219mze 发表于 2024-8-19 22:43:22

有说服力的外贸文案该这么写！


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">先来看两段文案：</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>的生发<span style="color: black;">制品</span>是天然的中草药<span style="color: black;">成份</span>，安全见效快。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>的生发<span style="color: black;">制品</span>是天然的中草药<span style="color: black;">成份</span>，安全性高，能起到修复受损毛囊，<span style="color: black;">弥补</span>营养的<span style="color: black;">功效</span>。2到3个月就能让深受脱发<span style="color: black;">困惑</span>的<span style="color: black;">伴侣</span>，亲眼见到头发密度的增长。</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;">ok，<span style="color: black;">无</span>脱发<span style="color: black;">困惑</span>的友友们，咱们设身处地地替我的好<span style="color: black;">伴侣</span>想一想，这上面两句文案，哪一句我亲爱的好<span style="color: black;">伴侣</span>会愿意为它买单呢？</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;">让我预测一下，相信<span style="color: black;">大众</span><span style="color: black;">更加多</span>地<span style="color: black;">选取</span>了第二个文案吧？</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;"><span style="color: black;">为何</span>第二个文案更能说服客户去买单呢？难道就<span style="color: black;">由于</span>第二个文案字数多？</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;">当然不是了。其实咱们<span style="color: black;">能够</span>仔细<span style="color: black;">瞧瞧</span>第二个文案，不到百字的文案，清晰地跟客户介绍了<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>是什么？好在哪里？能帮客户<span style="color: black;">处理</span>什么需求？</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;">这个其实<span style="color: black;">便是</span>咱们很<span style="color: black;">平常</span>的<span style="color: black;">营销</span>文案公式：</span><strong style="color: blue;"><span style="color: black;">FAB 文案法则</span></strong>。在<span style="color: black;">实质</span>的运用中，FAB文案法则其实<span style="color: black;">亦</span>慢慢演化出 <strong style="color: blue;"><span style="color: black;">FABE 文案法则</span></strong>。而 FABE 文案法则用得好的话，<strong style="color: blue;"><span style="color: black;">能<span style="color: black;">帮忙</span> B2B 外贸企业写出更有说服力的文案，来让客户为企业的<span style="color: black;">制品</span>买单。</span></strong></span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">1、</span>什么是FABE文案法则？</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">先来看 FAB 文案法则，它<span style="color: black;">是由于</span>三个单词<span style="color: black;">构成</span>，分别是：</span></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Features / Facts（特性/事实）</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Advantages（<span style="color: black;">优良</span>）</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Benefits（效益）</span></strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而 FABE 文案法则<span style="color: black;">便是</span>在 FAB 的<span style="color: black;">基本</span>上，<span style="color: black;">增多</span>了关于</span><strong style="color: blue;"><span style="color: black;">“ E ”（Evidence）</span></strong><span style="color: black;">的部分，<span style="color: black;">必须</span>咱们<span style="color: black;">供给</span>能支持前面 FAB 的可信度的“证据”。</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;"><span style="color: black;">怎样</span>去理解这四者之间的关系呢？打个比方：</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">01、</strong>小慢家里距离<span style="color: black;">机构</span>很远，通勤时间很长，迫切<span style="color: black;">期盼</span>能有一个缩短通勤时间的<span style="color: black;">办法</span>，让自己<span style="color: black;">能够</span>有<span style="color: black;">更加多</span>私人时间。<span style="color: black;">此时</span>候有人对小慢说：“小慢，<span style="color: black;">这儿</span>有<strong style="color: blue;"><span style="color: black;">一辆新款轿车</span></strong>。”</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小慢不说话。</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;">此时</span>候，这辆车，就只是一辆新款轿车（Features / Facts）。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/902ebd25214443859efe35e6f9d1516b~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036581&amp;x-signature=cZenyNwHH4Lz%2FnJcRa3MQ9uAozA%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;"><strong style="color: blue;">02、</strong>小慢家里距离<span style="color: black;">机构</span>很远，通勤时间很长，迫切<span style="color: black;">期盼</span>能有一个缩短通勤时间的<span style="color: black;">办法</span>，让自己<span style="color: black;">能够</span>有<span style="color: black;">更加多</span>私人时间。这时候有人对小慢说：“小慢，<span style="color: black;">这儿</span>有一辆新款轿车，<strong style="color: blue;"><span style="color: black;"><span style="color: black;">能够</span><span style="color: black;">做为</span>你出行的代步工具</span></strong>。”</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小慢还是不说话。</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;">此时</span>候，出行的代步工具是这辆车的 （Advantages <span style="color: black;">优良</span>）。