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言之無文行而不遠(yuǎn) 被忽視的網(wǎng)頁(yè)文字內(nèi)容寫作
時(shí)間：2012-06-14 10:30:28
文章發(fā)布：
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)
      雖然目前號(hào)稱“讀圖時(shí)代”，視頻、音頻、圖片等各種互聯(lián)網(wǎng)表現(xiàn)形式勢(shì)不可擋，但互聯(lián)網(wǎng)占絕對(duì)統(tǒng)治地位的還是文字。直觀例子就是，目前主導(dǎo)搜索引擎的還是關(guān)鍵詞形式“文字網(wǎng)頁(yè)”搜索，“內(nèi)容只是無意義穿插關(guān)鍵詞”的spam大行其道也正證明了這一點(diǎn)。
      網(wǎng)站內(nèi)容很重要，很多站長(zhǎng)、SEOER也這樣說，可事實(shí)上并沒有真正重視網(wǎng)站文案寫作的，他們更加在意的還是各種迅速提升網(wǎng)站關(guān)鍵詞排名的“SEO技巧”。
      網(wǎng)站文案寫作的確簡(jiǎn)單，就是將產(chǎn)品服務(wù)介紹清楚了，讓人了解，并產(chǎn)生購(gòu)買動(dòng)機(jī)，并不需要妙筆生花的文字描述。
但“簡(jiǎn)單的事情總是不容易”，為什么淘寶客會(huì)被百度大規(guī)模K站，百度搜索工程師Lee表示，并不是百度對(duì)淘寶客網(wǎng)站有偏見，而是因?yàn)樘嗪翢o新意的重復(fù)內(nèi)容，這就是不重視文案寫作的嚴(yán)重后果。
的確，網(wǎng)站（網(wǎng)絡(luò)營(yíng)銷）文案寫作講究的是簡(jiǎn)明扼要，但不等于可以打馬虎眼，不等于不需要下功夫，更何況文案寫作還肩負(fù)著讓網(wǎng)友認(rèn)同自己網(wǎng)站產(chǎn)品服務(wù)，成為自己客戶，甚至這還不算遠(yuǎn)，最后還主動(dòng)為網(wǎng)站無償宣傳的功能，因此，必須對(duì)文案寫作給予足夠重視。
     中國(guó)先哲們?cè)缫庾R(shí)到語(yǔ)言文字在媒介傳播中的作用，孔子曰：“言之無文，行而不遠(yuǎn)”——不僅強(qiáng)調(diào)“布堂堂之陣，舉正正之旗”，師出有名的權(quán)威性;更要追求講究文字的“可讀性”與“趣味性”，只有這樣，才可能流傳更遠(yuǎn)，影響更廣。因此中國(guó)歷代文人闡述自己觀點(diǎn)時(shí)，不僅要求清楚地表達(dá)自己的觀點(diǎn);而且還十分看重文章的遣詞造句，修辭典故，甚至希望用一個(gè)個(gè)寓言故事讓人輕松地明白自己所說的道理。譬如“拔苗助長(zhǎng)”、“南轅北轍”、“刻舟求劍”等典故，流傳至今的不僅僅只是這些典故、寓言，一并流傳下來的還有講述故事主人公當(dāng)時(shí)的主張觀點(diǎn)——如李斯上呈秦王贏政的公文《諫逐客書》，不僅成功地說服了秦王收回了“逐客（驅(qū)逐非秦國(guó)策士）”政策，而且其中的名句“是以太山不讓土壤，故能成其大;河海不擇細(xì)流，故能就其深”，也成了流傳千古的典故，完滿地實(shí)現(xiàn)了“文字向遠(yuǎn)方說話”的意圖。
      必須強(qiáng)調(diào)的是，這些經(jīng)典的主人公當(dāng)初想法很單純，就希望更好地說服自己所針對(duì)的對(duì)象，為此，他們不嫌麻煩地字斟句酌，針對(duì)欲說服對(duì)象嗜好，精心準(zhǔn)備，有意識(shí)地講事實(shí)，擺道理，舉例子，最后不僅起到了說服聽眾的絕佳奇效，甚至流傳后世，成為了經(jīng)典。
