{"id":1053,"date":"2026-03-30T05:00:00","date_gmt":"2026-03-30T03:00:00","guid":{"rendered":"https:\/\/www.digiamo.cz\/jak-se-stat-copywriterem\/"},"modified":"2026-03-30T05:00:00","modified_gmt":"2026-03-30T03:00:00","slug":"jak-se-stat-copywriterem","status":"publish","type":"post","link":"https:\/\/new.digiamo.cz\/new\/jak-se-stat-copywriterem\/","title":{"rendered":"V\u0161e, co pot\u0159ebujete v\u011bd\u011bt o copywritingu II: Jak se st\u00e1t copywriterem?"},"content":{"rendered":"\n<p>Aktualizov\u00e1no 30. 3. 2026<\/p>\n\n\n\n<p>Chcete se vydat dr\u00e1hou copywritera, ale nejste si jist\u00ed, co takov\u00e1 pr\u00e1ce skute\u010dn\u011b obn\u00e1\u0161\u00ed? Copywriting nen\u00ed jen o psan\u00ed text\u016f, ale o schopnosti porozum\u011bt lidem, p\u0159em\u00fd\u0161let v souvislostech a tvo\u0159it obsah, kter\u00fd m\u00e1 jasn\u00fd c\u00edl \u2013 a to i v dob\u011b, kdy do tvorby st\u00e1le v\u00edce vstupuje um\u011bl\u00e1 inteligence. V tomto \u010dl\u00e1nku se dozv\u00edte, co copywriter d\u011bl\u00e1, jak\u00e9 dovednosti k tomu pot\u0159ebuje a kde se m\u016f\u017ee d\u00e1l rozv\u00edjet \u2013 od kurz\u016f a\u017e po knihy a inspirativn\u00ed zdroje.<\/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\/copywriter-1-965x1024.jpg\" alt=\"\" class=\"wp-image-29812\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Kdo je copywriter?<\/h2>\n\n\n\n<p>Copywriter je texta\u0159, jeho\u017e \u00fakolem je vytv\u00e1\u0159et online texty, se kter\u00fdmi se \u010dten\u00e1\u0159i ztoto\u017en\u00ed a <strong>kter\u00e9 je vedou k ur\u010dit\u00e9 akci <\/strong>\u2013 nej\u010dast\u011bji k n\u00e1kupu nebo jin\u00e9 konverzi. M\u016f\u017ee j\u00edt o obsah webov\u00fdch str\u00e1nek, \u010dl\u00e1nky na blog, popisy produkt\u016f, newslettery nebo texty reklam a kampan\u00ed.<\/p>\n\n\n\n<p>Copywriter ale nen\u00ed jen n\u011bkdo, kdo perfektn\u011b ovl\u00e1d\u00e1 \u010desk\u00fd jazyk a ve \u0161kole mu \u0161ly slohov\u00e9 pr\u00e1ce. Jeho pr\u00e1ce vy\u017eaduje mnohem v\u00edc ne\u017e bezchybn\u00e9 psan\u00ed \u2013 p\u0159edev\u0161\u00edm schopnost vystihnout slovy to, co publikum skute\u010dn\u011b pot\u0159ebuje sly\u0161et. Copywriting tak nen\u00ed jen kreativn\u00ed, ale i <strong>do ur\u010dit\u00e9 m\u00edry psychologick\u00e1 discipl\u00edna<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Copywriter vs. copyright<\/h3>\n\n\n\n<p>V&nbsp;neposledn\u00ed \u0159ad\u011b bychom si m\u011bli uv\u00e9st na pravou m\u00edru, \u017ee <strong>copywriter nen\u00ed \u201ecopywrigther\u201c<\/strong>, co\u017e je v\u00fdraz, kter\u00fd pravd\u011bpodobn\u011b vznikl mylnou domn\u011bnkou, \u017ee <a href=\"https:\/\/new.digiamo.cz\/new\/blog\/vse-o-copywritingu\/\">copywriting<\/a> je odvozen\u00fd od slova \u201ecopyright\u201c. Psan\u00ed text\u016f v\u0161ak s ozna\u010den\u00edm autorsk\u00e9ho pr\u00e1va nem\u00e1 nic spole\u010dn\u00e9ho.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co d\u011bl\u00e1 copywriter?<\/h2>\n\n\n\n<p>\u00dakolem copywritera je pomoc\u00ed dob\u0159e zvolen\u00fdch slov a srozumiteln\u00e9ho textu <strong>v\u00e9st \u010dten\u00e1\u0159e k ur\u010dit\u00e9 akci<\/strong> \u2013 a\u0165 u\u017e jde o n\u00e1kup, registraci nebo jin\u00e9 rozhodnut\u00ed. Nesna\u017e\u00ed se p\u0159itom lidi manipulovat, ale porozum\u011bt tomu, jak p\u0159em\u00fd\u0161l\u00ed, co pro\u017e\u00edvaj\u00ed a jak\u00e9 probl\u00e9my \u0159e\u0161\u00ed. Na z\u00e1klad\u011b toho vytv\u00e1\u0159\u00ed obsah, kter\u00fd p\u0159irozen\u011b nab\u00edz\u00ed \u0159e\u0161en\u00ed jejich pot\u0159eb.<\/p>\n\n\n\n<p>Eugene Schwartz ve sv\u00e9 knize Breakthrough Advertising pro pr\u00e1ci copywritera pou\u017eil tato slova: \u201e<em>Copywriting nem\u016f\u017ee vyvolat touhu po produktu. M\u016f\u017ee pouze vz\u00edt nad\u011bje, sny, obavy a touhy, kter\u00e9 ji\u017e existuj\u00ed v srdc\u00edch milion\u016f lid\u00ed, a zam\u011b\u0159it je na konkr\u00e9tn\u00ed produkt. To je \u00fakol copywritera: nevytv\u00e1\u0159et touhy, ale spr\u00e1vn\u011b je nasm\u011brovat.\u201c.<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co je n\u00e1pln\u00ed pr\u00e1ce copywritera?<\/h3>\n\n\n\n<p>Rozsah pr\u00e1ce copywritera je velmi pestr\u00fd a nab\u00edz\u00ed \u0159adu mo\u017enost\u00ed, jak se v praxi uplatnit. Nej\u010dast\u011bji jsou to tyto:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>tvorba obsahu pro webov\u00e9 str\u00e1nky (webov\u00fd copywriting)<\/li>\n\n\n\n<li>psan\u00ed \u010dl\u00e1nk\u016f \u2013 SEO, blogov\u00fdch i PR<\/li>\n\n\n\n<li>tvorba produktov\u00fdch popisk\u016f<\/li>\n\n\n\n<li>spr\u00e1va text\u016f pro soci\u00e1ln\u00ed s\u00edt\u011b<\/li>\n\n\n\n<li>psan\u00ed e-mail\u016f a newsletter\u016f<\/li>\n\n\n\n<li>tvorba reklamn\u00edch text\u016f a slogan\u016f<\/li>\n<\/ul>\n\n\n\n<p>Ka\u017ed\u00fd profesion\u00e1ln\u00ed copywriter by ov\u0161em m\u011bl m\u00edt z\u00e1kladn\u00ed znalosti a ide\u00e1ln\u011b i zku\u0161enosti <strong>v&nbsp;r\u00e1mci cel\u00e9ho <\/strong><a href=\"https:\/\/new.digiamo.cz\/new\/\"><strong>digit\u00e1ln\u00edho marketingu<\/strong><\/a>, s u\u017eivatelskou pou\u017eitelnost\u00ed webu, optimalizac\u00ed webu pro vyhled\u00e1va\u010de a dal\u0161\u00edmi discipl\u00ednami.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak vypad\u00e1 pr\u00e1ce copywritera v praxi<\/h2>\n\n\n\n<p>Pr\u00e1ce copywritera nen\u00ed jen o psan\u00ed. Ve skute\u010dnosti tvo\u0159\u00ed samotn\u00e9 psan\u00ed jen \u010d\u00e1st cel\u00e9ho procesu. Mnohem d\u016fle\u017eit\u011bj\u0161\u00ed je to, co mu p\u0159edch\u00e1z\u00ed \u2013 pochopen\u00ed zad\u00e1n\u00ed, c\u00edlov\u00e9 skupiny a c\u00edle, kter\u00fd m\u00e1 text splnit.