宣传文案怎么写-五步写出优秀宣传宣传文案技巧
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span><span style="color: black;">错失</span>互联网,与你擦肩而过的<span style="color: black;">不仅</span>是机会,而是整整一个时代。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">学习网络营销,<span style="color: black;">首要</span>要<span style="color: black;">认识</span>天时!你<span style="color: black;">乃至</span>要<span style="color: black;">认识</span>各个互联网<span style="color: black;">机构</span>员工的上下班时间、<span style="color: black;">她们</span><span style="color: black;">夜晚</span>有<span style="color: black;">无</span>人值班等信息。<span style="color: black;">由于</span>正是这些人,管理着你的网络营销机会。——郑俊雅</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/09c55cda6a11498380ace03b84b2e6c3~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723527468&x-signature=Qqk6yizvK3JzC9rZPIJbcMkSM8w%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;">这篇文案<span style="color: black;">教育</span><span style="color: black;">重点</span>会教你<span style="color: black;">怎样</span><span style="color: black;">循序渐进</span>撰写出好的文案,附以<span style="color: black;">区别</span>的文案参考例子、文案技巧分享、文案小贴士、文案结构以及<span style="color: black;">宣传</span>文案范例去助你<span style="color: black;">更易</span><span style="color: black;">把握</span><span style="color: black;">怎样</span>撰写出一篇好<span style="color: black;">宣传</span>文案的技巧!</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>品牌都会投放资源做市场营销,但<span style="color: black;">常常</span>只集中于营销策略与营销工具上,而忽略了<span style="color: black;">全部</span>营销过程中另一个非常重要的环节—文案。对营销而言,文案的<span style="color: black;">功效</span>可说是举足轻重,担当着<span style="color: black;">非常多</span>重要的角色,例如:在<span style="color: black;">宣传</span>过程中吸引受众的<span style="color: black;">重视</span>力、在潜在客户进入网站后「说服」<span style="color: black;">她们</span>购买等等,<span style="color: black;">倘若</span>欠缺了文案的辅助,整体营销效果都必然会大打折扣!但偏偏<span style="color: black;">非常多</span>品牌<span style="color: black;">乃至</span><span style="color: black;">宣传</span>Agency都<span style="color: black;">无</span>特设「文案专员」这个角色,反而是将撰写文案这个工作归类给营销专员、<span style="color: black;">营销</span>员和客户服务专员,可想而知文案的质素和成效会有多高。<span style="color: black;">因此</span>,若你能够写出更好的文案,你的品牌将会有更大机会超越其他<span style="color: black;">机构</span>,取得更高成效!</span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">文案意思?<span style="color: black;">宣传</span>文案是什么?</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案的英文是Copywriting,市面上<span style="color: black;">针对</span>文案的<span style="color: black;">诠释</span>和定义有<span style="color: black;">非常多</span>说法,但对市场营销而言文案其实是一个段用来辅助营销效果的文字,<span style="color: black;">或</span><span style="color: black;">能够</span><span style="color: black;">叫作</span>之为「有影响力的文字」,其目的<span style="color: black;">重点</span>在于宣传品牌与商品、吸引受众<span style="color: black;">重视</span>力、<span style="color: black;">提高</span>点击率、<span style="color: black;">提高</span>转换率、刺激<span style="color: black;">营销</span>等等。文案的用途非常广泛,基本上你在<span style="color: black;">区别</span>媒介(报章、杂志、海报、Facebook 、Instagram、网站等) 上看到用于推广品牌或<span style="color: black;">制品</span>的标语/段落等都<span style="color: black;">能够</span><span style="color: black;">叫作</span>之为文案。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案<span style="color: black;">归类</span>中最常出<span style="color: black;">此刻</span>营销过程的可说是<span style="color: black;">宣传</span>文案以及<span style="color: black;">制品</span>文案。前者<span style="color: black;">重点</span>用于吸引受众的<span style="color: black;">重视</span>力继而勾起<span style="color: black;">她们</span>的兴趣,而后者则着重于<span style="color: black;">明显</span>产品的特点,告诉潜在客户<span style="color: black;">为何</span>要<span style="color: black;">选取</span>你而不是他人。两者在<span style="color: black;">区别</span><span style="color: black;">状况</span>下,执行着<span style="color: black;">区别</span>的目的,但无论目的<span style="color: black;">为么</span>,到最后都是为是达到营销<span style="color: black;">目的</span>而设。</span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">宣传</span>文案五大<span style="color: black;">过程</span>(其他文案都适用):</h1>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">STEP 1. 