CopyWriter

Seperti biasa gw mo cerita dulu latar belakang gw nulis ini. Tadi gw baca-baca artikel di majalah swasembada mengenai pertarungan produk mie instan. Nah tapi yg bikin gw tertarik bukan soal mienya tapi soal biaya promosi atau periklanan yg bisa nyampe 200-an miliar rupiah. Dari situ gw inget ada temen gw namanya Rangga yg kebetulan lagi KP juga di salah satu perusahaan Advertising/periklanan bernama Dentsu Ltd. (klo ga salah) yang berkantor di jalan Sudirman JKT.

Dari hasil ngobrol-ngobrol gw ma tuh orang, tersiratlah (halah bahasanya…) kata-kata copywriter….nah loh? karena gw ga tau akhirnya gw nanya balik n sama dia dijelasin dikit bahwa yg namanya copywriter itu yg bwat kata-kata/tagline/motto/apapun yg ada di iklan sebuah produk, contohnya: “Indomie seleraku”, “Yamaha Jupiter; yang lain pasti ketinggalan”, dll. Dia juga jelasin bahwa di Indo Copywriter itu masih jarang banget, apalagi yang berkualitas… nah gw kan heran kok susah amat bikin kata2 kaya gitu?

Sebelum gw lanjutin mungkin lebih enak klo gw kasih quote dari Mbak Wiki mengenai Copywriter/copywriting, sbb:

Copywriting is the process of writing the words that promote a person, business, opinion, or idea. It may be used as plain text, as a radio or television advertisement, or in a variety of other media. The main purpose of writing this marketing copy, or promotional text, is to persuade the listener or reader to act — to buy a product or subscribe to a certain viewpoint, for instance. Alternatively, copy might also be intended to dissuade a reader from a particular belief or action.

Copywriting can include body copy, slogans, headlines, direct mail pieces, taglines, jingle lyrics, World Wide Web and Internet content, television or radio commercial scripts, press releases, white papers, and other written material incorporated into advertising media. Copywriters can contribute words and ideas to print ads, mail-order catalogs, billboards, commercials, brochures, postcards, online sites, e-mail, letters and other advertising media.
On websites, copywriting may also refer to the methods of writing and wording used to achieve higher rankings in search engines. Often referred to as content writing, it includes the strategic placement and repetition of keywords and keyword phrases on webpages. As search-engine algorithms get smarter every day, this search engine optimization (SEO) copywriting is more and more about writing for human visitors as well as for search engines, about offering fluent and readable content written in a SEO-wise manner.

Dari definisi itu jelas juga klo seorang copywriter itu ga bisa sembarangan pake kata-kata. Dia juga harus bisa memperhitungkan dari segi penjualan (daya jual), estetika, gaya hidup/trend masyarakat, dll yang bisa menambah value dari produk yg akan dipasarkan.

Gw juga disini melihat kecenderungan masyarakat Indo lebih suka hal-hal yang bersifat bombastic bukanya yang meaningfull/filosofis. Terbukti dari beberapa tagline produk-produk dalam negeri seperti iklan jupiter “yang lain pasti ketinggalan” yang terus disusul oleh vixion yang senada tapi lebih bombastic; “yang lain ga bisa ngikutin” bandingkan dengan iklan-iklan produk luar seperti nike yang hanya memakai kata “Just do it” atau Bridgestone yg pake kata “Passion for Excellence” yg gw rassa sih meanigfull. Mungkin hal tersebut karena masyarakat indo masih malas untuk merenungkan sesuatu secara mendalam.

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