MONICA MAZZANTI
copywriting - text editing
Ink of words
Copy
Lead, induce, seduce
translation provided by Google
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To give life to an - original - image that knows how to capture attention through concepts and words, translating colors and sounds and flavors. An image that reflects its identity, capable of instilling an atmosphere. Here is the job of the copywriter.
To provoke, therefore, a reaction, which can lead to the advertising promise.
The styles will be different according to the message to be communicated, the target to be reached and the media to be used. You can be witty, poetic, dramatic… it doesn't matter. But the basic concept will remain the same: seduce.
Seduce in the literal sense of the word: from the Latin, lead towards oneself. When you are able to provoke in the user a sense of empathy and sharing, or of subtle attraction, the strategy will be successful.
Often it is the indirect way that is the most successful. It is indeed very difficult to get to the target with a single stab. How many consumers are looking for that specific product? And how many of them will that specific product satisfy personal needs and tastes? Furthermore, the direct act is perceived with suspicion, as an imposition. If, on the other hand, one knows how to evoke, and refer back to memories and suggestions, the target audience will multiply exponentially. So, let thoughts flow, without getting stuck on what we are looking for and how we want it.
As in other forms of expression, even in the world of communication, what is liked and remembered is not what is expressly said, but what - more or less - subtly perceived. The mechanism that leads us to identify ourselves is the one that touches an intimate part of us and of our experience. It is more important to feel than to understand.
The heart decides, the mind confirm. That's really how you get through to people. […] We make decisions on the basis of emotions and we use facts and evidence to support the decisions our emotions are pointing us towards. John Simmons, Dark Angels
The Internet has revolutionized the language of communication and not just on the net. In the intimacy of the exchange with your computer no declamations are accepted. Therefore, a ban on high-sounding words. It is necessary to communicate with the customer. Unlike companies, people speak and tell with spoken words, in a spontaneous and natural way, not at all artificial. And here is Francesco Amadori with his chickens 10 and +, and Giovanni Rana who enters the house, impersonating himself a cook.
And the meaning becomes more important than the object!
And this happened well before the advent of social media, which thwarted the distances! In 1999 The Cluetrain Manifesto appeared, a document that revolutionized the corporate language, a real platform of 95 new communication rules, which explains how to speak to the customer, intended as a person, rather than a buyer.
The heart decides, the mind confirm. That's really how you get through to people. […] We make decisions on the basis of emotions and we use facts and evidence to support the decisions our emotions are pointing us towards. John Simmons, Dark Angels
Internet ha rivoluzionato il linguaggio della comunicazione in molti modi e non solo in rete. Il below the line si trasforma, non è più below, anzi, esplode in potenza.
Nel 1999 appare The Cluetrain Manifesto, un documento che rivoluziona il linguaggio aziendale, una vera a propria piattaforma di 95 nuove regole di comunicazione, che spiega come parlare al cliente, inteso come persona, prima che acquirente.
"A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. […] These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.
Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do".
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Improvvisamente non si scrive più per il singolo o un gruppo sociodemografico, ma per chiunque. Perché chiunque può arrivare su quella pagina e... vedere. E quel chiunque può scegliere chi vedere e quando... e può anche giudicare. E se sceglie di vedere vuol dire che lo vuole, che è più propenso e rilassato (un grande salto rispetto all'adv tradizionale).
Nell’intimità dello scambio con il proprio computer non si accettano declamazioni. Bando, dunque, alle parole altisonanti. Con il cliente diventa necessario dialogare. Le persone, al contrario delle aziende, parlano e raccontano con le parole del parlato, in modo spontaneo e naturale, per niente artificioso. Da tattiche da attacco si passa a strategie di amorevole fidelizzazione, si flirta col potenziale cliente, che ti sta studiando ed esaminando.
Ed ecco Francesco Amadori con i suoi polli 10 e +, e Giovanni Rana che entra in casa, impersonandosi cuoco.
Non dimentichiamoci la rivoluzione dell'approccio berlusconiano alla politica dell'immagine e della comunicazione. Berlusconi personaggio, con il suo fare guascone, lontano dalla polvere ingessata della vecchia politica, cambia registro. E' il linguaggio delle sue televisioni: bando alla cripticità voluta da Prima Repubblica, gli italiani ricevono a casa Una storia italiana, che parla di successi imprenditoriali e mostra foto di famiglia. E il nome del partito, che suona come slogan: Forza Italia.
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Arrivano i social! Tutto diventa intimo e autobiografico e parte una nuova rivoluzione. Il prodotto diventa un modo di vita, non lo si acquista solo come espressione di uno stile, ma per introiettarlo nella propria story, come espressione di sé. E il significato diventa più importante dell'oggetto!