What does a good copywriting plan include?

A good copywriter is a combination of appropriate words and sentences, and they combine with each other to achieve a good copy, so what exactly is a good copy?

Think more from the other person's point of view, think about what they really need, think about what they really care about, and then focus on that part.

Think about why you want to do this copy, what is the main purpose of doing this copy, and clarify the purpose will allow you to better grasp the main idea. A clear purpose is like a person's dream, and only with a dream can there be the motivation to move forward and the hope of success.

Of course, a good copywriting plan requires you to observe carefully, and only through personal observation is the most accurate and consistent copywriting. Only through observation can we know the real needs of customers, and make perfect plans that meet customer requirements.

When you have a good idea, learn to dig into it, don't just let it flash in your mind without grasping it, expand your idea infinitely and make it a reality.

It's also important to have a variety of content in a variety of forms, so that a good idea doesn't get ruined by monotonous content. If you have an idea, add as much content as you can, enrich it, decorate it, and make it shine in its own way.

In the right position, dare to say no to the boss. We sometimes give up our own ideas because of the boss's intentions, this is the most undesirable, if you think your idea is realistic and has a very good effect, then you have to be brave enough to put it forward, maybe you will get unexpected surprises.

Procrastination is also fatal to a good plan, so set an expectation for each small segment to ensure that the perfect plan is made within the specified time, so that you will not be busy in the last few days and unable to make your ideal plan.

Whether it is a college student who has just entered the club to be responsible for activities, or a public official who works in the Youth League Committee, whether it is a white-collar worker at work, or a civil servant sitting in the office, the ability to write a good plan is a must, a good plan can make you successfully hold a perfect event, and even get the favor of the leader.

The theme of the event is to be relaxed and bright, what the event is all about, and this project is more like an advertising slogan, so that people can see at a glance what you are doing with this event. Simply concise and clearly expressed, this part can also be used as an event banner and displayed at the event venue.

The variety of materials in the "Tmall store" is quite rich, which basically meets the demands of various college students for planning materials.

First of all, the six words "creative copywriting planning" have an unclear purpose.

In theory, the word copywriting should include, planning, creativity, and even beauty.

In my opinion, copywriting is equivalent to the soul of advertising, a product from the blank to the market, how to package, what ideas, how to perform, what activities, copywriting can be thought of, to diverge.

Of course, this is a requirement for copywriters at the director level and above.

So, you said that you want to do a "persuasive copywriting plan", I don't really understand.

In general, a persuasive case should at least be complete.

This completeness should include the description of the product (this Party A is responsible for giving, we are responsible for refining and beautifying), market conclusions (this piece is provided by marketing personnel), customer analysis (this is a professionally planned work), marketing strategy (it is also the work of socks reputation planning, including the pre-middle and post-sales strategies, as well as promotion strategies, copywriting generally starts from the promotion strategy to participate, there is a product positioning here is more important, and copywriting is generally required to intervene in the draft), product name case name, slogan, advertising slogans at different stages, Advertising (promotion) strategy landing thinking (including what to use, what activities to do, who to find to do resource development).

If you still have spare energy, you can also add visual direction suggestions that match the advertising slogan, which is convenient for Party A to comprehend the creativity and facilitate the later work of the design.

I.1Responsible for the establishment, publicity, maintenance and promotion of the company's corporate image;

2.Responsible for market research, analysis of market information, grasp the situation of competitors, grasp the existing situation of the market;

3.Responsible for the introduction and implementation of the store's first-class plan, and responsible for summarizing and evaluating the first-class effect;

4.Responsible for coordinating relations with relevant news** and responsible for preventing and preventing the emergence of negative reports that are unfavorable to the company.

2. Expand the information.

Copywriter is the abbreviation of "advertising copywriting" in the advertising industry, which is translated by copywriter. It mostly refers to the form of advertising information content expression in words, which is divided into broad and narrow senses, and the broad sense of advertising copywriting includes the writing of titles, texts, slogans and the selection and matching of advertising images; Advertising copy in the narrow sense includes the writing of headlines, body text, and slogans. Planning is the foundation and framework of the advertising system, and copywriting is a link in the advertisement (the text and creative part of the advertisement).

Planning can involve a series of complex and complicated processes such as pre-market research, analysis, and refinement, and determine the creative direction of subsequent graphics and copywriting.

Due to the relatively immature development of various industries and the uneven quality of personnel, the concept of "copywriting" is often misquoted and understood. The most typical is to equate copywriting with "planning", in fact, these are two very different jobs with essential differences.

The expression of planning copywriting is actually not very clear. Because there is an essential difference between planning and copywriting.

One. What is Curation?

We often say that planning is a systematic work, especially refers to the process of planning, brewing, making decisions and using strategies for the market, which requires the process of operation, skillful processing or manipulation under the premise of collecting and integrating market information, so planning reflects the whole process.

Such as marketing planning, event planning, advertising planning, etc.

Two. What is Copywriting?

The copywriting we often talk about mostly refers to advertising copywriting, including the writing of advertising titles, body text and slogans, product descriptions, presentations, script manuscripts, etc., which is the textual embodiment of creativity and ideas, and is part of the planning.

There are many types of copywriting, such as common public relations copywriting in the entertainment industry, copywriting in shopping malls, and activity copywriting in enterprises and colleges.

Three. How to write?

Uncle Akiba's "7 Lessons in Writing" has a chapter on his effective methods:

Thematic Reading - Frame Thinking - Imitation Practice.

1.Read more related books and read the theme systematically, Uncle Akiba recommended classic copywriting books such as "Confessions of an Advertising Man", "Complete Manual of Copywriting", "Explosive Copywriting", "New ** Copywriting Creation and Communication". Voltaus.

