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In the digital age, forums, blogs, micro-blogs and official WeChat accounts allow enterprises to send their messages to a wider audience. Brand building and sales goals can be achieved through high-quality copywriting, thus making copywriting a necessary ability for every enterprise's marketing team.


This course will help participants to quickly improve their writing skills for WeChat articles. Successful case studies and practical copywriting skills will be shared in this interactive training session.



在数字时代,从论坛、博客,到微博和微信公号,阅读方式的进化使得企业的内容越发有机会被更广大的受众人群所接触,也有更

多企业通过优质的文案实现了品牌建设或销售的目标。文案已经是一家企业的市场营销团队必须具备的能力。

越来越多的企业将企业微信公号的建设作为重要的品牌建设以及与受众沟通的渠道。然而,如何写出优质的微信文章、吸引人的标

题,如何排版,已经成为一件具体而重要的工作。

Session Outline

第一:精选案例:那些救活企业的神文案们

1 真能卖货到手软的公号文(B2C 案例)

2 能带融资的公号文(B2B)

 

 

第二:企业微信文案基本要素:60 分和90 分的区别。

1 基本的要素构成一个都不能少

2 整体定位和战略要清晰

3 有标准才有进步的空间


第三:内容的设定:灵感不是天降,好文案重点在策划

1 好内容要完成一个任务

2 有多大的眼界就有多好的策划

3 像写一部电影剧本那样去策划

4 常用的几种策划技巧

第四:核心议题:怎么提炼出勾人的创意点

1 每篇文章都有一个灵魂句

2 打造金句就是打造文眼

3 一张图+一句金句=一篇好文

4 越具体越好

 

第五:写出10 万+标题的10 个小技巧

1 标题决定了一篇文能否被打开

2 标题传达信息,而不是噱头

3 标题党也分高手低手

4 送你10 个标题公式

5 再送你高频词库


第六:语气及文风:你就是你的消费者

1 表里一致,方得始终

2 了解你的受众,与他们对话

3 场景化阅读

4 调动读者的情绪

5 像一位演员那样去表演

6 常见的文风及适用场景

第七:内容撰写:俩小时写完1000 字不是梦

1 克服"写作恐惧症"

2 一篇文章的首要任务是讲完整一个故事

3 跟美国人学写作:头重脚轻还是头轻脚重

4 继续跟美国人学写作:简洁利索是真优点

5 失传已久的中国好文:《湖心亭赏雪》教会我们的事

6 小学老师传授的秘籍:"本段中心思想"

7 修改才是大作家的不传之秘



第八:转化率:促使人们采取行动的文案怎么写?

1 B2C 的号求销售,B2B 的号求关注

2 "呼吁关注"或者"活动报名"非常重要

3 5 个步骤导向"TAKE ACTION"

4 6 个技巧唤起读者的参与欲

5 3 个方法催促读者TAKE ACTION

6 别羞涩:活动文案的标题就是广告词



第九:粉丝互动的那些小事儿

1 关注后的自动回复怎么设计?

2 读者留言怎么回复?

3 怎么要求粉丝关注?



第十:排版超重要:这是个看脸的时代

1 企业公号的排版也可以很美

2 预设好的视觉设计是底线

3 一张好图=10000 字

4 正版图片宝库

5 开头与结尾的那些小技巧

Agenda

08:45 Registration & Networking
09:00 Morning Session
10:30 Morning Session Coffee Break
10:45 Morning Session
12:00 Lunch
13:00 Afternoon Session
15:30 Afternoon Session Coffee Break
15:45 Afternoon Session
17:00 Session Ends

Refreshments will be served during the coffee break for the attendees. Lunch at a nearby restaurant is also included with the ticket price.

Speakers

Tickets

A prepayment is required when choosing 'Members only price' or 'Standard Price'.

“会员票价”及“标准票价”要求您在提交注册信息后即刻完成在线预付,若您希望在活动现场支付门票,请选择“现场票价”。
Member Ticket
Member Price RMB 2,650
Member Company Employee Ticket
RMB 3,650
Non-Member Ticket
RMB 4,650

Registration

  • All registrations shall be made online before the session. For full-day sessions, payment also shall be made before the session.
  • For half-day sessions, AmCham Shanghai members are eligible to attend free of charge with Training Credit*; AmCham Shanghai members without Training Credit are eligible to attend at “Member Rate”; Employees who work at AmCham Shanghai member companies are eligible to attend at "Employee Rate".
  • For full-day sessions, AmCham Shanghai members are eligible to attend at “Member Rate”; Employees who work at AmCham Shanghai member companies are eligible to attend at “Employee Rate”; Non-members are eligible to attend at “Non-Member Rate”.
  • Limited spaces are available and attendance will be given on a first-come, first-served basis.
  • Members please bring your membership card and non-members bring your business card upon check-in at the training session.
Walk-in and Cancellation Policy
  • This session requires confirmation of attendance in advance. If you attend this session without prior registration, you will be charged an RMB50 "walk-in" fee as member and RMB100 as employee.
  • Cancellation: If you need to cancel your registration for a half-day session, please notify Ivette Corominas at (86 21) 6279 7119 ext. 5671 or email ivette.corominas@amcham-shanghai.org no less than 24 hours in advance. If you need to cancel your registration for a full-day session, please notify Ivette Corominas at least two weeks prior to the session for a full refund. Cancellation made within two weeks before the session will not be refundable.
  • To ensure that you have a seat, please come to the session on time. Open seats will be released to other guests 15 minutes after the session starts.
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