Михаил Чернышов

Редакторам: как понимать клиента

О том, что не все должны уметь писать тексты. Кто-то делает детские коляски и этого достаточно

Гуляю с собакой и прохожу мимо небольшого магазина детских колясок возле дома. На двери неказистое объявление: все разноцветное такое, «вырвиглаз». Внизу приклеен листочек с очень глупым текстом про «супер-скидки на осеннюю коллекцию».

Про себя думаю: ну как же вы это так написали, почему нельзя было просто оставить заголовок, картинку подобрать, внизу телефон. Без всей этой мишуры выглядело бы в тысячу раз привлекательнее.

Прошел еще пару метров с этой мыслью, и вдруг: так они и не обязаны были делать хорошо. Детские коляски — вот что у них получается делать, а не редактуру. Сейчас поясню мысль.

Вот как это выглядит: я как специалист смотрю на рекламное объявление и сразу понимаю, что в нем не так. Плохим оно кажется только мне. Если спросить прохожего, видит ли он в этом плакате что-то дурное, он ответит, что нет — обычная реклама, как везде.

То же самое, если бы я делал сам детскую коляску. Закрылся в гараже, нашел в интернете материалы и грубо настучал бы какое-то чудовище с торчащими наружу заусенцами. Мастер при виде такой коляски точно так же подумал бы: ну кто и зачем мог сделать такое убожество. Видно же сразу, что здесь не так.

Когда я вижу в магазине, например, красивую детскую коляску, я восхищаюсь. Тем более, если она ручной работы. Я думаю, что невозможно просто сесть и собрать это руками. Здесь точно замешана какая-то магия. На удивление (я сам до этой мысли только недавно дошел), то же самое происходит с другой стороны: мастер по детским коляскам открывает на компьютере приятный и понятный сайт. В его голове всё может выглядеть так же: он понятия не имеет, как тут все устроено, как написано и как сверстано. Просто эта штука решает его задачу. Как и коляска, кстати.

Важно начать об этом думать: то, что нам кажется очевидным, для остальных совсем не так. И наоборот. Поэтому при работе с клиентами не думайте об их прошлых сайтах и текстах с пренебрежением. Они не обязаны были обо всем это знать, просто раньше им не попадался специалист, который бы все объяснил. Они хорошо делают свой бизнес, и этого достаточно. Просто помогите сделать им конкретную часть работы хорошо. И запомните:

У каждого — своя работа

Статью подтолкнули написать 20 минут на улице с собакой, а еще недавний пост в телеграме Жени Лепехина.

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