文案写作的3个重要关键词

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感知价值,是让读者觉得有价值;情绪波动,是让读者思绪有所变化;理性说服,是让读者真正有收获。

怎么做到呢?

浏览了产品经理网作家们300多篇干货后,我姑且总结了一张小表,简单聊聊吧,仅供参考。

文案写作的3个关键词!


一、植入“感知价值”

你肯定听说过”现代营销学之父”——菲利普·科特勒的名言:营销,就是为顾客创造价值,并取得顾客回报。

后来,一个营销大咖改动了2个字,变得更精妙绝伦了:营销,就是为顾客创造感知价值,并取得顾客回报。

写文案也一样,核心是为读者创造感知价值,并取得读者回报。

文案写作的3个关键词!


比如文案大师郭德纲,他的文案,感知价值植入得相当好:

“谁说的,相声必须要教育人?听这段相声要学会什么,听那段就得拦惊马去,不可能的事儿啊。中国京剧院唱一三岔口,看完了受什么教育了?中国杂技团,耍狗熊的,你看完了受什么教育了?十五个人骑一自行车,你受教育,他违反交规你知道么?”

言外之意,不以快乐为目的的相声,都是耍牛氓,看起来高大上,其实没价值。我老郭的相声才有价值,因为我给你创造快乐了。

你一听,不由得哈哈一笑说:好像确实是这么回事。

不管是不是这么回事,这感知价值,植入得就很好。

那么,怎么向郭先生学习,给文案植入感知价值呢?

我们拆文解字看看,感知价值中的“感知”二字,其实是心理活动。而说到心理活动,中国儒家先贤,将它主要概括为4个:知、情、意、欲。

所以,植入感知价值,就得从欲、情、知下手。

文案写作的3个关键词!


  1. 欲——人的感性欲望

感性欲望有两种,其一是本能欲望

人,每天都活在各种本能欲望里,满脑子都在想美食、性、吃喝玩乐。

所以,网上才会有标题党,写出了这种不忍直视,但点击量很高的文章。

比如:《裸男面对禽兽围攻,泰然自若》、《闹市中惊现悬挂于车外的裸尸》……

其二是刺激产生的欲望,比如成功的捷径、切身利益、实现自我价值等。

所以才有了这种文章,虽然看着也想吐,但总会手贱点进去看:

  • 《我是如何一夜之间提高记忆力、考上斯坦福的》

  • 《你还在搬砖吗?他用这个方法,已经日赚10000》

  • 《00后写公众号月入十万?这个时代,最稀缺也最值钱的能力是…》

举这些例子,不是倡导文案要标题党,而是说,这给了我们启发:用户本能欲望不关心的文案,或许需要和欲望挂个钩、开个玩笑、插个科打个浑,无妨。

比如:你想写一个0压力床垫的广告文案,你本来想写《零压力床垫,保护家人的腰》,别人一看,“0压力床垫”,什么鬼?还是美女好看,算了,不点开看了。

但你改改标题,写成《美女细腰翘臀,睡觉会不会因为腰碰不到床而难受呢?》别人就会点进去看看,看完还会说:“小编脑洞好大,有意思。”

文案写作的3个关键词!


