Question 2: How should the product planning copy be written? What is product planning?
Product planning is divided into two categories; One is product research and development planning, which mainly aims at market demand and forms the overall idea of product development based on market segmentation in order to expand new growth points. The other is product marketing planning, that is, planning smooth sales channels, continuous sales situation and maintaining the idealized price of product design. Generally speaking, it is how to better sell products and create a new brand image in the sales process.
[Edit this paragraph] product planning
product analysis
market analysis
Consumer analysis (age; Educational background; Family; Income; Habit; Culture, etc. )
price analysis
Media investment strategy
Creative strategy
Implementation timetable
Participants
Planned cost
Product planning project
Product market analysis and product development planning
Product advertising planning
Product price planning
Product packaging planning
Product public relations planning
Product positioning planning
Product naming planning
Product channel planning
[Edit this paragraph] How to write a product plan?
1. Analyze the current marketing situation of products.
? The company's reputation is not high, and its poor image affects product sales.
? The product quality is not up to standard, the function is not complete, and it is left out by consumers.
? The product packaging is too poor to arouse consumers' interest in buying.
? Improper product price positioning.
? Poor sales channels or wrong channel selection hinder sales.
? Promotion means are useless, and consumers don't understand the products of enterprises.
? Poor service quality makes consumers dissatisfied.
? Insufficient after-sales protection and worries of consumers after purchase may be problems in marketing.
2. Analyze the advantages and disadvantages according to the product characteristics.
Discover the disadvantages from the problems to be overcome, the opportunities from the advantages, and explore its market potential. Analyze the characteristics of each target market or consumer group, segment the market, try to meet different consumer needs, focus on major consumer groups, find out the gap with competitors, and make good use of market opportunities.
Marketing design
1, marketing purpose.
General enterprises can pay attention to the following aspects:
? Expand the market smoothly with a strong advertising offensive, accurately locate products, highlight product characteristics, and adopt differentiated marketing strategies.
? Pay attention to the main consumer groups of products.
? Establish a wide range of sales channels and continuously expand sales areas.
2. Product strategy. Through the analysis of the opportunities and problems in the early product market, this paper puts forward reasonable product strategy suggestions, forms an effective 4P combination and achieves the best results.
1) product positioning. The key to product market positioning is to find the vacancy in customers' hearts and let the products start the market quickly.
2) Product quality function scheme. Product quality is the market life of products. Enterprises should have a perfect product quality assurance system.
3) Product brand. To form a certain popularity and reputation and establish a well-known brand in the minds of consumers, we must have a strong sense of brand creation.
4) product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction.
5) Products and services. Attention should be paid to the improvement and improvement of product service mode and service quality in planning.
3. Price strategy. Only a few general principles are emphasized here:
? Enlarge the price difference between wholesale and retail and mobilize the enthusiasm of wholesalers and middlemen.
? Give appropriate discounts and encourage more purchases.
? Based on cost, with the price of similar products as reference. Make the product price more competitive. ? If the enterprise takes product price as its marketing advantage, it should pay more attention to the formulation of price strategy.
4. Sales channels. What are the sales channels of products at present? What are the plans for the expansion of sales channels? Take some practical policies to encourage the sales enthusiasm of middlemen and agents or formulate appropriate incentive policies.
5. advertising.
1) principle:
(1) Obey the company's overall marketing strategy, establish the product image, and pay attention to establish the company image at the same time.
(2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, it is necessary to put consistent advertisements in a certain period of time.
③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect.
(4) irregularly cooperate with staged promotion activities, seize the appropriate opportunity, and carry it out flexibly in time. For major festivals, the company has commemorative significance ... >>
Question 3: How to write an online copy of a product to make people want to buy it? It should be influential, infectious and can arouse the admiration of customers. I can only say, after all, you didn't say what product copy it was. I still suggest you contact more.
Question 4: How to write the product copy? Is there a format requirement? E-commerce believes that the first thing is to understand the products you want to write copy, and find out their advantages and disadvantages, especially the selling points; Then look at how the copywriting of products in the same industry is written, and at the same time look at how the copywriting of products promoted in other industries is written; Finally, according to your preparation, combine the ideas and it will become your copy.
Format requirements:
Three big pieces of content. Subject, text, attachment. First, the theme should have a main title, of course, there can also be a leading title and a subtitle. But masters often say that if the main title is accompanied by quotations or subtitles, it usually means that the main title is not general enough and is not a successful main title. In other words, a top copy is often a subject. Second, the text. The content of the text is usually an explanation of the product theme and USP (Unique Sales Statement). Third, the attachment. This content will have some basic selling points and related information of the product, including sales channels and manufacturer information.
Question 5: How to write a product copy first needs to locate the theme of the product, what is its positioning, then what are the characteristics and slogans of this product, what is the uniqueness of this product compared with other competitive brands, and why do you choose it?
