BUAT YANG TERTARIK JADI COPYWRITER SIMAK VIDEO INI

Summary

In this video, the speaker reflects on their 20-year journey as a copywriter in the advertising and communication industry. They discuss the role of a copywriter beyond just writing, emphasizing creativity, collaboration, and idea generation within the creative team. The speaker shares insights into the daily tasks of a copywriter, including brainstorming, writing, presenting ideas, and overseeing production. They highlight the skills necessary for success in this field, such as creativity, observation, and adaptability, and encourage aspiring copywriters to explore social media as a platform for honing their craft.

Takeaways

• 😀 The video begins with a survey question about the influence of marketing, advertising, and communication content on viewers, encouraging feedback in the comments.
• 😀 The speaker celebrates 20 years in the profession of copywriting, reflecting on their journey from entry-level to managerial roles while still identifying as a copywriter at heart.
• 😀 Copywriting is more than just writing – it involves creative thinking, idea generation, brainstorming, and collaboration with other creative professionals like art directors.
• 😀 The speaker emphasizes the importance of having both creative and artistic skills in modern advertising, with a hybrid approach between copywriting and art direction.
• 😀 The speaker’s decision to become a copywriter stemmed from studying advertising communication and a preference for writing over other creative tasks, highlighting that creativity can be self-taught.
• 😀 Being a copywriter involves three main tasks: daydreaming/brainstorming, writing, and presenting ideas. Brainstorming, or 'productive daydreaming,' is crucial for idea generation.
• 😀 Brainstorming sessions should focus on idea generation without fear of judgment, allowing all creative team members to freely contribute, which can spark innovative solutions.
• 😀 The writing process involves translating the brainstormed ideas into specific forms, whether it's a TV script, radio ad, or print ad, with each type requiring different approaches.
• 😀 Presentation skills are essential for a copywriter, as presenting ideas to clients is a critical part of the job, often involving creative presentations or performances to sell ideas effectively.
• 😀 The speaker shares that humor, daydreaming, and keen observation of trends and culture are key traits for a successful copywriter. A sense of humor, particularly for puns, can be a great asset in the profession.
• 😀 The creative process for both advertising and personal content creation on platforms like YouTube or social media is similar, with an emphasis on crafting engaging ideas, concepts, and narratives.

Q & A

What inspired the speaker to become a copywriter?

The speaker was inspired to become a copywriter because they studied in the Advertising Communication department and the world of advertising agencies was thriving 20 years ago with the rise of private TV channels. Additionally, they had a passion for writing, which made the creative role of a copywriter appealing to them.

What is the primary role of a copywriter in an advertising agency?

The primary role of a copywriter in an advertising agency is not just writing, but also brainstorming ideas, developing creative concepts, and presenting those ideas to clients. The copywriter's job is to craft ideas that communicate effectively through different media forms.

Why is the division between art directors and copywriters no longer relevant in modern communication?

In modern communication, the distinction between art directors and copywriters has become less relevant because both roles now require hybrid skills. A copywriter must have a sense of art and creativity, while an art director must be able to express their artistic vision through verbal communication and ideas.

How does daydreaming or 'bengong' fit into the creative process of a copywriter?

'Bengong' or daydreaming is an essential part of the brainstorming process. It allows creative minds to explore ideas, envision possibilities, and generate inspiration for creative campaigns. The speaker emphasizes that this process is crucial for finding unique solutions and ideas.

What does the writing process entail for a copywriter after brainstorming?

After brainstorming, the copywriter's task shifts to executing the communication idea. This involves writing scripts, storylines, TVC scripts, radio ads, and print ads. The copywriter develops the detailed creative content based on the chosen idea from the brainstorming session.

What is the significance of presentation skills for a copywriter?

Presentation skills are crucial for a copywriter because they help sell the ideas to the client. A copywriter must effectively communicate and present their ideas in a compelling way during client meetings. The ability to present creative work well is as important as the idea itself.

What unique practices did the speaker's agency use during client presentations?

The speaker's agency used to incorporate theatrical elements into presentations, such as performing in costumes, playing dramas, or singing, to make the creative ideas stand out. This approach helped engage clients and made the creative presentations more memorable.

What are the three key activities a copywriter typically does on a daily basis?

The three key activities a copywriter typically does are: daydreaming (brainstorming ideas), writing (executing the ideas into scripts or content), and presenting (pitching the ideas to clients). These tasks are often repeated throughout the workday.

How does being a copywriter influence the speaker's content creation process for their own media?

Being a copywriter influences the speaker’s content creation by shaping how they approach idea generation and communication. The speaker applies creative thinking skills from their advertising career to craft engaging and meaningful content on their YouTube and social media channels.

What are the three traits that suggest someone might be suited for a career as a copywriter?

The three traits are: 1) A love for dry jokes and wordplay, as this skill is useful in generating creative ideas. 2) A tendency to daydream and imagine possibilities, which is central to idea development. 3) Being an observer, sensitive to trends, and aware of cultural phenomena, which helps in finding inspiration and references for ideas.