高转化率的详情页，应该怎么写？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>撰写出高转化率的详情页呢？本文笔者将以课程详情页为例，讲述详情页撰写的两个原则和一个核心。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPwD0Dz5YTf5ly~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723655878&x-signature=wWWt%2BbFyVAXqiadt0%2FkKQND4tiE%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">前两天跟<span style="color: black;">伴侣</span>吃饭，讨论一个问题 ：“<span style="color: black;">为何</span>初级文案的工资很低？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">是文案不重要吗？是文案很简单吗？都不是。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我个人觉得是<span style="color: black;">由于</span>文案这个岗位，做到60分还是蛮容易的。都接受过九年义务教育，谁还<span style="color: black;">不可</span>写个几百字？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这几年知识付费行业兴起，为了卖课，诞生了<span style="color: black;">非常多</span>文案<span style="color: black;">关联</span>的岗位，<span style="color: black;">包含</span>：写软文的、写详情页、push、banner、弹屏的等等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，一波刚毕业的文科生便踩进了文案的岗位。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">那能写<span style="color: black;">文案</span><span style="color: black;">便是</span>好文案吗？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我觉得答案是NO。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文案分为品牌文案和转化文案，品牌文案<span style="color: black;">必须</span>创意和文采多<span style="color: black;">有些</span>，<span style="color: black;">然则</span>不在<span style="color: black;">咱们</span>今天的讨论范围。<strong style="color: blue;"><span style="color: black;">针对</span>课程<span style="color: black;">来讲</span>，更被<span style="color: black;">必须</span>的是转化文案，而转化文案重要的是<span style="color: black;">规律</span>。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今天<span style="color: black;">咱们</span>以“课程详情页”为例，来<span style="color: black;">瞧瞧</span>，转化文案这个事。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">先送上本文大纲：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPwD0EK6NZDbbX~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723655878&x-signature=w02EJXPwaB%2BsEO24gqfIstMpHhg%3D" style="width: 50%; margin-bottom: 20px;">
<h2 style="color: black; text-align: left; margin-bottom: 10px;">两大前提和一个核心</h2>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">1. 两大前提</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">必须</span><span style="color: black;">重视</span>的是：想要写好一个课程详情页，有两个必不可少的前提。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1）足够<span style="color: black;">认识</span>用户</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你<span style="color: black;">最后</span>的目的是向用户兜售你的<span style="color: black;">制品</span>，那<span style="color: black;">认识</span>用户的重要性便<span style="color: black;">不问可知</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span>就不阐述<span style="color: black;">详细</span>的<span style="color: black;">办法</span>了，只分享一个小的标准：即你要<span style="color: black;">认识</span>到，你看到一个知识点就能<span style="color: black;">晓得</span>你用户的兴趣度是多少。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个一方面<span style="color: black;">必须</span>感性的，贴近用户的角色；另一方面<span style="color: black;">亦</span><span style="color: black;">必须</span>理性，有历史数据的概况。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2）足够<span style="color: black;">认识</span>课程架构</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个和<span style="color: black;">营销</span>要完全<span style="color: black;">认识</span><span style="color: black;">制品</span>是一个道理，<span style="color: black;">倘若</span>你不<span style="color: black;">认识</span>课程，那很难相信你<span style="color: black;">能够</span>写出好的详情页。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span>刚接触某个行业/课程的文案，可能<span style="color: black;">必须</span>将课程听一遍，从而充分<span style="color: black;">认识</span>。但<span style="color: black;">倘若</span>你对一个行业和课程内容很<span style="color: black;">熟练</span>，那<span style="color: black;">能够</span>着重<span style="color: black;">认识</span>框架。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">2. 一个核心</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span>的一个核心指的是“<span style="color: black;">知道</span>转化<span style="color: black;">规律</span>”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你<span style="color: black;">不可</span>看别人家详情页是从课程大纲到导师介绍，你就照搬。