节日文案在一个折中里：紧迫感要足以拿下犹豫的人，但不能让买家学会”等下次再买”。下面 15 个 Prompt 覆盖品牌真正会遇到的节点——BFCM Cyber 5、圣诞最后一公里、11.11 预售、6.18 高潮日——分别写邮件、短信、push、社交和落地页促销模块。
适合哪些场景
统筹 BFCM 和节日日历的 DTC 增长负责人、跑 11.11 / 6.18 的天猫京东运营、服务客户节日季的代理、第一次写大促文案的创始人。
什么时候不建议这样写 Prompt
日常目录或不打折的高端 / 奢侈品牌不用——多次大促会侵蚀价格信任。
Prompt 结构公式
节日促销 Prompt 一定要带这六个要素：
- 角色：让 AI 扮演谁（奢侈品文案 / Amazon listing 策略师 / DTC 品牌声音 / 投流 hook 写手）。
- 上下文：产品、品牌语气、目标买家、平台、价格段、季节——任何会改变文案的信息。
- 目标：一个具体交付物——5 条 bullet、150 字 hero、13 个 tag、10 句 hook、一封退款回复。
- 限制：必须 / 禁止（FTC 宣称、违禁词、字符上限、语气、不用 emoji、不堆形容词）。
- 输出格式：编号清单、表格、JSON、或带标签的段落，能直接粘到卖家后台。
- 示例 / 信号：1-2 条你喜欢的参考、或反例（“不要像这个竞品”）。
这套 Prompt 适合用在哪
- BFCM 邮件 + 短信序列
- 圣诞收官广播
- 11.11 预售与 6.18 高潮
- 节日落地页促销模块
- 高峰时段 push 通知
15 个可直接复制的 Prompt 模板
1. BFCM 提前购邮件
把”最优价”留给老客，而不是吸引新客打价格战。
You are a DTC holiday strategist for {brand}. Write a 120-word early-access email for our BFCM sale, sent 48 hours before the public launch. Frame access as a loyalty perk, not a discount race. Name the date and hour window. Subject line: max 60 char, no SHOUTY CAPS.可替换变量： brand, 大促时间窗, 老客分组
优化建议： 标题平庸时追加：“Make the subject line read like a quiet message from a friend who works at the brand.”
2. BFCM 首日广播
Write a 150-word BFCM day-1 broadcast. Open with a benefit, not the percent. Name the discount clearly once. Include the deadline. Add one line of social proof ({"top sellers selling out by hour"}). CTA button text under 4 words. No emoji unless brand voice.3. Cyber Monday 最后呼叫短信
Write a 140-character SMS sent 4 hours before Cyber Monday ends. Lead with the deadline. Name the discount. One short link. STOP language. No emoji. Tone: urgent without panic.4. 圣诞送礼主图邮件
Write a 130-word Christmas hero email focused on gifting, not personal-treat. Open with a recipient scenario, not a product. Highlight gift-friendly features ({free wrapping, gift note, recipient pays nothing}). Last-order date for Christmas delivery in bold. No "buy yourself something nice" framing in this one.5. 圣诞最后发货日邮件
Write a 100-word email for the absolute last shipping day before Christmas. Lead with the carrier cutoff hour. Offer e-gift card as the after-deadline alternative. End with one warm sign-off. Voice: helpful, not desperate.6. 11.11 预售预热（天猫 / 京东语气）
Write a 11.11 pre-sale teaser in voice suited to Tmall / JD audience: lead with the deposit-and-pay-balance mechanic clearly, name the deposit window, name the balance window, list 3 highest-value-perceived perks ({deposit-doubles bonus, gift with purchase, store credit return}). Keep buyer-side mechanics explicit; this audience expects it.7. 6.18 高潮日 push
Write 3 push-notification variants for 6.18 climax day, max 60 char each. Lead with one specific number ({last 200 units, last 4 hours, top 1 in category}). Avoid generic "biggest sale ever". Mark which is best for {acquisition / retention} segment.8. 套装落地页模块
