Zicabange ufika kuwebhusayithi; imikhiqizo ibonakala imangalisa, futhi idizayini iseduze, kodwa indlela exhumana ngayo nawe i-robotic futhi ayikhuthazi-mhlawumbe imbala. Kuyaxaka, akunjalo? Lokho kungenxa yokuthi ithoni ibaluleke kakhulu kunalokho abantu abaningi abakuqaphelayo. Ikhophi yesitolo se-inthanethi ifana nezwi lomkhiqizo; iphimbo yindlela lelo zwi elizwakala ngayo. Akukhona nje lokho okushiwo amabhizinisi kodwa indlela akusho ngayo.
Ithoni eklanywe kahle ingenza amabhrendi azizwe efudumele, ejabulisa, ephrofeshinali, noma enesibindi. Ithoni embi, ngakolunye uhlangothi, izokwenza abantu bagxume kusayithi lakho ngokushesha kunekati elingqongqozayo phezu kwengilazi yamanzi. Ngakho-ke qhubeka ufunda ukuze uthole incazelo yokuthi iyini ithoni, amathoni ahlukene, nokuthi ungawakha kanjani aqondana nomkhiqizo wakho.
Okuqukethwe
Ithini ithoni ekubhaleni?
Izinhlobo ezingu-9 ezivamile zethoni (nokuthi zizwakala kanjani ekhophi yasesitolo)
1. Okuhlelekile
2. Okungahlelekile
3. Nginethemba
4. Ukubambisana
5. Nobungane
6. Ohlekisayo
7. Ukubhuqa
8. Uyagomela
9. Ezobuchwepheshe
Imicabango yokugcina
Ithini ithoni ekubhaleni?
Ake sithi uthumela umngane umlayezo. Ungase uthi:
- “Hey. Ngizofika maduze nje.” (Akuthathi hlangothi. Akukho okumnandi.)
- “OMG, ngisendleleni!! Angikwazi ukulinda!!” (Ijabulile, iyadlala.)
- “Ngicabanga ukuthi ngizofika maduze nje. (Awunakwa-Aggressive. Oof.)
Bona ukuthi amagama acishe afane kanjani, kodwa ithoni yezwi iwenza azizwe ehlukile? Isebenza kanjalo nemiyalezo yomkhiqizo, futhi. Inkampani edayisa amawashi kanokusho izozwakala ihluke kakhulu kumkhiqizo othengisa izikibha eziwubukhazikhazi.
Kodwa uma amabhizinisi engacabangi ngethoni yawo, azwakala njengawo wonke amanye amawebhusayithi ayisicefe. Futhi akekho ofuna lokho. Indlela inkampani exhumana ngayo ibalulekile ngoba ibonisa ubuntu bayo nobunjalo bayo.
Amagama owakhethayo adlala indima enkulu ekuxhumaneni nezithameli zakho, yingakho amabhizinisi evamise ukulolonga ithoni yawo ngokusekelwe ocwaningweni lwemakethe. Phela, ukusebenzisa ithoni elungile kungakusiza uthole ukwethenjwa, kukhuthaze abantu ukuthi bathathe isinyathelo, futhi kwenze amabhrendi akhumbuleke kakhulu.
Izinhlobo ezingu-9 ezivamile zethoni (nokuthi zizwakala kanjani ekhophi yasesitolo)
1. Okuhlelekile
Iphimbo elisemthethweni lisho ukuhlala ungathathi hlangothi futhi uchwepheshe. Uzogwema imibono nemizwelo yomuntu siqu, unamathele emaqinisweni, futhi usebenzise umbono womuntu wesithathu ngaphandle kokuthi “Mina” noma “Wena.” Le ndlela isiza ukudala umuzwa wegunya nokwethembeka, okungaheha ikakhulukazi izethameli ezindala.
