{"id":7167,"date":"2022-06-28T17:55:58","date_gmt":"2022-06-28T17:55:58","guid":{"rendered":"https:\/\/brandvoicer.pt\/?p=7167"},"modified":"2024-07-18T15:50:44","modified_gmt":"2024-07-18T15:50:44","slug":"as-palavras-certas","status":"publish","type":"post","link":"https:\/\/brandvoicer.pt\/en\/as-palavras-certas\/","title":{"rendered":"4 dicas para escolher as palavras certas para comunicar com a audi\u00eancia."},"content":{"rendered":"<blockquote><em>The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.<\/em>\r\n\r\nLeo Burnett<\/blockquote>\r\n<h4><strong>Como escolhO as palavras certas?<\/strong><\/h4>\r\nAs palavras escritas s\u00e3o geralmente o primeiro elemento de comunica\u00e7\u00e3o com poss\u00edveis clientes. Seja atrav\u00e9s de, por exemplo, um website, email marketing ou redes sociais, o conte\u00fado escrito torna-se o in\u00edcio e continuidade de uma rela\u00e7\u00e3o comercial que a marca pretende que seja positiva e envolvente. Que cative a aten\u00e7\u00e3o de quem l\u00ea, suscite interesse. Pelo que a import\u00e2ncia do que se diz e como se diz, deve cativar a leitura e a vontade do poss\u00edvel cliente em conhecer melhor, seja um produto ou um servi\u00e7o.\r\n\r\n&nbsp;\r\n<h4><strong>1.Conhecer a audi\u00eancia<\/strong><\/h4>\r\nSaber para quem comunicamos \u00e9 essencial para conseguir comunicar de forma eficiente. Se estamos num evento de marketing, sabemos que se utilizarmos express\u00f5es do meio, vamos ser entendidos. \u201cVamos ter mais ROI.\u201d; \u201cQueremos um posicionamento capaz de nos diferenciar\u201d. Noutro exemplo, se comunicarmos para uma audi\u00eancia jovem, \u00e9 plaus\u00edvel, se corresponder ao perfil da marca, tratar a audi\u00eancia por \u201ctu\u201d.\u00a0 Ou seja, ajustamos a comunica\u00e7\u00e3o e as palavras ao contexto em que estamos, de acordo com a nossa audi\u00eancia. Ajustamos o tom de voz.\r\n\r\n&nbsp;\r\n<h4><strong>2. Defini\u00e7\u00e3o de tom de voz<\/strong><\/h4>\r\nAdequar o tom de voz na comunica\u00e7\u00e3o escrita \u00e9 perceber o contexto de comunica\u00e7\u00e3o onde nos inserimos. Escrever um artigo para um blog difere de escrever conte\u00fados para um relat\u00f3rio institucional. Escrever uma publica\u00e7\u00e3o para o Facebook ou LinkedIn, difere de escrever conte\u00fados para o nosso website. S\u00e3o contextos diferentes. Enquanto a <a href=\"https:\/\/web.archive.org\/web\/20190319121500\/https:\/\/brandvoicer.pt\/brandvoice-o-valor-da-voz-das-marcas\/\">voz da marca<\/a>\u00a0deve permanecer a mesma, pelos valores e personalidade intr\u00ednsecos \u00e0 marca, o tom pode e deve variar. A t\u00edtulo de exemplo, podemos adotar uma escrita mais informal e descontra\u00edda num artigo de blog, mas por outro lado, um relat\u00f3rio exige uma linguagem mais formal e objetiva.\r\n\r\n&nbsp;\r\n<h4>3.<strong>Foco na mensagem a comunicar<\/strong><\/h4>\r\nO que pretendemos dizer, a mensagem que pretendemos que seja comunicada, influencia o discurso e as palavras. Se pretendemos comunicar um novo servi\u00e7o ou produto, devemos apresent\u00e1-lo aos poss\u00edveis clientes, comunicando o valor acrescentado. Um exemplo gen\u00e9rico de um novo servi\u00e7o, mais econ\u00f3mico para os clientes: \u201cA pensar em si, cri\u00e1mos o [ servi\u00e7o]. A pre\u00e7o reduzido, para que tenha mais por menos. Venha conhecer as vantagens.\u201d. As express\u00f5es \u201cpre\u00e7o reduzido\u201d e a express\u00e3o \u201cmais por menos\u201d comunicam implicitamente a mensagem de um servi\u00e7o mais econ\u00f3mico.\r\n\r\n&nbsp;\r\n<h4><strong>4.<\/strong><strong>Mais do que dizer, demonstrar.<\/strong><\/h4>\r\nUma das regras de escrita \u00e9 \u201cshow, don\u00b4t tell\u201d. Demonstrar, significa incluir uma imagem n\u00edtida na comunica\u00e7\u00e3o escrita, que consiga comunicar a mensagem de uma forma mais eloquente e percet\u00edvel. A t\u00edtulo de exemplo, podemos dizer que \u201cTemos experi\u00eancia\u201d. Em alternativa, podemos dizer: \u201cCri\u00e1mos 20 projetos bem-sucedidos, para 5 clientes, em dois anos. Saiba o que eles t\u00eam a dizer sobre o nosso trabalho.\u201d. Na segunda hip\u00f3tese, a mensagem \u00e9 mais concreta e palp\u00e1vel, e remete para testemunhos de clientes. Mostr\u00e1mos, n\u00e3o dissemos apenas que \u201ctemos experi\u00eancia\u201d.\r\n\r\n&nbsp;\r\n\r\nBoas palavras!