10 old and new dogma in copywriting, which can be challenged

Article without entry is impossible

Dogmas are provisions that do not require proof. With dogmas (or "dogmas") it is more convenient at first: while you are an amateur, a beginner, a neophyte. Further, dogmas begin to constrain the flight of fantasy, to deprive the search for creative solutions, to narrow the corridor of possibilities. Computer shooters began as dogmas: the corridor adventures were a slaughterhouse in a linear scenario. Then came the open worlds, where it was possible not to carry out tasks at all and not even to kill anyone, but still having fun.

What is wrong with dogmas?

Dogmas freeze like glue: in spite of any discoveries and new experience glue has dried up, nothing can be improved in the product.

Beat maker example

Newcomers to electronic music are looking for a superprogram, an enhancement plugin, to create high-quality sound right away. But every beatmaker (pacemaker) knows what a music editor is to open for the first time: you have a blank screen in front of you, a blank sheet! This is an unknown universe. You need simple rules to create a tolerable sound: on a bass compressor, on a voice reverb. It will take years to do something differently, but in the clever application of both dogma and experimentation lies professionalism.

Read also: Black Copywriting: How to Surely Finish an Audience Using Low-Quality Texts

Dogmats in copywriting

Copywriting is full of disputes, always: from the name and status of the profession to the key provisions. This is good, this is life. Also, copywriting, like any discipline with history, is full of dogma. Today we will look at some from a new angle, without disputing their importance and credibility.

10 old and new dogma in copywriting, which can be challenged

1. Text formulas should not be changed

It is time for eclecticism.

People read diagonally, herringbone, tops, Fengshui, flipping to the end. Each case is individual. Juggle the formulas as you want! Start c reviews? Easy! Make a long introduction to the story? Start with CTA? You can use everything! Formulas can be changed, rearranged, remixed and forgotten about them. Just know why you are doing this. And whether you are so experienced author, to abandon the formulas or alchemy your own.

Kodovye formulas are read by almost all. Mix them without losing the logic of reading. Landing is generally a field of experiments - sow everything there, let all the flowers grow. Usually on the landing page text and video reviews. Do the opposite: text reviews, and pack all the texts on the page into a documentary.

Write articles on selling formulas, commercial proposals - in the form of an article, if the target audience does not accept direct advertising, as in the area of ​​helping practices.

Such freedom is simply admiring.

See also: Creating text from "A" to "Z": how to write, optimize and impose an article

2. Infostil - the most useful

With one reservation: mad drying is canceled.

Infostyle is the most useful. But does a restaurant visitor always want healthy products? Hey, what about pizza with bacon?

Each "himself Glavred". Take responsibility, not a tool. There are a dozen official writing styles and a thousand individual ones. Salt improves everything except fruit salad. This has already been written, I will not repeat.

Delegate. Believe your doctor, instructor and copywriter. Where to strike with a hammer, and where to whistle with a swearing - decides the one to whom you pay money for it.

See also: Why do copywriters dislike Ilyahov?

3. Clerical should be avoided like the plague.

There is a word "must".

Usually it is necessary: ​​to write simply, convincingly, strongly, respectfully. Sometimes - patterned, spatially, tongue-tied, multi-storey.

This is an inevitable evil. You come to the post office. Everything is slow and rude there. You write requests to officials - and they “hear” only their format. You can fight this evil, but you can master its language. More on this in the article "5 texts, where the office is appropriate."

See also: Conversion killers: 7 phrases, after which users leave your site

4. In B2B write only solid

A solid approach for respectable gentlemen.

Old song for the main. As in B2C, in some places the manipulation of manipulation, poking, familiarity and trespassing is taken, so in B2B communications, Boss life sometimes begins. "You" with a capital letter, the ceremony of greeting a respected decision maker in three paragraphs, everything is so orderly, sedately, that Chekhov would be inspired. Sometimes this, by the way, is justified, I said this.

But in general, we always remember that behind the glass of the general, executive, chief and responsible sits the same normal person. I noticed that just the official cold letters do not pass the filter. And if you write in a comradely way, but with respect, they answer more willingly. This is especially true of those addressees who are moaning from official employment at work, and they already have a difficult time in writing with a colleague, a journalist or a freelancer on “You”, they want to breathe freely.

