{"id":1056,"date":"2022-11-23T10:12:14","date_gmt":"2022-11-23T09:12:14","guid":{"rendered":"https:\/\/www.digiamo.cz\/jak-napsat-dobre-texty\/"},"modified":"2022-11-23T10:12:14","modified_gmt":"2022-11-23T09:12:14","slug":"jak-napsat-dobre-texty","status":"publish","type":"post","link":"https:\/\/new.digiamo.cz\/new\/jak-napsat-dobre-texty\/","title":{"rendered":"V\u0161e, co pot\u0159ebujete v\u011bd\u011bt o copywritingu III: Jak napsat opravdu dobr\u00e9 texty?"},"content":{"rendered":"\n<p>V&nbsp;minul\u00e9m \u010dl\u00e1nku jsme si objasnili, kdo je copywriter, co v\u0161e je n\u00e1pln\u00ed jeho pr\u00e1ce a jak se j\u00edm st\u00e1t. Nebo tedy sp\u00ed\u0161e jak za\u010d\u00edt, proto\u017ee copywriterem se nestanete jen tak p\u0159es noc. Aby z&nbsp;v\u00e1s byl skute\u010dn\u011b dobr\u00fd copywriter, mus\u00edte um\u011bt ps\u00e1t p\u0159esv\u011bd\u010div\u00e9 texty, kter\u00e9 prod\u00e1vaj\u00ed nebo pln\u00ed jin\u00e9 po\u017eadovan\u00e9 c\u00edle. Jak na to? To si \u0159ekneme 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-1-1024x683.jpg\" alt=\"\" class=\"wp-image-29814\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Jak napsat kvalitn\u00ed copy?&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<\/h2>\n\n\n\n<p>Um\u011bt dob\u0159e ps\u00e1t je sice z\u00e1kladem copywritingu, ale nesta\u010d\u00ed to, pokud z&nbsp;\u010dten\u00e1\u0159e chcete ud\u011blat z\u00e1kazn\u00edka. <strong>Existuj\u00ed 3 z\u00e1sady<\/strong>, kter\u00fdmi byste se m\u011bli \u0159\u00eddit, pokud tvo\u0159\u00edte jak\u00fdkoli obsah, aby byl prosp\u011b\u0161n\u00fd pro v\u00e1s i pro \u010dten\u00e1\u0159e, a to konkr\u00e9tn\u011b:<\/p>\n\n\n\n<ol style=\"list-style-type:1\" class=\"wp-block-list\">\n<li>Inspirovat publikum<\/li>\n\n\n\n<li>Vytvo\u0159it vztah k&nbsp;produktu nebo zna\u010dce<\/li>\n\n\n\n<li>Motivovat \u010dten\u00e1\u0159e k&nbsp;akci<\/li>\n<\/ol>\n\n\n\n<p>Psan\u00ed textu, kter\u00fd vytv\u00e1\u0159\u00ed d\u016fv\u011bru i autoritu, buduje vztah a p\u0159im\u011bje lidi mluvit, sd\u00edlet nebo nakupovat, je <strong>um\u011bn\u00ed i v\u011bda z\u00e1rove\u0148<\/strong>. Vy\u017eaduje toti\u017e kreativitu, smysl pro kr\u00e1su a ur\u010dit\u00e9 dovednosti, o kter\u00fdch jsme si ji\u017e \u0159ekli posledn\u011b. M\u011bli bychom si ale p\u0159ipomenout, \u017ee nesm\u00edte <strong>b\u00fdt p\u0159\u00edli\u0161 kreativn\u00ed na \u00fakor srozumitelnosti<\/strong>.<\/p>\n\n\n\n<p>Copywriter nep\u00ed\u0161e pro ud\u00edlen\u00ed ceny za dobr\u00fd text, ale pro spot\u0159ebitele. Abyste tedy mohli tvo\u0159it opravdu dobr\u00e9 texty, mus\u00edte v&nbsp;prvn\u00ed \u0159ad\u011b porozum\u011bt pot\u0159eb\u00e1m z\u00e1kazn\u00edka. K&nbsp;tomu v\u00e1m mohou pomoci <strong>koncepty AIDA a ADAM<\/strong>, kter\u00e9 slou\u017e\u00ed jako mnemotechnick\u00e1 pom\u016fcka pro jednotliv\u00e9 stupn\u011b rozhodovac\u00edho procesu z\u00e1kazn\u00edka.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">AIDA<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Attention<\/strong> = v&nbsp;t\u00e9to f\u00e1zi mus\u00edte z\u00e1kazn\u00edka zaujmout, nap\u0159\u00edklad chytlav\u00fdm titulkem nebo sloganem.<\/li>\n\n\n\n<li><strong>Interest<\/strong> = nyn\u00ed mus\u00edte vzbudit hlub\u0161\u00ed z\u00e1jem o informace, kter\u00e9 sd\u011blujete. Tuto roli zpravidla zast\u00e1v\u00e1 perex v&nbsp;\u010dl\u00e1nc\u00edch nebo kr\u00e1tk\u00fd shrnuj\u00edc\u00ed odstavec.<\/li>\n\n\n\n<li><strong>Desire<\/strong> = v&nbsp;t\u00e9to f\u00e1zi byste m\u011bli spr\u00e1vn\u011b formulovat podstatn\u00e9 informace a vyvolat emoce, kter\u00e9 v&nbsp;\u010dten\u00e1\u0159i vyvolaj\u00ed touhu po produktu.