Kako da napišeš najbolji opis onoga što želiš da plasiraš ?!

U kojoj meri opisi toga što radiš ili usluga koje nudiš, zaista utiču na kvalitet odrađenog posla ?!

U praksi, ne postoji neki veliki procenat urađenih istraživanja da bi se na osnovu toga mogao definisati konkretan zaključak. Postoje podaci da čak 20% neuspešnih saradnji i interakcija izazivaju upravo nejasne poruke ili čak i nedostatak informacija o ključnoj stvari. Istovremeno, postoje usluge i proizvodi koji se dobro plasiraju zahvaljujući samo pravom naslovu ili fotografiji.

Da li to znači da je pravi opis ono što je zaista važno tu ?!

      Ispostavilo se da jeste. Opis je izuzetno važan.

Ipak, moraš da kažeš nešto o tome što radiš drugim ljudima. Zar ne ?!

Ljudi imaju tendenciju da gravitiraju prema određenim rečima kada planiraju neki vid interakcije sa sadržajem koji im nudiš. Dakle, u potpunosti je tačno da lošiji opis može potencijalno nekoga da odbije od tebe i od toga što radiš. Međutim, ako trenutno smatraš da nemaš baš najbolje opise, još uvek nije kasno da to ispraviš.

Možeš vrlo jednostavno da loš opis pretvoriš o onaj koji daje željene rezultate sa nekoliko manjih  efektnih poteza.

Razlike između dobrih i loših opisa (usluga ili proizvoda)

Šta je to što možeš pogrešno da uradiš ili napišeš, kada je u pitanju opis onoga što nudiš publici ?

To ustvari nema puno veze sa dužinom teksta ili sa puno lepih, a praznih reči koje bi eventualno mogao da koristiš dok pišeš nešto.

Glavni cilj trebalo bi da ti bude da jednostavno objasniš zašto je to što nudiš potrebno ljudima koji će pročitati tvoj tekst.

  Kada usluga ili proizvod priča sam za sebe, ti ne moraš da budeš puno rečit.

Potreban ti je takođe i odličan opis za nešto što bi možda moglo zbunjujuće da deluje na ljude koji prate tvoj rad. Opis bi trebalo da ima:

  • Jasno da objasni svoju namenu
  • Ponudi dodatnu vrednost ili neke benefite
  • Uključi sve neophodne i relevantne informacije

      Potencijalnim klijentima ponudi sve ono što im je u tom trenutku potrebno da znaju- ništa ni manje niti više od toga.

Loši opisi proizvoda stvaraju upravo suprotan efekat.

Razmišljaj o tome na ovaj način- Ukoliko pročitaš informacije o nečemu i dalje imaš nekih nedoumica i pitanja, onda to nije ono pravo što tražiš.

Definiši za koga pišeš, pre nego što počneš da pišeš

Dobar reklamni tekst počinje sa dobrim znanjem o ciljanoj publici. Za koga to pišeš ?!

Ako ne znaš ništa o potencijalnim klijentima, ne znaš koje informacije da uključiš u svoj tekst i šta da ponudiš publici. Imaj na umu da pišeš za ljude kojima su sve te informacije zaista i potrebne.

   Kada pišeš opisne tekstove, imaj na umu ljude za koje to pišeš i postavi sebi sledeća pitanja.

Da li su oni krajnji potrošači, odnosno, da li je usluga ili proizvod potreban njima ili su ga namenili za nekog drugog ?

  Koja je njihova demografija, godine, interesi ?

Koristi odlike i benefite kako bi motivisao ljude

Želećeš takođe da razmisliš i o samoj ličnosti svoje publike. Koja je njihova motivacija, šta je to što ih brine ?

Odgovori na ova pitanja diktiraće koje informacije treba da uključiš u ono što pišeš.

Dodavanje vrednosti zajedno sa karakteristikama onog što plasiraš, pravi je način pisanja odličnih reklamnih tekstova.

Kada pišeš imaj na umu i sledeće:

  • Ne moraš navesti svaku prednost i karakteristiku. Biće dovoljno da izabereš najviše tri benefita onoga što nudiš ljudima.
  • Objasni kako možeš da rešiš problem koji imaju ili da im pomogneš.
  • Imaj na umu i kakav je profil ličnosti tvoje publike. Ako smatraš da im je prioritet udobnost i sigurnost onoga o čemu pišeš, onda im pokaži da udobnost mogu da pronađu i kod tebe.

Obavezno navedi one karakteristike koje će da privuku tvoju ciljanu publiku.

Neka tvoje pisanje reflektuje tvoj stil

Možda si primetio kod drugih, primeri opisnih tekstova dosta zavise od brendova koje zastupaju.

