可能是最全的文案6大类型，瞧瞧你善于哪方面？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然都是写文案，<span style="color: black;">然则</span>文案<span style="color: black;">亦</span>各有<span style="color: black;">区别</span>：标题党文案、深入型文案、<span style="color: black;">制品</span>型文案、总结式文案、TVC文案、情感型文案。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9BhHYW6Gig6ES~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=QoLTnJBVXjkGvezuX5X2c47xP%2BQ%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大众</span>好，我是Tammy~说起自己，从大学实习就<span style="color: black;">起始</span>写文案，到<span style="color: black;">此刻</span>有3年多的时间了。很感谢「文案」这份工作开启我的职业生涯，并且到<span style="color: black;">此刻</span>我<span style="color: black;">亦</span>还爱着它。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然都是写文案，但类型大有<span style="color: black;">区别</span>，于是用并不算丰厚的经验，归纳了6大文案类型，分别是：<strong style="color: blue;">标题党文案、深入型文案、<span style="color: black;">制品</span>型文案、总结式文案、TVC文案、情感型文案。</strong><span style="color: black;">瞧瞧</span>你是<span style="color: black;">善于</span>哪方面吧~</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">PART 1</h2><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7lub2aQrVBt~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=Brc7kxjPnVTo7pnBzeAbBzgaoRQ%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“一句话”是文案逃不掉的必修课，<span style="color: black;">需求</span>“切中要害”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">常以标题党、<span style="color: black;">举荐</span>语的形式<span style="color: black;">显现</span>，10-20字，短小精悍，不在乎<span style="color: black;">规律</span>，但<span style="color: black;">注重</span>吸睛。</strong>关于怎么做标题党，网上有不少介绍了：<span style="color: black;">导致</span>围观、带动<span style="color: black;">心情</span>、有戏剧反转、满足伸手党福利、发布惊天大<span style="color: black;">信息</span>等等都是夺眼球的方式……</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7luqGNAmcp8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=Pbo%2BARMd%2BBa89pDAK1Cit2%2B9J6c%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">同期</span>一句话文案<span style="color: black;">亦</span><span style="color: black;">爱好</span><strong style="color: blue;">往“走心”的方向玩：段子手的开心、丧文化的扎心、友情亲情爱情的暖心……</strong>是<span style="color: black;">商场</span>品牌主们爱玩的<span style="color: black;">招数</span>，<span style="color: black;">能够</span>结合歌词场景等文学作品。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7lv42B7eTTc~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=i5IOjz%2F3ljOreUmsyEZKd2McwJg%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7mPxF47QUE3~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=UbkockDufrsSIaadElgp9mDm56E%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7mQK4TAssHx~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=Q1BLbPK4ZBCM4OG0wKBjB4Lv6VE%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关于一句话文案，我平时会<strong style="color: blue;">把一个主题拆成多个<span style="color: black;">方向</span>来看和思考。<span style="color: black;">而后</span>去全网搜<span style="color: black;">关联</span>的流行词，</strong>一通记下来，最后<span style="color: black;">摆列</span>组合。<span style="color: black;">同期</span><span style="color: black;">亦</span><span style="color: black;">创立</span>了热门词汇的<span style="color: black;">名单</span>，<span style="color: black;">倘若</span>这次用不着，留着下次<span style="color: black;">能够</span>用。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">PART 2</h2><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7mQY7nQpr1A~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=7u2fgPzrrP8vYgvXoCJhtIwf%2Fks%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">深入型文案<span style="color: black;">平常</span>于<strong style="color: blue;"><span style="color: black;">资讯</span><span style="color: black;">媒介</span></strong>，如：南都周刊、凤凰网、36氪等，<span style="color: black;">需求</span><strong style="color: blue;"><span style="color: black;">描述</span>客观事实、<span style="color: black;">供给</span>全面的资料信息、能概括总结。</strong></p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7mQuGPzOnsB~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=qd9S8IFpHLBfvrggSlkRtleAFhs%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这类文案<span style="color: black;">亦</span>是企业<strong style="color: blue;">发<span style="color: black;">资讯</span>通稿、写品牌公关</strong>的<span style="color: black;">必须</span>，<span style="color: black;">需求</span>专业严谨，<strong style="color: blue;">在合适的场合说合适的话。