Copywriting provides joy in editing and writing. For a copywriter, honesty with oneself and understanding the audience is the main thing. If your audience isn’t interested in a platform like TikTok, there’s no need to push campaigns there. Aditya Fauzan Hakim Creative Group Head Berakar Komunikasi stated the importance of sincerity in writing words for a copywriter. This sincerity, for example, can be seen in the paintings on the tail of trucks, which are often honest and from the heart to connect with the daily situations of the readers.
Fauzan explained the ins and outs of copywriting at the workshop entitled “Copywriting Train of Thoughts” held by SBM ITB together with Vokraf at Amphitheater 1 MBA ITB, Bandung, on Saturday (29/7). According to Fauzan, copywriting now has a strategic role in the increasingly competitive advertising industry. Attracting attention with headlines is the primary key to achieving success.
Aditya differentiates copywriting from other types of writing, such as content writing, technical writing, UI/UX writing, and SEO writing. According to him, copywriting must be able to attract readers’ attention with exciting headlines and make them curious.
Furthermore, Aditya revealed that copywriting is the art of creative writing that aims to influence certain groups of people to take specific actions to support a brand. A copywriter’s job is not just writing but also playing a strategic role in generating creative ideas before writing headlines.
As a tip for aspiring copywriters, Aditya emphasizes the importance of an in-depth understanding of the product, audience, and problem you want to solve. Discovering the “truth” of products, beliefs, and hidden facts will be the starting point in creating relevant insights for copywriting.
In addition, copywriters must have creative intelligence and give a new feel to their writing. Extensive references, consistency in writing style, and the ability to penetrate new ideas are the keys to effective copywriting.