之前我们有谈到产品推广理念和卖点，今天我们将深入探究3类宣传模式。

类型 1：情感型宣传

这旨在回答此问题：“为什么我要选择此产品，而非其他产品？”情感宣传更多基于情感元素，通过运用唤起式的语言将听众带入饶有兴致的状态。

情感宣传范例

“《Superman》是部包含超人角色的电影。在争取美国的真理、正义之路的过程中，我们跟随刀枪不入的Man of Tomorrow的步伐，他将同自己的最大敌人Lex Luthor进行正面交锋。随着所有跳跃和打斗的呈现，你将再次相信善恶争斗趣味横生。”

是的，这不是我最杰出的演说词。这有点像是匆忙准备的内容，我起初打算宣传没有在架上出售的产品，随后发现这似乎不是什么好主意，因为这不是我的产品。

但现在我们来看看上述内容。要组织宣传内容就要找准USP（独特卖点）。在情感宣传中，我们还要“迎合用户”及锁定“感人语言”。

“迎合用户”是指谈话直接面向用户或内容满足目标用户需求。

“感人语言”通常是让用户产生共鸣的形容词或词组。但这通常会成为作者创建宣传内容的绊脚石，因为作家/作者会为了表达某种情感而刻意选择一些词语，但它们在实际表达中反映的却是不同的内容。

这种宣传方式具备什么内容？

USP

* 为美国的真理、正义之路而战

* 几乎刀枪不入的外星人角色Superman

* 主要劲敌Lex Luthor

* Superman跳跃和飞翔

迎合观众

* 我们追随

* 你会相信

感人语言

* 你再次相信善恶之战趣味横生。

* 为美国的真理、正义之路而战假定这些元素在现实社会中的表现不够充分。

* 外星角色促使我们将自己的深层欲望和兴趣投射在其身上（游戏邦注：我们将其人性化）。

情感宣传能够有效促使用户选择你的产品，或说明你非常着迷于自己的产品，不会表现出自己对产品深度含义的无知。进行情感宣传无需深入理解产品概念。激情战胜一切。

类型 2：实用性宣传

旨在深入实质的产品，实用性宣传将产品的实质信息转化成USP。它回答此问题：“此产品拥有哪些其他产品所没有的元素？”，它实际上是在间接回答：“为什么我需要拥有这款产品？”

这目前最常用的宣传方式，因为其组织方式比情感宣传更简单，让设计者和用户保持一定的距离。

实用性宣传范例

“Pyromatic 6000是未来生活的重要工具，它将变成必不可少的设备，它极大减少整理庭院所需的时间，和生火一样简单。它通过喷射超负荷等离子消除人行道上的杂草，树上的枯枝，以及成堆杂物，让你的绿色空间变成井然有序。Pyromatic 6000采用新型水冷式核发电机，仅靠1杯水驱动！快来订购吧。”

实用性宣传单的元素没有发生什么变化。依然保留USP，有时还运用更频繁。其中缺少的是迎合用户原则，取而代之的是“使用说明”。同样消失的还有若干感人语言，被“稀缺或紧急感”所取代。

“使用说明”呈现产品的特殊功能或选择，让用户知晓其操作方式及用途。这里存在的风险是开发者容易夸大其词，而用户可能会信以为真，然后在发现产品不是真的“绝无仅有”后倍感失望。

在宣传内容中呈现“稀缺或紧迫感觉”是想要促使用户不要再犹豫不决。稀缺或紧急感能够促使用户“立即采取行动”，“让他们即刻掏钱购买你的产品。”

当用户相信产品无处可寻，或者他们可能会错过某些内容时，他们会立即购买产品。这里存在的潜在风险很多。你也许觉得用户会立即奔向你的产品，但他们可能没有这么做。他们也许觉得自己还有时间慢慢等待，然后再做决定。你也许会觉得自己需要令用户迅速采取行动，因为你缺乏耐心或目光短浅，忘记谁才是真的买卖关系主宰者。

