宣传文案表达小策略：你猜我总共有几十种？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">要写好<span style="color: black;">宣传</span>文案</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;">靠的不仅是扎实的文字功底</span></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;">还得有</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">一脑子的营销策略和网感</span></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;">文案哥今天找了朱小磊来分享他总结的经验</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_png/9cPfr0IHgYGGuQzgFhyuaEJRPogwNhBlibZu3ibUSaoGr5lEd8zP5GPyJdlXQR55sIunCoAlaTIDnhR3icxAael6A/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;">作者：朱小磊</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><span style="color: black;">源自</span>：非主流朱（id:feizhuliupig）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">上周，一位读者私信：“我<span style="color: black;">善于</span>各类<span style="color: black;">宣传</span>文案，加我<span style="color: black;">微X</span>吧！xxxx”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">看来遇见<span style="color: black;">能手</span>了…… 我心头一震，连忙回复：“您<span style="color: black;">晓得</span><span style="color: black;">宣传</span>的表达策略有多少种吗？”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">他回答，8种。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">好了，这是新手。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在写文案的时候，<span style="color: black;">咱们</span>可能会无<span style="color: black;">认识</span>的，用上许多技巧策略，<span style="color: black;">而后</span>，再三斟酌，修补过后，变得糟糕。</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;">原由</span>之一，大部分看似脑洞无限的<span style="color: black;">宣传</span>人，缺乏扎实的专业<span style="color: black;">基本</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;">例如</span>，你<span style="color: black;">瞧瞧</span>这个标题《<span style="color: black;">宣传</span>表达小策略：你猜我总共有几十种？》，它<span style="color: black;">表现</span>了<span style="color: black;">哪些</span><span style="color: black;">宣传</span>策略？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">下面简单<span style="color: black;">陈列</span>一批。</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;">制品</span>实证策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用写实的手法，直接将<span style="color: black;">制品</span>或主题推向消费者。以带来逼真的现实感。核心在于<span style="color: black;">处理</span>消费者不信任的问题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“这双胶鞋好<span style="color: black;">欠好</span>？你看我，菜刀砍，开水烫，石头砸，完全不变形！”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以前电视上常常有的<span style="color: black;">宣传</span>：“纯金项链，整根！只要399！赶快来<span style="color: black;">tel</span>订购吧！”接着，是<span style="color: black;">制品</span>实证的画面，一个男人拿这根金项链来锤！汽车压！化学药水泡！喷火烧！毫无变形变色。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无论这根项链是真是假，但<span style="color: black;">制品</span>实证策略，着实令人震撼。</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.运用联想策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">人类有一张宽阔的思维网络。一件一件的事情和物品，由外力和<span style="color: black;">自己</span>思考<span style="color: black;">功效</span>，在大脑中<span style="color: black;">创立</span>起联系。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我记得个<span style="color: black;">宣传</span>：一群童真的小<span style="color: black;">伴侣</span>，正在围观一群小鸡仔，鸡仔非常萌，小<span style="color: black;">伴侣</span>们嘻嘻哈哈的，说着诸如真可爱之类的，<span style="color: black;">而后</span>小鸡们啾啾叫~~~~叫着叫着往屏幕的右侧走去，<span style="color: black;">而后</span>镜头往右边一转，还是那群小<span style="color: black;">伴侣</span>，高兴地吃着鸡块。 （忘记是哪家快餐品牌的<span style="color: black;">宣传</span>了）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">后来，鸡块销量<span style="color: black;">明显</span><span style="color: black;">增多</span>，这个<span style="color: black;">宣传</span>削弱了消费者对油炸食品的“恐惧”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">运用联想，还能给<span style="color: black;">制品</span>带来<span style="color: black;">精细</span>的某类属性，<span style="color: black;">例如</span><span style="color: black;">精细</span>的针对一类人群，一类观念，一类<span style="color: black;">兴趣</span>，<span style="color: black;">提高</span>档次等等。</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;">数年</span>前，李宁运动品牌，面对新市场的挑战，<span style="color: black;">发掘</span>90后<span style="color: black;">作为</span>运动活动中的活跃分子。于是将品牌形象，<span style="color: black;">制品</span>设计，<span style="color: black;">宣传</span>风格，全往90后靠近。