{"id":9620,"date":"2017-02-14T13:17:25","date_gmt":"2017-02-14T12:17:25","guid":{"rendered":"https:\/\/www.websupport.sk\/blog\/?p=9620"},"modified":"2025-03-11T21:07:00","modified_gmt":"2025-03-11T20:07:00","slug":"je-copywriting-umenie","status":"publish","type":"post","link":"https:\/\/www.websupport.sk\/blog\/2017\/02\/je-copywriting-umenie\/","title":{"rendered":"Je copywriting umenie?"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><b>Doba \u010d\u00edtania:<\/b><\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">min.<\/span><\/span><p>O copywritingu som toho narozpr\u00e1val u\u017e ve\u013ea. Po\u010das pr\u00e1ce v reklamn\u00fdch agent\u00farach som nap\u00edsal to\u013eko sloganov, predmetov newslettrov a in\u00fdch textov, \u017ee m\u00e1m pocit, \u017ee som sa u\u017e \u00faplne vyp\u00edsal. Opak je v\u0161ak pravdou. \u010c\u00edm viac \u010dl\u00e1nkov nap\u00ed\u0161em, \u010d\u00edm viac webov otextujem, t\u00fdm je p\u00edsanie pre m\u0148a prirodzenej\u0161ie a jednoduch\u0161ie. Mo\u017eno je to aj t\u00fdm, \u017ee sa nad textami pr\u00edli\u0161 nezam\u00fd\u0161\u013eam.<\/p>\n<p>Na svojich \u0161koleniach a kurzoch o copywritingu rozpr\u00e1vam o pilieroch, na ktor\u00fdch dobr\u00fd copywriting stoj\u00ed. Pre m\u0148a v\u017edy bola a v\u017edy bude \u010d\u00edslo jeden jednoduchos\u0165. Ke\u010f som robil v novin\u00e1ch, prv\u00e1 vec, ktor\u00fa som dostal, bola pr\u00edru\u010dka s n\u00e1vodom ako p\u00edsa\u0165. T\u00e1 za\u010d\u00ednala nejako takto: \u201cP\u00ed\u0161 jednoduch\u00e9 a zrozumite\u013en\u00e9 vety. Nepou\u017e\u00edvaj dlh\u00e9 s\u00favetia. Text \u010dle\u0148 do odstavcov&#8230;\u201d To ostatn\u00e9 si domyslite.<\/p>\n<h2>Netreba copywriterov, treba market\u00e9rov<\/h2>\n<p>Dobr\u00fd copywriter mus\u00ed by\u0165 predov\u0161etk\u00fdm market\u00e9r, pozna\u0165 z\u00e1kladn\u00e9 princ\u00edpy spr\u00e1vania \u013eud\u00ed (napr\u00edklad v online priestore, na webe alebo v n\u00e1kupnom centre), mus\u00ed vedie\u0165 vyselektova\u0165 cie\u013eov\u00fa skupinu a prisp\u00f4sobi\u0165 sa jej. Mus\u00ed sa vedie\u0165 pozera\u0165 na svet o\u010dami druh\u00fdch a ma\u0165 prirodzen\u00fd cit pre komunik\u00e1ciu. Ak \u010dlovek toto v\u0161etko zvl\u00e1dne, potom sa m\u00f4\u017ee za\u010da\u0165 venova\u0165 copywritingu.<\/p>\n<p>Aby copywriting fungoval dobre, nemus\u00ed by\u0165 \u0161tylisticky najvymakanej\u0161\u00ed na svete. Sta\u010d\u00ed, ak bude tomu dan\u00e9mu biznisu dobre fungova\u0165 pre jeho cie\u013eov\u00fa skupinu. Pre ka\u017ed\u00fd druh biznisu je vhodn\u00fd in\u00fd druh marketingu a teda aj copywritingu. Inak komunikuje banka a inak posil\u0148ov\u0148a. Inak komunikuje S\u013dUK a inak Rytmus. Ka\u017ed\u00fd, kto dok\u00e1\u017ee nap\u00edsa\u0165 texty tak, \u017ee vie cez ne efekt\u00edvne komunikova\u0165 so svojou cie\u013eovou skupinou, je pre m\u0148a dobr\u00fd copywriter. A \u010dastokr\u00e1t s\u00fa to \u013eudia, \u010do sa copywritingom v\u00f4bec ne\u017eivia. <strong>S\u00fa to pr\u00e1ve podnikatelia, ktor\u00ed najlep\u0161ie poznaj\u00fa svojich z\u00e1kazn\u00edkov.<\/strong> Zauj\u00edmav\u00fd blog o tom, \u010di si marketing robi\u0165 vo vlastnej r\u00e9\u017eii som <a href=\"http:\/\/www.truniversity.sk\/blog\/podnikatel-spravi-aj-tak-vzdy-lepsi-content-ako-agentura-preco\/\" target=\"_blank\">nap\u00edsal aj tu<\/a>.