1. What is planning?
We often say that planning is a systematic work, especially the process of planning, brewing, making decisions and applying strategies to the market, which needs to be operated, skillfully handled or manipulated on the premise of collecting and integrating market information, so planning embodies the whole process.
Such as marketing planning, activity planning, advertising planning, etc.
2. What is copywriting?
Copywriting we often say refers to advertising copywriting, including the writing of advertising titles, words and slogans, product descriptions, presentations and scripts. This is the literal embodiment of creativity and ideas, and it is also a part of planning.
There are many kinds of copywriting, such as common public relations copywriting in entertainment circle, promotional copywriting in shopping malls and online stores, and activity copywriting in enterprises and colleges.
3. how to write it?
There is a chapter in Uncle Akiba's Seven Writing Lessons about his effective methods:
Theme Reading-Frame Thinking-Imitation and Writing Practice
1. Read more books and read the theme systematically. Uncle Akiba recommended classic copywriting books such as Confessions of an Advertiser, Complete Copywriting Manual, Explosive Copywriting, and New Media Copywriting and Communication.
2. The purpose of theme reading is to lay a good foundation for the establishment of frame thinking. Good copywriting comes from thinking mode and knowledge structure, which requires a detailed understanding of the market, products and projects, as well as a large amount of relevant information reserves and knowledge accumulation to produce a thing.
3. The establishment of frame thinking can help us find the key point, which field we should study copywriting in, find the goal first, then continue to learn model essays, imitate the writing methods of successful copywriting, and then start to practice writing a lot.
4. In this process, it should be noted that:
(1) It doesn't matter what you like, what matters is what direction the market needs.
(2) Imitation is not a routine. Routine may benefit quickly, but good and persistent writing habits (including logical thinking and knowledge reserve) benefit more permanently.
It is impossible to plan a copy overnight. It needs a lot of reading, constant investment, long-term practice and iterative perfection.