The most complete copywriting and planning tutorials ever introduced

1. Planning and creativity originates from the cultural heritage, born in the collision of thinking, refined in the accumulation of experience.

2. Planning always requires new ideas, and directly target the market and sales.

3. Planning and creativity requires practitioners to be experts, rather than immortal; is to solve problems rather than turning gold into stone.

4. Planning and creativity is a combination of team organizational behavior, expert behavior, industrialized process behavior of the intellectual industry industry, is a long-term lasting cause.

Two, planning the writing of the manuscript

1. The most taboo empty nothing, closed-door car.

The second taboo rhetoric, flashy.

Third taboo poor writing, Mr. Alias.

2. The article is the external embodiment of thinking, poor manuscripts will cause irreparable damage to the company's image.

3. The position of planner always face a variety of new things, requiring practitioners to make the shortest possible time to make the project as in-depth understanding.

4. Planning can not be separated from the in-depth and subtle research.

Planners must write the manuscript before the first relevant areas of "crash course", as soon as possible from no knowledge into a connoisseur.

For example, write "to commemorate the fiftieth anniversary of the peaceful liberation of Tibet fifty famous painters large-scale pen", do not know "a paper three cuts", do not know Wu Guanzhong, do not know the works of the market, it is not possible to do the famous painters pen planning.

Today's well-known domestic painters only a handful of more than twenty, just to commemorate the fiftieth anniversary, they pulled the "fifty well-known painters", the title has already attracted connoisseurs have laughed at, not to mention getting business.

Only after research, go out to understand the situation, the brain has something, and then pen to write a good planning copy.

5. There are many ways to investigate. The most effective is to visit the industry seniors connoisseurs, in addition to access to the literature, customers to do interviews and so on.

6. Planners should always pay attention to current events, news policy, so as to find the highlights of the times, to avoid unnecessary taboo, recognized by the customer.

Overall do copywriting planning need to do the following five points:

Listening

As a copywriter, you should not only think hard, you have to learn to listen to, in the shrew scolding street to listen to the customs and customs of the people, in the cab driver's roar to listen to the stock market prices, in the streets and alleys, in the streets and alleys, in the streets and alleys, in the streets and alleys, in the streets and alleys, in the streets and alleys, in the streets and alleys, in the streets and alleys. The stock market, in the streets and alleys of the parents to hear the rise and fall of the currency. As long as the heart to listen, this time, the ear is sharper than the pencil.

Doing addition

Before you start to write or think of ideas, you do not give yourself a limit, you can add oil, you can add to the snake, in short, think of anything you can write down, do not close your mind in advance, will be in a state of complete openness of the excitement of your thoughts in a chain reaction, and constantly triggered by the new content.

Subtraction

Before handing in your manuscript, you need to subtract, you need to learn to prune and remove the leaves, learn to bear the pain, to pile everything together does not necessarily look good, you need to learn a little common sense aesthetics, know how to mix and match, at the end of the day, to reduce to the extreme, but also perfect.

Sedimentation

You can easily get information through a variety of ways, every day there will be new information into it, so the copywriter at this time, there is no lack of information, the lack of a sieve, the copywriter to learn to use the mind to go with this era **** shock, will be useless to exclude the information, cleansing out the essence of the world, to stay in the world.

A different perspective

Every day the sun rises in the east, every second of time to walk forward in a one-way line, every tree grows upward to the sky for the purpose of growing up, every migratory birds have to fly to the south, which means that the life is predestined to be repeated day in and day out? Of course not, you have to use another voice to wake yourself up, you are a creative person, you have a unique way of looking at the problem, you can stand up and look, you can also look upside down; you can look at the train, you can also look through the prismatic mirror; you can look forward, you can also look underwater; you can hide in the dark to see, you can also jump to see. As you look at it differently, you get very different answers.

With forgetting, emptying the chest filled with dust; with forgetting, getting full of emotion. You are your own best teacher. Sometimes, it's not that you don't think enough, it's that you think too much. Complex thoughts can easily lead you to a dead end with no way out. If you put on a suit of clothes, you can become a messenger of inspiration. You'll be in control of your pace and you'll have a clear direction. Next time, remember, in the confusion of thought, or do not know how to start copy, forget your occupation, empty your brain, to a time travel game, let another identity instead of you, take you to the unexpected place, where there will be surprises and you will not expect to meet.

Three, copy to use the standardized format entry, and develop a good, well-trained office habits, to the customer's planning documents should generally be applied to the company's provisions of the form of the header, page corners, page numbering, and the use of standardized Word, Excel document format typesetting, numbering. If you print a formal document such as a letter of agreement, you should generally follow the "title in bold, the body in Song".

Computer input to write appropriate, easy to distinguish the file name to save, rather than randomly knocking out a name. Send E-mail to the same time to write a proper, easy to distinguish the name of the subject of the mail, in order to facilitate the reading of the customer. It is forbidden to send an E-mail without a subject or to knock out a subject at random.

Finished manuscripts should be deleted or saved in personal folders in a timely manner, and computer resources should be cleaned up regularly.

