一篇合格的宣传文案，其内在规律是什么？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>写一篇好的<span style="color: black;">宣传</span>文案？本文笔者认为：一篇好的文案，要能做到这两点：“让消费者去看”、“有效的传达诉求”。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RVu6lmAFziTL1B~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723528978&x-signature=18If1xtNrsaCrfXC9qBy%2F9ckuEM%3D" style="width: 50%; margin-bottom: 20px;">
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">1、</span> “让消费者去看”</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>做好了一则<span style="color: black;">宣传</span>文案，消费者<span style="color: black;">基本</span>不去看，那接下来的一切<span style="color: black;">便是</span>扯淡了。这就像你花尽心思做了一桌南北调和、东西混搭的大菜，但人家压根不动筷子，<span style="color: black;">这般</span>即使是食神下凡的周星星<span style="color: black;">亦</span>没辙。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此呢</span>，<span style="color: black;">咱们</span>才要用<span style="color: black;">各样</span>离奇、亮眼、惊艳、怪诞的创意，去吸引消费者的眼球，让消费者不看都不行。<span style="color: black;">或</span>是利用多<span style="color: black;">途径</span>、高频次的<span style="color: black;">宣传</span>轰炸，去触及消费者，强迫<span style="color: black;">她们</span>去看。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RVu6lmWfGnaxg~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723528978&x-signature=JJ1vBX8Nhvx5Uij8oR4UrUKFQAc%3D" 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;">仅有</span>在这种<span style="color: black;">状况</span>下，你会高兴得了肺炎。——SCRABBLE（一种拼字游戏）</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RVu6lmn3a4bBeP~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723528978&x-signature=4WrfGfBWJmZk%2BbERRyk2Md9Qhow%3D" 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;">仅有</span>在这种<span style="color: black;">状况</span>下，你会高兴得了梅毒。——SCRABBLE（一种拼字游戏）</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">二、“有效的传达诉求”</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">毕竟<span style="color: black;">咱们</span>是<span style="color: black;">宣传</span>文案人，不是王家卫、陈凯歌的接班人，<span style="color: black;">咱们</span><span style="color: black;">亦</span><span style="color: black;">不可</span>拿着甲方的钱，去做一个<span style="color: black;">作为</span>莫言的梦。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，文案<span style="color: black;">必要</span>用文字或画面，去更好的传达<span style="color: black;">宣传</span>诉求，让消费者<span style="color: black;">爱好</span><span style="color: black;">咱们</span>的<span style="color: black;">制品</span>，购买<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>，<span style="color: black;">乃至</span>像追星的疯狂小粉丝<span style="color: black;">同样</span>，去彻夜排队打架争抢<span style="color: black;">咱们</span>品牌的<span style="color: black;">制品</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而在<span style="color: black;">详细</span><span style="color: black;">办法</span>上，随着<span style="color: black;">宣传</span>学、营销学的发展，有<span style="color: black;">区别</span>的答案，<span style="color: black;">例如</span>艺术派、科学派、定位派、冲突派、超级符号派等等百花齐放。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RVu6ln41eMsUJ0~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723528978&x-signature=GDnUAjNx0YBpd0X6sFmQ94l%2B7rk%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">人们常说“纲举目张”，以上两个问题<span style="color: black;">便是</span>“纲”，<span style="color: black;">仅有</span>将“纲”的问题深刻理解，<span style="color: black;">才可</span>做到“目张”。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">1. 特洛伊木马</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在我刚做文案时，<span style="color: black;">始终</span>想梳理清楚，<span style="color: black;">怎样</span><span style="color: black;">同期</span><span style="color: black;">处理</span>好这两个问题，直到有一天看《奥美的创意观点》。