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vxkdso12qCC8TSql2WJcTKZThEscey5SrfkJeWmKPUBDl91sxJhg6xfxhia1Auux1SGA01VAlXSKk7ib9TmoB2hg/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;">李宁按道理必将搞事情的，但结果调研不准确，<span style="color: black;">亦</span>许<span style="color: black;">基本</span><span style="color: black;">无</span>调研，80后是李宁的主力消费军，而彼时80后反感”90后属性”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2010年7月，李宁宣布进行品牌重塑<span style="color: black;">败兴</span>，<span style="color: black;">机构</span><span style="color: black;">持续</span><span style="color: black;">显现</span>一系列问题，<span style="color: black;">包含</span>多位高管离职、库存过剩，股价从最高的32港元跌至5港元以下。</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;">3.比喻象征策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以某一事物的外在的形式，或内在的特定含义，来表现另一事物，暗合某种思想感情，并唤起顾客<span style="color: black;">留意</span>念上和心理上，对该事物有一种全新、深刻的感受。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小时候，老师叫用“像”字造句。我永远只会一句，”弯弯的月儿像小船。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1850年<span style="color: black;">上下</span>，“神奇洗衣液”针对时事，以比喻象征策略出了一支<span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当时在米国，住着<span style="color: black;">海量</span>的中国人，<span style="color: black;">她们</span>不嫌脏累，一个人干几个人的活儿，zao 成米国失业率<span style="color: black;">连续</span>攀升。后来，米国出了一条法令。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vxkdso12qCC8TSql2WJcTKZThEscey5Sbu8qyapETU7UONFkUBug76fuBE4ib04Bf1sEPwrykPHlHWNHnkQzGBg/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;">一名身穿国旗装，左手提着神器洗衣液，头戴山姆大叔帽的米国人，一脚踹飞衣着不整的zgr 。远处的太阳正微笑着，其他的华人<span style="color: black;">亦</span>在逃跑。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">旁边写这小字：“<span style="color: black;">倘若</span>你想要脏兮兮的话，就别用神奇洗衣液”</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;">4.<span style="color: black;">恰当</span>夸张策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有人有这个疑问吗——<span style="color: black;">咱们</span>应<span style="color: black;">不该</span>该对<span style="color: black;">宣传</span>宣传夸张？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大部分<span style="color: black;">状况</span>下，<span style="color: black;">咱们</span>肯定<span style="color: black;">必须</span>对<span style="color: black;">制品</span>进行夸张一点的描述。</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>大<span style="color: black;">都数</span>消费者是先看到<span style="color: black;">宣传</span>，而后购买；并不是购买过许多次之后，才看到<span style="color: black;">宣传</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;">例如</span>，消费者正想要某个<span style="color: black;">制品</span>（动机），于是去线上/线下挑选，<span style="color: black;">一般</span><span style="color: black;">状况</span>下，同类型<span style="color: black;">制品</span>不可能<span style="color: black;">仅有</span>一个牌子吧，它们全被<span style="color: black;">摆设</span>在一堆，而这一堆同类<span style="color: black;">制品</span>全能满足消费者的该动机。于是，非特定消费者们就<span style="color: black;">仅有</span>看<span style="color: black;">制品</span>上的<span style="color: black;">宣传</span>文案来判断了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vxkdso12qCC8TSql2WJcTKZThEscey5SbPcA0Hic9Qyfsib1yVuUicfBFeDxtZXUibbP47RmABNUGdJzfdYflXVFqA/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;">举例，某夜，我<span style="color: black;">忽然</span>想吃进口方便面了（动机），于是奔赴超市，跑到零食区，看见二十几种进口方便面<span style="color: black;">摆设</span>在货架上，我不痴迷任何品牌，<span style="color: black;">然则</span>我就苦苦琢磨呀，到底那一种好吃呢！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">假设<span style="color: black;">无</span>导购干扰，<span style="color: black;">此时</span>候就完全靠<span style="color: black;">制品</span>自己“王婆卖瓜，自卖自夸咯”。</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;">恰当</span>夸张策略的难度在，夸张的程度，和<span style="color: black;">制品</span>本身<span style="color: black;">状况</span>之间的距离，<span style="color: black;">倘若</span>夸张得太厉害了，消费者买完过后就会“一阵乱骂”。</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>被消费者“一阵乱骂”的技巧：做个真实性的小标注。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“此图仅供参考”，“如有雷同，纯属巧合”，“<span style="color: black;">扮演</span><span style="color: black;">必须</span>，请慎模仿”</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;">5.<span style="color: black;">明显</span>特征策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">事实上，这一条都不叫策略了，是<span style="color: black;">必须</span>。