Sales copywriting sample

Sales is a position that every company has, so that the company can better publicize and find more orders. For this reason, I have compiled sample sales copywriting for everyone, welcome to refer to it.

Sales Copywriting Sample Part 1

1. Foreword

As a soft drink, beer occupies a large share in the beverage market. Recently, experts in my country’s beer industry said In order to prosper our country's beer market and meet the needs of consumers, our country's beer industry should diversify its products to adapt to the needs of different consumption levels, different consumer groups, and different consumer tastes for various beers. In addition to the ordinary beer, yellow beer, dark beer, dry beer and fresh beer that consumers like to drink, some specialty beers should also be added. With the rapid improvement of economic growth and social transformation, the consumption demand for luxury goods has also greatly improved. Our company's marketing plan for brand A beer. And the sales have also had a strong response in the market. It is suitable for the public's taste and makes people have endless aftertaste. It is unique. The Qingdao taste is too strong and some people are not suitable for it. The pure raw taste is a little lighter. Of course, what different customers need is Different. A-brand beer But before the saturation period comes, beer is still the most acceptable. Between those who like to drink "Qingdao" and "pure draft" beer, how can Brand A beer enter the beer market and occupy a place? As consumers favor beer, I believe that A-brand functional beer can definitely enter the Wuhan market and go nationwide. Here is a marketing plan for "rye beer".

II. Summary Tips

In recent years, China's beer industry has achieved great development. The total output in XX reached 2.08 million tons, ranking second in the world's beer production. However, The vast majority of beers appearing on the market are ordinary light beers, with a single variety of beer, few functional beers (health beers), and a small market share. Combined with China's national conditions and the current situation of China's beer industry, the market development prospects and development ideas of functional beer with health effects are discussed. At present, the pure draft functional beer on the market has only been accepted by a few friends. Tsingtao Beer has been loved by many friends when it came to the market, which shows that it was launched only because of the shortcomings of pure draft beer and the market size. I believe that the launch of the beer "A Brand Beer" will It is every friend's favorite.

3. Environmental analysis

Market background: (1) According to statistics, about 80-90% of young people like to drink beer. (2) The investigation found that beer is indeed nutritious. (3) From the perspective of alcoholic beverages, there has been a saying of "yellow in the south and white in the north" since ancient times. Beer is the most popular. Northerners are generous, forthright, generous, affectionate, polite and generous in conversation.

Macroeconomic environment analysis: With my country's successful entry into the WTO, foreign investment in our country continues to increase, and our country's economic future is bright. The income of residents in our province is growing rapidly. In Wuhan, the city is "expanding northward" "Moving south", investment is constantly increasing. Efforts are made to reduce the establishment of new beer companies. Relevant policies and legal background The state clearly stipulates that all wine bottles must be B2 bottles to reduce the risk of explosions and injuries. However, the use of B2 bottles will increase product costs The increase is not conducive to the expansion of rural areas and the export of beer.

Business opportunities: (1) It entered the consumer market in XX, and the scale of consumption suffered a setback (2) There seemed to be some recovery in XX. However, I believe that value trading in August will restore this phenomenon. The illusion of recovery is only temporary and not permanent.

Market growth: (1) The launch of pure draft beer is only accepted by a few friends (2) Tsingtao Beer is loved by many friends when it comes to the market, which shows that it is a pure draft beer with its shortcomings and market size. The launch of (3) rye beer is believed to be everyone’s favorite.

Consumer analysis: (1) Consumers are currently drinking beer that is not easy to get drunk, (2) the taste is too strong and too light, and consumers do not like it (3) during the introduction period, the target group of young people will definitely get twice the result with half the effort. Therefore, beer should be positioned as a wine product in order to be accepted by consumers.

(4) The current purpose of consumers consuming this product is to create atmosphere and socialize at banquets. (5) Consumers generally buy more at friend gatherings and business banquets.

Competitor analysis: Competitors are: Tsingtao Beer, Snowflake, Budweiser, Kingsbury, Yanjing

1) Speaking of Yanjing, the value of the Yanjing brand in 2007 was 55.29 100 million yuan, Yanjing Beer has a strong regional identity and a high market share in Beijing. Its overall strategy is to become stronger and bigger.

