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小学堂·文案创作完全手册:文案大师教你一步步写出销售力(第3版)

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小学堂·文案创作完全手册:文案大师教你一步步写出销售力(第3版)

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畅销美国30年,专业广告人传授超实用文案秘诀。8种标题9种特质11种方法让你轻松掌握有效的广告技巧,像专业广告人一样写出热卖文案。各界营销人员、广告人士、淘宝店主较好用的参考书,让销售量连翻几倍!
《小学堂·文案创作完全手册:文案大师教你一步步写出销售力(第3版)》是广告教父奥格威力荐的经典文案教材,能让你快速全面提升文案水平。台湾译者的中英文水平异常精良,大程度地体现了原来文案的精髓。
拿起《小学堂·文案创作完全手册:文案大师教你一步步写出销售力(第3版)》的你,如果是位新手,这将是一本不可多得的入门经典。这本书的写作要诀,非常值得一位新手去仔细琢磨。而如果你是广告业的资深人士,也推荐你将这本书放到案头,这些内容会时时让你深有感触。
Content Description

你还在为好创意绞尽脑汁、用标新立异来吸引消费者吗?还在抓不到重点、用华丽夸张的词汇写文案吗?布莱在《小学堂·文案创作完全手册:文案大师教你一步步写出销售力(第3版)》中强势主张“广告的目的不是要讨好、娱乐观众或赢得广告大奖,而是要把产品卖出去”。在这部多年为广告界推崇的文案经典中,文案大师布莱结合了多年的实战经验,告诉您如何才能写作出极具销售力的广告文案。
充满销售力的广告文案讲求有效地叙述,《小学堂·文案创作完全手册:文案大师教你一步步写出销售力(第3版)》将教你如何通过技巧性的叙述来体现充分的说服力和命中率。书中介绍了如何写出引人注目的标题;揭秘了经验丰富的老鸟创作极具销售力的好点子所遵循的步骤;阐述了如何挖掘一件产品的特色,并将它转化为能强烈吸引顾客的产品功效……跟着这位文案大师的一步步指点,您将能完美写出“超好卖”的文案。
Author Description

罗伯特·布莱,享誉美国广告界的传奇文案写手,被旗下拥有标准普尔的麦格劳·希尔公司评为“美国专业的文案人”,他的写作技巧曾被广告人大卫·奥格威大加赞赏。与他合作过的客户包括:IBM、《福布斯》、朗讯科技、《医疗经济学期刊》等。
布莱亦于纽约大学开设了文案写作课程,并曾经为许多企业、协会等团体主讲营销讲座,常受邀于电台、电视节目与多份期刊,分享营销写作技巧。布莱的著作逾60本,文章亦散见于众多出版物,包括:《柯梦波丹》、《读者文摘》、《商业营销》、《概念分享》在线杂志、《DM新闻》以及《直复营销》。

刘怡女,现任职于媒体,中国台湾中兴大学外文系毕业,英国东安格里亚大学社会经济系硕士。译作包括:《瞬间唤醒思考力!每天都能做的大脑全区活化训练》《这么问,客户真难拒绝你!》等书。

袁婧,现于中国传媒大学攻读国际新闻与传播硕士学位。曾译有佳能5D3教程。
Comments

我不知道有谁读了这本书之后,文案功力还不会进步神速——包括我也是!
——广告教父大卫·奥格威

本书在两个层面上效果卓越。对入门者来说,本书就广告文案写作提供了清楚明了、全面性的指引与技巧;对已经入行的专业人士来说,本书回归重要的基本面,应该被放在书架上显眼的地方。
——《洛杉矶时报》

不只是写作新手,就算是高居主管职位、或身处顾客端的人,都应该将本书当成基本配备。
——《广告日》
Catalogue

简目
第3版序言
第1版序言
致谢
第一章 下笔前,先搞清楚什么叫“广告文案”!
第二章 如何写出吸引注意的标题
第三章 你的广告文案,读者真的看得懂吗
第四章 抓对卖点,写出热卖文案!
第五章 这样做市场研究,让你的广告文案成功一半
第六章 平面广告文案:营销人必练的基本功
第七章 直邮广告:最个人化的营销管道
第八章 大量信息考验你的组织能力
第九章 公关新闻稿:“产品说明”是最无趣的信息
第十章 电视广告与多媒体文案: 有效结合视听效果,打造热卖广告!
第十一章 网络文案: 善用“水岸模式”,打造人气网站
第十二章 电子邮件营销文案:别让好文案被扔进“垃圾邮件箱”
第十三章 如何获得文案写作的工作
第十四章 如何聘用文案写手,并与他们一同工作
第十五章 能沟通视觉概念就好,文案人不是艺术指导!
重要词汇
出版后记
Book Abstract

