聊聊你为么写不出80分以上的宣传文案？
<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;"><img src="http://mmbiz.qpic.cn/mmbiz/RHQgju0L0ycdgzWaibCKDLBqobQb5XIIdJ940mHu7PpO4iaNyBK9eOxrrpqrUjxWWL4gsn7icV2KvNXNorkkzDAcw/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《文案发烧》《The Copy Book》《<span style="color: black;">宣传</span>文案心理手册》都快翻烂了，拿到文案需求还是不知<span style="color: black;">怎样</span>下手。</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;">营销</span>力、洞察力、视觉化、场景化……<span style="color: black;">每日</span>抓破脑袋冥想，到自己手中就不灵了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">看了<span style="color: black;">非常多</span>大师的大作，听了<span style="color: black;">非常多</span>大咖的分享，自以为牛逼得不可一世，可是一提笔，脑袋空空如<span style="color: black;">亦</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你写文案<span style="color: black;">为何</span>总是没灵感?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">脑洞小?文笔差?</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>45°仰望文案大师们，是不是<span style="color: black;">有没有</span>穷无尽的脑洞，是不是<span style="color: black;">有没有</span>可告人的独门秘籍。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">显然不是，其实是<span style="color: black;">由于</span><span style="color: black;">她们</span>深谙写作<span style="color: black;">背面</span>的<span style="color: black;">规律</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;">1、</span>没灵感只是表面现象</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Boss说：写一个<span style="color: black;">宣传</span>文案，<span style="color: black;">咱们</span>将要投在××<span style="color: black;">途径</span>上。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">于是A文案开工了：搜集行业文案<span style="color: black;">关联</span>资料→头脑风暴→参考最新<span style="color: black;">宣传</span>文案精品案例→冥思苦想找灵感。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">B文案<span style="color: black;">亦</span><span style="color: black;">起始</span>了：与Boss讨论文案需求→<span style="color: black;">科研</span><span style="color: black;">制品</span>→和消费者1对1沟通→分析宣传<span style="color: black;">途径</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;">由于</span>着重点<span style="color: black;">区别</span>，A文案和B文案的时间分配有着本质上的区别。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">A文案：70%的时间寻找灵感创意，20%的时间遣词造句，10%的时间搞清文案<span style="color: black;">规律</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">B文案：70%的时间搞清文案<span style="color: black;">规律</span>，20%的时间遣词造，10%的时间寻找灵感创意。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通过时间分配<span style="color: black;">能够</span>看出：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">A文案把70%的时间放在灵感创意上。从<span style="color: black;">宣传</span>案例和身边事物上寻找灵感，<span style="color: black;">期盼</span>有一天创意撞进自己的脑袋。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">B文案把70%的精力都放在文案<span style="color: black;">规律</span>上。<span style="color: black;">包含</span>：对<span style="color: black;">这次</span>营销目的透彻<span style="color: black;">认识</span>、对<span style="color: black;">制品</span>的深入理解、对受众的<span style="color: black;">精细</span>分析、对品牌<span style="color: black;">周期</span>的把控、对<span style="color: black;">途径</span>风格的匹配。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你猜哪种文案效率更高?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">很显然，B文案常常能写出80分的文案。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文字功底<span style="color: black;">是不是</span>深厚，灵感<span style="color: black;">是不是</span>爆棚，这只是能否能<span style="color: black;">有效</span>写作表面现象，而<span style="color: black;">隐匿</span>在海面下的巨大冰川才是写作优劣的真正<span style="color: black;">原由</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/RHQgju0L0yfQsFvFPwaQM33DBQClh9EV9GodYic4FzkicdickrKEG8yVr7Y8aCMdNia4icuL6s5r3gVibOVFQI3RZp1g/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;">我理解的文案写作并不是想象中的一拍脑袋，灵光闪现的创意型工作，而是对<span style="color: black;">全部</span>写作目的都有清晰的<span style="color: black;">认识</span>。A文案<span style="color: black;">由于</span>对文案<span style="color: black;">背面</span>的<span style="color: black;">规律</span>不清<span style="color: black;">引起</span>只能在文字表面下功夫，凭空找灵感。<span style="color: black;">因此</span>，A文案不管<span style="color: black;">怎么样</span>思考、<span style="color: black;">怎么样</span>抓破脑袋都写不出80分的文案。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而B文案<span style="color: black;">由于</span>对营销<span style="color: black;">规律</span>、营销目的足够清晰，对<span style="color: black;">制品</span>、受众有深刻的<span style="color: black;">科研</span>，脑海中本来就有一个个场景，能够从受众本身特质去剖析，从<span style="color: black;">途径</span>特性去把握内容风格，更善于抓住受众心理，<span style="color: black;">因此</span>写出80分的文案是手到擒来的事情。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从这个例子中<span style="color: black;">能够</span>看出，B文案从来不靠灵感吃饭，他靠的的是<span style="color: black;">规律</span>。这才是写文案真正的<span style="color: black;">必须</span>训练的<span style="color: black;">地区</span>，是战略思想。