为么信息流宣传烧钱多效果差？是时候说出真相了
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<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><span style="color: black;">为何</span>点击率极高的创意极少转化</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">近来常听信息流<span style="color: black;">宣传</span>主抱怨，<span style="color: black;">为何</span>点击率极高，转化却很差。我的<span style="color: black;">第1</span>反应<span style="color: black;">便是</span><span style="color: black;">宣传</span>被标题党了，一看，果然：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“男友竟背着我在厕所偷偷地做这种事……”；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“90后小鲜肉花3分钟搞定了丈母娘”；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“惊！98%的新人不<span style="color: black;">晓得</span>，频频失眠竟是<span style="color: black;">由于</span>这个！”</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;">类似<span style="color: black;">这般</span>的标题个个充满看点，用户忍不住就会点，点进去才<span style="color: black;">晓得</span>，原来只是游戏、贷款、家装<span style="color: black;">机构</span>的<span style="color: black;">宣传</span>……</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这般</span>的高点击率又有何意？用户进入后一看不是想的<span style="color: black;">那样</span>回事必然闪退，完全来不及弄清<span style="color: black;">宣传</span>主是谁要干什么，不明真相的<span style="color: black;">宣传</span>主还以为钱没烧到位：点击率<span style="color: black;">那样</span>高，<span style="color: black;">为何</span>没人转化呢？没道理啊！继续烧啊！烧到转化上来为止！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">可是，继续烧真的能烧出效果吗？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">做<span style="color: black;">宣传</span>的目的是为了卖货，说<span style="color: black;">吃下</span>户买货的方式有<span style="color: black;">非常多</span>，绝不仅限于<span style="color: black;">以上</span>说笑逗唱般的创意流。</strong><span style="color: black;">咱们</span>这篇<span style="color: black;">文案</span>，<span style="color: black;">重点</span>是讲从一线实战中提炼出来的信息流<span style="color: black;">宣传</span>创意法则。无论你是<span style="color: black;">宣传</span>主，还是投手，都<span style="color: black;">意见</span>深度阅读之后再去参与<span style="color: black;">实质</span>的投放工作。</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><span style="color: black;">可靠</span>的信息流<span style="color: black;">宣传</span>须具备三个特征</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一个完整的信息流<span style="color: black;">宣传</span><span style="color: black;">包含</span>：<strong style="color: blue;">友好的<span style="color: black;">宣传</span>入口标题+配图、叫卖合一的落地页、操作便利的互动设计。</strong>这三项内容的质量好坏会直接影响到整体信息流<span style="color: black;">宣传</span>的质量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而信息流<span style="color: black;">宣传</span>的质量又与大数据的分发质量呈正<span style="color: black;">关联</span>，想要大数据帮<span style="color: black;">咱们</span>在茫茫的用户数据中找到匹配的用户，必须得先有与用户高契合度的信息流<span style="color: black;">宣传</span>创意，<span style="color: black;">才可</span>实现有效分发。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>，<span style="color: black;">怎么样</span>的创意才是<span style="color: black;">可靠</span>的创意？实践证明，<strong style="color: blue;">符合烧钱标准的信息流<span style="color: black;">宣传</span>创意起码需要具备以下三个特征：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">特征1：需要指向当下营销工作的关键挑战</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>，用户本来只是偶尔关注<span style="color: black;">有些</span>保持身材的<span style="color: black;">新闻</span>，<span style="color: black;">而后</span><span style="color: black;">咱们</span><span style="color: black;">经过</span><span style="color: black;">宣传</span>创意提醒她：光看<span style="color: black;">无</span>用，必须立刻行动，否则会有很严重的社交<span style="color: black;">危害</span>——一旦你成功唤起了用户的兴趣，营销工作的80%就完<span style="color: black;">成为了</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">特征2：能够回答出用户在通往对<span style="color: black;">制品</span>/服务认知<span style="color: black;">行径</span>改变的路上遇到了什么阻碍</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>，用户<span style="color: black;">已然</span>有想要减肥的意愿，<span style="color: black;">然则</span><span style="color: black;">由于</span>不<span style="color: black;">晓得</span><span style="color: black;">怎么样</span>减肥更<span style="color: black;">容易</span>更健康而搁置了这项计划，<span style="color: black;">而后</span><span style="color: black;">咱们</span><span style="color: black;">经过</span><span style="color: black;">宣传</span>创意暗示她：只要食用<span style="color: black;">有些</span>能量比之前低的<span style="color: black;">食品</span>就<span style="color: black;">能够</span>有效果，用户就有可能付诸行动前往<span style="color: black;">认识</span><span style="color: black;">咱们</span>的<span style="color: black;">制品</span>/服务。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">特征3：聚焦于用户<span style="color: black;">自己</span>而非<span style="color: black;">制品</span>/服务</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">学生时代，作文老师常说，写作要有主人翁<span style="color: black;">认识</span>，信息流<span style="color: black;">宣传</span>创意<span style="color: black;">亦</span>是如此。<strong style="color: blue;">一个<span style="color: black;">可靠</span>的创意<span style="color: black;">能够</span>让用户产生“说的<span style="color: black;">便是</span>我”的感觉，自觉对号入座深入<span style="color: black;">认识</span>。</strong><span style="color: black;">倘若</span>只是单纯讲<span style="color: black;">制品</span>，用户很难联想到自己和<span style="color: black;">制品</span>有什么联系。</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、</span><span style="color: black;">可靠</span>创意的诞生必须经过四个<span style="color: black;">过程</span></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>将从一个案例入手，拆解一下一个高质量创意是<span style="color: black;">怎样</span>产生的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">第1步：找到<span style="color: black;">目的</span>用户</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">假设，有<span style="color: black;">宣传</span>主想在11月底的时候，在信息流平台上投放一个橄榄油信息流<span style="color: black;">宣传</span>（该橄榄油的卖点和市面上其他橄榄油一致），<span style="color: black;">那样</span>投放的第1步，是要先搞清楚谁是这款橄榄油的<span style="color: black;">目的</span>用户。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在信息流<span style="color: black;">宣传</span>投放过程中，<span style="color: black;">目的</span>用户的<span style="color: black;">精细</span>程度直接影响到<span style="color: black;">宣传</span>主会烧多少钱，正<span style="color: black;">由于</span>此，<span style="color: black;">宣传</span>主的心理非常矛盾，不想多花钱但又<span style="color: black;">期盼</span>覆盖到<span style="color: black;">更加多</span>的用户。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以橄榄油<span style="color: black;">宣传</span>为例，<span style="color: black;">非常多</span>用户其实<span style="color: black;">不必</span>收到<span style="color: black;">宣传</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">她们</span>或还在市场教育<span style="color: black;">周期</span>，<span style="color: black;">例如</span>不太相信橄榄油<span style="color: black;">能够</span>直接用于滋润皮肤，离“购买”还有很长一段距离；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">或不在当下的购买场景，<span style="color: black;">例如</span>不太做煎炸食品（理论上说橄榄油烟点高，烹饪时<span style="color: black;">能够</span>相对稳定，<span style="color: black;">不易</span>变质，<span style="color: black;">因此</span>更适合用作煎炸），即使被<span style="color: black;">宣传</span>了<span style="color: black;">亦</span>不会有反应；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">或曾经有<span style="color: black;">需要</span>但<span style="color: black;">此刻</span>没<span style="color: black;">需要</span>，<span style="color: black;">例如</span>曾经是烘焙<span style="color: black;">兴趣</span>者，橄榄油很适合烘焙，但<span style="color: black;">此刻</span>没时间做烘焙，<span style="color: black;">已然</span>不是<span style="color: black;">目的</span>人群……</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">仅有</span><span style="color: black;">哪些</span>正需要、即将需要、站在需要<span style="color: black;">或</span>不需要这只橄榄核上模棱两可的用户，才是当下最需要投入<span style="color: black;">宣传</span>的<span style="color: black;">目的</span>用户。