Write short, but precisely. So I did. This book is full of rules, tips and theory of copywriting, which you can read in just 40 minutes. You can reread it later, and I am pretty sure you will keep discovering new things.What is neurocopywriting? How to write hypnotic advertising texts? What is the difference between benefits and advantages? What is benefits of benefits? And how to start writing without inspiration and ideas?So, let’s read and find out!
Оглавление
Natalia Maiorova. Metacopywriting. Mindfulness in advertising text
Mindfulness in copywriting
Beliefs
Right state and comfortable position
Information and meaning
Live language
Rhythm
Composition
METACOPYWRITING
Adapting
Metamessage
Logical levels
Environment benefits: people and places
Behaviour benefits: action, activities
Ability benefits: new skills
Beliefs and values benefits
Identity benefits
Mission: what for
Manipulate or not?
The mechanical use of ‘neuro’constructions
Metamodel
Deletion
Distortions
Generalizations
Single-word Patterns
Nominalisation – Verbal Nouns
Unspecific Verbs
Lost Perfomative/ Impersonal statements
Modal operators
Universal quantitative
Undefined criteria
Mixed examples of single-word patterns
Phrase Patterns
Mind reading
Presupposition
Complex equivalents
Causes and effects
What was it
Отрывок из книги
“In Russian the word ‘benefit’ started so to say from ‘you’ – выгода [vygoda], вы [vy]. Let’s try the calque ‘yousage’ – how you can use it: ‘you will get…’, ‘you will feel…’, ‘you will notice…’.”
“Benefits and advantages are not the same thing, at least in marketing. Advantages are what we have. Benefits are what people can get from the advantages. For example: ‘We are located in the city centre’. This is an advantage. But the consequence: ‘You can easily find us’.”
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– How could you possibly be patient if you are not even interested in the things you are doing? You cannot write about something you are not interested in. If the author is not interested in his/her text, surely nobody else will be interested in it.