但话<span style="color: black;">不可</span><span style="color: black;">这般</span>说，<span style="color: black;">倘若</span>针对资源导向的<span style="color: black;">制品</span>，就不<span style="color: black;">必须</span><span style="color: black;">明显</span>特征，平铺直叙才是最恰当的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以前在学校，零用钱<span style="color: black;">一月</span><span style="color: black;">亦</span>没几毛，课余时间<span style="color: black;">爱好</span>逛逛学校论坛，<span style="color: black;">而后</span><span style="color: black;">发掘</span><span style="color: black;">为何</span>这么多人想来学校吃饭图书馆看书呢，要不我<span style="color: black;">帮忙</span>一下<span style="color: black;">她们</span>？于是，去搜罗了十张卡，把<span style="color: black;">信息</span>放上论坛，几天就租完了，每张卡100元/月，0成本1个月多了1000元零花钱。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是资源导向的<span style="color: black;">制品</span>，<span style="color: black;">然则</span><span style="color: black;">此刻</span>大部分<span style="color: black;">制品</span>是市场导向的，它们<span style="color: black;">必须</span>和<span style="color: black;">非常多</span>同类<span style="color: black;">制品</span>竞争，于是<span style="color: black;">明显</span>特征尤为重要。</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;">6.拟人处理策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个概念貌似<span style="color: black;">近期</span>很火，说的是“人设”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">公益<span style="color: black;">宣传</span>常播：“<span style="color: black;">咱们</span>要平等对待大自然。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但这很难，你看xxx坐的汽车排量<span style="color: black;">亦</span>不低呀，特朗普坐的凯迪拉克<span style="color: black;">亦</span>是个高排放的。</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>自愿和什么东西接触得多，<span style="color: black;">咱们</span>就会更亲近什么东西。</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>，他从小和狼生活在<span style="color: black;">一块</span>，七八年过后，他是躲人的，和人不亲近。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从小和数学接触多，<span style="color: black;">善于</span>数学的人，<span style="color: black;">她们</span>英语<span style="color: black;">常常</span><span style="color: black;">欠好</span>，<span style="color: black;">由于</span><span style="color: black;">她们</span>太亲近<span style="color: black;">规律</span>性了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从小我是亲近市场营销这个专业的，<span style="color: black;">因此</span>我习惯用它来解释<span style="color: black;">非常多</span>东西，<span style="color: black;">或</span>说，你用市场营销的思维来给我解释某物，我<span style="color: black;">亦</span><span style="color: black;">能够</span>很自然的吸收得<span style="color: black;">火速</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亲近，就<span style="color: black;">寓意</span>着习惯、偏向、更好的记忆力、更好的态度、更觉得理所当然。</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;">因此</span>，<span style="color: black;">为何</span><span style="color: black;">咱们</span>要把<span style="color: black;">宣传</span>、<span style="color: black;">制品</span>拟人化呀？一个玩玩的月儿都要比作人坐的小船。<span style="color: black;">由于</span>受众是人呀，人对人亲近是很自然的事情。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个人很怕人，其实没什么，但绝对要被<span style="color: black;">公众</span>扣上“有毛病”之名。</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;">7.高势能代言策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这条<span style="color: black;">一般</span>被说成“名人代言”，<span style="color: black;">包含</span><span style="color: black;">有些</span>教材，我觉得该革新一下了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">名人代言，只是高势能代言策略的一种。从公众传播量上讲，名人比<span style="color: black;">制品</span>的势能高<span style="color: black;">非常多</span>。找一个合适的高势能的名人（比较红的名人）代言<span style="color: black;">制品</span>，自然能带红低势能的<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;">然则</span>高势能代言，还<span style="color: black;">包含</span>找一个富爸爸（归属到某大<span style="color: black;">机构</span>旗下）。</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;">或</span>，把自己的<span style="color: black;">制品</span>圈在一个大排名中，<span style="color: black;">例如</span>，当年克莱斯勒<span style="color: black;">做为</span>汽车行业的老三，常年被<span style="color: black;">全世界</span><span style="color: black;">第1</span>大的通用汽车碾压，于是，克莱斯勒改<span style="color: black;">宣传</span>标语为：“<span style="color: black;">全世界</span>三大汽车制造商之一”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还<span style="color: black;">能够</span>用颜色、情感、权威等来作高势能代言，在《37张图讲「用营销，消除用户不正视心理」》中讲到。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">对了还有一点，关于<span style="color: black;">选取</span>大V代言还是小V代言好？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“就传播和运营的效果<span style="color: black;">来讲</span>，并非大V就<span style="color: black;">必定</span>优于小博主。