And Welcome

To Halolearn
 The name is...

Nugraha, Indra Fajar Nugraha

and today, I am your Copywriter

 Today, we will talk about

COPYWRITER
HOW TO WRITE COPY
THAT SELLS
 THE WORKS OF COPYWRITER
Weeks, Months of Revision,
“Gimme 5 mins!” Countless Presentations R.I.P.

Social Media Social Media Key Visual TVC(s) Integrated

Captions Content Plan Scripts Advertising
Radio Campaign
Social Media Advertorial Scripts Film or
Visual Copy Webseries Digital
Scripts Campaign
 CHAPTER 1
Understanding the Brand and the People
 Before you start writing,
you have to start by listening.

But, listen to what?

 Listen to the brand’s knowledge
Listen to the Listen to the brand’s product benefit
Listen to the brand’s needs

BRIEF Then…

Listen to the target audience profile

Listen to the target audience language
 Ask the clients in details
(or Account Executive if you are working in Ad)

To Do Stalk the brand’s social media, it’s an easy and

great way to find out the brand’s personality.

LIST Stalk the target audience, have a look into

their lifestyle on social media or go to ground.

Look for reference, to get you in the mood.

CHAPTER 2
Deciding on the message or
“what to say” & “how to say”
Before you start to writing your message,
you have to know what to say first
and then how to say it.
 What’s the difference?

What to say is what information or persuasion

you intend to tell the target audience.

How to say is to repackage the information or persuasion

you intend to tell the target audience with
creative juice.
What to say
How to say
What to say
How to say
How to say
This is how you decide what to say & how to say.

PRODUCT CONSUMER’S
USP/BENEFIT INSIGHT

WHAT TO SAY
 This is how you decide a message.

USP
What makes the product
unique from their
CONSUMER’S INSIGHT
PRODUCT competitors
The universal truth CONSUMER’S
that is related to
USP/BENEFIT BENEFIT the consumers
INSIGHT
What consumers get
from its’ features

WHAT TO SAY
What you are going to say, combined from the product’s USP
or benefits and the consumers’ insight.
EXAMPLE
 CHITATO

Chitato is known Teenager’s life

PRODUCT CONSUMER’S
for its’ wavy is always filled
USP shapes with excitement
INSIGHT

WHAT TO SAY
Chitato is a wavy potato chips snack for the teenagers that having a life filled with excitement.
 CHITATO

HOW TO SAY

LIFE IS
NEVER FLAT
 BMW

BMW is filled For BMW drivers,

PRODUCT with premium pleasure in CONSUMER’S
BENEFIT features and driving is INSIGHT
technology everything

WHAT TO SAY
BMW is a premium car filled with high-end features and technology
for the people that put everything on driving experience.
 BMW

HOW TO SAY

SHEER
DRIVING
PLEASURE
CHAPTER 3
The Formula of Everything
Writing and almost everything in advertising
always comes down to one formula
 A I D A
Attention Interest Desire Action
 A I D A
Attention Interest Desire Action

Phase of getting brand

awareness or affiliation;
phase of getting noticed.

“What is that?”
 A I D A
Attention Interest Desire Action

Phase when people

trying to know more
about your product

“What’s the
feature/flavor/style, etc.”
 A I D A
Attention Interest Desire Action

Phase when people

are getting emotionally
bonded with your product

“I WANT THAT!”
 A I D A
Attention Interest Desire Action

Phase when people

are taking the action
of your communication
objective

“*CHECKOUT*”
But, in Digital there’s a… slight difference

A I S A S
Attention Interest Search Action Share
Phase when people Phase when people
are searching or researching are sharing your product
your product online mainly on social media

“*Googling*, “*upload instastory*

*checking out reviews” ini enak banget gais”
It works every time... even in boring things
 It works every time... even in boring things

Attention

Interest

Desire

Action
CHAPTER 4
Some Pro Tips
#1
3 Seconds Rule
Make sure your copy would get their attention in
the first 3 seconds, or they could just skip
or scroll and then everything is in vain.
#2
Consistent in EYD
A simple typo, misspelling, or grammar mistakes
make even the best copywriters look stupid.

