小咖微课 | 文案传奇写手的秘诀：文案创作完全手册
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你<span style="color: black;">是不是</span>还在为文案写作<span style="color: black;">懊恼</span>？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">看过、写过、改过这么多文案</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">仍然<span style="color: black;">不可</span>让自己满意？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文案传奇写手的秘诀是什么？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span><span style="color: black;">一块</span>揭晓~~~</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnURybiaFomJhCUk2HyvL6BAiaiceb4ODJV3sNXXm0eN4qyX5LkFuobzao5ajPRoChd6sXsZAD2CZS1WQ/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4月23日是世界读书日，PPQI公开课公号组内训再次来袭，<span style="color: black;">这次</span>分享的嘉宾是斑驳，她<span style="color: black;">重点</span>分享的是<span style="color: black;">《文案创作完全手册》的读后感及案例分析，让<span style="color: black;">大众</span><span style="color: black;">把握</span><span style="color: black;">更加多</span>的文案写作技巧。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">目录</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.分享嘉宾简介</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.文案创作完全手册简介</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.文案的含义</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4.文案写作技巧</span></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;">分享的内容较多，干货满满，认真读完的小伙伴，还送福利哦！！！</span></strong></span></p>
</h2><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpewRibWhibpvD0gbribEEBz2Td6CzONvOBHOrbY4lLmlQr0lJ07k5RLSFw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"> <strong style="color: blue;">分享嘉宾简介</strong><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTp7aZjF1f7UNnXoaWedqrhI5TROoUDeIZaxiaYjL8FicmaOP4um1ow2ZibA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"> <img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTp3zPweRd4Ricw9pjYeCaUlaQjiaOiaXNfaicGmXe4DVAfAbIicKjSsPapWDQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">斑驳公号组女青年一枚爱码字、爱创新<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">爱学习、爱分享</p><span style="color: black;">爱好</span>朱熹的名言：读书之法，在循序而渐进，熟读而精思。<img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpewRibWhibpvD0gbribEEBz2Td6CzONvOBHOrbY4lLmlQr0lJ07k5RLSFw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"> <strong style="color: blue;">文案创作完全手册</strong><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTp7aZjF1f7UNnXoaWedqrhI5TROoUDeIZaxiaYjL8FicmaOP4um1ow2ZibA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"> <img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpjPptrgic6uic450KibaiauDWOm98jCXplBq6XhxfRVXr7yusiadUu2z7Liaw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">书本简介：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">畅销美国30年，是顶级<span style="color: black;">宣传</span>人的超实用文案秘诀，让<span style="color: black;">咱们</span><span style="color: black;">容易</span><span style="color: black;">把握</span>文案写作技巧，适用于各行业营销人员、<span style="color: black;">宣传</span>人士。</p>本书是<span style="color: black;">宣传</span>教父奥格威力荐的经典文案教材，能让你快速全面<span style="color: black;">提高</span>文案水平。<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">我不<span style="color: black;">晓得</span>有谁读了</strong><strong style="color: blue;">这</strong><strong style="color: blue;">本书之后，文案功力还不会进步神速——<span style="color: black;">包含</span>我<span style="color: black;">亦</span>是！ </strong><strong style="color: blue;">——<span style="color: black;">宣传</span>教父 大卫·奥格</strong><strong style="color: blue;">威</strong></span></p><strong style="color: blue;">作者简介：</strong><span style="color: black;"><strong style="color: blue;">罗伯特·布莱</strong></span>，享誉美国<span style="color: black;">宣传</span>界的传奇文案写手，被旗下<span style="color: black;">持有</span>标准普尔的麦格劳·希尔<span style="color: black;">机构</span>评为“美国最顶尖的文案人”，他的写作技巧<span style="color: black;">曾经被</span><span style="color: black;">宣传</span>人大卫·奥格威大加赞赏。与他合作过的客户<span style="color: black;">包含</span>：IBM、《福布斯》、朗讯科技、《医疗经济学期刊》等。