小马宋的《那些让文案绝望的文案》读书笔记，赤裸裸的干货。
一、关于文案
文案——一个说服消费者购买的理由。文案要的是说话，有话好好说，详细了解产品，说人话，大白话，毕竟有一半以上的广告不说人话。
二、关于文案工作者
广告人都是出来卖的，我们不得不很擅长写作，或者，装作很擅长。美术做不出来的，让文案找齐。绝大多数广告公司根本不懂广告。
三、关于好文案
能够让人觉得精彩的文案，往往是在炫耀技巧，并且本身文字的产生有难度。世界上的好文案都是相似的。看起轻描淡写，实则无比炫耀。
四、关于小马宋升职记
1.热爱的工作
2.勤奋
3.去最顶级的公司
4.机遇
5.做到更高的职位
6.突出你的强项
五、关于公司名字
公司名字的本质——降低传播成本，一方面降低认知成本，一眼能看懂；另一方面降低扩散成本，一眼就记住并乐于传播。1.短；2.现有的通俗的词；3.在中国用中文；4.不用多义词不篡改原有词汇。
六、文中案例
天堂并非遥不可及，再走十年而已——某酒类文案结束语
如果你不值得送XX这样的礼物，还有谁值得？——父亲节文案
甲壳虫系列文案——
But we continually making changes you cannot see.
It depends on how you look at it（and how long）.
That's the beauty of it.
There are those who earn enough to buy a much bettet car than VW.But they don't.Because they can't find one.
It would be easy enough to change them.But we think we'll leave bad enough alone.
By spending time on changes to make the car work better.Nor look different.
Women are soft and gentle,but they hit things.
All good things must come to an end.
Of course,every year we build the "perfect" Volkswagen.And then we do a masterful job of proving ourselves wrong.
VWs always look the same because we change the car only to make it work better,nevet make it look different.
So maybe this year you'll find a politician who'll do what few politicians ever do:Keep his promises before he is elected.
Some cars keep changing and stay same.Volkswagens stay the same and keep changing.
After all,some people try like mad to create a favotable impression.We'd simply tried to make the Volkswagen a practical car.We'd gotten our own image.
It's ugly,but it gets you there.
Think small.
贴出英文原版不是在否定翻译的水平而是每个人理解的层次不同，重点在于自己能够受到启发，并能够很好的学习利用，希望对像我一样学习写文案的人有所帮助。（近期将持续贴出自己有关学习文案的干货知识点）
