优秀文案成功经验分享-Penny Liu

集团优秀文案成功经验分享说明：以下五个方面是我们给大家提供的建议，可以针对里面的要点来分享（我们强烈建议大家在分享的时候，能够包括第4和第5点），如果有其他方面想要分享的内容，也欢迎大家开动脑筋，自由发挥。文书写作能力是衡量一名优秀文案的重要标准，请问你平时是如何积累写作素材，以及如何提高文书写作水平的？有什么成功经验可以和大家分享？挖掘素材：首先仔细阅读下学生反馈回来的素材搜集表格，检查看看是否有专业相关的信息，关于细节地方可以和学生做细节深入沟通，必要的话可以约学生过来面谈，特别是针对不愿意写的学生最好能约过来面谈，那样话会出来很多细节以及和专业相关的点，这样可以激发自己的灵感，而且基本都可以和学生定下大体的框架。提高文书：最初的时候，只是根据以往的成功案例以及出色的留学文书模仿，慢慢的了解的文书大概的要求之后，力争在模仿的基础上自己创新。多阅读那些学校的要求，多看看国外的网站报道之类。经验分享：1.针对不熟悉的专业以及比较刁难的客户，尽可能的做足了对专业的了解，通过各种渠道，和学生面谈的时候尽量给别人比较专业的意见，不要让客户发现自己的犹豫，这样客户接下来刁难的不多。2.和学生沟通的时候一定要明确讲清楚文书需要哪些素材，需要学生配合，这是个双赢的过程，列出以往某某学生案例，这样更容易赢得信任。从开始做文案到现在，你觉得自己是如何成长成为一名优秀文案的？对于刚刚加入我们文案团队的新人，有什么忠告或者建议？不停地积累和不断的尝试，文字永远没有最好，多了解学生，尽可能发现他们的闪光点，这样自己也会感动于创作的整个过程。沟通能力对于一名文案来说，十分重要。你觉得作为文案，对内与顾问的沟通，对外与客户的沟通上面，有哪些问题是新人应该特别注意的？清楚自己的职责并且相信和尊重其他员工的工作，一致对外，这是必须的。适当的从客户的角度出发，减少自己的抱怨同时赢得客户的好感。请你描述一个你曾经遭遇过的客诉，当时的情况是什么？之后自己总结出了哪些经验？学生刘佳崟申请animalscience，家长起初特别不信任，对于写好的文书一而再再而三的确认是否素材ok，甚至电话投诉说文书不确定怎样，约定见面后，我很肯定的和他解释了本科申请的文书重点，已创作的文书是可以凸显出学生哪些特点，而这些特点是该专业学生所必须的，经过面谈之后，家长很满意也不再纠结文书，反而非常信任。总结：其实大多数客户都不了解文书是怎样，需要什么样的素材，怎样去match学校impress读者，所以我们需要从专业的角度信心满满的给他们分析这些文字背后的含义。我们的专业和信心赢取会是信任和学校的offer。我们大部分的文案都是英语专业出身，如果遇到自己不熟悉的专业时，你会通过什么途径学习相关的知识？如何尽量在开始文书写作之前，弥补自己专业知识的不足？（请以案例的形式分享）Google&Baidu这些专业是最最最直接的办法，可以找到大量的相关信息。我也不懂建筑，但是我只是因为建筑的那些设计图，以及这些背后的东西让我忍不住去联想而已。所以我也会偶尔去看看那些论坛上关于建筑的种种说法，关于作品集的准备。案例1。学生姓名TGRE就读学校建筑专业徐佳琦1001250华南理工GPA：3.5录取学校：UniversityColumbiaCornellUUniversityofSouthernCalifornia（3万刀奖学金）UofTexas总结：学生的获奖经历很多，一开始的时候家长很唠叨，推荐信修改了很多次想要弄得特别长，几番之后我很明确和家长说这样弄下去不负责能否录取好的学校，要不他们就自己写好初稿我们再讨论，家长就没在参与了，学生也很配合，虽然文书也曾来回改了很多小地方，但是总体还是很好沟通的。StatementofPurposeGrowingupinTangshan,acitythatsurvivedandrebornfromthe7.8-magnitudeearthquakein1976,Ihavebeenfeelingthegradualrenaissanceofthecity.Onthecampuswheremymotherworking,thereisahalf-collapsedlibrarypreservedfromtheearthquake.ManyscholarsoutsideTangshancametovisititandmaderesearchonit.EverytimeIgotclosetothelibrary,Iseeminglycouldheartheechoesofhammerknockingbycraftsmenandcouldnearlyseethefirmnessandfocusontheirfaces.Icouldevenimaginetheywerewhole-heartedlyaccomplishinganartworkwiththecreativenessofmindandprecisenessoftheirhands.Itwasaroundthattimemydreamaboutbuildingstookshape.In2007IenteredSouthChinaUniversityofTechnology(SCUT);anationalkeyschoolrankstop5inarchitectureinChina.IhavethenstartedmylearningofArchitecture.Fromthenon,IhavefoundthedifferencesofbuildingsandplanningofGuangzhoucitywiththoseofTangshan.Insubtropicalareas,thebuildingofGuangzhouhasattachedimportancetoventilationandthenthebalconyismoreopenandwider;whileTangshan(warmtemperatezone)focusesmoreondaylightandwarmth.Thereforedifferentstylesexistinthetwocities.Meanwhile,Ihavekeptwonderingwhatinfluencetheculturedifferenceshaveexertedonbuildingsdesign.Withthefascinationsonbuildings,Ihavebeensohappilybathedintheseaofknowledgeandactivelyjoiningininvestigationsandresearches.Hence,Ihavewonthetitleof“ExcellentStudent”inthepastfourconsecutiveyearsandachievedvariousscholarshipslikeTheTimesRealEstateScholarshipandLihaiScholarship.Inthesummerof2009,IwentforaninvestigationonthetraditionalvillasanddwellingsofDongsinSanjiang,GuangxiProvince.Walkingamongthemountainsandviewingthebeautyofthescenery,Icouldnothelpmarvelingattheharmonyofthenatureandthelocalresidents.Thetraditionalwoodbuildingsweresodelicateandpeoplefeelsocomfortabletolivein.Inspiteofthat,problemsstillexisted.Forinstance,fire-protectiondeviceswereinurgentneedandtheimmensepopulationcausedcrowdednessinbuildings.Manyconversationswiththelocalpeoplerevealedmethatmanypeopletherewantedtobuildsimplebrickbuildingstomeettheirnewneeds,whichledtomylaterthoughtsonhowtoletthemodernbuildingsandthetraditionalwoodhousescoexistthereandwhatshouldbereservedandwhatshouldbeaddednewelement.Backtocollege,withothertwostudentsIwrotea30,000-wordpaperreport,whicharousedthefaculties’andthefellowstudents’attentionandraisedheateddiscussions.Beforetheinvestigation,Ithoughtworkworld.Then,inthispastsummervocation,IinternedintheInformationComplicationandResearchCenterofGuangzhouDevelopmentZoneUrbanPlanning.Iwasmainlyresponsibleforcheckingthepublishinganddescriptionoftheschemes,collatingthebiddinginformationforvariousprojects,calculatingthegrossareaandassistingtowritethereportonTwinIslandsCityDesign.Ithasbeenmorelikeaprocessofeducation.Aftermakingacquaintanceswithseveraldistinguishedurbanplannersandseveralexpertsthere,Iwasenlightenedbytheirunderstandingofanurbanplanner.Apartfromlanduse,environmentalandtransportationplanning,theurbanplannershouldconsiderthedevelopmentofcommunitiesandthecityasawholefrommultipleperspectiveslikeeconomics,ecology,sociology,geography,andsoon.Andtheirprofessionalprecisenessandpersistenceaswellastheirendeavortobebetterhavepushedmetohavethedreamtobecomethelike.Inthisway,afurtherprofessionallearningofUrbanPlanninghasbecomenecessaryforme.Ihavekeptstrivingtoacquiretheabilitiesandskillsforbetterthefeaturesourcommunityaswellasthecity.Takingtimetoconsidermyfollowingpathtothefuture,Ihavewellplannedit.Inthenexttwoyearsgraduatestudy,attheUniversityofVirginiaIamexpectingtoacquiresolutionsfortheproblemsaboutthelanduse,transportation,economicdevelopment,theenvironment,sustainabilityandenvironmentthroughmyactiveinvolvementinthecommunity-basedresearchesandprojects.AlsoIaimatgainingmultipleperspectivesonplanninganddiversifiedapproachestoplanning.IwillhighvalueanypossiblechancesofferedbyboththeUniversityofVirginia.IamconvincedthatthemasterprograminUrbanandEnvironmentalPlanningofferedbytheschoolofarchitecturewillpreparemetobearesponsibleandcapablepractitionerwithcomprehensivethinkingabilitiesandprofessionalcreativeskills.IespeciallyadorethecoursesattheprogramlikeEnvironmentalManagementandConservationandLandUseandGrowthManagement案例3学生姓名语言申请专业就读学校SAT刘佳崟I：6.5申请申请后T103animalscience佛山一中1840录取学校：OSUPurdueUCDavis/UCIrvine/UCRiverside/UCSantaCruz/UWMadison文书总结：学生是个特别特别有爱心的孩子而且也确实为了保护小动物做了很多事情，自己成立了相关的社团。在整个文书创作过程中，家长起初的是不信任的，最后还是很肯定的。学生发的素材搜集表格长达60多页。FreshmanapplicantpromptDescribetheworldyoucomefrom—forexample,yourfamily,communityorschool—andtellushowyourworldhasshapedyourdreamsandaspirations.Mygrandparentshavesetupaspecialeducationfundespeciallyformygenerations.Intheendofeveryyear,thereisatraditionthatallfamilymembersturnupandIandmycousinsarerequiredtogiveaspeechtosummarizewhatwehavegainedinthepastyear.Afterexchangesandevaluations,ascholarshipwillbegiventothebest.Ithasbeennotacompetitionbutabrainstormingprocess.Theexchangesbetweengenerationsareinspiring.Acoupleoftimes,whenmygrandparentswereinhighspirit,theywouldrecalltheircollegeyearsandsituationsatthattime.Stilltimes,Isharedwithmycousinsmynewfindingsofaresearchprojectandmytaskinavolunteerassociation.Weshareddifferentaspectsofourlife,andthenwemoveforward.