1. Clarify the purpose of copywriting: brand communication (copywriting conforms to brand style and causes style); Sales (how to make people feel the need and generate trust-why buy competitors' products and yours); Promotion (how to make people feel that this activity is attractive and worthy of participation, and the participation threshold is not high).

2. The creative briefing of copywriting is also called the creative outline, which is used to guide the creativity, writing and production of copywriting. The main purpose is to sort out three questions: to whom? How to refine the persuasion point of our own copy, and how to make consumers feel that our products, services or brands will be better than our competitors? Where do you say it? (Select media, time and method). The creative briefing of copywriting mainly consists of three parts (1): target description (product selling point); (2) Supporting explanation; (Briefly explain the evidence supporting the selling point of the product); (3) Description of brand characteristics or brand style.

3. Writing output of copywriting creativity: combining the characteristics of media delivery channels;

4. Copywriting: combing and summarizing.

The preparation of new media copy is marketing analysis, including overall market analysis, target group analysis, competitor analysis and selling point refining.

1. The overall market analysis includes market size, location, nature, characteristics, market capacity and attractive scope, etc. Under normal circumstances, the overall market is fixed, marketing planning will focus more on the market, while copywriting will focus more on the analysis of target groups, competitors and selling points.

2. Analysis of copywriting target group: cultural factors (occupation, income, wealth, education, etc. ); Social factors (family, social role, social status, etc. ); Personal factors (age, life cycle, occupation and economic environment, personality and self-concept, lifestyle and values, etc.). ); Three typical purchase motives of target population (belonging demand, envy demand and status demand)

The Brand Personality of David Eickel, the Father of American Brands

(1) frankness: down-to-earth, honest, beneficial and pleasant, such as Hello Kitty；;

(2) Stimulation: bold, energetic, imaginative and fashionable, such as Calvin Klein (CK); Abbreviation);

(3) Competency: reliable, smart and successful, such as Sony;

(4) Education is sophisticated: upper-class and attractive, such as Shiseido;

(5) Rough Sufi world: outdoor, such as Marlboro;

(6) Passion: sensibility, spirituality and mystery, such as dolce & gabbana (D&G for short);

(7) Peace: harmony, balance and nature, such as Yamaha.

3. Copywriting competitor analysis: SWOT method (strengths, weaknesses, opportunities and threats in terms of cost, products, marketing and channels) and comparative analysis of core competitive chain (list all the values of the company one by one, compare with competitors, and find out the differences, such as Haidilao's unique dining experience and customer service).

4. Excavating the selling point of copywriting: USP theory put forward by rosser reeves;

(1) Every advertisement not only relies on words or images, but also puts forward clear benefits for consumers, such as "I am afraid of getting angry and drinking Wang Laoji", and puts forward benefits that can reduce the fire.

(2) This interest point must be unique to this product, and competitive products cannot or have not been raised. For example, 27 purification processes proposed by Wahaha Pure Water.

(3) This interest point must be conducive to sales and affect most consumers.

(4) At present, most of the selling points of commodities begin to move from the functional characteristics of products to the different values advocated by products; For example, Nike's "just do it", Anta's "move on" and Adidas's "can't be nothing".

Creative thinking and thinking output methods of copywriting;

1. Divergent thinking tree diagram surprise creativity.

2. Creative tabular thinking method makes creativity like a spring.

(1) Abstracts the dimension of decomposition problem from existing products;

(2) further subdividing each dimension in the gold deposit;

(3) Establish different combinations for different dimensions.

3. Element combination method makes creativity unrestrained.

4. Use the golden pyramid principle to output the copy. (Long copy: total-subtotal; Abbreviation: total score)