Copywriting and planning are two necessary skills on the road of advertising marketing, and they are also two-stage abilities. Copywriting focuses on how to express and communicate; Planning is the premise of guiding copywriting to convey something. The purpose is to solve the problem of advertising communication and make marketing effective.
Many people only see the wonderful copy, ignoring the planned layout behind it.
Just like any touching movie line, there is a script behind it to shed tears; Any thrilling battle is followed by a wonderful chess game.
The real copywriting (not just a layman who is paid) is to cultivate the whole brain thinking of planning, and then the copywriting skills are constantly refined and improved. Specifically:
The capabilities required for planning include:
2. Ability to innovate marketing strategies (analyze and refine market rules, creatively use marketing knowledge, and find the best way to solve problems through logical deduction and decision-making model).
3. Creativity (attracting consumers in a unique way, saving resources and achieving the expected results)
4. Aesthetic ability (graphic design art, space aesthetics, performance art and all kinds of beautiful things should be accommodated)
5. Deep cultural accomplishment (to understand many things in the world and be a saint)
6. Can play (know a lot of strangeness and strangeness in the world)
The abilities required for copywriting include:
1. Ability to perceive life (experience all kinds of life, know all kinds of people and States, read more novels and books)
2. Ability to express a variety of writing styles (write more essays, essays, golden sentences, poems, stories, or try novels and write various styles of copywriting).
3. Consumer psychology (planning should be proficient, and copywriting should at least understand some basic human psychology, such as buying up and not buying down, herding, threatening marketing)
First, to understand what skills are needed for copywriting, you first need to understand your job responsibilities.
Job responsibilities of copywriting planning
1) product name, product story, brand story and customer story writing;
2) According to the product, tap the selling points and buying points, copy and plan the description of the inner page of the product, and realize the serialization, content and branding of the product description;
3) The company's internal activity planning and brand promotion include activity advertising charts, external publicity and other copywriting;
Second, combined with job responsibilities, we can see that a copywriter needs to have the following skills.
1) Strong writing skills, proficient in all kinds of manuscripts, such as regular press releases, humorous sketches, etc.
2) Strong understanding ability, able to fully understand the theme implication arranged by the leader, so as to edit according to the theme;
3) Strong learning ability, able to actively learn product knowledge. Copywriting needs to have a deep understanding of products, and what is written can impress customers;
4) Strong pressure resistance, a good copy needs constant revision, so the actual manuscript that may be released is completed after more than a dozen revisions;
5) Strong communication skills. In the early stage of copywriting, it is necessary to coordinate colleagues in other departments to extract relevant materials, such as product selling points, picture materials, etc.
6) The market sensitivity is strong, and the copywriting also needs to have a certain understanding of the market in the same industry in order to have a better positioning of the product copywriting.
If I were the boss, I think this is a problem at two levels.
Copywriting is to write a propositional composition. Around the central idea, add branches and leaves to the trunk to make your composition colorful, attract readers and get the desired effect. In other words, to be an artist.
Requirements for personal ability: First, be able to accurately grasp the leadership intention, be a "worm in the belly" of the leader, and ensure that what you write is what the leader thinks, and that your thoughts and understanding are consistent; Second, it can adapt to the pace of the development of the times and continue the habits of units or companies. We should combine the two and integrate them into writing; Third, be resilient. It is often frustrating, but necessary, for written materials to be finalized after several twists and turns. Only in this way can we ensure the correct direction and appropriate content.
Copying is a higher level of work. To be able to analyze rationally and master the psychology of the audience, the essence of work is to "put your own thoughts into other people's heads."
Personal ability requirements: first, we should develop clear logical thinking, be able to have the macro-planning ability of a "designer" and grasp the correct direction and rhythm; The second is to be a good leader, handle the working relationship well and do ideological work, which is related to the progress and actual quality of the work.
catalogue
trait
Implementation steps
Step by step implementation
Performance diagnosis and evaluation
Determination of performance objectives
Performance management scheme
Performance evaluation analysis
Performance coaching improvement
Implementation of performance appraisal
question
Performance management process
The purpose of performance management is to improve the work performance of individuals or teams and promote the development and growth of personnel or teams.
Chinese name
Performance management process
type
administration program
content
Performance management
use
Enhance the enthusiasm of employees and so on.
