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BENARKAH?
1 Gambar > 1000 kata-kata

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GAMBAR
memang bisa menarik perhatian pembaca,
 tapi   
KATA-KATA lah
 yang membuat mereka mengeluarkan uang
 dan 
memberikannya kepada Anda
(BELI PRODUK ANDA)

Itulah pentingnya
Copywriting…
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Beda Media, Beda Copywriting

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copywriting

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Cara mengkomunikasikan pikiran lewat

TULISAN untuk mendapatkan APAPUN yang
 Anda inginkan
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Pengenalan
Pencitraan
Interaksi
 Viral
Penjualan

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Manfaat COPYWRITING
Meningkatkan :

Like, Comment, Open Rate Click Rate Scroll Down

dan Share

Conversion Rate % Closing

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ANATOMI
COPYWRITING

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8 Anatomi Copywriting
Headline 
Penawaran

!
Alasan 
Bonus 
Testimoni 
Garansi 
Call to Action 

N.B
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headline

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headline
Iklannya iklan anda
=
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13 JENIS HEADLINE

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13 Jenis Headline yang Mematikan

 Jenis 1: Benefit Headline   Jenis 9: Command Headline 

 Jenis 2: News Headline   Jenis 10: Claim Headline 

 Jenis 3: Selective Headline   Jenis 11: You & I Headline 

 Jenis 4: Curiosity Headline   Jenis 12: Teaser Headline 
 Jenis 5: Gimmic Headline   Jenis 13: Merk Headline

 Jenis 6: Fear Headline 

 Jenis 7: Question Headline 
 Jenis 8: Quotation Headline

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10 TEKNIK MENULIS

COPYWRITING

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10 Teknik Copywriting yang Menjual

Teknik 1: Story Copy  Teknik 6: News Page Copy 

   
Teknik 2: You and Me Copy Teknik 7: Competitive Copy
Teknik 3: Forthright Copy  Teknik 8: Factural Copy 
Teknik 4: Hiperbolic Copy  Teknik 9: Humourus Copy 

Teknik 5: Teaser Copy Teknik 10: Visual Copy

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Namun…
Bukan itu yang ingin Saya sampaikan

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Kenapa

Copywritingnya 
TIDAK MENGHASILKAN?

Karena
mereka
melakukan
KESALAHAN…
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4
KESALAHAN
DALAM
MEMBUAT
COPYWRITING
• Fokus ke “Fitur"  

 
•
Terlalu “Ini lho, gue…”
• Nggak ada “Call to Action”  

• Kelihatan banget “Ih, Jualan…”

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“  Write about
not about BENEFITS and
features.

  ”
- Robert W.Bly

“ Customers don’t buy products or

service…
They buy what these products and
services DO FOR THEM.
- Learning Dynamics Incoporrated

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Find out which benefits and features your readers care about 
Copy hits prospects on 3 levels:

 Intellectual   Emotional  Personal 

Based on logic. Tap into Fear, greed, love, Use you, you, you. Most
Not as Strong as others vanity, benevolence  Powerful 

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Saya Muak…

INGAT:
Orang tidak suka, saat ia tahu bahwa ia sedang:

Dijualin, Ditawar-tawarin, Disuruh-suruh

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Itulah kenapa
Ilmu Persuasive Copywriting
ini diperlukan..

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PERSUASIVE COPYWRITING

Penggabungan 2 Ilmu Keren yang

 WAJIB DIMILIKI oleh SIAPAPUN
-termasuk Anda- yang bergerak
dalam dunia
khususnya penjualan
BISNIS ONLINE

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Sebelum Anda kuasai Ilmu Copywriting,

izinkan Saya bertanya:
 Mana yang lebih penting: 
TARGET MARKET
 atau  Kira-kira: 
COPYWRITING? TARGET MARKET yang
menyesuaikan Copywriting
atau COPYWRITING yang
menyesuaikan Target
Market?

