{"id":5260,"date":"2024-08-29T21:25:31","date_gmt":"2024-08-29T19:25:31","guid":{"rendered":"https:\/\/www.veznik.cz\/procopywritery\/?p=5260"},"modified":"2024-08-30T11:29:50","modified_gmt":"2024-08-30T09:29:50","slug":"mytus-v-copy-se-maji-zminovat-prinosy-ne-vlastnosti","status":"publish","type":"post","link":"https:\/\/www.veznik.cz\/procopywritery\/2024\/08\/29\/mytus-v-copy-se-maji-zminovat-prinosy-ne-vlastnosti\/","title":{"rendered":"Roz\u0161\u00ed\u0159en\u00fd m\u00fdtus: V copy se maj\u00ed zmi\u0148ovat p\u0159\u00ednosy, ne vlastnosti"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"5260\" class=\"elementor elementor-5260\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-44def3b5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"44def3b5\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wider\">\n\t\t\t<a class=\"eael-wrapper-link-c5e455a --eael-wrapper-link-tag\" href=\"https:\/\/www.veznik.cz\/procopywritery\/blog\/\"><\/a>\t\t<div data-eael-wrapper-link=\"eael-wrapper-link-c5e455a\" class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-c5e455a\" data-id=\"c5e455a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t<a class=\"eael-wrapper-link-5d0a5170 --eael-wrapper-link-tag\" href=\"https:\/\/www.veznik.cz\/procopywritery\/blog\/\"><\/a>\t\t<div data-eael-wrapper-link=\"eael-wrapper-link-5d0a5170\" class=\"elementor-element elementor-element-5d0a5170 elementor-widget elementor-widget-heading\" data-id=\"5d0a5170\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/www.veznik.cz\/procopywritery\/blog\/\">blog<\/a><\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5a64349e elementor-widget elementor-widget-heading\" data-id=\"5a64349e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-large\">pro copywritery<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3f07920a elementor-widget elementor-widget-heading\" data-id=\"3f07920a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-large\">p\u00ed\u0161e Roman V\u011b\u017en\u00edk<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-c8af1ba\" data-id=\"c8af1ba\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5d53f8c0 elementor-widget elementor-widget-image\" data-id=\"5d53f8c0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"612\" height=\"408\" src=\"https:\/\/www.veznik.cz\/procopywritery\/wp-content\/uploads\/2022\/11\/roman-full-removebg-preview.png\" class=\"attachment-1536x1536 size-1536x1536 wp-image-2331\" alt=\"copywriter a copymentor Roman V\u011b\u017en\u00edk\" srcset=\"https:\/\/www.veznik.cz\/procopywritery\/wp-content\/uploads\/2022\/11\/roman-full-removebg-preview.png 612w, https:\/\/www.veznik.cz\/procopywritery\/wp-content\/uploads\/2022\/11\/roman-full-removebg-preview-300x200.png 300w\" sizes=\"(max-width: 612px) 100vw, 612px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9efbf12 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9efbf12\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-aa6bd3a\" data-id=\"aa6bd3a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-14b9ac0 elementor-widget elementor-widget-spacer\" data-id=\"14b9ac0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-12db75f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"12db75f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5b025db\" data-id=\"5b025db\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a906c1d elementor-widget elementor-widget-heading\" data-id=\"a906c1d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Roz\u0161\u00ed\u0159en\u00fd m\u00fdtus: V copy se maj\u00ed zmi\u0148ovat p\u0159\u00ednosy, ne vlastnosti<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2718c88 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2718c88\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2bba9f4\" data-id=\"2bba9f4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4c5f2ee elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"4c5f2ee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u201eZapome\u0148te na vlastnosti! Pi\u0161te o benefitech, p\u0159\u00ednosech, zkr\u00e1tka o u\u017eitku, kter\u00fd va\u0161e produkty nebo slu\u017eby z\u00e1kazn\u00edk\u016fm p\u0159inesou.\u201c<\/p><p>Podobn\u00fdch rad je pln\u00fd internet. V\u011bt\u0161inou jsou m\u00edn\u011bny dob\u0159e. <strong>Jen\u017ee \u0159\u00edkaj\u00ed pouze A.<\/strong> <strong>Poj\u010fme si do\u0159\u00edct i B\u00e9.<\/strong><\/p><p>Nebezpe\u010d\u00ed podobn\u011b generalizuj\u00edc\u00edch pou\u010dek spo\u010d\u00edv\u00e1 v tom, \u017ee <strong>se tv\u00e1\u0159\u00ed jako univerz\u00e1ln\u011b platn\u00e9<\/strong>. Jako principy, kter\u00fdmi se m\u00e1 \u010dlov\u011bk \u0159\u00eddit v\u017edy a v\u0161ude.<\/p><p>Juniorn\u00ed copywrite\u0159i, ale i podnikatel\u00e9, kte\u0159\u00ed si p\u00ed\u0161i marketingov\u00e9 texty sami, pak m\u00edvaj\u00ed tendenci br\u00e1t je doslova. Jako absolutn\u00ed pravidlo. A tak se v textech <strong>vyh\u00fdbaj\u00ed vlastnostem jako \u010dert k\u0159\u00ed\u017ei<\/strong>.<\/p><p>Pro\u010d si t\u00edm \u0161kod\u00ed? Proto\u017ee nemal\u00e1 \u010d\u00e1st potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f pot\u0159ebuje k n\u00e1kupn\u00edmu rozhodnut\u00ed <strong>poznat nejen p\u0159\u00ednosy, ale taky vlastnosti<\/strong>.<\/p><p>Pomoc\u00ed benefit\u016f dok\u00e1\u017eeme v\u011bt\u0161inu lid\u00ed zaujmout, p\u0159it\u00e1hnout jejich pozornost, nebo je dokonce nadchnout. Proto je naprosto v po\u0159\u00e1dku, kdy\u017e se <strong>v headlinech objevuj\u00ed p\u0159\u00ednosy<\/strong>.<\/p><p>Jen\u017ee nadchnut\u00ed k n\u00e1kupu \u010dasto nesta\u010d\u00ed. Obzvl\u00e1\u0161\u0165 kdy\u017e nejde o drobnost za p\u00e1r korun. Mo\u017en\u00e1 \u010dten\u00e1\u0159 pr\u00e1v\u011b d\u00edky va\u0161emu headlinu objevil n\u011bco, co by se mu mohlo hodit (f\u00e1ze SEE). Nejsp\u00ed\u0161 za to u n\u011bj m\u00e1te i plusov\u00e9 body. Ale rozhodn\u011b <strong>je\u0161t\u011b nen\u00ed ruka v pen\u011b\u017eence<\/strong>.<\/p><p>Kdy\u017e za\u010dne potenci\u00e1ln\u00ed z\u00e1kazn\u00edk o n\u00e1kupu skute\u010dn\u011b p\u0159em\u00fd\u0161let (f\u00e1ze THINK), nejsp\u00ed\u0161 se poohl\u00e9dne i po konkuren\u010dn\u00edch produktech a slu\u017eb\u00e1ch. <strong>A za\u010d\u00edn\u00e1 porovn\u00e1v\u00e1n\u00ed.<\/strong> Jakou kapacitu, rychlost, rozm\u011br, spot\u0159ebu, v\u00fdkon m\u00e1 podobn\u00fd produkt od firem A, B a C? Ke slovu se tak dost\u00e1vaj\u00ed vlastnosti.<\/p><p>Proto nen\u00ed dobr\u00e9 je z marketingov\u00fdch text\u016f vym\u00edtat jako \u010f\u00e1bla. <strong>D\u00e1 se s nimi pracovat velmi chyt\u0159e.<\/strong> D\u00e1vat je do p\u0159ehledn\u00fdch tabulek, provazovat je s benefity nebo je na prav\u00e9m m\u00edst\u011b nechat zaz\u00e1\u0159it.