Copywriting_1

Copywriting: Successful writing for design, advertising and marketing

Copywriting_1

Mark Shaw, en esta segunda edición, le muestra al mundo que una gran escritura es la ruta para un buen negocio, y nos da las claves de cómo conseguirlo.

Este libro a través de diversos capítulos nos anima y enseña a redactar de la mejor manera posible. En los dos primeros capítulos, nos ayuda a enfrentarnos a textos publicitarios y nos muestra el arte de escribir, desde una óptica publicitaria que llegue a la gente, ya que una buena escritura hace que las cosas sucedan. El resto de capítulos ya son más específicos: marca y marketing; publicidad y marketing directo; venta al por menor y productos; revistas, newsletters; catálogos; y entornos digitales.

Dentro de cada capítulo hay casos de estudio de diferentes personas que han creado una marca, una identidad, que nos pueden inspirar. Uno de estos ejemplos nos hace pensar:

¿Cuál es el objetivo? Explicar por qué y de qué manera nuestra marca es diferente.

¿El logro? Perseguir nuestros pensamientos y creencias.

¿El resultado? Los clientes saben qué les ofrecemos y les gusta.

Lo importante a la hora de ponerse a escribir es saber lo que quieres transmitir. Este texto comparte el conocimiento sobre la escritura creativa, te anima a escribir a través de diversos ejemplos de buenos redactores aprendiendo de sus trucos, ya que redactar no es copiar es comunicar de una manera original.

Mark Shaw subraya que hay que trabajar en un buen ambiente para conseguir mayor creatividad. Y también es fundamental conocer muy bien al público al que nos dirigimos, todo ello ayudará a que la escritura sea más satisfactoria, las ideas sean más creativas y se acierte con el gusto del consumidor.

Los lectores no leen la información, escanean, por eso el reto de un buen mensaje está en  entender las necesidades del comprador y transmitírsela en tono claro, llamativo, interesante, sin un lenguaje complejo, algo con personalidad.

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29 replies
  1. Norman Barcena
    Norman Barcena says:

    me interesa, sabes donde lo puedo conseguir en México? o alguna librería por internet.
    Saludos!

    Reply

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