l14107cb 发表于 2024-8-9 05:48:37

营销文案怎么写吸引人？怎么快速见效？


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">营销文案是推广工作中非常重要一环，市面上文案方面的薪资都非常的高，毕竟<span style="color: black;">倘若</span>一篇文案的效果<span style="color: black;">欠好</span>，会<span style="color: black;">引起</span>企业花的推广<span style="color: black;">花费</span>打水漂。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">许多文案人明明有着非常好的文案技巧，文字写出来<span style="color: black;">亦</span>很优美，却经常被抱怨文案太垃圾，觉得是这份工作配不上自己的文笔。其实这<span style="color: black;">重点</span>是<span style="color: black;">无</span>清楚营销文案的目的是什么。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">营销文案是和文学<span style="color: black;">行业</span>的文案是很<span style="color: black;">区别</span>的，<span style="color: black;">乃至</span><span style="color: black;">亦</span>区别于品牌文案，<span style="color: black;">原由</span>就在于评判营销文案<span style="color: black;">独一</span>标准<span style="color: black;">便是</span>能否实现营销目的。例如这篇文案的目的是要引流，企业花了10w来推广这篇文案，即使这篇文案的词藻优美，但引流效果<span style="color: black;">不良</span>，这<span style="color: black;">便是</span>一篇比较糟糕的文案。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>营销文案到底应该怎么写呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">0</strong><span style="color: black;"><strong style="color: blue;">1</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">好文案文案不拘泥于形式</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">下面三个文案，哪个好？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.“你懂我的欲言又止，更懂我的言外之意。”是江小白这种文艺风的文案？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.还是“今夜最‘长‘情”<span style="color: black;">这般</span>的暗示性十足的文案，</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.<span style="color: black;">也</span><span style="color: black;">或</span>是“今年过节不收礼，收礼只收脑白金”<span style="color: black;">这般</span>乍眼看上去没什么营养的口水文案？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">上面<span style="color: black;">说到</span>的三个文案都都是非常优秀的文案，为品牌传播，<span style="color: black;">供给</span>了强有力的支持，实现了大规模的传播。<span style="color: black;">因此</span>好的、值钱的营销文案，<span style="color: black;">便是</span><span style="color: black;">能够</span><span style="color: black;">处理</span>问题的文案，能够实现营销目的的文案。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">0</strong><span style="color: black;"><strong style="color: blue;">2</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">文案重点是：<span style="color: black;">制品</span>核心卖点</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你的<span style="color: black;">制品</span><span style="color: black;">必定</span>有<span style="color: black;">非常多</span><span style="color: black;">区别</span>的卖点，它们分别对应了<span style="color: black;">区别</span>的用户，把卖点和用户一一对应<span style="color: black;">才可</span>更好地推广<span style="color: black;">制品</span>。无论是banner、海报、还是其他<span style="color: black;">途径</span>的内容，找准卖点<span style="color: black;">才可</span>一句话打动<span style="color: black;">目的</span>用户。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">找到<span style="color: black;">制品</span>的核心卖点<span style="color: black;">能够</span>从三个方向入手：</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、<span style="color: black;">制品</span>效果</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">问自己3个问题：<span style="color: black;"><span style="color: black;">制品</span>的核心客户是谁？<span style="color: black;">她们</span>购买的本质是什么？心理预期的结果是什么？</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一门营销总监课程，核心客户<span style="color: black;">便是</span>网络营销从业者。<span style="color: black;">她们</span>购买的本质是想<span style="color: black;">提高</span>自己的能力，找到职业突破口，心理预期当然是升职加薪。</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;">因此呢</span>这句卖点就<span style="color: black;">能够</span>是：营销总监管理—月薪3000到月薪3W的营销总监进阶课程。</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;">2、<span style="color: black;">运用</span>场景</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个<span style="color: black;">办法</span>很实用于实体行业的网络营销，例如旅游行业，很容易就<span style="color: black;">能够</span>描述出一个让大<span style="color: black;">都数</span>人心动的场景。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如：策划婚纱摄影行业的活动。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">分析核心客户：新婚夫妇。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">于是<span style="color: black;">咱们</span><span style="color: black;">能够</span>把场景描述的再<span style="color: black;">详细</span><span style="color: black;">有些</span>：拍婚纱送扫地<span style="color: black;">设备</span>人/挂烫机/榨汁机....</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不要简单的打折、降价，而是要真正的分析核心用户<span style="color: black;">必须</span>什么。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这些简单的小家电<span style="color: black;">无</span><span style="color: black;">那样</span>贵，却又是生活中实实在在能用到的东西，最容易打动新婚夫妇。</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、独特需求</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">并不是<span style="color: black;">公众</span>需求，<span style="color: black;">公众</span>需求<span style="color: black;">每一个</span>人都能<span style="color: black;">容易</span>的想到，可是当业绩遇到瓶颈时，去寻找这些小众用户的独特需求才是突破口。