<\/li>\n\n\n\n<li><strong>Action<\/strong> = v pr\u016fb\u011bhu psan\u00ed, zejm\u00e9na pak u reklamn\u00edch text\u016f, byste m\u011bli \u010dten\u00e1\u0159e vyzvat k&nbsp;po\u017eadovan\u00e9 akci, tzv. CTA (call to action), kter\u00e9 m\u016f\u017ee m\u00edt podobu hypertextov\u00e9ho odkazu nebo ak\u010dn\u00edho tla\u010d\u00edtka. V\u00fdzvu k&nbsp;akci vol\u00edte podle c\u00edle textu. M\u016f\u017eete po n\u00e1v\u0161t\u011bvn\u00edkovi nap\u0159\u00edklad cht\u00edt, aby v\u00e1m zanechal email nebo vlo\u017eil zbo\u017e\u00ed do ko\u0161\u00edku.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">ADAM<\/h3>\n\n\n\n<p>Koncept ADAM se li\u0161\u00ed pouze v&nbsp;\u010d\u00e1sti rozhodovac\u00edho procesu, kdy se copy zam\u011b\u0159uje na z\u00edsk\u00e1n\u00ed v\u011brn\u00e9ho z\u00e1kazn\u00edka. \u201eAction\u201c zde nahrazuje term\u00edn \u201e<strong>Memory<\/strong>\u201c, kter\u00fd vyzdvihuje zapamatovatelnost produktu pro dal\u0161\u00ed n\u00e1kupy v&nbsp;budoucnu. Z\u00e1kazn\u00edk by si tedy p\u0159i rozhodov\u00e1n\u00ed o koupi produktu m\u011bl v\u017edy vzpomenout na ten v\u00e1\u0161.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak\u00fdmi pravidly se \u0159\u00eddit p\u0159i psan\u00ed text\u016f?<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nepi\u0161te pro v\u0161echny, v\u017edy se vymezte na <strong>u\u017e\u0161\u00ed c\u00edlovou skupinu<\/strong>. Kdy\u017e p\u00ed\u0161ete pro v\u0161echny, ve v\u00fdsledku nep\u00ed\u0161ete pro nikoho. Jako prvn\u00ed tedy v\u017edy zjist\u011bte, pro koho p\u00ed\u0161ete.<\/li>\n\n\n\n<li>P\u0159i psan\u00ed text\u016f odhalte pot\u0159ebu, probl\u00e9m a <strong>nab\u00eddn\u011bte \u0159e\u0161en\u00ed<\/strong>. Ud\u011blejte si proto v\u017edy d\u016fkladn\u00fd pr\u016fzkum toho, co va\u0161e publikum pot\u0159ebuje, a jak\u00e1 je jedine\u010dn\u00e1 vlastnost prodejn\u00edho produktu.<\/li>\n\n\n\n<li>V&nbsp;textech <strong>nel\u017eete<\/strong>, <strong>nep\u0159eh\u00e1n\u011bjte<\/strong>, nepodporujte hloup\u00e9 <strong>stereotypy<\/strong> a nepi\u0161te ot\u0159epan\u00e1 <strong>kli\u0161\u00e9<\/strong>, kter\u00e1 u\u017e ka\u017ed\u00fd \u010dten\u00e1\u0159 vid\u011bl tis\u00edckr\u00e1t.<\/li>\n\n\n\n<li>Pi\u0161te jasn\u011b a srozumiteln\u011b. <strong>Zkracujte<\/strong> v\u011bty, jak jen to jde. A pak znovu a znovu p\u0159i korektu\u0159e textu. Dlouh\u00e9 v\u011bty \u010dten\u00e1\u0159e unavuj\u00ed a zkracuj\u00ed jejich pozornost.<\/li>\n\n\n\n<li>Pi\u0161te jasn\u011b a v\u00fdsti\u017en\u011b: M\u00edsto hromady p\u0159\u00eddavn\u00fdch jmen a p\u0159\u00edslovc\u00ed pou\u017eijte jedno <strong>v\u00fdsti\u017en\u00e9 a \u00fadern\u00e9 slovo<\/strong>.<\/li>\n\n\n\n<li>Va\u0161\u00edm c\u00edlem by nikdy nem\u011bl b\u00fdt jednor\u00e1zov\u00fd prodej, ale ud\u011blat z&nbsp;p\u0159\u00edle\u017eitostn\u00e9ho n\u00e1v\u0161t\u011bvn\u00edka <strong>st\u00e1l\u00e9ho z\u00e1kazn\u00edka<\/strong>.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\u010c\u00edm se li\u0161\u00ed kreativn\u00ed psan\u00ed od copywritingu<\/h2>\n\n\n\n<p>Pokud se chcete \u017eivit psan\u00edm, m\u011bli byste si uv\u011bdomit, jak\u00fd je rozd\u00edl mezi kreativn\u00edm psan\u00edm a copywritingem. P\u0159esto\u017ee p\u0159i tvorb\u011b copy je ur\u010dit\u00e1 d\u00e1vka kreativity nezbytnost\u00ed, nem\u011bly by se va\u0161e reklamn\u00ed texty zvrhnout v&nbsp;kreativn\u00ed psan\u00ed, kter\u00e9 m\u00edsto jasn\u00e9ho sd\u011blen\u00ed ponech\u00e1 \u010dten\u00e1\u0159i <strong>volnou a matouc\u00ed interpretaci<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kreativn\u00ed psan\u00ed slou\u017e\u00ed k&nbsp;z\u00e1\u017eitku<\/h3>\n\n\n\n<p>Podstatou kreativn\u00edho psan\u00ed je odli\u0161it se od b\u011b\u017en\u00fdch forem psan\u00ed a b\u00fdt origin\u00e1ln\u00ed. Kreativn\u00ed nebo tak\u00e9 tv\u016fr\u010d\u00ed psan\u00ed poskytuje odli\u0161n\u00fd a nov\u00fd p\u0159\u00edstup, kter\u00fd ve \u010dten\u00e1\u0159i <strong>vyvol\u00e1v\u00e1 pocit inovace<\/strong>. Odchyluje se od tradi\u010dn\u00edch sch\u00e9mat, kter\u00e1 ji\u017e existuj\u00ed, a <strong>vych\u00e1z\u00ed z&nbsp;autorovy