案例科研|8个最佳宣传文案带给咱们的启示（1）
数字营销和点击付费<span style="color: black;">宣传</span>（PPC）规模发展相当<span style="color: black;">快速</span>。无论<span style="color: black;">是不是</span>会<span style="color: black;">显现</span>新的科技创新，无论平台、工具以及科技<span style="color: black;">怎样</span>改变，有一点至关重要，那<span style="color: black;">便是</span>撰写<span style="color: black;">宣传</span>文案的技巧。<img src="http://mmbiz.qpic.cn/mmbiz/KMDJrsNss3Tia5azgJDguU9baLWPCrNqoNM2j7Hy6y9g0rzXtaCtlKlDatJwWGJEG9DHdCqSHoDABeMQcftFhPA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">无论你<span style="color: black;">运用</span>并优化了多少搜索关键词，<span style="color: black;">倘若</span>你的<span style="color: black;">宣传</span>文案写的很差，你就<span style="color: black;">没法</span><span style="color: black;">得到</span>预期的<span style="color: black;">报答</span>。<span style="color: black;">经过</span>本文，<span style="color: black;">咱们</span>将分享8个<span style="color: black;">宣传</span>文案写作<span style="color: black;">意见</span>。</span><span style="color: black;">关于PPC的<span style="color: black;">宣传</span>文案写作技巧和优秀案例有<span style="color: black;">非常多</span>。<span style="color: black;">怎样</span>你正在投放PCC，<span style="color: black;">况且</span><span style="color: black;">已然</span>在你的<span style="color: black;">宣传</span>中<span style="color: black;">运用</span>了关键字（<span style="color: black;">实质</span>上<span style="color: black;">非常多</span><span style="color: black;">宣传</span>主都<span style="color: black;">无</span>在<span style="color: black;">宣传</span>中<span style="color: black;">运用</span>关键词），<span style="color: black;">同期</span>遵循了搜索引擎的投放策略。那接下来就<span style="color: black;">能够</span><span style="color: black;">思虑</span>该<span style="color: black;">怎样</span>撰写出优秀的<span style="color: black;">宣传</span>文案了。</span><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">1、反映用户的<span style="color: black;">目的</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">无</span>人会<span style="color: black;">由于</span>觉得“哇，这个<span style="color: black;">宣传</span>好酷”而点击一则<span style="color: black;">宣传</span>。用户点击某个<span style="color: black;">宣传</span>，肯定是<span style="color: black;">由于</span><span style="color: black;">她们</span>想要实现某件事以及<span style="color: black;">处理</span>相应的问题。<span style="color: black;">因此呢</span>，你<span style="color: black;">能够</span><span style="color: black;">运用</span>的最有效的<span style="color: black;">宣传</span>文案写作战略之一<span style="color: black;">便是</span>：在你的<span style="color: black;">宣传</span>文案中反映出用户的<span style="color: black;">目的</span>。</span></p><span style="color: black;">当你坐下来撰写你的<span style="color: black;">宣传</span>文案，想想用户以及<span style="color: black;">她们</span>想实现什么，<span style="color: black;">而后</span>再措辞你的<span style="color: black;">宣传</span>语，让你的<span style="color: black;">宣传</span>语能直接反映用户的需求。</span><img src="http://mmbiz.qpic.cn/mmbiz/KMDJrsNss3Tia5azgJDguU9baLWPCrNqo87dRs3CEibuEKs7yZsntJiaFT1MGovrDSvsHqZFAOXiaibMjqyOb1TNskw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以上这三个例子都是在搜索词条“卖车”时<span style="color: black;">显现</span>的<span style="color: black;">宣传</span>，很好的反应了用户<span style="color: black;">目的</span>这个原则，这三条<span style="color: black;">宣传</span>重点都非常<span style="color: black;">知道</span>。</span></p><span style="color: black;"><span style="color: black;">第1</span>条<span style="color: black;">宣传</span><span style="color: black;">保准</span>潜在顾客<span style="color: black;">不消</span>为了卖车而到处寻找卖车攻略，想顾客之所想，为顾客可能遇到的卖车问题而<span style="color: black;">供给</span>了相应<span style="color: black;">处理</span>办法。第二条<span style="color: black;">宣传</span>重点强调了卖车服务 -- 上门<span style="color: black;">评定</span>。这种将<span style="color: black;">tel</span>直接<span style="color: black;">颁布</span>的效果，<span style="color: black;">到底</span><span style="color: black;">怎样</span>，有待<span style="color: black;">评定</span>。第三条<span style="color: black;">宣传</span>虽然让人看上去有点凌乱，<span style="color: black;">然则</span>还是有几个点能<span style="color: black;">导致</span>潜在顾客的<span style="color: black;">重视</span> -- 交易过程透明、简便。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这三条<span style="color: black;">宣传</span>在<span style="color: black;">宣传</span>文案中都<span style="color: black;">运用</span>了<span style="color: black;">第1</span>人<span style="color: black;">叫作</span>“我”，<span style="color: black;">这般</span><span style="color: black;">便是</span>站在了潜在顾客的<span style="color: black;">方向</span>，<span style="color: black;">能够</span>跟<span style="color: black;">她们</span><span style="color: black;">创立</span>起更密切的关系。