论坛 › 软文营销 › 史杰松老师企业家公开课《互联网+时代下的宣传文案创作必杀技》

fny5jt9 发表于 2024-8-8 16:54:53

史杰松老师企业家公开课《互联网+时代下的宣传文案创作必杀技》

    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-axegupay5k/1bfff4ca8a8f40da8c1245f4b70bb583~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536244&amp;x-signature=RBNs241Bw77Gn6WczgPEqOiyfg4%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">▉课程背景：</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在互联网时代，信息传播是极其重要的一件事，有些企业<span style="color: black;">制品</span>很好，但无人问津，有些企业<span style="color: black;">制品</span><span style="color: black;">通常</span>却订单<span style="color: black;">持续</span>，<span style="color: black;">重点</span><span style="color: black;">原由</span>是造势和宣传做的好，而<span style="color: black;">宣传</span>文案创作是宣传造势的<span style="color: black;">基本</span>，一则好的文案或许<span style="color: black;">能够</span><span style="color: black;">经过</span>打动人心，从而激发消费者的购买冲动和欲望。企业里有<span style="color: black;">有些</span>专门做文案写作的<span style="color: black;">伴侣</span>，活动策划能力很强，但却输在了一张活动海报上，有些人写文案有<span style="color: black;">必定</span><span style="color: black;">基本</span>，<span style="color: black;">然则</span><span style="color: black;">无</span>经过系统训练。本课程<span style="color: black;">便是</span><span style="color: black;">期盼</span><span style="color: black;">经过</span>系统地讲解文案创作的全过程，手把手地教会<span style="color: black;">大众</span><span style="color: black;">怎样</span>创作出一则优秀的神级别的文案。</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">▉课程收获：</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">●学会做好文案写作前的分析调研工作</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;">把握</span>文案写作的八大实战必杀技</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">●学习文案语言的表达方式</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;">教育</span>过程中运用<span style="color: black;">海量</span>生动且<span style="color: black;">拥有</span>实战<span style="color: black;">道理</span>的案例，将对你的思维带来新的冲击和启发，讲师语言生动幽默，多次达到“全场无尿点”的效果。</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">▉课程时间：</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2天,6小时/天</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">▉课程对象：</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总裁班/中高层管理者/营销策划人员</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">▉课程方式：</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">工具讲解、小组讨论、实战练习、案例分析等</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">▉课程大纲：</h1>
    <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;">第1</span>讲：文案的<span style="color: black;">基本</span>认知</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;"><span style="color: black;">1、</span>什么是<span style="color: black;">宣传</span>文案</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;"><span style="color: black;">2、</span>对<span style="color: black;">宣传</span>文案认知的<span style="color: black;">有些</span>误区</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.文案不就是写文字吗？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.写文案只要文笔好就<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;"><span style="color: black;">3.写文案不就像记者播<span style="color: black;">资讯</span><span style="color: black;">同样</span>把<span style="color: black;">制品</span>特点如实反映就<span style="color: black;">能够</span>了嘛？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4.写文案不<span style="color: black;">便是</span>把文字写好吗？</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;">3、</span>一则好文案的三大标准</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.合调性</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.接地气</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.耍花腔</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;">第二讲：合调性——文案写作前的<span style="color: black;">基本</span>工作</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;"><span style="color: black;">1、</span><span style="color: black;">目的</span>人群定位</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.<span style="color: black;">目的</span>人群VS泛人群</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.<span style="color: black;">目的</span><span style="color: black;">名人</span>画像的六个维度</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;">例：</span></strong><span style="color: black;">艾黛妮的用户画像</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;">例：</span></strong><span style="color: black;">水手码头的用户画像</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;">例：</span></strong><span style="color: black;">万宝路和芝华士的用户画像</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;">2、</span><span style="color: black;">制品</span>核心价值</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.文案的五大<span style="color: black;">目的</span>维度</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.卖点VS买点</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;">例：</span></strong><span style="color: black;">4G网络的卖点买点<span style="color: black;">宣传</span>对比</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;">例：</span></strong><span style="color: black;">IPOD的买点<span style="color: black;">宣传</span>文案</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;">例：</span></strong><span style="color: black;">口红的买点<span style="color: black;">宣传</span>文案</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.核心<span style="color: black;">优良</span>VS周边<span style="color: black;">优良</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;">例：</span></strong><span style="color: black;">宾利汽车的核心<span style="color: black;">优良</span>分析</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;">例：</span></strong><span style="color: black;">QQ邮箱的核心<span style="color: black;">优良</span>分析</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;">例：</span></strong><span style="color: black;">M&amp;M的核心<span style="color: black;">优良</span>分析</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;">3、</span>用户核心收益</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;">分析工具：</span></strong><span style="color: black;">四态分析法</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案写作的4W法</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;">例：</span></strong><span style="color: black;">真功夫品牌建设的全过程</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;">第三讲：神级文案写作的必杀技</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;"><span style="color: black;">1、</span>文案写作的三大挑战</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.