m5k1umn 发表于 2024-8-7 15:30:41

搞清楚宣传目的，写出好文案


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">写<span style="color: black;">宣传</span>文案的时候，<span style="color: black;">知道</span><span style="color: black;">宣传</span><span style="color: black;">目的</span>的重要性毋庸置疑，<span style="color: black;">由于</span>搞清<span style="color: black;">目的</span>后<span style="color: black;">才可</span>朝正确的方向上高速前进，而不是绞尽脑汁想了半天文案，结果<span style="color: black;">发掘</span>方向还跑偏了。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RhPzqQl2pvwiWH~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529494&amp;x-signature=9owmuLzkK4cL0I6NCWsur%2FvkfRk%3D" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">什么是<span style="color: black;">宣传</span><span style="color: black;">目的</span>？</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大<span style="color: black;">都数</span>人回答是<span style="color: black;">这般</span>的，<span style="color: black;">宣传</span><span style="color: black;">目的</span><span style="color: black;">便是</span>卖货，<span style="color: black;">不可</span>卖货的文案都不是好文案。<span style="color: black;">这般</span>粗暴的答案屡见不鲜，令人哭笑不得。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>去年我遇到一家上海的口腔医院，从上海到昆明拓展市场，当时该医院看到当地的市场老大—XX口腔医院不间断的大范围投放公交车<span style="color: black;">宣传</span>，于是认真分析了公交线路之后，<span style="color: black;">亦</span>立即花费了数十万投放公交车<span style="color: black;">宣传</span>，看到别人做抖音做快手<span style="color: black;">亦</span>赶紧跟进。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因为</span>搞不清楚<span style="color: black;">宣传</span><span style="color: black;">目的</span>，该医院在市场营销方面，浪费了<span style="color: black;">海量</span>时间和金钱，<span style="color: black;">错失</span>了大好<span style="color: black;">机会</span>，<span style="color: black;">亦</span>直接造<span style="color: black;">成为了</span>该医院整年入<span style="color: black;">不足</span>出，严重亏损。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当时<span style="color: black;">倘若</span>该医院能够理解<span style="color: black;">宣传</span><span style="color: black;">目的</span>，就会清楚什么时候<span style="color: black;">选取</span>什么样的<span style="color: black;">途径</span>投放什么样的内容，<span style="color: black;">才可</span>更好的达到<span style="color: black;">目的</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">回到了开头<span style="color: black;">咱们</span>说的，什么是<span style="color: black;">宣传</span><span style="color: black;">目的</span>呢？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span><span style="color: black;">目的</span><span style="color: black;">重点</span>分为<span style="color: black;">通知</span>、说服、提醒和强化四大类。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">01 <span style="color: black;">通知</span>型<span style="color: black;">宣传</span></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">目的</span>是为新<span style="color: black;">制品</span>或现有<span style="color: black;">制品</span>的新特性创造品牌知名度和知识。<span style="color: black;">倘若</span><span style="color: black;">都数</span><span style="color: black;">目的</span>受众并不<span style="color: black;">晓得</span>某<span style="color: black;">制品</span>,<span style="color: black;">那样</span>传播者的任务<span style="color: black;">便是</span><span style="color: black;">创立</span>知晓度。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>锤子手机发布会前的预热文案，<span style="color: black;">实质</span>上<span style="color: black;">便是</span><span style="color: black;">通知</span>用户，新<span style="color: black;">制品</span>即将发布。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RtO1VyQ8tvY1sc~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529494&amp;x-signature=vK07RGi8DfFZcqLQbb0YL2QiFmw%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;">例如</span>汽车行业的奥迪推出后驱版本R8 V10，<span style="color: black;">这般</span>的<span style="color: black;">宣传</span><span style="color: black;">目的</span><span style="color: black;">亦</span>是旨在<span style="color: black;">通知</span>用户<span style="color: black;">制品</span>特性。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RtO1Vz1A0kdqED~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529494&amp;x-signature=RfPE4EvJk8YBYtVrA3J0J7du3Do%3D" style="width: 50%; margin-bottom: 20px;">
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">02 说服型<span style="color: black;">宣传</span></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">创造对<span style="color: black;">制品</span>或服务<span style="color: black;">爱好</span>、偏好、信念和购买为<span style="color: black;">目的</span>，<span style="color: black;">这般</span>类型的<span style="color: black;">宣传</span><span style="color: black;">亦</span><span style="color: black;">便是</span>开篇所说的，<span style="color: black;">宣传</span>的目的<span style="color: black;">便是</span>说<span style="color: black;">吃下</span>户，购买<span style="color: black;">制品</span>或服务。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>老罗英语的<span style="color: black;">宣传</span>，强调住宿免费核心信息，旨在说<span style="color: black;">吃下</span>户报名。