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在英国流传着这样一个故事:早年的伦敦,有一条以缝制西服闻名于世的萨维尔大街。一年春季,市场萧条,生意冷淡,各裁缝店为了竞争,展开了激烈的广告战。在大街的一侧,有甲乙丙三家裁缝店并排而立。一天,甲店的老板绞尽脑汁,创意策划,率先打出广告:“全英国最好的裁缝店,欢迎你的光临。”广告产生了轰动效应,大街上的顾客们纷至沓来,老板欣喜若狂。相形之下,乙丙两店门可罗雀,车马稀少。 面对甲店的巨大成功,乙店老板对其广告策划若有所思,思有所悟。第二天,他也在自己的门前张贴巨幅广告:“全伦敦最好的裁缝店,谢谢你的光临。”精妙的广告用语,顿时吸引了众多的购物者,人们又纷纷涌向了乙店,乙店老板扭亏为盈,兴奋不已,情不自禁。
There is a story circulated in Britain: In the early years of London there was a street of Savile known for sewing suits. One spring, the market slump, business frosty, the tailor shop in order to compete, launched a fierce advertising campaign. On the side of the street, there are three tailor-made shops standing side by side. One day, a store owner brains, creative planning, take the lead in advertising: “The best tailor shop in the United Kingdom, you are welcome.” Advertising had a sensational effect, the streets of customers after another, the boss ecstatic. In contrast, B and C can be soldier, rare. The great success of the face of a shop, shop owner B deliberately planning their advertising, think there is enlightenment. The next day, he also posted a huge advertisement in front of his own: “The best tailor shop in London, thank you for coming.” Subtle advertising terms, suddenly attracted a large number of shoppers, people have flocked B shop, shop owner B turn around, excited, can not help.