地产营销为什么无法站在用户角度思考？

<p></p><section><span leaf="" style="font-family: Arial;font-weight: bold;font-size: 12pt;"><span textstyle="" style="font-weight: normal;">我一直想回答这样一个问题：</span>为什么强调了很多遍</span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">,但大部分房地产从业者就是无法站在购房客户的角度考虑问题,即使所有人都知道,这是最最重要的一种营销思维?</span></font></span></section><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span><p></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">通过</span></font><font face="Arial"><span leaf="">”14天改变计划训练营”对很多房地产营销学员的沟通、分析,我想我逐渐找到了答案。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">我们无法做到</span></font><font face="Arial"><span leaf="">”站在购房客户角度”,并不是因为我们本身不够优秀。</span></font></span><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">实际上</span></font><font face="Arial"><span leaf="">,正是我们多年基因优胜劣汰后的进化,让我们拥有的那些天生本能直觉,阻拦了我们站在购房客户的角度思考</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">,从而做出大量的自嗨楼盘推广方案。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">这篇文章</span></font><font face="Arial"><span leaf="">,就借用过去”14天改变计划第二期”的房地产真实案例,讲讲两种阻拦我们站在购房客户角度思考的”本能”:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><span leaf="">1,</span></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“自我视角陷阱”:我们关心项目本身,并想表达开发商的理念</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><span leaf="">2,</span></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“发明家陷阱”:我们本能想改变客户对居住的既有观念</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">一、自我视角陷阱</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">好像不论怎么学习训练</span></font><font face="Arial"><span leaf="">,我们总是无法站在购房客户角度思考,因为”内在视角”本身就是我们多年进化出的天生直觉——</span></font></span><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">我们天生遇到所有问题的第一反应就是</span></font><font face="Arial"><span leaf="">”关心项目,表达开发商的理念”,而不是”站在购房者的视角看楼盘”。</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">不信</span></font><font face="Arial"><span leaf="">,看我出这样一个测试:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">假设在一个阳光明媚的周日上午</span></font><font face="Arial"><span leaf="">,你作为开发商代表,穿着正装,拿着精美的楼书,站在售楼处的沙盘前。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">这个时候</span></font><font face="Arial"><span leaf="">,突然一位客户直接质疑:“你们这个项目凭什么卖这么贵?”你第一反应冒出的话会是什么?</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“我们项目品质非常好!配套很完善!”</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">这是几乎所有房地产销售人员的第一反应</span></font><font face="Arial"><span leaf="">,是多年从业经验中积累并深深植入思维的反应,但是却并不符合”客户视角”这个重要的营销思维。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">如果此时的你切换客户视角</span></font><font face="Arial"><span leaf="">,从购房者的角度看这个楼盘,你脱口而出的第一句话并不应该是”我们项目品质非常好!“,而是对着这位客户说:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“您好!您即将了解到一个能解决您家庭居住痛点的楼盘!”</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">几乎没有一个房地产从业者会这么做</span></font><font face="Arial"><span leaf="">——废话,谁不是第一反应先介绍项目优势啊!</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">但如果你把这种</span></font><font face="Arial"><span leaf="">”正常思维”(自我视角)应用到任何一个房地产营销任务中,你就会面临麻烦。</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">我在训练营中举过这样一个例子</span></font><font face="Arial"><span leaf="">:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">假设你是某楼盘的置业顾问</span></font><font face="Arial"><span leaf="">,售楼处来了一对年轻夫妻看房,他们对价格很敏感,你发现他们同时也在看周边竞品项目,犹豫不决。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">作为置业顾问</span></font><font face="Arial"><span leaf="">,你走上前去,想说服他们选择你们的楼盘。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">第一反应</span></font><font face="Arial"><span leaf="">,你会怎么说呢?</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">大部分置业顾问可能是</span></font><font face="Arial"><span leaf="">:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“我们项目品质真的很好!”“我们开发商实力雄厚,不会烂尾的!”“现在优惠力度很大,错过就没了!”“给个机会,今天下定吧!”