Transcript of STRATEGIC COPYWRITING by Subiakto
- 1. STRATEGIC Copywriting Subiakto July 21, 2011 Copyright owned
by Hotline Advertising. All rights reserved.
- 2. Copyright owned by Hotline Advertising. All rights
reserved.
- 3. this is a productCopyright owned by Hotline Advertising. All
rights reserved.
- 4. this is a logoCopyright owned by Hotline Advertising. All
rights reserved.
- 5. Interactio n this is a brandCopyright owned by Hotline
Advertising. All rights reserved.
- 6. I bring toHeaven with me Commitment create Brand Loyalist
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- 7. How to get IDEACopyright owned by Hotline Advertising. All
rights reserved.
- 8. Consumers Media today ...Copyright owned by Hotline
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- 9. Consumers Media today ... Storyline IDEA-How to sayYoutube
Copywri7ng SMS Copyright owned by Hotline Advertising. All rights
reserved.
- 10. Consumers Media today ... Storyline Youtube IDEA Copywri7ng
SMS Copyright owned by Hotline Advertising. All rights
reserved.
- 11. Consumers Media today ... Storyline IDEA-What to sayYoutube
Copywri7ng SMS Copyright owned by Hotline Advertising. All rights
reserved.
- 12. How to get the WHAT IDEA Copyright owned by Hotline
Advertising. All rights reserved.
- 13. Multivitamin YANG ... SellerBuye One Few Many r Monopo
Buyers Buyers One Market Market ly Monopo Oligopol Buyers Few
Market ly y Homoge Pure Monopo Sellers Competiti n ly Market
ValueMany on Added Different Monopo Sellers Monopolistic iated ly
Market Competition Copyright owned by Hotline Advertising. All
rights reserved.
- 14. Value Added Personal SelfB R A N D Emotional benefit of
being Exist Actualization Emotional benefit of being leader Esteem
Emotional benefit of being accepted Social Class Emotional benefit
of being secure SecurityPRODUCT Physical benefit of having the
PRODUCT Physiologocal Copyright owned by Hotline Advertising. All
rights reserved.
- 15. How to get the HOW IDEA Copyright owned by Hotline
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- 16. Segmentasi Target Market Geography Urban, sub urban, rural
Demography Pria/wanita, Usia, Pendidikan, Pekerjaan, Family size
Psychograph Layman vs expert Loner vs gregarious Behaviors Usage
rate : Light, Medium, Heavy Media habit : Tradi7onal vs Digital
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- 17. Consumers today ... Old Media New MediaPassive Audience
Active Audience Copyright owned by Hotline Advertising. All rights
reserved.
- 18. 5 Langkah Formula1. Need : need atas product benet baru,
atau need baru pada produk lama. Need of having physical benet dan
need of having emo1onal benet 2. Brand : propose you brand gently
3. Promise : buatlah janji. Janji besar boleh asal jangan janji
palsu 4. Proof : Tunjukkan buk7 atas janji diatas 5. AcEon : Iklan
harus ditutup dgn kalimat ajakan utk membeli Copyright owned by
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- 19. Matrix 1 Awareness Knowledge Liking Preference ConvicEon
Loyal Smartphone Fitur lengkap Sekretaris Need baru pribadi (NEW)
Blackberry Brand 1. Helpful Real 7me PC dalam Promise 2. Kemudahan
Push email genggaman (BIG) komunikasi TwiZer BB Mesanger Facebook
internet Selalu update Update berita 1 juta 20 jutq sdh Proof
sekretaris blackberry sudah memakai Beli sekarang Beli sekarang
Miliki Call to konek dapatkan sekretaris ac7on sekarang dicicil 6x
tanpa probadi bunga sekarang Copyright owned by Hotline
Advertising. All rights reserved.
- 20. Matrix 1 Awareness Knowledge Liking Preference ConvicEon
Loyal Need (NEW) Brand Physical Secure Esteem Social ExistPromise
(BIG) Proof Call to ac7on Copyright owned by Hotline Advertising.
All rights reserved.
- 21. Matrix 2 Personal Family Face to Reference Social Sub NaEon
face group Class NaEon IniEator TMarket Inuencer V Decider V User V
Buyer V V Copyright owned by Hotline Advertising. All rights
reserved.
- 22. Script Writing1. Stopping Power : Ciptakan pembukaan iklan
yang memiliki kekuatan untuk membuat khalayak berhenti dari
kegiatan lain2. Striking Power : Need, Brand, Promise, Proof
ataupun Action to buy yang bila perlu sensasional3. Sticking Power
: Ciptakan iklan yang lekat dalam benak konsumen. Gunakan 3 Key :
1. Key Word - Slogan 2. Key Visual master shot 3. Key Sound Jingle
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- 23. Script Writing Audio VisualStopping Key Sound Jingle
ProofPower Need, Brand,Striking Promise Key Visual master shotPower
BenefitSticking 1.Action to buyPower Key Word - Slogan Copyright
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- 24. Pra Hotline1. Sakura Film (Nirwana Photo) Sakura Film
rancak bana2. LIGNA (Furniture) Kalau sudah duduk, lupa berdiri3.
