STRATEGIC COPYWRITING by Subiakto

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STRATEGIC COPYWRITING by Subiakto

  1. 1. STRATEGIC Copywriting   Subiakto   July  21,  2011   ”Copyright owned by Hotline Advertising. All rights reserved.”
  2. 2. ”Copyright owned by Hotline Advertising. All rights reserved.”
  3. 3. this is a product”Copyright owned by Hotline Advertising. All rights reserved.”
  4. 4. this is a logo”Copyright owned by Hotline Advertising. All rights reserved.”
  5. 5. Interactio n this is a brand”Copyright owned by Hotline Advertising. All rights reserved.”
  6. 6. I bring toHeaven with me Commitment create Brand Loyalist ”Copyright owned by Hotline Advertising. All rights reserved.”
  7. 7. How to get IDEA”Copyright owned by Hotline Advertising. All rights reserved.”
  8. 8. Consumers Media today ...”Copyright owned by Hotline Advertising. All rights reserved.”
  9. 9. Consumers Media today ... Storyline   IDEA-How to sayYoutube   Copywri7ng   SMS   ”Copyright owned by Hotline Advertising. All rights reserved.”
  10. 10. Consumers Media today ... Storyline  Youtube   IDEA Copywri7ng   SMS   ”Copyright owned by Hotline Advertising. All rights reserved.”
  11. 11. Consumers Media today ... Storyline   IDEA-What to sayYoutube   Copywri7ng   SMS   ”Copyright owned by Hotline Advertising. All rights reserved.”
  12. 12. How to get the WHAT IDEA ”Copyright owned by Hotline Advertising. All rights reserved.”
  13. 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. 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. 15. How to get the HOW IDEA ”Copyright owned by Hotline Advertising. All rights reserved.”
  16. 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. 17. Consumers today ... Old Media New MediaPassive Audience Active Audience ”Copyright owned by Hotline Advertising. All rights reserved.”
  18. 18. 5 Langkah Formula1.  Need    :  need  atas  product  benefit  baru,  atau  need   baru  pada  produk  lama.  Need  of  having  physical   benefit  dan  need  of  having  emo1onal  benefit  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. 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. 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. 21. Matrix  2   Personal   Family   Face  to   Reference   Social   Sub   NaEon   face   group   Class   NaEon  IniEator   TMarket  Influencer   V  Decider   V  User   V  Buyer   V   V   ”Copyright owned by Hotline Advertising. All rights reserved.”
  22. 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. 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. 24. Pra Hotline1.  Sakura Film (Nirwana Photo) “Sakura Film rancak bana”2.  LIGNA (Furniture) “Kalau sudah duduk, lupa berdiri”3.  Engran (Multivitamin) “Engran Sarapan Kedua”4.  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 ngopi”9.  Biskuit Roma “Sudah Tradisi”10. POLYTRON (Local TV set) “The Winning Theme”11. DIGITEC (Local TV set) “Digitec memang mooi” ”Copyright owned by Hotline Advertising. All rights reserved.”
  25. 25. Slogan1.  Ligna : “Kalau sudah duduk lupa berdiri2.  Digitec : “Digitec memang mooi”3.  EXTRA JOSS (Energy drink) “Ini Biangnya, buat apa beli botolnya” “Merubah Ngos menjadi Joss”4.  INDOMIE (Instant Noodle) “Indomie seleraku”5.  Minakjinggo (Kretek Cigaret) “Jinggo, jinggo, jinggo … ugh!!!”6.  Gudang Garam Merah (Kretek Cigaret) “Merah … Meriah ooiii”7.  TIGA RODA (Mosquito coil) “Nyamuk sini Cuma takut TIGA RODA”8.  SANAFLU (Flu tablet) “Flu boleh, kerja jalan terus. Belum tahu dia”9.  Tropikal (Cooking Oil) “Dua kali penyaringan”10. SINZUI (Sabun pemutih) “Emangnya yang putih Cuma Jepang ?” ”Copyright owned by Hotline Advertising. All rights reserved.”
  26. 26. Slogan1.  EXTRA JOSS (Energy drink) “Ini Biangnya, buat apa beli botolnya” “Merubah Ngos menjadi Joss”2.  INDOMIE (Instant Noodle) “Indomie seleraku”3.  Minakjinggo (Kretek Cigaret) “Jinggo, jinggo, jinggo … ugh!!!”4.  Gudang Garam Merah (Kretek Cigaret) “Merah … Meriah ooiii”5.  TIGA RODA (Mosquito coil) “Nyamuk sini Cuma takut TIGA RODA”6.  SANAFLU (Flu tablet) “Flu boleh, kerja jalan terus. Belum tahu dia”7.  Tropikal (Cooking Oil) “Dua kali penyaringan”8.  SINZUI (Sabun pemutih) “Emangnya yang putih Cuma Jepang ?”9.  BuKrim (Detergent) “Beli satu dapat dua”10. OBHerbal (Cough syrup) “Herbal 100%” ”Copyright owned by Hotline Advertising. All rights reserved.”
  27. 27. 1.  SBY-JK (Precidentials Campaign 2004) “Bersama Kita Bisa” “Perubahan Kini Semakin Dekat”2.  PERTAMINA (Oil)3.  PERTAMINA (Corporate) “Selalu Hadir Melayani”4.  MANDIRI Fiesta (saving account) “Terbesar dan Tersebar’5.  KARTU AS “Nomornya Cuma-Cuma, Pakenya Suka-suka”6.  FB-Prijanto (Governor Campaign 2007) “Serahkan Pada Ahlinya” “Coblos Kumisnya”7.  CFC (Resto) “Bukan Cuma ayam”8.  ENTROSTOP (diare) “Stop ! Dengan Entrostop”9.  Extra Joss (Campaign 2009) “Stamina plus nyali”10. CITILINK (low cost airlines) “Bayar seperlunya” ”Copyright owned by Hotline Advertising. All rights reserved.”
  28. 28. 3 Magic Words1. New2. Free3. Discount”Copyright owned by Hotline Advertising. All rights reserved.”
  29. 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. 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.”

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