{"id":1048,"date":"2022-11-23T09:49:01","date_gmt":"2022-11-23T08:49:01","guid":{"rendered":"https:\/\/www.digiamo.cz\/vse-o-copywritingu\/"},"modified":"2022-11-23T09:49:01","modified_gmt":"2022-11-23T08:49:01","slug":"vse-o-copywritingu","status":"publish","type":"post","link":"https:\/\/new.digiamo.cz\/new\/vse-o-copywritingu\/","title":{"rendered":"V\u0161e, co pot\u0159ebujete v\u011bd\u011bt o copywritingu I: Kdy a pro\u010d se bez copywritingu neobejdete?"},"content":{"rendered":"\n<p>Copywriting nen\u00ed jen psan\u00ed text\u016f. Copywriting je psan\u00ed p\u0159esv\u011bd\u010div\u00fdch text\u016f, kter\u00e9 podn\u011bcuj\u00ed publikum k&nbsp;akci. Ve skute\u010dnosti je jedn\u00edm z&nbsp;nejd\u016fle\u017eit\u011bj\u0161\u00edch prvk\u016f marketingu a nezbytnou sou\u010d\u00e1st\u00ed jak\u00e9hokoli podnik\u00e1n\u00ed v&nbsp;internetov\u00e9m prost\u0159ed\u00ed. Zaj\u00edm\u00e1 v\u00e1s pro\u010d? To v\u00e1m vysv\u011btl\u00edme v&nbsp;tomto \u010dl\u00e1nku.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/copywriting-1024x683.jpg\" alt=\"\" class=\"wp-image-29808\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Co je to copywriting a pro\u010d je d\u016fle\u017eit\u00fd?<\/h2>\n\n\n\n<p>Copywriting zahrnuje ve\u0161ker\u00fd textov\u00fd obsah, kter\u00fd vid\u00edte v&nbsp;titulku reklamy na Facebooku, v&nbsp;nadpisu reklamy na Googlu, v&nbsp;popisku videa na YouTube, v&nbsp;ka\u017ed\u00e9m newsletteru nebo na jak\u00e9mkoli webu od vstupn\u00ed str\u00e1nky, p\u0159es popisky produkt\u016f a\u017e po reklamn\u00ed bannery. Copywriting se v podstat\u011b vztahuje na <strong>v\u0161e, co komunikujete publiku prost\u0159ednictv\u00edm text\u016f<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co je podstatou copywritngu?<\/h3>\n\n\n\n<p>Existuje mnoho r\u016fzn\u00fdch typ\u016f copywritingu, ale z\u00e1kladem ka\u017ed\u00e9ho z&nbsp;nich je <strong>porozum\u011bn\u00ed publiku, jeho pot\u0159eb\u00e1m a tu\u017eb\u00e1m<\/strong>, projev empatie a nab\u00eddnut\u00ed ide\u00e1ln\u00edho \u0159e\u0161en\u00ed. C\u00edle ka\u017ed\u00e9ho textu se mohou li\u0161it \u2013 od vybudov\u00e1n\u00ed podniku, p\u0159es zv\u00fd\u0161en\u00ed <a href=\"https:\/\/new.digiamo.cz\/new\/slovnik\/brand-awareness\/\">pov\u011bdom\u00ed o zna\u010dce<\/a> a\u017e po zlep\u0161en\u00ed prodeje.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co v\u00e1m copywriting p\u0159inese?<\/h3>\n\n\n\n<p>Copywriting je p\u0159edev\u0161\u00edm <strong>d\u016fvodem<\/strong>, <strong>pro\u010d v\u00e1s lid\u00e9 najdou, n\u011bco si u v\u00e1s zakoup\u00ed nebo se k&nbsp;v\u00e1m budou vracet<\/strong>. D\u00edky kvalitn\u00edmu copywritingu lid\u00e9 p\u0159i shl\u00e9dnut\u00ed va\u0161\u00ed reklamy p\u0159estanou p\u0159em\u00fd\u0161let nad t\u00edm, zda bez dan\u00e9 slu\u017eby nebo v\u00fdrobku mohou \u017e\u00edt, ale za\u010dnou p\u0159em\u00fd\u0161let nad t\u00edm, pro\u010d bez toho \u017eij\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kdy pot\u0159ebujete copywriting?