制定写作方向:清楚<span style="color: black;">认识</span>文案目的和谁是你的受众</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无论是策划营销策略还是撰写文案,你都必先要清楚<span style="color: black;">晓得</span>你的目的<span style="color: black;">为么</span>以及受众是谁,<span style="color: black;">才可</span>在目的与受众的<span style="color: black;">方向</span>出发,写出受众真正感兴趣的内容从而达到<span style="color: black;">关联</span>目的!</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">基于以上的背景,你应该在受众的<span style="color: black;">方向</span>出发,思考和分析<span style="color: black;">她们</span>最有机会感兴趣的内容是什么,有什么<span style="color: black;">原因</span><span style="color: black;">能够</span>真正走进<span style="color: black;">目的</span>的心。<span style="color: black;">针对</span>受众而言,<span style="color: black;">她们</span>基本上对品牌或<span style="color: black;">制品</span><span style="color: black;">已然</span>有<span style="color: black;">必定</span><span style="color: black;">认识</span>和兴趣,只是正在<span style="color: black;">思虑</span><span style="color: black;">是不是</span><span style="color: black;">必须</span>/应该购买。试想想,若你只是<span style="color: black;">一直</span>在这个文案中讲解你的品牌、<span style="color: black;">制品</span>的特点以及呼吁对方行动(Call to action),<span style="color: black;">针对</span>早已认识你的受众而言又有什么<span style="color: black;">道理</span>呢?在这个<span style="color: black;">状况</span>下,你反而应该突显优惠期内购买对买家的好处又<span style="color: black;">或</span>利用时限性来大做<span style="color: black;">文案</span>,集中火力<span style="color: black;">供给</span>动力给你的受众,让<span style="color: black;">她们</span><span style="color: black;">能够</span>踏出购买的一步!</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在清楚<span style="color: black;">晓得</span>目的与受众的大前提下,我有两个常用的<span style="color: black;">办法</span>去决定写作方向:</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">一)换位思考</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">利用换位思考把自己想像成该受众,仔细思考<span style="color: black;">倘若</span>我是受众「我最想<span style="color: black;">晓得</span>什么」「我有什么想<span style="color: black;">处理</span>的问题」「这件事对我而言有多大吸引力」等,再以此为出发点,制定写作方向。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">二)数据主导</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">运用数据分析去判断受众的<span style="color: black;">行径</span>和兴趣,从而找到有潜质的写作方向。</span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">STEP 2. 标题:<span style="color: black;">怎样</span>写出足够「吸睛」的标题?</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">宣传</span>的世界,受众基本上<span style="color: black;">仅有</span>3秒或更少的时间阅读<span style="color: black;">每一个</span>出<span style="color: black;">此刻</span>眼前的<span style="color: black;">宣传</span>,而<span style="color: black;">她们</span>阅读时,视线最先停留的<span style="color: black;">地区</span><span style="color: black;">一般</span>都是标题。<span style="color: black;">倘若</span>标题足够吸引,受众才有兴趣仔细阅读下去。反之,若标题<span style="color: black;">不足</span>吸引,就算内文写得再好<span style="color: black;">亦</span><span style="color: black;">无</span>,<span style="color: black;">由于</span>受众<span style="color: black;">基本</span>不会<span style="color: black;">起始</span>阅读。<span style="color: black;">因此</span>,一个足够「吸睛」的标题绝对<span style="color: black;">能够</span>大大<span style="color: black;">提高</span><span style="color: black;">宣传</span>文案的成效!</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在撰写标题时,最好建基于STEP 1中所得出的写作方向,<span style="color: black;">才可</span>令<span style="color: black;">目的</span>受众有感觉,从而被你的标题所吸引。以下会介绍6种<span style="color: black;">区别</span>的标题撰写法,你<span style="color: black;">能够</span>因应「目的」、「受众」、「文案类别」以及「痛点」去拣选最<span style="color: black;">区别</span><span style="color: black;">状况</span>的应用手法,从而写出最能吸引受众目光的<span style="color: black;">宣传</span>。</span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">文案范例:六大文案标题撰写法</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">一)运用问题勾起好奇心</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">利用问句的手法,将受众潜<span style="color: black;">认识</span>的问题列举在标题中,当<span style="color: black;">她们</span>看到这个标题时就会不知不觉被标题所吸引。<span style="color: black;">同期</span>,若标题<span style="color: black;">能够</span>准确命中受众的内心,<span style="color: black;">也</span><span style="color: black;">能够</span>有助<span style="color: black;">提高</span>共鸣感。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">贴士:「<span style="color: black;">怎样</span>…?」「<span style="color: black;">为何</span>…?」