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Siapa
TARGET
MARKET 

Anda?
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Usia
 Jenis Kelamin
Lokasi
Gaya Hidup
Minat
Cara Belanja

Masalah Terbesar
Frustrasi Terbesar
Impian Terbesar
Keinginan Terbesar 
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ILMU
PERSUASI

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 Belajar Ilmu Persuasi

=
Belajar Pola Manusia dalam Bertindak
dan Mengambil Keputusan

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Motivasi Manusia
 Dalam Bertindak 

PAIN LOGIC PLEASURE

Ketakutan & Kerugian Kelogisan/Persuasi Keuntungan & Manfaat 

3 motivasi di atas bisa menembus

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PAIN
PAIN  Keyword 
Keterbatasan :
jumlah, waktu
Kerugian yang dihindari
Kerugian yang dialami
 Apa yang bisa dihindari
Ketinggalan

Kekalahan

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Motivasi atas RASA
YANG DIDORONG

PAIN - Kehilangan Uang

TAKUT
- Kehilangan Kesempatan
- Kalah Dalam Persaingan
- Membuat orang
bertindak cepat 

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BEBERAPA ORANG *PERLIHATKAN

bukti yang tak terbantahkan
 Melihat Dan Termotivasi 
jika *STATISTIK 
SEGALA SESUATU
terasa *PIKIRAN LOGIS
LOGIS BAGI PIKIRANNYA  *MASUK AKAL 

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LOGIC KEYWORD   • Statistis

•

•
Pendapat
Bukti Ahli /Pakar
• Hasil Pooling
•

•
Riset
Masuk Akal

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PLEASURE
Persuasive Copywriting

Manusia terobsesi dengan hal-hal

 yang akan menguntungkan mereka
 Apa untungnya buat Saya?
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PLEASURE KEYWORD
•

Dapatkan
• Kuasai
• Miliki
•

Keuntungan
Manfaat
•

• Free
•

•
Diskon
Hadiah, Bonus, Voucher 

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SUMBER PERSUASI

UANG WANITA JABATAN

 Jika Tidak Memiliki 3 Hal Tersebut Di Atas,
 Anda Wajib Pelajari Ilmu Persuasi 
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APA JADINYA

 Jika ILMU COPYWRITING

digabungkan dengan
PERSUASI tingkat ILMU
tinggi

?
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ATURAN

PERSUASIVE
COPYWRITING
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"#$%& '(

RULES #1

 John Caples (penulis iklan dunia):

Kenapa harus beli?

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“Alasan yang paling

sering membuat iklan
gagal adalah, pengiklan
lupa menjelaskan,
mengapa orang-orang
harus membeli….”

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RULES #2

Eugene Schwartz
(copywriter dengan bayaran tertinggi thn 1950):
Tulis apa yang kamu dengar. Apa masalah mereka?

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RULES #3

 Joe Sugarman
(dapat 240.000 dollar hanya dalam 1 email) :
Detil & Spesifik = Kredibilitas Naik

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RULES #4

Claude Hopkins (penghasilan 185.000 dollar

sebagai copywriter):
Singkat, Jelas, Meyakinkan

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RULES #5

 Victor O. Schwav (penulis email terbaik):

untuk beraksi kamu harus memintanya =

Call To Action

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3 Tahap Menulis Persuasive Copywriting

Persuasive Copywriting

Rumuskan Inti Tembus Faktor

Tentukan Goal
Pesan Kritis

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TENTUKAN
GOAL

Interaksi
 Viral
Branding
Penjualan
…….?
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RUMUSKAN
ISI PESAN
2 Arah MOTIVASI
6 Kunci PERSUASI

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2 Arah
 Motivasi

PLEASURE PAIN
)*

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PAIN & PLEASURE Persuasive Copywriting

• Harus TEPAT PENEMPATANNYA

• Harus KONSISTEN 
•
Harus JANGKA PENDEK   

• Harus KUAT

- Anthony Robbins -

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“Don’t persuade, but Influence!!”

(Igor Ledochowski)

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6 Kunci Persuasi
Timbal Balik 
Komitmen dan Konsistensi
Bukti Sosial
Kesukaan
Kelangkaan
Otoritas

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 Jika kita tidak punya cukup data,

pengetahuan, dan informasi untuk memutuskan
sesuatu, maka 1 dan atau 6 kunci persuasi ini
akan memutuskan saat pembelian…
(Ronny F. Ronodirjo)

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Timbal Balik 
Komitmen dan Konsistensi
Bukti Sosial
Kesukaan
Kelangkaan
Otoritas

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Kunci 1 Persuasi
Persuasive Copywriting

TIMBAL BALIK

Orang akan mudah dipersuasi jika

sebelumnya Anda pernah memberikan
sesuatu padanya
Contoh:
“Saya ingin berikan Anda Ebook GRATIS. Mau?”

