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5ep9lzv 发表于 2024-8-9 04:22:55

怎么样写营销推广文案？（上）

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">题记：</span></strong><span style="color: black;">《<span style="color: black;">怎样</span>写好营销推广文案？》系列是<span style="color: black;">按照</span>我在某<span style="color: black;">机构</span>内部文案培训PPT总结而成。上篇<span style="color: black;">重点</span>讨论写文案前应该进行<span style="color: black;">那些</span>准备工作，中篇<span style="color: black;">重点</span>讨论文案的创意从哪里来，下篇<span style="color: black;">重点</span>讨论营销推广文案应<span style="color: black;">怎样</span>写。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">假设你请了一个专业文案人员，<span style="color: black;">倘若</span>他拿起笔就写，或是张口就出的文案，你<span style="color: black;">必定</span>要<span style="color: black;">警觉</span>。这<span style="color: black;">必定</span>不是一篇好的营销文案，你请的这位<span style="color: black;">所说</span>专业文案<span style="color: black;">亦</span><span style="color: black;">必定</span>不是专业人员，<span style="color: black;">由于</span>好的营销文案在写作前要做<span style="color: black;">非常多</span>准备工作，<span style="color: black;">重点</span><span style="color: black;">包含</span>以下四个方面：</span></p>
    <h3 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>深入市场进行调研，看<span style="color: black;">制品</span><span style="color: black;">有没有</span>清晰的定位</span></strong></h3>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">市场调研是企业<span style="color: black;">存活</span>的<span style="color: black;">基本</span>，是企业营销的出发点，<span style="color: black;">亦</span>是写营销推广文案的<span style="color: black;">第1</span>步。市场调研既能为文案创作<span style="color: black;">供给</span>科学的依据和<span style="color: black;">实质</span>的素材，还能预测文案的投放效果。从这个意义上<span style="color: black;">来讲</span>，所有不进行市场调研就<span style="color: black;">起始</span>写文案的人都是在耍流氓，<span style="color: black;">由于</span><span style="color: black;">她们</span>心中<span style="color: black;">基本</span><span style="color: black;">无</span>想要对客户负责，<span style="color: black;">亦</span>不想对自己负责。从营销推广文案创作的<span style="color: black;">方向</span><span style="color: black;">来讲</span>，<span style="color: black;">首要</span>就要看<span style="color: black;">制品</span>或服务<span style="color: black;">有没有</span>清晰的市场定位。<span style="color: black;">然则</span>很遗憾，在我咨询过的案例中，有<span style="color: black;">非常多</span><span style="color: black;">制品</span>和服务都<span style="color: black;">无</span>市场定位；在有市场定位的<span style="color: black;">制品</span>和服务中，很大一部分市场定位<span style="color: black;">亦</span>是不准确的。</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;">案例一：某学校的重新定位和核心宣传语的重新提炼</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;">某中专是一所名办职业技术中专，<span style="color: black;">重点</span>的招生专业是动漫专业和影视后期专业，<span style="color: black;">重点</span>招生对象是初高中毕业生。从</span>2012年<span style="color: black;">败兴</span>，<span style="color: black;">因为</span>两方面的<span style="color: black;">原由</span>，学校的生源越来越少，一方面是<span style="color: black;">因为</span>大学<span style="color: black;">持续</span>扩招，上大学越来越容易，<span style="color: black;">因此</span>愿意上中专的学生越来越少；另一方面是中国动漫市场<span style="color: black;">始终</span>没能火起来，学生的就业<span style="color: black;">亦</span>不是很理想。学校原来的定位是初高中生，原来的核心宣传语是“</span><strong style="color: blue;"><span style="color: black;">进清美、学动漫、赢天下</span></strong><span style="color: black;">”，无论是定位还是核心宣传语都有必要进行改变。</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;">当时我在该中专任校长，为改变<span style="color: black;">有害</span>局面，在对市场进行深入的调研后<span style="color: black;">发掘</span>：一是虽然大学好上了<span style="color: black;">然则</span>大学生就业更难了；二是在石家庄三十多所高校中大部分都有与动漫、影视后期<span style="color: black;">关联</span>的专业，每年毕业的总人数达</span>2000人<span style="color: black;">上下</span>；三是这些<span style="color: black;">关联</span>专业的大学生<span style="color: black;">因为</span>缺乏实践经验，<span style="color: black;">非常多</span>人找不到理想的工作。在当时<span style="color: black;">来讲</span>，大学生的影视动漫专业实训市场基本是空白市场，于是果断的把学校的定位改为以招大学生就业实训为主。那核心宣传语该怎么写呢？在对大学生的访谈中<span style="color: black;">咱们</span><span style="color: black;">发掘</span>，真正想学动漫的人很少，<span style="color: black;">都数</span><span style="color: black;">关联</span>专业的人想学的是设计。<span style="color: black;">因此</span>就决定以设计<span style="color: black;">做为</span>核心宣传语。于是就有了下面的文案：“</span><strong style="color: blue;"><span style="color: black;">学设计</span></strong><strong style="color: blue;"><span style="color: black;">˙</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">到清美</span>”</span></strong><span style="color: black;">，并设计了相应海报。</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_jpg/9L57eCGKP1AbMEct3dXyet6MNXVymTRdicibERDFtFnk2WUibNA20hmsJqrWS7pmDO9Ivhwm39oPOnF4guYXM6Zdg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;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;">海报中图案<span style="color: black;">尤其</span><span style="color: black;">选取</span>当时大学生<span style="color: black;">爱好</span>的流行电影《怪物史莱克》的角色<span style="color: black;">做为</span>主角。<span style="color: black;">因为</span>定位准确，文案符合从内容到形式都符合大学生的需求，<span style="color: black;">因此</span>取得了良好的效果。</span></p>
    <h3 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span>深入<span style="color: black;">目的</span>消费者，掌握消费需求及消费冲突</span></strong></h3>
    <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>做营销<span style="color: black;">必要</span><span style="color: black;">认识</span>消费者的消费需求及消费冲突，写营销推广文案<span style="color: black;">亦</span>是<span style="color: black;">同样</span>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;">一是深入分析<span style="color: black;">目的</span>消费者的消费需求。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在写一个文案之前，<span style="color: black;">咱们</span>要<span style="color: black;">认识</span>消费<span style="color: black;">必须</span>什么样的<span style="color: black;">制品</span>？能承受的价格是多少？<span style="color: black;">期盼</span><span style="color: black;">经过</span>什么方式买<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>？消费者是什么人？其收入、性别、年龄、教育程度<span style="color: black;">怎样</span>？消费者对<span style="color: black;">制品</span>的真正关注点是什么？消费者的消费痛点是什么？消费者<span style="color: black;">运用</span><span style="color: black;">制品</span>之后有何感受？等等。</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;">案例二：</span>“好月嫂”<span style="color: black;">机构</span>招聘<span style="color: black;">优秀</span>月嫂的文案</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“好月嫂”<span style="color: black;">机构</span>要<span style="color: black;">海量</span>招<span style="color: black;">优秀</span>月嫂，<span style="color: black;">宣传</span>宣传语要<span style="color: black;">怎样</span>撰写，<span style="color: black;">才可</span>对月嫂有吸引力。<span style="color: black;">大众</span><span style="color: black;">亦</span><span style="color: black;">能够</span>停下来思考一下，<span style="color: black;">倘若</span>你是这家月嫂<span style="color: black;">机构</span>的文案，这个招聘文案应该<span style="color: black;">怎样</span>写？</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;">这个案例在培训的时候我让<span style="color: black;">大众</span>试着写，结果</span>“</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">薪水</span>高、福<span style="color: black;">好处</span>、有培训</span></strong><span style="color: black;">”等<span style="color: black;">作为</span><span style="color: black;">大众</span><span style="color: black;">重点</span>的关注点。<span style="color: black;">咱们</span>的关注点和月嫂的关注点真的<span style="color: black;">同样</span>吗？这就<span style="color: black;">必须</span>对月嫂这个职业和这个群体进行深入的考察。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我在考察了石家庄比<span style="color: black;">很强</span>的十几家月嫂<span style="color: black;">机构</span>后<span style="color: black;">发掘</span>，月嫂这个职业<span style="color: black;">日前</span><span style="color: black;">重点</span>的痛点如下：</span><strong style="color: blue;"><span style="color: black;">等活难</span></strong><span style="color: black;">（<span style="color: black;">一般</span>要在好几家<span style="color: black;">中间商</span>上挂着）；</span><strong style="color: blue;"><span style="color: black;">全年工作量不饱满</span></strong><span style="color: black;"><span style="color: black;">（<span style="color: black;">一般</span>做</span>9到10户算饱满）；</span><strong style="color: blue;"><span style="color: black;">不是家政<span style="color: black;">机构</span>的员工</span></strong><span style="color: black;">；</span><strong style="color: blue;"><span style="color: black;">家政<span style="color: black;">机构</span>管理费高</span></strong><span style="color: black;"><span style="color: black;">（石家庄</span>15-20%，北京30%，月薪1万元的月嫂，石家庄管理费1500-2000元，北京3000元），</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">机构</span>对月嫂<span style="color: black;">供给</span>的支持和服务少；<span style="color: black;">必须</span>全面的<span style="color: black;">提高</span>培训而现实<span style="color: black;">不可</span><span style="color: black;">供给</span>。</span></strong><strong style="color: blue;"><span style="color: black;">而这其中月嫂最不满意而又<span style="color: black;">无</span>办法的<span style="color: black;">便是</span>家政<span style="color: black;">机构</span>的管理费太高，这是月嫂行业最大的痛点。</span></strong><span style="color: black;">找到行业痛点以后，针对月嫂的招聘文案就自然出来了。</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;">咱们</span>不要管理费，收入<span style="color: black;">所有</span>归自己”</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">&nbsp;——好月嫂<span style="color: black;">机构</span>期待您的加盟</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;">从<span style="color: black;">通常</span>人的<span style="color: black;">方向</span>来看这个文案，绝对是一个普通得<span style="color: black;">不可</span>再普通的文案。<span style="color: black;">然则</span>从月嫂的<span style="color: black;">方向</span>来看这个文案，对她而言这绝对是一颗平地春雷，<span style="color: black;">由于</span><span style="color: black;">处理</span>了她最大的痛点。她会立即会被吸引住，马上进行咨询，在得到肯定答复后，她还会<span style="color: black;">第1</span>时间把这个好<span style="color: black;">信息</span>告诉她的亲密同事</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;">二是深入分析<span style="color: black;">目的</span>消费者的消费冲突。</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;">人只要是消费就有消费冲突，消费冲突<span style="color: black;">便是</span>商机。<span style="color: black;">例如</span>女士爱美经常要用<span style="color: black;">打扮</span>品，<span style="color: black;">然则</span>又担心<span style="color: black;">打扮</span>品里面的化学<span style="color: black;">成份</span>会伤到肌肤，这<span style="color: black;">便是</span>消费冲突。<span style="color: black;">通常</span>而言<span style="color: black;">公众</span>的消费冲突是<span style="color: black;">优秀</span>低价，富裕阶层的消费冲突<span style="color: black;">重点</span>是<span style="color: black;">制品</span>和服务能否带来成就感。<span style="color: black;">例如</span>金立手机，为了满足成功人士对手机的需求，<span style="color: black;">研发</span>了金立</span>2017手机，<span style="color: black;">宣传</span>语是“金立2017，成功者的标配”。</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;">发掘</span>消费冲突<span style="color: black;">便是</span><span style="color: black;">发掘</span>了商机。营销业内有一个说法：</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;">三流营销寻找冲突，</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;">二流营销<span style="color: black;">处理</span>冲突，</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;">一流的营销制造冲突。</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;">处理</span>消费冲突就<span style="color: black;">必须</span><span style="color: black;">机构</span><span style="color: black;">供给</span>相应的<span style="color: black;">制品</span>或服务。</span><strong style="color: blue;"><span style="color: black;">而文案<span style="color: black;">便是</span>要找到消费冲突、制造消费冲突、<span style="color: black;">处理</span>消费冲突。</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;">案例三：黛安芬内衣的</span>“撒娇模式”</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Triumph日本内衣网店<span style="color: black;">研发</span>的一种“撒娇功能”来鼓励下单：女士<span style="color: black;">选取</span><span style="color: black;">喜欢</span>的商品放入撒娇购物车，进入撒娇页面，填写自己的收件<span style="color: black;">位置</span>和男<span style="color: black;">伴侣</span>的邮箱。男<span style="color: black;">伴侣</span>收到邮件后<span style="color: black;">能够</span><span style="color: black;">选取</span>同意付款（Happy！）或拒绝（Oh my god！）。统计数据<span style="color: black;">显示</span>8成男士都会付款。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在这个案例中消费冲突是什么？是我想买内衣，<span style="color: black;">然则</span>我不想自己买单，我想试试<span style="color: black;">瞧瞧</span>别人愿不愿意为我买单？我想<span style="color: black;">瞧瞧</span>在别人心中的<span style="color: black;">注重</span>程度。这个撒娇模式<span style="color: black;">同期</span>满足了男士要送内衣无从下手和女士的内衣及精神需求。</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;">案例四：亚博雨果蔬<span style="color: black;">宣传</span>语（冲突篇）</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚博雨果蔬<span style="color: black;">目的</span>对象是中高端消费者，<span style="color: black;">然则</span>我经过市场调研，<span style="color: black;">发掘</span>中高端消费者对果蔬的需求不像对房子、车子<span style="color: black;">那样</span><span style="color: black;">显著</span>，有<span style="color: black;">非常多</span>中高端消费者吃的还是市场上的普通果蔬。<span style="color: black;">她们</span>并非吃不起亚博雨的绿色果蔬，只是对果蔬<span style="color: black;">制品</span>的消费<span style="color: black;">认识</span>还<span style="color: black;">无</span>转变。