</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">细心的读者可能发现</span></font><font face="Arial"><span leaf="">,这种思路最常见(等下你会看很多楼盘的自嗨文案也是这种思路),而且更重要的是,它们非常像前面售楼处案例中的第一种思路:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“我们项目品质非常好!”</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p style="margin-left: 36pt;"><span style="font-family:Symbol;mso-fareast-font-family:Arial;font-size:12.0000pt;"><span style="mso-list:Ignore;"><span leaf="">·</span></span></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">客户质疑价格</span></font><font face="Arial"><span leaf="">——你想证明项目好——你表达项目品质好</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p style="margin-left: 36pt;"><span style="font-family:Symbol;mso-fareast-font-family:Arial;font-size:12.0000pt;"><span style="mso-list:Ignore;"><span leaf="">·</span></span></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">客户犹豫不决</span></font><font face="Arial"><span leaf="">——你想成交,希望客户下定——你表达自己的优惠和急迫</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">这就是</span></font><font face="Arial"><span leaf="">”自我视角”的第一反应:从项目出发,表达开发商的优势。</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">但改成客户视角</span></font><font face="Arial"><span leaf="">,你应该关心的是从对方真正在意和关心的事情出发,比如这个案例中,优秀的置业顾问是这样说的:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“两个项目中,只有我们这个能在孩子上学前交付入住。”</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><span leaf="">(</span></span><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">把自己想让客户做的决定</span></font><font face="Arial"><span leaf="">,关联到了客户真正在意的事情上</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">——年轻夫妻买房往往最关心孩子教育和入住时间)</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">当我们遇到任何一个营销问题的时候</span></font><font face="Arial"><span leaf="">,第一反应都是在自己的项目资料中寻找答案,这非常符合直觉,但却不是营销思维。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">房地产营销本质上并不是在项目资料中寻找答案</span></font><font face="Arial"><span leaf="">,而是在购房客户和业主的大脑中寻找答案。</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">如果用这个原则一看</span></font><font face="Arial"><span leaf="">,就会发现很多楼盘推广方案,都是在自己的项目资料中找答案:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">比如在上一期</span></font><font face="Arial"><span leaf="">”14天改变计划”中有个高端住宅项目”云墅”的案例,有的广告语是这样的:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">从</span></font><font face="Arial"><span leaf="">”自我视角”出发,这当然非常合理,高端住宅有豪华园林,肯定算住出”品质”;每个户型背后都有设计大师的理念(比如《XX建筑大师如何打造完美叠墅》),肯定也算”住出格调”,更重要的是,你还能在社区里认识同阶层的邻居,这也算住出”圈层”了。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“品质”</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">、</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“格调”</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">、</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“圈层”几乎完美概括了这个高端住宅项目的三大卖点,有什么问题呢?</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">最大的问题就是</span></font><font face="Arial"><span leaf="">:</span></font></span><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">上面的整个思路都是从自我视角出发的</span></font><font face="Arial"><span leaf="">,描述了开发商对这个项目的定位</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">(类似于你在售楼处强调品质,也是描述了自己的感受)。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">但却没有反过来从客户出发</span></font><font face="Arial"><span leaf="">:</span></font></span><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">当一个路过户外广告牌的陌生客户看到</span></font><font face="Arial"><span leaf="">”住出品质、格调和圈层”时,他第一反应会想到什么?</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">我想很多人可能会想到去看五星级酒店式公寓或者顶级会所</span></font><font face="Arial"><span leaf="">(住出品质、格调和圈层)。即使不是这些,也必然是一个更有社交属性的高端场所,去满足展示品位、结交圈层的需求,而非是一个需要背负三十年房贷、每天通勤的居住社区。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">“描述项目特点,在项目资料中寻找答案”——这是我们所有房地产从业者的天生直觉和第一反应,正是这种直觉反应,严重限制了思维。</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">上个周末我被某学堂邀请</span></font><font face="Arial"><span leaf="">,去听冯老师的定位课,期间有个房地产学员讲到自己的一个案例,也是陷入了自我视角:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">他们是做产业园区招商的</span></font><font face="Arial"><span leaf="">(比如吸引科技企业入驻),一开始利用定位理论给自己的定位是”会呼吸的产业园”(强调园区环境舒适)。