The

 Secret  of  Copywri-ng  

Subiakto  
July  9,  2010  

Hak  Cipta  dilindungi  Undang-­‐Undang  

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this is a product

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 this  is  a  logo  

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 this  is  a  brand  

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 A brand is
a person s gut feeling about
a product, service or organization

– Marty Neumeier

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 A brand is what
people say, feel and think about
a product, service or organization

– ©2008 Paul Isakson

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 Commodity

Rp 8.000 Rp 40.000

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 A Strong brand is
a collection of coherent ideas
and experiences with
a product, service or organization
… overtime

– ©2008 Paul Isakson

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 A Great Brand is
a great story

– ©2008 Paul Isakson

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Commitment:

1.  Stop  Campaigning  Start  CommiDng  

2.  Campaigning  is  MarkeHng  for  SHORTERM  gain  
3.  CommiHng  is  MarkeHng  for  LONGTERM  growth  
4.  Commitment  create  Brand  Loyalist  

 
 
 
 
 
 
©2008  Paul  Isakson  

Hak  Cipta  dilindungi  Undang-­‐Undang  

 Stop Campaigning
Start Committing

– ©2008 Paul Isakson

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 Campaigning is
Marketing for SHORTERM gain

– ©2008 Paul Isakson

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 Commiting is
Marketing for LONGTERM growth

– ©2008 Paul Isakson

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 Commitment create Brand Loyalist

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 Matrix  1  
Awareness   Knowledge   Liking   Preference   Convic-on   Loyal  

Need    
(NEW)  

Brand  

Promise  
(BIG)   PRODUK
Tangible   BRAND  
Intangible  
Proof  

Call  to  
acHon  

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 Matrix  1  
Awareness   Knowledge   Liking   Preference   Convic-on   Loyal  

Need    
(NEW)  

Brand  

Promise  
(BIG)  

Proof  

Call  to  
acHon  

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 Matrix  2  
Personal   Family   Face  to   Reference   Social   Sub   Na-on  
face   group   Class   Na-on  

Ini-ator  

Influencer  

Decider  

User  

Buyer  

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 Hierarchy of Need

Exist

Esteem

Social
Secure
Physical

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 Matrix  1  
Awareness   Knowledge   Liking   Preference   Convic-on   Loyal  

Need    
(NEW)  

Brand  
Physical

Secure

Esteem
Social

Exist
Promise  
(BIG)  

Proof  

Call  to  
acHon  

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 Consumers  today  
Geography   Urban,  sub  urban,  rural  
Demography   Pria/wanita,    
Usia,    
Pendidikan,    
Pekerjaan,  
Family  size    

Psychograph   Layman      vs      expert  

Loner              vs      gregarious  
Behaviors   Usage  rate        :  Light,  Medium,  Heavy  
Media  habit  :  TradiHonal  vs  Digital  

Hak  Cipta  dilindungi  Undang-­‐Undang  

 Consumers  today  

Passive  Media   Ac-ve  Media  

One  way  communica5ons   Two  ways  communica5ons  

Hak  Cipta  dilindungi  Undang-­‐Undang  

 Let’s  discuss.  

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