《传神文案》：好文案，见证文字的力量，让营销更简单
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文｜顾子鱼</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">01.</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">前几年，<span style="color: black;">咱们</span>一打开电视，就能看到一则<span style="color: black;">宣传</span>片，一男一女两个可爱的小人儿，戴着老花镜，一边扭着一边唱着：<strong style="color: blue;">今年过年不收礼啊，收礼就收脑白金……</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那时候脑白金的<span style="color: black;">宣传</span>家喻户晓，老少皆知，<span style="color: black;">便是</span><span style="color: black;">由于</span>这段脍炙人口的<span style="color: black;">宣传</span>语，简单、好记。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">近期</span>在热播剧《赘婿》里还把这个<span style="color: black;">宣传</span>语用了上了，宁毅看到楼小姐家的布行和他<span style="color: black;">同样</span>采用了现代的营销手段，以为楼小姐<span style="color: black;">亦</span>是穿越过去的，就用这段<span style="color: black;">宣传</span>语试探楼小姐，可见这段<span style="color: black;">宣传</span>语有多耳熟能详了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这<span style="color: black;">便是</span>成功的<span style="color: black;">宣传</span>文案的魅力，不会随着时间的流逝而被人们遗忘，就算不在江湖，但江湖依然有它的传说，这<span style="color: black;">便是</span>好文案的流传力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">什么样的文案算是好文案呢？<span style="color: black;">怎么样</span><span style="color: black;">才可</span>写出好文案呢？《传神文案》这本书告诉<span style="color: black;">咱们</span><span style="color: black;">怎样</span>从文案小白成长到到文案<span style="color: black;">能手</span>，这是文案人成长、晋升的必读之作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>都<span style="color: black;">晓得</span>好文案<span style="color: black;">便是</span>一句顶一万句，人人都能记住，<span style="color: black;">亦</span><span style="color: black;">仅有</span>文案写对了，营销<span style="color: black;">才可</span>作对，好文案<span style="color: black;">必须</span>具备场景力、标签力、社交力、流传力这几个特质。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/94c975b3fd774bcd8f1a7f94cc7c235a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723523756&x-signature=qmL2BCjTmUFT%2Fb9%2FigzIDlpWZ98%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;">02.</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">相信<span style="color: black;">爱好</span>阅读的人，或多或少都买过Kindle，<span style="color: black;">尤其</span>是上班族在坐<span style="color: black;">轻轨</span>公交的时候，让阅读更方便。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">可<span style="color: black;">亦</span>有<span style="color: black;">非常多</span><span style="color: black;">有些</span>人，买回来就没怎么用，放在桌子上，泡面的时候用它盖碗真不错，Kindle的官方就在2019年世界读书日，出了个自嘲<span style="color: black;">宣传</span>：<strong style="color: blue;">盖Kindle，面更香。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">脑补下画面，这个<span style="color: black;">宣传</span>是不是<span style="color: black;">特别有</span>趣，这<span style="color: black;">便是</span>场景力，深入人心，<span style="color: black;">这般</span>的<span style="color: black;">宣传</span>谁能记不住呢？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">后来Kindle官方接着又推出了“催眠神器”的<span style="color: black;">宣传</span>语，让Kindle的<span style="color: black;">运用</span>功能又进一步渗入生活，泡面时盖碗，睡觉前催眠这些真实性的生活场景<span style="color: black;">诱发</span>了消费者的巨大共鸣。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Kindle<span style="color: black;">宣传</span>文案的成功，<span style="color: black;">便是</span><span style="color: black;">由于</span>场景定位了<span style="color: black;">制品</span>的属性，让消费者有了生活代入感，<span style="color: black;">做为</span>一个时尚阅读人怎么能不赶紧入手一个多功能神器呢？</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/7d8137f7b9254ccfb39876134538327b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723523756&x-signature=ByL1KaypxPzQhu2NGMR8MGgeY0w%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;">03.</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">说到</span>纯净水，<span style="color: black;">咱们</span>随口都能说出几个来，什么“农夫山泉有点甜”，“百岁山，<span style="color: black;">咱们</span>是大自然的搬运工”等等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这些成功的纯净水<span style="color: black;">宣传</span>文案中，无疑都是对自己<span style="color: black;">制品</span>的特点做了标签识别，<span style="color: black;">况且</span>语言精炼，或许<span style="color: black;">便是</span>单单几个字，<span style="color: black;">或</span>是一句话，<span style="color: black;">这般</span><span style="color: black;">更易</span>被消费者记住，<span style="color: black;">亦</span>更<span style="color: black;">拥有</span>传播力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>王老吉的文案“怕上火，就喝王老吉”，李宁的文案“一切皆有可能”，海飞丝的文案“去屑当然海飞丝”，这些脍炙人口的文案<span style="color: black;">宣传</span>语<span style="color: black;">已然</span>被消费者牢牢记住，去商场消费的时候，自然就会去这些品牌专柜了。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/5a55363241d040a8accf90f21cea73d5~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723523756&x-signature=rfy5RrT0wPLGC5XQDE61Tdjjvag%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;">04.