j8typz 发表于 2024-8-8 18:36:01

想写出爆款宣传文案，就要抓住文案的第1标准：营销论成败


    <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>但凡火一点的视频号或多或少会接点<span style="color: black;">宣传</span>。视频里<span style="color: black;">忽然</span>冒出<span style="color: black;">宣传</span>商品，和剧情无缝衔接，让人直呼巧妙。</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;">而后</span>呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">多少人像我<span style="color: black;">同样</span>，手指一动，翻过去这条，继续一下条视频。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">下单？不存在的，只是看个视频<span style="color: black;">罢了</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">甲方的<span style="color: black;">宣传</span>做<span style="color: black;">成为了</span>吗？货卖了多少？<span style="color: black;">仅有</span>甲方自己<span style="color: black;">晓得</span>效果了。</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;">这般</span>一个精巧的视频<span style="color: black;">亦</span>止步于精巧<span style="color: black;">罢了</span>。<span style="color: black;">由于</span>它犯了大部分文案写手的错误：以为创意<span style="color: black;">表率</span>着文案好坏的最高标准。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但资深的文案大师罗伯特·布莱指会告诉你：文案<span style="color: black;">便是</span><span style="color: black;">营销</span>。<span style="color: black;">倘若</span><span style="color: black;">无</span>促成交易，<span style="color: black;">那样</span>文案<span style="color: black;">便是</span>失败的，再多的创意<span style="color: black;">不外</span>是锦上添花。这花头<span style="color: black;">无</span><span style="color: black;">营销</span>支撑，最后只能惨淡地从人们的记忆中消失。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《文案创作完全手册》是一本畅销美国四十<span style="color: black;">数年</span>的文案经典教程。第三版出版了十<span style="color: black;">数年</span>，<span style="color: black;">已然</span>落伍。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">随着时代发展，网络社交<span style="color: black;">媒介</span>的兴盛，文案创作产生了<span style="color: black;">更加多</span>的细分场景。于是有手上的第四版。第四版<span style="color: black;">增多</span>了关于网络<span style="color: black;">宣传</span>、社交<span style="color: black;">媒介</span>、视频营销的内容，主打一个全覆盖。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-axegupay5k/82b93bf831c94eac97aedba6ce989b09~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536996&amp;x-signature=5NW4RpQPtNF12UKdQW7Am5i2th4%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">文案<span style="color: black;">便是</span><span style="color: black;">营销</span></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一篇文案的目的<span style="color: black;">便是</span><span style="color: black;">营销</span>，除去<span style="color: black;">营销</span>外，它还能有什么目的呢？多<span style="color: black;">有些</span>有趣的内容，多<span style="color: black;">有些</span>有用的知识，再多就没了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">毕竟它不是小说或电影，告诉读者一个故事，它<span style="color: black;">亦</span>不是游戏，娱乐玩家。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无论文案用什么形式展现，它<span style="color: black;">最后</span><span style="color: black;">便是</span>卖出<span style="color: black;">制品</span>。一个精彩的文案不仅娱乐读者，还能勾起读者购买的欲望。</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;">这儿</span>面有什么特殊技巧吗？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">读完《文案创作完全手册》压根不会觉得有什么特殊的<span style="color: black;">地区</span>，<span style="color: black;">无</span>什么惊人秘技，有的<span style="color: black;">便是</span>对人类心理的<span style="color: black;">精细</span>洞察。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">罗伯特将文案定义为说服的艺术，它的作用<span style="color: black;">便是</span>告诉读者<span style="color: black;">制品</span>到底能<span style="color: black;">帮忙</span><span style="color: black;">处理</span>什么问题。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就像这本书告诉读者一篇文案创作的全过程应该是<span style="color: black;">怎么样</span>，它能<span style="color: black;">怎么样</span><span style="color: black;">帮忙</span>写手在<span style="color: black;">区别</span>场景下创作合适的文案。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">功效清晰<span style="color: black;">知道</span>，适用的用户<span style="color: black;">亦</span>很<span style="color: black;">知道</span>：文案写手。