Cap 6. Ciberanzuelo lo será tu padre

Toma título, ahí te lo llevas. Quería ponerle un metatítulo y me ha salido este.

¿Qué pondrías de titular clickbait a un artículo que habla sobre clickbaits? Lo siento, yo no tengo nada personal contra los padres pero tenía que ser algo que llamara la atención.

No sé si habrá funcionado. Bueno, contigo que estás leyendo me imagino que sí. Pero tú igual eres un poco raro 😀

Pero no sé yo. Me estoy arrepintiendo.

¿Lo cambio? Estoy a tiempo, todavía no lo he publicado.

Venga no, lo dejo, yo creo que a la gente le dará curiosidad.

¿Por qué estoy escribiendo lo que estoy pensando? Tampoco lo sé.

Mierda…

Me estoy volviendo loco.

Olvídalo.

Cap 6. Ciberanzuelo lo será tu padre

Así comenzamos con la segunda parte del capítulo 2: Técnicas de copywriting para web donde estuvimos hablando sobre las promesas de venta, los testimonios de compra y los CTA.

Como te podrás imaginar, hoy le damos a…

LOS CIBERANZUELOS

Sí, en el argot marketero a los titulares llamativos que buscan crear curiosidad para lograr el click, se les llama “clickbaits”.

Peeeero, he visto que la palabra ciberanzuelo fue elegida por mayoría democrática, y, oye, que me he enamorau. Qué sonoridad, qué vocales (todas), qué bien escrita.

“No te imaginas lo que le ocurrió mientras nadaba”

“Las 7 cacas más grandes de la historia. (Vas a flipar con la cuarta)”

“La Master Guía 100% Definitiva 2018 para tocar la guitarra como Paco de Lucía”

“Entra a mi curso y cambiará tu vida!”

“Ciberanzuelo lo será tu padre.”

Cap 6. Ciberanzuelo lo será tu padre

Marketing de primera, oiga.

Pero es que funciona, y tanto que funciona. Como en la política. ¿Ganas votos con ello? Pues pa’lante. No hay más que hablar.

¿Y por qué no?

Tiene sentido. Estamos constantemente bombardeados por miles de mensajes, miles de estímulos. Es complicado sobresalir entre tantos. Tienes 60 caracteres y una foto para conseguir un click.

No hay mucho lugar a la creatividad.

Peeeero, en muchos formatos y canales, podemos acompañar el titular y la foto con una extracto descriptivo de 200-300 caracteres que amplíen la información.

En vez de aprovechar ese espacio para aportar valor, crear storytelling, o cualquier cosa interesante y creativa, veo que empieza a crecer su uso como simple ampliación del ciberanzuelo.

Como ávido consumidor de internet que soy (manera fina de decir que me he tragado mucha mierda que ni quería ni necesitaba), he detectado una serie de patrones que misteriosamente se repiten y que resumo en:

Cuánto más llamativo resulta el reclamo textual de un artículo, peor suele ser el contenido Correveidile

Así es. Me ocurre habitualmente.

La evolución del ciberanzuelo

Voy a poneros un ejemplo anónimo, sacado de alguien que se dedica a vender servicios de marketing digital, y publicado en un grupo de Facebook en el que participo:

CTA de manual

Es el mensaje de manual que te explican todos los gurús de lo que debe contener un un CTA de este tipo. Comentemos por partes:

  1. Presenta un problema en forma de pregunta personal apelando en 2 ocasiones a sentimientos (¿Sientes que no…?, ¿Te sientes… ?)

  2. Ofrece la solución a ese problema.

  3. Utiliza iconos que captan mayor atención del lector.

  4. Utiliza un listado para sus soluciones/servicios, también con iconos, que motivan su lectura.

  5. Deja un enlace justo después de indicar que ofrece contenido gratuito para ayudarte, desinteresadamente por supuesto, a solucionar esos problemas.

Hasta aquí todo perfecto

Esto es a lo que me refiero, sigue de pé a pá todo los consejos que puedes leer en cualquier blog de marketing digital sobre cómo construir un mensaje comercial llamativo.

Pero ahora fijémonos más detalladamente en el contenido, su creatividad y su coherencia:

  1. Las preguntas son muy generalistas. ¿Problemas para vender? , ¿Te sientes invisible? Parece que sus servicios sirven para cualquier tipo de negocio. Una de dos, o es una empresa con muchísima experiencia en diversos sectores, o no tiene muy claro cual es su nicho concreto de acción.

    En este caso, aunque he ocultado el nombre, es marca personal, nada de agencia o empresa grande, por lo que me decanto más por la segunda opción.

    Es decir, se dedica a aconsejar al resto a definir su estrategia para vender en internet pero no me está dando da la impresión de que la suya esté muy trabajada.

    Sus servicios son muy distintos y globales, y sirven para todos. Ay amigo…

  2. Las preguntas son personales, de tú, para lo que parece pretender cercanía. En cambio, al final dice: “Dejará de sentirse invisible…” hablando de usted, entiendo que quizás queriendo ofrecer más seriedad antes de poner su enlace.