Performance management system Performance management tools Performance management system design What are the performance management methods? What are the performance management tools? What performance management schemes are there? What is the content? Method? The goal of performance management?
trait
Picture function:
1. It is clear that the purpose of performance management is to improve the work performance of individuals or teams and promote the development and growth of personnel or teams.
2. Help low performers find the problems that really affect their performance and improve them.
3. Win-win situation between enterprises and employees, and enhance the enthusiasm of employees.
4. Establish a continuous improvement performance system, focusing on performance analysis and improvement, supplemented by performance appraisal.
5. The direction of performance appraisal is consistent with the strategic direction of the enterprise, guiding employees to move towards the goal. 6. Improve the overall management level of the enterprise through performance management.
6J Performance Management
Implementation steps
1, performance diagnosis and evaluation (management diagnosis, performance research)
Performance management process
2. Determination of performance objectives (business plan and work plan)
3. Performance management scheme (design and adjustment)
4, performance evaluation and analysis (training, simulation implementation)
5. Improvement of performance coaching (improvement of low performance problems)
6, performance appraisal implementation (organization)
Step by step implementation
Performance diagnosis and evaluation
The design of any management system has a gradual process from the initial state to the intermediate state and then to the ideal state. If managers expect the management system to be in place in one step, it will not only lead the enterprise to an ideal state, but also lead the enterprise to destruction. Therefore, the primary task of consulting is to diagnose the current situation of enterprise management thoroughly and systematically, find out the management level of enterprises, and thus design a scientific and reasonable performance appraisal system for enterprises.
1. Organization and workflow of the enterprise
2. Departmental setup and division of post responsibilities
3. Enterprise strategic objectives and enterprise target management
4. Work plan system and enterprise data
5. 1-3 years' performance of relevant departments or positions.
6. Enterprise system and salary system
7. The realization cycle of work objectives and plans
8. Employees' business skills assessment
9. Statement of work
10. Enterprise strategic objectives and business plans
Determination of performance objectives
All enterprise management systems serve the strategic objectives of enterprises. Therefore, making clear the direction of the enterprise goal is helpful to achieve the goal, unite employees and let employees experience the results of achieving the goal. In addition, managers should realize that there is no performance without goals and plans.
1. Formulation and confirmation of enterprise strategic objectives
2. Long-term business plan of the enterprise
3. Enterprise work planning system (project plan, departmental work plan, personal work plan, etc.). )
Performance management scheme
This is an important step. It is necessary to extract key performance indicators (KPI indicators) according to the characteristics of each position, and prepare standardized assessment benchmark books as assessment contracts. Design the process of performance appraisal, clearly define the procedure of appraisal, and reasonably arrange the application of appraisal results, which is mainly reflected in the link with performance bonus and applied to work improvement, education and training and career planning.
Performance management organization construction
1. Performance management implementation plan
2. Post key indicators and weights
3 evaluation cycle and management evaluation or cross-departmental evaluation
4. Quantitative design of index data
5. Performance management form design
6. Performance management organization design, performance analysis and evaluation to improve process design.
Performance evaluation analysis
This is the daily work of assessment, focusing on counseling the organization and management departments of performance assessment and learning how to conduct accounting work of assessment. Members of performance management organizations must be trained to be familiar with performance management tools. This is the publicity and trial operation stage of performance appraisal. To carry out all-staff training, every employee should deeply understand the significance and operation method of performance appraisal. This is the perfect stage of performance appraisal. According to the actual situation of the enterprise and the implementation of the evaluation, some adjustments can be made to the relevant evaluation schemes to ensure the effectiveness and scientificity of the evaluation. Use the evaluation in the simulation implementation stage to calculate the performance results, analyze the results, dig out performance problems and organize corresponding performance interviews, so as to continuously improve performance. The purpose of improving employees' performance is to help low performers find the problems that really affect their performance and improve them, improve their work performance and promote their development and growth.
1. Test performance and performance evaluation results, and evaluate errors.
2. Performance management training (introducing the significance, principles, general methods and cases of performance management)
3. Enterprise target management (introducing the function, basic idea, target setting and application of target management table)
4. Performance management and balanced scorecard training (introducing the theoretical source of balanced basic cards, the classification of key performance indicators, the source of indicators and its significance to performance management).
