一句顶一万句！宣传语怎么写？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一条<span style="color: black;">宣传</span>语的价值能有多大？有些<span style="color: black;">宣传</span>语可能一文不值<span style="color: black;">乃至</span>只会起到反<span style="color: black;">功效</span>，有些<span style="color: black;">宣传</span>语则价值连城。提起钻石，<span style="color: black;">大众</span>脑海里浮现出的<span style="color: black;">第1</span>句话可能<span style="color: black;">便是</span>“钻石恒久远，一颗永流传”。小米手机的一句“为发烧而生”，让多少人争前恐后地投入到新<span style="color: black;">制品</span>的争夺大军中。陈欧的一句“我为自己代言”，让多少粉丝追随聚美优品一路无怨无悔。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0d366b14fbb449c592cd2a59235756f9~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=f%2FfWgyVF6HcscRmBhgmTAU%2BlaL8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这<span style="color: black;">便是</span><span style="color: black;">宣传</span>语的威力。它看似非常简单，<span style="color: black;">便是</span>几个字<span style="color: black;">构成</span>的一句话，然而，在它<span style="color: black;">背面</span><span style="color: black;">隐匿</span>着的，是对品牌策略及消费心理的<span style="color: black;">精细</span>把握，<span style="color: black;">便是</span><span style="color: black;">这般</span>的把握，造<span style="color: black;">成为了</span>千差万别的效果，而这个效果的影响可能是千万级<span style="color: black;">乃至</span>是亿万级的。<span style="color: black;">那样</span>，<span style="color: black;">宣传</span>语<span style="color: black;">到底</span>应该<span style="color: black;">怎么样</span>写？</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2e710c1288ce4e14b7e7b8ab19ef8a38~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=vSCqkjn2ljzLxaDx29H2elgtcqc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">首要</span>，<span style="color: black;">必须</span>思考一个问题：<span style="color: black;">宣传</span>语的<span style="color: black;">道理</span>是什么？<span style="color: black;">宣传</span>语是用来卖<span style="color: black;">制品</span>的。你的广告语不<span style="color: black;">必须</span>写得多么冠冕堂皇，<span style="color: black;">亦</span>不<span style="color: black;">必须</span>有多高的文学水平。<span style="color: black;">宣传</span>语最大的特点<span style="color: black;">便是</span>有效，<span style="color: black;">况且</span>是非常有效。<span style="color: black;">因此</span>，它<span style="color: black;">第1</span>要能打动消费者，<span style="color: black;">导致</span><span style="color: black;">重视</span>和兴趣。其次要形成购买，要是产生不了购买冲动那就不算成功。<span style="color: black;">哪些</span>广为人知的<span style="color: black;">宣传</span>语，都是符合这两点的。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/7ffcc2f98768470bb00ecfee010358ef~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=7eCsjER7m3LjL5mIXVWvTayYSSk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">困了累了喝红牛。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今年过节不收礼，收礼只收脑白金。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">吃完喝完嚼益达。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">地球人都<span style="color: black;">晓得</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">关键时刻怎能感冒。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">海澜之家，男人的衣柜。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">营养，还是蒸得好。</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;">因此</span>，在<span style="color: black;">宣传</span>语的写作过程中，<span style="color: black;">咱们</span><span style="color: black;">必定</span>要<span style="color: black;">重视</span>以下几点。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/615bfb833fef46afaf581f5031a431e4~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=tyKLhZApT6tzogv2aPmlhd12O3o%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/21d6a34aec394747929c72bbd02d769f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=hdwjizJCEPX7KGNHyBkGGHN64sc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">想要</span>使<span style="color: black;">宣传</span>语击中用户的心，<span style="color: black;">首要</span>要<span style="color: black;">科研</span><span style="color: black;">她们</span>的消费心理。这就<span style="color: black;">必须</span><span style="color: black;">咱们</span>在<span style="color: black;">宣传</span>语创作的过程中，<span style="color: black;">按照</span><span style="color: black;">目的</span>受众的消费欲求来确定<span style="color: black;">宣传</span>语的切入点。