我所理解的宣传文案的第三个周期
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/7MHjqQghVCqKCA83SnK4GicaUUAuCkdzC4CXkKvP3ELibBF5f5T6AkOp5YibAXuuwBbEIS6MEeRh8icgDeF6UR0BEQ/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;"><strong style="color: blue;"><span style="color: black;">一</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在前两篇<span style="color: black;">文案</span>，我<span style="color: black;">仔细</span>讲解了我所理解的<span style="color: black;">宣传</span>文案的前两个<span style="color: black;">周期</span>（文艺青年的入门文案、传统<span style="color: black;">商场</span>文案的假大空）。</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;">今天就讲讲第三个<span style="color: black;">周期</span></span>-<span style="color: black;">李叫兽的</span><span style="color: black;">xy</span><span style="color: black;">文案。</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;">当然，本文不是用来再讲解</span>xy<span style="color: black;">文案，本文的核心目的以</span><span style="color: black;">xy</span><span style="color: black;">文案理论<span style="color: black;">做为</span>牵头，讲讲我所认为的第三个文案<span style="color: black;">周期</span>的文案世相。</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;">为了写本文，我本来打算专门去<span style="color: black;">科研</span>几十篇李叫兽的<span style="color: black;">文案</span>，尤其是讲文案的<span style="color: black;">文案</span>。<span style="color: black;">然则</span>后来仔细想想还是<span style="color: black;">无</span><span style="color: black;">这般</span>做，<span style="color: black;">由于</span>当读一个人的东西多了后，再<span style="color: black;">来讲</span>这个人的理论很容易演变成<span style="color: black;">评估</span>这个人。这是我不想做的，<span style="color: black;">亦</span>是本文的原则。本文不是来<span style="color: black;">评估</span>李叫兽这个人，而是就单单拿</span>xy<span style="color: black;">文案<span style="color: black;">来讲</span>事。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">好了废话不多说，进入正题。</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;">二</span></strong></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;">当一个文青进入文案行业后，心里仍是正向、美好、大理想。而经过传统<span style="color: black;">商场</span>文案老手的<span style="color: black;">持续</span>教说后，慢慢的走上传统<span style="color: black;">商场</span>文案的</span>“正道”，文案之路<span style="color: black;">起始</span>趋于舒适，越来越对<span style="color: black;">关联</span>项目得心应手，写出的文案越来越得到文案<span style="color: black;">指点</span>的<span style="color: black;">褒扬</span>，<span style="color: black;">亦</span>就越来越安而无知了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">殊不知，新崛起的互联网文案人悄然而起，<span style="color: black;">她们</span>扛着一心为用户的大旗，势要颠覆传统文案，这个时候，原来的文艺青年埋藏心底的星星之火，有着燎原之势。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">新时期的文案大胆而露骨，<span style="color: black;">再也不</span>遮掩，优秀的文案人写出的文案直戳用户的内心，分分钟扎中老铁们的内心。<span style="color: black;">她们</span>似乎才是真正的好文案。</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;">三</span></strong></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;">我大概是两年强接触到李叫兽的</span>xy<span style="color: black;">文案，初次接触的时候<span style="color: black;">特别有</span>启发性。<span style="color: black;">由于</span>这正是<span style="color: black;">非常多</span>人心里想要说的啊，以前的传统文案写的大而空，文案人自己还沉浸在文字的雕琢上，对文字一个一个的细扣，时间全花在这个上面了。而写出的文案就像走一个过程，走一个<span style="color: black;">宣传</span>流程，对<span style="color: black;">制品</span><span style="color: black;">实质</span>上的<span style="color: black;">营销</span><span style="color: black;">亦</span>就马马虎虎，<span style="color: black;">无</span>太大改变。</span></span></p>
