English Winners. This is an important good-to-know concept for when you're
learning English and you're in the sales or business world. It's called the "4
U's." Have you ever looked at the news and saw an article in the news... maybe online...
and you HAD to click on it and read it? Or maybe you read the description of a
book - or something you were going to buy - and you were convinced and you bought it?
Chances are, you've started that journey by reading a headline. A headline is a
simple sentence used in news or in selling to get you to take an action.
Usually, that action is to read or to buy. And so every headline that's good will
usually have one or more of what I call the 4 U's. Now, I didn't invent the 4
U's but it's a popular term used in the advertising world. So, what are these 4
U's? Well, the 4 U's are: unique, useful, urgent, and ultra specific... I know that
one- they had to try really hard to get that last U in with ultra specific.
But those are the 4 U's. Now, I'm going to explain what the 4 U's are and
show you some examples in headlines from recent times. This would be September, 2017.
Examples of each of the 4 U's in action. Let's get started.
So, the first U is unique. Unique means the only thing of its kind in the world.
There is nothing else in the world quite like this thing. An example would be... in
the Dakotas, in America, there's a mountain called Mount Rushmore. It has
the faces of four US presidents... forgive my ignorance if I can't - off the top of my
head - remember each of them. I think it's George Washington, Abraham Lincoln,
Theodore Roosevelt, and Thomas Jefferson, but I could be wrong. So that's a unique
thing. You will never see Mount Rushmore anywhere else in the world, so that's
what makes it unique. Now travelers will go to different
places in the world because they want to see things that they cannot see anywhere
else, especially in their home. Let's go to the next U: Useful. now useful means
that it serves a purpose. It is beneficial. It can solve a problem. It's
helpful. So, if something helps you, it's useful. Let's keep going.
Ultra-specific. Now ultra-specific is different from unique. It's more about
exact details. For instance, like the exact weight of an iPhone. I don't know
exactly what an iPhone weighs, but, that exact number to.... like... the dot dot dot
thousandth gram - or of a pound - would be the exact weight. So ultra-specific. Let's go
to the last U. The last U is urgent. This is something that can be a warning
of danger or something that is an opportunity, but you only have a small
time to take advantage of that opportunity. An example of a danger
urgency would be: 'Get out your umbrella. it's going to rain soon.' And, obviously, if
you don't get out your umbrella - you keep it shut - and it rains, you're going to get
rained on. So that is an example of urgency. Now we'll go into some examples
in the news recently... September 2017, so I can show you examples of unique, useful,
ultra-specific, and urgent. Are you ready? Let's do it. Example of ultra specific:
Madonna released a live album this week and only three thousand eight hundred
and forty eight people bought it. Now, you may love Madonna. You may hate her. You
may not care, but 3848 is not only a specific number,
it's a depressingly small number compared to how well-known
Madonna is. It makes you curious, and that's the goal. The website showbiz 411
wants you to read the article, and I clicked on it, because... even though
I don't like Madonna very much and think that her best work is far in the past, I
wanted to know why did her album sell so badly? Now here's an example of urgent:
'North Korea says Donald Trump's Rocketman Jibe Means More Missile Attacks
on US Mainland Inevitable.' Inevitable means it will happen. There's no getting
away from it. I don't like that word inevitable in this case. Now personally,
well, I think Trump has - in the past - labeled people or called them names and
those labels have helped Trump in the past very effectively. I think 'Rocketman'
is not a good name because it's too cool of a nickname for a man threatening to
destroy my home country. I think Trump made a bad choice for him, even though it
does accurately describe the North Korean leader's activities on the world
stage. So, my point is, inevitable missile attacks are dangerous. Most Americans
living in America - or South Korea for that matter - will read the article
because they wish to avoid danger, and that is urgency at work. Here's an
example of useful: College Fraternities will Make you Dumber and Richer. So, a
college fraternity is a kind of like a dormitory house - not connected
necessarily to the college - but it's a house where people who go to college
live together. Usually it's a bunch of men, but there's also a Sorority, which is
the same thing for women, and these houses are named after a series of Greek
letters. It's connected with networking, partying, and a lot of other things, but
that's a fraternity. Now anybody in college who is thinking
of joining a fraternity will find this interesting.