Ithoni ehamba phambili yemikhiqizo esezingeni eliphezulu, izimpahla zikanokusho, nezimboni zezomthetho noma zezimali. Ngokwesibonelo: “Ubucwebe bethu obenziwe ngezandla buklanywe ngobunyoninco ukuze buhlanganise ubuhle nobuciko obungaphelelwa isikhathi.”
2. Okungahlelekile
Iphimbo elingakahleleki lizwakala njengengxoxo nje. Ikhuluma ngqo nomfundi isebenzisa amagama anjengokuthi “mina” kanye “thina” ukuze kwakheke ukuxhumana komuntu siqu. Le toni inhle kumabhrendi avamile, izitolo ze-e-commerce ezijabulisayo, kanye nezithameli ezincane. Bheka lesi sibonelo:
"Hhayi, sisanda kubuyisela ihoodie yakho oyithandayo. Yibambe ngaphambi kokuthi ihambe futhi!" Udaba luqondile, alunalutho, futhi luqondene nomuntu.
3. Nginethemba
Ithoni yethemba imayelana nokusabalalisa umbono omuhle nethemba, yingakho kuyintandokazi yemakethe. Igqamisa uhlangothi olukhanyayo ngenkathi ibona izinselelo. Okubalulekile wukusebenzisa ulimi olukhuthazayo olugqugquzelayo nogqugquzela abantu ukuthi bathathe izinyathelo.
Kunengqondo ukuthi amabhrendi akhuthazayo, imikhiqizo yokuphila kahle, nemikhiqizo yokufaneleka asebenzisa le ndlela—ngokwesibonelo, “Amaphupho amakhulu aqala ngezinyathelo ezincane. Sikhona ukuzokusiza ukuthi uthathe esokuqala.” Kuzwakala kuyakha, njengenkulumo ye-pep evela kumngane wakho omuhle kakhulu.
4. Ukubambisana
Ithoni yokubambisana idala umuzwa wokusebenzisana nomzamo okwabelwana ngawo, ikwenze ilungele imilayezo yangaphakathi. Ikhuluma ngqo nomfundi, ivuma izinselele ezifanayo, izimpumelelo, kanye namagugu. Ukusebenzisa amagama anjengokuthi “thina” kusiza ukwakha ukwethembana futhi kukhuthaza abantu ukuthi bathathe isinyathelo ndawonye.
Imikhiqizo ye-B2B, amabhizinisi aqhutshwa umphakathi, nokusebenzisana kuvame ukusebenzisa le toni. Nasi isibonelo sekhophi yomfelandawonye: "Asakhe into emangalisayo ndawonye. Silapha ukuze sikusize uphilise umbono wakho." Konke kumayelana nathi esikhundleni sakho, okwenza kuzwakale njengokubambisana.
5. Nobungane
Ithoni enobungane izwakala njengengxoxo nje phakathi kwabangane, ikwenze kube ukukhetha okudumile kwezokukhangisa. Kufudumele, kuyangeneka, futhi kusiza ukwakha ukwethembana ngokushesha. Le toni idala ukuxhumana okusheshayo ngokusebenzisa ulimi olulula, olunomusa—ngezinye izikhathi ngisho nezibabazo nama-emoji, njengakumbhalo oya kumngane.
Imikhiqizo yomuntu siqu namabhizinisi amancane afuna ukuzizwa engeneka azothola okungcono kakhulu kule toni. Nasi isibonelo sethoni esenzweni: “Hey there! Sijabule kakhulu ngokuthi usitholile. Ake sikutholele okuthile ozokuthanda.”
6. Ohlekisayo
Iphimbo elihlekisayo lengeza ubumnandi futhi ligcina izethameli zakho zijabulile. Kungenza futhi umkhiqizo wakho uzizwe uxhumeke kakhudlwana futhi ufinyeleleka. Uma isetshenziswe kahle, amahlaya angasiza amabhizinisi agqame. Kodwa-ke, amabhizinisi kufanele aqinisekise ukuthi izethameli zawo ziyasiqonda futhi ziyasazisa isitayela sawo samahlaya.