</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">随着互联网的发达，<span style="color: black;">咱们</span>的生活变得丰富多彩，学习、生活、变得越来越简单快捷，有问题<span style="color: black;">不消</span>求人解答，买东西<span style="color: black;">亦</span><span style="color: black;">不消</span>出门，<span style="color: black;">哪些</span>网络平台都能帮<span style="color: black;">咱们</span><span style="color: black;">处理</span>，“有问题，上知乎”，“要购物，上天猫”“支付宝，知<span style="color: black;">委托</span>”，这些文案已经落实到了生活实处，<span style="color: black;">况且</span>是必不可少了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">就像一个人有自己的独特人设，<span style="color: black;">才可</span>被别人记住，<span style="color: black;">制品</span><span style="color: black;">亦</span><span style="color: black;">同样</span>，<span style="color: black;">仅有</span>人设<span style="color: black;">饱满</span>的<span style="color: black;">制品</span>，才<span style="color: black;">能够</span>和消费者<span style="color: black;">创立</span>持久而密切的关系，这<span style="color: black;">便是</span><span style="color: black;">制品</span>社交力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">无社交，不品牌。让品牌跟消费者形成<span style="color: black;">相关</span>，找对人群，服务于人群，并且用<span style="color: black;">精细</span>的文字击中消费者内心感受，<span style="color: black;">得到</span><span style="color: black;">很久</span>支持，这<span style="color: black;">便是</span>品牌的力量，就是好文案。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/dbcf8a5ef2384db08fddebad54f66c94~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723523756&x-signature=P7xkoeVqu4MvR%2F%2F7dHaHkxSMN1E%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;">05.</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">无论岁月更替，还是时光荏苒，有些好的经典始终会流传下来，<span style="color: black;">由于</span>它本身就有一种传播力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span><span style="color: black;">咱们</span>小时候学过的<span style="color: black;">有些</span>古诗，“床前明月光，疑是地上霜”，“离离原上草，一岁一枯荣”，这些古诗词相信<span style="color: black;">咱们</span><span style="color: black;">每一个</span>人都会背，<span style="color: black;">况且</span><span style="color: black;">咱们</span>的后代<span style="color: black;">亦</span><span style="color: black;">同样</span>会去背，这<span style="color: black;">便是</span>流传力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好的文案<span style="color: black;">亦</span><span style="color: black;">同样</span>，它本身就<span style="color: black;">能够</span>让品牌<span style="color: black;">拥有</span>这种自己传播的能力。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/ac75030174a64f5f89f5ab1458190977~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723523756&x-signature=TYNV15zG2NIG%2BWchgo8QlCorzc4%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;">例如</span>诞生于1912年的奥利奥，从一<span style="color: black;">起始</span>就把“扭一扭，舔一舔，泡一泡”这种吃法<span style="color: black;">移植</span>消费者心智，<span style="color: black;">作为</span>奥利奥<span style="color: black;">保持</span><span style="color: black;">迄今</span>的营销模式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然扭、舔、泡这三个动作简单，却有着生动而又丰富的细节，给消费者带来一种边吃边玩的独特体验，让品牌将<span style="color: black;">愉快</span>和有趣联系在<span style="color: black;">一块</span>，无论是<span style="color: black;">成人</span>还是<span style="color: black;">孩儿</span>都会情不自禁去脑补这个画面。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我<span style="color: black;">第1</span>次喝江小白的时候，就被它瓶身的<span style="color: black;">宣传</span>文案吸引，<span style="color: black;">况且</span>不由自主地就发了<span style="color: black;">伴侣</span>圈，圈友们都在下面纷纷留言点赞，都说这些文案简直跟这个白酒太搭了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span><span style="color: black;">哪些</span>“寂寞是想让人陪，孤独是想有人陪”，“<span style="color: black;">所说</span>孤独<span style="color: black;">便是</span>，有的人无话可说，有的话无人可说”，把成长中的少年心事、<span style="color: black;">青年</span>人的喜怒哀乐，描写的淋漓尽致，江小白<span style="color: black;">快速</span>赢得了<span style="color: black;">青年</span>人的心，火的一塌糊涂。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/6ecff0e101ba46209c469a4662ca7d0a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723523756&x-signature=3vDTgjqNEuLvphFvABP%2Bg6hpO%2FE%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;">写在最后</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以前<span style="color: black;">咱们</span>总说，好酒不怕巷子深，可是在现今这个时代，好酒<span style="color: black;">亦</span>要勤吆喝，<span style="color: black;">况且</span>得吆喝的与众<span style="color: black;">区别</span>，<span style="color: black;">仅有</span><span style="color: black;">这般</span><span style="color: black;">才可</span>让消费者记住<span style="color: black;">制品</span>，<span style="color: black;">因此</span><span style="color: black;">仅有</span>经典文案能够广为人知。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">《传神文案》的作者空手，是国内内容营销和文案<span style="color: black;">行业</span>的顶尖专家，这本书把什么是好文案做了<span style="color: black;">仔细</span>的分析，对一百多个商业案例做了全面<span style="color: black;">诠释</span>，六百多个案例做了深度剖析，让<span style="color: black;">咱们</span><span style="color: black;">晓得</span>，<span style="color: black;">仅有</span>文案写对，营销<span style="color: black;">才可</span>做对。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这本书不仅能学到文案的创作技巧，还<span style="color: black;">能够</span>进一步<span style="color: black;">提高</span>对品牌营销体系化的认知，无论是文案小白还是<span style="color: black;">能手</span>都能受益匪浅。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">THE END <span style="color: black;">照片</span>来自网络</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者简介：顾子鱼，自由撰稿人，温暖的人写温暖的字。</p>
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你的见解真是独到，让我受益匪浅。 你的见解真是独到，让我受益良多。 “沙发”（SF，第一个回帖的人） 网站建设seio论坛http://www.fok120.com/ 这夸赞甜到心里，让我感觉温暖无比。
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