Unit 20
Building Emotional Connections with customers
新知思想/趣味科普
New Knowledge/Fun Science
BRAIN STORM
Share your ideas with your teacher and try to make sentences.
Have you ever had a memorable experience with a sales man or woman?
VOCABULARY
Repeat these sentences after your teacher.
1. glittering (adj.) 閃閃發亮的、炫目的
The product was glittering and it was pretty!
產品閃閃發光，很漂亮！
2. lure (n.) 誘惑
We should aim to lure in more customers.
我們的目標應該是吸引更多的客戶。
3. sentimental (adj.) 情感的
I always try not to be sentimental, but I cannot.
我總是盡量不要多愁善感，但我不能。
4. bond (n.) 維繫
Create an emotional bond with your customers.
與客戶建立情感維繫。
5. nostalgia (n.) 懷舊
Have you experienced nostalgia?
你有過懷舊嗎？
6. delicate (adj.) 柔軟的、纖細的
Take care with these delicate flowers.
當心這些嬌嫩的鮮花。
7. potent (adj.) 強有力的
He is a potent ruler.
他是一個強有力的統治者。
Dialogue
Read the dialogue aloud with your teacher.
Well, technology is a glittering lure. But there’s the rare occasion when the public can be engaged on a level beyond flash if they have a sentimental bond with the product.
My first job, I was in-house at a fur company with this old-pro copywriter, a Greek named Teddy. And Teddy told me the most important idea in advertising is new, creates an itch. You simply put your product in there as a kind of calamine lotion.
He also talked about a deeper bond with the product: nostalgia. It’s delicate but potent.
科技是炫目的誘惑。不過有一些珍貴的機會，讓我們能深層吸引大眾，而不只是一瞬間的接觸。這就是當他們對某個產品產生情感紐帶的時候。
我的第一份工作是在一家皮草公司內部做廣告。一起工作的一個老手叫Teddy，是個希臘人。他告訴我，廣告最重要的一點就是要新，要創造一種撩人之癢。接下來把你的產品敷上去，當止癢的爐甘石藥膏。
但是他也談到了一種和產品間更深層次的情感聯繫：對過去的依戀。它薄如蟬翼，但是強而有力。
Teddy told me that in Greek nostalgia literally means the pain from an old wound. It’s a twinge in your heart far more powerful than memory alone.
This device isn’t a spaceship. It’s a time machine. It goes backwards, forwards. Takes us to a place where we ache to go again.
It’s not called the wheel. It’s called the Carousel. It lets us travel the way a child travels: round and around, back home again to a place where we know we are loved.
Teddy告訴我，在希臘語中，”nostalgia”的字面意思是舊傷口帶來的痛。它是在你心中的一種刺痛，遠比記憶本身更有力。
所以這個設備不是宇宙飛船，而是時光機。它能回到過去、穿越未來。把我們帶到我們渴望的那個地方。
它不叫輪盤。它叫旋轉木馬。因為它讓我們像孩子一樣穿行：一圈又一圈，把我們帶回家，帶回那個我們熟悉的充滿愛的地方。
Grammar
Literally
“Literally” once meant “in a strict or literal sense”: that the meaning is exactly what the words say. Over time, the usage has changed to include the non-literal or figurative, usually used to emphasize “honestly”, “nearly”, or “virtually”. Be careful with this word though, because many people still insist that it only can have its original meaning.
1. In New Orleans, Mardi Gras literally means “Fat Tuesday”.
2. I’m so hungry I could literally eat a horse.
3. This is literally the best movie ever!
4. He is so funny we literally died laughing.
5. I literally waited three hours to see the doctor today.
6. _______________________________________________________________.
DISCUSSION
Make a conversation with your teacher.
1.Why do you think is it important to build emotional connections with customers, if you are a salesman / woman?