</strong>（看起来是别人写的，但其实都是自己写的拿去发~）</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7mRE3g963Jf~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=4l8r048776wmemJ7ZEQsLztImI0%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">平常</span>于<span style="color: black;">名人</span>/事件专访，要有<span style="color: black;">必定</span><strong style="color: blue;">洞察力，把别人看不到不<span style="color: black;">晓得</span>的<span style="color: black;">地区</span>挖掘出来</strong>，打磨提炼使之有<span style="color: black;">道理</span>。（<span style="color: black;">例如</span>GAI的这篇，<span style="color: black;">倘若</span>写<span style="color: black;">欠好</span>，就容易把GAI变成小混混。）</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7nbl5PPOgWX~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=LVn9jlzCZt55MueZddAnZHl8yTk%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这类文案<span style="color: black;">一般</span>上千字，<span style="color: black;">必须</span><strong style="color: blue;">成熟的文字撰写能力</strong>，<span style="color: black;">倘若</span>作文满分是100分，起码要得80分吧。得通顺、有条理、有<span style="color: black;">规律</span>、还要有故事性，让人愿意读下去。（其实还蛮挑战人的，但我很<span style="color: black;">爱好</span>XD）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">前期要<span style="color: black;">海量</span>的调研和资料搜集，</strong>把一个人或品牌的生平履历背景资料<span style="color: black;">乃至</span>第三方<span style="color: black;">评估</span><span style="color: black;">所有</span>找到。找不到有疑问的，更要去问到答案。<strong style="color: blue;">做完这些，差不多都能写完一篇稿件，下笔有神了。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>有机会亲自采访，除了拟好采访提纲，更要<strong style="color: blue;">预想追问话术，往<span style="color: black;">那些</span>方面延伸提问，才会符合稿件主题。</strong>结束后要整理复盘，割舍<span style="color: black;">有些</span>无用的信息。</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;">危险</span>公关、重大声明</strong>基本都会由老板、老大亲自盯着写。但文案要多去<span style="color: black;">认识</span>关注一下写作手法，以防万一。（<span style="color: black;">广泛</span>画风都很严肃，以及最好盖个章）这类事件事发<span style="color: black;">忽然</span>，<span style="color: black;">倘若</span>你提前准备过，在半小时内就写好交稿，你的领导<span style="color: black;">必定</span>对你好感指数UPUP~~</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7ncE8wr3fYD~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=W6zE3nlEGALiXQoMrFZhK%2B9z6xI%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">吐个槽~范冰冰的致歉就很稚嫩，<span style="color: black;">倘若</span>是她<span style="color: black;">自己</span>或经纪人<span style="color: black;">不该</span>该是这种水平，<span style="color: black;">因此</span><span style="color: black;">亦</span><span style="color: black;">成为了</span>笑话案例。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7ncV6AL61nV~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=y4nGct59AiB%2BbFzdQA%2FEE1cv6n4%3D" style="width: 50%; margin-bottom: 20px;">
<h2 style="color: black; text-align: left; margin-bottom: 10px;">PATR3</h2><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7ncm15HjrrZ~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=RViADvzgUeBValoG1iDeeRZeLXI%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这类文案<span style="color: black;">通常</span>以<strong style="color: blue;">长图文</strong>的形式，出<span style="color: black;">此刻</span><strong style="color: blue;">电商</strong>等让你掏钱的<span style="color: black;">行业</span>，我觉得能发挥的空间很少，但又很考验人。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7nd2D8DPKRo~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=kv61OzZnvQtohxARyBnjnwLxDnA%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>，<span style="color: black;">制品</span>不<span style="color: black;">是由于</span>文案<span style="color: black;">开发</span>的，文案<span style="color: black;">必须</span>从一大堆Word、PPT、Excel、会议报告等别的工作资料中，<strong style="color: blue;">找亮点。</strong>有的不可谓算亮点，文案要把它吹得天花乱坠<span style="color: black;">特别有</span>用。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7oMY897MXHb~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=7shTnAYxsuuWLOZrJLY2kKjLwz8%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而后</span>，这类文案的<strong style="color: blue;">字<span style="color: black;">不可</span><span style="color: black;">尤其</span>多。</strong><span style="color: black;">不可</span>像软文那样，前面自由发挥一大段狗血的经历来引入<span style="color: black;">制品</span>。只能<strong style="color: blue;">提炼总结</strong>，用精简洋气<span style="color: black;">或</span>接地气的词语句子，来介绍<span style="color: black;">制品</span>的<span style="color: black;">特殊</span>。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7oN3I8Z2doR~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=e5rbhKA%2FfU8HrlTaKnGS1AyUK80%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">并且还<strong style="color: blue;"><span style="color: black;">不可</span>挖坑，得要有证据。