STRATEGIC Copywriting                  Subiakto                July 21, 2011    ”Copyright owned by Hotline Advertising. A...
”Copyright owned by Hotline Advertising. All rights reserved.”
this is a product ”Copyright owned by Hotline Advertising. All rights reserved.”
this is a logo”Copyright owned by Hotline Advertising. All rights reserved.”
Interactio                                                                     nthis is a brand”Copyright owned by Hotline...
I bring toHeaven with    meCommitment create Brand Loyalist         ”Copyright owned by Hotline Advertising. All rights re...
How to get IDEA”Copyright owned by Hotline Advertising. All rights reserved.”
Consumers Media today ...”Copyright owned by Hotline Advertising. All rights reserved.”
Consumers Media today ...                            Storyline IDEA-How to sayYoutube      Copywriting  ”Copyright owned b...
Consumers Media today ...                            StorylineYoutube                       IDE                       Copy...
Consumers Media today ...                            StorylineIDEA-What to sayYoutube      Copywriting  ”Copyright owned b...
How to get the WHAT IDEA     ”Copyright owned by Hotline Advertising. All rights reserved.”
Multivitamin YANG ...        SellerBuye                  One                     Few                       Many  r        ...
Value Added                           PersonalB R A N D                                                                   ...
How to get the HOW IDEA    ”Copyright owned by Hotline Advertising. All rights reserved.”
Segmentasi Target MarketGeography        Urban, sub urban, ruralDemography       Pria/wanita,                 Usia,       ...
Consumers today ...  Old Media                                                  New MediaPassive Audience                 ...
5 Langkah Formula1. Need : need atas product benefit baru, atau need   baru pada produk lama. Need of having physical   be...
Matrix 1          Awareness          Knowledge             Liking         Preference            Conviction   LoyalNeed    ...
Matrix 1          Awareness       Knowledge             Liking         Preference            Conviction   LoyalNeed(NEW)  ...
Matrix 2             Personal       Family        Face to        Reference            Social      Sub     Nation          ...
Script Writing1. Stopping Power : Ciptakan pembukaan iklan   yang memiliki kekuatan untuk membuat   khalayak berhenti dari...
Script Writing              Audio                                                    VisualStoppin Key Sound –            ...
Pra Hotline1. Sakura Film (Nirwana Photo) “Sakura Film rancak bana”2. LIGNA (Furniture) “Kalau sudah duduk, lupa berdiri”3...
Slogan1. Ligna : “Kalau sudah duduk lupa berdiri2. Digitec : “Digitec memang mooi”3. EXTRA JOSS (Energy drink) “Ini Biangn...
Slogan1. EXTRA JOSS (Energy drink) “Ini Biangnya, buat apa beli  botolnya”       “Merubah Ngos menjadi Joss”2. INDOMIE (In...
1. SBY-JK (Precidentials Campaign 2004) “Bersama Kita Bisa”  “Perubahan Kini Semakin Dekat”2. PERTAMINA (Oil)3. PERTAMINA ...
3 Magic Words1.New2.Free3.Discount”Copyright owned by Hotline Advertising. All rights reserved.”
7 macam Headline yang efektif1. Direct H/L – Lugas dan menyatakan ide besar   anda. Kopi ini berenergi.2. News H/L – Khala...
7 macam Headline yang efektif5. Command H/L – H/L bernada perintah   langsung masuk jalur cepat dan langsung   menjual. Be...
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Strategiccopywriting subiakto-110722051510-phpapp02

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Strategiccopywriting subiakto-110722051510-phpapp02

  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 nthis is a brand”Copyright owned by Hotline Advertising. All rights reserved.”
  6. 6. I bring toHeaven with meCommitment 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 Copywriting ”Copyright owned by Hotline Advertising. All rights reserved.”
  10. 10. Consumers Media today ... StorylineYoutube IDE Copywriting A ”Copyright owned by Hotline Advertising. All rights reserved.”
  11. 11. Consumers Media today ... StorylineIDEA-What to sayYoutube Copywriting ”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 Homog Pure Monopo Sellers Competiti MarketMany en ly on Value Added Different Monopo Sellers Monopolistic iated ly Market Competition ”Copyright owned by Hotline Advertising. All rights reserved.”
  14. 14. Value Added PersonalB R A N D Self 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 Physiologocal PRODUCT ”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 MarketGeography Urban, sub urban, ruralDemography Pria/wanita, Usia, Pendidikan, Pekerjaan, Family sizePsychograph Layman vs expert Loner vs gregariousBehaviors Usage rate : Light, Medium, Heavy Media habit : Traditional 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 emotional benefit2. Brand : propose you brand gently3. Promise : buatlah janji. Janji besar boleh asal jangan janji palsu4. Proof : Tunjukkan bukti atas janji diatas5. Action : Iklan harus ditutup dgn kalimat ajakan utk membeli ”Copyright owned by Hotline Advertising. All rights reserved.”
  19. 19. Matrix 1 Awareness Knowledge Liking Preference Conviction LoyalNeed Smartphone Fitur lengkap Sekretaris baru pribadi(NEW)Brand BlackberryPromise 1. Helpful Real time PC dalam 2. Kemudahan Push email genggaman(BIG) komunikasi Twitter BB Mesanger Facebook internetProof Selalu update Update berita 1 juta 20 jutq sdh sekretaris blackberry sudah memakaiCall to Beli sekarang Beli sekarang Miliki konek dapatkan sekretarisaction sekarang dicicil 6x tanpa probadi bunga sekarang ”Copyright owned by Hotline Advertising. All rights reserved.”
  20. 20. Matrix 1 Awareness Knowledge Liking Preference Conviction LoyalNeed(NEW) PhysicalBrand Secure Esteem Social ExistPromise(BIG)ProofCall toaction ”Copyright owned by Hotline Advertising. All rights reserved.”
  21. 21. Matrix 2 Personal Family Face to Reference Social Sub Nation face group Class NationInitiator TMarketInfluencer VDecider VUser VBuyer 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 VisualStoppin Key Sound – Proofg Power Jingle Need, Brand,Striking Promise Key Visual – masterPower Benefit shotSticking 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” ”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 ”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. ”Copyright owned by Hotline Advertising. All rights reserved.”

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