<\/p>\n\n\n\n<p>Typick\u00e1 pr\u00e1ce copywritera tak prob\u00edh\u00e1 v n\u011bkolika navazuj\u00edc\u00edch kroc\u00edch:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Zad\u00e1n\u00ed a pochopen\u00ed c\u00edle<\/h3>\n\n\n\n<p>Na za\u010d\u00e1tku stoj\u00ed zad\u00e1n\u00ed \u2013 nap\u0159\u00edklad vytvo\u0159it prodejn\u00ed str\u00e1nku, \u010dl\u00e1nek nebo e-mailovou kampa\u0148. Kl\u00ed\u010dov\u00e9 je pochopit, co m\u00e1 text splnit. M\u016f\u017ee <strong>prod\u00e1vat, informovat i budovat zna\u010dku<\/strong> z\u00e1rove\u0148.<\/p>\n\n\n\n<p>Tyto c\u00edle se \u010dasto prol\u00ednaj\u00ed, ale obvykle jeden z nich hraje hlavn\u00ed roli. \u00dakolem copywritera je ur\u010dit, kter\u00fd to je, a tomu p\u0159izp\u016fsobit strukturu i sd\u011blen\u00ed textu. Bez jasn\u00e9ho c\u00edle nem\u016f\u017ee vzniknout kvalitn\u00ed v\u00fdstup.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Re\u0161er\u0161e a sb\u011br informac\u00ed<\/h3>\n\n\n\n<p>Copywriter si zji\u0161\u0165uje informace o <strong>t\u00e9matu, produktu, konkurenci i c\u00edlov\u00e9 skupin\u011b<\/strong>. Pr\u00e1v\u011b v t\u00e9to f\u00e1zi vznik\u00e1 z\u00e1klad pro obsah, kter\u00fd d\u00e1v\u00e1 smysl a nen\u00ed jen obecn\u00fd.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. N\u00e1vrh struktury<\/h3>\n\n\n\n<p>D\u0159\u00edve ne\u017e za\u010dne ps\u00e1t, navrhne si osnovu textu. Rozhoduje se, <strong>jak bude text vystav\u011bn\u00fd<\/strong>, jak\u00e9 body bude obsahovat a v jak\u00e9m po\u0159ad\u00ed na sebe budou navazovat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Samotn\u00e9 psan\u00ed<\/h3>\n\n\n\n<p>Teprve nyn\u00ed p\u0159ich\u00e1z\u00ed na \u0159adu samotn\u00e9 psan\u00ed. Copywriter p\u0159ev\u00e1d\u00ed informace do <strong>srozumiteln\u00e9ho, \u010dtiv\u00e9ho a \u00fa\u010deln\u00e9ho textu<\/strong>, kter\u00fd odpov\u00edd\u00e1 c\u00edlov\u00e9 skupin\u011b i stylu zna\u010dky.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. \u00dapravy a editace<\/h3>\n\n\n\n<p>Prvn\u00ed verze textu je jen z\u00e1klad. N\u00e1sleduje stylistick\u00e9 vylep\u0161en\u00ed formulac\u00ed, <strong>zp\u0159esn\u011bn\u00ed sd\u011blen\u00ed, slad\u011bn\u00ed t\u00f3nu zna\u010dky a odstran\u011bn\u00ed zbyte\u010dnost\u00ed<\/strong>. Pr\u00e1v\u011b p\u0159i editaci copywriter posouv\u00e1 text na vy\u0161\u0161\u00ed \u00farove\u0148 \u2013 dopl\u0148uje kontext, zp\u0159es\u0148uje sd\u011blen\u00ed a d\u00e1v\u00e1 mu skute\u010dn\u00fd dopad, kter\u00fd samotn\u00fd prvn\u00ed n\u00e1vrh (a\u0165 u\u017e lidsk\u00fd nebo vytvo\u0159en\u00fd pomoc\u00ed AI) \u010dasto nem\u00e1.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Optimalizace a finalizace<\/h3>\n\n\n\n<p>Na z\u00e1v\u011br se text upravuje podle konkr\u00e9tn\u00edho c\u00edle \u2013 nap\u0159\u00edklad z pohledu SEO, konverz\u00ed nebo \u010ditelnosti. Copywriter kontroluje, zda text skute\u010dn\u011b pln\u00ed sv\u016fj \u00fa\u010del.<\/p>\n\n\n\n<p>Ka\u017ed\u00fd copywriter m\u016f\u017ee m\u00edt sv\u016fj vlastn\u00ed postup, ale princip z\u016fst\u00e1v\u00e1 stejn\u00fd: kvalitn\u00ed text nevznik\u00e1 n\u00e1hodou, ale jako v\u00fdsledek promy\u0161len\u00e9ho procesu. \u010c\u00edm l\u00e9pe ho zvl\u00e1dnete, t\u00edm lep\u0161\u00ed v\u00fdsledky va\u0161e texty p\u0159inesou.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak se zm\u011bnil copywriting v dob\u011b AI?<\/h2>\n\n\n\n<p>AI dnes v\u00fdrazn\u011b zrychluje pr\u00e1ci s obsahem. Pom\u00e1h\u00e1 s re\u0161er\u0161\u00ed, n\u00e1vrhem struktury, generov\u00e1n\u00edm prvn\u00edch verz\u00ed textu nebo hled\u00e1n\u00edm nov\u00fdch \u00fahl\u016f pohledu. Copywriter tak m\u016f\u017ee pracovat efektivn\u011bji a soust\u0159edit se na to, co m\u00e1 nejv\u011bt\u0161\u00ed hodnotu.<\/p>\n\n\n\n<p>Z\u00e1rove\u0148 ale plat\u00ed, \u017ee AI pracuje s existuj\u00edc\u00edmi daty a nedok\u00e1\u017ee plnohodnotn\u011b nahradit lidsk\u00fd \u00fasudek, zku\u0161enost ani schopnost pochopit kontext zna\u010dky a c\u00edlov\u00e9 skupiny.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co odli\u0161uje copywritera od um\u011bl\u00e9 inteligence?<\/h3>\n\n\n\n<p>Dnes m\u016f\u017ee z\u00e1kladn\u00ed text vytvo\u0159it t\u00e9m\u011b\u0159 kdokoliv. To, co odli\u0161uje kvalitn\u00edho copywritera, je:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>schopnost p\u0159in\u00e9st vlastn\u00ed pohled a zku\u0161enost<\/li>\n\n\n\n<li>pr\u00e1ce s tone of voice a emocemi<\/li>\n\n\n\n<li>hlub\u0161\u00ed porozum\u011bn\u00ed c\u00edlov\u00e9 skupin\u011b<\/li>\n\n\n\n<li>schopnost vytvo\u0159it obsah, kter\u00fd m\u00e1 skute\u010dn\u00fd dopad<\/li>\n<\/ul>\n\n\n\n<p>Pr\u00e1v\u011b tyto aspekty jsou pro AI zat\u00edm obt\u00ed\u017en\u011b nahraditeln\u00e9.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak AI zapojit do praxe?<\/h3>\n\n\n\n<p>Nej\u00fa\u010dinn\u011bj\u0161\u00ed p\u0159\u00edstup dnes spo\u010d\u00edv\u00e1 v kombinaci AI a lidsk\u00e9 pr\u00e1ce. Copywriter m\u016f\u017ee AI vyu\u017e\u00edt nap\u0159\u00edklad pro:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>rychlou anal\u00fdzu t\u00e9matu a inspiraci<\/li>\n\n\n\n<li>n\u00e1vrh osnovy \u010dl\u00e1nku<\/li>\n\n\n\n<li>p\u0159\u00edpravu podklad\u016f pro prvn\u00ed verzi textu<\/li>\n\n\n\n<li>kontrolu struktury a dopln\u011bn\u00ed informac\u00ed<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Jak\u00e9 dovednosti copywriter pot\u0159ebuje?