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而<span style="color: black;">怎样</span>写标题、用数字还是形容词都属于战术，过分强调战术只是管中窥豹，看不到全局。用战略思维去<span style="color: black;">指点</span>战术才是文案最高境界。</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>得<span style="color: black;">看清</span>一个事实： 营销文案区别于文学作品，后者<span style="color: black;">必须</span>强大的灵感支撑，文思泉涌，而前者<span style="color: black;">必须</span>理性的头脑，戴着镣铐跳舞。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我们<span style="color: black;">一般</span>所说的<span style="color: black;">能手</span>，每次写文案都都极具效率和创意，那是<span style="color: black;">由于</span><span style="color: black;">她们</span>找到了写作的<span style="color: black;">规律</span>，在<span style="color: black;">规律</span>链内发挥自己最大潜能。<span style="color: black;">因此</span>，放弃追求纯粹的灵感，才是治疗没灵感的最佳药方。</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;">2、</span>不靠灵感，靠<span style="color: black;">规律</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">想要解开冰山下的<span style="color: black;">奥密</span>，<span style="color: black;">必须</span>深入<span style="color: black;">认识</span>文案<span style="color: black;">背面</span>的<span style="color: black;">规律</span>。其实每一次文案写作<span style="color: black;">背面</span>都有一套潜藏的写作<span style="color: black;">规律</span>，<span style="color: black;">规律</span>走的顺，便能从各个维度提取关键素材，按着轨迹写出<span style="color: black;">精细</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/RHQgju0L0yfQsFvFPwaQM33DBQClh9EVFgn7H5Vd7DMA1yGCwq7cUOWicYX74Ssw8CUmo0cAmalLNiaUT2p5CzhQ/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;">1、 计划</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">什么样的推广计划?<span style="color: black;">全部</span>文案在计划中起到什么<span style="color: black;">功效</span>?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案<span style="color: black;">目的</span><span style="color: black;">必须</span><span style="color: black;">按照</span>推广计划而定。<span style="color: black;">例如</span>做一套SEM文案，就<span style="color: black;">必须</span>对计划中的每一步进行分解，<span style="color: black;">知道</span>每一个环节文案目的，<span style="color: black;">这般</span><span style="color: black;">目的</span>清晰，文案写作更<span style="color: black;">精细</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/RHQgju0L0yfQsFvFPwaQM33DBQClh9EVo8mJyWGKtoPBeqzkVicekK5icAWSpeshqRoFbpoibRJ5uDcRnPDPCoGWw/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;">倘若</span>在获取用户付费<span style="color: black;">周期</span>做<span style="color: black;">制品</span>介绍、卖点分析，那文案自然是脱离了推广计划，不管<span style="color: black;">怎么样</span>遣词造句，<span style="color: black;">怎么样</span>戳中用户痛点都是无<span style="color: black;">道理</span>的自嗨。方向错误，目的错误，再怎么<span style="color: black;">奋斗</span><span style="color: black;">亦</span>是在做无用功。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、 受众</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个文案的受众到底是谁?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">谁会看到<span style="color: black;">咱们</span>的文案，<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>能为<span style="color: black;">她们</span><span style="color: black;">处理</span>什么问题，<span style="color: black;">她们</span>看到文案时，立场是<span style="color: black;">怎么样</span>的，这是下笔之前<span style="color: black;">首要</span>应该思考的问题。</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;">例如</span>菜市场本地橙子和国外进口橙子，文案针对的人群是完全不<span style="color: black;">同样</span>的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">「甜过初恋」<span style="color: black;">已然</span>被誉为民间神文案了，<span style="color: black;">大众</span>都在为这种表面的机智拍手<span style="color: black;">叫作</span>快，却从未想过此文案针对的人群是谁。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">家庭主妇是菜市场橙子受众人群，她们<span style="color: black;">针对</span>价格的<span style="color: black;">敏锐</span>程度比对<span style="color: black;">爱情</span>的<span style="color: black;">敏锐</span>程度高多了，看到「10元2斤」眼睛会放光，<span style="color: black;">然则</span>对「甜过初恋」却不感冒，你再甜我关心的还是价格，<span style="color: black;">由于</span>家庭主妇把实惠摆在第一位。</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;">倘若</span>你要卖的是国外进口的橙子，<span style="color: black;">选取</span>这类<span style="color: black;">果蔬</span>的人，必定是对生活品质有<span style="color: black;">必定</span>的<span style="color: black;">需求</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;">倘若</span>文案展示在商务办公楼，那价格、优惠绝对不是最优<span style="color: black;">选取</span>，<span style="color: black;">由于</span>消费者都是二十出头的白领女性，更<span style="color: black;">留意</span>橙子的品质，而不是价格，<span style="color: black;">此时</span>候写「澳洲清晨8点采摘，甜过初恋」，反而能够<span style="color: black;">导致</span>共鸣。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、 <span style="color: black;">制品</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案中传达的卖点是什么?卖点和痛点<span style="color: black;">是不是</span>能完美匹配?