{"id":3178,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/copycamp-2017\/"},"modified":"2021-07-29T16:52:36","modified_gmt":"2021-07-29T14:52:36","slug":"copycamp-2017","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/copycamp-2017\/","title":{"rendered":"CopyCamp 2017: Prvn\u00ed pomoc pro v\u00e1\u0161 obsah"},"content":{"rendered":"

CopyCamp je\u00a0takov\u00e9 d\u00edt\u011b h\u00e1jedni\u010dky. Tak\u017ee se zrod\u00ed v\u017edy jednou za 9 m\u011bs\u00edc\u016f. Nyn\u011bj\u0161\u00ed m\u00edmo se zrodilo 8. 3. 2017<\/strong> na onen oslavn\u00fd den \u017een, v\u00a0kalend\u00e1\u0159i zanesen pod zkratkou MD\u017d. Op\u011bt tu byly siln\u00e9 momenty, kter\u00e9 st\u00e1ly za vst\u0159eb\u00e1n\u00ed a obohatily m\u016fj rozhled nejen v\u00a0oblasti copywritingu<\/strong>.<\/p>\n

Nikdo nen\u00ed dokonal\u00fd. Ani sedm\u00e9 d\u011bcko h\u00e1jedni\u010dky. A tak sv\u011btlej\u0161\u00ed str\u00e1nky, v\u00a0podob\u011b mega giga olb\u0159\u00edm\u00edch slajd\u016f n\u011bkter\u00fdch p\u0159edn\u00e1\u0161ej\u00edc\u00edch, skoro a\u017e doslovn\u00e9 p\u0159ed\u010d\u00edt\u00e1n\u00ed z\u00a0t\u011bchto mega giga olb\u0159\u00edm\u00edch slajd\u016f a \u010derven\u00fd tang\u00e1\u010de v\u00a0z\u00e1v\u011bru pod\u00edvan\u00e9, s\u00a0klidn\u00fdm srdcem p\u0159esko\u010d\u00edm.<\/p>\n

\n
\"CopyCamp<\/div>\n<\/figure>\n

Pavel Martinovsk\u00fd: Nemoci obsahu, prevence a jejich
\nl\u00e9\u010dba<\/h2>\n

Tato p\u0159edn\u00e1\u0161ka byla z\u00a0praxe, co\u017e oce\u0148uji. Takov\u00e9 m\u00e1m
\nnejrad\u0161i. \u0160lo o men\u0161\u00ed p\u0159\u00edpadovku pra\u017esk\u00fdch st\u011bhov\u00e1k\u016f<\/strong>. I p\u0159esto, \u017ee star\u00fd web
\np\u0159iv\u00e1d\u011bl n\u00e1v\u0161t\u011bvnost a produkoval objedn\u00e1vky, cht\u011blo to zm\u011bnu loga a rovnou i optimalizaci celkov\u00e9ho rozlo\u017een\u00ed webu<\/strong>.\u00a0<\/p>\n

Nov\u00fd web ze dne na den n\u00e1v\u0161t\u011bvnost ani
\nobjedn\u00e1vky neovlivnil. St\u011bhov\u00e1n\u00ed hold nen\u00ed na denn\u00edm po\u0159\u00e1dku na\u0161ich pot\u0159eb. Jeliko\u017e
\nm\u00e1 web rozs\u00e1hlou strukturu, za\u010dal Pavel a jeho t\u00fdm p\u00e1trat po u\u017eivatelsk\u00fdch cest\u00e1ch, kter\u00e9 vedou
\nk popt\u00e1vce. D\u00edky analytice zjistili, \u017ee se jim lid\u00e9 na webu z\u00e1hadn\u011b ztr\u00e1cej\u00ed a
\nto i ti, kte\u0159\u00ed jsou ochotni str\u00e1vit tu v\u00edce \u010dasu.<\/p>\n