<\/h2>\n\n\n\n<p>Aby byl copywriter \u00fasp\u011b\u0161n\u00fd ve sv\u00e9m oboru, m\u011bl by krom\u011b samotn\u00e9ho psan\u00ed disponovat i jin\u00fdmi dovednostmi. Kvalitn\u00ed copywrite\u0159i jsou zpravidla velmi zv\u011bdav\u00ed lid\u00e9, kte\u0159\u00ed dok\u00e1\u017e\u00ed nach\u00e1zet p\u0159\u00edb\u011bhy tak\u0159ka ve v\u0161em. Um\u011bn\u00ed dob\u0159e ps\u00e1t tedy vy\u017eaduje p\u0159edev\u0161\u00edm <strong>sm\u011bsici zv\u00eddavosti a hou\u017eevnatosti<\/strong>. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">M\u011bkk\u00e9 dovednosti <\/h3>\n\n\n\n<p>M\u011bkk\u00e9 dovednosti (soft skills), kter\u00e9 jsou p\u0159edpokladem pro vznik kvalitn\u00edch text\u016f, zahrnuj\u00ed zejm\u00e9na:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tvo\u0159ivost<\/li>\n\n\n\n<li>Zv\u011bdavost<\/li>\n\n\n\n<li>Empatie a emo\u010dn\u00ed inteligence<\/li>\n\n\n\n<li>Schopnost rychl\u00e9ho u\u010den\u00ed s r\u016fstov\u00fdm my\u0161len\u00edm<\/li>\n\n\n\n<li>Otev\u0159enost<\/li>\n\n\n\n<li>Intuice<\/li>\n\n\n\n<li>P\u0159esv\u011bd\u010duj\u00edc\u00ed komunikace<\/li>\n\n\n\n<li>Smysl pro detail<\/li>\n<\/ul>\n\n\n\n<p>To ale nen\u00ed v\u0161echno. Krom\u011b t\u011bchto vlastnost\u00ed pot\u0159ebuje copywriter ovl\u00e1dat tak\u00e9 dovednosti, kter\u00e9 souvis\u00ed p\u0159\u00edmo s&nbsp;psan\u00edm jako takov\u00fdm, tzv. tvrd\u00e9 dovednosti (hard skills). <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Tvrd\u00e9 dovednosti<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>schopnost ps\u00e1t srozumiteln\u011b, strukturovan\u011b a k v\u011bci<\/li>\n\n\n\n<li>v\u00fdborn\u00e1 znalost pravopisu, interpunkce a stylistiky<\/li>\n\n\n\n<li>schopnost pracovat s informacemi (re\u0161er\u0161e, ov\u011b\u0159ov\u00e1n\u00ed zdroj\u016f)<\/li>\n\n\n\n<li>porozum\u011bn\u00ed vyhled\u00e1vac\u00edmu z\u00e1m\u011bru (search intent)<\/li>\n\n\n\n<li>z\u00e1klady SEO a pr\u00e1ce s kl\u00ed\u010dov\u00fdmi slovy<\/li>\n\n\n\n<li>schopnost upravit a optimalizovat obsah podle jeho c\u00edle<\/li>\n\n\n\n<li>pr\u00e1ce s redak\u010dn\u00edmi syst\u00e9my (nap\u0159. WordPress)<\/li>\n\n\n\n<li>orientace v online prost\u0159ed\u00ed a digit\u00e1ln\u00edch kan\u00e1lech<\/li>\n\n\n\n<li>z\u00e1kladn\u00ed pr\u00e1ce s AI n\u00e1stroji pro tvorbu a \u00fapravu obsahu<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Jak a kde se vzd\u011bl\u00e1vat v&nbsp;copywritingu?<\/h2>\n\n\n\n<p>Vzd\u011bl\u00e1vat se v copywritingu, p\u0159\u00edpadn\u011b i marketingu a kreativn\u00edm psan\u00ed, m\u016f\u017eete (a m\u011bli byste) mnoha zp\u016fsoby. Pat\u0159\u00ed mezi n\u011b zejm\u00e9na:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>kurzy<\/li>\n\n\n\n<li>\u0161kolen\u00ed nebo workshopy<\/li>\n\n\n\n<li>blogy, magaz\u00edny a knihy<\/li>\n\n\n\n<li>videa a podcasty<\/li>\n<\/ul>\n\n\n\n<p>Obsahu na toto t\u00e9ma je dnes obrovsk\u00e9 mno\u017estv\u00ed a neust\u00e1le p\u0159ib\u00fdv\u00e1 \u2013 sta\u010d\u00ed si jen vybrat a b\u00fdt aktivn\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak\u00e9 existuj\u00ed kurzy a \u0161kolen\u00ed pro copywritery?<\/h2>\n\n\n\n<p>Kurzy maj\u00ed velkou v\u00fdhodu v tom, \u017ee krom\u011b nov\u00fdch informac\u00ed z\u00edsk\u00e1te i zp\u011btnou vazbu a konkr\u00e9tn\u00ed doporu\u010den\u00ed do praxe. Dozv\u00edte se, jak p\u0159em\u00fd\u0161lej\u00ed zku\u0161en\u00ed copywrite\u0159i, jak strukturovat text a na co si d\u00e1t p\u0159i psan\u00ed pozor. V sou\u010dasnosti nav\u00edc \u0159ada kurz\u016f pracuje i s t\u00e9matem AI a ukazuje, jak ji p\u0159i tvorb\u011b obsahu efektivn\u011b vyu\u017e\u00edt.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mo\u017enosti vzd\u011bl\u00e1v\u00e1n\u00ed v copywritingu<\/h3>\n\n\n\n<p>Na \u010desk\u00e9m trhu najdete \u0161irokou nab\u00eddku kurz\u016f \u2013 od z\u00e1kladn\u00edch online program\u016f a\u017e po pokro\u010dilej\u0161\u00ed \u0161kolen\u00ed zam\u011b\u0159en\u00e1 nap\u0159\u00edklad na:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>SEO copywriting<\/li>\n\n\n\n<li>e-mailing<\/li>\n\n\n\n<li>obsahovou strategii<\/li>\n\n\n\n<li>UX psan\u00ed<\/li>\n<\/ul>\n\n\n\n<p>Kurzy nab\u00edz\u00ed jak marketingov\u00e9 agentury, tak jednotliv\u00ed copywrite\u0159i a lekto\u0159i.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kurzy pro za\u010d\u00e1te\u010dn\u00edky<\/h3>\n\n\n\n<p>Pokud s copywritingem teprve za\u010d\u00edn\u00e1te, zam\u011b\u0159te se na kurzy, kter\u00e9 v\u00e1s provedou z\u00e1klady a uk\u00e1\u017eou, jak ps\u00e1t pro r\u016fzn\u00e9 platformy.<\/p>\n\n\n\n<p>Pat\u0159\u00ed mezi n\u011b nap\u0159\u00edklad:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Copykiller \u2013 online kurz zam\u011b\u0159en\u00fd na z\u00e1klady copywritingu<\/li>\n\n\n\n<li>kurzy od agentur jako H1<\/li>\n\n\n\n<li>vzd\u011bl\u00e1vac\u00ed programy od Digisemestru<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Kurzy pro pokro\u010dil\u00e9<\/h3>\n\n\n\n<p>Pokro\u010dilej\u0161\u00ed copywrite\u0159i mohou vyu\u017e\u00edt rozvojov\u00e9 kurzy zam\u011b\u0159en\u00e9 na hlub\u0161\u00ed pr\u00e1ci s textem a strategii. Ty se \u010dasto v\u011bnuj\u00ed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>obsahov\u00e9 strategii<\/li>\n\n\n\n<li>pr\u00e1ci s tone of voice<\/li>\n\n\n\n<li>UX writingu<\/li>\n\n\n\n<li>pokro\u010dil\u00e9mu SEO<\/li>\n<\/ul>\n\n\n\n<p>Tyto kurzy nab\u00edzej\u00ed jak agentury, tak zku\u0161en\u00ed copywrite\u0159i.