100个品牌故事 | 小企业“抱大腿”法讲故事，出海跨境人必看
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关于桃姐是谁，业务范围、交付标准，<a style="color: black;">可点这</a></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span>分享0-1系统文案写作知识，品牌文案干货</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">反正，不让你白来，必须有收获</p><span style="color: black;">刷抖音时，你刷到过“@谷歌出海计划”的短视频吗？</span><span style="color: black;">虽是<span style="color: black;">宣传</span>，桃姐却觉得拍摄和表达非常好。</span><span style="color: black;">标准的写作<span style="color: black;">次序</span>展示品牌信息，通俗易懂的大白话写作技巧，搭配视觉画面。</span><span style="color: black;">从传播导向看，看完我记住了。</span><span style="color: black;">桃姐<span style="color: black;">经过</span>拆脚本，方便<span style="color: black;">大众</span>理解，好文案几个维度，以及同类中小微企业完全<span style="color: black;">能够</span>借鉴这3点，<span style="color: black;">提高</span>品牌声量。</span><span style="color: black;">01</span><span style="color: black;">标题直接<span style="color: black;">知道</span></span><span style="color: black;">大部分品牌只辐射一部分人群，只对<span style="color: black;">目的</span>人群（你）讲话，比全民讲话，<span style="color: black;">更易</span>吸引<span style="color: black;">目的</span>用户。</span><span style="color: black;">这则文案<span style="color: black;">便是</span>给泉州商人看得，<span style="color: black;">因此</span>标题“：</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">外贸人<span style="color: black;">怎样</span>拓展海外市场？谷歌<span style="color: black;">宣传</span>发掘全新客群，<span style="color: black;">营销</span><span style="color: black;">提高</span>3倍”</span></strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">目的</span>客户：</span></strong><span style="color: black;">泉州做外贸的人</span><strong style="color: blue;"><span style="color: black;">客户痛点：</span></strong><span style="color: black;">想扩展海外市场，苦于<span style="color: black;">无</span>好办法</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">处理</span><span style="color: black;">方法</span>：</span></strong><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌<span style="color: black;">宣传</span>发掘全新客群</p>
</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>承诺：</span></strong><span style="color: black;">让你<span style="color: black;">营销</span><span style="color: black;">提高</span>3倍</span><span style="color: black;">这些方向定了，物料<span style="color: black;">途径</span>是抖音，脚本就围绕它，<span style="color: black;">思虑</span>以什么身份，口吻，以什么样的<span style="color: black;">次序</span>，实现“</span><span style="color: black;">让用户信服、引导注册”2个<span style="color: black;">目的</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">拆脚本</span></p><strong style="color: blue;"><span style="color: black;">开头3″-5″钩子，筛选、吸引<span style="color: black;">目的</span>人群——<span style="color: black;">敢拼敢干的泉州商人</span></span></strong><span style="color: black;">“<span style="color: black;">咱们</span>泉州商人骨子里，就有往外走的冲动。敢拼、敢做、它就会有结果。”</span><span style="color: black;"><strong style="color: blue;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">亮出<span style="color: black;">目的</span>人群当下痛点</p>
</strong></span><span style="color: black;">“在第三方平台，竞争非常地激烈，同质化的卖家会<span style="color: black;">尤其</span>多，只能打价格战。<span style="color: black;">因此</span><span style="color: black;">咱们</span>需要寻找更大的池塘，爱拼才会赢（泉州方言）”</span><span style="color: black;"><strong style="color: blue;">提出<span style="color: black;">处理</span><span style="color: black;">方法</span></strong></span><span style="color: black;">“我想做独立站，去闯一下新的<span style="color: black;">营销</span><span style="color: black;">途径</span>。”</span><span style="color: black;"><strong style="color: blue;">怕<span style="color: black;">目的</span>人群划走，先上结果（你是谁，客户凭什么相信你）</strong></span><span style="color: black;">“独立站的带货能力其实很强，半年内，<span style="color: black;">营销</span>额得到三倍的<span style="color: black;">提高</span>。”</span><span style="color: black;"><strong style="color: blue;">权威背书，客观阐述，实现结果多论据支撑（<span style="color: black;">增多</span>客户信任）</strong></span><span style="color: black;">“（先总述观点）谷歌能够触达的海外用户体量，远远超过我的想象。