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/5e9aed025b214df889a7690b5a15ccc5~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036581&amp;x-signature=usilAQGWgPxXJ67FdFDbO8O6%2BLo%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;"><strong style="color: blue;">03、</strong>小慢家里距离<span style="color: black;">机构</span>很远，通勤时间很长，迫切<span style="color: black;">期盼</span>能有一个缩短通勤时间的<span style="color: black;">办法</span>，让自己<span style="color: black;">能够</span>有<span style="color: black;">更加多</span>私人时间。<span style="color: black;">此时</span>候有人对小慢说：“小慢，<strong style="color: blue;"><span style="color: black;"><span style="color: black;">倘若</span><span style="color: black;">每日</span>能帮你缩短通勤时间，省出一个小时的私人时间，让你用来学习、<span style="color: black;">休憩</span>、运动</span></strong>……想想不觉得美好吗？<span style="color: black;">这儿</span>刚好有一辆新款轿车，<span style="color: black;">能够</span>帮你。“</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小慢<span style="color: black;">最终</span>抬头看了这个人一眼。</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;">此时</span>候，这辆车就<span style="color: black;">成为了</span>能<span style="color: black;">帮忙</span>小慢<span style="color: black;">处理</span>需求的存在，能<span style="color: black;">帮忙</span>小慢缩短通勤时间，多出一个小时的私人时间，用来学习、<span style="color: black;">休憩</span>、运动……<span style="color: black;">便是</span>这辆车带给小慢的（Benefits效益）。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/1200478e651c4e1ab79456b4fd6f3990~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036581&amp;x-signature=3ziIzX3pN4M0UlANMgHmYyB3Lmg%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;"><span style="color: black;">那样</span>这段文案好在哪里呢？</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">首要</span>，有了 benefits 这个关键点</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">而后</span>在一<span style="color: black;">起始</span>就强调了 benefits ，抓住小慢的<span style="color: black;">重视</span>力</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最后，<span style="color: black;">亦</span>是最重要的<span style="color: black;">便是</span>有真实的场景描述，让小慢感受更加深刻</span></strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">前面<span style="color: black;">便是</span> FAB 文案法则三者之间的关系。“ E ”（Evidence）不外乎<span style="color: black;">便是</span><span style="color: black;">供给</span>能支持前面1、2、3的证据。</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;"><span style="color: black;">例如</span>，让小慢亲眼看到身边的人<span style="color: black;">由于</span><span style="color: black;">持有</span>了这辆桥车，真的大大缩短了通勤时间，<span style="color: black;">不消</span>再一大早起来挤<span style="color: black;">轻轨</span>三号线，有<span style="color: black;">更加多</span><span style="color: black;">能够</span><span style="color: black;">安排</span>的私人时间去做自己的事情。以种种证据<span style="color: black;">做为</span>支撑来让小慢想去<span style="color: black;">持有</span>这辆车。</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;">说到底，整一个 FABE 文案法则，其实<span style="color: black;">便是</span>为了<span style="color: black;">经过</span>介绍<span style="color: black;">制品</span><span style="color: black;">优良</span>特点，<span style="color: black;">最后</span>要让客户看到，这个<span style="color: black;">制品</span>对其有什么好处，能<span style="color: black;">处理</span>什么需求？再<span style="color: black;">供给</span>证据<span style="color: black;">增多</span>可信度，客户才会愿意去买单。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">要<span style="color: black;">晓得</span>，客户永远只会对利益感兴趣，而这个利益，放在这个<span style="color: black;">状况</span>下，其实<span style="color: black;">便是</span>指<span style="color: black;">制品</span>的好处了。</span></strong></span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">2、</span><span style="color: black;">怎样</span>运用？</h1>
    <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;">那样</span><span style="color: black;">咱们</span><span style="color: black;">怎样</span>将 FABE 法则运用到<span style="color: black;">实质</span>的文案撰写上呢？</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;"><span style="color: black;">首要</span>，<span style="color: black;">咱们</span>得搞懂一个很简单的<span style="color: black;">规律</span>，<span style="color: black;">便是</span>：</span></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">F（Features / Facts）：我们的<span style="color: black;">制品</span>/<span style="color: black;">供给</span>的服务有什么功能？特点？</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">A（Advantages）：<span style="color: black;">咱们</span><span style="color: black;">制品</span>/<span style="color: black;">供给</span>的服务好在哪里？<span style="color: black;">优良</span>？</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">B（Benefits）：用<span style="color: black;">咱们</span><span style="color: black;">制品</span>/<span style="color: black;">供给</span>的服务<span style="color: black;">能够</span><span style="color: black;">处理</span>什么需求？</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">E（Evidence）：有证据证明<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>/<span style="color: black;">供给</span>的服务，其功能和<span style="color: black;">优良</span>是可信的。