文案技巧｜这是我见过的最全文案策划仔细教程。
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/MUu776l6BlaIFAvyuwrzWoZyT4RoKiaJhRLyHMWc4sedVRRf6EHQqnYX1MW1K1cdicUfClVWRmJs3OzFibSjUd8Jw/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">全世界</span>好文案</strong>（glogocopy）</span><strong style="color: blue;">——陕西摄影联盟俱乐部、囍引力商城合作伙伴！</strong></span>
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<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>学中，严格的说文案与策划应当是两个相互联系但却迥然<span style="color: black;">区别</span>的专业分工，只是受制于我国<span style="color: black;">宣传</span>行业</span><span style="color: black;"><span style="color: black;">广泛</span>的<span style="color: black;">机构</span>小型化<span style="color: black;">状况</span>，<span style="color: black;">因此</span>才产生了这种</span><span style="color: black;">“</span><span style="color: black;">复合型专业人才</span><span style="color: black;">”</span><span style="color: black;">。<span style="color: black;">另一</span>，我国中小企业的市场部或企业部，分工<span style="color: black;">亦</span>不可能<span style="color: black;">那样</span>细，为节约成本，企业<span style="color: black;">尤其</span><span style="color: black;">必须</span>一个对外可策划营销活动，对内能撰写<span style="color: black;">宣传</span>文案的复合型人才，于是文案策划就应势产生了。下面是<span style="color: black;">供给</span>给新人的<span style="color: black;">有些</span>教程，看了会受益匪浅。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz/JYQ36cicJrFw0qqnFGMX2ykmSJvKJcGt1libHrmUoOEp5GjHO9ia7sTIIO3DAQ8KlRcztRqBXWDVcOaVNAgwGOzrA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span></span></strong><strong style="color: blue;"><span style="color: black;">策划与创意</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><span style="color: black;">策划与创意源于文化的底蕴，生于思维的碰撞，精于阅历的积淀。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2. </span><span style="color: black;">策划总<span style="color: black;">需求</span>有新的创意，并直接针对市场和<span style="color: black;">营销</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3. </span><span style="color: black;">策划和创意<span style="color: black;">需求</span>从业人员是专家，而非仙家；是<span style="color: black;">处理</span>问题而非点石成金。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4. </span><span style="color: black;">策划创意是团队组织<span style="color: black;">行径</span>、专家<span style="color: black;">行径</span>、工业化流程<span style="color: black;">行径</span>相结合的智业产业，是一项<span style="color: black;">长时间</span>持久的事业。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span></span></strong><strong style="color: blue;"><span style="color: black;">策划文稿的撰写</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><span style="color: black;">最忌空洞无物、闭门造车。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">二忌辞藻堆砌、华而不实。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">三忌文笔不畅、别字先生。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2. </span><span style="color: black;"><span style="color: black;">文案</span>是思维的外在<span style="color: black;">表现</span>，低劣的稿件将给<span style="color: black;">机构</span>形象<span style="color: black;">导致</span>不可弥补的损失。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3. </span><span style="color: black;">策划人这个岗位总要面临<span style="color: black;">各样</span><span style="color: black;">鲜嫩</span>的事物，<span style="color: black;">需求</span>从业者能在最<span style="color: black;">短期</span>对项目做出尽可能深入的<span style="color: black;">认识</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4. </span><span style="color: black;">策划离不开深入细微的调查<span style="color: black;">科研</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">策划人在撰写文稿前<span style="color: black;">必要</span>先对<span style="color: black;">关联</span><span style="color: black;">行业</span>进行</span><span style="color: black;">”</span><span style="color: black;">速成学习</span><span style="color: black;">”</span><span style="color: black;">，尽快由一无所知变成行家里手。