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persuasive blogging

Persuasive Blogging: cosa fissa l’attenzione del lettore

12/01/2017 - SCRITTURA WEB - , , , ,

La scrittura si propone di comunicare dei messaggi al pubblico dei lettori. Questa definizione è disarmante nella sua semplicità ma, al suo interno, nasconde un universo di tecniche, di intenzioni e di metodologie che mirano a uno scopo comune: conquistare i lettori. Ecco nascere il concetto di persuasive blogging, una tipologia di blogging che mira a invitare i lettori a compiere qualche azione. Di cosa può trattarsi? L’azione desiderata può essere la lettura completa del post, oppure il passaggio da una pagina all’altra del blog, la lettura più articoli o, ancora, l’approvazione della bontà del testo con commenti, like e condivisioni. E siamo solo alla parte informativa perché, molto spesso, il persuasive blogging si propone di convertire il popolo di lettori in una community e di trasformare questa comunità di utenti in un insieme di felici clienti.

Il persuasive blogging e il potere della titolazione

Alla base del persuasive blogging vi è un lavoro complesso, che deve offrire qualità agli utenti ma, al contempo, stuzzicare la fantasia, i collegamenti mentali e la voglia di conoscere. Il persuasive blogging si attua con una serie di articoli più o meno brevi, facendo scendere in campo la scrittura creativa, riportando storie, esempi, citazioni e chi più ne ha più metta. Si tratta di una sinergia di fattori, che nella titolazione racchiude la sua filosofia più pura. Perché parliamo della titolazione? Perché il titolo, da sempre, è il preludio di una buona lettura. Il buon titolo deve conquistare il lettore e deve convincerlo a leggere l’articolo. Il buon articolo deve aiutare chi fa newsletter marketing a ottenere elevate aperture delle lettere inviate al bacino di indirizzi e deve essere forte e vincente anche sui social network. In altri termini, il titolo deve essere persuasivo, così come deve esserlo lo stile di scrittura del blog.

Persuasive Blogging: come scrivere un buon titolo

Si è per fortuna conclusa l’era in cui i titoli dovevano essere sensazionali, infarciti di parole strane o bizzarre, evocativi al massimo e, talvolta, dirompenti se non maleducati. Alcuni marketers ci hanno provato ma, come spesso accade, non hanno fatto per bene i conti con la realtà e con gli strumenti di indicizzazione. Siamo incappati in interi manuali di ‘guru’ che spiegavano la necessità di scrivere titoli anche di dodici o più parole. Molto probabilmente, nessuno ha spiegato loro che Google legge solo una parte di questi titoli e che, peggio ancora, in situazioni quali newsletter o incipit di Google notizie si legge solo un pezzetto del messaggio. Per fortuna, la gente ha smesso ( in buona parte) di dare addito a queste megalomanie inutili e ora la titolazione deve essere coerente ma affascinante, deve contenere la parola chiave per chi lavora anche con l’indicizzazione e deve essere figlia del persuasive blogging.

Personalmente adottiamo un metodo di titolazione che è risultato spesso vincente, semplice ma altamente efficace. Si tratta di focalizzare l’oggetto base dell’articolo o della newsletter, quindi di scriverne una prima, cruda, versione su carta. Se, ad esempio, stiamo parlando di scarpe rosse e vogliamo pubblicizzare un articolo di questo tipo con un post o con una newsletter, partiamo dalla base:

Compra delle scarpe rosse

Questo titolo è brutto, incompleto e poco persuasivo. Andiamo quindi a cambiare i verbi e cerchiamo dei sinonimi adatti. Comprare può diventare ‘regalati’ o ‘fatti regalare’, ‘scopri’, ‘dai una possibilità’, tutti verbi che inducono al concetto di acquisto, ma sono più velati e quindi più eleganti. Il titolo potrebbe essere:

Regalati delle scarpe rosse.

Non ci siamo ancora, dobbiamo raffinare, quindi potremmo aggiungere gli aggettivi, miniera di interesse ed elementi grammaticali che sanno rendere interessante anche il più banale dei titoli

Regalati delle scintillanti scarpe rosse.

Ecco, già meglio. In pochi passi abbiamo cambiato il verbo e lo abbiamo reso vicino all’emozione dei lettori, facendo passare un concetto sicuramente legato all’acquisto, mai volgare o troppo diretto, abbiamo quindi completato il titolo con un aggettivo e abbiamo ottenuto una titolazione persuasiva. Chi ama la moda potrà essere attratto da questo annuncio ed è naturale che così sia, perché il messaggio è targetizzato sugli utenti che mostrano interesse per un particolare bene e servizio. La tecnica corretta è quindi

  1. scrivere il messaggio nudo e crudo
  2. adeguare i verbi
  3. aggiungere degli aggettivi

Questo procedimento di copy è semplice ma incisivo, permette di usare le parole chiave e anche di non incorrere nelle stop words. Si tratta di un titolo ben accolto dal persuasive blogging, perché a sua volta è persuasivo, breve ed efficace, quindi perfettamente adatto al nostro scopo.

La canzone ideale per fare persuasive blogging è: Paradise City – Guns’n’Roses

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