m5k1umn 发表于 2024-8-9 12:28:13

宣传要怎么样做才有效果？宣传知识一之宣传文案


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">机构</span>和门店的运营离不开<span style="color: black;">宣传</span>，<span style="color: black;">宣传</span>的目的是带来客户，而能否吸引客户的关键是<span style="color: black;">宣传</span>文案。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">广义的<span style="color: black;">宣传</span>文案<span style="color: black;">包含</span><span style="color: black;">标题、</span>正文<span style="color: black;">、<span style="color: black;">宣传</span>词和附文，结合图案与<span style="color: black;">照片</span><span style="color: black;">形成</span>完整的<span style="color: black;">宣传</span>画面。而狭义的<span style="color: black;">宣传</span>文案指<span style="color: black;">宣传</span>语，简明扼要的一句话结合图案与<span style="color: black;">照片</span><span style="color: black;">形成</span>完整的<span style="color: black;">宣传</span>画面。今天<span style="color: black;">咱们</span>讨论的是狭义的<span style="color: black;">宣传</span>文案。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/5c171354110d41f883b4019ab4f932fa~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723548282&amp;x-signature=nYpSF1oFdS5ZskjHRXz09NzU508%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">首要</span>，<span style="color: black;">咱们</span>要<span style="color: black;">认识</span>什么是<span style="color: black;">宣传</span>文案?</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>文案简单地说，<span style="color: black;">便是</span><span style="color: black;">吸引客户，<span style="color: black;">创立</span>信任，产生<span style="color: black;">引诱</span>，并使之产生行动的文字信息。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>文案<span style="color: black;">能够</span>分为三种类型：</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;">理性诉求类型：</span></strong><span style="color: black;">是以说明道理为<span style="color: black;">重点</span>内容的<span style="color: black;">宣传</span>。简单地说<span style="color: black;">便是</span>说明商品功能、性能，质量、效果，是一种诉求非常直白的方式。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">参考案例:</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">去屑，就用海飞丝！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怕上火，喝王老吉！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">美的空调，一晚低至一度电！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今年爸妈不收礼，收礼只收脑白金！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">饿了就吃士力架！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">感性诉求类型：</strong><span style="color: black;">在<span style="color: black;">宣传</span>中融入亲情、爱情、友情等情感，<span style="color: black;">经过</span>赋予商品生命力和人性化的特点，激起消费者的怀旧或向往的情感共鸣，从而能诱发消费者对商品的</span>购买动机<span style="color: black;">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;"><strong style="color: blue;">参考案例:</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;">咱们</span>不生产水，<span style="color: black;">咱们</span>只是大自然的搬运工! ---农夫山泉</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有人驱逐我，就有人欢迎我! ---豆瓣网</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">男人不止一面。---七匹狼</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">让好奇<span style="color: black;">再也不</span>孤单。---知乎</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">将所有一言难尽，一饮而尽。---红星二锅头</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">走场的应酬越来越多，走心的<span style="color: black;">伴侣</span>越来越少！---天猫<span style="color: black;">全世界</span>酒水节<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;">青年</span>就要醒着拼！---东鹏特饮</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/35baeaf39dd44573a7682f288e6f7871~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723548282&amp;x-signature=9zer5u3bY3ccgjAA57X8uDoQfr8%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">情理结合类型：</strong><span style="color: black;">是将理性诉求和感性诉求融为一体的<span style="color: black;">宣传</span>文体，简单地说，<span style="color: black;">便是</span>动之以情，又晓之以理，双管齐下，说服消费者的<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;"><strong style="color: blue;">参考案例:</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（<span style="color: black;">因为</span><span style="color: black;">必须</span>两者结合，<span style="color: black;">必须</span><span style="color: black;">更加多</span>的文字内容和其他元素来<span style="color: black;">表现</span>，<span style="color: black;">已然</span>不属于传统的狭义<span style="color: black;">宣传</span>文案，在<span style="color: black;">宣传</span>片里面运用极多，而平面<span style="color: black;">宣传</span><span style="color: black;">行业</span>则比较少用。）</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;">宣传</span>要<span style="color: black;">怎么样</span>做才有效果？当然，<span style="color: black;">必须</span>好的<span style="color: black;">宣传</span>文案！</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">狭义的<span style="color: black;">宣传</span>文案<span style="color: black;">能够</span>简单地理解为<span style="color: black;">宣传</span>语。好的<span style="color: black;">宣传</span>语是有传播力的，<span style="color: black;">亦</span>是<span style="color: black;">拥有</span><span style="color: black;">营销</span>力的。<strong style="color: blue;"><span style="color: black;">宣传</span>文案要做到情动人，理服人，<span style="color: black;">必定</span>要<span style="color: black;">重视</span>准确规范、点明主题，简明精炼、言简意赅，生动形象、<span style="color: black;">显示</span>创意，动听流畅、上口易记。</strong>偶尔，尝试一下幽默诙谐<span style="color: black;">亦</span>是未尝不可的，还记得“老司机”的<span style="color: black;">宣传</span>文案吗？<span style="color: black;">近期</span>几年，文案<span style="color: black;">行业</span>的风骚之作，除了江小白，<span style="color: black;">好似</span>就<span style="color: black;">仅有</span>DLS了。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/7365eda7b42b4cccabb61c5c7c4bafba~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723548282&amp;x-signature=sH4nSEwRz7RDQE2SrWxe90XQXOk%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>，<span style="color: black;">咱们</span>应该怎么提炼自己的<span style="color: black;">宣传</span>语呢？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.借鉴法：借鉴别的行业，结合自己商品或服务的<span style="color: black;">特殊</span>，套用其语法；</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.整合法：找出准客户受众群，分析其特征，<span style="color: black;">选取</span>几条符合的<span style="color: black;">宣传</span>语，加以整合优化；</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.诙谐法：幽默而又诙谐的语言是最有魅力的，放下身段，幽默一回；</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4.夸张法：不是夸大宣传，而是<span style="color: black;">选取</span>一个点来博眼球，记住，话不说死，牛不吹爆。</p>




nqkk58 发表于 2024-9-27 07:49:19

你的见解真是独到，让我受益良多。
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