什么文案能让哪些贵的制品卖成爆款？（下）
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">作者：关健明，前奥美人，现医疗集团营销总监，知乎营销<span style="color: black;">行业</span>知名答主，营销干货公众号：bigideaa。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（本文已<span style="color: black;">得到</span>授权，如要转载请联系原作者）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">屠龙要武器，写文案<span style="color: black;">亦</span>是。文案怎么写，</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">制品</span>看起来<span style="color: black;">“</span>感觉很高级<span style="color: black;">”</span></strong></span><span style="color: black;">？上一篇，我给了你</span><span style="color: black;">2</span><span style="color: black;">把武器</span><span style="color: black;">——</span><strong style="color: blue;"><span style="color: black;">洋货情节和尖端科技</span></strong><span style="color: black;">。点击阅读</span><span style="color: black;"><a style="color: black;">《什么文案能让<span style="color: black;">哪些</span>贵的<span style="color: black;">制品</span>卖成爆款？（上）</a>》</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今天再给你</span><span style="color: black;">2</span><span style="color: black;">把。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">03</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;">指定联想</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这把武器是如此强大，我不<span style="color: black;">期盼</span>太多人<span style="color: black;">晓得</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我设了一题，答对，你<span style="color: black;">才可</span>往下看，答错，页面自动关闭。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">准备好了吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">先给你看一张图。</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/xgFerXBpR58s7XTZXOG31XsRjlCkOV0lhsd7sWUpzkE71wEkbRRPjZrSE6vQvVKoR0AVqUKiaMaiajKYCtXM5agQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">Question</span>：这漫画，来自哪一部西方名著？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">想一下再看啦，提示：<span style="color: black;">American</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">聪明的你可能猜到了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">对，这是<span style="color: black;"><strong style="color: blue;">《汤姆<span style="color: black;">·</span>索亚历险记》</strong></span>，马克<span style="color: black;">·</span>吐温之作。好看。我小学<span style="color: black;">6</span>年级读的，一个情节记到<span style="color: black;">此刻</span>都没忘。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">10岁小男孩汤姆干了坏事，姨妈波利罚他刷墙。他苦逼的<span style="color: black;">起始</span>了工作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">他的<span style="color: black;">伴侣</span>，本，走过来站到他身旁，啃着一个香脆的苹果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> “嘿，老<span style="color: black;">伙伴</span>，你还得干活呀，咦？” 汤姆猛然地转过身<span style="color: black;">来讲</span>道：“咳！是你呀，本。我还没<span style="color: black;">重视</span>到你呢。”</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;">汤姆灵巧地用刷子来回刷着——不时地停下来退后几步<span style="color: black;">瞧瞧</span>效果</span></strong>——在这补一刷，在那补一刷——<span style="color: black;">而后</span>再打量一下效果——本仔细地观看着汤姆的一举一动，越看越有兴趣。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“喂，汤姆，让我来刷点儿<span style="color: black;">瞧瞧</span>。” 汤姆想了一下，正打算答应他；可是他立刻又改变了主意： “不——不行，本——我想这恐怕不行。要<span style="color: black;">晓得</span>，波莉姨妈对这面墙是很讲究的——这可是当街的一面呀——<span style="color: black;">不外</span>要是后面的，你刷刷倒<span style="color: black;">亦</span>无妨，姨妈<span style="color: black;">亦</span>不会在乎的。<strong style="color: blue;"><span style="color: black;">我想在一千，<span style="color: black;">亦</span>许在两千个<span style="color: black;">孩儿</span>里，<span style="color: black;">亦</span>找不出一个能刷好这道墙的。”</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“哦，是吗？哎，就让我试一试吧。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">……略一小段……</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本： “我把这苹果全给你！” 汤姆把刷子让给本，脸上<span style="color: black;">表示</span>出不情愿，可心里却美滋滋的。</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/xgFerXBpR58s7XTZXOG31XsRjlCkOV0lDvQDv1d3Jxq8RQTuxibtnVdt1lAjRl78cibd5MUftMM34bbZoTxOI4IQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">瞧瞧</span>上面这幅图吧，汤姆<span style="color: black;">满脸</span>鬼笑，这个<span style="color: black;">10</span>岁男孩运用一段聪明的文案，甩掉了体力活，还赚了一个苹果。