<span style="color: black;">怎样</span>激发中高端消费者的消费冲突，让<span style="color: black;">她们</span><span style="color: black;">认识</span>到对果蔬的消费<span style="color: black;">亦</span>应该升级了，是亚博雨果蔬营销要<span style="color: black;">处理</span>的问题，<span style="color: black;">亦</span>是营销推广文案要<span style="color: black;">处理</span>的问题。经过<span style="color: black;">科研</span>以后，我决定从消费者<span style="color: black;">自己</span>入手，<span style="color: black;">经过</span>对比让<span style="color: black;">她们</span>认识到对果蔬的消费应该升级了。于是就有了以下的系列文案：</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;">胃篇一</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你让屁股<span style="color: black;">每日</span>坐百万座驾</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">却让胃<span style="color: black;">每日</span>吃带农残果蔬</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是时候改变了！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚博雨果蔬，国家绿色认证，拒绝农残，让胃享受到应有的<span style="color: black;">薪水</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;">胃篇二</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你让脸<span style="color: black;">每日</span>用千元保养品</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">却让胃<span style="color: black;">每日</span>吃带农残果蔬</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是时候改变了！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚博雨果蔬，国家绿色认证，拒绝农残，让胃享受到应有的<span style="color: black;">薪水</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;">家人篇</span></strong></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;">奋斗</span>打拼，让家人住进百万的房</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你无力阻止，果蔬农残对家人侵害</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是时候改变了！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚博雨果蔬，国家绿色认证，拒绝农残，<span style="color: black;">守护</span>家人健康</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;">儿时味道篇</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你能尝遍<span style="color: black;">各样</span>蔬菜<span style="color: black;">果蔬</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">却吃不出小时候的味道</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是时候改变了！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚博雨果蔬，国家绿色认证，拒绝农残，吃出小时候的味道</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;">孩儿</span>篇</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你想把最好的东西都给<span style="color: black;">孩儿</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">却无力给他<span style="color: black;">供给</span>安全的果蔬</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是时候改变了！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亚博雨果蔬，国家绿色认证，拒绝农残，让<span style="color: black;">孩儿</span>健康成长</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;">这一系列文件从消费者<span style="color: black;">自己</span>冲<span style="color: black;">明显</span>发，让<span style="color: black;">她们</span><span style="color: black;">认识</span>到果蔬消费该升级了，<span style="color: black;">而后</span>用</span>“是时候改变了！”去强调改变的迫切性，最后一句是强调亚博雨果蔬的卖点，加强人们购买的决心。<span style="color: black;">因为</span>冲突找得准，<span style="color: black;">因此</span>文案取得了很好的效果。</span></p>
    <h3 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3、</span>提炼<span style="color: black;">制品</span><span style="color: black;">优良</span>，总结核心卖点</span></strong></h3>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">核心宣传语<span style="color: black;">针对</span>品牌<span style="color: black;">来讲</span>非常重要，关系到消费者能否直接记住品牌。这是市场营销中非常重要而又容易<span style="color: black;">忽略</span>的一步。<span style="color: black;">咱们</span>要总结出<span style="color: black;">制品</span>的所有<span style="color: black;">优良</span>，找出<span style="color: black;">制品</span>的核心卖点，<span style="color: black;">而后</span>还要把这个核心卖点与消费者的核心买点相结合，最后总结为消费者能很容易记住的一句话。</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;">案例五：花都学校的<span style="color: black;">制品</span><span style="color: black;">优良</span>提炼</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;">花都有</span>22年办学历史，现有美容美发、形象艺术设计、电子商务、高铁航空等17个专业。各个专业性质各异，<span style="color: black;">怎样</span>把众多<span style="color: black;">制品</span><span style="color: black;">优良</span>提炼出来<span style="color: black;">作为</span>难点。