</strong>你想有逼格，写什么“来自于澳大利亚的谷饲安格斯牛肉。”但这货是从隔壁菜市场买的，就只能换个写法。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7oNL60209LM~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=pvK0HCBUd%2FYKoItr9oJ8T%2FxuRAY%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>文案<span style="color: black;">必须</span><strong style="color: blue;">对行业<span style="color: black;">熟练</span>。</strong>假如你是做餐饮的，你要对食材产地、营养学等有<span style="color: black;">科研</span>；假如你是做科技的，不要写了半天OLED或骁龙处理器，结果连这项技术是什么都不<span style="color: black;">晓得</span>…</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7oNeHlOQCQK~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=K4Zi%2FTIseLBwu89bP57LmOuii0c%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">同期</span>文案还要会写<strong style="color: blue;">促销</strong>的66种<span style="color: black;">区别</span>语言，会计算9*9=81种<span style="color: black;">区别</span>的<strong style="color: blue;">购买优惠活动</strong>，还<span style="color: black;">想要</span>到<strong style="color: blue;">售后客服</strong>……只要你在大脑词典存储上了上千条行业词汇之后，就能够信手拈来了。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7oO08rp8L0v~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=30I0sRdWea6WrYXhn%2BoVjhWss0w%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span>在网上有<strong style="color: blue;"><span style="color: black;">海量</span>同质化模板</strong>，最简单的方式是多搜集模仿，依葫芦画瓢。<span style="color: black;">倘若</span>对<span style="color: black;">名人</span>、<span style="color: black;">制品</span>、行业有自己的洞察和理解，能够游刃有余<span style="color: black;">便是</span>大神级<span style="color: black;">名人</span>啦。</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;">制品</span>文案是必需品，<span style="color: black;">然则</span>是必要非充分<span style="color: black;">要求</span>~</strong>货物卖好<span style="color: black;">欠好</span>，<span style="color: black;">不可</span>全怪罪于<span style="color: black;">制品</span>文案写得好<span style="color: black;">欠好</span>。单靠<span style="color: black;">制品</span>文案（长图文）这类短小概括的内容，很难有<span style="color: black;">那样</span>强的带货能力——<strong style="color: blue;"><span style="color: black;">常常</span>还<span style="color: black;">必须</span><span style="color: black;">伴同</span>发布会、UGC/PGC内容生产、名人<span style="color: black;">举荐</span>、软文、营销推广资源等多种形式，<span style="color: black;">才可</span>把货卖起来。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">PS：在电商上的“商品名<span style="color: black;">叫作</span>”基本<span style="color: black;">无</span>文案润色包装，覆盖到<span style="color: black;">关联</span>搜索词汇才是重点，这类工作<span style="color: black;">亦</span><span style="color: black;">一般</span>由运营来做。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7pKGH7Q3GJw~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=lHNLUr2ilDV9UXNki%2FN2mJ1GzgM%3D" style="width: 50%; margin-bottom: 20px;">
<h2 style="color: black; text-align: left; margin-bottom: 10px;">PART 4</h2><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7pKZGP6U4Mq~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=41Ygi%2ByZltrIJHbTywWf69vVing%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这类文案<span style="color: black;">通常</span>出<span style="color: black;">此刻</span>：周年庆、年会、节日活动、颁奖典礼、工作总结、收官战报、主持人发言稿、领导发言稿等<strong style="color: blue;">重大有仪式感的场合中。</strong><span style="color: black;">需求</span><span style="color: black;">高挑</span>上，<span style="color: black;">或</span>接地气亲民。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关于<strong style="color: blue;">项目总结</strong>，<span style="color: black;">能够</span>多<span style="color: black;">瞧瞧</span>热播剧、热播电影的收官战报，看<span style="color: black;">她们</span>是从<span style="color: black;">那些</span>维度来衡量该<span style="color: black;">周期</span>的工作的。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7pKsFUfdW1W~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=PXDVu5QES5CF3iiIFxNkyzWXnGI%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7pLKIbFw9gL~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=0m6ywYGtwXsqUH9JYXLi5C1ZBn4%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关于<strong style="color: blue;">节日活动庆典</strong>，<span style="color: black;">能够</span>从央视、芒果台等卫视的大型晚会节目中<span style="color: black;">瞧瞧</span>主持稿开场白~</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7pLj8sZjeCE~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=xIs2eX5rjuhscqr5BVVHQ2pkPvw%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>是<strong