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">我听了之后</span></font><font face="Arial"><span leaf="">,立马就好奇:“对于负责选址的企业决策者来说,园区环境舒适真的是大痛点吗?”</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">我想可能不是</span></font><font face="Arial"><span leaf="">,这个决策者往往面临老板的考核,估计真正想的是如何在预算内,找到能快速入驻、配套完善、便于招人的园区,迅速完成选址任务。这样的话,入驻服务环节(比如装修周期、招聘便利性)的痛点可能比园区环境本身的痛点要大。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">但为什么做这个定位任务的人</span></font><font face="Arial"><span leaf="">,第一反应就是”如何宣传自己的园区环境好”呢?为什么忽视了企业客户整个的选址决策流程?</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">这是因为还是从自我视角出发</span></font><font face="Arial"><span leaf="">,作为园区运营方的负责人,他眼中的视线是这样的:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">你想的是自己的园区</span></font><font face="Arial"><span leaf="">,下个季度招商目标,今天要上课,给项目找定位,自然容易只考虑园区本身的硬件(这是你在营销方面唯一直接看到的)。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">而对一个被老板要求选址的企业行政总监来说</span></font><font face="Arial"><span leaf="">,他作为客户的视角却是这样的:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">如果把自己的思维放到他的角度</span></font><font face="Arial"><span leaf="">,感受到老板对他的预算要求、HR部门对招聘的顾虑、他想要减少沟通成本以快速完成任务的想法……自然发现了更多的可能性,而不仅仅是说”园区环境很舒适”。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">当然这样非常烧脑</span></font><font face="Arial"><span leaf="">,即使你有意识去做这件事,这种思维特别像我们做房地产规划的时候让你画不同客群的需求分析图:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">(题目:画出从不同客群角度看,同一楼盘的价值点)</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">从开发商角度画很容易</span></font><font face="Arial"><span leaf="">,但是如果你假想自己是首次购房的刚需客户、改善型客户、投资客户,分别往回看这个楼盘,就难多了——这跟转换客户视角的思路一样,从不同购房者的角度看楼盘,而不是从开发商的定位出发看楼盘。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">类似于售楼处案例中</span></font><font face="Arial"><span leaf="">,不是从项目特点说”我们品质很好!“,而是从客户角度看然后说”这个楼盘能解决您的居住痛点!”</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">二、发明家陷阱</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">发明家陷阱</span></font><font face="Arial"><span leaf="">——这是第二个重要的,阻拦我们站在购房客户角度思考的陷阱。先举个真实案例:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“14天改变计划”第二期中,有个案例项目”湖畔雅居”,想进入改善型住宅市场,主打健康人居理念。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">拿到任务后</span></font><font face="Arial"><span leaf="">,大部分营销人第一直觉反应写的文案是:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“湖畔雅居,给你五星级的居住体验。”</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“湖畔雅居,健康生活从此开始。”</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">这样的文案又有什么问题呢</span></font><font face="Arial"><span leaf="">?</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">我想明眼人很容易觉察出来</span></font><font face="Arial"><span leaf="">:**这很难让人信任——**凭什么你说这个楼盘可以让我获得五星级居住体验,我就相信?</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">那怎么解决信任问题呢</span></font><font face="Arial"><span leaf="">?</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">第一种最容易想到的思路是</span></font><font face="Arial"><span leaf="">:</span></font></span><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">找背书。</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p style="margin-left: 36pt;"><span style="font-family:Symbol;mso-fareast-font-family:Arial;font-size:12.0000pt;"><span style="mso-list:Ignore;"><span leaf="">·</span></span></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">比如找大牌开发商背书</span></font><font face="Arial"><span leaf="">:万科、碧桂园操盘的项目,这么大品牌应该不会差,所以我可能会提高信任。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p style="margin-left: 36pt;"><span style="font-family:Symbol;mso-fareast-font-family:Arial;font-size:12.0000pt;"><span style="mso-list:Ignore;"><span leaf="">·</span></span></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">比如大规模投广告</span></font><font face="Arial"><span leaf="">(央视广告、高铁广告):有钱又有知名度,这么大手笔应该不会骗人,所以我可能提高信任。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">但这些都不是最好的方法</span></font><font face="Arial"><span leaf="">,花很多钱不说,而且现在各种背书的作用都在下降(购房者本身越来越理性、越来越相信自己的判断)。