{"id":57303,"date":"2019-09-19T09:44:38","date_gmt":"2019-09-19T07:44:38","guid":{"rendered":"https:\/\/blog.salesflare.com\/learn-copywriting"},"modified":"2025-09-15T15:07:54","modified_gmt":"2025-09-15T13:07:54","slug":"learn-copywriting","status":"publish","type":"post","link":"https:\/\/blog.salesflare.com\/sv\/lara-sig-copywriting","title":{"rendered":"L\u00e4r dig skriva \u00f6vertygande copy fr\u00e5n copywritingens m\u00e4stare"},"content":{"rendered":"<h1>L\u00e4r dig skriva \u00f6vertygande copy fr\u00e5n copywritingens m\u00e4stare<\/h1>\n<h2 class=\"h2-subheader\">Masterclass f\u00f6r inneh\u00e5llsmarknadsf\u00f6ring: Del sex<\/h2>\n<p class=\"translation-block\">S\u00e5 <u><a href=\"https:\/\/blog.salesflare.com\/sv\/skapande-av-innehall\">inneh\u00e5llsskapande<\/a><\/u> delen av denna Masterclass har gjort dig hungrig efter fler tips och tricks f\u00f6r copywriting, eller hur? Bra t\u00e4nkt - att l\u00e4ra sig skriva \u00f6vertygande copy \u00e4r en av de mest kraftfulla sakerna du kan g\u00f6ra f\u00f6r din marknadsf\u00f6ring och ditt f\u00f6retag.<\/p>\n<p class=\"translation-block\">\u00c4ven om jag verkligen har skrivit min besk\u00e4rda del av konverterande f\u00f6rs\u00e4ljningssidor, e-postsekvenser och blogginl\u00e4gg, g\u00e5r jag alltid tillbaka till visdomen hos de ursprungliga m\u00e4starna inom copywritingkonsten (direktrespons) n\u00e4r jag undervisar i copywriting.<\/p>\n<p class=\"translation-block\">\u00c4ven om vi lever i en annan v\u00e4rld \u00e4n de gjorde - de var inte direkt intresserade av avvisningsfrekvens eller SEO - var de absoluta experter p\u00e5 att p\u00e5verka n\u00e5got som knappast har f\u00f6r\u00e4ndrats sedan reklamens tidiga dagar: det m\u00e4nskliga psyket.<\/p>\n<p class=\"translation-block\">S\u00e5 f\u00f6lj med p\u00e5 copywriting 101 och h\u00e4mta n\u00e5gra id\u00e9er fr\u00e5n de m\u00e4nniskor som Don Drapers karakt\u00e4r var baserad p\u00e5. F\u00f6r det finns ingen skola som den gamla skolan.<\/p>\n<blockquote><p><em class=\"translation-block\">Det h\u00e4r inl\u00e4gget \u00e4r del sex i en helt ny Masterclass-serie om Content Marketing. Vi tycker att det \u00e4r ett otroligt viktigt \u00e4mne - och enligt en liten unders\u00f6kning vi gjorde g\u00f6r du ocks\u00e5 det. Problemet \u00e4r: det finns s\u00e5 mycket inneh\u00e5ll om inneh\u00e5llsmarknadsf\u00f6ring d\u00e4r ute (prata om meta) och mycket av informationen \u00e4r motstridig.<\/em><\/p>\n<p class=\"translation-block\">Vi ger dig denna Masterclass i samarbete med Anouck Meier, Chief Storytelling Officer p\u00e5 <u><a href=\"https:\/\/www.ampersandcopy.com\/\">Ampersand<\/a><\/u>. Anouck \u00e4r en konverterings copywriter och en inneh\u00e5llsmarknadsf\u00f6ringsstrateg som har arbetat med m\u00e5nga varum\u00e4rken, stora och sm\u00e5, f\u00f6r att hj\u00e4lpa dem att uppn\u00e5 sina aff\u00e4rsm\u00e5l genom strategiskt inneh\u00e5ll. L\u00e5t oss f\u00e5 historien om inneh\u00e5ll rakt en g\u00e5ng f\u00f6r alla i en omfattande guide. \u00c4r du redo att dyka in?<\/p><\/blockquote>\n<p><em class=\"translation-block\">- Jeroen Corthout, medgrundare <u><a href=\"https:\/\/salesflare.com\/\">Salesflare<\/a><\/u>, ett l\u00e4ttanv\u00e4nt CRM-system f\u00f6r f\u00f6rs\u00e4ljning f\u00f6r sm\u00e5 B2B-f\u00f6retag<\/em><br>\n\n    <figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\">\n      <a href=\"https:\/\/salesflare.com\">\n        <picture>\n          <source \n            srcset=\"https:\/\/lib.salesflare.com\/images\/sf-blog-footer-transparent-800.avif 1x,                     https:\/\/lib.salesflare.com\/images\/sf-blog-footer-transparent-1600.avif 2x\" \n            