How to improve the level of copywriting planning and how to do copywriting?

One minute on stage, ten years off stage. Pull whatever you eat. If you want to write precious things, you must first put countless treasures in your stomach.

First, read more books and pay attention to the world outlook when writing.

You should express your understanding of the world through words. Readers are more likely to recognize your worldview, and they will be attracted by your point of view rather than empty adjectives and rhetorical devices.

Reading can form one's own world view, increase one's knowledge and broaden one's knowledge. Those awesome people are almost nerds. They can read books when they cook, sleep, shit and drip, and they are well prepared for 1000 yuan.

The movie "Goodbye for Life" became an instant hit, and the copywriting behind it contributed a lot. "I have heard a lot of truth, but I still can't live a good life." "Only children can distinguish right from wrong, and adults only look at pros and cons."

Another example is the activity theme of a brand. As a child, we should always give some face to adults.

Second, watch movies and learn to write stories in full screen.

I used to watch movies just to watch them. It's different now. I know a good movie is a very good story. Watching movies, you can learn how to tell a good story with the least pictures and lines.

Because of our constant desire for stories, copywriting becomes more and more important. A product is not only the product itself, but also the story hidden behind it.

We have been doing this since primary school. Talking by looking at pictures in primary schools is a good method of copywriting training. Let's tell a story with a picture. A picture with many stories. The same product, different stories will determine its advantages and disadvantages.

Third, copywriting is sometimes talked about.

When you can't think of anything to write, it's better to chat with customers. Customers can not only give you needs, but also tell you what to write. Customers know the product better than we do. Customers are more familiar with these features. What we have to do is to express what they know in an easy-to-understand way.

For example, when your customer tells you that his MP3 is small, it can store 3,000 songs. You might write something like this like Jobs. There are 3000 songs in my pocket. The customer told the fact that his mask is natural and won't turn white for a day or two. You can turn disadvantages into advantages. "The mask that turned white at once is not innocent."

Good copy, sometimes someone tells you. All we have to do is tell everyone the truth.

Fourth, walk around more and take a walk in the sales case. Good ideas usually come from sales cases.

Suppose you want to write an advertising copy for a cinema.

They want to put up billboards in the shopping center to attract more people to watch movies. General copywriters will immediately think of these words, the latest film, the viewing environment, price concessions and so on. Think carefully about these copywriting. They take other cinemas as competitors, regardless of the real sales scene. All the people who can see this billboard are shopping in the mall. They usually have two choices. One is watching movies, and the other is shopping.

All we have to do is let customers choose to watch movies. Therefore, when you go to the scene to run, you may write such a copy.

"If you are tired of shopping, let's go to the movies."

Another super classic case series.

This time it's about cars, which mainly shows that the car room is quiet and comfortable. When a copywriter sits in an office, what he usually thinks of is "being still" and "feeling with heart". When you really get into the car, you can't feel the endless silence with your heart.

Just like when you were in high school at night, it was so quiet that you could hear a needle fall to the ground. Then, the awesome car will have awesome copywriting. At 60 miles per hour, the loudest noise on this Rolls-Royce car comes from its electronic clock.