{"id":4366,"date":"2023-08-19T14:10:36","date_gmt":"2023-08-19T12:10:36","guid":{"rendered":"https:\/\/rocketing.hu\/?p=4366"},"modified":"2023-08-19T14:14:18","modified_gmt":"2023-08-19T12:14:18","slug":"szovegiras-copywriting","status":"publish","type":"post","link":"https:\/\/rocketing.hu\/szovegiras-copywriting\/","title":{"rendered":"A sz\u00f6veg\u00edr\u00e1s (copywriting) alapelvei \u00e9s gyakorlati eszk\u00f6zei"},"content":{"rendered":"\n

A digit\u00e1lis kommunik\u00e1ci\u00f3 egyik alappill\u00e9r\u00e9t a sz\u00f6vegalap\u00fa tartalom k\u00e9pezi, amely a gondolatok, t\u00f6rt\u00e9netek \u00e9s inform\u00e1ci\u00f3k pontos \u00e9s m\u00e9lyrehat\u00f3 k\u00f6zvet\u00edt\u00e9s\u00e9re rendk\u00edv\u00fcl alkalmas m\u00e9dium. <\/p>\n\n\n\n

Ak\u00e1r cikkekben, blogbejegyz\u00e9sekben vagy e-k\u00f6nyvekben tal\u00e1lhat\u00f3, az olvas\u00f3k sz\u00e1m\u00e1ra struktur\u00e1lt m\u00f3don biztos\u00edtja az inform\u00e1ci\u00f3kat, amelyet sokkal k\u00f6nnyebb gyorsan \u201c\u00e1tn\u00e9zni\u201d, mint p\u00e9ld\u00e1ul egy vide\u00f3t. <\/p>\n\n\n\n

A mai tartalomvez\u00e9relt k\u00f6rnyezetben egy j\u00f3l megszerkesztett sz\u00f6veg megragadhatja a figyelmet, tekint\u00e9lyt teremthet, \u00e9s el\u0151seg\u00edtheti a tartalmas kapcsolatok kialakul\u00e1s\u00e1t a v\u00e1llalkoz\u00e1s \u00e9s a c\u00e9lk\u00f6z\u00f6ns\u00e9g k\u00f6z\u00f6tt. <\/p>\n\n\n\n

A j\u00f3slatokkal ellent\u00e9tben \u2014 mik\u00f6zben b\u00e1r a vizu\u00e1lis \u00e9s multim\u00e9di\u00e1s eszk\u00f6z\u00f6k egyre n\u00e9pszer\u0171bb\u00e9 v\u00e1lnak \u2014 az \u00edrott sz\u00f3 ereje id\u0151tlen \u00e9s alapvet\u0151 fontoss\u00e1g\u00fa marad.<\/p>\n\n\n\n

Mi az a copywriting?<\/h2>\n\n\n\n

A copywriting a cselekv\u00e9sre \u00f6szt\u00f6nz\u0151, meggy\u0151z\u0151 \u00fczenetek l\u00e9trehoz\u00e1s\u00e1nak m\u0171v\u00e9szete \u2014 magyarul marketinges sz\u00f6veg\u00edr\u00e1st jelent. <\/p>\n\n\n\n

Alapvet\u0151en a c\u00e9lk\u00f6z\u00f6ns\u00e9g meg\u00e9rt\u00e9s\u00e9r\u0151l \u00e9s a saj\u00e1t vagy c\u00e9ges \u00e9rt\u00e9kek strat\u00e9giai kommunik\u00e1l\u00e1s\u00e1r\u00f3l sz\u00f3l. \u00d6sszehozni a c\u00e9lk\u00f6z\u00f6ns\u00e9g v\u00e1gyait a saj\u00e1t \u00e9rt\u00e9kekkel. <\/p>\n\n\n\n

A marketing \u00e9s a tartalomstrat\u00e9gia ter\u00fclet\u00e9n a sz\u00f6veg\u00edr\u00e1s kulcsfontoss\u00e1g\u00fa szerepet j\u00e1tszik, hiszen a passz\u00edv olvas\u00f3kb\u00f3l elk\u00f6telezett \u00fcgyfeleket, majd k\u00e9s\u0151bb a m\u00e1rka h\u0171 t\u00e1mogat\u00f3it nevelheti ki. <\/p>\n\n\n\n

Sokan azt gondolt\u00e1k, hogy az interakt\u00edv sablonok<\/a>, a hangvez\u00e9rl\u00e9s, a k\u00e9pek \u00e9s a vide\u00f3k elterjed\u00e9se megsz\u00fcnteti az olvas\u00e1st \u00e9s az \u00edr\u00e1st \u2014 teh\u00e1t a sz\u00f6vegalap\u00fa tartalmakat \u2014, de ez olyasfajta t\u00e9ved\u00e9s volt, mint az emailre kiki\u00e1ltani, hogy \u201chalott\u201d.<\/p>\n\n\n\n

Ahogy egyre t\u00f6bb v\u00e1llalkoz\u00e1s \u00e9p\u00edti ki a digit\u00e1lis jelenl\u00e9t\u00e9t, k\u00f6z\u00f6ss\u00e9gi m\u00e9dia csatorn\u00e1it \u00e9s c\u00e9ges weblapj\u00e1t<\/a>, a meggy\u0151z\u0151 sz\u00f6vegek n\u00e9lk\u00fcl\u00f6zhetetlenn\u00e9 v\u00e1lnak a kiemelked\u00e9s\u00fckh\u00f6z, a megk\u00fcl\u00f6nb\u00f6ztet\u00e9s\u00fckh\u00f6z, a kapcsolatteremt\u00e9shez \u00e9s az eredm\u00e9nyek el\u00e9r\u00e9s\u00e9hez.<\/p>\n\n\n\n

De vajon hogyan lehet meggy\u0151z\u0151en \u00edrni?<\/p>\n\n\n\n

Copywriting alapelvek<\/h2>\n\n\n\n
\"A<\/figure>\n\n\n\n

A sz\u00f6veg\u00edr\u00e1s, ha hat\u00e9konyan v\u00e9gezz\u00fck, hihetetlen\u00fcl meggy\u0151z\u0151 lehet. \u00cdme \u00f6t alapelv, amely a meggy\u0151z\u0151 sz\u00f6veg\u00edr\u00e1st jellemzi:<\/p>\n\n\n\n

A c\u00e9lk\u00f6z\u00f6ns\u00e9g meg\u00e9rt\u00e9se<\/strong>: Ismerd meg a c\u00e9lk\u00f6z\u00f6ns\u00e9ged \u2014 a sz\u00fcks\u00e9gleteiket, v\u00e1gyaikat, kih\u00edv\u00e1saikat \u00e9s \u00e9rzelmeiket. Ez a marketing egyik els\u0151 \u00e9s legfontosabb szab\u00e1lya, ez\u00e9rt term\u00e9szetesen a sz\u00f6veg\u00edr\u00e1s sor\u00e1n is kiemelked\u0151en fontos. Amint pedig ez megt\u00f6rt\u00e9nik, \u00fagy szabd szem\u00e9lyre az \u00fczenetedet, hogy az az \u0151 saj\u00e1tos k\u00f6r\u00fclm\u00e9nyeikre \u00e9s t\u00f6rekv\u00e9seikre rezon\u00e1ljanak.<\/p>\n\n\n\n

Vil\u00e1goss\u00e1g az eszess\u00e9g helyett<\/strong>: B\u00e1r az okos \u00e9s szellemes sz\u00f6vegek eml\u00e9kezetesek lehetnek, az egy\u00e9rtelm\u0171s\u00e9gnek mindig els\u0151 helyen kell \u00e1llnia. \u00dczenetednek k\u00f6nnyen \u00e9rthet\u0151nek kell lennie. Ker\u00fcld a szakzsargont, \u00e9s gondoskodj arr\u00f3l, hogy az els\u0151dleges el\u0151ny vagy \u00e9rt\u00e9kaj\u00e1nlat nyilv\u00e1nval\u00f3 legyen m\u00e1r az els\u0151 pillanatt\u00f3l kezdve \u2014 csak ez ut\u00e1n foglalkozz az eszes, kreat\u00edv megold\u00e1sokkal!<\/p>\n\n\n\n

K\u00e9sz\u00edts er\u0151s CTA-kat<\/strong>: Minden meggy\u0151z\u0151 sz\u00f6vegnek egy konkr\u00e9t cselekv\u00e9sre kell \u00f6szt\u00f6n\u00f6znie az olvas\u00f3t, legyen az ak\u00e1r a v\u00e1s\u00e1rl\u00e1s, h\u00edrlev\u00e9lre val\u00f3 feliratkoz\u00e1s vagy tartalom megoszt\u00e1sa. A CTA-nak egy\u00e9rtelm\u0171nek \u00e9s meggy\u0151z\u0151nek kell lennie, \u00e9s azonnali cselekv\u00e9sre kell \u00f6szt\u00f6n\u00f6znie.<\/p>\n\n\n\n

Haszn\u00e1lj \u00e9rzelmet kiv\u00e1lt\u00f3 el\u0151ny\u00f6ket<\/strong>: Az embereket sokkal ink\u00e1bb az \u00e9rzelmek vez\u00e9rlik, mint a logika. Mik\u00f6zben alapvet\u0151 fontoss\u00e1g\u00fa, hogy t\u00e9nyszer\u0171 \u00e9s logikus indokokat mutassunk be egy term\u00e9k vagy szolg\u00e1ltat\u00e1s mellett, az \u00e9rzelmet kiv\u00e1lt\u00f3 okok \u2014 mint p\u00e9ld\u00e1ul a kimarad\u00e1st\u00f3l val\u00f3 f\u00e9lelem (FOMO), a valahov\u00e1 tartoz\u00e1s v\u00e1gya vagy a fejl\u0151d\u00e9sre val\u00f3 t\u00f6rekv\u00e9s \u2014 k\u00fcl\u00f6n\u00f6sen meggy\u0151z\u0151ek lehetnek.<\/p>\n\n\n\n

Bizony\u00edt\u00e9k \u00e9s hiteless\u00e9g<\/strong>: \u00c1ll\u00edt\u00e1saidat mindig t\u00e1maszd al\u00e1 bizony\u00edt\u00e9kokkal, legyenek azok ak\u00e1r aj\u00e1nl\u00e1sok, esettanulm\u00e1nyok vagy statisztik\u00e1k. A val\u00f3s sikerek vagy a szak\u00e9rt\u0151i j\u00f3v\u00e1hagy\u00e1sok bemutat\u00e1sa eloszlathatja a k\u00e9ts\u00e9geket \u00e9s meger\u0151s\u00edthetik az \u00fczeneted hiteless\u00e9g\u00e9t.<\/p>\n\n\n\n

Ami pedig a legfontosabb: ne csak t\u00e9nyeket k\u00f6z\u00f6lj\u00fcnk, hanem t\u00f6rt\u00e9neteket mes\u00e9lj\u00fcnk (angolul k\u00fcl\u00f6n kifejez\u00e9se is van: storytelling<\/a>).<\/p>\n\n\n\n

De vajon milyen eszk\u00f6z\u00f6ket \u00e9rdemes haszn\u00e1lni a sz\u00f6veg\u00edr\u00e1s sor\u00e1n?<\/p>\n\n\n\n

A sz\u00f6veg\u00edr\u00e1s legfontosabb gyakorlati eszk\u00f6zei<\/h2>\n\n\n\n

Ma m\u00e1r sz\u00e1mos olyan eszk\u00f6z l\u00e9tezik, amely seg\u00edthet az \u00edr\u00f3knak a mesters\u00e9g\u00fck t\u00f6k\u00e9letes\u00edt\u00e9s\u00e9ben \u00e9s a jobb tartalom el\u0151\u00e1ll\u00edt\u00e1s\u00e1ban. \u00cdme h\u00e1rom n\u00e9pszer\u0171 \u00e9s hat\u00e9kony eszk\u00f6z az \u00edr\u00e1s jav\u00edt\u00e1s\u00e1ra.<\/p>\n\n\n\n

Hemingway Editor<\/strong>: Ernest Hemingway, az egyik legh\u00edresebb \u00edr\u00f3 egyszer\u0171 \u00edr\u00e1sm\u00f3dja ihlette azt az eszk\u00f6zt, amely a sz\u00f6veg olvashat\u00f3s\u00e1g\u00e1t elemzi. Kiemeli a hossz\u00fa, \u00f6sszetett mondatokat, egyszer\u0171bb alternat\u00edv\u00e1kat javasol a bonyolult mondatok helyett, \u00e9s azonos\u00edtja a passz\u00edv szerkezet t\u00falzott haszn\u00e1lat\u00e1t. A c\u00e9l, hogy t\u00f6m\u00f6rebb\u00e9 \u00e9s hat\u00e1sosabb\u00e1 tegye az \u00edr\u00e1sodat.<\/p>\n\n\n\n

Trello<\/strong>: B\u00e1r a Trello els\u0151sorban projektmenedzsment eszk\u00f6zk\u00e9nt funkcion\u00e1l, de mint azt j\u00f3l tudjuk, az \u00edr\u00e1s nem m\u00e1s, mint \u201clapon\u201d t\u00f6rt\u00e9n\u0151 gondolkod\u00e1s. Min\u00e9l struktur\u00e1ltabb, ann\u00e1l jobb. Ebben seg\u00edtenek a Trelloban tal\u00e1lhat\u00f3 vizu\u00e1lis t\u00e1bl\u00e1k, list\u00e1k \u00e9s k\u00e1rty\u00e1k, amelyek kiv\u00e1l\u00f3an alkalmasak az \u00edr\u00f3k sz\u00e1m\u00e1ra az \u00f6tletek, a cselekm\u00e9ny, az \u00e9rt\u00e9kaj\u00e1nlat vagy a tartalom l\u00e9nyeg\u00e9nek \u00f6ssze\u00e1ll\u00edt\u00e1s\u00e1ra. A bloggerek p\u00e9ld\u00e1ul nyomon k\u00f6vethetik tartalom\u00f6tleteiket \u00e9s a publik\u00e1l\u00e1s \u00fctemez\u00e9s\u00e9t, a k\u00f6z\u00f6ss\u00e9gi m\u00e9dia copywriterek pedig felv\u00e1zolhatj\u00e1k a Facebook-on, Instagram-on vagy Youtube-on beid\u0151z\u00edtett \u00f6tleteik menetrendj\u00e9t, publik\u00e1l\u00e1si \u00fctemterv\u00e9t \u00e9s v\u00e1rhat\u00f3 eredm\u00e9nyeit.<\/p>\n\n\n\n

ProWritingAid<\/strong>: Ez az \u00e1tfog\u00f3 eszk\u00f6z m\u00e9lyrehat\u00f3 jelent\u00e9seket \u00e9s elemz\u00e9seket k\u00edn\u00e1l k\u00fcl\u00f6nb\u00f6z\u0151 ter\u00fcletekr\u0151l, p\u00e9ld\u00e1ul nyelvtanr\u00f3l, st\u00edlusr\u00f3l, t\u00falhaszn\u00e1lt szavakr\u00f3l, vagy \u00e9ppen a k\u00f6zhelyekr\u0151l. Ez j\u00f3val t\u00f6bb, mint egy egyszer\u0171 ellen\u0151rz\u0151 program \u2014 megl\u00e1t\u00e1sokat \u00e9s javaslatokat is ny\u00fajt a tartalom \u00e1ltal\u00e1nos szerkezet\u00e9nek \u00e9s \u00e1raml\u00e1s\u00e1nak jav\u00edt\u00e1s\u00e1hoz.<\/p>\n\n\n\n

Ahhoz teh\u00e1t, hogy j\u00f3 marketingesekk\u00e9 v\u00e1ljunk, meg kell tanulnunk \u00edrni, hiszen az \u00edr\u00e1s gondolkod\u00e1s. Aki pedig j\u00f3l gondolkodik, annak a v\u00e1llalkoz\u00e1sa is j\u00f3l fog m\u0171k\u00f6dni.
Amennyiben seg\u00edts\u00e9gre lenne sz\u00fcks\u00e9ged a marketing strat\u00e9gi\u00e1d kialak\u00edt\u00e1s\u00e1hoz vagy megval\u00f3s\u00edt\u00e1s\u00e1hoz, keress minket<\/a> b\u00e1tran!<\/p>\n","protected":false},"excerpt":{"rendered":"

A digit\u00e1lis kommunik\u00e1ci\u00f3 egyik alappill\u00e9r\u00e9t a sz\u00f6vegalap\u00fa tartalom k\u00e9pezi, amely a gondolatok, t\u00f6rt\u00e9netek \u00e9s inform\u00e1ci\u00f3k pontos \u00e9s m\u00e9lyrehat\u00f3 k\u00f6zvet\u00edt\u00e9s\u00e9re rendk\u00edv\u00fcl alkalmas m\u00e9dium.  Ak\u00e1r cikkekben, blogbejegyz\u00e9sekben vagy e-k\u00f6nyvekben tal\u00e1lhat\u00f3, az olvas\u00f3k sz\u00e1m\u00e1ra struktur\u00e1lt m\u00f3don biztos\u00edtja az inform\u00e1ci\u00f3kat, amelyet sokkal k\u00f6nnyebb gyorsan \u201c\u00e1tn\u00e9zni\u201d, mint p\u00e9ld\u00e1ul egy vide\u00f3t.  A mai tartalomvez\u00e9relt k\u00f6rnyezetben egy j\u00f3l megszerkesztett sz\u00f6veg megragadhatja a […]<\/p>\n","protected":false},"author":2,"featured_media":4367,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[125],"tags":[],"class_list":["post-4366","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tartalommarketing"],"yoast_head":"\nA sz\u00f6veg\u00edr\u00e1s (copywriting) alapelvei \u00e9s gyakorlati eszk\u00f6zei - Rocketing<\/title>\n<meta name=\"description\" content=\"A copywriting, vagy magyarul \u201cmarketing jelleg\u0171 sz\u00f6veg\u00edr\u00e1s\u201d az egyik legfontosabb k\u00e9pess\u00e9g, amivel egy tartalomgy\u00e1rt\u00f3 rendelkezhet. 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