Kuyithoni engcono kakhulu yemikhiqizo engaqondakali, imikhiqizo ejabulisayo, namabhizinisi alungele inkundla yezokuxhumana. Isibonelo: "Amakhandlela ethu anukela kahle kakhulu, omakhelwane bakho bangase baqale ukuvela bengamenywanga. Ukusho nje." Lolu hlobo lwethoni lwenza abantu bamamatheke ngenkathi bethenga.
7. Ukubhuqa
Ithoni ye-satirical ihlaya elibukhali, elihlakaniphile elithatha indlela enesibindi. Ngokudlalayo ihlekisa amathrendi amasiko isebenzisa indida, ukubhuqa, nokugxeka okuhlakaniphile ukuveza umbono womkhiqizo. Ngenkathi ukubhuqa kudonsa ukunaka futhi kwenza uhlobo lukhumbuleke kakhulu, kulula kubathengi ukuthi bangakuqondi.
Amathoni e-Satirical afanelekile kumabhrendi angcolile kanye nemiyalezo enesibindi. Isibonelo, "Ubani odinga izikhwama zomklami ezinenani eliphakeme uma ungathola esilingana nezinto zakho?" I-snarky encane futhi evukelayo-iphelele uma umkhiqizo wakho ungadlali ngemithetho.
8. Uyagomela
Iphimbo lokugomela liqondile futhi liqonde ngqo, liletha ulwazi ngokuzethemba futhi ngaphandle kokungabaza. Iwusizo ikakhulukazi emilayezweni ebalulekile, njengezibuyekezo zezempilo nokuphepha. Leli phimbo lisebenzisa ulimi oluqinile, olucacile ukunxenxa nokukhuthaza isenzo ngaphandle kokuphoxeka okungadingekile.
Uma ungumkhiqizo we-premium noma uthengisa imikhiqizo ehamba phambili esigabeni sakho, ungase ubone imiphumela emangalisayo ngale toni. Isibonelo, "Udinga ikhwalithi. Siyayiletha. Ayikho i-fluff, akukho ukuvumelana." Le toni ikhipha ukuzethemba. Akukho ukuxolisa noma ukuchaza ngokweqile.
9. Ezobuchwepheshe
Ithoni yobuchwepheshe idlula isitayela esilula, esiyiqiniso ngokugxila ekucacisweni okuningiliziwe nezincazelo ezinembayo. Kuvame kakhulu kumanuwali abasebenzisi namadokhumenti ochwepheshe. Lolu hlobo lokubhala luvamise ukusebenzisa izifinyezo, izilinganiso, namagama aqondene nomkhakha othile ukuze kuxhunyanwe ngokucacile nochwepheshe.
Izimboni zobuchwepheshe, isayensi, ubunjiniyela, kanye nemininingwane ephezulu zisebenzisa le toni lapho zikhuluma nezingcweti. Thatha le khophi, njengesibonelo: “Ifaka iphrosesa engu-12-core namandla athuthukisiwe we-AI, idivayisi yethu yakamuva iqinisekisa ukusebenza okuphezulu kuzo zonke izindawo.” Inembile, igcwele ulwazi, futhi isacacile.
Imicabango yokugcina
Ukuthola ithoni yakho yokubhala eyingqayizivele kuthatha ukuzijwayeza, ukubekezela, nombono ocacile. Ithoni yakho ingaphezu kwamagama owasebenzisayo—umuzwa odalwa wumkhiqizo wakho. Iphimbo elifanele lingashintsha kalula isithakazelo esivamile sibe isasasa nokuphuthuma. Ulungele ukuthuthukisa noma ukukhetha ezinhlotsheni ezahlukene zamathoni? Funda ukubhala okuhle, zijwayeze njalo, futhi uthole isitayela somkhiqizo wakho.