A tak p\u0159i\u0161la zm\u011bna. Zm\u011bna obsahu<\/strong>. A to hlavn\u011b d\u00e9lky,\u00a0CTA prvk\u016f a prolinkov\u00e1n\u00ed. Pr\u00e1v\u011b intern\u00ed linky vedouc\u00ed k\u00a0c\u00edli<\/strong>, k uskute\u010dn\u011bn\u00ed popt\u00e1vky, zde dosti
\nchyb\u011bly. Po t\u011bchto zm\u011bn\u00e1ch byl hned web p\u0159irozen\u011b prov\u00e1z\u00e1n a pro u\u017eivatele bylo
\nsnadn\u011bj\u0161\u00ed dostat se k\u00a0popt\u00e1vce. <\/p>\n

\n
\"Pavel<\/div>
Obsahov\u00e9 a naviga\u010dn\u00ed zm\u011bny na webu<\/figcaption><\/figure>\n

A v\u00fdsledek? Obsahov\u00e9 i naviga\u010dn\u00ed zm\u011bny zv\u00fd\u0161ily konverzn\u00ed pom\u011br\u00a0a\u017e o 80 % oproti p\u0159edchoz\u00edmu roku a po\u010det
\nobjedn\u00e1vek nav\u00fd\u0161ily o 51 %<\/strong>. Wau. Nen\u00ed to par\u00e1da? <\/p>\n

V\u011bnujte se anal\u00fdze va\u0161eho webu<\/strong>. Sledujte u\u017eivatelsk\u00e9
\ncesti\u010dky, kter\u00e9 vedou k\u00a0v\u00e1mi stanoven\u00e9mu c\u00edli a optimalizujte je. Poskytn\u011bte
\nu\u017eivatel\u016fm bohat\u00fd obsah<\/strong> s pot\u0159ebn\u00fdmi informacemi. Pak dos\u00e1hnete taky takov\u00fdch
\nv\u00fdsledk\u016f. Av\u0161ak pamatujte, \u017ee ka\u017ed\u00fd obor chce jinou d\u00e9lku textu. Jak jsem o tom
\nu\u017e jednou psala<\/a> po Marketing Festivalu.<\/p>\n

Vladislav Bure\u0161: E-mailingov\u00e1 inspirace<\/h2>\n

Vl\u00e1\u010fa Bure\u0161 p\u0159irovnal e-mailing k\u00a0titulku \u010dasopisu. Takov\u00fd
\n\u010dasopis nen\u00ed na pultu trafiky s\u00e1m. Ba naopak. Konkurence je ohromn\u00e1. \u010cas\u00e1k
\nvedle \u010das\u00e1ku. I kdy\u017e miluju j\u00eddlo a jdu po \u010das\u00e1ku s\u00a0j\u00eddlem, stejn\u011b jich
\nje ranec. Kter\u00fd vybrat tento m\u011bs\u00edc? Ten, kter\u00fd m\u011b nejv\u00edc zaujme svou tituln\u00ed
\nstr\u00e1nkou. <\/p>\n

„Va\u0161e tituln\u00ed str\u00e1nka m\u016f\u017ee b\u00fdt stejn\u011b tak sexy\u00a0jako \u010dasopis
\nHustler nebo stejn\u011b tak nudn\u00e1 jako \u010dasopis s\u00a0tituln\u00ed fotkou Paroubka. Je
\nna v\u00e1s co si vyberete.“<\/em><\/p><\/blockquote>\n

A p\u0159esn\u011b takhle vy mus\u00edte zaujmout e-mailingem<\/strong>.
\nVe schr\u00e1nce ka\u017ed\u00e9ho z n\u00e1s p\u0159eci tak\u00e9 \u010d\u00edh\u00e1\u00a0ohromn\u00e1 spousta e-mail\u016f. Vy jako copywriter mus\u00edte zn\u00e1t dokonale produkty, kter\u00e9
\nprod\u00e1v\u00e1te ve sv\u00fdch textech. V\u00e1m se bude l\u00e9pe ps\u00e1t a \u010dten\u00e1\u0159\u016fm p\u0159\u00edjemn\u011bji \u010d\u00edst.
\nL\u00edp je vt\u00e1hnete do d\u011bje a oni sn\u00e1z uv\u011b\u0159\u00ed. Nen\u00ed nic lep\u0161\u00edho ne\u017e si produkt
\nvyzkou\u0161et, osahat, ochutnat. Pak budete d\u016fv\u011bryhodn\u00ed<\/strong>.<\/p>\n