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">书里面说，好的<span style="color: black;">宣传</span>文案，其实很像一个特洛伊木马，而这<span style="color: black;">便是</span>一个良好的<span style="color: black;">处理</span><span style="color: black;">办法</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">哪些</span>天马行空的创意是一只木马，而它是一个<span style="color: black;">外边</span>伪装，用来躲过消费者<span style="color: black;">针对</span><span style="color: black;">宣传</span>的<span style="color: black;">警觉</span>（让消费者去看）；而真实的<span style="color: black;">商场</span>企图，<span style="color: black;">例如</span>推广品牌增进<span style="color: black;">营销</span>，<span style="color: black;">便是</span>藏在木马里的士兵（有效传达诉求）。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RVu6lnRHNhwfFI~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723528978&x-signature=xXAZYOACPM1JtcSGDAuBxKA%2Fmj8%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文案创意人<span style="color: black;">便是</span>利用类似的木马计，去闯进消费者的心智，让<span style="color: black;">她们</span>接受<span style="color: black;">咱们</span>传达的<span style="color: black;">宣传</span>信息。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span><span style="color: black;">根据</span>这个<span style="color: black;">规律</span>，一个好的创意，就<span style="color: black;">必要</span>既是一个好木匠，能用锛凿斧锯造出一匹好木马，又是一个好战士，能大杀四方攻城略地。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">2. 好的文案创意，不像<span style="color: black;">宣传</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，<span style="color: black;">倘若</span>是一则完美的文案，消费者可能<span style="color: black;">基本</span>看不出这是<span style="color: black;">宣传</span>，但却接受了文案传达的诉求。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>：<span style="color: black;">咱们</span>中国人大部分都<span style="color: black;">晓得</span>武汉的黄鹤楼、南昌的滕王阁、湖南的岳阳楼，<span style="color: black;">咱们</span>是怎么<span style="color: black;">晓得</span>的呢？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大都还是<span style="color: black;">由于</span><span style="color: black;">哪些</span>，背到死去活来差点吐血的古诗<span style="color: black;">或</span>课文，<span style="color: black;">例如</span>：《岳阳楼记》、《滕王阁序》、《黄鹤楼》。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">正是<span style="color: black;">因为</span>这些古代大佬的千古名篇代代相传，才有了<span style="color: black;">此刻</span>一到长假就挤爆的名楼景点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span><span style="color: black;">根据</span>营销学<span style="color: black;">方向</span>思考，当年文坛大佬的这些<span style="color: black;">文案</span>，其实<span style="color: black;">便是</span>一篇篇<span style="color: black;">宣传</span>文案，并且威力牛到大佬们<span style="color: black;">已然</span>去世几百年，朝代都换几茬了，依然卓有成效的推广着这些名楼，给当地旅游经济带来<span style="color: black;">海量</span>收入。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而这<span style="color: black;">便是</span><span style="color: black;">此刻</span><span style="color: black;">所说</span>的<span style="color: black;">宣传</span>，做梦<span style="color: black;">皆想</span>要达到的效果——消费者不认为你是<span style="color: black;">宣传</span>文案，<span style="color: black;">然则</span>接受到了所传达的信息。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">它<span style="color: black;">亦</span>是一个完美的<span style="color: black;">宣传</span>木马：伪装的足够完美，<span style="color: black;">能够</span>骗过读者的<span style="color: black;">警觉</span>心；藏着的士兵<span style="color: black;">亦</span>足够能打，<span style="color: black;">能够</span>有力传达<span style="color: black;">制品</span>信息。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">由于<span style="color: black;">此刻</span>传播环境的变化，越来越多的<span style="color: black;">宣传</span>主，<span style="color: black;">起始</span><span style="color: black;">注重</span>类似软性<span style="color: black;">移植</span><span style="color: black;">宣传</span>，<span style="color: black;">例如</span>：<span style="color: black;">各样</span>电影、电视剧的<span style="color: black;">移植</span><span style="color: black;">宣传</span>，<span style="color: black;">便是</span>在正常的剧情走向中，将<span style="color: black;">制品</span>伪装成道具的形式<span style="color: black;">移植</span>。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RVu6lzAGKq35kz~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723528978&x-signature=%2BbC6i04LhPJNhjzrvgR%2Bgute520%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">再<span style="color: black;">例如</span>：<span style="color: black;">此刻</span><span style="color: black;">非常多</span>综艺里的<span style="color: black;">各样</span>口播，它非但<span style="color: black;">无</span>割裂观众的娱乐进程，<span style="color: black;">乃至</span>还被打<span style="color: black;">导致</span>一个笑点。