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">那怎么办呢</span></font><font face="Arial"><span leaf="">?</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">实际上这些文案让人缺乏信任的原因很简单</span></font><font face="Arial"><span leaf="">:它们本身并不符合购房者已经知道并认可的事实。</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p style="margin-left: 36pt;"><span style="font-family:Symbol;mso-fareast-font-family:Arial;font-size:12.0000pt;"><span style="mso-list:Ignore;"><span leaf="">·</span></span></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“湖畔雅居给你五星级居住体验”——不对啊,我住五星级酒店的时候,跟住在小区里的感觉完全不一样啊?居住体验的好坏,又不是由酒店标准决定的。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p style="margin-left: 36pt;"><span style="font-family:Symbol;mso-fareast-font-family:Arial;font-size:12.0000pt;"><span style="mso-list:Ignore;"><span leaf="">·</span></span></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“湖畔雅居,健康生活从此开始”——也不对啊,健康生活不是要多运动、合理饮食吗?买个房子健康就开始了,这逻辑说不通啊。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">总之</span></font><font face="Arial"><span leaf="">,</span></font></span><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">前面的文案并不符合我们已经知道的事实</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">——在我们过去的认知中,说到改善居住品质,我们能够想到的大部分是什么好地段、好学区、大户型、精装修、物业服务好、配套设施齐全等等。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">但是很少能想到一个楼盘直接就能给你</span></font><font face="Arial"><span leaf="">”五星级体验”或”健康生活”。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">当你说的东西并不符合别人已经知道的事实时</span></font><font face="Arial"><span leaf="">,想改变别人的想法几乎是一个不可能的任务——比如你告诉一个购房者郊区的房子比市中心更保值,即使你有各种数据背书,也很难,因为不符合人们过去看到的经验。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">那怎么办呢</span></font><font face="Arial"><span leaf="">?那如何让购房者接受你的健康人居理念呢?</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">实际上</span></font><font face="Arial"><span leaf="">,营销上不能发明一个新事实(比如这个楼盘能带来健康生活),但是却可以想办法发现并利用一个购房者脑海中早就存在的事实。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">这很简单</span></font><font face="Arial"><span leaf="">,先找一张纸,中间画上一条线,上面是你想主打的购房者的需求,下面的是关于你的项目,购房者心智中已经存在的事实:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">那么关于湖畔雅居</span></font><font face="Arial"><span leaf="">,有哪些是购房者一下子就能相信的事实呢?</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p style="margin-left: 36pt;"><span style="font-family:Symbol;mso-fareast-font-family:Arial;font-size:12.0000pt;"><span style="mso-list:Ignore;"><span leaf="">·</span></span></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">比如你的园林景观不错</span></font><font face="Arial"><span leaf="">(可以直接看到),但貌似和健康没啥直接关系;</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p style="margin-left: 36pt;"><span style="font-family:Symbol;mso-fareast-font-family:Arial;font-size:12.0000pt;"><span style="mso-list:Ignore;"><span leaf="">·</span></span></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">比如你的户型通透</span></font><font face="Arial"><span leaf="">,采光好,这貌似和健康也没有必然联系。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">那还有什么呢</span></font><font face="Arial"><span leaf="">?购房者在什么情况下会觉得居住环境影响健康?</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">对了</span></font><font face="Arial"><span leaf="">,当空气不好、噪音太大、绿化率低的时候,大家会觉得影响健康。那你的项目有什么呢?临湖、远离主干道、高绿化率——好了,这貌似跟健康有点关系。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">然后我们把图上面的和下面的连接起来</span></font><font face="Arial"><span leaf="">,你就发现了新的,更让人产生信任的方案:</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">我们天然会相信临湖环境空气更好</span></font><font face="Arial"><span leaf="">,我们也会相信远离喧嚣的环境有利于身心健康:这都是已经存在我们大脑中的事实,所以更加可信。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">与</span></font><font face="Arial"><span leaf="">”湖畔雅居给你健康生活”相比,后面的方案更像发现了一个早就存在购房者脑海中的事实,而不是发明一个尚不存在的事实。