Capture and Hold Audience Attention with a Bold Proclamation
怎样用剑走偏锋的标题吸引读者注意力?
670字
2019-05-15 16:50
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If you’ve studied copywriting, you know the purpose of the headline is to get people to click and start reading. And your opening copy needs to continue that momentum all the way to the offer or conclusion.

如果你也在研究文案写作,就应该知道标题的意义在于吸引读者去点击阅读文章。你的开场文案必须能够吸引读者保持阅读的兴致,一直到他们下订单或者看完全文为止。

One way to do that is to make a bold, seemingly unreasonable assertion in your title or headline. A proclamation so jarring that the right person can’t help but keep reading, listening, or watching to see where you’re going with it.

实现这个目标的方法之一就是在标题中发出大胆和看似不合常理的宣言。一个挑战常人“底限”的宣言,可以引发读者好奇心,让他们不禁点击阅读文章,就是想看看你这葫芦里究竟卖的是什么药。

As far as I can tell, copywriter John Forde (whose site tagline is, not coincidently, “Learn to sell or else …”) was the first to define the Proclamation Lead:

据我所知,文案写手John Forde(他的网站口号就是“学会推销……”)是第一个定义这种“宣言话术”的人:

A well-constructed Proclamation Lead begins with an emotionally-compelling statement, usually in the form of the headline. And then, in the copy that follows, the reader is given information that demonstrates the validity of the implicit promise made.

构造良好的“宣言话术”应该以一个充满情感说服力的陈述句为开端,它通常会以标题形式出现。之后,在随后的文案中要为读者提供能够证实其含蓄承诺的信息。

This type of lead works for both sales copy and persuasive content. Let me give you a couple of examples.

这类话术对销售文案和具有说服力的内容都很适用。我可以给大家举一些例子。

Forde illustrates the Proclamation Lead with a direct mail report that is ultimately selling an alternative health newsletter. Written by Jim Rutz, the piece immediately startles and tempts the prospect with a bold statement:

Forde以一份直邮报告为例,对“宣言话术”进行了说明,该报告的最终目的是推销一种另类健康资讯服务。这份直邮报告由Jim Rutz撰写,它发出的大胆声明让读者吓了一跳,同时也引发了人们继续阅读的好奇心:

Read This Or Die

不想死的话,先看看这个

Today you have a 95% chance of eventually dying from a disease or condition from which there is already a known cure somewhere on the planet. The editor of Alternatives would like to free you from that destiny.

今天,你有95%的概率最终会死于某种病症,而这种病症其实已经在地球的某个地方被治愈了。Alternatives的编辑想让你摆脱这种宿命。

The copy continues not by jumping to the offer, but instead by backing up the proclamation. In the process, the piece systematically removes the objections raised in the reader’s mind about the scientific validity of the bold assertions.

这则文案并没有马上跳到相关销售信息,而是继续提供了有关这一声明的佐证。在此过程中,该文案颇有条理地消除了读者对这一大胆宣言的科学有效性的疑虑和异议。

If you feel that example is a little too “direct marketing” for your audience, consider this from respected best-selling author Austin Kleon:

如果你觉得这个例子对于自己的受众来说,依旧充满了“直销”色彩,不妨考虑一下销售书作者Austin Kleon采用的方式:

Steal Like an Artist:

像艺术家一样行窃:

10 Things Nobody Told You About Being Creative

没人说过的10种创意方式

It’s the exact same technique for a completely different target market. The intent is to startle people interested in becoming more creative, while concurrently tempting prospects to further explore what Kleon means by “steal.”

这种技巧也适用于完全不同的目标市场。其意图就是先出其不意地吓唬一下希望变得更有创意的受众,同时诱使他们去探究Kleon所谓的“行窃”究竟是个什么概念。

The first example is copy designed to make a sale. The second example is content (a book) that is the product itself. But the reason why both “sell” is the same.

第一个例子是专为促进销售而设计的文案。第二个例子促销的产品就是内容(书籍)。但它们背后的“销售原理”都是一样的。

The key to these bold headlines and leads is the immediate emotional response provoked by the assertion. More importantly, that emotional trigger leads to immediate motivation to investigate further — and that’s what every copywriter aims to achieve right from the beginning.

这种大胆标题和话术的关键就在于,通过发表一种声明,激发人们直接的情绪反应。更重要的是,这种情绪要能够调动受众一探究竟的好奇心和动机——这正是每位文案人员一开始就想达成的目标。

That’s because implicit in the proclamation is a promise. In the Rutz and Kleon examples, you’re promised that you’ll learn about hidden cures to common diseases and the way creativity really works, respectively.

原因就在于这种宣言中暗含着一种承诺。在Rutz和Kleon所写的例子中,它们其实分别承诺了将向读者透露针对某种普通疾病的治疗秘方,以及非常有效的创意方式。

How do you come up with these types of bold beginnings? John Forde says they’re found via research, not conjured up out of the ether — and I agree.

那么你怎样才能想出这种大胆的标题?John Forde表示他们是通过搜索来获得灵感,而不是凭空炮制出这类标题——对此,我深以为然。

For example, people often assume creativity comes from introspection, perhaps during long sessions of gazing out the window.

例如,人们通常会认为创意来自内心的自省,可能是在长久地凝视窗外的情景然后才会产生的想法。

But if you research how artists throughout history actually work, creativity is much more about starting with something already out in the world — often the work of someone else — and making it into something new.

但如果你去搜索史上艺术家真正可行的创作方式,就会发现他们所谓的创意其实都是建立在世界现有事物——通常是他人作品的基础之上,然后再打造成新事物的灵感。

Austin Kleon discovered that truth, and then boiled it down to its shocking essence. After all, it was Picasso who famously said, “Good artists copy; great artists steal.”

Austin Kleon发现了这个真理,然后将其归结为这个令人震惊的本质。毕竟,毕加索也曾经说过这番话:“拙劣的艺术家模仿,伟大的艺术家窃取”。

That said, the proclamation approach is not always the right one for every situation. For example, I could have titled this article:

也就是说,这种宣言法并不是适用于所有情况的万能丹。比如,我这篇文章原本也可以用下面这句话为标题:

Read This Unless You Want to Starve

如果不想挨饿的话,先看看这个

But that would have been lame, so I didn’t. There are plenty of other headline and lead approaches that also work well, so that headline wouldn’t be accurate or appropriate.

但用这个标题配这篇文章就显得很蹩脚了,所以我没有采用这种方式。毕竟还有那么多其他管用的标题和话术,所以真的没有毕要采用这种既不准确又不合时宜的标题。

If you find a counterintuitive truth that’s relevant to your persuasive aim, however, you might just see if you can turn it into an almost unreasonably bold assertion that works wonders. But remember, don’t steal specific copy approaches (in the artistic sense) unless you’re sure you can perfectly tailor them for your audience or prospect.

如果你发现了一个有违直觉,并且与你的说服目标具有相关性的真理,不妨思考一下是否可以将其转变成一个近乎不合常理,却又能够产生奇效的大胆宣言。但是要记住,不要照搬特定的文案套路(要用自己的艺术感来判断),除非你确信它能够完美匹配自己的目标受众和意图。

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