„Copywriter mus\u00ed za\u017e\u00edt to, co klient, aby p\u0159esv\u011bd\u010dil.\u201c<\/em><\/p><\/blockquote>\n

A takov\u00e9 p\u0159\u00edklady kvalitn\u00edho e-mailingu? E-maily od Davida
\nKir\u0161e jsou pr\u00fd o ni\u010dem, ale p\u00ed\u0161e to tak zlehka a p\u0159irozen\u011b, \u017ee tomu ni\u010demu
\nhnedka uv\u011b\u0159\u00edte. Kucha\u0159ka pro dceru e-maily skv\u011ble personalizuje. Fakturoid
\njako\u017eto nudn\u00fd n\u00e1stroj na faktury v\u00e1m m\u011bs\u00ed\u010dn\u011b po\u0161le p\u0159ehledn\u00fd v\u00fdpis o po\u010dtu
\nvygenerovan\u00fdch faktur a utr\u017een\u00fdch pen\u011bz, co\u017e pot\u011b\u0161\u00ed. Flaviar je o alkoholu a
\ne-maily od nich jsou psan\u00e9 p\u0159esn\u011b na c\u00edlovku. Jako kdy\u017e je p\u00ed\u0161e alkoholik
\nalkoholik\u016fm.<\/p>\n

\n
\"Co<\/div>
Co je pro e-mailing podstatn\u00e9?<\/figcaption><\/figure>\n

P\u00e1r tip\u016f pro v\u00e1\u0161 e-mailing na z\u00e1v\u011br:<\/h3>\n

V\u0161echny tipy si samoz\u0159ejm\u011b sami ov\u011b\u0159te v praxi. Ka\u017ed\u00e9mu oboru to funguje krapet jinak. Tak\u017ee m\u011b\u0159te, vyhodnocujte a optimalizujte.<\/p>\n

    \n
  1. Nepou\u017e\u00edvejte velk\u00e1 p\u00edsmena v p\u0159edm\u011btu. V\u00e1\u0161 e-mail se pak snadno stane spamem.<\/li>\n
  2. D\u00e9lka p\u0159edm\u011btu je ide\u00e1ln\u00ed kolem 60 znak\u016f.<\/li>\n
  3. Odes\u00edlejte \u010dasov\u011b omezen\u00e9 nab\u00eddky.<\/li>\n
  4. Jako odes\u00edlatele uv\u00e1d\u011bjte konkr\u00e9tn\u00ed jm\u00e9no nebo firmu.<\/li>\n
  5. Hlavn\u00ed sd\u011blen\u00ed dejte do lev\u00e9ho horn\u00edho rohu.<\/li>\n
  6. Vizu\u00e1ln\u00ed zpracov\u00e1n\u00ed a\u0165 odpov\u00edd\u00e1 zna\u010dce.<\/li>\n
  7. Dopl\u0148te obr\u00e1zky alternativn\u00edmi popisy v p\u0159\u00edpad\u011b zablokov\u00e1n\u00ed obr\u00e1zk\u016f.<\/li>\n
  8. Personalizujte.<\/li>\n<\/ol>\n

    Nepodce\u0148ujte e-mailing<\/strong>. V\u011bnujte mu dostatek \u010dasu a rozvahy.
    \nPak bude op\u011bvov\u00e1n z\u00e1kazn\u00edky. Otev\u00edr\u00e1n a \u010dten s\u00a0nad\u0161en\u00edm.<\/p>\n

