Online x Offline copywriting

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Online vs. Offline copywriting. Czech language.

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Online x Offline copywriting

  1. 1. Online vs. Offline Copywriting [ Adam Javůrek , 3/2008]
  2. 2. 1. fáze: Fascinace technikou Foto: Mike Babcock, http://flickr.com/photos/mikebabcock/400769428/ . CC licence
  3. 3. 2 . fáze: Fascinace vzhledem Foto: avlxyz, http://flickr.com/photos/avlxyz/96717757 . CC licence
  4. 4. 3. fáze: Docenění textu
  5. 5. Kdo je tady král
  6. 6. Čtyři dohody:
  7. 7. 1. Podřiďte se situaci a médiu <ul><li>Uživatel řeší problém </li></ul><ul><li>A podle toho se chová: „ skimming “ </li></ul><ul><li>Jeho nepřátelé jsou </li></ul><ul><ul><li>Čas </li></ul></ul><ul><ul><ul><li>Úsilí </li></ul></ul></ul><ul><ul><ul><li>irelevance </li></ul></ul></ul><ul><li>Hledá odpověď a chce ji hned! </li></ul><ul><li>Pište tak, aby ji hned našel </li></ul>
  8. 8. [ Podřiďte se médiu ]
  9. 9. Jak zwebovatět text 1/4 <ul><li>Lorem ipsum dolor sit amet, consectetur adipisici elit, sed eiusmod tempor incidunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquid ex ea commodi consequat. Quis aute iure reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint obcaecat cupiditat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisici elit, sed eiusmod tempor incidunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquid ex ea commodi consequat. Quis aute iure reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint obcaecat cupiditat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisici elit, sed eiusmod tempor incidunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquid ex ea commodi consequat. Quis aute iure reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint obcaecat cupiditat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. </li></ul>[ Inspirace: Anne Macindoe]
  10. 10. Jak zwebovatět text 2/4 <ul><li>Lorem ipsum dolor sit amet, consectetur adipisici elit, sed eiusmod tempor incidunt ut labore et dolore magna aliqua. </li></ul><ul><li>Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquid ex ea commodi consequat. Quis aute iure reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint obcaecat cupiditat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. </li></ul><ul><li>Lorem ipsum dolor sit amet, consectetur adipisici elit, sed eiusmod tempor incidunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquid ex ea commodi consequat. Quis aute iure reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint obcaecat cupiditat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. </li></ul><ul><li>Lorem ipsum dolor sit amet, consectetur adipisici elit, sed eiusmod tempor incidunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquid ex ea commodi consequat. Quis aute iure reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. </li></ul><ul><li>Excepteur sint obcaecat cupiditat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. </li></ul>[ Inspirace: Anne Macindoe]
  11. 11. Jak zwebovatět text 3/4 <ul><li>Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetur adipisici elit, sed eiusmod tempor incidunt ut labore et dolore magna aliqua. </li></ul><ul><li>Lorem ipsum Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquid ex ea commodi consequat. Quis aute iure reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint obcaecat cupiditat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. </li></ul><ul><li>Dolor sit amet </li></ul><ul><li>Lorem ipsum dolor sit amet, consectetur adipisici elit, sed eiusmod tempor incidunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquid ex ea commodi consequat. Quis aute iure reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint obcaecat cupiditat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. </li></ul><ul><li>Lorem ipsum dolor sit amet, consectetur adipisici elit, sed eiusmod tempor incidunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquid ex ea commodi consequat. Quis aute iure reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. </li></ul><ul><li>Excepteur sint obcaecat cupiditat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. </li></ul>[ Inspirace: Anne Macindoe]
  12. 12. Jak zwebovatět text 4/4 <ul><li>Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetur adipisici elit, sed eiusmod tempor incidunt ut labore et dolore magna aliqua. </li></ul><ul><li>Lorem ipsum Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquid ex ea commodi consequat. Quis aute iure reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. </li></ul><ul><li>Dolor sit amet </li></ul><ul><li>Lorem ipsum dolor sit amet, consectetur adipisici elit, sed </li></ul><ul><li>eiusmod tempor incidunt ut labore </li></ul><ul><li>et dolore magna aliqua. </li></ul><ul><li>Ut enim ad minim veniam, quis nostrud exercitation </li></ul><ul><li>Quis aute iure reprehenderit in voluptate velit . </li></ul>[ Inspirace: Anne Macindoe]
  13. 13. 2. „Nemávejte“. Jděte k věci. Foto: chatirygirl, http://flickr.com/photos/chatiryworld/243286727/ . CC licence
  14. 14. 3. Překročte hranici svého webu Foto Seth Anderson, http://flickr.com/photos/swanksalot/140606765/ . CC licence
  15. 15. Content is king, but 4. Engagement is queen
  16. 16. Shrnutí <ul><li>Nespoléhejte na techniku </li></ul><ul><li>Nespoléhejte na design </li></ul><ul><li>Králem je text </li></ul><ul><li>4 principy </li></ul><ul><ul><li>Pište „ skenovatelné texty“ </li></ul></ul><ul><ul><li>Buďte maximálně relevantní </li></ul></ul><ul><ul><li>Expandujte s copywritingem mimo váš web </li></ul></ul><ul><ul><li>Podpořte aktivitu uživatelů </li></ul></ul>
  17. 17. D ěkuji za pozornost Název školení Školení web copywritingu Datum konání 11.4.2008 a 15.4.2008 Místo konání Školící centrum EDU 2000, Oldřichova 49, Praha 2 Počet účastníků Maximálně 12 Rozsah školení 6 až 8 hodin s přestávkou na oběd Potřebné znalosti Žádné Lektor Adam Javůrek, adam. javurek @gmail.com Cena 2.950 Kč Cena zahrnuje Tištěné materiály, certifikát o absolvování školení a oběd Více http://www.dobryweb.cz / http://online.zurnalistika.cz

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