产品文案讲座60:痛苦却有用的文案学习，助你突飞猛进(分发资料)
(总课时数为60)
第一单元重新理解产品文案
1.1了解舒老师和本课程
1.2文案和写作
1.3产品文案的分类
1.4面向领导者和消费者的文案
1.5文案差，帮忙排版
1.6自我满足者的培养因素
1.7你准备好成为一名优秀的文案了吗？
第二单元多棒的产品名称
2.1产品类别名称不是产品名称。
2.2强产品名彰显个性。
2.3好名字有卖点。
2.4让产品有昵称空间
2.5让产品名称具有个性和描述性。
第三单元一句话的拷贝
3.1用15个字解决问题
3.2句子的核心
3.3词语和词汇的选择
3.4用一句话写标题
3.5产品广告语言
Unit 4受众分类其实比你想象的更具体。
4.1养成良好习惯，先列出受众。
4.2受众的标签分类
4.3还原受众的消费行为和生活习惯
4.4利用棘手问题来衡量卖点
4.5如何在没有问卷的情况下获取真实受众的想法？
4.6考虑观众的选择
4.7考虑观众的性格
4.8从受众的情况中寻找痛点
第五单元分清产品卖点的主次关系
5.1卖点总是从痛点中获取。
5.2卖点真实性验证
5.3根据需求规模对卖点进行分类
5.4根据竞争优势对卖点进行分类
5.5核心卖点只有一个。
5.6好卖点的共鸣和差异化
5.7.情感卖点也是卖点。
第6单元产品详情页面文案
6.1写详情页的时候我们在做什么？
6.2写之前先看看成品和评价区。
6.3帮助消费者提问
6.4差异化卖点和边际卖点
6.5移情和真相
6.6减少阅读障碍的几种方法
6.7画面感的出现:优秀的文案出现了。
6.8文案中的法律问题
产品文案的其他写作方法和实践
1.情感也是一个卖点
2.粗鲁和冒犯是必要的。
不要用别人用过的。
4.数字很容易使用
5.类比建议:多说说吧。
6.不要用别人用过的。
7.不埋包袱，说话简单。
8.不是始终如一，而是给角色下药。
9.产品文案应该给品牌带来什么？
10.小心热点和当前时尚
第八单元案例课及其他讲解
1.案例一:产品广告语言案例详解
2.案例2:产品详细信息页案例详细信息(1)
3.案例3:产品详细信息页案例详细信息(2)
3.案例四:产品氛围文案案例详解
4.案例5分享
5.案例6分享
6.案例7分享
7.之后怎么学
8.复制推荐列表
9.增加长久表达的欲望
10.最后:单词科学
(The total number of class hours is 60) Unit 1: Re-recognize the product copy 1.1 Understand Mr. Shu and the course 1.2 Copy and text 1.3 Classification of the product copy 1.4 Show the leader& 1.5 bad copy for consumers, Helping typesetting 1.6 Cultivating elements of a self starter 1.7 Are you ready to be a high-quality copywriter Unit 2 Good product name 2.1 Category name is not product name 2.2 Good product name can see personality 2.3 Good name has selling points 2.4 Make the product have nickname space 2.5 Make the product name personal and descriptive Unit 3 One sentence copywriter 3.1 Solve the problem in 15 words 3.2 The core of one sentence 3.3 Choice of words and vocabulary 3.4 Write the title 3.5 in one sentence In fact, the audience classification in the fourth unit of advertising language is more specific than you think. 4.1 Cultivate good habits. List the audience first. 4.2 Tagged classification of the audience. 4.3 Restore the consumer behavior and living habits of the audience. 4.4 Benchmark the selling point with pain points. 4.5 No questionnaire, How to get the real audience idea 4.6 Think about the audience's alternative 4.7 Think about the audience's character 4.8 Find the pain points from the audience's situation Unit 5 Distinguish the primary and secondary relationship of the product's selling points 5.1 The selling points always get from the pain points 5.2 The authenticity verification of the selling points 5.3 Classify the selling points according to the demand scale 5.4 Classify the selling points according to the competitive advantage 5.5 The core selling points only have one 5.6 The resonance and differentiation of the good selling points 5.7. The emotional selling points are also the sixth selling points Unit product detail page copy 6.1 What are we doing when writing the detail page copy? 6.2 Look at the competition and evaluation area before writing. 6.3 Help consumers ask questions. 6.4 Differentiated selling points and marginal selling points. 6.5 Empathy and authenticity. 6.6 Several ways to reduce dyslexia. 6.7 Generation of image sense: outstanding copywriting stands out. 6.8 Legal issues in the copywriting. Unit 7 Other writing and practice methods of product copywriting. 1. Emotion is also the selling point. 2. It is necessary to be abrupt and offensive. 3. Don't use what others have used. 4. Figures are easy to use. 5. Analogy hint: more details Tell me more. 6. Don't use what others have used. 7. Don't bury the burden. Talk simply. 8. Don't follow through, It's about personality. 9. What the product copy should bring to the brand. 10. Cautious use of hot spots and current trends. Unit 8. Case lesson and other explanations. 1. Case 1: Detailed explanation of the product advertising language case. 2. Case 2: Detailed explanation of the product details page case (1). 3. Case 3: Detailed explanation of the product details page case (2) 3. Case 4: Product atmosphere copywriting case explanation 4. Case 5. Case 6. Case 7. How to learn later 8. Copy recommendation list 9. Long-term increase of expression 10. Finally: Text science
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