听风念旧
发表于 2022-11-16 16:36:35
写文案要如何让细节”有洞察“？
<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);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">以用户洞察为导向来撰写文案？如何做？这篇文章通过对不同年龄段——年轻人、成年人、中年人三类人群的洞察，分析了有洞察的文案是怎样的角度清奇。推荐想了解文案创作和用户洞察的童鞋阅读。</p></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><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);">对很多文案来说，夸ta文案<span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">“有洞察”</span>，比夸ta文案<span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">“很走心”</span>，更能让人开心。</p><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);">关于<span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">「洞察」</span>，用最简单的话来说，可能就是「人人都知道，却未发现的事」。</p><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);">近来看到的三组文案，就分别从不同角度，写出了对不同年龄段人群的洞察，很适合放在一起看。</p><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);">一、对年轻人的洞察</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);">年轻人，本义是15-35岁之间的人，如今多指95后和00后。</p><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);">这个年龄段的人，处于人生的初始阶段，内心世界里，自我大过天，有比较强的自我意识，希望通过行为彰显个性，体现自己的不同。</p><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);">所以对他们说话的文案，常常会诉求个性化，对于他们的洞察，更多也是对行为的洞察，特别的洞察给特别的Ta。</p><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);">例如前不久“林氏木业”品牌升级，更名为“林氏家居”，打出口号<span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">「住进每一种偏爱」</span>，主张关注每一个个体与家居产品的关系，尊重个性表达，让每一个年轻消费者都能寻获“偏爱”的生活方式。</p><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);">其中的一组海报，就是在诉求年轻人的偏爱，主打舒适感与个性化。</p><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><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);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">最近我喜欢穿什么，</span><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">我的椅子都知道。</span></p></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);">一个观察是椅子经常用来挂衣服，而洞察是，我们常常把最近穿的衣服挂在椅子上——回家脱了扔椅子上，出门捡起来就能穿上。谁说椅子非要用来坐？</p><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><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);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">茶几不仅可以放杯子放鲜花，</span><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">也可以用来放脚。</span></p></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);">每一个茶几最后都摆脱不了放脚的命运，既然如此，不如就设计一款受力更稳，桌面更宽，可以同时放下茶具、零食和双脚的茶几。</p><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><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);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">沙发经常无法落座，</span><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">因为我还要给衣服让座。</span></p></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);">沙发要买够大的，最好还能调节不同坐姿，因为那样就可以放更多的衣服了。</p><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><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);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">从沙发陷进去的弧度里知道，</span><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">我最近的伙食好不好。</span></p></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);">足够柔软有弹性的沙发，可以清晰反映出你每一分体重的变化，吃的好不好，沙发全知道。</p><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);">二、成年人的洞察</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);">成年人，本是指年满18周岁的人，现在多是指30-40岁左右的人。</p><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);">这个年龄段的人，处于人生的黄金时期，很多人会在这个阶段达到事业上的一个高峰。</p><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);">负重前行许久，取得一定成果后，自然会渴望岁月静好，有些人会试图找回一些失去的东西，比如儿时的乐趣，比如对家人的陪伴。</p><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);">所以对他们说话的文案，很多会诉求生活体验，对于他们的洞察，也常常关于内心对理想生活的渴望。</p><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);">比如不久前小红书露营季传播中的一组海报，针对的问题是随着“露营热”升温，仍有很多人对露营缺乏认知，想露又怕麻烦，想玩不知怎么玩。于是海报通过描述各种简单童趣的露营体验，传递出一种<span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">“露营简单又好玩”</span>的认知。</p><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><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);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">露营是成年人的过家家</span></p></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);">如何体现露营“简单又好玩”？一个<span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">“过家家”</span>就给说得明明白白，就像过家家这么简单，也像过家家这么好玩。