What does a complete copywriting plan look like and what are the elements?

Marketing common sense, especially about direct marketing. The best in the industry should be scientific marketing, absolutely old drivers. Copywriting planning begins with marketing planning, especially how to create a transaction proposition, which is directly related to whether the copywriter can sell goods and make orders.

As for the so-called brand marketing, academic marketing, and flickering marketing on the market, the copywriting planning and copywriting works that are driven by the core can win awards, but it is difficult to get money from customers' pockets.

You can first understand the meaning of the profession of copywriting and planning, saying that copywriting and planning are actually two professions, just because of the needs of the Chinese market, the two positions are combined. Copywriter is a copy writer, engaged in text creativity, planning is a person who focuses on the market, is good at controlling the overall situation, and makes decisions. If you want to know more about this industry, you can take a look at it**.

Recommend a few books, copywriting fever, copywriting training manual.

Copywriting is copywriting! Planning is planning! Copywriting usually refers to creative text content such as advertising words, slogans, promotional text, scripts, etc. The planning you are talking about is a plan, and there are many kinds of schemes.

Basic common sense about the human nature and animal nature. To put it bluntly, you continue to learn psychology, social psychology, group psychology, animal psychology, evolutionary psychology, etc., these psychological knowledge, these copywriters can go to the heart and attack the key, but also the most difficult copywriter to master and grasp the internal skills, at the same time psychology tells you why copywriting should be planned like this instead of that, knowing why is more important than knowing what to do and how to do it.

First, you need to have a complete outline first. Two. The characters are distinct and have the effect of promoting the story. Three. The story should have fluctuations, give people a sense of shock, and have a beginning and an end.

It has to do with your own vision, if you look farther, you are strategic! I don't need to talk about the other necessary factors.

Hello subject! The first point: convey the message accurately and simply. The second point: it is transmissible. The third point is to be strategic. One last point: creativity. ‍‍

The copy is very extensive. Don't think about doing it professionally and use your strengths to produce some copy that reflects your abilities, talents, and creativity. It is not limited to any format. Just right! Especially for interviews, a real presentation is better than a professional look!

Copywriting planning depends on the marketing objectives, which determines the marketing function and posture of the copywriter. The routine of copywriting planning, first, the copywriting itself has a standard structural module, and the split and combination of modules only lies in the difference of marketing scenarios; The second is that copywriting planning begins with marketing planning, and finally marketing planning, copywriting must serve marketing, and marketing has only one task: buying and selling, which is the ultimate goal of any copywriting planning.

Self-grinding heart mirror, view the heart like a mirror. To do copywriting planning, you must 1000% stand in the position and perspective of the target customer to think deeply and insightfully, otherwise no matter how beautiful the writing is, don't worry about it, don't attack it, don't expect to be convincing and have sales power. These are the most basic ways of thinking and values.

If you can't do this, wash and sleep, and rely on words to monetize this thing, which is not reliable for you.

Let's take it step by step, the copywriting covers a wide range, don't think about doing it professionally, give full play to your expertise to make a few copywriting that can reflect your ability, talent, and creativity, and don't limit what format it is, just do it! Especially in interviews, it's better to be honest than professional!

I've been a planner for 2 years and a copywriter for 5 years, so take your question seriously. First of all, the six words "creative copywriting planning" have an unclear purpose. Is it heavy planning or heavy copywriting?

Or is it creative? Theoretically speaking, 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 conclusion (this piece is provided by marketing personnel), customer analysis (this is a professionally planned work), marketing strategy (also planning work, including sales before, during and after the strategy, as well as promotion strategy, copywriting generally starts from the promotion strategy to participate, there is a product positioning here is more important, and copywriting generally needs to be involved in the drafting), product name, slogan, advertising slogan 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.

There is a big difference between a copywriting plan and writing a narrative, I read your description, what you write is basically a narrative, that is, a narrative of an event, which contains the mood you are in at the moment. For a business company, any article written is for the service of goods, we can call it: business application essay.

Of course, I'm not a master copywriter, it has to do with my ability to write, and it also has to do with my vocabulary. So what are the elements of a persuasive copy? Argument, that is, the actual selling point of the commodity, or a concise summary of the function of the commodity, such as:

Aspiring to be beautiful, "Removing Prickly Heat, Relieving Itching, and Preventing Mosquitoes", Procter & Gamble's "A Choice About 400 Million Women", etc., are the titles of articles or advertisements! The argument is to use plain language to explain how this function is realized, for example: what ingredients can remove prickly heat in this product, what ingredients can relieve itching, and what ingredients can prevent mosquitoes.

There is also the data of what 400 million women choose and how they get it. Institutions, any of the functional features mentioned in the argument are experiments, those institutions are verified, and those experts participate in the experiments. Witness, in the final analysis, you say that you are good, so you must cite consumers to prove what kind of feelings they have after using the product, and what kind of changes they have brought to them, look at Procter & Gamble's Tide laundry detergent, Guo Donglin is the experience of washing dirty clothes with a group of mothers.

