ikkhksvu 发表于 2024-8-8 21:49:24

干货！宣传文案的入门（一）


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/7MHjqQghVCrcaMf9T7X8zxtymEvqHgDicsSzamek7cTnRfpeDhJkYcf0qfDPcjBejATXFyicytlmQhCcfP4G8gxg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;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;">第1</span>次写干货类<span style="color: black;">文案</span>，从这篇<span style="color: black;">文案</span><span style="color: black;">起始</span>，后面会不<span style="color: black;">按时</span><span style="color: black;">持续</span>再出三篇关于<span style="color: black;">宣传</span>文案的<span style="color: black;">文案</span>，一共四篇<span style="color: black;">文案</span>讲清楚<span style="color: black;">怎样</span>从文案小白到文案大神。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">市面上有<span style="color: black;">非常多</span>关于文案的书籍，<span style="color: black;">通常</span>书名<span style="color: black;">便是</span>“<span style="color: black;">30</span>天<span style="color: black;">怎样</span><span style="color: black;">作为</span>顶尖文案”这类。三四年前我就看了<span style="color: black;">有些</span>关于文案的书籍，其中不乏市面上很畅销的书，<span style="color: black;">然则</span><span style="color: black;">实质</span>看下来其实发展收获很小，<span style="color: black;">短期</span>内可能对文案的创作<span style="color: black;">过程</span>有<span style="color: black;">帮忙</span>，<span style="color: black;">然则</span><span style="color: black;">针对</span>写出一个好文案，基本没什么卵用。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">后来自己接触了<span style="color: black;">更加多</span>的关于文案的<span style="color: black;">新闻</span>，<span style="color: black;">包含</span>最早关注了“小马宋”、“文案圈”、“李叫兽”“<span style="color: black;">宣传</span>文案”等等这一批公号，随着新<span style="color: black;">媒介</span>下的文案人提出的<span style="color: black;">有些</span>关于文案的见解，加上自己对专业知识的系统梳理，<span style="color: black;">逐步</span>对文案理解加深。加上自己的实操案例，慢慢就对文案得心应手了。<span style="color: black;">能够</span>说探到了文案的天花板。</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;">通常</span>业界把文案分为<span style="color: black;">机构</span>撰文、<span style="color: black;">宣传</span>文案、<span style="color: black;">媒介</span>编辑等等，<span style="color: black;">重点</span>是几个大块以文字来谋生的职业。</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>先要说明，我<span style="color: black;">重点</span>的讲的<span style="color: black;">便是</span><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;"><span style="color: black;">首要</span>，<span style="color: black;">为何</span>市面上<span style="color: black;">非常多</span>关于文案的书籍并<span style="color: black;">无</span>什么用？在我看了这些书之后我<span style="color: black;">发掘</span>，这些书籍都是在讲述经典文案大神的创作<span style="color: black;">办法</span>，并且是叙事的方式来讲文案大神，<span style="color: black;">而后</span><span style="color: black;">陈列</span>一排排<span style="color: black;">办法</span>论，这些<span style="color: black;">办法</span>论<span style="color: black;">重点</span>是说文案大神是<span style="color: black;">怎样</span>写出好文案的，<span style="color: black;">例如</span><span style="color: black;">她们</span>的写作环境，<span style="color: black;">她们</span>的写过文案之后会进行<span style="color: black;">持续</span>的删减这类。</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>了，这<span style="color: black;">便是</span><span style="color: black;">有些</span>书籍的低劣的<span style="color: black;">原由</span>，<span style="color: black;">由于</span><span style="color: black;">倘若</span>是讲文案的书籍，<span style="color: black;">那样</span>最<span style="color: black;">重点</span>的应该是给一条好文案的判断标准，这很重要。一本书<span style="color: black;">无</span>说清楚什么样的文案是好文案，为什么那一条文案是好文案，<span style="color: black;">那样</span>这本讲文案的书到底是在讲什么？</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>，本文和后面会推出的<span style="color: black;">文案</span>，最<span style="color: black;">基本</span>的是会给出一个好文案的判断标准。<span style="color: black;">仅有</span>自己清楚什么是好文案，才会写出好文案，<span style="color: black;">否则</span>都是瞎掰。