As I find myself repeating more and more often now, writing is everywhere. Digital requires us to produce content continuously and, at the same rate, it subjects us to that of others. Before photos and after videos have captured everyone’s attention, but writing is a fundamental whatsapp blasting element that always accompanies these formats. So it is very important to know how to use words and know how to decline them depending on the message we want to spread and the medium we are using .
Previously I highly recommended The New Rules of Writing by Ann Handley , now I want to talk to you about Manual of copywriting and writing for social media ( ed. Hoepli , you can buy it here ) by Alfonso Cannavacciuolo , a great expert in professional writing and also the author of Manual of copywriting and writing for the web .
I read it very carefully these days and I must misano adriatico in festivals say that it is full of useful ideas, because writing for social media is a world in itself, even if obviously there are many rules in common with the classic one.
The book is divided into two parts. The first helps to lay the foundations, that is, to set up the writing work , while the second deals with the tools useful for publishing our content.
A manual that can therefore be used to:
- who wants to start working as a copywriter or social media manager;
- those who already write for a living, but want to improve their digital presence;
- those who already work in this sector and are keen to constantly update themselves.
Setting up the job
The first part of the book focuses on all the work that needs to be done before you start writing. Yes, because it is not enough to sit down in front of the computer or notebook and produce. Because the public evolves and we cannot risk repeating ourselves tiredly and therefore losing effectiveness.
Connected to this are the parts on objectives – what we want to achieve, what we want the recipient of our message to do – and on the construction of the message . Storytelling yes, but not only. There are important rules to follow to give life to words that arouse emotions or clearly show the practical advantages of our message.
In this regard, you can also read my article on the importance of editing a text .
Useful tools
In the second part of the book we move to action. We start right away by talking about the editorial plan , its importance and how to build it. Which tool to use you will decide after having learned everything there is to know.
Going into detail, the following chapters explain how to write:
- Advertisements and Listings
- social media posts
- biographies and “about us” pages
- captions
- memes
- video scripts
For each medium, the characteristics, the possibilities fans data to exploit and the best writing techniques are explained. What works, what does not work and where we can improve. The important thing is not to be blocked by the fear of making mistakes.