If you’re ever in doubt, just google it; including

when you’re in doubt between “disini” or “di sini”.
#3
Steal… like an artist
Instead of learning from zero, you could cheat by copying your reference
or even rewrite them to learn their structure and sharpen your feeling.

Needless to say, I don’t mean to Ctrl+C then Ctrl+V

them to your work. Like, seriously don’t.
#4
Clear & Engaging CTA
The marketing objective highly depends on your call-to-action.
A good headline will lead to nothing if it doesn’t accompanied
with a clear and engaging CTA.

Maintain the same context from the headline for the CTA.
CHAPTER 5
The MEAT of Our Session
 Enough talking,
let’s start playing!
BRIEF #1
Brand Product Details
HARVEST Exquisite milk chocolate with chocolate
moist sponge and glazed with chocolate.
Background Priced at IDR 290.000.
HARVEST is currently having a Buy 1 Get 1
promotion for their chocolate cake on
the Valentine’s Day

Target Audience Creative Output

SES A-B (Middle to upper class)
24-45 y.o. (Young adult to middle aged)
JABODETABEK
Headline alternatives
for promotional purpose with
Call-to-action to purchase the cake
BRIEF #1 Playground

Consumers’
Benefit
Insight

WHAT TO SAY
BRIEF #1 Playground
BRIEF #2
Brand Product Details
FUJIFILM Polaroid camera with built-in flash, lens
and selfie mode. Priced at IDR 1.100.000.
Background
FUJIFILM is going to promote their Instax Mini
camera on this holiday season

Target Audience Creative Output

SES A-B (Middle to upper class)
18-28 y.o. (Teenagers to young adult)
JABODETABEK, Bandung, Yogyakarta
Headline alternatives for promotional
purpose with call-to-action to purchase
the camera
BRIEF #2 Playground

- -

Benefit Consumers’
Insight

WHAT TO SAY
???
BRIEF #2 Playground
WHAT TO SAY
-

HOW TO SAY
-
-
BRIEF #3
Brand Product Details
SAMSUNG Special color with engravement of BTS
logo on the phone; made in limited
Background numbers. Bonus photocard BTS.
SAMSUNG is going to promote their special BTS
edition

Target Audience Creative Output

Headline alternatives for the launch
SES A (Upper class)
announcement
18-28 y.o. (Teenagers to young adult)
JABODETABEK
BRIEF #3 Playground

Benefit Consumers’
Insight
BRIEF #3 Playground
BRIEF #4
Brand Product Details
Apple Watch SE The new Apple Watch SE is the more
budget-friendly level. The new version
Background comes with more colours and health
Apple has just released a new updated version of monitoring features.
Apple Watch SE and they want to promote its
launch.

Target Audience Creative Output

Headline alternatives for the launch
SES A (Upper class)
announcement
25-45 y.o. (First jobber - settled middle aged)
JABODETABEK
BRIEF #4 Playground

- -

Benefit Consumers’
Insight

WHAT TO SAY
???
BRIEF #4 Playground
WHAT TO SAY
-

HOW TO SAY
-
-
BRIEF #5
Brand Product Details
HALOLEARN The Masterclass sessions from Halolearn
offer series of class for those who aspire in
Background certain path of highly-demanded careers.
HALOLEARN is going to promote their Masterclass
sessions, ranging from various highly-demanded
career options.

Target Audience Creative Output

SES A-B (Upper to Middle class)
18-28 y.o. (College students, fresh grads, first jobber)
All around Indonesia
Headline alternatives for promotional
purpose with call-to-action to register
for the Masterclass sessions.
BRIEF #5 Playground

THIS IS HOMEWORK, BOIS AND GURLS!