macaroon technique

(名詞) 法國夾心餅乾式行銷法。

據行銷專家表示,這種行銷技巧適用於大多數產品,尤其是高單價商品或昂貴奢侈品。它的作法是採取「正面 負面 正面」的三明治式策略,如將高昂的價格夾在兩項正面的讚美措辭之間或將舊品擺放在兩件新品之間來呈現明顯的對比。以引句中的 “Madam, this timepiece (or diamond or handbag) comes from our finest workshop and it has a value of $10,000. If you buy it, your children are sure to enjoy it for generations to come.” 為例,這項三明治式策略的步驟如下:

正面:This timepiece comes from our finest workshop. (這支錶是我們最好的工廠所做的)
負面:It has a value of $10k. (它價值 1 萬美元 -- 要講 value 價值,不要講 price 價格)
正面:Your children will enjoy it for generations to come. (你的子孫在未來數代都會受用)

引句:
He used PowerPoint to impart what he calls the “macaroon technique,” referring to the sandwich-like French macaroon pastry. This can be applied to most any product (including, presumably, a Xerox machine) and goes something like this: “Madam, this timepiece (or diamond or handbag) comes from our finest workshop and it has a value of $10,000. If you buy it, your children are sure to enjoy it for generations to come.”
—Christina Binkley, " How to Sell a $35,000 Watch in a Recession," Wall Street Journal, August 4, 2009

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