<\/h2>\n\n\n\n<p>Pokud m\u00e1te<strong> jak\u00fdkoli produkt nebo slu\u017ebu, kter\u00e9 chcete prod\u00e1vat<\/strong>, pot\u0159ebujete profesion\u00e1ln\u00ed copywriting. Webov\u00e9 str\u00e1nky bez dobr\u00e9ho copywritingu nez\u00edsk\u00e1vaj\u00ed registrovan\u00e9 z\u00e1kazn\u00edky, nevytv\u00e1\u0159\u00ed dobr\u00e9 pov\u011bdom\u00ed o zna\u010dce a ani nep\u0159esv\u011bd\u010duj\u00ed lidi, aby si u nich n\u011bco zakoupili.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Copywriting je nutn\u00fd pro v\u0161echny platformy<\/h3>\n\n\n\n<p>Bezchybn\u00fd a v\u00fdsti\u017en\u011b popisn\u00fd text si mo\u017en\u00e1 dok\u00e1\u017eete vytvo\u0159it pro v\u00e1\u0161 web sami, ale zku\u0161en\u00fd copywriter n\u00e1v\u0161t\u011bvn\u00edkovi poskytne \u0159e\u0161en\u00ed probl\u00e9mu a p\u0159esv\u011bd\u010d\u00ed ho k&nbsp;po\u017eadovan\u00e9mu jedn\u00e1n\u00ed. Copywriting byste m\u011bli pou\u017e\u00edvat <strong>nejen pro webovou str\u00e1nku<\/strong> va\u0161\u00ed firmy \u010di slu\u017eby, ale pro v\u0161echny platformy, kter\u00e9 pou\u017e\u00edv\u00e1te, v\u010detn\u011b soci\u00e1ln\u00edch s\u00edt\u00ed, e-mail\u016f i placen\u00fdch reklam.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Copywriting m\u016f\u017ee ovlivnit v\u00e1\u0161 byznys<\/h3>\n\n\n\n<p>Lid\u00e9 se \u010dasto domn\u00edvaj\u00ed, \u017ee u\u0161et\u0159\u00ed pen\u00edze, kdy\u017e si texty nap\u00ed\u0161ou sami. Jen\u017ee to je velk\u00e1 chyba. Ani sebehez\u010d\u00ed web nebo reklama nikdy nebude fungovat, pokud texty budou amat\u00e9rsk\u00e9. Copywriting <strong>dok\u00e1\u017ee b\u00fdt siln\u00e1 zbra\u0148<\/strong>, kter\u00e1 m\u016f\u017ee m\u00edt velk\u00fd vliv na v\u00e1\u0161 byznys, proto jej nikdy nepodce\u0148te.<\/p>\n\n\n\n<p>Jako p\u0159\u00edklad velmi dob\u0159e nastaven\u00e9ho stylu srozumiteln\u00e9 a uvoln\u011bn\u00e9 komunikace, na n\u011bm\u017e se od sam\u00e9ho za\u010d\u00e1tku pod\u00edleli zku\u0161en\u00ed copywrite\u0159i, m\u016f\u017ee poslou\u017eit nap\u0159\u00edklad <strong>\u010desk\u00e1 banka Air Bank.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Copywriting je sou\u010d\u00e1st\u00ed obsahov\u00e9 strategie<\/h3>\n\n\n\n<p>Na \u010desk\u00e9m trhu je zat\u00edm i m\u00e1lo spole\u010dnost\u00ed, kter\u00e9 by m\u011bly ve sv\u00e9 firm\u011b strat\u00e9ga obsahu, kter\u00fd rozhoduje o komunikaci spole\u010dnosti z&nbsp;dlouhodob\u00e9 perspektivy, proto je pot\u0159eba kvalitn\u00edho copywritingu poci\u0165ov\u00e1na pouze jednou za \u010das.<\/p>\n\n\n\n<p>Pokud firma nem\u00e1 svoji <strong>obsahovou strategii<\/strong> zahrnuj\u00edc\u00ed manu\u00e1l, je\u017e specifikuje, kter\u00e9 prvky podniku je nutn\u00e9 vyzdvihnout prost\u0159ednictv\u00edm komunikace s&nbsp;klienty, ide\u00e1ln\u00edm \u0159e\u0161en\u00edm je nav\u00e1zat spolupr\u00e1ci s&nbsp;marketingovou agenturou.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kdo v\u0161echno vyu\u017eije copywriting?<\/h2>\n\n\n\n<p>Odpov\u011b\u010f na tuto ot\u00e1zku je pom\u011brn\u011b jednoduch\u00e1: <strong>ka\u017ed\u00fd, kdo pot\u0159ebuje komunikovat se sv\u00fdm publikem<\/strong>. To zahrnuje men\u0161\u00ed podnikatele i velk\u00e9 firmy. Neexistuje velikost podniku, kter\u00e1 by sv\u00e9ho provozovatele limitovala v uplatn\u011bn\u00ed kvalitn\u00edho copywritingu.