</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;">刷墙<span style="color: black;">——</span>千里挑一的艺术创作</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">看，刷墙，本来是苦逼干活，汤姆引导本联想成<span style="color: black;">“</span>千里挑一的艺术创作<span style="color: black;">”</span>，<span style="color: black;">最后</span>改变了他的<span style="color: black;">行径</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">好玩吧？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你卖的<span style="color: black;">制品</span><span style="color: black;">——</span><span style="color: black;">亦</span>有 <span style="color: black;"><strong style="color: blue;"><span style="color: black;">不痛不痒 </span></strong></span>的功能啊！你<span style="color: black;">亦</span><span style="color: black;">能够</span>引导顾客，把它们联想成 <strong style="color: blue;"><span style="color: black;">高级</span></strong>、<span style="color: black;"><strong style="color: blue;">有趣 </strong></span>的事情。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">看，这是一把电动牙刷，手握上去，指示灯会亮。有点意思，但<span style="color: black;">亦</span>没啥<span style="color: black;">实质</span>用处。他的<span style="color: black;">第1</span>版推广文案，简单地写着：指示灯触碰发亮。</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/xgFerXBpR58s7XTZXOG31XsRjlCkOV0ls8dXciatCMicXIyaaAD33FuJh25pibXAse6ic0TewIVV3Eicjic03gqNs69Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">另一稿文案把它<span style="color: black;">卖断货</span>了。除了公众号选得更好，更重要的<span style="color: black;">原由</span>是文案变了。</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;">“</span>当你的手在触碰到某某牙刷的瞬间，柔和的指示灯会自动点亮，这是清早一声体贴的问候。<span style="color: black;">”</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">瞧这稿，把电动牙刷这个工业<span style="color: black;">制品</span> <span style="color: black;"><strong style="color: blue;"><span style="color: black;">拟人化</span></strong></span>，“柔和，自动点亮，体贴的问候”，它引导你联想到<span style="color: black;">愉快</span>，幸福，温暖安全的感觉，文案里<span style="color: black;">海量</span><span style="color: black;">这般</span>的细节，<span style="color: black;"><strong style="color: blue;">推高了你对<span style="color: black;">制品</span>的欲望</strong></span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今年卖得超火的扫地<span style="color: black;">设备</span>人，有一个不痛不痒的功能：<span style="color: black;">设备</span>人在家扫地，你<span style="color: black;">经过</span>手机能查到它清扫的轨迹。那歪歪扭扭的轨迹线，就像一个醉鬼在墙上涂鸦。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这功能怎么写得精彩？看下图。</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/xgFerXBpR58s7XTZXOG31XsRjlCkOV0lIw5SE57SiaRsmMKokCBV0mWoQxSBObxr3icurX1R8ib47SX7UTlk7r9hA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">文案老司机出手了，<strong style="color: blue;"><span style="color: black;">给予<span style="color: black;">“</span>官方指定联想<span style="color: black;">”——</span>简单有趣，就像玩一场贪吃蛇游戏！</span></strong>一句话，限定了所有顾客的联想。以至于这醉鬼涂鸦的界面，看起来是<span style="color: black;">那样</span>怀旧又可爱！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">读到<span style="color: black;">这儿</span>，你<span style="color: black;">起始</span>有一点开脑洞的感觉。这还没完，我要向你揭示<span style="color: black;">“</span>指定联想<span style="color: black;">”</span>威力最猛的时刻：<span style="color: black;"><strong style="color: blue;">用它强化<span style="color: black;">制品</span>的核心卖点</strong></span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">美则<span style="color: black;">机构</span>（<span style="color: black;">Method</span>）是美国最火的独角兽<span style="color: black;">机构</span>之一，这家<span style="color: black;">机构</span><span style="color: black;">重点</span>做家居清洁用品，洗手液、清洁剂、洗衣液等等。我一年前和你分享过，这家企业选的细分市场像是<span style="color: black;">自寻死路</span>，它要面对的对手是宝洁和联合利华！然而，令人惊讶的是，美则<span style="color: black;">机构</span>活下来了，<span style="color: black;">况且</span>活的很好，<span style="color: black;">10</span>年保持每年<span style="color: black;">100%</span>的增长速度。</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/xgFerXBpR58s7XTZXOG31XsRjlCkOV0lncK0OKW6XdiaR8DJ9iaj0J2ibBMCDAic1PySmK1mxfCLiatv0XD3VZjPkKQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">美则被<span style="color: black;">INC.