    Petra Kellerov\u00e1: 6 v\u011bc\u00ed, kter\u00e9 o v\u00e1s v\u00edm<\/h2>\n

    Touto p\u0159edn\u00e1\u0161kou jsme se p\u0159enesli na Facebook. Petra Kellerov\u00e1 p\u0159edn\u00e1\u0161ela o tom, jak je Facebook
    \nsofistikovan\u00fd n\u00e1stroj, a jak se chov\u00e1 r\u016fzn\u00fd sd\u00edlen\u00fd obsah na n\u011bm. D\u016fle\u017eit\u00e9 je
    \nsamoz\u0159ejm\u011b posty sledovat. Zapisovat si, kdy a co jste zve\u0159ejnili. Zda byl obsah
    \nn\u011b\u010d\u00edm v\u00fdjime\u010dn\u00fd a vysok\u00fd dosah je tu sm\u011brodatn\u00fd. Zda \u0161lo o standardn\u00ed obsah,
    \nod kter\u00e9ho se sledovanost o\u010dek\u00e1vala p\u0159edem.<\/p>\n

    Ale co vlastn\u011b m\u011b\u0159it? Lajky? Nejen
    \nto. Co typ p\u0159\u00edsp\u011bvku to jin\u00e1 metrika<\/strong>. Pokud vystavujete text s\u00a0fotkou,
    \nc\u00edlem je, aby si \u010dten\u00e1\u0159 p\u0159e\u010detl text a rozklikl si fotku. Nepot\u0159ebujete, aby \u010dten\u00e1\u0159i p\u0159\u00edsp\u011bvek lajkovali, to u\u017e je p\u0159idan\u00e1 hodnota. Vystavujete-li
    \nvideo, zaj\u00edm\u00e1 v\u00e1s, kolik lid\u00ed si ho spustilo a kolik lid\u00ed ho dokoukalo do
    \nkonce. Lajk je op\u011bt jen p\u0159idan\u00e1 hodnota.\u00a0<\/p>\n

    Pozor na Youtube videa.<\/strong> S\u00a0t\u011bma se
    \nFacebook moc nekamar\u00e1d\u00ed. Je mu jasn\u00e9, \u017ee proklik v\u00e1s odvede pry\u010d na server, kter\u00fd
    \nje pln\u00fd jin\u00fdch zaj\u00edmav\u00fdch vide\u00ed a vy tam mo\u017en\u00e1 u\u017e z\u016fstanete a nevr\u00e1t\u00edte se.
    \nProto Facebook up\u0159ednost\u0148uje videa sd\u00edlen\u00e1 z\u00a0va\u0161ich za\u0159\u00edzen\u00ed.\u00a0<\/p>\n

    Petra pro
    \nsnadn\u011bj\u0161\u00ed sd\u00edlen\u00ed p\u0159\u00edsp\u011bvk\u016f doporu\u010duje do k\u00f3du webu nasadit OpenGraph<\/strong>. Pro tipy
    \njak p\u0159\u00edsp\u011bvky vylep\u0161it pak pou\u017eijte Sharing Debugger.<\/strong><\/p>\n

    Violka Kratochv\u00edlov\u00e1: Ud\u011blejte z\u00a0va\u0161ich text\u016f sou\u010d\u00e1st UX<\/h2>\n

    Tento p\u0159ednes m\u011b hodn\u011b zaujal. Zku\u0161en\u00e1 a z\u00e1bavn\u00e1 j\u00faiksa\u010dka uk\u00e1zala p\u0159\u00edklady z praxe na velk\u00fdch online hr\u00e1\u010d\u00edch. S dodatkem, \u017ee \u0161mudly nikdo nehejtuje. Proto je to \u010dest b\u00fdt v jej\u00ed prezentaci. Na z\u00e1klad\u011b UX studie p\u0159inesla 3 tipy na COPYUX<\/strong>.<\/p>\n

    P\u0159i psan\u00ed UX text\u016f v prvn\u00ed \u0159ad\u011b zapome\u0148te na sv\u00e9 ego. I kdy\u017e milujete r\u016f\u017eovou barvi\u010dku a r\u016f\u017eov\u00fd tla\u010d\u00edte\u010dka na webech, na ten eshop s pneumatikama se fakticky nehod\u00ed.<\/p>\n

    \n
    <\/div>
    P\u0159i psan\u00ed zapome\u0148te na svoje ego<\/figcaption><\/figure>\n