<img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpewRibWhibpvD0gbribEEBz2Td6CzONvOBHOrbY4lLmlQr0lJ07k5RLSFw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"> <strong style="color: blue;">文案的含义</strong><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTp7aZjF1f7UNnXoaWedqrhI5TROoUDeIZaxiaYjL8FicmaOP4um1ow2ZibA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"> 1<span style="color: black;"><strong style="color: blue;"><span style="color: black;">文案定义</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文案，原指放书的桌子，后来指在桌子上写字的人。<span style="color: black;">此刻</span>指的是<span style="color: black;">机构</span>或企业中<span style="color: black;"><strong style="color: blue;">从事文字工作的职位</strong></span>，<span style="color: black;">便是</span>以文字来表现<span style="color: black;">已然</span>制定的创意策略。文案它<span style="color: black;">区别</span>于设计师用画面或其他手段的表现手法，它是一个与<span style="color: black;">宣传</span>创意先后相继的表现的过程、发展的过程、深化的过程，多存在于<span style="color: black;">宣传</span><span style="color: black;">机构</span>，企业宣传，<span style="color: black;">资讯</span>策划等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）汉字“文案”（wén àn）<span style="color: black;">指的是</span>古代官衙中掌管档案、负责起草文书的幕友,<span style="color: black;">也</span>指官署中的公文、书信等；在现代，文案的<span style="color: black;">叫作</span>呼<span style="color: black;">重点</span>用在<span style="color: black;">商场</span><span style="color: black;">行业</span>，其<span style="color: black;">道理</span>与中国古代所说的文案是有区别的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）现代文案的概念：文案<span style="color: black;">源自</span>于<span style="color: black;">宣传</span>行业，是“<span style="color: black;">宣传</span>文案”的简<span style="color: black;">叫作</span>，由copy writer翻译而来。多指以语辞进行<span style="color: black;">宣传</span>信息内容表现的形式，有广义和狭义之分，<span style="color: black;"><strong style="color: blue;">广义的<span style="color: black;">宣传</span>文案<span style="color: black;">包含</span>标题、正文、口号的撰写和对<span style="color: black;">宣传</span>形象的<span style="color: black;">选取</span>搭配；狭义的<span style="color: black;">宣传</span>文案<span style="color: black;">包含</span>标题、正文、口号的</strong><strong style="color: blue;">撰写</strong><span style="color: black;"><strong style="color: blue;">。</strong></span></span><span style="color: black;">（</span><span style="color: black;">注：以上来自百度百科的解释</span><span style="color: black;">）</span></p>2<span style="color: black;"><strong style="color: blue;">关于文案的几个问题</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">认识</span>文案写作之前，<span style="color: black;">咱们</span>先<span style="color: black;">认识</span>关于文案的几个问题：<strong style="color: blue;"><span style="color: black;">Why、What、</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;">When、How、 Who、Where</span></strong></p><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpr4KDUCPiaoWR6eaePqXlqElcXgK58fYQriafrwYicYIglibZAsibA4NxCtA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpia6ppTAIDsGl4nzH1sIyuKI5ic9zWRDPaPwmFm2xCu8DEnevEf9iagiaIg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpol0lk0aKZNPao5sByZFWJp9ZiahUOkAL1rzAcwjeNoQTia3DF4YegZyQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpofGibG2XO3alPMroQIu7PWarwSQMtWicaujUeiaw7Lqulndfp4nInWoEA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpg990FUtzUyjKlTicOTSsJPibD6JD82REibgdgc2pTBIYVKL6nib8XD2RMw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpz4anJSvQ1IRuxOQxGVeeaM4oN229EvlSOgdKDicAicoBKa37wXTEWUvA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpewRibWhibpvD0gbribEEBz2Td6CzONvOBHOrbY4lLmlQr0lJ07k5RLSFw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"> <strong style="color: blue;">文案写作技巧</strong><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTp7aZjF1f7UNnXoaWedqrhI5TROoUDeIZaxiaYjL8FicmaOP4um1ow2ZibA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一份完整、<span style="color: black;">规律</span>清晰的文案由<span style="color: black;"><strong style="color: blue;"><span style="color: black;">标题</span></strong></span><span style="color: black;">、<span style="color: black;"><strong style="color: blue;">正文</strong></span>、<span style="color: black;"><strong style="color: blue;">口号</strong></span>三部分<span style="color: black;">构成</span>，有时口号会出<span style="color: black;">此刻</span>文案的正文之中或结尾处。