2.The purpose of the theme reading is to lay a good foundation for establishing a framework thinking. Good copywriting comes from the thinking mode and knowledge structure, which requires a detailed understanding of the market, products, and projects, and requires a large amount of relevant information reserves and knowledge accumulation in order to produce results.

3.The establishment of framework thinking can help us find the focus, which field we should learn copywriting, first find the target object, and then continue to learn the model text, imitate the writing style of successful copywriting, and then start to practice a lot.

4.Here's what to note in this process:

1) Self-preference is not important, which direction the market needs is important.

2) Imitation is not a routine, and the routine may benefit quickly, but good and continuous writing habits (including logical thinking, knowledge reserve, etc.) can benefit more persistently.

Planning copywriting cannot be achieved overnight, it requires a lot of reading, continuous input, and long-term practice to iterate and improve.

Recently, I participated in the "Internet +" competition and the copywriting planning of the "Three Villages" tourism development project, and found that it is indeed not a simple matter to write copywriting planning. The following points can be shared with you as personal experience:

First, you need a creative theme. I believe everyone must have written an essay, writing a copy planning is another form of writing essay, it needs a particularly refreshing theme, it highlights what makes you different from others, and ideas can inspire people, which is the biggest highlight in your copywriting.

2. Analyze the feasibility and background. Your idea can't just be fabricated out of thin air, it needs to be supported by data analysis, the background of your copywriting, the question of what is the meaning, and put some practical data on the surface, so that you can more convince others of the source and feasibility of your idea.

Third, the main part of copywriting planning is of course how to implement the plan, that is, the actual and specific measures. When I was writing a copy plan, I found that the description of the implementation process was the hardest part of the copy planning. Because no one knows whether the actual result will be predicted, the deviation is huge.

Another is that you have no practical experience, you have no idea where to start, how to implement? The details need to be considered and discussed collectively.

4. Sponsorship and use of funds (financial statements). This question is also very important, there are ideas and plans, there is no financial support, it is difficult to implement, many times, in order to write a marketing promotion plan, you need to pull sponsorship, you also need to estimate how the money should be spent, all aspects in order to make others willing to invest in your planning, willing to believe that you have the ability to bring them lead seepage benefits.

Fifth, the format of copywriting planning. When writing copywriting, the last process that needs to be careful and cumbersome is to modify the format and make your planning copy in front of others, which is very concise and clear, with typesetting, not random. This question is more important, just like when you submit a graduation **, or a resume and PPT, the format reflects your hard work and attitude.

This is actually the most basic requirement for all of us to write copy.

Copywriting is a profession, a profession that revises or proofreads manuscripts in the service of a specific subject.

1. Based on the understanding of the Internet promotion model, accurately position the competitiveness, profit model and promotion model of market products.

2. According to business needs, use creativity and planning to package products into commodities and express them in the form of PPT.

3. Writing of all kinds of texts and copywriting for marketing.

4. Writing of the company's brand and product advertising, external publicity copywriting, marketing activity copywriting, advertorials, etc.

Copywriting "a position, from the advertising industry, "copywright", generally refers to the writing of text, in the advertising company, undertake text creativity, such as slogans, promotion, advertorials, ** advertising in the text, are written by it, further, will also write TV commercials and radio advertising scripts, concatenation, product introduction, etc.

A position, from the publishing industry, "editor", generally refers to the selection and publication of content and articles for newspapers and magazines, has the right to review manuscripts and the obligation to revise and verify manuscripts, derived from radio and television stations, for the planning and design of channels and the selection of content.

Copywriting and planning in advertising, strictly speaking, copywriting and planning should be two interrelated but very different professional division of labor, but subject to the general miniaturization of companies in China's advertising industry, so this kind of compound professionals have been produced. The specialty of copywriting is to write advertising text content or dialogue and narration in film and television, and the specific products are: advertising slogans, headlines, text, etc., in short, everything written to consumers (the final advertising audience).

Planning is a profession that considers how to advertise, such as the form of advertising, audience analysis, publicity focus, marketing strategy, in addition, planning may also consider the performance direction of the picture and copywriting, and the things that planning does are for advertising companies and customers.

1. The main work content of copywriting planning is as follows:

1. Responsible for the establishment, publicity, maintenance and promotion of the company's corporate image;

2. Responsible for market research, analysis of market information, grasp the situation of competitors, and grasp the existing situation of the market;

3. Responsible for the introduction and implementation of the store's best plan, and responsible for summarizing and evaluating the best effect;

4. Responsible for coordinating the relationship with relevant news, and responsible for preventing and preventing the occurrence of negative reports that are unfavorable to the company;

5. Responsible for the creative conception, copywriting and customer proposal of the project, and provide services such as pre-proposal, design creative description and post-closing report;

6. Familiar with the advertising creation process, have a keen sense of creative smell and accurate creative expression, have independent thinking and analysis ability, and have their own unique views on problems;

7. Assist the project team to make creative proposals to ensure the smooth progress of the work;

8. Implement and supervise the creative conception and copywriting of the project in charge;

9. Independently write all kinds of manuscripts (press releases, review drafts, interview drafts, etc.), planning plans, reports and various promotional materials of the project.

2. Writing requirements:

1. Demonstrate an understanding of the audience's requirements.

2. Challenge accepted facts.

3. Since facts are more credible than claims, it is better to use facts as claims.

4. Make the reader believe.

5. Let the reader have to believe.

6. Become the best choice among similar products.

7. Create a desire to buy.