p\u0159edstavivosti<\/strong>. C\u00edlem kreativn\u00edho psan\u00ed je v\u00e9st \u010dten\u00e1\u0159e k&nbsp;zamy\u0161len\u00ed a poskytnout mu z\u00e1\u017eitek ze \u010dten\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Copywriting hovo\u0159\u00ed k&nbsp;publiku jasn\u011b<\/h3>\n\n\n\n<p>C\u00edlem copywritingu je oproti tomu p\u0159edat sd\u011blen\u00ed <strong>co nejp\u0159\u00edm\u011bj\u0161\u00edm a nejjasn\u011bj\u0161\u00edm zp\u016fsobem<\/strong>. Dobr\u00e9 copy by sice m\u011blo b\u00fdt origin\u00e1ln\u00ed a inovativn\u00ed, nicm\u00e9n\u011b by rozhodn\u011b nem\u011blo obsahovat \u017e\u00e1dn\u00e9 metafory ani symboliku, kter\u00e9 <strong>zaml\u017euj\u00ed hlavn\u00ed poselstv\u00ed textu<\/strong>. Tr\u00e9novat kreativn\u00ed psan\u00ed je pro rozvoj va\u0161\u00ed kreativity ur\u010dit\u011b velk\u00fdm plusem, ale dejte si pozor, aby se z&nbsp;va\u0161ich reklamn\u00edch text\u016f nestal v\u00fdpravn\u00fd rom\u00e1n nebo lyrick\u00e1 poezie.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak ps\u00e1t texty na web (web copy)<\/h2>\n\n\n\n<p>Psan\u00ed text\u016f na web (web copy) by v\u017edy m\u011blo plnit ur\u010dit\u00e9 c\u00edle. Zpravidla jimi b\u00fdv\u00e1 <strong>zv\u00fd\u0161en\u00ed <\/strong><a href=\"https:\/\/new.digiamo.cz\/new\/slovnik\/brand-awareness\/\"><strong>pov\u011bdom\u00ed o zna\u010dce<\/strong><\/a> \u010di produktu nebo <strong>n\u00e1r\u016fst prodeje<\/strong>. K&nbsp;samotn\u00e9mu webu se pak v\u00e1\u017eou v\u0161echny ostatn\u00ed copywritersk\u00e9 aktivity, jako jsou PR \u010dl\u00e1nky, SEO \u010dl\u00e1nky, blogov\u00e9 p\u0159\u00edsp\u011bvky, placen\u00e9 reklamy, e-mailing nebo p\u0159\u00edsp\u011bvky na soci\u00e1ln\u00ed s\u00edt\u011b.<\/p>\n\n\n\n<p>Web copy tedy m\u016f\u017eeme ozna\u010dit za&nbsp;<strong>hlavn\u00ed discipl\u00ednu online psan\u00ed<\/strong>, kter\u00e1 je v\u00fdchoz\u00edm bodem pro dal\u0161\u00ed druhy copywritingu. Jak\u00fd by m\u011bl b\u00fdt obsah webov\u00fdch str\u00e1nek?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Aktu\u00e1ln\u00ed a unik\u00e1tn\u00ed<\/strong>: sna\u017ete se v\u017edy ps\u00e1t texty, kter\u00e9 jsou aktu\u00e1ln\u00ed a nejsou okop\u00edrovan\u00e9 z&nbsp;jin\u00fdch str\u00e1nek, jeliko\u017e byste t\u00edm u\u0161kodili cel\u00e9mu webu.<\/li>\n\n\n\n<li><strong>Srozumiteln\u00fd<\/strong>: n\u00e1v\u0161t\u011bvn\u00edk by m\u011bl okam\u017eit\u011b pochopit, o \u010dem je webov\u00e1 str\u00e1nka, a b\u011bhem p\u00e1r vte\u0159in naj\u00edt v\u0161e, co hled\u00e1.<\/li>\n\n\n\n<li><strong>Logick\u00fd<\/strong>: my\u0161lenky v&nbsp;jednotliv\u00fdch \u010d\u00e1stech webu by na sebe m\u011bly navazovat, aby d\u00e1valy smysl.<\/li>\n\n\n\n<li><strong>Form\u00e1tovan\u00fd<\/strong>: pou\u017e\u00edvejte nadpisy, podnadpisy a odr\u00e1\u017eky a d\u016fle\u017eit\u00e1 sd\u011blen\u00ed vytu\u010dn\u011bte. Usnadn\u00edte tak n\u00e1v\u0161t\u011bvn\u00edkovi orientaci na str\u00e1nce a <a href=\"https:\/\/new.digiamo.cz\/new\/seo\/\">podpo\u0159\u00edte SEO<\/a>.<\/li>\n\n\n\n<li><strong>Optimalizovan\u00fd<\/strong>: aby se webov\u00e9 str\u00e1nky daly vyhledat v&nbsp;internetov\u00fdch vyhled\u00e1va\u010d\u00edch, mus\u00ed obsahovat kl\u00ed\u010dov\u00e1 slova. Optimalizaci tak\u00e9 pom\u00e1h\u00e1 ji\u017e zm\u00edn\u011bn\u00e9 strukturov\u00e1n\u00ed text\u016f a odkazov\u00e1n\u00ed na dal\u0161\u00ed str\u00e1nky webu.<\/li>\n<\/ul>\n\n\n\n<p>P\u0159edt\u00edm ne\u017e se pust\u00edte do psan\u00ed text\u016f pro web, m\u011bli byste si v\u017edy nejprve polo\u017eit ot\u00e1zku, <strong>jak\u00fd<\/strong> <strong>c\u00edl maj\u00ed webov\u00e9 str\u00e1nky plnit<\/strong>. Jin\u00fdmi slovy, zda maj\u00ed prodat konkr\u00e9tn\u00ed produkt, informovat a zv\u00fd\u0161it tak pov\u011bdom\u00ed o produktu nebo sv\u00fdm obsahem podporovat hlavn\u00ed webov\u00e9 str\u00e1nky a renom\u00e9 zna\u010dky.