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Apa itu marketing?

Pemasaran adalah gabungan antara :

  • menerangkan kelebihan tawaran anda
  • tingkatkan keinginan pelanggan untuk beli daripada anda
  • kerugian yang pelanggan hadapi kalau tak beli daripada anda

“In its purest sense, marketing is a combination of educating someone on the advantages you offer or your product or service offers and increasing their demand or desire to get those benefits from you and no one else”.

Jay Abraham

Tujuan menulis

Fikirkan apakah keinginan atau perasaan yang ingin anda tingkatkan dalam diri pembaca.

Before you put pen to paper, before you ring for your stenographer, decide in your own mind what effect you want to produce on your reader — what feeling you must arouse in him.

Robert Collier

Tulis kepada seorang pembaca

Bayangkan anda menulis kepada seorang sahaja. Tak guna sasarkan kepada 1,000 orang tapi tiada seorang pun yang membaca.

Contohnya seperti Joe Karbo tulis dibawah ni. Dia tulis kepada isterinya Betty je, tapi isteri orang lain pun boleh cair.

Dear Betty,
I love you so much.

I want to take care of you and our kids for the rest of your lives. There will be good times and bad. But I’ll try to do my best with what I got.

From time to time, I’ll probably exasperate or annoy you. But I’ll promise you that you’ll never be bored.

I read somewhere that the contract for marriage is the only one that doesn’t have a definite term – a point at which ends or can be renewed. It says, ‘…’til Death do us part.’ Well, I want you to know that, in our case, I’m satisfied with that arrangement. But, to be perfectly honest, I sometimes wish we weren’t married – so we’d both know, every day, that we were sharing our lives because we wanted to – not because we had to.

All my love,

Joe Karbo

Bina tajuk yang buatkan pembaca nak baca perenggan pertama

Bina tajuk yang menimbulkan rasa ingin baca pada perenggan pertama. Kemudian bina perenggan pertama yang menyebabkan pembaca ingin baca perenggan kedua.

Dan begitulah seterusnya.

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

David Ogilvy

Tingkatkan perasaan pelanggan, bukan syok sendiri

Copywriting bukan ayat kebabom. Ia adalah mesej yang menjentik dan meningkatkan keinginan sedia ada dalam minda pembaca atau pelanggan, lalu mengambil tindakan seterusnya.

Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exists in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire – but to channel and direct it.

Eugene Schwartz

Tip jadi copywriter

Jika anda pilih untuk jadi copywriter, anda perlu selami gaya hidup sebagai copywriter.

Setiap hari, setiap saat selami tingkah laku manusia dan berfikir kenapa mereka dan diri kita bertindak sedemikian.

Rasa ingin tahu itulah semangat seorang copywriter.

The preparation for becoming a great copywriter is a lifestyle. It’s a hunger for knowledge, a curiosity and a desire to participate in life that is broad-based and passionate.”

Joe Sugarman

Semua petikan diatas saya peroleh daripada ebook Tuan Bukhari Ramli dan pasakkan disini untuk rujukan saya. Makin kerap dan dibaca berulang kali, makin banyak mutiara yang saya peroleh.

Saya juga berharap anda rasa sebegitu. Untuk bacaan lebih lanjut, boleh muat turun disini.

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