</span><span style="color: black;">（再分说）</span><span style="color: black;">在谷歌数据里，它有画像，<span style="color: black;">能够</span>更加深刻地<span style="color: black;">晓得</span><span style="color: black;">制品</span>的用户是谁。</span><span style="color: black;"><span style="color: black;">精细</span>锁定第三方平台<span style="color: black;">无</span>的客户群体，<span style="color: black;">而后</span><span style="color: black;">咱们</span><span style="color: black;">能够</span>定向地<span style="color: black;">研发</span><span style="color: black;">制品</span>。</span><span style="color: black;">再<span style="color: black;">经过</span>谷歌<span style="color: black;">宣传</span>进行<span style="color: black;">精细</span>的投放跟触达，转化率<span style="color: black;">提高</span>了90%以上。</span><span style="color: black;">”</span><strong style="color: blue;"><span style="color: black;">结尾呼吁，引导客户注册（10s）</span></strong><span style="color: black;">“独立站存在无限可能，<span style="color: black;">针对</span>出海的中小企业，要勇敢地踏出<span style="color: black;">第1</span>步。</span><span style="color: black;">它让Aleader从古城<span style="color: black;">步行到</span>世界，<span style="color: black;">亦</span><span style="color: black;">必定</span><span style="color: black;">能够</span>帮到你。</span><span style="color: black;">”</span><span style="color: black;">02</span><span style="color: black;">品牌原型+转嫁权威</span><span style="color: black;">服务客户的过程中，我经常会问客户：<span style="color: black;">倘若</span>品牌是一个人，你<span style="color: black;">期盼</span>它是谁？什么样？什么个性？用什么语气和消费者沟通。</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这<span style="color: black;">便是</span>“品牌原型”。</p>
</span><span style="color: black;">品牌原型目的，<strong style="color: blue;">打造品牌专属形象，该将信息巧妙精致的方式传达出去，并让这个形象<span style="color: black;">作为</span>满足<span style="color: black;">目的</span>受众心理<span style="color: black;">巴望</span>的解药。</strong></span><span style="color: black;"><span style="color: black;">能够</span>说：品牌原型是“<strong style="color: blue;"><span style="color: black;">怎样</span>诉说你的品牌故事，<span style="color: black;">才可</span>引人入胜的</strong>”法宝。</span><span style="color: black;">再看<span style="color: black;">Aleader，</span></span><span style="color: black;">角色<span style="color: black;">便是</span>创始人，以创始人自述口吻，讲述创造平台的初衷，能给<span style="color: black;">大众</span><span style="color: black;">处理</span>什么问题，如今已有<span style="color: black;">那些</span>结果。</span><span style="color: black;">脚本开头<span style="color: black;">始终</span>强调：</span><span style="color: black;">敢想、敢干、爱拼才会赢。</span><span style="color: black;">”闯荡、拼搏、不服输、结果论“<span style="color: black;">便是</span>品牌的调性。文案脚本<span style="color: black;">亦</span>是围绕此展开。想要走出去，走出去时遇见问题，以及积极<span style="color: black;">处理</span>的态度。</span><span style="color: black;"><span style="color: black;">此刻</span>，再说说，<span style="color: black;">Aleader最牛的<span style="color: black;">地区</span>，偷梁换柱抱大腿！</span></span><span style="color: black;">Aleader是一个做独立站的初创平台。它和谷歌关系，是运用谷歌算法+谷歌<span style="color: black;">宣传</span>推广。<strong style="color: blue;">谷歌是它品牌价值中最大<span style="color: black;">优良</span>。</strong></span><span style="color: black;">但，<span style="color: black;">Aleader说自己是做出海独立站的，并<span style="color: black;">不易</span>赢得信任！做独立站的<span style="color: black;">非常多</span>，淘宝一抓一<span style="color: black;">许多</span>，客户凭什么相信你，即使你在视频中，<span style="color: black;">亦</span>描述了”结果——<span style="color: black;">提高</span><span style="color: black;">营销</span>三倍“，我<span style="color: black;">亦</span><span style="color: black;">能够</span>说，我家能<span style="color: black;">提高</span>10倍。反正都是自己一句话。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">当</span><span style="color: black;"><span style="color: black;">自己</span>身份标签并不占<span style="color: black;">优良</span>，于是它<span style="color: black;">起步</span>另一个身份标签，传递核心价值——谷歌出海计划。</span></strong></span><span style="color: black;">利用”转嫁权威——谷歌算法“为品牌赢得<span style="color: black;">目的</span>客户的信任。</span><span style="color: black;">瞧！你<span style="color: black;">能够</span>不信任我，但谷歌！世界级名气，算法多牛，<span style="color: black;">大众</span>都<span style="color: black;">晓得</span>。