要想写出合格的文案创意 试试这个方法

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一篇好的广告文案,基本就是将下面两个问题,给完美解决掉:

第一个: “让消费者去看”

如果做好了一则广告文案,消费者根本不去看,那接下来的一切就是扯淡了。

这就像你花尽心思做了一桌南北调和、东西混搭的大菜,但人家压根不动筷子,这样即使是食神下凡的周星星也没辙。

因此我们才要用各种离奇、亮眼、惊艳、怪诞的创意,去吸引消费者的眼球,让消费者不看都不行。

或者是利用多渠道、高频次的广告轰炸,去触及消费者,强迫他们去看。

想写出合格的文案创意?先用这1个方法

只有在这种情况下,你会高兴的了肺炎。

——SCRABBLE(一种拼字游戏)

想写出合格的文案创意?先用这1个方法

只有在这种情况下,你会高兴的了梅毒。

——SCRABBLE(一种拼字游戏)

第二个:“有效的传达诉求”。

毕竟我们是广告文案人,不是王家卫、陈凯歌的接班人,我们也不能拿着甲方的钱,去做一个成为莫言的梦。

所以文案必须用文字或画面,去更好的传达广告诉求,让消费者喜欢我们的产品,购买我们的产品,甚至像追星的疯狂小粉丝一样,去彻夜排队打架争抢我们品牌的产品。

而在具体方法上,随着广告学、营销学的发展,有不同的答案,比如艺术派、科学派、定位派、冲突派、超级符号派等等百花齐放。

想写出合格的文案创意?先用这1个方法

人们常说“纲举目张”,以上两个问题就是“纲”,只有将“纲”的问题深刻理解,才能做到“目张”。

1、特洛伊木马

在我刚做文案时,一直想梳理清楚,如何同时解决好这两个问题,直到有一天看《奥美的创意观点》。

书里面说,好的广告文案,其实很像一个特洛伊木马,而这就是一个良好的解决方法:

那些天马行空的创意是一只木马,而它是一个外部伪装,用来躲过消费者对于广告的警惕(让消费者去看);而真实的商业企图,比如推广品牌增进销售,就是藏在木马里的士兵(有效传达诉求)。

想写出合格的文案创意?先用这1个方法

文案创意人就是利用类似的木马计,去闯进消费者的心智,让他们接受我们传达的广告信息。

那么按照这个逻辑,一个好的创意,就必须既是一个好木匠,能用锛凿斧锯造出一匹好木马,又是一个好战士,能大杀四方攻城略地。

2、好的文案创意,不像广告

所以,如果是一则完美的文案,消费者可能根本看不出这是广告,但却接受了文案传达的诉求。

比如我们中国人大部分都知道武汉的黄鹤楼、南昌的滕王阁、湖南的岳阳楼,我们是怎么知道的呢?

大都还是因为那些,背到死去活来差点吐血的古诗或者课文,比如《岳阳楼记》、《滕王阁序》、《黄鹤楼》。

正是由于这些古代大佬的千古名篇代代相传,才有了现在一到长假就挤爆的名楼景点。

如果按照营销学角度思考,当年文坛大佬的这些文章,其实就是一篇篇广告文案,并且威力牛到大佬们已经去世几百年,朝代都换几茬了,依然卓有成效的推广着这些名楼,给当地旅游经济带来大量收入。

而这就是现在所谓的广告,做梦都想要达到的效果——消费者不认为你是广告文案,但是接受到了所传达的信息。

而它也是一个完美的广告木马:

伪装的足够完美,可以骗过读者的警惕心;藏着的士兵也足够能打,可以有力传达产品信息。

由于现在传播环境的变化,越来越多的广告主,开始重视类似软性植入广告,比如各种电影、电视剧的植入广告,就是在正常的剧情走向中,将产品伪装成道具的形式植入。

想写出合格的文案创意?先用这1个方法

再比如现在很多综艺里的各种口播,它非但没有割裂观众的娱乐进程,甚至还被打造成一个笑点,就像《向往的生活3》中成功植入的小度、或者当初《奇葩说》中马东令人笑掉头的花式口播。

想写出合格的文案创意?先用这1个方法

而现在常见的信息流广告文案,也有很多是使用这个策略。

这些文案很像一个变色龙,随着平台内容环境的不断变化,不断的变成赤橙黄绿青蓝紫。

比如在知乎上发广告,一般都会伪装成一个貌似非常深奥的问题;在公众号上发广告,就伪装成一篇像模像样的文章,在微博上发广告,就写一个搞笑的段子。

想写出合格的文案创意?先用这1个方法

(知乎信息流广告)

3、那么为什么有洗脑型的创意?

