優(yōu)秀文案成功經(jīng)驗(yàn)分享-Penny Liu

集團(tuán)優(yōu)秀文案成功經(jīng)驗(yàn)分享說(shuō)明：以下五個(gè)方面是我們給大家提供的建議，可以針對(duì)里面的要點(diǎn)來(lái)分享（我們強(qiáng)烈建議大家在分享的時(shí)候，能夠包括第4和第5點(diǎn)），如果有其他方面想要分享的內(nèi)容，也歡迎大家開(kāi)動(dòng)腦筋，自由發(fā)揮。文書(shū)寫(xiě)作能力是衡量一名優(yōu)秀文案的重要標(biāo)準(zhǔn)，請(qǐng)問(wèn)你平時(shí)是如何積累寫(xiě)作素材，以及如何提高文書(shū)寫(xiě)作水平的？有什么成功經(jīng)驗(yàn)可以和大家分享？挖掘素材：首先仔細(xì)閱讀下學(xué)生反饋回來(lái)的素材搜集表格，檢查看看是否有專(zhuān)業(yè)相關(guān)的信息，關(guān)于細(xì)節(jié)地方可以和學(xué)生做細(xì)節(jié)深入溝通，必要的話可以約學(xué)生過(guò)來(lái)面談，特別是針對(duì)不愿意寫(xiě)的學(xué)生最好能約過(guò)來(lái)面談，那樣話會(huì)出來(lái)很多細(xì)節(jié)以及和專(zhuān)業(yè)相關(guān)的點(diǎn)，這樣可以激發(fā)自己的靈感，而且基本都可以和學(xué)生定下大體的框架。提高文書(shū)：最初的時(shí)候，只是根據(jù)以往的成功案例以及出色的留學(xué)文書(shū)模仿，慢慢的了解的文書(shū)大概的要求之后，力爭(zhēng)在模仿的基礎(chǔ)上自己創(chuàng)新。多閱讀那些學(xué)校的要求，多看看國(guó)外的網(wǎng)站報(bào)道之類(lèi)。經(jīng)驗(yàn)分享：1.針對(duì)不熟悉的專(zhuān)業(yè)以及比較刁難的客戶，盡可能的做足了對(duì)專(zhuān)業(yè)的了解，通過(guò)各種渠道，和學(xué)生面談的時(shí)候盡量給別人比較專(zhuān)業(yè)的意見(jiàn)，不要讓客戶發(fā)現(xiàn)自己的猶豫，這樣客戶接下來(lái)刁難的不多。2.和學(xué)生溝通的時(shí)候一定要明確講清楚文書(shū)需要哪些素材，需要學(xué)生配合，這是個(gè)雙贏的過(guò)程，列出以往某某學(xué)生案例，這樣更容易贏得信任。從開(kāi)始做文案到現(xiàn)在，你覺(jué)得自己是如何成長(zhǎng)成為一名優(yōu)秀文案的？對(duì)于剛剛加入我們文案團(tuán)隊(duì)的新人，有什么忠告或者建議？不停地積累和不斷的嘗試，文字永遠(yuǎn)沒(méi)有最好，多了解學(xué)生，盡可能發(fā)現(xiàn)他們的閃光點(diǎn)，這樣自己也會(huì)感動(dòng)于創(chuàng)作的整個(gè)過(guò)程。溝通能力對(duì)于一名文案來(lái)說(shuō)，十分重要。你覺(jué)得作為文案，對(duì)內(nèi)與顧問(wèn)的溝通，對(duì)外與客戶的溝通上面，有哪些問(wèn)題是新人應(yīng)該特別注意的？清楚自己的職責(zé)并且相信和尊重其他員工的工作，一致對(duì)外，這是必須的。適當(dāng)?shù)膹目蛻舻慕嵌瘸霭l(fā)，減少自己的抱怨同時(shí)贏得客戶的好感。請(qǐng)你描述一個(gè)你曾經(jīng)遭遇過(guò)的客訴，當(dāng)時(shí)的情況是什么？之后自己總結(jié)出了哪些經(jīng)驗(yàn)？學(xué)生劉佳崟申請(qǐng)animalscience，家長(zhǎng)起初特別不信任，對(duì)于寫(xiě)好的文書(shū)一而再再而三的確認(rèn)是否素材ok，甚至電話投訴說(shuō)文書(shū)不確定怎樣，約定見(jiàn)面后，我很肯定的和他解釋了本科申請(qǐng)的文書(shū)重點(diǎn)，已創(chuàng)作的文書(shū)是可以凸顯出學(xué)生哪些特點(diǎn)，而這些特點(diǎn)是該專(zhuān)業(yè)學(xué)生所必須的，經(jīng)過(guò)面談之后，家長(zhǎng)很滿意也不再糾結(jié)文書(shū)，反而非常信任?？偨Y(jié)：其實(shí)大多數(shù)客戶都不了解文書(shū)是怎樣，需要什么樣的素材，怎樣去match學(xué)校impress讀者，所以我們需要從專(zhuān)業(yè)的角度信心滿滿的給他們分析這些文字背后的含義。我們的專(zhuān)業(yè)和信心贏取會(huì)是信任和學(xué)校的offer。我們大部分的文案都是英語(yǔ)專(zhuān)業(yè)出身，如果遇到自己不熟悉的專(zhuān)業(yè)時(shí)，你會(huì)通過(guò)什么途徑學(xué)習(xí)相關(guān)的知識(shí)？如何盡量在開(kāi)始文書(shū)寫(xiě)作之前，彌補(bǔ)自己專(zhuān)業(yè)知識(shí)的不足？（請(qǐng)以案例的形式分享）Google&Baidu這些專(zhuān)業(yè)是最最最直接的辦法，可以找到大量的相關(guān)信息。我也不懂建筑，但是我只是因?yàn)榻ㄖ哪切┰O(shè)計(jì)圖，以及這些背后的東西讓我忍不住去聯(lián)想而已。所以我也會(huì)偶爾去看看那些論壇上關(guān)于建筑的種種說(shuō)法，關(guān)于作品集的準(zhǔn)備。案例1。學(xué)生姓名TGRE就讀學(xué)校建筑專(zhuān)業(yè)徐佳琦1001250華南理工GPA：3.5錄取學(xué)校：UniversityColumbiaCornellUUniversityofSouthernCalifornia（3萬(wàn)刀獎(jiǎng)學(xué)金）UofTexas總結(jié)：學(xué)生的獲獎(jiǎng)經(jīng)歷很多，一開(kāi)始的時(shí)候家長(zhǎng)很?chē)Z叨，推薦信修改了很多次想要弄得特別長(zhǎng)，幾番之后我很明確和家長(zhǎng)說(shuō)這樣弄下去不負(fù)責(zé)能否錄取好的學(xué)校，要不他們就自己寫(xiě)好初稿我們?cè)儆懻?