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THE SECRET OF COPYWRITING by Subiakto
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THE SECRET OF COPYWRITING by Subiakto

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  • 1. The  Secret  of  Copywri-ng   Subiakto   July  9,  2010   Hak  Cipta  dilindungi  Undang-­‐Undang  
  • 2. 5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   2  
  • 3. this is a product5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   3  
  • 4. this  is  a  logo  5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   4  
  • 5. this  is  a  brand  5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   5  
  • 6. A brand is a person s gut feeling about a product, service or organization – Marty Neumeier5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   6  
  • 7. 5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   7  
  • 8. A brand is what people say, feel and think about a product, service or organization – ©2008 Paul Isakson5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   8  
  • 9. Commodity Rp 8.000 Rp 40.0005/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   9  
  • 10. A Strong brand is a collection of coherent ideas and experiences with a product, service or organization … overtime – ©2008 Paul Isakson5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   10  
  • 11. 5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   11  
  • 12. A Great Brand is a great story – ©2008 Paul Isakson5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   12  
  • 13. Commitment: 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   Hak  Cipta  dilindungi  Undang-­‐Undang  
  • 14. Stop Campaigning Start Committing – ©2008 Paul Isakson5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   14  
  • 15. Campaigning is Marketing for SHORTERM gain – ©2008 Paul Isakson5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   15  
  • 16. Commiting is Marketing for LONGTERM growth – ©2008 Paul Isakson5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   16  
  • 17. Commitment create Brand Loyalist5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   17  
  • 18. Matrix  1   Awareness   Knowledge   Liking   Preference   Convic-on   Loyal   Need     (NEW)   Brand   Promise   (BIG)   PRODUK Tangible   BRAND Intangible     Proof   Call  to   acHon  5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   18  
  • 19. Matrix  1   Awareness   Knowledge   Liking   Preference   Convic-on   Loyal   Need     (NEW)   Brand   Promise   (BIG)   Proof   Call  to   acHon  5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   19  
  • 20. Matrix  2   Personal   Family   Face  to   Reference   Social   Sub   Na-on   face   group   Class   Na-on   Ini-ator   Influencer   Decider   User   Buyer  5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   20  
  • 21. Hierarchy of Need Exist Esteem Social Secure Physical5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   21  
  • 22. Matrix  1   Awareness   Knowledge   Liking   Preference   Convic-on   Loyal   Need     (NEW)   Brand   Physical Secure Esteem Social Exist Promise   (BIG)   Proof   Call  to   acHon  5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   22  
  • 23. 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  
  • 24. Consumers  today   Passive  Media   Ac-ve  Media  One  way  communica5ons   Two  ways  communica5ons   Hak  Cipta  dilindungi  Undang-­‐Undang  
  • 25. Let’s  discuss.  5/15/12   Hak  Cipta  dilindungi  Undang-­‐Undang   25