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span><span style="color: black;">咱们</span><span style="color: black;">能够</span>假设，女性网民会<span style="color: black;">留意</span>身材，会<span style="color: black;">由于</span>油炸<span style="color: black;">食品</span>热量太高而苦恼，等等，此时若在<span style="color: black;">宣传</span>中展示橄榄油做为凉拌菜伴侣，<span style="color: black;">能够</span>让美食好吃又低热量，或可吸引到对身材、健康关注的用户。这类用户<span style="color: black;">常常</span>本就关注健康、健身、<span style="color: black;">漂亮</span>方面的<span style="color: black;">新闻</span>，只需跨过最小<span style="color: black;">行径</span>改变门槛就能产生购买<span style="color: black;">需要</span>，<span style="color: black;">亦</span><span style="color: black;">便是</span><span style="color: black;">咱们</span>俗话说的“兔子先吃窝边草”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">第2步：<span style="color: black;">认识</span><span style="color: black;">目的</span>用户所处的决策<span style="color: black;">周期</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">找到<span style="color: black;">目的</span>用户之后，下一步<span style="color: black;">便是</span><span style="color: black;">想要</span>办法“干涉”<span style="color: black;">她们</span>的购买决策。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>经典的购买决策模型，用户的<span style="color: black;">全部</span>购买决策过程<span style="color: black;">包含</span>了：<strong style="color: blue;">确认需要-信息搜寻-<span style="color: black;">评定</span>比较备选<span style="color: black;">方法</span>-购买决策-购后<span style="color: black;">行径</span> </strong>五个<span style="color: black;">周期</span>。<span style="color: black;">亦</span><span style="color: black;">便是</span>说，购买过程早在<span style="color: black;">实质</span>购买<span style="color: black;">出现</span>前就<span style="color: black;">已然</span><span style="color: black;">起始</span>，并在购买后还会延续很长一段时间，<span style="color: black;">因此</span><span style="color: black;">咱们</span>需要关注用户<span style="color: black;">全部</span>的购买过程，并认识到，<span style="color: black;">每一个</span>决策<span style="color: black;">周期</span>对应的营销任务是不<span style="color: black;">同样</span>的，<span style="color: black;">目的</span>用户处在哪一个<span style="color: black;">周期</span>，就得<span style="color: black;">根据</span>该阶段的决策特征匹配对应的创意设计。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>当用户还处在信息搜寻<span style="color: black;">周期</span>时，你都还没进入他的<span style="color: black;">选取</span>菜单，那他就不会在<span style="color: black;">方法</span><span style="color: black;">评定</span>里想到你，<span style="color: black;">亦</span>不会比较你与其他<span style="color: black;">方法</span>的差别，后续更谈不上购买你的<span style="color: black;">制品</span>了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以橄榄油为例，在淘宝环境下，进入淘宝的用户起码是处在备选<span style="color: black;">方法</span><span style="color: black;">评定</span>比较<span style="color: black;">周期</span>的（<span style="color: black;">晓得</span>橄榄油，愿意尝试，只是不<span style="color: black;">晓得</span>哪种更好），那么<strong style="color: blue;">售卖详情页的营销<span style="color: black;">目的</span><span style="color: black;">便是</span><span style="color: black;">帮忙</span>用户快速进入购买决策<span style="color: black;">周期</span>，</strong>对应的，<strong style="color: blue;">详情页的营销任务<span style="color: black;">便是</span><span style="color: black;">经过</span>文案回答用户你家的橄榄油跟别家的橄榄油有什么不<span style="color: black;">同样</span></strong>，<span style="color: black;">或</span>，<span style="color: black;">一样</span>是一个牌子的橄榄油，用户买你家的会<span style="color: black;">无</span>感知<span style="color: black;">危害</span>，就<span style="color: black;">能够</span>触动用户顺利进入到购买决策<span style="color: black;">周期</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而今日头条、腾讯、手百平台上的用户，<span style="color: black;">常常</span>还<span style="color: black;">处在</span><strong style="color: blue;">确认需要和信息搜寻<span style="color: black;">周期</span>，</strong>这个<span style="color: black;">周期</span>的用户非常讨厌<span style="color: black;">宣传</span>的强行干扰。