，家長(zhǎng)就沒(méi)在參與了，學(xué)生也很配合，雖然文書(shū)也曾來(lái)回改了很多小地方，但是總體還是很好溝通的。StatementofPurposeGrowingupinTangshan,acitythatsurvivedandrebornfromthe7.8-magnitudeearthquakein1976,Ihavebeenfeelingthegradualrenaissanceofthecity.Onthecampuswheremymotherworking,thereisahalf-collapsedlibrarypreservedfromtheearthquake.ManyscholarsoutsideTangshancametovisititandmaderesearchonit.EverytimeIgotclosetothelibrary,Iseeminglycouldheartheechoesofhammerknockingbycraftsmenandcouldnearlyseethefirmnessandfocusontheirfaces.Icouldevenimaginetheywerewhole-heartedlyaccomplishinganartworkwiththecreativenessofmindandprecisenessoftheirhands.Itwasaroundthattimemydreamaboutbuildingstookshape.In2007IenteredSouthChinaUniversityofTechnology(SCUT);anationalkeyschoolrankstop5inarchitectureinChina.IhavethenstartedmylearningofArchitecture.Fromthenon,IhavefoundthedifferencesofbuildingsandplanningofGuangzhoucitywiththoseofTangshan.Insubtropicalareas,thebuildingofGuangzhouhasattachedimportancetoventilationandthenthebalconyismoreopenandwider;whileTangshan(warmtemperatezone)focusesmoreondaylightandwarmth.Thereforedifferentstylesexistinthetwocities.Meanwhile,Ihavekeptwonderingwhatinfluencetheculturedifferenceshaveexertedonbuildingsdesign.Withthefascinationsonbuildings,Ihavebeensohappilybathedintheseaofknowledgeandactivelyjoiningininvestigationsandresearches.Hence,Ihavewonthetitleof“ExcellentStudent”inthepastfourconsecutiveyearsandachievedvariousscholarshipslikeTheTimesRealEstateScholarshipandLihaiScholarship.Inthesummerof2009,IwentforaninvestigationonthetraditionalvillasanddwellingsofDongsinSanjiang,GuangxiProvince.Walkingamongthemountainsandviewingthebeautyofthescenery,Icouldnothelpmarvelingattheharmonyofthenatureandthelocalresidents.Thetraditionalwoodbuildingsweresodelicateandpeoplefeelsocomfortabletolivein.Inspiteofthat,problemsstillexisted.Forinstance,fire-protectiondeviceswereinurgentneedandtheimmensepopulationcausedcrowdednessinbuildings.Manyconversationswiththelocalpeoplerevealedmethatmanypeopletherewantedtobuildsimplebrickbuildingstomeettheirnewneeds,whichledtomylaterthoughtsonhowtoletthemodernbuildingsandthetraditionalwoodhousescoexistthereandwhatshouldbereservedandwhatshouldbeaddednewelement.Backtocollege,withothertwostudentsIwrotea30,000-wordpaperreport,whicharousedthefaculties’andthefellowstudents’attentionandraisedheateddiscussions.Beforetheinvestigation,Ithoughtworkworld.Then,inthispastsummervocation,IinternedintheInformationComplicationandResearchCenterofGuangzhouDevelopmentZoneUrbanPlanning.Iwasmainlyresponsibleforcheckingthepublishinganddescriptionoftheschemes,collatingthebiddinginformationforvariousprojects,calculatingthegrossareaandassistingtowritethereportonTwinIslandsCityDesign.Ithasbeenmorelikeaprocessofeducation.Aftermakingacquaintanceswithseveraldistinguishedurbanplannersandseveralexpertsthere,Iwasenlightenedbytheirunderstandingofanurbanplanner.Apartfromlanduse,environmentalandtransportationplanning,theurbanplannershouldconsiderthedevelopmentofcommunitiesandthecityasawholefrommultipleperspectiveslikeeconomics,ecology,sociology,geography,andsoon.Andtheirprofessionalprecisenessandpersistenceaswellastheirendeavortobebetterhavepushedmetohavethedreamtobecomethelike.Inthisway,afurtherprofessionallearningofUrbanPlanninghasbecomenecessaryforme.Ihavekeptstrivingtoacquiretheabilitiesandskillsforbetterthefeaturesourcommunityaswellasthecity.Takingtimetoconsidermyfollowingpathtothefuture,Ihavewellplannedit.Inthenexttwoyearsgraduatestudy,attheUniversityofVirginiaIamexpectingtoacquiresolutionsfortheproblemsaboutthelanduse,transportation,economicdevelopment,theenvironment,sustainabilityandenvironmentthroughmyactiveinvolvementinthecommunity-basedresearchesandprojects.AlsoIaimatgainingmultipleperspectivesonplanninganddiversifiedapproachestoplanning.IwillhighvalueanypossiblechancesofferedbyboththeUniversityofVirginia.IamconvincedthatthemasterprograminUrbanandEnvironmentalPlanningofferedbytheschoolofarchitecturewillpreparemetobearesponsibleandcapablepractitionerwithcomprehensivethinkingabilitiesandprofessionalcreativeskills.IespeciallyadorethecoursesattheprogramlikeEnvironmentalManagementandConservationandLandUseandGrowthManagement案例3學(xué)生姓名語(yǔ)言申請(qǐng)專(zhuān)業(yè)就讀學(xué)校SAT劉佳崟I：6.5申請(qǐng)申請(qǐng)后T103animalscience佛山一中1840錄取學(xué)校：OSUPurdueUCDavis/UCIrvine/UCRiverside/UCSantaCruz/UWMadison文書(shū)總結(jié)：學(xué)生是個(gè)特別特別有愛(ài)心的孩子而且也確實(shí)為了保護(hù)小動(dòng)物做了很多事情，自己成立了相關(guān)的社團(tuán)。在整個(gè)文書(shū)創(chuàng)作過(guò)程中，家長(zhǎng)起初的是不信任的，最后還是很肯定的。學(xué)生發(fā)的素材搜集表格長(zhǎng)達(dá)60多頁(yè)。FreshmanapplicantpromptDescribetheworldyoucomefrom—forexample,yourfamily,communityorschool—andtellushowyourworldhasshapedyourdreamsandaspirations.Mygrandparentshavesetupaspecialeducationfundespeciallyformygenerations.Intheendofeveryyear,thereisatraditionthatallfamilymembersturnupandIandmycousinsarerequiredtogiveaspeechtosummarizewhatwehavegainedinthepastyear.Afterexchangesandevaluations,ascholarshipwillbegiventothebest.Ithasbeennotacompetitionbutabrainstormingprocess.Theexchangesbetweengenerationsareinspiring.Acoupleoftimes,whenmygrandparentswereinhighspirit,theywouldrecalltheircollegeyearsandsituationsatthattime.Stilltimes,Isharedwithmycousinsmynewfindingsofaresearchprojectandmytaskinavolunteerassociation.Weshareddifferentaspectsofourlife,andthenwemoveforward.