From the existing classification of copywriting by a variety of, in accordance with 4A standards, there are generally four categories: assistant copywriter (ACW), copywriter (CW), senior copywriter (ACW), senior copywriter (SCW), which is slightly to distinguish between senior copywriters and senior copywriters, the former requirement is the ability to write copy, and the latter not only the ability to write copy but also the seniority of the copywriter. Some 4A companies have a copywriting director (CE) position, generally similar to the duties of the copywriter, sometimes responsible for special.

Alternatively, some individual companies are also equipped with the position of chief copywriter (CCW), copywriting skills are rare, although not leadership, but some of the chief copywriter to take the salary is higher than the creative director. Most of the domestic advertising agency copywriter's kind of complicated, real estate copywriter, creative copywriter, planning copywriter, etc., their styles are very different (follow-up), the author according to the current situation of the domestic copywriter, through the personal research as well as visits, and other rare paths to summarize the classification of the copywriter:

one, low-level copywriter

One kind of the fledgling Practicing students, graduates, calves, lambs, is in the period of fierce complement, commonly known as: rookie; another is the creator of the text garbage, shouting empty number, singing a runaway tune, stupid bubbles still do not know why!

Second, the primary copywriter

First knowledge of the essentials of copywriting, but did not open the eyes of heaven, only know the right and wrong, do not know the good and the bad, and sometimes the tiger brain brain to write some super-long copywriting, as if wrapped up in a cloth, you need to be clear and fast knife chopping to go, rely on their own, rely on luck, and rely on the lead. This is also any level of copywriting, the road to go through!

Third, the literary youth

Quite deep literary attainments, absolutely can be a good editorial staff, or special columnist. Poetry, petit fascination, a different flavor, but in the film and television copywriting droop, in the grasp of the title of the grasp is not allowed, but also a great pity.

Four, alternative, stream-of-consciousness senior copywriter

The product is compared to the "form", the consumer is compared to the "God", then this type of copywriting is also the form of scattered and the God is not master.

Fifth, graphic thinking senior copywriter

If you see an advertisement, no pictures, only text, but it makes you think, most of them are of this type. In the future, there won't be any purely advertising copywriters, and by extension, there won't be any ARTs that don't know how to add words. If a piece of copy can give the public or ART the space and magic to think, lead and ****, I think it's already a first-class SCW, and the copy is often intriguing, with escalating ideas and concepts. By the way, this is also the movie and TV CF copywriting masters should have the necessary skills and knowledge.

Six, strategy grasp, bisexual thinking super copywriter

Absolutely expert, and a variety of experience in the workplace, take the initiative to find a problem, swim in the rationality and sensibility, good at integrating the elements, the dragon point of view, high level, at the same time, this is also related to the marketing, brand equity has dependency, but can achieve such a broad The realm of the realm, really counted as a rare corner! The first thing I'd like to do is to get a better understanding of the concepts and concepts that I've been working on for the past few years.

Seven, rational to the extreme, "sell" the thought and soul of the master copywriter

No sword in the hand, the heart of the sword, sublimation of the idea, the opposite of the truth, often use ordinary language to express the extraordinary things, like "just do it". This is the highest state of advertising creators!

I don't know if you remember Zhang Yimou's "Hero", "there is no sword in his hand, and no sword in his heart, that is not to kill, that is peace", yes, if the angle of thinking of advertising is not to advertise, but to spread the humanities and peace, what is this realm, I think that this is really the "President's second". I think this is really the "President's second". Then let us advertisers pursue it forever. I'm not sure how much I'm going to be able to do this, but I'm going to be able to do it.

Continental nearly eighty thousand copywriters, can not appear such a big style of "gold medal copywriter", estimated that before 2020, can appear such a "gold medal copywriter" or a number of.

One, creative strategy eight paragraphs

1, the purpose and effect of the advertisement hope to achieve?

2, the target audience is who? What are their human characteristics and psychological characteristics?

3. What kind of thoughts do we want the target audience to be inspired by the advertisement? What kind of action will they take?

4, the product's positioning and uniqueness and development history?

5. What are the supporting points for the positioning and any messages that will help develop the idea?

6, advertising to give consumers what kind of promise? The promise is the soul point of the advertisement!

7. What kind of style should the advertisement express?

8, budgetary constraints, media release characteristics and frequency?

Two, the five basic principles of discovery of creativity

1, pragmatic principle:

After understanding the message that should be known, and then open the wisdom of thought. Must have the patience to explore the consumer, the market situation, the detailed description of the product as well as develop down the advertising strategy. Don't let the customer feel that our advertisement is an advertisement made by amateurs.

2, the principle of backbone:

Every creative person longs for a good advertisement, personal talent is certainly the key, whether the customer can accept and personal opportunity is also an influencing factor. Whether your talent is buried or not, whether you think you are ordinary, since you chose the creative industry, to have "others will think of the idea, I do not use! The purpose is to motivate yourself to go beyond the ordinary. The purpose is to motivate themselves to go beyond the ordinary, to avoid the inertia of satisfying their own sixty percent of creativity.

3. The principle of efficiency: