“不要卖牛排,要卖嗞嗞声。”这是美国工商销售权威爱玛·赫伊拉的一句名言。无独有偶,李奥·贝纳为美国肉类研究所芝加哥总部做的“肉”广告文案中的第一句话也是:“你能不能听到它们在锅里嗞嗞地响?”李奥·贝纳这篇广告的成功常作为其理论“创造与生俱来的戏剧性”的证词,其实“戏剧性”的说法只是来自这则广告鲜明的图案:将红色的肉置于红色的背景上,鲜肉被衬托得更加鲜嫩,效果非常具有戏剧性,并非指它“嗞嗞”声的说法。换一个角度来看,爱玛·赫伊拉“要卖嗞嗞声”的观点和李奥·贝纳这则广告文案中卖“嗞嗞”声的实践却代 “Do not sell steaks, sell croaks.” This is a famous quote from Emma Huila, the U.S. business sales authority. Coincidentally, the first sentence of Leo Bernard’s “meat” ad copy to the Chicago Institute of Meat was: “Can you hear them ringing in the pan?” Leo Bay The success of this ad, often used as a testimony to his theory of “creating innate dramatic”, is actually a “dramatic” version of the ad’s vivid motif: placing red meat on a red background and fresh meat Be set off more fresh, the effect is very dramatic, not that it “sobbing” sound of the argument. On the other hand, the practice of Emma Khola’s “sell-to-sell” and the “sell-out” of the advertising copy of Leo Burnett