webwriting that works
DESCRIPTION
Aula da disciplina de criação de produção de texto (webwriting e arquitetura da informação) da Pós Graduação em Mídias Sociais e Interativas do SENAC do Rio de Janeiro.TRANSCRIPT
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WEBWRITING
That Works
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- Principais parceiros: Webdesigner/Desenvolvedor/Arquiteto da
Informação/Analista de Usabilidade
- São eles que irão dar a cara e o comportamento do seu conteúdo
Webwriting
- Modelo da publicidade { duplastrios
grupos
WebwriterWebwriter
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- Content Chunks
Webwriting
Blocos de conteúdos para facilitar a leitura
e evitar excesso de informação
Coloque idéias diferentes em blocos de texto diferentes
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- Promova interação com o conteúdo
Webwriting
- Converse com o usuário- Pergunte sua opinião / promova a avaliação do conteúdo
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- Ortografia
Webwriting
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-Use a tecnologia a seu favor
para destacar o conteúdo; para transmitir informações importantes
Webwriting
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- Fale a linguagem do seu público
Webwriting
“O arquiteto antes de criar,tenta captar o ´espírito´ do lugar”
Sergio Bernardes
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- Fale a linguagem do seu público
Webwriting
Escritores de sucesso focam em seu público
http://www.megcabot.com/diary/
http://thalita-reboucas.blogspot.com/
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Na dúvida, tom semi-formalWebwriting
- Fale a linguagem do seu público
ÉPOCA – Qual o segredo do sucesso dos seus livros entre as adolescentes?
Acredito que haja grande identificação com minhas heroínas porque são meninas absolutamente comuns, mas que vivem circunstâncias extraordinárias. E elas reagem ao que lhes acontece exatamente como eu ou você reagiríamos.
ISTOÉ - Como explica o sucesso dos seus livros?
Eu simplesmente tento escrever do jeito que falo. Utilizei lembranças da minha adolescência, dos diários que escrevia e dos meus sonhos e desejos da época.
VEJA - Como fazer para se manter em sintonia com os jovens de hoje?
Eu costumo conversar com os adolescentes: eu tenho amigos jovens e, no meu site, há espaço para que os leitores deixem mensagens, relatem seus problemas.
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- Na dúvida, use o tom semi-formal
Webwriting
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- Procure perceber cruzamentos de informações
Webwriting
“esse assunto se assemelha com que outros e em que página?
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Escreva de modo simples
Webwriting
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Escreva de modo simples
Webwriting
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Economize palavras
- Se você pode dizer algo em duas palavras, não use três
Use tempos verbais simples: infinitivo, presente do indicativo, pretérito perfeito
Ex: “O objetivo é fazer com que você possa...”
Evite jargões e trocadilhos
Evite adjetivos, advérbios e gerúndios
Ex: “O grande diferencial é...” por “O diferencial é...”
Use as palavras que os usuários estão acostumados
Ex: “carrinho de compras” e não “cesta de compras”
Webwriting
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WEBWRITING:
ARGUMENTAÇÃO
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WebwritingNossa relação com as mídias mudou...
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WebwritingGERAÇÃO YGERAÇÃO X
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Webwriting
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Webwriting
“Se argumentar corretamente, nunca estará errado.”
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Webwriting
Para Sócrates, a meta principal da comunicação
é a tentativa de levar outras pessoas a adotarem o ponto de vista de quem fala
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Webwriting
Quando escrevemos para ambientes digitais,não é diferente
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Webwriting
Escrever é pescar
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Webwriting
ESCREVER É PESCAR
Webwriting: conversa de pescador
- Fisgar o leitor- Vender o peixe
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Webwriting
ESCREVER É PESCAR
vocêDiscurso bem montado
Bons argumentos
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Webwriting
Não há nada mais precioso e eficazdo que um discurso bem amarrado
em argumentos sólidos
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Webwriting
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Webwriting
1. Encontre o drama inerente à sua oferta
ARGUMENTAÇÃO
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Webwriting
2. Traduza o drama inerente em um benefício ou vantagem real
ARGUMENTAÇÃO
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Webwriting
3. Apresente seus benefícios de forma tão plausível quanto possível
ARGUMENTAÇÃO
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Webwriting
“Se argumentar corretamente, nunca estará errado.”
Nick Naylor
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Webwriting
“Se quiser trabalho fácil, vá trabalhar na Cruz Vermelha.”