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如撰写</span><span style="color: black;">”</span><span style="color: black;">纪念西藏和平解放五十周年五十位知名画家大型笔会</span><span style="color: black;">”</span><span style="color: black;">，不<span style="color: black;">晓得</span></span><span style="color: black;">”</span><span style="color: black;">一纸三裁</span><span style="color: black;">”</span><span style="color: black;">，不<span style="color: black;">晓得</span>吴冠中，不<span style="color: black;">认识</span>作品的行情，是谈不上做知名画家笔会策划的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当今国内知名画家屈指可数<span style="color: black;">不外</span>二十余位，仅仅为纪念五十周年，便生拉硬拽</span><span style="color: black;">”</span><span style="color: black;">五十位知名画家</span><span style="color: black;">”</span><span style="color: black;">，题目已然引得行家纷纷耻笑，更不要谈得到业务了。</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;">仅有</span>经过调查<span style="color: black;">科研</span>，走出去<span style="color: black;">认识</span><span style="color: black;">状况</span>，脑子里有东西了，再动笔<span style="color: black;">才可</span>写出好的策划文案。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5. </span><span style="color: black;">调查<span style="color: black;">科研</span>的<span style="color: black;">办法</span><span style="color: black;">非常多</span>。最有效的是拜访业内<span style="color: black;">先辈</span>行家，<span style="color: black;">另外</span>还有查阅文献资料、对客户做访谈等等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6. </span><span style="color: black;">策划人应时刻关注时事动态、<span style="color: black;">资讯</span>政策，<span style="color: black;">这般</span><span style="color: black;">才可</span>找出符合时代的亮点、避免不必要的禁讳、得到客户的认可。</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;">总的<span style="color: black;">来讲</span>做文案策划<span style="color: black;">必须</span>做到以下五点：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">聆听</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;">做为</span>文案，你<span style="color: black;">不该</span>该只会苦思冥想，你要学会聆听，在泼妇骂街中听出风土人情，在出租车司机的怒吼中听出股市行情，在街头巷尾家长里短中听出货币涨跌。只要用心去听，<span style="color: black;">此时</span>候，耳朵比笔杆子更犀利。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做加法</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;">起始</span>写或想创意之前，你不要给自己设限，<span style="color: black;">能够</span>添油加醋，<span style="color: black;">能够</span>画蛇添足，总之，想到什么都能写下来，不要提前关闭了自己的思路，将自己<span style="color: black;">处在</span>完全开放的兴奋状态，让你的想法在连锁反应中，<span style="color: black;">持续</span>触发新的内容。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做减法</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在交稿前，你<span style="color: black;">必须</span>做减法，你要学会修枝去叶，学会忍痛割爱，把所有的东西堆在<span style="color: black;">一块</span>并不<span style="color: black;">必定</span>好看，你要学一点美学常识，懂得搭配，在最后，减到极致，<span style="color: black;">亦</span>是完美。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">沉淀</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你<span style="color: black;">能够</span>很容易<span style="color: black;">经过</span><span style="color: black;">各样</span>途径得到信息，<span style="color: black;">每日</span>都会有新的信息融入进来，<span style="color: black;">因此</span>，<span style="color: black;">此时</span>候的文案，不缺信息，缺的是一个筛子，文案要学会用心灵去与这个时代共震，将无用的信息排除，涤荡出精华，留存于世。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">换个角度看问题</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">每日</span>太阳从东方升起，每秒时间以单行线向前行走，每棵树都以参天为目的向上生长，每只候鸟都要飞向南</span><span style="color: black;">方，这是不是<span style="color: black;">寓意</span>着生命<span style="color: black;">便是</span>早被注定，就在重复中日复一日？当然不是，你要时常用另一个声音警醒自己，你是一个创意人，你有独特的看问题的方式，你<span style="color: black;">能够</span>站</span><span style="color: black;">立着看，<span style="color: black;">亦</span><span style="color: black;">能够</span>倒立上着看；<span style="color: black;">能够</span>在火车上看，<span style="color: black;">亦</span><span style="color: black;">能够</span>透过三棱镜看；<span style="color: black;">能够</span>往前看，<span style="color: black;">亦</span><span style="color: black;">能够</span>在水下看；<span style="color: black;">能够</span>躲在暗处看，<span style="color: black;">亦</span><span style="color: black;">能够</span>跳跃着看。随着你看的方式<span style="color: black;">区别</span>，得出的答案自然大相径庭。