Daim ntawv teev cov phau ntawv sau zoo tshaj plaws - cov ntsiab lus, nta thiab cov lus pom zoo

2024 Tus sau: Leah Sherlock | [email protected]. Kawg hloov kho: 2023-12-17 05:37

Sau cov ntawv yog cov haujlwm xav tau tshaj plaws hauv Is Taws Nem. Rau qhov no, nws tsis tas yuav tsum muaj degree hauv philology. Phau ntawv rau beginner copywriters tuaj yeem qhia kev kos duab ntawm kev sau ntawv rau txhua tus. Qhov tseem ceeb tsuas yog ua raws li cov lus qhia thiab xyaum.

phau ntawv yuav qhia dab tsi?

txhawm rau txhim kho kev ua haujlwm zoo, tus neeg yuav tsum kawm paub cov lus zais ntawm tus kws sau ntawv. Kev kawm tus kheej yuav tso cai rau koj sau cov ntawv zoo thiab nkag siab zoo rau tib neeg, nrog rau nce qib ntawm cov nyiaj tau los. Nws tseem yuav pab kom nthuav tawm lub peev xwm zais ntawm phau ntawv luam tawm. Tom qab tag nrho, nws muaj peev xwm hais tias ib tug neeg muaj peev xwm muaj tswv yim. Cov ntaub ntawv tshaj lij ntawm kev sau ntawv yuav qhia:

• muaj peev xwm sau cov ntawv;
• cov ntsiab cai ua haujlwm ntawm kev cuam tshuam lub siab ntawm cov neeg siv;
• SEO text concepts;
• ntseeg;
• muag nrog lus.

Tsis tas li, cov phau ntawv yuav muaj txiaj ntsig zoo rau txhua tus neeg uas yuav tsum tau sau ua haujlwm txhawm rau kawm paub yuav ua li cas qhia txhua qhov nuances thiab cov lus piav qhia ntawm ua tiav cov haujlwm thiab cov haujlwm. Tom qab tag nrho, xws litsis yog txhua tus neeg ua haujlwm muaj khoom.

Required reading

Ntawm ntau qhov chaw ntawm cov ntaub ntawv, muaj cov haujlwm uas txhim kho cov ntawv nyeem hauv lub sijhawm luv luv. Cov Phau Ntawv Sau Tshaj Lij Tshaj Plaws:

• "Nyob zoo li lub neej." Phau ntawv no tau sau los ntawm Korney Chukovsky, yog ib tus zoo tshaj plaws stylists ntawm lub xyoo pua 20th. Nws txoj hauj lwm qhia txog cov teeb meem tshwm sim ntawm cov neeg sau ntawv tshiab, thiab kev saib xyuas tshwj xeeb yog them rau cov ncauj lus ntawm clericalism. Phau ntawv copywriting no yuav qhia koj paub yuav sau li cas. Qee txoj hauv kev, Txoj Kev Ua Neej Zoo ib yam li Nora Gal Txoj Lus Hais Txog Kev Nyob thiab Kev Tuag, yog li lawv yuav tsum tau nyeem tib lub sijhawm. Phau ntawv tuaj yeem rub tawm hauv online lossis yuav luam tawm.
• "Internet news journalism". Phau ntawv no los ntawm Alexander Amzin yog ib qho kev qhia zoo rau style. Nws yog tsim rau cov neeg uas sau ntawv, blog posts los yog social networks, cov ntaub ntawv luv luv. Tus sau muab lus qhia txog yuav ua li cas npaj cov txheej txheem ua haujlwm, cov qauv ntawm cov ntawv yuav tsum muaj, yuav ua li cas nthuav tawm cov khoom kom raug. Phau ntawv e-book yog dawb.
• "Lo lus ntawm txoj sia thiab tuag" los ntawm Nora Gal yog suav tias yog cov lus qhia zoo tshaj plaws rau kev sau tib neeg. Feem ntau cov tib neeg nrhiav kev tshuaj xyuas ntawm qee cov phau ntawv hais txog copywriting, tab sis tsis pom ib yam dab tsi tsim nyog. "Lo Lus Nyob thiab Tuag" yog cov ntaub ntawv muaj txiaj ntsig. Nws piav qhia txog qhov yuam kev ntawm cov neeg kho, cov neeg txhais lus, cov neeg sau xov xwm: clericalism, clichés, dubious turnovers, thiab hais txog. Txhua qhov kev ua yuam kev yog nrog cov lus pom thiab kev ua uas yuav zamua tsis tiav. Phau ntawv nyuaj nyeem vim muaj cov ntaub ntawv rov ua dua. Txawm li cas los xij, nws muaj peev xwm tso lub hauv paus rau kev sau ntawv zoo. Rau qee tus neeg, ib qho kev nyeem ntawv txaus los pib sau cov ntawv muaj peev xwm. Phau ntawv no tsuas muaj nyob rau hauv phau ntawv luam tawm xwb.
• "Tsis muaj dej. Yuav ua li cas sau cov lus thov thiab cov lus ceeb toom rau cov thawj coj saum toj kawg nkaus. Phau ntawv no tau sau los ntawm tus kws pab tswv yim ua lag luam Pavel Bezruchko. Nws piav qhia yuav ua li cas sau ntawv tshaj tawm, kev lag luam thiab cov ntawv luam tawm kom raug. Tus sau muab cov lus qhia tshwj xeeb txog yuav ua li cas kom tsis txhob rov ua dua thiab cov ntaub ntawv tsis tsim nyog. Phau ntawv no tau sau cov lus yuam kev uas cov tshaj tawm thiab cov neeg sau xov xwm ua. Cov style nyob rau hauv nws yog tib yam li Pavel xav pom cov ntawv los ntawm copywriters. Koj tuaj yeem yuav nws tsuas yog hauv hluav taws xob version.