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">而这就是这部分要讲的</span></font><font face="Arial"><span leaf="">”发明家陷阱”:</span></font></span><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">大部分时候</span></font><font face="Arial"><span leaf="">,房地产营销人把自己当发明家,渴望通过文案制造出尚不存在的概念(比如买房就能健康生活),而实际上营销人并不能发明事实,只能发现事实。</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">营销人不是爱迪生</span></font><font face="Arial"><span leaf="">(发明尚不存在的电灯),而是牛顿(在发现万有引力前,其实它们早就存在),你要做的就是去发现事实,而不是发明事实。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">所以真正让人相信一个郊区楼盘值得买</span></font><font face="Arial"><span leaf="">,并不是说”未来这里会成为新中心”这种预测,而是告诉购房者:你看这里现在地铁已经通了、大型商场已经开业了、名校分校已经落地了——为什么房价还比市区便宜这么多?</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“哦!所以这里确实被低估了!”——这利用别人已经知道并看到的事实。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">发现事实而不是创造事实</span></font><font face="Arial"><span leaf="">——大部分人不这样做,因为一个与生俱来的重要直觉:我们想要改变别人的固有想法,并认为自己有这个能力。</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">所以</span></font><font face="Arial"><span leaf="">,我看到一个高层住宅(楼间距较小)的文案会说:给你无敌江景视野。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">即使所有看过房的人都知道只有高楼层才能看到江景</span></font><font face="Arial"><span leaf="">,而且楼间距小意味着采光受影响。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">所以</span></font><font face="Arial"><span leaf="">,有人写的文案是”距离理想生活,你只差一套XX花园”,即使大家心目中的理想生活(比如我向往的别墅生活),跟这个普通住宅小区完全不是一回事。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">大部分人总是想用修辞方法</span></font><font face="Arial"><span leaf="">,给自己的楼盘加形容打比方并且极力渲染优点,即使完全不符合购房者过去的认知和实际看房感受到的事实。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">这样做成功率极低</span></font><font face="Arial"><span leaf="">,因为人的固有观念很难改变,即使你有充分证据——想想那些说”买房就是买未来”结果多年不涨的项目是怎么被购房者骂的。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">而你真正能做的是</span></font><font face="Arial"><span leaf="">,是站在购房客户的角度,去利用他们大脑中已经存在的事实——画出他们脑海中关于你项目的事实,并跟你要主打的需求连接起来。</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">比如一个老破小学区房</span></font><font face="Arial"><span leaf="">,购房者关于它肯定能相信的事实是”房子旧”、“面积小”</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">、</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">“配套差”,但同时也有”学区好”这个事实,然后关联到需求,说”孩子教育等不起,三年后换大房子”(强调教育时机的紧迫性),就远远比”优质学区房,投资自住两相宜”要可信。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">比如当年的</span></font><font face="Arial"><span leaf="">loft公寓想进入住宅市场,但人们习惯了传统住宅格局,直接说”loft公寓,年轻人的理想居所”,很难让人相信——一个层高低、分上下层、还要自己隔断的房子,为什么比正常住宅更理想?</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">但如果关联到购房者关于</span></font><font face="Arial"><span leaf="">loft已经存在的认知,就容易多了——loft空间灵活可变,所以可以说”一层的钱,两层的空间”,指出传统住宅固定格局和年轻人个性化需求之间的矛盾,就容易多了,因为这是购房者大脑中已经存在的现实。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">结</span></font></span></b><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><span leaf="">&nbsp;</span></span></b><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">语</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">一般来说</span></font><font face="Arial"><span leaf="">,一个训练营结束,主办方都会抽选一些内容发出来,让大家知道我们讲了些什么。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">14天改变计划中包含很多具体的方法和工具(比如11种痛点文案工具),但如果只能讲一个核心理念,我想就是这篇文章中说的**“客户视角”</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><span leaf="">**。</span></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><font face="Arial"><span leaf="">我们深入基因和直觉的</span></font><font face="Arial"><span leaf="">”自我视角”,以及我们想要”大上快干”改变购房者固有观念的目标,阻拦了我们站在购房客户的角度思考。</span></font></span><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><p><b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-weight:bold;font-size:12.0000pt;"><font face="Arial"><span leaf="">所以想真正掌握这种思维</span></font><font face="Arial"><span leaf="">,就不得不暂时先放弃成为一个”正常的房地产人”,用着这种让人并不舒服的角度,去看待你的购房客户。</span></font></span></b><span style="mso-spacerun:&#39;yes&#39;;font-family:Arial;mso-bidi-font-family:&#39;Times New Roman&#39;;font-size:12.0000pt;"><o:p></o:p></span></p><section><span leaf=""><br /></span></section><p style="display: none;"><mp-style-type data-value="3"></mp-style-type></p>