type=\"image\/avif\" \/>\n          <source \n            srcset=\"https:\/\/lib.salesflare.com\/images\/sf-blog-footer-transparent-800.png 1x,                     https:\/\/lib.salesflare.com\/images\/sf-blog-footer-transparent-1600.png 2x\" \n            type=\"image\/png\" \/>\n          <img decoding=\"async\" \n            src=\"https:\/\/lib.salesflare.com\/images\/sf-blog-footer-transparent-800.png\" \n            srcset=\"https:\/\/lib.salesflare.com\/images\/sf-blog-footer-transparent-800.png 1x,                     https:\/\/lib.salesflare.com\/images\/sf-blog-footer-transparent-1600.png 2x\" \n            alt=\"Prova Salesflare:s CRM\" \/>\n        <\/picture>\n      <\/a>\n    <\/figure><\/p>\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<h2 id=\"27qef\">Kopia kontra inneh\u00e5ll<\/h2>\n<p class=\"translation-block\">Innan vi s\u00e4tter ig\u00e5ng vill jag bara ta upp skillnaden mellan kopia och inneh\u00e5ll. Detta \u00e4r trots allt en <em>Content <\/em>Marketing Masterclass - varf\u00f6r bryr vi oss om att skriva hela 2300+ ord om copy?<\/p>\n<ul>\n<li><strong class=\"translation-block\">Kopia<\/strong>\u00e4r traditionellt sett de ord vi anv\u00e4nder f\u00f6r att genomf\u00f6ra f\u00f6rs\u00e4ljningen. Att anv\u00e4nda <a href=\"http:\/\/advertisinghall.org\/members\/member_bio.php?memid=676\" target=\"_blank\" rel=\"noopener noreferrer\">John E. Kennedys definition<\/a>Det \u00e4r f\u00f6rs\u00e4ljning i tryck (eller pixlar, som fallet kan vara). Sj\u00e4lva syftet \u00e4r att \u00f6vertyga. Resultatet av effektiv copywriting \u00e4r att din l\u00e4sare vidtar en specifik \u00e5tg\u00e4rd.<\/li>\n<li><strong class=\"translation-block\">Inneh\u00e5ll<\/strong>inneb\u00e4r \u00e5 andra sidan att skapa och dela v\u00e4rdefullt inneh\u00e5ll f\u00f6r att locka och engagera en publik, visa att du kan l\u00f6sa deras problem och skapa den typ av f\u00f6rtroende som i slut\u00e4ndan kan leda till ett k\u00f6p.<\/li>\n<\/ul>\n<p class=\"translation-block\">Kopior har funnits ett bra tag.<br>\nInneh\u00e5ll \u00e4r det nya barnet p\u00e5 blocket.<\/p>\n<p class=\"translation-block\">Men om du \u00e4r en smart cookie vet du att <strong> stj\u00e4la en id\u00e9 eller tv\u00e5 fr\u00e5n de gamla teknikerna f\u00f6r copywriting med direkt respons<\/strong>. Tro mig, de <u><a href=\"https:\/\/www.amazon.com\/Influence-Psychology-Persuasion-Robert-Cialdini\/dp\/006124189X\/\">klassiska elementen i \u00f6vertalning<\/a><\/u> kommer att g\u00f6ra att allt i ditt inneh\u00e5ll fungerar b\u00e4ttre.<\/p>\n<figure class=\"image regular\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/images.storychief.com\/account_481\/b9fb88d607c3aa75384e9b3c5144fbf4_79ac2fbd202c9bc4b6acc2afb914157a_800.jpg\" alt=\"\"><figcaption class=\"translation-block\">Ta intryck av karakt\u00e4rerna som Mad Men baserades p\u00e5: de ursprungliga copywriters som arbetar med direktreaktion - Bild: Lionsgate och AMC<\/figcaption><\/figure>\n<p class=\"translation-block\">Om din blogg visar upp ett riktigt bra inneh\u00e5ll utan att ha l\u00e4sare som f\u00f6ljer med, kan en gnutta klassisk copywriting vara allt du beh\u00f6ver.<\/p>\n<p class=\"translation-block\">Kanske \u00e4r dina rubriker f\u00f6r gulliga och smarta - utan att visa n\u00e5gra f\u00f6rdelar f\u00f6r l\u00e4saren. Kanske har du inte fokuserat tillr\u00e4ckligt p\u00e5 dessa l\u00e4sarf\u00f6rdelar i hela ditt inneh\u00e5ll. Eller kan det vara s\u00e5 att dina uppmaningar till handling inte \u00e4r tillr\u00e4ckligt specifika?<\/p>\n<p class=\"translation-block\">Arbeta med n\u00e5gra copywriting-tekniker i din blogg s\u00e5 f\u00e5r du din publik att prenumerera, v\u00e4lja in och dela ditt inneh\u00e5ll med sina kamrater. Det, min v\u00e4n, \u00e4r hur du bygger en stor, lojal publik.