文案是舞蹈，策略是枷锁。
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案与策略，就像是0和1。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有0没1，满地飘零，结果<span style="color: black;">便是</span>0分；有1没0，一无是处，顶多<span style="color: black;">便是</span>1分。</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>0和1合在<span style="color: black;">一块</span>，<span style="color: black;">才可</span>化为成千上万，产生无穷威力。（0和1此处指数字）</span></p><span style="color: black;">01</span>
<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;">什么是策略？</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;">是方向，是枷锁。</span></strong></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">宣传</span>策略：</strong></span><span style="color: black;">◎常用武器：ppt或keynote</span><span style="color: black;">◎输出对象：甲方客户</span><span style="color: black;">◎格式特点：<span style="color: black;">伴同</span><span style="color: black;">海量</span>的推导，而结论<span style="color: black;">常常</span><span style="color: black;">仅有</span>一句话</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">策略的模型千千万，比<span style="color: black;">很强</span>气的如风火创意的 “打通天地人，抓住精气神”：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">天时（市场/政策）、地利（差异化）、人和（<span style="color: black;">目的</span>客群），结合<span style="color: black;">自己</span>优劣、竞品特点、市场环境、客群需求，得出人无我有用户<span style="color: black;">必须</span>的核心诉求。而洞察是这一系列分析推导的<span style="color: black;">基本</span>。</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;">对策略而言，无<span style="color: black;">所说</span>走不走心、动不动人、震不震撼、<span style="color: black;">有没有</span>高度、<span style="color: black;">有没有</span>传播力，它的<span style="color: black;">需求</span><span style="color: black;">便是</span>一个 “正确”。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以前刚入行的时候，老文案总是跟新文案念叨一个 “开窍”，后来才明白<span style="color: black;">所说</span> “开窍” <span style="color: black;">便是</span>懂得文案好坏的<span style="color: black;">第1</span>标准，不是文字的精彩，而是要符合策略，<span style="color: black;">首要</span>要写对，<span style="color: black;">而后</span>才是写好。</span></p><span style="color: black;">02</span>
<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;">什么是文案？</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;">是舞蹈，带着枷锁的舞蹈。</span></strong></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">宣传</span>文案：</strong></span><span style="color: black;">◎常用武器：word和txt</span><span style="color: black;">◎输出对象：目标客群</span><span style="color: black;">◎格式特点：<span style="color: black;">按照</span>策略演绎而成，风格多样，形式不限</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案的任务<span style="color: black;">便是</span>将策略推导出的核心诉求，用更有传播力的文字深入用户心智，去<span style="color: black;">处理</span><span style="color: black;">必须</span><span style="color: black;">处理</span>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;">在策略的框架下，文案结合媒介特点和传播需求，篇幅上可长可短，形式上可大气、可细腻、可走心、可装X。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案的技巧<span style="color: black;">不堪</span>枚举，如比喻、拟人、比拟、类比、箴言、具象化、、细节说话、巧用数字、价值最大化、用事实说话等等。</span></p><span style="color: black;">▼</span>
<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;">倘若</span>文案是0，策略<span style="color: black;">便是</span>1。<span style="color: black;">倘若</span>文案是舞蹈，那策略<span style="color: black;">便是</span>枷锁。<span style="color: black;">倘若</span>文案是跑车，那策略<span style="color: black;">便是</span>高德地图。</span></strong></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>见过太多<span style="color: black;">仅有</span> “1” 的出街文案，平平无奇到视线扫过毫无印象，<span style="color: black;">由于</span>它们被大脑认定为垃圾信息而<span style="color: black;">选取</span>性忽略。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/HHxKKfMxVIp7WCDUvt3mekP07A1Ypzx5NicGsgKjQhicZJ17SUp1cxkwFnicUkTHPAOA7Pcu2SM9k19OjicsEB84Kw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;">当然<span style="color: black;">倘若</span>预算无限，能把一句平平无奇的文案砸出洗脑效果那当然没问题。</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;">不外</span>那就和文案无关了，毕竟在人民币玩家面前，一切规则都不值得一提。</span></p><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/HHxKKfMxVIp7WCDUvt3mekP07A1Ypzx55cRozrlia1XHpMOlqDZMgWX1XFVE6MEtIjBpbyQwzeAtHeeQNwv07MQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;">而<span style="color: black;">哪些</span><span style="color: black;">仅有</span> “0” 的文案，<span style="color: black;">咱们</span>见的就比较少了。<span style="color: black;">由于</span>基本都会被甲方拍死，<span style="color: black;">基本</span><span style="color: black;">无</span>出街的机会。</span><span style="color: black;">▼</span><span style="color: black;">从策略到文案的经典范例：农夫山泉。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">一样</span>是 “人民币玩家”，农夫山泉走了一条和脑白金、加多宝完全<span style="color: black;">区别</span>的路，不仅用钱砸出了销量，更打造出一个真正有价值的品牌。（资料<span style="color: black;">源自</span>：公众号 “空手”）</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/HHxKKfMxVIp7WCDUvt3mekP07A1Ypzx5IxHluSdumUSVOQ7ToJf5tpLWYZxeDUnFeyMUsDPkLDco08ts5crL2w/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;">90年代，瓶装水市场是纯净水的天下，娃哈哈、乐百氏两强争霸，一个换着当红明星在电视上反复念着 “娃哈哈村净水”，一个凭借 “27层净化” 深入人心。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此时养生堂强势杀入，在1996年推出了农夫山泉，采用千岛湖自然水源，从<span style="color: black;">制品</span>层面区隔开两大巨头。