挑战一：<span style="color: black;">新闻</span>爆炸</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.挑战二：<span style="color: black;">引诱</span>太多</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.挑战三：耐心短缺</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;">2、</span>文案写作的九字真经</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.看得见</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.看得懂</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.看得完</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;">3、</span>文案的结构</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;">1.标题写作的五种必杀技</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1）功利型</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2）浮夸型</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3）疑问型</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4）对比型</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5）傍款型</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;">2.正文写作的八大必杀技</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1）数字法</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;">例：</span></strong><span style="color: black;">王家卫的电影语言</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;">例：</span></strong><span style="color: black;">长城干红葡萄酒的文案</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;">例：</span></strong><span style="color: black;">东芝电视的文案</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2）夸张法</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;">例：</span></strong><span style="color: black;">BOSS耳机文案</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;">例：</span></strong><span style="color: black;">夜拍手机文案</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;">例：</span></strong><span style="color: black;">奔跑吧兄弟的文案</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;">例：</span></strong><span style="color: black;">京东的<span style="color: black;">宣传</span>文案</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3）对比法</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;">例：</span></strong><span style="color: black;">老罗英语培训的<span style="color: black;">宣传</span>文案</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4）象征法</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;">例：</span></strong><span style="color: black;">锤子手机的<span style="color: black;">宣传</span>文案</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;">例：</span></strong><span style="color: black;">凡客诚品的<span style="color: black;">宣传</span>文案</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;">例：</span></strong><span style="color: black;">小米手机的<span style="color: black;">宣传</span>文案</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;">例：</span></strong><span style="color: black;"><span style="color: black;">公众</span>点评的<span style="color: black;">宣传</span>文案</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;">例：</span></strong><span style="color: black;">宴兰亭的菜品<span style="color: black;">宣传</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5）共谋法</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;">例：</span></strong><span style="color: black;">甲壳虫的<span style="color: black;">宣传</span>文案</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;">例：</span></strong><span style="color: black;">全联超市的<span style="color: black;">宣传</span>文案</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;">例：</span></strong><span style="color: black;">加多宝的<span style="color: black;">宣传</span>文案</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6）双关法</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;">例：</span></strong><span style="color: black;">宜家的<span style="color: black;">宣传</span>文案</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;">例：</span></strong><span style="color: black;">联想的<span style="color: black;">宣传</span>文案</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;">例：</span></strong><span style="color: black;">丰胸<span style="color: black;">制品</span>的<span style="color: black;">宣传</span>文案</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">7）悬念法</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;">例：</span></strong><span style="color: black;">戒烟的<span style="color: black;">宣传</span>文案</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;">例：</span></strong><span style="color: black;">诚品书店的<span style="color: black;">宣传</span>文案</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;">例：</span></strong><span style="color: black;">中兴百货的<span style="color: black;">宣传</span>文案</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">8）比附法</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;">例：</span></strong><span style="color: black;">蒙牛VS伊利</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;">例：</span></strong><span style="color: black;">京东VS天猫</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;">例：</span></strong><span style="color: black;">宝马VS奔驰</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;">3.<span style="color: black;">宣传</span>口号的六种写法</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1）直接型</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2）态度型</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3）功能型</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4）体验型</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5）<span style="color: black;">将来</span>型</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6）情怀型</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4.