<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>大多传统文案的样子，可能只是<span style="color: black;">由于</span>市场<span style="color: black;">必须</span>，<span style="color: black;">宣传</span>流程<span style="color: black;">必须</span>，就跟着混混而做，然而连文案的本质都不清楚。</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;">而李叫兽的</span>Xy<span style="color: black;">文案，直接点明传统文案的<span style="color: black;">坏处</span>病。<span style="color: black;">这儿</span>就不<span style="color: black;">仔细</span>介绍此文案理论的内容，直接归纳出<span style="color: black;">重点</span>几个关键点。</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;"><span style="color: black;">作者将文案分为</span>x<span style="color: black;">型文案和</span><span style="color: black;">y</span><span style="color: black;">型文案。</span></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;">①<span style="color: black;">x</span><span style="color: black;">文案想创意，查词典，构思修辞，用华丽的表达来诠释观点；</span><span style="color: black;">y</span><span style="color: black;">文案<span style="color: black;">认识</span>用户感受，寻找触发场景，描述用户心中的画面。</span></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;">插进</span>原图）</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;">②<span style="color: black;">X</span><span style="color: black;">文案自嗨，自我视角；</span><span style="color: black;">y</span><span style="color: black;">文案用户视角，从用户感受出发</span></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;">③<span style="color: black;">x</span><span style="color: black;">文案<span style="color: black;">常常</span><span style="color: black;">亦</span>是客户<span style="color: black;">爱好</span>的，<span style="color: black;">然则</span>不具备<span style="color: black;">营销</span>能力；</span><span style="color: black;">y</span><span style="color: black;">文案却不被<span style="color: black;">机构</span><span style="color: black;">爱好</span>。</span></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;">四</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;">说说此理论的贡献和不足。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Xy<span style="color: black;">文案<span style="color: black;">特别有</span>说服力，<span style="color: black;">尤其</span>是再加上原文列举的实例。读了此文过，<span style="color: black;">最少</span>会有一个对文案的<span style="color: black;">显著</span>的影响<span style="color: black;">便是</span>文案转向<span style="color: black;">起始</span>慢慢说人话。这<span style="color: black;">亦</span>是我最认同的关于此理论的观点。我在<span style="color: black;">第1</span>篇<span style="color: black;">文案</span>讲<span style="color: black;">宣传</span>文案的本质<span style="color: black;">便是</span>浓缩信息，把信息正确传达出去，降低消费者<span style="color: black;">重视</span>力成本和<span style="color: black;">选取</span>成本。文案<span style="color: black;">便是</span>说人话，清楚的传达信息。而</span><span style="color: black;">x</span><span style="color: black;">型文案却是模糊信息，不知所云。</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;">xy<span style="color: black;">文案传达出的很正确的观点：</span></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;">①以用户为导向，写用户能感受到的文案</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;">②说人话。简单直接的传达信息，把事情说清楚</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;">③不要自嗨，要懂用户的刺激点</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这几点是我认为是此理论对文案行业的<span style="color: black;">重点</span>贡献，<span style="color: black;">况且</span>是<span style="color: black;">能够</span>直接采用的，直接将此理论运用到职业中去的。</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;">此类文案的经典例子。</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;">怕上火，就喝加多宝；送长辈，黄金酒；贵人来，金茅台；饿货，来条士力架。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然这几句<span style="color: black;">宣传</span>语里面还<span style="color: black;">包括</span><span style="color: black;">非常多</span>信息，<span style="color: black;">这儿</span>就不拆解分析这几条<span style="color: black;">宣传</span>语，<span style="color: black;">然则</span>它们符合<span style="color: black;">以上</span>原则，简单直接传达信息，并且以用户为中心。