style="color: blue;">企业周年庆、年会</strong>的话，<span style="color: black;">能够</span><span style="color: black;">瞧瞧</span>类似于阿里巴巴等比较知名高调的企业，<span style="color: black;">她们</span>的领导发言是<span style="color: black;">怎么样</span>的思路结构（多亏有直播）</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7qeeEwCUEbn~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=f7d5Ns7LyjV5wgCE3U3C7iIr6%2Bg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关于<strong style="color: blue;">评优颁奖</strong>，<span style="color: black;">能够</span><span style="color: black;">瞧瞧</span>电影、慈善、时尚、感动中国等颁奖典礼，是<span style="color: black;">怎么样</span>写关于这个主题和<span style="color: black;">名人</span>褒奖词的~</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7qex21yPjK5~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=bvBwMw6oKiz045DGME%2FlquTm0Fo%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">反正要写什么<span style="color: black;">能够</span>现找，<span style="color: black;">不外</span>平时<span style="color: black;">亦</span>要<span style="color: black;">重视</span>下<span style="color: black;">累积</span>惹~</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">PART 5</h2><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7qfF2qimHud~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=XdU5Q%2FBmFAmLa8ZuUmv1LNj%2BQjg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重点</span><span style="color: black;">指的是</span>视频<span style="color: black;">宣传</span>文案，15秒-5分钟不等~</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一种是<strong style="color: blue;">极度洗脑</strong>，<strong style="color: blue;">重要的事情说三遍</strong>，像脑白金、恒源祥<span style="color: black;">这般</span>，<span style="color: black;">能够</span><span style="color: black;">根据</span>“一句话文案”的<span style="color: black;">招数</span>来。世界杯<span style="color: black;">时期</span>，有3个品牌的<span style="color: black;">宣传</span>就<span style="color: black;">由于</span>洗脑大“火”：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">旅游之前，先上马蜂窝</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">旅游之前，<span style="color: black;">为何</span>要先上马蜂窝</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">旅游之前，先上马蜂窝</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">——马蜂窝</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7qfVCOiSXkS~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=q7yTgUZJBp9Krhv%2FYBEtvGMq4RA%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你<span style="color: black;">晓得</span>吗？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你真的<span style="color: black;">晓得</span>吗？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你确定你<span style="color: black;">晓得</span>吗？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你真的确定你<span style="color: black;">晓得</span>吗？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">……</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">——知乎</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7qfp6WnrToq~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=6H2JGspSIpTl5FID94F%2FrQZvoPU%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">找工作</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">直接跟</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">老板谈……</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">——BOSS直聘</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7rulFU60ERS~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=FO%2FMMJS1Ahegr1ZHPakkLpcb7VU%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">还有一种偏向于<strong style="color: blue;">讲故事</strong>：<span style="color: black;">必须</span>有脚本、情节、<span style="color: black;">名人</span>台词，<strong style="color: blue;">脑洞大开！</strong>（支付宝花呗的就<span style="color: black;">特别有</span>魔性~）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">还有一种像是<strong style="color: blue;"><span style="color: black;">名人</span>自白，自带情怀</strong>，<span style="color: black;">亦</span><span style="color: black;">必须</span>你有节奏感、故事感、画面感了。（KEEP的这款算是经典了，句句都是精华！）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">TVC文案，基本上每一句都是爆点，每一句都是金句。会排比会押韵，会讲故事<span style="color: black;">或</span>会讲哲理，一个人<span style="color: black;">便是</span>一支军队~<span style="color: black;">而后</span>画龙点睛，最后一句是关键。