This Book are designed to present interesting, insightful books for the general business reader and for professionals in the worlds of media, marketing, and advertising. These are innovative, creative books that address the challenges and opportunities of these industries, written by leaders in the business

1. 200208
GAMBAR COVER BUKU/
GAMBAR PENDUKUNG LAIN
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BOOKCLUB
The Adweek
Chapter intro-1

2. INTRO
THE ORIGINS OF THIS BOOK

3. The Book Contains Many Lessons
You’ll learn how to mentally
prepare yourself to write copy,
how to write effective copy, and
how to present your product,
concept or service in a novel
and exciting way.
You’ll learn what really works
and what doesn’t and how to
avoid many of the pitfalls that
marketers fall into— and much
more.

4. Throughout this book, I talk about the ultimate goal of effective
copywriting, which is: "to cause someone to exchange his hard-
earned money for a product or service.
for most of what I teach in this book. me, using print advertising as a
reference point. Print advertising is the most difficult of all forms of
direct marketing. on one page, in two dimensions, is located in the
media with hundreds of competing messages and tells the complete
story of your product or service and then convinces the person who
will pick up the phone and order.

5. SECTION ONE: UNDERSTANDING THE PROCESS
Preview
1. General Knowledge
2. Specific Knowledge
3. Practice, Practice, Practice
4. The Purpose of All The Graphic Elements of an Ad
5. The First Sentence
6. Creating the Perfect Buying Environment
7. Resonating with the Reader
8. The Slippery Slide
9. Assumed Constraints
10. Seeds of Curiosity
11. Copy as Emotion
12. Selling the Concept, Not the Product
13. The Incubation Process
14. How Much Copy should you write?
15. The Art of Personal Communication
16. The Copy Sequence
17. The Editing Process
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6. Understanding The Process
The preparation to become a copywriter involves knowledge.
There are two types:
1. a very broad or general knowledge
2. a very specific or targeted knowledge.
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7. CHAPTER 1
GENERAL KNOWLEDGE

8. The best copywriters
in the world are those
who are curious about
life, read a lot, have
many hobbies, like to
travel, have a variety of
interests.
a wealth of
experiences and not
being afraid to work

9. GENERAL KNOWLEDGE
1. Experience of Creating Ideas
>> The more we’ve experienced, the more we can draw upon
when it comes time to relate those experiences to new problems
or opportunities.
2. Lateral Thinking for Ideas
>> the term lateral thinking to describe the process of resolution
with ideas by not focusing or thinking only on problems.
3. Dictionary as a Tool
>>One of the most important keys in copywriting and
conceptualizing is the ability to relate totally divergent concepts
to create a new concept.
4. Run Your Own Company

10. CHAPTER 2
SPECIFIC KNOWLEDGE

11. SPECIFIC KNOWLEDGE
1. You Must Become an Expert
>> You need to become an expert on a product, service or any-
thing you write about to really be effective.
2. You Must Know Your Customer, Too
>> the product has a nature of its own and it’s up to you to
discover what the nature of that product is in the mind of the
consumer.
Realize the nature of the product I was selling, bring out the
points in the product that were important to the consumer and
then wait until the consumer saw the ad enough times

12. CHAPTER 3
PRACTICE, PRACTICE,
PRACTICE

13. COPYWRITING
Copywriting is a mental process the successful execution of
which reflects the sum total of all your experiences, your specific
knowledge and your ability to mentally process that information
and transfer it onto a sheet of paper for the purpose of selling a
product or service. The key to any successful direct
marketing venture.

14. Don't Worry about the First Draft
what needs to be realized about
copywriting is that the first draft
of an ad is often gruesome and
the real skill in copywriting is to
take the rough draft and polish
it. It is all part of the copywriting
process.
In the first draft the goal is to put
something - anything - on paper,
an outpouring of emotions of
everything you try to convey
about your product or service.

15. CHAPTER 4
PURPOSE OF ALL ELEMENTS
OF ADVERTISING GRAPHICS

16. 1. Title: To draw your attention and draw you to the title.
2. Subheadline: To provide you with more information and
further explain the headlines that attract attention.
3. Photos or Pictures: To get your attention and to
describe the product more fully.
4. Description: To explain a photo or picture. This is an
important and often read element.
5. Copy: To convey the main sales message for your
product or Service.
10 Elements In An Ad

17. 6. Paragraph Title: To break the copy into pieces, so that it makes
the copy look less attractive.
7. Logo: To display the name of the company that sells the
product.
8. Price: So that readers know how much the product or service
costs. The price can be in large type or can be buried in a copy.
9. Response Tool: To give readers a way to respond to
advertisements, using coupons, toll-free numbers or ordering
information, usually near the end of the ad.
10 Overall Layout: To provide an overall appearance for
advertising, using effective graphic design for other elements.
All the elements in an advertisement are primarily designed to do
one thing and one thing only: get you to read the first sentence of
the copy.