<\/p>\n<p class=\"translation-block\">Utan vidare - h\u00e4r \u00e4r 7 strategier som du kommer att vilja ta fr\u00e5n den rika traditionen av <u><a href=\"https:\/\/www.copyblogger.com\/copywriting-101\/\">direkt respons copywriting<\/a><\/u>.<\/p>\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<h2 id=\"b99kr\">1. Skriv med \u00f6ronen<\/h2>\n<blockquote><p><em class=\"translation-block\">Om du inte kan f\u00f6rvandla dig sj\u00e4lv till din kund, borde du f\u00f6rmodligen inte vara i annonsskrivningsbranschen alls.<br>\n- Leo Burnett<\/em><\/p><\/blockquote>\n<p class=\"translation-block\">En av de vanligaste missuppfattningarna om copywriting \u00e4r att det handlar om n\u00e5gon form av kreativ ordkonst.<\/p>\n<p class=\"translation-block\">Jag kan inte s\u00e4ga hur m\u00e5nga e-postmeddelanden jag f\u00e5r fr\u00e5n blivande copywriters som ber\u00e4ttar att de vill f\u00f6rs\u00f6rja sig p\u00e5 att skriva copy f\u00f6r att <em>de har ett s\u00e4tt med ord<\/em>. F\u00f6r att de \u00e4r kreativa skribenter och deras v\u00e4nner \u00e4lskar deras kvicka ordlekar och ordvitsar. Eller - Gud f\u00f6rbjude - deras poesi.<\/p>\n<p class=\"translation-block\">Det spelar ingen roll hur kreativ din l\u00e4rare i tredje klass tyckte att du var.<br>\nDet spelar ingen roll att du skrev en haiku om dagen genom hela college.<br>\nInte ens ditt rika ordf\u00f6rr\u00e5d och din v\u00e4ltalighet kommer att g\u00f6ra mycket f\u00f6r dig som copywriter.<\/p>\n<p class=\"translation-block\">Hemligheten bakom bra copywriting \u00e4r inte att vara smart eller sexig med ord.<\/p>\n<p><strong class=\"translation-block\">Det \u00e4r gammal hederlig forskning.\u00a0<\/strong><\/p>\n<p class=\"translation-block\">Citatet <a href=\"https:\/\/en.wikipedia.org\/wiki\/Leo_Burnett\" target=\"_blank\" rel=\"noopener noreferrer\">Leo Burnett<\/a> p\u00e5minner oss om att <strong>copy konverterar b\u00e4ttre n\u00e4r du l\u00e5ter dina kunder tala<\/strong>. N\u00e4r du som copywriter <em>lyssnar<\/em> p\u00e5 dina kunder.<\/p>\n<p class=\"translation-block\">Det l\u00e5ter enkelt, men hur g\u00f6r du f\u00f6r att l\u00e5ta dina kunder sk\u00f6ta snacket?<\/p>\n<p class=\"translation-block\">Allt handlar om kundunders\u00f6kningar (vilket egentligen \u00e4r en fin term f\u00f6r att tjuvlyssna p\u00e5 dina l\u00e4sare). Ta reda p\u00e5 hur de pratar om sina problem, sina f\u00f6rhoppningar och dr\u00f6mmar.<\/p>\n<p class=\"translation-block\">Sedan ska du anv\u00e4nda exakt samma ord som din publik skulle anv\u00e4nda f\u00f6r att s\u00e4lja din produkt. Det handlar om att s\u00e4tta ihop orden p\u00e5 en sida. Ganska annorlunda \u00e4n att komma p\u00e5 smarta rader f\u00f6r din senaste sonett, eller hur?<\/p>\n<p class=\"translation-block\">Du hittar massor av tips och tricks f\u00f6r kundunders\u00f6kningar i inl\u00e4gget om <u><a href=\"https:\/\/blog.salesflare.com\/sv\/innehallsstrategi\">inneh\u00e5llsstrategi<\/a><\/u> samt i inl\u00e4gget om <u><a href=\"https:\/\/blog.salesflare.com\/sv\/ideer-om-innehall-2\">att generera id\u00e9er f\u00f6r ditt inneh\u00e5ll<\/a><\/u>. Anv\u00e4nd din forskning f\u00f6r att inspirera din f\u00f6rs\u00e4ljningskopia s\u00e5v\u00e4l som dina blogginl\u00e4gg.