<\/p>\n\n\n\n<p>Pot\u0159eba copywritingu se <strong>neomezuje ani na typ a oblast podnik\u00e1n\u00ed<\/strong>. Volba spr\u00e1vn\u00fdch slov, kter\u00e1 efektivn\u00edm zp\u016fsobem sd\u011bluj\u00ed, o co ve firm\u011b jde a z\u00e1rove\u0148 publikum ovliv\u0148uj\u00ed po\u017eadovan\u00fdm zp\u016fsobem, si v\u017edy \u017e\u00e1d\u00e1 z\u00e1sah zku\u0161en\u00e9ho copywritera. Copywriting tedy budete pot\u0159ebovat, pokud jste:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>podnikatel, kter\u00fd zakl\u00e1d\u00e1 nebo ji\u017e provozuje vlastn\u00ed podnik<\/li>\n\n\n\n<li><a href=\"https:\/\/new.digiamo.cz\/new\/\">marketingov\u00e1 agentura<\/a>, kter\u00e1 pom\u00e1h\u00e1 sv\u00fdm klient\u016fm v&nbsp;mnoha aspektech marketingu a reklamy<\/li>\n\n\n\n<li>mal\u00fd podnik<\/li>\n\n\n\n<li>velk\u00fd korpor\u00e1t<\/li>\n\n\n\n<li>startup<\/li>\n\n\n\n<li>kamenn\u00e1 maloobchodn\u00ed prodejna<\/li>\n\n\n\n<li>neziskov\u00e1 organizace<\/li>\n\n\n\n<li>online prodejce<\/li>\n\n\n\n<li>a kdokoli dal\u0161\u00ed\u2026<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Jak\u00fd typ copywritingu pot\u0159ebujete?<\/h2>\n\n\n\n<p>A\u0165 u\u017e m\u00e1te na starost marketing pro firmu nebo hled\u00e1te texta\u0159e pro v\u00e1\u0161 projekt jako za\u010d\u00ednaj\u00edc\u00ed podnikatel, m\u016f\u017eete pot\u0159ebovat r\u016fzn\u00e9 typy copywritingu. My v\u00e1m v&nbsp;kr\u00e1tkosti vysv\u011btl\u00edme, jakou roli m\u00e1 ka\u017ed\u00fd z&nbsp;nich a pro\u010d byste \u017e\u00e1dn\u00fd z&nbsp;nich nem\u011bli podcenit. V&nbsp;z\u00e1sad\u011b se rozli\u0161uj\u00ed n\u00e1sleduj\u00edc\u00ed druhy:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Webov\u00fd copywriting<\/h2>\n\n\n\n<p>Web copywriting pot\u0159ebuje ka\u017ed\u00fd obchodn\u00edk, kter\u00fd si <a href=\"https:\/\/new.digiamo.cz\/new\/web\/\">zalo\u017e\u00ed vlastn\u00ed webov\u00e9 str\u00e1nky<\/a>. Na z\u00e1klad\u011b studie proveden\u00e9 na Univerzit\u011b v\u011bd a technologi\u00ed v&nbsp;americk\u00e9m st\u00e1t\u011b Missouri v\u00fdzkumn\u00edci zjistili, \u017ee pr\u016fm\u011brn\u00fd <strong>n\u00e1v\u0161t\u011bvn\u00edk str\u00e1v\u00ed na vstupn\u00ed str\u00e1nce webu asi 5 sekund <\/strong>p\u0159edt\u00edm, ne\u017e p\u0159ejde do dal\u0161\u00ed \u010d\u00e1sti, nebo se rozhodne odej\u00edt. To nen\u00ed moc \u010dasu na to, abyste upoutali jeho pozornost a p\u0159im\u011bli ho akci. A pr\u00e1v\u011b proto pot\u0159ebujete zatracen\u011b dobr\u00e9 texty na web.<\/p>\n\n\n\n<p>Copywriting pro web zahrnuje psan\u00ed text\u016f pro domovskou str\u00e1nku a v\u0161echny dal\u0161\u00ed podstr\u00e1nky webu. Ka\u017ed\u00e1 str\u00e1nka by m\u011bla n\u00e1v\u0161t\u011bvn\u00edk\u016fm sd\u011blit konkr\u00e9tn\u00ed informace o produktu nebo slu\u017eb\u011b a p\u0159im\u011bt je k&nbsp;n\u011bjak\u00e9 akci, nap\u0159\u00edklad registraci, n\u00e1kupu nebo kliknut\u00ed na reklamu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">D\u016fkazy, \u017ee na web copywritingu z\u00e1le\u017e\u00ed<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Podle statistik si v pr\u016fm\u011bru v\u00e1\u0161 titulek p\u0159e\u010dte 8 z 10 lid\u00ed, ale zbylou \u010d\u00e1st textu budou \u010d\u00edst pouze 2 z&nbsp;10 lid\u00ed. Proto je pot\u0159eba si na n\u011bm d\u00e1t opravdu z\u00e1le\u017eet. (<a