<span style="color: black;">宣传</span>策略主打 “天然水” 概念，并在其后20年的营销传播中一以贯之，从感性到理性，从体验到人文。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这20年间，农夫山泉的<span style="color: black;">宣传</span>语换了一个又一个，却始终未曾偏离 “天然水” 这一策略。</span></p><strong style="color: blue;"><span style="color: black;">◎1998：农夫山泉有点甜</span></strong><strong style="color: blue;"><span style="color: black;">◎2007：天然的弱碱性水</span></strong><strong style="color: blue;"><span style="color: black;">◎2008：<span style="color: black;">咱们</span>不生产水，<span style="color: black;">咱们</span>只是大自然的搬运工</span></strong><strong style="color: blue;"><span style="color: black;">◎2015：每一滴水都有它的源头</span></strong><strong style="color: blue;"><span style="color: black;">◎2018：什么样的水源，孕育什么样的生命</span></strong><img src="https://mmbiz.qpic.cn/mmbiz_jpg/HHxKKfMxVIp7WCDUvt3mekP07A1Ypzx5uibRn44dK6RYwib91Zaq8BZ91jaVSNK0iceFSARqoKxykY4c9SLGNFzWw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;"><span style="color: black;">一样</span>是<span style="color: black;">保持</span>一个策略，<span style="color: black;">一样</span>是一年十几亿<span style="color: black;">宣传</span>投入，农夫山泉却未把这个策略直接当文案，<span style="color: black;">例如</span>用一句 “天然水，更健康” 或 “天然好水，喝农夫山泉” 反复洗脑20年。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而是在这一策略下，将文案精心运营，在品牌的<span style="color: black;">区别</span><span style="color: black;">周期</span><span style="color: black;">按照</span>市场、对手、用户需求的变化<span style="color: black;">持续</span>升级，<span style="color: black;">连续</span><span style="color: black;">累积</span>品牌价值，把用户心智这<span style="color: black;">一起</span>拿捏的死死的，在国内3000+瓶装水品牌中，稳居榜首。</span></p><span style="color: black;">▼</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">农夫山泉的<span style="color: black;">宣传</span>策略是从<span style="color: black;">制品</span>设计之初就定下的，但在<span style="color: black;">更加多</span><span style="color: black;">状况</span>下，策略并不是先已有之，而是要基于洞察，<span style="color: black;">经过</span>充分的推导论证得出。</span></p><span style="color: black;">香蜜湖1号的策略：豪宅No.1。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2000年后，深圳房地产迎来<span style="color: black;">第1</span>次爆发，<span style="color: black;">各样</span>豪宅层出不穷，另一面是深圳刚富起来的New Money，正迫切寻求一切身份符号来彰显自己的地位。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当几十万的手表，几百万的豪车，几千万的游艇，都不足以标榜身份，那就只剩下豪宅了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当年的深圳风火在操盘 “香蜜湖1号” 时，正是洞察到了这一需求，提出 “豪宅No.1” 的策略——只要你是No.1，只要你能匹配我的身份，<span style="color: black;">那样</span>价格<span style="color: black;">便是</span>最无关紧要的事了。深圳房价的天花板就<span style="color: black;">这般</span><span style="color: black;">第1</span>次被击穿。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/HHxKKfMxVIp7WCDUvt3mekP07A1Ypzx5LbgJDm94nbo6EFjM5zfnYwvGviaibHVRb2ibrDvyAibNSeR5VM7pq4BvtA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;">当年的<span style="color: black;">各样</span>文案标题，随便贴几个感受一下：</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">此前所享，皆属平常</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">天分</span>大地，不为造就平庸</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">做为</span>筑城的先行者</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">你有义务<span style="color: black;">作为</span>领袖</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">得城市以土地</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">还城市以香蜜湖1号</span></strong></span><span style="color: black;"><strong style="color: blue;">对领袖而言</strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">非常多</span>人的<span style="color: black;">评估</span></strong></span><span style="color: black;"><strong style="color: blue;">只是揣测</strong></span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/1RO0R4DpFhTa3Aibib5UQ4nbQ9EJsuBdbnfjvRzUtZKs7G66VUeQRN4t4dwMGTIVpaccskShTUAhdHQ7TqoOvjog/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" 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;">每一句文案都是在制造区隔，将之塑造为另一个高度的豪宅。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实单纯论<span style="color: black;">制品</span>力，香蜜湖1号并非<span style="color: black;">无</span>对手，但<span style="color: black;">经过</span> “豪宅No.1” 的策略，香蜜湖1号坐稳了当时 “深圳<span style="color: black;">第1</span>豪宅” 的位置。</span></p><span style="color: black;">▼</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">策略是把文案写对，文案是把文案写好，从策略到文案，从写好到写对，这是从无数经典案例中总结出的法则。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但<span style="color: black;">亦</span>并非不可打破，从一句石破天惊的文案倒推出策略<span style="color: black;">亦</span>未尝不可。</span><span style="color: black;">创意<span style="color: black;">无</span>极限，只要你足够优秀，就<span style="color: black;">能够</span>无视规则，<span style="color: black;">乃至</span>创造新的规则。</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>本文对你有些许<span style="color: black;">帮忙</span>，欢迎分享给你身边的人。记得顺手点在看、分享啊。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/dWDqLbRCSMND43LLoxzqBpDibNibHiaZRqgH7NaSHhXTBFZfcibD8uFtCPm507R0mWMxj03rlIzr9lvuXicGkAjMD8g/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></strong></span>
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