F大叔的硬派行銷塾

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無感文案
hardcopy.cafe

無感文案

編輯部
Mar 9, 2014
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寫了二十幾年企業文案,從把「東西不好」寫成「未來有成長空間」、「改進步調緩慢」寫成「穩健提升」,到「專業級成分」代表「成分並不那麼專業」、「配合良好使用習慣」代表「這產品其實可有可無/跟別人沒什麼差別」,我對於可疑的廣告詞早就已經無感。

通常傳奇故事越多、形容詞越多的產品或商店,故事就越可疑;而且文案寫得越多、辭藻越華麗,無法自圓其說、暴露撰稿者功底盲點的邏輯漏洞也越多(想想建材「夏目漱石」吧)。

只要看穿那些形容詞,其實往往乾癟貧乏到不可思議。

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