<\/p><p>Abychom jen neml\u00e1tili pr\u00e1zdnou teorii, <strong>pod\u00edvejme se na p\u0159\u00edklady<\/strong> od firmy Apple \u2013 nejhodnotn\u011bj\u0161\u00ed spole\u010dnosti roku 2023. Pr\u00e1v\u011b v tomto roce p\u0159edstavovala nov\u00fd MacBook Air takto:<\/p><p>\u201eDv\u011b ide\u00e1ln\u00ed velikosti. A\u0165 zvol\u00ed\u0161 13palcov\u00fd, nebo 15palcov\u00fd notebook, oba modely jsou neskute\u010dn\u011b lehk\u00e9 a tenk\u00e9 jen n\u011bco m\u00e1lo p\u0159es centimetr. V pohod\u011b si tak po\u010d\u00edta\u010d m\u016f\u017ee\u0161 br\u00e1t v\u0161ude s sebou.\u201c<\/p><p>Kr\u00e1sn\u00fd p\u0159\u00edklad <strong>prov\u00e1z\u00e1n\u00ed vlastnost\u00ed<\/strong> (13 nebo 15 palc\u016f, tlou\u0161\u0165ka lehce p\u0159es cen\u0165\u00e1k) <strong>s benefity<\/strong> (po\u010d\u00edta\u010d m\u016f\u017ee\u0161 br\u00e1t v\u0161ude s sebou, proto\u017ee je lehk\u00fd a tenk\u00fd), nemysl\u00edte?<\/p><p>A je\u0161t\u011b jednou Apple. Tentokr\u00e1t i s obr\u00e1zky. Kdyby Steve Jobs v roce 2001 uv\u00e1d\u011bl iPod pomoc\u00ed vlastnost\u00ed, <strong>rozhodn\u011b by nesklidil takov\u00fd \u00fasp\u011bch<\/strong>:<\/p><p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-de5598f elementor-widget elementor-widget-image\" data-id=\"de5598f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"470\" height=\"303\" src=\"https:\/\/www.veznik.cz\/procopywritery\/wp-content\/uploads\/2024\/08\/5gb.jpg\" class=\"attachment-large size-large wp-image-5264\" alt=\"\" srcset=\"https:\/\/www.veznik.cz\/procopywritery\/wp-content\/uploads\/2024\/08\/5gb.jpg 470w, https:\/\/www.veznik.cz\/procopywritery\/wp-content\/uploads\/2024\/08\/5gb-300x193.jpg 300w\" sizes=\"(max-width: 470px) 100vw, 470px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ed1f951 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ed1f951\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-70d0aad\" data-id=\"70d0aad\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f8bc40c elementor-widget elementor-widget-text-editor\" data-id=\"f8bc40c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>P\u011btigigabitov\u00fd harddisk? <strong>A co jako?<\/strong> Na\u0161t\u011bst\u00ed se nic takov\u00e9ho tehdy nestalo, a tak se i po letech m\u016f\u017eeme inspirovat u legend\u00e1rn\u00edho proveden\u00ed:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1b9924f elementor-widget elementor-widget-image\" data-id=\"1b9924f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"470\" height=\"303\" src=\"https:\/\/www.veznik.cz\/procopywritery\/wp-content\/uploads\/2024\/08\/1000songs.jpg\" class=\"attachment-large size-large wp-image-5265\" alt=\"\" srcset=\"https:\/\/www.veznik.cz\/procopywritery\/wp-content\/uploads\/2024\/08\/1000songs.jpg 470w, https:\/\/www.veznik.cz\/procopywritery\/wp-content\/uploads\/2024\/08\/1000songs-300x193.jpg 300w\" sizes=\"(max-width: 470px) 100vw, 470px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-29616d1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"29616d1\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9dd5182\" data-id=\"9dd5182\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1a871b5 elementor-widget elementor-widget-text-editor\" data-id=\"1a871b5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Mo\u017en\u00e1 pr\u00e1v\u011b podobn\u011b \u00fasp\u011b\u0161n\u00e9 headliny stoj\u00ed za <strong>zjednodu\u0161uj\u00edc\u00edm tvrzen\u00edm<\/strong>: V copy nepi\u0161te o vlastnostech, ale o p\u0159\u00ednosech. Jasn\u011b. V nadpisu zn\u00ed vlastnost nezaj\u00edmav\u011b, jak dokl\u00e1d\u00e1 prvn\u00ed obr\u00e1zek. Pro\u010d ale n\u011bkam do dal\u0161\u00edho textu nedat t\u0159eba takovouto v\u011bti\u010dku?<\/p><p>\u201eD\u00edky 5GB harddisku m\u00e1te v kapse 1 000 p\u00edsn\u00ed.