不想让自己的文案过于枯燥怎么办？不妨讲讲故事
作者：二两，来源：写给非广告人的广告常识
原标题：这五个故事成功的吓尿了我……看完想买把刀防身
不想让自己的文案过于枯燥怎么办？不妨讲讲故事，围绕着品牌，围绕着产品，讲一个博人眼球的故事。
如何让故事引人入胜？最好的方法就是真实、趣味、而又平常，讲身边人的点点滴滴最合适不过。
如何知道这么多日常琐事？大众一点的方法就是向客户征集，让用过的人自己站出来讲他们的真实感受。俗话说，大千世界无奇不有，文案的脑子不一定跟得上真实的故事。
哪个品牌讲故事强？多着呢！菲亚特、农夫山泉......但还是瑞士军刀的故事最精彩！
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
波特兰（美国），1992
电梯惊魂记
1992年万圣节，在参观完一流的艺术盛宴后，我独自一人走进了电梯。这座老旧的电梯轿厢开始吃力地运行，突然之间它停住了，烟雾开始弥漫。显然，电梯井失火了。我通过一些窄小的缝隙与外面的人交流，轿厢里的空气质量每况愈下。我必须立马逃出去。我掏出我的瑞士军刀，用镊子将门锁一点点的拆开，一个螺丝一个螺丝的拆解。几分钟后，我便可以爬上阁楼了，但是一扇小小的窗户仍然横亘在我与新鲜空气之间。我用瑞士军刀松开了窗铰链，一位消防员将我拖到了安全地带。顺便说说：过去的这个圣诞节，“电梯逃生记”成为了波特兰最棒的节日礼物。
道格拉斯·麦基弗，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（澳大利亚），1997
三角钢琴的不和谐音
在悉尼大学举办的一场合唱音乐会不得不中断：一支铅笔不小心掉进了斯坦威三角钢琴里。结果就是，有些钢琴的琴键会发出“咔咔咔”的声响。钢琴演奏家和指挥家无所不用其极，想从各个角度把手伸入钢琴内部，但都无功而返---观众则饶有趣味地看着他们。指挥家对着钢琴猛地吹气，但还是没起任何作用。有些人提出将花的茎伸进钢琴里把铅笔钓出来，但却以失败告终。最后，几个合唱团的歌手走上前来，抬起钢琴的一端，想让铅笔滚出来，但是铅笔却纹丝不动。情况不容乐观---直到观众席上的一位先生拿着瑞士军刀走近舞台，不费吹灰之力松开钢琴面板，把手伸进去，取出铅笔，然后回到座位上。音乐会重新开始。
悉尼晨锋报，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
加尔维斯顿湾（美国），1999
陷入网中的困境
几年前，我女儿送我一把瑞士军刀作为礼物，而它救了我的命。圣诞节之后的一天，周一，我开着我的渔船驶出加尔维斯顿湾。一如即往，我随身带着瑞士军刀。我盯着海面，手里拿着拖虾网。我将大网抛出。一切都在转瞬之间发生：拖虾网的绳子缠住了我的腿，并以200公斤的拉力将我向海中拽去。我知道，一旦坠海，十有八九会丧命。突然之间，我想起了我的瑞士军刀。我用尽最后的力气，掏出折刀，设法切断绳子---小折刀是如此给力，我的恐慌立马烟消云散。那天我空手而归，但心中却充满了对这把值得信赖的红色小折刀的感谢。
马丁·蒂德韦尔，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
苏拉威西岛（印度尼西亚），2002
危险的鱼骨
这是我们假期之旅的最后一晚，在苏拉威西岛上，狼吞虎咽。我们一边享受美味的海鱼，一边吹嘘着自己奇幻的潜水经历。才吃过几口，悲剧发生了：一根鱼刺卡在了我的喉咙里。我感觉，由于气流不畅，我的喉咙渐渐肿胀。我掏出我的瑞士军刀，试着用镊子将这跟鱼骨取出，但是运气不佳。接着，我打开组合钳具。最终，我夹住了那根鱼刺并把它取了出来---真是不能再快了！从那以后，我保证随时随地带着我的瑞士军刀---即便是在我不吃鱼的时候。
卡伊·克罗伯，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
小心刹车的陷阱
那是在一次短程旅行的途中，在普施拉夫瑞士山廓区，我们的火车突然停在了铁轨上。出于好奇，我和我的妻子把头伸出窗外一看究竟，只见浓烟从火车的另一端升起。列车长和司机走下火车，立即商量解决这一问题的最佳对策。接着他们便不见人影了。过了一会，他俩中的一个折返回来，并询问我们有没有谁带了袋装钳。我一边掏出我的瑞士军刀，一边告诉他可以用这家伙修理刹车软管上变松的双头螺栓。他极尽所能地对我表示感谢---就好像我是位大英雄一般。我决定向瑞士联邦铁路局提出建议，让火车上的员工人手配备一把瑞士军刀。
迪特尔·波特曼，2005年8月
如果不是讲故事，我们如何介绍瑞士军刀？想必很是枯燥。我在网上查了查，瑞士军刀有很多产品，其中瑞士冠军有33种功能，什么大刀、小刀、拔木塞转、开罐头器......光是把这些功能一一列举出来，估计就有100多个字。就算不是瑞士冠军，登山家也有16种功能，哈哈，我是80后，从来不看使用说明书，也请不要让我看类似于使用书名书一般的文案。
看完之后最大的感受是什么？我曾经以为，瑞士军刀离我很远，我不远行、不登山、不穷游、不探险......要那破玩意干啥？！看过这五篇文案之后，发现世界不安全，随时要自救，还是入手一把刀比较保险。
就这样，这个系列的广告便成功了，它告诉你了瑞士军刀最最强大的功能——能救人于危难之中。你绝对不知道瑞士冠军除了上面我列举的4个功能之外，剩下的29种功能是什么，但是你绝对能感受到它的强大之处。这些，全靠这5则小故事！
P.S. 话说，为了让每个故事都吸引人，故事名字的翻译都是参照的《名侦探柯南》，有没有觉得这个世界更不太平了？
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