2) Tsingtao Beer is the No. 1 beer brand in the country , overall, Tsingtao Brewery's advantage is that it has a strong brand, but wherever it goes, it acquires small factories that have closed down, and the quality will definitely decline. From its overall strategy, it is to become stronger.

3) China Resources, relying on the strong support of its Hong Kong headquarters, continues to acquire and merge beer companies. The only threat that poses a threat is the merger and acquisition of the new Samsung Beer Group in Hubei Province. China Resources' strategy is also to become bigger and stronger. China Resources' core competitiveness is that it has a strong capital advantage.

IV. SWOT analysis

Advantages

1) The product’s water source advantage has potential to be tapped; with the concept of "green, environmentally friendly and healthy", it has certain market attractiveness.

2) Brand A beer brand name is exclusive in the local beer market.

3) Some markets have formed a certain brand awareness and a certain fixed consumer group.

4) The company’s decision-makers are determined to promote products, have a strong desire to make the company stronger and bigger, and have a strong sense of investment.

Disadvantages

1) The overall scale of the enterprise is relatively small.

2) There is a lack of professional and experienced market development and marketing planning talents; internal management needs to be further improved;

3) There is no in-depth understanding of consumer needs and the ability to provide consumers with value-added services Weak, naturally unable to attract and retain more customers.

4) Compared with its competitors, it is not as strong as Tsingtao Brewery’s brand advantage and not as good as China Resources’ capital advantage. The selling points of its products have not been fully explored.

Opportunities

1) After 6 or 7 years of industry consolidation in the domestic beer industry, the industry competition pattern has been basically established, and excessive competition shows signs of being curbed. The number of beer companies dropped sharply from more than 800 to more than 500.

2) Consumption upgrading promotes the upgrading of corporate product structures and promotes corporate profit growth. The increase in income level has laid the foundation for consumption growth and also provided an objective basis for the growth of A-brand beer consumption.

3) National industrial policy support. We will vigorously support the adjustment of industrial product structure, encourage technological innovation, intensify fiscal and taxation policy reform, open up financing channels, establish a credit guarantee system, improve the social service system, and create a fair market environment.

4) The development of Wuhan City? Expanding from the north to the south?, increasing employment opportunities. All will bring consumption growth to Brand A beer.

Threats

1) The beer industry is still in the second stage of integrated competition. This competition is not only reflected in the massive invasion of international brands, but also in the domestic enterprises. The "big fish eats the small fish" mergers and acquisitions

2) The continued rise in the prices of raw and auxiliary materials has brought huge cost pressure to the beer industry.

3) Brands continue to enter the Wuhan beer market, and the promotion strategies used will drive down the profits of the entire market.

In view of the above, there are three transformations for the beer market: 1) From business to market: Enterprises must not only transfer products to customers’ warehouses, but also help customers distribute and strengthen customer and downstream relationships. The relationship between channels allows the terminal to have good sales.

2) Transform from extensive market expansion operations to the goal of increasing unit yields: Extensive market operations originally only managed agents or distributors, but now the goal is to improve the performance of every downstream customer. Yield per unit area, intensive farming, from extensive to fine and lean.

3) From a single-handed hunter to a farming expert: It used to be a single person fighting alone, but now it has become a professional team. It is not one person who is operating the market, but the entire team. Market and operating customers are the three transformations of deep distribution.

5. Marketing objectives

1. Target market: Wuhan City

2. Market share: X

3. Focus coverage Rate: 100 for hypermarkets; more than 80 for chain supermarkets; more than 80 for convenience stores; more than 60 for department stores; major hotels. 50 and above.

4. Advertising objectives: product trial rate 30%; brand awareness 40%.

5. Short-term sales behavior: By November XX, the product sold X million boxes.

VI. Marketing Mix Strategy

1. Product Strategy

Product Features: When drinking, the wine is soft, has obvious hop aroma and malt aroma, and has Beer's unique refreshing bitterness and killing power. The wine contains nutrients such as carbohydrates, amino acids, and vitamins that are indispensable to the human body. It has the function of opening the spleen, strengthening the stomach, and helping digestion. The original wort concentration is 12 degrees and the alcohol content is 3.5 to 4 degrees.