<\/p>\n\n\n\n<p>Dal\u0161\u00edm krokem je pop\u0159em\u00fd\u0161let nad c\u00edlovou skupinou, pro kterou p\u00ed\u0161ete, a p\u0159izp\u016fsobit tomu zp\u016fsob vyjad\u0159ov\u00e1n\u00ed. <strong>Nastaven\u00ed optim\u00e1ln\u00edho jazyka<\/strong> s&nbsp;ohledem na c\u00edlovou skupinu se \u0159\u00edk\u00e1 <em>tone of voice.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Psan\u00ed \u010dl\u00e1nk\u016f pro web<\/h2>\n\n\n\n<p>Ka\u017ed\u00fd \u010dl\u00e1nek na web bude vypadat trochu jinak v&nbsp;z\u00e1vislosti na tom, pro koho p\u00ed\u0161ete a o jak\u00fd typ \u010dl\u00e1nku se jedn\u00e1. V\u017edy byste si ale m\u011bli nejprve ujasnit, <strong>pro\u010d \u010dl\u00e1nek p\u00ed\u0161ete<\/strong>, komu a jak m\u00e1 pomoci a <strong>co je c\u00edlem \u010dl\u00e1nku<\/strong>. Vytvo\u0159te si nap\u0159\u00edklad va\u0161eho typick\u00e9ho fiktivn\u00edho \u010dten\u00e1\u0159e a pi\u0161te pro n\u011bj.<\/p>\n\n\n\n<p>Jakmile budete m\u00edt jasno, pro koho p\u00ed\u0161ete, za\u010dn\u011bte <strong>\u0159e\u0161it konkr\u00e9tn\u00ed probl\u00e9my<\/strong>. Vedle obsahu je stejn\u011b d\u016fle\u017eit\u00e1 i forma. Nejen proto, aby se \u010dten\u00e1\u0159 v&nbsp;\u010dl\u00e1nku snadno orientoval, ale aby se v\u016fbec rozhodl si ho p\u0159e\u010d\u00edst. P\u0159i <a href=\"https:\/\/new.digiamo.cz\/new\/blog\/jak-napsat-clanek\/\">psan\u00ed \u010dl\u00e1nk\u016f<\/a> nikdy nem\u011bli zapom\u00ednat na:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Titulek \u2013 prvn\u00ed co \u010dten\u00e1\u0159 uvid\u00ed a rozhodne se, jestli bude pokra\u010dovat ve \u010dten\u00ed (f\u00e1ze <em>attention<\/em>)<\/li>\n\n\n\n<li>Perex \u2013 v&nbsp;t\u00e9to \u010d\u00e1sti p\u0159ich\u00e1z\u00ed na \u0159adu vzbudit hlub\u0161\u00ed z\u00e1jem o informace, aby \u010dten\u00e1\u0159 neode\u0161el (f\u00e1ze <em>interest<\/em>)<\/li>\n\n\n\n<li>Mezititulky \u2013 \u010dten\u00e1\u0159i je zpravidla skenuj\u00ed p\u0159edt\u00edm, ne\u017e se za\u010dtou do \u010dl\u00e1nku, tak\u017ee i na nich si dejte z\u00e1le\u017eet.<\/li>\n\n\n\n<li>Form\u00e1tov\u00e1n\u00ed mezititulk\u016f \u2013 nezapom\u00ednejte v\u017edy rozli\u0161ovat titulky H1, H2, H3 apod. Nejen\u017ee pom\u00e1haj\u00ed \u010dten\u00e1\u0159\u016fm se l\u00e9pe orientovat, ale i internetov\u00e9 vyhled\u00e1va\u010de je miluj\u00ed.<\/li>\n\n\n\n<li>Odstavce \u2013 ka\u017ed\u00fd odstavec by m\u011bl m\u00edt maxim\u00e1ln\u011b 3 a\u017e 4 \u0159\u00e1dky, nikdo toti\u017e nechce \u010d\u00edst dlouh\u00e9 zhu\u0161t\u011bn\u00e9 texty.<\/li>\n\n\n\n<li>Odr\u00e1\u017eky \u2013 pokud chcete sd\u011blit \u010dten\u00e1\u0159i v\u00fd\u010det v\u00fdhod nebo jin\u00fdch informac\u00ed, odr\u00e1\u017eky, na kter\u00e9 se pr\u00e1v\u011b nyn\u00ed d\u00edv\u00e1te, jsou k&nbsp;tomu ide\u00e1ln\u00ed.<\/li>\n\n\n\n<li>Kl\u00ed\u010dov\u00e1 slova \u2013 pou\u017eit\u00edm kl\u00ed\u010dov\u00fdch slov pom\u016f\u017eete \u010dl\u00e1nku, aby ho lid\u00e9 na\u0161li v&nbsp;internetov\u00fdch vyhled\u00e1va\u010d\u00edch.<\/li>\n\n\n\n<li>Odkazy \u2013 nezapom\u00ednejte p\u0159idat hypertextov\u00e9 odkazy na \u010dl\u00e1nky, kter\u00e9 jste ji\u017e napsali. U\u0161et\u0159\u00edte tak \u010dten\u00e1\u0159i hled\u00e1n\u00ed a zlep\u0161\u00edte pozici \u010dl\u00e1nku ve vyhled\u00e1va\u010d\u00edch.<\/li>\n\n\n\n<li>Citace \u2013 pokud se do \u010dl\u00e1nku hod\u00ed, mohou rozjasnit va\u0161e texty.<\/li>\n\n\n\n<li>V\u00fdzva k&nbsp;akci \u2013 odtud nave\u010fte \u010dten\u00e1\u0159e p\u0159esn\u011b tam, kam pot\u0159ebujete.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Jak ps\u00e1t reklamn\u00ed texty<\/h2>\n\n\n\n<p>Pokud se rozhodnete tvo\u0159it reklamn\u00ed texty, nezapome\u0148te, \u017ee by nem\u011bly b\u00fdt jen \u010dtiv\u00e9 a p\u0159esv\u011bd\u010div\u00e9, ale tak\u00e9 <strong>dechberouc\u00ed<\/strong>. David Oglivy, kter\u00fd je pova\u017eov\u00e1n za legendu ve sv\u011bt\u011b reklamy, jednou prohl\u00e1sil: \u201e<em>\u0158ekn\u011bte pravdu, ale ud\u011blejte ji fascinuj\u00edc\u00ed<\/em>.