用李叫兽的方法写文案之六:三板斧

文/边召鹏 慧人学习会首席顾问 版权声明:欢迎转载,无需授权,保留作者与出处即可。 用李叫兽的方法写文案之五:梯子理论需要打磨 用李叫兽方法写文案之四:梯子理论 用李叫兽的方法写文…

文/边召鹏 慧人学习会首席顾问

版权声明:欢迎转载,无需授权,保留作者与出处即可。

用李叫兽的方法写文案之五:梯子理论需要打磨

用李叫兽方法写文案之四:梯子理论

用李叫兽的方法写文案之三:10大需求

用李叫兽的方法写文案之二:需求自检

用李叫兽的方案写文案之一:“热身运动”


首先,李叫兽应运而生于互联网时代,李叫兽的文案也可以称为“互联网文案”――就如同唐代的诗人写的诗都是“唐诗”。

互联网文案有什么特点?互联网文案最大的特点就是“适合互联网传播”且具有“自传播”性质,与传统文案迥然不同。

传统文案(广告)是什么样子的?

最温馨的灯光 一定在你回家的路上

如果人居的现代化只能换来淡漠和冰冷那么它将一文不值

我们深信家的本质是内心的归宿

而真诚的关怀和亲近则是最好的人际原则

多年来我们努力营造充满人情味的服务气质和社区氛围

赢得有口皆碑的赞誉

正如你之所见

这是万科的形象广告。

如果今天在互联网上发布这样的广告,估计只有广告圈的人员才会相互欣赏进行转发,这是彻彻底底的李叫兽所谓的“X型文案”。

用李叫兽的方法写文案之六:三板斧

万科形象广告

如果不是一个追求“诗与远方”的人,对于这样的文案根本就不会打开,这完全是遣词造句。

  • 按照“10大需求”,这则“路灯”广告应该是“过程体验”―――“正如你之所见”。

  • 按照“梯子理论”,在万科与消费者之间,这则广告究竟是介绍“产品属性”还是“消费动机”?一句“赢得有口皆碑的赞誉”,典型的“自嗨”。

万科其实是想传达自己是“可信的”,那么就要拿出证据,比如万科曾经的传奇故事:

  • 万科游泳池的水可以直接饮用!

李叫兽文案写作的三板斧

  • 首先,充满画面感。

  • 其次,语言简单。

  • 第三,直指利益。

充满画面感

  • 每读一首唐诗,给我们的感觉都像在欣赏一幅山水画。

  • 文案就要给人这样的感觉。

  • 不要使用形容词,在名词后面使用动词,用动词推动名词“动起来”,形成“画面感”。

你写ppt时,阿拉斯加的鳕鱼正跃出水面,

你看报表时,梅里雪山的金丝猴刚好爬上树尖。

你挤进地铁时,西藏的山鹰盘旋云端。

你在会议中吵架时,尼泊尔的背包客端起酒杯坐在火堆旁。

有一些高跟鞋走不到的路,

有一些喷着香水闻不到的空气,

有一些在写字楼里永远遇不到的人。

用李叫兽的方法写文案之六:三板斧

来自网络

语言简单

语言简单,就是李叫兽所谓的“说人话”,万科的“路灯”广告说的不是“人话”,看了之后实在不知道万科为什么“像他们所说的那样好”。

  • 苹果的广告―――再一次,改变一切!

用李叫兽的方法写文案之六:三板斧

简单的苹果广告

直指利益

直接告诉消费者,我的产品能够满足你的什么需求,能够给你带来什么价值。

当然,这要结合“梯子理论”,是告诉消费者“产品利益”还是“心理利益”,或者“价值观”。

  • 找工作=找女人,干你最想干的。

用李叫兽的方法写文案之六:三板斧

用三板斧创造时光书社文案

每一个学霸的脚下,都是一本本的书

每一个CEO的身后,都是满柜的书

时光书社“0元”领书活动正在进行中,1000多种正版图书,先到先得。

用李叫兽的方法写文案之六:三板斧

奥巴马的书柜

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