<span style="color: black;">这般</span>一方面是可能<span style="color: black;">水土不适应</span>，另一方面从个人成长的<span style="color: black;">方向</span>，你很难有所突破。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，<span style="color: black;">咱们</span>要学会看到好的详情页<span style="color: black;">背面</span>的转化<span style="color: black;">规律</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">笔者总结了一个简易版课程详情页的转化<span style="color: black;">规律</span>和模板，<span style="color: black;">大众</span><span style="color: black;">能够</span>参考下：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPwD0EaEX92HXC~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723655878&x-signature=PLNlzdCTTTgK%2FWLLyqODcxHMkBw%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个<span style="color: black;">规律</span>可能<span style="color: black;">不足</span>严谨和专业，但确实<span style="color: black;">便是</span><span style="color: black;">咱们</span>详情页的核心，<span style="color: black;">因此</span><span style="color: black;">这儿</span>先给<span style="color: black;">大众</span>解释下这个<span style="color: black;">规律</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第1</span>部分即：课程导语，承担的<span style="color: black;">重点</span>任务是激发用户需求，这个需求的产生可能是<span style="color: black;">由于</span>焦虑，<span style="color: black;">亦</span>可能是<span style="color: black;">由于</span>虚荣心，这个由<span style="color: black;">制品</span>决定。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第二部分即：课程简介和大纲，承担的<span style="color: black;">重点</span>任务是，我<span style="color: black;">能够</span>满足你的需求，并且为你展示<span style="color: black;">怎样</span>满足你的需求。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第三部分即：权威背书和案例展示，承担的任务是让你相信我<span style="color: black;">能够</span>满足你的需求。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第四部分是：给予动机，这个承担的责任是减低你的决策成本，让你加速购买。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">举个例子，这个<span style="color: black;">规律</span>转换到<span style="color: black;">咱们</span><span style="color: black;">平常</span>生活中可能是<span style="color: black;">这般</span>的：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1） 某减肥<span style="color: black;">制品</span>做广告说：“再不减肥，别人穿裙子的时候你只能流口水。”【激发需求】</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2） 而**减肥<span style="color: black;">制品</span><span style="color: black;">能够</span>帮你快速减肥。<span style="color: black;">详细</span>是应用了****减肥技术，天然无<span style="color: black;">损伤</span>。【给予<span style="color: black;">方法</span>】</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3）<span style="color: black;">咱们</span>的生产方是国家权威<span style="color: black;">公司</span>，曾经有100位用户，在10天内<span style="color: black;">减肥</span>20斤。（附效果图）【背书给予信任】</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4）<span style="color: black;">此刻</span>购买<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>，不仅立减100元，还可加入减肥交流群。【给予动机】</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5）<span style="color: black;">大众</span>赶紧来买吧！【成交】</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">那<span style="color: black;">详细</span><span style="color: black;">怎样</span>在两个原则和一个核心的<span style="color: black;">指点</span>下，撰写出高转化率的详情页呢？</strong></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">让<span style="color: black;">咱们</span><span style="color: black;">一块</span>写好详情页</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">非常多</span>人会问，那是不是我写的时候就<span style="color: black;">根据</span>上面的<span style="color: black;">规律</span>去写？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>我个人的理解，上面的<span style="color: black;">规律</span>是展示给消费者看的，<span style="color: black;">亦</span><span style="color: black;">便是</span>你<span style="color: black;">最后</span>的呈现是要<span style="color: black;">根据</span>这个<span style="color: black;">规律</span><span style="color: black;">摆列</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>在撰写<span style="color: black;">周期</span>，我有一套可能不太成熟<span style="color: black;">然则</span>我在用流程，分享给你们。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">【注：这套流程是适用于你拿到成型的课程，<span style="color: black;">倘若</span>是参与课程打磨环节，则不适用】</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">1. 