技巧｜王通：网络宣传文案策划的3招绝技
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/MUu776l6BlaIFAvyuwrzWoZyT4RoKiaJhRLyHMWc4sedVRRf6EHQqnYX1MW1K1cdicUfClVWRmJs3OzFibSjUd8Jw/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">全世界</span>好文案</strong>（glogocopy）</span><strong style="color: blue;">——<span style="color: black;">小牛设计会、西漂图书城全面合作伙伴！</span></strong></span>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/WAhAWrGyDNVoTfQ4ulHj1F56sHTnGoaFDGFE3rEf4qkPbhVNJECEXP3HQ4lzFYZsia2ftuw012HoePyxQph7J8Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">几年前，许多外贸企业求我帮<span style="color: black;">她们</span>投放Google Adwords的<span style="color: black;">宣传</span>，<span style="color: black;">她们</span>给出</span><span style="color: black;">的</span><span style="color: black;">服务费是投放金额的30%，<span style="color: black;">亦</span><span style="color: black;">便是</span>一天投放<span style="color: black;">10</span>万元的话，<span style="color: black;">她们</span>就给我<span style="color: black;">3</span>万元的服务费。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">谷歌官方代理商服务费才15%</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">她们</span><span style="color: black;">为何</span><span style="color: black;">原由</span>出这么高比例的服务费呢？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因为我花了半小时策划的<span style="color: black;">宣传</span>文案，让<span style="color: black;">她们</span>的<span style="color: black;">宣传</span>点击率直接<span style="color: black;">提升</span>了十几倍，<span style="color: black;">宣传</span>成本大大降低，项目快速实现盈利。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">知识点</span></strong><span style="color: black;">：Adwords的算法是<span style="color: black;">这般</span>的，<span style="color: black;">宣传</span>的点击率和每次点击<span style="color: black;">花费</span>是成反比，<span style="color: black;">亦</span><span style="color: black;">便是</span>你的<span style="color: black;">宣传</span>点击率越高，你的每次点击<span style="color: black;">花费</span>越低。<span style="color: black;">同期</span>，点击率越高，<span style="color: black;">宣传</span>排名就会越好！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当时那个客户自己设置的<span style="color: black;">宣传</span>文案，在谷歌搜索结果中，点击率不到1%，出<span style="color: black;">10</span>元人民币一个点击，<span style="color: black;">亦</span>排不到前三名。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而我帮<span style="color: black;">她们</span>简单修改了几句英文<span style="color: black;">宣传</span>文案，点击率立刻飙升到13%，一个点击的成本降到了<span style="color: black;">3</span>元<span style="color: black;">上下</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">我是<span style="color: black;">怎样</span>做到的呢？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实，我的英文水平非常烂，<span style="color: black;">白话</span>不会，阅读靠翻译软件，<span style="color: black;">然则</span>不影响我来策划吸引人的<span style="color: black;">宣传</span>文案，<span style="color: black;">亦</span>不耽误我曾经赚了不少老外的钱。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">直接上当时的<span style="color: black;">宣传</span>案例：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/WAhAWrGyDNVoTfQ4ulHj1F56sHTnGoaFDZEWd74lkib3g2MsibrZYL5ylhZSpuQYJ94TPUANdv2uESRR228E37Dg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">标题：耐克批发</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">介绍：比较鞋子来自澳大利亚的在线商店</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一点<span style="color: black;">亦</span>不吸引人，介绍语句<span style="color: black;">亦</span>不通，一点<span style="color: black;">亦</span>都不吸引人。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">我帮<span style="color: black;">她们</span>修改后的<span style="color: black;">宣传</span>文案是<span style="color: black;">这般</span>的：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/WAhAWrGyDNVoTfQ4ulHj1F56sHTnGoaFBGODQG8sV4vAGMsg2C5egrkFib4Mw8aK4ASBdibSk6ibBSFmiaCafZWuJg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">标题：批发耐克鞋子19.8美元</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">内容：paypal支付，免邮费；立刻购买，非常便宜！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就这个简单的<span style="color: black;">宣传</span>语修改，立刻让点击量翻了十几倍，<span style="color: black;">宣传</span>成本下降，<span style="color: black;">她们</span>立刻从赔钱变<span style="color: black;">成为了</span>盈利。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">之后，这个客户又给我介绍了十几个客户，我都采用的是类似的一套模式来做<span style="color: black;">宣传</span>文案设计。</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;">怎样</span><span style="color: black;">才可</span>设计好短<span style="color: black;">宣传</span>文案呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总结一下上面我设计的这个<span style="color: black;">宣传</span>文案，<span style="color: black;">重点</span>有三点：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第1</span>：快速吸引眼球</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">搜索<span style="color: black;">宣传</span>都是好多个在<span style="color: black;">一块</span>，快速吸引客户眼球，是非常重要的，<span style="color: black;">仅有</span>吸引了<span style="color: black;">她们</span>的眼球<span style="color: black;">重视</span>你，<span style="color: black;">而后</span>才可能点击你。