</span>杂志评为全美成长速度最快<span style="color: black;">机构</span>的第七名，<span style="color: black;">商场</span><span style="color: black;">媒介</span><span style="color: black;">海量</span><span style="color: black;">报告</span><span style="color: black;">她们</span>的<span style="color: black;">“</span>创新力<span style="color: black;">”</span>。<span style="color: black;">她们</span>把洗手液瓶子设计得像<span style="color: black;">奢侈品香水</span>，很重要的，<span style="color: black;">她们</span>的文案<span style="color: black;">亦</span>非常<span style="color: black;">创新</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">看下面这张图，这是 <span style="color: black;"><strong style="color: blue;"><span style="color: black;">Method</span>厨房洗手液 </strong></span>的<span style="color: black;">4</span>个款型，以香味命名，分别是<strong style="color: blue;"><span style="color: black;">百里香，柠檬草，克莱门氏小柑橘和罗勒。</span></strong></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/xgFerXBpR58s7XTZXOG31XsRjlCkOV0lNwibb50n9icLptmkONibewejKm38UdIET3ASesNuy6KG5OicZdPXVJYia1A/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;">这家闪闪发亮的创新企业，会写<span style="color: black;">怎么样</span>的文案，来推广这款洗手液呢？</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/xgFerXBpR58s7XTZXOG31XsRjlCkOV0lE14picV8ticeuuG0uFAWqhVnZK4YFcWVrP3oFxKy6mc7fhDPSd0NZNiaQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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> thyme</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">most people dont associate herbs with dancing. but webelieve that this fresh, herbaceous scent will have you breaking out into aperfectly choreographed routine. now go ahead and show off those jazz hands.</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>百里香 </span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">说到草本，你恐怕不会想到跳舞。<span style="color: black;">然则</span><span style="color: black;">咱们</span>相信，这款<span style="color: black;">制品</span>的清新草本气息会让你放开自己，情不自禁地舞蹈起来。<span style="color: black;">此刻</span><span style="color: black;">摆荡</span>你的手，尽情炫耀你的爵士舞绝技吧！</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>basil</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">imagine a quaint Italian village tucked away on asun-drenched hillside of Tuscany. now imagine that you’ve won a dream vacationin said village. you will spend your days lounging in splendor with the crispscent of freshly cut basil wafting in the breeze. to return to this fantasy,simply close your eyes and wash up.</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> 罗勒</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">想象一下，在托斯卡纳阳光普照的山坡上，藏着一个古雅的意大利村庄。再想象一下，你<span style="color: black;">刚才</span>赢得了一个梦幻假期，你会花<span style="color: black;">许多</span>时间躺在<span style="color: black;">鲜嫩</span>罗勒叶里，闻着它华丽的酥香味，你吹着口哨在微风中飘荡。想再回到这个幻想？你只要闭上眼睛，抹上这款，洗个手！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你感受到了吗？把化工液体涂上手上，闻到香味<span style="color: black;">这般</span>一个简单特性，在<span style="color: black;">咱们</span>美国文案同行的引导下，被牢牢指定到梦幻级联想。<span style="color: black;">哪些</span>爵士舞，意大利村庄和躺在罗勒叶丛的美妙画面，你<span style="color: black;">便是</span>忘不了，不是吗？</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>嘿，老关，这么重要的技巧，<span style="color: black;">为何</span>很少人用？<span style="color: black;">”</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;">由于</span>大部分人急着叫卖，急着涨粉，急着成交，急着融资<span style="color: black;">5000</span>万，<span style="color: black;"><strong style="color: blue;"><span style="color: black;">无</span>足够耐心<span style="color: black;">科研</span>细节</strong></span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而我要拿给你的，是我在<span style="color: black;">全世界</span>四处搜寻，在<span style="color: black;">顶尖文案大师</span>作品里的提炼出来的智慧。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">想象一下，<span style="color: black;">咱们</span>活在 黑客帝国 的世界里。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你是尼奥，穿着黑色呢大衣长过膝盖，窄边墨镜遮眼，我是光头墨菲丝，从来不笑。