文案基本养成法1:如何高效写作? CUT IT OUT – How to Write Effectively?

By 七月 12, 2017创意文案

如果你可以用3句话表达你的意思
用2句话搞定吧!

If you can say something in 3 sentences
SAY IT IN 2!

从来没有什么完善的文案
No such thing as perfect text

倘若不以写作为生,那么写作固然不会被重视。但无论你是谁,做什么,都需要写作——写邮件、写报告、写PPT以及社交媒体上的文章和评论等等。那么,我们先出来的文章有多少人能读懂,能理解作者?是否愿意继续与文章作者踏上阅读之旅?然而,这些很大程度上取决于作者是否把思想表达清楚、到位、有趣。
If writing is not what you do for a living, text doesn’t seem like the most important part of your life. But everybody writes – emails, presentations, social media posts, articles, reports. Will people understand us? Will they listen to us? A lot depends on how we articulate our thoughts.

PLTFRM的文案们通过文字完成了不同的品牌策划:从战略、核心理念、再到网站、社交媒体和线上活动的文案编写。期间遇到了一些写作的常见问题,对于有文字洁癖的“文案”来说,这些就是“理解”路上的绊脚石。所以今天,我们来聊聊文案养成的基本准则(文字洁癖患者的福音)。
At PLTFRM we solve different branding tasks with words: from strategy and core belief, to website, social media content and digital campaigns. Today, we want to share with you basic principles of effective written communication.

结构,文章的“骨架”
The structure, the ‘skeleton’ of the text

一篇令人印象深刻的文章必须具备以下特点
A powerful text ensures

读者阅读文章的动机如下
A powerful text clearly answers

码字的途中,应始终铭记
When writing an article, you can’t just go wherever

含义,文章的“肌肉”
The meaning, the ‘muscle’ of the text

言简意赅:用最精简的语言表达思想
Concise – the idea is expressed without unnecessary words

有趣:把乏味的文字或者句式变得有趣、有意义
Interesting – replace unnecessary information with useful

真诚:少一点抽象,多一些事实
Honest – facts/explanations instead of ‘empty words’

感觉没有干货


或者干货不够


别着急,我们的推送会为大家奉上关于文案的干货,敬请期待!

Hold on, that’s just an intro, more tips to come in the next updates.

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