{"id":7327,"date":"2016-03-21T09:18:36","date_gmt":"2016-03-21T08:18:36","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=7327"},"modified":"2020-05-02T09:56:09","modified_gmt":"2020-05-02T07:56:09","slug":"contenidos-copywriting-para-no-periodistas-resumen","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2016\/03\/21\/contenidos-copywriting-para-no-periodistas-resumen\/","title":{"rendered":"[Contenidos] Copywriting para no periodistas (resumen)"},"content":{"rendered":"<p>Hoy quisiera hablarte de copywriting. No puedo negar que muchos de <a href=\"http:\/\/www.evasanagustin.com\/docente\">mis alumnos<\/a> son periodistas. Pero no todos. Tampoco niego que <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2013\/01\/21\/contenidos-blogger-creador-de-contenidos-content-curator-periodista\/\">\u00e9ste perfil<\/a> tiene mucho ganado en lo que escribir contenidos se refiere porque ya sabe elegir las palabras adecuadas. Pero no es obligado tener el t\u00edtulo de periodismo para dedicarse a redactar p\u00e1ginas web (ni posts).<\/p>\n<p>Despu\u00e9s de revisar bastantes textos escritos por no periodistas (<a href=\"http:\/\/www.evasanagustin.com\/servicios\">gajes del oficio<\/a>), hay dos cosas que suelen tienen en com\u00fan:<\/p>\n<ul>\n<li>Se centran en descripciones, digamos, aburridas.<\/li>\n<li>Pretenden ser, digamos, literarios.<\/li>\n<\/ul>\n<p>Ninguna de estas dos cosas son buenas formas de lograr un texto <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2012\/03\/04\/contenidos-10-tecnicas-de-redaccion-persuasiva\/\">persuasivo<\/a>, cosa que al fin y al cabo busca un contenido publicado en una p\u00e1gina web corporativa. \u00a1<a href=\"http:\/\/www.marketingdecontenidos.es\/biblioteca\/vademecum-de-contenidos-objetivos\/\">Alg\u00fan objetivo hay que tener<\/a>! T\u00fa decides cu\u00e1l pero olv\u00eddate de poner la lista de productos o intentar que suene bien como si estuvi\u00e9semos juzgando el conocimiento de la lengua. Eso no vende.<\/p>\n<p>Lo escriba un periodista o no, <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2014\/09\/09\/contenidos-que-venden-en-10-pasos\/\">un texto que vende<\/a> es el que <strong>explica beneficios, no caracter\u00edsticas<\/strong>. Por ejemplo, es importante saber cu\u00e1nto cuesta un billete de avi\u00f3n pero m\u00e1s interesante <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2015\/09\/28\/contenidos-ideas-para-la-estrategia-de-tu-blog-sacadas-de-una-revista-de-a-bordo\/\">qu\u00e9 hacer en el destino<\/a>, \u00bfno te parece?<\/p>\n<p>Para convencer, hay que saber mezclar la parte racional (caracter\u00edsticas) y la emocional (beneficios). Entre esos dos mundos est\u00e1n las <strong>funcionalidades<\/strong> que pueden servir para unir las dos partes.<\/p>\n<p>Una forma de combinar los dos mundos es dejar la lista de caracter\u00edsticas para un PDF (muy pr\u00e1ctico en el caso de fichas t\u00e9cnicas) y <strong>aprovecha el texto para los beneficios<\/strong> que es m\u00e1s f\u00e1cil que le pueda interesar a m\u00e1s gente. En algunos sectores, esta es tambi\u00e9n una manera de ser encontrados porque no se busca el producto (a\u00fan no lo conoce) si no lo que la persona quiere lograr con \u00e9l (su objetivo).<\/p>\n<blockquote><p>Resumen del cap\u00edtulo dedicado a este tema en mi libro \u00ab<a href=\"https:\/\/www.amazon.es\/dp\/8460880958?&amp;tag=evasanagustin-21\">Estrategia de contenidos<\/a>\u00ab.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Hoy quisiera hablarte de copywriting. No puedo negar que muchos de mis alumnos son periodistas. Pero no todos. Tampoco niego que \u00e9ste perfil tiene mucho ganado en lo que escribir contenidos se refiere porque ya sabe elegir las palabras adecuadas. Pero no es obligado tener el t\u00edtulo de periodismo para dedicarse a redactar p\u00e1ginas web [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[412],"tags":[534,471],"class_list":["post-7327","post","type-post","status-publish","format-standard","hentry","category-redaccion-de-contenidos","tag-copywriting","tag-microcopy"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/7327","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=7327"}],"version-history":[{"count":6,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/7327\/revisions"}],"predecessor-version":[{"id":16478,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/7327\/revisions\/16478"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=7327"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=7327"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=7327"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}