</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;">制品</span>是文案写作素材的<span style="color: black;">源自</span>之一。<span style="color: black;">不外</span>，大<span style="color: black;">都数</span>人却<span style="color: black;">无</span>正确运用这些素材。文案的本质是为<span style="color: black;">制品</span>代言，但不是单纯<span style="color: black;">褒奖</span>自己有多么厉害，而是要从<span style="color: black;">制品</span>素材中挖掘出和消费者痛点相对应的卖点——即<span style="color: black;">制品</span>能够满足受众什么心理，给<span style="color: black;">她们</span>带来什么<span style="color: black;">实质</span>利益，哪个属性<span style="color: black;">能够</span><span style="color: black;">帮忙</span>他<span style="color: black;">处理</span>问题?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">举个栗子：磨砂膏</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">卖点：深层清洁</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;">处理</span>的问题：沐浴露<span style="color: black;">没法</span>洗干净死皮和深层污垢</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案：深入毛孔，“扫”出污垢，给身体来一次“大扫除”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">卖点：天然</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;">处理</span>的问题：身体用品化学<span style="color: black;">成份</span>太多</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案：植物原液基底，更易吸收，与肌肤浑然一体</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">卖点：柔软</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;">处理</span>的问题：有的磨砂膏颗粒粗糙</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案：不痛不花皮，温柔待你</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、 <span style="color: black;">途径</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;">途径</span>上的受众符合哪种阅读习惯?有效阅读时间是多少?</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;">区别</span><span style="color: black;">途径</span>的<span style="color: black;">宣传</span>，展现形式不<span style="color: black;">同样</span>，文案的目的和写法自然<span style="color: black;">区别</span>。网络营销的<span style="color: black;">宣传</span>形式<span style="color: black;">独一</span>目的是让受众采取行动，<span style="color: black;">亦</span><span style="color: black;">便是</span>点击、咨询、打<span style="color: black;">tel</span>等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文字和<span style="color: black;">照片</span><span style="color: black;">必须</span><span style="color: black;">尽可能</span>简明扼要，在<span style="color: black;">短期</span>之内抓住眼球，并留下印象。而地面上的<span style="color: black;">宣传</span>目的不<span style="color: black;">同样</span>，<span style="color: black;">途径</span>多样化，<span style="color: black;">能够</span><span style="color: black;">经过</span>扫<span style="color: black;">微X</span>二维码，百度搜索等<span style="color: black;">途径</span>去<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;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/RHQgju0L0yfQsFvFPwaQM33DBQClh9EVorHV5Ooqxh5w5Y8gyBGb5WqdejCA6jjBH9HP1l7giaia5CPoSaUa1oyw/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;">文案要<span style="color: black;">按照</span><span style="color: black;">区别</span><span style="color: black;">途径</span>的有效阅读时间、人群特性、阅读习性来确定写作的目的以及要点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5、文案</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用以上四条逐一<span style="color: black;">检测</span>，文案<span style="color: black;">是不是</span>能够完美匹配?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">写文案会经常遇到<span style="color: black;">这般</span>的<span style="color: black;">困惑</span>：写耳机音质好，是写【犹如置身音乐会现场】还是写【30mm驱动单元带来强劲低音 】还是写【听林志玲姐姐在你耳边私语】。</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;">晓得</span>并<span style="color: black;">熟悉</span>运用文案<span style="color: black;">背面</span>的<span style="color: black;">规律</span>就不会再有<span style="color: black;">这般</span>的<span style="color: black;">困惑</span>，<span style="color: black;">由于</span>在写作过程中随时用计划、受众、<span style="color: black;">制品</span>、<span style="color: black;">途径</span>四个方面<span style="color: black;">检测</span>自己的文案，<span style="color: black;">能够</span>清楚地<span style="color: black;">晓得</span>要<span style="color: black;">明显</span>的卖点，写作<span style="color: black;">运用</span>的风格等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本片其实只说了一个重点，即透过现象看本质，透过文案表面看<span style="color: black;">隐匿</span>在冰面以下的<span style="color: black;">规律</span>要点。</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;">此刻</span>写不出来文案你还会去厕所、去阳台、去咖啡店找灵感吗?我想你会去再次审视此次营销计划、再次拿起<span style="color: black;">制品</span>，再次<span style="color: black;">拜访</span>消费者……</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最后强调一次，文案不是一份靠灵感吃饭的活儿，而是靠理性的<span style="color: black;">规律</span>，对计划、受众、<span style="color: black;">制品</span>、<span style="color: black;">途径</span>等透彻分析，<span style="color: black;">得到</span>写作的方向和素材。</span></p>
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