[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.n-joy.cz\/nasledujte-zasady-copywritingu-claude-hopkinse-a-budete-uspesni\/#Article","mainEntityOfPage":"https:\/\/www.n-joy.cz\/nasledujte-zasady-copywritingu-claude-hopkinse-a-budete-uspesni\/","headline":"N\u00e1sledujte z\u00e1sady copywritingu Claude Hopkinse a budete \u00fasp\u011b\u0161n\u00ed","name":"N\u00e1sledujte z\u00e1sady copywritingu Claude Hopkinse a budete \u00fasp\u011b\u0161n\u00ed","description":"V p\u0159\u00edpad\u011b, \u017ee jste o n\u011bm je\u0161t\u011b nesly\u0161eli, tak Claude C. Hopkins (1866-1932) byl americk\u00fd reklamn\u00ed copywriter, kter\u00fd se nejen proslavil ve sv\u00e9m oboru, ale tak\u00e9 napsal hned n\u011bkolik knih. A pr\u00e1v\u011b z nich se mohou inspirovat sou\u010dasn\u00ed odborn\u00edci, kte\u0159\u00ed se pustili do tohoto \u0159emesla. Mimochodem, pokud se chcete v oboru n\u011bkam dostat, jeho knihy […]","datePublished":"2020-07-17","dateModified":"2020-07-17","author":{"@type":"Person","@id":"https:\/\/www.n-joy.cz\/author\/devene\/#Person","name":"devene","url":"https:\/\/www.n-joy.cz\/author\/devene\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/091b4d684e9af597ec9885a078917281e353fb1084ff05c94355123dbb14e899?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/091b4d684e9af597ec9885a078917281e353fb1084ff05c94355123dbb14e899?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"n-joy.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.n-joy.cz\/wp-content\/uploads\/Tvorba%20obsahu%20byznys.jpg","url":"https:\/\/www.n-joy.cz\/wp-content\/uploads\/Tvorba%20obsahu%20byznys.jpg","height":0,"width":0},"url":"https:\/\/www.n-joy.cz\/nasledujte-zasady-copywritingu-claude-hopkinse-a-budete-uspesni\/","about":["Finance"],"wordCount":395,"articleBody":" V p\u0159\u00edpad\u011b, \u017ee jste o n\u011bm je\u0161t\u011b nesly\u0161eli, tak Claude C. Hopkins (1866-1932) byl americk\u00fd reklamn\u00ed copywriter, kter\u00fd se nejen proslavil ve sv\u00e9m oboru, ale tak\u00e9 napsal hned n\u011bkolik knih. A pr\u00e1v\u011b z nich se mohou inspirovat sou\u010dasn\u00ed odborn\u00edci, kte\u0159\u00ed se pustili do tohoto \u0159emesla. Mimochodem, pokud se chcete v oboru n\u011bkam dostat, jeho knihy byste si rozhodn\u011b m\u011bli p\u0159e\u010d\u00edst. Hlavn\u011b:Scientific Advertising (1923),My Life in Advertising (1927).M\u016f\u017ee se zd\u00e1t, \u017ee v\u00e1m jeho knihy a pozn\u00e1n\u00ed z nich nebude k ni\u010demu, kdy\u017e jsou tak star\u00e9. Ale v\u016fbec to tak nen\u00ed. Existuj\u00ed z\u00e1kladn\u00ed principy marketingu, kter\u00e9 se v pr\u016fb\u011bhu desetilet\u00ed nezm\u011bnily a nejsp\u00ed\u0161 nezm\u011bn\u00ed. Tyto publikace proto m\u016f\u017eete vyu\u017e\u00edt jako z\u00e1klad v\u0161eho. Takov\u00e9 u\u010debnice o reklam\u011b z pohledu n\u011bkoho, kdo se v tom skute\u010dn\u011b vyznal. Nyn\u00ed se pod\u00edv\u00e1me na dv\u011b z\u00e1kladn\u00ed z\u00e1sady.\u201eBu\u010fte p\u0159irozen\u00ed a srozumiteln\u00ed. V\u00e1\u0161 jazyk by nem\u011bl b\u00fdt ok\u00e1zal\u00fd.\u201c (My Life in Advertising, s. 125)S t\u00edm se ur\u010dit\u011b m\u016f\u017eeme ztoto\u017enit i dnes. Copywriting je zalo\u017een na tom, \u017ee b\u011b\u017en\u00fdm lidem p\u0159edstavujete produkty a slu\u017eby, kter\u00e9 jim zlep\u0161\u00ed \u017eivot. Nemus\u00edte u toho b\u00fdt \u0161kroben\u00ed a pou\u017e\u00edvat velk\u00e1 slova. Z\u016fsta\u0148te nohama na zemi a pi\u0161te tak, aby to v\u0161ichni dob\u0159e pochopili. Dejte lidem \u0161anci se u va\u0161ich \u010dl\u00e1nk\u016f informovat a pobavit bez toho, aby museli n\u011bjak extr\u00e9mn\u011b p\u0159em\u00fd\u0161let, co t\u00edm b\u00e1sn\u00edk myslel.Nab\u00edzejte slu\u017eby, ale netla\u010dte lidi do toho, co chcete vy\u201eLidi m\u016f\u017eete na n\u011bco l\u00e1kat, ale nemaj\u00ed r\u00e1di, kdy\u017e je n\u011bkdo do n\u011b\u010deho nut\u00ed\u201c (Scientific Advertising, s. 9). To tak\u00e9 plat\u00ed i dnes. Obsah, kter\u00fd tvo\u0159\u00edte by m\u011bl b\u00fdt postaven na produktech a slu\u017eb\u00e1ch. Nikdy se ale nesna\u017ete lidi tla\u010dit do n\u011b\u010deho, co necht\u011bj\u00ed. Nebude to fungovat a jen je odrad\u00edte. Jd\u011bte na to chyt\u0159e, jemn\u011b a sna\u017ete se je hlavn\u011b zaujmout. To v\u017edy fungovalo, funguje a fungovat bude. V knih\u00e1ch toho najdete mnohem v\u00edc, tak nev\u00e1hejte a dejte se do \u010dten\u00ed.                                                                                                                                                                                                                                                                                                                                                                                                 "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"N\u00e1sledujte z\u00e1sady copywritingu Claude Hopkinse a budete \u00fasp\u011b\u0161n\u00ed","item":"https:\/\/www.n-joy.cz\/nasledujte-zasady-copywritingu-claude-hopkinse-a-budete-uspesni\/#breadcrumbitem"}]}]