简单实用文案思考方法 | 假设你的文案压根没人看！ - 运营专区 - 上海视道文化传媒有限公司

serenity196805 发表于 2022-11-16 16:33:43

简单实用文案思考方法 | 假设你的文案压根没人看！

<blockquote style="box-sizing: border-box; border-width: 0px 0px 0px 3px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgb(0, 0, 0); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin: 30px 0px 20px; outline: 0px; padding: 10px 20px; vertical-align: baseline; hyphens: none; quotes: none; letter-spacing: 0.01rem; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">我们在写文案的时候，常常会思考：用户想看的文案是什么样子的？我们该怎么写？出于这样的考虑，常常会因为不停地填充细节而迷失了文案切入点，激发不了用户的点击欲望。作者分享了一个简单实用的文案写作方法：假设失败法，不妨试试代入到你的文案写作中去。</blockquote><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">我们写文案，总是想着我想让消费者看什么，我的产品有哪些特色还没写出来，活动介绍还有哪些细节没写进去，品牌还有哪些价值观没表达……<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">塞一点，再塞一点。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">最后，文案的确特别翔实，每一个点也都交代得清清楚楚。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">大家觉得这有什么问题吗？<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">请思考 10 秒钟。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">在我看来，这其中存在一个大问题：消费者是自己选择性在看文案，而不是我们把他给捆住了，一定要看文案。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">且绝大部分时候，消费者是不想看的。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">别人不想看，文案写得再好再丰富，那也是白扯。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">而这，正是我们在写文案时最易犯的一个问题：站在自我角度，打心底认定别人一定会看文案，甚至从来没有一丝的怀疑过。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">没错，文案一定是写给人看的，但他们却不一定去看。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">这是太明显的一个问题，但偏偏在写文案时就当局者迷了。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">当你认定了消费者一定会看，自然想的就是不停塞东西，多多益善嘛。且不断强调：“我们的产品怎么怎么牛气”……<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">而如果换个角度：你先假设消费者根本不想看你的文案，那思维方式就马上不一样了。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">你会想：<ul style="list-style-type: none;" class=" list-paddingleft-2"><li>目前我的文案足够吸引消费者吗？</li><li>他为什么不想看我的文案？</li><li>什么能吸引他们？</li><li>我怎么去写能激起他们的兴趣？</li></ul><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">这样去开始着手文案，我相信会更好。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">人天生是关心自己的，并更倾向于想表达自我，<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">站在自己角度而不是 “站在别人的视角看问题”。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">很多文案失败的原因，就是总自己在玩，且试图用自己脑子里的事实去强行说服消费者，改变他们的认知。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">结果，颇为受伤。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">基于此，老贼给大家推荐一个简单实用的思维方式，我称之为——假设失败法。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">这个方法我自己特别爱用。假设消费者不想看我的文案、假设他看不懂、假设他看了不感兴趣、假设他不相信、假设他不会购买……<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">只有这样，我们才会强迫自己切换到读者的角度，去发现一些问题，去解决一些问题。避免自说自话。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">假设失败，才会提前思考可能的失败，最终减少失败，有点反人性。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">举个例子，比如新品上市，我们要写一篇卖货文案。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">那肯发会提前收集资料，然后找参考去构思怎么写，再然后会列出自己的想法和框架。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">这个时候，先别急，可能我们会漏掉点什么，可以：<h2 class="nav-point" id="article_nav_0" style="box-sizing: border-box; border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: rgba(0, 0, 0, 0.1); border-left-color: initial; border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 18px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 8px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">01</h2><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">假设消费者对这个产品不感兴趣！<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">这样我们才会思考：<ul style="list-style-type: none;" class=" list-paddingleft-2"><li>为什么消费者对我的产品不感兴趣？</li><li>他现在的需求是什么？</li><li>我的产品文案呈现的能满足他的需求吗？</li><li>他能从文案感知到我产品的价值吗？</li><li>他有其他替代解决方案吗？</li><li>我怎么才能让他对产品有兴趣？</li><li>为什么他一定要选择我的产品？</li><li>……</li></ul><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">好了，经过这样的反思后，我们对产品文案的切入方向，乃至对产品的包装上都会有新的审视，然后开始围绕产品和消费者痛点来写文案。