<\/p>\n<figure class=\"image regular\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/images.storychief.com\/account_481\/photo-1511376979163-f804dff7ad7b_9e77dedad1b7d44a58c1ff7e900e3fe7_800.jpeg\" alt=\"\"><figcaption class=\"translation-block\">Bra lyssnare \u00e4r utm\u00e4rkta copywriters - Foto: Charles \ud83c\uddf5\ud83c\udded p\u00e5 Unsplash<\/figcaption><\/figure>\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<h2 id=\"ajhle\">2. Skriv oemotst\u00e5ndliga rubriker<\/h2>\n<blockquote><p><em class=\"translation-block\">I genomsnitt l\u00e4ser fem g\u00e5nger s\u00e5 m\u00e5nga m\u00e4nniskor rubriken som br\u00f6dtexten. N\u00e4r du har skrivit din rubrik har du spenderat \u00e5ttio cent av din dollar.<br>\n- David Ogilvy<\/em><\/p><\/blockquote>\n<p class=\"translation-block\">Det finns en anledning till att din l\u00e4sare kommer att l\u00e4sa ett enda ord av det blogginl\u00e4gg du har skrivit: din rubrik.<\/p>\n<p><strong class=\"translation-block\">Om din rubrik \u00e4r svag eller vag kommer ditt inneh\u00e5ll inte att l\u00e4sas<\/strong> - \u00e4ven om det \u00e4r det b\u00e4sta inneh\u00e5ll som v\u00e4rlden n\u00e5gonsin har sett. Detta g\u00e4ller \u00e4ven om du har en lojal, hyfsat stor publik. Du m\u00e5ste \u00f6vertyga dem om att ge dig sin uppm\u00e4rksamhet, varje g\u00e5ng du publicerar ett inneh\u00e5ll.<\/p>\n<p class=\"translation-block\">Stora rubriker hj\u00e4lper definitivt till med det. Att spendera lite tid p\u00e5 att <a href=\"https:\/\/www.optimonk.com\/copywriting-headline-examples\/\">skapa en \u00f6vertygande rubrik<\/a> \u00e4r en bra investering av din tid eftersom det kan g\u00f6ra eller bryta din artikel.<\/p>\n<p class=\"translation-block\">N\u00e4r du skriver din rubrik ska du b\u00f6rja med de 4 U:na:<\/p>\n<ul>\n<li><strong class=\"translation-block\">Anv\u00e4ndbar<\/strong>: svara omedelbart p\u00e5 fr\u00e5gan \"vad f\u00e5r jag ut av det?\"<\/li>\n<li><strong class=\"translation-block\">Br\u00e5dskande<\/strong>: ber\u00e4tta varf\u00f6r de ska l\u00e4sa ditt inl\u00e4gg nu<\/li>\n<li><strong class=\"translation-block\">Unik<\/strong>: klarg\u00f6ra att din artikel inte bara \u00e4r en omarbetning eller \u00e5tervinning av alla andra artiklar i \u00e4mnet<\/li>\n<li><strong class=\"translation-block\">Ultraspecifik<\/strong>: ber\u00e4tta f\u00f6r dem exakt vad de kan f\u00f6rv\u00e4nta sig<\/li>\n<\/ul>\n<p class=\"translation-block\">Om ditt blogginl\u00e4gg nu <em>suckar<\/em>, kommer din rubrik uppenbarligen inte att r\u00e4dda stycket. Men den kommer att g\u00f6ra mycket f\u00f6r att \u00f6ka engagemanget fr\u00e5n kvalitetsleads. Och du kommer att f\u00e5 fler delningar, likes och l\u00e4nkar.<\/p>\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<h2 id=\"b39ti\">3. S\u00e4tt den viktigaste informationen f\u00f6rst<\/h2>\n<blockquote><p><em class=\"translation-block\">Webben \u00e4r inte ett mordmysterium. Ber\u00e4tta vem som gjorde det i den f\u00f6rsta meningen.<br>\n- Gerry McGovern<\/em><\/p><\/blockquote>\n<p class=\"translation-block\">Det \u00e4r l\u00e4tt en av de sv\u00e5raste vanorna jag var tvungen att g\u00f6ra mig av med n\u00e4r jag sa adj\u00f6 till de trevliga m\u00e4nniskorna p\u00e5 <a href=\"http:\/\/www.sidley.com\" target=\"_blank\" rel=\"noopener noreferrer\">Sidley Austins<\/a> Brysselkontor f\u00f6r att bli copywriter.<\/p>\n<p class=\"translation-block\">Ett juridiskt memo brukar g\u00e5 till s\u00e5 h\u00e4r. F\u00f6rst f\u00f6rklarar du vad du ska diskutera. Sedan presenterar du en detaljerad \u00f6versikt \u00f6ver r\u00e4ttspraxis och litteratur. D\u00e4refter diskuterar du och drar din slutsats. Den viktigaste punkten - slutsatsen - kommer alltid alldeles i slutet.<\/p>\n<p class=\"translation-block\">Om den h\u00e4r strukturen verkar bekant - och du inte \u00e4r advokat - beror det p\u00e5 att det \u00e4r s\u00e5 vi l\u00e4r oss att <a href=\"https:\/\/domyessay.com\/blog\/best-ai-essay-writer-tools-for-unmatched-content-creation\">skriva uppsatser<\/a> ocks\u00e5.