<span style="color: black;">例如</span>食品<span style="color: black;">宣传</span>，<span style="color: black;">倘若</span>是针对老年人的，<span style="color: black;">必定</span>要<span style="color: black;">明显</span>养生、保健，其切入点要抓住老年人的身体健康；<span style="color: black;">倘若</span>是以儿童为<span style="color: black;">目的</span>消费者，就<span style="color: black;">必定</span>要抓住妈妈对<span style="color: black;">孩儿</span>健康成长的欲求，要把让<span style="color: black;">孩儿</span>长得更健康、能够<span style="color: black;">得到</span>全面发展、<span style="color: black;">尤其</span>是在增长智力方面所<span style="color: black;">拥有</span>的优点，<span style="color: black;">做为</span><span style="color: black;">宣传</span>语的切入点：<span style="color: black;">倘若</span>是针对青年人的，则应该<span style="color: black;">明显</span>这个<span style="color: black;">制品</span>所<span style="color: black;">拥有</span>的青春、活力<span style="color: black;">或</span>浪漫的气息。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2b861a6f30ba468598b7a70294a3c375~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=aVwmFGOPR6%2BvLTcUnWeQxNhS%2FsM%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">仅有</span>熟谙消费者的心理，找到广告语的恰当切入点，<span style="color: black;">才可</span>使得该<span style="color: black;">宣传</span>语<span style="color: black;">拥有</span>让相应的消费者过目不忘的效果。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/470080245e804ad9b425037512c77da6~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=S1FIzJzpxsjtCQIR00bE%2BZyGHRo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/7c356ffa9db347d49b1e9a1a3a4013dd~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=Ts2328I29kLSiTcry8D5DIGxnB8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“去屑实力派，当然海飞丝”这句<span style="color: black;">宣传</span>语，<span style="color: black;">非常多</span>人都记忆尤深。它<span style="color: black;">不仅</span>完全和<span style="color: black;">制品</span>利益结合起来，<span style="color: black;">况且</span>将它要表达的意思阐述得非常清楚，就像顺口溜<span style="color: black;">同样</span>，完全<span style="color: black;">无</span>什么认知成本，一看就能懂，非常好记。“易懂、好记”这<span style="color: black;">便是</span>低记忆成本的<span style="color: black;">显著</span>特征。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/82fd6187606a4f8597fdfc0ecc6a8580~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=15mirYkfKI2FcrH1zU%2BuwcJ%2BFtw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了<span style="color: black;">包括</span>品牌<span style="color: black;">制品</span>的卖点，<span style="color: black;">宣传</span>语通用化、<span style="color: black;">白话</span>化、场景化、精炼化等基本<span style="color: black;">需求</span>外，还要避免“知识的诅咒”。<span style="color: black;">所说</span>“知识的诅咒”，<span style="color: black;">便是</span>当你一旦<span style="color: black;">得到</span>某种知识后，你就很难想象你不<span style="color: black;">晓得</span>这种知识时的情景。而这很容易<span style="color: black;">导致</span>“<span style="color: black;">得到</span>某种知识的人”与“未<span style="color: black;">得到</span>这种知识的人”之间的认知<span style="color: black;">阻碍</span>和沟通<span style="color: black;">阻碍</span>，<span style="color: black;">由于</span>不管你再怎么转换视角，你<span style="color: black;">已然</span>被你<span style="color: black;">晓得</span>的知识“诅咒”了。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6976c8f378f34f8db72e5868ea0e7496~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=MXcL9kCd8RGzLb0%2F%2FEG2HZypkGk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，<span style="color: black;">咱们</span>在写<span style="color: black;">宣传</span>语的时候，最常犯的一个错误<span style="color: black;">便是</span>：总会产生“这种常识<span style="color: black;">大众</span>应该都<span style="color: black;">晓得</span>了，<span style="color: black;">不消</span>再去介绍了”的想法。但<span style="color: black;">实质</span>上，大部分人其实并不<span style="color: black;">认识</span>这个常识，只是<span style="color: black;">由于</span>你懂，<span style="color: black;">因此</span>就误以为他<span style="color: black;">亦</span>懂。你懂得越多，就被“诅咒”得越多。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a405534223f046e39e18bea9e1d69a85~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=e33gKlwoiK8iajNif4rXXwerDYE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此呢</span>，想要降低认知记忆成本，就不要站在自我视角去写，还要召集一批一批的人来看<span style="color: black;">或</span>听这句<span style="color: black;">宣传</span>语，将“知识的诅咒”抹杀。在这个过程中，还有一个简单的标准一<span style="color: black;">倘若</span>你写出的一段文案，<span style="color: black;">必须</span>用另一句话去解释，那你直接用后面那句话吧。你都说不清楚，消费者怎么能清楚？</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f40acfc326d64a61a1e225d862687f64~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=eT7YPLTW0C11%2Fjp529JSJjc6g1o%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b0a12932de7b437d9dfab377f13a9fb8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=VY2S8CZOCsO1d%2B2zbhQQuUsM8CQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>的所有创意，都是为了降低营销传播成本。<span style="color: black;">因此呢</span>，<span style="color: black;">宣传</span>语<span style="color: black;">必定</span>要让人看一眼就说得出，<span style="color: black;">况且</span>愿意将其传递给别人。<span style="color: black;">咱们</span><span style="color: black;">必要</span>清楚，消费者都是很“懒”的，即使他高度认可你的<span style="color: black;">制品</span>，<span style="color: black;">亦</span>不会总结出一句话告诉别人。而<span style="color: black;">倘若</span><span style="color: black;">咱们</span>能总结出一句话，让消费者在进行口碑传播的时候能直接<span style="color: black;">运用</span>，消费者<span style="color: black;">常常</span>就会更愿意宣传<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/3da17699e2b5444da6dee01c49a1ed13~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=VBYHIK7SpmtNocIHLquBlXStAjs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个时候，还<span style="color: black;">必须</span><span style="color: black;">尤其</span><span style="color: black;">重视</span>信息的<span style="color: black;">精细</span>传达。你的<span style="color: black;">宣传</span>语简单易懂，消费者可能愿意为你传播，但<span style="color: black;">倘若</span><span style="color: black;">她们</span>传递的信息不<span style="color: black;">精细</span>，<span style="color: black;">引起</span>接收者抓不到关键点，<span style="color: black;">那样</span>，<span style="color: black;">这般</span>的传播依然是无效的。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b210cb5699a34db6870e86be7b5a9dfc~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=Wpyuxge%2BUlu5hqcluiUQtv9FYfs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">要做到<span style="color: black;">精细</span>传达，重中之重在于精简。<span style="color: black;">非常多</span>人总是<span style="color: black;">期盼</span><span style="color: black;">宣传</span>语里<span style="color: black;">包括</span>一大堆内容，生怕自己的卖点<span style="color: black;">无</span>列举完感觉不说出十几二十个<span style="color: black;">制品</span><span style="color: black;">优良</span>都<span style="color: black;">不可</span>算大品牌。但<span style="color: black;">实质</span>上，<span style="color: black;">这般</span>的做法反而是本末倒置。<span style="color: black;">宣传</span>语中<span style="color: black;">包括</span>的关键词最好不要太多，消费者能一次接受的关键词不会<span style="color: black;">非常多</span>。能把一个关键词传达出去，就<span style="color: black;">已然</span>非常了不起了。你只<span style="color: black;">必须</span>用一个最精炼的关键词，揭示品牌的核心精髓，强有力地打动消费者就<span style="color: black;">能够</span>了。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6d0d76c9e50943f2a0b910d15c871012~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=KEeuOH3%2BdkF7IeCjoLYkwfFooMU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>“瓜子二手车直卖网，<span style="color: black;">无</span>中间商赚差价”这句<span style="color: black;">宣传</span>语，就做到了这一点，它只靠“<span style="color: black;">无</span>中间商赚差价”这一个关键词，就打动了消费者，打开了市场。当然，<span style="color: black;">咱们</span><span style="color: black;">必要</span>明白的是，<span style="color: black;">宣传</span>语是顾客<span style="color: black;">选取</span>品牌的理由，<span style="color: black;">同期</span><span style="color: black;">亦</span>是品牌对顾客的承诺。<span style="color: black;">宣传</span>语说得再好，<span style="color: black;">倘若</span>与<span style="color: black;">制品</span>的真实<span style="color: black;">状况</span>不符，对品牌塑造就只会起到反<span style="color: black;">功效</span>。支撑一句经典<span style="color: black;">宣传</span>语的，应该是一整套系统工程，<span style="color: black;">包含</span><span style="color: black;">制品</span>、供应链、运营等一系列要素的合力。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/be6c2b528e794135a9badf57894ed4c8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723524265&x-signature=%2B4PZevwnXMIrmcsrtw%2FFTCE9hNk%3D" style="width: 50%; margin-bottom: 20px;"></div>
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太棒了、厉害、为你打call、点赞、非常精彩等。 感谢楼主的分享！我学到了很多。 你的见解真是独到，让我受益匪浅。 软文发布平台 http://www.fok120.com/
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