copywriting & content creation

Gray and colorful case study

Sometimes it is difficult to explain to people why it is better in marketing communication to talk about what the customer gains rather than what the company does. This educational material will make it easier for you.

The principle is nicely illustrated by the sentence: "When you do marketing for a dentist, show a beautiful smile, not drilling"

11. 2. 2026 | 10 min read | Tomáš Kostkan

copywriting & content creation

Are you a copywriter or content writer?

Content disciplines have a wide scope. There is one well-established term on the market. Namely, copywriter. If you want sales arguments from a person who writes articles (and vice versa), you might all face an unpleasant disappointment.

26. 3. 2023 | 1 min read | Tomáš Kostkan

copywriting & content creation marketing speak

Marketing speak versus persuasive communication

When looking for a path to a customer's attention, to igniting interest, and to conducting a deal, you cannot do without communication. Without a series of messages. Individual messages accompany the customer, and their quality determines how long (and expensive) this path will be. Whether customers will take your communication as marketing speak or as information by which they let themselves be persuaded.

9. 4. 2021 | 10 min read | Tomáš Kostkan