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">U\u010den\u00ed od zku\u0161en\u00fdch copywriter\u016f<\/h3>\n\n\n\n<p>Svoje vlastn\u00ed \u0161kolen\u00ed po\u0159\u00e1daj\u00ed i zku\u0161en\u00ed copywrite\u0159i jako <strong>Pavel \u0160enkapoun<\/strong> nebo <strong>Richard Dobi\u00e1\u0161<\/strong>. Pokud je v\u00e1m styl n\u011bkter\u00e9ho z nich bl\u00edzk\u00fd, m\u016f\u017ee to b\u00fdt dobr\u00fd zp\u016fsob, jak se posunout d\u00e1l.<\/p>\n\n\n\n<p>Pokud chcete j\u00edt je\u0161t\u011b v\u00edce do hloubky, hledat vlastn\u00ed styl a u\u010dit se p\u0159\u00edmo od zku\u0161en\u00fdch autor\u016f, m\u016f\u017eete zv\u00e1\u017eit i komplexn\u011bj\u0161\u00ed programy, jako je <strong>\u0160kola mistr\u016f textu Otta Bohu\u0161e<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak vybrat vhodn\u00fd kurz?<\/h3>\n\n\n\n<p>Ne ka\u017ed\u00fd kurz v\u00e1m automaticky p\u0159inese v\u00fdsledky. P\u0159i v\u00fdb\u011bru se zam\u011b\u0159te p\u0159edev\u0161\u00edm na to, <strong>kdo kurz vede, jak\u00e9 m\u00e1 zku\u0161enosti<\/strong> a zda nab\u00edz\u00ed i <strong>praktickou zp\u011btnou vazbu<\/strong>. D\u016fle\u017eit\u00e9 je tak\u00e9 to, jestli v\u00e1s kurz nau\u010d\u00ed p\u0159em\u00fd\u0161let nad textem v kontextu \u2013 tedy nejen ps\u00e1t, ale ch\u00e1pat, pro\u010d text funguje a jak\u00fd m\u00e1 c\u00edl.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Blogy a magaz\u00edny o copywritingu<\/h2>\n\n\n\n<p>Jak se st\u00e1t dobr\u00fdm copywriterem? P\u0159ece tak, \u017ee se budete u\u010dit od t\u011bch nejlep\u0161\u00edch. Z\u00edskat praktick\u00e9 rady a tipy, kter\u00e9 vyu\u017eijete p\u0159i psan\u00ed, nebo se inspirovat praktick\u00fdmi p\u0159\u00edklady m\u016f\u017eete pr\u00e1v\u011b t\u00edm, \u017ee budete pravideln\u011b \u010d\u00edst blogov\u00e9 p\u0159\u00edsp\u011bvky zku\u0161en\u00fdch copywriter\u016f, a\u0165 u\u017e p\u0159\u00edmo na jejich bloz\u00edch nebo v p\u0159\u00edsp\u011bvc\u00edch do magaz\u00edn\u016f.<\/p>\n\n\n\n<p>Blogy \u0161pi\u010dkov\u00fdch copywriter\u016f se nav\u00edc vyzna\u010duj\u00ed&nbsp;<strong>osobit\u00fdm stylem<\/strong>, tak\u017ee pro v\u00e1s bude velkou inspirac\u00ed u\u017e samotn\u00fd zp\u016fsob, jak\u00fdm auto\u0159i o t\u00e9matu pojedn\u00e1vaj\u00ed. <\/p>\n\n\n\n<p>Mezi zn\u00e1m\u00e9 <strong>\u010desk\u00e9 copywritersk\u00e9 blogy a magaz\u00edny<\/strong> pat\u0159\u00ed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"http:\/\/ottocopy.cz\/blog\"><strong>Ottocopy<\/strong><\/a><strong> &#8211;<\/strong> autorem je copywriter Otto Bohu\u0161<\/li>\n\n\n\n<li><a href=\"http:\/\/nejlepsicopywriter.cz\/\"><strong>Nejlep\u0161\u00ed copywriter<\/strong><\/a> &#8211; autorem je copywriter Pavel \u0160enkapoun<\/li>\n\n\n\n<li><a href=\"http:\/\/www.o-psani.cz\/\"><strong>O psan\u00ed<\/strong><\/a> &#8211; autorem je copywriter Richard Dobi\u00e1\u0161<\/li>\n\n\n\n<li><a href=\"http:\/\/www.mariankabele.com\/mak-blog\"><strong>MaK \u2013 Blog<\/strong><\/a> &#8211; autorem je copywriter Mari\u00e1n K\u00e1bele<\/li>\n\n\n\n<li><a href=\"http:\/\/www.slovotepec.cz\/blog\"><strong>Slovotepec<\/strong><\/a>&nbsp;&#8211; autorem je copywriter Martin \u0160auer<\/li>\n\n\n\n<li><a href=\"http:\/\/interval.cz\/clanky\/piseme-pro-web-o-sile-slov\/\"><strong>P\u00ed\u0161eme pro web<\/strong><\/a>&#8211; s\u00e9rie \u010dl\u00e1nk\u016f o z\u00e1kladn\u00edch informac\u00edch o copywritingu pro magaz\u00edn Interval od Marka Prokopa<\/li>\n\n\n\n<li><a href=\"https:\/\/proofreading.cz\/o-cestine\/\"><strong>Proofreading.cz<\/strong><\/a>\u2013 magaz\u00edn o \u010de\u0161tin\u011b a copywritingu<\/li>\n<\/ul>\n\n\n\n<p>Ze <strong>zahrani\u010dn\u00edch zdroj\u016f <\/strong>stoj\u00ed za pozornost nap\u0159\u00edklad:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/copyblogger.com\/blog\/\"><strong>Copyblogger<\/strong><\/a>&#8211; jeden z&nbsp;nejzn\u00e1m\u011bj\u0161\u00edch zahrani\u010dn\u00edch blog\u016f o copywritingu<\/li>\n\n\n\n<li><a href=\"https:\/\/www.nngroup.com\/topic\/writing-web\/\"><strong>Nielsen Norman Group<\/strong><\/a> &#8211; zahrani\u010dn\u00ed \u010dl\u00e1nky o psan\u00ed pro web<\/li>\n\n\n\n<li><a href=\"https:\/\/copyhackers.com\/category\/copywriting\/\"><strong>Copy Hackers<\/strong><\/a>&#8211; zahrani\u010dn\u00ed blog pln\u00fd informac\u00ed, studi\u00ed i experiment\u016f<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/blog.hubspot.com\/\">HubSpot blog<\/a> <\/strong>\u2013 marketing, content a strategie <\/li>\n\n\n\n<li><strong><a href=\"https:\/\/ahrefs.com\/blog\/\">Ahrefs blog<\/a> <\/strong>\u2013 SEO a obsahov\u00e1 strategie<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Knihy a e-booky o copywritingu<\/h2>\n\n\n\n<p>Vydat se dr\u00e1hou copywritera vy\u017eaduje \u2013 zejm\u00e9na na za\u010d\u00e1tku \u2013 hodn\u011b u\u010den\u00ed. Nejen samotn\u00e9ho copywritingu, ale i psan\u00ed jako takov\u00e9ho a dal\u0161\u00edch p\u0159idru\u017een\u00fdch obor\u016f. \u010cetba knih od zku\u0161en\u00fdch autor\u016f je jedn\u00edm z nejlep\u0161\u00edch zp\u016fsob\u016f, <strong>jak si vytvo\u0159it pevn\u00e9 z\u00e1klady <\/strong>a pochopit, jak nad textem p\u0159em\u00fd\u0161let.