</p><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><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);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">人就应该待在，</span><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">没有天花板的地方。</span></p></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);">在家里，在公司，在酒店……在都市人每天工作、生活穿梭的角落，我们都无法摆脱“天花板”的制约，唯独在露营的时候，你躺着、坐着的地方是没有天花板的，一个很独到的洞察，讲出了露营的独特体验。</p><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><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);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">在大自然面前，</span><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">永远未成年。</span></p></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);">描绘出那种成年人来到大自然，常常会开心得放飞自我，甚至露出很幼稚一面的那种感觉。</p><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><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);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">不是大人给了孩子童年，</span><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">是孩子在陪大人复习童年。</span></p></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);">都说父母要给孩子一个美好的童年，但只有在露营的时候，你才能体会到这种快乐是童年对成年的馈赠。</p><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);">这样一套关于户外露营的传播项目，主创团队从接到比稿邀请，到最终项目全部出街，从头到尾都是被丰在家里。</p><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);">三、对中年人的洞察</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);">中年人，通常指45岁至55岁区间的人。这个年龄段的人，知识、阅历、经验仍在积累增长，身体却在不知不觉中开始下降。</p><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);">在事业上，少数人依然高歌猛进，但多数人的体力精力开始有所不支，外加上升通道的缺乏，年轻后辈的挤压，导致事业发展遇到瓶颈。</p><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);">在家庭中，父母到了需要更多照顾的年纪，子女养育投入也开始高企，让很多中年人深感疲惫。</p><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);">即使内心万般痛苦，也很少有人会喊疼，常常是在内心自我消化。所以对中年人的洞察，更多是对于心态的洞察。</p><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);">比如最近网络上流传的一组<span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">“中年人的文案”</span>，讲出了一种表面风平浪静之下，内心的层层波澜。</p><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><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);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">上有老，</span><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">往下的事情不敢想。</span></p></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);">人到中年如爬坡，上有老，往下的事情不敢想，更不敢往下看。</p><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><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);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">努力成为优秀的人，</span><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">但依然担心被优化。</span></p></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);">努力成为优秀的人，却仍然可能被公司作为优秀人才输送到社会，“内卷”让努力也变得通货膨胀了。</p><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><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);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">身上的脂肪，</span><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">是我唯一的不动产。</span></p></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);">无论高潮低谷，世事万变，只有身上的脂肪不离不弃。</p><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><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);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">开场逆风，</span><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">下半场也没想着翻盘</span></p></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);">很多时候，逆风翻盘的故事只发生在峡谷里，哪有什么翻盘，撑下去意味着一切。</p><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);"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">「洞察」</span>揭示了人、事、物运行的种种本质，就像《洞见》一书中所说：洞察就是从听到它的那一刻开始，你就无法再用其他的方式看待这个世界了。</p><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);">所以洞察无处不在，它就存在于生活中的那些你知我知，却又没有发现的行间字里。</p><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><p><br/></p><link rel="stylesheet" href="//www.shidaomedia.com/source/plugin/wcn_editor/public/wcn_editor_fit.css?v134_JzZ" id="wcn_editor_css"/>
换你星河
发表于 2022-11-22 17:51:27
没错，我又来抢二楼了
yrq_82
发表于 2022-11-24 23:35:10
热爱世间万物，无最爱，无例外。
沮烦坏
发表于 2022-11-28 06:44:08
年月把拥有变作失去。（来自光辉岁月）
独家记忆
发表于 2022-12-3 08:59:48
我摊开心中愁，你只见眼前秋
夕夏温纯°
发表于 2022-12-8 05:41:12
年月把拥有变作失去。（来自光辉岁月）
啊咿呀晶兒
发表于 2022-12-23 16:11:49
红豆不长南国，长我脸上了，真相思！
你的吻是暗涌
发表于 2022-12-26 03:37:27
生活是自己的，尽情打扮，尽情可爱。
95598
发表于 2023-1-5 11:15:59
我一口气看完了你所有的帖子！
哼唱寂寞
发表于 2023-1-14 23:30:33
每个人都有潜在的能量，只是很容易被习惯所掩盖，被时间所迷离，被惰性所消磨。
页:
[1]
2
3
4
5
6
7
8
9
10