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RtO1VzT4eabqyW~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529494&amp;x-signature=Svy78HgwI1QJ6vG8978c0NxfMSU%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/RtO1VzyD2ALnvA~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529494&amp;x-signature=8rUn1P267%2FK47YySQ68JW9%2BbkUQ%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;">经过</span>1元钱人民币类比的方式，<span style="color: black;">明显</span>了老罗英语的高性价比。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RtO1X1oGH9IpXb~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529494&amp;x-signature=dkSIJzj8dwcpDkHjI1AYkEkSCSM%3D" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">先提出问题，<span style="color: black;">而后</span><span style="color: black;">供给</span><span style="color: black;">处理</span><span style="color: black;">方法</span>，<span style="color: black;">亦</span>能有效说<span style="color: black;">吃下</span>户。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RtO1X2P6X6MfcD~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529494&amp;x-signature=NBiQoaqqeQ%2BOoXpgNozrNd1nkCY%3D" style="width: 50%; margin-bottom: 20px;">
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">03 提醒型<span style="color: black;">宣传</span></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户<span style="color: black;">常常</span>是很容易遗忘的，而提醒型<span style="color: black;">宣传</span>正好<span style="color: black;">能够</span><span style="color: black;">帮忙</span>用户提取记忆，<span style="color: black;">这般</span><span style="color: black;">能够</span>更好的促进<span style="color: black;">制品</span>和服务的重复需求。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">开篇所说的某上海口腔医院<span style="color: black;">为何</span>效仿市场老大投放公交车<span style="color: black;">宣传</span>会<span style="color: black;">导致</span><span style="color: black;">宣传</span>浪费，<span style="color: black;">便是</span><span style="color: black;">由于</span>市场老大投放公交车<span style="color: black;">宣传</span>的目的本身<span style="color: black;">便是</span>在提醒用户，但这个前提<span style="color: black;">必要</span>是用户<span style="color: black;">已然</span>对品牌有了<span style="color: black;">必定</span>的<span style="color: black;">熟练</span>度。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为何</span>呢？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span>公交车身尺寸非常有限，<span style="color: black;">况且</span>车是移动的，<span style="color: black;">必要</span>醒目大字<span style="color: black;">才可</span>看得清，而当时的这家上海口腔医院投放<span style="color: black;">宣传</span>的时候，<span style="color: black;">亦</span>仅仅只是把自己的名字—XX口腔总共4个字，放在了车身上，显然<span style="color: black;">这般</span>做是无效的。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而当4个字变成可口可乐<span style="color: black;">这般</span>的品牌时，显然就有了很好的效果，<span style="color: black;">亦</span>符合<span style="color: black;">宣传</span><span style="color: black;">目的</span>。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RtO1X2t42d3VnA~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529494&amp;x-signature=MHgJRUHYPeQfZb%2FGiFiD4PXsiwQ%3D" style="width: 50%; margin-bottom: 20px;">
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">04 强化型<span style="color: black;">宣传</span></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">说服现有购买者相信自己做出了正确的<span style="color: black;">选取</span>，<span style="color: black;">例如</span>汽车行业的沃尔沃<span style="color: black;">便是</span>年复一年的强调安全这个特性，宝马则强调终极驾驶利器。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RtO1X3R6VHRy8t~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529494&amp;x-signature=SYbY6CGuY4fblXDYeQqVMegqvOg%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;">宣传</span><span style="color: black;">目的</span>应该从对现有市场<span style="color: black;">状况</span>的全面分析中产生。<span style="color: black;">倘若</span><span style="color: black;">制品</span>类别<span style="color: black;">处在</span>成熟期，<span style="color: black;">机构</span>是市场领导者，并且品牌<span style="color: black;">运用</span>率低，<span style="color: black;">那样</span><span style="color: black;">目的</span>应该是促进<span style="color: black;">更加多</span>的消费者来<span style="color: black;">运用</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><span style="color: black;">制品</span>类别是新推出的，<span style="color: black;">机构</span>并非市场领导者，并且品牌比领导者的好，<span style="color: black;">那样</span><span style="color: black;">目的</span>应该是说服市场相信品牌的优越性。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者：逃虚子，公众号：逃虚子（ID：taoxuzi23）</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文由 @逃虚子 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>




gao808909 发表于 2024-8-27 02:40:10

seo常来的论坛，希望我的网站快点收录。

7wu1wm0 发表于 2024-10-6 02:28:01

楼主继续加油啊！外链论坛加油！

nykek5i 发表于 2024-10-28 02:47:36

楼主继续加油啊！外链论坛加油！

qzmjef 发表于 2024-11-2 07:13:08

同意、说得对、没错、我也是这么想的等。
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