\u201c<\/p>\n\n\n\n<p>Mnoho lid\u00ed se myln\u011b domn\u00edv\u00e1, \u017ee c\u00edlem copywritingu je roz\u0161\u00ed\u0159it st\u00e1vaj\u00edc\u00ed nab\u00eddku m\u00f3dn\u00edmi slovy a p\u0159ehnan\u00fdmi n\u00e1pady, ale ve skute\u010dnosti je c\u00edlem dobr\u00e9ho copy <strong>zam\u011b\u0159it se na to, co je na nab\u00eddce zaj\u00edmav\u00e9<\/strong> a sd\u011blit o tom \u010dten\u00e1\u0159\u016fm zp\u016fsobem, kter\u00fd je oslov\u00ed. Pamatujte, \u017ee dobr\u00e1 reklama nikdy <strong>neprod\u00e1v\u00e1 produkt, ale jeho \u0159e\u0161en\u00ed<\/strong>.<\/p>\n\n\n\n<p>Nem\u011bli byste se tedy nikdy sna\u017eit prod\u00e1vat boty, ale kr\u00e1sn\u00e9 nohy jejich nositelky. Zp\u016fsob\u016f, jak ps\u00e1t reklamn\u00ed texty, je opravdu mnoho, ale my si p\u0159edstav\u00edme \u0161est nej\u010dast\u011bji pou\u017e\u00edvan\u00fdch.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1.&nbsp;&nbsp;&nbsp; Z\u00e1kladn\u00ed copy<\/h3>\n\n\n\n<p>Nejz\u00e1kladn\u011bj\u0161\u00edm p\u0159\u00edstupem k&nbsp;psan\u00ed prodejn\u00edho textu, je p\u0159edstavit produkt nebo slu\u017ebu jednoduch\u00fdm zp\u016fsobem bez specifick\u00e9ho stylu \u010dili jednodu\u0161e <strong>odprezentovat fakta a v\u00fdhody<\/strong>. Neobjev\u00ed se tu \u017e\u00e1dn\u00fd p\u0159\u00edb\u011bh ani superlativn\u00ed tvrzen\u00ed.<\/p>\n\n\n\n<p>Tento typ textu neaspiruje na ocen\u011bn\u00ed za literaturu, ale potenci\u00e1ln\u00edmu z\u00e1kazn\u00edkovi p\u0159ed\u00e1 informace, kter\u00e9 pot\u0159ebuje zn\u00e1t. Mus\u00edte ov\u0161em v\u011bd\u011bt, co p\u0159esn\u011b prod\u00e1v\u00e1te a <strong>co je na produktu zaj\u00edmav\u00e9<\/strong>, a na to se zam\u011b\u0159it. Mezi uk\u00e1zkov\u00e9 p\u0159\u00edklady pat\u0159\u00ed nap\u0159\u00edklad marketingov\u00e1 platforma od Googlu.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/Google-3.png\" alt=\"z\u00e1kladn\u00ed copy\" class=\"wp-image-29794\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2.&nbsp;&nbsp;&nbsp; Copy, kter\u00e9 vypr\u00e1v\u00ed<\/h3>\n\n\n\n<p>Dobr\u00fd p\u0159\u00edb\u011bh m\u00e1 r\u00e1d snad ka\u017ed\u00fd. Lid\u00e9 r\u00e1di poslouchaj\u00ed o jin\u00fdch lidech. \u010clov\u011bk, kter\u00fd \u010delil probl\u00e9m\u016fm, s&nbsp;nimi\u017e se \u010dten\u00e1\u0159i dok\u00e1\u017eou ztoto\u017enit, m\u016f\u017ee sv\u00e9mu publiku <strong>poradit, jak tyto p\u0159ek\u00e1\u017eky p\u0159ekonal<\/strong>. Shodou okolnost\u00ed mu k&nbsp;\u0159e\u0161en\u00ed pomohl pr\u00e1v\u011b ur\u010dit\u00fd produkt.<\/p>\n\n\n\n<p>P\u0159\u00edb\u011bh nemus\u00ed b\u00fdt dramatick\u00fd, ale m\u011bl by upoutat pozornost. Tato technika psan\u00ed <strong>slou\u017e\u00ed zejm\u00e9na k&nbsp;prodeji<\/strong>. M\u016f\u017eete ji vyu\u017e\u00edt nap\u0159\u00edklad <strong>p\u0159i psan\u00ed emailu nebo vstupn\u00ed str\u00e1nce webu<\/strong>. Tento typ copy by m\u011bl obsahovat n\u00e1sleduj\u00edc\u00ed prvky:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00davod: p\u0159edstavte probl\u00e9m, kter\u00fd n\u011bjak\u00fdm zp\u016fsobem naru\u0161il norm\u00e1ln\u00ed \u017eivot.<\/li>\n\n\n\n<li>Konflikt: sd\u011blte, co by stalo hlavn\u00ed postav\u011b p\u0159\u00edb\u011bhu, kdyby probl\u00e9m ne\u0159e\u0161ila, a jak vypad\u00e1 cesta, kterou se rozhodne j\u00edt.<\/li>\n\n\n\n<li>Dialog: dva lid\u00e9, kte\u0159\u00ed spolu hovo\u0159\u00ed, p\u0159it\u00e1hnou pozornost \u010dten\u00e1\u0159\u016f je\u0161t\u011b v\u00edce.<\/li>\n<\/ul>\n\n\n\n<p>Uk\u00e1zku kvalitn\u00edho v\u00fdpravn\u00e9ho textu, kter\u00fd \u010dten\u00e1\u0159\u016fm nab\u00edz\u00ed \u0159e\u0161en\u00ed jejich probl\u00e9mu, uv\u00e1d\u00ed nap\u0159\u00edklad kolektiv autor\u016f v knize <em>Copywriting, pi\u0161te texty, kter\u00e9 prod\u00e1vaj\u00ed.