就像《向往的生活3》中成功<span style="color: black;">移植</span>的小度、<span style="color: black;">或</span>当初《奇葩说》中马东令人笑掉头的花式口播。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RVu6lzSEfCMPMl~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723528978&x-signature=AtZ83G1pMhWJ%2BucBIu8Q4lyy2VU%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而<span style="color: black;">此刻</span><span style="color: black;">平常</span>的信息流<span style="color: black;">宣传</span>文案，<span style="color: black;">亦</span>有很<span style="color: black;">大都是</span><span style="color: black;">运用</span>这个策略。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这些文案很像一个变色龙，随着平台内容环境的<span style="color: black;">持续</span>变化，<span style="color: black;">持续</span>的变成赤橙黄绿青蓝紫。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>：在知乎上发<span style="color: black;">宣传</span>，<span style="color: black;">通常</span>都会伪装成一个貌似非常深奥的问题；在公众号上发<span style="color: black;">宣传</span>，就伪装成一篇像模像样的<span style="color: black;">文案</span>，在<span style="color: black;">博客</span>上发<span style="color: black;">宣传</span>，就写一个搞笑的段子。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RVu6lzmEBBkv5X~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723528978&x-signature=w27ssfV%2FD8JwQt20MY259Rlv%2FMk%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（知乎信息流<span style="color: black;">宣传</span>）</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">3. <span style="color: black;">那样</span><span style="color: black;">为何</span>有洗脑型的创意？</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然，<span style="color: black;">因为</span>现实<span style="color: black;">状况</span>的<span style="color: black;">区别</span>，在创意方面<span style="color: black;">亦</span>会有<span style="color: black;">有些</span><span style="color: black;">区别</span>的变型，<span style="color: black;">例如</span>：颇有争议的洗脑型<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>把一场<span style="color: black;">宣传</span>战役，比喻为一场攻城战斗，有<span style="color: black;">美丽</span>创意的<span style="color: black;">宣传</span><span style="color: black;">便是</span>一场智谋之战，<span style="color: black;">宣传</span>天才利用无限脑力，去打造完美木马，偷摸将<span style="color: black;">制品</span>信息送进消费者心智。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这<span style="color: black;">便是</span>“上兵伐谋”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>，现实中，打造一个完美创意既费时费力又费脑子，更坑的是，有时即使费了<span style="color: black;">海量</span>脑子相出来的创意，投放到市场中，却可能一个水花都砸不出来。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">创意毕竟<span style="color: black;">亦</span>讲究一个天时地利人和，<span style="color: black;">倘若</span>你的创意发布时间内，赶巧某某明星忽然分手、出轨、结婚啥的，<span style="color: black;">那样</span>无论你的创意有多惊艳，<span style="color: black;">亦</span>都算是废了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">没办法，这<span style="color: black;">亦</span>得看命。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>，<span style="color: black;">咱们</span>要<span style="color: black;">晓得</span>每一个<span style="color: black;">宣传</span><span style="color: black;">背面</span>，可都是白花花的银子，而银子的<span style="color: black;">背面</span>是一个<span style="color: black;">巴望</span>带来<span style="color: black;">实质</span><span style="color: black;">营销</span>增长的<span style="color: black;">机构</span>，总是赔钱的话，<span style="color: black;">机构</span>要倒闭，员工要饿肚子，老板要欠钱……</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">于是，<span style="color: black;">有些</span>性子生猛的营销人，就<span style="color: black;">起始</span>绕过这么多的弯弯绕，弱化创意的<span style="color: black;">功效</span>，走上另一条雄赳赳气昂昂的“攻城”路线。什么创意、开脑洞、讲故事，什么特洛伊木马计，都是扯淡。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">把老子的意大利炮拉过来，把城门给我轰开！