百万级文案都是这么操作的

软文营销 运营法宝 2年前 (2017-07-04) 1432次浏览 已收录 100个评论

信息过量的时代,一篇好的文案,不仅能在碎片化的时间迅速抓住别人的眼球,还能让你提高自己的社交货币,引起别人的关注,不管是职场还是事业,都会给你带来很大的帮助!

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一句话广告深入人心

广告最重要的是不要把底线当特色:例如很多餐饮老板打着做的菜干净卫生 ,从来不用地沟油,健康第一!反过来说,你是做餐饮的,难道这不是你应该做到的底线吗?

还有一些比如商家促销活动,什么跳楼价,亏本大甩卖,最后三天清仓大处理,等等类似的,很多人把底线当特色,看似把自己都感动哭了,客户反而无动于衷,根本不会买账!PS:你跳楼关我毛事吖。

百万级文案都是这么操作的

大家常犯的错误就是总想告诉别人自己的产品有多好,你的服务有多好!

好广告不是产品功能的描述,而是唤醒顾客脑中的记忆,使其产生联想!

那么下面先给大家举两个栗子

脑白金:今年过节不收礼,收礼只收脑白金

一句广告语老少皆知,伴随着我们的记忆,我说史大嘴啊,你给我洗了十多年的脑啦~~~

优点:没有提产品本身的特点,而是解决你送礼烦恼,它并不是保健品,而是礼品。

百万级文案都是这么操作的

加多宝:怕上火,喝加多宝

我们都知道饮料是用来喝的,功能是解渴,更应该强调的其实是味道,而加多宝从来没有强调它的口味,反而是强调了上火,每个人都有过上火的经历,加多宝而是唤醒你上火时的痛苦回忆,所以它并不是一款单纯的饮料,而是你出门在外上火的预防饮品。

百万级文案都是这么操作的

中华立领:关键时刻我只穿中华立领

什么是关键时刻?比如你的一次约会 ,一次重要的演讲,面临重要的客户,这可能都是你人生最重要的时刻!那么该如何着装打扮,都会去很苦恼的思考,这时它就为你创建了一个场景,唤醒你重要时刻的记忆,所以它不仅仅是衣服,而是重要场合的通用品。

约会记得穿中华立领,约不成功也找中华立领

百万级文案都是这么操作的

很多人会觉得这不就是定位吗?定位某一类人群,定位人们脑中的空位!

其实这是从不同角度来看问题的,虽然从哪个方面都说的通,但是从不同角度去考虑,它对你的指导意义是不一样的,因为你的思考的出发点不一样,如果你从定位的角度来思考,它是用于什么样的人群呢,适用于经常出席重要场合的人,从场景的角度出发,谁都会有出席重要场合的时候,这就是场景。

总结: 商品的好属性不是你的卖点,而是你的底线,唤醒顾客脑中的记忆,使其产生联想,才是广告的杀手锏!

●●●

如何写推广文案

举个栗子:背景是一个女老板开了个女装店,但是和普通的女装店不同,虽然是在市中心,但是很隐秘,根本找不到在哪,装修也不像服装店,更像是一家会所。她主要的生存方式,是做了很多年服装生意,积累了一批铁粉,因为场地成本便宜,靠这些铁粉就可以养活她了。

那么给她的推广文案是什么样的呢?请往下看

截取内容中间的一部分:传统女装店老板与顾客的对话是女人间的心理博弈,是价值与价格之争,是女人间的才华之比拼,这个过程更像是一场战争。

先写了传统女装店,然后作比较,接着往下看

然而这家女装店没有任何招牌,你从外面看过去,你甚至不知道它是服装店,你走进去以为是家咖啡馆,在这家店里,老板同时照顾不到三位顾客,其他的顾客就喝咖啡喝茶,熟悉的顾客之间也会聊天。

百万级文案都是这么操作的

传统生意满足的是人们的物质需求,而体验经济满足的是人们的一种获得体验的过程。这种体验,顾客是有需求的,但是知道他体验到之前,连他自己都不知道这种需求的存在,而一旦体验到,就再也回不去了。

最后再做一个总结:

在这个城市,如果你累了,如果你不自信了,如果不知道衣服少了哪一件,就去找她聊聊天吧!美丽,坚强,睿智,闺蜜当如叶老板。是的,她是这个城市最好的闺蜜。

百万级文案都是这么操作的

以上只是截取了部分,其实整篇文章只有 1000 多字,最后连地址都没有写,只是留了老板娘的微信号,这篇文章最后的阅读量是 4000 多,大于百分之一的转化率,收获了可观的精准粉丝!

让推广文案打动潜在客户,从独特的视角提炼出你真正的与众不同支出,最重要的一点是不能看起来太像广告!

●●●

如何写活动文案

举个招募社群的例子

谁都会写字,但写字不等同于写文案,很多人懂的只能叫叙述,不能叫文案,屡战屡败是叙述,屡败屡战是文案,我想和你一起睡觉是叙述,我想和你一起起床是文案,一看书就睡觉是叙述,睡着了还拿着书是文案,当然这些只是玩笑。

但是这个时代一定要理性,如不理性一定要感性,如不感性一定要性感,如果你既不理性也不感性还不性感,那就一定要学会表达,所有表达不是讨巧,而是用文字促动商业,用文案打动人心。

注意力稀缺的时代,能打动人心的文字是有价值的,有人曾用一篇文案为一家会所增加会员百分之十,有人曾用一篇文案成为两家公司幕后老板。

百万级文案都是这么操作的

活动文案引爆活动,要注意以下几点

第一:要有案例 能引起人们的重视

第二:要有数据 能使人信服

第三:要有趣味 给人留下深刻的印象

第四:千万不要说自己有多好 好是让别人去感受的

●●●

如何写招聘文案

你需要招一个店员,我需要什么样的人?

我需要能吃苦耐劳的人,我需要有团队精神的人,我需要责任心强的人,这永远是你的一厢情愿,即使你是这么想但也不能这么写,卧槽!你究竟是要招人还是要干嘛?这就是典型的站在自己的角度。

举例:在这里你不需要拥有很多专业知识,因为在这里你都可以学到,在这里你不要拥有十分聪明的大脑,因为决定未来的不是智商,如果你想拥有一份体面的职业收入,你想自食其力,如果你想拥有一帮靠谱的领导同事共同进步,如果你想为自己的未来打下基础,如果你能成为成员,你将最快获得晋升渠道,靠自己去获得体面的生活。

百万级文案都是这么操作的

写文案的要素:未必文笔要好,很多文笔好的未必能写的好文案

写文案一定要有营销的意识,对人性的把握,对人情世故的把握,有能站在对方角度去思考的这种能力!平时要多看业内一些好的文案,多做总结和思考,才能快速提升自己的文案能力!


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