See also: There are a little more than 35,000 normal clients in RuNet. What to do with the rest?

5. All brand names should be written accurately, English should not be declined.

"A Florida resident burned his pants with a defective iPhone."

He worked in places where you should always write like this: iPhone. Without declination. Foreign letters of different heights just like on a box, so that transatlantic punishment did not come.

Cargo cult! You speak with people, but do not pray to the gods. There is no sacrilege to write an iPhone - without English letters, without quotes, damn, be sure to "herringbone"! Especially when you are a microbusiness and nobody will judge you. "Xerox" write? Here is the iPhone there too. Yes, and SEO thanks will tell you. For proximity to the people, convertible to transitions from the search.

And then snobbery - users are mistaken, tongue-tied, and we intelligently turn our nose away from sales. I have no other users for you.

6. Text as small as possible.

It depends. Generally yes, but what about the longrid?

People with great diligence read more articles. It's like sitting at a steak on a weekend after a week of fast food. Longrides - a challenge to modern inattention, detuning from content for the sake of a plan, a challenge to the fragmented consciousness of social networks. And so they are read. They are smaller books, but more articles.

See also: Which is better: longreads or short articles? Case "Texterra"

7. Separate content marketing and sales

Do not share.

If you have everything on one site, more precisely, in one blog or on one company page on Facebook (is it normal or better "on Facebook"?) - then why should you share it? You are not Tinkoff Magazine or a native something with a staff of authors and a couple of editors - you have no money for long-fashioned things like content marketing.

Therefore, it is not a shame to put a link to the "Buy" button at the end of your useful posts. You do not have two years to post articles. You need to sell and buy a subscription for fitness today. I myself am so. So take my advice and order the text from me.

Read also: Why content marketing still works: the opinions of 22 foreign experts

8. Rewrite is useless

It is useful.

It is needed when the texts are good, but their search engines began to look bad. Why change the message, start work again? Rewrite the texts. But his, not strangers. This is how to change a haircut. Highlight your uniqueness in a slightly new way. With likes of robots.

See also: 50 of the most worst mistakes of web copywriters

9. Literacy is always needed.

Need not.

In fact, literacy in tenth place. Many are illiterate. Many read inattentively. The rest is important what you say. Truly literacy is important after the third typo. A couple of mistakes will be forgiven by all but envious colleagues who are reading an article with a magnifying glass, trying to understand whether you can catch it this time in something.

See also: How to write without errors

10. Networks sell stories, not direct ads.

Do not sell.

Stories are good once or twice. Not every time. You read the profile of a person, and there is a story under a blueprint, and then the sale of something. "Somehow Masha and I argued about Kandelak's haircut ..." The eyes are already gliding towards the end of the post, and there, of course, is the advertisement of the barbershop.

Loaded with storytelling as advertising. It would even be interesting to give direct advertising in contrast. This is more honest and clearer, and so we’ve been flooded with information on Facebook, so we still have to read stories from the lives of strangers with a filter - "Is it not an advertisement in the storytelling genre?".

No, really! Write the selling text: "problem-solution-here, get it all." Like good old times.

See also: Who killed storytelling?

P.S. Minor piquant cases of lack of dogma in the letter

"You" and "you"

This appeal is also a tool. It is accepted for everyone to write “you”, but quite often you can also be “you” - when the addressee is fond of flattery, he is not marketing-savvy and sits on the Internet a little. Even not so, "in a global network the Internet". Well, you understand, the same “personal” letters with deep respect, expressed not in the increase of pensions, but in the pronoun “You” write to our grandmothers deputies.

"In Ukraine" or "In Ukraine"

We write to Ukrainians - we write "in Ukraine". We write to Russian - we write "in Ukraine". The same story with Belarus, Crimea, coffee Latte - you can prove for a long time to the person who owes you money, his political and lexical correctness, but communication at least makes it harder. Plus, get under the filter "friend or foe."

Vulgar fonts

What is wrong with large caption letters? The same as in bright red lipstick or stockings in the grid. Vulgar. Attracts attention. There are places where vulgarity is appropriate and aesthetically recognized. The choice is yours.

Watch the video: Copy ChiefBen Settle 30-Day Email Challenge (November 2019).


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