销计划并开始实行17SOMEARGUMENTPATTERNS部分逻辑论证模式SuccessrequiresX需有X才能成功SuccessrequiresX需要X才能成功YouarepursuingX你正朝X发展YouthoughtXwasaproblem你认为X是问题Performanceisnotasexpected绩效不如预期YouarenotequippedtodoX你无法作到YouarenotfocusingonX你的重心不在XYwouldbebetter但Y比较有利FurtherinvestigationshowsitY但调查显示Y才是问题UnderlyingcauseisX问题出在XTherefore,developcapabilityforX因此，建立作X的能力Therefore,shiftfocustoX因此，转移重心到XTherefore,changedirectiontoY因此，转向Y前进Therefore,shiftfocustoY因此，转移重心到YTherefore,takestepstofixX因此，设法解决X18PROSANDCONSOFARGUMENTS逻辑论证的利弊Keyline主要理由Governingthought中心思想Noncontroversialstatementaboutsituation以无可争议的说法来陈述情况Commentonsituation对情况的评论意见Implicationofsituationandcomment(thereforepoint)情况所代表的涵义及评论(「因此」……)Pros利Cons弊•Demonstratesthatnootheravenuewillwork证明内容的必然走向(没有第二条路可走)•Canbeparticularlyeffectivewithresistantaudiences对有拒绝心理的听众尤为有效•Ifaudiencedisagreeswithsituationorcomment,argumentwillfailtopersuade如听众对「情况」或「意见」有异议，该论证即失去了说服力•Requiresaudiencetoremembermuchinformationbeforegettingtosowhat听众在听到最后的「所以」结论时，先要记忆大量信息19AGENDA课程•WritingBackwards--ThePyramid从结论说起•TheGoverningThought(TOPS)中心思想•LogicalArguments逻辑论证•LogicalGroupings逻辑组合•NoGaps,NoOverlaps(MECE)不遗漏、不重叠(不多不少)20GROUPINGSTRUCTURE(INDUCTIVEREASONING)逻辑组合式架构(归纳结论)Keyline主要理由Governingthought中心思想Samekindofidea:同类想法•Reasons•Examples•Actions原因例子行动21LOGICALGROUPING--EXAMPLE逻辑组合举例Toimprovesales,DynamoshouldtakeimmediatestepstodevelopandexecuteamoretargetedmarketingplanfortheLX20贵公司必须立即采取行动，研拟并实行对象明确的营销计划以改善LX20产品的销售Explicitlyidentifyhigh-prioritysegmentsandtheirneeds确实找出高优先性的客户群及其需求Developtailoredpromotionsandsalesaids发展针对目标客户设计的促销活动及工具Establishappropriatecustomercontactandfollow-upguidelines建立合宜的客户联系及追踪制度22ISTHISAGOODGROUPING?--1这是个好的逻辑组合吗？--1Thedivisionshouldtakeseveralstepstoimproveprofitability该部门应采取多种措施，改善盈利Shiftstrategicfocus改变战略性焦点Reexaminesalesforceincentives重新检讨销售队伍的原动力Theimprovementprogramhasimportantimplicationsfortheorganization改善计划对公司而言有很重大的意义23ISTHISAGOODGROUPING?--2这是个好的逻辑组合吗？--2Planningforthefuture为未来筹划Implementingtheproposedplanningsystemwillbecostlyandtime-consuming推行建议的计划系统花费会很高，而且很费时Itisnotclearthatthenewsystemwillcorrectthemajorweaknessesoftheexistingsystem新系统是否可纠正现有系统的主要弱点还是未知之数Importanceofgoodplanning好好作出规划的重要性24ISTHISAGOODGROUPING?--3这是个好的逻辑组合吗？--3Accountingsystemneedstobemodified会计系统需作修改Retailstoreshavenotsufferedmajorprofitdecline零售商店的利润并未大幅下降Variationsinproductlineprofitabilitybyregionnotwellunderstood并没有真正理解各区不同产品系列的利润差别SouthernRegiononlymoderatelymoreprofitable南区只取得稍高的利润PresentstoreP&Lleadstowrongdecisionsatstorelevel商店根据现有的盈亏情况错误地作出决定25PROSANDCONSOFGROU