Cov phau ntawv no yuav tsum tau nyeem rau txhua tus kws sau ntawv. Txawm tias ib tug neeg muaj kev paub dhau los yuav kawm qee yam tshiab los ntawm lawv. Dab tsi hauv qab no yog cov phau ntawv copywriting zoo tshaj plaws rau cov pib tshiab. Lawv yuav txhawb nqa cov kev paub uas tau txais los ntawm cov ntaub ntawv no. Ua tsaug rau kev xaiv cov phau ntawv thiab cov phau ntawv hais txog copywriting, ib tug neeg tuaj yeem tshem tawm cov lus tsis tsim nyog hauv lawv cov ntawv. Thiab kuj tau txais qee qhov kev txawj ntse.

Copywriter Treasure

Txawm tias lub vev xaib yooj yim ua tsis tau yam tsis muaj cov ntawv nthuav dav. Elina Slobodyanyuk tau sau ib qho zoo tshaj plaws copywriting phau ntawv rau kev ua tiav txoj haujlwm nce qib. Tom qab nyeem phau ntawv, tus neeg yuav paub cov ntsiab cai ntawm kev ua haujlwm nrog cov kab lus, cov lus thiab cov ntawv. Nws txheeb xyuas qhov yuam kev ntawm cov neeg sau ntawv tshiab. Tus sau kuj tseem sau cov ntawv sau tau zoo ua piv txwv. Nyob rau hauv tus txheej txheem ntawm kev nyeem ntawv, ib tug neeg yuav kawm nrhiav kev ua yuam kev thiab ntsuam xyuaskuv txoj hauj lwm. Qhov no ua tau ua tsaug rau cov txheej txheem tau piav qhia hauv phau ntawv.

Tshwmsim ntawm tus neeg sawv cev tshaj tawm

Tus Sau David Ogilvy yog ib tus tshaj tawm tshaj tawm. Tus txiv neej txawm yog inducted rau hauv US Advertising Hall of Fame. Hauv nws thawj phau ntawv, nws hais txog lub neej ntawm ib tug txiv neej uas koom nrog kev tshaj tawm. Muab cov lus qhia tshwj xeeb ntawm yuav ua li cas thiaj li nyiam cov neeg siv khoom thiab cov neeg nyeem, yuav ua li cas them nqi rau kev tshaj tawm kev tshaj tawm, yuav ua li cas siv ntau yam txuj ci stylistic. Lub hom phiaj ntawm phau ntawv yog nyob ntawm cov ntsiab cai ntawm kev tshaj tawm thiab sau cov ntawv cuam tshuam. Yog li ntawd, txhua tus kws sau ntawv, tus neeg lag luam, tus tshaj tawm yuav tsum kawm nws. David Ogilvy kuj tseem muaj ntau cov ntawv nyeem uas qhia txog kev muag khoom siv tes ua, xws li Kev Sau Ntawv Muag Khoom, ib phau ntawv uas tso cai rau koj los sau cov ntawv cuam tshuam. Feem ntau ntawm cov tshooj nyob rau hauv nws yog cov tswv yim qhia uas yuav siv tau nyob rau hauv xyaum. Ogilvie qhia nyob rau hauv nws yuav ua li cas sau ntawv xov xwm, dab tsi koj yuav tsum tau them sai sai rau thaum sau. Tag nrho nws tej hauj lwm yuav pab tau rau txhua tus kws sau ntawv.