<span style="color: black;">因此</span>说，<span style="color: black;">以上</span>原则是一条好文案的<span style="color: black;">必须</span>，但<span style="color: black;">亦</span>绝不是仅需满足此就<span style="color: black;">能够</span>了。</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;">再<span style="color: black;">来讲</span>说我认为的</span>xy<span style="color: black;">文案的不恰当的<span style="color: black;">地区</span>。</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①<strong style="color: blue;">作者太脱离文字，忽略了文字本身<span style="color: black;">便是</span>一个传播符号</strong>。作者反对语言华丽，反对深究语言。<span style="color: black;">然则</span>语言本身<span style="color: black;">便是</span>人类演变<span style="color: black;">保存</span>的传播符号。<span style="color: black;">由于</span>文案的本身<span style="color: black;">便是</span>要传播，<span style="color: black;">因此</span>说语言文字本身<span style="color: black;">亦</span>很重要。<span style="color: black;">亦</span><span style="color: black;">便是</span>说文字本身就<span style="color: black;">表率</span>着传播出了一种信息。例如<span style="color: black;">针对</span><span style="color: black;">有些</span>高端<span style="color: black;">豪气</span>的<span style="color: black;">制品</span>对象，华丽的文字本身很简单的就传达出了一种信息。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②<strong style="color: blue;"><span style="color: black;">一样</span>的，作者有些反对创意和修辞。构想创意和构造修辞本身<span style="color: black;">无</span>什么不对，修辞是文字<span style="color: black;">很久</span>演变的处理文字的手法，修辞<span style="color: black;">能够</span>让文字读起来更好，能让文字给留下的印象更深，能<span style="color: black;">帮忙</span>更好的传播</strong>。<span style="color: black;">例如</span><span style="color: black;">针对</span>我<span style="color: black;">来讲</span>，用押韵的修辞<span style="color: black;">亦</span>算是常用。<span style="color: black;">由于</span>押韵，<span style="color: black;">宣传</span>语读起来<span style="color: black;">显出</span>更简单，更容让人记下来。<span style="color: black;">针对</span>创意<span style="color: black;">亦</span>是如此，创意其实<span style="color: black;">亦</span>是解决问题的手法，是用来更好的<span style="color: black;">处理</span>问题。好的创意能很大的降低传播成本，<span style="color: black;">亦</span>能给人留下深刻印象。<span style="color: black;">因此</span>这两类创作手法都<span style="color: black;">特别有</span>用。</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;">说到<span style="color: black;">这儿</span>就要重申本文的原则，本文不是来<span style="color: black;">评估</span>李叫兽的，而是站在<span style="color: black;">宣传</span>文案的<span style="color: black;">方向</span>说说我对</span>xy<span style="color: black;">文案的理解。</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;"><span style="color: black;">为何</span>要把</span>xy<span style="color: black;">文案搬出来，<span style="color: black;">由于</span>它确实能<span style="color: black;">帮忙</span><span style="color: black;">非常多</span>文案人，<span style="color: black;">尤其</span>是<span style="color: black;">哪些</span>正在写传统<span style="color: black;">商场</span>文案的人。此理论能直接让<span style="color: black;">哪些</span>文案人<span style="color: black;">短期</span>内学到，<span style="color: black;">怎样</span>写一个比较好的文案，相比于原来的假大空，着实会<span style="color: black;">提高</span>不少。</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;">五</span></strong></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;">那样</span>，该<span style="color: black;">来讲</span>说我所理解的<span style="color: black;">宣传</span>文案的第三<span style="color: black;">周期</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个<span style="color: black;">周期</span>该是什么样子呢？这个<span style="color: black;">周期</span>的文案该有的文案功底和对文案的判断力该是什么样子呢？</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;">①<span style="color: black;">晓得</span>以用户为中心。</span></strong><span style="color: black;">这个<span style="color: black;">周期</span>就要<span style="color: black;">晓得</span>以用户为中心，原来的文案可能是一套的假大空。