{"id":41008,"date":"2023-10-10T17:55:14","date_gmt":"2023-10-10T15:55:14","guid":{"rendered":"https:\/\/monkeymedia.sk\/?p=41008"},"modified":"2023-10-10T17:55:14","modified_gmt":"2023-10-10T15:55:14","slug":"copywriting-ktory-predava-tieto-zakladne-principy-musite-poznat","status":"publish","type":"post","link":"https:\/\/monkeymedia.sk\/pl\/copywriting-ktory-predava-tieto-zakladne-principy-musite-poznat\/","title":{"rendered":"Copywriting, ktor\u00fd pred\u00e1va: Tieto z\u00e1kladn\u00e9 princ\u00edpy mus\u00edte pozna\u0165"},"content":{"rendered":"

Tak\u017ee m\u00e1te \u00faplne \u00fa\u017easn\u00fd produkt. Pred\u00e1vate najlep\u0161iu slu\u017ebu vo vesm\u00edre. Vytvorili ste nie\u010do jedine\u010dn\u00e9. Teraz v\u0161ak prich\u00e1dza t\u00e1 \u0165a\u017e\u0161ia \u00faloha \u2013 poveda\u0165 o\u00a0tom v\u0161etk\u00fdm. A\u00a0pr\u00e1ve tu nastupuje do marketingov\u00e9ho vlaku copywriting. \u010co je copywriting a\u00a0ako v\u00e1m m\u00f4\u017ee pom\u00f4c\u0165 pri pred\u00e1van\u00ed? To sa dozviete v\u00a0tomto \u010dl\u00e1nku.<\/strong><\/p>\n

\u010co je copywriting a \u010do rob\u00ed copywriter?<\/strong><\/h3>\n

Copywriting<\/strong> je jedno z\u00a0t\u00fdch slov\u00ed\u010dok, ktor\u00fdm mnoh\u00ed nerozumej\u00fa. Hell, ve\u010f niektor\u00ed ho ani nevedia nap\u00edsa\u0165.<\/p>\n

POZOR:<\/strong> Nie je to copyrighting. Ani copywrighting. Dokonca ani copyright. Spr\u00e1vne sa to p\u00ed\u0161e copywriting.<\/em><\/p>\n

Pokia\u013e si tento term\u00edn rozdel\u00edme, z\u00edskame anglick\u00e9 copy <\/strong>a\u00a0writing<\/strong>, a\u00a0teda p\u00edsanie predajn\u00fdch textov<\/strong>. V\u00a0skratke. Dnes, ke\u010f u\u017e o\u00a0tomto odvetv\u00ed hovor\u00edme, m\u00e1me na mysli digit\u00e1lnu formu textov. Av\u0161ak prvotn\u00e1 my\u0161lienka bola offline \u2013 v\u00a0let\u00e1koch, \u010dasopisoch, bro\u017e\u00farach<\/strong>.<\/p>\n

\"copywriting<\/p>\n

Ani si to neuvedomujete a\u00a0s\u00a0copywritingom sa denne stret\u00e1vate<\/strong>. Idete si objedna\u0165 boxerky s\u00a0t\u00fdm roztomil\u00fdm avok\u00e1dkom (nes\u00fadime) alebo nov\u00fa kabelku Hello Kitty a\u00a0je tam. Alebo lustrujete str\u00e1nky marketingov\u00fdch agent\u00far<\/strong><\/a>. Pr\u00edpadne dokonca surfujete na Facebooku a\u00a0zov\u0161adia\u013e na v\u00e1s vybiehaj\u00fa pr\u00edspevky<\/strong><\/a>.<\/p>\n

Vid\u00edte teda, \u017ee predajn\u00e9 texty s\u00fa d\u00f4le\u017eit\u00e9<\/strong>. Vpl\u00fdvaj\u00fa na potenci\u00e1lneho kupuj\u00faceho a\u00a0pokia\u013e s\u00fa zl\u00e9, nekvalitn\u00e9, p\u00edsan\u00e9 na kolene alebo nebodaj s\u00a0chybami (Au!), \u013eud\u00ed m\u00f4\u017eu odradi\u0165.<\/p>\n