</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;">倘若</span>你不是写手，<span style="color: black;">那样</span>阅读这篇<span style="color: black;">文案</span>能让你<span style="color: black;">晓得</span>这一本，<span style="color: black;">亦</span>能<span style="color: black;">晓得</span>这本书中<span style="color: black;">有些</span>能够迁移到其他场景的思维方式，但你肯定不会去购买这本书，<span style="color: black;">由于</span>你<span style="color: black;">无</span><span style="color: black;">运用</span>场景的<span style="color: black;">必须</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但<span style="color: black;">倘若</span>是写手，你阅读完后，会产生兴趣，<span style="color: black;">从而</span><span style="color: black;">思虑</span>这本书与其他文案创作的书有什么区别，能<span style="color: black;">不可</span>比其他的书带来<span style="color: black;">更加多</span>的<span style="color: black;">帮忙</span>。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/31a80ef9117e4d43a3ede527c78777fb~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536996&amp;x-signature=HoGMC%2Fq40zpXOe%2Bfoqx7MA0xHIA%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">好文案的准备</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一篇好的文案有四个特点：</span><span style="color: black;">吸引<span style="color: black;">重视</span>力，达到沟通效果，说服消费者，<span style="color: black;">需求</span><span style="color: black;">回复</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案的标题和开头决定人们<span style="color: black;">是不是</span>继续看下去，可谓是定生死的关键位置。<span style="color: black;">仅有</span>愿意看下去，<span style="color: black;">才可</span>有机会向读者展示<span style="color: black;">制品</span>的特点。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一方面，标题和开头<span style="color: black;">亦</span>是筛<span style="color: black;">选择</span>户的门槛。一个<span style="color: black;">无</span>购买意愿的人是不会有耐心看完一篇文案的，无论文案长短。<span style="color: black;">由于</span>这个购买决策和他无关。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而一个真正有购买意愿的人是不会在乎文案长短占用的时间。他<span style="color: black;">必须</span>信息<span style="color: black;">帮忙</span>他作出决策。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">好的文案能够<span style="color: black;">精细</span>传递<span style="color: black;">制品</span>信息给用户，否则它<span style="color: black;">便是</span>失败的。有什么比一个<span style="color: black;">没法</span>描述出<span style="color: black;">制品</span>的文案更烂的？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一旦讲清楚<span style="color: black;">制品</span>特点，就要进行说服工作。告诉读者<span style="color: black;">制品</span>的特点有什么用，能帮读者<span style="color: black;">处理</span>什么问题。这<span style="color: black;">便是</span>真正考验写手的时刻。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">写手<span style="color: black;">必须</span>确定文案中提及的<span style="color: black;">运用</span>场景是大部分用户的痛点问题。<span style="color: black;">倘若</span><span style="color: black;">不可</span>抓住痛点，<span style="color: black;">那样</span>就不会有效果。</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;">需求</span><span style="color: black;">回复</span>是<span style="color: black;">最后</span>鼓动用户成交的话术，<span style="color: black;">一般</span><span style="color: black;">便是</span>呼吁读者快点下手，过了这个村就没个店了。</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>在写文案之前，所有工作的重中之重是提出好问题：顾客是谁？<span style="color: black;">制品</span><span style="color: black;">特殊</span>有<span style="color: black;">那些</span>？竞品缺乏<span style="color: black;">那些</span><span style="color: black;">特殊</span>？顾客<span style="color: black;">为何</span>想要买这个<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;"><span style="color: black;">经过</span>和甲方沟通或市场调研，回答好这四个问题，就能<span style="color: black;">火速</span>构思出文案所<span style="color: black;">必须</span>的信息，尤其是独特卖点。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">独特卖点会<span style="color: black;">作为</span>读者买单的重要理由。<span style="color: black;">认识</span>读者<span style="color: black;">为何</span>要消费，<span style="color: black;">认识</span>读者的一系列购买<span style="color: black;">行径</span><span style="color: black;">背面</span>的心理，揣摩其<span style="color: black;">重点</span>的信念，<span style="color: black;">乃至</span>最好将自己放在读者的位置去换位思考。