Copywriting in 5W + 1H
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What is copy? Who is copywriter? No question, they are important within your business activity. This is basic knowledge you should know about copywriting.
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Copywriting in 5W + 1H
- 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
- 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 | ….
- 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
- 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 supported by:supported by:supported by:supported by: @@brahmanditobrahmandito