</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/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpJtQ2DnIia6ue6XMIotMr7QrIvOmeI5XWWNyyGaRQf49AIKEYuTFEDaA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>1<span style="color: black;"><strong style="color: blue;">文案的标题</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、拟定吸引人标题的重要性</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">标题是<span style="color: black;">全部</span>文案的<span style="color: black;">第1</span>印象，决定了读者<span style="color: black;">是不是</span>有想要读下去的兴趣，并直接<span style="color: black;">引起</span>文案的阅读量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">非常多</span>“标题党”<span style="color: black;">平常</span>的<span style="color: black;">招数</span>会运用以下词语：<span style="color: black;">怎样</span>，<span style="color: black;">为何</span>，你<span style="color: black;">晓得</span>吗？<span style="color: black;">或</span>马云的什么什么语录等。</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;">例如<span style="color: black;">这般</span>的：</strong></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/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpz7XBiaOxB2ss51N0wENP4NKZ78y7YYlJbdtAzHAh8uT7LnV1aya7ia1g/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;">这般</span>的：</strong></span></p><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpBqDW0ROp5NgV2GruQkdu57HiaU4gwumSEgNiczc2ANa6VibFXdgb1LGBw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、拟定标题需<span style="color: black;">思虑</span>的问题</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> ①文案<span style="color: black;">必须</span>达到什么目的，实现什么效果？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">②与读者换位，这篇文案和我有什么关系？我能获取什么信息？我能得到什么好处？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、标题的</span><span style="color: black;"><strong style="color: blue;">四大功能、8种基本类型、写作技巧</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> <span style="color: black;">怎样</span>写出吸引<span style="color: black;">重视</span>的标题呢？如下思维导图：</p><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTp1Fz0EdsR6qheV29dNvKmf7HcAFJjBeLqnrk3pu2ibfd35wwpvbia08UQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4、拟定标题可参考的<strong style="color: blue;"><span style="color: black;">重点</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">①<span style="color: black;">是不是</span><span style="color: black;">能够</span><span style="color: black;">导致</span>好奇心或读者<span style="color: black;">是不是</span><span style="color: black;">能够</span>得到益处（读者<span style="color: black;">第1</span>个<span style="color: black;">思虑</span>的问题）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">②<span style="color: black;">是不是</span>清楚的切入重点，直达要害</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">③新奇的表达方式</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">④<span style="color: black;">恰当</span>反映<span style="color: black;">文案</span>的内容及视觉设计的符合性，不脱离<span style="color: black;">实质</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">⑤<span style="color: black;">是不是</span><span style="color: black;">详细</span><span style="color: black;">知道</span>（例如加入<span style="color: black;">详细</span>数字）</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;">案例分析：</span></strong></p><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpGjVG753MLX6FUZj9K4s2wOSMWicsqFfVSoubwSysVWMsKC4KVwXrOPw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">2<span style="color: black;"><strong style="color: blue;">文案的正文</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">写文案前，先确定<span style="color: black;"><strong style="color: blue;">文案<span style="color: black;">规律</span></strong></span>和<span style="color: black;"><strong style="color: blue;">大致结构</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、一个<span style="color: black;">规律</span>清晰的文案具备的</span><strong style="color: blue;"><span style="color: black;">特点</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> ①以读者为导向（多少有种顾客<span style="color: black;">便是</span>上帝的即视感）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> ② 循序提出你想传达的点（<span style="color: black;">亦</span><span style="color: black;">便是</span>卖点）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> ③ 将<span style="color: black;">文案</span>打散为几个段落（避免阅读疲劳）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> ④拆分为短句，用简单的词汇</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">⑤ 