稀缺和紧迫感是产品的潜在危机所在，我建议大家在催促用户快速做决策方面要谨言慎行。若你的产品经得起用户审查，那你又何需催促他们？我相信资金早晚会流到你的囊中。花时间制作优质产品，量力而行，不要诉诸恐吓战术。

下面我们将内容进行分解：

USP

* 名字Pyromatic 6000听起来很棒

* 减少用户整理庭院的工作量

* 喷射等离子

* 移除杂草

* 修理树木

* 让庭院变成井然有序

* 原子能引擎

* 由1杯水驱动

使用说明

* 减少某人整理庭院的工作量

* 喷射等离子

* 移除杂草

* 修理树木

* 让庭院变成井然有序

夸张陈述

* 必不可少

* 未来工具

* 极大减少所需时间

激发兴趣

* 今天就订购

类型 3：主题宣传

最后就是主题宣传模式，这主要回答此问题：“我将在产品中获得什么体验？”或者“开发者和产品组合是否有吸引力？”主题宣传兼容上述两种方式的精华元素。

主题宣传既融入USP和夸张陈述，又迎合用户需求，同时还添加新元素“产品基调”，旨在保持用户的关注度。

“产品基调”是指产品的氛围/感觉。产品主题通常通过一连串形容词呈现，目的是创造商业魅力。

主题宣传范例

“你是否厌倦这样的游戏模式：不断摇骰子，或是运用宝剑在妈妈的协助下杀死可能将你吃掉的飞龙？你是否厌倦于自己需对主宰世界计划闭口不谈？那么这就是你的解决办法——《Ninja Panda Taco》。Mastermind已准备好控制星球，你和minion朝胜利迈进。夹杂在玩家和此辉煌胜利间的只有玩家民主决策和其他Mastermind。在这款最多6人同时体验的合作式游戏中，玩家得以让自己的独裁梦想变成现实。大家很快就可以进行预购，欲知详情请关注Jennisodes.com”

优秀陈述者会将所有技巧都考虑在内。在沟通中迎合用户（游戏邦注：但不是通过圆滑方式），而是通过创造情感共鸣激起用户的兴趣。这些情感由USP支撑，经由更多用户迎合元素进行验证，这会生成更多USP元素，所有内容向前循环发展。

分解内容：

USP

* 没有摇骰子操作

* 不是传统模式的游戏

* 游戏支持主宰世界理念

* 是款最多6人同时体验的有趣游戏

* 游戏包含Mastermind和Minion

* 这是款合作式游戏

* Jennisodes.com提供更多信息

迎合用户

* 是否厌倦于……

* 你通过宝剑及妈妈的协助

* 这是你的解决办法

* 你可以让自己的最大愿望变成现实

产品基调

* 合作模式，没有创新界限

* 游戏最多能让6位玩家同时进行体验

* 你会变成Mastermind，致力于获胜

夸张陈述

* 宝剑外加妈妈

* 传统模式的游戏

* 辉煌的胜利

* 非常有趣的合作式游戏

激发兴趣

* 很快就能进行预购

我建议大家撰写自己的宣传内容，即便你还没有开发自己的产品。从中你能够清楚把握自己的喜好，明白自己该朝何处迈进。（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

Pitch 101, Part 2 – Styles & Components

This is Part 2 of Pitch 101.

Previously we talked about the Mindset and principal ingredients of the pitching. Today, we’re going deeper. Not quite Inception deeper, but definitely more intensive with our exploration of pitching.

What I have for you today is 3 kinds of pitches and what they’re made of. There are in fact more than 3 types of pitches, but I thought it easier to explain these three rather than just dummy up five or six examples and pick them apart. I would rather you learn to build your own than just learn how to knock down existing structures.

Type I: The Emotional Pitch

Designed to answer the question “Why should I pick up this product over a competitor/alternate choice?” The emotional pitch deals more in emotion and sweeping the listening audience into a feeling or state of interest by using more evocative rather than declarative language.