<span style="color: black;">由于</span>花都是专注品质时尚教育，那就应该以“美”为核心，于是就把花都学校的所有专业按与美的关系进行重新<span style="color: black;">归类</span>，见下表所示：</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;">花都专业重新归类表</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;">美的创造</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;">美的使者</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;">美的制作</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;">美的推广</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;">打扮</span>与形象设计</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">空中乘务</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">影视编导</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">电子商务</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">美发与形象设计</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">航空服务</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">摄影摄像技术</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">网络营销</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">美容美体</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">高铁服务</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">装潢艺术设计</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">医疗美容</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">国际航海旅游</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">服装与形象设计</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">学前教育</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">北影影视<span style="color: black;">打扮</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">影视模特<span style="color: black;">扮演</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过对所有的专业按美的创造、美的使者、美的制作、美的推广<span style="color: black;">归类</span>后，</span>“美”就自然<span style="color: black;">作为</span>花都的代言核心词。于是花都营销的核心宣传就顺势而出：</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;">花都（形象艺术学校）</span>——美的培养者</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;">花都教育集团</span>——让世界因你而更<span style="color: black;">漂亮</span></span></strong></p>
    <h3 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">4、</span>清楚什么样的文案是好文案？</span></strong></h3>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">针对</span><span style="color: black;">咱们</span>要写文案的人<span style="color: black;">来讲</span>，在进行一篇文案创作前，<span style="color: black;">咱们</span>心里还得清楚什么样的文案才是好文案？若写的文案连自己这关都过不去，那最好先不要给客户看。<span style="color: black;">那样</span>好文案的标准是什么呢？在上一篇《<span style="color: black;">咱们</span><span style="color: black;">为何</span>要写文案》中，<span style="color: black;">咱们</span><span style="color: black;">已然</span><span style="color: black;">晓得</span>约瑟夫</span>•休格曼所说的：“</span><strong style="color: blue;"><span style="color: black;">文案的终极<span style="color: black;">目的</span><span style="color: black;">便是</span>让一个人掏出他的血汗钱来购买你的<span style="color: black;">制品</span>和服务。</span></strong><span style="color: black;">”大师<span style="color: black;">便是</span>大师，不仅说出了文案的终极<span style="color: black;">目的</span>，<span style="color: black;">亦</span>道出了好文案的标准：“</span><strong style="color: blue;"><span style="color: black;">好文案是让消费者看后能产生立即购买<span style="color: black;">制品</span>和服务欲望的文案。</span></strong><span style="color: black;">”<span style="color: black;">然则</span>让一个人掏出他的血汗钱并非是一件容易的事情，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">必须</span>他在看了<span style="color: black;">咱们</span>的营销推广文案后被打动，<span style="color: black;">而后</span>趁着冲动，马上行动（购买）。</span></strong><span style="color: black;">要达到<span style="color: black;">这般</span>的效果，就<span style="color: black;">需求</span><span style="color: black;">咱们</span><span style="color: black;">必要</span>写出高质量的营销推广文案来。</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;">案例六：雾霾再大，<span style="color: black;">亦</span>不要戴这种口罩了！你选对了吗？</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/9L57eCGKP1AbMEct3dXyet6MNXVymTRdUqicia0tQKwVjGRYoxXLfRhtOiaoBtbGibQfRHm7YV2ciaguYKM0qn2RspA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;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;"><span style="color: black;"><span style="color: black;">咱们</span>先来看一篇差一点就优秀的文案。<span style="color: black;">因为</span>原文案较长，<span style="color: black;">不方便</span>于在书中展示，<span style="color: black;">大众</span><span style="color: black;">能够</span>在百度上搜索标题</span>“雾霾再大，<span style="color: black;">亦</span>不要戴这种口罩了！你选对了吗？”来进行学习。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个文案<span style="color: black;">大众</span>感觉<span style="color: black;">怎样</span>？我们来分析下其优缺点。