HOGENT
Commercieel
en creatief
schrijven
Angelique Moenaert
2025-2026
,Inhoudsopgave
Les 1: proloog......................................................................................................... 4
Wat is een copywriter?........................................................................................ 4
Soorten copywriters............................................................................................ 4
Waarom schakelen mensen copywriters in?........................................................4
Wat schrijft een copywriter?................................................................................ 4
Hoe word je een succesvolle copywriter?............................................................4
Buy-o-logy........................................................................................................... 4
Made to stick (de plakfactor) SUCCES..............................................................5
Emotienomie.................................................................................................... 5
A/B tests........................................................................................................... 5
Pick the winner................................................................................................. 5
Eyetracking...................................................................................................... 5
Les 2: all about François(e)..................................................................................... 6
Verbaal moodboard............................................................................................. 6
Geen ratio zonder emotie.................................................................................... 6
Emoties in beïnvloeding...................................................................................... 6
Solomon Asch................................................................................................... 6
Whats in it for me?........................................................................................... 6
Persoonlijk schrijven............................................................................................ 6
Dialoogkracht................................................................................................... 7
Creatief schrijven................................................................................................ 7
Les 3: Boenk erop................................................................................................... 8
Trek de aandacht van je lezer!............................................................................ 8
Bevestiging...................................................................................................... 8
Verrassing........................................................................................................ 8
Retorische vraag.............................................................................................. 8
Wist-je-datje..................................................................................................... 8
Humor.............................................................................................................. 9
Provocatie........................................................................................................ 9
Actualiteit......................................................................................................... 9
Paradox............................................................................................................ 9
Stand van zaken............................................................................................... 9
Vergelijking (metafoor)..................................................................................... 9
Citeer uit een onderzoek.................................................................................. 9
Quote............................................................................................................... 9
, Anekdote of verhaal......................................................................................... 9
Stijlfiguren........................................................................................................ 9
Beeldend schrijven........................................................................................... 9
Motivatoren......................................................................................................... 9
Great motivators – Herschell Gordon Lewis......................................................9
Maslow – basisbehoeften................................................................................ 10
Concreet schrijven............................................................................................. 10
Move over, metriek systeem..........................................................................10
Vage woorden................................................................................................ 10
Maak de vertaalslag....................................................................................... 11
Kies voor rijke taalversterkers........................................................................11
Weg met oubollig taalgebruik........................................................................11
Les 4: En…. Actie!................................................................................................. 12
Welke soort tekst schrijf je?............................................................................... 12
Customer journey.............................................................................................. 12
Les 5: De verkoopbrief.......................................................................................... 13
Long copy.......................................................................................................... 13
The more you tell, the more you sell.................................................................13
Verkoopbrief...................................................................................................... 13
Structuur verkoopbrief...................................................................................... 14
Opening.......................................................................................................... 14
Aanleiding...................................................................................................... 14
Kern................................................................................................................ 14
Verwachting................................................................................................... 15
PS................................................................................................................... 15
Les 6: scannend = spannend............................................................................... 16
Schermschrijven................................................................................................ 16
Scanbaar schrijven............................................................................................ 16
Les 7: De Leeuwenkoning in je tekst....................................................................18
Fiction isn’t bad. It is vital.................................................................................. 18
Soorten storytelling in bedrijven.......................................................................18
Brand story..................................................................................................... 18
Product story.................................................................................................. 18
Founder/staff story......................................................................................... 19
Customer story............................................................................................... 19
Wat is een verhaal eigenlijk?............................................................................. 19
Story canvas: stappenplan................................................................................ 19
Commercieel
en creatief
schrijven
Angelique Moenaert
2025-2026
,Inhoudsopgave
Les 1: proloog......................................................................................................... 4
Wat is een copywriter?........................................................................................ 4
Soorten copywriters............................................................................................ 4
Waarom schakelen mensen copywriters in?........................................................4
Wat schrijft een copywriter?................................................................................ 4
Hoe word je een succesvolle copywriter?............................................................4
Buy-o-logy........................................................................................................... 4
Made to stick (de plakfactor) SUCCES..............................................................5
Emotienomie.................................................................................................... 5
A/B tests........................................................................................................... 5
Pick the winner................................................................................................. 5
Eyetracking...................................................................................................... 5
Les 2: all about François(e)..................................................................................... 6
Verbaal moodboard............................................................................................. 6
Geen ratio zonder emotie.................................................................................... 6
Emoties in beïnvloeding...................................................................................... 6
Solomon Asch................................................................................................... 6
Whats in it for me?........................................................................................... 6
Persoonlijk schrijven............................................................................................ 6
Dialoogkracht................................................................................................... 7
Creatief schrijven................................................................................................ 7
Les 3: Boenk erop................................................................................................... 8
Trek de aandacht van je lezer!............................................................................ 8
Bevestiging...................................................................................................... 8
Verrassing........................................................................................................ 8
Retorische vraag.............................................................................................. 8
Wist-je-datje..................................................................................................... 8
Humor.............................................................................................................. 9
Provocatie........................................................................................................ 9
Actualiteit......................................................................................................... 9
Paradox............................................................................................................ 9
Stand van zaken............................................................................................... 9
Vergelijking (metafoor)..................................................................................... 9
Citeer uit een onderzoek.................................................................................. 9
Quote............................................................................................................... 9
, Anekdote of verhaal......................................................................................... 9
Stijlfiguren........................................................................................................ 9
Beeldend schrijven........................................................................................... 9
Motivatoren......................................................................................................... 9
Great motivators – Herschell Gordon Lewis......................................................9
Maslow – basisbehoeften................................................................................ 10
Concreet schrijven............................................................................................. 10
Move over, metriek systeem..........................................................................10
Vage woorden................................................................................................ 10
Maak de vertaalslag....................................................................................... 11
Kies voor rijke taalversterkers........................................................................11
Weg met oubollig taalgebruik........................................................................11
Les 4: En…. Actie!................................................................................................. 12
Welke soort tekst schrijf je?............................................................................... 12
Customer journey.............................................................................................. 12
Les 5: De verkoopbrief.......................................................................................... 13
Long copy.......................................................................................................... 13
The more you tell, the more you sell.................................................................13
Verkoopbrief...................................................................................................... 13
Structuur verkoopbrief...................................................................................... 14
Opening.......................................................................................................... 14
Aanleiding...................................................................................................... 14
Kern................................................................................................................ 14
Verwachting................................................................................................... 15
PS................................................................................................................... 15
Les 6: scannend = spannend............................................................................... 16
Schermschrijven................................................................................................ 16
Scanbaar schrijven............................................................................................ 16
Les 7: De Leeuwenkoning in je tekst....................................................................18
Fiction isn’t bad. It is vital.................................................................................. 18
Soorten storytelling in bedrijven.......................................................................18
Brand story..................................................................................................... 18
Product story.................................................................................................. 18
Founder/staff story......................................................................................... 19
Customer story............................................................................................... 19
Wat is een verhaal eigenlijk?............................................................................. 19
Story canvas: stappenplan................................................................................ 19