<\/p>\n\n\n\n<p>Knih o copywritingu zat\u00edm nevy\u0161lo velk\u00e9 mno\u017estv\u00ed, zejm\u00e9na na \u010desk\u00e9m trhu. I tak ale existuje \u0159ada titul\u016f, ze kter\u00fdch m\u016f\u017eete \u010derpat inspiraci i praktick\u00e9 know-how:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pi\u0161te jako copywriter (Otto Bohu\u0161)<\/strong> \u2013 trilogie e-book\u016f, kter\u00e1 pokr\u00fdv\u00e1 teoretick\u00e9 z\u00e1klady copywritingu<\/li>\n\n\n\n<li><strong>365 copytrik\u016f (Michaela Mu\u017e\u00edkov\u00e1)<\/strong> \u2013 soubor kr\u00e1tk\u00fdch tip\u016f pro inspiraci i ka\u017edodenn\u00ed praxi<\/li>\n\n\n\n<li><strong>Web copywriting pro samouky (Pavel \u0160enkapoun)<\/strong> \u2013 komplexn\u00ed pr\u016fvodce v\u010detn\u011b terminologie<\/li>\n\n\n\n<li><strong>Copywriting. Pi\u0161te texty, kter\u00e9 prod\u00e1vaj\u00ed (H1)<\/strong> \u2013 p\u0159ehled copywritersk\u00fdch \u017e\u00e1nr\u016f a princip\u016f<\/li>\n\n\n\n<li><strong>Breakthrough Advertising (Eugene Schwartz)<\/strong> \u2013 klasika zam\u011b\u0159en\u00e1 na p\u0159esv\u011bd\u010divost textu<\/li>\n\n\n\n<li><strong>Letting Go of the Words (Janice Redish)<\/strong> \u2013 praktick\u00fd pohled na psan\u00ed pro web a UX<\/li>\n\n\n\n<li><strong>The Copywriter\u2019s Handbook (Robert W. Bly)<\/strong> \u2013 z\u00e1kladn\u00ed principy copywritingu<\/li>\n\n\n\n<li><strong>Everybody Writes (Ann Handley)<\/strong> \u2013 modern\u00ed pohled na obsah a psan\u00ed v digit\u00e1ln\u00edm prost\u0159ed\u00ed<\/li>\n\n\n\n<li><strong>Made to Stick (Chip &amp; Dan Heath)<\/strong> \u2013 jak tvo\u0159it sd\u011blen\u00ed, kter\u00e1 si lid\u00e9 zapamatuj\u00ed<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Knihy, kter\u00e9 v\u00e1s posunou d\u00e1l<\/h2>\n\n\n\n<p>Kdo chce dob\u0159e ps\u00e1t, mus\u00ed hodn\u011b \u010d\u00edst \u2013 to je z\u00e1klad. Pokud se ale chcete jako copywriter skute\u010dn\u011b posouvat, vyplat\u00ed se \u010d\u00edst i mimo samotn\u00fd obor. Pr\u00e1v\u011b knihy z oblasti <strong>psychologie, marketingu, jazyka nebo kreativity <\/strong>v\u00e1m pomohou pochopit, jak lid\u00e9 p\u0159em\u00fd\u0161lej\u00ed, co je ovliv\u0148uje a pro\u010d n\u011bkter\u00e9 texty funguj\u00ed l\u00e9pe ne\u017e jin\u00e9.<\/p>\n\n\n\n<p>Krom\u011b beletrie a knih o copywritingu tak m\u016f\u017eete svou knihovnu roz\u0161\u00ed\u0159it nap\u0159\u00edklad o tato d\u00edla:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pi\u0161te spr\u00e1vn\u011b \u010desky: poradna \u0161\u00edlen\u00fdch korektor\u016f<\/strong> (Dalibor a Petr Beh\u00fanovi)<\/li>\n\n\n\n<li><strong>Jak na s\u00edt\u011b<\/strong> (Eli\u0161ka Vyhn\u00e1nkov\u00e1, Michelle Losekoot)<\/li>\n\n\n\n<li><strong>SEO \u2013 cesta k propagaci vlastn\u00edho webu<\/strong> (David Proch\u00e1zka)<\/li>\n\n\n\n<li><strong>Co na srdci, to na jazyku<\/strong> (Irena Va\u0148kov\u00e1 a kol.)<\/li>\n\n\n\n<li><strong>Smysl nesmyslu<\/strong> (Emanuel Frynta)<\/li>\n\n\n\n<li><strong>Slovo o slovo<\/strong> (V\u00e1clav Havel)<\/li>\n\n\n\n<li><strong>O psan\u00ed<\/strong> (Stephen King)<\/li>\n\n\n\n<li><strong>Web ostr\u00fd jako b\u0159itva<\/strong> (Jan \u0158ez\u00e1\u010d)<\/li>\n\n\n\n<li><strong>O reklam\u011b<\/strong> (David Ogilvy)<\/li>\n\n\n\n<li><strong>Kra\u010f jako um\u011blec<\/strong> (Austin Kleon)<\/li>\n\n\n\n<li><strong>Prod\u00e1vat je lidsk\u00e9<\/strong> (Daniel H. Pink)<\/li>\n\n\n\n<li><strong>Zbran\u011b vlivu<\/strong> (Robert B. Cialdini)<\/li>\n\n\n\n<li><strong>My\u0161len\u00ed rychl\u00e9 a pomal\u00e9<\/strong> (Daniel Kahneman)<\/li>\n\n\n\n<li><strong>Jak zaujmout hned napoprv\u00e9<\/strong> (Chip &amp; Dan Heath)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Jak se systematicky u\u010dit pracovat s AI v&nbsp;copywritingu?<\/h2>\n\n\n\n<p>Um\u011bl\u00e1 inteligence dnes dok\u00e1\u017ee v\u00fdrazn\u011b zrychlit pr\u00e1ci s obsahem. Pokud s n\u00ed ale chcete pracovat efektivn\u011b, nesta\u010d\u00ed ji jen ob\u010das pou\u017e\u00edt \u2013 je pot\u0159eba si postupn\u011b osvojit zp\u016fsob, jak ji zapojit do sv\u00e9 pr\u00e1ce.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">U\u010dte se na konkr\u00e9tn\u00edch \u00fakolech<\/h3>\n\n\n\n<p>Nejrychlej\u0161\u00ed zp\u016fsob, jak se AI nau\u010dit pou\u017e\u00edvat, je zapojit ji do re\u00e1ln\u00e9 pr\u00e1ce. Zkou\u0161ejte ji vyu\u017e\u00edvat p\u0159i re\u0161er\u0161i, n\u00e1vrhu struktury nebo \u00faprav\u00e1ch textu a sledujte, kde v\u00e1m d\u00e1v\u00e1 smysl a kde naopak ne.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Testujte a porovn\u00e1vejte v\u00fdstupy<\/h3>\n\n\n\n<p>Zad\u00e1vejte stejn\u00fd \u00fakol r\u016fzn\u00fdmi zp\u016fsoby a porovn\u00e1vejte v\u00fdsledky. D\u00edky tomu rychle pochop\u00edte, jak formulace zad\u00e1n\u00ed ovliv\u0148uje kvalitu v\u00fdstupu a co od AI re\u00e1ln\u011b o\u010dek\u00e1vat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">U\u010dte se v\u00fdstupy upravovat<\/h3>\n\n\n\n<p>AI v\u00e1m m\u016f\u017ee p\u0159ipravit z\u00e1klad, ale fin\u00e1ln\u00ed kvalita z\u00e1vis\u00ed na v\u00e1s. Tr\u00e9nujte proto schopnost text upravit, zp\u0159esnit a p\u0159izp\u016fsobit konkr\u00e9tn\u00edmu c\u00edli. Pr\u00e1v\u011b to je dovednost, kter\u00e1 v\u00e1s odli\u0161uje.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Vn\u00edmejte AI jako n\u00e1stroj, ne n\u00e1hradu<\/h3>\n\n\n\n<p>\u010c\u00edm d\u0159\u00edve si osvoj\u00edte, \u017ee AI je pomocn\u00edk, ne \u0159e\u0161en\u00ed, t\u00edm efektivn\u011bji s n\u00ed budete pracovat. Pom\u016f\u017ee v\u00e1m zrychlit pr\u00e1ci, ale sm\u011br a kvalitu v\u017edy ur\u010dujete vy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak se st\u00e1t copywriterem?<\/h2>\n\n\n\n<p>P\u0159esto\u017ee neexistuje jedna univerz\u00e1ln\u00ed cesta, jak se st\u00e1t copywriterem, v\u00fdhodou m\u016f\u017ee b\u00fdt <strong>vzd\u011bl\u00e1n\u00ed v oblasti reklamy, komunikace, \u017eurnalistiky nebo literatury<\/strong>. Ve skute\u010dnosti se ale copywriterem m\u016f\u017ee st\u00e1t ka\u017ed\u00fd, kdo m\u00e1 dobr\u00fd vztah k psan\u00ed, zvl\u00e1d\u00e1 pr\u00e1ci s jazykem a dok\u00e1\u017ee p\u0159em\u00fd\u0161let kreativn\u011b.