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这就<span style="color: black;">需求</span><span style="color: black;">咱们</span>去直面用户，<span style="color: black;">瞧瞧</span>用户的需求点<span style="color: black;">到底</span>在哪，<span style="color: black;">这儿</span>有两点<span style="color: black;">意见</span>：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.多与<span style="color: black;">营销</span>、客服<span style="color: black;">分部</span>沟通，做到信息互通才能相互<span style="color: black;">协同</span>；</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;">隐藏</span>”在用户圈里，从<span style="color: black;">她们</span><span style="color: black;">平常</span>聊天中找切入点，<span style="color: black;">这般</span><span style="color: black;">才可</span>在市场上杀出重围。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">0</strong><span style="color: black;"><strong style="color: blue;">3</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">切忌产出“自嗨”式营销文案</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">创作者沉浸在自己的小世界，用“自己的语言”而不是“用户的语言”来呈现<span style="color: black;">制品</span>或服务，结果读者永远get不到点。</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;">便是</span>，从自己的<span style="color: black;">方向</span>出发，没经任何调查或<span style="color: black;">科研</span>，把脑补的卖点、诉求当成用户真正的需求。</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;">详细</span>表现如：</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">正常型——“用户认为这个功能ta们最感兴趣的”</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自嗨式——“我认为这个功能用户最感兴趣”。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">说白了，<span style="color: black;">便是</span>在替消费者做决定，</span><span style="color: black;">决定TA们应该<span style="color: black;">爱好</span>什么样的<span style="color: black;">制品</span>、<span style="color: black;">必须</span>什么样的功能、接受什么样的信息......到最后，你不<span style="color: black;">运用</span>我的<span style="color: black;">制品</span>是你自己的问题。</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;"><span style="color: black;"><span style="color: black;">咱们</span>应该时刻提醒自己，<span style="color: black;">看清</span>自嗨的症状，别轻易踏入自嗨的坑，<span style="color: black;">这儿</span>有<span style="color: black;">有些</span>小小的<span style="color: black;">意见</span>：</span></strong></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;"><span style="color: black;">1）<span style="color: black;">能够</span><span style="color: black;">运用</span>数据、举例的方式，让文案变得真实可感，令人信服；</span></strong></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;"><span style="color: black;">2）少用形容词和副词，多用动词，避免<span style="color: black;">运用</span>华而不实的词语堆砌造句；</span></strong></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;"><span style="color: black;">3）<span style="color: black;">尽可能</span><span style="color: black;">运用</span>简单的词汇，避免<span style="color: black;">运用</span>生僻字词、专业术语、非流行的新造词等；</span></strong></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;"><span style="color: black;">4）多<span style="color: black;">运用</span>人<span style="color: black;">叫作</span>代词“我、<span style="color: black;">咱们</span>；你、你们”，站在用户的立场说用户的语言，制造强大的代入感；</span></strong></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;"><span style="color: black;">5）<span style="color: black;">经过</span>调查问卷、社交互动、打<span style="color: black;">tel</span>、面对面交流、小范围实验等方式获取消费者的真实需求，再<span style="color: black;">经过</span>资料阅读、实地考察等方式挖掘<span style="color: black;">制品</span>利益点，为文案<span style="color: black;">供给</span>依据，避免自说自话。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">0</strong><span style="color: black;"><strong style="color: blue;">4</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">文案传播了才有效果</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">内容是<span style="color: black;">基本</span>，有了文案，<span style="color: black;">必须</span>发出去被<span style="color: black;">目的</span>用户看到才有效果。介绍两种<span style="color: black;">平常</span><span style="color: black;">有效</span>的推广<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;">1.矩阵推广</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">矩阵推广是效果最好的推广方式，能快速见效。</span><span style="color: black;">将想要发布的主题<span style="color: black;">能够</span>发布在多个平台，<span style="color: black;">包含</span>两微一抖，小红书，B站，知乎，头条等。</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.官方推广</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">官方自己的文案人员写的内容，<span style="color: black;">能够</span>用官方帐号发布，<span style="color: black;">做为</span>品牌形象宣传。<span style="color: black;">这儿</span>的文案就要<span style="color: black;">移植</span><span style="color: black;">有些</span>品牌文案的技巧，将品牌的调性在文案中凸显出来。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最后，</span><span style="color: black;">好的营销文案<span style="color: black;">无</span>形式上的标准，简单<span style="color: black;">来讲</span>，能否实现营销目的<span style="color: black;">便是</span>评判营销文案<span style="color: black;">独一</span>标准。</span></p>
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Myramillan 发表于 2024-8-23 05:09:38

期待你更多的精彩评论，一起交流学习。

sinowatcher 发表于 2024-9-7 15:18:19

论坛的成果是显著的，但我们不能因为成绩而沾沾自喜。

流星的美 发表于 2024-9-8 16:04:13

回顾历史，我们不难发现：无数先辈用鲜血和生命铺就了中华民族复兴的康庄大道。

nykek5i 发表于 2024-10-3 10:21:48

你的话语如春风拂面，让我感到无比温暖。

nqkk58 发表于 1 小时前

交流如星光璀璨，点亮思想夜空。
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