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我策划的<span style="color: black;">宣传</span>标题中有【价格信息】，这个非常重要，数字和钱的符号放在<span style="color: black;">一块</span>，吸引着任何一个人的眼球。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">所有人都爱钱，<span style="color: black;">同期</span>数字比字母更加显眼，<span style="color: black;">因此</span>看到这些信息，就容易兴奋。就像<span style="color: black;">此刻</span><span style="color: black;">大众</span>在玩<span style="color: black;">微X</span>的时候，看到红包，你<span style="color: black;">要求</span>反射想点开<span style="color: black;">同样</span>，这<span style="color: black;">已然</span>进入了潜<span style="color: black;">认识</span>。</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;">另一</span>，文案中，Free（免费）、<span style="color: black;">Cheap</span>（便宜）这些词汇，让客户看到，<span style="color: black;">要求</span>反射<span style="color: black;">亦</span>都会非常兴奋，<span style="color: black;">由于</span>这些都是<span style="color: black;">每一个</span>人潜<span style="color: black;">认识</span><span style="color: black;">爱好</span>的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第二：好处一目了然</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">让客户看到<span style="color: black;">宣传</span>就能够<span style="color: black;">晓得</span>你能够<span style="color: black;">供给</span>的<span style="color: black;">详细</span>的好处，在描写好处的时候，你千万不要<span style="color: black;">思虑</span>语法等等问题，关键能呈现好处就够了。</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>，要用最少的字母组合，描绘出<span style="color: black;">详细</span>的好处！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Paypal支付，这是一个好处，<span style="color: black;">由于</span>外贸<span style="color: black;">B2C</span>，购物支付是很关键的一环，大部分国外用户当时都用<span style="color: black;">paypal</span>，感觉方便，<span style="color: black;">同期</span>有<span style="color: black;">保证</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">免邮费，这个好处<span style="color: black;">亦</span>很<span style="color: black;">详细</span>，客户看了<span style="color: black;">亦</span>自然会心动，就像<span style="color: black;">此刻</span>淘宝购物中，许多消费者都<span style="color: black;">爱好</span>包邮<span style="color: black;">同样</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第三：暗示快速行动</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Buy now，<span style="color: black;">very cheap</span>！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">立刻购买，非常便宜！这是一个很强的暗示语，非常顺口，<span style="color: black;">促进</span>客户看到<span style="color: black;">宣传</span>之后会立刻行动。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通哥在<span style="color: black;">这儿</span>重点强调一句：暗示客户去行动的<span style="color: black;">宣传</span>文案才是能够立刻带动<span style="color: black;">制品</span><span style="color: black;">营销</span>的好文案！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">过去十几年，中国电视<span style="color: black;">宣传</span>中，最成功的两个<span style="color: black;">宣传</span>文案<span style="color: black;">便是</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、送礼就送脑白金！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、怕上火喝加多宝！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这两句<span style="color: black;">宣传</span>文案<span style="color: black;">为何</span>NB呢？</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;">由于</span>他直接暗示你行动，<span style="color: black;">同期</span>重复暗示<span style="color: black;">便是</span>洗脑，重复7次后 <span style="color: black;">( </span><span style="color: black;">营销</span>心理学中有一个<span style="color: black;">7+1 </span>原则<span style="color: black;">)</span>，就容易进入人的潜<span style="color: black;">认识</span>，消费者天天能听到，就会被洗脑了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我之前有<span style="color: black;">文案</span>给<span style="color: black;">大众</span>讲过洗脑术的原理，懂了洗脑术的原理，你就<span style="color: black;">能够</span>设计出<span style="color: black;">能够</span>洗脑的<span style="color: black;">宣传</span>文案。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你看一下你的网络<span style="color: black;">宣传</span><span style="color: black;">是不是</span>符合以上三个标准呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你该<span style="color: black;">怎样</span><span style="color: black;">调节</span>自己的网络<span style="color: black;">宣传</span>文案呢？文案策划的功力深浅，实践起来，立竿见影就<span style="color: black;">能够</span>看到</span><span style="color: black;">。</span><span style="color: black;"><span style="color: black;">倘若</span>你想<span style="color: black;">认识</span><span style="color: black;">更加多</span>文案策划的干货，请关注<span style="color: black;">咱们</span>的<span style="color: black;">微X</span>公众号。</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"> <span style="color: black;"><span style="color: black;">源自</span>：tongwangnet 作者：王通</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/iaicbMzP4BPZltgO9SSbDVxmGibS8iaJKtJo45tgSzZ3Sicle7NqUNwYW98tWKzHibeFQwRItWaXWIjdWc3swRobE3vA/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">正在预定中，订价200元</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">正在预定中，订价100元</span></p>
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这夸赞甜到心里，让我感觉温暖无比。 感谢你的精彩评论，为我的思绪打开了新的窗口。 “BS”（鄙视的缩写） 期待更新、坐等、迫不及待等。 期待与你深入交流，共探知识的无穷魅力。
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