<span style="color: black;">况且</span><span style="color: black;">咱们</span>是有结果的！</span><span style="color: black;">于是，<span style="color: black;">全部</span>脚本看起来，很容易赢得信任。</span><span style="color: black;"><span style="color: black;"><span style="color: black;">非常多</span>中小微企业，品牌<span style="color: black;">优良</span>不<span style="color: black;">那样</span>有<span style="color: black;">优良</span>，无论再怎么宣传”<span style="color: black;">咱们</span><span style="color: black;">怎样</span>好“，很难<span style="color: black;">创立</span>和用户信任。</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">此时</span>候，权威背书，抱着<span style="color: black;">大众</span>耳熟能详<span style="color: black;">那样</span>大品牌，自带影响力品牌企业的大腿，是帮”</span></span><span style="color: black;">品牌<span style="color: black;">创立</span>与消费</span><span style="color: black;">者的信任“的<span style="color: black;">办法</span>。</span><span style="color: black;">想起谷歌，就想起<span style="color: black;">Aleader。</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">例如</span>，蒙牛初创时期，承认伊利”行业<span style="color: black;">第1</span>”，<span style="color: black;">咱们</span><span style="color: black;">奋斗</span>做行业第二。</span></span><span style="color: black;"><span style="color: black;">和知名品牌<span style="color: black;">绑缚</span>，想到它就联想到我，一个道理。</span></span><strong style="color: blue;"><span style="color: black;">03</span></strong><strong style="color: blue;"><span style="color: black;">讲好故事的文案技法</span></strong><span style="color: black;">55″视频，留给品牌时间不多，<span style="color: black;">怎样</span>有限时间，把精髓表达出来，<span style="color: black;">况且</span>听起来让人信服。</span><span style="color: black;">任何文案或品牌，都<span style="color: black;">能够</span>将这几条，贴到办工桌上，没事看一看。</span><strong style="color: blue;"><span style="color: black;">1、巧用动词去描述一个<span style="color: black;">行径</span>或场景。</span><span style="color: black;">如：</span><span style="color: black;">去闯</span><span style="color: black;">一下新的<span style="color: black;">营销</span><span style="color: black;">途径</span>。既生动，又简化文案字数。</span></strong><strong style="color: blue;"><span style="color: black;">2、实词×具象化×比喻，方便<span style="color: black;">大众</span>好理解</span></strong><span style="color: black;">行话外行听不懂，虚话<span style="color: black;">大众</span>听完记不住。但<span style="color: black;">大众</span>都能理解”<span style="color: black;">精细</span>锁定、池塘、<span style="color: black;">研发</span>、转发率“<span style="color: black;">这般</span>，在<span style="color: black;">商场</span>世界的大白话。</span><span style="color: black;">虽然桃姐不是干出海的，但看完视频，我能<span style="color: black;">精细</span>明白，视频想传递的主题，<span style="color: black;">况且</span>还能记住它。</span><strong style="color: blue;"><span style="color: black;">3、直接</span><span style="color: black;"><span style="color: black;">白话</span>化，<span style="color: black;">少形容词</span></span></strong><span style="color: black;">文案好<span style="color: black;">欠好</span>的前提，是能<span style="color: black;">不可</span>把它口述出来。</span><span style="color: black;"><span style="color: black;">由于</span>我能讲出来的，一定是我能理解的，其次</span><span style="color: black;"><span style="color: black;">大众</span><span style="color: black;">亦</span></span><span style="color: black;">好理解。</span><span style="color: black;">这篇脚本中，几乎看不见形容词，<span style="color: black;">例如</span>”敢拼、敢做、它就会有结果“，言简意赅，又有力量，一看就像是务实型生意人能讲出来的话，真实，亲切。</span><strong style="color: blue;"><span style="color: black;">4、<span style="color: black;">运用</span><span style="color: black;">详细</span>确定的词汇——数字展示结果</span></strong><span style="color: black;">”有效<span style="color: black;">提高</span><span style="color: black;">营销</span>额3倍“，比”<span style="color: black;">极重</span>地<span style="color: black;">提高</span>了<span style="color: black;">营销</span>额“，更直接，好记，可信服。</span><span style="color: black;">关于<span style="color: black;">怎样</span><span style="color: black;">运用</span>”<span style="color: black;">详细</span>确定词汇“让文案更生动，富有张力，<span style="color: black;">能够</span>参考桃姐 对于这个问题，我有不同的看法... 我完全同意你的观点，说得太对了。
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