<\/p>\n<p class=\"translation-block\">Att strukturera din information p\u00e5 det h\u00e4r s\u00e4ttet p\u00e5 webben \u00e4r dock inte bra.<\/p>\n<p class=\"translation-block\">I sj\u00e4lva verket m\u00e5ste du g\u00f6ra precis tv\u00e4rtom. Journalister kallar detta s\u00e4tt att skriva f\u00f6r den <strong>inverterade pyramiden<\/strong>.<\/p>\n<figure class=\"image regular\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/images.storychief.com\/account_481\/400px-Inverted_pyramid_2_svg_7490c522dd9f803fc4714ca8bc3904ac_800.png\" alt=\"\"><figcaption class=\"translation-block\">Den inverterade pyramidmodellen placerar den viktigaste informationen f\u00f6rst. K\u00e4lla: Wikipedia Wikipedia<\/figcaption><\/figure>\n<p class=\"translation-block\">Det r\u00e4cker med att \u00f6ppna en tidning s\u00e5 k\u00e4nner du igen det direkt: den viktigaste informationen kommer f\u00f6rst, detaljer och bakgrundsinformation kommer sedan. \u00c4ven om du bara l\u00e4ser rubriken och det inledande stycket kommer du att f\u00e5 de viktigaste slutsatserna fr\u00e5n artikeln.<\/p>\n<p class=\"translation-block\">Det \u00e4r samma sak p\u00e5 din webbplats eller blogg: dina l\u00e4sare vill f\u00f6rst f\u00e5 den stora bilden. Om de verkligen \u00e4r intresserade kommer de att l\u00e4sa vidare f\u00f6r att f\u00e5 de saftiga detaljerna.<\/p>\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<h2 id=\"dn5hj\">4. G\u00f6r den skannbar<\/h2>\n<blockquote><p><em class=\"translation-block\">\u201cVad jag g\u00f6r h\u00e4r \u00e4r att ta l\u00e4saren i handen och leda honom exakt dit jag vill att han ska g\u00e5. Det verkar vara en liten sak, och det kanske det \u00e4r, men det \u00e4r de sm\u00e5 detaljerna som g\u00f6r att brevet flyter och att l\u00e4saren f\u00f6ljer med.\u201d<br>\n- Gary Halbert<\/em><\/p><\/blockquote>\n<p class=\"translation-block\">N\u00e4r jag skriver det h\u00e4r blogginl\u00e4gget t\u00e4nker jag redan p\u00e5 de m\u00e4nniskor som l\u00e4ser det. <em>Vill<\/em> folk faktiskt l\u00e4sa det? I denna digitala tids\u00e5lder \u00e4r verkligheten den att endast ett f\u00e5tal personer kommer att g\u00f6ra det.<\/p>\n<p><a href=\"http:\/\/www.nngroup.com\/articles\/how-users-read-on-the-web\/\" target=\"_blank\" rel=\"noopener noreferrer\" class=\"translation-block\">Forskning<\/a> f\u00f6resl\u00e5r att <strong>endast 16% av m\u00e4nniskor l\u00e4ser webbsidor ord-f\u00f6r-ord<\/strong>. Ist\u00e4llet skannar de flesta m\u00e4nniskor.<\/p>\n<p class=\"translation-block\">De kastar en blick p\u00e5 varje ny sida de snubblar \u00f6ver. De skannar av en del av texten och klickar p\u00e5 det f\u00f6rsta som f\u00e5ngar deras uppm\u00e4rksamhet eller som vagt liknar det de letar efter.<\/p>\n<p class=\"translation-block\">H\u00e4r \u00e4r en checklista f\u00f6r hur du anv\u00e4nder copywriting-tekniker i ditt inneh\u00e5ll f\u00f6r att <strong>uppfylla skannerns behov<\/strong>:<\/p>\n<ul>\n<li class=\"translation-block\">Kommunicera i din <strong>rubrik<\/strong> vad du kommer att prata om<\/li>\n<li class=\"translation-block\">Anv\u00e4nd <strong>bildtexter<\/strong> f\u00f6r att st\u00f6dja ditt huvudbudskap<\/li>\n<li>L\u00e4gg in dina viktigaste punkter <strong class=\"translation-block\">undertexter<\/strong><\/li>\n<li>Anv\u00e4nd l\u00e4ttskannade <strong class=\"translation-block\">punktlistor<\/strong><\/li>\n<li class=\"translation-block\">Anv\u00e4nd <strong>fett<\/strong> f\u00f6r att markera viktiga ord<\/li>\n<\/ul>\n<p class=\"translation-block\">Din webbes\u00f6kare \u00e4r p\u00e5 informationsjakt. Se till att han eller hon kan f\u00f6rst\u00e5 din viktigaste information genom att bara kasta en blick p\u00e5 sidan.