    Incoherencia absoluta en el discurso con un copywriting de copia-pega, poco trabajado y nada creativo.

  3. Ofrece servicios de posicionamiento SEO, y su página web, ¡¡¡¡está en HTTP!!!! Madre mía. Sólo por esto no le contrataba ni regalao.

Todo esto me hace sospechar ya de antes de entrar a su web, que lo que ahí me voy a encontrar va a ser un cagote bien grandote. Y sí, mi sentido arácnido de Spiderman marketiniano no falla.

Está feo que yo lo diga pero lo tengo hiperdesarrollado.

Olfato Marketiniano

Y cuando digo que no falla, no falla, es entrar a la web, y un solo segundo más tarde

¡¡¡¡¡¡¡ ZAS !!!!!!

Cap 6. Ciberanzuelo lo será tu padre

 

POPUP Y NEWSLETTER EN TODA TU CARA

Nada de esperar unos segundos, o al salir con el ratón fuera, o al hacer scroll… nada nada.

Sin vaselina ni miramientos. Según entras te lo clava.

Además ya no es que el formulario no cumpla la RGPD, es que no cumple ni la LOPD.

El texto para suscribirse ni lo comento, sobran las palabras.

¡¡Alguien que vende servicios de Marketing Digital!!

Ahora igual estás pensando que bueno, igual estoy exagerando un poco y que cualquiera puede hacer esto y no hay que darle mayor importancia, es uno más entre tanto vendehumos.

Pues es que agárrate que ahora viene lo peor. Este caballero (siempre según su propia web y biografía) ha estudiado la carrera de Comunicación Audiovisual y un máster en Marketing digital, comunicación y social media.

Cap 6. Ciberanzuelo lo será tu padre

 

Créeme si te digo que no he estado buceando miles de horas para encontrar este ejemplo. De hecho no he tenido ni que buscarlo, ha venido a mí, él solito.

Estoy seguro de que a pocas horas que le dedicara a investigar podría sacar muchos más ejemplos y muchos peores. Pero entre tú y yo:

Probablemente sería perder el tiempo.

La cibermoraleja del ciberanzuelo

Como todo en internet, y en la vida, los ciberanzuelos también están evolucionando. Cada vez son más difíciles de detectar. Ya no es el titular llamativo que se ve a la legua con los que he empezado el capítulo.

Ahora es más difuso.

Ahora se esconde entre iconos, mensajes persuasivos, listas y buenas imágenes. Hay que calibrar un poquito más el detector de vendehumos.

Esta es una de las conclusiones.

La segunda conclusión es una pregunta:

¿Alguien puede explicarme qué enseñan en las universidades y los máster? Es que no he ido a ninguno pero tengo curiosidad.

Suficiente, ¿no?

Gracias por leerme.

Se os quiere.

¿Te ha gustado? ¡Correveidile!

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299 comentarios en “Cap 6. Ciberanzuelo lo será tu padre”

  1. Buenas Sr. Vendiendo Humo!? En serio? Cómo debo de dirigirme a su persona?
    Me voy a permitir a mí misma un cambio de registro y voy a comenzar a tratarte de tú. Me gusta la precisión con la que has diseccionado este tema. He de decir que el ejemplo que pones asemeja ser el de una víctima más de la factoría vende humo del marketing digital. Alguien que está intentando buscarse la vida cumpliendo paso a paso la check list del copy para vender, los funnels para convertir o la guía para vivir de internet. A lo que voy es que es relativamente fácil reprobar a un “anónimo” en vez de poner ejemplos a nivel gurú.
    Ahí te dejo mi crítica o reto (según se mire).
    Lo cierto es que me está gustando lo que leo. Enhorabuena.

    P.D.: No navegues por mi blog… Está en http (orgh!)
    😉

    • Acepto gustosamente esa crítica y el reto, aunque es un post que resumiría en una palabra: creatividad 😀

      Efectivamente no es más que alguien que ha seguido los checklist que ya nos sabemos de memoria. Quizás no lo he reflejado bien en el artículo, pero lo que me parece grave no es eso, es que tiene estudios universitarios y de máster.

      Eso es lo que me preocupa, lo que se enseña en la formación reglada,y ese ha sido el motivo de incluirlo como ejemplo.

      P.D.: Adoro las postdatas, de verdad, y me mata de ilusión que me dejen un comentario con una de ellas 😛

  2. Otra técnica es hacer guerrilla marketing a mi me ha funcionado decir algo obviamente contradictorio. Y te aseguro q saldrán mas de uno a corregirte en los comentarios eso hace q el post en Facebook tenga interés y por lo tanto más exposicion. Y más posibilidad de atraer gente. A mi web.

    • Gracias Pelana por tu punto de vista. No lo comparto en absoluto, pero para eso están los blogs, para compartir opiniones 🙂

      Un saludo!

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