</span></p><span style="color: black;">无论你<span style="color: black;">选取</span>什么样的方式撰写<span style="color: black;">宣传</span>文案，<span style="color: black;">然则</span><span style="color: black;">必定</span>要牢牢记住你用户的<span style="color: black;">最后</span>目的是什么（卖车？买车？还是保养车？）。<span style="color: black;">帮忙</span>潜在顾客形象的<span style="color: black;">认识</span><span style="color: black;">怎样</span>用你的方式来<span style="color: black;">处理</span><span style="color: black;">她们</span>的问题。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">2、<span style="color: black;">宣传</span>标题应该含有数字<span style="color: black;">或</span>数据</strong></span></p><span style="color: black;"><span style="color: black;">宣传</span>主会为了你能点击<span style="color: black;">她们</span>的<span style="color: black;">宣传</span>而竭尽所能，<span style="color: black;">然则</span><span style="color: black;">她们</span>真正<span style="color: black;">必须</span>做的只是让你的生活更<span style="color: black;">容易</span>、省去废话、直入主题。一种聪明的做法是在你的<span style="color: black;">宣传</span>中写上数字<span style="color: black;">或</span>数据，最好是写在标题上。</span><img src="http://mmbiz.qpic.cn/mmbiz/KMDJrsNss3Tia5azgJDguU9baLWPCrNqoCpAmmTCGeg8ficBf55HYQc6dFh8AUvTxhB2AxaB9u0fMhicguuuxkQMA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">图注： </span><span style="color: black;">Ø 29美元的便宜车险——保费低至28.99美元每月！付得起的月保费，最便宜的月保费</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Ø 想要最便宜的车险？最新报价，可节省55%到75%！现场<span style="color: black;">营销</span><span style="color: black;">表率</span><span style="color: black;">帮助</span>，平均可节省540美元。</span></p><span style="color: black;">以上两则<span style="color: black;">宣传</span>是关于车险报价，两则<span style="color: black;">宣传</span>都<span style="color: black;">包括</span>了<span style="color: black;">海量</span>的<span style="color: black;">实质</span>数字，不仅标题中有，<span style="color: black;">况且</span>在<span style="color: black;">宣传</span>文案的正文中<span style="color: black;">亦</span>含有。尽管<span style="color: black;">宣传</span>中的<span style="color: black;">机构</span>都不是很知名，<span style="color: black;">亦</span>不<span style="color: black;">拥有</span>品牌认知度，<span style="color: black;">然则</span>这些<span style="color: black;">机构</span>确实在<span style="color: black;">宣传</span>中<span style="color: black;">供给</span>了<span style="color: black;">有些</span>非常有说服力的数字。</span><img src="http://mmbiz.qpic.cn/mmbiz/KMDJrsNss3Tia5azgJDguU9baLWPCrNqoGRDf5NA7mNiaLbAhWbDQ2b8mtQwpUPsKbLIJqcia8ficx64zoKFXRGOiag/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">图注：1.97美元的印花T恤——包邮——网上设计。从来不外包，超级低价！服装系列：T恤衫、卫衣、运动衫、POLO衫<span style="color: black;">或</span>正装衬衣、外套<span style="color: black;">或</span>夹克</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">理论上，这应该是则很不错的<span style="color: black;">宣传</span>，<span style="color: black;">由于</span>它开门见山，在标题的前几个字就<span style="color: black;">说到</span>了这些为客户定制化的印花T恤很便宜。然而，这则<span style="color: black;">宣传</span>可能会<span style="color: black;">引起</span><span style="color: black;">更加多</span>难以回答的问题。比如，这些T恤可能非常便宜，<span style="color: black;">然则</span>每件不超过2美元，质量能有多好呢？假设我是一个潜在顾客，我在点开这则<span style="color: black;">宣传</span>之前就<span style="color: black;">已然</span><span style="color: black;">起始</span>质疑<span style="color: black;">制品</span>的质量，而这并不是<span style="color: black;">宣传</span>商预期的结果。</span></p><img src="http://mmbiz.qpic.cn/mmbiz/KMDJrsNss3Tia5azgJDguU9baLWPCrNqoibKmh5QX4zCc9tIuCkEkLZlybtWqhMnLiboddEXOtMfvkkbMzwUicmaXg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">大<span style="color: black;">都数</span>的潜在客户都会想，在<span style="color: black;">她们</span><span style="color: black;">思虑</span><span style="color: black;">是不是</span>点击一则<span style="color: black;">宣传</span>之前，自己会愿意为某样东西出多少钱。<span style="color: black;">因此呢</span>，在<span style="color: black;">宣传</span>中加上数字<span style="color: black;">或</span>数据<span style="color: black;">能够</span><span style="color: black;">帮忙</span><span style="color: black;">她们</span>在拿你的<span style="color: black;">宣传</span>跟你的竞争对手做比较时，更快速的做出决定。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">注：本文内容由九枝兰团队翻译，转载请加上九枝兰<span style="color: black;">微X</span>ID：jiuzhilan或二维码。<span style="color: black;">针对</span>不署名者，九枝兰将<span style="color: black;">保存</span>追究的权利。</p>作者：Dan Shewan译者：王丽@九枝兰<img src="http://mmbiz.qpic.cn/mmbiz/KMDJrsNss3Tia5azgJDguU9baLWPCrNqoPPOCLqS5W49GUZQQxnFyOTsIibibld2Xb7rDaHWst1yyxWJHPAQA5V3g/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
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