[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.hanczen.cz\/copywriting-slova-ktera-prodavaji\/#Article","mainEntityOfPage":"https:\/\/www.hanczen.cz\/copywriting-slova-ktera-prodavaji\/","headline":"Copywriting: slova, kter\u00e1 prod\u00e1vaj\u00ed","name":"Copywriting: slova, kter\u00e1 prod\u00e1vaj\u00ed","description":"Slovo je mocn\u00e1 v\u011bc. Koneckonc\u016f u\u017e Bibli byl sv\u011bt stvo\u0159en slovy. Dnes je pou\u017e\u00edv\u00e1me k mnoha \u00fa\u010del\u016fm a jedn\u00edm z nich je i marketing. Copywriting web od specialisty pozn\u00e1te jednodu\u0161e. Nikde \u017e\u00e1dn\u00e9 p\u0159eklepy, gramatick\u00e9 chyby a text je \u010dtiv\u00fd, poutav\u00fd <a href=\"https:\/\/www.hanczen.cz\/copywriting-slova-ktera-prodavaji\/\" class=\"read-more\">Read More ...<\/a>","datePublished":"2020-05-18","dateModified":"2020-05-18","author":{"@type":"Person","@id":"https:\/\/www.hanczen.cz\/author\/#Person","name":"hanczen.cz\n","url":"https:\/\/www.hanczen.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/4eaadff62661a2c38386085c87f88f683e575f9fda122ff8560bf1208996f3c5?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/4eaadff62661a2c38386085c87f88f683e575f9fda122ff8560bf1208996f3c5?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"hanczen.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.hanczen.cz\/wp-content\/uploads\/Psan%C3%AD%20u%20k%C3%A1vy.jpg","url":"https:\/\/www.hanczen.cz\/wp-content\/uploads\/Psan%C3%AD%20u%20k%C3%A1vy.jpg","height":0,"width":0},"url":"https:\/\/www.hanczen.cz\/copywriting-slova-ktera-prodavaji\/","about":["Internet"],"wordCount":404,"articleBody":"   Slovo je mocn\u00e1 v\u011bc. Koneckonc\u016f u\u017e Bibli byl sv\u011bt stvo\u0159en slovy. Dnes je pou\u017e\u00edv\u00e1me k mnoha \u00fa\u010del\u016fm a jedn\u00edm z nich je i marketing. Copywriting web od specialisty pozn\u00e1te jednodu\u0161e. Nikde \u017e\u00e1dn\u00e9 p\u0159eklepy, gramatick\u00e9 chyby a text je \u010dtiv\u00fd, poutav\u00fd a obsahuje mnoho zaj\u00edmav\u00e9ho. To ale nen\u00ed v\u0161echno. Zamysleli jste se n\u011bkdy nad t\u00edm, co v\u0161echno mus\u00ed takov\u00fd \u010dlov\u011bk um\u011bt?Psan\u00ed nen\u00ed tak jednoduch\u00e9, jak to vypad\u00e1. Copywriter mus\u00ed zn\u00e1t nejen gramatiku a stylistiku, ale tak\u00e9 krit\u00e9ria reklamn\u00edho textu, produkt klienta, c\u00edlovou skupinu, persony, filozofii spole\u010dnosti a p\u0159edev\u0161\u00edm mus\u00ed neust\u00e1le vym\u00fd\u0161let n\u011bco nov\u00e9ho a neot\u0159el\u00e9ho. Te\u010f u\u017e to jednodu\u0161e nezn\u00ed, co? A tak\u00e9 nen\u00ed. St\u00e1t se \u00fasp\u011b\u0161n\u00fdm specialistou v tomto oboru toti\u017e trv\u00e1 roky. Stejn\u011b jako v jin\u00fdch oborech.V budoucnu nezmiz\u00edDnes m\u00e1me nespo\u010det mo\u017enost\u00ed, jak hledat informace. D\u0159\u00edve byly jen \u010dl\u00e1nky, dnes m\u00e1te videa, podcasty a mnoho dal\u0161\u00edho. Kde ale hled\u00e1te vy? Odpov\u011bd\u00ed jist\u011b bude Google. A ten proch\u00e1z\u00ed a doporu\u010duje zejm\u00e9na psan\u00fd text. Dal\u0161\u00ed v\u00fdhodou \u010dl\u00e1nk\u016f je ten, \u017ee je snadno projdete a najdete jen to, co skute\u010dn\u011b hled\u00e1te. To u vide\u00ed nebo podcast\u016f tak snadno nejde.\u0160ikovn\u00e1 pom\u016fckaPro psan\u00ed copy na\u0161t\u011bst\u00ed existuje drobn\u00fd pomocn\u00edk, se kter\u00fdm p\u0159i\u0161el Ray Edwards. \u0158\u00edk\u00e1 se j\u00ed P.A.S.T.O.R. a jedn\u00e1 se o akronym slo\u017een\u00fd z po\u010d\u00e1te\u010dn\u00edch p\u00edsmen anglick\u00fdch v\u00fdraz\u016f. Pod\u00edvejme se, na co v\u0161echno mus\u00ed texta\u0159 b\u011bhem tvo\u0159en\u00ed myslet:P \u2013 osobn\u00ed probl\u00e9m (person, problem),A \u2013 zes\u00edlen\u00ed probl\u00e9mu (amplify),S \u2013 p\u0159\u00edb\u011bh a \u0159e\u0161en\u00ed (story, solution),T \u2013 prom\u011bna d\u00edky produktu (transformation),O \u2013 nab\u00eddka (offer),R \u2013 odezva (response).To znamen\u00e1, \u017ee mus\u00edte pojmenovat probl\u00e9m a uv\u011bdomit si pro koho vytv\u00e1\u0159\u00edte obsah. Upozornit, \u017ee bez konkr\u00e9tn\u00edho produktu nebo slu\u017eby se bude m\u00edt h\u016f\u0159 a n\u00e1sledn\u011b mu vysv\u011btlit, o kolik lep\u0161\u00ed a jednodu\u0161\u0161\u00ed by mohl b\u00fdt jeho ka\u017edodenn\u00ed \u017eivot. Poskytn\u011bte p\u0159\u00edklad ze \u017eivota, abyste podpo\u0159ili argumenty pro koupi a prove\u010fte samotnou nab\u00eddku. Uvid\u00edte, jak\u00e1 p\u0159ijde odezva.                                                                                                                                                                                                                                                                                                                                                                                                  "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Copywriting: slova, kter\u00e1 prod\u00e1vaj\u00ed","item":"https:\/\/www.hanczen.cz\/copywriting-slova-ktera-prodavaji\/#breadcrumbitem"}]}]