COPYWRITING

Created by:
Alya dwi putri (2330911016)
Cindy fauzi agnya (2330911018)

ENGLISH LITERATURE DEPARTMENT

FACULTY OF SOCIAL SCIENCES
MUHAMMADIYAH UNIVERSITY OF SUKABUMI
SUKABUMI
2024
 PREFACE

First and foremost, we express our deepest gratitude to God Almighty for His blessings
and guidance, enabling us to complete this paper entitled "Copywriting: An Art of Persuasion".
This paper was prepared as part of our academic responsibility and as a means to deepen our
understanding of the subject.

We extend our heartfelt thanks to those who have supported us throughout the process of
writing this paper, including mentors, peers, and family, whose encouragement has been
invaluable.

We hope this paper serves as a meaningful contribution to the discourse on copywriting

and provides insights for its readers. While every effort has been made to ensure its accuracy and
comprehensiveness, we acknowledge that there may be limitations and imperfections. Therefore,
we welcome constructive feedback and suggestions for improvement.

Finally, it is our earnest hope that this paper will be beneficial for anyone seeking
knowledge and inspiration in the field of copywriting.
 CHAPTER I

INTRODUCTION

A. Background

In the digital age, copywriting plays an important role in marketing communications. As

a persuasive text writing technique, copywriting not only conveys information, but also
influences consumer emotions and decisions.

In brand building, copywriting helps create identity, reinforce messages and differentiate
brands from competitors. In addition, copywriting plays an important role in attracting attention,
building trust, and convincing consumers to take action, such as making a purchase or further
interaction.

An understanding of copywriting is essential for companies to improve marketing

strategies, build emotional connections with consumers, and support business growth.

B. Research Question
1. What is copywriting?
2. What are the different types of copywriting?
3. How to create copywriting?
4. What is the purpose of copywriting?
C. Research objective
1. Explain the definition of copywriting.
2. Identify the types of copywriting.
3. Explain how to create effective copywriting
4. Explain the purpose of copywriting.
 CHAPTER II

DISCUSSION

1. The meaning of copywriting

Copywriting is the activity of arranging writing with a specific purpose. This activity is
often considered as an art in arranging words so that they become more interesting. The result of
copywriting is usually a short sentence that has high appeal. Generally, these sentences are used
in promotional or advertising media.

The definition of Copywriting according to experts, namely:

a. Jefkins (1996)
Copywriting is the writing of advertising or promotional scripts for a product (goods or
services). In other words, copywriting is the activity of creating and producing writing
(text/script) for advertising purposes.
b. Agustrijanto (2001)
Copywriting is the kitchen of advertising that has a significant role in creating advertising
campaign work, and is rich in attractive sales messages.
c. Moriarty et al (2009)
Copywriting is the process of demonstrating the value and benefits offered by the brand.
A copywriter is someone whose role is to create, shape and make word art in advertising
(copy).
2. Types of copywriting
a. Marketing Copywriting
This type of copywriting focuses on marketing or advertising activities. You can find
various formats, such as on banners, advertising posters, flyers, billboards, television
commercials, and other promotional media.
The purpose of this copywriting is to convey sales-related information, such as the
advantages, benefits, or functions of a product, in order to encourage potential customers
to buy and use the product.
b. Direct Response Copy
This type of copywriting is found on buttons or call-to-actions (CTAs) that contain
invitations, such as register, view products, add to cart, or subscribe to emails. The goal
is to get a direct response from the audience, which is then directed to the page according
to the purpose of the copy.
c. Brand Copywriting
Brand copywriting aims to introduce a brand to the audience. Through copywriting
techniques in this type, the company hopes that the audience can recognize and remember
the brand identity.
d. Social Media Copy
Copywriting for social media aims to increase content interaction and increase the
number of followers organically. An example of its application is to create content and
captions that are interesting and relevant to the needs of the audience.
e. Technical Copywriting
The purpose of this copywriting is to provide direction, education, and make it easier for
readers to understand how to use a product. You can find this type of technical
copywriting in technical guidebooks, manuals, information on how to use products, and
so on.
f. Email Copy
Email copy is a type of writing used in email marketing campaigns. With attractive copy,
the email you send can entice recipients to open, read, and take action according to the
objectives conveyed in the email.
g. SEO Copywriting
SEO copywriting is a writing technique that is applied for search engine optimization
(SEO) purposes, both in the creation of meta tags and SEO articles. Copywriting for SEO
tends to be more complex, because the writer must target certain keywords without
sacrificing the quality of the writing, so that it remains attractive to readers.
3. How to write copywriting
a. Understand Product Knowledge
 A copywriter must understand product knowledge in order to write effectively. Without a
good understanding of the product, the writing will be bland and uninteresting. For this
reason, it is important to know three main things in product knowledge:

a) Basic features: The main function of the product, such as dish soap to clean the
kitchen.
b) Superior features: The advantages of the product that set it apart from others.
c) Benefits: The benefits that consumers get after using the product.
For prospective copywriters, learning the company's product knowledge before the
interview is an important step in order to appear confident and understand the product
well.
b. Define the Audience
In creating copywriting, there needs to be clear goals and objectives. Without the right
focus, the results can be less than optimal. There are three important things to consider in
determining the audience, namely:
a) Targeted location
b) Age and gender
c) Interests and habits
c. Writing a Compelling Headline
Creating compelling headlines is an important aspect of copywriting. Many may struggle
or not understand what a headline is. The headline is the main element that has more
appeal, written in a short, clear, and compelling manner. This headline determines
whether the audience will be interested in continuing to read or skip straight to it.
d. Language Style
When writing copywriting, pay attention to the language style. There are elements of
language elements that must be considered, namely:
a) Explorative
Explores the advantages of the product with accurate, interesting, and not excessive
language, focusing on consumer persuasion.
b) Denotative
 Uses clear and unequivocal words without double meanings.
c) Narrative
Tells the story of the product with interesting word choices.
d) Imaginative
Evokes the imagination without making up the advantages of the product.
e) Argumentative
Provides arguments that can be justified to influence the audience.
f) Informative
Conveys product information based on data and facts.
g) Persuasive
Emphasizes the ability of advertising to influence the audience.
e. Storytelling
Storytelling is one of the most popular copywriting techniques because it is considered
more effective. This technique makes copywriting feel different and more approachable
to the audience. To create the right copywriting, it requires a framework that is often used
by advertising professionals to be more focused and targeted.
a) AIDA
AIDA stands for Attention, Interest, Desire, and Action. In general, this sequence
starts with attracting attention through the title, then arouses interest, invites the
audience to experience or buy the product, and ends with encouraging action (turning
desire into action). The simplest way is with a CLICK BUY button or something
similar.
b) STEPPS
STEPPS stands for Social Currency, Trigger, Emotion, Public, Practical Value, and
Stories. This technique is used to create viral content that is commonly found in the
community.
4. The purpose of copywriting
The main purpose of copywriting is to grab the audience's attention and motivate them to
take a certain action, such as buying a product or accessing a website. In addition,
copywriting serves to convey important information, increase sales, strengthen brand
awareness, and build consumer trust in the brand. By utilizing effective persuasive
 techniques, copywriting can create an emotional connection with the audience, which in
turn increases the impact of marketing materials.
5. Example of copywriting
a. Pepsi
"For the love of it. Segarkan hari Anda dengan Pepsi – rasa yang penuh semangat
untuk setiap momen menyenangkan!"
b. Spotify
Music for everyone. Temukan soundtrack untuk hidup Anda dengan Spotify. Dengar,
nikmati, dan jelajahi dunia musik tanpa batas
c. Netflix
See what's next. Nikmati dunia hiburan tanpa batas dengan Netflix. Film, serial, dan
dokumenter terbaik, hanya satu klik dari Anda.
d. Coca cola
Open happiness. Setiap tegukan adalah kebahagiaan. Coca-Cola, lebih dari sekadar
minuman—ini adalah pengalaman
e. Starbucks
The best part of your day. Starbucks, tempat yang menyatukan rasa dan cerita dalam
secangkir kopi hangat. Temukan kenikmatannya di setiap seduhan."