Target market: Targeted at educated white-collar workers and college students, consumer groups with incomes of RMB 2,000 and above.

Product positioning: mid-to-high-end product positioning.

Product packaging: ① Recyclable plastic packaging boxes challenge corrugated cartons. ② Plastic film heat shrink packaging. ③Use plastic bottles with the thinnest barrier material. ④New packaging paper cans will replace aluminum cans (5) traditional packaging.

2. Price strategy:

Price retail price positioning: 300 retail purchase price: 2.80 yuan, The mid-market price is 2.50 yuan and the factory price is 2.30 yuan

　3. Distribution strategy

　1) Gradually establish a distribution alliance and solidify downstream customers.

2) Strengthen distribution management and enhance channel competitiveness

3) Strengthen distribution personnel management and improve control of distribution network

4) Strengthen distribution innovation management , improve the core competitiveness of products

Adhere to five major principles:

Principle of concentration: Human, financial and material resources should be focused and concentrated on selected regional markets.

The principle of attacking weak links: Beer companies must be good at seizing the weak links of their opponents to launch marketing offensives.

The principle of consolidating the fortress and strengthening the territory: In the process of operating the market, many beer companies like to plant more and reap less, opening up many territories, but with little effect. In fact, this is very detrimental to a market, and it is also a kind of brand. harm.

The principle of mastering large customers: In-depth distribution requires controlling core distributors and core terminals. Enterprises must allocate more resources, energy and time to the company's large customers.

The principle of zero unvisited customers: Since it is in-depth distribution, there should not be some blind spots in access. Enterprises must establish and improve customer files and data management.

4. Promotion strategy

(1) Advertising positioning

(1) Market positioning: mainly Wuhan City, including Hankou, Hanyang, Wuchang, etc. Gradually promoted to Henan, Jiangxi and other regions. The focus of various activities is Wuhan City.

(2) Product expected positioning: mid-range, suitable for people who have succeeded or who aspire to success.

(3) Advertising positioning (divided into TV, pop and newspapers) in order to create male personality traits of self-improvement, self-confidence, pursuit of success, and never giving up. This is a TV commercial. Advertisements in newspapers mostly appear in the form of soft articles. Pop embodies the symbol of status and taste.

(2) Advertising plan

(1) Advertising target: company white-collar workers aged 25-45. After advertising on the four major media, we strive to initially establish the popularity and reputation of Wheat King in the minds of consumers in Hubei Province within half a year. Increase the visibility to 45 and strive for a reputation of 13.

(2) Advertising means: TV, newspapers, pop, public relations promotions and other means. At the same time, we focus on terminal pop promotions that can be effective in the short term and target dealers, using professional magazine advertisements, news reports, and sales incentives as the main means.

(3) Wheat King Marketing Plan (Strategic Planning)

Based on the changes in the market, I made a marketing plan

The first stage: market Preheating period from December XX to January XX

The second stage: the market heating period from January to March XX

The third stage: the market hot period from March XX April

The fourth stage: the market cooling period from April to June XX

The choice of media in the broadcast promotion plan

The first stage: main publicity The carriers are: Wuhan Evening News, Morning News, Changjiang Daily, and Chutian Metropolis Daily.

The second stage: The main propaganda carriers are: Wuhan Evening News, Morning Post, Changjiang Daily, and Chutian Metropolis Daily.

The third stage: the main publicity carriers are: Wuhan Evening News, Morning News, Yangtze River Daily, Chutian Metropolis Daily.

Advertising promotion phase description

1) Market warm-up period (XX December 2020 - January XX), mainly to attract attention to it, initially establish the product image, and guide consumers to understand beer made from white-skin wheat.

2) During the market heating up period (January-March XX), we mainly rely on the east wind of the Spring Festival to deeply guide consumers and create a sense of trust and favor for the product.

3) The hot market period (March-April of XX), mainly for the opening of companies after the Spring Festival, strengthen the publicity of white-collar workers, and use various soft activities to maintain product popularity during the off-season and prepare for the summer Prepare for another sales climax and establish a complete product image.