href=\"https:\/\/copyblogger.com\/writing-headlines-that-get-results\/\">Copyblogger<\/a>)<\/li>\n\n\n\n<li>Ide\u00e1ln\u00ed d\u00e9lka nadpisu je 6 slov. Je ale pot\u0159eba dok\u00e1zat naj\u00edt ta nej\u00fadern\u011bj\u0161\u00ed. (<a href=\"https:\/\/buffer.com\/library\/the-ideal-length-of-everything-online-according-to-science\/\">Buffer<\/a>)<\/li>\n\n\n\n<li>V pr\u016fm\u011bru si n\u00e1v\u0161t\u011bvn\u00edci str\u00e1nky p\u0159e\u010dtou pouze 20 % obsahu webu. To znamen\u00e1, \u017ee mus\u00edte svou str\u00e1nku strukturovat tak, aby vynikly nejd\u016fle\u017eit\u011bj\u0161\u00ed body. (<a href=\"https:\/\/www.nngroup.com\/articles\/how-little-do-users-read\/\">Nielsen Norman Group<\/a>)<\/li>\n\n\n\n<li>Lid\u00e9 skenuj\u00ed a proch\u00e1zej\u00ed webov\u00e9 str\u00e1nky ve vzoru \u201eF\u201c. V d\u016fsledku toho \u010dtou t\u0159et\u00ed slovo na \u0159\u00e1dku mnohem m\u00e9n\u011b \u010dasto ne\u017e prvn\u00ed dv\u011b. Nejd\u016fle\u017eit\u011bj\u0161\u00ed obsah by tedy m\u011bl b\u00fdt um\u00edst\u011bn na za\u010d\u00e1tku \u0159\u00e1dku. (<a href=\"https:\/\/www.nngroup.com\/articles\/how-little-do-users-read\/\">Nielsen Norman Group<\/a>)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">SEO copywriting<\/h2>\n\n\n\n<p>Aby v\u00e1s lid\u00e9 na internetu na\u0161li i bez placen\u00fdch reklam, je d\u016fle\u017eit\u00e9 optimalizovat v\u0161echny texty na webu pro <a href=\"https:\/\/new.digiamo.cz\/new\/seo\/\">SEO<\/a> p\u0159edev\u0161\u00edm z&nbsp;hlediska kl\u00ed\u010dov\u00fdch slov. Zv\u00fd\u0161\u00ed se t\u00edm va\u0161e <strong>pozice v&nbsp;Google SERPu<\/strong> i dal\u0161\u00edch internetov\u00fdch vyhled\u00e1va\u010d\u00edch, a vy t\u00edm z\u00edsk\u00e1te organickou n\u00e1v\u0161t\u011bvnost. SEO copywriting tedy \u00fazce souvis\u00ed s&nbsp;psan\u00edm text\u016f na web.<\/p>\n\n\n\n<p>Pou\u017e\u00edv\u00e1n\u00ed <strong>spr\u00e1vn\u00fdch kl\u00ed\u010dov\u00fdch slov <\/strong>(v\u00fdraz\u016f, kter\u00e9 lid\u00e9 na internetu hledaj\u00ed nej\u010dast\u011bji) je z\u00e1sadn\u00edm krit\u00e9riem text\u016f pro rozvoj digit\u00e1ln\u00edho podnik\u00e1n\u00ed. SEO copywriting se t\u00fdk\u00e1 p\u0159edev\u0161\u00edm n\u00e1zv\u016f a metapopisk\u016f, ale i samotn\u00fdch text\u016f a blogov\u00fdch p\u0159\u00edsp\u011bvk\u016f. Zku\u0161en\u00fd copywriter prozkoum\u00e1 ve\u0161ker\u00e9 informace o dan\u00e9m t\u00e9matu, zjist\u00ed, jak\u00e1 kl\u00ed\u010dov\u00e1 slova lid\u00e9 zad\u00e1vaj\u00ed do vyhled\u00e1va\u010de a vhodn\u011b je zakomponuje do textu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Produktov\u00fd copywriting<\/h2>\n\n\n\n<p>Ve\u0161ker\u00fd copywriting se v&nbsp;podstat\u011b t\u00fdk\u00e1 tvorby propaga\u010dn\u00edch text\u016f, nicm\u00e9n\u011b produktov\u00fd copywriting se p\u0159\u00edmo zam\u011b\u0159uje na p\u0159edstaven\u00ed va\u0161eho produktu nebo slu\u017eby. Tento typ copywritingu se n\u011bkdy naz\u00fdv\u00e1 <strong>e-commerce copywriting<\/strong> a m\u016f\u017ee se je\u0161t\u011b d\u00e1le d\u011blit na <strong>B2B a B2C copywriting<\/strong>.