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/copy-ktere-vypravi-1.png\" alt=\"copy, kter\u00e9 vypr\u00e1v\u00ed\" class=\"wp-image-29793\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/copy-ktere-vypravi-2-2.png\" alt=\"copy, kter\u00e9 vypr\u00e1v\u00ed\" class=\"wp-image-29792\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">3.&nbsp;&nbsp;&nbsp; Konverza\u010dn\u00ed copy<\/h3>\n\n\n\n<p>P\u0159i tomto stylu psan\u00ed p\u00ed\u0161ete zp\u016fsobem, jako by prob\u00edhala konverzace mezi dv\u011bma lidmi: copywriterem a potenci\u00e1ln\u00edm z\u00e1kazn\u00edkem. Copywriter tak v&nbsp;podstat\u011b zast\u00e1v\u00e1 pozici obchodn\u00edka, kter\u00fd ke sv\u00e9mu klientovi hovo\u0159\u00ed formou prodejn\u00ed prezentace.<\/p>\n\n\n\n<p>Jedn\u00e1 se o p\u0159\u00edm\u00fd p\u0159\u00edstup, p\u0159i kter\u00e9m se identifikujete se \u010dten\u00e1\u0159em a <strong>v\u017e\u00edv\u00e1te se do jeho situace<\/strong>. P\u0159i tvorb\u011b takov\u00e9ho copy nemus\u00edte b\u00fdt \u0161pi\u010dkov\u00fdm texta\u0159em, ale \u010dten\u00e1\u0159i by m\u011bli c\u00edtit nad\u0161en\u00ed, kter\u00e9 m\u00e1 prodejce pro sv\u016fj produkt. P\u0159\u00edkladnou uk\u00e1zkou empatick\u00e9ho prodejn\u00edho textu p\u0159edstavuje nap\u0159\u00edklad newsletter od spole\u010dnosti Zoot.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/konverzacni-copy.jpg\" alt=\"konverza\u010dn\u00ed copy\" class=\"wp-image-29796\" \/><\/figure>\n\n\n\n<p>Zdroj obr\u00e1zku: http:\/\/www.tyinternety.cz\/wp-content\/uploads\/2015\/08\/Jakub_ZOOT.jpg<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4.&nbsp;&nbsp;&nbsp; Imaginativn\u00ed copy<\/h3>\n\n\n\n<p>Jako za\u010d\u00ednaj\u00edc\u00ed texta\u0159 m\u016f\u017eete sv\u00e9ho \u010dten\u00e1\u0159e po\u017e\u00e1dat, aby si p\u0159edstavil, jak\u00e9 by bylo b\u00fdt \u00fasp\u011b\u0161n\u00fd v&nbsp;tom, po \u010dem tou\u017e\u00ed. Od hubnut\u00ed a\u017e po to, st\u00e1t se slavn\u00fdm. M\u016f\u017eete za\u010d\u00edt nap\u0159\u00edklad slovy jako \u201ep\u0159edstavte si\u201c nebo \u201eobjevte\u201c v&nbsp;prvn\u00edm odstavci textu nebo p\u0159edm\u011btu emailu. Po\u017e\u00e1d\u00e1te tedy \u010dten\u00e1\u0159e, aby si <strong>p\u0159edstavili \u017e\u00edt sv\u016fj \u017eivot vytou\u017een\u00fdm zp\u016fsobem<\/strong>.<\/p>\n\n\n\n<p>N\u00e1sledn\u011b jim vykresl\u00edte obraz dosa\u017een\u00ed ide\u00e1ln\u00edho \u017eivota prost\u0159ednictv\u00edm ur\u010dit\u00e9ho produktu. Dobrou uk\u00e1zku imaginativn\u00edho copy, kter\u00e9 nevy\u017eaduje zdlouhav\u00fd p\u0159\u00edb\u011bh, ale poukazuje na probl\u00e9m a nab\u00edz\u00ed \u0159e\u0161en\u00ed. je nap\u0159\u00edklad je domovsk\u00e1 str\u00e1nka spole\u010dnosti Basecamp.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/imaginativni-copy.png\" alt=\"imaginativn\u00ed copy\" class=\"wp-image-29797\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">5.&nbsp;&nbsp;&nbsp; Up\u0159\u00edmn\u00e9 copy<\/h3>\n\n\n\n<p>Jednou z&nbsp;cest, kterou je mo\u017en\u00e9 se p\u0159i psan\u00ed prodejn\u00edch text\u016f vydat, je up\u0159\u00edmnost. A to tak, \u017ee sd\u011bl\u00edte publiku nedostatek nebo slabou str\u00e1nku toho, co nab\u00edz\u00edte. Nejprve tedy upozorn\u00edte na to, co by se \u010dten\u00e1\u0159\u016fm na produktu nemuselo l\u00edbit a a\u017e pot\u00e9 p\u0159edstav\u00edte d\u016fle\u017eit\u00e9 p\u0159\u00ednosy. \u0158\u00edk\u00e1te si, pro\u010d byste n\u011bco takov\u00e9ho d\u011blali? Up\u0159\u00edmn\u00e1 a transparentn\u00ed komunikace ohledn\u011b slab\u00fdch str\u00e1nek produktu povede k&nbsp;tomu, \u017ee v\u00e1m <strong>z\u00e1kazn\u00edci budou skute\u010dn\u011b v\u011b\u0159it<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6.