这是我看过最闷骚的电脑文案了。
有时候感觉很像自己某些无可救药的坏毛病，
明明清楚列出自己拥有一些优点或者什么别的，说了大半天，最后让人不要传出去。
内心那种互相矛盾的心理真是匪夷所思。
这样做的原因，我觉得应该是同时也看到在这其中，
自己一些“还不够料”的现实。
所以看到这个广告，会觉得它自然搏得了与他性格相似的人群的好感，
那些苦干实干，默默无闻的工作狂。
因为他们和他们的工具（戴尔）都懂得，说得再多也不如做得更好，
于是不要告诉他们这个广告，因为要让他们看起来你并不是那么简单。
Nobody ever got fired for buying IBM.
Yes, but did they get promoted?
没有人因为买IBM而被解雇，
是的，但他们有因此升职了吗？
“Don’t rock the boat”
“why put your head above the trench”
”play it safe.”
“Remember:an opportunity missed is a mistake avoided.”
The argument for buying from one of the old-guard computer maker is,for many, as seductive as it is irrefutable.
They can justifiably argue that their systems will do a job that is adequate, acceptable and competent.
Adequate? Acceptable?Competent?
Come, come. Are these the words you would want on your annual performance review?
Will they single you out as one who’s destined for the boardroom?
Of course they won’t.
So let us look at an alternative plan of action.
When the talk turns to the purchase of new PCs, let slip to the powers that be that you’ve been burning the midnight oil.
“别捣乱”
“为什么你要把你脑袋放在那条槽上面？”
“这样安全。”（“做事稳当点好”）
“记着：失去一个机会就避免一个错误了”
从老牌的电脑制造商那里去购买一台电脑是诱人的，因为它是不可辩驳的。
他们可以名正言顺地说，他们的系统可以充分接受并胜任完成工作。
充分？接受？胜任？
来，来这里，这些是你想在你年终考核上出现的词吗？
他们会因为这样而挑选你出来去那个单人办公室吗？（他们会把你单列出来成为董事会成员之一吗？）
当然不会。
让我们看看另一个行动计划。（那么让我们换个方案操作）
当话题转换到买一台新的个人电脑，你便丧失了你开夜车的能力了。
（要让它不知不觉间转入你开夜车的动力所在上来）
Tell them your digging and delving has unearthed this extremely interesting computer manufacturer called Dell.
Tell them Dell operate a system called ‘Direct Relationship Marketing.’
Tell them that,in English,this means Dell don’t sell through dealers,but work directly with their customers.
Tell them this allows your company to have a direct working relationship with the people who actually design and build the PCs with no middleman muscling in to confuse matters.
告诉他们你发掘和研究了一个非常有趣的电脑制作商叫做戴尔。
告诉他们戴尔的操作系统被称为“直接关系营销”（推广一种名为“直接营销管理”的模式）
告诉他们，在英国，这意味着戴尔不会通过经销商买卖，而直接为他们的客户工作。
告诉他们，这让贵公司有了直接链接了电脑工程师和用户之间的个人电脑而没有中间人混淆其中。
Then deliver this little gem:
Tell them Dell’s way of working will save substantial amounts of money. Not just in the initial purchase price of rental,but in total operating cost over the years.
Tell them Dell have systems.and everything that goes with them from entry-level 286s to mighty networking 486 modes.
Tell them you’ve already had a foretaste of the benefits working direct can bring.
Tell them you’ve spoken to Dell. You’ve outline your objective. And,together, you’ve devised a solution that’ll cope more than admirably.
Tell them it can be in an working within days.
Promise them total peace of mind by announcing that with it comes a lifetime of free technical advice and support.
Tell them that if ever a snag occurs it won’t be a problem,since Dell solve 90% of them over the phone there and then.
(and if they can’t, they will have an engineer on the job the next working day.)
Tell them this is doubtless one reason Dell was rated way above everyone else in the prestigious computer weekly/Datapro user-satisfaction poll.
然后给他们投递这个小宝石：（然后做如此精短的陈述）
告诉他们戴尔的工作方式将会节省大量的钱，不单只在购买价格上，而且还在一整年的系统花费上也如此。
告诉他们戴尔拥有的系统，已经从入门的286模式升级到486模式。
告诉他们你已经预先看到工作的优势了。（告诉他们你已经有一套能直接带来工作利益的经验）
告诉他们你可以和戴尔对话，而且你已经勾勒出你的目标，和戴尔一起，你已经设计出极好的解决方案。
告诉他们这个项目几天内可以完成。
允诺他们可以高枕无忧，因为这将有一生免费的技术建议和支持。
告诉他们如果真的发生问题，这都不是问题，因为戴尔可以在电话里解决90%的情况。
（如果他们做不了，他们将会在第二个工作日派出工程师来结局。）
告诉他们，这无疑是戴尔在计算机周刊/和Data pro 民意满意度调查数据中，高于其他品牌的原因之一。
Now at this point some bright spark may well say”sounds good in theory. But i’m not sure we should work with a company we don’t know from Adam”
So tell them that Dell is the 7th largest PC manufacturer in the States.
Tell them they’ve been phenomenally successful on this side of the Atlantic too.
Tell them over half Dell’s sales now go to the Times Top 1000 companies such as BP and Thorn EMI.
But don’t tell them about this advertisement.
And don’t tell them all you really did was pick up the phone or fill in the coupon. After all, you don’t want to make it look too easy,do you?
而现在，一些明亮的念头会说（某些风趣之士）：这听起来不错，但是我不确定我是否应该去用一台我没用过的电脑进行工作。
所以你还得告诉他们戴尔是美国第7大电脑制造上，
告诉他们戴尔在太平洋的另一边有取非常大的成功。
告诉他们戴尔有一半的销售如今已经登上了时代周刊前1000公司，就像BP和EMI那样。（有超过一半卖给像BP及EMI等现代顶尖前1000家公司）
但是不要告诉他们这个广告，
而且不要告诉他你现在要做的是拿起电话或者填写卡片，
毕竟，你不想这一切看起来太简单了，不是吗？
Chris O’shea的创意之道2：
我花了很长时间才明白，花言巧语就算能打动同行，也只会阻碍沟通，一位优秀的老文案曾告诉我：“客户是付钱让你包装产品的，不是让你包装你自己。”