不想讓自己的文案過于枯燥怎么辦？不妨講講故事
作者：二兩，來源：寫給非廣告人的廣告常識
原標題：這五個故事成功的嚇尿了我……看完想買把刀防身
不想讓自己的文案過于枯燥怎么辦？不妨講講故事，圍繞著品牌，圍繞著產品，講一個博人眼球的故事。
如何讓故事引人入勝？最好的方法就是真實、趣味、而又平常，講身邊人的點點滴滴最合適不過。
如何知道這么多日常瑣事？大眾一點的方法就是向客戶征集，讓用過的人自己站出來講他們的真實感受。俗話說，大千世界無奇不有，文案的腦子不一定跟得上真實的故事。
哪個品牌講故事強？多著呢！菲亞特、農夫山泉......但還是瑞士軍刀的故事最精彩！
Portland (USA), 1992
The Elevator
Following a first-class art event on all Saints' Day in 1992, I got into an elevator alone. The old elevator cabin had barely started moving when it suddenly stoped. Smoke entered. There was clearly a fire in the elevator shaft. I was able to communicate with people outside through some narrow openings. The air quality was getting worse with every second. I had to escape immediately. I took out my Victorinox pocket knife and disassembled the door lock with the tweezers, bolt by blot. A few minutes later, I was able to climb up to a mezzanine floor. A small window was still between me and the fresh air. I undid the window hinges with my pocket knife. A fireman finally pulled me to safety. By the way: This past Chirstmas, the "Elevator escape knife" was portland's favorite present.
Douglas Maclver, June 1993
波特蘭（美國），1992
電梯驚魂記
1992年萬圣節，在參觀完一流的藝術盛宴后，我獨自一人走進了電梯。這座老舊的電梯轎廂開始吃力地運行，突然之間它停住了，煙霧開始彌漫。顯然，電梯井失火了。我通過一些窄小的縫隙與外面的人交流，轎廂里的空氣質量每況愈下。我必須立馬逃出去。我掏出我的瑞士軍刀，用鑷子將門鎖一點點的拆開，一個螺絲一個螺絲的拆解。幾分鐘后，我便可以爬上閣樓了，但是一扇小小的窗戶仍然橫亙在我與新鮮空氣之間。我用瑞士軍刀松開了窗鉸鏈，一位消防員將我拖到了安全地帶。順便說說：過去的這個圣誕節，“電梯逃生記”成為了波特蘭最棒的節日禮物。
道格拉斯·麥基弗，1993年6月
Sydney (Australia), 1997
The Grand Piano
A Choral concert at Sydney University had to interruped: a pencil had accidentally dropped into the Steinway grand piano. As a result, some of the piano's keys were producing a ratting sound. The pianist and the conductor both tried in vain reaching their hand into the interior of the piano from all angles---as the audience looked on in amusement. The the conductor tried giving the instrument a couple of firm blows, but this didn't work either. Someone had the idea to use the stem of a flower from one of the arrangements on stage to fish out the pencil, but this attempt also failed miserably. Finally, several singers from the choir came forward and lifted one end of the piano, hoping this would dislodge the pencil. But the pencil simly wouldn't budge. The situation seemed hopless---until a man in the audiences stood up and approached the stage with a Swiss pocket knife in hand, and in no time at all had unscrewed the front panel of the piano. He reached in, removed the pencil, and returned to his seat. And the concert could finally resume.
Sydney Morning Herald, August 27th, 1997
悉尼（澳大利亞），1997
三角鋼琴的不和諧音
在悉尼大學舉辦的一場合唱音樂會不得不中斷：一支鉛筆不小心掉進了斯坦威三角鋼琴里。結果就是，有些鋼琴的琴鍵會發出“咔咔咔”的聲響。鋼琴演奏家和指揮家無所不用其極，想從各個角度把手伸入鋼琴內部，但都無功而返---觀眾則饒有趣味地看著他們。指揮家對著鋼琴猛地吹氣，但還是沒起任何作用。有些人提出將花的莖伸進鋼琴里把鉛筆釣出來，但卻以失敗告終。最后，幾個合唱團的歌手走上前來，抬起鋼琴的一端，想讓鉛筆滾出來，但是鉛筆卻紋絲不動。情況不容樂觀---直到觀眾席上的一位先生拿著瑞士軍刀走近舞臺，不費吹灰之力松開鋼琴面板，把手伸進去，取出鉛筆，然后回到座位上。音樂會重新開始。
悉尼晨鋒報，1997年8月27日
Galveston Bay (USA), 1999
The Shrimpnet
Years ago my daughter gave me a Swiss pocket knife as a gift and it saved my life. One day after Christmas on a Monday, I had taken my fishing boat out to Galveston Bay. As always, I had my pocket knife on me. My eye was on the water with the shrimp net in my hands. I throw the net. It all happened so quickly: the rope to the net wrapped around my leg and pulled on my body with 200 kilograms of drag force. I knew if I fell in the water I probabaly wouldn't survive. Then I remembered my pocket knife. With my last ounce of strength, I dug the knife out of my pocket and managed to cut the rope---it gave way immediately, and my panic quickly subsided. That day I returned home without a catch, but with overwhelming thanks for my trusty little red pocket knife.
