宣传文案写作的6基本需求
<span style="color: black;"><span style="color: black;">非常多</span>时候<span style="color: black;">咱们</span>写文案，都是<span style="color: black;">根据</span>自己的感觉写，<span style="color: black;">无</span>固定的<span style="color: black;">需求</span>和<span style="color: black;">行径</span>准则，但其实，文案写作是有<span style="color: black;">需求</span>的。</span><span style="color: black;"><span style="color: black;"><span style="color: black;">重点</span>有一下几点：</span></span><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1</span>、真实可信</strong></span></span><span style="color: black;">这是<span style="color: black;">宣传</span>文案写作最基本的原则。真实性指的是<span style="color: black;">宣传</span>文案所传达的信息真实可信，不弄虚作假。</span><span style="color: black;"><span style="color: black;">由于</span>，消费者是读了你的<span style="color: black;">宣传</span>后才相信那<span style="color: black;">制品</span>能给自己带来益处的。</span><span style="color: black;"><span style="color: black;">倘若</span>你的<span style="color: black;">宣传</span>文案夸张失实，就会让<span style="color: black;">营销</span>团队背上骗子的恶名。</span><strong style="color: blue;"><span style="color: black;">2、讲究策略</span></strong><span style="color: black;">任何<span style="color: black;">宣传</span>活动都是依据某种策略进行的。</span><span style="color: black;"><span style="color: black;"><span style="color: black;">宣传</span>文案撰稿人仿佛是“戴着镣铐跳舞”，<span style="color: black;">非常多</span>天马行空的创意会被一毙再毙，经过甲方的反复折才做出可行的文案。</span></span><span style="color: black;">写文案<span style="color: black;">首要</span>要<span style="color: black;">保证</span>策略正确且具备可行性，<span style="color: black;">而后</span>才是追求作品本身的完美品质。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3</span>、<span style="color: black;">精细</span>描述</span></strong><span style="color: black;">文案写作要准确把握创意的精神内核，要准确而细致地描述出要表达的信息。</span><span style="color: black;">这就<span style="color: black;">需求</span>撰稿人对<span style="color: black;">制品</span>或品牌的<span style="color: black;">关联</span><span style="color: black;">状况</span>有充分的<span style="color: black;">认识</span>。</span><span style="color: black;">再好的创意，一旦<span style="color: black;">显现</span>信息表达不准确的<span style="color: black;">状况</span>，<span style="color: black;">亦</span>会失去活力。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">4</span>、人性化表达</span></strong><span style="color: black;"><span style="color: black;">宣传</span>文案讲的是商品，但本质上还是为了达成人与人之间的沟通。</span><span style="color: black;">为此，<span style="color: black;">宣传</span>文案撰稿人要好好琢磨<span style="color: black;">怎么样</span>与<span style="color: black;">目的</span>客户好好沟通，<span style="color: black;">认识</span><span style="color: black;">她们</span>是什么样的人，<span style="color: black;">爱好</span>什么，反感什么等等。</span><span style="color: black;"><span style="color: black;">在文案中，要做到“人性化表达”，把话说到受众心里去。</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">5</span>、简洁明了</span></strong><span style="color: black;">优秀的<span style="color: black;">宣传</span>文案不夸大<span style="color: black;">制品</span>或品牌的优点，<span style="color: black;">亦</span>不掩饰其缺点，而是尽可能地把想要表达的信息条理化、<span style="color: black;">心情</span>化、简约化、戏剧化、印象化。</span><span style="color: black;">让客户用最少的精力和最<span style="color: black;">容易</span>的方式读到最重要的信息，是<span style="color: black;">宣传</span>文案撰稿人义不容辞的使命。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">6</span>、语言巧妙</span></strong><span style="color: black;"><span style="color: black;">宣传</span>文案的语言变化无穷、多姿多彩。光是文字功底好，未必能写得出出奇制胜的好文案。</span><span style="color: black;">你要对文案的诉求对象具备深刻的认识，<span style="color: black;">这里</span><span style="color: black;">基本</span>上说出对方想听到的话。无论用什么样的语言风格，只要能有效<span style="color: black;">明显</span>关键信息，<span style="color: black;">便是</span>行文巧妙的好文案。</span><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">作者简介：</span></p>
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