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/3c1bfbd170164d7b8ebafc17b2616326~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536996&amp;x-signature=QbXvBu7%2FhGnsudCwP9y%2FFFzIpz0%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">社交<span style="color: black;">媒介</span>的文案</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">既然是第四版内容，自然更关注社交<span style="color: black;">媒介</span>上的文案写作。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">社交<span style="color: black;">媒介</span>上的发布内容要简洁，两三段话就要<span style="color: black;">包括</span><span style="color: black;">海量</span>的有趣信息，并且鼓励读者留言。它的关键就在有趣，说到底还是吸引<span style="color: black;">重视</span>力的问题。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在社交<span style="color: black;">媒介</span>发帖的时候，<span style="color: black;">必定</span>要<span style="color: black;">重视</span>自己的<span style="color: black;">目的</span>读者，创作时就要像和读者单独说话<span style="color: black;">同样</span>。语言活泼，但<span style="color: black;">不可</span>得罪人。最后<span style="color: black;">亦</span>要鼓励读者的评论和反馈。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最好能<span style="color: black;">定时</span>在社交<span style="color: black;">媒介</span>发布内容，形成一种习惯性的时间机制。<span style="color: black;">这般</span>读者<span style="color: black;">亦</span>会形成一种期待的习惯。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/774fb354631f4a879e61190c82d85ffd~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536996&amp;x-signature=%2FgZnsuYSxr%2FcO23Jn3Hyo8dUgug%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">至于到底在哪个社交平台发布，还是<span style="color: black;">必须</span>考察平台的风格。留意平台上热门帖子是怎么写的，<span style="color: black;">把握</span>它的整体基调，以便用自己的方式脱颖而出。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实<span style="color: black;">这般</span>的文案<span style="color: black;">能够</span>说是树立自己的IP的方式：既要<span style="color: black;">表现</span>自己能够<span style="color: black;">供给</span>的专业价值，<span style="color: black;">亦</span>要分享<span style="color: black;">有些</span>私人的兴趣<span style="color: black;">兴趣</span>，让别人<span style="color: black;">更加多</span>的<span style="color: black;">认识</span>你，形成一个形象。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">罗伯特警告<span style="color: black;">针对</span>所写的内容<span style="color: black;">必须</span><span style="color: black;">选取</span>，避免<span style="color: black;">欠妥</span>言论，互联网是有记忆的，这些黑历史是很难消失的。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/d629eb01258b4f709da8c230d68bc575~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536996&amp;x-signature=DqcFezdME3rCtd%2BwirC%2B69xlPhg%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">结语</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《文案创作完全手册》的特点<span style="color: black;">便是</span>在应用场景的细分。作者在<span style="color: black;">第1</span>至五章<span style="color: black;">供给</span>了文案写作的总体思路，在后续章节针对<span style="color: black;">区别</span>场景<span style="color: black;">供给</span><span style="color: black;">区别</span>的侧重<span style="color: black;">方法</span>，涵盖平面<span style="color: black;">宣传</span>、直邮<span style="color: black;">宣传</span>、宣传手册、公关<span style="color: black;">资讯</span>稿、电视文案等。</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>说非常适合<span style="color: black;">宣传</span>行业、营销<span style="color: black;">分部</span>的从业人员。某种<span style="color: black;">道理</span>上，这是一种专业性的<span style="color: black;">表现</span>，<span style="color: black;">亦</span>就<span style="color: black;">寓意</span>着受众<span style="color: black;">已然</span>被决定了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">【文/云玖弋】</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">.......................................</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">玖弋阁，<span style="color: black;">1星期</span>一书评，<span style="color: black;">更加多</span>新书更好<span style="color: black;">选取</span>。</span></p>




星☆雨 发表于 2024-8-28 23:36:52

楼主发的这篇帖子，我觉得非常有道理。

1fy07h 发表于 2024-11-6 21:42:04

我完全同意你的看法，期待我们能深入探讨这个问题。
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