一篇合格的宣传文案应该包含哪些要素？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案是区别于<span style="color: black;">文案</span>的，“朱蒂斯查尔斯创意传播<span style="color: black;">机构</span>”总裁将</span><span style="color: black;">文案写手定义为坐在键盘后面的<span style="color: black;">营销</span>人员，</span><span style="color: black;">文案写手的工作<span style="color: black;">拥有</span><span style="color: black;">更加多</span>的目的性，<span style="color: black;">她们</span><span style="color: black;">必须</span></span><span style="color: black;">做到消费者在看完<span style="color: black;">宣传</span>文案后能产生思想<span style="color: black;">或</span><span style="color: black;">行径</span>上的改变。</span></p>文案<span style="color: black;">没法</span>创造购买商品的欲望，<span style="color: black;">而是唤起<span style="color: black;">本来</span>就存在于百万人心中的<span style="color: black;">期盼</span>、梦想、恐惧或<span style="color: black;">巴望</span>；</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而后</span>将这些“<span style="color: black;">本来</span>就存在的<span style="color: black;">巴望</span>”导向特定商品。——《创新<span style="color: black;">宣传</span>》的作者尤金·舒瓦茨</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>李叫兽说，<span style="color: black;"><span style="color: black;">宣传</span>文案不是文字本身的设计，而是用户情感的设计。</span></p><span style="color: black;">文案写手要能创造出鼓励鼓励消费者掏钱包的<span style="color: black;">宣传</span>，就<span style="color: black;">必要</span>尊重消费者的判断能力，并且打心眼里相信商品的价值。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">——布鲁斯·巴顿，黄河国际<span style="color: black;">宣传</span><span style="color: black;">机构</span>联合创始人。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/WhgtiaHkA65RnNiaP1z4epPcBlO8ECyM2Hp1NAmPsPicicuBWvxhPEFZYCtFrj1Pp4UkT0BR4JA3FeSXOTcZZaukLA/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;">因此</span>文案工作者<span style="color: black;">非常多</span>时候写不出好的文案来，<span style="color: black;">亦</span>许只是你对<span style="color: black;">制品</span>还<span style="color: black;">不足</span><span style="color: black;">认识</span>和认同。大卫·奥格威在《奥格威谈<span style="color: black;">宣传</span>》中<span style="color: black;">亦</span>有言，他只用他所服务的<span style="color: black;">机构</span>的<span style="color: black;">制品</span>。</p><span style="color: black;">好的<span style="color: black;">宣传</span>能够在卖出商品的<span style="color: black;">同期</span>，避免彰显自我的存在，他应该要让消费者的<span style="color: black;">重视</span>力牢牢的钉在商品上。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">巧妙的<span style="color: black;">隐匿</span>操作手法，是<span style="color: black;">宣传</span><span style="color: black;">机构</span>和文案写手的责任。——<span style="color: black;">宣传</span>教父大卫·奥格威</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/WhgtiaHkA65RnNiaP1z4epPcBlO8ECyM2HtviboYjzksRSmGLVV4ohybIn0y6icvk9BhMka4sIWbUwTUKiaIGWX0W0g/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;"><span style="color: black;">因此</span><span style="color: black;">非常多</span>人说，新世相的自我营销做得很成功，<span style="color: black;">然则</span>至于其他参与者某某航空、<span style="color: black;">始终</span>播，则<span style="color: black;">成为了</span>配角。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而这<span style="color: black;">亦</span>是<span style="color: black;">文案</span>作者与文案写手区别最大的<span style="color: black;">地区</span>，<span style="color: black;">文案</span>内容<span style="color: black;">非常多</span>时候都会藏有作者的身影，<span style="color: black;">而文案工作者要<span style="color: black;">尽可能</span>避免自我的彰显；让用户将<span style="color: black;">重视</span>力牢牢的绑定在商品上。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然，自我营销<span style="color: black;">亦</span>是营销的一种，把自我当做营销对象，当做商品来包装。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那说了这么多，一篇合格的<span style="color: black;">宣传</span>文案应该要<span style="color: black;">包含</span><span style="color: black;">那些</span>要素呢？