What is copywriting What is the difference between copywriting and planning?

The specific work of the copywriting planning position is:

Assist in the design and writing of various publicity plans of the company;

Responsible for the writing of promotional copywriting and promotional materials;

Responsible for the writing of the company's external ** and advertising performance text;

Assist in the collection and editing of various publications of the company;

Regularly update industry information and write industry news;

Responsible for the collection and collation of advertorials and advertising materials.

First you have to understand.

Copywriting and planning are two different things.

Copywriting and planning require good writing.

But just because you have good writing doesn't mean you have to be able to plan.

Planning is about strategy and thinking.

Planning needs to understand the market, you need to understand marketing, you need to understand strategy, you need to understand strategy, you need to understand the brand, and so on.

The copywriting side is different.

Being able to do copywriting is basically enough as long as you have good copywriting.

Clear description, accurate expression, and central expression that are consistent with the plan.

If you want to improve on the basis of copywriting, then under the premise of having the ability, it is planning.

It can be said that planning is an advanced level of copywriting.

For example, all the print advertisements, ** advertisements, radio advertisements, etc., or the new product improvements, product packaging, etc., before the launch of advertising or packaging, the company will carry out a general plan for this thing through copywriting planning, including many aspects, such as advertising, professional aspects: advertising methods, elements, sound, color, typography, text, advertising slogans and other necessary aspects of advertising professional. Social aspects:

The current market situation, competitors. Economic aspect: Funding for implementation, etc.

According to the planning aspect you choose, the corresponding content can be changed, a complete copywriting plan is equivalent to a book (exaggerated, the number of pages is very small), why do you say that, because although the sparrow is small, you have to make this plan clear at a glance, whether it is the overall view, or careful reading, clear and clear.

This is my own understanding and I hope it helps you.

Copywriting and planning were originally two positions, but some companies can't afford to raise so many people, so they combine these two positions into one, called copywriting planning or planning copywriting, sometimes because the work is biased towards copywriting, but the title is planning, as if to enhance the gold content of the position in general, attracting a lot of new people to vote. , so it's just a rhetorical trick.

Difference: 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.

Copywriting is different from the designer's expression techniques with pictures or other means, it is a process of successive expression, development and deepening of advertising creativity, which mostly exists in advertising companies, corporate publicity, news planning, etc. A plan, also known as a plan, is a text that plans a future activity or event and presents it to readers; The plan is the text book of the goal plan and the guiding light to achieve the goal. Writing a proposal is to use the existing knowledge to develop the imagination and achieve the goal as quickly as possible in the reality of the available resources.

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). Copywriting planning is a profession that considers how to advertise, such as the form of advertising, audience analysis, publicity focus, and marketing strategy, in addition, copywriting planning may also consider the performance direction ...... the picture and copywritingRoughly speaking, copywriting is for advertising agencies and clients.

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

Copywriting 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.