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Lyubomir Lyubomirov - Copywriting for e-commerce

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How the copy of the ad, the description and other parts can boot the e-commerce sales? Lyubomir from Next Copy shares his thoughts.

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Lyubomir Lyubomirov - Copywriting for e-commerce

  1. 1. AGE NDALyubomir Lyubomirov CEO and Senior Copywriter at “Copywrite Studio” blogger, pipe smoker, reader, writer and mad about Crusades era
  2. 2. So….. Lorem commercial Textus est potestas creo Copywriting uber, muneris vel personae. Ad agendum maxime faciunt praecepta continent. Finis eorum est, ut agat secundum quod quidam faciunt auditores quodammodo.
  3. 3. Sorry wrong language….. Copywriting is the ability to create promotional and commercial texts for product, service or person. They create special rules and contain call to action. Their purpose is to act on certain audiences in a way that make them act in a certain manner.
  4. 4. WHATREALLYDECIDES CONSUMERSTOBUY ORNOTTO BUY ISTHECONTENTOF YOUR ADVERTISING, NOTITSFORM – DavidOgilvy
  5. 5. “A good advertisement is one which sells the product without drawing attention to itself.”
  6. 6. PRODUCT: ….CONDOM Decision?
  7. 7. DIGI TALDIGITAL/online is just a platform. The difference is.....?
  8. 8. UNDERSTA NDING PEOPLE'S ONLINE BEHAVIOR
  9. 9. FIVE COMPONENTSOFUSABILITY Learnability: How easy is it for users to accomplish basic tasks the first time they encounter the design? Efficiency: Once users have learned the design, how quickly can they perform tasks? Errors: How many errors do users make, how severe are these errors, and how easily can they recover from the errors? Memorability: When users return to the design after a period of not using it, how easily can they reestablish proficiency? Satisfaction: How pleasant is it to use the design?
  10. 10. HOWTOCREATE CONTENT/COPY KISSKeep ItSimple,Stup*d ―...It'sso, so easy for readers to getdistracted online‖... ―Make your point with precision...‖ ―Follow your instructionto 'click here', 'roll over', or 'buy now!'...‖ Lewis Raven, Associate Creative Director, glue Isobar, ―...People read copy differently online thanthey do offline, so advises "writing visually― "Online users view text rather than readit. They scan, skim andscroll. Normally at high speed...‖ Eloise Smith, Creative Director at Euro RSCG London ―....Online text behaves differently from print – it's clickable, scrollable, copyable and searchable..‖
  11. 11. HOWTOCREATE CONTENT/COPY It'sa cliche, but knowledge is power. Or in the case of a digital copywriter — fuel. In order to be successful, YOUNEEDTO KNOW THEPRODUCT,YOURAUDIENCE AND THESPACE WHICHYOU'RE WRITING FOR, INTIMATELY.
  12. 12. "GOOD WRITERS KNOW THINGS. THEY FIND OUT INTERESTING THINGS OUT ABOUT PRODUCTS OR SERVICES. George Tannenbaum, Executive Creative Director at R/Ga
  13. 13. NOW... HOW DO YOU WRITEIN DIGITAL/ SOCIAL NETWORKING
  14. 14. THE IDEAL LENGTH OF A TWEET IS 100CHARACTERS
  15. 15. THE IDEAL LENGTH OF A TWEET IS 100CHARACTERS
  16. 16. Tweets are limited to 140 characters so they can be consumed easily anywhere, even via mobile text messages. There’s no magical length for a tweet, But tweets shorter than 100 characters, Get a 17% higher Engagement rate.
  17. 17. TIPSFOR ONLINE CONTENT LENGTH:
  18. 18. The formula?
  19. 19. is good MUSIC GO TO CONCERT addiction
  20. 20. Read… Read.. Write...Write... & Write
  21. 21. S.A.L.E.S
  22. 22. Imagine you're talking with them
  23. 23. Sleep with the Brand
  24. 24. Advertising in businessis a form of marketing communication KEEP IN 2: WHATTOSAY HOWTO SAY
  25. 25. To master digital copywriting, you need to understanding people's online behavior
  26. 26. REMEMBER S.A.L.E.S Speak their language Always imagine them Live the experience Extraordinary attitude Sleep with the brand
  27. 27. That was all. Thank you

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