事實(shí)上，現(xiàn)在大家也逐步認(rèn)識(shí)到網(wǎng)站文案寫作的重要性了，好的文案寫作例子也不少，如大家耳熟能詳?shù)亩爬偎刮⒉I(yíng)銷，汶川大地震期間“封殺王老吉”帖子，以及“飄零大叔”對(duì)差評(píng)的詼諧回復(fù)等。
但更多網(wǎng)站文案營(yíng)銷心情迫切，強(qiáng)調(diào)的是“快”，片面追求“吸引眼球”與搜索引擎收錄量，各種“語(yǔ)不驚人誓不休”的“偽小資情調(diào)案例”無病呻吟，各種“內(nèi)容只是無意義穿插關(guān)鍵詞”的“標(biāo)題黨”，胡編亂造——以醫(yī)院網(wǎng)站為代表的許多網(wǎng)站十分重視的“故事性營(yíng)銷案例”就是集大成者，這樣的網(wǎng)站文案寫作怎么可能真正吸引網(wǎng)友，只是招人討厭而已。
       一個(gè)好的網(wǎng)站文案肯定快不起來——至少剛開始快不起來，不可能做到一天被搜索引擎收錄幾百篇的高產(chǎn)量，因?yàn)樾枰?amp;ldquo;到第一線去，到群眾（用戶）中去”，不斷地了解產(chǎn)品性能、作用、制作過程，更多地了解用戶需求與同行業(yè)整體發(fā)展水平，不能閉門造車，最后找到一篇又一篇自己的獨(dú)特話題，字里行間針對(duì)用戶需求，以專業(yè)權(quán)威的產(chǎn)品解釋、真摯的態(tài)度真正抓住用戶的心，有的放矢地強(qiáng)調(diào)自己產(chǎn)品特點(diǎn)，贏得訂單甚至真心推薦，而不僅僅只是為“抓住眼球”而“抓住眼球”。
如此文案寫作實(shí)施起來的確不容易——尤其是內(nèi)容單薄的企業(yè)網(wǎng)站，而且持續(xù)堅(jiān)持更難做到。但只要真正潛心進(jìn)去，就一定能找到自己的獨(dú)特賣點(diǎn);甚至進(jìn)一步激發(fā)網(wǎng)友為網(wǎng)站貢獻(xiàn)內(nèi)容的激情——無法想象，如果不是對(duì)網(wǎng)友心態(tài)與形勢(shì)洞悉于心，對(duì)網(wǎng)絡(luò)營(yíng)銷文案寫作輕車熟路，如何能策劃出當(dāng)年汶川大地震時(shí)“消滅王老吉”的經(jīng)典營(yíng)銷案例;更無法想象，如果不是文案寫作抓住了網(wǎng)友的心，激發(fā)了網(wǎng)友參與，“消滅王老吉”活動(dòng)又如何能火起來？
更重要的是，只要我們不斷克服困難，將這樣的內(nèi)容構(gòu)建過程堅(jiān)持下去，不僅能不斷從“積小勝為大勝”中找到自信，積累信心，更能逐漸形成自己獨(dú)特的敘事風(fēng)格與與眾不同的境界。
      當(dāng)所有人都已經(jīng)掌握了SEO的基本技巧之后，競(jìng)爭(zhēng)日益激烈之際，我們需要從根本地方做起，夯實(shí)基礎(chǔ)，重新把“網(wǎng)絡(luò)營(yíng)銷，內(nèi)容為王”作為我們網(wǎng)站建設(shè)的信條，網(wǎng)站文案寫作以足夠的重視。ZAC說：“我的建議是，在網(wǎng)站上，盡量減少優(yōu)化，把基本的地方優(yōu)化了就行了，別做到極端，在內(nèi)容、創(chuàng)意、外鏈上多下工夫”。
      也許有不少人會(huì)說，自己不會(huì)寫作，不懂專業(yè)，只要肯學(xué)習(xí)，這些都不是問題，從頭開始，從用自己的話來復(fù)述產(chǎn)品說明書上的信息開始總可以了吧——不要怕起點(diǎn)太低，只要堅(jiān)持下去，上述這些問題都將不成為問題。
關(guān)鍵在于，我們真的打心眼里相信“網(wǎng)絡(luò)營(yíng)銷，內(nèi)容為王”的信條嗎？
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