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>是率先觉醒的异类，在凌晨3点半，潜入美国文案大师的别墅，掏出一个硬币大的生物U盘，在大师熟睡时<span style="color: black;">插进</span>他的大脑，下载他所有的文案思维数据，随后惊心动魄地离开。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">他只做不说的文案奥秘，<span style="color: black;">此刻</span>在你眼前，一览无余。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">嘿，<span style="color: black;">刚才</span><span style="color: black;">出现</span>了一件好玩的事。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你正在干的事情<span style="color: black;">——</span>读我的<span style="color: black;">文案</span>，<span style="color: black;">已然</span>被我指定联想<span style="color: black;">——</span>黑客行动。几句话过后，你觉得读老关<span style="color: black;">文案</span>，是一件高级的事情！<span style="color: black;">此刻</span>，你体验到指定联想的威力了吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在写文案时，你该怎么用出这招呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">拆解<span style="color: black;">”</span>指定联想<span style="color: black;">“</span>，其内核是<span style="color: black;"><strong style="color: blue;">升级项目</strong></span>。把稀松平常的事，升级成梦幻绝妙的享受。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">● <span style="color: black;">刷墙<span style="color: black;">——</span>艺术创作</span>● <span style="color: black;">指示灯亮</span><span style="color: black;">——</span><span style="color: black;">清晨问候</span>● <span style="color: black;">涂洗手液</span><span style="color: black;">——</span><span style="color: black;">躺进花草丛</span>● <span style="color: black;">读老关<span style="color: black;">文案</span></span><span style="color: black;">——</span><span style="color: black;">黑客行动</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做成这件事情的核心，是<span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">起步</span>你的想象力</span></strong></span>！放开你的胆子，打破你的限制，带领你的读者，去<span style="color: black;">她们</span>从来没去过的<span style="color: black;">地区</span>！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">来一组小小的练习。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个有椰子味的香皂</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一盒融入茉莉花茶的酸奶</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;">你来卖这<span style="color: black;">2</span>款<span style="color: black;">制品</span>，你会<span style="color: black;">怎么样</span>指定读者的联想？</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;">此刻</span><span style="color: black;">颁布</span>范例，它们都是真实投放的文案，当然，你的答案可能更精彩！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">椰子味香皂<span style="color: black;">——</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">夏威夷度假</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当这块香皂抹在手上时，那椰香<span style="color: black;">已然</span>飘荡在你的鼻腔，就像在 <span style="color: black;"><strong style="color: blue;">阳光灿烂 </strong></span>的夏威夷，当地村民为你新切了一个大椰子，乳白色的果肉引入眼帘，香甜美味的椰汁在晃动发亮，那是你<span style="color: black;">便是</span>你<span style="color: black;">运用</span>他的味道，那大概<span style="color: black;">便是</span><span style="color: black;"><strong style="color: blue;">天堂 </strong></span>的味道<span style="color: black;">……</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">茉莉花茶的酸奶<span style="color: black;">——</span>掉进 <span style="color: black;"><strong style="color: blue;"><span style="color: black;">茉莉花田</span></strong></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;">怎样</span>摆脱心中莫名的焦虑？这款酸奶充满茉莉花香，细小的芳香分子在一呼一吸之间进入细胞膜，释放大脑中囤积的废物，仿佛掉进茉莉花田，<span style="color: black;"><strong style="color: blue;"><span style="color: black;">一口吃掉春天</span></strong></span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你准备好写出你的指定联想文案了吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">04</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;">价格锚点</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;">咱们</span>来到第四点，这篇<span style="color: black;">文案</span>即将结束。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是最难的部分。