<\/p>\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<h2 id=\"4d546\">5. G\u00e5 inte iv\u00e4g p\u00e5 n\u00e5gra tangenter<\/h2>\n<blockquote><p><em>Dina l\u00e4sare ska vara s\u00e5 \u00f6vertygade om att l\u00e4sa din text att de inte kan sluta l\u00e4sa f\u00f6rr\u00e4n de har l\u00e4st hela texten, som om de gled nerf\u00f6r en hal glidbana.<\/em><br>\n<em class=\"translation-block\">- Joseph Sugarman<\/em><\/p><\/blockquote>\n<p><a href=\"https:\/\/www.chessprogramming.org\/Joseph_Sugarman\" target=\"_blank\" rel=\"noopener noreferrer\" class=\"translation-block\">Farbror Joe<\/a> vet verkligen vad han pratar om. Varje mening du skriver ska f\u00e5 din l\u00e4sare att vilja l\u00e4sa n\u00e4sta.<\/p>\n<p>Det inneb\u00e4r att du m\u00e5ste h\u00e5lla fast vid din po\u00e4ng, fokusera och viktigast av allt: <strong class=\"translation-block\">rensa upp i din text<\/strong>. Behandla din text p\u00e5 samma s\u00e4tt som Marie Kondo skulle g\u00f6ra: g\u00f6r dig av med \u00f6verfl\u00f6dig r\u00f6ra, minska bullret och skapa utrymme.<\/p>\n<p class=\"translation-block\">Det kommer inte bara att g\u00f6ra din text l\u00e4ttare att l\u00e4sa, det kommer ocks\u00e5 att <u><a href=\"http:\/\/socialtriggers.com\/content-is-king-myth\/\">\u00f6ka ditt upplevda f\u00f6rtroende<\/a><\/u>. Och skapa gl\u00e4dje, f\u00f6rst\u00e5s.<\/p>\n<p class=\"translation-block\">T\u00e4nk ocks\u00e5 p\u00e5 <strong>visuell attraktionskraft<\/strong> i din text - det p\u00e5verkar textens l\u00e4sbarhet och huruvida l\u00e4saren snabbt kan hitta det han eller hon letar efter eller inte.<\/p>\n<figure class=\"image regular\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/images.storychief.com\/account_481\/5c425209524147100e06dbe2-750-562_ba979c15e190965571f50236e252d667_800.jpg\" alt=\"\"><figcaption class=\"translation-block\">Rensa din text i Marie Kondo-stil och skapa gl\u00e4dje hos dina l\u00e4sare. - Bild: Seth Wenig\/AP; Carlos Ciudad Photography\/Getty; Yutong Yuan\/Business Insider<\/figcaption><\/figure>\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<h2 id=\"8bda\">6. G\u00f6r det kristallklart<\/h2>\n<blockquote><p><em class=\"translation-block\">Man m\u00e5ste kunna uttrycka sig kortfattat, tydligt och \u00f6vertygande.<br>\n-Claude Hopkins<\/em><\/p><\/blockquote>\n<blockquote><p><em class=\"translation-block\">Om du inte kan reducera ditt argument till n\u00e5gra f\u00e5 skarpa ord och fraser, \u00e4r det n\u00e5got fel p\u00e5 ditt argument.<br>\n- Maurice Saatchi<\/em><\/p><\/blockquote>\n<p class=\"translation-block\">Om jag citerar inte bara en utan tv\u00e5 av reklamens gudf\u00e4der, s\u00e5 beror det p\u00e5 att jag verkligen f\u00f6rs\u00f6ker f\u00e5 fram en po\u00e4ng h\u00e4r.<\/p>\n<p><a href=\"https:\/\/en.wikipedia.org\/wiki\/Claude_C._Hopkins\" target=\"_blank\" rel=\"noopener noreferrer\">Hopkins<\/a> h\u00e4nvisar till trifecta av copywriting: <strong class=\"translation-block\">tydlighet, korthet och anv\u00e4ndbarhet.\u00a0<\/strong><\/p>\n<ul>\n<li class=\"translation-block\">Vi har pratat mycket om att g\u00f6ra ditt inneh\u00e5ll <strong>relevant<\/strong> och anv\u00e4ndbart f\u00f6r din l\u00e4sare i del 3 av denna Masterclass om <u><a href=\"https:\/\/blog.salesflare.com\/sv\/ideer-om-innehall-2\">inneh\u00e5llsid\u00e9er<\/a><\/u>. Om det inte \u00e4r relevant f\u00f6r din ideala kund, bry dig inte ens om att skriva det. Men \u00e4ven om du v\u00e4ljer ett anv\u00e4ndbart \u00e4mne att skriva om kommer ingen faktiskt att l\u00e4sa det om du inte kan g\u00f6ra dina po\u00e4ng tydligt och kortfattat.