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Ciptakan rasa enggan menolak…

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Contoh:
• Kasih Ebook GRATIS
• Kasih kultwit
• Status edukasi
• Broadcast Edukasi
• Email Edukasi
• Kasih Free Sample 
• Free Trial 
• Terima Curhat Klien
•

Seminar Gratis
 Webinar Gratis
 
•

• …dan sejenisnya

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Kunci 2 Persuasi
Persuasive Copywriting

KOMITMEN & KONSISTENSI

Orang lebih mudah dipersuasi jika
sebelumnya sudah membuat komitmen awal
 yang kecil / tidak berat 
Contoh:
“Cukup masukkan nama & email Anda…”

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Kecenderungan konsisten dengan apa

 yang ia komitmenkan baik yang ia
ucapkan atau tuliskan…

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• Pertanyaan Yes-Set  
• Pernyataan Yes-Set  
• Coba like dan komen, sebelum share 
• Coba share, sebelum beli 
• Bangun interaksi dulu, “Cung…” 
•  Jual murah dulu, baru yang mahal 
• Cross Selling dan Up Selling, sebelum Closing

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Kunci 3 Persuasi
Persuasive Copywriting

BUKTI SOSIAL

Orang lebih mudah dipersuasi jika ada

jumlah banyak sebagai acuan

Contoh:
Siapa lagi yang ingin…

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 Yang ramai dianggap sejenisnya…

bagus/terjamin/dan benar/enak/

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ORANG PERCAYA,
 Karena
 Apa Kata Orang,
 Bukan
KARENA PENJUAL

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Contoh
Persuasive Copywriting

Testimoni
Statistik

Best Seller 
 
Telah dibeli.. 
Telah digunakan… 
Telah didownload…
10.000
LIKES

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Contoh-contoh fenomena lain yang terjadi Persuasive Copywriting

karena BUKTI SOSIAL adalah:

Dalam memilih menu makanan di

restoran, Anda pilih yang tandanya
BEST SELLER
 Anda menonton sebuah film karena
film tersebut berhasil menjadi
BOX OFFICE

MOST POPULAR POST di blog,

semakin sering dan semakin banyak
dibaca orang

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Kunci 4 Persuasi
Persuasive Copywriting

KESUKAAN
Orang lebih mudah dipersuasi oleh orang
 yang ia suka
Contoh:
[Nama orang yang disukai] mengatakan bahwa [CTA] bisa
membuat…

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Mind Reading Empati

Bicara dengan gaya bahasa Endorsement ARTIS yang

mereka mereka suka
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Kunci 5 Persuasi
Persuasive Copywriting

KELANGKAAN
Orang lebih mudah dipersuasi jika mereka
pikir sesuatu itu langka, sedikit, unik, dan
rugi banget jika tidak punya
Contoh:
Tinggal… Terbatas… Hanya sampai dengan… Kapan lagi…

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 Without sense of urgency,

desire loss is value
(Jim Rohn)

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CONTOH APLIKASI Persuasive Copywriting

DALAM COPYWRITING:
Early
Bird

Promo Spesial Limited Edition

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Persuasi
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Kunci 6 Persuasi
Persuasive Copywriting

OTORITAS
Orang lebih mudah dipersuasi oleh figur
otoritas / legitimasi / jabatan / pakar /
sertifikasi / ahli / dll
Contoh:
Pengalaman selama bertahun-tahun menunjukkan bahwa
[orang2 yang berotoritas] melakukan [CTA]

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CONTOH: Persuasive Copywriting

Gelar Penampakan Visual 

Data Foto
Sertifikat
Penelitian  Jabatan
Hasil riset Riset
Pakar Endorsement
Statistik Testimoni
 Jurnal
Berita

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Gunakan

 
 Authority
 Saat Nulis Copywriting…

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FAKTOR KRITIS
4 Building Rapport 
12 Hypnotic Language Pattern
 

6 Trance Words

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+*

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+,

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4 CARA BUILDING RAPPORT Persuasive Copywriting

?
Pertanyaan Contoh yang Relevan

Mind Reading Cerita

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Persuasive Copywriting

 n y a   i
 g , 
  t 
i d
 a k 
  p
 u
 j  ik a  u  t  h o  r  i  t  y
 d
 A  n  a    a  n g   t  i  n g
  y
 A 
 I
 a  U
  j ib K 
 A  A 
 S
  I  K 
 A n d  P O  L A   W a   H  I  P  N O  T

