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Cosa c'entra il copywriting con la letteratura? Molti pensano che il copywriting sia in qualche modo imparentato con la letteratura. Del resto, in entrambi i casi devi saperci fare con le parole. Eppure qui Shakespeare non c'entra nulla. E neppure Manzoni. Un bravo copywriter sa che quando scrive la sua lettera di vendita o la sua e-mail deve prima di tutto comunicare chiaramente. Non deve scrivere un capolavoro mondiale. Non deve vincere un premio letterario per la sales letter di profonda introspezione psicologica che scava nei meandri dell'animo umano. Nossignore. Un bravo copy deve prima di tutto produrre comunicazione efficiente. E una comunicazione efficiente è quella che persuade. Che produce messaggi che arrivano dritti dritti al destinatario senza perdersi per strada. Per esempio una lettera di vendita che vende :-) Il copywriting è un'arte, e come tale richiede la conoscenza di tecniche specifiche. Basta solo decidere di impararle. Se ti interessa l'argomento, trovi un buon approfondimento sulle tecniche di copywriting per il web in "Scrivere Per Persuadere", il nuovo corso di Italo Cillo. Come vedrai, non si tratta affatto di tecniche di "bella scrittura", che so, di raffinati accostamenti di parole, di argute metafore, di concetti espressi in maniera attraente. Infatti, un copywriter può decidere

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