  1. 情——情绪被挑起

只有读者情绪有波动了,他的心思才能保持在文案上。而要情绪被挑起,需要满足三个条件中至少一个:产生情绪刺激、读者熟悉并感兴趣、读者当务之急要解决的问题。

比如:咪蒙有篇文章《听说你是个备胎啊,我也是》,就满足了这三者。

  • 首先,情绪刺激:你是个备胎,情绪是伤心、愤怒。

  • 其次,读者熟悉:备胎这词,肯定没有人不熟悉吧。

  • 再者,当务之急:如果你是备胎,你肯定很想成功上位,摆脱备胎身份吧,所以,也算当务之急吧。

比如:咪蒙还有一篇文章,本来主题是《兜兜转转后,才发现互相爱着》,但她的文案题目是《我们在一起,老天不同意》。

再比如:六神磊磊有篇文章,本来主题是《你说什么,不重要,论据才重要》,但他的文案题目是《一个人蠢往往不是蠢在论点,而是在论据》。

怎么样,高明吧?都把能引发情感波动的部分,提炼出来放大了。

因此,如果你要写一篇文章,叫《3个关键词,剖析文案写作的底层逻辑》,这个标题特别烂。

建议改成《oh,my god,我竟然用3个词,就总结了所有牛逼文案的套路》、《震惊,文案升职加薪套路来了,3个词就帮你搞懂》等等。

  1. 知——理性得到说服

上面两者,目的是吸引读者注意力。但真正要获得读者内心深处的认可,还得需要文案真有那么点东西,能从理性上说服读者。

因为,文案占据读者心智,是有两条路径的。一条是刚才所说的感性路径,以风趣幽默、荤段子、感官刺激引诱读者,如果这点能满足,相当于一道菜的色香味有了。

但这还不够,菜还得吃得饱、有营养,所以另一条路——理性路径就很重要了。好的文案,逻辑推理、深入思考,各种事实、数据、证据、证书、研究报告等,该有还是不能少。

文案写作的3个关键词!


二、写作调动情绪

写作调动情绪,其实是一个内容庞大的话题。我大概从6个方面简单进行下总结,分别是:从感性角度立意、在标题和内文中植入6情、故事化包装、善用修辞手法、动词名词化表达、植入金句。

文案写作的3个关键词!


  1. 感性角度立意

首先第一个是:把理性的话题,从感性的角度来立意。

比如:如果你是六神雷雷,你想写一篇文章,讲述论据的重要性,那么你应该从这个理性主题,深挖植根于欲望中的情绪因素,比如“蠢”。

文案写作的3个关键词!


小小一个“蠢”字,承载着读者吐槽的快感,愤怒、爽快的情绪,还承载着读者变聪明的欲望,这就是感性角度的立意。

  1. 植入6情

我们都知道情绪有7种,分别是喜、怒、忧、思、悲、恐、惊,“思”暂时不说,先聊6情:喜、怒、忧、悲、恐、惊。

一篇好的文案,时刻都需要有情绪植入,不然读者会走神的。

比如:咪蒙的文章《听说你是个备胎啊,我也是》,基本每一句话,就有至少一种情绪,我们一起来读读。

  • 阿树是我见过倒数第二贱的备胎。(对应的情感:惊、疑)

  • 他贱的方式是,以当备胎为荣。(对应的情感:惊、怒)

  • 阿树暗恋我们学校的女神方媛多年,

  • 经过多年的摸爬滚打,他已经成为了黄金VIP级的备胎。(对应的情感:惊、疑、哀)

  • 阿树和我们吃饭,接到女神电话呼叫,兴奋地跳起来。(对应的情感:喜、恨、怒)

  • 我问,她找你做什么?

  • 阿树说,她让我帮她和她的男神去图书馆占座。

  • 我无语。(对应的情感:惊、怒、恨、忧)

文案写作的3个关键词!


好的文案就该是这样,不管是从立意、标题,还是行文,都要植入情绪。

  • 比如喜:为什么人爱看武侠小说?因为看武侠小说很爽啊,能让人一直很喜悦(情绪)。主人公本来是屌丝,在山洞里拉屎时,找到一本武林秘诀,出来就成了大神,打遍天下无敌手,迎娶世间白富美,多爽。

  • 比如怒:江歌案发生时,你写一篇文章,叫《我当你是闺蜜,你却取我性命,诬我名声》,虽然文章啥都没讲,只是把事情随便梳理了一遍,但是人们就是爱看爱转发。

  • 比如忧:陈可辛导演拍的短片《三分钟》,你会一直担忧,母子到底能否见面呢?