初读课程，搭建框架-对应【课程大纲】</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>拿到一门课程之后，<span style="color: black;">咱们</span>要做的<span style="color: black;">第1</span>件事是学习课程。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">学习的目的<span style="color: black;">不仅</span>是为了我<span style="color: black;">晓得</span>这可课程讲什么，而在于<span style="color: black;">把握</span>课程的结构，并把课程知识点与及用户痛点进行对应。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span><span style="color: black;">必须</span><span style="color: black;">重视</span>：<strong style="color: blue;">并不是课程讲的东西<span style="color: black;">咱们</span>都要宣传出来，一个知识点<span style="color: black;">是不是</span>有用<span style="color: black;">不仅</span>取决于老师讲的<span style="color: black;">是不是</span>精彩，还取决于学生们<span style="color: black;">是不是</span>有<span style="color: black;">必须</span>。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">脱离了<span style="color: black;">实质</span>需求的<span style="color: black;">制品</span>，再好<span style="color: black;">亦</span>没用。<span style="color: black;">因此</span>，在搭建课程框架的时候，在原有<span style="color: black;">实质</span>课程框架的<span style="color: black;">基本</span>上<span style="color: black;">咱们</span>要<span style="color: black;">按照</span>需求进行包装。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span><span style="color: black;">来讲</span>搭建框架即课程大纲的撰写，要分两步走：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1）写出结构</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">知道</span><span style="color: black;">咱们</span>的课程分为几个部分，<span style="color: black;">亦</span><span style="color: black;">能够</span>简单的理解为几个章节。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在划分结构的时候要做到两个点：<strong style="color: blue;">有<span style="color: black;">规律</span>、有层次。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>以某课程的详情页面来分析下：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPwD0Eq6LvAkPq~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723655878&x-signature=2UQOUhAdbWDA0FT%2FiUDdWnsvalE%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">首要</span>，是有<span style="color: black;">规律</span></strong>：这个课程详情页将课程划分为了四大部分——即概述、心法篇、技巧篇、工具篇，而这四部分的<span style="color: black;">摆列</span><span style="color: black;">便是</span>一个人<span style="color: black;">把握</span>写作技能的路径。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span>面的<span style="color: black;">规律</span>很好理解，从岗位背景切入，到这个岗位所需技能<span style="color: black;">背面</span>的心法，<span style="color: black;">亦</span><span style="color: black;">能够</span>理解为底层<span style="color: black;">规律</span>，相当于学习数学要回的乘法口诀和加减法，是进阶<span style="color: black;">必须</span>的技能。等你明白底层<span style="color: black;">规律</span>就给你<span style="color: black;">能够</span>直接落地的技巧，最后再给到<span style="color: black;">能够</span><span style="color: black;">帮忙</span>你更好落地的工具。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">其次，是有层次：</strong><span style="color: black;">能够</span>看到这四部分<span style="color: black;">咱们</span>能很<span style="color: black;">显著</span>的把视线聚焦在技巧篇。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">原由</span>一方面是技巧篇的内容本身比较多，另一方面则是凸显重点。将容易量化和效果外化的部分进行重点阐述，最大程度抓住消费者的眼球。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">试想一下<span style="color: black;">倘若</span>这四部分描述占用的篇幅<span style="color: black;">同样</span>多，用户看到很可能会找不到重点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2）优化文案 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">课程大纲的文案，<span style="color: black;">通常</span><span style="color: black;">来讲</span>有两个描述方向：即给予新知和<span style="color: black;">诱发</span>好奇。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">a. 给予新知</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span>给<span style="color: black;">大众</span>分享2个<span style="color: black;">运用</span>小技巧：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>是字眼方面，善用数字和新词，数字<span style="color: black;">能够</span>让人有掌控感和满足感，新词<span style="color: black;">能够</span>让用户觉得高端。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其次是结构方面，善于展现结果，即<span style="color: black;">经过</span>你这个知识我能能达到我想要的效果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上面的详情页中，用到的基本属于”给予新知”的<span style="color: black;">办法</span>。