&nbsp;&nbsp;&nbsp; Superlativn\u00ed copy<\/h3>\n\n\n\n<p>Opakem p\u0159edchoz\u00edho copy je pou\u017e\u00edv\u00e1n\u00ed superlativ a mimo\u0159\u00e1dn\u00fdch tvrzen\u00ed. Pokud se ov\u0161em rozhodnete ps\u00e1t o produktu t\u00edmto zp\u016fsobem, <strong>budete pot\u0159ebovat d\u016fkazy<\/strong>, kter\u00fdmi z\u00e1kazn\u00edkovi prok\u00e1\u017eete, \u017ee si nevym\u00fd\u0161l\u00edte. Ty m\u016f\u017eete dodat prost\u0159ednictv\u00edm statistik, sv\u011bdectv\u00ed nebo v\u00fdzkum\u016f a v&nbsp;ide\u00e1ln\u00edm p\u0159\u00edpad\u011b kombinac\u00ed v\u0161ech t\u0159\u00ed. Se superlativy je rovn\u011b\u017e nutn\u00e9 nakl\u00e1dat st\u0159\u00eddm\u011b, aby tvrzen\u00ed nezn\u011blo p\u0159ehnan\u011b. Uk\u00e1zkou superlativn\u00edho copy jsou nap\u0159\u00edklad webov\u00e9 str\u00e1nky zna\u010dky Yves Rocher, kter\u00e1 si zakl\u00e1d\u00e1 na sv\u00e9 jedine\u010dnosti.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/superlativni-copy.png\" alt=\"superlativn\u00ed copy\" class=\"wp-image-29798\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/new.digiamo.cz\/new\/wp-content\/uploads\/2023\/07\/superlativni-copy-2.png\" alt=\"superlativn\u00ed copy\" class=\"wp-image-29799\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Jak p\u0159esv\u011bd\u010dit publikum k&nbsp;akci<\/h2>\n\n\n\n<p>Po\u017e\u00e1dat n\u011bkoho, aby n\u011bco ud\u011blal, nen\u00ed nic slo\u017eit\u00e9ho ani to nevy\u017eaduje speci\u00e1ln\u00ed dovednosti, \u017ee? P\u0159esto to spousta lid\u00ed p\u0159i psan\u00ed text\u016f zapom\u00edn\u00e1 d\u011blat. A to je tak\u00e9 d\u016fvodem, pro\u010d mnoho text\u016f nem\u00e1 dobr\u00e9 v\u00fdsledky. T\u00e9to \u017e\u00e1dosti se ve sv\u011bt\u011b marketingu \u0159\u00edk\u00e1 v\u00fdzva k&nbsp;akci, neboli <strong>CTA<\/strong> (<em>call to action<\/em>).<\/p>\n\n\n\n<p>V\u00fdzva publika k&nbsp;akci je <strong>jedn\u00edm z&nbsp;hlavn\u00edch prvk\u016f copy<\/strong>. Znamen\u00e1 to, \u017ee \u010dten\u00e1\u0159e povedete k&nbsp;ur\u010dit\u00fdm krok\u016fm, jako je p\u0159ihl\u00e1\u0161en\u00ed k&nbsp;odb\u011bru newsletteru, sta\u017een\u00ed obsahu, pokra\u010dov\u00e1n\u00ed ve \u010dten\u00ed apod.<\/p>\n\n\n\n<p>Jakmile si z\u00edsk\u00e1te pozornost \u010dten\u00e1\u0159e poutav\u00fdm titulkem a zaj\u00edmav\u00fdm \u00favodem, p\u0159edstav\u00edte mu v\u0161echny v\u00fdhody, kter\u00e9 z\u00edsk\u00e1 t\u00edm, \u017ee vykon\u00e1 v\u00e1mi po\u017eadovanou akci, mus\u00edte je\u0161t\u011b u\u010dinit jeden fin\u00e1ln\u00ed krok: <strong>p\u0159esn\u011b mu \u0159\u00edct, co a jak m\u00e1 ud\u011blat<\/strong> a \u017ee to m\u00e1 ud\u011blat pr\u00e1v\u011b te\u010f.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak napsat chytlav\u00fd titulek<\/h2>\n\n\n\n<p>Titulkem m\u016f\u017eete za\u010d\u00edt, ale stejn\u011b tak si ho m\u016f\u017eete nechat \u00fapln\u011b nakonec jako posledn\u00ed krok. S\u00edlu poutav\u00e9ho titulku nikdy nepodce\u0148ujte, proto\u017ee <strong>rozhoduje<\/strong> o tom, jestli si \u010dten\u00e1\u0159 p\u0159e\u010dte v\u00e1\u0161 \u010dl\u00e1nek nebo nav\u0161t\u00edv\u00ed webov\u00e9 str\u00e1nky. M\u016f\u017eete klidn\u011b napsat poutav\u00e9 texty na web nebo p\u016fsobiv\u00fd \u010dl\u00e1nek, ale publikum se o nich nikdy nedozv\u00ed, pokud je dostate\u010dn\u011b nezaujmete titulkem.<\/p>\n\n\n\n<p>To stejn\u00e9 plat\u00ed i pro <strong>p\u0159edm\u011bt v&nbsp;e-mailu<\/strong>. Titulek emailu mus\u00ed b\u00fdt dostate\u010dn\u011b p\u0159esv\u011bd\u010div\u00fd, aby p\u0159im\u011bl \u010dten\u00e1\u0159e email otev\u0159\u00edt, a nep\u0159esunul ho rovnou do ko\u0161e. Jin\u00fdmi slovy, sna\u017ete se ud\u011blat ten <strong>nejlep\u0161\u00ed prvn\u00ed dojem<\/strong>. M\u00e1te pot\u00ed\u017ee s&nbsp;vym\u00fd\u0161len\u00edm chytlav\u00e9ho titulku? Pak v\u00e1m mohou poslou\u017eit n\u00e1sleduj\u00edc\u00ed typy:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Bu\u010fte p\u0159\u00edmo\u010da\u0159\u00ed, aby bylo jasn\u00e9, o \u010dem text pojedn\u00e1v\u00e1 a jak\u00e9 \u0159e\u0161en\u00ed p\u0159in\u00e1\u0161\u00ed<\/li>\n\n\n\n<li>Apelujte na emoce<\/li>\n\n\n\n<li>Probu\u010fte zv\u011bdavost<\/li>\n\n\n\n<li>Polo\u017ete ot\u00e1zku k zamy\u0161len\u00ed<\/li>\n\n\n\n<li>Vneste pocit nal\u00e9havosti<\/li>\n\n\n\n<li>Pou\u017eijte \u010d\u00edsla k&nbsp;upout\u00e1n\u00ed pozornosti<\/li>\n<\/ul>\n\n\n\n<p>Uk\u00e1zkov\u00fdm titulkem je nap\u0159\u00edklad v\u011bta: \u201e<strong><em>Pro\u010d nejhez\u010d\u00ed boty d\u011blaj\u00ed nejhor\u0161\u00ed puch\u00fd\u0159e<\/em><\/strong>?