“Idon’tknow.”Thatisthemostfrequentanswermymotherhasgiventome.Unlikemanymothers,shenevershowsmeearnestlywhatisrightandwhatisnot.Sheseldomexplainsmethings.Instead,shewouldlikejusttowatchmefindanswersinmanydifferentways.Evensometimes,shenevergivesanysuggestionsevenifsheknewaheadImightfail.Hence,ItryandthenIknowprofoundly.“Dowhatyoulikeandkeepatit!”Myfatheralwayssaidsotome.HeisageneralmanagerandhasgivenmehisstrongestsupportineverythingIwanttotry.Whenmanyofmypeerswerehappilyplayingwiththeirclothdolls,Iaskedmyfatherbuymeasmallmicroscopetodissectgarlicandobservethecells.Noticingmykeeninterest,myfathergotmeabettermedicalmicroscopeatmymiddleschoolyears.Ihavebeenextremelycuriousaboutbiologyandlifescience.Ihavebeenenjoyedtheprocessofexperimentandithasguidedmetothegateofscience.Ihavebeenthe“LittleScientist”ofmyfamilyandIbelievethatUCwillgivemorechancestotouchthedeepestworldoflifescience!PromptforallapplicantsTellusaboutapersonalquality,talent,accomplishment,contributionorexperiencethatisimportanttoyou.Whataboutthisqualityoraccomplishmentmakesyouproudandhowdoesitrelatetothepersonyouare?Oct.282007wasanunforgettabledayinmylife.Jenny(mypreciousShihTzus)accompanyingmeinthepast4yearswasbitbyaGermanShepherdDog.Thefreshbloodwasblowingoutfrom7differentbites.Noticingit,ItightlyheldJenny’stremblingbodyandcrazilyhurriedtotheanimalhospital.Aninjectiontostemthebloodgavemeaslightrelief.Butseveralhourslater,shebegantobleed.Crouchinginthecorner,shewaslosingherstrengthandconsciousness.IfeltlikesomethingblockedmeforImyselfcouldnotsaveJennyfromhersufferings.Hurryingtothehospitalagain,Iwitnessedthedoctorcarriedoutthesamestepofaninjectiontostemtheblood.AndtheonlydifferencewasthatthedoctorassuredmeitwasOK.CookingsoftfoodforJenny,puttingabandageonher,givingmedicinetoheraccordingtothetipsonthepethealthcarebook,ItriedeverythingIcouldandthenfellintoadeepsleep.Afteranhourortwo,Iwokeforthenature’scall.WhenItouchedJenny,Ifeltnobreath,onlycoldness!Itwassounexpected!Ididnotknowthatdaywepartedforever.Itwasduetomyignorance.ItookforgrantedthatJennywouldbeabletochasemethenextdayandplaywithmehappily.IcoulddomoreifIknewmore!ThatwasthereasonwhyIpossessedmoreorlessrejectionforColy,whichwasbroughtbymyparentsinspring2008.Actually,ColywasmorelovelyandactivethanJenny;butIfearedafterhecameintomyheartandonedayhewouldleavewithoutanysign.Butoneweeklater,thingshappened.WhenColywasbroughttothebestanimalhospitalinthecityfortheroutinecheck-up,wewereinformedthatColymightbeanotherWeekDog(atypicaldogwhichcouldonlyliveforoneweekbecausetheInfectiousDiseaseswhichcamefromtheuncleanenvironmentwheretheyborn)andthesurvivalratewasonly30percent.ThistimeIwasmorefurious.GoingtothebestanimalhospitalfrequentlywithColy,checkinguponveterinarybook,askingforontheinternet,ItriedeverymethodIknowtosavehim.Luckilyhedidsurvive.Butforme,onlyColysurvived;Jennywentawayforever.Hundredso