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我把文案要经过的<span style="color: black;">周期</span>分为四个<span style="color: black;">周期</span>，<span style="color: black;">第1</span><span style="color: black;">周期</span><span style="color: black;">便是</span>文艺青年的入门文案；第二<span style="color: black;">周期</span><span style="color: black;">便是</span>传统<span style="color: black;">商场</span>文案的假大空；第三<span style="color: black;">周期</span><span style="color: black;">便是</span>李叫兽的XY文案；第四<span style="color: black;">周期</span><span style="color: black;">便是</span>有策略，有包装，会传播的好文案。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">▎文案的<span style="color: black;">前门</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;">首要</span>讲一个本质问题，相信<span style="color: black;">非常多</span>文案人可能都<span style="color: black;">无</span>仔细想过的问题。<span style="color: black;">宣传</span>文案是拿来干嘛的？</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 style="color: black;">通常</span>人可能会回答，<span style="color: black;">宣传</span>文案当然是拿来打<span style="color: black;">宣传</span>的，<span style="color: black;">或</span>干脆<span style="color: black;">便是</span>创造<span style="color: black;">宣传</span>创意的。</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;">错！</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>文案的本质<span style="color: black;">便是</span>浓缩信息，把事情说清楚，降低消费者<span style="color: black;">选取</span>成本和<span style="color: black;">重视</span>力成本。</span></strong><span style="color: black;"><span style="color: black;">由于</span>市场上的品牌众多，<span style="color: black;">制品</span>同质化，信息大爆炸，消费者<span style="color: black;">针对</span><span style="color: black;">选取</span>一件<span style="color: black;">制品</span>很难，如此众多的品牌该选哪个？</span></span><span style="color: black;"><span style="color: black;">此时</span>候就<span style="color: black;">必须</span><span style="color: black;">宣传</span>，<span style="color: black;">必须</span><span style="color: black;">宣传</span>文案，<span style="color: black;">必须</span><span style="color: black;">宣传</span>文案来浓缩品牌关键信息，把这句话告诉消费者，来降低消费者<span style="color: black;">选取</span>成本和<span style="color: black;">重视</span>力成本，<span style="color: black;">从而</span><span style="color: black;">选取</span><span style="color: black;">制品</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;">这才是<span style="color: black;">宣传</span>文案的本质。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再强调一遍，<span style="color: black;">宣传</span>文案的本质是浓缩信息来降低消费者<span style="color: black;">选取</span>成本。<span style="color: black;">便是</span>为了让消费者更方便的<span style="color: black;">选取</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">任何事物的学习<span style="color: black;">仅有</span>弄清了本质，才会弄懂。<span style="color: black;">因此</span>在清楚了<span style="color: black;">宣传</span>文案的本质之后，<span style="color: black;">咱们</span>就算打开了文案的<span style="color: black;">前门</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;">第1</span><span style="color: black;">周期</span>，才入门文艺青年的文案</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">曾经有一段时间我觉得，如今这个社会不太<span style="color: black;">必须</span>文艺青年，虽然<span style="color: black;">非常多</span>人满怀一腔情怀，<span style="color: black;">然则</span>现实真的叫残酷，其中绝大一部分文艺青年<span style="color: black;">便是</span>以文案的这个职业存活的，<span style="color: black;">她们</span>虽然对文字饱含热情，<span style="color: black;">然则</span>以文案的身份实践着文艺梦。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这可能<span style="color: black;">便是</span><span style="color: black;">非常多</span>文案的入门<span style="color: black;">情况</span>，有些人<span style="color: black;">乃至</span>几年都转换<span style="color: black;">不外</span>来，<span style="color: black;">因此</span>我说文案的<span style="color: black;">第1</span><span style="color: black;">周期</span><span style="color: black;">便是</span>文艺青年刚踏入文案的<span style="color: black;">前门</span>，<span style="color: black;">然则</span>心还在门外高高挂起。