避免<span style="color: black;">运用</span>术语（例如当时刚接触<span style="color: black;">有些</span>人说的抚慰我就不大懂什么意思，<span style="color: black;">亦</span>是后来才懂，应该把读这篇<span style="color: black;">文案</span>的人设想为只能直接摄取信息的人）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> ⑥<span style="color: black;">知道</span><span style="color: black;">详细</span>，直接讲重点</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> ⑦ 以友善的对话<span style="color: black;">做为</span>文案风格（友善，活泼生动）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> ⑧避免<span style="color: black;">运用</span>有性别偏见的词汇</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> <span style="color: black;">2、文案写作的几个</span><span style="color: black;"><strong style="color: blue;">小窍门儿</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">① 在句首<span style="color: black;">运用</span>连接词</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">② 一段只用一句话，<span style="color: black;">能够</span>改变文案的节奏，让<span style="color: black;">全部</span>文案变得活泼</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">③ 利用视觉设计<span style="color: black;"><strong style="color: blue;">加粗重点</strong></span>，平时<span style="color: black;">咱们</span>常用的操作：<span style="color: black;"><strong style="color: blue;">加粗</strong></span>，<strong style="color: blue;"><span style="color: black;">下划线</span></strong>，<span style="color: black;"><strong style="color: blue;">彩字</strong></span>，<span style="color: black;"><strong style="color: blue;">字体加亮</strong></span>，<strong style="color: blue;"><span style="color: black;">黑底白字</span></strong>，<span style="color: black;"><strong style="color: blue;"><span style="color: black;">字加框</span></strong></span>，<span style="color: black;"><strong style="color: blue;">大写字体</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">④ 项目<span style="color: black;">名单</span>（相当于<span style="color: black;">全部</span>文案的目录和梗概，相当于提出问题再解答，还要在问题和答案之间创造<span style="color: black;">有些</span>曲折、悬疑或特殊<span style="color: black;">方向</span>）</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;">例：</strong></span><span style="color: black;">手把手教你用ppt画二维码 </span><span style="color: black;"> http://dwz.cn/3hxbF7</span></p><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnV7kf9Tna27v8NNKmriaqzoOxhuGibGourELkiagPjczSNQTibjxFUUVMbP5ybQyJY9A30ErgWIXvT0UQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">⑤ GET到读者的关注的点，<span style="color: black;">针对</span><span style="color: black;">区别</span>读者的想法，<span style="color: black;">每一个</span>人有<span style="color: black;">区别</span>的关注点，<span style="color: black;">咱们</span>在<span style="color: black;">起始</span>的时候把自己能<span style="color: black;">供给</span>的<span style="color: black;">特殊</span>转化为读者<span style="color: black;">能够</span><span style="color: black;">得到</span>的益处，<span style="color: black;">亦</span><span style="color: black;">便是</span>读者阅读的“理由”，从一张简单的表格<span style="color: black;">起始</span>。</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;">例如：</strong></span>在PPT中点、线、面的应用</p><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnV7kf9Tna27v8NNKmriaqzoOMXm3GvDic8j2Aqiaj1LnjuCiccQNeqmMXXeJeTeXscGJ1cXbhkF6npbpA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、写完文案后，<span style="color: black;">能够</span>对照的</span><span style="color: black;"><strong style="color: blue;">原则</strong></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/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpYW0E095ricNHLepMOGic5EiarficBkFaic5zrCDJYZibGgb4Yo21U2h35kDw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>3<strong style="color: blue;">文案的口号</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">口号的特点：创意，易懂，通俗传播快</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;">香飘飘奶茶:</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">香飘飘奶茶一年卖出三亿多杯，能环绕地球一圈，连续七年，全国销量领先</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;">优乐美奶茶：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> “我是你的什么?”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> “你是我的优乐美啊!”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> “原来我是奶茶啊!”