1. Copywritingin5W+1HCopywritingin5W+1H BRAHMANTO ANINDITOBRAHMANTO ANINDITOBRAHMANTOANINDITOBRAHMANTOANINDITO brahm@warungfiksi.netbrahm@warungfiksi.net November19November19thth,2010@PetraChristianUniversity,2010@PetraChristianUniversity

2. WHATWHAT 3. C iti iC iti iCopywritingisCopywritingis awordgameawordgamea o d ga ea o d ga e 4. C iti iC iti iCopywritingisCopywritingis aspatialgameaspatialgamea spat a ga ea spat a ga e 5. C iti i th tC iti i th tCopywritingistheartCopywritingistheart ofsellingandpersuadingbywordsofsellingandpersuadingbywordso se g a d pe suad g by o dso se g a d pe suad g by o ds 6. WHOWHO 7. aawriterwriterwithwith designdesignandand businessbusinessbusinessbusiness knowledgeknowledgegg 8. WHEN 9. Since historic era?Since historic era?Sincehistoricera?Sincehistoricera? Sincementriedtopromotethings?Sincementriedtopromotethings? Since1950swhenOgilvybecametheSince1950swhenOgilvybecamethe mostfamouscopywriterintheworld?mostfamouscopywriterintheworld? DavidOgilvyDavidOgilvy (copywriter The Father of(copywriter The Father of(copywriter,TheFatherof(copywriter,TheFatherof AdvertisingAdvertising) 10. WHY 11. The very tightThe very tightTheverytightTheverytight businesscompetitionbusinesscompetition k B2B ik B2B imakesB2BcompaniesmakesB2Bcompanies needcopywriterssoneedcopywriterssopypy badly.badly. SteveSteveSlaunwhiteSlaunwhite ( it f th 100( it f th 100(copywriterformorethan100(copywriterformorethan100 Fortune500companiesFortune500companies) 12. WHERE 13. In HouseIn House PHPHInHouseInHouse PHPH A F lF l CWCW Agency FreelanceFreelance CWCW 14. C it D iC it D iCopywritersDomainCopywritersDomain llSales&Sales& PromoPromo InternalInternal PublicRelationsPublicRelations AdsAds SalesSales letterletter MediaMedia BizBiz docsdocs AnnualAnnual ReportReport PressPress releaserelease WebWeb ProfileProfile 15. HOWHOW 16. ProjectBriefProjectBrief ClientName Product&USP Tagline Vision Mission * * Val eValue Audience Demo: Psycho: SES:SES: Competitor * * Order |Website|RadioAd|VideoAd|PrintAd|SalesLetter|| | | | | | AnnualReport|CompanyProfile|Other,specify. Objective * * Style |modern|hitech|classic|retro|simple|fun|formal| ethnic|art|futuristic|kiddies|. 17. EyeEyeEyeEye (visual(visual text)text) EarEarEyeEye (auditory)(auditory) EyeEye (visual(visual pictorial)pictorial) Eye&earEye&earyy (audio(audio visual)visual) 18. ResearchResearchStepsStepspp BrainstormBrainstormDONE!DONE! WriteWrite RevisionRevision (byclient)(byclient) EditEditEditEdit 19. hhhh researchresearchhowtohowto 20. FilesfromclientFilesfromclient 21. ReadmediaandbooksReadmediaandbooks 22. CollectdoortodoorCollectdoortodoor 23. BrowseoninternetBrowseoninternet 24. google com/insights/searchgoogle com/insights/searchgoogle.com/insights/searchgoogle.com/insights/search d d l / l t/d d l / l t/K dT lE t lK dT lE t l google.com/google.com/sktoolsktool adwords.google.com/select/adwords.google.com/select/KeywordToolExternalKeywordToolExternal l /t dl /t d l / t/l / t/ d ld l google.com/trendsgoogle.com/trends google.com/support/google.com/support/adplanneradplanner f k d dt kf k d dt kfreekeywords.wordtracker.comfreekeywords.wordtracker.com 25. result forresult forresultforresultfor batikdesignbatikdesign i ti tinputinput 26. hhhowtohowto brainstormbrainstorm 27. Listideasonthenote(workalone).Listideasonthenote(workalone). Discusstogether(quantityoverquality).Discusstogether(quantityoverquality). Ifsomeonetalkaboutthesameidea,participate.Ifsomeonetalkaboutthesameidea,participate. Keepongeneratingideas.Keepongeneratingideas. Whenallideashasbeenspoken,select&evaluate.Whenallideashasbeenspoken,select&evaluate. 28. hh writewritehowtohowto 29. ...sweet......sweet... 30. ...sexy......sexy...yy 31. ...cute......cute... 32. SS UU SIMPLESIMPLE UU CC P i itiP i iti CC CC Prioritize.Prioritize. Whats the core ofWhats the core of EE SS What s the core ofWhat s the core of your message?your message? SS ss 33. SS UU UNEXPECTEDUNEXPECTED UU CC T t tt tiT t tt ti CC CC To get attention,To get attention, violate a schema.violate a schema. EE SS violate a schema.violate a schema. Use curiosity gaps.Use curiosity gaps. SS ss 34. SS UU CONCRETECONCRETE UU CC UU CC CC Use sensoryUse sensory language.language. EE SS language.language. A mental picture.A mental picture. SS ss 35. SS UU CREDIBLECREDIBLE UU CC C dibilit fC dibilit f CC CC Credibility fromCredibility from outside, within,outside, within, EE SS outside, within,outside, within, or statistics.or statistics. SS ss 36. SS UU EMOTIONALEMOTIONAL UU CCPeople care aboutPeople care about CC CC People care aboutPeople care about people, not numbers.people, not numbers. EE SS p p ,p p , Whats in it for them.Whats in it for them. SS ss 37. SS UU STORIESSTORIES UU CC A t d i tiA t d i ti CC CC A story drives actionA story drives action through simulationthrough simulation EE SS through simulationthrough simulation and inspiration.and inspiration. SS ss 38. Ob Ob S h tS h tObamasObamas SpeechatSpeechat UniversityofIndonesiaUniversityofIndonesia SSimpleimple :: Honest, direct, without readingHonest, direct, without readingpp , , g, , g UUnexpectednexpected :: Sate!Sate! BaksoBakso!! EnakEnak yaya.. CConcreteoncrete :: Fluently told how Indonesia was.Fluently told how Indonesia was. CCredibleredible :: As a president of USA.As a president of USA. EEmotionalmotional :: IndonesiaIndonesia bagianbagian daridari diridiri sayasaya.. SStoriestories :: About tolerance and USAAbout tolerance and USA IslamIslamSStoriestories :: About tolerance and USAAbout tolerance and USA--IslamIslam 39. InternetResourcesInternetResources KnowledgeKnowledge 1.1. www.adoimagazine.comwww.adoimagazine.comgg 2.2. www.copyblogger.comwww.copyblogger.com 3.3. www.yudkin.comwww.yudkin.com LanguageLanguage 1.1. www.bahtera.org/kateglo(Indonesian)www.bahtera.org/kateglo(Indonesian) 2.2. www.oxforddictionaries.comwww.oxforddictionaries.com2.2. www.oxforddictionaries.comwww.oxforddictionaries.com 3.3. www.urbandictionary.comwww.urbandictionary.com 40. THANKTHANK YOU!YOU!THANKTHANK YOU!YOU! Slide&presentationSlide&presentation BRAHMANTOANINDITOBRAHMANTOANINDITO www.warungfiksi.netwww.warungfiksi.net supported by:supported by:supportedby:supportedby: @@brahmanditobrahmandito