lbk60ox 发表于 2024-8-9 05:24:00

制品卖点文案，要学会说“人话”


    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-axegupay5k/f0c45024a6c34f529ba9b4cbad127a36~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723543312&amp;x-signature=t605%2FjhvJfun4UW%2FW%2B8rXyqglrQ%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;">**你有<span style="color: black;">无</span><span style="color: black;">这般</span>的经历？**在<span style="color: black;">伴侣</span>圈<span style="color: black;">或</span>某个购物平台，看到一篇<span style="color: black;">制品</span>推广文案，满屏的专业术语、夸大其词的宣传，让人一眼望去就心生厌烦，<span style="color: black;">乃至</span>有种被“忽悠”的感觉？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我有过，<span style="color: black;">况且</span>不止一次。每次遇到这种<span style="color: black;">状况</span>，我都会想，<span style="color: black;">倘若</span>这文案能说得更“人话”<span style="color: black;">有些</span>，是不是就能更吸引人了呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">**记得有次和一位老<span style="color: black;">伴侣</span>聚会，**他刚转行做了<span style="color: black;">营销</span>员，兴奋地给我展示<span style="color: black;">她们</span>新<span style="color: black;">制品</span>的宣传文案。我一看，哎呀，那文案写得跟学术论文似的，专业名词一堆堆，看得我头都大了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我就问他：“你这文案是给谁看的？客户能看懂吗？”他愣了一下，<span style="color: black;">而后</span>笑了：“是啊，我<span style="color: black;">光临</span>着把<span style="color: black;">制品</span>的所有优点都写出来了，却忘了最重要的——让人看懂。”</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/39cc41b762024e4f8c0b5054884acf07~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723543312&amp;x-signature=qSk8JZcqgSa6ZxMF%2BA6RvHZApNI%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">这其实反映了<span style="color: black;">咱们</span><span style="color: black;">非常多</span><span style="color: black;">营销</span>人员在写<span style="color: black;">制品</span>卖点文案时的一个通病</span></strong><span style="color: black;">：过于追求专业、全面，却<span style="color: black;">忽略</span>了文案的通俗性和可读性。</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;">咱们</span>总以为，把<span style="color: black;">制品</span>的所有功能、所有优点都一股脑儿地写出来，就能打动客户。但其实，客户最想要的，是一个简单、明了、能打动<span style="color: black;">她们</span>的理由。</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;">因此</span>，我想说一个深入的观点：<span style="color: black;">制品</span>卖点文案，要学会说“人话”。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">**什么是“人话”？**<span style="color: black;">便是</span>简单、明了、易懂的语言，是能让客户一眼就看出<span style="color: black;">制品</span>对<span style="color: black;">她们</span>有什么好处的语言。</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;">咱们</span>写文案的时候，不要总想着去堆砌专业术语，去炫耀<span style="color: black;">制品</span>的所有功能，而是<span style="color: black;">想要</span>，客户最关心的是什么？<span style="color: black;">她们</span>最想要的是什么？<span style="color: black;">而后</span>，用最简单、最直接的语言告诉<span style="color: black;">她们</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>，**你卖的是一款保温杯，客户最关心的可能是保温效果。<span style="color: black;">那样</span>，你的文案就<span style="color: black;">能够</span><span style="color: black;">这般</span>写：“早上泡的茶，到了下午还是热的，就像刚泡的<span style="color: black;">同样</span>。这<span style="color: black;">便是</span><span style="color: black;">咱们</span>的保温杯，让你的每一口都像<span style="color: black;">第1</span>口那样温暖。”</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;">这般</span>的文案，简单明了，又能打动人心，比<span style="color: black;">哪些</span>堆砌专业术语的文案要有效得多。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">**再<span style="color: black;">例如</span>，**你卖的是一款护肤品，客户最关心的可能是护肤效果。<span style="color: black;">那样</span>，你的文案就<span style="color: black;">能够</span><span style="color: black;">这般</span>写：“用了这款护肤品，你的皮肤就像喝饱了水<span style="color: black;">同样</span>，嫩滑有光泽。不信？试试看，让你的皮肤告诉你答案。”</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;">这般</span>的文案，既简单又直接，还带有一点小幽默，很容易就能吸引客户的<span style="color: black;">重视</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">**写<span style="color: black;">制品</span>卖点文案的时候，<span style="color: black;">咱们</span>还要记住一点：不要试图去<span style="color: black;">诈骗</span>客户。**</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有些<span style="color: black;">营销</span>人员为了吸引客户，会在文案中夸大<span style="color: black;">制品</span>的效果<span style="color: black;">或</span>隐瞒<span style="color: black;">制品</span>的缺点。<span style="color: black;">这般</span>的做法是非常不可取的。</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;">由于</span>一旦客户<span style="color: black;">发掘</span>你的文案和<span style="color: black;">实质</span><span style="color: black;">制品</span>不符，<span style="color: black;">她们</span>不仅会对你失去信任，还会对你的<span style="color: black;">制品</span>产生反感。</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>，<span style="color: black;">咱们</span>在写文案的时候，<span style="color: black;">必定</span>要实事求是，把<span style="color: black;">制品</span>的真实<span style="color: black;">状况</span>告诉客户。</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;">最后，我想用一位名人的话来结束这篇<span style="color: black;">文案</span>：“真诚是通往人心最短的路径。”——西塞罗</span></strong></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/c5a356f61e144d61a2151fe49e2c3425~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723543312&amp;x-signature=6apbK5Hur2G3VhI0SyWL0f9qYE4%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;"><span style="color: black;">做为</span><span style="color: black;">营销</span>人员，<span style="color: black;">咱们</span>的<span style="color: black;">目的</span><span style="color: black;">不仅</span>是卖出<span style="color: black;">制品</span>，更重要的是赢得客户的信任和满意。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而要做到这一点，<span style="color: black;">咱们</span>就<span style="color: black;">必须</span>学会用“人话”来写<span style="color: black;">制品</span>卖点文案，让客户一眼就能看出<span style="color: black;">咱们</span>的真诚和用心。</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;">仅有</span><span style="color: black;">这般</span>，<span style="color: black;">咱们</span><span style="color: black;">才可</span>在竞争激烈的市场中脱颖而出，<span style="color: black;">作为</span>客户心中的首选。</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>，让<span style="color: black;">咱们</span><span style="color: black;">一块</span><span style="color: black;">奋斗</span>吧！学会说“人话”，让<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>卖点文案更加吸引人、更加打动人心！</span></p>




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4zhvml8 发表于 2024-10-4 00:16:42

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4lqedz 发表于 2024-10-14 02:44:55

楼主的文章非常有意义，提升了我的知识水平。

m5k1umn 发表于 2024-10-20 17:31:35

我们有着相似的经历，你的感受我深有体会。
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