Tuesday, October 25, 2022 - Digital Marketing Program Batch 2 learning activities at Rumah BUMN Yogyakarta from all students of Communication Studies at Aisyiyah Yogyakarta University are still running smoothly along with 10 other UMKM and still with the same resource person, namely Ms. Bondan Satria Nusantara. In our sixth (6th) meeting we discussed Creative Copywriting.
What do you know about copywriting? Copywriting is not as simple as advertising words or what we usually call captions, but writing advertisements that have a purpose or goals. Examples of goals in copywriting include downloading catalogs, chatting WA, following accounts, liking comments and sharing, or having emails opened.
In copywriting there are 3 foundations that you need to understand, namely understanding your product, understanding your buyer, understanding your market. To understand your product, we must find out facts about our product, which can be in the form of the factory/location, product, process, the founder, what the story of its inception was like, and lastly, who are the buyers who bought it? Why buy? Or share the story of meeting the product.
Then from understanding your buyer you have to understand which targets your product will target, what events/moments make them think about buying, and where do they find out information about your product, and also write a reader's letter. Then to understand your market you have to understand the market conditions, market conditions are divided into 3 namely. Based on the cycle, namely, product oriented, competitor oriented, customer oriented. Based on the level of market awareness there are 5; unware, problem/pain aware, solution aware, product aware, and most aware. Finally, based on the level of maturity, there are 3 markets, namely; plain, expert, and saturated.