随文写作的简单介绍</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;">第四讲：接地气——文案语言得让屌丝<span style="color: black;">亦</span>能听得懂</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;"><span style="color: black;">1、</span>代入化</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;">例：</span></strong><span style="color: black;">蚂蚁窝的文案</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;">例：</span></strong><span style="color: black;">城市照相馆的文案</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;">2、</span>生活化</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;">1.文案写作中在文字上常常进入的几个误区</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1）把自己当做了领导，<span style="color: black;">爱好</span>假大空，拒绝“闹太套”</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2）把自己当做了诗人，过度追求华美绚丽的文风和辞藻</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3）把自己当<span style="color: black;">成为了</span>专家，<span style="color: black;">运用</span>专业术语将<span style="color: black;">宣传</span>变成自嗨</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.多向农村墙体<span style="color: black;">宣传</span>学文案</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;">例：</span></strong><span style="color: black;">淘宝、百度、360农村墙体<span style="color: black;">宣传</span>词</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;">例：</span></strong><span style="color: black;">一众汽车农村墙体<span style="color: black;">宣传</span>词</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;">例：</span></strong><span style="color: black;">整形医院的<span style="color: black;">宣传</span>词</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;">3、</span>具象化</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.抽象化VS具象化</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;">例：</span></strong><span style="color: black;">方文山的素颜韵脚诗赏析</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.具象化文案写作的两步法</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;">例：</span></strong><span style="color: black;">周杰伦的音乐歌词写作<span style="color: black;">办法</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;">例：</span></strong><span style="color: black;">滴滴出行的<span style="color: black;">宣传</span>文案</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;">例：</span></strong><span style="color: black;">洗洁精的<span style="color: black;">宣传</span>文案</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;">4、</span>场景化</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;">例：</span></strong><span style="color: black;">乞丐乞讨文案</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;">例：</span></strong><span style="color: black;"><span style="color: black;">守护</span>象牙公益<span style="color: black;">宣传</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;">例：</span></strong><span style="color: black;">支付宝十年账单的文案</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;">第五讲：耍花腔——文案语言要有小花招</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;"><span style="color: black;">1、</span>好的文案语言的标准</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.从<span style="color: black;">繁杂</span>到简单</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.从抽象到<span style="color: black;">详细</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.从枯燥到生动</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;">2、</span>趣味性</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.动漫海报的幽默感</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;">例：</span></strong><span style="color: black;">紫牛君愚人节海报</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;">例：</span></strong><span style="color: black;">苏宁易购海报</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;">例：</span></strong><span style="color: black;">爱思黛的<span style="color: black;">宣传</span>海报</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.幽默语言的魅力</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;">例：</span></strong><span style="color: black;">杜蕾斯的<span style="color: black;">宣传</span>魅力</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;">例：</span></strong><span style="color: black;">小米手机的藏头<span style="color: black;">宣传</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;">3、</span>反常规</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.<span style="color: black;">经过</span>与<span style="color: black;">公众</span>观点向左来<span style="color: black;">明显</span>反常规的品牌调性</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;">例：</span></strong><span style="color: black;">知乎的<span style="color: black;">宣传</span>文案</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;">例：</span></strong><span style="color: black;">散打培训班的<span style="color: black;">宣传</span>文案</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;">例：</span></strong><span style="color: black;">紫牛君的文案</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.<span style="color: black;">经过</span>在文字中展示正反对比呈现一种<span style="color: black;">恰当</span>的违和感</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;">例：</span></strong><span style="color: black;">麦肯的招聘<span style="color: black;">宣传</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;">例：</span></strong><span style="color: black;">病毒式传播的六大法则</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;">4、</span>互动性</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;">例：</span></strong><span style="color: black;">宴兰亭的答题法</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;">尾声：</span></strong><span style="color: black;">文案达人是<span style="color: black;">怎样</span>炼成的，唯有<span style="color: black;">持续</span>的练习</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;">办法</span>：</span></strong><span style="color: black;">联想法——“一个圈”你会想到什么？</span></p>

nqkk58 发表于 2024-10-24 11:57:18

认真阅读了楼主的帖子，非常有益。

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