Copywriting Mindset: A Copywriter's Mindset That You Must Have


There are many things you can learn about copywriting techniques.

But if you have to choose 1 of the many sciences, this is the least you should miss:

A copywriter mindset.

Even though you have 1000 copywriting templates in various aspects, if you don't have a copywriter mindset ... there's no meaning.

You cannot make copies that sell without understanding this.

Not only that…

Templates will make you stiff ... and templates can expire.

Not so with the mindset.

The way of thinking of modern humans has never changed since the homo-sapiens era began to appear ... until now.

By having this knowledge, you will be able to create effective copies even if you are still alive in the next 1,000 years.

And you can apply it anywhere ... landing page, sales letter, advertisement, website content ...

# 1 Copywriting is not (just) a writer

Because in the past, marketing media was just writing, so it was called copy "writing".

Now there are advertising and marketing media in the form of images, videos, and audio ... so as a copywriter of your assignment including drafting images and scripts in the video.

But most importantly, this:

Copywriters are people who deepen human psychology .

Let's look again at the main function of a copywriter: making copies that can increase conversions.

This means you have to "enter" into their brains.


Then channel the ideas in your head to be accepted by them. So that they want to take action as you want.

So you will find many principles of human psychology.

Don't worry, you don't need to be a real psychologist.

# 2 Nobody cares about you

Selfish ... that's the basic nature of humans (and other living things).

Even though in PPKN lessons we are always told to be unselfish ... to care about other people ... but still, nobody cares about you.

They only care about themselves.

Let's look at an example:

This is an example of a copy of a real business sales page (name and address disguised).

RajaKostum was founded in early 2009 in Surabaya, with the initiator of the idea: Sinta Cahya SE, MM. RajaKostum is an online store that was developed from an existing offline store with the brand "Custom Costume" located on Jl. Pahlawan 10, Surabaya.

We make costumes personally / customized and sell or rent for events such as: Carnival, National Holidays, Seventh-day Adventists, Race, Anniversary, Religious Holidays, Halloween, Television Events, Exhibitions, Corporate Events, Fashion Events, Parties, School Events , Pre Wedding, Photo of the Force and others.

Many of our clients come from international standard schools and national schools, event organizers and companies and individuals.

Sleepy right?

Who cares about the history of our business?

In your opinion ... if they want to rent costumes, do they need historical information, let alone the name of the founder of the shop?

99.9% will not read.

Give the information they care about.

A copywriter must know what information is most needed by their prospective customers. Then provide the information.

After they feel you are the right person to solve their problems, then they care about you.

Again, remember:

They don't care about you, they only care about themselves ... at first.

# 3 Make sales as if to just one person

This is one way to make them care about your copy ...

Don't sell to everyone.

Many products / services can indeed be used by all people ranging from young people, parents, men, women, successful people, people who have not been successful ... etc.

What often happens like this:

You want to get as many buyers as possible. Therefore you create a sales page that targets all groups.

The hope is that everyone can buy.

Even though what happens is your copy doesn't work at all.

For example property sales. Generally there are 2 types of buyers: people who want to buy a home, or people who want to invest.

Both differ 180 degrees.

You cannot sell to both at once. Both have different tastes, classes, and problems.

The solution: for the persona buyer

Buyer persona (…bukan pesona) adalah perwakilan rata-rata dari kustomer ideal anda.

Siapa yang paling mungkin untuk membeli produk anda atau menggunakan jasa anda. Itulah yang akan kita jadikan perwakilan sebagai buyer persona.


Forget those who will most likely not buy or need your product / service.

Instead of an explanation, just go for an example:

I want to sell weight loss supplements .

Who usually buys this product?

All people who are overweight?

Not wrong. But it's too broad ... More specifically:

  • Gender: woman
  • Age: 25-35
  • Status: mother with 1-2 children
  • Job: at the office from 9-5
  • The main problem: want to lose weight after giving birth, but do not have much time and energy to exercise
  • What we can help: weight loss supplements without the need for hard exercise, without the need for a strict diet

That is our buyer persona.

Next in the sales page, advertisements, or promotions that you do ... all target this persona.

# 4 Don't be a robot

In Indonesian language lessons first, we are always taught to use EYD language. Writing rigid ones according to grammar ... like a robot.

This carried on until now.

He said writing like that seemed more professional.

Coupled with the use of terms that are difficult to understand.

In practice in the real world, are there people who like to talk to people who always use rigid language?

Rigid = / = professional.

I'm not professional. Relaxing can also be professional.

Try reading this:

In the digital era like today, copywriting is very important for entrepreneurs who want to do marketing online and offline. Copywriting can be interpreted as a creative writing process in the form of marketing and advertising with the intention of influencing individuals or groups in decision making.

Copywriting includes text, images, videos, and audio that are listed in advertisements, content, brochures, billboards, catalogs and other marketing communication media with people who have the potential to become customers.

If I use this paragraph as the opening guide you are reading now ... most of you will have left.

It's like a teacher / lecturer who makes us sleepy in class ... Boring.

Don't be a copywriter like that.

Although in written form, a copywriter must be able to make writing that is like talking directly to other people.

Use the language they use often

This is one of the most powerful tips to be able to immediately steal the attention of your target.

Use everyday language that they often use among their own circles when complaining about something related to the function of your product.

Imagine they complain about the problem in front of you ...

Approximately what their complaints are.

Don't create strange sentences.

See this example from the feature page of an instant online shop creation service named Jarvis Store. I apologize in advance to Jarvis Store.

Jarvis-Store Features

Note the language used.

Basically, Jarvis Store is a very interesting service because we can make our own online store at no cost and without the need to create a website.

But if we read ... the feature sounds strange to the ear.

"Your store is in your hand"

"Control your store anywhere"

Like English translated word-by-word.

Though the point of these 6 points is simple:

  • Can make online shops instantly without programming
  • Easy to access and manage even from HP
  • Customer management, invoicing, and giving discounts automatically
  • Already optimized for search engines
  • Can create a blog in an online store so that the marketing reach becomes wider

If it can be explained simply, don't be complicated.

... so much

It's easy, right?

Only 4 of the above you need to understand as a copywriter.

With only these four mindsets in mind, you can actually make copies in any form.

Landing page ... sales letter ... email ... advertising ... website content ... and many more.

So, to conclude this chapter ... there are 4 most basic mistakes in copywriting:

  1. Do not think about what happens in other people's minds when reading your writing
  2. Too focused on yourself
  3. Talk to the wrong person
  4. Boring and difficult to understand

In the next chapter, we will learn how to structure a copy with one of the best formulas in copywriting.

Read chapter 2 if you want to make writing that is able to enter other people's minds and make them move.

0 Response to "Copywriting Mindset: A Copywriter's Mindset That You Must Have"

Post a Comment

Iklan Atas Artikel

Iklan Tengah Artikel 1

Iklan Tengah Artikel 2

Iklan Bawah Artikel