REVIEW: "Copywriting: yuav ua li cas tsis noj aub", Dmitry Kot

2024 Tus sau: Malcolm Clapton | [email protected]. Kawg hloov kho: 2023-12-17 03:58

Koj puas paub yuav ua li cas los tsim ib daim ntawv muag khoom tiag tiag? Koj puas paub cov tswv yim, kev zais thiab cov tswv yim uas pab tshawb xyuas koj cov ntawv rau nab? Dmitry Kot phau ntawv "Copywriting: How Not to Eat a Dog" yuav pab koj nrhiav cov lus teb rau cov lus nug no.

Koj puas tau xav txog qhov ua tau zoo ntawm cov ntawv koj sau? Koj puas muaj cov phiaj xwm ntxaws los qhia koj thaum tsim koj tus kheej cov ntsiab lus? Dmitry Kot phau ntawv "Copywriting: Yuav Ua Li Cas Tsis Noj Aub" muaj cov tswv yim thiab cov lus qhia rau kev sau cov ntawv muag zoo, nrog rau "cov lus zais uas cov kws tshaj lij sau ntawv zais." Txhua "cov lus qhia" yog nrog los ntawm "ua haujlwm" - ib txoj haujlwm uas tau pom zoo kom ua tiav los sib sau ua ke cov kev paub theoretical tau txais hauv kev xyaum.

Phau ntawv no yog leej twg

• Feem ntau rau copywriters, namers, marketers, PR thiab advertising tshwj xeeb.
• Rau txhua tus uas xav kawm yuav ua li cas los tsim cov ntawv zoo.

Kev xav

• Qhov no tsis yog ib phau ntawv uas koj tuaj yeem ua siab ntev zaum hauv lub rooj zaum rooj zaum, raus hauv kev nyeem ntawv. Ib tug loj tus naj npawb ntawm cov tswv yim ua hauj lwm txhawb koj kom sawv, zaum ntawm lub rooj thiab pib sau ntawv, siv cov tswv yim qhia los ntawm Dmitry.
• Phau ntawv muaj ntau txoj haujlwm ua haujlwm uas yuav tsis tsuas yog pab koj tsim cov ntawv tshiab, tab sis kuj txhawb koj kom rov qab mus rau koj cov haujlwm yav dhau los thiab tshawb xyuas cov ntshauv.
• Kuv nyiam qhov tseeb tias Dmitry Kot feem ntau hais txog cov ntawv nyeem classic, tom qab ntawd muaj lub siab xav rov qab mus rau nws cov ntawv nyiam los ntawm tsev kawm ntawv.
• Txawm hais tias cov lus pom zoo yog tsom rau kev tsim cov ntawv tshaj tawm, tseem muaj cov txheej txheem uas tuaj yeem siv tau txawm tias hauv koj tus kheej blog, uas koj tsuas piav qhia koj lub neej txhua hnub.

Ua ntej koj pib sau ntawv, nco ntsoov cov cai yooj yim no

1. Ua neeg zoo. Sau dab tsi koj yuav tsis txaj muag los qhia koj cov neeg koj hlub.
2. Ua siab ncaj. Koj yuav tsum tsis txhob muab cov khoom lag luam nrog cov khoom zoo mythical.
3. Tsis txhob txav deb ntawm lub hom phiaj. Lub hom phiaj tseem ceeb ntawm kev muag cov ntawv yog ua haujlwm kom nce kev muag khoom. Yog tias, tom qab nyeem koj tus kheej tsim, koj xav yuav cov khoom tshaj tawm koj tus kheej, ces koj ua txhua yam zoo.:)

Tshaj tawm:

Kitten rau leej twg? Zoo. Yuav luag tsis siv, 2 lub hlis tag nrho. Nruab. Muaj ntaub plaub (xim xim dub thiab dawb), paws (4 pcs.), lub hwj txwv (tsis suav) thiab urchnik (built-in). Cov ntsiab lus muaj cov haujlwm tso zis hauv chav dej, pw hauv TV, dai nws tus Tsov tus tw ntawm qhov screen, thiab kev zoo siab tsis txaus ntseeg. Lub hwj chim muaj nuj nqi yog yooj yim zoo-tuned: nws txawm noj mov ci thiab pasta nrog Library. Thiab kuv muab tag nrho cov kev zoo siab no ib yam li ntawd.

Nws tsis yog kev khuv leej rau cov neeg zoo!

1. Tau paub txog cov qauv ntawm cov ntawv muag

Peb txhua tus nkag siab tias cov ntawv muag yog dab tsi. Qhov no yog cov ntawv nyeem, tom qab nyeem ntawv uas tus neeg yuav tsum ua qhov peb xav tau - yuav khoom. Tab sis tsis yog txhua tus paub txog cov qauv ntawm cov ntawv muag.