现<span style="color: black;">周期</span>文案<span style="color: black;">想要</span>方设法的去<span style="color: black;">导致</span>消费者<span style="color: black;">重视</span>，脚踏实地的站在用户<span style="color: black;">方向</span>去想文案。什么叫站在用户<span style="color: black;">方向</span>去想？<span style="color: black;">怎么样</span><span style="color: black;">才可</span>好站在用户<span style="color: black;">方向</span>去想？这个<span style="color: black;">必须</span>刻意的训练，写文案的时候多思考假如你是这个<span style="color: black;">制品</span>的消费者，你曾经购买此类<span style="color: black;">制品</span>的时候是<span style="color: black;">怎样</span>做出购买决策；一线市场走访，观察消费者是<span style="color: black;">怎样</span>购买这类<span style="color: black;">制品</span>的；一个特定群体的消费者<span style="color: black;">她们</span>在乎的需求到底是什么，能否<span style="color: black;">能够</span>更好的满足。</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;">②语言简单，直接传达，浓缩信息，不玩文字游戏。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在第二<span style="color: black;">周期</span>里我归纳了传统<span style="color: black;">商场</span>文案的几个特点，其中一个<span style="color: black;">便是</span><span style="color: black;">非常多</span>文案人<span style="color: black;">爱好</span>用生字，<span style="color: black;">爱好</span>用谐音替换一个字、一个词，来展现自己的小创意，凸显自己的文字功夫和创意能力。而这个<span style="color: black;">周期</span>应该<span style="color: black;">晓得</span>不会如此写文案。直接了当的写出想要传达的就行了。</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;">六</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">举例</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是随意搜索的一张海报，可见这张海报<span style="color: black;">便是</span>我所说的传统假大空<span style="color: black;">商场</span>文案。</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_jpg/7MHjqQghVCqKCA83SnK4GicaUUAuCkdzCk5bicZibgLBDfEGSDrTzZZdibR2xRf8RDQfgZzuCMsnP1uDlI3mfTiauWQ/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;">▎原文案是：</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_jpg/7MHjqQghVCqKCA83SnK4GicaUUAuCkdzCQibeR730RVjo2SgTe1dpH2gx50OCnzTWVTa9INibxNXM9cEujc6NtWRg/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;">▎分析：此海报想<span style="color: black;">重点</span>传达的信息<span style="color: black;">便是</span>健康，暂且不说主打健康<span style="color: black;">是不是</span>正确，<span style="color: black;">亦</span>讨论传达杯子本身健康<span style="color: black;">是不是</span>正确，就<span style="color: black;">按照</span>原文案想要传达的健康来修改。一句主文案：健康源于好品质，<span style="color: black;">而后</span>跟的几句文案都是在说<span style="color: black;">制品</span>本身的材质很好，<span style="color: black;">亦</span><span style="color: black;">便是</span>说后面几句话是来论证杯子确实很健康。关键是还用繁体字。</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;">错误点：</span>①主文案空洞。健康这个词很空洞，好品质这个词<span style="color: black;">亦</span>很空洞，</span><strong style="color: blue;"><span style="color: black;">既然说健康就要给消费者感知到的健康，品质就要给消费者感知到的品质</span></strong><span style="color: black;">。<strong style="color: blue;"><span style="color: black;">这儿</span>的空洞是词用的太大，<span style="color: black;">包括</span>范围<span style="color: black;">更加多</span>了</strong>。还<span style="color: black;">由于</span>这类文案太多了，消费者看过无数这类文案，太过<span style="color: black;">熟练</span>就会产生过滤，直接不会<span style="color: black;">注重</span>。并且这句文案拿去说纸巾、毛巾、床单等其他行业<span style="color: black;">制品</span>都合适。<strong style="color: blue;">万用文案当然就<span style="color: black;">无</span>什么用</strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②繁字体。这犯了很大错误，原文案可能是想<span style="color: black;">经过</span>繁体字来展现<span style="color: black;">制品</span>的高端感，<span style="color: black;">奥秘</span>感。结果<span style="color: black;">特别有</span>说服力的几条信息反而被掩盖了，读起来费力，使得原来的文字不认识，严重阻碍了传播。</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;">那样</span>，利用我所说的第三<span style="color: black;">周期</span>文案的两条原则修改。