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中国营销网:为什么你的营销文案不值钱?

2019-08-10 09:00来源:中国营销网责编:段良

中国营销网www.yingxiaon.com:为什么你的营销文案不值钱?

不久之前知名品牌策略人杨不坏,出了一篇文章——《文案不值钱》,看了之后,发现部分观点还是蛮有意思的:
Not long ago, Yang Buxiu, a famous brand strategist, published an article entitled "Text is not valuable". After reading it, I found that some of the views are quite interesting:
 
1、只有策略,没有文案。文案的意义被互联网的碎片化消解掉了。
 1. Only strategy, no copy. The significance of copywriting has been dispelled by the fragmentation of the Internet.
2、策略是观点,是方向,为品牌找到它存在的价值与意义。
 2. Strategy is the point of view, the direction, to find the value and significance of its existence for the brand.
3、文案是表达,可以精准而合时宜的将策略观点表达出来。
 3. Text is expression, which can express strategic views precisely and timely.
关注我们这个账号的,想必多数是广告行业人士,更有不少是做文案的。你一定会经常遇到这些情况,就是常有朋友找你,帮忙想句slogan、取个产品名之类的。
 Most of the people who pay attention to our account are in the advertising industry, and many of them are copywriters. You will often encounter these situations, that is, friends often come to you to help think slogan, get a product name and so on.
“我们公司最近上线一款新饮料,可以帮忙取个好听的名字?”
 "Our company has recently launched a new beverage, which can help us find a nice name?"
“客户做母婴产品的,想写一句七夕slogan做张海报,有啥好的建议?” 
"Customers who make mother-to-child products want to write a slogan poster on July Eve. What are the good suggestions?"
每次看到这样的问题,我都想反问他们,你这个阶段的产品推广战略是什么,你们的目标受众又是谁?
 Every time I see such questions, I want to ask them, what is your product promotion strategy at this stage, and who is your target audience?
总有人觉得文案是拍脑袋就能写出来的,但其实文案的工作,并非像我们平常喝水一样简单。
 Some people always think that copywriting can be written by patting their heads, but in fact, copywriting is not as simple as drinking water.
既然如此,那么文案到底值不值钱呢?
 In that case, is copywriting worth money?
我想说的是,会问这样的问题的,一般是没深刻理解策略和文案之间的关系。「文案不值钱」其实是个伪命题。
 What I want to say is that people who ask such questions usually do not have a deep understanding of the relationship between strategy and text. "Text is not worth money" is actually a false proposition.
文学是社会艺术,文案是商业艺术。每一条文案的背后,都是有策略指引的。
 Literature is a social art, while copywriting is a commercial art. Behind each case, there are strategic guidelines.
所以写文案是要对商业结果负责的,是为了说服大众消费你的产品和服务,还要让消费者主动给你做传播。
 So copywriting is responsible for business results, to persuade the public to consume your products and services, and to let consumers take the initiative to disseminate them to you.
文学可以随意勾勒虚拟的故事,但文案万万不可堆砌各种辞藻的、过于华丽的文字。
Literature can sketch fictitious stories at will, but the text must not be piled up with all kinds of rhetoric, too gorgeous words.
如果一味玩文字游戏,却没有精准的策略切入和指向,不能为解决任何商业问题。即使文笔再好,你充其量也只能是一个写手。
If we play word games blindly, but do not have precise strategies to cut in and point to, we can not solve any business problems. Even if you write well, you can only be a writer at best.
以支付宝最新的广告为例,此前支付宝的传播slogan是「支付就用支付宝」,最近对支付宝slogan进行升级为——「生活好,支付宝」。
 Take Alipay's latest advertising as an example. Alipay's slogan was "pay for Alipay", and recently it upgraded Alipay slogan to "good life, Alipay".

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