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 Copyright owned by Hotline Advertising. All rights reserved.

7. How to get IDEACopyright owned by Hotline Advertising. All rights reserved.

8. Consumers Media today ...Copyright owned by Hotline Advertising. All rights reserved.

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 Advertising. All rights reserved.

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 Copyright owned by Hotline Advertising. All rights reserved.

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 Hotline Advertising. All rights reserved.

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 Copyright owned by Hotline Advertising. All rights reserved.

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 owned by Hotline Advertising. All rights reserved.

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 Copyright owned by Hotline Advertising. All rights reserved.

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.