Cov ntsiab lus, kev lag luam thiab pob zeb thiab yob

Feem ntau cov lag luam hauv Is Taws Nem paub tus sau Denis Kaplunov ua ntej. Nws sau ntawv muaj txiaj ntsig zoo rau tus kws sau ntawv. Qhia koj tus kheej kev paub thiab cov lus qhia rau kev tsim cov ntawv. Los ntawm phau ntawv, tus neeg tuaj yeem kawm txog kev xav ntawm kev tsim ntau hom ntawv: cov ntawv, xov xwm, infographics thiab ntau dua. Tom qab nyeem ntawv, tus sau yuav ua kom muaj peev xwm sau cov ntawv nyeem tau, kev nkag siab ntawm cov ntsiab lus yuav tshwm sim.

Sergey Bernadsky,"Muag Ntawv"

Kev sau ntawv yog npaj los txhawb cov kev pabcuam thiab cov khoom lag luam rau kev muag khoom ntxiv. Kev nthuav qhia zoo nkauj ntawm cov khoom siv yog qhov thib ob. Txawm li cas los xij, qhov kev ua haujlwm no yuav tsis txaus siab rau cov neeg siv khoom. Sergey Bernadsky piav qhia txog yuav ua li cas cuam tshuam kev xav thiab tham txog cov txheej txheem kev tshaj lij ntawm cov neeg lag luam. Nws txoj haujlwm yuav tsum tau suav nrog hauv cov npe ntawm cov phau ntawv zoo tshaj plaws ntawm kev sau ntawv. Rau cov pib tshiab, nws muaj ntau cov ntaub ntawv tseem ceeb: cov tswv yim ntawm cov neeg tshaj tawm thiab cov neeg lag luam thiab cov lus qhia ntawm kev siv qee cov lus.

“Copywriting. Cas tsis noj dev"

Tus kws sau ntawv tau sau ntau cov lus zais thiab cov tswv yim uas ua rau muaj txiaj ntsig zoo ntawm cov ntaub ntawv nthuav tawm. Tus nyeem ntawv yuav kawm paub tsim cov ntawv zoo yog tias nws ua raws li cov lus qhia thiab siv nws txoj kev xav. Dmitry Kot hauv txhua tshooj tshuaj xyuas cov txheej txheem sau ntawv tshaj tawm. Feem ntau ntawm cov lus pom zoo yuav tsum tau xyaum, tsis tshua muaj kev xav hauv phau ntawv. Tom qab cov tshooj, tus nyeem ntawv yuav tsum ua kom tiav ib txoj hauj lwm kom ntxiv dag zog rau cov khoom siv. Koj tuaj yeem ntseeg Dmitry, vim tias nws muaj ntau txoj haujlwm ua tiav, cov lus zais uas nws tau qhia hauv phau ntawv no.

77 secrets of copywriting

Andy Parabellum hu nws txoj haujlwm ntawd vim yog vim li cas. Phau ntawv yeej muaj 77 lub tswv yim rau kev sau cov ntawv zoo thiab nco tau. Nws yog qhov me me thiab tsis muaj cov ntaub ntawv tsis tsim nyog. Tus nyeem tom qab txhua tshooj yuav siv tau cov kev paub uas tau txais. Tom qab nyeem ntawv, ib tug neeg yuav paub cov yam ntxwv ntawm copywriting thiab muag.lus.

The SEO Copywriter's First Book

tsab ntawv no piav qhia txog cov lus zais ntawm kev tsim cov ntawv uas pom los ntawm kev tshawb nrhiav neeg hlau. Yav dhau los, cov kws tshaj lij tsim cov ntawv nyeem tsis tau, lawv tsuas yog mloog cov lus tseem ceeb xwb. Txawm li cas los xij, cov ntsiab lus tsis tuav tus neeg siv lub siab. Tsis tas li ntawd, lub sijhawm tau hloov pauv, thiab cov kev xav tau tam sim no txawv kiag li. Phau ntawv piav qhia yuav ua li cas thiaj tsim tau SEO ntawv rau cov neeg nyeem niaj hnub no. Nws muaj txiaj ntsig zoo rau cov pib tshiab thiab cov kws tshaj lij.