<\/p>\n\n\n\n<p>Opravdu efektivn\u00ed produktov\u00fd copywriting se ale neomezuje na pouh\u00fd popis a funkci produktu. P\u0159i tvorb\u011b text\u016f k&nbsp;produkt\u016fm i slu\u017eb\u00e1m, kter\u00e9 prod\u00e1vaj\u00ed, je nejd\u016fle\u017eit\u011bj\u0161\u00ed je <strong>myslet na va\u0161e z\u00e1kazn\u00edky<\/strong> a apelovat na jejich p\u0159\u00e1n\u00ed, vych\u00e1zet vst\u0159\u00edc jejich pot\u0159eb\u00e1m a \u0159e\u0161it jejich probl\u00e9my. Takov\u00e9 texty dok\u00e1\u017e\u00ed vytvo\u0159it jen profesion\u00e1ln\u00ed a zku\u0161en\u00ed copywrite\u0159i.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Reklamn\u00ed copywriting<\/h2>\n\n\n\n<p>Reklama na v\u00e1\u0161 produkt nemus\u00ed v\u017edy p\u0159in\u00e9st v\u00fdsledky, kter\u00e9 o\u010dek\u00e1v\u00e1te, a to z&nbsp;d\u016fvodu, \u017ee texty nejsou dostate\u010dn\u011b kvalitn\u00ed a nedok\u00e1\u017e\u00ed <strong>p\u0159im\u011bt publikum k&nbsp;dal\u0161\u00edm krok\u016fm k&nbsp;n\u00e1kupu nebo jin\u00e9 akci<\/strong>. Vytvo\u0159it kvalitn\u00ed reklamn\u00ed text nen\u00ed \u017e\u00e1dn\u00e1 hra\u010dka, proto\u017ee reklama mus\u00ed okam\u017eit\u011b upoutat pozornost publika a mluvit k&nbsp;n\u011bmu v\u00fdsti\u017en\u011b, p\u0159esv\u011bd\u010div\u011b a rychle za <strong>pou\u017eit\u00ed omezen\u00e9ho po\u010dtu slov<\/strong>.<\/p>\n\n\n\n<p>Reklamn\u00ed nebo tak\u00e9 marketingov\u00fd copywriting se t\u00fdk\u00e1 <strong>ve\u0161ker\u00fdch text\u016f, kter\u00e9 maj\u00ed reklamn\u00ed charakter<\/strong>. Jejich hlavn\u00edm c\u00edlem je dostat produkt do pov\u011bdom\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f a p\u0159esv\u011bd\u010dit je ke koupi. Reklamn\u00ed texty se vztahuj\u00ed na online i offline marketing.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/reklamni-copywriting-1-1024x683.jpg\" alt=\"\" class=\"wp-image-29810\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Reklamn\u00ed copywriting off-line vs online<\/h3>\n\n\n\n<p>C\u00edle off-line i online copywritingu jsou stejn\u00e9, tedy vytvo\u0159it p\u0159esv\u011bd\u010div\u00e9 texty, kter\u00e9 lidi p\u0159im\u011bj\u00ed k&nbsp;n\u011bjak\u00e9 akci. V&nbsp;\u010dem se v\u0161ak tyto kan\u00e1ly li\u0161\u00ed, <strong>je zp\u016fsob, jak\u00fdm je lid\u00e9 \u010dtou<\/strong>. U\u017eivatel\u00e9 internetu rychle p\u0159ech\u00e1zej\u00ed z&nbsp;jedn\u00e9 str\u00e1nky na druhou, a vy tak m\u00e1te minimum \u010dasu je zaujmout.<\/p>\n\n\n\n<p>Kdy\u017e ale lid\u00e9 p\u0159ijdou do styku s&nbsp;ti\u0161t\u011bn\u00fdm let\u00e1kem, jejich \u010dten\u00e1\u0159sk\u00e9 n\u00e1vyky se m\u011bn\u00ed. Maj\u00ed k&nbsp;dispozici jeden kus obsahu, \u010d\u00edm\u017e se zvy\u0161uje jejich sklon sledovat logick\u00fd v\u00fdvoj my\u0161lenek od za\u010d\u00e1tku do konce. <a href=\"https:\/\/new.digiamo.cz\/new\/blog\/internetova-reklama\/\">Online reklama<\/a> je v\u0161ak mnohem flexibiln\u011bj\u0161\u00ed ne\u017e offline reklama, jeliko\u017e nec\u00edl\u00ed na velkou masu lid\u00ed, ale dok\u00e1\u017ee se <strong>zam\u011b\u0159it na konkr\u00e9tn\u00ed skupinu lid\u00ed<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">N\u00e1stroje reklamn\u00edho offline copywritingu<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Noviny, \u010dasopisy a let\u00e1ky<\/li>\n\n\n\n<li>TV, r\u00e1dio<\/li>\n\n\n\n<li>Billboardy a plak\u00e1ty<\/li>\n\n\n\n<li>V\u00fdstavy a konference<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">N\u00e1stroje reklamn\u00edho online copywritingu<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Soci\u00e1ln\u00ed s\u00edt\u011b: ka\u017ed\u00e1 m\u00e1 svoje specifika a odli\u0161n\u00fd jazyk, kter\u00fdm hovo\u0159it ke \u010dten\u00e1\u0159\u016fm.