怎样更好地写好文案的第一段

怎样更好地写好文案的第一段
首先，要根据确定的小标题来写第一段
如果你是在售楼处遇到的售楼小姐对你说的第一句话是：这是一个时尚、信息化的时代。

－有毛病？
文案开头也是一样
现代人不仅满足于家居装修的舒适和适用。

他们更偏重于风格和美观。

他们品位高雅知识渊博。

他们鄙视虚伪，希望他们的付出能够物有所值
――这段文案根本没有什么实质性的内容，只不过是读者和他们想获取的信息之间的一道人为屏障广场（SQUARE）是具有城市特色的空旷地方，城市广场往往形成附近居民聚会、散步、休闲、相约的地点
――你在给消费者上课吗？你知不知道这种喋喋不休就是看不起消费者，总讲一些别人早知道的东西，即使不知道也远不是什么哲理，何况消费者对哲理也不感兴趣所以，还是用一个咒语提醒自己吧
　“这个广告是关于如何－。

”　然后把前面的短语（这个。

是关于）去掉咒语的作用就是要提醒你直接进入正文，除非你已经到达一个层次，否则老老实实的照做，
即使是成功文案，依然是遵循着这个原则，只不过，他们的逃离更有分寸如果找不到一个创意的方法对咒语进行改变
先写好第一段，这段的内容是你的标题的主题思想的继续　例：如
何为自己提供退休收入 无论你想在何时退休――55岁、60岁或者65岁，这项退休收入保险计划都将使你梦想成真，你可以为自己提供1500元，2000无或更多的月收入
1、第一段要尽量短
2、延续标题的主旨表现
当标题里的某个优点或某种性能吸引了读者后，如果你在第一段中又介绍了完全不同的另一优点，那就会失去最初的优点，进而失去读者
3、当用几个词表现出读者能从购买你的产品中得到的最重要的好处和实惠
4、把最惊人最有说服力的事实放在最前头
所谓的好戏在后头是屁话，哪有人会读到第二段？
最好及早让读者知道到底在搞什么
把最惊人最有说服力的事实放在最前头，否则很可能一个读者都不剩
理论的陷阱
第一个陷阱 认为通俗易懂就是迎合大众知道的事物往往比不知道的事物更能激发信心陌生的东西只能产生区敬畏以有对实力的猜测读者对你是否学识渊博不感兴趣，也没时间去敬佩你，继而认同产品晦涩永是低水平文案的避难所你是在为读者赚稿，并且要寻求能引起一般读者兴趣的角度，让他形成动机和欲望，建立信任感，而不是让他烦，只有极少数文案能用简单的语言对复杂的理论和术
语进行解释
第二个陷阱 大量形容词
写作多用短语和简单有力的词汇,形容词过日子，只会是个错误
少用形容词，多用动词，名词，这样短而可信原始资料远比精心雕
琢的意见可信
例：　。

小区里充满了缤纷的都市感及丰盛的城市生活气息金色
家园周边有丰富的饮食场所，川、粤、湘、京等中餐馆以及各类小
吃、面包屋非常普遍。

不管是招待亲友、家人小聚，还是犒劳自己，
都能找到合适的环境
东北的“酱骨架”、“大拉皮”，甘美丰腴；湖南的“椒鱼头”、“腊味
合蒸”，味重悠长；重庆的“毛肚火锅”，原汁原味；还有湛江的鸡、
雷州的羊、潮州的生猛海鲜。

一条条街走来，让你闻香止步，食
指大动
第三个陷阱
正规的语句表达更通顺应该知道你的读者正坐在马桶上，随意的翻
看报纸，每页平均花费两秒钟有效的广告必须比一般的写作速度快，
要写出文字的速度感读者是边接受信息边进行处理，并反应出结果
的
火炬　＋　红色.如果你输出一个火炬红色 能让消费者反应出红色的概念火炬　＋　红色　
就不要把“红色”也输入进去.因为消费者会二度接收，并对“红色”
进行反应
两个“红色”就会产生一个疲劳的信号
这就是垃圾意象的产生过程
第四个陷阱 简洁
简洁与[表达内容的多少]没有关系.简洁取决于[对元素的安排是否有逻辑性].　简洁往往被表达成简陋（精致的简陋令读者没有所得）
要努力做广告才能得到第一眼的关注
要更加努务才能引起消费者的兴趣
要加倍努力才能做到让人相信
[传球的联想]
文案人员要有良心和责任感
每则广告都应该是一件推销你的产品的完整的作品。

设想消费者会读有关同一种产品的一个又一个广告是不现实的。

你应该把每一则广告都写的很完整，设想这是你把你的产品推销给读者的唯一机会――机不可失，时不再来长文案
人们愿不愿意读文案和文案长度没关系
你写的越多，卖掉产品的机会也越大
没有所谓的长文案，只有太长的文案
（两个字的文案，如果是不对的两个字就是冗长）
长文案本身就是一种图像
它会传达这样的信息，关于这产品真有不少话可说
所以即使消费者没有读完也会留下一个印象
有智慧的噱头、巧妙诙谐的文字游戏或复杂的文字组合，不仅无法增加广告的效果还会减少广告的效果
有的人文案人员说：这样会争取到注意力，这样的文案似乎假设广告读者想得到娱乐。

想自诙谐及不平常的语言中获得深刻印象，他假设读者将因为看文字游戏而又惊又喜。

他希望这种快感会波及到产品。

然后消费者会兴趣倍增，就会选择产品 ――狗屁逻辑
文案｜错误的比喻：作家 谈者
｜正确的比喻：推销员 媒婆
广告从不自成为广告，广告谈的永远是超乎自身之上的东西；产品注意谈吐推销的是自己。