<\/p>\n\n\n\n<p>Pr\u00e1v\u011b schopnost pracovat se slovy tak, aby plnila konkr\u00e9tn\u00ed c\u00edl, je to, co odli\u0161uje copywritery od lid\u00ed, kte\u0159\u00ed \u201ejen p\u00ed\u0161\u00ed texty\u201c. Dnes se nav\u00edc od copywriter\u016f \u010dasto o\u010dek\u00e1v\u00e1 i <strong>schopnost pracovat s n\u00e1stroji um\u011bl\u00e9 inteligence<\/strong>. Ty mohou v\u00fdrazn\u011b urychlit pr\u00e1ci, ale kl\u00ed\u010dov\u00e1 z\u016fst\u00e1v\u00e1 schopnost text upravit, doplnit a p\u0159izp\u016fsobit konkr\u00e9tn\u00edmu c\u00edli.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak za\u010d\u00edt?<\/h3>\n\n\n\n<p>Pokud teprve studujete nebo s copywritingem za\u010d\u00edn\u00e1te, sna\u017ete se co nejd\u0159\u00edve z\u00edskat praxi \u2013 ide\u00e1ln\u011b formou <strong>st\u00e1\u017ee, brig\u00e1dy nebo spolupr\u00e1ce na men\u0161\u00edch projektech<\/strong>. Velkou v\u00fdhodou m\u016f\u017ee b\u00fdt i <strong>mentor<\/strong>, kter\u00fd v\u00e1m pom\u016f\u017ee zorientovat se v oboru a posune v\u00e1s d\u00e1l.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Vyu\u017eijte sv\u00e9 okol\u00ed<\/h3>\n\n\n\n<p>Pokud se v\u00e1m neda\u0159\u00ed naj\u00edt si hned pr\u00e1ci ve firm\u011b nebo agentu\u0159e, m\u016f\u017eete za\u010d\u00edt z\u00edsk\u00e1vat praxi d\u00edky <strong>va\u0161im zn\u00e1m\u00fdm<\/strong>. Nab\u00eddn\u011bte lidem ve sv\u00e9m okol\u00ed pomoc s konkr\u00e9tn\u00edmi texty \u2013 nap\u0159\u00edklad pro jejich web, soci\u00e1ln\u00ed s\u00edt\u011b nebo newsletter \u2013 a tyto v\u00fdstupy pak vyu\u017eijte jako uk\u00e1zky do sv\u00e9ho portfolia.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Praxe je d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e vzd\u011bl\u00e1n\u00ed<\/h3>\n\n\n\n<p>D\u016fle\u017eit\u00e9 je se pr\u016fb\u011b\u017en\u011b vzd\u011bl\u00e1vat, ale je\u0161t\u011b d\u016fle\u017eit\u011bj\u0161\u00ed je ps\u00e1t. Pr\u00e1v\u011b praxe v\u00e1m nejrychleji uk\u00e1\u017ee, co funguje a co ne. Mnoho firem je ochotn\u00fdch d\u00e1t \u0161anci za\u010d\u00e1te\u010dn\u00edk\u016fm, pokud vid\u00ed <strong>snahu, aktivitu a chu\u0165 se zlep\u0161ovat<\/strong>.<\/p>\n\n\n\n<p>&nbsp;Za\u010d\u00ednaj\u00edc\u00ed copywrite\u0159i tak\u00e9 \u010dasto hledaj\u00ed drobn\u00e9 zak\u00e1zky na tzv. <strong>online trz\u00edch s&nbsp;mikro-pracemi<\/strong>, mezi n\u011b\u017e pat\u0159\u00ed nap\u0159\u00edklad <a href=\"https:\/\/webtrh.cz\/\">webtrh.cz<\/a>, <a href=\"https:\/\/www.stovkomat.cz\/\">stovkomat.cz<\/a>, <a href=\"http:\/\/stomanie.cz\/\">stomanie.cz<\/a> nebo <a href=\"https:\/\/www.jaudelam.cz\/\">jaudelam.cz<\/a>. Na t\u011bchto str\u00e1nk\u00e1ch lid\u00e9 inzeruj\u00ed a popt\u00e1vaj\u00ed r\u016fzn\u00e9 typy online prac\u00ed, nejen tedy copywriting. Moc pen\u011bz si tady nejsp\u00ed\u0161 nevyd\u011bl\u00e1te, ale m\u016f\u017eete tu pro za\u010d\u00e1tek nasb\u00edrat n\u011bjak\u00e9 zku\u0161enosti.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Jak za\u010d\u00edt s copywritingem krok za krokem<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Krok<\/strong><\/td><td><strong>Co ud\u011blat<\/strong><\/td><td><strong>Co v\u00e1m to re\u00e1ln\u011b p\u0159inese<\/strong><\/td><\/tr><tr><td>Z\u00e1klady<\/td><td>nau\u010dit se principy copywritingu<\/td><td>pochop\u00edte, pro\u010d n\u011bkter\u00e9 texty funguj\u00ed a jin\u00e9 ne<\/td><\/tr><tr><td>Praxe<\/td><td>ps\u00e1t vlastn\u00ed texty (nap\u0159. \u010dl\u00e1nky, posty, landing page)<\/td><td>z\u00edsk\u00e1te jistotu a zjist\u00edte, co v\u00e1m jde nejl\u00e9pe<\/td><\/tr><tr><td>Portfolio<\/td><td>vytvo\u0159it uk\u00e1zky pr\u00e1ce (web \/ PDF)<\/td><td>budete m\u00edt co uk\u00e1zat klient\u016fm nebo zam\u011bstnavatel\u016fm<\/td><\/tr><tr><td>Klienti<\/td><td>z\u00edskat prvn\u00ed zak\u00e1zky (zn\u00e1m\u00ed, mal\u00e9 projekty)<\/td><td>z\u00edsk\u00e1te re\u00e1lnou zku\u0161enost a reference<\/td><\/tr><tr><td>Rozvoj<\/td><td>pr\u016fb\u011b\u017en\u011b rozv\u00edjet dovednosti (SEO, pr\u00e1ce s AI, strategie, UX psan\u00ed)<\/td><td>zv\u00fd\u0161\u00edte svou hodnotu a budete schopni tvo\u0159it texty, kter\u00e9 skute\u010dn\u011b funguj\u00ed<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Kde m\u016f\u017eete jako copywriter hledat pr\u00e1ci?<\/h2>\n\n\n\n<p>V\u00fdhodou pr\u00e1ce copywritera je p\u0159edev\u0161\u00edm to, \u017ee se m\u016f\u017ee rozhodnout, <strong>v&nbsp;jak\u00e9m odv\u011btv\u00ed by cht\u011bl p\u016fsobit<\/strong>. Pokud je v\u00e1m nap\u0159\u00edklad bl\u00edzk\u00e1 m\u00f3da, nejsp\u00ed\u0161 nebudete cht\u00edt ps\u00e1t popisky produkt\u016f pro obchod s&nbsp;elektronikou a naopak. Zamyslete se nad t\u00edm, jak\u00e1 t\u00e9mata jsou v\u00e1m bl\u00edzk\u00e1, jak\u00e9 typy text\u016f v\u00e1s bav\u00ed a kter\u00fdm sm\u011brem se chcete vydat. Pro za\u010d\u00e1tek toho vyzkou\u0161ejte co nejv\u00edc, zji\u0161\u0165ujte, co v\u00e1m jde nejl\u00e9pe a na to postupn\u011b nava\u017ete.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Pro\u010d se neomezovat jen na jeden obor<\/strong><\/h3>\n\n\n\n<p>Z\u00e1rove\u0148 je ale u\u017eite\u010dn\u00e9 neomezovat se p\u0159\u00edli\u0161 \u00fazce<strong> na jeden obor<\/strong> <strong>nebo typ copywritingu<\/strong>. Dobr\u00fd copywriter by m\u011bl m\u00edt \u0161ir\u0161\u00ed rozhled, b\u00fdt zv\u00eddav\u00fd a m\u00edt chu\u0165 objevovat nov\u00e1 t\u00e9mata. Pr\u00e1v\u011b schopnost rychle se zorientovat v r\u016fzn\u00fdch oborech a pracovat s informacemi je v t\u00e9to profesi velkou v\u00fdhodou.