「真的只要…?」</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">二)<span style="color: black;">教育</span>文</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">运用字眼突显受众<span style="color: black;">能够</span>借由你去<span style="color: black;">处理</span><span style="color: black;">她们</span>的困惑和问题,再加上痛点去<span style="color: black;">明显</span><span style="color: black;">宣传</span>的价值。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">贴士:「什么是…」「…的十大<span style="color: black;">办法</span>」「…的制作法」「…<span style="color: black;">教育</span>」</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">三)资料整合</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">对忙碌的人而言,要在网络上资料海洋中整理出一份<span style="color: black;">仔细</span>的资料其实是一件非常痛苦的事情,<span style="color: black;">倘若</span>你能帮受众整合他所<span style="color: black;">必须</span>的<span style="color: black;">新闻</span>,他绝对是对你的<span style="color: black;">宣传</span>非常感兴趣!</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">贴士:「懒人包」「攻略」「指南」</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">四)点名</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">若你的受众非常<span style="color: black;">知道</span><span style="color: black;">况且</span>精细,<span style="color: black;">能够</span><span style="color: black;">思虑</span>用点名的<span style="color: black;">办法</span>吸引读者的目光,<span style="color: black;">乃至</span>拉近与<span style="color: black;">她们</span>之间的距离。但若你<span style="color: black;">选择</span>这种<span style="color: black;">办法</span>,基本上<span style="color: black;">寓意</span>着你放弃了其他非「精确受众」的目光,<span style="color: black;">因此</span><span style="color: black;">选取</span>时<span style="color: black;">必定</span>要三思。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">贴士:「中小企老板们」「OL们」「准新人们」</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">五)恐惧诉求(Fear Appeal)</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Fear Appeal是一种传统的文案<span style="color: black;">办法</span>,利用<span style="color: black;">消极</span>的结果去唤起受众的<span style="color: black;">危险</span><span style="color: black;">认识</span>,令<span style="color: black;">她们</span>感觉恐惧,从而觉得不购买不行或不购买就会引严重后果等等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">贴士:「…浪费金钱」「…饮用盐水」「…白费心机」</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">六)有趣</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">利用有趣的标题吸引受众相信<span style="color: black;">非常多</span>人<span style="color: black;">皆想</span>过,但又有<span style="color: black;">无</span>更<span style="color: black;">详细</span>的方向去演绎「有趣」呢?不妨将「食字」、「押韵」、「歌词」等<span style="color: black;">办法</span>应用在标题中,以此吸引<span style="color: black;">更加多</span><span style="color: black;">目的</span>的眼球!</span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">STEP 3. 内文:<span style="color: black;">怎样</span>令受众看下去?三大文案技巧</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">内文方面<span style="color: black;">能够</span><span style="color: black;">选取</span>两种<span style="color: black;">区别</span>的方向,诉诸情感、诱之以利和客观分析,你<span style="color: black;">能够</span><span style="color: black;">按照</span>品牌形象和受众的特性去<span style="color: black;">选取</span><span style="color: black;">运用</span>哪种方向,<span style="color: black;">无</span>过于特定的限制。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">一)诉诸情感(Emotional appeal)</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用故事用感情去吸引消费者,令<span style="color: black;">她们</span>对你感到欣赏,最好能<span style="color: black;">导致</span>感到身受的感觉,让<span style="color: black;">她们</span>觉得你是值得信赖的,而不只是为了金钱的品牌。个人而言,我非常<span style="color: black;">爱好</span>「铁达时Time Is Love」的<span style="color: black;">宣传</span>,充分演绎出诉诸情感的精髓!有兴趣<span style="color: black;">能够</span>到Google 搜寻<span style="color: black;">瞧瞧</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">二)诱之以利</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">顾名思义<span style="color: black;">便是</span>直接告诉受众<span style="color: black;">能够</span>经由你<span style="color: black;">得到</span>什么样的好处,而不是单纯介绍<span style="color: black;">制品</span>特性。利用可见的好处去为受众制造对<span style="color: black;">制品</span>的憧憬,从而<span style="color: black;">提高</span>购买的欲望。