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● スクリプト
Let me give you an example. I use Apple because they're easy to understand and everybody gets it. If Apple were like everyone else, a marketing message from them might sound like this: "We make great computers. They're beautifully designed, simple to use and user friendly. Want to buy one?" "Meh." That's how most of us communicate. That's how most marketing and sales've done, that's how we communicate interpersonally. We say what we do, we say how we're different or better and we expect some sort of a behavior, a purchase, a vote, something like that. Here's our new law firm: We have the best lawyers with the biggest clients, we always perform for our clients. Here's our new car: It gets great gas mileage, it has leather seats. Buy our car. But it's uninspiring.
Here's how Apple actually communicates. "Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?" Totally different, right? You're ready to buy a computer from me. I just reversed the order of the information. What it proves to us is that people don't buy what you do; people buy why you do it. People don't buy what you do; people buy why you do it.
● 解説
Let me give you an example. / I use Apple because they're easy to understand and everybody gets it. / If Apple were like everyone else, / a marketing message from them might sound like this: / "We make great computers. / They're beautifully designed, / simple to use / and user friendly. / Want to buy one?"/ "Meh." / That's how most of us communicate. / That's how most marketing's done / and sales've done, / that's how we communicate interpersonally. / We say what we do, / we say how we're different or better and we expect some sort of a behavior, / a purchase, a vote, something like that. / Here's our new law firm: / We have the best lawyers with the biggest clients, we always perform for our clients. / Here's our new car: / It gets great gas mileage, it has leather seats. / Buy our car. / But it's uninspiring.
/ Here's how Apple actually communicates. / "Everything we do, / we believe / in challenging the status quo. / We believe / in thinking differently. / The way we challenge the status quo / is by making our products beautifully designed, / simple to use / and user friendly. / We just happen to make great computers. / Want to buy one?" / Totally different, right? / You're ready to buy a computer from me. / All I did is I just reversed the order of the information. / What it proves to us / is that people don't buy what you do; / people buy why you do it. People don't buy what you do; people buy why you do it.
beautifully = [副] 美しく
friendly = [副] 親のある
interpersonally = [副] 個人間のやり取りで
expect = [動] 期待する、予期する
sort of = [名] 種類
behavior = [名] 振る舞い、態度
purchase = [名] 購入品
vote = [名] 投票
law = [名] 法律
firm = [名] 会社
lawyer = [名] 弁護士
client = [名] 依頼人
mileage = [名] 燃費
uninspiring = [形] 魅力がない、退屈な
the status quo = [名] 現状
differently = [副] 異なって
totally = [副] 完全に
reverse = [動] 反対にする
order = [名] 順番
proves = [動] 証明する
● 日本語訳
例を示しましょう。私がアップル製品を使っている理由は、分かりやすく誰でも理解できるからです。もしアップルが他の会社と同じだったらこんなCMを作るでしょう。「我々のコンピュータは素晴らしく、美しいデザインで簡単に使えユーザフレンドリーです。ひとついかがですか?」いりませんね。我々のほとんどはこんなふうに伝えます。マーケティングや売り込みもそう。我々の対話のほとんどがそんなふうに行われます。何をして、どう違いどう優れているかを述べ相手に何か行動を期待します。購入とか投票とかのたぐいです。私たちは新しい法律事務所を開所しました。最高の弁護士たちと大手のクライアントを抱えています。私たちは常にクライアント第一で行動します。これが私達の車のニューモデルです。低燃費で、シートは総革張り。いかがですか？これでは心を動かされません。
アップルならこんな風に伝えます。「我々のすることはすべて世界を変えるという信念で行っています。違う考え方に価値があると信じています。私たちが世界を変える手段は美しくデザインされ簡単に使えて親しみやすい製品です。こうして素晴らしいコンピュータができあがりました。」一つ欲しくなりませんか? 全然違うでしょう？ 買いたくなりますよね？ 今したのは情報の順番を逆にすることでした。これが示すのは人は「何を」買うのではなく「なぜ」によって行動をするいうことです。 人は「何を」買うのではなく「なぜ」によって行動をするのです。
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