\u201c<\/p><p>Vsadil bych se, \u017ee v t\u00e9 dob\u011b by <strong>minim\u00e1ln\u011b pro geeky a technofily<\/strong> byla zm\u00ednka o velikosti vnit\u0159n\u00ed pam\u011bti p\u0159inejmen\u0161\u00edm stejn\u011b zaj\u00edmav\u00e1 jako p\u00edsni\u010dkov\u00fd \u00fadaj.<\/p><p>No a podobn\u00e9 milovn\u00edky technick\u00fdch \u00fadaj\u016f, parametr\u016f a tabulek najdeme snad v ka\u017ed\u00e9m oboru. Nen\u00ed proto lep\u0161\u00ed m\u00edsto dichotomie benefity versus vlastnosti p\u0159em\u00fd\u0161let o jejich koexistenci, nebo je\u0161t\u011b l\u00e9pe o <strong>symbi\u00f3ze benefit\u016f a vlastnost\u00ed<\/strong>?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-cd32a5d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"cd32a5d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-903fbd3\" data-id=\"903fbd3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-249076f elementor-widget elementor-widget-spacer\" data-id=\"249076f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-effc8fe elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"effc8fe\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b45546c\" data-id=\"b45546c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-aadafde elementor-widget elementor-widget-spacer\" data-id=\"aadafde\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00992e3 elementor-widget elementor-widget-heading\" data-id=\"00992e3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Chcete si p\u0159e\u010d\u00edst dal\u0161\u00ed \u010dl\u00e1nek d\u0159\u00edv, ne\u017e se tu objev\u00ed?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-77951fb elementor-widget elementor-widget-text-editor\" data-id=\"77951fb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>R\u00e1d v\u00e1m ho po\u0161lu e-mailem hned, jak ho vytvo\u0159\u00edm. Sta\u010d\u00ed vyplnit 3 pol\u00ed\u010dka.\u00a0\ud83d\udc47\u00a0<\/p><p>V ka\u017ed\u00e9m e-mailu nav\u00edc najdete tak\u00e9 cit\u00e1t od copy osobnosti a po\u0161\u0165ouchnut\u00ed k zamy\u0161len\u00ed.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9e9802a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9e9802a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fe8d82a\" data-id=\"fe8d82a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1cc1e56 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1cc1e56\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6f7be09\" data-id=\"6f7be09\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2b8d96c elementor-widget elementor-widget-html\" data-id=\"2b8d96c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<iframe src=\"https:\/\/docs.google.com\/forms\/d\/e\/1FAIpQLSfIIGDQaPV-A4zc4hs16ltKIG4mFHGbpdzidcUstnoAgzTljw\/viewform?embedded=true\" width=\"640\" height=\"770\" frameborder=\"0\" marginheight=\"0\" marginwidth=\"0\">Na\u010d\u00edt\u00e1n\u00ed\u2026<\/iframe>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6e5ac88 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6e5ac88\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-82bc946\" data-id=\"82bc946\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6d29f53c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6d29f53c\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-25 elementor-top-column elementor-element elementor-element-3ffbbb15\" data-id=\"3ffbbb15\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-25 elementor-top-column elementor-element elementor-element-ae72a70\" data-id=\"ae72a70\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-70e08ff4 