5. Overall performance improvement plan training
Performance coaching improvement
Through the evaluation and analysis in the previous stage, the problems at all levels of the enterprise are exposed, including the problems of objectives, organizational system, management process and workflow, division of labor among departments or posts, and business ability of employees. According to the problems exposed in various aspects, professional consultants enter the department for counseling and improvement.
1. Marketing management training and guidance
2. Production management training and consulting
3. Procurement management training and consulting
4. Quality management training and consultation
5. Warehouse management training and consulting
6. Administrative logistics management training and consultation
7. Human resource management training and consulting
8.- Wait.
Implementation of performance appraisal
Enterprise performance management organizes and operates, implements performance management and assessment, and regularly analyzes and evaluates according to the performance management plan, and constantly improves and perfects all aspects of performance management and enterprise management.
1. Select the personnel responsible for assessment implementation (with professional performance management knowledge, management prestige in the enterprise, familiarity with management processes and rich communication skills).
2. During the trial period, collect the opinions and suggestions of the assessed extensively (let the assessed feel the right to be respected and participate in the formulation).
4. communicate before the middle of the evaluation cycle (especially informal communication to reduce the evaluation pressure of the assessed)
5. At the end of the appraisal period, the appraisee agrees with the appraisal results (* * * understanding is reached before publication, and different opinions are reserved).
6. Performance appraisal (let the examinee analyze the reasons for the deficiency and the improvement scheme, and put forward opinions and suggestions on the appraisal; Lack of key points of auxiliary analysis)
7. Performance measures should be revised in time (opinions should be widely absorbed and revised at least once every three evaluation cycles).
8. Use performance appraisal results (salary, rewards and punishments, welfare, transfer, etc.). )
question
1. The evaluation is wrong. Senior leaders or top leaders of enterprises do not have performance appraisal forms, or the appraisal is a mere formality and perfunctory.
2. Performance management is out of touch with strategy implementation, which cannot guide all employees to achieve organizational goals.
3. The understanding of performance management is unclear, and performance management is simply equated with performance appraisal.
4. The setting of performance indicators often ignores the long-term performance of enterprises, which leads to short-sighted behavior of enterprises.
5. Except for human resources, other departments do not participate enough in performance management, and the implementation effect is greatly reduced.
6. Lack of performance communication between superiors and subordinates. Employees lack commitment to the enterprise and a sense of responsibility. The superior lacks the responsibility for the future development of the enterprise, and at the same time lacks the training for employees.
7. Performance indicators are set comprehensively and completely, and there is no focus, which cannot guide employees' behavior.
8. Lack of quantification of assessment indicators or too few quantification indicators increase the possibility of subjective judgment of assessment results.
9. Lack of performance publicity, failure to consciously run performance management through the daily management of enterprises, and disapproval and rejection of performance management. ...
10. The results of performance appraisal are simply used to pay salaries and bonuses, and there is no incentive for employees.
1 1. Ignore performance feedback
Copywriting and planning mainly rely on words to conquer Party A and the target audience, so it is imperative to improve the ability of writing expression.
Secondly, the advertising industry is developing very rapidly, and learning ability is also very important to continuously enrich yourself.
In addition, we should constantly improve our insight. In the advertising industry, we will reach out to customers from all walks of life. Whether the understanding of the project and the insight into the target audience are profound or not will directly affect the quality of the final product, but insight takes time and experience to accumulate slowly.
Planning this position also requires strong logical reasoning ability, because your planning case is actually a tool to convince others with your point of view. How to promote one's views step by step from the shallow to the deep is a necessary skill for an excellent planning.
A, first of all, take reassurance: this must be a very worthwhile answer. 20 years experience in copywriting planning.
Planned the Yanghe blue classic of 10 billion brands;
Planned Lianhao Food under the billion bright brand;
I am planning to cultivate a brand that has exceeded 20 million.
I believe my experience is convincing enough.
B, an illusion about copywriting: I think copywriting is to write soft articles from the media. In the past two years, in front-line recruitment, copywriting has been misunderstood strangely.
I think writing soft articles and writing from the media is the right way. Others think they are editors and clerks. Various positions to apply for copywriting.
C, let's get down to business. Break down the meaning of the topic.
The problem of "copywriting and copywriting planning" is not accurate enough.