First of all, let's talk about what is the job of advertising copywriting, and what knowledge and skills you need to know.

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

This aspect requires you to have an understanding of the enterprise, an insight into the brand, a grasp of advertising promotion, you must be familiar with some advertising books, as well as advertising creativity, brand promotion purposes, brand creativity all aspects need to be understood. It is recommended to read the book "Positioning", as well as Ogilvy's works, and the advertising works of 4A advertising agencies.

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

In this regard, you are required to understand brand planning, marketing, market research, and preferably some tactics. For example, the book "The Art of War" can give you some inspiration, and the book "Planning is a Game of Chess" can be read.

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

It's about understanding the rhythm of event planning. If you do a good job of event planning, you can do more with less, and it is recommended to read some books on event planning.

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;

This is related to "Journalism", and it is recommended to understand and read more public relations and anti-public relations corporate news.

In a word, copywriting generally refers to the profession of an advertising agency or corporate planning department engaged in text work. That is, advertising copywriting is mainly responsible for text writing and text creativity in advertising, including the writing of headlines, texts, slogans and the selection and matching of advertising images.

Next, let's talk about the skills to master in copywriting.

First of all, the writing skills. When you want to be a copywriter, you first ask yourself:

1.Interested in words?

2.Do you like or can write consistently?

4.Can you make the logic of a thing clear by writing it?

5.Can you write a paragraph about your favorite cosmetics or your favorite fruit?

If you can roughly understand the above four aspects of knowledge, and can ask yourself to do the above five points, you will be a qualified copywriter.

Copywriting planning should be based on a thing and then do copywriting, that is, to write some beautiful words for this thing to express, when copywriting planning must master a way and skills, and also need to master the psychology of the public.

Copywriting refers to the design and planning of some copywriting. What must be mastered is the accumulation of some beautiful sentences, and at the same time, it is also necessary to grasp some of the more popular information, and it is also necessary to collect and sort out some reports or advertising materials.

This is mainly to better promote the product, with some better copywriting for promotion, you need to understand the nature of the product, understand what kind of people the product is suitable for.

Copywriting is a series of words composed of sales text, now many rely on copywriting to collect money, planning is a process of sales results.

Copywriting is to write descriptions, and planning is a set of ideas.

Summary. Hello, dear, make the following analysis of your situation: First, the theme is clear, not only in the copywriting is very important, in any work, such as in photography, if there is no clear theme, the shooting is very many and very miscellaneous, this is not a good photographic work.

Conversely, works that are concise and have a clear theme are often impressive. 2. Concise and concise, often short, often with stronger expressiveness. It's like a lot of brand advertisements, such as Gree's well-known advertisement - good air conditioner Gree made, such as Wang Laoji's advertisement - afraid of drinking Wang Laoji, etc.

Dear, hello, for your situation to make the following analysis: 1. The theme is clear, the theme is clear, not only in the copywriting is very important, but also in any work, for example, in photography, if there is no clear theme in a **, there are a lot of messy things to shoot, this is not a good photographic work. Conversely, works that are concise and have a clear theme are often impressive.

2. Concise and concise, often short, often with stronger expressiveness. It's like a lot of brand advertisements, such as Gree's well-known advertisement - good air conditioner Gree made, such as Wang Laoji's advertisement - afraid of drinking Wang Laoji, etc.

The following are related extensions, I hope it will help you: 3. Point out the benefits, so the copywriter must tell the consumer what your benefits are. Take women's skin care products as an example, what are the benefits of this (set) skin care product for them, whether it is whitening and clearing, or hydration, or anti-wrinkle, or shrinking pores, etc.

In a nutshell, it is what value the product has to the user, and this value is the reason why the user decides whether to pay for it. Clear themes, concise statements, and pointing out interests are essential elements of good copywriting. For more elements of good copywriting, you are also welcome to leave a comment in the comment area and share your own views.

1. Advertising copywriting planning refers to the occupation of advertising companies or corporate planning departments engaged in text work. Advertising copywriting also refers to a style of writing that is used to express a certain plan or idea. For example:

Advertising copywriting planning, advertising copywriting, film and television advertising scripts, newspaper advertisements, leaflets, etc.

2. Advertising corporate copywriting: corporate publicity, news publicity, image publicity, etc. General advertising copywriting and advertising copywriting planning are separated, but sometimes copywriting will also do news planning and other work, depending on the company's situation.

3. Copywriting in the advertising industry, is the abbreviation of advertising copywriting, mostly refers to the form of advertising information content performance in words, there are broad and narrow senses, the broad sense of advertising copywriting includes the title, text, slogan writing and the selection of advertising image; Advertising copy in the narrow sense includes the writing of headlines, body text, and slogans.

4. 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.