knowledge
First, make a study plan (yearly, quarterly, monthly, weekly).
For example, the quarterly proposition I recently set for myself is advertising.
1, read 8 advertising books;
2. Out of the street, 3 hard and 3 soft;
3. Write three official WeChat account articles related to advertising writing;
First of all, you have to start writing and start thinking about the process of copywriting, which is very painful. There are not many fixed standards for the quality of an article, and practical copy (Y-type copy) often does not need literary talent and is unconstrained. In the production process, it only needs to meet the requirements of clear logic and clear conception. As for the abstract concept of expressive force, it can only be achieved through long-term accumulation.
Second, what to learn?
With a goal, you know how to make a study plan, and then you need to know what you are learning.
By field:
Take me personally for example. (I didn't clear my career goals until this year. I can't help it The world is changing rapidly. Isn't the word slash man popular only this year? ) I hope to have such a label in three years:
Business PPTer+ advertising copy+original author of WeChat official account+personal management trainer
So from this label, the fields I need to learn include:
Advertising, writing, speech, PPT design, marketing, management, personal management, consumer psychology, behavior, new media marketing, WeChat official account marketing, personal brand marketing, fan marketing, graphic design, training, media, creativity, logic, marketing, editing and publishing. ...
If there are too many, we won't separate them one by one. For example, writing can also be divided into book review, movie script writing, advertising copy writing, Chinese rhetoric, linguistics, news writing, soft writing and so on.
By content:
Taking the advertising field as an example, it is generally divided into four categories: theory, method, experience or case and trend (other fields are basically the same).
So if you learn by reading, you can basically know what kind of books to buy:
Theory: advertising, design psychology, language charm of advertising words.
Methods: Advertising copywriting, copywriting training manual, your creativity sucks-unlocking 72 shackles of advertising creativity.
Experience or case: an advertiser's confession, which designers don't read, Xiaofeng's dictionary of modern Chinese advertising grammar, which is hot for copywriting.
Trend: DT era, artificial intelligence fanaticism, novelty seeking and innovation: how to keep your innovative ideas flowing.
Third, in what channels to study?
Micro-course: If you are interested, you can find online courses offered by WeChat official account on the platform or community class every day, most of which are free. Choose what you like to listen to, just like attending lectures in big coffee shops from all walks of life in college. For example, I often listen to: Shantou Business School, sitting in a college, relaxing and meditating, choosing yourself, and Orange School. ...
Online courses: Online courses are different from micro-courses. If micro-courses are like lectures in universities, then online courses are like elective courses, mostly systematic courses. There are also many online class platforms. I've only listened to Netease Cloud class, and the large-scale open online course is also good. You can learn about it, some of them are more professional, so choose the one that suits you.
Official WeChat account: Pay attention to the official WeChat account of people related to their major or work.
The official account of WeChat, which I pay close attention to in advertising, must be read every time I update it: advertising copy, mad man, Huahua, Laojin. Others include 4A advertising door, 4A Advertising Proposal Network, Copywriter Jun, Top Copywriter, Sales and Market, Pony Song and Six Bullets. ...
In PPT, I pay attention to the official account of WeChat: Rubik's Cube Autumn Leaf PPT, I know a P, a side door, Cao Jiang PPTao…… ... ...
(At present, the official WeChat account does not have classified management and browsing functions, which is inconvenient. )
Book learning: This is the simplest and most time-saving learning method. To know what you want to learn, just find a professional book to read. The selection of books refers to the above four aspects: theory, method, experience, case and trend, which is comprehensive and forward-looking.
Accumulation accumulation
Any industry needs precipitation, and the amount of work accumulated by words determines your output. For example, the movie Passing Through Your World is popular. Can we get to know each other or spread the spirit through the star hotspots in it? Then this requires you to capture hot spots on various news media platforms, which is also related to your usual accumulation. Compared with the accumulation in his student days, he pays more attention to the practicality of accumulated content, which is a short-term energy output process. Unless you are writing a book, you talk too much about things that require cultural literacy and too few consumers.
First, establish your own unique inspiration library.
No matter what job you do, I suggest you set up your own inspiration library, which can help you refer to it immediately when you receive a new job, so as not to be at a loss.
As far as copywriting planning is concerned, I suggest that it be classified according to the following contents:
I usually write down words, sentences, paragraphs and methods in my notebook, put pictures in my computer, cut out what I think may be useful from magazines and put it in my file bag, or put it in the corresponding folder when I take pictures with my mobile phone.
Second, establish a brand case base.
Case base can be established from four aspects:
All walks of life: regardless of industry, the collection is good, including copywriting, typesetting, design, scheme and so on.
A case of brand strategy. I mainly get information from business magazines, such as CBN Weekly, Sales and Marketing, New Marketing and other books.
Competing products: Participate in industry exhibitions and take photos on the spot. Pay attention to the official WeChat account and Weibo of competing products of service brands, and get more information from media channels.
2-3 complete cases of your favorite brand: this part is based on your own preferences. For example, I pay more attention to the copywriting of Nike, Hammer, Durex and McDonald's, the pictures of IKEA, all the works released by CITIC, and all the brand cases planned by Huahua. I will collect their relevant contents from various channels and wait for their self-media updates. Therefore, in the content planning or design of many of their own service brands, they will immediately cite their examples as explanations.
Third, establish a think tank with an epiphany.
My mind is full of fantastic ideas. How can this kind of thing float away easily? It must be saved decisively, maybe it will be used at any time. Generally speaking, when I read books and magazines, it's easier to get ideas when I visit Weibo than when I go shopping. So I will either write it down in the book of the inspiration library immediately, or write it down in my mobile phone, and then make specific arrangements when I get home.
Of course, your dream, a line in a TV series, may become the title, product name and screen design to be used in the future, so write it down immediately.
Practice practice
The most important thing in learning is to apply what you have learned. If you have a service brand at present, you'd better practice it in various forms. If you are a student, you can simulate yourself serving a brand and practice according to what you have learned.
Four practice methods:
First, imitation exercises
Pay attention to popular advertisements, choose the form you particularly like, and adapt an advertisement for the brand you serve;
Choose a brand activity you like, and do an activity according to this model to serve your brand, and see how to refine it and meet the characteristics of the industry;
Find a person with a good personal brand as an example, analyze his CIS and establish his own CIS.
Second, picking exercises.
Pay attention to popular advertisements and rewrite them if you feel bad;
Read the title of the book, suppose you write the book yourself, how to write the table of contents and how to structure each chapter.
Third, creative practice.
Go to the supermarket and write a slogan for the newly added products on the shelf.
Fourth, communication practice.
Find out what your friends (ordinary consumers) think of recent popular advertisements and discuss with him;
Read your finished copy to your friends (ordinary consumers) and listen to his suggestions.
When you have a method, the most important thing is to persist, focus on the goal, persevere, and there will always be gains.