    1. Pi\u0161te texty, kter\u00e9 jsou p\u0159\u00ednosn\u00e9<\/h3>\n

    Ne v\u017edy se hod\u00ed hedonistick\u00fd p\u0159\u00edstup.
    \nNahra\u010fte ho ob\u010das t\u00edm v\u011bcn\u00fdm. P\u0159eci jen ta kr\u00e9mov\u011b pudrov\u00e1 \u017eehli\u010dka se
    \n\u0161mrncovn\u00edm leskem mi \u017eehlen\u00ed neusnadn\u00ed. A vystavovat si ji fakt nebudu.
    \nHedonismus si schovejte t\u0159eba na m\u00f3du a v\u00fdstavn\u00ed kousky, nikoliv na praktick\u00e9 v\u011bci, kde potenci\u00e1ln\u00edho u\u017eivatele zaj\u00edmaj\u00ed funkce.<\/p>\n

    \u201eText se v\u017edy mus\u00ed vztahovat k\u00a0z\u00e1kazn\u00edkovi, ne k\u00a0v\u00e1m.\u201c<\/em><\/p><\/blockquote>\n

    \n
    <\/div>
    Hedonistick\u00fd X v\u011bcn\u00fd p\u0159\u00edstup<\/figcaption><\/figure>\n

    2. Pi\u0161te texty, kter\u00e9 jsou jednozna\u010dn\u00e9<\/h3>\n

    Navrhujte jednotliv\u00e9 prvky v\u017edy tak, aby byl jasn\u00fd jejich v\u00fdznam a zp\u016fsob pou\u017eit\u00ed. Texty pi\u0161te jednozna\u010dn\u011b. Vyka\u0161lete se na zbyte\u010dn\u00e9 zkratky nebo nesrozumiteln\u00e9 obraty.<\/p>\n

    3. Pi\u0161te texty, kter\u00e9 vedou k\u00a0c\u00edli<\/h3>\n

    Nejen texty maj\u00ed v\u00e9st k c\u00edli, ale i design. Dobr\u00fd pokus ud\u011bl\u00e1te na webu psan\u00e9m
    \nv\u00a0jazyce, kter\u00e9mu nerozum\u00edte. T\u0159eba v \u010d\u00edn\u0161tin\u011b. Zkuste, zda v\u00e1s jen tla\u010d\u00edtka navedou k\u00a0c\u00edli.
    \nPokud ano, pak tomu dobr\u00e9 texty jen pom\u016f\u017eou.<\/p>\n

    „Dejte lidem spr\u00e1vn\u00e9 informace ve spr\u00e1vn\u00fd \u010das.“<\/p><\/blockquote>\n

    Netextujte v\u017edy jen to, co chce z\u00e1kazn\u00edk. Ten \u010dasto chce jen
    \nhomepage, slu\u017eby \u010di produkty. Otextujte cel\u00fd proces na webu. Co nap\u0159\u00edklad? Meta data, chybov\u00e9 hl\u00e1\u0161ky, p\u0159ihla\u0161ov\u00e1n\u00ed, odhla\u0161ov\u00e1n\u00ed, registrace, e-maily, online chat, pr\u00e1zdn\u00fd ko\u0161\u00edk, automatick\u00e9 odhla\u0161ov\u00e1n\u00ed, obnova zapomenut\u00e9ho hesla. Sm\u011ble do toho.<\/p>\n