Marketing suggestions: In order to adapt to the consumption habits of consumers, the following work must be carried out to build momentum:

1) In order to further stimulate bars and promote Wheat King, in addition to bars, In addition to pop displays, we also carry out public relations and promotional activities to ensure that you can drink good wine and get rear projections in hand. Any bar that sells 5,000 bottles of Wheat King between January and April can get a Toshiba rear-projection color TV set for NT$9,990.

2) Before the Chinese New Year, each company will settle its accounts for the year. We held a "Planning Master Seminar" and invited some well-known domestic business figures such as Zhang Ruimin to talk about his OEC management, Shi Yuzhu to talk about his entrepreneurial experience from scratch, and Liu Chuanzhi to talk about how he developed a research institute with a few people into a Lenovo today. Attract well-known entrepreneurs and company executives from the three northeastern provinces so that they have a certain understanding of them. In this event, the brand image of Successful=a beer can also be created.

3) Publish an advertisement for Wheat King in some newspapers. For example, the top 10 people can each receive 5,000 yuan. This way, non-information can be disseminated to consumers in the cheapest way.

4) During the Spring Festival, the "Wheat King Welcomes New Year Fireworks" event will be held. During the Spring Festival, we are all reunited with our families. Fireworks were set off in Jiangbei to thank the citizens of Wuhan for their support in case of emergencies.

5) Publish the Wheat King Prize-winning Questionnaire in the Wuhan Evening News so that more citizens can learn about it. 6) Conduct a channel war on major hotels in Wuhan.

If the distributor's sales volume reaches 1,000 boxes, he will be rewarded with a motorcycle. The 600-box prize is a DVD, and the 400-box prize is 10 copies of the Wheat King down jacket printed on it. Provide incentives to each hotel.

VII. Action plan

First, conduct an investigation and analysis of the target market. It is necessary to analyze the regional environment, the elasticity of consumer prices, the prices of major competing products, and distribution costs. The profit of the channel link, the impact of price adjustment, determine the specific pricing strategy based on the competitor's price, cost sharing expenses, the profit of the channel link, the impact of price adjustment on the market, etc.

The first step: choose to enter the market. The following three factors should be considered when choosing to enter the market: from the perspective of competition; from the perspective of the market, it has good market potential and prospects; from the perspective of the enterprise, whether the market has a radiating effect.

Step 2: Market research and analysis. Investigate the macro aspect of the market and understand the demographic characteristics, market capacity, product grade composition, consumption level composition, future change trends, etc. At the same time, you also need to understand the competition situation, distributor situation, terminal situation, etc.

The third step: Plan formulation. Through the analysis of the competitive landscape, analysis of consumer demand characteristics, analysis of main competitive products, analysis of existing product structure, channel structure, etc., and then carry out product mix, and at the same time, through analysis of consumer purchasing characteristics, terminal Form, distribution efficiency, management intensity, etc., to determine your channel strategy.

Step 4: Set up the management platform. Whether in-depth distribution can be implemented well depends on whether the organizational functions of the marketing system are perfect and whether it can be implemented effectively.

The fourth is the coordination function. As the marketing department of the enterprise, it must also strengthen the coordination function. The Marketing Department does market research, strategic planning, and strategy formulation; the Sales Department does product promotion and terminal execution; the Administration Department does administrative management, logistics services, coordinates product distribution, and formulates sales plans, etc.

The fifth step: the launch, development and consolidation of in-depth distribution regional markets. There is a flow chart for starting the market. First, you need to prepare for the market, select suitable distributors, research how many retailers are downstream of each distributor, and then draw a map to further understand the terminal network. In the market start-up stage, terminal sales, promotional incentives from channels, and promotional publicity campaigns are indispensable. Therefore, in-depth distribution must increase the distribution rate, enter every store, shop every store, and be in the store. Cleverly set up promotion strategies and other forms of incentives during shipment. Launch an in-depth distribution model through product distribution, promotion, and terminal publicity.

