By the way, this job is only 1000 in the first month. If you do well, you can go to a good advertising company to get four or five thousand.
Question 2: What does copywriting mean? Generally speaking, it refers to the occupation of advertising companies or enterprise planning departments engaged in text work.
For example:
Advertising copy: film and television advertising scripts, newspaper advertisements, leaflets, etc.
Corporate copy: corporate propaganda, news propaganda, image propaganda, etc.
etc
Generally, copywriting and planning are separated, but sometimes copywriting will focus on event planning and news planning, with different companies as the focus.
Question 3: What does copywriting plan do? Copywriting is to write promotional soft articles or product advertisements for * * * companies, or it may be to write image articles for client companies. Companies that need copywriting (planning) are mainly in the real estate and advertising industries, and their main job is to write soft and hard advertisements for the goods they sell (real estate or other products). These works are all "creative", so it is necessary for * * * copywriters (planners) to have strong planning ability, creativity and strong writing skills, and to be able to write "beautiful articles" with one hand, and also to have certain relevance. This form of * * * is flexible, and it is usually enough to go to the * * * unit to "submit the manuscript" once a week. If you have experience in copywriting, you should know that copywriting planning has a very important link besides creativity: "selling manuscripts", that is, selling works to your AE account director and customers, so that they can adopt your creativity. When selling, a beautiful copy or plan is very important. For example, a manuscript has only many words, and the planning book is more than ten pages, which makes you dizzy. Of course, you don't have the patience to think, to appreciate slowly! Therefore, it is very important to make some suitable designs in the right place, such as matching some relevant pictures on the manuscript, so that people can see it at a glance. It is suggested that you don't email the manuscript directly to the other party, because who will help you prepare such a beautiful document when you are in a hurry for a meeting, of course, you have to print it yourself!
Question 4: What are the good ideas for general copywriting planning? First of all, let me explain to you that copywriting and planning are not the same concept. It's just that some companies are relatively small and the two are mixed together. The basis of copywriting is writing+necessary advertising industry knowledge, the basis is writing a good article, and the second is necessary advertising industry knowledge. You can learn the knowledge of writing systematically first, and then get familiar with the knowledge of advertising industry.
As for what books to read, there are too many books. I don't know what major you study, what strengths you take and what shortcomings you make up. If we follow this line of thinking, we will get twice the result with half the effort.
For those who are inexperienced, you can go to an advertising company to do marketing first. The premise is that you can already write a decent planning case. At this time, if you have more contact with customers, customers will have activities or plan to promote them. You can write it yourself, so that you can accumulate cases and prepare for the next job-hopping.
Of course, the biggest premise of this move is that you are stronger than the employer's copywriting planning.
For those who have no confidence at all, you can practice your hands online first. For example, Witkey and Mission China all have such opportunities. This will save some false cases and can be used in the interview.
In addition, small advertising companies only have the opportunity to exercise themselves, and you can't learn much from them. There are three kinds of people in this world. The first kind of people take the initiative to learn and challenge themselves. The most stupid people need to be whipped and kicked to learn. I hope you are the first person.
I. Planning and creativity
1. Planning and creativity are rooted in cultural heritage, born from the collision of thinking, and skilled in the accumulation of experience.
2. Planning always needs new ideas, directly targeting the market and sales.
3. Planning and creativity require practitioners to be experts, not sages; It is to solve the problem, not to turn the stone into gold.
4. Planning creativity is an intellectual industry that integrates team organization behavior, expert behavior and industrialization process behavior, and it is a long-term and lasting cause.
Second, plan the writing of the manuscript.
1. The most taboo is empty and behind closed doors.
Second, avoid rhetoric and rhetoric.
Three bogeys: poor writing, no spelling, sir.
2. Articles are the external embodiment of thinking, and inferior manuscripts will cause irreparable losses to the company's image.
3. Planning this position is always faced with all kinds of new things, which requires practitioners to know the project as deeply as possible in the shortest time.
4. Planning is inseparable from in-depth and subtle investigation and study.
Before writing a manuscript, the planner must quickly study related fields and become an expert from ignorance as soon as possible.
For example, writing a large-scale pen meeting for 50 famous painters to commemorate the 50th anniversary of the peaceful liberation of * * * cannot be planned into a pen meeting for famous painters without knowing three pieces of paper and the market of Wu Guanzhong and his works.
At present, there are only a handful of well-known painters in China, but there are more than twenty. Just to commemorate the fiftieth anniversary, 50 famous painters were dragged around, and the topics attracted ridicule from experts, not to mention business.
Only after investigation and study, go out to understand the situation, know fairly well, and then start writing can you write a good planning copy.
5. There are many methods of investigation and research. The most effective way, besides consulting literature and interviewing customers, is to visit senior experts in the industry.
6. Planners should always pay attention to current events and news policies, find out the highlights that conform to the times, avoid unnecessary taboos, and get recognition from customers.
Generally speaking, copywriting planning needs to do the following five things:
listen to
As a copywriter, you should not just think hard, you should learn to listen, listen to the local conditions and customs in the street, listen to the stock market in the roar of taxi drivers, and listen to the rise and fall of currency in the streets. As long as you listen attentively, at this time, your ears are sharper than pens.