前</span><span style="color: black;">3</span><span style="color: black;">点，<span style="color: black;">咱们</span>推高读者的购买<span style="color: black;">心情</span>，让他 “想买”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个部分，<span style="color: black;">咱们</span>要他“真买”，</span><span style="color: black;">真的掏钱买</span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这很难，<span style="color: black;">非常多</span>人舍不得。你的读者会本能的抵抗，他想到超支的信用卡，马上要交的租金，和同龄人比少的可怜的存款余额<span style="color: black;">……</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总之，这是他辛苦赚的血汗钱。他不想掏给你。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">好难想，干脆插播一则我 <span style="color: black;"><strong style="color: blue;"><span style="color: black;">剁手的小故事</span></strong></span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我<span style="color: black;">每日</span>都要伏案工作很久，腿酸屁股麻，我想要舒服点。我在<span style="color: black;">伴侣</span>圈问人体工学椅<span style="color: black;">举荐</span>，一位读者<span style="color: black;">举荐</span>一款<span style="color: black;">1699</span>元。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">平常买椅子<span style="color: black;">100</span>多，看到<span style="color: black;">1699</span>，我顿时觉得是天价！半个小时后，我乖乖掏钱。</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;">2</span>点打动了我。</span><span style="color: black;">一个方面，他告诉我。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">● 非常舒服，<span style="color: black;">第1</span>次坐，你能在上面睡着。</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;">由于</span>它，我<span style="color: black;">每日</span>在单位平白无故多待了一个小时。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">● 你再坐回你<span style="color: black;">此刻</span>的椅子，你会骂娘，这是什么垃圾！</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;">重视</span>！这都是很棒的消费者<span style="color: black;">评估</span>文案，我真<span style="color: black;">可疑</span>这家伙是厂家派来的！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一句话，要了命了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">他在<span style="color: black;">举荐</span>之前，先问我：<span style="color: black;">“</span>你玩过椅子吗？<span style="color: black;">”</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>没啊。<span style="color: black;">”</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">他说：“新玩家<span style="color: black;">需求</span><span style="color: black;">不消</span><span style="color: black;">尤其</span>高。你不要买旗舰款<strong style="color: blue;"><span style="color: black;">4599的</span></strong>，你买1<span style="color: black;"><strong style="color: blue;">699<span style="color: black;">基本</span>款</strong></span>就行了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此刻</span>人体工学<span style="color: black;">已然</span>很成熟了，<span style="color: black;">基本</span>和旗舰原理差不多，差的只是<span style="color: black;">有些</span>细节和小功能，<span style="color: black;">基本</span>款<strong style="color: blue;"><span style="color: black;"><span style="color: black;">亦</span>能达到旗舰 90% 的性能！</span></strong>”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不受<span style="color: black;">掌控</span>地，我的大脑<span style="color: black;">起始</span>计算了，粗略算算，不到<span style="color: black;">50%</span>的价格，<span style="color: black;">得到</span><span style="color: black;">90%</span>性能，好划算啊！<span style="color: black;">况且</span>！还有人买<span style="color: black;">4599</span>，我这才买<span style="color: black;">1699</span>，我<span style="color: black;">亦</span>不奢侈啊！<span style="color: black;">生命有限，既然有<span style="color: black;">必须</span>，早买早享受，等<span style="color: black;">亦</span>没<span style="color: black;">道理</span></span>，买了！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是的，<span style="color: black;">做为</span>一名光荣的营销老司机，在这一刻，我被人<span style="color: black;">轻易营销</span>了。</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;">举荐</span>的这位<span style="color: black;">伴侣</span>，<span style="color: black;">实质</span>是用了<span style="color: black;">心理锚点</span>这个工具踹了我一脚，让我冲动下单。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">锚定效应（<span style="color: black;">Anchoring Effect</span>，或<span style="color: black;">Focalism</span>），心理学名词，是认知偏差的一种。</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;">人类在进行决策时，会过度偏重最早取得的<span style="color: black;">第1</span>笔<span style="color: black;">新闻</span>，用它为基准点，逐步修正</span></strong><span style="color: black;">。