<\/li>\n<li><strong class=\"translation-block\">Korthet handlar inte n\u00f6dv\u00e4ndigtvis om att skriva korta texter<\/strong> - Det handlar om att sk\u00e4ra ner p\u00e5 fettet och anv\u00e4nda s\u00e5 f\u00e5 ord som m\u00f6jligt utan att g\u00f6ra ditt budskap verkningsl\u00f6st. Ta bort de ord som bara \u00e4r ett spel f\u00f6r gallerierna (det \u00e4r h\u00e4r din erfarenhet av haiku trots allt kan komma till nytta).<\/li>\n<li class=\"translation-block\">Tydlighet handlar om att <strong>skriva ord som din ideala l\u00e4sare faktiskt kan f\u00f6rst\u00e5<\/strong>. N\u00e4r jag arbetar med kunder inom den juridiska eller professionella tj\u00e4nstesektorn ger de mig alltid den h\u00e4r \"<em>du m\u00e5ste sk\u00e4mta med mig<\/em>\"-blicken n\u00e4r jag s\u00e4ger \u00e5t dem att g\u00f6ra sig av med jargong och gobbledygook. Bakom denna blick d\u00f6ljer sig en r\u00e4dsla f\u00f6r att de ska dela med sig av f\u00f6r mycket av sin kunskap och att kunderna inte l\u00e4ngre ska beh\u00f6va deras r\u00e5d (ja, jag ser rakt igenom er, killar och tjejer).<\/li>\n<\/ul>\n<p class=\"translation-block\">Detta \u00e4r naturligtvis rent nonsens. Jag tror att motsatsen \u00e4r sann. Jag tror att det var Einstein som sa: \"Om du inte kan f\u00f6rklara det enkelt, f\u00f6rst\u00e5r du det inte tillr\u00e4ckligt bra\". Killen var ingen marknadsf\u00f6ringsexpert p\u00e5 n\u00e5got s\u00e4tt, men inte direkt n\u00e5gon idiot heller...<\/p>\n<figure class=\"image regular\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/images.storychief.com\/account_481\/photo-1518644730709-0835105d9daa_7795fecd72c59ae90069869784838405_800.jpeg\" alt=\"\"><figcaption class=\"translation-block\">L\u00e4mna inte din l\u00e4sare f\u00f6rbryllad eller f\u00f6rvirrad: g\u00f6r din po\u00e4ng tydlig utan alltf\u00f6r komplexa f\u00f6rklaringar eller jargong. - Foto av Bruce Mars p\u00e5 Unsplash<\/figcaption><\/figure>\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<h2 id=\"5s9mc\">7. G\u00f6r det handlingsinriktat<\/h2>\n<p class=\"translation-block\">Att skriva direktresponskopior tj\u00e4nar alltid ett specifikt syfte. Om du g\u00f6r det r\u00e4tt b\u00f6r ditt inneh\u00e5ll ocks\u00e5 tj\u00e4na ett <u><a href=\"https:\/\/blog.salesflare.com\/sv\/innehallsstrategi\">strategiskt m\u00e5l<\/a><\/u> och stimulera ett specifikt beteende: prenumerera p\u00e5 ditt nyhetsbrev, l\u00e4sa n\u00e4sta <a href=\"https:\/\/studypro.com\/blog\/how-to-write-quality-blog-posts-using-ai\">blogginl\u00e4gg<\/a> i en serie, ladda ner ett whitepaper, ta kontakt, ...<\/p>\n<p><strong class=\"translation-block\">F\u00f6r att f\u00e5 handling m\u00e5ste du be om det.\u00a0<\/strong><\/p>\n<p class=\"translation-block\">(Det verkar bara l\u00e4mpligt i post-#metoo-eran, eller hur?).<\/p>\n<p class=\"translation-block\">Eller som gamle Gary Halbert skulle s\u00e4ga:<\/p>\n<blockquote><p><em class=\"translation-block\">\"Befria (l\u00e4saren) fr\u00e5n b\u00f6rdan att f\u00f6rs\u00f6ka r\u00e4kna ut vad han ska g\u00f6ra n\u00e4r han \u00e4r klar med att l\u00e4sa en viss sida.\"<\/em><\/p><\/blockquote>\n<p class=\"translation-block\">Ta bort all friktion och g\u00f6r n\u00e4sta steg enkelt. Klicka p\u00e5 en knapp. Dela en l\u00e4nk. Skriva in en e-postadress (men inte n\u00f6dv\u00e4ndigtvis fullst\u00e4ndig kontoinformation - \u00e4ven den anstr\u00e4ngningen kan skr\u00e4mma bort m\u00e4nniskor).<\/p>\n<p class=\"translation-block\">Ju enklare \u00e5tg\u00e4rden \u00e4r, desto mer sannolikt \u00e4r det att din publik k\u00e4nner sig tillr\u00e4ckligt motiverad f\u00f6r att vidta den.<\/p>\n<div class=\"section-divider\">\n<hr class=\"section-divider\">\n<p class=\"translation-block\">Och nu \u00e4r det dags! Sju solida copywriting-strategier att injicera ditt inneh\u00e5ll med och f\u00e5 b\u00e4ttre ROI.