Do addition
You shouldn't set limits for yourself before you start writing or thinking about ideas. You can embellish them and gild the lily. In short, you can write down everything you think. Don't shut down your thoughts in advance, let yourself be in a completely open state of excitement, and let your thoughts trigger new content in a chain reaction.
Do subtraction
Subtraction is needed before submission. You need to learn to prune and remove leaves, learn to give up what you love very reluctantly, and it is not necessarily beautiful to pile everything together. You need to learn some aesthetic common sense and know how to match. Finally, it will be perfect if it is reduced to the extreme.
deposit
It is easy to obtain information through various channels, and new information is incorporated every day. Therefore, at this time, there is no shortage of information, what is lacking is a sieve. Copywriting should learn to shake this era with your own heart, eliminate useless information and clean it ... >>
Question 5: What's the difference between copywriting and planning? Copywriting and planning in advertising should be two interrelated but completely different professional divisions.
Copywriting includes the writing of title, text, advertising language and the selection and collocation of advertising image.
And planning is to consider how to do advertising, such as advertising media form, audience analysis, publicity focus, marketing strategy. In addition, planning may also consider the performance direction of pictures and copywriting ... Generally speaking, planning is for advertising companies and customers. Planning is the upstream link of copywriting. Planning is the program that carries the whole article, and copywriting is to turn specific planning ideas into words and concrete and operable schemes.
Due to the immature development of China's early advertising industry, the general miniaturization of companies, the lack of professional division of labor, and the fact that planners have a certain level of copywriting, the marketing department or planning department of some small and medium-sized enterprises often let one person undertake multiple functions in order to save costs, so many planners have to plan marketing activities and write advertising copywriting. However, there is no causal relationship between the appearance of the wrong name of copywriting planning and the above phenomenon, mainly due to the misunderstanding of copywriting and planning for a long time.
Question 6: What's the difference between event planning, story planning and copywriting planning? First of all, please look at the words in front of the planning, that is, the activity planning is mainly based on activities, such as parties, dinners, opening ceremonies, anniversary celebrations, parties, etc., with detailed operational procedures and feasibility. Story planning should be regarded as a script. There are literary scripts and story scripts, how the plot develops, what a scene means, time schedule ... write noodles on paper through your words. There is no unity in copywriting planning. It can be said that event planning and story planning also belong to copywriting planning. Copying is writing, planning is conception.
In China, these jobs are not clearly defined. For example, copywriting is copywriting, and planning is planning. These are two different jobs, but in China, they become copywriting planning! Maybe your job is event planning, but you still have to write plays and news.
Of course, some companies are exceptions, such as some 4A companies.
Question 7: What is the content of copywriting planning? What are the job responsibilities of copywriting planning?
1. Assist in the design and writing of various publicity planning schemes of the company;
2. Be responsible for promoting copywriting and publicity materials;
3. Responsible for writing the company's external media and advertising expressions;
4. Assist the editing and editing of various publications of the company;
5. Regularly update industry information and write industry newsletters;
6. Responsible for the collection and arrangement of media soft articles and advertising materials.
Question 8: What are the specific responsibilities of the copywriting planning post? The responsibilities of this position mainly include: assisting the planning manager to complete the business work; Actively explore customers and achieve performance indicators; Copywriter should have strong observation and adaptability, excellent interpersonal and coordination skills and strong social skills. At the same time, we must master different styles of copywriting methods, master the lens language skillfully, and have quick thinking.
Question 9: What is the main job of network copywriting planning? Network copy planning sheet can be decomposed into two meanings from this name; One is copywriting, that is, writing; The second is planning, that is, activities or how to help your company better publicize; The relationship between the two is closely linked. Only by constantly improving and innovating the thinking of writing can we have the opportunity to plan, otherwise, many times people can only do one of them. Therefore, in order to achieve these two points, we need to have sensitive thinking, analyze the market and our own understanding of the industry, and then analyze what kind of publicity methods customers need, and we will do what we want.
Give a simple example. Our company happens to have this position, and I am also the superior leader of this position. Let me tell you the general workflow of this position.
Our copywriting plan here is called planning editor. Actually, it means the same thing. In other words, adding new articles to your website every day requires you to write them yourself or modify them into your own articles on the basis of others' achievements. Even if the meaning of the article is the same, it will taste different after our editing. This is one of the meanings of success. Furthermore, when your writing ability reaches a certain level (which requires you to have a deep understanding of your own business). ) re-planning; Planning is to help enterprises get more attention or exposure on the Internet. Let more people know about your website and your products, and then generate transactions.
I don't know if you understand what I said. You can ask me if you don't understand. This is my opinion. Please forgive me if I disagree.
Question 10: What exactly does copywriting do? I am a copywriter now. Writing TV advertising scripts, newspaper advertisements, publicity pages and three-fold pages every day is all the work related to words in TV advertisements and print advertisements, which has certain requirements for language expression, but writing skills are not all. Sometimes copywriting also involves some advertising ideas, as well as product promotion planning, writing planning cases and so on. If you are not majoring in advertising, let me explain it in a little detail. TV play is the original written expression of TV advertisement, including lens, scene description, role language and narration. You must often see newspaper advertisements. Three-fold and publicity pages are leaflets distributed on the street, and the text organization above is the work chicken made by copywriting. I'm not from a trained background, so I believe my explanation will be very popular, hehe.
By the way, this job is only 1000 in the first month. If you do well, you can go to a good advertising company to get four or five thousand.