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">于是这些猛人<span style="color: black;">广泛</span>携一句简单直接，直指<span style="color: black;">制品</span>利益点的<span style="color: black;">宣传</span>词文案，加上单一的表现方式，携<span style="color: black;">海量</span>资金，以高频次的播放量，佐以高密度洗脑的方式，来大规模轰炸消费者的心智之城。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在这种生猛的攻击方式下，<span style="color: black;">制品</span>信息<span style="color: black;">一样</span><span style="color: black;">能够</span>进入消费者心智，<span style="color: black;">然则</span>过程可能<span style="color: black;">无</span><span style="color: black;">那样</span>的其乐融融春风和煦，很可能<span style="color: black;">导致</span>观众的反感。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>在这些猛人看来，这些反感是快速推进过程中，<span style="color: black;">有些</span>必要的代价。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这种<span style="color: black;">宣传</span>创意，<span style="color: black;">显著</span>的为了直接传达利益点，很痛快的牺牲了 “创意的隐蔽<span style="color: black;">功效</span>”，而去依靠“强迫”的方式弥补这个缺陷。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">4. 创意的内容化</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">与洗脑<span style="color: black;">宣传</span>相反的创意路线，是<span style="color: black;">宣传</span>的内容化，这类<span style="color: black;">宣传</span>新奇、制作精良，文案动人，是男友老少观看佳品、圈内圈外都喜闻乐见的创意。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其中的<span style="color: black;">表率</span>作，<span style="color: black;">例如</span>：今年年初火出圈儿的《啥是佩奇》，<span style="color: black;">或</span>之前苹果邀请著名导演陈可辛、贾樟柯拍摄的《三分钟》、《一个桶》等等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这些<span style="color: black;">宣传</span>创意<span style="color: black;">因为</span>故事精彩，表现手法高超，<span style="color: black;">乃至</span>超过了某些院线电影，于是它们凭借硬核内容在社交网络上被引爆。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一经引爆，被触及的消费者，便不是被动接受广告信息了，而是主动去欣赏一个<span style="color: black;">宣传</span>，<span style="color: black;">乃至</span>有些人还会去豆瓣上评评分。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RVu6m026wrxOK7~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723528978&x-signature=a02Xki%2Bp41UmyuSAuhMmnoXMLi0%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但这种看似<span style="color: black;">已然</span>到了最高境界的——“不像<span style="color: black;">宣传</span>的<span style="color: black;">宣传</span>”，事实上<span style="color: black;">亦</span>会遭到<span style="color: black;">有些</span>批评，其中最多、最典型的吐槽<span style="color: black;">便是</span>“<span style="color: black;">宣传</span>都看完了，<span style="color: black;">便是</span>不<span style="color: black;">晓得</span>卖的啥……”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>依然用木马计来做比喻，<span style="color: black;">便是</span>这支木马做的很大很<span style="color: black;">美丽</span>，<span style="color: black;">然则</span>木马里面藏的士兵仿佛却不太多。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但这种理解<span style="color: black;">亦</span>是不对的，<span style="color: black;">由于</span>内容型<span style="color: black;">宣传</span>的<span style="color: black;">重点</span>诉求，并不是“广播”自己的<span style="color: black;">制品</span>信息，而是“吸引”消费者，去和<span style="color: black;">她们</span>沟通，而故事本身<span style="color: black;">便是</span>一种沟通。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">5. 关键是把消费者当成什么？</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不论洗脑型和内容型<span style="color: black;">宣传</span>，<span style="color: black;">她们</span>的<span style="color: black;">最后</span>目的都是<span style="color: black;">同样</span>：将<span style="color: black;">宣传</span>信息固定在消费者心智里。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而<span style="color: black;">她们</span>的<span style="color: black;">区别</span>，<span style="color: black;">亦</span><span style="color: black;">便是</span><span style="color: black;">以上</span><span style="color: black;">说到</span>的两个关键问题：“<span style="color: black;">怎样</span>让消费者看”以及“<span style="color: black;">怎样</span>有效传达<span style="color: black;">宣传</span>信息”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>这两种类型的<span style="color: black;">宣传</span>，哪个做的更好呢？