产品文案60讲：一次堪称痛苦但有用的文案学习助你突飞猛进（配送资料）

产品文案60讲：一次堪称痛苦但有用的文案学习助你突飞猛进（配送资料）

Product copywriting 60: A painful but useful copywriting study helps you make rapid progress (delivery materials)

（总课时数为60课时）

(The total number of class hours is 60)

第一单元重新认识产品文案

Unit 1 Recognise the product copy

1.1了解舒老师与本课程

1.1 Understand Mr. Shu and this course

1.2文案与文字

1.2 Copy and text

1.3产品文案的分类大图鉴

1.3 Classification atlas of product copy

1.4给领导看的&给消费者看的文案

1.4 For leaders&for consumers

1.5糟糕文案，助力排版

1.5 Bad copywriting to help typesetting

1.6自嗨者的养成要素

1.6 Cultivating elements of self-satisfied people

1.7你准备好当一名优质文案了吗

1.7 Are you ready to be a high-quality copywriter

第二单元好厉害的产品名

Unit 2 Good product name

2.1品类名不是产品名

2.1 Category name is not product name

2.2厉害的产品名看得出性格

2.2 Strong product name shows character

2.3好名字里有卖点

2.3 There are selling points in good names

2.4让产品有绰号空间

2.4 Give the product a nickname space

2.5让产品名有人格与可描述

2.5 Make the product name personal and descriptive

第三单元一句话文案

Unit 3 One sentence copy

3.1在15个字内解决问题

3.1 Solve the problem within 15 words

3.2一句话的核心

3.2 The core of a sentence

3.3字眼和词汇的选择

3.3 Choice of words and words

3.4一句话写好标题

3.4 Write a title in one sentence

3.5产品广告语

3.5 Product advertising language

第四单元受众分类，其实比你想的要更具体

Unit 4 Audience classification is more specific than you think

4.1养成好习惯，先罗列受众

4.1 Develop good habits and list the audience first

4.2受众的标签化分类法

4.2 Tagged classification of audiences

4.3还原受众的消费行为与生活习惯

4.3 Restore the consumer behavior and living habits of the audience

4.4用痛点去对标卖点

4.4 Benchmark selling points with pain points

4.5不用问卷，怎么获取真实的受众想法

4.5 How to get real audience ideas without questionnaire

4.6想想受众的替代方案

4.6 Think about audience alternatives

4.7想想受众的性格

4.7 Think about the character of the audience

4.8从受众的处境中寻找痛点

4.8 Look for pain points from the audience's situation

第五单元分清产品卖点的主次关系

Unit 5 Distinguish the primary and secondary relationship of product selling points

5.1卖点永远从痛点中获取

5.1 Selling points are always obtained from pain points

5.2卖点的真实性验证

5.2 Authenticity verification of selling points

5.3根据需求规模给卖点分类

5.3 Classification of selling points according to demand scale

5.4根据竞争优势给卖点分类

5.4 Classification of selling points based on competitive advantages

5.5核心卖点只有一个

5.5 There is only one core selling point

5.6好卖点的共鸣性与差异化

5.6 Resonance and differentiation of good selling points

5.7.感性卖点也是卖点

5.7. Emotional selling points are also selling points

第六单元产品详情页文案

Unit 6 Copy of Product Details Page

6.1我们在写详情页文案时在干什么？

6.1 What are we doing when writing the copy of the detail page?

6.2写之前看看竟品和评价区

6.2 Check the competition and evaluation area before writing

6.3帮消费者问问题

6.3 Help consumers ask questions

6.4差异化卖点与边缘性卖点

6.4 Differentiated selling points and marginal selling points

6.5同理心与真实

6.5 Empathy and authenticity

6.6降低阅读障碍的几个办法

6.6 Several ways to reduce dyslexia

6.7画面感的产生：优秀文案崭露头角

6.7 Generation of image sense: excellent copywriting is emerging

6.8文案中的法律问题

6.8 Legal issues in the copy

第七单元产品文案的其他写法与练法

Unit 7 Other Writing and Practising Methods of Product Copywriting

1.情绪也是卖点

1. Emotion is also the selling point

2.唐突与冒犯是必要的

2. It is necessary to be abrupt and offensive

3.别人用过的就别再用了

3. Don't use what others have used

4.数字很好用

4. The numbers are easy to use

5.类比暗示：再详细讲讲

5. Analogy hint: more details

6.别人用过的就别再用了

6. Don't use what others have used

7.别埋包袱，说话简单

7. Don't burden yourself and speak simply

8.不是一以贯之，而是对性格下药

8. It is not to be consistent, but to prescribe drugs for personality

9.产品文案要对品牌带来点什么

9. What does the product copy bring to the brand

10.慎用热点与当下流行

10. Be careful with hot spots and current trends

第八单元案例课与其他交代

Unit 8 Case Lesson and Other Explanations

1.案例一：产品广告语案例详解

1. Case 1: Detailed explanation of product advertising language

2.案例二：产品详情页案例详解（1）

2. Case 2: Product Details Page Case Details (1)

3.案例三：产品详情页案例详解（2）

3. Case 3: Product Details Page Case Details (2)

3.案例四：产品氛围文案案例详解

3. Case 4: Product atmosphere copywriting case explanation

4.案例五分享

4. Case 5 sharing

5.案例六分享

5. Case 6 sharing

6.案例七分享

6. Case 7 sharing

7.之后怎么学

7. How to learn later

8.文案推荐书单

8. Copy recommendation list

9.长期增加表达欲

9. Long-term increase of expression desire

10.最后：文字科学

10. Last: word science