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用忘记，清空被浮尘塞满的胸腔；用忘记，换得满满的情感．你<span style="color: black;">便是</span>自己最好的老师．有时候，不是你想得<span style="color: black;">不足</span>，只是你想得太多．<span style="color: black;">繁杂</span>的</span><span style="color: black;">思绪，容易将你带到一条<span style="color: black;">无</span>出路的死胡同里．<span style="color: black;">此时</span>候，<span style="color: black;">倘若</span>你换上一套行装，刹时就能变身为灵感的使者．顿时步伐轻盈，掌控了节奏，<span style="color: black;">亦</span>有了<span style="color: black;">知道</span>的方向．下次</span><span style="color: black;">记得，在思维混乱时，或是不<span style="color: black;">晓得</span>文案该<span style="color: black;">怎样</span>下手时，忘掉你的职业，清空你的大脑，来一次时空穿梭的游戏，让另一种身份替代你，带你到不经意的<span style="color: black;">地区</span>，那里将</span><span style="color: black;">有惊喜与你<span style="color: black;">萍水相逢</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;">3、</span>文案要<span style="color: black;">运用</span>规范的格式录入，并养成良好的、训练有素的办公习惯</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">给客户的策划稿件<span style="color: black;">通常</span>应套用<span style="color: black;">机构</span>规定形式的页眉、页角、页码，并<span style="color: black;">运用</span>规范的</span><span style="color: black;">Word</span><span style="color: black;">、</span><span style="color: black;">Excel</span><span style="color: black;">文档格式排版、编号。若打印协议书一类的正规文件，<span style="color: black;">通常</span>应遵循</span><span style="color: black;">”</span><span style="color: black;">标题用黑体，正文用宋体</span><span style="color: black;">”</span><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;">电脑录入时要编写恰当、易分辨的文件名<span style="color: black;">保留</span>，而不要随意敲出一个名字。发送</span><span style="color: black;">E-mail</span><span style="color: black;">时<span style="color: black;">一样</span>要编写一个恰当、易分辨的邮件主题名<span style="color: black;">叫作</span>，以便于客户阅读。禁止发送无主题或随意敲击主题的</span><span style="color: black;">E-mail</span><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;">完成的文稿要<span style="color: black;">即时</span>删除或<span style="color: black;">保留</span>在个人文件夹中，并<span style="color: black;">定时</span>清理电脑资源。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从现有的文案<span style="color: black;">归类</span>由<span style="color: black;">非常多</span>种，<span style="color: black;">根据</span></span><span style="color: black;">4A</span><span style="color: black;">标准，<span style="color: black;">通常</span>有四类：助理文案</span><span style="color: black;">(ACW)</span><span style="color: black;">，文案</span><span style="color: black;">(CW)</span><span style="color: black;">，高级文案</span><span style="color: black;"> (ACW)</span><span style="color: black;">，资深文案</span><span style="color: black;">(SCW)</span><span style="color: black;">，其中稍微要区别的是高级文案与资深文案，前者<span style="color: black;">需求</span>的是文案的撰写能力，而后者<span style="color: black;">不仅</span>是文案的撰写能力还<span style="color: black;">包含</span>做文案的年</span><span style="color: black;">资。有些</span><span style="color: black;">4A</span><span style="color: black;"><span style="color: black;">机构</span>设有文案<span style="color: black;">专家</span>（</span><span style="color: black;">CE</span><span style="color: black;">）一职，大体上与文案职责类似，有时候负责专项。</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>有些个别<span style="color: black;">机构</span>还配有首席文案的职位（</span><span style="color: black;">CCW</span><span style="color: black;">），文案功力凤毛麟</span><span style="color: black;">角，虽不具领导<span style="color: black;">才可</span>，但有的首席文案拿的工资却比创意总监还要高。大部分国内<span style="color: black;">宣传</span><span style="color: black;">机构</span>文案的种类繁杂，有房地产文案，创意文案，企划文案等，<span style="color: black;">她们</span>的风格迥异（后续）。