这么决策不科学，<span style="color: black;">然则</span><span style="color: black;">大众</span>都会这么做。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">展开聊，能<span style="color: black;">另一</span>跟你聊出一篇<span style="color: black;">文案</span>。在<span style="color: black;">这儿</span>直接给<span style="color: black;">办法</span>：当你卖东西时，把他和更贵的东西比，它就会<span style="color: black;">显出</span>格外便宜。让顾客觉得，不贵啊，买得好赚啊，<span style="color: black;">而后</span>欢声笑语中剁下手给你。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1699</span><span style="color: black;">一把椅子，怎么想都不算便宜，<span style="color: black;">然则</span>！和旗舰</span><span style="color: black;">4599</span><span style="color: black;">比起来，它是<span style="color: black;">那样</span>亲切，<span style="color: black;">那样</span>可爱，<span style="color: black;">那样</span>朴实无华。于是，它就这么掏走了我的钱。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">把<span style="color: black;">制品</span>和更贵的东西比，顾客就掏钱了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不要高兴太早。<span style="color: black;"><strong style="color: blue;"><span style="color: black;">设锚点没<span style="color: black;">那样</span>简单</span></strong></span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今年很火的音频课，<span style="color: black;">非常多</span>教演讲，或教时间管理的老师这么推销：我线下的课程，<span style="color: black;">2</span>天时间售价就要好几万元，而我把其中的重要部分放到这个音频课程里，只要<span style="color: black;">199</span>，这是<span style="color: black;">相当超值</span>的一个投资。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有一点打动人的感觉，<span style="color: black;">然则</span><span style="color: black;">好似</span>没<span style="color: black;">那样</span>强。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">问一问自己：<span style="color: black;">为何</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;">由于</span>这个推理过程有<span style="color: black;">2</span>个疑点。</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;">第1</span>，他的线下课，有<span style="color: black;">非常多</span>人听吗？<span style="color: black;">这般</span>讲的老师，都是不<span style="color: black;">拥有</span><span style="color: black;">公众</span>知名度的老师，<span style="color: black;">她们</span>的线下课本身<span style="color: black;">亦</span><span style="color: black;">无</span>知名度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">● 第二，他的线下课卖好几万元，真的假的？读者无从查证。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">读者虽然在随性浏览，<span style="color: black;">然则</span>当锚点缺乏吸引力和可信度时，他很难被打动。</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;">因此</span><span style="color: black;">咱们</span><span style="color: black;">能够</span>总结出，锚点要设<span style="color: black;">成功</span>，有<span style="color: black;">3</span>个必要<span style="color: black;">要求</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">● <span style="color: black;">锚定<span style="color: black;">制品</span>够知名够权威</span>● <span style="color: black;">锚定价格透明可信</span>● <span style="color: black;">锚点价格远高于售价</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">来看一个知识专栏是<span style="color: black;">怎样</span>做价格锚点的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">详情页是<span style="color: black;">这般</span>写的<span style="color: black;">——</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“</span><span style="color: black;">前微软战略合作总监，担任海尔、百度等众多大企业的战略顾问。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">……</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;">商场</span><span style="color: black;">规律</span>、管理<span style="color: black;">办法</span>和实用工具，都是从人性的骨子里来、被反复验证过的<span style="color: black;">招数</span>和模式。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">过去，用来经营<span style="color: black;">机构</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;">将来</span>，用于经营自己。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然，你<span style="color: black;">能够</span>花 <span style="color: black;"><strong style="color: blue;"><span style="color: black;">上万元学费</span></strong></span>，投入 <span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">海量</span>时间</span></strong></span>，去商学院学。