“Idon’tknow.”Thatisthemostfrequentanswermymotherhasgiventome.Unlikemanymothers,shenevershowsmeearnestlywhatisrightandwhatisnot.Sheseldomexplainsmethings.Instead,shewouldlikejusttowatchmefindanswersinmanydifferentways.Evensometimes,shenevergivesanysuggestionsevenifsheknewaheadImightfail.Hence,ItryandthenIknowprofoundly.“Dowhatyoulikeandkeepatit!”Myfatheralwayssaidsotome.HeisageneralmanagerandhasgivenmehisstrongestsupportineverythingIwanttotry.Whenmanyofmypeerswerehappilyplayingwiththeirclothdolls,Iaskedmyfatherbuymeasmallmicroscopetodissectgarlicandobservethecells.Noticingmykeeninterest,myfathergotmeabettermedicalmicroscopeatmymiddleschoolyears.Ihavebeenextremelycuriousaboutbiologyandlifescience.Ihavebeenenjoyedtheprocessofexperimentandithasguidedmetothegateofscience.Ihavebeenthe“LittleScientist”ofmyfamilyandIbelievethatUCwillgivemorechancestotouchthedeepestworldoflifescience!PromptforallapplicantsTellusaboutapersonalquality,talent,accomplishment,contributionorexperiencethatisimportanttoyou.Whataboutthisqualityoraccomplishmentmakesyouproudandhowdoesitrelatetothepersonyouare?Oct.282007wasanunforgettabledayinmylife.Jenny(mypreciousShihTzus)accompanyingmeinthepast4yearswasbitbyaGermanShepherdDog.Thefreshbloodwasblowingoutfrom7differentbites.Noticingit,ItightlyheldJenny’stremblingbodyandcrazilyhurriedtotheanimalhospital.Aninjectiontostemthebloodgavemeaslightrelief.Butseveralhourslater,shebegantobleed.Crouchinginthecorner,shewaslosingherstrengthandconsciousness.IfeltlikesomethingblockedmeforImyselfcouldnotsaveJennyfromhersufferings.Hurryingtothehospitalagain,Iwitnessedthedoctorcarriedoutthesamestepofaninjectiontostemtheblood.AndtheonlydifferencewasthatthedoctorassuredmeitwasOK.CookingsoftfoodforJenny,puttingabandageonher,givingmedicinetoheraccordingtothetipsonthepethealthcarebook,ItriedeverythingIcouldandthenfellintoadeepsleep.Afteranhourortwo,Iwokeforthenature’scall.WhenItouchedJenny,Ifeltnobreath,onlycoldness!Itwassounexpected!Ididnotknowthatdaywepartedforever.Itwasduetomyignorance.ItookforgrantedthatJennywouldbeabletochasemethenextdayandplaywithmehappily.IcoulddomoreifIknewmore!ThatwasthereasonwhyIpossessedmoreorlessrejectionforColy,whichwasbroughtbymyparentsinspring2008.Actually,ColywasmorelovelyandactivethanJenny;butIfearedafterhecameintomyheartandonedayhewouldleavewithoutanysign.Butoneweeklater,thingshappened.WhenColywasbroughttothebestanimalhospitalinthecityfortheroutinecheck-up,wewereinformedthatColymightbeanotherWeekDog(atypicaldogwhichcouldonlyliveforoneweekbecausetheInfectiousDiseaseswhichcamefromtheuncleanenvironmentwheretheyborn)andthesurvivalratewasonly30percent.ThistimeIwasmorefurious.GoingtothebestanimalhospitalfrequentlywithColy,checkinguponveterinarybook,askingforontheinternet,ItriedeverymethodIknowtosavehim.Luckilyhedidsurvive.Butforme,onlyColysurvived;Jennywentawayforever.Hundredso