    Richard Dobi\u00e1\u0161: Um\u00ed zaj\u00edc ly\u017eovat?<\/h2>\n

    Pro m\u011b nejsp\u00ed\u0161 nejv\u00edc nejv\u011bt\u0161\u00ed z\u00e1\u017eitek cel\u00e9ho dne.
    \nV\u00a0podstat\u011b hodn\u011b o budov\u00e1n\u00ed brandu<\/strong>. Pokud jdeme od p\u00edky, tak p\u0159ed t\u00edm, ne\u017e
    \nse do takov\u00e9ho brandingu pust\u00edme, zagooglujme. A nejen to. Tak\u00e9 zaseznamujme.
    \nPro\u010d? Proto\u017ee takov\u00fd Seznam dle p\u0159edn\u00e1\u0161ky Richarda Dobi\u00e1\u0161e um\u00ed mnohem l\u00e9pe
    \nhledat porno str\u00e1nky. Ano, a\u0165 vymysl\u00edte jak\u00fdkoliv n\u00e1zev pro sv\u016fj podnikatelsk\u00fd
    \nz\u00e1m\u011br, mrkn\u011bte, co v\u00e1m za v\u00fdsledek vrac\u00ed vyhled\u00e1va\u010de. Internet u\u017e tu n\u011bjakou
    \ndobu je a zprvu suprov\u00fd n\u00e1pad mohl napadnout u\u017e n\u011bkoho kdysi d\u00e1vno. A jak na
    \npotvoru jde st\u00e1le dohledat.<\/p>\n

    \n
    \"Hra<\/div>
    Hra jm\u00e9nem branding<\/figcaption><\/figure>\n

    N\u00e1zev zna\u010dky nen\u00ed jen o samotn\u00e9m n\u00e1zvu, o t\u00e9 origin\u00e1lnosti.
    \n\u010clov\u011bk si pod brandem mus\u00ed n\u011bco p\u0159edstavit. Zna\u010dku si s\u00a0n\u011b\u010d\u00edm spojit. Pak
    \nm\u016f\u017eeme mluvit o brandu.<\/p>\n

    T\u00fdm je z\u00e1klad brandu<\/strong> a mus\u00ed b\u00fdt pro n\u011bj nad\u0161en. Vta\u017een\u00ed t\u00fdmu
    \ndo hry jm\u00e9nem branding je z\u00e1sadn\u00ed. S\u00a0t\u00fdmem toti\u017e o\u017e\u00edv\u00e1 zna\u010dka<\/strong>.<\/p>\n

    „Je t\u0159eba nadchnout nejd\u0159\u00edve sebe, pak cel\u00fd t\u00fdm klienta i jeho z\u00e1kazn\u00edky.“<\/em><\/p><\/blockquote>\n

    Kdy\u017e i
    \nz\u00e1kazn\u00edci p\u0159istoup\u00ed na va\u0161i hru, m\u00e1te vyhr\u00e1no. Proto\u017ee se pak sami vrac\u00ed a
    \nsd\u00edl\u00ed sv\u00e9 z\u00e1\u017eitky s\u00a0va\u0161\u00edm brandem. Tak p\u0159il\u00e1kaj\u00ed nov\u00e9 z\u00e1kazn\u00edky.<\/p>\n

    P\u0159\u00edklad Richarda Dobi\u00e1\u0161e z\u00a0praxe byl kr\u00e1sn\u00fd. Branding
    \nje vlastn\u011b jak\u00e1si hra. Jednoho dne se pustil do brandingu oby\u010dejn\u00e9
    \nly\u017ea\u0159sk\u00e9 \u0161koly na oby\u010dejn\u00e9m svahu na Vyso\u010din\u011b. Po cel\u00e9m procesu se
    \nnajednou z\u00a0oby\u010dejn\u00e9 ly\u017ea\u0159sk\u00e9 \u0161koly stala obl\u00edben\u00e1 ly\u017ea\u0159sk\u00e1 \u0161kola\u00a0Zajda.<\/strong>\u00a0Z\u00a0oby\u010dejn\u00e9ho svahu na Vyso\u010din\u011b byl r\u00e1zem ledovec Vyso\u010diny, kde se svah
    \nbr\u00e1zd\u00ed je\u0161t\u011b v dubnu. <\/p>\n