Starting from two major areas of copywriting,
A. Interpretation topic: 1 What kind of ability does creative copywriting need to cultivate? 2 what kind of ability should be cultivated in planning copywriting. B. answer: what kind of ability does creative copywriting need to cultivate? Creative copywriting is more about the expressive force of a creativity. Posters, h5, TVC, micro-movies, how to shine in the expressive force of these specific works.
So,
1, clear consumer insight: know who is consuming the product, under what circumstances, and what is the motivation for consumption. This determines the performance of creativity and whether it has a driving force.
2. Excellent writing skills: Some people say that what I think in my mind is just that I can't express it. Excellent copywriting needs the ability to impress people with one sentence.
3. Excellent imagination. This imagination is written, flat and video.
4. Strong creative concept and perfect control. Everyone has a rich imagination. Just pull a person on the road, he is absolutely unrestrained. A good copy, with a wild imagination, must have a reins to hold it. In the concept of creativity, explosive imagination is valuable.
Nine times out of ten, this article is not available. So there are a lot of mediocre creative copywriting.
Attached are two articles that feel good:
The creative idea is: just around the corner.
What kind of ability do you need to cultivate in planning copywriting? In order to make it more complete, let's unify the planning strategy here.
Planning, I think, is a bigger idea.
So it is not much different from creativity in essence.
Planning (strategy) copywriting is more reflected in how to build a brand and how to plan an advertising campaign.
Here is an example of my planning Yanghe blue classic in 2003, which will be easier to understand.
1, clearly define the brand value.
What is the brand value of Yanghe blue classic and differentiation? Liquor generally talks about taste, region, technology, wine cellar and so on. Yanghe blue classic takes a different approach and talks about feelings. Our slogan is: men's feelings.
2. The relationship between brand value and products.
Product advantages: soft.
Product brand color: blue.
Soft means soft and tough. Blue means profundity, tolerance and all rivers run into the sea.
Isn't this the feeling of an open-minded, flexible and tolerant man?
3. How to symbolize the brand value,
Systematize.
Blue is a flag of Yanghe wine in China. It has become the symbol of Yanghe.
Systematization, from the blue of the sea, the blue of the sky and the blue of dreams, has inherited the blue gene.
The inheritance of the system should continue to be interpreted in the feelings of men. There is no cooperation in the future, so this piece is not deeply interpreted.
From the perspective of brand strategy, an excellent strategy should have strategic market insight. Marketing ability is needed here. Under the premise of market insight, clearly defining differentiated brand value requires strong psychological insight. And this brand value has a solid support in products, and can be iterated and systematized in the field of communication. Strong brand system building ability is needed here.
These three capabilities are the core capabilities of the strategy.
Of course, conventional tactical planning is simpler, but it is not simple.
Using swot analysis, under the current market situation,
(1) Define the problem accurately,
(2) Find solutions according to the problems.
Two sentences is enough. The difficulty lies in these two sentences.
First of all, it is difficult to define the problem accurately.
Product sales are not good, is it a bad brand image? Or is the advertising communication insufficient? Or is the price set wrong? Or is the channel wrong? Or is the market positioning misplaced? Or is the product lack of differentiation? Many of them are at a loss. Neither party a nor party b knows. This fundamental problem is unclear, and everything behind it is wrong.
Secondly, find a solution according to the problem.
Find the missing problem correctly and you will have a solution.
For example, you found a reason, channel expansion is not enough, how to establish channels. The plan says, spend money to build channels. How to build it? Self-built is more than the price. Open an online shop? Traffic costs a lot of money, 100 99 manufacturers have finished, and there is no bubble. What shall we do? Of course, SF entered the community through its own channels, and the store burned down 1 100 million, and it stopped eating. How to run the community?
Therefore, the ability to plan (strategize) copywriting, in all aspects, can achieve a large-scale strategic layout and a small area to impress people.
Marketing, positioning tools, psychological insight, definition of consumption scenarios … and the integration ability of online and offline channels and media. Is essential.
It is unimaginable that in the current market, how can he master new media without the conceptual planning of algorithms? Without new media, how can we play the current planning?
Let's go The market is constantly iterating, and planning is getting harder and harder. Li Jiaqi authorized by the algorithm can completely defeat our plan.