REVIEW: "Business copywriting" - yuav ua li cas sau ntawv loj yam tsis muaj cai

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

Koj puas muaj cov paib dai saum koj lub rooj: "Cov Lus Qhia Txog Kev Sau Ntawv", "7 Txoj Kev Ua Ntawv Muag", "Cov Lus Cog Tseg ntawm Tus Kws Sau Ntawv Zoo"? Denis Kaplunov qhia yuav ua li cas kom tau txais cov cai no tawm ntawm koj lub taub hau thiab pib ua haujlwm nrog cov ntawv loj heev.

"Business copywriting" twb yog ib phau ntawv los ntawm Denis Kaplunov, uas, raws li tus sau, yuav yeej mus rau hauv keeb kwm. Hauv cov ntaub ntawv thiab kev tshaj tawm, koj yuav tsis ntes leej twg nrog tus qauv. Yog li ntawd, hauv kev lag luam copywriting, lub ntsiab lus dhau los ua lub ntsiab lus tseem ceeb ntawm kev nyiam mloog. Denis Kaplunov feem ntau hais lus ntau txog qhov tseem ceeb ntawm cov ntsiab lus, ua ntej nws cov ntsiab lus, uas yuav tsum yog lub luag haujlwm tseem ceeb. Phau ntawv tshiab tau mob siab rau yuav ua li cas raws nraim cov ntsiab lus ntawm cov ntawv nyeem yuav tsum cuam tshuam nws daim ntawv thiab kev xav.

Phau ntawv "Business copywriting", tsis zoo li lwm cov phau ntawv los ntawm Kaplunov, tsis yog sau rau ntau yam ntawm cov neeg nyeem. Qhov tseeb, cov neeg lag luam yuav tsum tsis txhob nyeem nws, vam tias lawv yuav tsis tas yuav xaj cov ntawv los ntawm cov kws sau ntawv. Muaj cov ntaub ntawv txaus los pib ua haujlwm ywj pheej, tab sis nws yuav nyuaj rau cov neeg sab nraud kom nkag siab txog nws. Txhawm rau zom cov ntaub ntawv ntim thiab siv tag nrho cov ntaub ntawv hauv koj txoj haujlwm, koj xav tau kev paub. Tab sis cov neeg sau ntawv muaj qee yam ua haujlwm nrog.

Vim li cas nyeem ib phau ntawv

Phau ntawv yuav luag tsis muaj cov lus qhia txog yuav ua li cas thiaj ua tau zoo siv cov qauv thiab cov cai. Hloov chaw, ntawm qhov tsis sib xws, Denis qhia ua txhaum cov cai uas twb muaj lawm ntau li ntau tau. Muaj ntau cov lus nug hauv kev tshawb fawb cav pib nrog cov lus "Yuav ua li cas sau …", ntau cov zaub mov npaj tau muab rau hauv cov lus teb. Ntxiv mus, cov txheej txheem feem ntau tau theej los ntawm cov phau ntawv los ntawm cov neeg sau ntawv txawv teb chaws yam tsis muaj kev hloov pauv, uas yog, lawv tsis haum rau cov lus Lavxias. Cov kab hauv qab yog cov neeg nyeem, uas yog, cov neeg siv khoom muaj peev xwm, tsis txhob tso tseg saib cov lus rub tawm, txawm hais tias cov lus "tso yog" thiab muab tso rau hauv cov ntawv raws li canons.

Koj puas xav tias phau ntawv no yuav hloov mus rau hauv yog tias kuv ua raws li xya lo lus txoj cai? Muaj kaum xya ntawm lawv nyob rau hauv kab lus dhau los, koj tsis to taub nws?

Denis Kaplunov

Muaj cov cai hauv kev lag luam copywriting, tab sis lawv tsis cuam tshuam rau sab kev ua haujlwm. Txhawm rau sau cov ntawv loj, koj yuav tsum ua tib zoo qhia qhov tseeb thiab tsuas yog qhov tseeb uas txaus siab rau cov neeg nyeem. Zoo li tsis muaj dab tsi tshiab? Tus neeg sau piav qhia thiab tsim lub tswv yim no ntawm thawj 40 nplooj ntawv ntawm phau ntawv. Lwm 350 yog hais txog yuav ua li cas kom ua tiav qhov no.

