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MittagXperten: Let's talk about text, baby.

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Machen Sie einen besseren (ersten) Eindruck mit starken Worten, die Menschen überzeugen, Handlungen auslösen und mehr Produkte oder Dienstleistungen verkaufen. Roger Hausmann verrät Ihnen Tipps und Tricks, wie Sie mit Ihren Texten mehr erreichen.

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MittagXperten: Let's talk about text, baby.

  1. 1. MittagXperten: Let‘s talk about text, baby. Roger Hausmann 26. Oktober 2015
  2. 2. 1 Binsenwahrheit (für alle Lebensbereiche) 8 Tipps aus meiner Texterpraxis 4 Werkzeuge aus meiner Werkzeugkiste 3 Buchtipps aus meiner Fachbibliothek
  3. 3. Zuerst denken, dann schreiben. - Schreiben Sie nie ohne ein Briefing. - Die Zeit für das Briefing ist gut investiert. 1 Binsenweisheit
  4. 4. Was gehört für Sie in ein Text-Briefing?
  5. 5. - Ziele - Zielgruppen - Sprachstil und Tonalität - Botschaft - Inhalt - Nutzen für den Leser (Mehrwert) - gewünschte Handlung (Call to action) Ein einfachesText-Briefing
  6. 6. Wie schreiben Sie leicht verständlich?
  7. 7. Das Auge überträgt etwa 3,5 Zentimeter breite Blickpunkte an das Gehirn. Ist ein Wort länger, muss das Gehirn zu viele Daten zusammensetzen. Teilen Sie lange Wörter auf. Oder suchen Sie kürzere Synonyme. #1 Kurze Wörter
  8. 8. Unser Kurzzeitgedächtniskann sich etwa 18 Wörter zusammenhängend merken. Ist ein Satz länger, erinnern wir uns nicht mehr an seinen Anfang. Nur ein Gedanke pro Satz. Teilen Sie lange Sätze in mehrere kurze Sätze auf. #2 Kurze Sätze
  9. 9. Verben sind aktiv und erzählen Geschichten. Wir können uns Geschichten einfacher merken, weil sie spannend, emotional und lebendig sind. Verwenden Sie mehr Verben und weniger Substantive. Lösen Sie den Nominalstil auf. Und verwandeln Sie Passiv- in Aktivkonstruktionen. #3 Verben, Verben, Verben
  10. 10. Fachbegriffe sind für Fachleute sofort klar, weil sie im aktiven Wortschatz verankert sind. Aber nicht alle Besucherinnen und Besucher sind Fachleute. Verwenden Sie so viele Fachwörter wie nötig und so wenige wie möglich. Und erklären Sie Fachwörter, die sich nicht vermeiden lassen, verständlich. #4 Fachchinesisch
  11. 11. Zu viele Adjektive (Eigenschaftswörter) oder Adverbien (Umstandswörter) verwässern einen Text und verlieren ihre Kraft, weil sie sich konkurrieren. Und verzichten Sie auf Füllwörter wie «irgendwie» oder Floskeln wie «Weihnachten steht vor der Tür». Wählen Sie Adjektive und Adverbien bewusst und platzieren Sie sie gezielt dort, wo Sie eine Aussage verstärken wollen. floskelwolke.de #5 Adjektive und Adverbien
  12. 12. Fehler im Text beeinträchtigen die Verständlichkeit und können sogar den Sinn verändern. «Wir essen, Opa» ist nicht dasselbe wie «Wir essen Opa». Vier Augen sehen mehr als zwei, sechs sehen mehr als vier. Lassen Sie Ihre Texte von Kolleginnen oder Kollegen gegenlesen. Oder extern, wenn’s wichtig ist. duden.de #6 Schreiben Sie fehlerfrei
  13. 13. Wenn Sie Ihren Text laut lesen, spüren Sie sofort, ob er verständlich ist oder nicht. Lesen Sie jeden Text laut oder halblaut. Oder aktivieren Sie am Computer die Sprachausgabe und lassen Sie sich den Text (über Kopfhörer) vorlesen. #7 Verständlichkeit ist spürbar
  14. 14. Schon lange wollen Wissenschaftler messen, wie verständlich ein Text ist. Entscheidend sind qualitative Kriterien wie die Wirkung auf die Leser und quantitative Kriterien wie die Wort- und Satzlänge. Am bekanntesten ist die Formel von Rudolf Flesch aus dem Jahr 1948 : 206,835 – [1,015 x Satzlä̈nge] – [84,6 x Wortlä̈nge] #8 Verständlichkeit ist messbar
  15. 15. textinspektor.de/text_testen.php5 Wertet aus, wie verständlich ein Text ist. lemontree.de/schreibschule/wordcounter.php Sucht und zählt alle Füllwörter in einem Text. blablameter.de Misst, wie viel heisse Luft in einem Text steckt. wortliga.de/textanalyse Weist auf Stärken und Schwächen im Text hin. 4 Werkzeuge aus meinerWerkzeugkiste
  16. 16. - «Persuasive Copywriting» (Englisch) Andy Maslen; Kogan Page ISBN 978-0-7494-7399-0; 39.40 Franken - «The Copy Book» (Deutsch) D&AD; Taschen ISBN 978-3-8365-2833-7;54.90 Franken - «Text sells» (Deutsch) Reins, Classen und Czopf; Hermann Schmidt ISBN 978-3-87439-808-4; 66 Franken 3 Buchtipps aus meiner Fachbibliothek
  17. 17. Let‘s talk about text.

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