19. CHAPTER 5
THE FIRST SENTENCE

20. THE FIRST SENTENCE
The first sentence is so important,
so what can you do to make it so
compelling to read, so simple,
and so interesting that your
readers everyone of them will
read it in its entirety? The answer:
Make it short.
Keep it short, sweet and
almost incomplete so that
the reader has to read the
next sentence.
The purpose of the first sentence
is to get you to read the second
sentence.”

21. CHAPTER 6
TELL THE PERFECT
PURCHASE ENVIRONMENT

22. Creating the Perfect Buying Environment
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Your ad layout and the first few paragraphs of your ad must
create the buying environment most conducive to the sale of
your product or service.
Creating the ideal buying environment comes from experience
and the specific knowledge you get from studying your
product and potential customer. It comes from understanding
the nature of your product or service.

23. CHAPTER 7
CONNECT WITH READERS

24. Outstanding Sales Techniques
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1. Set up the selling
environment.
2. Have to get the attention
of the prospect. That
certainly makes sense
and is related to the
headline of a print ad.
3. Introduce yourself and
say something that will
keep the attention of the
prospect.This is similar to
the subheadline and the
photos and captions.

25. Harmony Is the Key
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Get the reader to say yes and harmonize with your accurate and
truthful statements while reading your copy.
“ We all take our food supply for
granted. And for good reason.
Americans have always had plenty.
But we may be heading for one of the
most serious periods in our history. Let
me explain. “

26. CHAPTER 8
THE SLIPPERY SLIDES

27. The Slippery Slide
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Every element in an advertisement
must cause that slippery slide effect.
● The headline must be so
powerful and compelling that
you must read the subheadline
● The subheadline must be so
powerful that you are compelled
to read the first sentence,
● The first sentence must be so
easy to read and so compelling
that you must read the next
sentence and so on, straight
through the entire copy to the
end.

28. SECTION ONE: UNDERSTANDING THE PROCESS
Preview
1. General Knowledge
2. Specific Knowledge
3. Practice, Practice, Practice
4. The Purpose of All The Graphic Elements of an Ad
5. The First Sentence
6. Creating the Perfect Buying Environment
7. Resonating with the Reader
8. The Slippery Slide
9. Assumed Constraints
10. Seeds of Curiosity
11. Copy as Emotion
12. Selling the Concept, Not the Product
13. The Incubation Process
14. How Much Copy should you write?
15. The Art of Personal Communication
16. The Copy Sequence
17. The Editing Process
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29. CHAPTER 9
We all have power to be great at something. But at one point in our lives,
we may have did something and had a bad experience as a result.
The hurt is subconscious whether we admit it or not, they really do affect us.
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30. Assumed Constraints
You never really know what will
work out or what won’t.
If you believe in your idea,
do it. Step out of those assumed
constraints.
When trying to solve problems,
don’t assume constraints that
aren’t really there. >> try lateral
thinking
(thinking outside the box).
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31. CHAPTER 10
Seeds of Curiosity
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32. Seeds of Curiosity
At the end of a paragraph,
put a very short sentence that offers
some reason for the readers to read
the next paragraph, such as:
But there’s more.
So read on.
But I didn’t stop there.
Let me explain.
Now here comes the good part.
It can also be used at the beginning of
an ad. Keep the copy interesting and
the reader interested through the
power of curiosity.
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CHAPTER 11
Copy as Emotion