  • 比如悲:最近火热的电影《何以为家》,把一篇社会学实地考察报告,写成悲情故事后,引起的震动,远比一篇正经社会学论文大很多。

  • 比如恐:像《现在盛行一种新毒药,它可能就在你家冰箱里!》、《没有房子,丈母娘你只能喊阿姨!》、《【提醒】这种水果有剧毒,吃5颗就会毙命?很多人毫不知情…》类似的文章,虽然像是朋友圈的牛皮癣,不太惹人喜欢,但就是传播很广,这是利用了人的恐惧心。

接下来重点要谈谈“惊”,惊有2个工具很好用——一个是反常规,一个是冲突和反差。

产品经理网作家于极老师专门写文介绍过这一点,简单说就是“改变一个W”:

正常行文、说话、思考,人会想到5个W:Who(主角是谁)、When(在什么时间)、Where(在什么地点)、What(在做什么)、why(为什么而做)

比如:一个男人(who),在早上(when)的大街上(where)吃油条(what)填饱肚子(why),这不反常规,自然就不震惊。

但改变一个w:一个外星人(who),在早晨(when)的大街上(where)吃油条(what)填饱肚子(why),反常规了,震惊。

文案写作的3个关键词!


前两天有篇资讯,名字叫《世界首富开拖拉机》,我一看标题赶紧就点进去阅读。结果发现:好像是项目动工仪式,人家象征性开了一下。于是我感慨,冲突技巧用得真好。

广告大神叶茂中老师,还专门写了本书《冲突》,可见冲突,对广告、文案确实非常重要。《敢扶老人,就要做好挣两千的准备!》、《这么卖酒,活该你日入一万五》、《那个借钱不还的朋友,现在创业成了大老板》、《街边那个乞丐,要送我一大笔钱?》、《44岁被骗200万,离婚离职拖家带口,如今他的公司价值千亿》、《咪蒙:说来惭愧,我的助理月薪才5万》、《我年薪20万,却活得像条狗》、《网瘾少年变身千万富豪》冲突设的都挺好。

  1. 故事化包装

文案讲故事的好处和重要性,众所周知,这里就不赘述了,有兴趣提高故事能力的,强烈推荐阅读罗伯特·麦基的《故事》、詹姆斯·斯科特·贝尔的《这样写出好故事》等书。

这里简单聊一下:如何1分钟写出一个好故事?

许荣哲在《故事课》一书里,给了一个好方法,亲测好用。那就是按照:目标——阻碍——努力——结果——意外——转弯——结局来编故事。

文案写作的3个关键词!


比如天才小熊猫的文章《千万不要给孩子买长颈鹿啊》讲故事的逻辑就是如此。

  1. 目标:给孩子买了长颈鹿毛绒玩具,放家里碍事儿,孩子睡觉还抱着,大人没地方睡觉,想解决睡觉问题

  2. 阻碍:孩子不让换小的长颈鹿,也不要其他玩具

  3. 努力:把长颈鹿分割成几个部分

  4. 结果:可行

  5. 意外:但是用洗衣机洗的时候洗烂了

  6. 转弯:自己画一个图,让打印店打印,自己组装长颈鹿

  7. 结局:打印出一个抠鼻屎的床单,还有车的广告

文案写作的3个关键词!


  1. 善用修辞

文案,语不惊人死不休是至高境界,而要语出惊人,修辞必不可少。一般而言,这些修辞经常遇到,十分有用:

  • 比喻,以面膜广告文案为例,如果不用比喻,文案会是:让肌肤细嫩光滑。用了比喻:肌肤像剥了壳的鸡蛋。

  • 夸张,以美容院广告文案为例。如果不夸张:让你年轻十岁。如果夸张:请不要同刚刚走出本院的女人调情,她或许就是你的外祖母。

  • 引用,以望远镜广告为例。如果不引用:看得更远。如果引用:欲穷千里目,不必上高楼。

其他的就不一一列举了,有兴趣可以看产品经理网作家们整理的,如图:

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