    Jak toho Richard dos\u00e1hl? Prvn\u011b vymyslel maskota. Zv\u00ed\u0159e.
    \nTakov\u00e9 zv\u00ed\u0159e, kter\u00e9 bude bavit d\u011bti. Takov\u00e9 zv\u00ed\u0159e, kter\u00e9mu navle\u010deme ly\u017ee na
    \nnohy. Zaj\u00edc? Nuda. Zajda. Ano! A tak se Zajda stal maskotem t\u00e9to ly\u017ea\u0159sk\u00e9
    \n\u0161koly. Zajda v\u00edt\u00e1 zimu i V\u00e1noce. T\u011b\u0161\u00ed se\u00a0na Velikonoce i\u00a0na pr\u00e1zdniny.
    \nObr\u00e1zek Zajdy se d\u00e1 oh\u00fdbat jakkoliv a v\u017edy origin\u00e1ln\u011b. D\u00e1le tu je pexeso se
    \nZajdou, karty ly\u017ea\u0159e i snowboardisty s motivem Zajdy. Na svahu jsou 3D postavy Zajdy.
    \nRodi\u010de Zajdu berou, d\u011bti ho miluj\u00ed<\/strong>. O tom to je. Z\u00edskat si c\u00edlovou skupinu.
    \nP\u0159im\u011bt je, aby p\u0159istoupili na va\u0161i hru a hr\u00e1li ji s\u00a0v\u00e1mi.<\/p>\n

    Po roce muselo p\u0159ij\u00edt n\u011bco nov\u00e9ho. A je tu k\u00e1mo\u0161
    \nZajdy. Je\u017eek Bodla, kter\u00fd kdy\u017e je pot\u0159eba, tak v\u017edy bodne. A sem tam se
    \nvyskytuje v\u00a0komunikaci k\u00a0c\u00edlov\u00e9mu publiku. Bodla rozv\u00edj\u00ed brand.<\/p>\n

    Naslouchejte va\u0161im z\u00e1kazn\u00edk\u016fm. Ty nejlep\u0161\u00ed n\u00e1pady mohou
    \n\u010dasto p\u0159ij\u00edt pr\u00e1v\u011b od nich a daj\u00ed se pou\u017e\u00edt. Pak sn\u00e1z p\u0159istoup\u00ed na va\u0161i hru. <\/p>\n

    Petra Dolej\u0161ov\u00e1: Slovo sem, slovo tam<\/h2>\n

    Pohled machra p\u0159es pr\u00e1vo v\u00a0reklam\u011b<\/strong> je velice p\u0159\u00ednosn\u00fd.
    \nT\u00edm machrem na CopyCampu byla pr\u00e1v\u011b Petra Dolej\u0161ov\u00e1.\u00a0<\/p>\n

    Slovo sem, slovo tam,
    \nprost\u011b to tam namrsk\u00e1m? Kdepak. Takov\u00e9 slovo ZDARMA na typicky \u010desk\u00e9 publikum
    \nvelice p\u016fsob\u00ed, ale ne v\u017edy je jeho pou\u017eit\u00ed leg\u00e1l. A do k\u0159\u00ed\u017eku se z\u00e1konem se
    \nnikdo z\u00a0n\u00e1s dostat nechce. Ne?<\/p>\n

    \n
    \"Slovo<\/div>
    Slovo sem, slovo tam<\/figcaption><\/figure>\n

    Z\u00e1kon \u0159\u00edk\u00e1, \u017ee m\u016f\u017eeme pou\u017e\u00edvat z\u0159ejm\u00e9 nads\u00e1zky<\/strong>. Ale sd\u011blen\u00ed
    \n\u201enejlep\u0161\u00ed na trhu\u201c nemus\u00ed b\u00fdt v\u017edy pova\u017eov\u00e1no za z\u0159ejmou nads\u00e1zku. Pokud
    \npou\u017eijete tento text v\u00a0obecn\u00e9m sd\u011blen\u00ed a na trhu budete t\u0159i konkurenti,
    \nbude to pr\u016fser. Pokud v\u00e1s bude v\u00edce, pak jste v\u00a0pohod\u011b. Jestli to
    \npou\u017eijete u konkr\u00e9tn\u00edho produktu, pot\u0159ebujete objektivn\u00ed posudek, \u017ee jste fakticky
    \nnejlep\u0161\u00ed na va\u0161em trhu. Tak\u017ee pozor na to.<\/p>\n

