De journalistieke 5 w-tjes zijn simpel: wie (doet) wat, waar, wanneer en waarom. De antwoorden vormen bijna vanzelf een kort bericht voor in de krant. Als je diezelfde vijf vragen beantwoordt over je eigen bedrijf, heb je een webtekst waar precies staat wat jij doet. Wie je bent, wat je precies kunt bieden, waarom je dat leuk vindt en waar je je werk uitvoert, en eventueel bij wie.
Precies wat je wilt.
Toch?
NEE dus!
Om de 5 W’tjes te kunnen gebruiken, moet je ze omdraaien. Immers, de wereld draait niet om JOU. Het gaat erom wat jij kunt doen voor DE LEZER.
WIE ben je?
De eerste vraag: ‘WIE?’ moet antwoord geven op de vraag: op welke site ben ik nu terechtgekomen. De lezer surft namelijk niet voor niets. Hij zoekt. Een leren riem bijvoorbeeld. Zo kwam hij op jouw site. Maar moet hij daar ook zijn? Verkoop jij die speciale leren riem voor de net aangeschafte spijkerbroek die hij of zij zoekt? Of heb je een webshop met leren riemen om de hond mee uit te laten. Een heel verschil.
WAT los je op?
WAT is niet zozeer gericht op jouw onderneming, maar op: WAT los ik op. Voor JOU dus. De lezer heeft een broek die afzakt. Een prachtige nieuwe jeans die absoluut een mooi modeaccessoire verdient. Of hij heeft een hond die trekt. De hond heeft zijn oude riem zelfs in stukken getrokken. Kortom, hij heeft een probleem.
Zodra hij dat probleem benoemd ziet worden, haken zijn ogen zich vast. Hij scant en racet door de letters want hij weet: jij snapt zijn probleem… dan heb je vast ook de oplossing.
Op jouw site kun je ook direct de oplossing noemen. Maar je vangt waarschijnlijk eerder de aandacht als je de lezer even pijn doet. Negatief nieuws scoort. Ook dat is journalistiek bewezen.
WAAR ben je te vinden?
De volgende W is WAAR. De verwaarloosde voet van de lichaamsverzorging. Want als er iets vaak mist op een website, is het een plaatsbepaling. Dat hoeft niet je complete adres te zijn. Maar een regio, stad of dorp is toch wel heel prettig. Het vergroot het gevoel van vertrouwen.
Ook als je landelijk werkt, wil jouw potentiële klant misschien eens live afspreken. En dan maakt het ineens een wereld van verschil of jij aan de andere kant van het land woont, of om de hoek.
De meest logische plek voor je plaatsbepaling is op de contactpagina. Wil je het daar niet, dan kun je een regio vermelden op je hometekst, in je tagline. Of allebei.
WANNEER kom jij in beeld?
Wanneer; dat lijkt zo’n journalistieke W waar je in je webtekst niks mee kunt. Maar: niets is minder waar. WANNEER is zeker een vraag die je moet beantwoorden. Wanneer kan de lezer iets van jou verwachten? Wanneer bezorg jij de bestelling, wanneer reageer jij op een mailtje of wanneer geef jij je training of workshop?
Het meervoud van datum is niet voor niets DATA, feiten dus. Feitelijke informatie stelt jouw lezer gerust. Terwijl hij leest, kan zijn emotionele brein de argumenten afwegen om wel of niet voor jou te kiezen.
Onderbouw jij je product of dienst met feiten, dan ben je het betrouwbare NOS journaal of het NRC. En schreeuw je van de daken dat je de beste bent, zonder argumentatie? Dan ben je een reclameboodschap. Snel verder naar een betere aanbieder….
WAAROM zou jouw klant dit willen?
In de journalistiek schets je eerst het plaatje. Het gaat namelijk meestal om dingen die al gebeurd zijn. De lezer wil eerst weten waar het over gaat, en dan vraagt hij zich af: maar waarom is dit nodig? Waarom is dit gebeurd?
In je webtekst gebruik je WAAROM om uit te leggen waarom je lezer jouw dienst of product zou willen. Je helpt je klant om zich voor te stellen hoe het voelt als hij jouw oplossing gekozen heeft. Hoe stoer die spijkerbroek zal zijn met die leren riem. Hoe fijn je door het bos wandelt met de hond… Hoe vrij en blij hij zich zal voelen als….
Als je dat goed verwoordt, is dat het laatste duwtje in de rug dat je lezer nodig heeft. Hij belt, bestelt of mailt. Mits je een banaan hebt op je site… maar daarover een andere keer meer.
Beste Meta,
Langs deze weg reageer ik even op je spontane reactie op mijn woorden in het kader van het laatste blogonderwerp van Wilko. (Tjonge, wat een zin!).
Grappig hè dat mijn opmerkingen over de 5WH-aanpak al in jouw eerdere blog zo uitvoerig aandacht hebben gekregen.
Ik heb je verhaal met plezier gelezen.
Eerlijk gezegd wist ik niet of ik zou hebben mogen reageren via het blog-formulier van Wilko. Maar omdat je mij de mogelijkheid bood om via jouw blog je bijdrage over de 5 W’s te lezen heb ik maar direct via jouw ‘Reactiekader’ gereageerd.
Hartelijke groeten,
Godfried W.J. Janssen
G. Metsustraat 41
3583 ER UTRECHT
Tel: 030 – 254 19 81
Hallo Godfried,leuk dat jij hier reageert! De beste tips komen uiteindelijk overal weer bovendrijven, dat blijkt wel. Voor wie meer wil lezen, op WordXpression worden de 5 W’tjes ook aangeprezen als middel tegen een writer’s block: http://wordxpression.com/vijf-tips-tegen-een-writersblock/.
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