怎么样写好故事类宣传文案？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今天时间有限，就不精心排版了，客官们将就<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;"><span style="color: black;"><span style="color: black;">所说</span>故事型文案，<span style="color: black;">不外</span>是在核心slogan的<span style="color: black;">基本</span>上添加佐料，做情节化的演绎，以<span style="color: black;">增多</span>消费者的阅读兴趣。</span></strong></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;">案例： 空气净化器</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一对<span style="color: black;">夫妇</span>穷尽<span style="color: black;">一辈子</span>积蓄买了一套房，住进去之后灵异事件频发，皮肤瘙痒，掉头发、失眠、气色越来越差......尝试了<span style="color: black;">各样</span>驱鬼的<span style="color: black;">办法</span>，都无济于事，最后在邻居的介绍下，请了一个四四方方的<span style="color: black;">设备</span>回来，<span style="color: black;">状况</span>果然好转，最后谜底揭开，那<span style="color: black;">基本</span>不是什么法器，而是一款新上市的空气净化器，能极速除雾霾，<span style="color: black;">有效</span>除甲醛，原来房子里面<span style="color: black;">基本</span><span style="color: black;">无</span>鬼，只是甲醛超标了。</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;">倘若</span><span style="color: black;">无</span>这个鬼故事<span style="color: black;">做为</span><span style="color: black;">美丽</span>的皮囊，勾引着<span style="color: black;">咱们</span>把<span style="color: black;">全部</span>故事活生生的看完，<span style="color: black;">咱们</span>可能对一个新品牌自我标榜的<span style="color: black;">有效</span>除甲醛功能会视若无睹。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">把卖点卖得有趣，这<span style="color: black;">便是</span>把<span style="color: black;">宣传</span>写成故事的价值和<span style="color: black;">目的</span>所在。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">思考：<span style="color: black;">怎样</span>写出<span style="color: black;">这般</span>的故事？这些故事的素材从哪里挖掘？</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;">答案：全产业链。</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;">宣传</span>的全产业链的两个重要环节：人和物。</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;">人</strong></span><span style="color: black;"><span style="color: black;">包含</span>原料供应商、生产者、物流、消费者。</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;">物</span></strong><span style="color: black;"><span style="color: black;">包含</span>原料和成品。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">物的故事很好写，<span style="color: black;">由于</span>用视角转化的方式，把物当成人来描述所经过的世界就<span style="color: black;">能够</span>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;">关于物的案例：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">日本有一家鸡肉串儿店，为了告诉消费者所用的原料有多么好，就写了一<span style="color: black;">仅在</span>乡间的小鸡，坐着高铁背井离乡，躲避了黄狗的追杀，历经千辛万苦，<span style="color: black;">最终</span>到了肉串儿店，实现了<span style="color: black;">最后</span>的梦想，<span style="color: black;">作为</span>香葱烤鸡肉串。</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;">关于人的案例：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">切入点分为生产者和消费者。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、以<strong style="color: blue;">生产者</strong>为切入点的<span style="color: black;">宣传</span>案例：<strong style="color: blue;">农夫山泉</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">怎样</span>把“27层净化”、“纳米级净化”这些工业化卖点<span style="color: black;">经过</span>故事的形式让别人更简单易懂地<span style="color: black;">认识</span>？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自从被《京华时报》大战水质不合格之后，就在各大<span style="color: black;">媒介</span>投了<span style="color: black;">非常多</span>员工为品质代言的故事。</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;">例如</span>说武夷山的水质检测员，布达拉宫的送水业务员，四年未曾离岛的千岛湖水源<span style="color: black;">保护</span>员，去年G20之后，还找了几个厨师来讲用农夫山泉为各国领导人做菜的故事。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《一百二十里》：武陵山水源地的水质检测员——肖帅的故事</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《最后一<span style="color: black;">千米</span>》：西藏业务<span style="color: black;">表率</span>——尼玛多吉的故事</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;">《一个人的岛》：千岛湖取水口的<span style="color: black;">保护</span>员——徐忠文的故事</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这些故事跟那种“27层净化”、“纳米级净化”的工业化卖点比起来，是不是<span style="color: black;">显出</span>有人情味儿多了？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、<strong style="color: blue;">以消费者为切入点</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">常用结构：消费者<span style="color: black;">无</span>购买你的<span style="color: black;">制品</span>前，所<span style="color: black;">引起</span>的一系列<span style="color: black;">失去控制</span>的、尴尬的、悲惨的遭遇。（如<span style="color: black;">以上</span>案例1的空气净化器<span style="color: black;">便是</span><span style="color: black;">运用</span>这种手法）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> 案例：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">之前做一个央视节目的推广，记者去风景优美的足球国家走了一圈，拍了<span style="color: black;">有些</span>风土人情回来，做<span style="color: black;">成为了</span>一档为世界杯当前戏的节目。用什么样的文案能说服观众去看它？</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;">首要</span>要判定它的<span style="color: black;">重点</span>客群，即<span style="color: black;">重点</span>收视人群是谁。是球迷吗？做了下调研，<span style="color: black;">发掘</span>并不是。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">真正的球迷对这种节目嗤之以鼻，<span style="color: black;">由于</span>节目讲述<span style="color: black;">哪些</span>常识，还不如球迷已知的多。</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;">那样</span>是非球迷吗？<span style="color: black;">亦</span>不是。我连世界杯都不关心，干嘛要关心世界杯花絮？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">两相比较，<span style="color: black;">最后</span>还是<span style="color: black;">选取</span>了非球迷<span style="color: black;">做为</span><span style="color: black;">重点</span>沟通对象。<span style="color: black;">由于</span>你<span style="color: black;">能够</span>告诉他，<span style="color: black;">倘若</span>不看这个节目，他就不懂足球，而<span style="color: black;">倘若</span>不懂足球，他的<span style="color: black;">伴侣</span>就会跟好基友天天泡在一起，与他的关系渐渐疏远；他的老板会跟懂球的同事相约看球、而他只能在办公室独自替人加班，他的亲生儿子<span style="color: black;">亦</span>会跑去跟隔壁老王问<span style="color: black;">各样</span>足球的问题，不把他这个爸爸放在眼里。</span><span style="color: black;">总而言之，他就没法在世界杯<span style="color: black;">时期</span><span style="color: black;">存活</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;">用全产业链的思维，从<span style="color: black;">每一个</span>环节入手，把<span style="color: black;">宣传</span>写成故事。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">End。</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;">风子说事，不<span style="color: black;">定时</span>更新</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">个人观点 | <span style="color: black;">宣传</span>文案创作方法| 案例分享</span></p>
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