Copywriting planning. The first is the knowledge of copywriting. (Office automation, literary books, copywriting)

Planning. (Marketing planning, advertising planning, exhibition planning, etc.)

Understand the meaning of copywriting, and then focus on learning. Personally, I think I should start with copywriting, meaning, scope, application, etc.; then watch marketing videos and learn different industry knowledge (the required industry knowledge must be broad and precise, and you can quickly grasp the trends and key parts of the industry.)

Marketing planning, copywriting planning, advertising planning, exhibition planning. Advertising media, marketing psychology, marketing cases, extensive coverage, lots of summaries. Come on!

1. Since it is planning and planning, it must belong to the field of marketing. I recommend the following eight books:

1. "Marketing Management"

Author: Fei Philip Kotler

The internationally recognized marketing bible is also the highest level marketing classic textbook introduced in China. Marketing needs management

Marketers also need "Marketing Management". In the era of economic globalization, marketing without management is blind marketing,

The result is doomed to failure.

How to understand marketing concepts and marketing values, locking in customers and target markets, marketing mix, relationship marketing, etc. are the most valuable assets that the book "Marketing Management" gives us.

Maybe we are applying the theories in this book subtly

But if we want to stand out among thousands of marketers, then please don't doubt the authority or Kotler.

2. "The Weaknesses of Human Nature"

Author: Dale Carnegie

It is conceivable that two people who have read this book are discussing issues together. They will all pay keen attention to each other's demeanor and behavior, because

Carnegie's logic is to base one's confidence on the weaknesses of others. Under this kind of attention, it is difficult for the weakness itself to appear

On the contrary, the opponent's transcendent advantage is a kind of pressure for oneself.

Essence comes first, and weaknesses will always exist, even if we are self-aware and strive to do better. Behind this book

, there is a truth hidden: people do not need to disguise, the more they disguise, the more thoroughly their weaknesses will be exposed.

3. "Positioning"

Authors: Al Ries, Trout

"Positioning" is a must-read for marketers, advertisers, and planners book. Positioning is a strategic expression, and it is also an advertising expression. The reward of "Positioning" is that the "inducing" aspect is stronger than the "teaching" aspect. "Positioning" is to seek a strategic fulcrum. While diverging to the extreme, it also concentrates on the "point" breakthrough. "Positioning" is more about guiding a direction.

As long as an enterprise or brand makes the right directional decisions and forms directional differentiation, it can greatly increase its chances of winning. But we also

cannot ignore its shortcomings. When a company or brand pursues differentiation excessively, ignores the consumption environment, and ignores the influence of external forces,

it is likely to fall into a dead end.

4. "The World's Greatest Salesman"

Author: Og Mandino

As an excellent marketer, he has a strong psychology Quality is indispensable. This kind of quality includes a series of indispensable self-quality cultivation such as psychological endurance adjustment, psychological response ability adjustment, psychological and behavioral adjustment, etc. And this kind of process

It can’t be completed through advanced courses or imagination. What is needed is a continuous self-motivation process

Oger Mandino’s This book is a self-motivation book highly praised by marketers. Joe Girard's success has set an omnipotent success model for marketers

I believe that marketers in any situation only need to read the story of this legendary figure

story, you will not be intimidated by difficulties, but face them head on. This kind of external heroic motivation has transformed batches of ambitious Chinese marketers.

5. "Marketing War"

Author: Al Ries, Trout

This book is the "Art of War" for American companies. What kind of marketing method is not the secret to success. The key

is the different marketing strategies adopted for each marketing event based on practice, which is the core of success

6. "Execution"

Author: Ram Charan

It is said that this book once ranked first in the Amazon business book rankings in 2003, and it will It has brought a huge "shock" to Chinese entrepreneurs

. If it can sell first, marketers will definitely say that the book's hype marketing is highly efficient and its execution is also good.

I am afraid that what the Chinese people are most ashamed of is the so-called efficiency issue. In the current market, it may be too late for marketers to talk about efficiency.

Almost everyone is talking about strengthening execution and being efficient. But why is there no efficiency yet? This

is the reason why busy marketers keep complaining about being tired but not getting recognition.

Fortunately, Ram Charan's "Execution" came into being. Efficiency is competitiveness, and efficiency comes from execution. Marketers should get on their way after reading

the book.

7. "Ogilvy's Viewpoint"

Ogilvy & Mather

Most marketers have a wide range of hobbies and are very capable of using their brains and hands, but we cannot think that Marketers only focus on the practical skills and processes of marketing

Advertising is usually a strategic campaign, but marketers seem to be naturally attracted to creativity. "Austrian Views" is nothing more than any What an advertising agency does: think, think, create creatively, put it into practice, and inform the public

For a regional market, when sales encounter market obstacles, marketers often think of increasing investment

and artificially guiding consumption through advertising or activities. , stimulate sales. This behavior is the result of creative thinking. Looking back, let's consider whether all obstacles must be solved in this way? Over time, those marketing strategies and marketing techniques should really be put on the shelf.

8. "New Integrated Marketing"

Author: Don Schultz

In recent years, planners, marketers, and managers have talked about it The most popular word is “integration”.

Mr. Schultz was still obedient. When the integration gradually went out of style in the hands of Chinese gentlemen, he lost no time in launching "New Integrated Marketing"

If integrated marketing is a tool specially designed to solve the problems of large enterprises, then what does the new integrated marketing bring? Integrated marketing has been very sharp and caters to the public. The result of integration is that everyone is on the same team, but the efficiency improvement is still not enough, so "New Integrated Marketing" has brought new changes to the integration. If the result of integration is that resources are dispersed, efficiency is low, and profit margins cannot be improved, then what is the meaning of "integration"? Looking at it this way, "integration" as a tool is already rusty before it shines. This is why The New Integrated Marketing was born

Why: the old integration is outdated.

So, based on reality, people will raise new questions: How long will the life span of the new integration be, one or two years or three or five years?

When Mr. Schultz himself cannot keep up with the pace of the market, his new integration will have the same outcome.