一則經典文案，也許能教你如何面對2018
我始終覺得，
有一種文案，可以達到一種通感。
他明明在說一件很遙遠的事情，
你卻可以從中獲得啟迪。
並且無論多年之後來看，都不過時。
《Next》就是這樣一則。
Next？
Will Russian tanks roar across the plains of Germany?
Will crises erupt somewhere so remote we all have to scour maps to find out where it is?
Will one of our NATO allies call for normal support on it"s boarders?
Will we be asked to join an international peace-keeping force to seperate the sides in a civil war?
Frankly ,your guess is as good as ours.
The world is so unstable it could go critical at any time without so much as a warning light.
This is why we have made the Army much more mobile.
And why we always try to recuit the type of young man who can add calmness and good humour to a tense situation.
Now we need another 900 young officers whom these men will follows,if necessary,to the end of the earth.
A job with no guarantee of success.
You may will argue that your joining the Army would not have saved one life in Afghanistan.
We could go further,it might not save anyone"s life,including yours.
On the other hand,it might.
It might,if like-minded men join with you,help to prevent a nuclear war.
And it might,just might ,hold the world together long enough for the powers of freedom and sweet reasonableness to prevail.
Some hopes?
Perhaps.But alternative is no hope at all.
Hoping for the best,repairing for the worst.
Your part in this will be to prepare for a war everyone prays will never happen.
Depending on the job you choose,you will rehearse battle tactics in Germany.
Confront heat in Cyprus,Belize or HongKong.
And heat of a different sort in Northern Ireland.
You will pratice 、repair、train and try to forges links with your men that will with stand fire.
Occasionally,you may be asked to asked to clamber into a VC10 on the way to,well,somewhere like monitoring a case-fire in Rhodesia.
But more often,the worst enemy your men will face will ve boredom,when it will take all your skills as a teacher and manager to motivate them.
Then it will be difficult to remember that you are still protecting your country and all you love most.
An easy question to dodge.
The question is,are you prepared to take the job on for three years or longer?
No one will accuse you if you don"t.
Women wont"t send you white feathers and children won"t ask what you did in the war.
All we ask is that every young man at least takes the question seriouly and assure it to the satisfiction of his own concience.
This way we are bound to get our 900 new officers.
滑動方框內文字即可閱讀這則經典
這是多年前由Tony Brignull為倫敦陸軍創作的一則招兵文案。行文邏輯在此不贅述了，小學分段這個事情，大家做的已經夠多了。
文案的第一句話就將我打動，翻譯過來是這樣子：
是否俄羅斯的坦克會咆哮著穿過德國的平原？
沒有多餘的詞藻，我彷彿聽見了滿地哀嚎，看見屍橫片野，一瞬間跌進戰爭的情境無法自拔。
這是文字的力量，不過這只是它被奉為經典的一部分。
當我們決定思考人生，進行改變的時候（準則辭職之前，準備分手之前，或者是制定新年計劃之前），會更容易發現這則文案的指引。
每件事情都有兩面，如同戰爭一樣。
我們可能能救活很多人，有可能連自己的命都保不住。
我們可能華麗轉身蛻變成蝶，也可能一招棋錯滿盤皆輸。
但不行動，就永遠沒有可能了。
只能，盡最大的努力，做最壞的打算。
我們必須清晰的預判未來可能遭遇的種種，
只有這樣，才證明是真的已經下定決心去完成這個事情。
那些後悔創建剁手網站的大佬們，他們有燃燒不盡的雄心和勇往直前的自信，
普通人很少擁有這些東西。
我們要自我建設（注意，不是自我設限），才能在這個分階級的時代不敗得太慘。
比起挫折，我們更應該擔心無趣。
身為一個雙子，我充分了解堅持的無趣。
比起加班昏天黑地掉發出家，
無趣更容易讓你打退堂鼓，
陷入自我懷疑與自我否定。
而這篇《Next》，都講到了。
其實，多少年過去，
我們的煩惱沒有更高級
我們的弱點還是和百年前的他們一樣。
那些偉大的觀點和思想，
現在也沒有過時。
這讓人害怕，也讓人疑惑：
是否無論時間如何流逝，人性都毫無變化？
扯遠了，作為一則招募文案，
最可愛的是：它遠比廣告真誠。
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