THE SECRET OF COPYWRITING by Subiakto
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Hak Cipta dilindungi UndangUndang The Secret of Copywri-ng Subiakto July 9, 2010
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Transcript of THE SECRET OF COPYWRITING by Subiakto
Hak Cipta dilindungi Undang-‐Undang
The Secret of Copywri-ng
Subiakto July 9, 2010
Hak Cipta dilindungi Undang-‐Undang 5/15/12 2
Hak Cipta dilindungi Undang-‐Undang 5/15/12 3
this is a product
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this is a logo
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this is a brand
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“A brand is �a person’s gut feeling about �a product, service or organization”� �– Marty Neumeier �
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“A brand is what �people say, feel and think about �a product, service or organization”� �– ©2008 Paul Isakson �
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Rp 40.000 Rp 8.000
Commodity
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“A Strong brand is �a collection of coherent ideas �and experiences with �a product, service or organization�… overtime”� �– ©2008 Paul Isakson �
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“A Great Brand is �a great story”���– ©2008 Paul Isakson �
Hak Cipta dilindungi Undang-‐Undang
1. Stop Campaigning Start CommiDng 2. Campaigning is MarkeHng for SHORTERM gain
3. CommiHng is MarkeHng for LONGTERM growth
4. Commitment create Brand Loyalist
©2008 Paul Isakson
Commitment: �
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Stop Campaigning�Start Committing���– ©2008 Paul Isakson �
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Campaigning is �Marketing for SHORTERM gain���– ©2008 Paul Isakson �
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Commiting is �Marketing for LONGTERM growth���– ©2008 Paul Isakson �
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Commitment create Brand Loyalist �
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Awareness Knowledge Liking Preference Convic-on Loyal
Need (NEW)
Brand
Promise (BIG)
Proof
Call to acHon
BRAND
Matrix 1
PRODUK Intangible Tangible
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Awareness Knowledge Liking Preference Convic-on Loyal
Need (NEW)
Brand
Promise (BIG)
Proof
Call to acHon
Matrix 1
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Matrix 2 Personal Family Face to
face Reference group
Social Class
Sub Na-on
Na-on
Ini-ator
Influencer
Decider
User
Buyer
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Hierarchy of Need
Physical
Secure
Social
Exist
Esteem
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Awareness Knowledge Liking Preference Convic-on Loyal
Need (NEW)
Brand
Promise (BIG)
Proof
Call to acHon
Matrix 1
Physical
Secure
Social
Exist
Esteem
Hak Cipta dilindungi Undang-‐Undang
Consumers today
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 : TradiHonal vs Digital
Hak Cipta dilindungi Undang-‐Undang
Ac-ve Media Two ways communica5ons
Passive Media One way communica5ons
Consumers today
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