</span></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;">亦</span><span style="color: black;">能够</span>在专栏里，用请<span style="color: black;">伴侣</span>吃顿大餐的钱（<strong style="color: blue;"><span style="color: black;">一年199元</span></strong>）、和洗脸刷牙的碎片时间（<span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">每日</span>5分钟</span></strong></span>），系统学到最经典实用的<span style="color: black;">商场</span>知识，<span style="color: black;">得到</span>最透彻扎实的底层认知。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">锚定<span style="color: black;">制品</span>够知名够权威</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;">EMBA</span>够知名权威啊<span style="color: black;"> √</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">锚定价格透明可信</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;">非常多</span>人<span style="color: black;">晓得</span><span style="color: black;">EMBA</span>学费几十万<span style="color: black;"> √</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">锚点价格远高于售价</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">几十万<span style="color: black;"> > 199 √</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">成功！</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;">这儿</span><span style="color: black;">隐匿</span>着一个 <span style="color: black;"><strong style="color: blue;"><span style="color: black;">思考陷阱</span></strong></span>，你<span style="color: black;">发掘</span>没？</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;">Bug</span>在<span style="color: black;">这儿</span>：<span style="color: black;">199</span>专栏，他是<span style="color: black;">根据</span><span style="color: black;">EMBA</span>商学院的课程内容来讲吗？<span style="color: black;">重视</span>，详情页里，他没说自己是任何一家商学院的导师！</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;">199</span>和商学院效果<span style="color: black;">同样</span>吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">商学院系统的上课还有作业反馈，和<span style="color: black;">5</span>分钟零散式学习，效果<span style="color: black;">同样</span>吗？拿来比合适吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再一次，<span style="color: black;">咱们</span><span style="color: black;">发掘</span>了消费者的 <span style="color: black;"><strong style="color: blue;"><span style="color: black;">思维漏洞</span></strong></span>：他常常忘了分析锚点和你<span style="color: black;">制品</span>之间的<span style="color: black;">规律</span>联系，到底是强是弱。</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;">他只顾着看这个锚点<span style="color: black;">是不是</span>牛逼，价格<span style="color: black;">是不是</span>可信。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个<span style="color: black;">199</span>专栏，在强手如林的某知识<span style="color: black;">APP</span>里买，从一<span style="color: black;">起始</span>销量就稳定排在前<span style="color: black;">5</span>。除了优秀的课程质量，这个锚点<span style="color: black;">亦</span><span style="color: black;">立下大功</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">满足锚点<span style="color: black;">3</span><span style="color: black;">要求</span>，你<span style="color: black;">不仅</span>能写出<span style="color: black;">强力文案</span>，你还可能搭建一个<span style="color: black;">成功的<span style="color: black;">商场</span>模式</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">好比这<span style="color: black;">2</span>年很火的某精选电商平台，在专题页的<span style="color: black;">显眼</span>位置强调<span style="color: black;">“</span>一线大牌制造商直供<span style="color: black;">”</span>！某某某品造的家居用品，新某某的拉杆箱，某某师的温水杯，对照锚点<span style="color: black;">3</span><span style="color: black;">要求</span>，全满足！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">锚定<span style="color: black;">制品</span>够知名够权威</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">某某某品、新某某够知名权威<span style="color: black;"> √</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">锚定价格透明可信</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大牌价格旗舰店可查<span style="color: black;"> √</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">锚点价格远高于售价</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">原价<span style="color: black;">2-3</span>折<span style="color: black;"> √</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;">前一段时间，我正想买拉杆箱，查了新某某的要<span style="color: black;">1000</span>多，看到这个平台<span style="color: black;">319</span>的价格，有一种<span style="color: black;">“</span>幸福来得太快不敢相信<span style="color: black;">”</span>的感觉。