Step Six: Promote Copy. Through market research, the company has selected suitable regions and markets, core distributors and suitable terminal dealers. Through the introduction of this in-depth distribution model, the market effect has been remarkable. For beer companies, the follow-up work is to summarize this model, and then promote and copy it.

Sales Copywriting Sample Part 2

Based on the overall goal of xx beer sales of 10 billion yuan in Sichuan in 20xx, total sales of 80 billion bottles, and the channel strategy for 20xx, the following work is done Plan:

1. Market analysis

1. Competitor analysis

1. In Sichuan, there is a large population and high living standards, so beer sales volume It is large, so it has attracted competition from beer manufacturers. Therefore, we need to do the following things

a. Ensure product quality.

c. Under the influence of the unified brand of xx beer, do a good job in selling xx beer.

b. Local products and long-term operation. It forms a mutually promoting image-building and promotional role with other beer production markets.

Planning time: 20xx-6-24

d. The advertising campaign has undergone overall and detailed planning and implementation.

e. Strive to improve the quality of cadres and improve the cohesion of the entire team

f. Enhance the capabilities of salespeople and strive to obtain sales rights with large consumer areas

2. A survey on the advertising effectiveness of xx beer shows the following data:

a. Communication rate. People who have seen xx beer advertisements

Account for 72.8 of the total number of surveys

People who have not seen it account for 28.2

b. Likeability.

50% like xx beer advertisement

48% like it

2% like it

c. Information source:

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TV. Advertising through Sichuan TV station accounted for 67%, and all other channels were within 25%.

Newspaper. 53% of people have seen xx beer advertisements in newspapers.

The data shows that xx beer has achieved excellent results in advertising and sales.

2. Potential Market Outlook

l. As the most important inland region, Sichuan provides us with the best sales environment

2. Sichuan It is a prosperous region in the country with high per capita income and strong consumption power.

3. The summer high temperature period in Sichuan lasts for a long time, and beer culture has formed a unique culture in this region.

4. Although xx Beer is not the dominant player in Sichuan, there is still a big market vacancy in the beer industry.

3. The importance of developing the Sichuan market

l. As a broad market with huge consumption potential, Sichuan has great economic development value.

2. Sichuan’s promotion of xx beer can be more conducive to the strong development of the beer industry.

IV. Advertising positioning

1. Market positioning

Focusing on Chengdu, supplemented by Mianyang, Deyang, Suining, Panzhihua, etc., to the entire province City radiation. Various activities are carried out with Chengdu as the focus.

2. Product positioning

High-quality, low-medium-high alcoholic beverages.

3. Advertising purpose

After this year’s advertising campaign, the popularity and favorability of xx beer have been initially established in the minds of provincial and municipal consumers. And it can gain a firm foothold in the Sichuan beer market and divide the market with other manufacturers.

IV. Advertising Phases

l. Sales Expansion Period (April to June 20xx), the main task is to attract consumers’ attention to xx beer; to cultivate the recommendation rate of retail store owners , initially establish the product image, guide consumers to understand xx beer, and expand the market based on last year.

2. During the strong sales period (July to October), guide consumers in depth, build trust and favorability for the product, and segment the market.

3. During the supplementary period (November to Spring Festival), use various soft activities to maintain the popularity of the product during the off-season, prepare for another sales climax in the coming year, and establish a complete product image.

5. Strategic Suggestions

l. A series of newspaper advertisements. Design a range of newspaper ads for ready use. (The following promotional title is for reference only)

Main advertisement. Promote products directly and publish them all year round.

a. From a product perspective

? The real strength group.

?Because it tastes so good, it is often left out.

With the extra time, why not come to xx beer?

b. From the perspective of the World Cup

The passion for football is xx beer.

?xx beer belongs to brothers and friends.

? Say goodbye to the dull and boring era, you have xx beer.

4. Pay attention to the effect of advertising songs. In Sichuan, radio stations have always had a considerable audience in cities, towns, and rural areas, and the media is cheap. Therefore, we commission professional lyricists and composers to design an advertising song that is easy for Cantonese people to listen to, remember, and sing. If it is played for a long time, it will be easily accessible to thousands of households.