<\/p>\n<h2>Copywriting nie je len o p\u00edsan\u00ed<\/h2>\n<p>S\u00fa copywriteri a copywriteri. Niektor\u00ed dok\u00e1\u017eu nap\u00edsa\u0165 v priebehu t\u00fd\u017ed\u0148a 3 SEO friendly \u010dl\u00e1nky o ponorn\u00fdch \u010derpadl\u00e1ch na blog nejak\u00e9ho e-shopu a s\u00fa s t\u00fdm v pohode. Ja tie\u017e, ale osobne o copywritingu uva\u017eujem koncep\u010dne a sna\u017e\u00edm sa na ka\u017ed\u00fd probl\u00e9m pozera\u0165 \u010do najviac z vrchu. Preto ke\u010f ma niekto oslov\u00ed na tvorbu textov na web, sna\u017e\u00edm sa zapoji\u0165 u\u017e vo f\u00e1ze wireframov a dizajnu. Rozm\u00fd\u0161\u013eam a navrhujem rozlo\u017eenie jednotliv\u00fdch textov\u00fdch prvkov, headlinov, CTA (call to action) buttonov, hl\u00e1\u0161ok pre prihl\u00e1senie do newslettra\u2026<\/p>\n<p>Dobr\u00fd dizajn a copywriting id\u00fa ruka v ruke. Tak isto pracujem aj pri tvorbe kampane. Pr\u00edprave textov predch\u00e1dza strat\u00e9gia, v ktorej sa dozviem kde bud\u00fa jednotliv\u00e9 komunik\u00e1ty pou\u017eit\u00e9 (banery, plag\u00e1ty, vide\u00e1,&#8230;) a v akom porad\u00ed ich m\u00f4\u017ee cie\u013eov\u00e1 skupina vidie\u0165. A\u017e na z\u00e1klade toho cel\u00e9ho m\u00f4\u017eem pripravi\u0165 kreat\u00edvne podklady.<\/p>\n<blockquote><p>V\u00fdborn\u00fd copywriter netvor\u00ed texty, tvor\u00ed v\u0161etko za t\u00fdm<\/p><\/blockquote>\n<p>V\u00fdborn\u00fd copywriter neberie texty ako texty. Ne\u010da\u010dk\u00e1 sa s nimi. V\u00fdborn\u00fd copywriter nepou\u017e\u00edva kvetnat\u00e9 vety pln\u00e9 zbyto\u010dnost\u00ed, len aby nie\u010do nap\u00edsal. V\u00fdborn\u00fd copywriter berie texty ako n\u00e1stroj k vyvolaniu nejakej akcie. V\u00fdborn\u00fd copywriter vid\u00ed, \u010do sa skr\u00fdva za textami, vid\u00ed ako sa \u010dlovek po webe pohybuje ke\u010f ich \u010d\u00edta a dok\u00e1\u017ee s n\u00edm v\u010faka textom pracova\u0165. T\u00ed ostatn\u00ed s\u00fa len \u013eudia, ktor\u00ed vedia pekne p\u00edsa\u0165 a v\u00e4\u010d\u0161inou maj\u00fa dobr\u00fd pravopis.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O copywritingu som toho narozpr\u00e1val u\u017e ve\u013ea. Po\u010das pr\u00e1ce v reklamn\u00fdch agent\u00farach som nap\u00edsal to\u013eko sloganov, predmetov newslettrov a in\u00fdch textov, \u017ee m\u00e1m pocit, \u017ee som sa u\u017e \u00faplne vyp\u00edsal. Opak je v\u0161ak pravdou. \u010c\u00edm viac \u010dl\u00e1nkov nap\u00ed\u0161em, \u010d\u00edm viac webov otextujem, t\u00fdm je p\u00edsanie pre m\u0148a prirodzenej\u0161ie a jednoduch\u0161ie. Mo\u017eno je to aj t\u00fdm, [&hellip;]<\/p>\n","protected":false},"author":99,"featured_media":9660,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[172,480,877,939,956],"class_list":["post-9620","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vzdelavanie-2","tag-copywriting","tag-marketing","tag-truniversity","tag-vzdelavanie","tag-websupport"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Je copywriting umenie? - Websupport blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.websupport.sk\/blog\/2017\/02\/je-copywriting-umenie\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Je copywriting umenie? - Websupport blog\" \/>\n<meta property=\"og:description\" content=\"O copywritingu som toho narozpr\u00e1val u\u017e ve\u013ea. 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