办公室英语61模式教你写出好文案

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办公室英语：6+1模式教你写出好文案

办公室英语：6+1模式教你写出好文案

STEP 1: CONTEXT

The very first thing you need to do, before trying to get

attention or anything else, is establish context. Answer the audience’s implicit question, “Who are you, and why are you talking to me?” 在试图得到用户关注之前，你首先要做的就是描述相关背景。回答用户心里的疑问：“你是谁?你为什么和我说话?”

Too many marketers compete for the attention of every single

person, so establishing context is necessary to stand out from the crowd. Junk mail is a perfect illustration. The context of junk mail is, “You don’t know us, but we want to sell you something!” That’s why most junk mail ends up in the trash, unread.

很多营销人员为了得到每个用户的注意而激烈竞争，所以要特别注重建立相关背景才能脱颖而出。垃圾邮件就是一个很好的案例，一般垃圾邮件给人的感觉是，“你不知道我们是谁，但我们想向你推销东西!”这就是为什么很多垃圾邮件每人看就直接放在垃圾箱里了。

The context here is implied, and the proportion of people who open the envelope would be much higher.

如果交代相关背景、使用户一开始就可以通过一些简单的文字，知道是谁给他写的这封信，那么他打开这封信的比例会高很多。

STEP 2: ATTENTION

Once context has been established, you can go ahead and grab the audience’s attention.

一旦建立了相关背景，你就可以开门见山吸引用户的注意。

If you’re the writer, you’ll do so with the headline. And if you’re the designer, you will make sure that, at first glance, the presentation is eye-catching.


如果你是一名作家，可以通过标题来吸引用户注意;如果你是一名设计师，就要确保让观众在第一眼看到你的作品时就被深深吸引住。

STEP 3: DESIRE

The reality of marketing in this day and age is that attention is short-lived. Where we once spoke of 15 minutes of fame, today it’s a lot closer to 15 seconds.

当代市场营销的现实是：注意力稍纵即逝。此前我们曾说用户的'注意力可以持续15分钟，然而现在只有15秒。

In the span of those 15 seconds, you have to make your audience want something, and want it badly enough to keep on reading.

在这15秒的时间内，你必须激发用户的欲望，同时要让这种欲望支撑他继续读下去。

STEP 4: THE GAP

You’ve got their attention, and created desire — at this point your prospect should be convinced that they need to take action of some kind.

成功地吸引用户注意力、激发用户阅读欲望之后，你就要开始说服他们采取行动了。

Now you must drive home the idea by communicating the difference between what will happen if they do nothing and what will happen if they take advantage of your product or service. We call this establishing the gap.

接下来你要向用户传达：如果不采取行动、不使用你的产品或服务，将会有什么后果。这就叫建立落差。

STEP 5: SOLUTION

You can’t leave the reader in this state; once ayou’ve established the gap, transition quickly into your solution. It’s

important to say that you have a solution, and to tell them as much as they need to know in order to understand that it will work — but no more.

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