<span style="color: black;">由于</span>当某社交KOL的粉丝规模达到<span style="color: black;">必定</span>量级后，这一社群的整体互动程度将会<span style="color: black;">起始</span>减弱。‘’科尔尼调研认为。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vxkdso12qCC8TSql2WJcTKZThEscey5S09IsJRl8IFEG2ed2HxbI3zmMbA1VMP5zApnjdsGuh7xicnPW08T6WFw/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;">“泛影响者”：娱乐明星、<span style="color: black;">博客</span>百万大V等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“微影响者”：几万<span style="color: black;">乃至</span>几千粉丝的美妆博主、美食博主等，传播范围相对有限。</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;">8.唯美意境策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">情感上的共鸣，潜移默化地影响可能就靠它了。这······文学素养<span style="color: black;">需求</span>有点高，我想我是不行的，跳过。</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;">9.幽默诙谐策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">抓住局部性的东西，以幽默诙谐的<span style="color: black;">宣传</span><span style="color: black;">导致</span>一种充满情趣、引人发笑而又耐人寻味的意境，从而<span style="color: black;">容易</span>地表达出<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;">在<span style="color: black;">宣传</span>表达的时候，运用幽默诙谐策略，还有后文要<span style="color: black;">说到</span>的以小见大策略、生活片段策略，都是<span style="color: black;">必须</span>抓住局部性的细节东西，这一方面贴切了用户，但另一方面<span style="color: black;">亦</span>容易<span style="color: black;">导致</span>部分用户反感。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vxkdso12qCC8TSql2WJcTKZThEscey5StBamdNz5LdAicdPucIxhKh7sRMt9WqQ3xHVW1G0mpmOso8QF2iakeOtg/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;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vxkdso12qCC8TSql2WJcTKZThEscey5Swlz9Q3Qom2tlKOiaicgdDw5VarRiap5yUImE9EPDf1BKhwXbg95q2J0Ug/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;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vxkdso12qCC8TSql2WJcTKZThEscey5Sf6BUDibrtn9sQCcfvXMM4J7A9Y62ibgIib7PsGKlFf5Pff211ZcmKebBw/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;">幽默诙谐策略，<span style="color: black;">通常</span>用这几种手法表现：褒贬、夸张、讥讽、嘲讽、影射、双关。</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;">10.对比衬托策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一种趋向于对立冲突的表达手法，从差别中作出集中、简洁、曲折的效果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">更鲜明地强调、提示<span style="color: black;">制品</span>的性能和特点，是对比衬托策略的<span style="color: black;">道理</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">俏比洗衣溶珠——鼓励改变 “你看人家的漂白效果多好！”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Vxkdso12qCC8TSql2WJcTKZThEscey5SNoibZSF8dyffbStH4X3QXlbngmClWc9NzOcscffbIulGKjHVEeCexdA/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;">11.悬念情节策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在构思上布下疑阵，<span style="color: black;">导致</span>一种猜疑和紧张的心理状态，驱动消费者的好奇心和<span style="color: black;">剧烈</span>行动，<span style="color: black;">导致</span>消费者进一步探明<span style="color: black;">宣传</span>题意所在的<span style="color: black;">剧烈</span>愿望，<span style="color: black;">而后</span>解除悬念，留一个深刻印象给消费者。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这儿</span>非常考验<span style="color: black;">宣传</span>人的水平，悬念设置得平凡，消费者觉得普通，你的后续内容直接就崩盘了。<span style="color: black;">因此</span>新手深入。</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;">另一</span>，<span style="color: black;">微X</span>里面的转发抽奖；QQ里面的“马xx生日”转发8个群送八千Q币；百度网盘曾经用过的“漏洞营销”等，都是用的“悬念情节策略”推广。</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;">12.以小见大策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“以小见大”中的小，是<span style="color: black;">宣传</span>文案/画面的焦点和兴趣的中心。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">下面这支<span style="color: black;">宣传</span>，我个人非常<span style="color: black;">爱好</span>的，看了20遍<span style="color: black;">上下</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;">13.3B运用策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3B策略：美女（Beauty）、<span style="color: black;">孩儿</span>（baby）、动物（Beast），是<span style="color: black;">数年</span>前大卫·奥德威提出的，到今天，它的效果还行嘛？请看下放视频。</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;">14.生活片段策略</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">描写<span style="color: black;">实质</span>生活中的某一片段，用生活中的小情节来表达<span style="color: black;">制品</span>。这种表达策略贴近生活，情节设计符合<span style="color: black;">目的</span>消费者的生活习惯，<span style="color: black;">经过</span>生活化的片段，容易<span style="color: black;">导致</span>消费者参与。