</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;">笔者<span style="color: black;">按照</span>国内文案<span style="color: black;">状况</span>，<span style="color: black;">经过</span>切身<span style="color: black;">科研</span>以及走访，另辟稀径总结出文案的<span style="color: black;">归类</span><span style="color: black;">办法</span>：</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;">一，低级文案</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一种是初出茅庐的实行生，毕业生，小牛犊，小羊羔，正处在猛补时期，俗<span style="color: black;">叫作</span>：菜鸟；另一种是文字垃圾的缔造者，喊空号，唱跑调，傻的冒泡还不知<span style="color: black;">因此</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;">二，初级文案</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">初识文案要领，但未开天眼，只<span style="color: black;">晓得</span>对错，不<span style="color: black;">晓得</span>好坏，有时候<span style="color: black;">亦</span>虎脑脑的写<span style="color: black;">有些</span>超长文案，好似裹脚布，<span style="color: black;">必须</span>眼明手快刀斩去，靠自己，靠运气，靠引领。这<span style="color: black;">亦</span>是任何等级的文案，所要经过的必由之路！</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;">三，文学青年</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">相当深厚的文学造诣，绝对能是一个好的采编人员，<span style="color: black;">或</span>特约专栏撰稿。诗情画意，小资迷离，别样气息，但在影视文案创作方面垂足顿胸，在标题的把握方面拿捏不准，<span style="color: black;">亦</span>是一大憾事。</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;">四，另类，<span style="color: black;">认识</span>流的高级文案</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">把<span style="color: black;">制品</span>比做</span><span style="color: black;">“</span><span style="color: black;">形</span><span style="color: black;">”</span><span style="color: black;">，把消费者比做</span><span style="color: black;">“</span><span style="color: black;">神</span><span style="color: black;">”</span><span style="color: black;">，<span style="color: black;">那样</span>此类文案<span style="color: black;">亦</span><span style="color: black;">便是</span>形散而神不散的<span style="color: black;">能手</span>，以台湾<span style="color: black;">认识</span>形态<span style="color: black;">宣传</span>为范例，后现代复制与钟摆，文案本身<span style="color: black;">亦</span>缠绕其中，欲罢<span style="color: black;">不可</span>，有时好走极端，但这<span style="color: black;">亦</span>算用是用文字干扰或冲击视觉</span><span style="color: black;">pointe</span><span style="color: black;">一种不错的方法。</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;">五，图形思考力的资深文案</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;">倘若</span>你看到一则<span style="color: black;">宣传</span>，<span style="color: black;">无</span><span style="color: black;">照片</span>，<span style="color: black;">仅有</span>文字，但却能让你浮想联翩，大多属<span style="color: black;">这般</span>类型的。将来，任何纯粹意</span><span style="color: black;">义上的<span style="color: black;">宣传</span>撰稿人肯定不存在，反推不会添字丁的</span><span style="color: black;">ART</span><span style="color: black;"><span style="color: black;">亦</span>一边玩去。<span style="color: black;">倘若</span>一段文案能给人<span style="color: black;">公众</span><span style="color: black;">或</span>给</span><span style="color: black;">ART</span><span style="color: black;">以思考，引领，共鸣的空间与魔力，我想这<span style="color: black;">已然</span>是一流</span><span style="color: black;">的</span><span style="color: black;">SCW</span><span style="color: black;">。文案表现经常耐人寻味，点子升级，概念<span style="color: black;">持续</span>。顺便说一句，这<span style="color: black;">亦</span>是影视</span><span style="color: black;">CF</span><span style="color: black;">文案<span style="color: black;">能手</span>所应<span style="color: black;">必须</span>的本领技识。</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;">六，策略把握，双性思维的超级文案</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">绝对是行家里手，<span style="color: black;">况且</span>多种职场经验，主动找茬，游刃于理性与感性之中，善于整合元素，画龙点睛，高屋建瓴，<span style="color: black;">同期</span>这<span style="color: black;">亦</span>跟市场营销，品牌资产有挂靠，但能达到此种开阔的境界，真的算凤毛麟角！占卜一下，将来<span style="color: black;">这般</span>的文案走向<span style="color: black;">便是</span>商人<span style="color: black;">或</span>老板！</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;">七，理性至极，</span></strong><strong style="color: blue;">“</strong><strong style="color: blue;"><span style="color: black;">出卖</span></strong><strong style="color: blue;">”</strong><strong style="color: blue;"><span style="color: black;">思想与灵魂的文案大师</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">手中无剑，心中有剑，思想升华，反璞归真，经常用平凡的语言表达不平凡的事情，就象</span><span style="color: black;">“just do it”</span><span style="color: black;">那样随意，法无定法</span><span style="color: black;">,</span><span style="color: black;"><span style="color: black;">也</span>总能打破游戏规则。