A Sample Emotional Pitch

“Superman is a movie where the character is…super. Fighting for truth, justice and the American way, we follow the nearly impervious Man of Tomorrow as he goes toe-to-toe with Lex Luthor his greatest opponent. With every leap and flight into the air, you’ll believe again in what makes good versus evil so compelling.”

Yes, that’s not my best pitch. It’s sort of last minute, as I was originally going to pitch you a product that isn’t on shelves yet, then decided it’s probably not a good idea to reveal it, since it’s not actually my product.

But let’s take a look at the above paragraph and see what we have. Whenever you want to build a pitch (or deconstruct one) look for USPs (Unique Selling Points, we talked about them in Part 1). In an Emotional Pitch, also look for the ‘appeal to the audience’ and the ‘emotional language’.

The ‘appeal to the audience’ is where the pitch either talks directly to the audience or makes a claim that satisfies a presumed audience need.

The ‘emotional language’ is usually the adjectives or phrases that make the audience feel something. The ‘something’ is deliberately chosen (Happy language makes you feel happy….etc) and is most often a stumbling block in pitch construction because authors/creators think a sentence or phrase conveys one feeling, when in fact, it says something different.

So, what do we have here?

USPs

* Fighting for truth, justice, the American way

* nearly impervious alien character, Superman

* has an arch-nemesis, Lex Luthor

* Superman leaps and flies

Appeal to the Audience

* “WE follow”

* “You’ll believe”

Emotional Language

* “You’ll believe again in what makes good versus evil so compelling”

* Fighting for truth justice and the American way presumes those things aren’t present enough in society

* An alien character leads us to project onto him our deeper desires and interests – we’ll humanize him

An emotional pitch is great for getting people to pick up your product over a competitor’s, or for demonstrating that you’re passionate about the product, without having to expose any sense that maybe you’re not comfortable talking about ‘what’s under the hood’. You don’t need a deeper level of mechanical understanding to operate an Emotional pitch successfully. Passion wins.

Type II. The Mechanical (or Practical) Pitch

Designed to go into the substance of the product, the Mechanical Pitch extols the facts of the product as USPs. It answers the question, “What does this product have that other products like it (or other products I’ll see later) don’t have?” and it indirectly answers, “Why should I own this product?”

This is most often the pitch used for selling now or used cars (for example), because it’s easier to construct than an Emotional pitch and allows the creator some distance between themselves and the audience.

A Sample Mechanical Pitch

“The Pyromatic 6000 is the tool of the future, the indispensable device that will reduce yard work to a fraction of the time spent by harnessing man’s oldest invention: fire! By projecting concentrated jets of super-charged plasma, you’ll remove the weeds in your sidewalk, the dead limbs off trees, the old piles of tires and leaves the clutter your precious greenspace. With a revolutionary water-cooled nuclear engine, the Pyromatic 6000 is recharged by a glass, yes that’s right, ONE glass of water! Order yours today.”

The components of the Mechanical Pitch don’t really change. You retain USPs, probably using a lot more of them. Absent is the appeal to the audience (remember, this pitch puts distance between speaker and listener) but it replaced with “claims of use”. Gone too is some of the emotional language, swapped out with a “sense of scarcity or urgency”.

“Claims of Use” detail the specific functions or options of the product, giving the audience insight into how it works or where it can be used. The danger is creating hyperbole, which a listener may construe as fact, and then disappointment when your product isn’t actually “the greatest thing since sliced bread”.

The “Sense of Scarcity or Urgency” is present in a pitch to encourage people to not wait on making a decision. Scarcity and urgency are tools of a “Call to Action”, which is the part of salescopy or presentation that (in the words of the guy who taught me this) “gets people off their asses and makes them hand you money for whatever you’ve done.” (Note: Near the end of his life, he stopped saying it was a ‘call to action’ and starting calling it the ‘Fuck you, pay me’ moment of writing and presenting. I miss him dearly.)

