Introduction to the most full-text case planning course in history

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 should first carry out "crash learning" in 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 Tibet's peaceful liberation, without understanding the "three cuts on one paper" and the market of Wu Guanzhong and his works, it is impossible to plan a pen meeting for famous painters.

At present, there are only a handful of well-known painters in China, but there are only more than twenty. Just to commemorate the 50th anniversary, they invited "Fifty Famous Painters", and all the topics attracted ridicule from experts, not to mention their 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

You can easily get 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 the heart, eliminate useless information, cleanse the essence and stay in the world.

Look at the problem from another angle

The sun rises in the east every day and walks a one-way street every second. Every tree grows up to the sky, and every migratory bird flies to the south. Does this mean that life is predestined, just repeated day after day? Of course not. You often use another voice to remind yourself when you need it. You are a creative person. You have a unique way of looking at problems. You can stand and look backwards. You can watch it on the train or through the prism; You can look forward or underwater; You can watch it in the dark or jump. As you look at it in different ways, the answers you get are naturally very different.

Empty the chest full of floating dust with forgetting; If you forget, you will be your best teacher. Sometimes, it's not that you don't think enough, but that you think too much. Complex ideas can easily lead you to a dead end with no way out. At this time, if you put on a suit, you will suddenly become an inspiration messenger. You will be light-footed, control the rhythm and have a clear direction. Remember that next time, when you are confused, forget your occupation, clear your mind, play a time travel game, let another identity take your place and take you to a casual place, where there will be surprises and unexpected encounters with you.

Third, the format of copywriting should be standardized, and good and well-trained office habits should be developed. Generally, the planning draft for customers should apply the header, page angle and page number in the format specified by the company, and use the standard Word and Excel document formats for typesetting and numbering. If you print official documents such as agreements, you should generally follow the principle of "the title is in bold and the text is in song style".

When the computer inputs, it is necessary to write an appropriate and easily distinguished file name and save it, instead of typing a name at will. When sending an e-mail, you also need to write an appropriate and easily recognizable subject name for customers to read. It is forbidden to send emails with no subject or click on the subject at will.

Completed manuscripts should be deleted or saved in personal folders in time, and computer resources should be cleaned up regularly.

There are many kinds of existing copywriting. According to 4A standards, there are generally four types: assistant copywriting (ACW), copywriting (CW), senior copywriting (ACW) and senior copywriting (SCW). Among them, senior copywriting is slightly different from senior copywriting. The former requires copywriting ability, while the latter includes not only copywriting ability, but also many years of experience. Some 4A companies have a position of copywriter (CE), which is generally similar to copywriter's duties and sometimes responsible for special projects.

In addition, individual companies are also equipped with the position of Chief Copywriter (CCW), and the basic knowledge of copywriting is rare. Although they don't have leadership skills, some chief copywriters earn more than creative directors. Most domestic advertising companies have a wide range of copywriting, including real estate copywriting, creative copywriting and planning copywriting. They have different styles (follow-up). According to the current situation of domestic copywriting, the author summarizes the classification methods of copywriting through personal investigation and interviews.

First, low-level copywriting

One is the fledgling trainees, graduates, calves and lambs, who are in a period of fierce replenishment, commonly known as: rookie; The other is the creator of the word garbage, shouting the empty number, singing out of tune, and bubbling foolishly without knowing it!

Second, the primary copy

I learned the essentials of copywriting for the first time, but I didn't open my eyes. I only know right and wrong, not good or bad. Sometimes I write some very long copywriting, like foot-binding cloth, which needs to be cut off with sharp hands. I rely on myself, luck and guidance. This is also the only way for any level of copywriting!

Third, literary youth.

With my profound literary attainments, I can definitely become an excellent editor or columnist. Poetic and picturesque, the petty bourgeoisie is blurred, and it has a unique flavor. However, it is also a great pity to be at a loss in the creation of film and television copywriting and not sure about the title.

Fourth, alternative, stream-of-consciousness senior copywriting

Comparing the product to "form" and the consumer to "god", then this kind of copywriting is also a master who can't get away from it. Taking ideological advertisements in Taiwan Province Province as an example, post-modern copywriting, pendulum and copywriting itself are also entangled in it, sometimes it is easy to go to extremes, but it is also a good way to interfere with or impact visual direction with words.

Verb (abbreviation of verb) is a senior copywriter with graphic thinking ability.

If you see an advertisement, there are no pictures, only words, but what can make you think is mostly this type. In the future, any pure advertising copy will definitely not exist, and the art of not adding words will also be played. If a replica can give people or art space and magic to think, lead and sing, I think it is already a first-class SCW. Copywriting performance is often thought-provoking, ideas are upgraded, and ideas are constantly changing. By the way, this is also a necessary skill for film and television CF copywriting.

Sixth, strategic grasp, super replication of gender thinking

He is definitely an expert, and has a variety of workplace experience. He takes the initiative to find fault, walks between rationality and sensibility, is good at blending elements, makes the finishing point, and has a high position. At the same time, this is also linked to marketing and brand equity, but it is really rare to achieve such an open realm! Divination, the trend of this kind of copywriting will be businessmen or bosses in the future!

Seven, extremely rational, the idea and soul of "selling" copywriting.

No sword in hand, a sword in heart, sublimation of thought, returning to nature, often expressing extraordinary things in ordinary language, just like "just do it", just like "just do it", always breaking the rules of the game. This is the highest realm of advertising creative personnel!

I don't know if you still remember "Hero" directed by Zhang Yimou, "No sword in hand, no sword in heart, that's not killing, that's peace". Yes, if the thinking angle of advertising is not advertising, but spreading humanity and peace, what is the realm? I think this is really the "second president". Then let us advertisers pursue it forever. You can't reach the mountain, but your heart yearns for it.

Can there be such a "golden copy" in Chinese mainland's nearly 80,000 volumes? It is estimated that one or a batch of such "golden copies" can appear before 2020.

First, the creative strategy of Baduanjin

1. What is the purpose and effect of this advertisement?

2. Who is the target audience? What are their humanistic psychological characteristics?

3. What do we hope the target audience will think when they see the advertisement? What kind of action will be taken?

4. Product positioning, uniqueness and development history?

5. What are the supporting points of positioning and any information that helps to develop creativity?

6. What promises should advertisements give consumers? Commitment is the soul of advertising!

7. What style should advertisements show?

8. Budget constraints, characteristics and frequency of media release?

Second, discover the five basic principles of creativity

1, pragmatic principle:

Know what you need to know, and then open your wisdom. We must patiently explore consumers, market conditions, detailed descriptions of products and advertising strategies. Don't let customers think that our advertisements are made by amateurs.

2, the backbone principle:

Every creative person is eager to get a favorable advertisement. Personal talent is of course the key, whether customers can accept it or not, and personal opportunities are also influencing factors. Whether your talent is buried or not, whether you think you are ordinary or not, since you have chosen the creative industry, you should have "ideas that others will think of, I don't need them!" " "The backbone. The purpose is to motivate yourself paramore and avoid the inertia of satisfying your creativity.

3, the efficiency principle: