Copywriting is one marketing element that has the least demand but gets the most attention. But copywriting has a significant influence on the level of success of the business being run.

If you want to grow your business, copywriting is a must. Copywriting even has an essential role in the field of content writing. You can cut marketing costs by 62% and generate more leads by using content marketing.

What is Copywriting?

Copywriting is a method of making marketing materials that can persuade the audience to take various desired actions such as buying a product or service, subscribing to a newsletter, contacting sales and so on.

Initially, copywriting was only used in making sales letters, advertorials, billboards and other written marketing media. Therefore, this technique is called copywriting. In this sophisticated and technological era, copywriting is still considered an important thing. Besides being able to be written in writing, this method is also applied in making a video script or podcast.

Copywriting skills can also be applied in various marketing media such as text on landing pages and blog articles, social media posts, headlines and meta descriptions, paid ads on Google or social media, and YouTube video titles and descriptions.

Types of Copywriting

Here are some types of copywriting:

1. Direct Response Copywriting

Direct response copywriting is copywriting that functions to get immediate responses from consumers, such as directing them to click the CTA button, subscribe to ebooks, share content, and so on. Usually, this type of copywriting is used on landing pages, homepages, social media ads, etc.

2. Marketing Copywriting

Marketing copywriting focuses on offering a product, providing a solution to consumers, and conveying the benefits of a product. The ultimate goal of this copywriting is to convince consumers to buy a product or service. Usually, this type of copywriting is used in email marketing and homepages.

3. Brand Copywriting

Brand copywriting focuses on conveying the image and identity of a brand. In addition, this copywriting is also what distinguishes a brand from its competitors. Examples such as the slogan or tagline of a brand. Usually, this copywriting is used on a logo or “about us” page.

4. SEO Copywriting

SEO copywriting focuses on attracting consumer attention and positioning Google content. This copywriting is written to meet all the SEO requirements. Usually, SEO copywriting is used in product descriptions, landing pages and product categories.

5. Technical Copywriting

Technical copywriting focuses more on providing in-depth knowledge about how a product or service works. Usually, copywriting is used on technology products, beauty or health outcomes.

Formulas in Copywriting

Making copywriting is not easy. You must know the copywriting formula that can attract consumers. There are several formulas in copywriting that is most famous and often used by copywriters.


AIDA stands for Attention, Interest, Desire and Action. This formula has been used since ancient times, usually applied in traditional media such as television, radio, brochures, or newspapers. The AIDA formula is also used in digital media such as website pages, email, and social media or paid ads such as Google Ads, Facebook Ads, Instagram Ads, etc. It is not surprising that the AIDA formula has been very effective since ancient times until now. But there is the latest version of AIDA, AIDCA.


The first step that must be considered is that the copy must be able to attract the audience’s attention. A 2013 study from SilverPop showed that you should be able to capture your audience’s attention in less than 8 seconds. The method? By making exciting titles/headlines, providing surprising information or facts, provoking by using questions, using striking images and storytelling.

It all depends on the type of brand and the audience. So, three essential elements that must be present to attract attention are headlines, images and opening sentences.


After successfully getting the audience to pay attention to the ad, the copy must be able to attract the audience’s interest. Because every audience has different interests, you must first define who the brand’s audience is and how it behaves psychologically. In general, to make them feel interested is to present facts, data, case studies or a reason.


You can encourage your audience to want your brand by giving them reasons why they should be willing to spend money on your brand. If you’re going to boost your audience with text, you can write about the benefits of your brand for consumers or users.


Your ad must be able to convey the belief that the audience wants and needs the product because they feel confident. Without faith, there will be no action. The trick is to build your brand. Building a brand means building relationships with consumers and always providing the best service and valuable products. When the brand is strong, the audience will more easily trust the brand.


Action is the last stage that determines an ad. A good ad can move an audience to take action. Actions are not only in the form of purchases but also, such as contacting customer service or clicking on the following landing page related to the brand. In digital media, it can be measured by the amount of traffic or engagement (likes, comments and shares).

2. PAS

PAS stands for Problem, Agitate and Solution. According to Dan Kennedy, the creator of the PAS formula, a problem will attract the audience’s attention more than presenting a benefit. The problem is interesting because people certainly do not want to feel pain, congestion, poverty, loss, loss, etc.

Therefore, everything starts from the problem. Then, from that problem, you offer a solution through your brand. Here is an explanation of that formula:


The first thing to do is identify the problem. It doesn’t have to be a big problem. Problems can also be things that seem trivial but go unnoticed. Such as money transfer problems with admin fees, expensive shipping costs or stubborn stains on clothes. Identifying the real problem depends on the brand itself.


After finding the problem, then agitate the situation. Make consumers nervous and feel that this is a problem. For example, shipping costs are expensive. The existence of a marketplace should eliminate distances so that one region and another can conduct transactions without recognizing differences in place and time zone.

The reality is that the high shipping cost makes people refuse to buy products through the marketplace. Not to mention the product’s price, which is sometimes cheaper than the shipping cost or may be compared to waiting for a product that can’t be obtained that day, it’s better to buy offline with quality that can be known immediately.


The problems that have been analyzed can then be found a solution. Through this brand, you must be able to solve issues so that consumers are interested in your product. For example, Shopee solves this problem by applying free shipping. For that, they cooperate with the expedition and the seller.

Shopee applied this by making the copywriting tagline ‘Free Shipping throughout Indonesia’. Shopee postage free copywriting also varies. It is not surprising that Shopee is currently the first ranked e-commerce in Indonesia to solve consumer problems.

3. FAB

The FAB formula helps you find reasons why someone should buy/access your brand. You can learn how to listen to your audience and then live up to their expectations from this formula.


Of course, it has features when you have a product/service. But you only need to discuss the advantages of your parts. If you spend time explaining all the features, it will make the reader bored. The essence of the explanation of this feature is that it can solve the reader’s problem.


The next step of this formula is to benefit customers by using your product. Explain the advantages of your product compared to competitor products. At this stage, you can explain the benefits obtained from the reader.


After readers understand the features and advantages of your product, it’s time for you to explain the benefits. The key is that the benefits that customers get are solutions to their problems. If you can provide a solution, you can lead the reader to action. From buying/using the brand, do consumers get personal benefits?



What are the first steps to becoming a copywriter?

-Read more, study advertising, practice writing regularly, make file swipes, learn the basics of a persuasive essay, and master basic copywriting skills.

What is the difference between a writer and a copywriter?

-From this, you can see the difference between a content writer and a copywriter, namely the purpose of their writing. If a copywriter is more for commercial purposes, it differs from a content writer. A content writer focuses on how a product is easier to find on search engines.

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