<span style="color: black;">例如</span>“1个模板，3个要领，把读者带入你的画眼中”，<span style="color: black;">便是</span>依靠的“数字辅助+展现结果”。一方面让用户觉得这是他不<span style="color: black;">晓得</span>的知识，另一方面<span style="color: black;">显出</span>容易这个技巧可量化容易<span style="color: black;">把握</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">b. <span style="color: black;">诱发</span>好奇</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>分别来看一下，<span style="color: black;">倘若</span>把上文的内容转化为<span style="color: black;">诱发</span>好奇模式，应该怎么做。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>“1个模板，3个要领，把读者带入你的画眼中”，<span style="color: black;">能够</span>转化为 “<span style="color: black;">怎样</span>让读者更有画面感？你<span style="color: black;">必须</span>这么模板”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这两种模式适用于不<span style="color: black;">同样</span>的场景，有<span style="color: black;">非常多</span>没用新知的知识点，可能用<span style="color: black;">诱发</span>好奇更合适。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">诱发</span>好奇的<span style="color: black;">办法</span><span style="color: black;">亦</span>很简单，<span style="color: black;">便是</span><span style="color: black;">隐匿</span>关键点，变为疑问句。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>：文案怎么写，<span style="color: black;">才可</span><span style="color: black;">诱发</span>读者好奇？</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">2. <span style="color: black;">统一</span>全篇，直击痛点-对应【课程导语、课程简介】</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个<span style="color: black;">周期</span><span style="color: black;">咱们</span><span style="color: black;">已然</span>看完课程，写完大纲，<span style="color: black;">能够</span>说对“<span style="color: black;">咱们</span>有什么”，<span style="color: black;">已然</span>如数家珍了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">此处把课程导语和课程简介放到<span style="color: black;">一块</span>，是<span style="color: black;">由于</span>想要写好这两部分，都<span style="color: black;">必须</span>对课程的整体把控性<span style="color: black;">尤其</span>强，<span style="color: black;">况且</span>这两者有共通之处。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那接下来<span style="color: black;">咱们</span>来<span style="color: black;">详细</span><span style="color: black;">认识</span>下：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1）课程导语</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">课程导语的目的是<span style="color: black;">诱发</span>需求，那<span style="color: black;">详细</span><span style="color: black;">怎样</span><span style="color: black;">诱发</span>呢？ <span style="color: black;">这儿</span>面有几个关键点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>，是<span style="color: black;">知道</span>主题/身份：即用户能立刻感知这个课程是与之<span style="color: black;">关联</span>的，<span style="color: black;">这般</span>用户才会继续看下去。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其次，<span style="color: black;">便是</span><span style="color: black;">诱发</span>需求：<span style="color: black;">这儿</span>面会<span style="color: black;">包括</span><span style="color: black;">区别</span>的<span style="color: black;">状况</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>是刚需课程，那这<span style="color: black;">分部</span><span style="color: black;">能够</span>开门见山了，此处不讨论；<span style="color: black;">倘若</span>是非刚需课程，最有效的<span style="color: black;">办法</span><span style="color: black;">便是</span>“直击痛点，制作焦虑”。<span style="color: black;">因此</span>，就对应到<span style="color: black;">咱们</span><span style="color: black;">起始</span>说的前提，<span style="color: black;">倘若</span>不<span style="color: black;">认识</span>用户，就<span style="color: black;">基本</span>做不到直击痛点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span>给<span style="color: black;">大众</span>举个例子展示一下：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RPwD0F73dRwq1~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723655878&x-signature=yZdjf72thZjbowTaNP%2B1OLxfzq8%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">即使<span style="color: black;">大众</span>不<span style="color: black;">认识</span>这个课程的<span style="color: black;">详细</span>内容，单看前两句：“教培行业不缺咨询师，缺的是一年就签下千百万业绩的优秀咨询师。普通咨询师和优秀咨询师的差别在哪？”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这句文案，做到了<span style="color: black;">第1</span>步，<span style="color: black;">知道</span>身份。让用户看到的<span style="color: black;">第1</span>眼就<span style="color: black;">晓得</span>课程面向的是教培行业的咨询师。但第二步却还<span style="color: black;">能够</span>优化。</p>