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Kde konkr\u00e9tn\u011b m\u016f\u017eete z\u00edskat pr\u00e1ci<\/strong><\/h3>\n\n\n\n<p>Copywriter ve firm\u00e1ch \u010dasto spolupracuje s&nbsp;market\u00e9rem a dal\u0161\u00edmi kreativci <strong>v&nbsp;r\u00e1mci komunika\u010dn\u00ed strategie firmy<\/strong>, ale nen\u00ed to pravidlem. Pokud se nechcete st\u00e1t zam\u011bstnancem ur\u010dit\u00e9 spole\u010dnosti, m\u016f\u017eete pracovat pro <strong>marketingovou agenturu<\/strong> nebo d\u011blat sami na sebe a z\u00edsk\u00e1vat <strong>zak\u00e1zky nap\u0159\u00edmo<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Zak\u00e1zkov\u00e9 port\u00e1ly pro copywritery<\/h3>\n\n\n\n<p>Rozhodnete-li se hledat zak\u00e1zky samostatn\u011b, m\u016f\u017eete vyu\u017e\u00edt n\u011bkter\u00fd z port\u00e1l\u016f pro copywritery. Je ale dobr\u00e9 po\u010d\u00edtat s t\u00edm, \u017ee konkurence je zde pom\u011brn\u011b vysok\u00e1 a z\u00edskat prvn\u00ed zak\u00e1zky bez zku\u0161enost\u00ed nemus\u00ed b\u00fdt jednoduch\u00e9.<\/p>\n\n\n\n<p>Tyto platformy pro v\u00e1s pravd\u011bpodobn\u011b nebudou hlavn\u00edm zdrojem p\u0159\u00edjm\u016f, ale mohou poslou\u017eit jako dobr\u00fd start \u2013 pomohou v\u00e1m z\u00edskat prvn\u00ed zku\u0161enosti, reference i p\u0159ehled o trhu. Zejm\u00e9na v za\u010d\u00e1tc\u00edch tak mohou b\u00fdt u\u017eite\u010dn\u00fdm dopl\u0148kem k dal\u0161\u00edm form\u00e1m spolupr\u00e1ce. Copywrite\u0159i nej\u010dast\u011bji vyu\u017e\u00edvaj\u00ed nap\u0159\u00edklad tyto port\u00e1ly:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.copywriting.cz\/\">Copywriting.cz<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.copytrh.cz\/\">Copytrh.cz<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/navolnenoze.cz\/\">Navolnenoze.cz<\/a> \u2013 port\u00e1l pro v\u0161echny freelancery<\/li>\n\n\n\n<li><a href=\"https:\/\/www.kupobsah.cz\/\">Kupobsah.cz<\/a> \u2013 nen\u00ed zam\u011b\u0159en v\u00fdlu\u010dn\u011b na copywriting<\/li>\n\n\n\n<li><a href=\"https:\/\/www.webdeal.cz\/\">Webdeal.cz<\/a> \u2013 ani tento&nbsp;web nen\u00ed zam\u011b\u0159en pouze na copywriting<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Facebookov\u00e9 skupiny<\/h3>\n\n\n\n<p>Dnes se velk\u00e1 \u010d\u00e1st komunikace i pracovn\u00edch p\u0159\u00edle\u017eitost\u00ed p\u0159esouv\u00e1 na soci\u00e1ln\u00ed s\u00edt\u011b \u2013 a hled\u00e1n\u00ed zak\u00e1zek nen\u00ed v\u00fdjimkou. Pro copywritery jsou obzvl\u00e1\u0161\u0165 u\u017eite\u010dn\u00e9 facebookov\u00e9 skupiny, kde se pravideln\u011b objevuj\u00ed popt\u00e1vky po textech. Sta\u010d\u00ed se st\u00e1t \u010dlenem, sledovat nov\u00e9 p\u0159\u00edsp\u011bvky na zdi a reagovat na nab\u00eddky, kter\u00e9 v\u00e1s zaujmou.<\/p>\n\n\n\n<p>Z\u00e1rove\u0148 ale m\u016f\u017eete p\u0159idat i vlastn\u00ed nab\u00eddku, pokud m\u00e1te jasno v tom, co nab\u00edz\u00edte a komu. Za n\u00e1v\u0161t\u011bvu stoj\u00ed nap\u0159\u00edklad tyto skupiny:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.facebook.com\/groups\/marketeri\/\">Marketeri, copywriteri, SEO optimaliz\u00e9ri<\/a>\u201c \u2013 skupina sdru\u017euj\u00edc\u00ed nab\u00eddky z&nbsp;\u010ceska i Slovenska<\/li>\n\n\n\n<li><a href=\"https:\/\/www.facebook.com\/groups\/941452712630670\">Copywrite\u0159i a dal\u0161\u00ed psavci<\/a>\u201c<\/li>\n\n\n\n<li><a href=\"https:\/\/www.facebook.com\/groups\/jsemcopywriter\">Jsem copywriter<\/a>\u201c<\/li>\n\n\n\n<li><a href=\"https:\/\/www.facebook.com\/groups\/292339424267270\">Pr\u00e1ce v online marketingu<\/a>\u201c \u2013 skupina se neomezuje pouze na nab\u00eddky prac\u00ed pro copywritery<\/li>\n\n\n\n<li><a href=\"https:\/\/www.facebook.com\/groups\/pracevreklame\">Pr\u00e1ce v reklam\u011b<\/a>\u201c \u2013 i tady naleznete nab\u00eddky nejen pro copywritery<\/li>\n\n\n\n<li><a href=\"https:\/\/www.facebook.com\/groups\/holkyzmarketingu\">#HolkyzMarketingu<\/a> \u2013 skupina pouze pro \u017eeny nap\u0159\u00ed\u010d obory t\u00fdkaj\u00edc\u00ed se marketingu<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Jakou cestu copywritera zvolit?<\/h2>\n\n\n\n<p>To z\u00e1le\u017e\u00ed p\u0159edev\u0161\u00edm na va\u0161\u00ed osobnosti, kari\u00e9rn\u00edch c\u00edlech a pracovn\u00edch preferenc\u00edch.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pr\u00e1ce na voln\u00e9 noze (freelance)<\/h3>\n\n\n\n<p>Pr\u00e1ce na voln\u00e9 noze nab\u00edz\u00ed velkou <strong>flexibilitu a svobodu<\/strong>, z\u00e1rove\u0148 ale vy\u017eaduje <strong>discipl\u00ednu a schopnost zajistit si stabiln\u00ed p\u0159\u00edjem<\/strong>. Pokud pr\u00e1v\u011b za\u010d\u00edn\u00e1te, m\u016f\u017ee n\u011bjakou dobu trvat, ne\u017e si vybudujete klientelu a pravideln\u00fd zdroj zak\u00e1zek. S odhodl\u00e1n\u00edm, chut\u00ed u\u010dit se a dostatkem praxe ale m\u016f\u017eete postupn\u011b usp\u011bt i na voln\u00e9 noze.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pr\u00e1ce ve firm\u011b nebo agentu\u0159e<\/h3>\n\n\n\n<p>Naopak pr\u00e1ce ve firm\u011b nebo agentu\u0159e p\u0159in\u00e1\u0161\u00ed v\u011bt\u0161\u00ed <strong>stabilitu, mo\u017enost r\u016fstu a ka\u017edodenn\u00ed spolupr\u00e1ci s dal\u0161\u00edmi specialisty<\/strong>. M\u016f\u017ee tak b\u00fdt ide\u00e1ln\u00ed volbou, pokud hled\u00e1te pevn\u011bj\u0161\u00ed z\u00e1zem\u00ed a jasn\u011bj\u0161\u00ed kari\u00e9rn\u00ed sm\u011br.<\/p>\n\n\n\n<p>Ne\u017e se ale rozhodnete, jakou cestou se vydat, zkuste si ob\u011b mo\u017enosti alespo\u0148 \u010d\u00e1ste\u010dn\u011b vyzkou\u0161et a zjistit, co v\u00e1m skute\u010dn\u011b vyhovuje. Ka\u017ed\u00e1 z nich m\u00e1 sv\u00e9 v\u00fdhody \u2013 d\u016fle\u017eit\u00e9 je naj\u00edt tu, kter\u00e1 sed\u00ed pr\u00e1v\u011b v\u00e1m.