Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Copywriting Clase 5 Redacción Creativa

788 views

Published on

Universidad de Costa Rica
Escuela de Ciencias de la Comunicación Colectiva
Publicidad
Laura Montero

Published in: Education
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download Full EPUB Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download Full doc Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download PDF EBOOK here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download EPUB Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download doc Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Copywriting Clase 5 Redacción Creativa

  1. 1. Universidad de Costa Rica Escuela de Ciencias de la Comunicación Colectiva Publicidad Marzo 2015
  2. 2. C-4002 Redacción Creativa
  3. 3. Los Pilares del Copywriting
  4. 4. La palabra copywriting no tiene una definición concreta y definida, solo “redacción de textos publicitarios”, pero esta palabra abarca mucho más que eso. El copywriting va de la habilidad y arte que se tenga para redactar textos, mensajes, informaciones, etc., que conecten con el usuario influyendo así en tomar una determinada acción. Muchos pueden pensar que es muy fácil encontrar las palabras que puedan seducir al usuario, pero esto va más allá de solo palabras, sino de la selección de las mismas que formarán el mensaje que queremos transmitir, lo cual es algo bastante complejo de lograr ¿Qué es el Copywriting?
  5. 5. • El copywriting abarca muchas funciones y/o finalidades. Este puede ayudar desde mejorar la relación de la marca con su comunidad, conectar mejor con los usuarios, aumentar conversiones y tráfico, mejorar la presencia online, aumentar influencia, entre otros. • Dentro de las funciones más destacadas y por las cuales se enfocan más las marcas, comunidades, personas y demás en usar un buen copywriting, son: 1. Saber vender y vender más 2. Saber persuadir 3. Saber influenciar 4. Saber conectar directa y personalmente 5. Saber el arte y poder de las palabras ¿Para qué sirve el Copywriting?
  6. 6. •Problema •Solución •Beneficios •Utilidad •Acción Pilares del Copywriting
  7. 7. PROBLEMA ¿Cuál es el mayor problema que enfrenta tu marca?. ¿Cómo puedes saber qué problema tiene tu marca?. •Haz encuestas •Haz preguntas directas •Haz pruebas A/B •Haz análisis de lo qué te dice la audiencia
  8. 8. SOLUCION ¿Por qué el consumidor ha de comprarte esta marca o aquella? Consejos para cuando se vaya a mostrar la solución: •Sé claro con lo qué ofreces •Describe brevemente •Destaca lo más importante •Se específico •Destaca los más importantes
  9. 9. SOLUCION ¿Por qué el consumidor ha de comprarte esta marca o aquella? Consejos para cuando se vaya a mostrar la solución: •Sé claro con lo qué ofreces •Describe brevemente •Destaca lo más importante •Se específico •Destaca los más importantes
  10. 10. BENEFICIO • ¿Qué beneficios va a traerle eso al consumidor? Consejos: • Se específico • Destaca los más importantes
  11. 11. UTILIDAD ¿Por qué tiene que elegir tu marca sobre la competencia? La mejor manera de mostrar la utilidad de la propuesta, es enseñando qué hace diferente y única a la marca. He aquí algunos consejos que te ayudarán: •Muéstrate tal y cómo eres •Sé transparente y firme a la identidad de tu marca •Usa palabras clave •Sé específico y directo
  12. 12. ACCION • CTA (llamada a la acción). He aquí algunos consejos imprescindibles que te ayudarán: • Haz que tu CTA sea de buen tamaño • Elige colores y un diseño atractivo y llamativo (pero entendible) • Utiliza siempre verbos (Comprar ahora, Regístrate ya, Adquirir ahora, Ir a la página, Suscribirme, etc.)
  13. 13. ERRORES QUE DEBE EVITAR COPYWRITER • Dices demasiado o muy poco. • Dices un montón de información, sin decir absolutamente nada. • No estas hablando con la persona indicada (audiencia). • Solo hablas de TI (la marca).
  14. 14. 5 MANDAMIENTOS DE DAVID OGILVY 1.“ Tu rol es vender, no dejes que nada te distraiga del único propósito de la publicidad.” Si quieres que la gente compre tu producto, debes explicarle lo más breve y sencillamente posible qué vendes y cómo comprando ese producto, sus vidas van a mejorar. La gente no tiene mucho tiempo para pensar, por lo tanto, si piensas que debes sorprenderlo con tus palabras y creatividad, puedes hacerlo, pero nunca lo hagas a expensas de lograr la venta.
  15. 15. 5 MANDAMIENTOS DE DAVID OGILVY
  16. 16. 5 MANDAMIENTOS DE DAVID OGILVY 2.“Define claramente tu posicionamiento: ¿Qué y para quién?”. Posicionamiento es un término curioso, que en las propias palabras del gran maestro de la publicidad, tiene una definición distinta. Ogilvy piensa así: qué es el producto y para quién estará posicionado.
  17. 17. 5 MANDAMIENTOS DE DAVID OGILVY
  18. 18. 5 MANDAMIENTOS DE DAVID OGILVY 3.”Haz tu tarea. Estudia detalladamente a tu consumidor.” •Los publicistas que ignoran la investigación, son tan peligrosos como los generales que ignoran las señales del enemigo”. •Tiene como idea central, que si no sabes con quién estás hablando, entonces sólo estarás fingiendo, y eso te llevará a más problemas de los que imaginas. Jamás podrás escribir un titular efectivo, si ignoras lo siguiente: – ¿A quién diriges tu mensaje? – ¿Cómo piensa esa persona? – ¿Qué necesita?
  19. 19. 5 MANDAMIENTOS DE DAVID OGILVY
  20. 20. 5 MANDAMIENTOS DE DAVID OGILVY 4.“Piensa en el consumidor como tu mujer, ella quiere toda la información que puedas darle”. •Una importante lección que debemos tener en cuenta al redactar y comunicar: no subestimes al consumidor. No tomes a tu audiencia como “tonta”, valórala como si fuera tu esposa. •“El consumidor no es un idiota, es tu mujer. Estás insultando su inteligencia si crees que con un lindo logotipo y un par de adjetivos insulsos, la vas a convencer de que compre. Ella quiere toda la información que puedas darle ”
  21. 21. 5 MANDAMIENTOS DE DAVID OGILVY 5.“Háblales con el lenguaje que usan cotidianamente”. Háblale a tu audiencia de una forma en la que te sientan como alguien cercano, que está sentado en la silla frente tuyo. Al mismo tiempo, cuando te dirijas a tu público: “dirígete a tus lectores como si estuvieras escribiéndole una carta en nombre de tu cliente” – dijo este hito de la publicidad. “Háblales con el lenguaje que usan cotidianamente”.
  22. 22. 5 MANDAMIENTOS DE DAVID OGILVY 5.“Háblales con el lenguaje que usan cotidianamente”. Háblale a tu audiencia de una forma en la que te sientan como alguien cercano, que está sentado en la silla frente tuyo. Al mismo tiempo, cuando te dirijas a tu público: “dirígete a tus lectores como si estuvieras escribiéndole una carta en nombre de tu cliente” – dijo este hito de la publicidad. “Háblales con el lenguaje que usan cotidianamente”.
  23. 23. PRACTICA CHISTE CREACION
  24. 24. PRACTICA AGENCIA ¿Qué cuentas llevan?

×