Czy książki są niezbędne do tego, żeby rozwijać się jako copywriter? W końcu większość informacji znajdziesz w sieci. I to za darmo. Jest jednak coś, na co należy uważać. To weryfikowanie informacji. W internecie napisać można wszystko. Mimo to, wielu z nas wybiera to ryzykowne rozwiązanie, ignorując papierowe nośniki. Tymczasem od wielu lat prowadzone są badania nad efektywnością nauki z różnych źródeł. Kate Garland z University of Leicester udowodniła, że tekst czytany na papierze zapamiętujemy lepiej. Wyniki te potwierdziła Anne Mangen z norweskiego uniwersytetu w Stavanger. Jej badania wykazały również, że papierowy tekst czytamy szybciej.
Książki nie są niezbędne, ale mogą pomóc w skuteczniejszej nauce zawodu. Poniżej znajduje się lista 5 z nich, która jest kontynuacją pierwszej części artykułu o książkach do nauki copywritingu. Każda z nich porusza inny aspekt, dzięki czemu poznasz zawód copywritera z różnych perspektyw.
“Biblia webwritingu” Dariusz Puzyrkiewicz
W tej książce autor skupia się na tym, jak pisać, aby nie bać się sztucznej inteligencji. Pokazuje również sposoby, aby przykuć uwagę do naszego tekstu wśród setek przewijających się filmików i rolek. Tłumaczy, jak poznać swojego odbiorcę i zatrzymać go przy tekście. Za pomocą kilku metod można zaspokoić potrzeby czytelnika i wzbudzić w nim potrzebę działania. Puzyrkiewicz pokazuje, że sztuczna inteligencja nie jest zagrożeniem dla dobrego copywritera.
“Magia słów. Jak pisać teksty, które porwą tłumy” Joanna Wrycza-Bekier
To nie jest książka z dobrymi radami. Autorka wręcza nam instrukcję, jak pisać dobrze. Tłumaczy kiedy używać strony biernej, a kiedy czynnej. Jak manipulować tempem narracji, jak świadomie używać odpowiednich czasowników oraz metafor. Wskazuje błędy logiczne popełniane przez autorów i uczy, jak ich unikać, grać na emocjach i ożywiać tekst. Każde słowo jest ważne i musi coś wnosić! Przykładem jest problem jedzenia jabłka podczas rozmowy. Czy postać powinna je ugryźć przed wypowiedzią czy po? A może mówi niewyraźnie, wbijając zęby w owoc? Joanna Wrycza-Bekar pokazuje, jak ważne są niuanse i sposób przedstawiania sytuacji. Książka idealna na leniwe wieczory.
“SEO Poradnik o pozycjonowaniu stron dla początkujących” Robert Duda
Search Engine Optimization to dla wielu początkujących copywriterów jeden z trudniejszych zagadnień zawodu. Autor wprowadza nas w podstawowe zasady pozycjonowania. Tłumaczy, jak optymalizować treści i na co zwracać uwagę. Dodatkowo przedstawia kilka narzędzi, które pomagają analizować ruch na stronie t.j. Senuto, Screaming Frog czy Google Search Console. Analizuje wykorzystanie sztucznej inteligencji w pozycjonowaniu. Jest to książka dla wszystkich, którzy potrzebują szybkiego wdrożenia w podstawy SEO. Co istotne, została zaktualizowana do standardów z roku 2024. Autor ma na uwadze zmieniającą się rzeczywistość i kładzie nacisk na szybki rozwój sztucznej inteligencji oraz algorytmów przeglądarek. Daje nam narzędzia, dzięki którym mamy możliwość monitorowania zachodzących zmian.
“Zrozumieć marketing” Marek Piasek, Artur Jabłoński
Jeśli chcemy zająć się sprzedażą oraz reklamą, podstawy marketingu mogą okazać się kluczowe do wgłębienia się w tę specjalizację. Autorzy dzielą się wiedzą na temat sposobów sprzedaży. Od szczegółowej analizy grupy docelowej, po środki promocji, kampanie reklamowe, i na koniec, metodę tzw. Lejka marketingowego, czyli 4 etapy prowadzące do zakupu: świadomość, rozważanie, konwersję oraz retencję.
“Siła Lucyfera. Ciemna strona copywritingu” Dariusz Puzyrkiewicz
Znowu Puzyrkiewicz, jednak w zupełnie innej odsłonie. W tej książce nie znajdziesz odpowiedzi. To autor zadaje pytania, balansując na granicy przyzwoitości. Rozważa, jak pobudzić klienta do działania, używając negatywnych emocji tj. szantaż czy wyrzuty sumienia. Przez całą książkę przewija się pytanie: gdzie kończy się manipulacja, a zaczyna kłamstwo?
Autor stawia się w świetle butnego, kontrowersyjnego, ale świetnego copywritera i udowadnia, że te metody działają. Jednak wciąż pamiętając o swojej naczelnej zasadzie: “Nie kłam”. Dariusz Puzyrkiewicz rzuca nam wyzwanie, kusząc słowami: “Pokażę Ci głębszy wymiar strachu”.
Co dalej z tymi książkami?
Postaw je na półce i miej zawsze pod ręką. Wracaj do nich, kiedy zajdzie taka potrzeba. Możesz zaznaczać fiszkami i flamastrami ważne ustępy tekstu. Masz już wiedzę na temat różnych specjalizacji copywritingu, szukaj dalszych źródeł. Sięgnij po bardziej szczegółowe pozycje. Rób notatki. Badania dowodzą, że odręcznie pisanie poprawia pamięć i koncentrację! I przede wszystkim: wdrażaj to, czego się nauczysz, do swojego warsztatu copywritera. Nie bagatelizuj potęgi prostych czynności. To do Ciebie należy decyzja, w jaki sposób będziesz się rozwijać, ale pamiętaj, ważne jest, aby sięgać do różnych źródeł. Otwartość zrobi z Ciebie lepszego copywritera.
Na zakończenie prośba: podziel się w komentarzu książką, którą warto byłoby dorzucić do tej listy!
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