舒老师的文案课，产品文案痛苦60讲，用户视角形成正确文案观，让你写文案突飞猛进

Shu teacher's copywriting class, product copywriting pain 60, the user perspective to form a correct copywriting view, so that you write copywriting by leaps and bounds
舒老师的文案课，产品文案痛苦60讲，用户视角形成正确文案观，让你写文案突飞猛进

Pry open the big iron door of commercial copy and cultivate product thinking
​撬开商业文案大铁门，培养产品思维

Course introduction
课程介绍

This course is a serious copywriting course that I (I am Ms. Shu) have worked hard to create.
本课程是我（我是舒老师）艰辛创作的一门严肃文案课程。

This course integrates the clear mind of Ms. Shu and the writing talent of the pneumatic star. The main content of this course is product copywriting, and the concept of half selling and half giving away contains rich business knowledge and even consumer psychology.
本课程集舒老师清醒之头脑与气动星璇的文字才华为一体，以产品文案为主要内容，且以半卖半送的理念夹带丰富的商业知识乃至消费者心理学。

In this course, I will take you from shallow to deep learning of copywriting techniques.
在本课程中，我将带你从浅至深地学习文案技法。

And I will show you a lot of business cases from my own creation, let's say, I hope this is a course that will take you to write good copy.
并将向你展现大量来自我本人创作的商业案例，过不过瘾我们另说，我希望这是一门能带你上手写好文案的课程。

Help you be a copywriter, and then a good copywriter.
助你成为文案，再成为好文案。

That's about it...
大概就是这样..

Can you write the copy like that?
文案还能这么写？

This is probably how you feel after listening to this course and even though you're so angry, I want you to calm down.
这多半是你听了本课程后的内心感受即便你如此激愤，我也要劝你冷静。

This course is a lesson that requires you to take a serious attitude toward learning hard work, enjoy the rest of the torture
本课程醍醐灌顶之余需要你正儿八经摆正学习心态勤学苦练，享受之余被我折磨

Course outline
课程大纲

(Total class hours: 60 class hours)
（总课时数为60课时）

Unit 1 Re-understanding product copy
第一单元重新认识产品文案

1.1 Learn about Ms. Shu and this course
1.1了解舒老师与本课程

1.2 Copy and text
1.2文案与文字

1.3 Big picture guide of product copy classification
1.3产品文案的分类大图鉴

1.4 For leaders & for consumers
1.4给领导看的&给消费者看的文案

1.5 Bad copy, help typesetting
1.5糟糕文案，助力排版

1.6 Elements of self-arousal
1.6自嗨者的养成要素

1.7 Are you ready to be a good copywriter
1.7你准备好当一名优质文案了吗

Unit 2 What a great product name
第二单元好厉害的产品名

2.1 The category name is not the product name
2.1品类名不是产品名

2.2 Strong product name can tell character
2.2厉害的产品名看得出性格

2.3 There are selling points in a good name
2.3好名字里有卖点

2.4 Let the product have nickname space
2.4让产品有绰号空间

2.5 Make product names personal and describable
2.5让产品名有人格与可描述

Unit 3 One sentence copy
第三单元一句话文案

3.1 Solve Problems in 15 characters
3.1在15个字内解决问题

3.2 The core of a sentence
3.2一句话的核心

3.3 Choice of words and vocabulary
3.3字眼和词汇的选择

3.4 Write the title in one sentence
3.4一句话写好标题

3.5 Product slogan
3.5产品广告语

The fourth unit, audience classification, is actually more specific than you think
第四单元受众分类，其实比你想的要更具体

4.1 Form a good habit and list the audience first
4.1养成好习惯，先罗列受众

4.2 Label classification of the audience
4.2受众的标签化分类法

4.3 Restore the audience's consumption behavior and living habits
4.3还原受众的消费行为与生活习惯

4.4 Use pain points to target auction points
4.4用痛点去对标卖点

4.5 How to get the real audience's thoughts without questionnaires
4.5不用问卷，怎么获取真实的受众想法

4.6 Think about audience alternatives
4.6想想受众的替代方案

4.7 Think about the personality of the audience
4.7想想受众的性格

4.8 Find pain points from the situation of the audience
4.8从受众的处境中寻找痛点

Unit 5 Distinguish the primary and secondary relationship of product selling points
第五单元分清产品卖点的主次关系

5.1 Selling points are always gained from pain points
5.1卖点永远从痛点中获取

5.2 Authenticity verification of selling points
5.2卖点的真实性验证

5.3 Categorize selling points according to the scale of demand
5.3根据需求规模给卖点分类

5.4 Categorize selling points according to competitive advantages
5.4根据竞争优势给卖点分类

5.5 There is only one core selling point
5.5核心卖点只有一个

5.6 Resonance and differentiation of good selling points
5.6好卖点的共鸣性与差异化

5.7. Emotional selling points are selling points
5.7.感性卖点也是卖点

Unit 6 Product details page copy
第六单元产品详情页文案

6.1 What are we doing when we write the detail page?
6.1我们在写详情页文案时在干什么?

6.2 Look at the competition and evaluation section before writing
6.2写之前看看竞品和评价区

6.3 Ask questions for consumers
6.3帮消费者问问题

6.4 Differentiated selling points and marginal selling points
6.4差异化卖点与边缘性卖点

6.5 Empathy and authenticity
6.5同理心与真实

6.6 Several ways to reduce dyslexia
6.6降低阅读障碍的几个办法

6.7 The production of the sense of picture: The emergence of excellent copywriting
6.7画面感的产生：优秀文案崭露头角

6.8 Legal Issues in the Document
6.8文案中的法律问题

Unit 7 Other writing and practice of product copy
第七单元产品文案的其他写法与练法

1. Emotions sell
1.情绪也是卖点

2. Rudeness and offense are necessary
2.唐突与冒犯是必要的

3. Don't use what others have used
3.别人用过的就别再用了

4. Numbers are good
4.数字很好用

5. Analogy hints: Tell me more
5.类比暗示：再详细讲讲

6. Don't use what others have used
6.别人用过的就别再用了

7. Keep it simple
7.别埋包袱，说话简单

8. It's not about consistency, it's about character
8.不是一以贯之，而是对性格下药

9. What does the product copy bring to the brand
9.产品文案要对品牌带来点什么

10. Be careful with what's hot and what's trending
10.慎用热点与当下流行

Unit 8 Case Lessons and other explanations
第八单元案例课与其他交代

1. Case 1: Detailed explanation of product advertising language case
1.案例一：产品广告语案例详解

2. Case 2: Product Details page case details (1)
2.案例二：产品详情页案例详解（1）

3. Case 3: Product Details page case details (2)
3.案例三：产品详情页案例详解（2)

3. Case 4: Detailed explanation of product atmosphere copy case
3.案例四：产品氛围文案案例详解

4. Case 5 Sharing
4.案例五分享

5.
5．

Case 6 Sharing
案例六分享

6. Case 7 Sharing
6.案例七分享

7. How to learn afterwards
7.之后怎么学

8. Copy recommendation list
8.文案推荐书单

9. Increase your desire to express yourself over time
9.长期增加表达欲

10. Finally: Word science
10.最后：文字科学