What is copy? Who is copywriter? No question, they are important within your business activity. This is basic knowledge you should know about copywriting.

1. Copywriting in 5W + 1HCopywriting in 5W + 1H
BRAHMANTO ANINDITOBRAHMANTO ANINDITOBRAHMANTO ANINDITOBRAHMANTO ANINDITO
brahm@warungfiksi.netbrahm@warungfiksi.net
November 19November 19thth, 2010 @ Petra Christian University, 2010 @ Petra Christian University

2. WHATWHAT

3. C iti iC iti iCopywriting isCopywriting is
a word gamea word gamea o d ga ea o d ga e

4. C iti iC iti iCopywriting isCopywriting is
a spatial gamea spatial gamea spat a ga ea spat a ga e

5. C iti i th tC iti i th tCopywriting is the artCopywriting is the art
of selling and persuading by wordsof selling and persuading by wordso se g a d pe suad g by o dso se g a d pe suad g by o ds

6. WHOWHO

7. a a writer writer withwith
design design andand
businessbusinessbusiness business
knowledgeknowledgegg

8. WHEN

9. Since historic era?Since historic era?Since historic era?Since historic era?
Since men tried to promote things?Since men tried to promote things?
Since 1950s when Ogilvy became the Since 1950s when Ogilvy became the
most famous copywriter in the world?most famous copywriter in the world?
‐‐ David OgilvyDavid Ogilvy
(copywriter The Father of(copywriter The Father of(copywriter, The Father of (copywriter, The Father of
AdvertisingAdvertising)

10. WHY

11. “The very tight“The very tightThe very tight The very tight
business competition business competition
k B2B ik B2B imakes B2B companies makes B2B companies
need copywriters so need copywriters so pypy
badly.”badly.”
‐‐ Steve Steve SlaunwhiteSlaunwhite
( it f th 100( it f th 100(copywriter for more than 100(copywriter for more than 100
Fortune 500 companiesFortune 500 companies)

12. WHERE

13. In HouseIn House PHPHIn HouseIn House PHPH
A F lF l
CWCW
Agency FreelanceFreelance
CWCW

14. C it ’ D iC it ’ D iCopywriter’s DomainCopywriter’s Domain
llSales & Sales &
PromoPromo
InternalInternal Public RelationsPublic Relations
AdsAds
Sales Sales
letterletter
MediaMedia
Biz Biz
docsdocs
Annual Annual
ReportReport
Press Press
releaserelease
WebWeb ProfileProfile

15. HOWHOW

16. Project BriefProject Brief
Client Name
Product & USP
Tagline
Vision
Mission *
*
Val eValue
Audience Demo:
Psycho:
SES:SES:
Competitor *
*
Order | Website | Radio Ad | Video Ad | Print Ad | Sales Letter || | | | | |
Annual Report | Company Profile | Other, specify ….
Objective *
*
Style | modern | hi‐tech | classic | retro | simple | fun | formal |
ethnic | art | futuristic | kiddies | ….

17. EyeEyeEye Eye
(visual (visual
text)text)
Ear Ear EyeEye
(auditory)(auditory)
Eye Eye
(visual (visual
pictorial)pictorial)
Eye & ear Eye & ear yy
(audio (audio
visual)visual)

18. ResearchResearchStepsStepspp
BrainstormBrainstormDONE!DONE!
WriteWrite
Revision Revision
(by client)(by client)
EditEditEditEdit

19. hhhh researchresearchhow to how to

20. Files from clientFiles from client

21. Read media and booksRead media and books

22. Collect door to doorCollect door to door

23. Browse on internetBrowse on internet

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

26. result forresult forresult forresult for
“batik design”“batik design”
i ti tinputinput

27. hhhow to how to brainstormbrainstorm

28. List ideas on the note (work alone).List ideas on the note (work alone).
Discuss together (quantity over quality).Discuss together (quantity over quality).
If someone talk about the same idea, participate.If someone talk about the same idea, participate.
Keep on generating ideas.Keep on generating ideas.
When all ideas has been spoken, select & evaluate.When all ideas has been spoken, select & evaluate.

29. hh writewritehow to how to

31. . . . sweet . . .. . . sweet . . .

32. . . . sexy . . .. . . sexy . . .yy

33. . . . cute . . .. . . cute . . .

35. SS
UU
SIMPLESIMPLE
UU
CC
P i itiP i iti
CC
CC
Prioritize.Prioritize.
What’s the core ofWhat’s the core of
EE
SS
What s the core ofWhat s the core of
your message?your message?
SS
ss

36. 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

37. 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

38. 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

39. 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 ,
What’s in it for them.What’s in it for them.
SS
ss

40. 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

41. Ob ’Ob ’ S h tS h tObama’sObama’s Speech at Speech at
University of IndonesiaUniversity of Indonesia
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 :: ”Indonesia”Indonesia bagianbagian daridari diridiri sayasaya.”.”
SStoriestories :: About tolerance and USAAbout tolerance and USA IslamIslamSStoriestories :: About tolerance and USAAbout tolerance and USA--IslamIslam

42. Internet ResourcesInternet Resources
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.com www.oxforddictionaries.com
3.3. www.urbandictionary.comwww.urbandictionary.com

43. THANKTHANK YOU!YOU!THANKTHANK YOU!YOU!
Slide & presentationSlide & presentation
BRAHMANTO ANINDITOBRAHMANTO ANINDITO
www.warungfiksi.netwww.warungfiksi.net
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