"Business copywriting" qhia koj ua haujlwm ua ntej tsis yog nrog cov ntawv nyeem, tab sis nrog cov khoom. Ua ntej koj pib sau ntawv, koj yuav tsum paub seb koj tab tom tham txog dab tsi, thiab kawm kom paub meej, txwv tsis pub siv cov ntawv koj yuav zoo tshaj plaws tsuas yog dej thiab txuas ntxiv "blah blah blah". Tsuas yog kev npaj ua haujlwm zoo yuav pab koj ua cov ntawv zoo tiag tiag.

Koj puas tau ntsib nrog txoj haujlwm ntawm kev npaj cov ntaub ntawv, thiab koj qhib cov ntawv nyeem kom pib tam sim ntawd? Tshem tawm ntawm tus cwj pwm no txij tag kis. Koj yuav tsum pib tsuas yog thaum koj muaj tag nrho cov duab hauv koj lub taub hau, tsawg kawg ntawm lub tswv yim ntawm cov ntawv nyeem.

Denis Kaplunov

Yuav kom nkag siab txog yam koj yuav sau, koj yuav tsum:

• nkag siab tias vim li cas koj thiaj sau ntawv;
• nrhiav qhov siab tshaj plaws txog cov khoom koj tab tom nthuav qhia;
• muab koj tus kheej tso rau hauv qhov chaw ntawm tus nyeem ntawv yav tom ntej thiab nkag siab tias nws xav tau dab tsi;
• nrhiav lub tswv yim tseem ceeb thiab txiav txim siab yuav ua li cas qhia nws.

Nov yog cov ntsiab lus ntawm thawj tshooj. Rau qhov tom ntej no qhia koj yuav ua li cas ua qhov no, thiab nthuav dav heev. Tus kws sau ntawv hais ntau yam txog qhov tseeb tias cov ntawv nyeem yuav tsum tau hais meej raws li qhov ua tau, thiab nws tus kheej ua raws li nws txoj cai: txhua nqe lus thiab cov lus qhia yog nrog cov piv txwv ntawm yuav ua li cas thiab yuav ua li cas tsis ua. Denis Kaplunov generously qhia nws tej hauj lwm nthuav qhia raws li ib tug siv, thiab yog li ntawd. Koj tuaj yeem pom tam sim ntawd tias tus sau txoj kev ua haujlwm tau zoo.

Lub ntsiab lus tseem ceeb yog tus neeg uas sau txog cov khoom yuav tsum yog tus kws tshaj lij. Cov ntaub ntawv ncaj ncees hauv phau ntawv tsis cuam tshuam cov ntawv nyeem, tab sis ua haujlwm nrog "cov neeg mob hnyav", tab sis nws tseem nyob tom qab: yuav ua li cas sau cov ntaub ntawv, cov lus nug dab tsi los nug tus neeg siv khoom, nrhiav dab tsi thaum ua haujlwm tawm. lub tswvyim ntawm cov ntawv nyeem.

Rau kuv, tus nyeem ntawv hnyav yog ib tus neeg nyiam thiab muaj peev xwm ua tau raws li qhov xav tau. Nws nyeem cov ntawv kom nkag siab tias nws txaus siab npaum li cas los ua qhov kev txiav txim no, uas nws nyiam xaiv.

Denis Kaplunov

Yog tias koj tau tswj kom nkag siab tias yog vim li cas thiab koj sau dab tsi, nws yuav tsis yooj yim los hloov kev paub rau hauv ntawv. Muaj ntau yam kev tawm dag zog hauv phau ntawv uas qhia raws nraim qhov no. Nws yog ib qho tseem ceeb rau beginner copywriters rau kev xyaum, rau kev paub copywriters rau nrhiav yuam kev.

Cov npe txwv tsis pub tsim nyog saib xyuas tshwj xeeb:

• cov ntsiab lus txawv teb chaws kom zam;
• cov lus uas qhia tias tsis muaj qhov tshwj xeeb;
• adjectives thiab verbs uas cuam tshuam nrog kev nyeem ntawv;
• cov ntawv luv uas tsis tuaj yeem siv rau hauv cov ntawv loj.