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">既然是要传达健康，并且又有真材实料。<span style="color: black;">咱们</span>不妨以用户为中心来<span style="color: black;">瞧瞧</span>，用户在乎的水杯的健康该<span style="color: black;">怎样</span>表现。</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;">咱们</span>普通人<span style="color: black;">怎样</span>判断一个水杯<span style="color: black;">是不是</span>健康？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①<span style="color: black;">倘若</span>是外行，价钱是一个很好的判断标准，价钱贵就<span style="color: black;">安心</span>；价钱便宜反而还要查看<span style="color: black;">是不是</span>有合格证书等证明材料。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②已购者<span style="color: black;">评估</span>。<span style="color: black;">评估</span>内容可能<span style="color: black;">包括</span><span style="color: black;">是不是</span>有异味，喝水是否有异味等等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">③<strong style="color: blue;">从其他<span style="color: black;">能够</span>衡量健康的事物联想感知，这类事物<span style="color: black;">便是</span><span style="color: black;">咱们</span><span style="color: black;">每一个</span>人<span style="color: black;">平常</span>生活中健康的<span style="color: black;">表率</span>。<span style="color: black;">例如</span>说婴儿、医院、绿色蔬菜、原文案中<span style="color: black;">说到</span>的美国食品级信息等等。这些都是<span style="color: black;">能够</span>证明健康的。消费者一眼就能感知到的健康。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">▎语言简单，直接传达，浓缩信息。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">将繁体字换成正常简易字，加以视觉辅助。原海报的视觉辅助是从水中跃起的一条鱼。<strong style="color: blue;">既然要表达健康，视觉应该是<span style="color: black;">表率</span>健康的视觉元素。例如，一副温暖的干净的，妈妈给婴儿宝宝从水杯里倒水的视觉图，用绿色蔬菜p成一个杯子的样子来展现食品级</strong>。<span style="color: black;">全部</span>画面加上文字当然就很健康了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">简单修改后</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_jpg/7MHjqQghVCqKCA83SnK4GicaUUAuCkdzCBWgd0Z52Qs1f3Db2x6rLhAWTy0EvlibL5uFticqreJg8PntDzI3sRHibg/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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">我相信这句文案都比</span>“健康源于好品质”要好，传达的信息<span style="color: black;">亦</span>更健康。<span style="color: black;">这儿</span>暂且不讨论定位健康<span style="color: black;">是不是</span>正确，传达杯子本身健康<span style="color: black;">是不是</span>正确。<span style="color: black;">这儿</span>仅仅是以<span style="color: black;">以上</span>两条原则简单修改的文案，离一条好文案<span style="color: black;">亦</span>远远<span style="color: black;">不足</span>。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">七</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总结，我认为第三<span style="color: black;">周期</span>的文案<span style="color: black;">最少</span>应该达到<span style="color: black;">以上</span>两条原则。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">慢慢的，<span style="color: black;">已然</span><span style="color: black;">能够</span>看见一条好文案的雏形，这两点是我认为好文案的<span style="color: black;">必须</span>要素，<span style="color: black;">然则</span>还远远<span style="color: black;">不足</span>。道理<span style="color: black;">已然</span>讲了<span style="color: black;">非常多</span>，在下一篇<span style="color: black;">文案</span>，我将会<span style="color: black;">仔细</span>说明我所认为的好文案的<span style="color: black;">必须</span>要素，有案例，有<span style="color: black;">办法</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;">文案</span>有点长</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;">能够</span>转发给从事营销行业的<span style="color: black;">伴侣</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_jpg/7MHjqQghVCo5oScj3vNqOiagvpyjGFH7bZjufOcx342bpx4EWD1YDA7WWWRMmzvlvA6d9AiaHstTtdxHzM6yibsvA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
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