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12 Pola Hipnotic Persuasive Copywriting

•
Bisakah / Dapatkah Anda [CTA]? 
• Semakin [realita], justru semakin [CTA] 
•  Apakah Anda lebih suka [CTA] [Pilihan A]
atau [Pilihan B] 
• Sebelum Anda [CTA], apakah (pertanyaan
pengalih X) 
•
 Apakah Anda sudah menyadari /tahu /
mengerti bahwa [benefit] ketika Anda [CTA]

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12 Pola Hipnotic Persuasive Copywriting

•
Saya ingin, [Nama], [CTA]
• Sekarang, Anda [CTA]
• Pikirkan bagaimana perasaan Anda ketika [CTA]
•

•
Bukankah lebih baik
Ini Tidak Penting [CTA]
bahwa daripada
Anda [Pain]
[CTA 1], yang
terpenting adalah bahwa [CTA 2]
• Saya tidak akan menyarankan Anda untuk [CTA]

•
sampai [feel]memutuskan untuk [CTA] Anda akan
Ketika Anda
mendapatkan [Pleasure] dan terhindari dari [Pain]

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 Agar jualan Anda

SMOOTH dan tidak
dianggap “jualan” oleh
pembaca, maka
gunakanlah
 WORDS…TRANCE

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6 Trance Words Persuasive Copywriting

 Bayangkan…
Pura-Pura …
 Otomatis…
 Ingin tahu…
 Memikirkan…
 Mendapati…

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FRASA PENDORONG Persuasive Copywriting

• •

Dan… Saya tahu….

• Sementara… • Saya tidak tahu…
• Sambil… • Saya ingin tahu…
•
Karena… •
Saya penasaran….
• Ketika… • Mengapa…
• Saat… • Jangan… kecuali…
• Sebelum… • Apa rasanya jika…
• Setelah…. • Perhatikan…

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FRASA COVERT
Persuasive Copywriting

• Jika seandainya Anda…

• Kalau misalkan Anda….
• Sudah pernahkah Anda…
• Seperti apa jadinya jika Anda….
• Seperti apa rasanya ketika Anda…
•

Pernahkah Anda benar-benar…

• Anda mungkin menemui diri Anda….
• Anda tidak perlu untuk…

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Bagaimana
Cara Menggabungkan
itu Semua
dalam sebuah
Copywriting
?
Gunakan formula berikut ini….
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4 Formula Copywriting Persuasive Copywriting

1   2
 AIDA BAB
3   4

PAS PPPP
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- Dapatkan perhatian dari pembaca
Persuasive Copywriting

Interest
- Buat pembaca berminat dan tertarik untuk
mengetahui lebih dalam

1. AIDA Desire 
- Beri manfaat dan bukti agar mereka
bernafsu untuk beli

 A ction
- Minta pembaca untuk merespon

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Before 
Persuasive Copywriting

- Tunjukkan Dunianya Saat Ini

 A fter
2. BAB - Bayangkan Keinginan Dan
Masalahnya Dapat Terselesaikan

Bridge
- Tunjukkan Bagaimana
Melakukannya

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Problem
Persuasive Copywriting

- Tunjukkan MASALAHNYA 

 A gitate
3. PAS - Buat Pembaca GELISAH Dengan
MASALAHNYA 

Solve
- Berikan SOLUSI TERBAIKNYA 

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menarik perhatian
Persuasive Copywriting

Promise - gambarkan
bagaimana produk Anda dapat
melakukannya
4. PPPP
Provide - sediakan solusinya

Push - minta pembaca untuk beli

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Checklist Persuasive Copywriting Persuasive Copywriting

  Pain
Menarik?
Mudah dibaca? Pleasure
Timbal Balik
Mudah discan? 
Bukti Sosial
Dapat dipercaya?   Komitmen dan Konsistensi
Spesifik?  Kesukaan
Meyakinkan?  Kelangkaan
Relevan?  Otoritas
Smooth? Bulding Rapport
Call to Action? Pola-pola Hipnotik
Kata-kata Trance

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Persuasive Copywriting

 Yes-Set
Pain/Pleasure
Deskripsi Produk
Detail Benefit
 Alasan Harus Beli
LANDING PAGE Bonus Spesial
Testimoni
CTA 1
Garansi
FAQ
CTA 2
P.S

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@DewaEkaPrayoga
Semoga Bermanfaat

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