这是<span style="color: black;">宣传</span>创意人员的最高境界！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不<span style="color: black;">晓得</span><span style="color: black;">大众</span><span style="color: black;">是不是</span>记得张艺谋导演的《英雄》，</span><span style="color: black;">“</span><span style="color: black;">手中无剑，心中<span style="color: black;">亦</span>无剑，那是不杀，那<span style="color: black;">便是</span>和平</span><span style="color: black;">”</span><span style="color: black;">，是呀，<span style="color: black;">倘若</span>作<span style="color: black;">宣传</span>的思考<span style="color: black;">方向</span>不是作<span style="color: black;">宣传</span>，而是传播人文与和平，这是什么境界，我想这<span style="color: black;">亦</span>真<span style="color: black;">便是</span></span><span style="color: black;">“</span><span style="color: black;">总统第二</span><span style="color: black;">”</span><span style="color: black;">了。那就让<span style="color: black;">咱们</span><span style="color: black;">宣传</span>人永远地追求吧。高山仰止，虽<span style="color: black;">不可</span>至，而心向往之。</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;">大陆近八万的文案之中，能<span style="color: black;">不可</span><span style="color: black;">显现</span><span style="color: black;">这般</span>的<span style="color: black;">大众</span>风范的</span></strong><strong style="color: blue;"><span style="color: black;">“</span></strong><strong style="color: blue;"><span style="color: black;">金牌文案</span></strong><strong style="color: blue;"><span style="color: black;">”</span></strong><strong style="color: blue;"><span style="color: black;">，估计</span></strong><strong style="color: blue;"><span style="color: black;">2010</span></strong><strong style="color: blue;"><span style="color: black;">之前，<span style="color: black;">能够</span><span style="color: black;">显现</span><span style="color: black;">这般</span>一个<span style="color: black;">或</span>一批</span></strong><strong style="color: blue;"><span style="color: black;">“</span></strong><strong style="color: blue;"><span style="color: black;">金牌文案</span></strong><strong style="color: blue;"><span style="color: black;">”</span></strong><strong style="color: blue;"><span style="color: black;">。</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;"><span style="color: black;">1、</span></span></strong><strong style="color: blue;"><span style="color: black;">创意策略八段锦</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><span style="color: black;">、<span style="color: black;">这次</span><span style="color: black;">宣传</span><span style="color: black;">期盼</span>达到的目的和效果？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2</span><span style="color: black;">、<span style="color: black;">目的</span>对象是<span style="color: black;">那些</span>人？<span style="color: black;">她们</span>的人文特征及心理特征是什么？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3</span><span style="color: black;">、<span style="color: black;">咱们</span><span style="color: black;">期盼</span><span style="color: black;">目的</span>对象看了<span style="color: black;">宣传</span>激起何种想法？会采取什么样的行动？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4</span><span style="color: black;">、<span style="color: black;">制品</span>的定位和独特点以及发展历史等？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5</span><span style="color: black;">、定位的支持点以及任何有助于发展创意的讯息是什么？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6</span><span style="color: black;">、<span style="color: black;">宣传</span>要给消费者什么样的承诺？承诺是<span style="color: black;">宣传</span>的灵魂点！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">7</span><span style="color: black;">、<span style="color: black;">宣传</span>要表现什么样的格调？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">8</span><span style="color: black;">、预算限制、<span style="color: black;">媒介</span>发布的特点及频度？