<h2 class="nav-point" id="article_nav_1" style="box-sizing: border-box; border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: rgba(0, 0, 0, 0.1); border-left-color: initial; border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 18px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 8px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">02</h2><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">我们继续：假设消费者对你的文案毫不关注。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">得不到消费者关注，你做的广告写的文案就变得毫无意义。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">这个时候你就会思考：我的文案能吸引消费者关注吗？消费者为什么不想看？如何获得他的关注？<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">比如文案可以突出与 “我” 相关，多使用消费者关注圈内的信息、利益相关的的场景，这样更能获得关注。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">还可以制造反差，通过对消费者某个熟悉的认知进行出乎意料的描述，形成与他预期的反差，颠覆认知。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">这种反差会使原本平淡的陈述，变得更加有高低起伏，引发好奇与关注。比如《每天晚上吃宵夜，我瘦了30斤》。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">那这样，就能够更有方向性地去写完文案。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">此外，我们还可以：<h2 class="nav-point" id="article_nav_2" style="box-sizing: border-box; border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: rgba(0, 0, 0, 0.1); border-left-color: initial; border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 18px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 8px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">03</h2><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">假设消费者对你的产品一无所知，他能看懂你的文案吗？<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">假设他对你写的种种概念从未接触，他能看懂你的文案吗？<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">你会发现，产品的一些核心点，还有你写的某些概念或术语，或者你把某些地方写得过于专业复杂，消费者还真可能完全看不懂。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">那这个时候，我们可以：<ul style="list-style-type: none;" class=" list-paddingleft-2"><li>用目标人群最易懂的语言表述，而不是自说自话。</li><li>使用短句，简洁明了，易于阅读。</li><li>利用形象化类比，用消费者熟知的事物来关联新事物。</li><li>多用比喻，让文字更加具象生动。</li><li>多用细节描述，避免一堆模糊不清、抽象的信息。</li><li>场景化打造，让产品的使用场景的功能更清晰。</li><li>多用参照物，让未知的概念历历在目。</li><li>……</li></ul><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">好了，经过一次次 “假设失败法” 的打磨，我们的卖货文案已经能很好的吸引消费者关注，让他对产品感兴趣，且各方面都有清晰的了解。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">紧接着他就会付款购买吗？<h2 class="nav-point" id="article_nav_3" style="box-sizing: border-box; border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: rgba(0, 0, 0, 0.1); border-left-color: initial; border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 18px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 8px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">04</h2><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">我们依然可以：假设消费者还不想最终购买！<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">这样我们会继续思考：<ul style="list-style-type: none;" class=" list-paddingleft-2"><li>为什么消费者最终还不想购买？</li><li>他存在哪些可能的顾虑？</li><li>是对我不信任？</li><li>是对效果还存在疑虑？</li><li>是觉得价格偏高了？</li><li>是担心购买产品存在风险？</li><li>是觉得别人的产品更好？</li><li>我怎么才能打消消费者的这些担忧？</li><li>为什么他现在要非买不可？</li><li>……</li></ul><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">那基于这样的思考，我们可以通过进一步优化文案，去建立消费者信任并打消一些购买疑虑，引导马上下单。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">比如可以做权威转嫁，增加一些信任背书；列举一些真实细节的客户案例；<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">描述畅销，大家都在买；承诺零风险，随时退换；<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">还可以设置价格锚点，突出价值感；强调限时限量，制造稀缺感……<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">只有这样，写文案才会一次次重新审视自己的内容，从自我视角切换成消费者视角寻找更优方案。<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">不去假设失败，只是自己一遍遍自检，一不小心就会陷入自我陶醉：好棒，就只有几个错别字！<p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">不该是这样啊！！ <link rel="stylesheet" href="//www.shidaomedia.com/source/plugin/wcn_editor/public/wcn_editor_fit.css?v134_JzZ" id="wcn_editor_css"/>

无臰发表于 2022-12-1 21:50:00

我一口气看完了你所有的帖子！

小震发表于 2022-12-6 02:36:20

打酱油

z·z 发表于 2022-12-6 23:00:57

一盏一直亮着的灯，你不会去注意，但是如果它一亮一灭，你就会注意到。

先森丶HE 发表于 2022-12-18 03:25:17

喜欢早已浮出水面，如今漫山遍野，日后绵绵不绝。

我是寒影辰 发表于 2022-12-24 00:43:53

心有所期，全力以赴，定有所成。

呢莆池 发表于 2023-1-24 16:37:17

遇见你的眉眼，如清风明月。

情怀如诗 发表于 2023-2-13 18:04:32

大致看明白了，楼主的思维太过发散、太过跳跃了。楼主，加强集中精力叙述一件事情的能力。不要再发散了……

小斯84 发表于 2023-2-17 18:01:24

想在黄昏里闲逛，想看琉璃朱红墙。

酔灵魂 发表于 2023-2-20 01:58:34

合群不如合自己。

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