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、吸引<span style="color: black;">重视</span>力</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其一：随着网络信息的泛滥，人们<span style="color: black;">重视</span>力的缺失；人们<span style="color: black;">针对</span>一个标题的关注时间<span style="color: black;">仅有</span>3-5S，<span style="color: black;">亦</span><span style="color: black;">便是</span>说<span style="color: black;">倘若</span>3-5秒内他对这个标题不感兴趣，这个标题<span style="color: black;">便是</span>废的，你的内容写的再好<span style="color: black;">亦</span>没用。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其二：<span style="color: black;">通常</span><span style="color: black;">来讲</span>，读标题的人会比读正文的人多出4倍，<span style="color: black;">亦</span><span style="color: black;">便是</span>说，<span style="color: black;">倘若</span>你的标题不<span style="color: black;">拥有</span>吸引<span style="color: black;">重视</span>力，引导阅读，传达准确信息，<span style="color: black;">这般</span>的特点；这次<span style="color: black;">宣传</span>的80%<span style="color: black;">花费</span>都将是浪费的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其三：<span style="color: black;">咱们</span>在做<span style="color: black;">宣传</span>投放的时候，文字与<span style="color: black;">照片</span><span style="color: black;">常常</span>会<span style="color: black;">协同</span><span style="color: black;">运用</span>；选图与文字<span style="color: black;">是不是</span>所表达的<span style="color: black;">是不是</span>相符？以及<span style="color: black;">照片</span>本身<span style="color: black;">是不是</span><span style="color: black;">拥有</span>表达力，都是文案写手<span style="color: black;">必须</span>考量的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">请分析以下两张<span style="color: black;">照片</span>分别所表达的含义。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/WhgtiaHkA65RnNiaP1z4epPcBlO8ECyM2Hm7rSHMIuK0vbJPjxTbdcmOCIqsrERn2IFCsEiclY4XiaOMLa54Fvqq1Q/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;">2、达到沟通效果</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一篇合格的<span style="color: black;">宣传</span>文案应该在有限的<span style="color: black;">重视</span>时间内，将文案的内容准确的传达给消费者；你的<span style="color: black;">宣传</span>文案，读者真的看得懂吗？一句话20个字，读者能消化掉吗？指代性的名字<span style="color: black;">是不是</span>会产生歧义？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">说服读者的前提是产生有效的沟通，语句的长短，文字的风格，内容的先后<span style="color: black;">次序</span>，<span style="color: black;">是不是</span>准确传达都是<span style="color: black;">必须</span><span style="color: black;">咱们</span>考量的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/WhgtiaHkA65RnNiaP1z4epPcBlO8ECyM2H2c8Ww2lBE8ibAUzuibBDyD6g5qLr8yjwDIIEflmbuWFKwr7OQCrR5ECg/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;">3、说服消费者</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文案<span style="color: black;">最后</span>的目的<span style="color: black;">便是</span>要说服消费者，引导消费者产生购买<span style="color: black;">行径</span>；<span style="color: black;">因此</span>，有<span style="color: black;">那些</span>技巧能有效的说服读者？说服读者<span style="color: black;">是不是</span>有<span style="color: black;">招数</span>可循？<span style="color: black;">是不是</span>存在一个能<span style="color: black;">加强</span>消费者“购买意愿”的需求<span style="color: black;">名单</span>？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上所有的问题都将在<span style="color: black;">咱们</span>接下来的文案课程中进行解答。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">下一期：标题的16种写法以及<span style="color: black;">关联</span>技巧。</span>（数字瞎编的，纯粹是<span style="color: black;">由于</span>带数字的标题会更诱人）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本文<span style="color: black;">重点</span>参考书籍：《文案创作完全手册》。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">---------------------割------------------------</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以下<span style="color: black;">举荐</span>几个<span style="color: black;">知乎</span>文案<span style="color: black;">行业</span>精心耕耘的答主，排名不分先后。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">@王航</a> <a style="color: black;">@达猪流浪者</a> <a style="color: black;">@那口虫</a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/WhgtiaHkA65RxVhia7vqgo5J99otMiaBfjFAfbS0Qxm0BnWBrRcoLLHxeAicIiaaX3r8Vf3NiaDRyqoliayGicXkgY1H0Q/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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