Question 6: How to write product copy to produce aesthetic feeling? Stay away from your product first, try to scrape the edges when writing the copy, and keep close to the product. If white can be written as black and black as white, so much the better.
Question 7: How to write Taobao product copy? We should pay attention to the types of Internet copywriting. Different types of writing methods and application scenarios are different. Understand the types of copywriting and what kind of copywriting to use in different situations!
One: Active type
Give consumers a specific reason to choose or prefer your product. The focus of this kind of copywriting is to integrate the value of your product into this specific scene. Let consumers instantly feel the benefits of using your products in this scenario according to the description of your copy!
You are almost as valuable as your competitors. What you need to do is to be more careful in copywriting than your competitors. Specifically, it is necessary to observe users' lives more and actively help users to create scenes using your products.
For example, you are selling weighing scale. In fact, what everyone can do is basically the same.
Key question: How to make consumers choose your products?
Weighing scale is generally sold to lose weight!
If precision makes health go hand in hand.
This scene is very specific, and it is easy for users to present the picture described in this copy in their minds.
More convincing than direct weight loss!
People are often sensory animals, and vivid and experiential scenes will be easier to understand and accept than abstract words!
Two: suggestive copy
trait
Don't directly explain your real intention, but insinuate and let users observe the product scene in a suggestive way.
such as
Many businesses feel that e-commerce is not easy to do until they pay attention to transforming e-commerce.
The first difficulty does not mean that the e-commerce platform is not working.
The second business pays attention to changing e-commerce, so it's ok! Then should I go and see!
As long as they think of these two points, the purpose of this copy will be achieved!
Three: strength type
Go straight to the point and create a feeling for consumers with excellent product functions, performance and quality. I was right!
Compared with other businesses, your products are really outstanding. It's better to have a feeling that people don't have me and people have me! Then focus on the value presentation of the product.
For example, there is a relatively hot Gree air conditioner for Sister Dong recently. I believe that most people should be familiar with the following copywriting:
Gree air conditioning, master the core technology!
The message conveyed by this copy is very clear. As an e-commerce product, air conditioners have technical requirements! Good technology will definitely have good air conditioning. The weight behind the word "core technology" can be understood by almost everyone. So, what do you think of an air conditioner with core technology?
This kind of copy is not written casually. Sister Dong's Gree really has the strength to match the copy.
*** 13 international leading technology, with a total of 22,597 patents applied, including 83 invention patents10.
If your product is strong, you must show it. After all, it takes hard work to strike while the iron is hot. No matter how you write the copy of the product, it is the product itself that ultimately gives the user experience! An excellent product itself is the best copy!
Four: dream copy
Although there is nothing tall, it can stimulate your dreams. Attract your voice at the level of values!
This kind of copy is more suitable for products with high brand awareness.
Because the quality of products at this stage is reliable, everyone's competition has gone beyond the product level. Entered the stage of brand differentiation positioning and presentation!
For example, Vanke
There is no skyscraper higher than the Temple of Heaven!
Such as modern times
Conquest, all challenges.
People who express the tonality of the target group and have strong desire and ambition to conquer! In fact, as long as any man sees this advertisement and the picture of the car, there is basically no temptation! As long as it's not about money, this tonality is likely to produce a curse and become the master of Tucson!
Product copy is the embodiment of product value, a bit like a three-pointer
A good copy can cost four or two thousand pounds! And choose the appropriate copywriting type for copywriting. Communication and the final effect will have a certain degree of influence! ...& gt& gt
Question 8: How to write Jiugongge in Taobao commodity copy:
Write down the nine most outstanding advantages of the product, and then, divergent thinking, how to express these advantages more creatively to attract consumers. When writing down these advantages, you can try several times more, which is conducive to the divergence of thinking. You can find more examples in top copywriting, and you can also read their copywriting in some better brand stores. Write some general advertising words first, so as to promote the writing of the following words.
Logical sorting:
After a little release, arrange the whole page, and how to plan the logical way of the detail page. The logical way of reading directly determines the advance and retreat of consumers' curiosity. It's best to do it in the detail pages of some good big stores. If you show your advantages, but no one buys them, it is obviously that the selling point is not good enough.
Encourage consumers to:
Some well-written copywriting not only shows the advantages, but also turns them into inspiring sermons, encouraging readers to have the impulse to place orders after reading them. After the logical order is determined, we must start to do a lot of decoration, so that the content of each advantage can be enriched and certified, so that consumers will feel this way after reading it.
Reality show:
The so-called reality show is the authentication and recognition of the seller. On Taobao, it is generally reflected by the seller's comments. It can also be proved by the seller's printing.
Multiple modifications:
Any great work is born after many revisions, and many famous works in the world are born in this way. Simplify what should be streamlined, and don't put what can be removed.
Question 9: How to write the product copy? Copywriting is a way of advertising.
Product copywriting is an aspect of copywriting, which requires you to have a high enough understanding of the product.
Remember, a good product can talk, and advertising just makes it louder.