Isi Pesan yang sama dengan CARA PENULISAN yang berbeda, bisa memberikan impact yang sangat berbeda pula. Itulah yang saya sebut sebagai kekuatan crafting. Kekuatan untuk berolah kata, salah satu elemen penting dari 3C yang harus dimiliki oleh seorang copywriter yang baik.
Coba simak cerita berikut ini, dan lihat bagaimana kalimat yang berbeda bisa menimbulkan efek yang berbeda pula…
A blind boy sat on the steps of a building with a hat by his feet. He held up a sign which said: 'I am blind, please help.' There were only a few coins in the hat.
A man was walking by. He took a few coins from his pocket and dropped them into the hat. He then took the sign, turned it around, and wrote some words. He put the sign back so that everyone who walked by would see the new words.
Soon the hat began to fill up. A lot more people were giving money to the blind boy. That afternoon the man who had changed the sign came to see how things were. The boy recognized his footsteps and asked, 'Were you the one who changed my sign this morning? What did you write?'
The man said, 'I only wrote the truth. I said what you said but in a different way.'
What he had written was: 'Today is a beautiful day and I cannot see it.'
Do you think the first sign and the second sign were saying the same thing?
Of course both signs told people the boy was blind. But the first sign simply said the boy was blind. The second sign told people they were so lucky that they were not blind. Should we be surprised that the second sign was more effective?
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