当然,由于现实情况的不同,在创意方面也会有一些不同的变型,比如颇有争议的洗脑型广告。

如果把一场广告战役,比喻为一场攻城战斗,有漂亮创意的广告就是一场智谋之战,广告天才利用无限脑力,去打造完美木马,偷摸将产品信息送进消费者心智。

这就是“上兵伐谋”。

但是现实中,打造一个完美创意既费时费力又费脑子,更坑的是,有时即使费了大量脑子相出来的创意,投放到市场中,却可能一个水花都砸不出来。

创意毕竟也讲究一个天时地利人和,如果你的创意发布时间内,赶巧某某明星忽然分手、出轨、结婚啥的,那么无论你的创意有多惊艳,也都算是废了。

没办法,这也得看命。

但是我们要知道每一个广告背后,可都是白花花的银子,而银子的背后是一个渴望带来实际销售增长的公司,总是赔钱的话,公司要倒闭,员工要饿肚子,老板要欠钱……

于是一些性子生猛的营销人,就开始绕过这么多的弯弯绕,弱化创意的作用,走上另一条雄赳赳气昂昂的“攻城”路线,什么创意、开脑洞、讲故事,什么特洛伊木马计,都是扯淡。

把老子的意大利炮拉过来,把城门给我轰开!

想写出合格的文案创意?先用这1个方法

于是这些猛人普遍携一句简单直接,直指产品利益点的广告词文案,加上单一的表现方式,携大量资金,以高频次的播放量,佐以高密度洗脑的方式,来大规模轰炸消费者的心智之城。

在这种生猛的攻击方式下,产品信息同样可以进入消费者心智,但是过程可能没有那么的其乐融融春风和煦,很可能引起观众的反感。

但是在这些猛人看来,这些反感是快速推进过程中,一些必要的代价。

这种广告创意,明显的为了直接传达利益点,很痛快的牺牲了 “创意的隐蔽作用”,而去依靠“强迫”的方式弥补这个缺陷。

4、创意的内容化

与洗脑广告相反的创意路线,是广告的内容化,这类广告新奇、制作精良,文案动人,是男友老少观看佳品、圈内圈外都喜闻乐见的创意。

其中的代表作,比如今年年初火出圈儿的《啥是佩奇》,或者之前苹果邀请著名导演陈可辛、贾樟柯拍摄的《三分钟》、《一个桶》等等。

这些广告创意由于故事精彩,表现手法高超,甚至超过了某些院线电影,于是它们凭借硬核内容在社交网络上被引爆。

一经引爆,被触及的消费者,便不是被动接受广告信息了,而是主动去欣赏一个广告,甚至有些人还会去豆瓣上评评分。

想写出合格的文案创意?先用这1个方法

但这种看似已经到了最高境界的——“不像广告的广告”,事实上也会遭到一些批评,其中最多、最典型的吐槽就是“广告都看完了,就是不知道卖的啥……。”

如果依然用木马计来做比喻,就是这支木马做的很大很漂亮,但是木马里面藏的士兵仿佛却不太多。

但这种理解也是不对的,因为内容型广告的主要诉求,并不是“广播”自己的产品信息,而是“吸引”消费者,去和他们沟通,而故事本身就是一种沟通。

5、关键是把消费者当成什么?

不论洗脑型和内容型广告,他们的最终目的都是一样:将广告信息固定在消费者心智里。

而他们的不同,也就是上述提到的两个关键问题:“如何让消费者看”以及“如何有效传达广告信息”。

那么这两种类型的广告,哪个做的更好呢?

说实话我不知道,因为我没有具体的数据,而这也不是华山派的剑宗与气宗之争,找个人打一架就能看出来胜负。

想写出合格的文案创意?先用这1个方法

不过,虽然我不知道,但是业界大宗师科特勒也许会知道。

科特勒在定义营销1.0时,有几个关键的tips:

在几十年前的1.0时代,企业的目标是“销售产品”;价值主张是“产品功能性”,看待消费者的方式是“具有生理需求的大众消费者”。

顺着这几个tips,我们会发现,这些恰好是洗脑广告的几个显著特点。

而科特勒定义的营销3.0,也有几个关键的tips(虽然科特勒的理论已经发展到4.0,但是我认为大部分常见的广告,还是比较符合3.0的定义):

在现在的3.0时代,企业的目标是“让世界更美好”,比如像苹果、Facebook这样的企业;价值主张是“功能性、情感化和精神化”,看待消费者的方式是“具有独立思想、心灵和精神的完整个体”。

顺着这几个tips,我们会发现这些都是内容创意广告的显著特点。

想写出合格的文案创意?先用这1个方法

当然,关键核心其实在于最后一项——“看待消费者的方式”:

你是把消费者当做一个有生理需求的大众消费者,还是一个具有独立思想的个体。

对于这个问题的认识,会直接影响你接下来的创意走向,以及洞察深度。

而尊重消费者的独立个体,则很大概率是广告文案的一个必然趋势。

5、总结

以上讨论的就是,关于一个合格文案的内在逻辑:

首先,它要是一个“特洛伊木马”,用一个漂亮的创意,去保证诉求的顺畅传达。

因此在这个前提下,最好的创意应该不像是一个广告,或者起码不那么像一个广告。

其次,洗脑型的广告是以一种强攻的方式,打入消费者的心智;而内容创意型广告,则是用一种更为柔软的方法,去影响消费者。

最后,这两种方式最核心的区别,便是如何去看待你的消费者,而尊重消费者的独立个体,是一个必然趋势。


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