把夸张口号改成可确认的信息
How can we replace the vague promise with a useful, verifiable advertising claim?
茶包广告草稿写着“所有人都会爱上”。包装实际提供十袋独立包装茶包，适合带到会议室。你要把文案改得具体。
1 · 先听见真实对话
Colleague: What fact can the advert state?
You: We can say the pack contains ten wrapped tea bags.
Colleague: Why should we change the original wording?
You: We cannot know that everyone will like the taste.
Colleague: What makes the advertising claim suitable?
You: The advertising claim should match what the product actually provides.
2 · 理解表达在这里做了什么
advertising claim
a result an advert says the product can deliver
That is an advertising claim we can check against the pack.
claim 要有依据；本课不教授通用合规规则，只练习准确陈述。ad test
a small comparison of two ad versions
We will run an ad test with two headlines.
测试应尽量控制受众、时段等差异；小样本结果不能当确定结论。click-through rate
the share of viewers who click
The click-through rate was ten percent in this example.
点击率不是购买率；还需看点击后行为和样本量。3 · 跟读后，换成自己的信息
We can say the pack contains ten wrapped tea bags.
可以说包装内有十袋独立包装茶包。
We cannot know that everyone will like the taste.
我们无法知道所有人都会喜欢口味。
The advertising claim should match what the product actually provides.
广告陈述应与产品实际提供的内容一致。
We should check the wording against the current pack.
应对照当前产品包装核查文案。
保留沟通意图，换掉人物、文件或时间。简单而准确的句子同样有效。
4 · 接住对方的话
What fact can the advert state?
可以说包装内有十袋独立包装茶包。
查看一种可行回答
We can say the pack contains ten wrapped tea bags.
Why should we change the original wording?
我们无法知道所有人都会喜欢口味。
查看一种可行回答
We cannot know that everyone will like the taste.
What makes the advertising claim suitable?
广告陈述应与产品实际提供的内容一致。
查看一种可行回答
The advertising claim should match what the product actually provides.
5 · 换一个情境，再试一次
What if the pack contents change?
What if the pack contents change?
Address the changed condition. Choose a practical next step and explain why it helps.
- My response addresses the changed condition.
- I explain one practical action and its likely effect.
- I make the next step clear.
6 · 明天不看答案，再想一次
What fact can the advert state?