为了不让用户觉得被干涉，业界从一<span style="color: black;">起始</span>就将信息流<span style="color: black;">宣传</span>设定为伪装的、更人性化、更接近用户<span style="color: black;">爱好</span>、类似<span style="color: black;">新闻</span>形式的<span style="color: black;">宣传</span>，任务是启发用户兴趣，让用户<span style="color: black;">认识</span>到有需要，从而进入用户的备选菜单。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>，<span style="color: black;">咱们</span><span style="color: black;">能够</span>告诉正在关注健身、减肥、美容、时尚、健康等方面<span style="color: black;">新闻</span>的用户，<span style="color: black;">不消</span><span style="color: black;">尤其</span>的花时间花体力去健身，<span style="color: black;">亦</span><span style="color: black;">不消</span>乏味的天天吃<span style="color: black;">果蔬</span>沙拉，用一种更健康的油就<span style="color: black;">能够</span>降低摄入热量，保持FIT，等等，引导用户进入<span style="color: black;">宣传</span>落地页<span style="color: black;">得到</span>新知，友好的将橄榄油推介给用户。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">第3步：<span style="color: black;">认识</span><span style="color: black;">目的</span>用户的默认<span style="color: black;">选取</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当确定<span style="color: black;">目的</span>用户处在某一个决策<span style="color: black;">周期</span>时，下一步要确认的<span style="color: black;">便是</span>这个<span style="color: black;">周期</span>用户的默认<span style="color: black;">选取</span>是什么？<span style="color: black;">咱们</span>要告诉<span style="color: black;">她们</span>，<span style="color: black;">她们</span>的默认<span style="color: black;">选取</span>有什么不<span style="color: black;">恰当</span>，并为<span style="color: black;">她们</span><span style="color: black;">供给</span>对比的参照系，给<span style="color: black;">她们</span>一个<span style="color: black;">恰当</span>的改变理由。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>本来打算花时间去健身的人，<span style="color: black;">咱们</span><span style="color: black;">能够</span>告诉<span style="color: black;">她们</span>，健身需要<span style="color: black;">保持</span>才有效果，<span style="color: black;">然则</span>你很忙，不<span style="color: black;">必定</span>有时间<span style="color: black;">能够</span><span style="color: black;">保持</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><span style="color: black;">每日</span>吃<span style="color: black;">果蔬</span>沙拉的人，<span style="color: black;">咱们</span><span style="color: black;">能够</span>告诉<span style="color: black;">她们</span>，<span style="color: black;">这般</span>的吃法口味单一且营养不<span style="color: black;">平衡</span>，<span style="color: black;">没法</span><span style="color: black;">长时间</span><span style="color: black;">保持</span>；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">爱好</span>吃煎炸<span style="color: black;">然则</span>怕热量高而强行忍耐的人，<span style="color: black;">咱们</span><span style="color: black;">能够</span>告诉<span style="color: black;">她们</span>，<span style="color: black;">做为</span>一个吃货，忍耐本身比身材走形更煎熬；等等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">相比，用橄榄油本身<span style="color: black;">便是</span>一件很容易<span style="color: black;">保持</span>的事情：做饭菜是<span style="color: black;">每日</span>都<span style="color: black;">能够</span>实现的事情，哪怕做的是非常简单的凉拌菜，省时省事却又能实现用户想要的健康效果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">所说</span><span style="color: black;">无</span>对比就<span style="color: black;">无</span><span style="color: black;">损伤</span>，<span style="color: black;">无</span><span style="color: black;">损伤</span>就<span style="color: black;">无</span>买卖。一个<span style="color: black;">可靠</span>的<span style="color: black;">宣传</span>创意<span style="color: black;">便是</span>要善于运用<span style="color: black;">制品</span>/服务去打败<span style="color: black;">目的</span>用户的<strong style="color: blue;">【默认<span style="color: black;">选取</span>】</strong>，重新做更好的买卖。 