What is copywriting, wondering what copywriting is?

1. Explanation Copywriting originally referred to the table where the book was placed, and later referred to the person who wrote on the table. Now it refers to the position of a company or enterprise that is engaged in writing work, that is, using words to express the creative strategy that has been developed.

2. The development process of copywriting.

1) The Chinese character "文文" (wén àn) refers to the friends who were in charge of archives and drafted documents in ancient official offices, and also referred to official documents, letters, etc. in official offices; In modern times, the term copywriting is mainly used in the business field, and its meaning is different from that of copywriting in ancient China.

2) In ancient China, copywriting was also used as "text press". Official documents. "Beitang Book Banknotes" volume 68 quotes "Han Miscellaneous Affairs":

First of all, the government did not care about things, but took copywriting as its business. "Jin Shu Huan Wen Biography": "The maintenance of the machine cannot be stopped, and the regular text is limited to the appropriate day.

Tang Dai Shulun's poem "Answer to Cui Zaihua": "The copywriting is piled up every day, and I can't pull it away with my frowns." "Zizhi Tongjian: The Fourteenth Year of Emperor Taiyuan of Jin Xiaowu":

All the cao have good officials to press with palm writing. "The fifty-first episode of "Flower Moon Traces": "He Sheng felt that he was in charge of the copywriting for him.

3) In the old days, the staff who drafted documents and were in charge of archives in the yamen had a higher status than ordinary subordinate officials. The fourth episode of "The Travels of the Old Disabled": "Like you, the old man who has a copywriter from the Taiwan Central Government is invited to come in and talk, how big is this face!"

The prologue of Xia Yan's "The Biography of Qiu Jin": "Bring this Ruan fortune back to the yamen, and ask the copywriter to make up for him." ”

4) The concept of modern copywriting: Copywriting is the abbreviation of "advertising copywriting" in the advertising industry, which is translated by copy writer. 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.

3. The basic requirements of copywriting.

1) Accurately standardize and point out the theme.

2) Be concise and concise.

3) Vivid image and creativity.

4) Beautiful, smooth, catchy and easy to remember.

1. Copywriting is advertising

Copywriting is advertising, and copywriting is to spread your own product information through text, so that others can understand your products.

For example: Laishu brand spray disinfectant, which can kill bacteria on the surface of general contact at home, $5 per bottle, this is not an advertisement, it is very simple, obvious, it is an advertisement.

2. Copywriting is the way of communication

Copywriting is a way of communication, because copywriting is to disseminate through text information and let others know about our products.

We introduce our own products through words, for example, Laishu brand spray disinfectant, which is to spread our products.

3. Copywriting is the secret of the transaction

Copywriting is the secret of closing, because you can send a copy, collect money, and make a deal with customers.

For example, a private training course in a store group worth 10 million yuan is now only 99 yuan, limited to 30 places.

Copywriting** in the advertising industry, is the abbreviation of "advertising copywriting", generally refers to the advertising company or corporate planning department engaged in the occupation of text work. Mainly responsible for text writing and text creative work in advertising. Including the headline, body text, slogan writing and the selection of advertising image.

For example: advertising copy: film and television advertising scripts, newspaper advertisements, leaflets, etc.

Copywriting: corporate publicity, news publicity, image publicity, etc.

Planning is based on reality, to win the scientific process of creativity, through this kind of program to develop the development trend of things, capture opportunities, integrate various resources, and develop an implementable optimization plan to effectively achieve the set goals. refers to the process of managing, operating, skillfully processing or manipulating market information; The process of planning, conceiving, making decisions and applying strategy to the market. It's a systematic effort with its own unique mode of operation.

It is important to note that planning is not an idea, an idea, an idea, it is only a small part of planning.

It can be said that "copywriting is an expression of thought, a kind of beautiful expression; Planning is a way of thinking, a wonderful logic. ”

Strictly speaking, copywriting and planning should be two interrelated but completely different professional division of labor, but subject to the general miniaturization of companies in China's advertising industry, so this kind of "compound professionals" has been produced. In addition, the marketing department or enterprise department of small and medium-sized enterprises in China, the division of labor can not be so detailed, in order to save costs, enterprises especially need a marketing activities that can be planned externally, and can write advertising copywriting internally.

The work of copywriting is generally like this: customer demand information (business information is coming) - lack of source and specific direction communication (general communication with customers about the content and direction of advertising) - writing manuscript (according to the comprehensive results of customer type, needs, communication opinions, etc., according to certain skills to write copy) - hand over to the design department (the manuscript is finally handed over to the design department, and the design department is responsible for visual performance) - give the customer a proposal - modify or approve the customer - complete the draft.

Planning is the upstream link of copywriting, and its personnel quality requirements are higher than that of copywriting. Planning is the outline that oversees the whole article, and copywriting is the finishing touch. Planning is the foundation and framework of the advertising system, and copywriting is a part of advertising.

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.

Plan the content of the work.

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;

Online language copywriting refers to the output of slow content.

Most of the functions of copywriting are to achieve the role of "advertising", that is, brand promotion, so that more people can understand a certain enterprise or brand through the acceptance of text information through text.

In ancient times, copywriting refers to the friends who are in charge of archives and drafting documents in the official office, and also refers to the official documents and letters in the official office. In modern times, the term copywriting is mainly used in the business field.