elementor-widget elementor-widget-text-editor\" data-id=\"70e08ff4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong><a style=\"color: #ffcc33;\" href=\"https:\/\/www.veznik.cz\/procopywritery\/mentoring\/\">Konzultace a mentoring<\/a><\/strong><\/p><p><strong><a style=\"color: #ffcc33;\" href=\"https:\/\/www.veznik.cz\/procopywritery\/mastermind-copy-kruh\/\">Mastermind<\/a><\/strong><\/p><p><strong><a style=\"color: #ffcc33;\" href=\"https:\/\/www.veznik.cz\/procopywritery\/cenotvorba-pro-copywritery-na-volne-noze-online-kurz\/\">Kurz cenotvorby<\/a><\/strong><\/p><p><strong><a style=\"color: #ffcc33;\" href=\"https:\/\/www.veznik.cz\/procopywritery\/cenotvorba-pro-copywritery-na-volne-noze-online-kurz\/\">Rozbor text\u016f<\/a><\/strong><\/p><p><a style=\"background-color: #333333; color: #ffcc33;\" href=\"https:\/\/www.veznik.cz\/procopywritery\/ahabook\/\">AHAbook<\/a><\/p><p><strong><a style=\"color: #ffcc33;\" href=\"https:\/\/www.veznik.cz\/img\/VOP.pdf\">Obchodn\u00ed podm\u00ednky<\/a><\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-25 elementor-top-column elementor-element elementor-element-2b9e332\" data-id=\"2b9e332\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7729ad37 elementor-widget elementor-widget-text-editor\" data-id=\"7729ad37\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a style=\"color: #ffcc33;\" href=\"https:\/\/www.youtube.com\/playlist?list=PL0Ob3qX0oCi86Qt3Cz3i6oURNd8YgPohq\">Kouzla pro copywritery<\/a><\/p><p><a style=\"color: #ffcc33;\" href=\"https:\/\/www.veznik.cz\/newsletter\/\">Newsletter<\/a><\/p><p><a href=\"https:\/\/www.veznik.cz\/procopywritery\/blog\/\"><span style=\"color: #ffcc33;\">Blog<\/span><\/a><\/p><p><a style=\"color: #ffcc33;\" href=\"https:\/\/anchor.fm\/veznik\/\">Podcast<\/a><\/p><p><a style=\"color: #ffcc33;\" href=\"https:\/\/skillmea.cz\/kanaly\/roman-veznik\/online-kurzy\">Z\u00e1klady copywritingu<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-25 elementor-top-column elementor-element elementor-element-5f32de85\" data-id=\"5f32de85\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>blog pro copywritery p\u00ed\u0161e Roman V\u011b\u017en\u00edk Roz\u0161\u00ed\u0159en\u00fd m\u00fdtus: V copy se maj\u00ed zmi\u0148ovat p\u0159\u00ednosy, ne vlastnosti \u201eZapome\u0148te na vlastnosti! Pi\u0161te o benefitech, p\u0159\u00ednosech, zkr\u00e1tka o u\u017eitku, kter\u00fd va\u0161e produkty nebo slu\u017eby z\u00e1kazn\u00edk\u016fm p\u0159inesou.\u201c Podobn\u00fdch rad je pln\u00fd internet. V\u011bt\u0161inou jsou m\u00edn\u011bny dob\u0159e. Jen\u017ee \u0159\u00edkaj\u00ed pouze A. Poj\u010fme si do\u0159\u00edct i B\u00e9. Nebezpe\u010d\u00ed podobn\u011b generalizuj\u00edc\u00edch pou\u010dek [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5261,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_canvas","format":"standard","meta":{"_eb_attr":"","footnotes":"","_wp_rev_ctl_limit":""},"categories":[1],"tags":[],"class_list":["post-5260","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nezarazene"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Roz\u0161\u00ed\u0159en\u00fd m\u00fdtus: V copy se maj\u00ed zmi\u0148ovat p\u0159\u00ednosy, ne vlastnosti - Pro copywritery<\/title>\n<meta name=\"description\" content=\"Zapome\u0148te na vlastnosti! Pi\u0161te o benefitech. Podobn\u00e9 rady jsou v\u011bt\u0161inou m\u00edn\u011bny dob\u0159e. Jen\u017ee \u0159\u00edkaj\u00ed pouze A. 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