Engran (Multivitamin) Engran Sarapan Kedua4. Xon-Ce (Vitamin C)
Xonce-nya mannnna ?5. Sanaflu (obat Flu) Flu boleh, kerja jalan
terus. Belum tahu dia ?6. Promag (obat maag) Lho ? Kok masih
didepan TV ?7. MAYORA (Snack Manufacturer) Satu lagi dari MAYORA
!8. KOPIKO (Coffee Candy) Gantinya ngopi9. Biskuit Roma Sudah
Tradisi10.POLYTRON (Local TV set) The Winning Theme11.DIGITEC
(Local TV set) Digitec memang mooi Copyright owned by Hotline
Advertising. All rights reserved.
- 25. Slogan1. Ligna : Kalau sudah duduk lupa berdiri2. Digitec :
Digitec memang mooi3. EXTRA JOSS (Energy drink) Ini Biangnya, buat
apa beli botolnya Merubah Ngos menjadi Joss4. INDOMIE (Instant
Noodle) Indomie seleraku5. Minakjinggo (Kretek Cigaret) Jinggo,
jinggo, jinggo ugh!!!6. Gudang Garam Merah (Kretek Cigaret) Merah
Meriah ooiii7. TIGA RODA (Mosquito coil) Nyamuk sini Cuma takut
TIGA RODA8. SANAFLU (Flu tablet) Flu boleh, kerja jalan terus.
Belum tahu dia9. Tropikal (Cooking Oil) Dua kali
penyaringan10.SINZUI (Sabun pemutih) Emangnya yang putih Cuma
Jepang ? Copyright owned by Hotline Advertising. All rights
reserved.
- 26. Slogan1. EXTRA JOSS (Energy drink) Ini Biangnya, buat apa
beli botolnya Merubah Ngos menjadi Joss2. INDOMIE (Instant Noodle)
Indomie seleraku3. Minakjinggo (Kretek Cigaret) Jinggo, jinggo,
jinggo ugh!!!4. Gudang Garam Merah (Kretek Cigaret) Merah Meriah
ooiii5. TIGA RODA (Mosquito coil) Nyamuk sini Cuma takut TIGA
RODA6. SANAFLU (Flu tablet) Flu boleh, kerja jalan terus. Belum
tahu dia7. Tropikal (Cooking Oil) Dua kali penyaringan8. SINZUI
(Sabun pemutih) Emangnya yang putih Cuma Jepang ?9. BuKrim
(Detergent) Beli satu dapat dua10.OBHerbal (Cough syrup) Herbal
100% Copyright owned by Hotline Advertising. All rights
reserved.
- 27. 1. SBY-JK (Precidentials Campaign 2004) Bersama Kita Bisa
Perubahan Kini Semakin Dekat2. PERTAMINA (Oil)3. PERTAMINA
(Corporate) Selalu Hadir Melayani4. MANDIRI Fiesta (saving account)
Terbesar dan Tersebar5. KARTU AS Nomornya Cuma-Cuma, Pakenya
Suka-suka6. FB-Prijanto (Governor Campaign 2007) Serahkan Pada
Ahlinya Coblos Kumisnya7. CFC (Resto) Bukan Cuma ayam8. ENTROSTOP
(diare) Stop ! Dengan Entrostop9. Extra Joss (Campaign 2009)
Stamina plus nyali10.CITILINK (low cost airlines) Bayar seperlunya
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- 28. 3 Magic Words1.New2.Free3.DiscountCopyright owned by
Hotline Advertising. All rights reserved.
- 29. 7 macam Headline yang efektif1. Direct H/L Lugas dan
menyatakan ide besar anda. Kopi ini berenergi.2. News H/L Khalayak
tertarik pada berita. Kata2 yang memiliki nilai berita seperti
baru, kini, dan akhirnya. Akhirnya Jakarta bebas polusi3. How-To
H/L - Menjanjikan solusi atas masalah atau informasi yang menarik.
Tahukah anda cara langsing dalam 30 hari4. Question H/L Untuk
manfaat atau kepedulian khalayak, H/L bernada pertanyaan memiliki
kekuatan merebut perhatian. Adakah cagub DKI yang bisa mengurai
kemacetan lalu lintas? Copyright owned by Hotline Advertising. All
rights reserved.
- 30. 7 macam Headline yang efektif5. Command H/L H/L bernada
perintah langsung masuk jalur cepat dan langsung menjual. Beli
sekarang atau anda akan kehabisan6. Informative H/L Konsumen
membuat keputusan membeli berdasarkan informasi yang anda berikan.
Dengan mengedukasi mereka, anda akan mendapat perhatian dan
kepercayaan. Dua alasan mengapa kopi membuat jantung anda tetap
sehat7. Testimonial H/L Tidak ada yang lebih meyakinkan dari
pengakuan konsumen. Hypnolangsing membuat saya langsing. Demikian
juga anda! Copyright owned by Hotline Advertising. All rights
reserved.