A\u00a0aj to je d\u00f4vod, pre\u010do existuj\u00fa copywriteri. Copywriter sa venuje p\u00edsaniu tak\u00fdchto textov.<\/strong> M\u00e1 skill, m\u00e1 cit a\u00a0vie nasmerova\u0165 \u013eud\u00ed tam, kam chce. A\u00a0kam chcete vy.<\/p>\n

Mo\u017eno si teraz hovor\u00edte, \u017ee to zvl\u00e1dne ka\u017ed\u00fd. Ve\u010f je tu teraz e\u0161te aj ChatGPT<\/strong><\/a>, tak pre\u010do vyu\u017e\u00edva\u0165 naozajstn\u00fdch \u013eud\u00ed?<\/p>\n

ZAUJ\u00cdMAV\u00c9:<\/strong> Pod\u013ea ChatGPT: \u201e\u013dudsk\u00fd copywriter m\u00e1 schopnos\u0165 prid\u00e1va\u0165 em\u00f3cie, tvorivos\u0165 a osobn\u00fd dotyk do textov, \u010do m\u00f4\u017ee zv\u00fd\u0161i\u0165 ich \u00fa\u010dinnos\u0165 vo vytv\u00e1ran\u00ed emocion\u00e1lnych prip\u00fatav\u00fdch (*to \u010do je, AI?) kampan\u00ed.\u201c<\/em><\/p>\n

Pravdou je, \u017ee kvalitn\u00fd copywriter<\/strong> vie texty nap\u00edsa\u0165 tak, aby skuto\u010dne fungovali a\u00a0vie to urobi\u0165 ove\u013ea r\u00fdchlej\u0161ie ako vy. A\u00a0neklamme si \u2013 drviv\u00e1 v\u00e4\u010d\u0161ina \u013eud\u00ed na predajn\u00e9 texty jednoducho nem\u00e1 \u010das. V\u017edy s\u00fa tu nejak\u00e9 objedn\u00e1vky, nejak\u00e9 fakt\u00fary, porady, pracovn\u00e9 cesty.<\/p>\n

Pokia\u013e to v\u0161ak chcete sk\u00fasi\u0165 na vlastn\u00fa p\u00e4s\u0165, dodr\u017eiavajte tieto z\u00e1kladn\u00e9 princ\u00edpy<\/strong>.<\/p>\n

\"copywriting<\/p>\n

Ak\u00e9 s\u00fa z\u00e1kladn\u00e9 princ\u00edpy pre kvalitn\u00fd copywriting?<\/strong><\/h3>\n

Ako nap\u00edsa\u0165 kvalitn\u00e9 texty<\/strong>, pre\u010do je to d\u00f4le\u017eit\u00e9 a\u00a0dok\u00e1\u017eete to aj vy?<\/p>\n

Poznajte cie\u013eov\u00fa skupinu<\/strong><\/h4>\n

Ok. Najprv je potrebn\u00e9 vedie\u0165, pre koho idete p\u00edsa\u0165<\/strong>. Rozdielne predajn\u00e9 texty bud\u00fa ur\u010den\u00e9 pre ryb\u00e1rov 60+ a pre dospievaj\u00face diev\u010dat\u00e1 h\u013eadaj\u00face brosky\u0148ov\u00fd lesk na pery. Logick\u00e9, nie?<\/strong><\/p>\n

Venujte dostatok \u010dasu definovaniu va\u0161ej cie\u013eovky<\/strong>. Kto s\u00fa? \u010co ich zauj\u00edma? Ktor\u00ed \u013eudia od v\u00e1s v\u00a0s\u00fa\u010dasnosti nakupuj\u00fa najviac? \u010co od v\u00e1s potrebuj\u00fa?<\/p>\n

Ak neviete, op\u00fdtajte sa ich. Vytvorte formul\u00e1r<\/strong> a\u00a0za vyplnenie pon\u00faknite z\u013eavu. Pr\u00edpadne po\u017eiadajte o\u00a0pomoc expertov, ktor\u00ed v\u00e1m vytvoria profil ide\u00e1lneho z\u00e1kazn\u00edka.<\/p>\n

