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又到了一年双11，如何成功吸引消费者眼球，扣动消费者购买行为的扳机，成为商家们必须要解决的命题。
作为对消费者购物下单行为有极大种草作用的小红书，商家们又应该如何写好双11期间的种草文案，在消费者心智中种下一枚“种子”，引发他们的购物欲？
1、深挖用户需求
想要写好一篇笔记，首先需要洞察消费者内心，在产品特性与用户需求之间找到交叉点，从而提取出相关的关键词，制作种草笔记。
比如小红书上一个很成功的痛经片品牌推广案例，品牌在做小红书内容策划时，并没有从最能联想到的痛经入手，而是另辟蹊径，以“女生宿舍的玄学”为主题，展现了女生月经“人传人”的现象，从而引起了女生们的强烈共鸣，在此基础上，再打出痛经的痛点，引出止痛片产品，再输出价值链接：即使被“传染”了，也可以一起吃止痛片解决。这样的植入更能让用户感同身受，跃跃欲试，从而提高转化率。
所以对商家来说，找出产品与用户之间，这个特别的交叉点，是最关键的一步。
2、策划有价值的内容
小红书种草笔记的核心，在于有没有价值，这个价值可以是观点类、指南类、干货类，重点是帮潜在用户解决问题，让受众看完觉得有收获，激起目标用户的需求后，引导他们去搜产品，进而有可能下单转化。
而具体的，小红书的内容如何策划？有一个公式，很多行业的品牌商家都使用过：人设+遇到的困难+痛点+解决方案+延展性内容。
具体展开来讲，人设是指发布的这条种草内容，树立出什么样的人物形象。在小红书上，用户会“随意”看看跟自己有同样需求的人，都是用了什么东西来解决需求痛点，通过这些使用者分享的内容，来影响自己的购物决策。
所以这个账号可以营造成有同样需求的“同类”，也可以营造成具备一定专业度的kol、koc。而从身份上，也可以营造成上班族、宝妈、学生等等角色。当然这些人设是用在做素人推广时，需要打造的人设，如果是品牌方用自己的账号推广内容，那人设就是品牌方，站在品牌方的角度去推广产品内容。
困难：从人设开始延展出发生什么问题、深受什么样的困扰。
痛点：针对市面上同类产品的痛点（比如太贵、成分材质不安全….）自己在买这样的产品通常会有什么疑虑，在什么场合接触到产品，会考量什么（性价比、功能、安全性）买……
解决方案：这里可以引出产品了，把产品的卖点结合自己的问题，简单说下使用过程，然后得到了什么样的使用效果，凸显产品的功能卖点。
延展内容：最后的内容可以根据整体主题，灵活性的加内容，比如可以加一些注意实现，增加专业性、可信度；也可以加一些引导内容，刺激消费者去关注了解产品。
这个公式也不是万能不变的，可以结合不同的行业、不同的使用人群、不同的销售主题，进行调整。好的小红书种草内容还是需要从“人”出发，目标用户可能希望看到什么内容？会被什么样的内容吸引？品牌商家们就可以从这些角度出发，去策划能打动用户的种草内容。
好的小红书内容能起到的推广引流作用是惊人的，但同时，好的小红书内容也是很难策划的，包括从选题方向、关键词、标题、正文、话题等都是需要精心策划的，评论区也需要有技巧的引导，后续的数据也要及时分析，扩大内容权重和曝光量。
而双11在即，小红书种草营销又是商家们拓展引流必不可少的一个渠道方式，所以商家们关于小红书营销，还有任何问题，都可在下方评论区留言，或点击头像进入主页私信咨询，小舟随时为商家们解答或提供服务支撑。
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