</strong></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">PART 6</h2><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7rvP3sXBR2H~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=wDJR8fCQt%2BdrqTh%2BBlXVdETqem4%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">任何人都会<span style="color: black;">相关</span>于爱情、亲情、友情的表达，情感是最<span style="color: black;">无</span>门槛，人人都能聊起来的<span style="color: black;">专题</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;">非常多</span>公众号的定位<span style="color: black;">便是</span>写情感；<span style="color: black;">每一个</span><span style="color: black;">媒介</span>平台几乎都有情感的<span style="color: black;">专题</span>专栏；情感<span style="color: black;">亦</span>是众多作词人、作家、编剧发挥的<span style="color: black;">地区</span>。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">能够</span>试着从个人日记写起，但要写好很难。<strong style="color: blue;">虽然是写情感，但写的是：替别人说话和发声。</strong><span style="color: black;">不可</span>自嗨自说自话，要能<span style="color: black;">诱发</span><span style="color: black;">都数</span>人感同身受。哪怕是一篇800多字的<span style="color: black;">文案</span>，每一段都要能说到人心里去，<span style="color: black;">必须</span>很强大的洞察思考、<span style="color: black;">规律</span>思维能力，以及夸大润色的本领。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一个强大的情感类作者，<strong style="color: blue;">要以上帝视角来讲故事~</strong>做得好了，真的就<span style="color: black;">能够</span>靠出书写剧本来<span style="color: black;">挣钱</span>了~</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">1. 文案是无孔不入的</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">小到线下能看到的<strong style="color: blue;">商品包装、户外<span style="color: black;">宣传</span></strong>；大到上网的<strong style="color: blue;">APP网页内容；</strong>以及专业到<strong style="color: blue;">文化产业</strong>的图书、音乐、影视剧等~</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">淘宝女装品牌的快递包装：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7rvj1y40j7y~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=61fkStVU9f5ZUm6e4IWCD1TTtAI%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">新闻</span>、视频、音频门户网站都会有文案运营：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7rw9BYekj2u~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=HQtorJpvUNUHfgBstDBaucWvuII%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">靠以写字谋生的作家、编剧等：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（我稀饭<span style="color: black;">她们</span>的才华 <span style="color: black;">倘若</span>不爱请不要DISS~）</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7rwSFEi2Gdg~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=yOdmfBVyMCknT5VavmLXsKYFZ0I%3D" style="width: 50%; margin-bottom: 20px;">
<h3 style="color: black; text-align: left; margin-bottom: 10px;">2. 并且文案是有影响力的</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一个品牌，可能<span style="color: black;">由于</span>文案大火<span style="color: black;">或</span>被唾骂；一个<span style="color: black;">制品</span>，会<span style="color: black;">由于</span>文案而受欢迎；一个人，<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">由于</span>文案创造难以估量的价值。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">杜蕾斯的文案和被骂的京东美妆文案：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/R9F7steCXCvP7Q~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723540157&x-signature=Zi6V3vTkmi12T7g9hPFCL2MM7j0%3D" style="width: 50%; margin-bottom: 20px;">
<h3 style="color: black; text-align: left; margin-bottom: 10px;">3. 文案的入门门槛很低，但要做好很难</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">必须</span>读<span style="color: black;">非常多</span>书，肚子里有墨水，文学类的，<span style="color: black;">商场</span>洞察的，营销传播的…<span style="color: black;">必须</span>对行业/人性深耕；<span style="color: black;">必须</span>看<span style="color: black;">非常多</span>案例；<span style="color: black;">必须</span>自己练手，写到键盘都坏掉……</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">4. 文案的出路<span style="color: black;">亦</span>很广阔</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">做得专业就纵向发展，投身于文化产业，当个独一无二的作家、编剧、<span style="color: black;">资讯</span>记者<span style="color: black;">媒介</span>人；<span style="color: black;">或</span>横向发展，致力于<span style="color: black;">作为</span>一个<span style="color: black;">机构</span>的CMO、CCO、COO~</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">文案想要输出，<span style="color: black;">必要</span>要有<span style="color: black;">更加多</span>输入。</strong>Stay hungry，Stay foolish，我觉得自己还有很长的路要走~一个强大的文案应该在每一方面都无所畏惧。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文由 @Tammy 原创<span style="color: black;">发布</span>于人人都是<span style="color: black;">制品</span>经理，未经许可，禁止转载。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">题图来自 Unsplash，基于CC0协议。</p>
感谢你的精彩评论，带给我新的思考角度。 楼主的文章深得我心，表示由衷的感谢！
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