Anyone who made the choice to join a fraternity... or not join... are also
interested because they wonder: what would life be like if they had made a
different choice? This research implies that you would
make more money in a fraternity, but you would be smarter not joining. Now, if you
value earning money, this is useful information. However if you value
intelligence, you may feel better about a choice not to join a fraternity. Here's
an example of unique: The 2018 Guinness Book of World Records, in Pictures. So
look at the picture on the screen: in this picture, we have the tallest house
cat. Now that's unique, because nowhere else
are you going to see a cat that tall. At least, you're extremely unlikely to, so
you see people love the Guinness Book of World Records, because it's filled with
these these unique things. Now some people don't like the Guinness Book of
World Records because they think it's not useful to them, but those who like
unique things really like the Guinness Book of World Records. So now you know
the 4 U's and, when you read news articles, I want you to think: why am I
clicking on this? Which of the Four U's am I being motivated by to read or to
buy this thing? Which of the Four U's is most important to you? I want to know.
Tell me in the comments. Is it urgent? Is it ultra specific? Is it useful? Is it
unique? Tell me. Write it down in the comments. Until then, check out my good-to
-know English playlist where you'll see more videos like this. See you later,
English Winners. Bye now.
For more infomation >> Vidas de hombres ilustres - Achille Campanile - Duration: 4:36. 
For more infomation >> (Web drama) MY SKY EP 5 SUB ESPAÑOL (FINAL) - Duration: 15:01. 
For more infomation >> Je disque je veux FAQ4 Vos questions, mes réponses - Duration: 31:19. 
For more infomation >> Puertorriqueños que sufrieron las consecuencias de María buscan un nuevo comienzo en Florida - Duration: 1:56. 
For more infomation >> Cách Giảm Cân Hiệu Quả - 10 Lợi Ích Khi Uống Nước Nóng Hàng Ngày - Duration: 4:55. 
For more infomation >> Word of Truth - Creation
For more infomation >> M1 Hotel in Hong Kong, Hong Kong (Asia). The best of M1 Hotel in Hong Kong - Duration: 5:02. 
For more infomation >> Toyota Prius 1.5 VVT-I BUSINESS EDITION | Navigatie | Bluetooth | Keyless-Entry - Duration: 0:51. 
For more infomation >> BMW X5 4.4I EXECUTIVE SPORT PAKKET - Duration: 0:57. 
For more infomation >> Toyota Yaris 1.3 VVT-I TREND - Duration: 0:48. 
For more infomation >> Honda HR-V 1.5 i-VTEC ELEGANCE AUTOMAAT - NAVIGATIE - Rijklaar!!! - Duration: 1:01. 
For more infomation >> Hyundai Getz 1.6I-16V GLS | AIRCO | LM VELGEN | ELEKTRISCH PAKKET - Duration: 0:54. 
For more infomation >> fico: ''i conduttori rai come vespa e fazio devono scegliere: o sono giornalisti o artisti'' - Duration: 6:37. 
For more infomation >> N4T Investigators: Jail calls cause alarm - Duration: 2:52. 
For more infomation >> [CNCTV] '내방안내서' 박나래, 스쿱 데빌과 방 체인지 "난 톱모델" 능청 - Duration: 2:22. 
For more infomation >> Kinh Phật _Kinh Tệ Túc. Kinh Trường Bộ .Kinh Phật Hay Nhất - Duration: 1:04:48. 
For more infomation >> [閃文] 小龍女官宣女友，吳綺莉大喊省錢啦，成龍和林鳳嬌聽到就生氣 - Duration: 6:58. 
For more infomation >> '수상한가수' 박소현 "강호동 이상형, 운동 잘하는 남자 좋아" - Duration: 1:42. 
For more infomation >> SOME KIND OF WONDERFUL, by Frederikke Vedel With The Tivoli Late Night Orchestra - Duration: 4:37. 
No comments:
Post a Comment