Nyuaj ntawm kev xaav

Tam sim no me ntsis txog cov cons. Lub tswv yim yog tias tus kws sau ntawv xav tau txais qhov tseem ceeb thiab sau ib phau ntawv nyeem uas yuav hloov tag nrho cov kws sau ntawv lub desktop pab ib zaug. Cov lus qhia qee zaum sib tshooj (piv txwv li, yuav ua li cas sau cov lej kom raug, peb tab tom tham hauv ob peb tshooj), sib xyaw thiab tsis meej pem. Ib feeb dhau los, tus sau tau tham txog qhov yuav tsum tau rov sau nws cov ntawv, thiab tam sim no nws tham txog cov cai siv cov lus qhia. Cov ntaub ntawv me ntsis txog kev naming, me ntsis txog kev lag luam tawm tswv yim, ib yam dab tsi txog kev sau ntawv nrog cov neeg siv khoom, ntau ntxiv txog nplooj ntawv nplooj ntawv. Nws zoo nkaus li tias koj nyuam qhuav ua tiav txoj haujlwm thiab sau cov ntawv rau daim ntawv tshaj tawm, thiab koj twb tau sau tsab ntawv pom zoo.

Qhov kev sib kis no qhia tau hais tias, ntawm ib sab, hais tias kev lag luam luam tawm tswv yim thiab cov cai yog universal. Ntawm qhov tod tes, nws cuam tshuam nrog kev nkag siab. Lub xub ntiag ntawm tus qauv meej yog tib lub tswv yim uas Denis muab thiab nws tus kheej tsis ua raws.

Kuj tseem muaj qhov rho tawm uas kuv tus kheej tsis nyiam, tab sis tej zaum ntau tus yuav xav txog nws ntxiv. Muaj cov ntaub ntawv tiag tiag foob pob zais rau hauv tshooj "Yuav ua li cas sau nthuav dav".

Daim ntawv no tau sau rau hauv qab ntawm 300 g ntawm whiskey. Tsis txawv?

Denis Kaplunov

Cov lus qhia rau unleash fantasy yog, ntawm chav kawm, zoo, tab sis txoj kev ntawm kev tua pov kuv mus rau hauv ib tug stupor ntev. Nws hloov tawm tias kev tshoov siab rau kev sau ntawv loj yuav tsum pom nyob rau hauv lub raj mis. Yog lawm, hauv peb qhov kev muaj tiag, cov rooj sib tham feem ntau cuam tshuam los ntawm kev haus cawv, tab sis feem ntau cov neeg haus dej tom qab kev sib tham, tsis yog ua ntej. Kuv xav paub ntau npaum li cas cov kws sau ntawv ntseeg tias ib khob lossis ob qho ntawm whiskey pab kom so thiab ntxiv tsav rau cov ntawv nyeem?

Rau leej twg thiab yuav nyeem phau ntawv li cas

Cov kws sau ntawv pib yuav tsum tau nyeem phau ntawv los ntawm qhov kawg, los ntawm cov tshooj uas rov qab los rau peb cov ntaub ntawv kawm. Denis teev cov kev ua yuam kev ntau, cov kev cai nyuaj, thiab ib zaug qhia koj tias vim li cas koj thiaj li yuav tsum tau txhim kho koj txoj kev paub txog kev sau ntawv thiab cov cim. Tsis tas li ntawd, ib qho kev qhia qhia txog kev teeb tsa thiab cov npe zoo tshaj plaws ntawm cov txheej txheem kev tshaj lij raug txuas nrog. Yog tias koj tshiab los ua haujlwm, nyeem rov qab, maj mam mus rau cov ntawv lag luam.

Lub sijhawm ntev copywriters pib nrog ceev faj nyeem, tshuaj xyuas cov tshooj kawg thiab ua kom lawv nco, vim tias muaj tej yam uas koj yuav tsum nco ntsoov. Nyeem thawj tshooj rau koj cov neeg siv khoom piav qhia vim li cas koj xav tau cov khoom siv thiab vim li cas koj ua nws li koj ua.

"Business copywriting" yog ib qho yuav tsum nyeem yog tias koj sau cov ntawv thiab xav mus txog qib tshiab, tab sis koj ua tsis tiav: feem ntau yuav, koj yuav pom tias yog vim li cas. Yog tias txhua yam nyob hauv kev txiav txim hauv koj txoj haujlwm, phau ntawv tuaj yeem siv los ua haujlwm ntawm kev ua yuam kev uas tsis muaj leej twg tiv thaiv los ntawm.

"Business copywriting", Denis Kaplunov