<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;">咱们</span>先看问题在哪？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第1</span>：普通人看到“千百万业绩的优秀咨询师”这个身份，<span style="color: black;">由于</span>差距太大对比感不<span style="color: black;">剧烈</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第二：普通咨询师和优秀咨询师的差别在哪？这句话<span style="color: black;">无</span><span style="color: black;">实质</span>含义。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第三：<span style="color: black;">无</span>代入感。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那<span style="color: black;">咱们</span>尝试下能<span style="color: black;">不可</span>优化，<span style="color: black;">首要</span>咨询师的痛点，<span style="color: black;">便是</span>能<span style="color: black;">不可</span>快速<span style="color: black;">挣钱</span>。【不喜勿喷】</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“<span style="color: black;">一样</span>是<span style="color: black;">作为</span>咨询师业的第3年，同事<span style="color: black;">每一个</span>月要比我多赚3000元。<span style="color: black;">一直</span>的加班练话术、<span style="color: black;">奋斗</span>记笔记，可<span style="color: black;">奋斗</span>的我，<span style="color: black;">为何</span><span style="color: black;">便是</span>业绩<span style="color: black;">不足</span>好？我，到底应该怎么做？”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2）课程简介</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span>前有课程导读，后有课程大纲。而课程简介和课程大纲一起承担着给消费者”<span style="color: black;">处理</span><span style="color: black;">方法</span>”的责任，<span style="color: black;">因此</span><span style="color: black;">通常</span>来讲采取”<strong style="color: blue;">直接描述+结果呈现</strong>“的撰写方式<span style="color: black;">就可</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>：“本课程由****历时***天打造，<span style="color: black;">经过</span>**分钟，给你讲述******。”“让你实现从***到****的蜕变。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">课程简介存在的最<span style="color: black;">重点</span>目的其实是前情总结，让用户对课程形成整体认知。否则直接从痛点到了课程大纲，容易感觉散乱，抓不住重点。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">3. 资源盘点，课程增值-对应【打造信任，给予动机】</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此刻</span><span style="color: black;">已然</span>完<span style="color: black;">成为了</span>课程的主框架了，接下来<span style="color: black;">咱们</span>就要看这个课程能<span style="color: black;">不可</span>”锦上添花”，让课程更快<span style="color: black;">更易</span>的卖出去。我觉得<span style="color: black;">能够</span>理解为：<span style="color: black;">咱们</span><span style="color: black;">已然</span>有苹果了，怎么让它变成<span style="color: black;">安全</span>果，不仅能卖的出去还能卖的很贵。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1）打造信任</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一部分相对容易，<span style="color: black;">重点</span>实现路径有两个：一个是权威背书；另一个是过往案例的包装。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那最糟糕的<span style="color: black;">状况</span>可能是<span style="color: black;">咱们</span><span style="color: black;">无</span>名师、<span style="color: black;">亦</span><span style="color: black;">无</span>背书、<span style="color: black;">亦</span><span style="color: black;">无</span>案例，怎么办？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这种<span style="color: black;">状况</span>下<span style="color: black;">能够</span><span style="color: black;">思虑</span>对讲师过往的某个案例进行包装，<span style="color: black;">或</span>对课程打磨过程进行包装。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>都<span style="color: black;">无</span>，那只能在下一部分多<span style="color: black;">奋斗</span>了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2）给予动机</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">到这个<span style="color: black;">周期</span>，<span style="color: black;">状况</span>基本是：我<span style="color: black;">必须</span>苹果，你<span style="color: black;">亦</span>有苹果，<span style="color: black;">然则</span>我还没想好要不要买。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span>来讲，顾虑<span style="color: black;">通常</span><span style="color: black;">源自</span>于以下几个方面：</p>个人顾虑：个人顾虑<span style="color: black;">重点</span>是跟个人<span style="color: black;">关联</span>的<span style="color: black;">原因</span>，<span style="color: black;">平常</span>的有价格、时间等。