    Petra ukazovala konkr\u00e9tn\u00ed p\u0159\u00edpady z\u00a0praxe velk\u00fdch
    \nhr\u00e1\u010d\u016f, kte\u0159\u00ed si neberou serv\u00edtky a pak na to dopl\u00e1c\u00ed. A t\u011bch nul p\u0159i dopl\u00e1cen\u00ed nen\u00ed
    \nm\u00e1lo.<\/p>\n

    Tak\u017ee bu\u010fte opatrn\u00ed, a\u0165 vylou\u010d\u00edte pr\u00e1vn\u00edka ze sv\u00e9ho \u017eivota.
    \nSucharem b\u00fdt nemus\u00edte. Pi\u0161te d\u00e1l vtipn\u011b, jen su\u0161e \u010dt\u011bte. S\u00a0nads\u00e1zkou
    \noperujte opatrn\u011b. Aktualizujte sv\u016fj obsah<\/strong> a ciz\u00ed pr\u00e1ci nechte le\u017eet.<\/p>\n

    Co\u017ee? \u017d\u00e1dn\u00e1 inspirace? Bude to tak jist\u011bj\u0161\u00ed. I j\u00e1 jsem toho
    \nn\u00e1zoru, \u017ee inspirac\u00ed u konkurence si zbyte\u010dn\u011b omezujete kreativitu. Zap\u00e1trejte
    \nv\u00a0hloubi va\u0161\u00ed kreativn\u00ed copywritersk\u00e9 du\u0161e a jist\u011b v\u00e1s napadne n\u011bco
    \norigin\u00e1ln\u00edho. Samoz\u0159ejm\u011b v p\u0159\u00edpad\u011b, \u017ee obor, pro kter\u00fd p\u00ed\u0161ete, dob\u0159e zn\u00e1te. M\u011b\u0159en\u00edm pak zjist\u00edte, co je t\u0159eba ladit a
    \noptimalizovat, a\u017e se dopracujete k nastaven\u00e9mu\u00a0c\u00edli, kter\u00fd nese ovoce.<\/p>\n

    #prsakoule<\/h3>\n

    Nesm\u00edm zapomenout na zm\u00ednku projektu #prsakoule<\/strong>, kter\u00fd m\u00e1
    \nsmyl a jasn\u00fd c\u00edl. Odhalit v\u010das z\u00e1ke\u0159nou nemoc a bojovat s\u00a0n\u00ed. A kdo
    \nnev\u00edte, o\u010d jde, ur\u010dit\u011b zatwittrujte, zagooglujte. Zdrav\u00ed, nejen va\u0161ich prsou a
    \nkoul\u00ed, je p\u0159eci na prvn\u00edm m\u00edst\u011b. <\/p>\n

    U\u017e te\u010f se nem\u016f\u017eu do\u010dkat 8. m\u00edma h\u00e1jedni\u010dky, kter\u00fd m\u00e1 term\u00edn porodu
    \nna za\u010d\u00e1tku prosince. Tak\u017ee velk\u00e9 d\u00edky cel\u00e9mu t\u00fdmu za fajnovej den a pohodov\u00fd v\u00fdvoj nov\u00e9ho
    \nplodu.<\/p>\n

    Pokud t\u011b \u010dl\u00e1nek zaujal, ur\u010dit\u011b zaujme i tv\u00e9 p\u0159\u00e1tele. Pod\u011bl
    \nse o n\u011bj s\u00a0nimi.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Vol\u00e1 v\u00e1\u0161 obsah o prvn\u00ed pomoc a nemohli jste ho l\u00e9\u010dit na CopyCampu? Sepsala jsem pro v\u00e1s recept z cel\u00e9 operace.<\/p>\n","protected":false},"author":20,"featured_media":1937,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[],"class_list":["post-3178","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-rady-a-novinky"],"yoast_head":"\nCopyCamp 2017: Prvn\u00ed pomoc pro v\u00e1\u0161 obsah<\/title>\n<meta name=\"description\" content=\"Vol\u00e1 v\u00e1\u0161 obsah o prvn\u00ed pomoc a nemohli jste ho l\u00e9\u010dit na CopyCampu? 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