<\/li>\n\n\n\n<li>E-mailing: d\u016fle\u017eit\u00fd n\u00e1stroj, kter\u00fd utu\u017euje vztahy a informuje o novink\u00e1ch.<\/li>\n\n\n\n<li>PPC reklama: placen\u00e1 reklama, kde se plat\u00ed za proklik. M\u016f\u017ee se objevit na Googlu nebo na soci\u00e1ln\u00edch s\u00edt\u00edch, jako je Facebook nebo Instagram.<\/li>\n\n\n\n<li>Reklamn\u00ed bannery na webu \u2013 p\u0159edstavuj\u00ed efektivn\u00ed zp\u016fsob, jak upoutat n\u00e1v\u0161t\u011bvn\u00edky webu na nab\u00edzen\u00fd produkt nebo slu\u017ebu.<\/li>\n\n\n\n<li>Obsahov\u00e9 reklamy na YouTube \u2013 efektivn\u00ed reklama, kde je pot\u0159eba z\u00edskat pozornost div\u00e1ka b\u011bhem prvn\u00edch 5 vte\u0159in.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Copywriting pro soci\u00e1ln\u00ed s\u00edt\u011b<\/h2>\n\n\n\n<p>Mo\u017en\u00e1 si \u0159\u00edk\u00e1te, \u017ee reklamn\u00ed copy a copy pro <a href=\"https:\/\/new.digiamo.cz\/new\/socialni-site\/\">soci\u00e1ln\u00ed s\u00edt\u011b<\/a> je tot\u00e9\u017e, ale nen\u00ed tomu tak. Na Facebooku se sice b\u011b\u017en\u011b objevuj\u00ed placen\u00e9 reklamy s&nbsp;reklamn\u00edmi texty, jen\u017ee to nen\u00ed tot\u00e9\u017e. Tvo\u0159it texty pro soci\u00e1ln\u00ed s\u00edt\u011b znamen\u00e1 um\u011bt komunikovat <strong>jazykem typick\u00fdm pro specifickou skupinu<\/strong> dan\u00e9 soci\u00e1ln\u00ed platformy.<\/p>\n\n\n\n<p>Pokud sv\u016fj produkt chcete p\u0159edstavit na soci\u00e1ln\u00edch s\u00edt\u00edch, je d\u016fle\u017eit\u00e9 m\u00edt na pam\u011bti <strong>odli\u0161n\u00e9 standardy a konvence jednotliv\u00fdch platforem<\/strong>. Copywriter, kter\u00fd tvo\u0159\u00ed texty pro soci\u00e1ln\u00ed s\u00edt\u011b, mus\u00ed m\u00edt proto v\u017edy na pam\u011bti odli\u0161n\u00fd zp\u016fsob komunikace pro Facebook, Instagram, TikTok, Linkedin apod. Sou\u010d\u00e1st\u00ed jazyka soci\u00e1ln\u00edch s\u00edt\u00ed jsou nap\u0159\u00edklad i emotikony.<\/p>\n\n\n\n<p>Podle studie firmy <a href=\"https:\/\/www.zazzlemedia.co.uk\/blog\/how-to-write-for-a-digital-audience\/#gref\">Zazzle Media<\/a> maj\u00ed <strong>p\u0159\u00edsp\u011bvky obsahuj\u00edc\u00ed emotikony o 57 % vy\u0161\u0161\u00ed m\u00edru lajk\u016f<\/strong>, o 33 % vy\u0161\u0161\u00ed m\u00edru koment\u00e1\u0159\u016f a o 33 % vy\u0161\u0161\u00ed m\u00edru sd\u00edlen\u00ed. Podle <a href=\"https:\/\/buddymediagroup.com\/\">Buddy Media<\/a> z\u00edsk\u00e1vaj\u00ed p\u0159\u00edsp\u011bvky na Twitteru o 71\u2013100 znac\u00edch mnohem v\u011bt\u0161\u00ed zapojen\u00ed ve srovn\u00e1n\u00ed s del\u0161\u00edmi p\u0159\u00edsp\u011bvky. A podle <a href=\"https:\/\/sproutsocial.com\/insights\/social-media-character-counter\/#facebook\">Sprout Social<\/a> je Ide\u00e1ln\u00ed d\u00e9lka textu na Facebooku 40-80 znak\u016f. P\u0159\u00edsp\u011bvky t\u00e9to d\u00e9lky z\u00edsk\u00e1vaj\u00ed a\u017e o 86 % v\u011bt\u0161\u00ed zapojen\u00ed.