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在这一<span style="color: black;">周期</span>写出的文案<span style="color: black;">大都是</span>什么样呢？</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;">爱好</span>有情怀的长文案，<span style="color: black;">爱好</span><span style="color: black;">经过</span>说一大堆故事最后来点明品牌，<span style="color: black;">爱好</span>讲故事的<span style="color: black;">宣传</span>，<span style="color: black;">爱好</span>一个视频放了很久最后亮出一个品牌logo的<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;"><span style="color: black;">例如</span>说：</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_png/7MHjqQghVCrcaMf9T7X8zxtymEvqHgDicAyQVhdJocfjsu5N0ib9pia14KRpz1JwhmJErV9coMlahPuzG006ICXTg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;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;"><img src="http://mmbiz.qpic.cn/mmbiz_png/7MHjqQghVCrcaMf9T7X8zxtymEvqHgDiciaLZibg72ckHCBEMZyG5icqeMPVFn3YlAfibZIoHY11yWkfg8prCGx1WQw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;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;">这儿</span>只是随便举了几个两个例子，我说文案的本质是降低<span style="color: black;">经过</span>浓缩信息来降低消费者<span style="color: black;">选取</span>成本和<span style="color: black;">重视</span>力成本，而这些文案反而是在<span style="color: black;">增多</span>消费者<span style="color: black;">选取</span>成本。在这个本来传播如此之难，深陷<span style="color: black;">一起</span>体<span style="color: black;">危险</span>的社会，你还在<span style="color: black;">增多</span>传播门槛。这把出发点就搞错了，这<span style="color: black;">便是</span>因为自己的<span style="color: black;">爱好</span>而做错了事。</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;">然则</span>有人又要说<span style="color: black;">非常多</span>经典文案<span style="color: black;">便是</span>长文案，请<span style="color: black;">重视</span>，经典文案是什么时代，而<span style="color: black;">此刻</span>是什么时代。经典文案是商品稀缺时代，那个时代是厂家生产什么消费者就买什么，<span style="color: black;">此刻</span><span style="color: black;">区别</span>了，一个品类有<span style="color: black;">非常多</span>品牌，<span style="color: black;">制品</span>同质化<span style="color: black;">尤其</span>严重。那个时代的信息远不及<span style="color: black;">此刻</span>多，人们能接受长文，人们看的是报纸，读的是杂志，<span style="color: black;">因此</span>写一篇有感情的长文案，<span style="color: black;">非常多</span>人会去阅读；<span style="color: black;">此刻</span>呢，是碎片时代，信息碎片。写一大堆自己苦思冥想的创意文案，完了，人们<span style="color: black;">基本</span>不看。自己搭起来的门槛，直接将消费者拒之门外，本来文案搭建了一个故事场景，<span style="color: black;">特别有</span>新意，说了<span style="color: black;">制品</span>的卖点，说了核心定位，说了品牌的情怀等等，但关键是消费者<span style="color: black;">基本</span>不会去阅读。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这可能<span style="color: black;">便是</span><span style="color: black;">非常多</span>才入门的文案很难接受的一个事实，但凭借着自己的不死心，仍然在<span style="color: black;">保持</span>，与时代抗衡是为了维持自己的初心，<span style="color: black;">然则</span>请记住<span style="color: black;">宣传</span>文案是<span style="color: black;">商场</span>产物，不是你的<span style="color: black;">拜托</span>所。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我把仍然还在写一大堆煽情的文字，并且<span style="color: black;">爱好</span><span style="color: black;">经过</span>一大段文字，最后点明品牌的文案<span style="color: black;">叫作</span>为文案小白，<span style="color: black;">她们</span>是才入门的文案人，<span style="color: black;">爱好</span>文案的调性和氛围，<span style="color: black;">爱好</span><span style="color: black;">经过</span>绕一大圈的创意来写<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;">但，这不是<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;"><span style="color: black;">倘若</span>你还在写这类文案，早点转行吧，你连门都没摸着。</span></p>




4zhvml8 发表于 2024-11-9 07:46:37

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m5k1umn 发表于 昨天 22:18

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