Muag ntawv = yooj yim ntawm kev nthuav qhia + cov ntaub ntawv txaus + tawm tswv yim (hu rau kev nqis tes ua: yuav, xaj, sim, thiab lwm yam)

2. Copywriting yog ib txoj haujlwm nyuaj txhua hnub

Copywriting yuav tsum tsis yog ib txoj hauj lwm rau koj xwb, koj yuav tsum (lus) nyob nws.

Saib TV - soj ntsuam cov lus hais ntawm tus phab ej ntawm kev lag luam. Nyeem ntawv tseeb, lossis zoo dua classics, kom nqus cov style, imbued nrog lub zog ntawm cov lus, luam lem thiab cov tswv yim. Khaws ib phau ntawv uas koj yuav sau cov lus piv txwv zoo thiab sib piv.

Tsis txhob cliches, cia koj cov ntawv muaj sia nyob: raus tus neeg siv khoom hauv qhov xwm txheej tiag tiag, txhawb kev xav.

3. Lub ntsiab lus muaj zog yog tus yuam sij rau kev vam meej

Txhua yam ntawv pib nrog ib nqe lus. Cov xov xwm yuav tsum yog xws li "tus neeg tawg tawm ntawm nws txoj kev nyiam kev sib raug zoo thiab raus nws tus kheej hauv kev nyeem cov ntawv tshaj tawm." Muaj ntau ntau txoj hauv kev los tsim cov ncauj lus muaj zog, xws li intrigue lossis provocation.

4. Thawj kab lus uas muaj teeb meem tshaj plaws

Raws li kev txheeb cais, feem ntau copywriters "dai" rau thawj kab lus ntawm cov ntawv nyeem. Nws muaj lub luag haujlwm tshwj xeeb, vim nws nyob ntawm thawj kab lus seb tus neeg puas yuav nyeem koj cov ntawv txuas ntxiv.

Txhawm rau kom tus nyeem ntawv mloog, koj tuaj yeem pib daim ntawv tshaj tawm:

• nrog kev piav qhia txog qhov teeb meem;
• nrog cov xov xwm nthuav lossis ib zaj dab neeg zoo siab;
• los ntawm kev tshuaj xyuas;
• nrog ib tug quote los ntawm ib tug sage;
• los ntawm kev xeem;
• nrog kev piav qhia txog cov txiaj ntsig ntawm koj qhov kev thov.

Xaiv ib qho kev xaiv - thiab hauv kev sib ntaus sib tua.

5. Yog li ntawv

Paub koj lub hom phiaj cov neeg tuaj saib. Nco ntsoov tias koj sau ntawv rau cov neeg tiag tiag, tsis yog dab neeg dab neeg. Sau ntawv zoo li koj tab tom tham nrog ib tus neeg.

Metaphors yog ib tug copywriter tus phooj ywg zoo tshaj plaws, siv lawv hauv koj cov ntawv.

Kuv nco qab Joseph Brodsky tau hais li no:

- Irony yog ib qho piv txwv saum toj-down.

Kuv xav tsis thoob:

- Dab tsi yog downward piv txwv?

Yauxej hais tias, “Kuv piav. "Nws ob lub qhov muag zoo li turquoise" yog ib qho piv txwv zoo. Thiab "nws ob lub qhov muag zoo li nres" yog ib qho piv txwv saum toj saud.

Sergey Dovlatov

Zam cov lus tsis meej, sim ua kom meej. Koj cov ntawv nyeem hloov koj nrog kev sib tham ntawm tus kheej nrog ib tus neeg, yog li sim ua kom tus neeg yuav khoom nkag siab koj.

6. Dab tsi ntxiv Dmitry Kot yuav qhia rau koj txog hauv nws phau ntawv

• yuav ua li cas tib neeg nyeem ntawv thiab dab tsi raws li qhov no;
• yuav ua li cas muag koj tsab xov xwm rau tus nqi siab;
• yuav ua li cas npaj cov ntawv muag kom raug;
• Kev tshuaj xyuas tsis zoo tuaj yeem ua haujlwm rau koj li cas.

"Copywriting: yuav ua li cas tsis noj aub", Dmitry Kot

Kev sau ntawv zoo yog ib qho txuj ci tseem ceeb, thiab nws tsis nyuaj rau kev txhim kho. Txoj kev zoo tshaj plaws yog los ntawm "", chav kawm sau ntawv dawb thiab txias los ntawm Lifehacker editors. Ib txoj kev xav, ntau yam piv txwv thiab homework tos koj. Ua nws - nws yuav yooj yim dua los ua kom tiav cov haujlwm xeem thiab dhau los ua peb tus kws sau ntawv. Subscribe!