<\/p>\n<p class=\"translation-block\">Regler \u00e4r f\u00f6rst\u00e5s till f\u00f6r att brytas, och jag \u00e4r lika skyldig till det som alla andra. Och att oms\u00e4tta dessa gamla herrars (de ursprungliga Mad Men) visdom i praktiken kan vara en skr\u00e4mmande uppgift - men det \u00e4r v\u00e4rt den extra anstr\u00e4ngningen.<\/p>\n<p class=\"translation-block\">Gamle Gary (Halbert) visste vad han sade n\u00e4r han sa att <em>\"det skrivna ordet \u00e4r den starkaste kraftk\u00e4llan i hela universum\". <\/em>Utnyttja det klokt.<\/p>\n<p><em class=\"translation-block\">Anv\u00e4nder du copywriting-tekniker i dina blogginl\u00e4gg?  N\u00e5gra s\u00e4rskilda copywriting-utmaningar som du brottas med? L\u00e5t oss veta i kommentarerna!<\/em><\/p>\n<p><em>Och gl\u00f6m inte att titta tillbaka n\u00e4sta vecka f\u00f6r <a href=\"https:\/\/blog.salesflare.com\/sv\/distribution-av-innehall\">Del sju av v\u00e5r Content Marketing Masterclass om att distribuera ditt inneh\u00e5ll<\/a>!<\/em><br>\n\n    <figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\">\n      <a href=\"https:\/\/salesflare.com\">\n        <picture>\n          <source \n            srcset=\"https:\/\/lib.salesflare.com\/images\/sf-blog-footer-transparent-800.avif 1x,                     https:\/\/lib.salesflare.com\/images\/sf-blog-footer-transparent-1600.avif 2x\" \n            type=\"image\/avif\" \/>\n          <source \n            srcset=\"https:\/\/lib.salesflare.com\/images\/sf-blog-footer-transparent-800.png 1x,                     https:\/\/lib.salesflare.com\/images\/sf-blog-footer-transparent-1600.png 2x\" \n            type=\"image\/png\" \/>\n          <img decoding=\"async\" \n            src=\"https:\/\/lib.salesflare.com\/images\/sf-blog-footer-transparent-800.png\" \n            srcset=\"https:\/\/lib.salesflare.com\/images\/sf-blog-footer-transparent-800.png 1x,                     https:\/\/lib.salesflare.com\/images\/sf-blog-footer-transparent-1600.png 2x\" \n            alt=\"Prova Salesflare:s CRM\" \/>\n        <\/picture>\n      <\/a>\n    <\/figure><br>\n<em class=\"translation-block\">Vi hoppas att du gillade det h\u00e4r inl\u00e4gget. Om du gjorde det, sprid ordet!<\/em><\/p>\n<p>\ud83d\udc49 <em>Du kan f\u00f6lja @salesflare p\u00e5<\/em> <em><u><a href=\"https:\/\/twitter.com\/salesflare\">Twitter<\/a><\/u><\/em>,\u00a0<em><u><a href=\"https:\/\/www.facebook.com\/salesflare\/\">Facebook<\/a><\/u><\/em> <em>och<\/em> <em class=\"translation-block\"><u><a href=\"https:\/\/www.linkedin.com\/company\/salesflare\">LinkedIn<\/a><\/u>.<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>F\u00f6lj med p\u00e5 copywriting 101 och h\u00e4mta id\u00e9er fr\u00e5n de personer som Don Drapers karakt\u00e4r var baserad p\u00e5. F\u00f6r det finns ingen skola som den gamla skolan.<\/p>","protected":false},"author":16,"featured_media":57304,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","_crdt_document":"","footnotes":""},"categories":[183],"tags":[228,231,90],"wl_entity_type":[122],"class_list":["post-57303","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-masterclass","tag-content-marketing","tag-copywriting","tag-marketing","wl_entity_type-article"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Learn How to Write Compelling Copy from the Masters of Copywriting<\/title>\n<meta name=\"description\" content=\"Come along for copywriting 101 and swipe some ideas from the folks Don Draper\u2019s character was based on. \u2018Cause there\u2019s no school like the old 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