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">第4步：<span style="color: black;">认识</span><span style="color: black;">目的</span>用户离你想让<span style="color: black;">她们</span>做的事之间还差什么</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>前三步顺利的将用户的<span style="color: black;">重视</span>力引到橄榄油上后，<span style="color: black;">咱们</span>下一步要做的才是信息流<span style="color: black;">宣传</span>的关键挑战：思考过去用户不关注、不购买你的<span style="color: black;">原由</span>是什么：是<span style="color: black;">由于</span>缺乏理解？缺乏动机？还是缺乏信任？等等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">98%<span style="color: black;">宣传</span>主在到达这一步后会前功尽弃，自以为为用户着想，觉得自己的<span style="color: black;">制品</span>/服务全能，自嗨的认为用户会为你的<span style="color: black;">制品</span>/服务买单。事实<span style="color: black;">大众</span><span style="color: black;">亦</span><span style="color: black;">晓得</span>，哪怕用户<span style="color: black;">已然</span><span style="color: black;">晓得</span>他需要什么、他之前的<span style="color: black;">选取</span>有多么不<span style="color: black;">恰当</span>，他依然<span style="color: black;">能够</span>有10000个不买你的理由。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">正确的思路是：<strong style="color: blue;">展开调研，扩展思考，梳理你自己、你的同业竞品、虽然异业<span style="color: black;">然则</span>用户群体<span style="color: black;">类似</span>的<span style="color: black;">制品</span>/服务，</strong><span style="color: black;">她们</span>吸引用户的特质是什么？<span style="color: black;">为何</span>用户选<span style="color: black;">她们</span>不选你？问对问题才是<span style="color: black;">处理</span><span style="color: black;">营销</span>问题最重要的一步。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>“理解”。用户<span style="color: black;">倘若</span><span style="color: black;">不睬</span>解你是什么，就很难有后续的动作了。<span style="color: black;">例如</span>可口可乐最早的<span style="color: black;">宣传</span>文案是“伟大国家的无酒精饮料”，<span style="color: black;">便是</span><span style="color: black;">帮忙</span>消费者理解可乐是一种饮料，而不是<span style="color: black;">此刻</span>的分享<span style="color: black;">愉快</span>，<span style="color: black;">由于</span>当时的用户在购买饮料这件事上，还处在备选<span style="color: black;">方法</span><span style="color: black;">评定</span><span style="color: black;">周期</span>，可口可乐需要把自己的<span style="color: black;">制品</span>信息<span style="color: black;">移植</span>到用户大脑，进入<span style="color: black;">她们</span>的备选菜单。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一样</span>的，人们对橄榄油的理解始终纠结在这个以舶来品身份亮相的<span style="color: black;">制品</span>到底有多么神奇，是不是真的和国内的食用油不<span style="color: black;">同样</span>。<span style="color: black;">咱们</span>要做的，<strong style="color: blue;"><span style="color: black;">便是</span>将看起来很<span style="color: black;">繁杂</span>的<span style="color: black;">成份</span>说明<span style="color: black;">经过</span>方便理解的文案<span style="color: black;">移植</span>到用户大脑，方便用户理解的<span style="color: black;">同期</span><span style="color: black;">亦</span>方便<span style="color: black;">她们</span>传播。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">再<span style="color: black;">例如</span>“动机”。动机分显性动机和隐性动机，<strong style="color: blue;">重点要<span style="color: black;">思虑</span>的是隐性动机，</strong><span style="color: black;">例如</span>有些人去星巴克<span style="color: black;">不仅</span>是喝咖啡<span style="color: black;">更加是</span>追求面子和标榜自己，<span style="color: black;">例如</span>食用橄榄油是一种健康、时髦、低碳的生活方式，“你平时用什么油？我家用橄榄油！”创意中要<span style="color: black;">透出</span>满满的逼格，以及橄榄油<span style="color: black;">自己</span>的<span style="color: black;">制品</span>特质，满足用户<span style="color: black;">针对</span>更健康、更fit的追求，以此顺利进入用户的决策<span style="color: black;">名单</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">还有其他的要素（<span style="color: black;">例如</span><span style="color: black;">是不是</span>便利等等）<span style="color: black;">这里</span>就<span style="color: black;">再也不</span>赘述。总之<span style="color: black;">咱们</span>要站在用户的<span style="color: black;">方向</span>去观察并且思考<span style="color: black;">她们</span><span style="color: black;">为何</span><span style="color: black;">无</span><span style="color: black;">根据</span>你<span style="color: black;">期盼</span>的去做。</p>
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