而广告显然推销的是产品
你是拿钱让客户的产品看起来更聪明不是让你看起来更聪明
美和赏心悦目不是广告目标
广告是一个信息传达的过程而不是审美的过程
事实上那些所谓的争取注意的玩意儿确实引起了注意
只不过是注意到了广告本身，对产品，却做着分散注意力的工作这就是吸血鬼
广告之所以发生效用
在于用简单的语言把推销的论据简单直接的表达出来
避免使用与商品本身无关的争取注意力的玩意
写作中总会发生放纵口舌的诱惑，
聪明的文字技巧或许能让同事印象深刻
well, with the effectiveness of services to defend the interests of the masses. Third, we should strive to do well. To achieve good practical results, the key is to know the law, to grasp the laws and using laws. Office of economic development, social progress, there are rules to follow. Only act according to the law, to overcome blindness and strengthening initiative, creative. Working in the Office, we should be good at analyzing the essence of things, to find regular thing, change from passive to active, to seek one. Investee 2. establishment of evaluation system. Evaluation system is essentially an incentive mechanism, the evaluation was objective and fair, reasonable, and can stimulate a person's energy, mobilizing people's enthusiasm or be misleading, dampened the enthusiasm of people. At present, the concept of people-oriented people, but to establish and perfect evaluation system is still lagging behind. Work in this area should be seriously caught up. "Three emphasis on" to take advantage of. Is a focus on standards and scientific. A fundamental point of the evaluation criteria, is to keep contact, development, comprehensive eye evaluation of cadres. Office work, both "record" and "potential performance"; both subjective efforts, take another look at the objective condition; both "pragmatic" enough, take another look at the "retreat" level. Second, focus on participating the breadth of the subject. Evaluation of cadres must give full play to democracy, cadres and the masses handing over evaluation. Office work services leadership and service base, serve the people, then nominated the main object will contain a variety of services, so that assessment was accurate and to avoid one-sidedness. Third, pay attention to the seriousness of the conclusion. The use of evaluation findings is mainly embodied in his direction. Permitted to choose one, it would be tantamount to establishing a banner. Evaluation can't take care of the balance, otherwise it would undermine the offset the positive significance of evaluation. Office of the party committees at all levels should take the findings as on the cadres ' bonus-penalty, an important basis for future movements, incentive and restraint effect of making evaluations. 3. Prevention of understanding "infidelity". People-centered development, concrete is dialectical,. In practice in the process, to prevent one-sided and still look, from actual people. One is to use dialectical point of view to understand. Humanist is the core of the scientific Outlook on development, remains the development of the scientific Outlook on development emphasizes, is still taking economic construction as the Center. Any departure from the development of thought and action, is a misinterpretation and misunderstanding of people-oriented. Adhere to people-oriented both to overcome one-sidedness of the old, but also to prevent one-sidedness, not accelerating the development of people and the opposition. Must be very clear, people oriented and speeding up development is not opposed, but consistent, we should never be
people-oriented in the name of reducing our enthusiasm. Premier Wen Jiabao's Government work report this year, identified as 7% growth, 2.1% lower than last year's 9.1%, but in 8 work remains to accelerate development in the first place ... Work standards. Second is to use the scale of development to understand. Society is evolving, human needs are also changing. Practice of humanism is a long-term process and cannot be achieved overnight. To treat people if you stand still and rigid dogma, it is possible to return to this, see things but not people's old ways. Therefore, we have to follow the development of the times, and continue debugging the humanist perspective, innovative people-oriented way. Under the new historical conditions, we are requested by the times, set up a brand new concept, a high starting point, high standard of armed people, shaping, exercise, people, constantly taking the new connotation of the times. Terms of Office, is to lead the vast numbers of cadres to actively adapt to the knowledge faster and actively adapt to the increasingly high level of leadership situation, actively adapt to the demand of the masses more and more situations, eager to learn, enhance accumulation, efforts, honed the ability to overcome a good service, panic. Third is to use realistic understanding. Adhere to people-oriented must be based on reality, not divorced from reality. Desk no water cups here in Hong Kong, staff need to drink some water to the drinking fountain on a floor, the glass used is a one-time non-cone type. Drink this cup can only hold, cannot be put down. This is not only to save on glass materials, more important is to force you to get drinking water, go back to your seat business. Our emphasis on people-oriented, does not imply you can indulge the desires, the comfortable, the pursuit of enjoyment. Office of the party committees at all levels of our comrades, must continue to maintain the style of plain living and hard struggle, to stand up to the tests of temptations, exciting "energy" conservation "disposition" to the spirit of selfless dedication and provide services. Investee 4. clearly defined responsibilities. Putting people first is a common vision of development, everyone is a liability. People-oriented, above and below with the responsibility for coordinating system must be established and hold everyone accountable. First, we must strengthen the leadership. "In its place, its governance, its level, bear the responsibility of the Division." This is the minimum requirement for leaders, is a measure of the basic criteria for whether a leading cadre is competent. Leaders need to "it is an official term for the benefit of" mission, consciously assume responsibility for implementing people-oriented. Director of the Office of the party committees at all levels is the responsibility of the units to implement people-oriented, to manage their people, "plug in own responsibility", effectively enhance the education of leading cadres, cadres and cadres work, efforts to revitalize the Office of human resources, Office work is full of vigor and vitality。