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/copywriting-socialni-site-1-1024x575.jpg\" alt=\"\" class=\"wp-image-29809\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">E-mail copywriting<\/h2>\n\n\n\n<p>E-mail copywriting se t\u00fdk\u00e1 tvorby e-mail\u016f a newsletter\u016f a je tedy <strong>sou\u010d\u00e1st\u00ed e-mail marketingu<\/strong>. K&nbsp;rozes\u00edl\u00e1n\u00ed e-mail\u016f va\u0161im st\u00e1vaj\u00edc\u00edm i potencion\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm je velmi u\u017eite\u010dn\u00e9 pou\u017e\u00edvat n\u011bkterou z online <strong>platforem pro sb\u011br kontakt\u016f<\/strong> a automatizovan\u00e9 rozes\u00edl\u00e1n\u00ed e-mail\u016f.<\/p>\n\n\n\n<p>To v\u00e1m umo\u017en\u00ed jednoduch\u00fdm zp\u016fsobem pl\u00e1novat r\u016fzn\u00e9 kampan\u011b, informovat o nov\u00fdch produktech a dal\u0161\u00edch novink\u00e1ch nebo rozes\u00edlat pravideln\u00fd bulletin. Co za v\u00e1s v\u0161ak tato platforma neud\u011bl\u00e1, je tvorba kvalitn\u00edch text\u016f, kter\u00e9 p\u0159im\u011bj\u00ed va\u0161e \u010dten\u00e1\u0159e k&nbsp;po\u017eadovan\u00e9 akci. K&nbsp;tomu pot\u0159ebujete profesion\u00e1ln\u00ed copywriting.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kreativn\u00ed copywriting<\/h2>\n\n\n\n<p>Kreativn\u00ed copywriting m\u016f\u017eete pot\u0159ebovat pro tvorbu slogan\u016f, titulk\u016f reklam nebo e-mailu i zn\u011blku televizn\u00ed reklamy. Hlavn\u00edm c\u00edlem kreativn\u00edho copywritingu je <strong>zapamatovatelnost<\/strong> d\u00edky unik\u00e1tn\u00edmu dojmu, kter\u00fd zanech\u00e1. Kreativn\u00ed copywriting by se dal za\u0159adit do reklamn\u00edho copywritingu, nicm\u00e9n\u011b chytlav\u00fd slogan, kter\u00fd se vryje do pam\u011bti c\u00edlov\u00e9ho publika vy\u017eaduje <strong>opravdu<\/strong> <strong>kreativn\u00ed a strategick\u00e9 my\u0161len\u00ed<\/strong>.<\/p>\n\n\n\n<p>Na takov\u00e9 texty pot\u0159ebujete kreativn\u00edho copywritera, <strong>kter\u00fd tvo\u0159\u00ed nad r\u00e1mec reklamn\u00edho copy<\/strong>, dok\u00e1\u017ee na publikum pohl\u00ed\u017eet z&nbsp;nev\u0161edn\u00ed perspektivy a komunikovat jedine\u010dn\u00fdm zp\u016fsobem. Takov\u00fdch lid\u00ed je na trhu opravdu m\u00e1lo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">N\u011bkdy sta\u010d\u00ed k&nbsp;prodeji drobn\u00e1 zm\u011bna textu<\/h2>\n\n\n\n<p>Cit pro jazyk je v copywritingu nesm\u00edrn\u011b d\u016fle\u017eit\u00fd, proto\u017ee i sebemen\u0161\u00ed zm\u011bna slov m\u016f\u017ee ovlivnit, jak bude publikum v&nbsp;internetov\u00e9m prost\u0159ed\u00ed reagovat. Uvedeme si p\u00e1r p\u0159\u00edklad\u016f, kter\u00e9 jsou toho d\u016fkazem:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Facebook<\/strong> zm\u011bnil tla\u010d\u00edtko \u201eSt\u00e1t se fanou\u0161kem\u201c na \u201eTo se mi l\u00edb\u00ed\u201c, proto\u017ee zjistil, \u017ee u\u017eivatel\u00e9 d\u00edky tomu kliknou na tla\u010d\u00edtko dvakr\u00e1t \u010dast\u011bji. Jak sami vid\u00edte, ka\u017ed\u00e9 slovo m\u016f\u017ee b\u00fdt rozhoduj\u00edc\u00ed, zejm\u00e9na pokud jde o tla\u010d\u00edtko vyz\u00edvaj\u00edc\u00ed k&nbsp;akci. (<a