第四章 抓对卖点,写出热卖文案!
扬雅广告公司(Young & Rubicam)的创办人雷蒙?罗比凯(Raymond Rubicam)直言:“广告的目标就是卖产品,没有其他借口可说。”
对菜鸟写手来说,这可能是个新鲜想法。假如你从事过其他文字工作,例如杂志文章、新闻报道、小说或技术文件,那么你应该懂得如何用清楚简单的文字来表达。你知道如何在字里行间提供信息,说不定还能写出娱乐效果。但现在你面临一个全新的挑战:写出能够说服读者购买产品的文案。
这个挑战令大部分的文案写手茫然无措。你得做出许多选择,而且除非你待过销售界或广告界,否则你不知道该怎么写。举例来说,你应该把文案写得长一点还是短一点?(假如你写得很长,大众会去读吗?据说大众懒得读超过3段的广告,这是真的吗?)你应该设计一些噱头、口号式标语或性感的模特儿来吸引读者注意吗?
还是应该专注在商品本身?
假如你的商品优势跟竞争对手比起来胜出不多,你应该强调这项优势吗?还是应该专注在使用这项商品的一般性功效(也就是那些读者可以在你的商品,或对手的商品中都能得到的益处)?假如你的商品跟对手没有区别,你该怎么办?
你要如何知道自己的文案对读者来说,有没有说服力、读起来是否有趣?假如你发展出两三个构想,你要如何从中选出最好的一个?本章接下来,将告诉你这些问题的答案。
4.1?用顾客的语言说明产品特色与功效要撰写具有销售力的文案,第一步是告诉读者能得到什么益处而非描述产品特色。所谓“特色”,是针对产品或服务的事实描述,讲的是产品的本质;而“功效”是产品能为消费者做什么,讲的是产品或服务的使用者从产品特色中得到的好处。
举例来说,我正在透过个人计算机写这本书。这台机器的特色是能够让我编辑、更正打好的字,所以我不必重打整页内容,就可以移动一个句子,或新增一个字。这项特色的好处是我省了很多时间,而且提高了生产力、同时赚更多钱。
再打个比方,我的个人计算机的第二个特色是,它有个可分离的键盘,有一条卷线连接主机。这项特色的好处是,我可以把键盘放在姿势最舒服的地方。
动力销售训练公司(Learning Dynamics Incorporated)在他们的出版物《为什么有些销售人员会失败》(Why Don’t Those Salespeople Sell)中指出,销售人员成交失败的十大理由之一,包括了欠缺凸显产品功效的能力。该公司解释:“顾客买的不是产品或服务,而是这些产品或服务能够为他们做的事。然而,许多销售人员只会描述产品特色,以为顾客应该自己知道产品有什么好处。销售人员要懂得‘如何将特色翻译成功效’,然后用‘顾客的语言’来呈现这些功效。”
同样的道理,也适用于文案写手。菜鸟写手往往只写产品特色,一些手边有的资料跟数字。但经验丰富的老鸟写手会将这些特色转化为消费者的益处,也就是读者为什么应该购买的“理由”。
挖掘产品功效有个简单的技巧:拿出一张纸,然后做个有两栏的表格。
左边那栏写下“特色”,右边那栏则写下“功效”。首先,在左边那一栏,列出产品的所有特色。这些特色的部分内容,可能来自先前搜集的产品背景资料(本书第五章将告诉你如何做这件功课),其他部分则来自亲自使用验证或是跟其他相关人士的对谈,包括消费者、销售人员、经销商或工程师。
接着,逐条检视这些特色,问自己:“这项特色能够为消费者提供什么功效?这项特色如何让产品更有吸引力、更实用、更有乐趣或更负担得起?”当你完成这份清单时,右栏应该已经填满了产品能够为消费者带来的好处,而这些好处,就是你应该写进文案里的“卖点”。
……
Introduction


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