Читать книгу Metacopywriting. Mindfulness in advertising text - Natalia Maiorova - Страница 2
Оглавление“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’.”
“The second is you (2nd person), so it is a dissociation from ourselves and an attempt to imagine: what if I am in someone else’s body. It is not ‘If I were you’, but ‘I am you’.”
“If you want to buy some bread and butter in a shop without self-service, you just ask for bread and butter.”
“Some people really do not know what they want to say, which is why they spend hours in front of a blank sheet of paper.”
“If it is hard it means you are doing something wrong. It should not be hard.”
“Nonverbals of the text are something between the lines or beyond them. It is a metamessage. Managing your own metamessage in the text is metacopywriting.”
“People will criticize. They write to me privately saying I wrote a shameful text. – Really? Do you think it is not a shame to write such things to another person?”
“It is very important to bring your interest to everything you do, but the only way to become interested is to invest your attention. You cannot love anything if you do not pay attention to it.”
Hello, I am Nataly, I currently live in Berlin and this is my english edition of the original book ‘Metacopywriting’ in Russian. I write for business since 2010 and teach people how to write since 2014. I founded a private school of copywriting and narrative coaching and I use the method I called metacopywriting.
At first, it was called neurocopywriting, from NLP (Neuro-Linguistic Programming), but I completely switched to a term ‘metacopywriting’, because historically NLP is a wrong name. There is no direct connection with brain or neurons, but it is about ‘meta’, a prefix meaning more comprehensive or transcending.
However the name ‘neurocopywriting’ is quite trendy (especially in Russia), so my website is still called neurocopywriting.ru.
It was pretty difficult to translate such a specific text, because I work only in my native language, so thanks to my editors I hope I did well. But if you think there is a mistake or a blooper, please feel free to contact me.