When a consumer believes a product is hard to find, or that there are few of them and they may miss out, this may lead them to purchase the item sooner rather than later. The danger here is many-fold. You, creator, can assume that they’ll run right to your product, and they may not. They may assume they have more time to wait and decide. You may decide that you’re not spurring them fast enough because you’re impatient or crushingly near-sighted and you’ve forgotten which one of you is ‘in charge’ of this buyer-seller relationship (here’s a tip: Neither of you is ‘in charge’, it’s a collaborative, cooperative relationship).

Scarcity and Urgency are potential red flags for products, and I urge you to be cautious in using language to suggest or imply quicker consumer decisions. If your product won’t actually hold up to scrutiny, why are you rushing? The money, I swear to you, will come. Take the time to make the best product possible, and do whatever is within your budget to prevent having to get underhanded with scare tactics.

Now let’s break this down:

USPs

* The name, Pyromatic 6000, sounds cool

* Reduces the amount of yard work someone has to do

* Shoots concentrated jets of plasma

* Removes weeds

* Repairs trees

* Reduces yard clutter

* Nuclear-engine

* Powered by 1 glass of water

Claims of Use

* Reduces the amount of yard work someone has to do

* Shoots concentrated jets of plasma

* Removes weeds

* Repairs trees

* Reduces yard clutter

Hyperbole

* “Indispensable”

* “tool of the future”

* Reduce yardwork to “a fraction of the time”

Interest-Building

* Order yours today!

Type III. The Thematic Pitch

Combining material of the above two pitches, we conclude today with a Thematic pitch. Designed to answer the question “What experience am I going to have with your product?” or “How does the combination of creator and product interest me?”, a Thematic pitch takes the best components from the above pitches and turns them all the way to eleven. Or twelve. Or if you’re really cool, infinity plus one.

A thematic pitch uses a combination of USPs, hyperbole, appeals to the audience and a new element “product tone” to grab the audience securely and keep them paying attention.

“Product tone” is the mood/feel/vibe of your product. Usually an adjective or string of adjectives it’s your theme, honed now into a commercial hook.

A Sample Thematic Pitch, (this one’s for Jenn)

“Are you tired of typical games where it’s all about rolling a lot of dice and announcing that you’ll use a broadsword plus-your mom to kill the dragon that will likely eat you? Are you tired of having to keep quiet about your plans for world domination? Then this is the solution for you. Project Ninja Panda Taco. As a Mastermind ready to dominate the planet, you and a team of minions race towards success, with only player democracy and other Masterminds between you and sweet glorious victory. In this intensely fun collaborative game for up to six, you can make your fondest desires of despotism come true. Pre-orders available soon, stay tuned to Jennisodes.com for more information.”

Here, a good presenter brings all skills to bear. Appealing to audience in a conversational, but not oil-slick way and creating interest by evoking desired emotion or experience. These emotions are supported by USPs and validated through more audience appeal, which prompts more USP generation, and everything cycles forward.

The breakdown:

USPs

* Not a lot of dice rolling

* Not a ‘typical game’

* This game is pro-world domination

* A fun game for up to 6 players

* There are Masterminds and Minions

* It is a collaborative game

* Information is available at Jennisodes.com

Appeals to the Audience

* “Are you tired”

* “you’ll use a broadsword plus-your mom”

* “this is the solution for you”

* “you can make your fondest desires come true”

Product Tone

* Fun, collaborative, atypical game of world conquest

Claims of Use

* Collaboration, implied without many limits on invention

* This game is fun for up to six players

* You get to be a Mastermind, bent on winning

Hyperbole

* “broadsword-plus your mom”

* “typical games”

* “sweet glorious victory”

* “intensely fun collaborative game”

Interest-Building

* “Pre-orders available soon”

Wow, that’s a lot of information. But a good pitch has a lot of components available for dissection, and not of them vestigial.

What I recommend you do is write out your pitch, even if you’re not done developing the product, and start breaking down the components as I’ve done here. You’ll give yourself a nice road map of what you like and don’t like and where you need to go.

It will be annoying, sometimes, but hard work is always rewarded. And yes, before you say anything else, yes you can do this. Honest.（Source：writernextdoor）