34. Copy as Emotion
EMOTION IN ADVERTISING
Principle 1:
Every word has an emotion
associated with it and tells a story.
Principle 2:
Every good ad is an emotional
outpouring words, feelings and
impressions.
Principle 3:
You sell on emotion, but you
justify a purchase with logic.
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35. Copy as Emotion
Case study:
MERCEDEZ BENZ AD
knows the real motivation
behind the purchase the their
cars, they focus on the reasons
people use to justify their
purchase.
Often, a phrase or sentence or
even a premise does not have
to be correct logically. As long
as it conveys the message
emotionally, it only does the
job, but does it more effective
than the logical message.
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36. Copy as Emotion
Words have strong emotions
attached.
Example 1:
The old woman in the motel.
Example 2:
The little old lady in the cottage.
Example 2 sounded much better.
By changing a single word, it will
increase the response in an Ad.
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37. Chapter 12
Selling The Concept,
Not The Product
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38. Selling The Concept, Not The Product
Never sell a product or service.
Always sells a concept.
The only exception to this rule is
when the product is so unique or
new that the product itself become
the concept.
Price can also affect concept.
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39. Selling The Concept, Not The Product
Finding the concept is often not
easy. It takes all the skills of a
conceptual thinkers to come up with
the right idea and the right position.
Every product has that unique
selling proposition that makes it
stand out from the rest. And it is
indeed up to you, the copywriter, to
realize this fact and discover each
product’s uniqueness.
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40. Chapter 13
The Incubation Process
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41. The Incubation Process
After finish all the preparation
(learned all the material,
collect data and studied it,
thinking what to write,
list down some headlines and
copy points about the product,
visualize the end result, etc.)
…. then …. stop.
That’s right, stop.
Do something else. Something
pleasurable (a walk in the park,
a good lunch with friends, etc).
Actually your subconscious mind
processing it. This activity is called the
incubation process.
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42. The Incubation Process
Your mind is always working.
The time you are giving to do
incubation process is called
the incubation period.
Sure, you might think you can
eliminate the incubation period.
Even when the pressure of
deadlines it’s there.
The incubation process actually
works best with pressure of some
kind. If you have no pressure,
your brain will not work as fast or
as efficiently.
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43. The Incubation Process
Just allow it to happen.
When it comes time to sit down
and knock out that copy, discipline
comes into play. You’ve got to let
that copy come pouring out of
your brain, forgetting about
spelling and grammar.
Remember, your mind takes the
data you’ve accumulated and runs
it through everything you know
about copywriting,
communication, and life in
general.
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44. The Incubation Process
Left brain versus right brain.
The left brain does the logical
and let the creative copy flow
out of that right brain.
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45. Chapter 14
How Much Copy Should You Write?
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46. How Much Copy Should You Write?
Do people read all the copy in
your ads?
The key is simply this:
Copy is never too long
IF the reader takes the action
you request.
Therefore, it can’t be dull, it
must be compelling, it must
relate to the reader and,
finally, it’s got to be about
something the reader is
interested in so that they will
read from the beginning to
the end (intense interest).
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47. How Much Copy Should You Write?
Long enough but short enough.
The copy should cover the
amount of time you need to
create the selling environment,
develop interest in the product, relate
to the prospect’s needs
and make the sale.
The Long Copy need for:
A. Price Point (create environment
proper buying mood)
B. Unusual Item (tell the full story of
your product)
Short copy + visual fine photography
also works.
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48. Chapter 15
The Art of Personal Communication
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49. The Art of Personal Communication
Every advertisement should be
a personal message from the
advertiser to the prospect.
For example:
We at ABC company wish to invite all of you
to visit our exhibit again at the upcoming
trade show. Our staff will be there to meet
you and demonstrate our new and novel
button machine.
Personal way of saying:
Hi. You might remember me from the last
trade show. Well, I’d like to invite you to the
next one where I will be looking forward to
meeting you again to demonstrate our new
and novel button machine.
(emotional process in communication)
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50. The Art of Personal Communication
Use of a Byline.
Use your name or the name of
somebody in your organization such
as the president.
This allows you to use words like
I and me and we and you
like in one-to-one conversation.
Every communication should be
a personal one, from the writers
to the recipients, regardless of
the medium used.
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51. Chapter 16
The Copy Sequence
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52. The Copy Sequence
Copy must also flow.
And its flow must make sense.
It must be in an understandable order
where each thought flows logically to
the next.
Leading the readers.
Start by writing the headline.
Then write the subheadline.
Then write the caption.
Then write the first sentence.
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53. The Copy Sequence
Logical progression of flowchart.
The ideas presented in your copy should
flow in a logical fashion, anticipating your
prospect’s question and answering them as
if the questions were asked face-to-face.
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54. Chapter 17
The Editing Process
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55. The Editing Process
In the editing process, you refine you
copy to express exactly what you
want to express with the fewest
words.
This may mean that you rearrange
the words you were wrote to make
the thought more direct. Or it may
mean cutting out words that have little
contribution to the overall feel of the
ad. And it may even mean substitute
or adding words.
Sometimes copy has space
restrictions.
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56. The Editing Process
Some Principles of Editing:
1. Look for any “that” words.
2. Edit for rhythm.
3. Consider combining sentences.
4. Eliminate unnecessary words.
5. Rearrange thoughts so they
flow better.
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57. The Editing Process
Computers are a great help
Writing copy on a computer
makes the editing process very
easy. Word processing allows
you to pick words or entire
sentences and drag them to
another place in the copy.
Sophisticated spell-checkers
whiz through copy and correct
your spelling even as you type.
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58. THANK YOU
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