<\/p>\n\n\n\n<p><strong><em>N\u00e1\u0161 tip<\/em><\/strong><em>: Copywriting m\u00e1 k <a href=\"https:\/\/new.digiamo.cz\/new\/blog\/online-marketing\/\">online&nbsp;marketingu<\/a> mnohem bl\u00ed\u017ee, ne\u017e mo\u017en\u00e1 v\u016fbec tu\u0161\u00edte. P\u0159e\u010dt\u011bte si proto rad\u011bji tak\u00e9 \u010dl\u00e1nek, <a href=\"https:\/\/new.digiamo.cz\/new\/blog\/jak-napsat-dobre-texty\/\" target=\"_blank\" rel=\"noreferrer noopener\">jak ps\u00e1t p\u0159esv\u011bd\u010div\u00e9 texty, kter\u00e9 prod\u00e1vaj\u00ed.<\/a><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d se vydat na cestu copywritera?<\/h2>\n\n\n\n<p>Jak jste vid\u011bli, copywriting nen\u00ed jen o psan\u00ed text\u016f, ale o schopnosti porozum\u011bt lidem, p\u0159em\u00fd\u0161let strategicky a tvo\u0159it obsah, kter\u00fd m\u00e1 jasn\u00fd c\u00edl. Pr\u00e1v\u011b kombinace <strong>kreativity, analytick\u00e9ho my\u0161len\u00ed a praxe<\/strong> d\u011bl\u00e1 z copywritingu obor s velk\u00fdm potenci\u00e1lem. Pokud v\u00e1s bav\u00ed pr\u00e1ce se slovy a chcete vid\u011bt konkr\u00e9tn\u00ed v\u00fdsledky sv\u00e9 pr\u00e1ce, m\u016f\u017ee to b\u00fdt sm\u011br, kter\u00fd v\u00e1m otev\u0159e \u0159adu p\u0159\u00edle\u017eitost\u00ed.<\/p>\n\n\n\n<p><a id=\"_msocom_1\"><\/a><\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\">Nej\u010dast\u011bj\u0161\u00ed ot\u00e1zky: Jak se st\u00e1t copywriterem?<\/h2>\n\n\n\n<p><strong>Co mus\u00ed um\u011bt copywriter?<\/strong><\/p>\n\n\n\n<p>Copywriter by m\u011bl um\u011bt ps\u00e1t srozumiteln\u011b, strukturovan\u011b a s jasn\u00fdm c\u00edlem. D\u016fle\u017eit\u00e1 je tak\u00e9 schopnost porozum\u011bt c\u00edlov\u00e9 skupin\u011b, pracovat s informacemi a p\u0159izp\u016fsobit text konkr\u00e9tn\u00ed situaci. V dne\u0161n\u00ed dob\u011b se nav\u00edc o\u010dek\u00e1v\u00e1 i orientace v SEO a pr\u00e1ce s AI n\u00e1stroji.<\/p>\n\n\n\n<p><strong>Kolik si copywriter vyd\u011bl\u00e1?<\/strong><\/p>\n\n\n\n<p>V\u00fdd\u011blek copywritera se li\u0161\u00ed podle zku\u0161enost\u00ed, specializace a typu spolupr\u00e1ce. Za\u010d\u00e1te\u010dn\u00edci si \u010dasto vyd\u011blaj\u00ed sp\u00ed\u0161e ni\u017e\u0161\u00ed \u010d\u00e1stky, zat\u00edmco zku\u0161en\u00ed copywrite\u0159i nebo specialist\u00e9 na konverzn\u00ed texty, UX nebo strategii mohou dosahovat v\u00fdrazn\u011b vy\u0161\u0161\u00edch p\u0159\u00edjm\u016f.<\/p>\n\n\n\n<p><strong>M\u016f\u017ee AI nahradit copywritera?<\/strong><\/p>\n\n\n\n<p>AI dnes dok\u00e1\u017ee v\u00fdrazn\u011b urychlit tvorbu obsahu, ale nenahrazuje schopnost porozum\u011bt kontextu, zna\u010dce a c\u00edlov\u00e9 skupin\u011b. Kvalitn\u00ed copywriter vyu\u017e\u00edv\u00e1 AI jako n\u00e1stroj, kter\u00fd mu pom\u00e1h\u00e1 pracovat efektivn\u011bji, ale fin\u00e1ln\u00ed podoba textu z\u016fst\u00e1v\u00e1 na n\u011bm.<\/p>\n\n\n\n<p><strong>Jak si vytvo\u0159it portfolio copywritera?<\/strong><\/p>\n\n\n\n<p>Portfolio m\u016f\u017eete za\u010d\u00edt budovat i bez klient\u016f \u2013 nap\u0159\u00edklad tvorbou vlastn\u00edch \u010dl\u00e1nk\u016f, uk\u00e1zkov\u00fdch text\u016f nebo pomoc\u00ed projekt\u016f pro zn\u00e1m\u00e9. D\u016fle\u017eit\u00e9 je uk\u00e1zat, jak p\u0159em\u00fd\u0161l\u00edte nad textem a jak dok\u00e1\u017eete pracovat s r\u016fzn\u00fdmi form\u00e1ty.<\/p>\n\n\n\n<p><strong>Je pot\u0159eba m\u00edt vzd\u011bl\u00e1n\u00ed, abych se stal copywriterem?<\/strong><\/p>\n\n\n\n<p>Form\u00e1ln\u00ed vzd\u011bl\u00e1n\u00ed m\u016f\u017ee b\u00fdt v\u00fdhodou, ale nen\u00ed nutn\u00e9. Mnohem d\u016fle\u017eit\u011bj\u0161\u00ed je praxe, schopnost u\u010dit se a neust\u00e1le zlep\u0161ovat sv\u00e9 texty. Copywriterem se m\u016f\u017ee st\u00e1t ka\u017ed\u00fd, kdo m\u00e1 dobr\u00fd vztah k psan\u00ed a je ochotn\u00fd na sob\u011b pracovat.<\/p>\n\n\n\n<p><strong>Jak dlouho trv\u00e1 nau\u010dit se copywriting?<\/strong><\/p>\n\n\n\n<p>Z\u00e1klady si m\u016f\u017eete osvojit pom\u011brn\u011b rychle, ale skute\u010dn\u00e9 zlep\u0161en\u00ed p\u0159ich\u00e1z\u00ed s prax\u00ed. Copywriting je dovednost, kter\u00e1 se rozv\u00edj\u00ed postupn\u011b \u2013 \u010d\u00edm v\u00edc p\u00ed\u0161ete a analyzujete sv\u00e9 texty, t\u00edm lep\u0161\u00ed v\u00fdsledky budete m\u00edt.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aktualizov\u00e1no 30. 3. 2026 Chcete se vydat dr\u00e1hou copywritera, ale nejste si jist\u00ed, co takov\u00e1 pr\u00e1ce skute\u010dn\u011b obn\u00e1\u0161\u00ed? Copywriting nen\u00ed jen o psan\u00ed text\u016f, ale o schopnosti porozum\u011bt lidem, p\u0159em\u00fd\u0161let v souvislostech a tvo\u0159it obsah, kter\u00fd m\u00e1 jasn\u00fd c\u00edl \u2013 a to i v dob\u011b, kdy do tvorby st\u00e1le v\u00edce vstupuje um\u011bl\u00e1 inteligence. V tomto [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":1054,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-1053","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\/1053","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=1053"}],"version-history":[{"count":0,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts\/1053\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media\/1054"}],"wp:attachment":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media?parent=1053"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/categories?post=1053"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/tags?post=1053"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}