Copywriting A Mindset: A Mindset A Copywriter You Must Have


There are many things you can learn about copywriting techniques.

If you have to choose 1 of the many sciences, that's the least likely for you:

A copywriter's mindset.

Even though you have 1000 copywriting templates in various aspects, if you don't have a copywriter mindset ... it's meaningless.

You cannot make copies that sell without this understanding.

Not only that ...
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Templates will make you stiff ... and templates can expire.

Not so with mindset.

Modern human thinking has never changed since the homo-sapiens era began to emerge ... until now.

By having this knowledge, you will be able to make effective copies even the next 1,000 years you are still alive.

And you can apply it anywhere ... landing pages, sales letters, advertisements, website content ...

# 1 Copywriting is not only a writer

Because in the past the marketing media was only written, so it was called a copy of "writing".

Now there is advertising and marketing media in the form of images, videos, and audio ... then as a copywriter your job includes drafting images and scripts in video.

But most importantly, this:
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Copywriters are people who explore human psychology.

Let's look again at the main function of a copywriter: create a copy that can increase conversions.

This means you have to "enter" their brains.
Transfer ide dari otak ke otak

Then channel the ideas in your head to be accepted by them. So they want to take action as you want.

So you will encounter many principles of human psychology.

Don't worry, you don't need to be a real psychologist.

# 2 No one cares about you

Selfish ... that's the nature of human beings (and other living things).

Even though in the PPKN lesson we are always told not to be selfish ... to care about other people ... but still, no one cares about you.

They only care about themselves.

Let's look at an example:

This is an example copy of a real business sales page (names and addresses disguised).
RajaKostum was founded in early 2009 in Surabaya, with the idea initiator: Sinta Cahya SE, MM. RajaKostum is an online store developed from existing offline stores under the brand "Custom Costume" located on Jl. Pahlawan 10, Surabaya.
We make costumes personally / customized and sold or rented for events such as: Carnival, National Holidays, Seventies, Competitions, Birthday, Religious Feast, Halloween, Television Events, Exhibitions, Corporate Events, Fashion Performances, Parties, School Events , Pre Wedding, Photo Force and others.
Many of our clients come from international schools and national schools, event organizers and companies and individuals.
Sleepy right?

Who cares about our business history?

In your opinion ... if they want to rent a costume, do they need historical information, let alone the name of the shop founder?

99.9% will not read.

Give information they care about.

A copywriter must know what information is most needed by their prospective customers. Then provide this information.

After they feel you are the right person to solve their problems, then they care about you.

Again, remember:

They don't care about you, they only care about themselves ... at first.

# 3 Make sales as if to one person

This is one way to make them care about your copy ...

Don't sell to everyone.

Many products / services can indeed be used by all people ranging from young people, parents, men, women, successful people, people who have not been successful ... etc.

What often happens like this:

You want to get as many buyers as possible. Therefore you create a sales page that targets all circles.

The hope is that everyone can buy.

Though what happens is your copy is not effective at all.

For example property sales. Generally there are 2 types of buyers: people who want to buy a house, or people who want to invest.

Both differ 180 degrees.

You cannot make sales to both at once. Both have different tastes, classes and problems.

The solution: Make a persona buyer

The persona buyer is the average representative of your ideal customer.

Who is most likely to buy your product or use your services. That is what we will make a representative as a persona buyer.
Bicara ke orang yang tepat

Forget those who most likely will not buy or need your product / service.

Instead of an explanation, just give an example:

I want to sell weight loss supplement products.

Who usually buys this product?

All overweight people?

Not wrong. But it's too broad ... More specifically:
  • Gender: woman
  • Age: 25-35
  • Status: mother with 1-2 children
  • Job: in the office from 9-5
  • The main problem: want to lose weight after giving birth, but do not have much time and energy to exercise
  • What we can help: weight loss supplements without the need to exercise hard, without the need for a strict diet
That is our buyer persona.

Next in the sales page, advertisements, or promotions that you do ... all of them target this persona.

# 4 Don't act like a robot

In Indonesian language lessons, we are always taught to use EYD language. Writing rigid ones according to grammar ... like robots.

This is carried away until now.

He said writing like that seemed more professional.

Coupled with the use of terms that are difficult to understand.

In practice in the real world, does anyone like to talk to people who always use stiff language?

Stiff = / = professional.

Stiff is not professional. Relaxing can also be professional.

Try reading this:
Di era digital seperti saat ini, copywriting merupakan hal yang sangat penting bagi entrepreneur yang ingin melakukan pemasaran secara online maupun offline. Copywriting dapat diartikan sebagai proses menulis kreatif dalam bentuk pemasaran dan periklanan dengan maksud mempengaruhi individu atau kelompok dalam pengambilan keputusan.
Copywriting meliputi teks, gambar, video, maupun audio yang tercantum dalam iklan, konten, brosur, billboard, katalog, dan media komunikasi pemasaran lainnya dengan orang yang berpotensi menjadi kustomer.
If I use this paragraph as an opening guide that you are reading now ... most of it must have gone.

It's like a teacher / lecturer who makes us sleepy in class ... Boring.

Don't be a copywriter like that.

Although in writing, a copywriter must be able to make writing that is like talking directly to someone else.

Use the language they often use
This is one of the most powerful tips to be able to immediately steal the attention of your target.

Use everyday language that they often use among themselves when complaining about something related to the function of your product.

Imagine they complained about the problem in front of you ...

About what their complaints are like.

Don't create unfamiliar sentences.

See this example from the feature page of an instant online shop creation service called Jarvis Store. I apologize in advance to the Jarvis Store.
Fitur Jarvis Store
Pay attention to the language used.

Basically, Jarvis Store is a very interesting service because we can create our own online store without fees and without the need to create website skills.

But if we read ... the features sound strange to the ear.

"Your shop is in your hands"

"Control your shop anywhere"

Like English which is translated word-by-word.

Even though the point of these 6 points is simple:

  • Bisa membuat toko online secara instan tanpa programming
  • Mudah diakses dan dikelola bahkan dari HP
  • Manajemen pelanggan, invoicing, dan pemberian diskon secara otomatis
  • Sudah teroptimasi untuk mesin pencari
  • Bisa membuat blog dalam toko online supaya jangkauan pemasaran jadi lebih luas
If you can explain it simply, don't complicate it.

...That's All


It's easy, right?

Only 4 of the above you need to understand as a copywriter.

With only these four mindsets, you can actually make copies in any form.

Landing page ... sales letter ... email ... advertisement ... website content ... and much more.

So, to conclude this chapter ... there are 4 most fundamental errors in copywriting:
  1. Do not think about what is happening in other people's minds when reading your writing
  2. Focus too much on yourself
  3. Talk to the wrong person
  4. Boring and difficult to understand

~Thank you

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