\r\n\r\n&nbsp;","protected":false},"excerpt":{"rendered":"<p>The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. Leo Burnett Como escolhO as palavras certas? As palavras escritas s\u00e3o geralmente o primeiro elemento de comunica\u00e7\u00e3o com poss\u00edveis clientes. Seja atrav\u00e9s de, por exemplo, um website, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7865,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"slim_seo":{"title":"4 dicas para escolher as palavras certas para comunicar com a audi\u00eancia. - brandvoicer","description":"The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relati"},"footnotes":""},"categories":[31,33],"tags":[],"class_list":["post-7167","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brandvoice","category-copywriting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 dicas para escolher as palavras certas para comunicar com a audi\u00eancia. - brandvoicer<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandvoicer.pt\/en\/as-palavras-certas\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 dicas para escolher as palavras certas para comunicar com a audi\u00eancia. - brandvoicer\" \/>\n<meta property=\"og:description\" content=\"The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. Leo Burnett Como escolhO as palavras certas? As palavras escritas s\u00e3o geralmente o primeiro elemento de comunica\u00e7\u00e3o com poss\u00edveis clientes. Seja atrav\u00e9s de, por exemplo, um website, [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandvoicer.pt\/en\/as-palavras-certas\/\" \/>\n<meta property=\"og:site_name\" content=\"brandvoicer\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-28T17:55:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-07-18T15:50:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandvoicer.pt\/wp-content\/uploads\/2018\/06\/as-palavras-certas-7232813.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jo\u00e3o Filipe Mateus\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jo\u00e3o Filipe Mateus\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/brandvoicer.pt\\\/as-palavras-certas\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/brandvoicer.pt\\\/as-palavras-certas\\\/\"},\"author\":{\"name\":\"Jo\u00e3o Filipe Mateus\",\"@id\":\"https:\\\/\\\/brandvoicer.pt\\\/#\\\/schema\\\/person\\\/565d0ebc11fe9cc2716e3b61ed44af76\"},\"headline\":\"4 dicas para escolher as palavras certas para comunicar com a audi\u00eancia.\",\"datePublished\":\"2022-06-28T17:55:58+00:00\",\"dateModified\":\"2024-07-18T15:50:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/brandvoicer.pt\\\/as-palavras-certas\\\/\"},\"wordCount\":565,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/brandvoicer.pt\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/brandvoicer.pt\\\/as-palavras-certas\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/brandvoicer.pt\\\/wp-content\\\/uploads\\\/2018\\\/06\\\/as-palavras-certas-7232813.jpeg\",\"articleSection\":[\"brandvoice\",\"copywriting\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/brandvoicer.pt\\\/as-palavras-certas\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/brandvoicer.pt\\\/as-palavras-certas\\\/\",\"url\":\"https:\\\/\\\/brandvoicer.pt\\\/as-palavras-certas\\\/\",\"name\":\"4 dicas para escolher as palavras certas para comunicar com a audi\u00eancia. - brandvoicer\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/brandvoicer.pt\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/brandvoicer.pt\\\/as-palavras-certas\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/brandvoicer.pt\\\/as-palavras-certas\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/brandvoicer.pt\\\/wp-content\\\/uploads\\\/2018\\\/06\\\/as-palavras-certas-7232813.jpeg\",\"datePublished\":\"2022-06-28T17:55:58+00:00\",\"dateModified\":\"2024-07-18T15:50:44+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/brandvoicer.pt\\\/as-palavras-certas\\\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/brandvoicer.pt\\\/as-palavras-certas\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/brandvoicer.pt\\\/as-palavras-certas\\\/#primaryimage\",\"url\":\"https:\\\/\\\/brandvoicer.pt\\\/wp-content\\\/uploads\\\/2018\\\/06\\\/as-palavras-certas-7232813.jpeg\",\"contentUrl\":\"https:\\\/\\\/brandvoicer.pt\\\/wp-content\\\/uploads\\\/2018\\\/06\\\/as-palavras-certas-7232813.jpeg\",\"width\":1280,\"height\":720,\"caption\":\"as-palavras-certas-2\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/brandvoicer.pt\\\/as-palavras-certas\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"In\u00edcio\",\"item\":\"https:\\\/\\\/brandvoicer.pt\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"4 dicas para escolher as palavras certas para comunicar com a audi\u00eancia.\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/brandvoicer.pt\\\/#website\",\"url\":\"https:\\\/\\\/brandvoicer.pt\\\/\",\"name\":\"brandvoicer\",\"description\":\"Digital copy &amp; 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