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">说实话我不<span style="color: black;">晓得</span>，<span style="color: black;">由于</span>我<span style="color: black;">无</span><span style="color: black;">详细</span>的数据，而这<span style="color: black;">亦</span>不是华山派的剑宗与气宗之争，找个人打一架就能看出来胜负。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不外</span>，虽然我不<span style="color: black;">晓得</span>，<span style="color: black;">然则</span>业界大宗师科特勒<span style="color: black;">亦</span>许会<span style="color: black;">晓得</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">科特勒在定义营销1.0时，有几个关键的tips：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在几十年前的1.0时代，企业的<span style="color: black;">目的</span>是“<span style="color: black;">营销</span><span style="color: black;">制品</span>”；价值主张是“<span style="color: black;">制品</span>功能性”，看待消费者的方式是“<span style="color: black;">拥有</span>生理需求的<span style="color: black;">公众</span>消费者”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">顺着这几个tips，<span style="color: black;">咱们</span>会<span style="color: black;">发掘</span>：这些恰好是洗脑<span style="color: black;">宣传</span>的几个<span style="color: black;">明显</span>特点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而科特勒定义的营销3.0，<span style="color: black;">亦</span>有几个关键的tips（虽然科特勒的理论<span style="color: black;">已然</span>发展到4.0，<span style="color: black;">然则</span>我认为大部分<span style="color: black;">平常</span>的<span style="color: black;">宣传</span>，还是比较符合3.0的定义）：在现在的3.0时代，企业的<span style="color: black;">目的</span>是“让世界更美好”，<span style="color: black;">例如</span>像苹果、Facebook<span style="color: black;">这般</span>的企业；价值主张是“功能性、情感化和精神化”，看待消费者的方式是“<span style="color: black;">拥有</span>独立思想、心灵和精神的完<span style="color: black;">全部</span>体”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">顺着这几个tips，<span style="color: black;">咱们</span>会<span style="color: black;">发掘</span>这些都是内容创意<span style="color: black;">宣传</span>的<span style="color: black;">明显</span>特点。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RVu6m0NBdeT7Oz~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723528978&x-signature=JHMBNvcUGkk0WePTRVN9C0ibcwk%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然，关键核心其实在于最后一项——“看待消费者的方式”：你是把消费者当做一个有生理需求的<span style="color: black;">公众</span>消费者，还是一个<span style="color: black;">拥有</span>独立思想的个体？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span>这个问题的认识，会直接影响你接下来的创意走向，以及洞察深度。而尊重消费者的独立个体，则很大概率是<span style="color: black;">宣传</span>文案的一个必然趋势。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">6. 总结</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上讨论的是关于一个合格文案的内在<span style="color: black;">规律</span>：</p>它要是一个“特洛伊木马”，用一个<span style="color: black;">美丽</span>的创意，去<span style="color: black;">保准</span>诉求的顺畅传达。<span style="color: black;">因此呢</span>，在这个前提下，最好的创意应该不像是一个<span style="color: black;">宣传</span>，<span style="color: black;">或</span>起码不<span style="color: black;">那样</span>像一个<span style="color: black;">宣传</span>。洗脑型的<span style="color: black;">宣传</span>是以一种强攻的方式，打入消费者的心智；而内容创意型<span style="color: black;">宣传</span>，则是用一种更为柔软的<span style="color: black;">办法</span>，去影响消费者。这两种方式最核心的区别，便是<span style="color: black;">怎样</span>去看待你的消费者，而尊重消费者的独立个体，是一个必然趋势。<h2 style="color: black; text-align: left; margin-bottom: 10px;">参考资料/案例<span style="color: black;">源自</span>：</h2>《奥美的创意观点》谭启明《营销革命3.0》《营销革命4.0》科特勒文中<span style="color: black;">显现</span>案例皆出自各品牌方文中部分<span style="color: black;">照片</span>来自pixabay.com<h3 style="color: black; text-align: left; margin-bottom: 10px;">#专栏作家#</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">于极，<span style="color: black;">微X</span>公众号：文案人于极，人人都是<span style="color: black;">制品</span>经理专栏作家。文案、品牌主管；对文案、营销、品牌有些深度思考。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文原创发布于人人都是<span style="color: black;">制品</span>经理。未经许可，禁止转载</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">题图来自Unsplash，基于CC0协议</p>
楼主的文章非常有意义，提升了我的知识水平。 论坛外链网http://www.fok120.com/ 期待楼主的下一次分享！”
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