</span></strong>这个“证据”<span style="color: black;">能够</span>是认证报告 / 技术报告、<span style="color: black;">制品</span>说明书或客户反馈 / 品牌名人效应等。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">举个例子。</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;">A <span style="color: black;">机构</span>有一个制作纸巾的机械设备，它配备有</span><strong style="color: blue;"><span style="color: black;">紧急停止系统（Features / Facts）</span></strong>，<span style="color: black;">那样</span><span style="color: black;">咱们</span>就<span style="color: black;">必须</span>去挖掘这个紧急停止系统好在哪里？例如这个紧急停止系统<span style="color: black;">能够</span><strong style="color: blue;"><span style="color: black;">更好地<span style="color: black;">保证</span><span style="color: black;">运用</span><span style="color: black;">设备</span>的工人安全，降低工伤率（Advantages）。</span></strong></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;">再<span style="color: black;">按照</span>挖掘出来的 Advantages ，去总结这个 Advantages 能给购买<span style="color: black;">制品</span>的用户带来什么</span><strong style="color: blue;"><span style="color: black;">Benefits ，<span style="color: black;">例如</span><span style="color: black;">能够</span>让员工有一个更安全的工作环境，减少工伤赔付的损失等。</span></strong></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;"><span style="color: black;">而后</span></span><strong style="color: blue;"><span style="color: black;">Evidence </span></strong><span style="color: black;">便是</span><span style="color: black;">供给</span>认证报告/技术报告或是客户反馈，例如<strong style="color: blue;"><span style="color: black;">欧盟CE认证、ISO体系认证、客户真实反馈视频等</span></strong>，去证明上面<span style="color: black;">说到</span>的 FAB 都是可信的。理清了 FABE 是什么之后，<span style="color: black;">咱们</span><span style="color: black;">才可</span>更好地<span style="color: black;">选取</span>合适的文案风格和句式去呈现。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">这般</span>才是有说服力，能更直接地触动客户痛点，<span style="color: black;">加强</span>转化率的文案。</span></strong></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;"><span style="color: black;">咱们</span><span style="color: black;">亦</span><span style="color: black;">能够</span>用这个方式去对同行网站的文案进行调研。<span style="color: black;">例如</span>调研同行网站文案中<span style="color: black;">说到</span>的 Advantages 和 Benefits ，尤其是 Benefits ，<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>或服务有<span style="color: black;">无</span>。再针对同行<span style="color: black;">状况</span>去<span style="color: black;">调节</span>咱们自己的文案。</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;">举个<span style="color: black;">实质</span>运用的例子：</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/bf417692c39f4948ab05dfba738a1d35~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036581&amp;x-signature=ScQTeb1fVZZQQ2dlpycp4r2vp70%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a86d40ccce2f49ac8f7ad0b755377f56~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1724036581&amp;x-signature=2FGKcCf0PGVUN6inG6S6jyhtcM4%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;"><span style="color: black;">这<span style="color: black;">便是</span><span style="color: black;">咱们</span>官网上的 FABE 了。</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;">利用好这个 FABE 文案法则，<span style="color: black;">必定</span>是能让咱们的文案更能触动客户的心扉，让客户愿意为咱们的<span style="color: black;">制品</span>买单。当然，文案法则看起来简单，但运用到<span style="color: black;">实质</span>上还是<span style="color: black;">必须</span>咱们花点时间和心思的。</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;">说到底，看着只是写几句文案，但还是<span style="color: black;">必须</span><span style="color: black;">咱们</span>对自己<span style="color: black;">机构</span>的<span style="color: black;">制品</span>和服务有足够多的<span style="color: black;">认识</span>，<span style="color: black;">才可</span>从 Features / Facts 中挖掘出真正能发挥出价值的 Advantages ，<span style="color: black;">而后</span>再找出<span style="color: black;">针对</span>客户来讲，客户能得到的 Benefits ，辅以 Evidence 的支持。<span style="color: black;">倘若</span><span style="color: black;">无</span>合适的 Evidence ，那<span style="color: black;">咱们</span>更<span style="color: black;">必须</span>做好前面的 FAB 。</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;"><span style="color: black;">咱们</span><span style="color: black;">能够</span>有<span style="color: black;">非常多</span>方式写出好看的文案，<span style="color: black;">然则</span><span style="color: black;">针对</span>外贸B2B企业做营销来讲，<span style="color: black;">咱们</span><span style="color: black;">必须</span>的是能打动客户，满足客户需求，让客户愿意为之买单的文案。</span><strong style="color: blue;"><span style="color: black;">好看的文案是远远<span style="color: black;">不足</span>的，好看又有用的文案才是<span style="color: black;">咱们</span><span style="color: black;">必须</span>的！</span></strong></span></p>




流星的美 发表于 2024-8-20 16:44:25

楼主继续加油啊！外链论坛加油！

啊呀呀 发表于 2024-8-31 19:16:25

你的见解真是独到，让我受益匪浅。

荔枝糖 发表于 2024-9-1 18:27:11

期待与你深入交流，共探知识的无穷魅力。

qzmjef 发表于 2024-9-30 16:27:52

你说得对，我们一起加油，未来可期。

wrjc1hod 发表于 2024-10-16 11:00:09

你说得对，我们一起加油，未来可期。
页: [1]
查看完整版本: 有说服力的外贸文案该这么写！