</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;">15.连续系列策略</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;">经过</span><span style="color: black;">区别</span>时期的数支<span style="color: black;">宣传</span>，形成一个完整的视觉印象，展现同一主题，使图像、文字传达的文化内容<span style="color: black;">非常</span>清晰。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个策略<span style="color: black;">重点</span>是在大品牌中应用，它使某一品牌文化深入人心——大牌<span style="color: black;">已然</span>不<span style="color: black;">必须</span>做激发行动层面的<span style="color: black;">宣传</span>了，<span style="color: black;">她们</span>有完整的前端<span style="color: black;">营销</span>、有力的市场地位。<span style="color: black;">她们</span>的<span style="color: black;">宣传</span>重在“开拓”和“文化影响”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例都不用举了，任意大牌皆如此。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“连续系列策略”中说的“大牌”，<span style="color: black;">咱们</span>应该<span style="color: black;">这般</span>理解——一个<span style="color: black;">处理</span>了<span style="color: black;">营销</span>问题的品牌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我的<span style="color: black;">制品</span>适不适合用这个策略？</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>你的<span style="color: black;">制品</span><span style="color: black;">必须</span>导购、<span style="color: black;">营销</span>员、推销员、无数硬广<span style="color: black;">才可</span>走货，几乎<span style="color: black;">无</span>自增长能力，那就不适合用“连续系列”策略，反之，则行。</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>，<span style="color: black;">有些</span>网红的零食，小众博主的教程，老字号小店，他们家的<span style="color: black;">制品</span>都是有自增长能力的，在<span style="color: black;">无</span>导购、硬广的时候，<span style="color: black;">一样</span>能走货。<span style="color: black;">此时</span>候，<span style="color: black;">她们</span>做些“小纪录片”<span style="color: black;">宣传</span>，是<span style="color: black;">非常</span>有效的。</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;">总结-<span style="color: black;">宣传</span>表达策略</span></strong></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;">制品</span>实证</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.运用联想</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.比喻象征</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;">恰当</span>夸张</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5.<span style="color: black;">明显</span>特征</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6.拟人处理</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">7.高势能代言</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">8.唯美意境</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">9.诙谐幽默</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">10.对比衬托</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">11.悬念情节</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">12.以小见大</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">13.3B运用</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">14.生活片段</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">15.连续系列</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">几十种？ 仅这15种？ 对，这<span style="color: black;">便是</span><span style="color: black;">所有</span>的<span style="color: black;">宣传</span>表达策略。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">—End—</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;">举荐</span>阅读：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">《2016年<span style="color: black;">优秀</span>文案干货<span style="color: black;">归类</span>汇总，看完后写文案都不是事儿了》</span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><a style="color: black;">《『<span style="color: black;">宣传</span>界年度盛典』2016年最值得关注十大<span style="color: black;">宣传</span>文案案例》</a></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><a style="color: black;">《吐血整理！2017全年300+借势营销节点》</a></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">《<span style="color: black;">微X</span>公众号排版指南（全）》</span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">《你们想</span></a>要学的动态二维码教程来了！》</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">《把100句文案装进脑袋，快速<span style="color: black;">作为</span>牛逼文案》</span></a></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;"><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;"></span></strong></p>
我深受你的启发，你的话语是我前进的动力。 楼主的文章非常有意义，提升了我的知识水平。 感谢您的精彩评论，为我带来了新的思考角度。 外链发布论坛学习网络优化SEO。 谷歌外贸网站优化技术。 回顾过去一年，是艰难的一年；展望未来，是辉煌的一年。
页:
[1]