Hello, Ilkomers! As communication students, writing skills are one of the essential abilities you need to have. Through writing, we learn to organize messages clearly, tailor them to the target audience, build personal branding, and much more. However, many still feel unsure about where to start when asked to write. Don’t worry. In this BTS Insight, we will share some writing tips that can help you become a good copywriter.
Writing Should Tell a Story (Storytelling)
One way to make a message engaging is through storytelling. A message delivered as a story helps readers feel close and understand the point without long explanations. For example, you probably know the brand Dove. In their 2022 campaign video with the tagline “Rambutku Mahkotaku” which means “My Hair, My Crown”, Dove featured several women with different hair types and backgrounds. They all faced negative comments about the color and style of their hair. A simple narrative paired with natural visuals showed that every woman has her own unique story and that all hair types and colors are beautiful. Ads with stories like this are far stronger than simply saying, “True beauty comes from within.”
Touch the Reader’s Emotions
Appealing to readers’ feelings is also an effective way to write. A great example is Google’s “Loretta” campaign aired during Super Bowl 2020. In the one-minute video, an elderly man uses Google Assistant to remember his late wife. He gently says, “Hey Google, show me photos of Loretta.” Each simple command opens small memories, from laughter and trips to messages they once wrote together. Without promoting any product, the video touched millions of viewers. Simple words can evoke memories, warm hearts, and make the message feel truly human.
Sell the Scare
Fear can be an effective communication tool when used to raise awareness, not to intimidate. This is clearly seen in the Indonesian Ministry of Health’s anti-smoking campaign with the straightforward message, “Smoking kills.” The message is reinforced by visuals on cigarette packs showing damaged lungs, oral cancer, or children exposed to smoke. Without many words, the campaign raises awareness of the real consequences of smoking. This strategy works because the fear presented is not fictional but based on real-life situations. The power of sell the scare lies in creating awareness through realistic fear.
Write Like the Reader Talks
Writing does not always have to be formal. A conversational tone often works better because it makes readers feel addressed, not sold to. For example, Gojek’s “Pasti Ada Jalan” which means “There’s Always a Way” uses simple phrases on billboards and social media posts, such as “Hungry at midnight? Just Gojek it.” or “Stuck in traffic? Take GoRide first.” The tone is casual, like a friend offering solutions without lecturing. Even words like “Gojekin aja” or “Gosend-in aja” have become everyday language, proving that natural writing sticks in readers’ minds.
Use Humor
Humor can make a message feel closer and more memorable. For example, Beng-Beng’s snack ad parodied the song “Peri Cintaku” and became iconic. The actors sang the song with lyrics adapted to two ways people enjoy Beng-Beng, either biting it right away or enjoying it cold. The combination of drama and humor made the ad easy to remember and relatable without needing many words.
By applying these five tips, you can make your writing more impactful. Remember, copywriting is not just about writing words but about delivering a message that leaves an impression and makes people feel connected. Happy writing, Ilkomers.
Sources:
Google ad Super Bowl 2020: Loretta
https://www.instagram.com/reel/DG7LOSCJNH9/?hl=en
Behind The Semester Insight Vol #4