Contoh Percakapan Bahasa Inggris: Briefing copy Instagram untuk produk kopi

B1Briefing call for Instagram coffee copy

Situasi: Video call dengan manajer marketing Kopi Lereng, brand kopi dari Bandung yang akan meluncurkan es kopi susu gula aren dalam botol. Kamu diminta menulis caption Instagram untuk peluncurannya.

Peranmu: Bima, copywriter freelance · Lawan bicara: Nadia Putri (Marketing manager)

Target: Mengajukan pertanyaan yang tepat soal target audiens, manfaat utama, call to action, tone, jumlah caption, dan deadline sebelum mulai menulis.

Frasa penting

Who is the main target audience?Siapa target audiens utamanya?
What is the main benefit you want people to remember?Apa manfaat utama yang ingin diingat orang?
What do you want people to do after reading the caption?Apa yang Anda ingin orang lakukan setelah membaca caption-nya?
What tone of voice would you like?Gaya bahasa seperti apa yang Anda inginkan?
How many captions do you need, and by when?Butuh berapa caption, dan paling lambat kapan?
Just to confirm, you'd like five captions by Wednesday.Untuk konfirmasi, Anda ingin lima caption paling lambat hari Rabu.
I'll send you a summary of the brief by email.Saya akan mengirim ringkasan brief lewat email.

Contoh percakapan lengkap

Nadia Putri: Hi Bima, thanks for joining. We're launching a new bottled iced coffee with palm sugar next month, and we need Instagram captions. Where would you like to start?Hai Bima, terima kasih sudah bergabung. Bulan depan kami meluncurkan es kopi gula aren dalam botol, dan kami butuh caption Instagram. Mau mulai dari mana?
Kamu: Thanks, Nadia. Let's start with the audience. Who is this coffee mainly for?
Nadia Putri: It's mainly for young office workers in Jakarta and Bandung, around twenty-two to thirty years old. They're busy and they drink coffee every day.Terutama untuk pekerja kantoran muda di Jakarta dan Bandung, sekitar dua puluh dua sampai tiga puluh tahun. Mereka sibuk dan minum kopi setiap hari.
Kamu: That's really helpful. What's the main benefit you want them to remember? Is it the taste, the price, or the convenience?
Nadia Putri: The main benefit is that it tastes like fresh coffee from a café, but it's ready in your bag. And it's only fifteen thousand rupiah.Manfaat utamanya, rasanya seperti kopi segar dari kafe, tapi sudah siap di dalam tasmu. Dan harganya hanya lima belas ribu rupiah.
Kamu: Nice, that's a strong angle. And what do you want people to do after they read the caption? Order online, or visit a store?
Nadia Putri: We want them to order from our online shop. There's a ten percent launch discount for the first week.Kami ingin mereka memesan lewat toko online kami. Ada diskon peluncuran sepuluh persen untuk minggu pertama.
Kamu: Got it, that's a clear call to action. What tone of voice would you like? Fun and casual, or more premium?
Nadia Putri: Fun and friendly, like a friend talking to you. Not too formal. Do you have any other questions?Seru dan ramah, seperti teman yang sedang bicara denganmu. Jangan terlalu formal. Ada pertanyaan lain?
Kamu: Just one. How many captions do you need, and when's the deadline? I'll send you a summary of this brief today.
Nadia Putri: Five captions by next Wednesday, please, and keep the tone fun and friendly. I'll wait for your summary. Thanks, Bima, that was a really useful call.Lima caption paling lambat Rabu depan, ya, dengan gaya yang seru dan ramah. Saya tunggu ringkasannya. Terima kasih, Bima, panggilan ini sangat bermanfaat.

Kamu menggali target audiens, manfaat utama, CTA, tone, jumlah, dan deadline. Dengan brief selengkap ini, caption-mu berpeluang besar langsung disetujui.

Jawaban mana yang paling pas, dan kenapa

Nadia Putri: Hi Bima, thanks for joining. We're launching a new bottled iced coffee with palm sugar next month, and we need Instagram captions. Where would you like to start?

✓ Thanks, Nadia. Let's start with the audience. Who is this coffee mainly for?

Pertanyaan pertama yang paling penting dalam copywriting: untuk siapa? Singkat, jelas, dan terarah.

✗ Okay. First, I want to discuss about the target market of this new product. (Bisa dipahami, tapi kurang pas)

Discuss tidak butuh about: I'd like to discuss the target market first. Lebih baik lagi langsung bertanya: Who is it for?

✗ No need to explain too much. I already know what to write. Just send me the product photos. (Kurang tepat)

Menolak brief memberi kesan sombong, dan caption tanpa brief biasanya meleset. Mulai dengan bertanya: Who is this coffee for?

Nadia Putri: It's mainly for young office workers in Jakarta and Bandung, around twenty-two to thirty years old. They're busy and they drink coffee every day.

✓ That's really helpful. What's the main benefit you want them to remember? Is it the taste, the price, or the convenience?

Bertanya soal manfaat utama sambil memberi pilihan konkret membuat klien mudah menjawab. Inti dari features vs benefits.

✗ Okay. And what is the advantage of this coffee compare with other coffee? (Bisa dipahami, tapi kurang pas)

Pertanyaannya relevan, tapi compare harus compared with. Lebih natural: What makes this coffee different from others?

✗ By the way, does your café also sell food, like nasi goreng? I didn't have breakfast this morning, so I'm a bit hungry, ha ha. (Kurang tepat)

Keluar topik saat waktu briefing terbatas terkesan tidak serius. Lanjutkan dengan pertanyaan penting: What's the main benefit you want people to remember?

Nadia Putri: The main benefit is that it tastes like fresh coffee from a café, but it's ready in your bag. And it's only fifteen thousand rupiah.

✓ Nice, that's a strong angle. And what do you want people to do after they read the caption? Order online, or visit a store?

Call to action ditanyakan dengan pilihan yang jelas. Caption tanpa CTA membuat orang suka postingannya, tapi tidak membeli.

✗ Okay, noted. Then for the call to action, people must do what? (Bisa dipahami, tapi kurang pas)

Urutan katanya seperti bahasa Indonesia. Lebih natural: What would you like people to do after reading it?

✗ Honestly, fifteen thousand is too expensive for a bottle of coffee. Nobody will buy it. (Kurang tepat)

Mengkritik harga yang tidak ditanyakan itu di luar tugasmu dan bisa menyinggung klien. Lanjutkan ke pertanyaan berikutnya: What should people do after reading the caption?

Nadia Putri: We want them to order from our online shop. There's a ten percent launch discount for the first week.

✓ Got it, that's a clear call to action. What tone of voice would you like? Fun and casual, or more premium?

CTA dikonfirmasi, lalu tone of voice ditanyakan dengan contoh pilihan. Nadia tinggal memilih.

✗ Okay. And the language style, it must be formal or not formal? (Bisa dipahami, tapi kurang pas)

Bisa dipahami, tapi strukturnya kaku, dan not formal sebaiknya informal atau casual. Coba: Should the tone be formal or casual?

✗ Okay. I will use a lot of emojis and hashtags, maybe twenty or thirty, because young people really like all that, right? (Kurang tepat)

Memutuskan gaya sendiri tanpa bertanya bisa bertabrakan dengan karakter brand klien. Tanyakan dulu: What tone of voice would you like?

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