5. Promotional activities.

1. Focus on activities. You can use the World Cup as the theme and cooperate with a certain TV station to produce a set of programs (opposite the World Cup, focus on the World Cup, etc.). Increase the popularity of xx beer and enhance the favorability of xx beer among the masses.

2. Organize World Cup-related activities in prosperous streets of various major cities, such as "Football vs. Football", "Me Too World Cup", "I Love Football" and other activities. In this way, we can enhance the public's favorability towards xx beer.

3. You can carry out activities such as buying a box to send gifts, lucky draws and other activities to enhance the popularity of xx beer.

VI. Capital flow

1. Improve the remuneration of outstanding salesmen and increase funds for technological innovation.

2. Increase the expenses required for activities and increase the number of activities.

3. Increase investment in advertising and vigorously promote xx beer through television, newspapers, and radio.

4. Make a budget for the event and provide an evaluation plan for the event.

7. Planning purpose

Use various forms and activities to enhance the favorability and popularity of xx beer among the masses. Increase the total sales volume and total sales of xx Beer Company in Sichuan Province, and effectively open up the market in inland cities.

8. Backup plan

If the activity cannot be carried out temporarily due to other reasons, we will wait for notification from the superior.

Planner: Xiong Min

Sales Copywriting Sample Part 3

Foreword

The actual requirement for consumers to buy wooden floors is high quality The creation of a living environment and a yearning for a good life. Buying a good brand of good flooring has become a very rational issue for consumers. Therefore, when promoting products, after taking the quality of the product itself as the basis, it is more important to highlight the brand culture of the product and get closer to the psychology of consumers.

With the arrival of the May Day International Labor Day, the long holiday for hard workers is also coming. Only by meeting the psychological needs of consumers can we develop corresponding promotional methods to achieve good results.

2. Activity theme

Golden Week big sale?

With the arrival of International Labor Day, Xx brings you the most affordable gift, let Xx flooring accompany you to make a big sale.

Note: Need to design? Golden Week sale? Icon

3. Activity background

On May Day, major merchants have come up with preferential policies and promotions. Gifts to increase popularity and attract consumers. Although lowering prices to attract consumers is the most common method, it is also the most practical and useful method that can truly impress consumers.

IV. Event time

April 28th? May 13th

V. Event location

Xx flooring sales points nationwide

6. Activity process

The activity is divided into three processes:

1. Publicity period

Time: April 20? April 28th

Through the form of hard advertisements in newspapers, hard advertisements on websites or TV news reports, the content is mainly reports? High-quality , carry out preliminary media promotion and hype.

Media selection:

1. Newspaper: banner advertisement, showing event theme picture

Golden Week big show? Price? Xx floor May Day special promotion, opportunity It’s rare, act quickly, buy high-quality Xx flooring at the lowest price, and celebrate May Day easily

2. Website: rigid advertisement, the content is the theme image of the event

3. Single page ：Activity content and company profile

2. Activity period

Time: April 28th to May 13th

Xx Flooring will be held during the Labor Day. We will offer the most advantageous price, completely benefit consumers, and fight a beautiful price promotion war. And there are more gifts waiting for you.

Activity content:

1. When you come, you will receive gifts and surprises

During the May Day Labor Day, all customers who purchase Xx products will be able to Get an exquisite gift (lighter, ashtray, photo album)

2. Five-level gifts to add luster to your new house

1. Free flooring for purchases under 50 square meters A mop

2. If you purchase a floor area of ??50 square meters or more (including 50 square meters), you will receive a brand-name telephone

3. If you purchase a floor area of ??70 square meters or more, you will receive a brand-name rice cooker

4. For purchases over 100 square meters, you will receive a brand-name microwave oven

5. For purchases over 150 square meters, you will receive a brand-name microwave oven and a brand-name rice cooker

3. Special offer Tempting you to be impulsive

It is recommended to take out 2-3 styles in stock. The market price is around 70 yuan, so you must have a price advantage.

Activity details:

1. Specially priced floors do not participate in discounts and purchase and gift activities, and do not include installation and accessories

2. Specially priced floors are limited in quantity and sold out Until now

3. Customers can receive gifts only after paying the deposit

(Note: Gifts must be wrapped in gift bags)