Write copy for a holiday bundle module on a landing page: 1 headline (max 12 words), 1 subhead (max 20 words), 3-bundle comparison row labels ({Starter, Best Value, Gift Set}), 1-line "what is inside" for each, single CTA. Bundle math should be visible at a glance.9. 节日社交文案包
Generate 5 holiday social captions for {brand} during {sale name}: 1 hero gift post, 1 customer-story repost, 1 "behind the holiday shipping" UGC-style, 1 reel caption for a 15s sale teaser, 1 last-call story copy. No "deck the halls" cliches; voice should still sound like the brand.10. 节日转介绍 / 分享邮件
Write a 130-word email that nudges existing customers to share the sale with friends. Frame as "your friends ask you what you bought; here is the link you can send". Include one referral perk ({both sides save $X}), one warm CTA. No "earn $$$ now" energy.11. 大促中售罄 / 返货通知
Write a 100-word email when a popular SKU sells out mid-sale. Acknowledge demand honestly, name the restock date if known, offer waitlist signup, suggest the closest available alternative. Voice: gracious, not apologetic for popularity.12. 阶梯折扣（多买多减）
Write the holiday email + landing-page block for a tiered discount ({$50 saves 10%, $100 saves 15%, $200 saves 25%}). Make the math obvious in one table. Name an example basket per tier ({"$100 = these 3 items"}). Voice: helpful, not arithmetic-puzzle.13. “今年不参加大促”声明
拒绝大促的品牌写给老客的解释信。
Write a 150-word email from {brand} explaining why we are NOT running a BFCM discount this year. Cover: pricing integrity, the cost of always-on sales, what we offer loyalists year-round, one small thank-you gift for this period that is not a discount.14. 节后致谢 + 1 月节奏重置
Write a 140-word post-holiday email going out December 28-30. Thank buyers for a strong season, share one milestone or human moment, signal a return-to-regular-cadence in January. No new sale push in this email; let the calendar breathe.15. 多渠道编排 brief
先写它出排期，再用前面模板逐渠道填。
For {brand} {sale name} between {start date} and {end date}, draft a multi-channel orchestration brief: email sends (subject lines + send time), SMS sends, push notifications, social posts, paid-ad creative refreshes, landing-page hero updates. One row per touch point per day. Mark mandatory vs. optional sends.容易踩的坑
- 折扣力度超出品牌可承受——首个节假日好看，Q1 毛利崩。
- 把买家训练成”等下一次”——月月大促毁掉日常正价转化。
- 假紧迫（“10 分钟后关门”却每小时复一次）——一次大促就被识破。
- 标题用全大写——会触发垃圾邮件过滤，可见度反而低。
- 让 AI 直接给出折扣 % 却不让你核库存和毛利数学。
- 跳过节后致谢直接进入 1 月促销——买家会觉得很功利。
- 节日文案的语气和其他 11 个月完全不像——买家会注意到品牌”分裂”。
优化技巧
- 年初就定一个最大折扣天花板，全年不突破——这是价格信任的基础。
- 紧迫感一定配真实稀缺信号（库存数、确切截止小时）；绝不编造。
- BFCM 的 Cyber 5 当一份文档来写，5 天间一致性比每天的”漂亮”更重要。
- 前 48 小时把福利倾斜给老客，晚来的人享受正常折扣，老客享受首选权。
- 11.11 / 6.18 文案要按中国市场玩法（定金尾款、加赠、退积分）写——直译不行。
- 高峰期每 36-48 小时刷一次付费投流素材，算法吃旧素材会崩。
- 大促期间盯每次发送的退订率，飙升说明你在同一分组上发太多。
FAQ
- BFCM 折扣应该多大？: 取决于毛利和 AOV。DTC 60-70% 毛利时，20-30% off 通常合理。高端 / 奢侈品牌节日做组合包或加赠，不做百分比。
- 是不是要和竞品同一天打？: BFCM 多数要——买家在这几天就有预期。11.11 / 6.18 本身就是这一天，错过没意义。
- BFCM 期间多久发一次邮件？: 高活跃分组 Cyber 5 每天两封可接受；冷分组每天一封。退订要逐小时盯。
- 节日里 SMS 有效吗？: 有——打开率远高于邮件，但耐受度更低。大促周每个买家每天不超过 1 条 SMS。
- 不打折也能做大促吗？: 可以——组合包、加赠、免邮、延长退货、限定变体都能制造大促能量，又不毁价格。