\u201c Nejen, \u017ee pokl\u00e1d\u00e1te publiku ot\u00e1zku, kter\u00e1 podn\u011bcuje zv\u011bdavost, ale z\u00e1rove\u0148 se st\u00e1v\u00e1te <strong>empatick\u00fdm p\u0159\u00edtelem<\/strong>, kter\u00fd se ztoto\u017e\u0148uje s&nbsp;jeho probl\u00e9my. Jako dobr\u00fd p\u0159\u00edtel pak sn\u00e1ze p\u0159esv\u011bd\u010d\u00edte \u010dten\u00e1\u0159e k&nbsp;tomu, aby v\u00e1m d\u016fv\u011b\u0159oval a podnikl dal\u0161\u00ed kroky k&nbsp;akci.<\/p>\n\n\n\n<p><em>Motivoval v\u00e1s \u010dl\u00e1nek k\u00a0tomu za\u010d\u00edt ps\u00e1t chytlav\u00e9 texty, ale nev\u00edte, jak vlastn\u011b v\u016fbec za\u010d\u00edt? Ne\u017e si s\u00a0t\u00edm za\u010dnete zbyte\u010dn\u011b l\u00e1mat hlavu, p\u0159e\u010dt\u011bte si n\u00e1\u0161 posledn\u00ed \u010dl\u00e1nek o tom,<\/em> <em><a href=\"https:\/\/new.digiamo.cz\/new\/blog\/jak-se-stat-copywriterem\/\" target=\"_blank\" rel=\"noreferrer noopener\">jak se st\u00e1t copywriterem<\/a>. A nezapome\u0148te \u010dl\u00e1nek sd\u00edlet na sv\u00fdch soci\u00e1ln\u00edch s\u00edt\u00edch, a\u0165 va\u0161i p\u0159\u00e1tel\u00e9, zn\u00e1m\u00ed a t\u0159eba i potenci\u00e1ln\u00ed klienti vid\u00ed, \u017ee se vzd\u011bl\u00e1v\u00e1te.<\/em><a id=\"_msocom_1\"><\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Copywriting v Digiamo<\/h3>\n\n\n\n<p>Mezi na\u0161imi odborn\u00edky s mnohalet\u00fdmi zku\u0161enostmi z online marketingu jsou i zku\u0161en\u00ed copywrite\u0159i. V\u00edme toti\u017e, \u017ee nen\u00ed \u010dl\u00e1nek, jako \u010dl\u00e1nek. Aby splnil sv\u016fj \u00fa\u010del, mus\u00ed m\u00edt spr\u00e1vnou strukturu, obsah a hodnotu, kter\u00e1 je relevantn\u00ed pro vyhled\u00e1va\u010de. Nejen pokud chcete tvo\u0159it kvalitn\u00ed <a href=\"https:\/\/new.digiamo.cz\/new\/blog\/co-je-to-linkbuilding\/\">linkbuildingovou<\/a> s\u00ed\u0165.<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>V&nbsp;minul\u00e9m \u010dl\u00e1nku jsme si objasnili, kdo je copywriter, co v\u0161e je n\u00e1pln\u00ed jeho pr\u00e1ce a jak se j\u00edm st\u00e1t. Nebo tedy sp\u00ed\u0161e jak za\u010d\u00edt, proto\u017ee copywriterem se nestanete jen tak p\u0159es noc. Aby z&nbsp;v\u00e1s byl skute\u010dn\u011b dobr\u00fd copywriter, mus\u00edte um\u011bt ps\u00e1t p\u0159esv\u011bd\u010div\u00e9 texty, kter\u00e9 prod\u00e1vaj\u00ed nebo pln\u00ed jin\u00e9 po\u017eadovan\u00e9 c\u00edle. Jak na to? To si [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":1057,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-1056","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting"],"meta_box":{"nadpis_cta":"Nev\u00edte si rady s obsahem sv\u00e9ho webu?","podnadpis_cta":"Nechte to na n\u00e1stroje, r\u00e1di se o v\u0161e postar\u00e1me.","text_button_cta":"Chci kvalitn\u00ed obsah","link_button_cta":"https:\/\/www.digiamo.cz\/spojte-se-s-nami\/"},"_links":{"self":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts\/1056","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=1056"}],"version-history":[{"count":0,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/posts\/1056\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media\/1057"}],"wp:attachment":[{"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/media?parent=1056"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/categories?post=1056"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/new.digiamo.cz\/new\/wp-json\/wp\/v2\/tags?post=1056"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}