href=\"https:\/\/www.searchenginejournal.com\/facebook-launches-call-action-buttons-business-pages\/121908\/\">Search Engine Journal<\/a>)<\/li>\n\n\n\n<li>Experimentov\u00e1n\u00ed s textem na tla\u010d\u00edtku v\u00fdzvy k akci se m\u016f\u017ee opravdu vyplatit. Ve spole\u010dnosti <strong>Schuh<\/strong> nap\u0159\u00edklad zjistili, \u017ee zm\u011bna tla\u010d\u00edtka \u201eKoupit nyn\u00ed\u201c na \u201eP\u0159idat do ko\u0161\u00edku\u201c vedla k 17% n\u00e1r\u016fstu lid\u00ed, kte\u0159\u00ed si zakoupili jejich produkty. (<a href=\"https:\/\/econsultancy.com\/how-small-copywriting-changes-can-lead-to-big-increases-in-conversions\/\">Econsultancy<\/a>)<\/li>\n\n\n\n<li>Podle <a href=\"https:\/\/blog.hubspot.com\/marketing\/personalized-calls-to-action-convert-better-data\"><strong>Hubspotu<\/strong><\/a> personalizovan\u00e9 v\u00fdzvy k akci funguj\u00ed o 20 % l\u00e9pe ne\u017e ty obecn\u00e9. U\u017eivatel\u00e9 maj\u00ed tendenci dob\u0159e reagovat na personalizaci, proto\u017ee odpov\u00edd\u00e1 jejich aktu\u00e1ln\u00ed \u00farovni z\u00e1jmu a znalost\u00ed.<\/li>\n<\/ul>\n\n\n\n<p><em>Inspiroval v\u00e1s tento \u010dl\u00e1nek k&nbsp;n\u011bjak\u00e9 akci, t\u0159eba <a href=\"https:\/\/new.digiamo.cz\/new\/blog\/jak-se-stat-copywriterem\/\" target=\"_blank\" rel=\"noreferrer noopener\">st\u00e1t se copywriterem<\/a>? Pak se rychle b\u011b\u017ete pod\u00edvat na u\u017eite\u010dn\u00e9 tipy, jak na to. Na opl\u00e1tku n\u00e1m zase m\u016f\u017eete pomoci se o tento \u010dl\u00e1nek pod\u011blit s&nbsp;dal\u0161\u00edmi \u010dten\u00e1\u0159i t\u0159eba jeho sd\u00edlen\u00edm na soci\u00e1ln\u00edch s\u00edt\u00edch.<\/em><\/p>\n\n\n\n<p><a id=\"_msocom_1\"><\/a><\/p>\n\n\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Copywriting nen\u00ed jen psan\u00ed text\u016f. Copywriting je psan\u00ed p\u0159esv\u011bd\u010div\u00fdch text\u016f, kter\u00e9 podn\u011bcuj\u00ed publikum k&nbsp;akci. Ve skute\u010dnosti je jedn\u00edm z&nbsp;nejd\u016fle\u017eit\u011bj\u0161\u00edch prvk\u016f marketingu a nezbytnou sou\u010d\u00e1st\u00ed jak\u00e9hokoli podnik\u00e1n\u00ed v&nbsp;internetov\u00e9m prost\u0159ed\u00ed. Zaj\u00edm\u00e1 v\u00e1s pro\u010d? To v\u00e1m vysv\u011btl\u00edme v&nbsp;tomto \u010dl\u00e1nku. Co je to copywriting a pro\u010d je d\u016fle\u017eit\u00fd? Copywriting zahrnuje ve\u0161ker\u00fd textov\u00fd obsah, kter\u00fd vid\u00edte v&nbsp;titulku reklamy na Facebooku, [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":1049,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-1048","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting"],"meta_box":{"nadpis_cta":"","podnadpis_cta":"","text_button_cta":"","link_button_cta":""},"_links":{"self":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts\/1048","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/comments?post=1048"}],"version-history":[{"count":0,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts\/1048\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media\/1049"}],"wp:attachment":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media?parent=1048"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/categories?post=1048"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/tags?post=1048"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}