I to je jako dobra stvar.

  Dobro napisan tekst trebalo bi da zvuči baš kao i Ti.

Da li je tvoj stil ili brend koji gradiš profesionalan ili više konverzacijski tip ? Da li voliš da u pisanje ubaciš dozu humora ili se držiš nekih svojih kriterijuma i pravila ponašanja ?!

Ono što pišeš mora da bude kohezivno i uverljivo.

To je ono kako želiš da tvoj stil zvuči !

Kreiraj liste u tekstu

Ako je moguće, uključi pisanje po tezama.

Ljudi vole da čitaju pregledne stvari.

U savremenom dobu, sa velikim brojem informacija, mali broj ljudi ima zaista vremena da pročita sve ono što se online piše. Oni prvo žele da pogledaju najvažnije detalje.

Pisanje po tezama ili tzv.lista, pruža jasan i koncizan način prikazivanja najvažnijih informacija.

Jednostavno zapisivanje teza predstavlja dobar početak, pogotovo ako ne treba da pišeš puno opisnog teksta.

Ali, postoje i drugi načini kako možeš ovaj način pisanja da iskoristiš za sebe. Ukoliko i neki duži tekst napišeš ovom tehnikom, možda neće biti nešto posebno inspirativan ali će svakako podstaći publiku na razmišljanje.

Ukoliko imaš tzv. listu u svom tekstu, to može da ima i vizuelni efekat, kako bi se održala pažnja na suštini onoga što imaš da kažeš. Čak i kada ljudi nemaju vremena da čitaju kompletan tekst koji si napisao, baciće pogled na listu u okviru njega i izabraće ono što im najviše odgovara.

Koristi moćne reči kako bi povećao ubedljivost

Poznati brend „Versace“ koristio je reč jedinstveno kako bi došao do većeg broja klijenata.

Određene tzv. uticajne reči mogu da ti pomognu da poboljšaš uverljivost teksta koji pišeš.

20 najuticajnijih reči su:

  • Iznenada
  • Sada
  • Najava
  • Predstavlja
  • Neverovatno
  • Senzacionalno
  • Revolucionarno
  • Čudo
  • Magično
  • Brzo
  • Požuri

       Da li bi obratio pažnju na tekst koji u sebi sadrži bar neku od ovih reči ?!

Reči imaju moć da utiču na tvoj stav prema nečemu.

Neka tvoj tekst bude dobro optimizovan

Reči koje ćeš da koristiš dok pišeš nisu važne samo za publiku. Važne su takođe i za SEO.

Prema nekim istraživanjima, ključne reči u opisu, pogotovo ako ih napišeš u formi liste, značajno će uticati na bolju rangiranost.

Da li to znači da će baš svaki put ovaj pristup dati odlične rezultate ?! Ne, verovatno neće.

Ova tehnika ne odnosi se baš na svaku ključnu reč koje se setiš tako da je teško definisati jedinstvenu formulu koja je primenljiva na sve.

Postavljanje ključnih reči na strateška mesta učiniće veću razliku u tekstu nego da ih samo ubaciš u ono što pišeš kroz formu liste.

Ključne reči u naslovu imaju veći uticaj na SEO nego kada se nalaze u samom tekstu.

Ipak, mnogi rezultati pretrage sadržaće i ključne reči u tekstu. Nema pravila.

Idealno bi bilo da koristiš iste ključne reči i u meta opisima i u opisu onoga što nudiš ljudima.

Ali i ako smatraš da možeš da ponudiš bolji opisni tekst pomoću kreativnih reči (bolje nego pomoću ključnih reči) onda svakako pokušaj i na taj način.

Pravi pristup za tebe je onaj koji tebi daje najbolje rezultate i pomaže ti da se najkreativnije izraziš.

*

     Naravno da ćeš se često susretati i sa odstupanjima od nekih utvrđenih pravila. Ipak, u većini slučajeva tekst treba da bude koncizan, jasan i da ističe suštinu.

Pokušaj da uključiš ključne reči koje su prijateljski prilagođene pretraživačima. Ako ne možeš da ih uklopiš u tekst, ubaci ih u naslov. Na kraju krajeva, želiš da ponudiš prave informacije ljudima koje interesuje to što radiš.

Ako jasno i detaljno kažeš ono što imaš, onda ne brini. Verovatno dobro radiš svoj posao. Drži se formule koja funkcioniše u tvom slučaju.

 Koji je tvoj najveći izazov sa kojim se suočavaš kada je reč o ovom tipu pisanja ?!

 

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    14. August 2018. at 13:59

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