Povedzte, \u010do chcete<\/strong><\/h4>\n

Pokia\u013e u\u017e viete, komu idete p\u00edsa\u0165, mus\u00edte vedie\u0165 odpove\u010f na \u010fal\u0161iu ot\u00e1zku: \u201e\u010co chcem, aby \u010ditate\u013e urobil?\u201c<\/strong><\/p>\n

Chcete, aby sa dozvedel viac o\u00a0va\u0161ej novej slu\u017ebe?<\/strong> Je cie\u013eom to, aby sa za\u010dal zauj\u00edma\u0165 o\u00a0v\u00e1\u0161 produkt? Alebo mu chcete iba prinies\u0165 inform\u00e1cie<\/strong> a\u00a0pridan\u00fa hodnotu?<\/p>\n

Nech u\u017e je to \u010doko\u013evek, povedzte mu, \u010do vlastne chcete.<\/strong> \u010citate\u013ea ve\u010fte za ruku, premyslite si jeho cestu a\u00a0dove\u010fte ho do cie\u013ea.<\/p>\n

V jednoduchosti je kr\u00e1sa<\/strong><\/h4>\n

Zo sk\u00fasenosti vieme, \u017ee ak si chce niekto svoje texty nap\u00edsa\u0165 s\u00e1m, \u010dasto je to zlo\u017eit\u00e9, pridlh\u00e9, krkolomn\u00e9, nudn\u00e9<\/strong>. Za\u010diato\u010dn\u00edk alebo amat\u00e9r \u013eahko sk\u013azne do hlbok\u00fdch v\u00f4d a\u00a0to, \u010do sa za\u010dalo pri recepte na pe\u010den\u00e9 buchty \u010dasto kon\u010d\u00ed pri n\u00e1vode na dom\u00e1cu at\u00f3mov\u00fa bombu.<\/p>\n

V\u00a0jednoduchosti je kr\u00e1sa.<\/strong> Pam\u00e4tajte na to, \u017ee v\u00e1\u0161 z\u00e1kazn\u00edk pravdepodobne nie je expertom na tematiku. Preto p\u00ed\u0161te tak, aby tomu porozumel ka\u017ed\u00fd. Stru\u010dne, ale jasne a\u00a0v\u00fdsti\u017ene<\/strong>. Vyh\u00fdbajte sa nekone\u010dn\u00fdm vet\u00e1m. Rozde\u013ete text na odseky. Pou\u017e\u00edvajte nadpisy a\u00a0tu\u010dn\u00e9 p\u00edsmo. Obr\u00e1zky, zoznamy. Presne tak, ako v\u00a0tomto \u010dl\u00e1nku.<\/strong><\/p>\n

TIP:<\/strong> Pravda, ak je \u010ditate\u013e expertom, text tomu prisp\u00f4sobte. Aj preto je d\u00f4le\u017eit\u00e9 vedie\u0165, komu a\u00a0\u010do idete p\u00edsa\u0165.<\/em><\/p>\n

Kvalita, kvalita, kvalita<\/strong><\/h4>\n

\u013dudia si myslia, \u017ee je copywriting iba o\u00a0gramatike, pravopise a\u00a0\u0161tylistike<\/strong>. Nemaj\u00fa pravdu, ale \u00e1no, je to tak.<\/p>\n

Je nielen o\u00a0tom.<\/strong> Ale aj o\u00a0kvalite z\u00a0h\u013eadiska optimaliz\u00e1cie pre vyh\u013ead\u00e1va\u010de. SEO copywriting<\/strong><\/a> je \u010fal\u0161\u00edm levelom \u201enorm\u00e1lneho\u201c copywritingu. SEO copywriting je p\u00edsan\u00fd tak, aby zodpovedal aktu\u00e1lnym krit\u00e9ri\u00e1m optimaliz\u00e1cii.<\/p>\n

\"copywriting<\/p>\n

To m\u00f4\u017ee znamena\u0165 napr\u00edklad:<\/u><\/strong><\/p>\n