REVIEW: "Business Writing" - how to write serious texts without rules

"Business Writing" - already fourth Denis Kaplunov book, which, according to the author, will certainly go down in history. In information and advertising stream pattern one is not engaged. Therefore, in the business copywriting chief means of attracting attention becomes meaningless. Denis Kaplunov do a lot of talking about the importance of content, put on top of its content, which should be the main active force. New book focuses on how it should influence the content of the text to its form and perception.

The book "Business Writing", in contrast to the other books Kaplunov not written for the general reader. Actually businessmen can hardly read it, hoping that no longer have to order texts from professional writers. Information will be enough, but it would be difficult to understand it to people outside the profession to the independent work. To digest such a volume of information and to use all the data in the work, you need experience. But the authors there will work with anything.

Why you should read the book

The book is almost no standard advice on how to make a good text using templates and rules. Rather, Denis offers existing rights are violated as often as possible. Too many inquiries in the search engines begin with the words "How to write a ..." too much of recipes offered in response. And often a technique copied from books by foreign authors without any adaptation, that is not suitable for the Russian language. The result - the readers, that is, potential customers do not even look at delayed verbal garbage, though the word "right", and grouped in the text of the canons.

You imagine, what would have become this book, if I strictly followed the rule of the seven words? In the previous sentence, there were seventeen, are you did not understand?

Denis Kaplunov

The rules in copywriting business, but they do not relate to the formal aspect of the work. To write serious lyrics, you should always politely tell the truth and only the truth, which is of interest to the reader. It seems that nothing is new? This idea was voiced by the author and develops more in the first 40 pages of the book. The remaining 350 - about how to achieve this.

"Business Writing" teaches not to work first with the text and with the product. Before you start writing, you need to know what you're talking about, with learn thoroughly, otherwise, instead of the text you have in the best case will only water and solid "blah-blah-blah." Only good preparatory work will help make for a truly high-quality text.

Your task is to prepare some paper, and you open a text editor to get started right away? From tomorrow get rid of this habit. Need to start only when you have in mind has developed a whole picture is at least the concept of text.

Denis Kaplunov

To understand what you write, you need to:

• understand why you are writing;
• learn the most about the product that you represent;
• put yourself in the place of the future and the reader to understand what he needs;
• find a key idea and decide how to show it.

This is a summary of the first chapter. The following six show exactly how to do it, and very detailed. The author says a lot about what the text should be as specific as possible, and he himself follows his rule: each statement and advice are accompanied by examples of how to do and what not to. Denis Kaplunov generously shared his work presented as a reference, and rightly so. Immediately you can see that the author's methods actually work.

The main idea is that a person who writes about the product, must be an expert. A fair amount of information in the book generally applies not text, and work with the "serious people", but remains behind the scenes: how to collect information, what questions to ask the customer what to look for when exploring the concept of text.

For me, a serious reader - one who is inclined to target action and is able to accomplish. He reads the text in order to understand how it is interesting to perform this action in favor of whom make a choice.

Denis Kaplunov

If you were able to understand why and what you are writing, turn the knowledge of the text will be easy. The book contains many exercises that precisely this and teach. Novice copywriters is useful for practice and experienced - to find errors.

Individual attention, lists of prohibitions:

• foreign terms that should be avoided;
• words that indicate a lack of specificity;
• adjectives and verbs that interfere with reading;
• cuts that can not be used in serious texts.

the complexity of perception

Now a little about the disadvantages. The impression that the author wanted to grasp the immensity and write a tutorial that will replace all desktop benefits immediately copywriters. Tips sometimes overlap (eg, how to spell the figures referred to in several chapters), given mixed and churning with thoughts. A minute ago, the author talked about the need to rewrite their own texts, and now talks about the use of verbs rules. Some information about the naming, a little bit about the offer, something about the correspondence with clients, more - on the pages of websites. It seems that only you are on a mission and made up the text to a photo report, and already writing a letter of recommendation.

This spread shows, on the one hand, that the Council and the rules of business copywriting universal. On the other hand, it prevents perception. The presence of a clear structure - the only advice that Denis gives and that he should not be.

There is still a minus, which is not like me personally, but perhaps many will consider it a plus. In the chapter "How to write interesting" real information is hidden bomb.

This article was written under the influence of 300 g of whiskey. However, it is different?

Denis Kaplunov

Council unleash the imagination, of course, is good, but the method of execution for a long time brought me into a stupor. It turns out that the inspiration for the serious texts to be found in the bottle. Yes, in our reality summits often are mediated by alcohol, but usually people drink after the transaction, and not before. I wonder how the authors believe that a glass or two of whiskey to help relax and add to the text of the drive?

Who and how to read a book

The author begins the book you want to read from the end, with chapters which bring us back to the school curriculum. Denis lists common errors, complex rules, once again reminded why you need to pull knowledge of spelling and punctuation. Additionally attached crash course layout and an impressive list of professional techniques. If you work recently read in reverse, gradually get to the business texts.

Copywriters working for a long time to start with a careful reading, the last chapter review and refresh your memory, because there are things that you should always remember. Read the first chapter of customers explaining why you need materials about the product and why you are working so.

"Business Writing" absolute must-read if you want to write texts and to reach a new level, but you can not: most likely, you will find out what the reason. If you have in the profession is all right, you can use the book to work on our mistakes, from which no one is immune.

"Business Writing" Denis Kaplunov

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