online x offline copywriting

17
Online vs. Offline Copywriti ng [Adam Javůrek, 3/2008]

Post on 17-Oct-2014

1.462 views

Category:

Business


1 download

DESCRIPTION

Online vs. Offline copywriting. Czech language.

TRANSCRIPT

Page 1: Online x Offline copywriting

Online vs. Offline

Copywriting

[Adam Javůrek, 3/2008]

Page 2: Online x Offline copywriting

1. fáze: Fascinace technikou

Foto: Mike Babcock, http://flickr.com/photos/mikebabcock/400769428/. CC licence

Page 3: Online x Offline copywriting

2. fáze: Fascinace vzhledem

Foto: avlxyz, http://flickr.com/photos/avlxyz/96717757. CC licence

Page 4: Online x Offline copywriting

3. fáze: Docenění textu

Page 5: Online x Offline copywriting

Kdo je tady král

Page 6: Online x Offline copywriting

Čtyři dohody:

Page 7: Online x Offline copywriting

1. Podřiďte se situaci a médiu

• Uživatel řeší problém A podle toho se chová: „skimming“

• Jeho nepřátelé jsouČas

Úsilí irelevance

• Hledá odpověď a chce ji hned! Pište tak, aby ji hned našel

Page 8: Online x Offline copywriting

[Podřiďte se médiu]

Page 9: Online x Offline copywriting

Jak zwebovatět text 1/4Lorem 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.

[Inspirace: Anne Macindoe]

Page 10: Online x Offline copywriting

Jak zwebovatět text 2/4Lorem 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.

[Inspirace: Anne Macindoe]

Page 11: Online x Offline copywriting

Jak zwebovatět text 3/4Lorem ipsum dolor sit amet

Lorem ipsum dolor sit amet, consectetur adipisici elit, sed eiusmod tempor incidunt ut labore et dolore magna aliqua.

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.

Dolor sit ametLorem 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.

[Inspirace: Anne Macindoe]

Page 12: Online x Offline copywriting

Jak zwebovatět text 4/4Lorem ipsum dolor sit amet

Lorem ipsum dolor sit amet, consectetur adipisici elit, sed eiusmod tempor incidunt ut labore et dolore magna aliqua.

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.

Dolor sit amet

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

Quis aute iure reprehenderit in voluptate velit.

[Inspirace: Anne Macindoe]

Page 13: Online x Offline copywriting

2. „Nemávejte“. Jděte k věci.

Foto: chatirygirl, http://flickr.com/photos/chatiryworld/243286727/. CC licence

Page 14: Online x Offline copywriting

3. Překročte hranici svého webu

Foto Seth Anderson, http://flickr.com/photos/swanksalot/140606765/. CC licence

Page 15: Online x Offline copywriting

Content is king, but

4. Engagement is queen

Page 16: Online x Offline copywriting

Shrnutí

• Nespoléhejte na techniku• Nespoléhejte na design• Králem je text• 4 principy

1. Pište „skenovatelné texty“2. Buďte maximálně relevantní3. Expandujte s copywritingem mimo váš web4. Podpořte aktivitu uživatelů

Page 17: Online x Offline copywriting

Děkuji 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, [email protected]

Cena 2.950 Kč

Cena zahrnuje Tištěné materiály, certifikát o absolvování školení a oběd

Více http://www.dobryweb.cz/http://online.zurnalistika.cz