Since I knew a company that needed help with a problem like the one he described, I would have liked to refer him. But I couldn't picture myself calling my friend at the company to say, "Hi, I know someone who says he can fix your problem, but he can't explain how. You'll just have to hire him and see."
如果我認(rèn)識(shí)的公司中有需要他提供的服務(wù)的話，我可能會(huì)告訴他。但是我不禁想象起我打電話給我的朋友說(shuō)：“你好，有人告訴我說(shuō)他能解決你的問(wèn)題，但是他現(xiàn)在不能解釋。你要親自聘用他后才能明白他的方法?！?p>Being noticeably different from the competition can help you attract customers and close sales. But claiming that you have no competition is naive. Comparisons to a known quantity can help prospective customers understand where your product or service fits in the range of solutions they are considering. If they can't compare it to anything, it's doubtful that they will be able to see how your offering could work.
在競(jìng)爭(zhēng)中顯著的與眾不同可以幫你更好地吸引顧客，做成生意。但是如果說(shuō)你的產(chǎn)品沒(méi)有競(jìng)爭(zhēng)者，那就太天真了。同一個(gè)知名品牌的比較，才能讓潛在客戶明白你的產(chǎn)品和服務(wù)是如何滿足他們的需求的。如果他們不能將你的產(chǎn)品和其他產(chǎn)品做任何比較，他們就很難明白你所提供的服務(wù)能逃起到什么樣的作用。

Your market, too, needs to be a group of people who already exist and can be readily identified. A reader once wrote to ask me for some advice on getting her new book published. I asked what market category it fell into, and she replied that she hadn't really thought about it.
你的市場(chǎng)要定位于一群已經(jīng)存在的、確定的群體。曾經(jīng)有個(gè)讀者寫(xiě)信詢問(wèn)我關(guān)于她新書(shū)出版的意見(jiàn)。我問(wèn)她的市場(chǎng)類別是什么，她回答說(shuō)自己還沒(méi)想過(guò)。

I pressed her bit, explaining that her book needed to be categorized in order to be marketed and sold. Even something as simple as where to shelve it in a bookstore depended on having a category to print on the back cover. Was it self-help, spirituality, careers, business? Who did she see as the audience for her book?
我向她解釋說(shuō)她的書(shū)要要分類才能夠銷(xiāo)售。最簡(jiǎn)單的就是放在書(shū)店貨柜上的書(shū)也要根據(jù)印在書(shū)本底面的目錄分類擺放。書(shū)所屬的類別是自助的，精神類的，事業(yè)類的，還是商務(wù)類的呢？她將誰(shuí)定義為目標(biāo)讀者呢？

She asserted that she was creating a new paradigm, and if I was going to help her, I needed to think more creatively. My reply was to tell her I couldn't help her at all. Her idea may have been brilliant, but no publisher was going to touch her project.
她聲稱自己正在創(chuàng)建一個(gè)新的范例，并且說(shuō)如果我要幫她的話，我的想法應(yīng)該更有創(chuàng)意一些。我的回答則是我根本幫不了她。她的想法可能很有創(chuàng)意，但是出版商根本不會(huì)考慮幫她出書(shū)。

Creating the perception that your product or service is one of a kind can help you capture people's attention and make them remember you. But you have to be able to identify the people you want to reach and communicate how you can be of service in words they can understand.
選好廣告標(biāo)語(yǔ)有利于吸引顧客的注意，讓他們記住你。但是你必須要明確自己的目標(biāo)客戶，要和他們交流，來(lái)確定什么樣的廣告標(biāo)語(yǔ)是他們易懂的。

You know those car commercials that go, "Zoom, zoom, zoom?" I had to see those ads dozens of times before I could remember that the car being advertised was a Mazda. "Zoom" was unique alright, but what did it have to do with Mazda? Or with the benefits of owning one? A catchy slogan like "Inspiration Beats Perspiration" may be clever and unusual, but what the heck is it marketing?
有一些眾所周知的商業(yè)汽車(chē)廣告標(biāo)語(yǔ)是"Zoom, zoom, zoom?"，我看了十幾次才能記住，這些是馬達(dá)廣告。"Zoom"是夠獨(dú)特，但是這樣的標(biāo)語(yǔ)和馬達(dá)有什么關(guān)系呢？或者與其利益有什么關(guān)系呢？而像"Inspiration Beats Perspiration"這樣的容易記住的廣告標(biāo)語(yǔ)則更聰明，更獨(dú)特一些，但是它到底在為什么打廣告呢？

Definitely look for a unique way to express the benefits you offer to your clients, but make sure it still communicates what you actually do. It's okay to get creative with your marketing, but don't bet the rent money on untried techniques.
尋找一個(gè)獨(dú)特的標(biāo)語(yǔ)向客戶描敘你的產(chǎn)品能為他們帶來(lái)什么好處，但是要確保你還是在為自己的產(chǎn)品打廣告。在市場(chǎng)營(yíng)銷(xiāo)上有創(chuàng)意是好的，但是不要將貸款花在未經(jīng)實(shí)驗(yàn)的技術(shù)上。

If you really want to make your marketing more effective, cheaper and less stressful, stop re-inventing the wheel. Find models that work and replicate them. I'm not suggesting that you plagiarize your competitors' marketing copy, but when you see someone successful in your field, find out what they are doing right, and follow their lead.
如果你確實(shí)想讓自己的市場(chǎng)營(yíng)銷(xiāo)更有效，更便宜，壓力更少，那就停止開(kāi)發(fā)新方法吧。找到一些范例，然后復(fù)制。我不是建議你抄襲你的競(jìng)爭(zhēng)對(duì)手的方法，但是如果在你的領(lǐng)域里有人成功了的話，那就去找到他們的正確做法，然后照著他們的方法做。

Don't let your business be a victim of "terminal uniqueness" -- the belief that you are so different from anyone else that none of the rules apply to you. Being distinctive is good; being eccentric can be unwise.
不要讓你的事業(yè)成為“極端獨(dú)特”（堅(jiān)信自己非常特別，沒(méi)有任何規(guī)則適合自己）的受害者。與眾不同是好的，但是如果因此而行為古怪那就不明智了。

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