</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;">优点：</span></strong><span style="color: black;"><span style="color: black;">这个文案<span style="color: black;">首要</span>分析了市面上<span style="color: black;">日前</span><span style="color: black;">各样</span>口罩的防雾霾效果，<span style="color: black;">况且</span>讲得非常清楚，<span style="color: black;">而后</span>话锋一转隆重介绍</span>3M口罩<span style="color: black;">为么</span>能放雾霾的原理，成功的激起了消费者购买的3M口罩欲望，尤其是文案开头还有河北经济台对假冒伪劣防雾霾口罩黑幕的揭露，更加强了人们买正品口罩的心理。</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;">不足：</span></strong><span style="color: black;"><span style="color: black;">文案</span>中无购买链接。在消费者有了购买欲望后，<span style="color: black;">然则</span><span style="color: black;">不可</span>立即行动（即购买），结果<span style="color: black;">引起</span>文案中前面所有的<span style="color: black;">奋斗</span>都付之一炬，人们只会心里说这篇<span style="color: black;">文案</span>写得不错是，<span style="color: black;">然则</span>你<span style="color: black;">无</span><span style="color: black;">经过</span>这个文案实现<span style="color: black;">营销</span>，<span style="color: black;">因此呢</span>还达不到<span style="color: black;">咱们</span>所说的好文案的标准。若是<span style="color: black;">文案</span>最末加上购买链接的话，这篇文案就<span style="color: black;">作为</span>了一篇优秀的文案。</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;">案例七：优秀文案，宜家的<span style="color: black;">制品</span>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;">观看<span style="color: black;">位置</span>：<span style="color: black;">大众</span>搜索</span>“<span style="color: black;">宜家为<span style="color: black;">处理</span>你的感情问题变成段子手</span></span><strong style="color: blue;"><span style="color: black;">”</span></strong><span style="color: black;"><span style="color: black;">或</span>https://mp.weixin.qq.com/s/uLkRk4thUKOKweGv3mA0iA网址<span style="color: black;">能够</span>仔细<span style="color: black;">科研</span>。我截了几个图，<span style="color: black;">大众</span><span style="color: black;">能够</span>一睹为快。</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;">你的爱人睡觉打呼噜</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/9L57eCGKP1AbMEct3dXyet6MNXVymTRdrwY0R5NsKVXLo0TmiaxPDhh22SVmMS8lPevsicw36qmPTJH4AXHoGm5g/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;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;">我姐姐偷我东西</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/9L57eCGKP1AbMEct3dXyet6MNXVymTRdNMYJLlyQuC1F4Ev6d6txDsy2pibExz5nwWvHJId8RZh1Zia1LcYQa4RA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">怎样</span><span style="color: black;">守护</span>一段<span style="color: black;">结婚</span></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/9L57eCGKP1AbMEct3dXyet6MNXVymTRd7uey8j2G6EhIglwkccokb3hZ45CfIqIwGSA6g8OicfEQyScgAyRHTxg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;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;">点评：</span></strong><span style="color: black;">好的<span style="color: black;">地区</span>，把平凡的<span style="color: black;">制品</span>和人的<span style="color: black;">平常</span>生活场景结合起来，给<span style="color: black;">每一个</span><span style="color: black;">制品</span>都起了个人性化的名字，使<span style="color: black;">制品</span>更通人性，<span style="color: black;">更易</span>打动消费者。</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;">启示：消费者不仅<span style="color: black;">必须</span><span style="color: black;">运用</span><span style="color: black;">制品</span>，更<span style="color: black;">必须</span><span style="color: black;">认识</span><span style="color: black;">运用</span><span style="color: black;">制品</span>的场景。</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">咱们</span>做营销<span style="color: black;">便是</span>要创造消费者<span style="color: black;">运用</span><span style="color: black;">制品</span>的场景，做营销推广文案<span style="color: black;">亦</span><span style="color: black;">同样</span>，要创造出消费者<span style="color: black;">运用</span><span style="color: black;">制品</span>场景的文案。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/9L57eCGKP1CeYvpGIYak0szg8yyicwSXI9keWEhH1iaypVZnxgpCzOkB5Opx3Sic2iaUraFs4414TXSl6nPTGvnTPw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;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;">长按关注大象管理咨询</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;">这个大象的<span style="color: black;">微X</span>我只告诉你： wuhaowx123</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;">您的留言是<span style="color: black;">咱们</span>沟通的开始</span></strong></p>

DH802036 发表于 2024-8-28 14:50:40

回顾历史，我们不难发现：无数先辈用鲜血和生命铺就了中华民族复兴的康庄大道。

nqkk58 发表于 2024-10-7 14:56:45

谢谢、感谢、感恩、辛苦了、有你真好等。

查看完整版本: 怎么样写营销推广文案？（上）