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span><span style="color: black;">发掘</span>创意的五个基本原则</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><span style="color: black;">、务实原则：</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;">认识</span>了该<span style="color: black;">晓得</span>的讯息以后，再开启智慧思想。<span style="color: black;">必定</span>要有耐心去探求消费者、市场<span style="color: black;">状况</span>、<span style="color: black;">制品</span>的<span style="color: black;">仔细</span>说明以及制定下来的<span style="color: black;">宣传</span>策略。不要让客户感觉到<span style="color: black;">咱们</span>的<span style="color: black;">宣传</span>是外行人做的<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;">2</span><span style="color: black;">、骨气原则：</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;">每一个</span>创意人都<span style="color: black;">巴望</span>叫座又叫好的<span style="color: black;">宣传</span>，个人天分固然是关键，客户能否接受以及个人的机遇<span style="color: black;">亦</span>是影响<span style="color: black;">原因</span>。</span><span style="color: black;">无论你的天分<span style="color: black;">是不是</span>被埋没，无论你<span style="color: black;">是不是</span>自认平凡，既然你<span style="color: black;">选取</span>了创意这个行业，要有</span><span style="color: black;">“</span><span style="color: black;">别人<span style="color: black;">亦</span>会想到的想法，我<span style="color: black;">不消</span>！</span><span style="color: black;">”</span><span style="color: black;">的骨气。目的在于激励自己超越平凡，避免</span><span style="color: black;">满足自己六<span style="color: black;">非常</span>创意的惰性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3</span><span style="color: black;">、效率原则：</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;">因为</span>创意是主观的思维产物，如果你把时间花到熬想一个想法，容易钻进牛角尖而不自觉，即使想法有问</span><span style="color: black;">题，你主观上对这个想法的执着<span style="color: black;">常常</span>会阻碍你其他想法的产生以及接受其他想法的肚量。<span style="color: black;">因此</span>，在思考创意的时候，不妨先三百六十度地思索，从<span style="color: black;">区别</span>的<span style="color: black;">方向</span>去切入</span><span style="color: black;">生成<span style="color: black;">区别</span>的想法，不要着急计较一个想法的文字和视觉表现。宁可多想<span style="color: black;">有些</span>点子，再筛选出最好的几个进行仔细推敲。你会<span style="color: black;">发掘</span>，这种先求广再求精的原则会让你想</span><span style="color: black;">创意的时候事半功倍。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4</span><span style="color: black;">、余地原则：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">创意人求好的心理是不容置疑的，<span style="color: black;">通常</span>是不到最后时限绝不拍板。但等到有问题被<span style="color: black;">发掘</span>的时候却<span style="color: black;">无</span>时间修</span><span style="color: black;">改了，<span style="color: black;">仅有</span>硬着头皮照做不误，这有违专业精神。<span style="color: black;">因此</span><span style="color: black;">咱们</span>设立</span><span style="color: black;">“</span><span style="color: black;">创意审核会议</span><span style="color: black;">”</span><span style="color: black;">，针对提案事先审定创意概念和创意草稿。<span style="color: black;">因此</span><span style="color: black;">通常</span>情况下，任何创意都应该在时</span><span style="color: black;">间流程上留出两天时间冷静反省再做决定。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5</span><span style="color: black;">、负责原则：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">想法和执行之间还有很长的一条路要走，<span style="color: black;">非常多</span>想法在转为设计稿的时候<span style="color: black;">无</span>什么问题，但在执行的时候<span style="color: black;">由于</span>技术限制<span style="color: black;">或</span>预算限制<span style="color: black;">基本</span><span style="color: black;">没法</span>完成，<span style="color: black;">倘若</span>不在创意成型要实现的时候估量执行<span style="color: black;">原因</span>，会在后期<span style="color: black;">显现</span><span style="color: black;">非常多</span>麻烦。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">记住：想到的创意，要卖的出去<span style="color: black;">亦</span>要做的出来。</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/cZV2hRpuAPia3RFX6Mvw06kePJ7HbmI7bibbbzG3uqZ8S8QicFSnqobkGSPq4X5D9btObvy1zy6EyibLlplicicszCSg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">免</span><span style="color: black;">责声明</span></strong></p>
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