Martin Tidswell, May 2000
加爾維斯頓灣（美國），1999
陷入網中的困境
幾年前，我女兒送我一把瑞士軍刀作為禮物，而它救了我的命。圣誕節之后的一天，周一，我開著我的漁船駛出加爾維斯頓灣。一如即往，我隨身帶著瑞士軍刀。我盯著海面，手里拿著拖蝦網。我將大網拋出。一切都在轉瞬之間發生：拖蝦網的繩子纏住了我的腿，并以200公斤的拉力將我向海中拽去。我知道，一旦墜海，十有八九會喪命。突然之間，我想起了我的瑞士軍刀。我用盡最后的力氣，掏出折刀，設法切斷繩子---小折刀是如此給力，我的恐慌立馬煙消云散。那天我空手而歸，但心中卻充滿了對這把值得信賴的紅色小折刀的感謝。
馬丁·蒂德韋爾，2000年5月
Sulavesi (Indonesia), 2002
The Fishbone
It was the last night of our vacation on Sulavesi, ravenous. We treated ourselves to a plate of fish and raved about our fantastic diving experiences. It happened after only a few bites: a bone got struck in my throat. I felt my throat slowly swell as my air supply was cut off. I took out my Victornix pocket knife and tried to remove the bone with the tweezers: no luck. Then I unfolded the intergrated pliers. Finally, I was able to grab the bone and pull it out---and not a second too soon! Since then, I make sure to always carry my Victorinox pocket knife with me---even when I'm not eating fish.
Kai Kroeber, November 2002
蘇拉威西島（印度尼西亞），2002
危險的魚骨
這是我們假期之旅的最后一晚，在蘇拉威西島上，狼吞虎咽。我們一邊享受美味的海魚，一邊吹噓著自己奇幻的潛水經歷。才吃過幾口，悲劇發生了：一根魚刺卡在了我的喉嚨里。我感覺，由于氣流不暢，我的喉嚨漸漸腫脹。我掏出我的瑞士軍刀，試著用鑷子將這跟魚骨取出，但是運氣不佳。接著，我打開組合鉗具。最終，我夾住了那根魚刺并把它取了出來---真是不能再快了！從那以后，我保證隨時隨地帶著我的瑞士軍刀---即便是在我不吃魚的時候。
卡伊·克羅伯，2002年11月份
Puschlav (Switzerland), 2005
The Wheel Brake
During an excursion to the Swiss mountain region of Puschlav, our train stopped suddenly on the tracks. Curious, my wife and I struck our heads out of the window to see thick smoke coming from one end of the train. The train conductor and driver had disembarked the train, discussing rapidly how best to deal with the problem. Then they disappeared. After a while, one of them came back and asked if someone had a pocket tool. I drag out my Victorinox Swiss Army Knife, saying he'd used it to fix the loose stud bolt of the brake hose. He thanked my excessively--- as if I were a hero. I decided to suggest to the Swiss Federal Railways (SBB) that all members of the train crew be equipped with Victorinox Swiss Army Knife.
Dieter Portman, August 2005
普施拉夫（瑞士），2005
小心剎車的陷阱
那是在一次短程旅行的途中，在普施拉夫瑞士山廓區，我們的火車突然停在了鐵軌上。出于好奇，我和我的妻子把頭伸出窗外一看究竟，只見濃煙從火車的另一端升起。列車長和司機走下火車，立即商量解決這一問題的最佳對策。接著他們便不見人影了。過了一會，他倆中的一個折返回來，并詢問我們有沒有誰帶了袋裝鉗。我一邊掏出我的瑞士軍刀，一邊告訴他可以用這家伙修理剎車軟管上變松的雙頭螺栓。他極盡所能地對我表示感謝---就好像我是位大英雄一般。我決定向瑞士聯邦鐵路局提出建議，讓火車上的員工人手配備一把瑞士軍刀。
迪特爾·波特曼，2005年8月
如果不是講故事，我們如何介紹瑞士軍刀？想必很是枯燥。我在網上查了查，瑞士軍刀有很多產品，其中瑞士冠軍有33種功能，什么大刀、小刀、拔木塞轉、開罐頭器......光是把這些功能一一列舉出來，估計就有100多個字。就算不是瑞士冠軍，登山家也有16種功能，哈哈，我是80后，從來不看使用說明書，也請不要讓我看類似于使用書名書一般的文案。
看完之后最大的感受是什么？我曾經以為，瑞士軍刀離我很遠，我不遠行、不登山、不窮游、不探險......要那破玩意干啥？！看過這五篇文案之后，發現世界不安全，隨時要自救，還是入手一把刀比較保險。
就這樣，這個系列的廣告便成功了，它告訴你了瑞士軍刀最最強大的功能——能救人于危難之中。你絕對不知道瑞士冠軍除了上面我列舉的4個功能之外，剩下的29種功能是什么，但是你絕對能感受到它的強大之處。這些，全靠這5則小故事！
P.S. 話說，為了讓每個故事都吸引人，故事名字的翻譯都是參照的《名偵探柯南》，有沒有覺得這個世界更不太平了？
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作者公眾號：寫給非廣告人的廣告常識（ID：adernous）
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