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> “<span style="color: black;">这般</span>，我就<span style="color: black;">能够</span>把你捧在手心了!”</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;">红牛：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你的能量超乎你想象</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;">农夫山泉：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>不生产水，<span style="color: black;">咱们</span>只是大自然的搬运工!天然的弱碱性水，农夫山泉。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">农夫山泉有点儿甜</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;">关爱八卦成长协会：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>不生产八卦，<span style="color: black;">咱们</span>只是娱乐圈的搬运工!天然的弱碱性娱乐<span style="color: black;">专题</span>，关爱八卦<span style="color: black;"><strong style="color: blue;">成长协会：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关八日报，<span style="color: black;">每日</span>有料</p><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnXKNA765xTkbvjuyLIDxNTpGBicqkR0FUFQgia2tdTboUCDx4pQNYtFycMp3OQHxzhqEfg0DPJWxg1Q/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">送福利时间到</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">认真读完<span style="color: black;">文案</span>的小伙伴有福了</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文案传奇写手、美国最顶尖的文案人</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">罗伯特·布莱的著作</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;">《文案创作完全手册》</span></strong><span style="color: black;">送给你啦</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;">只需关注PPQI公开课公众号</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;">回复：<span style="color: black;">文案创作完全手册</span></strong></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;">就可</span></span><span style="color: black;">得到电子书</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你还在等什么？！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">赶紧关注起来~~~</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/sXkBle6OFnVFxxphquAyMUCLlXRibbBO2IiaxvicoRDbFEBosgArWkZCBAia2u0VibQicGMfrk8vdQaibjyMyzIUIR60A/640?wx_fmt=png&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;"><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnVXVAd8jjESlfNUmcTdQRpZ2iaUA3lNEHS8EHXNa1HAXtofNiaGBtqS9wIaZq2WcftcpJXIDkPDmrUQ/640?wx_fmt=png&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;"><img src="http://mmbiz.qpic.cn/mmbiz/sXkBle6OFnX8LMYZSeq3qe2ia2dYnq68YOM7QiclG7Wv0UicDiagBUIucBnWib9DNM0jomWGnEZYKP5bMFgccDOj3qQ/640?wx_fmt=png&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;">PP琪团队：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">致力连接社群，用社群打通线上线下的距离。<span style="color: black;">咱们</span>是一群积极向上的人，<span style="color: black;">咱们</span>是一群有<span style="color: black;">一起</span>兴趣的人。<span style="color: black;">咱们</span>有为你展示的舞台，<span style="color: black;">咱们</span>有为你答疑的平台，<span style="color: black;">咱们</span>有为你学习的讲台。只要你愿意，一切都不晚。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> <span style="color: black;">这儿</span>有——</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> 有学习、有分享、有大咖、有你<span style="color: black;">巴望</span>的成长；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> 有交流、有<span style="color: black;">帮忙</span>、有付出、有你<span style="color: black;">期盼</span>的收获！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> PP琪团队，遇见很高兴！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">公开课公众号，欢迎您！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">编辑团队：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">总编：</strong>
</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">翔宇</p><strong style="color: blue;">主编：</strong><span style="color: black;">半步、海豚、倩虹、斑驳</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">实习编辑：</strong><span style="color: black;"><span style="color: black;">小天、群群、Rain、小郑、小晨、秦默、小熊、Liina</span>、小狮子</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">公开课团队：欢迎您的加入！</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;">【长按勾搭总编<span style="color: black;">成人</span>】</span></p>
你的见解真是独到，让我受益匪浅。 你的努力一定会被看见，相信自己，加油。 论坛的成功是建立在我们诚恳、务实、高效、创新和团结合作基础上，我们要把这种精神传递下去。 期待楼主的下一次分享！”
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