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">三)客观分折</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;">新闻</span>性的内容<span style="color: black;">始终</span>都有市场,<span style="color: black;">非常多</span>注重数据以及客观事实的受众会倾向更受客观<span style="color: black;">新闻</span>所影响而非前两者,<span style="color: black;">尤其</span>是数码电子<span style="color: black;">制品</span>、投资、电器等行业。在这些<span style="color: black;">状况</span>下,不妨<span style="color: black;">思虑</span>利用图表、<span style="color: black;">制品</span>特点对比表格以及<span style="color: black;">实质</span>测试数据去吸引受众。</span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">STEP 4. 收尾:不要忘记鼓励受众行动(善用CTA)</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在文案的最后,千万不要忘记鼓励受众行动!不论文案的目的是「进入网站」、「提交资料」、「购买」<span style="color: black;">乃至</span>其他,你都<span style="color: black;">必定</span>要在文案中加入CTA (Call to action) 的讯息去提醒受众下一步应该做什么,<span style="color: black;">否则</span>的话很容易<span style="color: black;">引起</span>「受众<span style="color: black;">由于</span>你的标题很吸引而<span style="color: black;">起始</span>阅读,内文<span style="color: black;">亦</span>很切合<span style="color: black;">她们</span>的心意,<span style="color: black;">而后</span>看完就离开了」的<span style="color: black;">状况</span><span style="color: black;">显现</span>!</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">CTA 范例:「立即」「不要忘记」「你<span style="color: black;">能够</span>」「领取」「提提你」「限时」</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了CTA之外,<span style="color: black;">也</span><span style="color: black;">能够</span>利用专家的观点、数据、用户反应<span style="color: black;">乃至</span>是<span style="color: black;">保准</span>等去<span style="color: black;">提高</span>内文的说服力,从而令受众更有冲动行动!</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">范例:「专家<span style="color: black;">意见</span>」「99%用户<span style="color: black;">举荐</span>」「成效<span style="color: black;">保准</span>」「测试证实」</span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">STEP 5. <span style="color: black;">检测</span>:文案内容<span style="color: black;">是不是</span>精简?文案<span style="color: black;">是不是</span>向着既定<span style="color: black;">目的</span>进发?</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">初步完成文案后,不单要<span style="color: black;">检测</span><span style="color: black;">其中</span><span style="color: black;">是不是</span>有错别字、语句会否冗长、文法<span style="color: black;">是不是</span>得当以及语意<span style="color: black;">是不是</span>顺畅,更要重复思考文案的标题与内容<span style="color: black;">是不是</span>向着既定<span style="color: black;">目的</span>进发,以及文案的写作方向<span style="color: black;">是不是</span>和STEP 1中所制订的一致!<span style="color: black;">非常多</span>人都会在优化标题和内文的过程中不自觉地离题,<span style="color: black;">引起</span>最后的<span style="color: black;">宣传</span>文案未能达成<span style="color: black;">目的</span>,得不偿失。<span style="color: black;">因此</span>,千万不要忽略最后一步的重要性!</span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">常犯错误:文案重点越多<span style="color: black;">亦</span>好?</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就<span style="color: black;">宣传</span>文案而言,精简绝对是一大要点,<span style="color: black;">非常多</span>时候受众看到过长的文案时都会自动过滤,<span style="color: black;">原由</span><span style="color: black;">重点</span>是太长、没心机看以及没兴趣。<span style="color: black;">尤其</span>是在社交<span style="color: black;">媒介</span>上,过长的帖文只会阻碍受众阅读的意欲,当<span style="color: black;">她们</span>真的感到兴趣时自然会去搜寻或点击以便寻找<span style="color: black;">更加多</span><span style="color: black;">新闻</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;">因此</span>,一篇<span style="color: black;">宣传</span>文案中我不<span style="color: black;">意见</span>有超过三个重点,<span style="color: black;">尽可能</span>只将最精要,受众最关心的重点放进去,<span style="color: black;">才可</span>更有效地和<span style="color: black;">目的</span>受众连结起来!</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">只要跟着以上所有<span style="color: black;">过程</span>去做,多加运用<span style="color: black;">说到</span>的思维、技巧、与手法,你就能写出成功达到<span style="color: black;">目的</span>的好文案!当然,再好的文案都<span style="color: black;">必须</span>整体营销策略的辅助<span style="color: black;">才可</span>发光发热,在写好文案的<span style="color: black;">同期</span><span style="color: black;">亦</span>不要忽略其他环节!</span></p>
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