<span style="color: black;">制品</span>顾虑：对<span style="color: black;">制品</span>的有效性、实用性、性价比等还存在质疑。<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而<span style="color: black;">咱们</span>要做的<span style="color: black;">便是</span><span style="color: black;">发掘</span><span style="color: black;">她们</span>的顾虑，打消<span style="color: black;">她们</span>的顾虑。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">前面<span style="color: black;">咱们</span><span style="color: black;">已然</span><span style="color: black;">处理</span>了需求问题，即看到<span style="color: black;">这儿</span>的用户，<span style="color: black;">通常</span>是对课程有需求的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那<span style="color: black;">此刻</span><span style="color: black;">思虑</span>的<span style="color: black;">便是</span>这么几个方面：</p>这个课程我真的<span style="color: black;">能够</span>学到东西吗？这个课程值这么多钱吗？我买了课程真的会学嘛？课程的落地性好吗？<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">对应到用户的顾虑，<span style="color: black;">通常</span><span style="color: black;">来讲</span>，<span style="color: black;">咱们</span><span style="color: black;">处理</span>这个环节<span style="color: black;">重点</span>有以下几个途径（最好<span style="color: black;">根据</span>ABC的<span style="color: black;">规律</span>进行）：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">A. 增值服务</strong>：<span style="color: black;">例如</span>班<span style="color: black;">专家</span>伴学、资料包赠送、工具包赠送、全国**行业交流群等。【这部分<span style="color: black;">按照</span><span style="color: black;">状况</span>而定，很<span style="color: black;">大都是</span>在课程打磨<span style="color: black;">时期</span>设置增值服务】</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">B. 效果外化：</strong>直接以文字再次告诉他这次课程<span style="color: black;">能够</span>收获的东西有什么。这个<span style="color: black;">必须</span><span style="color: black;">重视</span>的是并不是越多越好，<span style="color: black;">通常</span><span style="color: black;">来讲</span>要有一个核心点位主体。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">C. 限时优惠：</strong>给予用户最后一击。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">总之<span style="color: black;">便是</span>告诉用户：我好，我真的很好，来买吧。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">举个很简单的例子：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我想吃菠萝，你<span style="color: black;">亦</span>卖，可是我<span style="color: black;">最后</span>决定还是不买了。<span style="color: black;">由于</span>我不想削，吃起来太麻烦。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那这个时候你<span style="color: black;">倘若</span>能洞察到我的心理，<span style="color: black;">能够</span>削好并且切成块卖给我，我就会买了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这是你<span style="color: black;">针对</span>菠萝这个<span style="color: black;">制品</span>给予的增值服务，而这个增值服务就<span style="color: black;">能够</span>打消我的购买顾虑。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">4. 落笔成型-【一份合格的课程详情页】</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最后<span style="color: black;">便是</span>要<span style="color: black;">按照</span>自己写出来的东西进行排序优化了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上的各个<span style="color: black;">过程</span>和模块并不固定，适用的只是<span style="color: black;">规律</span>。<span style="color: black;">更加多</span>的是要<span style="color: black;">咱们</span><span style="color: black;">按照</span>自己用户和课程的特点，进行匹配优化。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">必须</span><span style="color: black;">重视</span>的是：一份宣传物料的好坏，<span style="color: black;">不可</span>凭个人<span style="color: black;">爱好</span>判断，而是要<span style="color: black;">按照</span>效果判断。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好了，最后想跟<span style="color: black;">大众</span>分享一个心得：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>都<span style="color: black;">晓得</span>60分容易，80分难，可是苦于不<span style="color: black;">晓得</span>怎么做到80分。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那就<span style="color: black;">持续</span>试吧！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">看再多<span style="color: black;">文案</span>都不如自己写一遍，实践出真知。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文由@江湖小刀 原创发布于人人都是<span style="color: black;">制品</span>经。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>
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