Lee Odden, Muag Khoom

Kev saib xyuas zoo yog them rau kev sib tham, lawv muaj qhov hnyav rau cov neeg lag luam. Lee Odden coj qhov no mus rau hauv tus account thiab tsim cov lus qhia rau kev nce qib hauv Is Taws Nem. Nws tham txog yuav ua li cas sau ntawv rau kev muag khoom zoo. Phau ntawv yuav qhia koj yuav ua li cas los tsim ib lub tswv yim kev lag luam thiab txhawb txhua qhov blog nrog cov lus.

Copywriting: texts that sell

Daim ntawv qhia no piav qhia txog kev lag luam niaj hnub hauv kev yooj yim. Tus nyeem ntawv yuav txheeb xyuas tag nrho cov ntsiab lus uas nyob ib puag ncig nws. Cov lus tshaj tawm, kev tshaj tawm, muag cov ntawv - tag nrho cov no yuav pib nkag mus tau thiab nkag siab rau tus neeg. Zarina Sudorgina tsom ntsoov rau cov ntawv muaj txiaj ntsig thiab kev xav. Cov ntsiab lus no tuav cov neeg tuaj saib tau ntev.

Xaiv lub npe thiab txhua yam hais txog npe

Titles yog ib feem tseem ceeb ntawm tus kws sau ntawv cov txheej txheem muaj tswv yim. Tom qab tag nrho, txij li thaumsau cov xov xwm ntxim nyiam uas tus sau ntsib txhua hnub. Neil Taylor tham txog yuav ua li cas cov kws tshaj lij sau cov npe uas cov neeg siv teb rau. Nws kuj qhia cov lus dag kom nce tus naj npawb nyeem ntawm kab lus. Yog li ntawd, nws cov ntawv tshaj tawm ua tiav kaum phau ntawv zoo tshaj plaws ntawm kev sau ntawv. Tsis tas li ntawd, nws cov khoom raug nthuav tawm yam tsis muaj cov ntaub ntawv tsim nyog thiab ua lus yooj yim.

Nyeem ntxiv

Ntxiv rau cov ntaub ntawv tshaj lij, tus kws tshaj lij yuav tsum tau nyeem cov ntawv tseeb. Qhov no yuav nthuav koj lub qab ntug thiab ntxiv cov nyiaj khaws tseg ntawm cov tswv yim rau kev tsim ntawv. Tus kws sau ntawv yuav tsum tau nyeem cov ntawv sau ua ke txhawm rau txhawm rau kos cov kev ua tiav thiab cov kab lus. Cov phau ntawv txawv teb chaws tsis tuaj yeem muab qhov no, lawv raug txhais txaus ntshai. Nyeem cov classics yog qhov zoo rau kev sau ntawv. Daim ntawv teev cov phau ntawv ntxiv rau tus kws sau ntawv:

• Artworks los ntawm Anton Chekhov. Ntau yam haujlwm ntawm tus txiv neej no tau tsim kev tshaj lij. Nws tau ua ke ntau txoj haujlwm kom tau nyiaj. Chekhov yuav tsum tau npaj cov ntawv npaj rau cov ntawv xov xwm raws sijhawm thiab coj mus rau hauv tus account lawv hom. Qhov no nteg nws tus kheej style nyob rau hauv nws - luv luv, kev xav thiab nco. Tag nrho nws cov ntawv nyeem tau yooj yim nyeem, muaj cov qauv zoo heev thiab cov lus piav qhia. Kev nyeem ntawv Anton Chekhov txhim kho hauv copywriters ib qho kev nthuav qhia zoo nkauj thiab yooj yim ntawm kev xav hauv cov ntawv nyeem. Rau cov neeg ua haujlwm nrog cov ntawv nyeem, nws raug nquahu kom paub koj tus kheej nrog txhua tus kws sau ntawv ua haujlwm.
• Creativity ntawm Sergey Dovlatov. Tus txiv neej no tau suav tias yog tus stylist zoo tshaj plaws ntawm lub xyoo pua 20th. Nws cov ntawv thaum xub thawj siab ib muag zoo li yooj yim thiab nkag siab rau cov neeg nyeem. Txawm li cas los xij, xws liQhov tshwm sim yog cov txiv hmab txiv ntoo ntawm kev ua haujlwm hnyav. Sergei Dovlatov tau hais tias nws rov sau ntau cov ntawv hauv lub hlis. Nws tsis tau nres ntawm qhov ua tiav thiab xav ua kom cov haujlwm zoo dua thiab zoo dua. Qee zaum Dovlatov tau teeb tsa nws tus kheej ua haujlwm nyuaj, piv txwv li, tsis muaj tib lo lus hauv kab lus tshiab. Ib tug neeg uas nyeem "Compromise" lossis "Reserve" yuav kawm txog qhov brevity thiab muaj peev xwm ntawm tsab ntawv. Cov hauj lwm ntawm tus kws sau ntawv no zoo siab rov nyeem dua txhua zaus.
• Steve Krug phau ntawv Don't Make Me Think. Nws yog tsim los kom txhua tus thawj coj lossis tus neeg lag luam tuaj yeem nyeem tau sai. Txawm li cas los xij, phau ntawv sau tau zoo heev uas nws pom zoo kom nyeem rau txhua tus sau. Nws qhia li cas cov ntawv muab tso rau hauv ntau qhov chaw. Qhov no txhawb nqa los ntawm cov duab kos thiab cov lus piav qhia. Steve Krug tham txog yuav ua li cas los txhim kho kev nyeem ntawv thiab kev nkag siab ntawm cov ntaub ntawv ntawm cov neeg siv.
• William Zinser, Yuav sau ntawv zoo li cas. Phau ntawv no rau cov neeg ua haujlwm nrog cov ntawv nyeem tau rov luam tawm txog 30 zaug. William piav qhia meej tias cov khoom tsis yog ntawv tseeb raug tsim li cas. Phau ntawv muaj ntu uas hais txog cov yam ntxwv ntawm kev sau ntawv memoirs, cov ntawv lag luam, blogs mus ncig, thiab lwm yam. Nyob rau hauv nws, txhua tshooj pab sau ntawv tsis yog tsuas yog beginners, tab sis kuj cov tub txawg.
• Stephen King Yuav sau phau ntawv li cas. Memoirs txog cov khoom siv tes ua. Tus kws sau ntawv no paub yuav luag txhua tus neeg rau nws cov thrillers. King qhia nws cov kev paub sau ntawv thiab dab tsi tuaj yeem pab koj ua haujlwm tau zoo. Koj yeej yuav tsum ntseeg tus sau, vim hais tias ua tsaug rau kev sau ntawv, nws tau txais lub ntiaj tebnrov. Hauv qee tshooj, ib tug neeg tuaj yeem kos ntau qhov kev txhawb siab. Steven qhia txog zaj dab neeg thiab cov ntawv yuav txhim kho li cas kom nws txaus siab rau tus neeg nyeem.
• Korney Chukovsky's "High Art" ua kom pom tseeb rau tus neeg tias tus txhais lus yog dab tsi. Thaum xub thawj siab ib muag, lub ntsiab lus no zoo li tho txawv. Txawm li cas los xij, Chukovsky nthuav tawm cov ntaub ntawv hauv txoj hauv kev uas nws nyuaj kom tsis txhob nyeem ntawv. "High Art" yog cov lus qhia zoo rau cov style. Ua tsaug rau kev nyeem ntawv, tus neeg yuav muaj lub tswv yim txog kev ua haujlwm ntawm tus neeg txhais lus thiab sau cov ntawv kom raug.
• "Hypnotic advertising texts". Joe Vitale yog ib tug txiv neej uas muaj peev xwm kis tau nrog kev muaj tswv yim. Yog tias koj ua raws li nws cov lus qhia, koj tuaj yeem kawm sai sai los tsim cov lus hais thiab cov ntawv ua lag luam. Joe Vitale muaj cov nkauj zoo heev, yog li koj tuaj yeem ntseeg nws. Nws yuav qhia koj paub tsim cov ntsiab lus hypnotic.

Ib tug neeg nyeem tuaj yeem cuam tshuam tib neeg lub siab thiab kev ntxias. Ua tsaug rau cov phau ntawv zoo tshaj plaws ntawm copywriting, koj tuaj yeem kawm: style, zoo muag, sau cov ntawv nthuav. Kev kawm muaj rau txhua tus, thiab yog tias ib tug neeg xav tau kev sau ntawv rau kev ua haujlwm, ces koj yuav tsum paub koj tus kheej nrog qee qhov kev tshaj tawm.