在一次<span style="color: black;">微X</span>群聊天时，很多<span style="color: black;">伴侣</span><span style="color: black;">暗示</span>，看到这个卖点时，<span style="color: black;">第1</span>反应是<span style="color: black;">“</span>挖槽，太便宜了吧！<span style="color: black;">”</span>，<span style="color: black;">火速</span>把手剁了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">至于这个相同的制造商，<span style="color: black;">是不是</span><span style="color: black;">根据</span>大牌<span style="color: black;">制品</span>足料、足质地做这款<span style="color: black;">制品</span>？<span style="color: black;">是不是</span>省掉了某些成本？<span style="color: black;">咱们</span>不得而知，消费者没精力去调研，<span style="color: black;">咱们</span>还要上班、养<span style="color: black;">孩儿</span>或是看《人民的名义》啊。</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;">晓得</span>了这个奥秘，你的<span style="color: black;">制品</span>该<span style="color: black;">怎样</span>设置价格锚点，你想好了吗？ </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;">看到<span style="color: black;">这儿</span>，<span style="color: black;">文案</span>马上结束。</span></strong></span><span style="color: black;"><span style="color: black;">然则</span>你可能没想到，在<span style="color: black;">这儿</span>，我居然还为你藏了一颗 <span style="color: black;"><strong style="color: blue;"><span style="color: black;">彩蛋</span></strong></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;">你不觉得，今天这篇<span style="color: black;">文案</span>有一点不对劲吗？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">猜不出来？我撤了，让你好奇地睡不着好了。再见！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">好啦，告诉你。<span style="color: black;">瞧瞧</span>这张图。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;">你看到了，第<span style="color: black;">3</span>点，我明明写的是 <span style="color: black;"><strong style="color: blue;"><span style="color: black;">长度力量</span></strong></span>，而今天，我和你聊的是 <span style="color: black;"><strong style="color: blue;">指定联想</strong></span>。明晃晃的错，你<span style="color: black;">发掘</span>了吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你再次看到了，无论是浏览<span style="color: black;">文案</span>，还是浏览购物详情页，绝大<span style="color: black;">都数</span>人都是随性的，低强度思考状态<span style="color: black;">——</span><span style="color: black;">此刻</span>你<span style="color: black;">发掘</span>你自己<span style="color: black;">亦</span>是！我相信这会是一个有点震撼的感受。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">利用这个大脑漏洞，我给你了<span style="color: black;">4</span>把文案武器，其实还有<span style="color: black;">5678</span><span style="color: black;">乃至</span><span style="color: black;">126</span>种武器存在在这个世界里，等着<span style="color: black;">咱们</span>去<span style="color: black;">研发</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;">咱们</span>要做的<span style="color: black;">便是</span>睁大眼睛看，和沉下心思考：<span style="color: black;">Why </span>？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">—End—</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;">举荐</span>阅读：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">《2016</span></a>年<span style="color: black;">优秀</span>文案干货<span style="color: black;">归类</span>汇总，看完后写文案都不是事儿了》</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><a style="color: black;">《『<span style="color: black;">宣传</span>界年度盛典』2016年最值得关注十大<span style="color: black;">宣传</span>文案案例》</a></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">《吐血整理！2017全年300+借势营销节点》</span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">《我那个做<span style="color: black;">宣传</span>的同事死了》</span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">《<span style="color: black;">微X</span>公众号红利期已过，<span style="color: black;">怎样</span>策划爆款线上活动涨粉？》</span></a></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;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></strong></p>
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